The Business of Hearing

What happens to a hearing care practice when the technology gets so smart it needs you less? It's a question most clinic owners haven't asked yet, and it might be the most important one they ever consider. In this episode, Oli Luke explores a conversation that came out of the Business of Hearing live event in Toronto, diving into the future of private practice in a world where hearing aids become increasingly autonomous, self-programming and less reliant on provider involvement. If your practice is built almost entirely around the device, this is a must-listen.

In this episode, Oli Luke gets completely unscripted and honest about one of the most common struggles he sees across private hearing care practices, the people puzzle. From the trap of being too nice with early hires to tolerating standards that slowly erode everything you are building, this is the conversation most business owners need but rarely hear.

In this episode, Oli Luke breaks down the evolution of social media for private practices, why the old approach of delegating generic posts to a marketing agency is dead, and what the new discovery-based algorithm means for clinics willing to show up with the right kind of content. If you've ever wondered whether social media is actually worth your time, this episode gives you a clear answer.

In this episode, Oli Luke breaks down exactly what is happening with Google's AI mode, why the traditional SEO and ads playbook is quickly becoming outdated, and what private practice owners need to do right now to stay visible and win in this new landscape. This is one of the most important marketing conversations for any hearing care clinic owner in 2026.

There's a counterintuitive truth that most hearing care clinic owners never see coming, and it could be the single biggest factor affecting what your practice is worth when it matters most. In this episode, Oli Luke explores the concept of owner dependency and why being the most valuable person in your own business can actually destroy the value of that business. Drawing on a personal story from his days at McDonald's, Oli unpacks why the skills that built your practice can quietly become its biggest liability, and what to do about it before it's too late.

There's a major blind spot in the hearing care industry, and it affects how practices market, sell, communicate, and grow.    In this episode, Oli Luke breaks down why hearing aids are not actually the thing patients are buying, and why understanding this distinction completely changes the way a clinic should position itself. This conversation dives into psychology, marketing, patient behaviour, and the emotional drivers behind real decision making in hearing healthcare. 

The marketing agency blames you. You blame the marketing agency. But who's actually at fault when leads aren't converting? The answer is neither, and both. Here's why: not all leads are created equal, and the response required depends entirely on where that lead is in their journey. 

Most practice owners hit a growth ceiling around $1M and it's not because they're not good at clinical care. It's because they're missing the structural foundation that separates practices that scale from those that stay stuck.

Independent hearing care practices often feel outmatched by the big chains.  Bigger budgets. Bigger teams. Bigger brand awareness. But in this episode, Oli Luke explains why independents still hold one massive advantage that corporate groups can never truly replicate, and how practice owners can use it to dominate their local market.

Most hearing care practices make marketing harder than it needs to be.  In this episode, Oli Luke breaks down a simple but powerful framework that can help private practice owners make better marketing decisions, avoid wasting money, and approach growth with far more clarity.

On March 16, 2026, Amplifon announced a $3 billion acquisition of GN Resound. The shockwaves rippled through Facebook groups and WhatsApp chats across the hearing care industry overnight. But what does it actually mean for independents?

Oli answers five listener questions covering some of the most common challenges facing hearing care practice owners right now -- from the biggest marketing mistake independents make, to what a high-converting website actually needs in 2026, and whether YouTube is worth your time. Learn more at 👉 https://join.orange-gray.com/

2026 is shaping up to be one of the most challenging and opportunity-rich years independent hearing care has seen in a long time. In this episode, Oli runs a full SWOT analysis on the modern private practice -- breaking down where your real strengths lie, what weaknesses need fixing, and which threats deserve your serious attention right now. Learn more at 👉 https://join.orange-gray.com/

On paper, you should lose. Big chains have the budgets, the brand, and the buying power. So why do so many independents beat them anyway? In this episode, Oli breaks down the five competitive advantages every independent hearing care practice has, and how to use them to fight smart rather than fight fair. Learn more at 👉 https://join.orange-gray.com/

The traditional hearing care model has looked the same for decades. But consumer behaviour is shifting, and subscription models are quietly starting to change the industry. In this episode, Oli explores whether monthly plans are a passing trend or the inevitable future of how patients buy hearing care -- and what to do about it before the Goliaths get there first. Learn more at 👉 https://join.orange-gray.com/

Everyone shares the wins. Nobody talks about the weight. In this episode, Oli steps away from the tactics to have an honest conversation about the mental and emotional reality of being a practice owner -- and the practical things that have helped him stay standing over 10+ years in business. Learn more at 👉 https://join.orange-gray.com/

Last week, Amplifon made a huge strategic play by announcing plans to acquire GN Hearing in a $2.64 billion deal, which is expected to close by the end of 2026 pending regulatory approval. This means that the world's largest hearing aid retailer will now own their own manufacturing, R&D and retail distribution, creating a fully integrated hearing care powerhouse that covers 100+ countries, generates €3.3B and gives them full end-to-end delivery. This creates both a risk for private hearing care practices, and an opportunity for private practice. Because, from next year, what we're going to see is a significantly wider gapbetween the corporate side of the market (the big hairy Goliath of Amplifon) and the independent private practice side of the market (the David). The problem is, if a private practice clinic attempts to play the Goliaths game by competing on price, trying to serve the wider mass market, and continuing to tell the "we sell hearing aids" story ... they're going to get utterly squashed.

The real AI threat to hearing care isn't robots replacing providers -- it's the devaluing of your knowledge. In this episode, Oli cuts through the doomsday predictions and explains what independent practice owners can do right now to protect themselves, and why becoming known for who you are matters more than ever. Learn more at 👉 https://join.orange-gray.com/

In this Q&A "Happy Hour" episode of the Business of Hearing Podcast, Oli answers five questions submitted by private practice hearing care leaders. What is the best upgrade strategy in 2026? What will hearing care look like in 2030? If you had $1000 to invest in a new practice, what would your marketing focus be? What was my biggest lesson in 2025? Why don't you like advertising? Learn more at orange-gray.com

Many hearing clinics believe they're unique, yet to prospective patients, most practices look and sound exactly the same. In this episode, Oli explains why differentiation is so difficult in hearing care, why most clinics default to generic messaging, and how you can create clear points of difference without fundamentally changing your services, pricing, or clinical approach. Learn more at orange-gray.com

In this episode, Oli explains why sales is such a taboo topic in hearing care, how provider language and behaviour can unintentionally create friction, and what clinic leaders can do to make it easier for providers to guide patients toward better outcomes. Learn more at orange-gray.com

Many hearing clinics don't struggle with pricing because their fees are wrong, they struggle because of how those fees are framed, explained, and emotionally positioned. In this episode, Oli breaks down why clinicians often feel uncomfortable talking about price, how subtle language choices undermine perceived value, and why confidence around fees is a trust signal, not a sales tactic. Learn more at orange-gray.com

At the end of 2025, Oli reviewed 25 of the smartest and most original ideas implemented by private practice hearing care clinics. At the end of 2025, Oli reviewed 25 of the smartest and most original ideas implemented by private practice hearing care clinics. In this episode of the Business of Hearing Podcast, he breaks down five of his favourites, explaining not just what was done, but why it worked. These aren't theoretical strategies or vendor-led campaigns, they're real-world examples from clinics that tested, adapted, and executed ideas that moved the needle. If you're looking for practical inspiration heading into 2026, this episode offers a behind-the-scenes look at what actually worked across private practice hearing care. Learn more at orange-gray.com

In this episode, Oli breaks down the Five C's every private practice hearing clinic needs to focus on to win in 2026, and why these matter more than tactics, trends, or throwing more money at marketing. In this episode: Community: your independent advantage and a real point of difference Content: why it's more critical than ever Credibility: trust signals and where search is heading with AI Clarity: who you're for, and why patients should choose you Consistency: marginal gains, and why boring beats brilliant Learn more at https://join.orange-gray.com/introduction63430153 #hearingcare #audiology #clinicgrowth #marketing #businessofhearing

A massive SEO study analysing millions of searches revealed something uncomfortable: Google is keeping more and more traffic for itself. Zero-click search, AI Overviews, instant answers and redesigned SERPs mean fewer people are clicking through to websites and the trend is accelerating. But hearing care sits in a unique position. Some keywords are collapsing… while others are becoming even more valuable. In this episode, Oli breaks down what the data shows, what's still working for clinics, and where you should focus your online strategy in 2026. In this episode: What "zero-click search" is and why it matters Why most website traffic worldwide is dropping The types of content Google is stealing (and the types it can't) Why local intent still performs strongly What clinics must prioritise in 2026 SEO How to future-proof your site against AI Overviews The difference between "awareness content" and "intent content" Practical steps every clinic can take this month If your website traffic feels like it's dipping for no reason, this episode explains exactly why — and what to do next. Learn more at orange-gray.com

The mid-range of the hearing-aid market is shrinking fast. Patients are gravitating toward either very low-cost options or premium high-end solutions, leaving the "middle" with less and less relevance. In this short episode, Oli breaks down why the middle is disappearing, what's driving this shift, and what it means for clinics moving into 2026. Learn more at https://join.orange-gray.com/introduction63430153 

Should hearing clinics put pricing directly on their website? It's one of the most debated topics in private practice, but the data is clear, and the behaviour of modern patients is even clearer. In this episode, Oli explains why transparent pricing outperforms hidden pricing, what patients expect in 2026, and how clear price information can actually increase enquiries (not reduce them). In this episode: Why price transparency builds trust What hiding prices signals to potential patients How transparent pricing filters the right enquiries The psychology behind online buying decisions Why this approach works even for premium clinics How to present pricing without devaluing your service The surprising impact clear pricing has on conversions Whether you're nervous about publishing prices or just want a better strategy for presenting them, this episode lays out the most up-to-date thinking. Learn more at orange-gray.com

2026 is shaping up to be a major transition year in hearing care, from new behaviour shifts to tech changes that will directly impact how clinics attract and convert patients. In this episode, Oli breaks down the three biggest trends clinics need to prepare for, based on everything we're seeing across marketing, consumer expectations, and the industry as a whole. In this episode: The rise of new 2026 consumer behaviour patterns Apple's ecosystem and what it means for hearing care AI tools that are simplifying (and complicating) clinic workflows Why some marketing channels are quietly becoming more powerful Hidden opportunities for clinics willing to adapt early What these trends mean for clinic growth next year If you want to get ahead of 2026 instead of reacting to it, this is the place to start. Learn more at orange-gray.com

What Google's September 2025 update really targeted Why many clinic sites suddenly lost rankings or indexing The rise of "zero-click" search (and what to do about it) AI Overviews: how they're pulling clinic content, or ignoring it Why reviews matter more than ever What to fix on your website in 2026 (and what doesn't matter anymore) How to stay visible even if Google keeps reducing organic clicks Our practical, step-by-step checklist for clinics If Google updates keep making you feel like you're flying blind… this episode will calm everything down. Learn more at orange-gray.com

2025 has been the most disruptive year hearing care has seen in a decade, from Apple's expanded ecosystem and a confusing OTC landscape, to AI-driven marketing, shifting patient expectations, staffing shortages, and clinics learning (sometimes painfully) what actually drives growth. In this episode, we break down the biggest lessons of the year, what the data really shows, and where clinics should focus going into 2026. In this episode: What Apple's 2025 updates actually changed for hearing care Why OTC is still confusing patients, and how clinics can respond The AI tools that saved practices… and the ones that flopped The staffing crisis no one is talking about The MVP insights: revenue trends, conversion patterns & the winners of 2025 What will matter MOST in 2026 (and what won't) If you want a grounded, no-nonsense look at what's working in private practice right now, this one's for you. Learn more at orange-gray.com

90% of startups fail within five years, but why? In this episode of the Business of Hearing Podcast, Oli breaks down the silent killer that causes so many independent practices to struggle, and how to build a business that actually lasts. You'll learn: • The real reason most practices never reach their potential • The difference between a business that survives and one that thrives • Why consistency and clarity matter more than anything else • How to protect your practice from the same mistakes others make If you're serious about long-term growth, this one's essential listening. Learn more at www.orange-gray.com #hearingcare #audiology #privatepractice #businessgrowth #bohpodcast #entrepreneurship

Here's the truth: hearing care isn't for everyone. In this episode of the Business of Hearing Podcast, Oli shares three honest reasons why you shouldn't get into the hearing care industry, and what it really takes to succeed if you already are. You'll learn: • The harsh realities of working in hearing care • Why passion alone isn't enough to build a thriving practice • The mindset required to handle the challenges of private practice • Why the best in the industry succeed because of the struggle, not despite it A must-watch for anyone thinking of joining the industry or re-evaluating their reasons for staying in it. Learn more at www.orange-gray.com #hearingcare #audiology #privatepractice #businessofhearing #bohpodcast #careeradvice #entrepreneurship

Eight years, countless lessons. In this episode of the Business of Hearing Podcast, Oli shares the biggest insights he's learned from eight years of running and growing a successful business. These aren't just hearing care lessons, they apply to anyone building something that lasts. You'll learn: • The most valuable takeaways from eight years of growth • What separates the businesses that last from those that don't • How to stay motivated when the journey gets tough • The importance of personal growth alongside professional success Whether you're new in business or years into the grind, this episode offers the kind of perspective you only get with experience. Learn more at www.orange-gray.com #businessofhearing #hearingcare #entrepreneurship #businessgrowth #leadership #bohpodcast

Were the 2025 predictions right? In this episode of the Business of Hearing Podcast, Oli reviews the three marketing predictions he made at the start of 2025, and reveals his bold new predictions for 2026. You'll learn: • Which 2025 trends actually came true (and which missed the mark) • How marketing in hearing care is evolving right now • The three big shifts to prepare for in 2026 • What private practices can do today to stay ahead of the curve If you want to future-proof your marketing and know where the industry's heading next, this episode is a must-watch. Learn more at www.orange-gray.com #hearingcare #audiology #marketingstrategy #bohpodcast #businessgrowth #hearingindustry #digitalmarketing

What do patients say about you behind your back? In this episode of the Business of Hearing Podcast, Oli explains how to design "signature experiences", the unique, memorable touches that make people talk about your practice for all the right reasons. You'll learn: • Why it's not enough to just deliver great hearing care • How to make your patient experience truly stand out • Real-world examples of businesses that turned simple ideas into unforgettable experiences • How to apply this thinking to your own practice If you want people to talk about you for more than just hearing aids, this episode is essential. Learn more at www.orange-gray.com #hearingcare #audiology #patientexperience #bohpodcast #businessgrowth #privatepractice #branding

Should you be the face of your practice? In this episode of the Business of Hearing Podcast, Oli explores the power of personal branding, what it really means, why it matters more than ever, and how to build one that grows reputation, recognition, and revenue. You'll learn: • What a personal brand actually is (and isn't) • How being the face of your practice creates trust and connection • The benefits and drawbacks of personal branding in hearing care • How to position your expertise so patients come to you first If you've ever wondered whether to put yourself front and center in your marketing, this episode is for you. Learn more at www.orange-gray.com #hearingcare #audiology #personalbranding #privatepractice #marketingstrategy #bohpodcast

What actually works in audiology marketing? After helping over 80 hearing care practices outperform industry averages by 29%, Oli Luke shares the strategies that consistently deliver real results. In this episode, you'll discover: • The key marketing approaches top audiology clinics use • How to build reputation, recognition, and revenue the right way • What separates the practices that grow from the ones that stall • How to make your marketing both measurable and effective Practical, proven, and backed by real-world data — this is the blueprint for hearing care marketing that works. Learn more at www.orange-gray.com #hearingcare #audiology #marketingstrategy #bohpodcast #digitalmarketing #privatepractice #businessgrowth

Two Audiologists - one from the U.S. and one from Canada - recently sat down for a candid conversation about growth, trust, and transparency in hearing care. In this special "Under the Hood" episode, Nancy Duncan, Au.D. (Duncan Hearing Healthcare, Massachusetts) interviews Dario Colletta, M.Sc., Au.D., Reg. CASLPO, Doctor of Audiology and owner of Port Credit Audiology & Hearing Aids in Ontario. Together, they dive into the biggest lessons from Dario's 8-year journey building his practice — and discuss one of the most debated topics in private practice: publishing hearing aid prices online. They explore: • Why Dario decided to make his pricing public • How patients and the local community reacted • The measurable impact on inquiries and conversions • The link between transparency and trust • And how his clinic has evolved as a result If you've ever wondered whether listing your prices helps or hurts your practice, this real-world discussion offers an honest, data-backed look behind the decision.

Your website can be copied. Your pricing can be beaten. So how do you become uncopiable? In this episode of the Business of Hearing Podcast, Oli explains the three levels of value in the marketplace, what you do, what you know, and who you are, and why the most successful practices are the ones that build identity and trust that no competitor can touch. Learn more at www.orange-gray.com

If your website feels more like an online brochure than a business growth tool, you're not alone. But the good news is, small changes can make a huge difference. In this episode of the Business of Hearing podcast, Oli shares the five key strategies that the best-performing hearing care websites are using, based on an analysis of 116 real sites.    Learn more at: www.orange-gray.com

In this special 'Under the Hood' interview. Dr. Nancy Duncan interviews Dr. Heidi Hill of the Hearing Health Clinic (https://hearinghealthmn.com/). In this discussion, they talk the good, the bad and the ugly of operating a practice and the ingredients of what a high-performing practice looks like.

If your website was a staff member, would you give it a raise - or fire it? Most clinic websites are just sitting there, collecting dust. In this episode of the Business of Hearing Podcast, Oli breaks down what makes a website actually perform in 2025, and shares examples of clinics doing it right. www.orange-gray.com

Every practice has untapped potential, revenue that's hiding in plain sight. The question is, are you spotting it? In this episode of the Business of Hearing podcast, Oli reveals the overlooked areas inside your practice where hidden income is waiting to be unlocked. You'll discover: -How small tweaks can create new revenue streams - Missed opportunities in patient follow-up and aftercare - The role of unconverted leads and how to revive them - Why simple process changes can add thousands in extra profit Learn more at: www.orange-gray.com

AI search is changing the way patients discover hearing care, but will your clinic make the list? In this episode of the Business of Hearing podcast, Oli shares the results of an experiment where ChatGPT was asked to name the best hearing clinics in every US state. Some of the answers made perfect sense, others were completely unexpected. You'll discover: How AI tools are already influencing patient choices Why your online presence matters more than ever Key steps to position your clinic as the "go-to" in your area The risks of ignoring AI-driven search And how to stay ahead Learn more at: www.orange-gray.com

In this episode of The Business of Hearing, I sit down with Dr. Edmund Farrar, co-founder of Oto – the groundbreaking platform changing how tinnitus is treated and managed in hearing care practices across the world. We explore: - Edmund's personal journey from RAF doctor to health tech entrepreneur - How Oto is helping modern clinics support tinnitus patients - What the future of hearing care might really look like - His take on working in the US market as a Brit (and the bar vs pub debate…) If you're a hearing care professional thinking about where this industry is headed — and how to stay ahead of it — this conversation is full of insight, ideas, and a few laughs along the way. https://www.joinoto.com/

In this episode, we dive into one of the biggest concerns facing independent hearing clinics, how to compete with the massive chains, groups, and manufacturer-owned practices dominating the market. Oli breaks down the four powerful advantages that private practices still hold, and how to lean into them to stay relevant, profitable, and preferred. You'll hear about: The agility of independents in adapting to market shifts Why personal relationships still beat marketing budgets How to use your brand and voice to build real loyalty The strategic edge you didn't know you had Learn more at www.orange-gray.com

The New Growth Playbook: How to Prepare Your Clinic for 2026's AI-Driven Reality AI Search is rewriting the rules of online visibility - and most hearing care clinics aren't ready. In this short but important episode, Oli shares what's changing with Google's AI Mode and ChatGPT, why traditional SEO strategies are becoming outdated, and how the smartest practices are adapting to stay visible, trusted, and chosen. Plus, discover how to join the upcoming live webinar on Tuesday, August 12—where [Your Name] will break down the real-world strategies being used by top-performing clinics right now. 🎟️ Register now for the free webinar: 👉 https://join.orange-gray.com/invitation

Ben Thompson, Au.D., built the #1 tinnitus-focused YouTube channel in the world - but how did he do it? In this interview, we unpack the strategy behind his rise, the content that resonated with millions, and the business model that turned views into value. Whether you're a hearing care professional looking to grow your own presence, or just curious about how a niche medical topic became a YouTube success story, this conversation is packed with insights, lessons, and inspiration. In this video: The origin story of Treble Health's YouTube journey The content approach that outperformed industry expectations Mistakes made and lessons learned along the way How YouTube turned into a key driver of patient trust and business growth What every health professional can learn from Ben's approach 📈 Interested in building your own authority through content? This is a masterclass in doing it the right way.

In this Q&A special, Oli answers your most pressing questions about what actually works in hearing care marketing today. From the real value of traditional marketing to whether patients care about SEO (spoiler: they don't), this episode cuts through the noise and gives straight answers.

Is your team a zoo? Nigel Risner thinks it should be - if you know how to lead it. In this powerful and entertaining conversation, international speaker and author Nigel Risner breaks down his Zoo Keeper Communication Model - a game-changing way to understand and connect with anyone, whether you're managing a team, running a business, or trying to survive family dinner. You'll learn: ✅ The 4 communication styles (Lion, Monkey, Dolphin, Elephant) ✅ How to identify your own dominant style ✅ What most leaders get wrong when managing people ✅ How to become a Zoo Keeper and lead with impact ✅ Real-life stories from Nigel's work with CEOs, schools, and global brands   If you've ever thought, "Why don't they just GET what I'm saying?" - this one's for you. 📚 Discover more about Nigel Risner: https://nigelrisner.com