Unless you work and operate in a small town, there is probably at least one hearing clinic within kilometres of distance.

Any customer looking to speak to a hearing specialist makes a split-second decision between your clinic and the others. Other things in life are fighting for our attention: kids wanting something, social media creators seeking our attention, or even the live TV program we think we can’t miss. Almost everything we encounter involves wanting our attention.

So, it’s a defining moment when a potential customer has to choose to book an appointment with you or a competitor.

So, who do they go to?

Using a value-based marketing strategy

Customers only buy when they see value in a product or service. If that’s the only thing driving conversion, focusing our effort on creating value for them would make sense.

Companies can use four categories of values to create value for customers. Each has many different ways to bring values, but broadly, values can be seen from:

• Social Impact
• Life-Changing Experience
• Emotional Experience
• Functional

Designing your service to increase value

One marketing strategy may not have to deal with advertising but designing value for your business.

In this area of focus, you are actively engaging with the customers to find out what the values are important to them when purchasing hearing aids. It may not be as obvious what the nine values could be.

When you find nine or more values, you build your business by enhancing those values.

A quick example could be an issue that clients have with multiple visits. They want to experience buying hearing aids like a computer—they want to make one visit and leave. In this case, as a business, you want to optimize how quickly you can get their hearing profile set up accurately for their hearing aids.

This won’t happen overnight, but it will be a long game, and when you find the formula that works for your business, it will give you more competitive advantages over time.