About Oli
Oli Luke is the co-founder of Orange & Gray, a strategic marketing consultancy that helps independent businesses become the obvious choice in their market—without shouting louder or racing to the bottom on price. Over the past eight years, Oli has worked hands-on with 85+ private-practice hearing care clinics across North America, helping them build trust-led brands, attract pre-sold private-pay patients, and grow sustainably in a market being reshaped by big tech, private equity, and AI. He is also the host of the industry’s #1 marketing podcast, Business of Hearing, with 100,000+ downloads, where he interviews leaders pushing the profession forward – and occasionally rants (politely) about bad marketing, bland messaging, and anything that smells like a template.
Session Details
What’s Working Now: How to Win When You’re Not the Biggest, Loudest, or Cheapest
The old playbook is broken. What used to drive growth – more ads, more posts, more tactics, more noise – doesn’t work the way it once did. Markets are crowded. Attention is fragmented. Trust is harder to earn. And being “good” is no longer enough to be chosen. This session breaks down what’s actually working right now for small and independent practices competing against bigger brands, bigger budgets, and louder voices. You’ll learn why depth now beats width, why differentiation has quietly replaced visibility as the real growth lever, and how the most successful practices are building trust-led brands that attract pre-sold patients before the first conversation even happens. This isn’t theory. It’s not trends for trend’s sake. And it’s definitely not a list of shiny tools. It’s a practical, honest look at how buying decisions are really being made today – and what to focus on if growth, resilience, and relevance matter more than keeping up appearances.
Attend this session and you’ll learn how to:
- Identify and implement the few strategic actions that create disproportionate positive impact, helping future-proof growth without adding complexity, noise, or burnout.
- Define what is driving patient choice today, and separate what’s working now from tactics that keep you busy but no longer move the needle.
- Explain how depth has replaced width as the key growth advantage and how to shift a practice’s focus from visibility alone to clarity, differentiation, and trust.
- Apply a practical framework to position their practice as the obvious choice, even when competing against larger, louder, or lower-priced alternatives.
- Recognize the hidden risks of sounding like every other practices, and pinpoint specific areas where messaging, positioning, and patient experience can be sharpened.