For years, the eye test has been the go-to annual health check for adults over 40. It’s routine, accessible, and widely accepted.
But in recent years, especially post-pandemic, hearing tests have started to gain similar traction. In fact, we’re seeing a shift in both consumer awareness and marketing strategy that suggests:
The hearing test is becoming the new eye test.
Here’s why it matters and what marketers in the space need to know.
The Stigma Around Hearing Loss Is Fading
In the past, hearing loss carried a certain taboo. People were reluctant to get tested, let alone wear hearing aids.
But that’s changed. Thanks to:
- Greater public health messaging
- Discreet, modern hearing aid designs
- Celebrities and public figures normalising use
- More hearing care available on the high street
…getting your hearing checked is no longer a sign of ageing. It’s a smart, proactive step just like getting your eyes tested.
Customers Are Starting to Expect It
Just as we’re told to get our eyes checked every two years, more people are beginning to understand the value of regular hearing checks.
And not just older adults:
- Younger adults (45–60) are more open to early screening
- Adult children are encouraging parents to get tested
- Wellness-minded consumers are adding hearing to their annual health checklist
This creates a huge opportunity for hearing care providers especially those who make the test process easy, accessible, and stigma-free.
From Campaigns: What’s Working
- Messages that mirror the simplicity of eye test promotions (“Book your free 15-minute hearing check”) convert better
- Triggered campaigns that link life stages or events (e.g., “You’ve updated your glasses, now check your hearing”) perform well
- Bundled messaging (hearing + eye test) works for over-60s and home visit audiences
Key Messaging Shifts
Here’s how the hearing test is starting to mirror the eye test:
| Old Perception | New Positioning |
| For the elderly | For everyone |
| A last resort | A regular check |
| Complicated process | Quick & convenient |
| Embarrassing | Empowering |
The marketers who succeed will be the ones who elevate the hearing test to the same level of normalisation that eye tests enjoy.
Takeaway for Marketers
- Treat hearing tests as routine not reactive
- Position them alongside vision care in your messaging
- Borrow the simplicity, accessibility, and familiarity of eye test language
- Test bundled offers or combined appointment journeys
Because if your brand doesn’t normalise hearing care, someone else’s will.
