A 3-wave postcard plus call sequence built around annual exam cadence and FSA/HSA timing. Bring patients back before their prescription expires.
Start Free — No Credit CardVision changes gradually. Most patients overdue for their exam aren't unhappy — they just deprioritized. The right reminder, at the right time in the FSA/HSA cycle, brings them right back.
3 waves over 10 weeks, 90-day rest between cycles. Each wave has a distinct hook, calibrated to where the patient sits in the FSA/HSA and prescription cycle.
Headline: "Your Eyes Deserve a Checkup" · Offer: $50 off frames or free contact lens fitting · QR to scheduling.
A health-first, gentle reminder. The lead is "your prescription may be out of date" rather than a sales pitch. This wave does most of the work because lapsed optometry patients usually just need a nudge. The call lands 10–21 days after delivery and references the postcard directly: "I wanted to follow up on the reminder we sent."
Headline: "Use It Or Lose It" · Offer: 20% off a complete pair of glasses, FSA/HSA eligible.
28 days after Wave 1, only to non-responders. The angle is financial: "Your FSA/HSA vision benefits expire soon." For Q4 deployments this hook is gold — patients with leftover FSA dollars and use-it-or-lose-it deadlines are the most reactivation-ready group on your list. Different visual design, different QR for tracking. The Wave 2 call references the postcard and the deadline.
Headline: "Your Prescription May Be Expired" · Offer: $50 off frames — final reminder.
21 days after Wave 2. Postcard only — two calls is enough; a third reads as pestering. The hook is practical: an expired prescription means the patient can't reorder contacts or refill lenses online. That's a genuine friction point most patients hadn't thought about. After Wave 3, the patient enters a 90-day rest period before re-entering the cycle.
All three waves, call timing, and copy direction are pre-configured. You only set the offer and your practice branding.
From Crystal PM, OfficeMate, RevolutionEHR, Compulink, Eye Cloud Pro, or Maximeyes: filter by last exam date older than 14 months, export CSV. PostKnock auto-maps the columns.
Wave 1 prints and drops into USPS within 1–2 business days. Your call queue auto-populates 10 days after delivery. Wave 2 mails 28 days later only to non-responders.
Pre-loaded scripts. Staff log outcome (booked, voicemail, wrong number, do-not-contact). Booked patients drop out of the sequence automatically.
A typical independent optometry practice has 300–500 patients overdue 14+ months. Here's the math on a 400-patient run:
12:1 ROI on first-visit revenue alone — before you count the recurring annual exams that follow.
Run your own numbers in the ROI calculator.
Free to explore — you only pay when you're ready to send. 30-day money-back guarantee.
Single-wave postcard campaigns · Unlimited contacts · From $1.05/piece
Everything in Free + calls, sequencing · From $0.79/piece
Per-piece pricing includes printing + USPS First-Class postage. No hidden fees.
Four design styles, all themed for your optometry practice and ready to customize. Same offer, same call follow-up — just pick the look that fits your brand.
Bold
Photo
Minimal
Gradient
Front Detail
Back (Address Side)
PostKnock recall campaigns also work for
Recall is the highest-ROI optometry play, but PostKnock also runs new mover welcome campaigns and seasonal back-to-school promos. See the full lineup on the optometry hub.
See all optometry campaigns →October and November are the highest-converting months because of FSA/HSA "use it or lose it" pressure. January is the second-best window (vision insurance benefits reset). Avoid mailing in mid-December — the holiday mail crush smothers response rates. PostKnock campaigns run continuously, so you can also let the system mail recall cards every month based on each patient's individual lapse date.
For Wave 1, $50 off frames or free contact lens fitting is the high-ROI baseline — both reduce friction without devaluing the exam itself. Avoid offering a "free exam" alone; optometry exams are insurance-covered for most patients, so a free exam isn't actually a meaningful incentive. Save bigger discounts (20% off a complete pair) for Wave 2 with the FSA/HSA hook.
Crystal PM: Reports → Patient Reports → "Recall Due" with custom date filter. OfficeMate: Reports → Patient Demographics → filter by Last Exam Date. RevolutionEHR: Reports → Patients → "Inactive Patients" or filter Active Patients by Last Visit Date. Export to CSV with name, address, phone, and last exam date. PostKnock's import wizard auto-detects each column.
10–21 days after delivery. USPS First-Class delivers in 3–5 business days, so by day 10 the patient has likely seen the card. Calling earlier feels intrusive; calling later means they've forgotten. PostKnock auto-populates the call queue in this exact window so the front desk doesn't have to track timing manually.
Save explicit prescription-expiry messaging for Wave 3. Wave 1 should be warmer ("your eyes deserve a checkup"). Wave 2 leans on FSA/HSA timing. Wave 3 brings the practical hook that an expired Rx means they can't reorder contacts online. Stacking all three messages on one postcard dilutes each one — the wave structure is what makes each angle land.
Stop sending one-off recall cards and hoping. Run the 3-wave optometry sequence that brings lapsed patients back.
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1 ANA (Association of National Advertisers), Response Rate Report 2023, published February 2024.
2 IBISWorld, “Optometrists in the US — Number of Businesses,” 2024.