PRISM Vision Group
How a personalized approach got patients back into a vision practice post-COVID.
PRISM Vision Group is one of the largest vertically integrated independent ophthalmology administrative services organizations (ASO) in the Mid-Atlantic region and is home to the largest network of retinal care providers in the country. PRISM is home to 14 practices, with 67 locations, 120 providers and more than 900 employees throughout New Jersey, Pennsylvania, Delaware, Virginia, Maryland and the District of Columbia.
While the pandemic brought many challenges to the practices, one stood out among the rest-patient hesitancy to return to a medical setting. While the medical practices were eager to return to normal operations many patients were not.
PRISM Vision Group
Healthcare
INSIGHT
During discovery, we learned just how much more patients trust a provider that offers a personalized approach.
SOLUTION
We elected to use a highly personalized approach to reach patients, rather than a traditional mass advertising approach. Whether marketing to the proactive or more reluctant patient, we leveraged and prioritized all internal communication channels, patient emails, organic social media platforms, and phone calls with specific scripting to reach patients in the right way, at the right time and with the right message.
Overall, the messaging reflected the importance of wellness and prevention appointments and the impact they have on a patient’s overall health. Simultaneously, we clearly and consistently highlighted the safety precautions adapted by all practices to reduce patient anxiety.
Keeping in theme with the virtual nature of the world, all practice websites served as the home for the campaigns call to action. Website use included home page messaging, unique website sections clearly dedicated to showcasing safety precautions in place to help patients understand what to expect at their next appointment, newly instituted on-line appointment scheduling and virtual check-ins.
We created a patient safety video and scaled it across all practice websites, driving traffic to the sites by linking the video to email campaigns and social media posts. With tight COVID restrictions in place, we used staff and physicians as spokespersons in the video and then had them film footage on their cell phones. The result produced an authentic video that patients could easily relate to.
Finally, digital advertising played a large role in targeting, positioning and capturing new patient volume through a telemedicine campaign. We blended a mix of targeted search, social and display to generate initial market awareness and drive profitable volume.
RESULTS
Over the course of the three-month campaign, website activity grew by over 35% with 130,000 unique visitors.
The campaign generated over 2,200 requests for appointments resulting in 910 actual appointments. Practice operating capacity grew from 15% to nearly 60%.
Targeted patient email campaigns reached over 120,000 patients and experienced engagement rates exceeding 60%, with click through rates of over 15%, driving more than 10,000 patient safety video views.
Social media channels captured higher levels of activity throughout the campaign averaging over 45% higher engagement rates than pre-COVID campaigns.
The telemedicine marketing campaign captured over 30,000 website page views, generating over 1,100 requests for appointments with a cost per lead of $19.00.
The messaging achieved our desired results of making patients more comfortable with coming into the office. Post-discharge surveys revealed over 90% of the patients would recommend the practice for care.
