Case Study
Eyes on the Prize: How Herzig Eye Institute Used Liine to Increase Elective Consultations by 124%
A leading ophthalmology practice switched to Liine to buck the trend in declining vision correction procedures and transform call center efficiency
Herzig Eye Institute is one of Canada’s premier providers of elective vision correction procedures, with locations in Toronto and Ottawa. Known for its personalized approach to care, the Herzig team knows that no two patients are alike, and builds its marketing strategy accordingly.
Herzig uses marketing not only to attract new patients, but also to educate them on their treatment options. Their focus is on matching the right procedure to the right patient, so their ads must be as targeted as possible. Helping patients understand their options is just as important as getting them in the door.
“The decision-making journey for vision correction is complex and different for everyone. Consumers are very savvy; they spend their time researching their options — as they should. After all, they’re trusting us with their vision. That’s why patient education is such a critical part of our marketing efforts.”
They partnered with Liine to get the granular marketing data they needed to deliver tailored educational messages and drive more consultations. And as an added benefit, unlocking better marketing insights didn’t just increase bookings — it transformed call center efficiency.
As Refractive Bookings Decline, Marketing Matters More
Ophthalmology practices have seen a marked decline in demand for refractive procedures due to several factors. Patient hesitation, cost sensitivity and increased market competition are just a few reasons why it’s harder to convert interest into bookings.
And, because elective procedures are largely paid out of pocket, prospective patients behave more like traditional shoppers — comparing options, researching online and expecting a personalized experience.
This all makes marketing even more critical.
The Power of a Great Marketing Partnership: Liine + Glacial Multimedia
Herzig Eye Institute partners with Glacial Multimedia for digital marketing. With access to Liine’s data, Glacial shifted Herzig’s paid ads strategy from optimizing for calls and clicks to optimizing for booked appointments. Connecting Liine to Herzig’s Google Ads account also enabled Glacial to refine audience targeting based on real bookings rather than guesswork or proxy metrics.
This improvement resulted in Herzig’s patient bookings increasing by 124% and their cost per booking dropping by 55%.
“It’s impressive how integrating Liine’s data has helped Google serve our ads to people who are more likely to book consultations. It’s led to a higher number of appointments generated by Google Ads and a lower cost per booking, which is really what we’re after when it comes to advertising and search.”
Upgraded Call Tracking for Better Leads, Improved Call Center Efficiency
Before Liine, Herzig used CallRail for call tracking, which could not optimize their ad campaigns for actual bookings. This caused the call center to spend time following up with low-intent leads.
Now that ad targeting has greatly improved after switching to Liine, the call center team spends its time following up with high-intent patients who are more likely to book a consultation. With the time saved, they can provide even more personalized outreach to prospective patients.
As a bonus, Liine’s easy-to-use dashboard and robust reporting capabilities give the leadership team a high-level view of day-to-day call center operations, while allowing them to identify pockets of opportunity around staffing needs during peak hours, speed-to-lead metrics and the top reasons verified new patient leads are not booking.
“We used CallRail for call tracking, but it was definitely not as robust as Liine… Liine is simple, yet powerful. We finally have one source of truth for marketing-driven growth.”
Liine is an AI-powered call tracking, marketing analytics and ad optimization platform built for multisite healthcare, dental and vet practices. Our platform captures and analyzes all patient leads across calls, web forms and online bookings in one intuitive dashboard. This empowers healthcare marketers to auto-optimize ad campaigns, increase lead-to-appointment conversion rates and quickly identify which strategies are driving new patient bookings.