A 3-wave sequence built around annual exam cadence and FSA/HSA timing. Bring patients back before their prescription expires, no CRM required.
Start FreeVision changes gradually. Most patients overdue for their exam aren't unhappy. They just deprioritized. The right recall card, at the right time in the FSA/HSA cycle, brings them right back.
3 waves over 7 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 The lead is "your prescription may be out of date" rather than a sales pitch.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 about 5 business days after delivery (the default; you can set 1 to 10) 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 about 5 business days after delivery (the default; you can set 1 to 10). Wave 2 mails 28 days later only to non-responders.
Pre-loaded scripts. Staff log the outcome (qualified, voicemail, wrong number, do-not-contact). A do-not-contact result stops further cards and calls to that patient once you log it.
A typical independent optometry practice has 300–500 patients overdue 14+ months. Here's the math on a 400-patient run:
11:1 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 on your first annual plan.
Single-wave postcard campaigns · Unlimited contacts · From $1.04/piece
Everything in Free + calls, sequencing · From $0.91/piece
Per-piece pricing includes printing + USPS First-Class postage. No hidden fees.
Four of our 20 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 has a new mover welcome playbook and an annual eye exam recall playbook. 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. You can also split your export by last exam month and launch a campaign each month.
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.
PostKnock's default is 5 business days after delivery, and you can set it from 1 to 10 per campaign. The call delay counts from the day the card is delivered, so by then the patient has likely seen the card. Calling earlier feels intrusive; calling later means they've forgotten. PostKnock adds each patient to the call queue on that schedule 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.
Yes. PostKnock prints and mails optometry recall cards, also called recall postcards, in 4×6, 6×9, and 6×11 sizes, with printing and USPS First-Class postage included in the per-card price (from $1.04). What sets them apart from a plain recall card is the 3-wave sequence timed to the FSA/HSA and prescription cycle, plus the front-desk follow-up call.
Stop sending one-off recall cards and hoping. Run the 3-wave optometry sequence that brings lapsed patients back.
Start Free1 ANA (Association of National Advertisers), Response Rate Report 2023, published February 2024.
2 IBISWorld, “Optometrists in the US: Number of Businesses,” 2024.