How to Use First-Party Data to Drive Local Store Visits
In the optics and audiology sectors, one of the biggest marketing challenges is bridging the gap between data and physical store footfall. It’s one thing to know who your customer is. It’s another to get them off the sofa and into a Specsavers,…
What Works Better – Direct Mail or Digital for Over-60s?
If you’re marketing glasses, hearing tests, or home visits, chances are your audience includes a large segment of over-60s. So, here’s the big question marketers often ask: Should we be using direct mail or digital to reach them? The answer? Both…
Why Multi-Channel Still Wins in Optics & Audiology
We’re living in a hyper-digital world but when it comes to marketing in the optics and audiology sectors, brands that rely on just one channel are leaving a lot on the table. Why? Because your audience isn’t confined to one platform, one age…
Are We Speaking the Right Language to Older Audiences?
Older Audiences Aren’t Outdated, But Our Messaging Might Be People aged 60+ today aren’t passive, confused, or stuck in the past. They’re: Internet users (81% of over-65s in the UK are online) Managing multiple health priorities Influenced by…
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…
How Over-60s Actually Buy Glasses and Hearing Aids in 2025
The over-60s demographic has long been a key market for both optics and audiology, but how they actually make purchasing decisions in 2025 might surprise you. Gone are the days of a single-channel journey. Today’s over-60s are informed, selective,…
Who is the Modern Hearing Care Customer?
The hearing care market has evolved rapidly over the last decade, but has our understanding of the modern hearing care customer kept pace? Traditionally viewed as a narrow demographic (retired, older, and offline), today’s hearing care…