By Devangi Dalal This article is a part of the March/April 2019, Volume 31, Number 2, Audiology Today issue. It is a noisy health-care world, and there is an utmost need for marketing from audiologists who live in a world where they often struggle to be heard. According to the Hearing Loss Association of America (HLAA), on average, it takes seven years for someone with hearing loss to schedule an appointment with an audiologist (HLAA, 2018). This can be due to a number of hurdles. The primary one being that people suffering from hearing loss simply do not want to admit their condition. Second, their awareness of audiology is limited when compared to other health-care professions. The audiologist, thus, is in a competitive and distracting marketplace where creating a distinct brand is not an easy task. There can be numerous ways to overcome this issue. Converting people who need hearing aids but do not purchase them into people who need hearing aids and actually get them is a strenuous task. Audiologists need to know more than just how to diagnose and treat hearing loss. They need to gain the trust and loyalty of the millions of people resistant to seeking help due to the societal and cultural stigmas associated with wearing hearing aids. Don't Be Shy Audiologists should not feel shy about selling. The goal should be to instill trust, loyalty, and longevity. It is imperative to establish a brand identity to help reach this goal. Health-care professionals are in a distinctive spot when it comes to their digital existence. Ultimately, you’re promoting an aid or a facility that represents a requisite rather than a prospective impulsive buy. Use Brand Strategy Branding is the “why.” Promotion, however, is the “what” and the “how.” Branding is your expression of the value of the organization, product, or service—the vehicle for taking your message out to the world, creating a dialogue between you and your audience. Audiologists need to be aware of their mission, the benefits of the products or services provided, and family members’ perception about their practice. Remember, word-of-mouth marketing is relatively inexpensive, yet can be priceless. There are traditional marketing practices that include print, direct mail, telemarketing, directories or yellow pages, radio/television broadcasts, and outdoor advertising, among others. This content is an exclusive benefit for American Academy of Audiology members. If you're a member, log in and you'll get immediate access. Member Login If you're not yet a member, you'll be interested to know that joining not only gives you access to top-notch resources like this one, but also invitations to member-only events, inclusion in the member directory, participation in professional forums, and access to patient resources, tools, and continuing education. Join today!