CASE STUDY
PRISM Vision Group
RELATIONSHIP
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.
PRISM Vision Group supports ophthalmology practices in providing patients with world-class, comprehensive eye care and an unrivaled practice environment for its network of affiliated physicians and employees.
PRISM engaged our team initially to develop a brand platform for the ASO’s new business model in 2019. After speaking with key stakeholders throughout the organization we developed a strategic direction, marketing strategy and brand platform for the organization, and launched a rebranding campaign which included a new name, logo, brand positioning, corporate identity standards, digital marketing tactics and website optimization solutions.
In the spring of 2020, PRISM tasked us to develop a comprehensive marketing strategy to support its affiliate practices in recapturing patient appointments that were lost due to the COVID-19 pandemic, as well as to generate new patient volume through several innovative virtual care options, targeted digital strategies and relevant messaging. The practices were struggling from a business perspective and operating at less than 15% capacity.
SITUATION
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.
It became our mission to help patients understand that the practices were ready to serve them safely. To do so we engaged patients in a relevant manner through the proper channels and, for the first time, marketed several virtual options for patients to receive care.
We built the foundation of the marketing strategy with an understanding that not every patient felt the same. Some patients were more willing to return while others were more concerned for COVID safety and preferred to take advantage of virtual appointment options, or even pushing off appointments for months.
The campaign “Getting Your Patients Back” launched and ran for 90 days. Its proactive nature and measured approach proved to reach patients in a successful and meaningful way.