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 group, or one type of behaviour.

Whether you’re targeting people who wear glasses, need a hearing test, or are booking a home visit, multi-channel marketing consistently outperforms single-channel approaches.

The Reality: Your Audience Moves Across Channels

Think about the typical over-60s consumer:

  • They might see a Facebook ad from their daughter’s phone
  • Get a direct mail piece they leave on the kitchen counter
  • Receive a follow-up SMS while watching TV
  • And eventually call to book an appointment from a landline

Each channel plays a part in building trust and guiding them toward action. It’s not about which channel, it’s about the combination.

What the Data Tells Us

From recent campaigns in this space:

  • Fresh email and direct mail had the highest conversion rates (over 5%)
  • SMS worked best for follow-ups, especially in the hearing care space
  • Direct mail triggered spikes in appointments on specific drop dates
  • Legacy email alone underperformed unless reinforced by other media

Multichannel works because it mirrors how real people behave, especially older audiences who might rely more on print but appreciate digital reminders or phone support.

It’s Not Just About Reach, It’s About Relevance

Each channel has a role to play:

  • Direct Mail builds trust and physical presence in the home
  • Email supports convenience and action
  • SMS drives urgency and reminder
  • Call Centres convert interest into bookings
  • Digital Ads capture attention from family influencers

When they work together, results compound.

Takeaway for Marketers

If you’re planning acquisition campaigns in optics or audiology:

  • Don’t just pick your favourite channel, test combinations
  • Time your touchpoints: print first, then reinforce with digital or call follow-up
  • Use fresh data to target, but vary channels to engage

Multi-channel isn’t just a tactic, it’s a necessity in a market where trust, familiarity, and reassurance are everything.