Patient success stories drive awareness and action

“I don’t want to alarm you, but you need to go to the ER right now.” 

That’s what Michael Wallerich, O.D., MBA, told his patient, Casey Nichols, when he suspected the man had suffered a life-threatening carotid artery dissection. Dr. Wallerich was right—Nichols received emergency treatment and fully recovered. 

Their patient success story, shared on the AOA website in 2022, has since reached 1.3 million people, resulting in more than 30,000 clicks on the AOA’s Doctor Locator tool. It also elevated the profile of Dr. Wallerich, CEO and neuro-optometrist at Swoop Eye Care in Richfield, Minnesota. 

“I had multiple optometrists reach out to discuss their clinical cases to get my opinion,” he says. “I was happy to provide guidance to help a colleague make a positive impact for our community.” 

Patient stories are a key part of the AOA’s Eye Deserve More campaign, the long-term, multi-channel public awareness initiative focused on meeting patients where they are to engage them in messages focused on prioritizing eye health and vision. The campaign is bringing to light the importance of in-person doctor/patient relationships—connecting and motivating consumers with compelling testimonials about the value of care AOA doctors deliver in the channels they are going to, from social media to local news outlets. 

How you can make an impact 

Since its launch in 2021, Eye Deserve More has led to a 273% increase in visits to the AOA’s Doctor Locator.  Doctor-patient storytelling is one of the best performing content themes on AOA’s social channels. Last year alone, patient stories generated more than 87,000 clicks to the tool, helping connect patients with AOA doctors for their annual, in-person eye exams. The campaign is driving real action—cutting through a crowded media landscape to educate patients about the vital role doctors of optometry play in their health. 

Personal stories are one of the most impactful tools for encouraging Americans to seek care and prioritize their health. Real-life examples combined with expert commentary from doctors humanizes content, helping people understand the value of regular eye care with a doctor of optometry. In fact,

Barbara Horn, O.D., past AOA president, shared her own patient story with the AOA last year. Her 14-year-old patient, Robbie, was experiencing symptoms including blurry vision, which his family initially attributed to his medication. But Dr. Horn’s scans told a different story—that the problem was in Robbie’s brain. She sent the boy to the hospital, and he was eventually diagnosed with brain cancer. 

“People mistakenly still think [an eye exam is] just to find your glasses prescription, but it’s so much more than that,” says Dr. Horn, president of Beach Family Eye Care in Myrtle Beach, South Carolina. “Eye exams are able to detect so many conditions that are not an eye-related disease so we can help patients start treatment early and literally save lives.” 

As the leading advocate for the optometric profession and the eye health of Americans, the AOA has long championed efforts to encourage the public to get their annual, in-person eye exams. The Eye Deserve More campaign evolves each year to meet the needs of AOA optometrists and patients. What remains the same: a commitment to serving the public with information about eye health and encouraging them to connect with an AOA doctor. 

Share your story 

Do you have an inspiring story about a life-saving diagnosis, overcoming a disease, generational care or a positive experience during a recent visit? Stories where an AOA doctor was the first stop in their journey to an eye-related or other diagnosis and treatment could be the inspiration someone else needs to schedule a potentially lifesaving, in-person eye exam. The AOA would love to hear from you. 

To facilitate conversations, check out this step-by-step guidance to help doctors recruit patients. AOA members and affiliates can log in to learn more about Eye Deserve More and submit patient stories.