How a personalized approach got patients back into a vision practice post-COVID.
PRISM Vision Group is one of the largest independent ophthalmology ASOs in the Mid-Atlantic region. When the pandemic hit, their biggest challenge wasn't clinical readiness. It was patient hesitancy to return to a medical setting.
Not a clinical problem. A hesitancy problem.
PRISM Vision Group is one of the largest independent ophthalmology ASOs in the Mid-Atlantic region — 14 practices, 67 locations, 120 providers and more than 900 employees across six states and D.C. When the pandemic hit, their biggest challenge wasn't clinical readiness. It was patient hesitancy to return to a medical setting.
Personal, not institutional.
The practices winning patients back had one thing in common: they made communication feel personal, not institutional. Patients trusted providers who spoke to them directly, acknowledged their concerns, and told them what to expect.
Personal channels over mass advertising.
We prioritized personal channels over mass advertising. Messaging focused on wellness, prevention, and the safety precautions in place at every location. Practice websites became campaign hubs with dedicated safety sections, online scheduling, and virtual check-ins.
Every channel, performing personally.
Over three months, website activity grew by over 35% with 130,000 unique visitors. Email, social, and telemedicine each outperformed — and post-discharge surveys showed 90%+ of patients would recommend the practice.
Clarity, restored.
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