If you’re reading this, then it’s probably for one of two reasons:

  • Your practice doesn’t get the recognition it deserves – you do great work but are not showing up, being chosen or growing as much as you would like, and too many of the patients walking through your door don’t fully understand or value the level of care you provide.
  • Your marketing just isn’t doing the trick – the things that used to work are no longer working, you’re unsure where to focus or what to do and the world feels like it’s changing but you marketing (or lack of marketing) strategy is not.

In both cases, the underlying issue is the same.

It’s not that you’re doing something wrong, and it’s not a lack of skill, care quality, or effort.

It’s that the market doesn’t see you the way it should!

You’ve built a clinic you’re genuinely proud of. 

Patients are helped, outcomes are strong, and the care is delivered to a standard you’d happily put your name to.

But the story being seen by patients, physicians, and the wider community doesn’t fully reflect that reality. From the outside, the depth of expertise, the rigor of your process, and the difference in outcomes are largely invisible - making the clinic easier to overlook, harder to differentiate, and simpler to compare on price.

  • As a result, the wrong patients find you
  • ​You have to continually justify your value (which is soul-destroying).
  • ​And it feels like what you’ve built doesn’t align to what you want.

This is not a clinical problem ... it’s a visibility, positioning, and trust problem that is being driven by the rapid acceleration of two forces.

Force #1 - The Generational Change

For decades, hearing care primarily served the Silent Generation - a patient group influenced by price, proximity, and traditional advertising. These patients rarely conducted independent research, often chose the first local clinic they found, and tended to trust authority figures or convenience over comparison.

Clinics grew by being visible, affordable, and geographically close, and for a long time - that worked.

But today, that era is over.

The dominant patient group is now Baby Boomers - and they choose differently.

They value preference over proximity, personalization over promotions, and independent research over traditional referrals.

They search, they compare, they ask questions, they read reviews and they want to feel like they’re making a smart, informed choice - and they expect the clinic they choose to look, sound, and feel like a premium provider.

This shift has quietly redefined how clinics need to market - but most haven’t caught up. They’re still speaking to the old world: running outdated ads, using generic messaging, relying on physician referrals, and expecting patients to just “trust” them.

Meanwhile, more agile or louder competitors - even those offering lower-quality care - are winning attention simply because they’re better positioned for the patients of today.

Force #2 - The AI-Search Transition

For over a decade, Google was the single biggest driver of new patients. Rank first, run some ads, publish regular blogs, and you won.

But that world is gone, and it’s all because of AI Search.

When patients ask a question today, they’re not just seeing a list of blue links anymore. They’re seeing AI-generated overviews at the top of the page that are seamlessly flowing into Google’s AI Mode, or they're using an entirely different AI-driven platforms altogether.

This is rewiring the foundations of how people use the web.

It’s growing in prominence, fast – and right now, Google are transitioning to becoming an AI-Search first platform to protect marketshare, and deliver a better user experience.

This means that optimizing for traditional SEO rankings is losing relevancy, regular keyword filled blog posts are more penalized than rewarded, and traditional old-school SEO is rapidly changing.

Neither of these are your fault, but they’re your problem to solve.

Understanding and addressing these puzzles is what differentiates the practices that are growing quickly, positioned premium and recognized as the natural choice for boomed-aged, pre-educated patients that want the best service/care/expertise ...

... and the practices that are stuck in the mud, seeing new patient flow dwindle and feel like they’re being over-taken by less-worthy competitors.

It’s because the game of marketing is no longer looking for the “one thing” or who can spend the most money to gamify the system.

We’re in an era where patients are more educated, the platforms are more sophisticated and the practices that win are the practices that can genuinely prove they’re the best option for the patient.

This isn’t easy work ... and it’s why most practices aren’t willing to do it.

  • ​It’s building a story that is magnetic to the patients you want to attract
  • ​It’s developing a web-presence that pre-sells you in advance
  • ​It’s showing up in all key searches – whether Google, AI or ChatGPT
  • ​It’s creating content that builds your expertise/credibility before they meet you
  • ​It’s collecting stacks of proof that you’ve helped many people to achieve desired outcomes
  • ​It’s engineering a patient experience that has them pre-sold before they turn up
  • ​It’s developing pricing assets that make it clear you’re worth every dollar and grow your ASP/help-rate
  • ​It’s crafting database communications that grow personal relationships and referrals
  • ​It’s leaning into community campaigns that make you known, liked and trusted by other local businesses
  • ​It’s personalized physician marketing strategies that show you’re the local expert and care more than anybody else
  • ​It’s implementing a never-ending marketing strategy that compounds, and compliments itself to grow the value of your practice

The truth is that most marketing agencies avoid this kind of work.

Because it’s heavy, it demands deep expertise, strategic thinking and an obsessive level of customization.

It’s not scalable - it’s not cookie-cutter - and it’s not running a few ads, plugging in a templated landing page, and calling it a day.

This level of work requires real strategy, deep positioning, and hands-on execution - tailored to the nuances of your clinic, your market, and your goals.

But that’s exactly what Orange & Gray was built for:

We help hearing care clinics to become the obvious choice in their community - attract the types of patients they want to work with, charge premium fees with confidence, attract pre-sold private-pay patients, and build a reputation that’s highly regarded by existing patients, local physicians, and the wider community.

Essentially, we help you go from being just another option to becoming the logical choice for patients who want the best care and are willing to pay for it.

Not by shouting louder or slashing prices, but by elevating how you're seen - online, offline, and everywhere in between.

We do this by helping you:

  • ​Build a brand that actually reflects the quality of care you deliver.
  • ​Tell a story that earns trust before the first appointment.
  • ​Create positioning that sets you apart from commodity clinics.
  • ​And develop a consistent presence that keeps your schedule full - not by luck, but by design.

This isn’t about gimmicks or quick fixes. It’s about helping you lead - in reputation, in recognition, and in results to be the obvious choice in your community.

How Is This Achieved?

Well, it’s achieved through an eight-step framework that has been built from eight years of hands-on work with 85+ private practice hearing care clinics across North America - that has been responsible for driving tens of millions of dollars of sustained practice growth.

This framework has been implemented, tested, measured, refined and obsessively optimized to focus only on high-leverage, high-payoff activities. 

Everything is built to eliminate guesswork, cut wasted effort, and maximize your time, energy, and growth.

In fact, there’s a very high chance that you’ll know many of the practices that we have helped to implement this framework, as they consist of some of the industries most respected, well-known and fastest-growing practices.

How Does It Work?

Each of the eight steps is implemented over a 12-month process - in a structured, done-with-you format designed to build durable growth without overwhelming your team.

Each month is dedicated to a big focus, all key components in building a practice that is the obvious choice in your community with some key milestones.

  • In the first month, we start with a strategic planning meeting to understand key goals, understand who your ideal patient is, and re-develop your value proposition and story to clearly articulate why your ideal patient should choose you over all other options available to them
  • ​In month two, we build a best-in-class website that puts your clinic’s true value on display. We collect and showcase powerful social proof - including in-depth patient case studies - and craft a web presence that reflects your story, your outcomes, and your expertise. The result: a site that not only looks world-class, but also builds trust, proves value, and drives action from the right patients.
  • ​By the end of month three, your new website is live - built to convert, optimized to rank, and engineered to grow. From day one, it begins driving higher-quality patient inquiries, showing up in key searches, and laying the foundation for long-term growth through both traditional SEO and emerging AI-driven search platforms.
  • ​As we enter month four, we develop a high-impact email newsletter designed to deepen relationships with your patient base. The goal is to close the gap between the professional reason they chose you ... and the personal connection that keeps them loyal, engaged, and referring others. This isn’t just about staying top of mind - it’s about becoming unforgettable.
  • ​Month Five is focused on building your physician marketing engine. We create a modern, strategically written printed newsletter designed to position your clinic as a trusted authority - keeping local physicians informed on hearing health trends, demonstrating your commitment to patient outcomes, and making it clear you’re open and ready for referrals.
  • ​Month six is all about your pricing strategy - by putting your current pricing strategy under the microscope. We refine how you present, position, and communicate your pricing to make your value unmistakably clear, simplify patient decision-making, and unlock additional revenue already sitting inside your existing practice.
  • In month seven we identify the highest-leverage segments within your existing patient database and launch personalized reactivation campaigns designed to drive immediate revenue. The goal is simple: fill the schedule, re-engage past patients, and create a meaningful spike in cash flow - using assets you already have but likely aren’t fully leveraging.
  • As we reach month eight, we shift focus to what happens before the appointment. We implement a tailored pre-appointment education sequence that ensures patients show up pre-framed, pre-educated, and pre-sold - which increases help-rates, reduces resistance, and creates a smoother, more effective consult experience.
  • Month nine is all about ‘Love Local’ - a strategic community campaign designed to rapidly grow your local reputation. We help you connect with the most trusted, visible, and influential businesses in your area to build partnerships, increase referrals, and become the clinic everyone knows, likes, and trusts in your community
  • During month ten, we focus on closing the loop with your “Tested Not Sold” patients. We implement a tailored follow-up system designed to turn more maybes into eventual yeses - including personalized reactivation campaigns, strategic Tested Not Sold messaging, and ensuring every patient leaves with a compelling recall letter. The goal is to shut the back door, nurture long-term trust, and recover revenue that would otherwise slip through the cracks.
  • ​In month eleven, the focus shifts to ‘growing your moat’ - identifying and amplifying what truly sets your clinic apart. We conduct a detailed SWOT analysis to uncover your defensible differences - the things competitors can’t replicate - and use those insights to level up your content strategy, strengthen your market position, and make your clinic increasingly difficult to compete with.
  • ​Finally, in month twelve, you arrive at a pivotal milestone. With a fully operational marketing engine now running - and your clinic positioned as the logical choice in your community - you’re seeing consistent, compounding growth month over month. This is your graduation point. From here, we shift into strategic planning for the next 12 months - building on the foundation we've created to scale your impact, expand your reach, and lock in your leadership position for the long term.

Within 12 months, you’re everywhere.

When someone in your community starts researching hearing care, your name doesn’t just show up – it’s omni-present.

Your website ranks, your case studies tell real patient stories and your content answers questions better than anyone else.

Patients who reach out aren’t price-shopping or just curious. They already know who you are, what you offer, and why you're the right choice. They’ve seen the reviews, watched the videos, connected with your message - and they’re not booking a “free test,” they’re booking you.

They're pre-sold, pre-educated, and ready to move forward.

Your website finally matches the quality of care you deliver. It’s not a digital brochure - it’s a conversion machine. Built to attract, built to earn trust, and built to rank in today’s AI-first search world. It runs while you sleep and drives real, predictable growth.

Your pricing is no longer confusing or buried. It’s clear, confident, and easy to understand. Patients get the value, your team stands behind it, and objections are rare - because the value is obvious.

That database full of past patients and “not yets”? You’ve reactivated it. With smart, respectful campaigns that bring people back - no discounts, no gimmicks, just real reasons to return. And it’s driving revenue you used to leave on the table.

Referrals from physicians are back - not because you dropped off a brochure, but because they trust you. They’ve seen the outcomes, read the updates, and know you’re the safe choice for their patients. You’re not pitching - you’re proving.

And the community know your name. Not just as a hearing clinic, but the clinic. You show up in the right places, with the right message, long before someone needs care - so when they do, you’re the only name they remember.

You didn’t yell louder. You built deeper trust.

All of this is 12 months away.

This is Going to Take a Lot of Work, Right?

In short ... yes.

But having taken over 85 practices through this framework, we have honed it to handle all the thinking, strategy and implementation and remove as much burden/stress/work away from you as possible.

We take the weight – it’s the joy of having a partner to help you with this.

For most members, they need a maximum of 90 minutes per week – this allows them to approve the work we develop, get their strategic input and be there to help with high-level decisions.

The goal of this is for you to not have to do the work ... but share your preference and give your guidance as required.

Who is This For?

We’ve learned that the practices that we get the biggest (and often, the most immediate) results for have the following things in common:

  • Your practice has been in business for a period of time (at least 5 years) - you have a track record!
  • ​You have at least $750,00 in revenue
  • ​You do great work and have happy patients (marketing can ONLY polish the truth)
  • ​You're open-minded, coachable and eager to grow
  • ​You're not a pain in the arse (life's too short!)

Although that doesn’t sound like much - in our small industry, it’s pretty niche.

If you’re looking for a quick win, are not willing to put some work in or want to discover the “one secret to success” - then this is 100% not for you.

Your Fair Warning: There May Not Be Availability

I mentioned before that this level of implementation is very difficult to do.

It requires deep-work, a lot of focus and a big team of specialists to implement all of this to the right standard given the high levels of personalization and strategy.

That’s why the Inner Circle is capped to a maximum of 100 clinics.

Doing the right level of work at the right depth with the right relationships is fundamental to how we operate.

  • Our current client count is 84 (16 spaces remain)
  • ​We onboard a maximum of 2 new clients each month given the scale, depth and attention required to do the work correctly
  • ​Once we reach 100 clients - a waiting list will open - but be warmed that our churn rate is very low.

Just to be clear, this isn’t some awkward scarcity tactic – it’s just the reality of how we do business to put quality and care at the forefront.

The Hidden Benefit That You May Not Know That You Need

When you become a client, you don’t just get a partner to help drive and implement your marketing strategy.

You also join what we call The Inner Circle - a private community of our 80+ forward-thinking clients who are shaping the future of the hearing care industry.

It’s a space to learn from each other, share what’s working, and stay ahead of what’s coming next - surrounded by some of the sharpest, most growth-minded clinic owners in the world – ranging from practices sub-$1m to $1m/month in revenue.

It includes:

  • Monthly Inner Circle calls focused on big juicy topics as two members are interviewed on how they achieved a certain feat to share advice with others – from escaping patient care, to managing HR situations, to pricing/insurance.
  • Eight Mastermind meetings throughout the year – deep 3-hour discussions to focus on addressing the big puzzles, challenges and roadblocks that we all individually face on our journey – from marketing puzzles to finance, staff and acquisition questions – all in a safe space.
  • A Book Club to learn from the world’s best authors – we study 4 books per year by some of the best business, leadership and sales experts on the planet, and have the author join us to personally interview them through the lens of private practice hearing care.
  • ​The Annual ‘Inner Circle Live’ event – two days of working on your practice from an exciting location around the world, with lots of fun, lots of learning and special guests (next one takes place in Toronto in June).

This community alone is worth tens of thousands of dollars in shared learnings, networking and ideas ... and you’ll automatically be invited/part of the highest-level hearing care think group in the world.

What's The Investment to Join?

It's nice and simple.

  • There is no contracts
  • ​No long tie-in's (we want to earn our money every month)
  • And you own 100% of everything we build for you.

We work on a flat monthly rate of $3990.

This includes everything discussed – there’s no hidden fees or unpredictable billing – just a solid practice growth partner by your side and access to the Inner Circle.

Which in reality, is about equivalent to helping you to sell another couple of pairs of hearing aids on a monthly basis – which would be a HUGE failure if that was the minimum achieved.

The 'Fast Return' Bonus

At the end of 2025, we studied every single database campaign that we have ever created, from upgrade campaigns that generated millions of dollars to re-engagement campaigns that sparked life back into forgotten opportunities.

All of these were put together, then ranked on effectiveness.

For those practices that join us and fill the remaining places during 2026, we’ll help to identify the biggest database opportunity and craft a high-impact campaign within our first 4 weeks with you.

This means that we’ll help you to drive a big wave of quick revenue, and pay for ourselves many times over as quickly as possible.

I'm Interested, What Should I Do?

If it sounds like it may be the right fit for you, then you’re invited to schedule a discovery call with me by going to: www.meetwitholi.com

This isn’t an awkward sales call and there’s going to be no pressure.
It’s a call to explore what you’re looking to achieve, and to see if we can potentially help you to do so.

  • If we can, then great - you can make a decision in your own time
  • ​If we can't - it will be nice to connect, say hello and go in our separate directions having learnt something new.

But if it’s of interest – and dare I say, the fact that you’re reading this, deep into this document – it suggests it is, then I encourage you to schedule a conversation.

What's Our Track Record Like?

I’ll show you two things that may help.

Firstly, below is a comparison based on the 1000+ practice dataset of MyVitalsPro that compared their average practice scores per FTE (Full Time Equivalent) to the stats/numbers of the practices that we closely work with.

Some of the key take-aways:

  • Revenue per FTE of the practices we work with is 22% higher than average
  • Units per FTE of practices we work with is 28% higher
  • ​Our practices patient engagement is 20% higher than industry average

Secondly, here’s a few of our clients sharing their experience of working with us:

If it’s of interest, then schedule a Discovery Call and let’s explore.

Thanks for reading.

Oli Luke
Co-founder, Orange & Gray

P.S – If you prefer to WhatsApp to ping quick voice-notes/message – then drop me a message at +1 (945) 228-7369











  • Why Apple’s entrance in our market is big potatoes and how you can leverage the heightened awareness and market confusion (exact details and my prediction on where the puck is going with Apple).
  • ​The 9-step methodology to go from largely unknown to well-known in your community, organically (without spending money on advertising).
  • The big question to ask yourself to determine how you can be difficult to compete with in your community
  • ​How to find hidden money in your practice – I’ll share the three areas to focus on to unlock extra profits (no generic theory based BS – I’ll show you how others are achieving this).
  • ​Exactly what is working now for some of the best-performing and fastest-growing private practices
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