In a sector often driven by clinical detail, compliance, and logic, it’s easy for healthcare marketers especially in optics and audiology to focus purely on features, services, or offers.
But here’s the truth:
Facts rarely inspire action. Emotion does.
And the most effective campaigns in this space aren’t the ones shouting about “free tests” or “limited-time offers”, they’re the ones that make people feel something.
Remember This Campaign? “Do It for the Dog”
Boots Hearingcare made headlines (and earned real attention) with its bold ad:
“If you’re not going to do it for yourself, do it for the dog.”
It was memorable. It was shareable. And most importantly, it worked. Because it tapped into something far more powerful than hearing loss: emotional connection.
Why Emotion Works in Health Marketing
Healthcare decisions are often deeply personal:
- Fear of losing independence
- Embarrassment around ageing
- Guilt from family pressure
- Desire to stay connected with loved ones
By addressing those feelings and not just the functional benefits, you move people to act.
Emotional Triggers That Work in Optics & Audiology
Here are some emotional angles that consistently resonate in campaigns:
| Trigger | Messaging Angle |
| Connection | “Hear your grandchildren again.” |
| Reassurance | “It’s quick, it’s simple, and you’ll feel more confident.” |
| Pride | “Take control of your health.” |
| Relief | “Finally get the clarity you’ve been missing.” |
| Empathy | “Help Mum enjoy the little moments again.” |
These work especially well in direct mail, TV, SMS, and social ads. Anywhere you can make the message personal and real.
How to Apply This in Your Marketing
- Start with the why, not the what
- Don’t lead with “book your test.” Lead with the reason it matters
- Use imagery that tells a story
- A hug, a smile, a laugh – These outperform photos of glasses or devices 9 times out of 10.
- Speak like a human, not a leaflet
- Drop the jargon. Speak to emotion, not condition
- Segment by life stage
- A message to an independent 65-year-old should differ from one to their adult child
Final Thought
Optics and audiology are about more than products or services. They’re about helping people reconnect to the world and each other.
So, the next time you write a headline, build a campaign, or design a leaflet, ask yourself:
Are we giving them a reason to feel?
Because that’s what inspires action and that’s what builds loyalty.
