At a glance
Snapshot as of Jul 22, 2026 — GA last 28 days, LinkedIn last 30 days. Full detail in the sections below.
This week · Jul 21–25
TUEJul 21Proof
“Breakeven isn't the ceiling” — FTE 60%+ cut, profit up.
THUJul 23Talent
The audiologist who wanted to practice, not manage overhead.
Top priorities
- Drive named practices to the site. Outbound is the engine; site is the proof layer.
- Turn on attribution. UTM every shared link so GA stops filing LinkedIn as “Direct.”
- Ship the Auris battlecard for live deals (see Competitive tab).
- First comment + 15-min engage on every post.
Launch post scorecard Jul 16 · ~40h in
Site sessions Jul 16–17
~41
Live and performing: the launch post is beating LinkedIn benchmarks (6.81% CTR vs ~1–2% typical). The site ranks #1 on Google for “virtual audiology for ENT practices.” Caveat: the click traffic shows in GA as Direct/Unassigned — UTMs would credit LinkedIn.
Since you took over LinkedIn
The page sat dormant for the better part of a year — months and months with no posts and effectively zero activity (impressions flat at ~0). You took it over and restarted content ~June 29, 2026 (the “15 jobs” post), and it took off from there. Everything below is the swing from that dead baseline to your first ~month running it.
| Metric | Before (dormant, months of inactivity) | Since you took over (~4 wks) |
|---|
| Posts | 0 | 2×/week, consistent |
| Impressions | ~0 | 3,605 / 30d ▲ 893% |
| Reactions | ~0 | 114 ▲ 2,750% |
| New followers | trickle | +47 ▲ 327%, 100% organic |
| Total followers | ~107 | 154 (+47 net) |
| Website | none live | virsonopartners.com launched, ranks #1 |
The takeaway: a page that was effectively off now runs ~3.6K impressions/month, a launched website ranking #1, and accelerating organic follower growth — in about a month, entirely organic (0 paid).
Content calendar
2×/week (Tue & Thu, ~9a ET). One credibility post + one people/engagement post each week; a conversion push every other week.
Authority
Proof
Talent (follower magnet)
Conversion (UTM'd link)
Engagement
W1Jul 21–25
TUEJul 21Proof
“Breakeven isn't the ceiling.” One clean stat: FTE 60%+ cut while profit grows.
THUJul 23Talent
Open roles reframed as a better job. Your strongest follower driver.
W2Jul 28–Aug 1
TUEJul 28Authority
Why the old staffing model breaks a little more each year. Shortage data. (Sequel to a top-comment post.)
THUJul 30Engagement
Poll: hardest part of running your hearing center? Staffing / equipment / volume / billing.
W3Aug 4–8
TUEAug 4Proof
“You keep the patient. We keep the overhead.” Model explained visually.
THUAug 6Conversion
Monthly push to the site. Link in body with UTM. Should move button-clicks off zero.
W4Aug 11–15
TUEAug 11Authority
35 locations + trusted manufacturer partners. Credibility for first conversations.
THUAug 13Talent
Spotlight clinical leadership (Keith Matheny). Warms the outreach running in parallel.
Q3 outline themes
- Late Aug: full case study (%/×), objection series, second conversion push.
- September: AAO-HNSF #OTOMTG26 tie-in, LA/Bay region focus, a founder POV post from Ryan reshared by the page.
Battlecard: Virsono vs Auris Practice Solutions
Auris (MaestroAuD, backed by Audigy) fills diagnostic coverage where a practice is short-staffed, charges premium fees, and makes the practice rent / lease the equipment from them. It does not sell hearing aids. Virsono is the opposite, a growth partner. Internal use, name them in deals, not on the public site.
| Dimension | Virsono | Auris / MaestroAuD |
|---|
| What it is | A growth engine, runs your hearing center across diagnostics and dispensing | Diagnostic coverage fill-in where you're short-staffed |
| Equipment | Provides all equipment free | Practice rents / leases the equipment from Auris |
| Hearing aids | Helps you sell them, grows your audiology ancillary revenue | Does not sell hearing aids |
| Effect on P&L | Upside: capture dispensing margin, no capex | Cost center: premium fees + equipment lease, coverage only |
| Patient relationship | You keep the patient | Staffing coverage |
| Proof offered | Custom pro forma on your numbers | Gated whitepaper + discovery call |
| Footprint shown | 35 locations | None stated publicly |
Your three wedges
- Free equipment vs a lease you never escape. Auris makes you rent their gear indefinitely; Virsono provides all of it free. No capex, no lease line on your P&L.
- Growth vs coverage. Auris plugs a diagnostic gap and charges a premium, pure cost. Virsono grows the profitable side by helping you dispense hearing aids, revenue most practices under-capture.
- Partner vs vendor. Auris is expensive coverage you rent from. Virsono is aligned with your upside, and you keep the patient.
Naming: compare, don't name positioning
- Public site: never name Auris. Publish an unnamed “How to evaluate a virtual audiology partner” checklist stacked toward your strengths.
- Private: this named battlecard, for live deals and the target list.
- Why: naming them publicly hands over awareness + SEO and reads as insecure to a clinical buyer.
Verified with Ryan (Jul 16): Virsono provides all equipment free and helps dispense hearing aids (grows the practice's ancillary revenue). Auris leases equipment to the practice, charges premium fees, and is diagnostic-coverage only.
Metrics & attribution
Window: GA last 28 days (to Jul 21), LinkedIn last 30 days (to Jul 20). Percentages are large because the prior baseline was near zero; the absolute numbers are the honest read.
LinkedIn (page) organic
- 154 followers (+47 in the last 30 days, ▲327%), 100% organic.
- Content, 30d: 3,605 impressions, 114 reactions, 6 comments, 2 reposts. Last 7d: 822 impr, 8 new followers.
- Biggest follower spike: the “15 jobs” hiring post (Jun 29). Jobs content is the magnet.
- Followers cluster: LA 16.6%, SF Bay 9%.
virsonopartners.com (GA)
- 117 sessions / 28d · 94 users (95 new) · 35.0% engagement — sessions up from 90, engagement more than doubled from 16.7%.
- Ranks #1 for “virtual audiology for ENT practices.” Only real search competitor: Auris.
- Top pages: homepage 81%, /talk-with-us 10%. The /case-study page holds visitors 8m 35s — now your deepest-read asset.
- Organic Search (6) runs 83% engaged at 1m 05s — small but the real intent traffic to grow.
- Conversion tracking live: form submits fire
generate_lead. Still 0 leads (3 form-starts, no submits); key-event marking pending in GA.
Traffic by channel 89% direct
Attribution is improving: the old “Unassigned” bucket (was 11 / 12%) is now zero — the UTM tagging is working. Organic Social (LinkedIn) tripled from 1 to 3. Direct is still dominant (LinkedIn's in-app browser strips the referrer), so keep UTM-tagging every shared link: ?utm_source=linkedin&utm_medium=social&utm_campaign=<post-slug>.
Quality signal: your 6 Organic-Search visitors run 1m 05s at 83% engagement. Small volume, but that's your real intent traffic to grow.
Site analytics — Google Analytics
virsonopartners.com · GA4 property “Virsono for Practices” (G-0B0CS2CTTH). Window: last 28 days (Jun 24 – Jul 21). Pulled live Jul 22, 2026.
Traffic by channel 89% direct
Unassigned is now 0 (was 11 / 12%) — the UTM fix is working, and Organic Social tripled to 3. Direct still dominates because LinkedIn's in-app browser strips the referrer; keep UTM-tagging shared links to reclaim them as linkedin / social.
Top landing pages
| Page | Sessions | Avg time |
|---|
| / (home) | 95 (81%) | 10s |
| /talk-with-us | 12 (10%) | 11s |
| /case-study (deepest) | 1 | 8m 35s |
| /audiologist-shortage | 1 | 40s |
| /index · /preview_calc · /virtual-audiology | 1 ea | — |
The case-study page holds readers 8m 35s — by far your deepest read now. Best soft-entry link for outreach.
Quality signal: Organic Search visitors run 1m 05s at 83% engagement. Small volume, highest intent — the segment to grow as search indexing matures.
Conversion tracking is live: form submits fire generate_lead in GA. This period saw 3 form-starts but 0 submits (still 0 leads). Funnel scaffold in place: generate_lead → qualify_lead → close_convert_lead. Open item: mark generate_lead as a key event in GA.
SEO & discovery
virsonopartners.com search visibility. Goal: rank #1 for what an ENT owner or administrator searches. Confirmed live in Search Console Jul 22, 2026 — still 0 clicks & 0/7 indexed (canonical fix still pending).
What you rank for
| Query (buyer intent) | Rank |
|---|
| virtual audiology for ENT practices | #1 |
| outsource audiology for ENT practice | #2 (Auris #1) |
| virtual audiology (broad) | — |
Broad “virtual audiology” is patient-intent (hear.com owns it), skip it. The money is the B2B long-tail where you already rank.
Indexing status action needed
- 0 indexed / 7 not indexed. Google chose practices.com as canonical and treats partners.com as a duplicate, so nothing is indexed yet.
- Done Jul 17: requested indexing for the homepage + both new pages. Sitemap healthy (read Jul 16).
- The unlock: verify practices.com in Search Console + file a Change of Address (needs Squarespace login).
- robots.txt blocks
/audiology-mso.html from Google, decide: keep private, or unblock to rank.
New buyer-intent pages live Jul 17
| Page | Targets | Status |
|---|
| /outsource-audiology | “outsource audiology for ENT practices” | index requested |
| /audiology-profitability | “is my audiology department losing money” | index requested |
Auris's SEO edge
- Content engine (“Auris Insights” newsletters) earns ranking breadth.
- Patient resource library builds topical authority.
- Staff bio pages = E-E-A-T (Google rewards demonstrated expertise on medical topics).
- They out-rank you on “outsource audiology” (#1 vs your #2).
Next SEO moves
- Change of Address (Squarespace) — the free ranking unlock.
- More buyer-intent pages: “audiologist coverage,” “virtual audiology vs hiring.”
- Authority pages: clinical-leadership bios (Keith Matheny, Hope Lanter) for E-E-A-T.
- Earn links: Hearing Review, the AAO meeting, manufacturer partners.
How we get people to the site
Your buyers are a known, finite list (~180 practices, 34 active). When you can name every prospect, outbound is the engine and the site is the proof layer it points to. Priority order:
- Outbound that lands on a page. Every warm intro, email, and DM drives a named admin to the site via a UTM'd link (soft entry = the “What is virtual audiology?” guide, then “Talk with us”). ~80% of the answer.
- LinkedIn as the warm-up. Page content + your personal profile reshares make outbound land warmer with your 1st-degree ENT network.
- Own the small pond + beat Auris. Lock the #1 ranking (consolidate the practices.com → partners.com canonical) and add a “how to choose” page for decision-intent search.
- Referral engines. Hope Lanter (she appears in Google's niche search suggestions), Keith Matheny, manufacturer relationships, the 35 locations, and AAO-HNSF this fall.
- Frictionless contact on-site. Make “Talk with us” a 2-field ask. Traffic is wasted if the contact step leaks.
Standing rules
- First comment is yours (seed the link/offer within a minute).
- Engage 15 min after posting, the first hour matters most.
- Links out of body except conversion posts, and always UTM'd.
- No em dashes, no “telehealth,” no “Earlens.” Stats as %/×, not $.
- Jobs posts earn follows. Keep a recurring talent beat.
Running alongside
- Outreach: 5–8 target practices/week via Keith Matheny & Hope Lanter; email lands right after a strong post.
- Friday check (15 min): new followers, top post, site sessions by channel → pick next week's angle.
- Email: send the “week 1 results” note; monthly recap after. Every email ends in one ask: a 20-min pro-forma call.
UTM tagging — copy-paste links
Pattern: virsonopartners.com/<page>?utm_source=linkedin&utm_medium=social&utm_campaign=<slug>. Keep source/medium fixed; change only the campaign slug (lowercase, hyphens). In GA these read as linkedin / social instead of Direct. Tagged link goes in the post body / button / email — the graphic keeps the clean URL.
| Use | Tagged link |
|---|
| Aug 6 conversion post | virsonopartners.com/?utm_source=linkedin&utm_medium=social&utm_campaign=aug06-pro-forma |
| Educational (soft entry) | virsonopartners.com/virtual-audiology?utm_source=linkedin&utm_medium=social&utm_campaign=guide-what-is-va |
| Page “Contact us” button | virsonopartners.com/?utm_source=linkedin&utm_medium=profile&utm_campaign=page-cta |
| Warm-intro email | virsonopartners.com/?utm_source=email&utm_medium=email&utm_campaign=warm-intro |
Properties
Practices sitevirsonopartners.comMarketing site · ranks #1
Patients sitevirsonohearing.comConsumer-facing
LinkedIn page/company/virsono-hearing-center150 followers
GA property“Virsono for Practices”analytics.google.com
CRM / pipelinevirsonoleads.comSystem of record