The eyecare provider landscape has become fiercely competitive. Staffing shortages, declining reimbursement, increasing regulations, and a rise in healthcare consumerism have all physician practices feeling the pressure. What can you do to stay competitive, while maintaining—and even increasing—your patient volumes? In 2021 we decided that a comprehensive public relations (PR) strategy could be the best way to help us strengthen our brand. As a result, we significantly surpassed our new patient growth projection by several hundred patients.