Overview:
Ears Truly is an audiology practice founded by two experienced clinicians, offering services ranging from hearing tests and wax removal to advanced hearing aid fittings, auditory processing assessments, and home visits. Despite their expertise, the business faced low brand recognition and limited digital conversions. Their website was unable to communicate the breadth of services or clearly define their positioning, leaving prospective patients uncertain and often defaulting to competitors. Fulcrum was engaged to provide strategic clarity, build a consistent brand identity, and deliver a digital platform that could streamline bookings and establish Ears Truly as a premium practice in a competitive market.
System Diagnostics:
Ears Truly had strong clinical expertise but struggled to translate that into a clear market presence. Their digital platform was fragmented, with inquiries coming through inconsistent touch points and no integrated booking system. Branding was minimal, leaving them indistinguishable from larger competitors and reducing the focus to cost rather than service value. The practice also lacked clear ICP alignment, meaning their services were presented too broadly without focus on the audiences most likely to convert. As a result, growth was stalled and marketing spend underperformed, with little impact on sustained lead generation.
Pressure Points:
Brand Positioning
Minimal brand identity left the practice competing on price rather than service quality and expertise.
Website Conversion
An outdated site failed to communicate services effectively or channel enquiries into bookings.
Operational Bottlenecks
With no receptionist and limited staff, managing fragmented enquiries by phone or email drained resources and created inefficiencies.
Competitive Differentiation
In a market dominated by large audiology chains, Ears Truly struggled to highlight its premium care and decades of combined expertise.
The Framework:
Brand Identity
ICP Definition
Service Clarity
Website Development
Booking Integration
Messaging & Positioning
System optimisation:
We developed a clear brand identity built on premium positioning, reflecting the founders’ expertise and differentiating the practice from chain competitors. This included tone of voice, colour palettes, typography, and brand foundations that extended beyond the website into future marketing and the physical clinic environment.
Services were analysed and restructured for clarity, with copy developed to educate patients and communicate the value of premium care. A new website was designed and delivered within a month, featuring an integrated booking system that streamlined patient flow and reduced reliance on ad hoc enquiries.
Operationally, this reduced bottlenecks and created a smoother journey for patients, while allowing the founders to focus on clinical care rather than administration.
performance gains:
Brand Identity
Established a consistent, professional identity with clear positioning as a premium audiology provider.
Website Conversions
Delivered a functional, patient friendly site with integrated booking, reducing reliance on phone enquiries.
Operational Efficiency
Freed staff from manual enquiry management through automated scheduling.
Competitive Differentiation
Communicated decades of expertise and premium service, shifting perception away from price competition.
Growth Enablement
Enabled Ears Truly to expand into a high-traffic shopping centre location with a storefront that reflected the new brand.
