Better Hearing and Speech Month is May, and it's the one month when the public, local media and schools are already talking about communication disorders. For an audiology or speech-language practice, the job is to turn that attention into booked hearing tests and speech evaluations. This page covers both kinds of practice, adds World Hearing Day in March, explains where over-the-counter hearing aids fit in your content, and flags the offer rules to check before you advertise anything free. Sponsors and dates were checked on October 22, 2026.
When the observances happen and who runs them
Two observances bracket the spring.
| Observance | When | Who runs it | Next confirmed date |
|---|---|---|---|
| World Hearing Day | 3 March each year | World Health Organization (opens in a new tab) | 3 March 2027 |
| Better Hearing and Speech Month | Every May | American Speech-Language-Hearing Association (opens in a new tab) | May 2027 (monthly; no theme posted yet) |
A naming note: ASHA's May page still lives at asha.org/bhsm, but the observance on it is now titled National Speech-Language-Hearing Month (NSLHM). "Each May, National Speech-Language-Hearing Month (NSLHM) provides an opportunity to raise awareness about communication disorders," the page says. The older name still draws 720 US searches a month, so use both: "Better Hearing and Speech Month" in titles and search copy, and ASHA's current name where you reference ASHA directly.
WHO "decides the theme and develops evidence-based advocacy materials" for World Hearing Day. The 2026 theme was "From communities to schools: hearing care for all children." WHO has already listed 2027: "Hearing loss doesn't wait. Neither should you." That line suits an adult hearing-test campaign almost word for word.
Dates change — verify each year. World Hearing Day is fixed to 3 March; ASHA's materials and wording change annually.
Demand, observance and patient side (Google Ads Keyword Planner data via DataForSEO, US, 12-month average to Sep 2026):
| Search | US searches/mo | Avg. CPC |
|---|---|---|
| hearing aids near me | 33,100 | $9.18 |
| hearing test near me | 12,100 | $19.19 |
| free hearing test near me | 1,900 | — |
| better hearing and speech month | 720 | — |
| world hearing day | 480 | — |
Note the cost: at $19.19, a click on "hearing test near me" costs more than double a click on "hearing aids near me." Plan search budgets around booked tests, not clicks.
Campaign ideas for audiology practices
Use March 3 to start and May to finish. A practical sequence:
- World Hearing Day kickoff. Publish an article built on WHO's 2027 message about not waiting, and open hearing-test slots for March.
- An OTC hearing aid explainer. The FDA created the over-the-counter category, which "went into effect on October 17, 2022" (opens in a new tab); OTC devices are "intended for use by people 18 years of age and older to help with perceived mild to moderate hearing loss" and can be bought without an exam or prescription. The FDA also says people who suspect more severe loss "should consult with a licensed hearing health care professional," and that ear pain, sudden hearing changes or dizziness call for a doctor. An honest article on "OTC or a hearing evaluation?" answers a question patients have and makes the case for your test without disparaging anyone.
- A May testing week. Promote it on your website, Google Business Profile and lobby. ASHA's page offers members an OTC Hearing Aid Toolkit and a press release template with an audiology version.
- A family angle. Content written for a spouse or adult child ("How to talk to a parent about a hearing test") reaches people who may be the ones to suggest booking.
Our audiology marketing guide covers channels and budgets, and hearing aid advertising covers ad copy and device-specific rules.
Campaign ideas for speech-language practices
For speech-language pathologists, May is about parents, schools and referral partners. ASHA's NSLHM page provides customizable templates for a proclamation, press releases (with an SLP version), letters to families in English and Spanish, social media cover photos and profile frames, plus posters, bookmarks and thank-you cards.
- A parent information night. Use ASHA's family letter template to invite local parents to a short talk on speech and language milestones, with evaluation slots open the following week.
- A school and pediatrician outreach packet. MedlinePlus notes that "by first grade, about 5% of children have noticeable speech disorders," (opens in a new tab) which is a useful, sourced line for a letter to referral partners.
- A local proclamation. ASHA's proclamation template can go to your mayor's office; a signed proclamation photo is local-press friendly.
- Adult services. MedlinePlus lists stroke, brain injury and voice problems among causes of communication disorders. If you treat adults, a May article for caregivers widens the audience.
For site structure and service pages, see websites for speech therapists.
Content topics patients actually search
Patient searches are mostly about cost, devices and the test itself. Each topic below has a source you can cite.
| Topic | Source to cite |
|---|---|
| What causes hearing loss (noise, aging, ear infections, certain medicines) | MedlinePlus (opens in a new tab) |
| Treatment options: hearing aids, cochlear implants, therapy, medicines, surgery | MedlinePlus |
| OTC versus prescription hearing aids | FDA |
| When to see a doctor instead of buying a device | FDA |
| What happens at a hearing test, and how long it takes | Your own clinic's process |
| Speech disorders in children, and when to get an evaluation | MedlinePlus, ASHA |
Medfy drafts researched articles every week from MedlinePlus and PubMed, and the practice approves each one before it publishes, so this table can become an article queue for March through May without anyone on staff writing from scratch.
May is shared with eye care practices running Healthy Vision Month, and dental offices plan around dental awareness months in February and October. If you share referral networks, a joint "sensory check" lobby display is easy to coordinate.
Ads and offers: what to watch
"Free hearing test near me" draws 1,900 searches a month, which tempts practices to lead with free. Before you do, check three things with your compliance lead.
How the offer is stated. The FTC's guide on the word "free" (opens in a new tab) says all terms should be "set forth clearly and conspicuously at the outset of the offer," and that a footnote linked by an asterisk doesn't count. If the free test is a screening and a full diagnostic evaluation costs extra, say so in the ad.
Medicare and Medicaid patients. The HHS Office of Inspector General explains that the beneficiary inducement statute (opens in a new tab) imposes civil penalties for offering remuneration to Medicare and Medicaid beneficiaries to influence them to use a practice's services. OIG's 2016 policy statement (opens in a new tab) says the statute's definition of remuneration includes "transfers of items or services for free," and interprets nominal value as no more than $15 per item or $75 a year per patient (never cash). Whether a free test fits your situation is a question for your compliance lead, not for this page.
How the ad talks to the viewer. Meta's personal attributes policy (opens in a new tab) rejects ads that imply the viewer has a condition. "Do you have hearing loss?" follows the pattern Meta rejects ("Do you have diabetes?"); "Hearing tests with a licensed audiologist" doesn't. On Google, Health is a sensitive interest category under the personalized advertising policy (opens in a new tab), so remarketing lists and Customer Match aren't supported; build campaigns on search terms and location.
Illustrative example (fictional practice): "World Hearing Day is March 3. Clearwater Hearing Center has hearing test appointments all month with licensed audiologists. Book online."
Medfy's Google Ads management add-on ($199/month) reviews search terms daily, adds negatives and paces budget under a monthly ceiling you set; the Meta ads + AI creatives add-on ($199/month) writes copy for healthcare ad policies. Ad spend is paid directly to the platforms.
This is general information, not legal advice. Confirm how it applies to your practice with a qualified advisor.
Measuring the campaign
Count appointments, then everything else.
- Hearing tests and speech evaluations booked in March and May, compared with the same months last year.
- Calls, forms and booking clicks from campaign pages and your Business Profile.
- Cost per booked test for paid search. At $19.19 a click, a campaign that books one test per 15 clicks costs about $288 per test in media alone (hypothetical arithmetic).
- Article visits from search, which keep arriving after May.
- Device follow-ups in aggregate, never named patients in a marketing report.
Medfy's first-party analytics count calls, forms, booking clicks and directions, and its Google reporting brings Search Console, Analytics and Business Profile into one view. To see where your site and listings stand before March, start with a free marketing audit. The full-year view of observances is in our health awareness calendar.
Frequently asked questions
When is Better Hearing and Speech Month?
Every May. The American Speech-Language-Hearing Association hosts it, and its page now titles the observance National Speech-Language-Hearing Month (NSLHM). The page address is still asha.org/bhsm, and the older name still draws about 720 US searches a month. ASHA posts templates for press releases, proclamations, family letters and social media, and adds new resources through May. Check the page each spring.
What is World Hearing Day?
A World Health Organization campaign held on 3 March each year. WHO sets the theme and produces advocacy materials such as brochures, posters and infographics. The 2026 theme focused on hearing care for children, and WHO has already listed the 2027 theme for 3 March 2027: "Hearing loss doesn't wait. Neither should you." It gives audiology practices a spring kickoff two months before May.
How can an audiology practice promote hearing screenings?
Pick one week, open extra appointments and publish a page explaining what a hearing test involves and how long it takes. Link it from your Google Business Profile, run search ads on "hearing test near me," and add a lobby sign. Pair it with an article on when over-the-counter hearing aids fit and when a professional evaluation is the better first step, citing the FDA.
Can a practice advertise free hearing tests?
Many do, but check before you run one. The FTC expects every condition of a free offer stated clearly at the outset. Federal law also restricts offering Medicare or Medicaid patients free items or services that could influence their choice of provider, and payer contracts may add rules. Ask your compliance lead to review the exact offer and audience before it goes live.