As we move into an era focused on digital marketing, it’s easy to look at print as outdated or ineffective. For small, local hearing aid providers- print isn’t dead; it’s evolving. Larger brands may pour heftier budgets into social media ads, and SEO campaigns, meanwhile smart local businesses are discovering the power of print: building trust, driving foot traffic, and connecting with those in their communities who need services the most.
The hearing space thrives on trust. Patients aren’t just buying a product- they’re making a personal health decision; frequently after years of hesitation and struggling to hear. Printed materials, such as mailers, brochures, newspaper ads, have a tactile permanence that digital ads lack. A well-designed mailer or flyer is credible, thoughtful, and intentional. Especially for our older demographics, print is familiar and accessible, which makes it a preferred method of communication and awareness.
The Pew Research Center shared in a 2024 study that “Americans 50 years+ are more likely than younger adults to turn to television and print publications for news- and less likely to use digital sources like social media or podcasts.” (1) This is a critical insight for hearing aid providers whose primary customer base falls within this age group.
A key advantage of print advertising for hearing aid businesses is its ability to specifically target a highly local audience. Your ideal customer typically lives within a 10—15 mile radius (and sometimes even closer!) of your practice. Print provides the opportunity to meet them where they are- literally. This could mean:
- A half page ad in the community paper
- A flyer on the bulletin board at the local senior living facility
- A letter or postcard in the mailbox with a limited- time offer
Digital ads are more likely to get lost in the noise and hustle and bustle of daily life, whereas local print often stands out in less cluttered environments. It also positions your business as a supporter of the community- local papers, senior magazines, and event mailers often rely on advertising revenue to survive. When you partake, you’re not just promoting those services- but you’re also investing in your town and its people. To take it up a notch, write a column on hearing health and education to share.
This certainly isn’t a call to abandon digital-they are reminders that a blended strategy works best. Print and digital have an opportunity to complement each other- include your website and socials in your printed materials, and use QR codes (they’ve made quite a comeback!) to track engagement. Running the same promotional offers congruently in your emails and your print flyers keeps your marketing consistent and engaging.
As a local hearing health provider, print advertising isn’t just alive- it’s effective when used strategically. In a market that is built widely on relationships, hearing health education, and trust, print still delivers.
Plan on sprinkling in some direct mail to help you attract new patients to your practice. Email us today at practiceservices@phonak.com and we will share our top-performing pieces and start customizing for your practice.
¹ News Platform Fact Sheet, 2024 | Pew Research Center
https://www.pewresearch.org/journalism/fact-sheet/news-platform-fact-sheet
