Audiology: Promotional Marketing of Audiology Services As the field of audiology evolves, audiologists are becoming increasingly aware that marketing is an integral part of clinical practice. For audiologists in university clinics, university rules on marketing must be followed; however, the need for a marketing plan is still imperative. Robert Traynor (2006)  lists the following four ... Article
Article  |   June 01, 2006
Audiology: Promotional Marketing of Audiology Services
Author Affiliations & Notes
  • Sharon L. Rutledge
    East Carolina University, Greenville, NC
  • Deborah CulbertsonColumn Editor
Article Information
Hearing Disorders / Professional Issues & Training / Audiology
Article   |   June 01, 2006
Audiology: Promotional Marketing of Audiology Services
SIG 11 Perspectives on Administration and Supervision, June 2006, Vol. 16, 16-18. doi:10.1044/aas16.2.16
SIG 11 Perspectives on Administration and Supervision, June 2006, Vol. 16, 16-18. doi:10.1044/aas16.2.16
As the field of audiology evolves, audiologists are becoming increasingly aware that marketing is an integral part of clinical practice. For audiologists in university clinics, university rules on marketing must be followed; however, the need for a marketing plan is still imperative. Robert Traynor (2006)  lists the following four Ps of the marketing mix: product, price, promotion, and place. While each of these areas should be addressed in the marketing plan, the focus of this article is on marketing by promotion.
Often when marketing is discussed, advertising is the first and sometimes the only aspect considered. While advertising is important, it is only one part of a clinics promotional marketing plan. According to Staab (2000), the role of advertising is to communicate to a select market information that will develop a frame of mind that stimulates an action (e.g., hearing aid purchase). There are several venues of advertising that can be developed and individualized for the clinic.
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