From "Just a Clinic" to Must-See Local Expert: The Power of Getting Personal

Hi,

Welcome to The Marketing Audiologist's May newsletter! Starting this month, I’m sending a monthly newsletter with trending marketing ideas, drawing connections between big-brand trends and things small practices like yours can actually use. If that sounds helpful, read on!

If you’d rather not receive this newsletter once per month, just reply and let me know.

Let’s flash back to the early 2000s. You’re watching Extreme Makeover: Home Edition, and every episode starts the same way: tears and a personal backstory. You didn’t necessarily watch because you cared about the finished product. The power was always in the family's backstory.

Turns out, that same formula applies to your audiology practice.

In a world where patients scroll before they call, your story is the front door to your business. It's what turns browsers into believers, especially when your big-box competitors are still talking in generic bullet points about "cost" and "cutting-edge tech."

Now, let’s fast forward to 2025 and look at a business who really got this right.

Bobbie: Didn't Start With a Product, It Started With a Problem

When Laura Modi launched Bobbie, it wasn’t just another organic formula. It was a mission. She wasn’t selling a product; she was solving a real-life struggle she knew firsthand: trying to nourish her baby without guilt, confusion, or compromise. Her story wasn’t strategic. It was true. And because she told it, parents didn’t just buy Bobbie. They believed in it.

Bobbie, for the unfamiliar, is a mom-founded formula company that didn’t win with flashy ads or low prices. It broke through by leading with empathy, radical transparency, and a founder’s voice that made parents feel seen.

Yes, it’s more expensive than most formulas. But that’s because it’s built on premium ingredients, rigorous safety standards, and a message rooted in lived experience.

Do you see where I'm going with this?

This is exactly what branding done well can do. When people know who you are, when they feel connected to your mission, and when they trust that you genuinely care, price stops being the deciding factor. They’re not just buying a product or a service. They’re buying belief. In a crowded market where everyone says “latest technology,” a strong personal brand makes people remember you, respect you, and pay more to work with you—because they trust that you’re worth it.

You offer something similar: personalized care, clinical excellence, and deep community trust. That kind of service doesn’t come at bargain-bin prices, and neither should your story. When you lead with your values, you attract patients who value what you uniquely provide.

💡 Big Insight: People don’t trust logos. They trust people. And in healthcare, trust isn’t optional, it's the whole ballgame. Read more →

So… What’s Your Bobbie Moment?

You're not selling formula, sure. But you are helping people make emotional, often complex health decisions every single day, decisions that deserve more than a one-size-fits-all solution.

You’re not just fitting devices. You’re offering high-standard, personalized care backed by years of education, clinical training, and a deep understanding of auditory health. And if all your marketing says is “affordable” and “convenient,” you risk sounding just like the other guy when in reality, you’re delivering something far more valuable.

Your backstory is your edge:

• Maybe you started your clinic because a family member struggled with hearing loss.
• Maybe you’re the one local provider who calls patients personally after fittings.
• Maybe your love for details and problem-solving is perfectly matched with helping people hear better. And for you, audiology is one of the most rewarding real-world applications.

Whatever it is, say it out loud.

What You Can Learn From The Bobbie Brand:

🎯 Lead with your "why." Bobbie's growth came from Laura being brutally honest about her struggle. Vulnerability is magnetic.

📸 Put your face in the frame. Bobbie didn’t hide behind product shots. They showed moms, stories, and emotion. Your practice should too.

🌱 Speak to your people, not all people. You don’t need to go viral. You need to connect with the adult daughter Googling "hearing loss signs in parents" at midnight. Or the primary care doctor looking for a provider she can trust to refer to.

Try This: Craft Your Origin Snippet

Write a two-sentence version of your “why” and drop it into your website’s About page, your next social media post, or as a LinkedIn header.

Not sure what to say? Try starting with:

JUST FOR FUN

That's So Audiologist You know you’re an audiologist when you your favorite pen isn’t from Office Depot OR your favorite manufacturer. 😅

Thanks for reading. If this sparked an idea (or reminded you that your story matters) hit reply and tell me. I love hearing what’s working (and what’s holding you back).

Keep learning and growing,

Katie Karrels Armatoski, Au.D.

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Featured Masterclass: May 28th

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