Onspire Health Marketing is doubling down on specialization in healthcare growth with the promotion of Tucker Worster to Chief Hearing Officer, a newly created executive role dedicated entirely to advancing the success of hearing healthcare practices.

The move reflects a broader shift within healthcare marketing: as competition intensifies and patient expectations evolve, generalized growth strategies are giving way to deep, vertical-specific leadership. For Onspire, hearing care has reached a point where it warrants executive-level focus.

A Role Built Around Hearing Practices

Worster brings more than 20 years of experience in the hearing industry, spanning clinical operations, practice management, and strategic growth. In his new role, he will act as the internal and external advocate for hearing practices—shaping Onspire’s strategy, guiding solution development, and ensuring its hearing-focused services remain grounded in real-world practice realities.

“The hearing industry is at an inflection point,” Worster said. “Practice owners are navigating market consolidation, shifting consumer expectations, and rapid technology change. Growth strategies need to strengthen visibility and trust.”

That framing captures the pressure many independent hearing practices are under today. Large retail chains, private equity-backed rollups, and direct-to-consumer hearing solutions are reshaping the market, forcing practices to rethink how they attract, educate, and retain patients.

Why the Timing Matters

Onspire’s decision to formalize the Chief Hearing Officer role signals that hearing care is no longer treated as just another service line. Instead, it’s being positioned as a strategic growth vertical that demands insider knowledge and long-term investment.

“Tucker has spent decades inside the hearing profession, so he understands what it takes to build trust with patients, lead teams, and grow sustainably,” said Jeff Provost, Chief Operating Officer at Onspire Health Marketing. “This role ensures our hearing clients benefit from leadership that truly understands their world.”

For marketing partners in healthcare, that understanding is increasingly critical. Hearing care sits at the intersection of medical trust, consumer marketing, and retail experience—making it one of the more complex specialty categories to serve effectively.

From Hearworks to Executive Leadership

Worster has already been embedded in Onspire’s hearing business since the company’s Hearworks acquisition in February 2024. Since then, he has played a central role in supporting hearing practices nationwide, advising on growth strategy, patient engagement, and market positioning.

His promotion formalizes what had already become clear internally: Worster was functioning as a strategic leader for hearing clients long before the title existed.

Now, as Chief Hearing Officer, he will work closely with Onspire’s product, marketing, and client success teams to ensure solutions align with the operational, regulatory, and reputational challenges unique to hearing care.

Beyond Marketing: Education and Advocacy

Worster’s remit extends beyond internal strategy. He will also contribute to industry education, thought leadership, and collaboration with hearing organizations, helping practices navigate change without sacrificing professional standards or patient trust.

A key focus will be supporting independent practices, which often face the greatest pressure from consolidation but remain essential to community-based hearing care. Strengthening market presence, improving patient engagement, and enabling sustainable growth—without eroding credibility—are central to that mission.

A Broader Signal in Healthcare Marketing

Onspire’s move highlights a larger trend in healthcare marketing: specialization is becoming a competitive advantage. As healthcare segments grow more complex, partners that can speak the language of a specific specialty—and understand its economics and patient dynamics—are better positioned to deliver results.

By elevating hearing care to the executive level, Onspire is signaling that growth in this space requires more than campaigns and tactics. It requires leadership rooted in lived experience.

For hearing practices navigating a rapidly changing market, that distinction may prove increasingly important.

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