Patient Acquisition for Eye Care Practices
Every eye care practice needs a consistent flow of new patients. Without new patients replacing natural attrition, even healthy practices slowly shrink.
But not all patient acquisition is created equal. A LASIK patient researching online is different from an insurance-driven routine exam. A surgeon-referred cataract case is different from a walk-in with an eye emergency. Each type of patient comes through different channels and requires different strategies.
At MedTech Consulting, we help eye care practices build patient acquisition systems that attract the right patients through the right channels at sustainable costs.
Understanding Eye Care Patient Sources
Before optimizing acquisition, you need to understand where patients come from.
Self-Referred Patients
Patients who find you through search engines, ads, word-of-mouth, or social media. They chose you—nobody sent them.
Often become loyal, high-value patients
Insurance Directory Patients
Patients who find providers through their vision plan directory. They prioritize insurance acceptance.
Convert them into loyal, full-scope patients
Provider Referrals
Ophthalmologists receive referrals from optometrists and PCPs. Subspecialists from general ophthalmologists.
Often your most valuable patient sources
Patient Reactivation
Patients who haven't visited in years. Technically 'lost' but easier to reactivate than acquiring new.
Lower cost than new patient acquisition
Community Outreach
Health fairs, school screenings, corporate wellness programs. Community presence drives new patient volume.
Builds long-term awareness and goodwill
Each source has different economics, different patient profiles, and different marketing requirements.
Digital Patient Acquisition
The internet is where most patient journeys begin. Digital marketing is essential for modern patient acquisition.
Search Engine Optimization (SEO)
Build organic visibility for patients searching online. Optimize Google Business Profile, create comprehensive service pages, and build educational content.
Learn more about Eye Care SEO →Pay-Per-Click Advertising (PPC)
Get immediate visibility at the top of search results. Target high-intent keywords, build dedicated landing pages, and track conversions.
Learn more about PPC →Social Media Marketing
Build awareness, community, and trust. Share patient success stories, educate on eye health, showcase practice personality.
Learn more about Social Media →Online Reputation
Generate reviews, monitor your presence, respond professionally. Your reputation influences every other channel.
Learn more about Reputation Management →Referral Development
For ophthalmology practices especially, referrals from other providers can be your most valuable patient source.
OD-to-MD Referral Relationships
- • Make referrals easy with a simple, clear process
- • Report back promptly on referred patients
- • Co-manage appropriately when optometrists prefer involvement
- • Educate on your services and capabilities
- • Build personal relationships with key referrers
PCP and Specialist Referrals
- • Educate PCPs on when to refer for diabetic eye exams
- • Build relationships with neurologists for neuro-ophthalmology
- • Connect with pediatricians for pediatric referrals
- • Make the referral process seamless
- • Send timely, useful reports back
Patient Referral Programs
- • Ask directly: 'Do you know anyone who might benefit?'
- • Provide business cards or referral cards to share
- • Consider compliant thank-you gifts
- • Make your name easy to remember and find online
- • Have a referral page on your website
Referral Tracking
You can't optimize what you don't measure. Track which providers send patients, which sources generate the highest-value patients, whether referrals are increasing or decreasing, and whether there are relationship issues to address.
Insurance and Directory Presence
Many patients find providers through insurance directories. Your presence and presentation matters.
Vision Plan Directories
VSP, EyeMed, Davis Vision—if you accept vision plans, optimize your profiles.
- • Complete all available fields
- • Add photos and descriptions
- • Highlight services
- • Monitor for accuracy
Medical Insurance Networks
For medical eye care and surgery, medical insurance networks matter.
- • Ensure proper credentialing
- • Verify listing accuracy
- • Understand referral requirements
Strategic Participation
Not every panel is worth joining. Some pay poorly, some are burdensome.
- • Evaluate reimbursement rates
- • Consider admin burden
- • Assess patient demographics
Community Marketing
Getting out into the community builds awareness and goodwill—and generates patients.
Health Fairs & Screenings
Vision screenings at local events, educational presentations to groups, booths at community gatherings.
School Vision Programs
Partner with local schools, offer screening services, build relationships with school nurses.
Senior Center Outreach
Educational presentations on cataracts, glaucoma, and macular degeneration. Screening events and relationship building.
Corporate Wellness
On-site screening events, educational lunch-and-learns, vision plan partnerships with employers.
Patient Reactivation
Patients who haven't visited in years are easier to reactivate than new patients are to acquire. They already know you.
Recall Program Optimization
Your recall system should automatically reach out to patients due for exams—annual reminders, follow-up scheduling, and specialty recall for ongoing conditions.
Reactivating Lapsed Patients
Patients who've missed multiple recalls need different outreach: "We miss you" messaging, special offers for returning patients, and updated contact information.
Communication Preferences
Some patients prefer calls, others texts, others emails. Offer options and respect preferences to maximize response rates.
Tracking Patient Acquisition
You can't optimize what you don't measure.
Source Attribution
Track how every new patient found you
Cost Per New Patient
What does acquisition cost by channel?
Lifetime Value by Source
Which sources send the highest-value patients?
ROI Calculation
Does LTV exceed acquisition cost per channel?
Understanding acquisition economics helps you invest wisely. Some channels generate volume; others generate value. The best strategy typically combines both.
Ready to Grow Your Patient Base?
Let's talk about your practice and build a patient acquisition strategy that delivers sustainable growth.