A six-month press office programme designed to strengthen The Hearing Clinic UK’s profile, build awareness and position its audiologists as trusted experts as the business continued to grow.

The Hearing Clinic UK wanted to review how its PR and marketing activity could work harder for the business, with growing brand awareness a priority.

The independent audiology provider was continuing to grow, with new audiologists joining the team and its presence expanding into new locations across the UK. This created an opportunity to use PR more strategically, increasing the brand’s visibility while strengthening the reputation and credibility of its people.

The challenge was to ensure PR activity was not simply generating coverage, but contributing to wider marketing objectives and reaching audiences who could ultimately become patients.

For an independent healthcare provider, awareness and trust are important factors in reaching new patients and establishing a presence in new markets.

The review identified an opportunity to build a more consistent and proactive press office, using a mix of news, expert commentary and human-interest stories to give The Hearing Clinic UK greater visibility while supporting its wider marketing activity.

Editors and broadcasters are looking for credible expertise, relevant perspectives, and stories with a human connection, rather than simply corporate announcements.

Our approach was therefore built around three complementary strands:

• Reactive newsjacking – responding quickly to relevant national stories to keep the clinic’s expertise in the news cycle.

• Human-interest storytelling – using real patient experiences to demonstrate the impact of hearing care. One example was the story of Scotland rugby star Zander Fagerson’s daughter Iona and how hearing aids had transformed her life, which was widely covered across the Scottish media and featured at length on BBC Radio Scotland.

• Expert commentary – positioning the clinic’s audiologists as credible, accessible voices for journalists and broadcasters, including through a growing relationship with the Press Association.

The clinic’s own growth also provided opportunities to tell the corporate story, with expansion activity around its Glasgow HQ and a new clinic in Congleton helping to raise awareness of the business alongside its expert positioning.

BIG delivered a proactive six-month press office programme designed to give The Hearing Clinic UK a consistent presence across national, regional and trade media.

The activity combined reactive opportunities with planned storytelling, ensuring the clinic could respond to the news agenda while creating its own opportunities to demonstrate expertise, showcase its people and highlight the difference hearing care can make.

This created a broader PR mix, with different types of coverage serving different purposes: building visibility for the brand, establishing the credibility of its audiologists and putting real patient experiences at the heart of its communications.

Over six months, the programme generated strong national and regional coverage, helping The Hearing Clinic UK increase awareness of the brand and establish its audiologists as credible voices in the wider conversation around hearing health.