The Optics & Audiology Marketing Playbook: 13 Proven Insights to Drive Growth

The Optics and Audiology audience is more engaged, digitally aware, and open to multichannel communication than ever before. But most marketing in this space still plays it safe: generic offers, clinical tones, and narrow targeting.

This playbookbrings together 13 powerful insights drawn from high-performing campaigns and evolving customer behaviour. Use it to sharpen your strategy, modernise your messaging, and reach the audiences that matter most.

1. Know Who You’re Really Targeting

Your audience isn’t just the person wearing glasses or needing a hearing test, it’s also:

• The adult child booking on behalf of a parent
• The carer or spouse helping navigate the decision
• The wellness conscious over 60s starting to plan ahead

Segment based on role, not just age.

2. Understand How Over-60s Actually Buy

Today’s over 60s:

• Research online, but often buy offline
• Trust direct mail more than digital, but use Google to check legitimacy
• Value local presence and human touchpoints

Design campaigns that mirror this blended behaviour.

3. Market to the Influencer, Not Just the Patient

Many eye  and hearing care bookings are made by someone else, a son, daughter, or friend.

• Use emotionally framed messaging (“Do it for Mum”)
• Target their channels (Facebook, direct mail, Google search)
• Speak to them as the decision-maker

4. Speak Their Language, Not Yours

Older audiences don’t need oversimplified or medicalised messages. They want:

• Clarity over complexity
• Reassurance over pressure
• Tone that feels human, not clinical

Check every message: does it sound like a conversation, or a compliance form?

5. Don’t Choose a Channel, Combine Them

Campaigns perform best when email, direct mail, SMS, and calls work together.

• Direct Mail builds trust
• Email drives convenience
• SMS boosts urgency
• A personalised call converts interest into action

Multichannel isn’t an extra, it’s essential.

6. It’s Not Direct Mail vs Digital. It’s Direct Mail with Digital

Direct Mail is your trust anchor. Digital is your reminder. Together, they reinforce the journey, especially for older or multi-person households.

7. Use First-Party Data to Drive Local Footfall

Your own data can:

• Identify lapsed patients near branches
• Target postcodes within home visit coverage areas
• Create personalised direct mail + SMS journeys

Local = familiar. Familiar = trusted.

8. Retarget Offline, Too

Not everyone converts online. Use:

• Direct mail follow-ups after a digital enquiry
• SMS reminders post-appointment
• Phone calls after mail drops

Offline retargeting drives action in ways digital alone can’t.

9. Home Visits Are Gaining Ground

For older, less mobile audiences, home visits:

• Offer peace of mind
• Encourage family involvement
• Convert better when paired with pre-qualified data

Include them in your offer strategy, not just in fine print.

10. Hearing Tests Are Becoming the New Eye Test

Customers are:

• Less embarrassed to talk about hearing loss
• More likely to consider annual checks
• Treating it like a routine health habit

Make hearing care feel as normal as eye care because to many, it already is.

11. Emotion Beats Offers

Campaigns that tap into emotion not just price, create real engagement:

• “Hear your grandchildren again” > “Free hearing test”
• “Help Mum feel confident” > “Book today”

Make people feel something before asking them to do something.

12. Create Campaigns Worth Talking About

Memorable campaigns don’t just convert, they spread:

• Use humour
• Personalisation
• Stories
• Unexpected formats (e.g. handwritten postcards, referrals)

Ask: Would someone forward this? Would they bring it up over dinner?

13. Go Local to Drive National Impact

Localised messaging (postcode, store name, familiar places) improves:

• Trust
• Relevance
• Response rates

Scale that up and you’ve got a national campaign with local-level effectiveness.