The Rise of the Adult Child as Decision-Maker in Audiology

If you’re only marketing hearing tests and home visits to the people who need them, you might be missing half the opportunity.

In 2025, a growing number of audiology appointments aren’t being booked by the end user, but by their adult children or carers. These influencers are becoming the real decision-makers in hearing care.

Who Are These Influencers?

They’re typically sons, daughters, or close relatives in their 30s to 50s, often the “sandwich generation” caring for both their kids and their ageing parents. They’re:

• Tech-savvy
• Research-driven
• Emotionally invested in their parents’ well-being

They might not wear hearing aids themselves, but they’re the ones searching “home hearing test for elderly parent” or responding to messaging like “Do it for Mum”.

Why This Matters for Marketing

Audiology marketers often target based on age alone (e.g. 65+), but this group isn’t always the one driving the action. Adult children:

• Book appointments
• Manage communication preferences
• Select providers based on convenience and trust

Ignoring them in your messaging leaves a huge gap.

What Influencers Want

They’re not just looking for the best price—they’re looking for:

• Reassurance (Is this safe? Will my parent be comfortable?)
• Convenience (Can they come to the house?)
• Trust (Is this brand established? What are others saying?)
• Speed (How quickly can I get them seen?)

They’re also more likely to engage with content through:

• Facebook and Google Ads
• Direct Mail that arrives at the home
• Retargeted email or SMS if they start a journey but don’t complete it

A Trigger-Based Opportunity

This audience responds well to emotionally framed messaging. Campaigns with lines like:

• “Do it for the family”
• “Help Mum hear again”
• “Reconnecting starts with a test”

…outperform dry, clinical language. And pairing this with follow-up direct mail or a call centre follow-up can significantly boost conversion.