Leaflets for Opticians

What opticians use leaflets for

Most of an optician's printed marketing goes to people who are already patients. The test is due, the contact lenses need a check, the child has started school. Getting that reminder into the right hands at the right time keeps the diary full far more cheaply than chasing new customers.

1. Recall postcards

   Posted or handed over when a sight test or contact lens check falls due, usually at one or two years. A postcard on the doormat with the patient's name and 'your eye test is due' gets acted on more often than an email that sinks in an inbox.

2. Eye health guides

   Glaucoma, cataracts, macular degeneration, dry eye, diabetes and the eyes, floaters and flashes. Optometrists hand these over after spotting something at a test, so the patient goes home with the facts rather than a half-remembered conversation.

3. Lens and coating explainers

   Single vision against varifocals, thinner lenses, anti-reflection, blue-light filters, photochromic and polarised lenses. A clear guide at the dispensing desk helps patients understand what they are paying for and why options cost what they do.

4. Price lists and packages

   A laminated sheet showing frame bands, lens prices and any glasses packages you run. It sits on the dispensing desk and answers the cost question before the patient has to ask it.

5. Children's eye tests

   Back-to-school flyers for nurseries, primary schools and parents' noticeboards, explaining that NHS sight tests are free for under-16s and how to book. Late August and September are when parents think about it.

6. Home visits

   If you offer domiciliary eye care, a calm, large-print leaflet for care homes, sheltered housing, GP surgeries and family carers, explaining who qualifies and what happens at a home visit.

7. Contact lens and specialist clinics

   Dry eye clinics, myopia management for children, contact lens trials and specialist fitting. Short DL flyers at the desk and in the frame displays tell existing patients you offer them.

Recommended leaflets for opticians

What we would print for an independent practice. The 'from' price is today's live price for the lowest-cost options; the example line is a real configuration that suits the job.

• 

  Recall postcards

  A5 postcard, 350gsm silk card, both sides

  A5 is large enough to read without glasses on the doormat, which matters for your audience. One side carries the reminder and the patient's name or a write-in panel; the other side, the address and stamp area.

  from £28.206 working days on Saver

  1,000 A5 recall postcards, 350gsm: £119.14

  Choose size and paper
• 

  Eye health guides

  A4 roll-folded to DL, 6 panels, 250gsm silk

  Six panels suit a condition guide: what it is, symptoms, who is at risk, how it is monitored, treatment and when to come back. DL fits the rack and a jacket pocket.

  from £39.847 working days on Saver

  250 folded guides, 250gsm silk: £92.92

  Choose size and paper
• 

  Dispensing desk price lists

  A5, 350gsm silk card, matt laminated both sides

  Handled by every patient choosing glasses. Matt lamination survives being slid across the desk all day and does not reflect the bright lighting around frame displays.

  from £35.908 working days on Saver

  100 A5 price lists, matt laminated: £49.12

  Choose size and paper
• 

  Seasonal flyers

  A5, 170gsm silk, both sides

  For children's tests in September, prescription sunglasses in spring and opening announcements. Light enough to drop through doors and leave at schools in volume.

  from £24.905 working days on Saver

  1,000 A5 flyers, 170gsm silk: £77.08

  Choose size and paper
• 

  Counter leaflet holders

  A5 cardboard counter holder, printed

  A branded holder at the dispensing desk keeps price lists and clinic flyers in reach without cluttering the frame displays.

  from £81.1411 working days on Saver

  2 printed A5 counter holders: £121.78

  Choose size and paper

Packages for opticians

Three packs: the recall and front desk print, the eye health leaflet rack and the back-to-school push. Every total is the lines at live prices.

Sample leaflet designs for opticians

Three layouts we drew for invented practices. Optical print has an audience that often cannot read small type well, so each layout uses large headings, short lines and plenty of contrast.

These are sample designs we made to show layout and wording. The business names, numbers and addresses are invented.

Wording you can use on optician leaflets

Lines that suit opticians: practical, specific and honest about what is free and what is not. Replace the bracketed parts.

• Say 'free NHS eye test if you qualify' rather than 'free eye tests' unless the test really is free for everyone.
• Show a 'from' price for glasses only if a patient can buy a complete pair at that price, and say what lenses it includes.

When, where and how many

Opticians post or hand most leaflets to existing patients, and push for new ones at two points in the year: back to school and the run-up to summer.

Late August and September are peak for children's tests. January brings people using new-year benefits and insurance allowances; spring brings prescription sunglasses.

Where they go

Recall postcards by post or handed over at collection. Guides in the test room and at the dispensing desk. School flyers on noticeboards and in newsletters by agreement. Home visit leaflets at GP surgeries, care homes, pharmacies and sheltered housing offices.

How many

Recall cards: count the patients due each month and multiply by twelve. A practice testing 40 people a week will recall roughly 2,000 a year. Condition guides: 250 per title lasts most single-room practices a year. School flyers: 1,000 to 2,500 for schools and doors within a mile.

When to print

School material by early August so it can go out before term starts. Recall cards whenever stock is low: keep them date-free so one run lasts. Allow the Saver working days shown on the product page plus delivery, and a week for a school to agree to circulate a flyer.

What response to expect

Recall postcards to existing patients are the best-performing print an optician sends; many practices see a sizeable share of recalled patients book, and a second card a month later lifts it further. Door-dropped flyers to people who are not yet patients bring far fewer responses, typically a few per thousand homes.

Paper, size and finish for opticians

Your readers include people with poor sight by definition, so legibility beats decoration. Large type, strong contrast and no glare.

Use 12pt or larger for anything aimed at older patients and 14pt for large-print versions. Avoid light grey text, thin script fonts and text printed over photos of frames.

Uncoated card is easier to read in bright light, but gloss lamination on the price list will reflect the frame display lights; choose matt.

Questions about leaflets for opticians