After 20 years as a dominant player in the Charlotte market, Horizon Eye Care has launched a new brand identity, tagline and website. Horizoneye.com’s updated features add convenience for tens of thousands of patients at six convenient locations, as well as for referring providers.
The highlight of the streamlined website horizoneye.com is Horizon’s improved Patient Portal via NextGen, Horizon’s electronic healthcare record provider. The portal allows patients to request appointments and prescription refills, access their records and pay statements online. There is also added functionality easily accessible at the top for referring providers.
The content-rich site also educates patients on various eye problems and alerts them to warning signs, causes and options for treatment; provides information on Horizon centers dealing with myriad specialties and services; and is accessible from mobile to tablet to desktop.
A new visual framework on the website reflects Horizon’s increased emphasis on medical excellence, tying into its unique tagline, “Always Thinking Vision.” Horizon’s 20 ophthalmologists and optometrists include nationally known and published experts in their field who have participated in groundbreaking research on the latest technologies.
The mission to unify and elevate the brand began with a major market study two years ago by The Jackson Group, in which Horizon was affirmed as a very high-quality care provider. Then, input by doctors and staff members facilitated by Charlotte-based Belgrave Associates – which designed the website and its content – resulted in a more cohesive overall message. Belgrave partnered with Glacial Media, a medical web company that built the site.
“Always Thinking Vision” emphasizes Horizon’s singular, highly specialized commitment to vision care while improving services and convenience for patients. The new branding represents the professional reputation resulting from this commitment and expertise. The Horizon logo remains unchanged.
“When the market study underscored how patients and nonpatients view our practice and our field, we began taking steps to better showcase our excellence and professionalism, what we bring to patients,” says Horizon Chief Operating Officer Kathy Murray.
“The medical field is continually evolving, so it’s essential to keep current on research. These results help guide us as the medical field also changes for patients, who seek efficiencies amid the financial constraints of the health care system.”