Embracing AI technology in Kugler Vision’s digital transformation journey

As technology accelerates at an unprecedented pace, medical practices are faced with a choice: Evolve or risk obsolescence. The ophthalmology sector historically has been on the cutting edge of innovation: From LASIK to refractive lens exchange, the specialty has long embraced technological breakthroughs to improve patient outcomes. Today, the landscape is shifting beyond surgical advancements. In addition to clinical expertise, success in modern ophthalmology is also defined by operational excellence, digital sophistication, and patient-centric innovative approaches.

Kugler Vision, a leading refractive surgery practice in Omaha, Neb., exemplifies this shift. Kugler Vision is not just adopting new technologies, it is embracing change as an integral part of its DNA and redefining how digital transformation can shape the future of ophthalmology.

This case study explores how Kugler Vision harnessed the power of digital transformation via artificial intelligence (AI) and an integrated IT ecosystem to drive operational efficiency, elevate patient experience and gain a competitive edge.

Background: Challenge the status quo and be better tomorrow

Kugler Vision offers multiple refractive surgical procedures, including LASIK, PRK, SMILE, Phakic IOL, Refractive Lens Exchange (RLE) and refractive cataract surgery. The company offers state-of-the-art technology and prioritizes patient experience. The organization’s mission is to maximize the human experience for all patients by helping them see the world with the best vision possible. With the goal of providing a transformational experience, all patients feel comfortable, welcome, confident and knowledgeable in their decision-making process.

Kugler Vision fosters a culture of change and innovation, where adaptability and improvement are fundamental values. All team members have embraced the mindset that change happens by asking questions, listening, engaging with others and stepping outside their comfort zones to grow and improve. A commitment to challenging the status quo and striving for ongoing progress informs problem-solving, decision-making and daily operations. With continuous improvement wired into everyday activities, change is seen as an integral part of the organization’s development instead of an unexpected shock.

Over the years, Kugler Vision has successfully implemented a variety of digital tools — including an EHR system, a client relationship management (CRM) system, patient engagement platform, online scheduling, and other systems — to streamline its operations and enhance the patient experience. The practice’s commitment to innovation extends beyond clinical technology, embracing a holistic approach that integrates administrative and operational excellence.

“It is important to establish a culture of continuous improvement. Everyone should expect that new approaches will be tried to solve problems and improve performance. If the changes are not successful, then something else will be tried. It is an ongoing process,” according to Dr. Lance Kugler, MD.

Digital transformation journey: Building an integrated IT ecosystem

Kugler Vision’s digital transformation began with an EHR system and evolved into a fully integrated IT ecosystem, enhancing efficiency and patient care.

Step 1: Implementing an EHR system

Kugler Vision’s digital transformation journey began with a crucial step: moving from paper records to an EHR system. By adopting an EHR, Kugler Vision improved clinical documentation, streamlined workflows and centralized patient health data. This foundational change established a digital-first mindset within the practice, paving the way for further technological advancements.

Step 2: Introducing a basic CRM system

Next, Kugler Vision adopted a basic CRM system. While the initial system was simple, it helped organize communication and follow-ups, enriching the patient experience. However, as the practice grew, lack of integration between the EHR, CRM and other systems created inefficiencies.

Step 3: Improving IT infrastructure with Salesforce

Recognizing the need for a cohesive IT ecosystem, Kugler Vision conducted a comprehensive technology assessment, identifying opportunities to improve interoperability and scalability. This evaluation led to the adoption of Salesforce, a more advanced CRM platform. The move was strategic — aligning the CRM around the patient journey and ensuring:

• Seamless integration with other core systems, including the EHR, patient engagement tools and accounting software
• Data interoperability
• A patient-centered approach to technology

With Salesforce, staff gained real-time access to patient data from multiple systems, reducing manual tasks and minimizing errors.

Step 4: Establishing an integrated IT Ecosystem

Kugler Vision’s transition to an integrated system marked a turning point. Key benefits included:

• Operational efficiency: Less manual work, fewer errors
• Enhanced patient experience: Personalized, timely interactions
• Future-proofing: A solid foundation for introducing AI and other emerging technologies

A future-ready digital transformation

Kugler Vision’s journey underscores that digital transformation is ongoing, not a one-time initiative. By prioritizing interoperability, scalability and a patient-centered approach, the practice has built a sustainable technology framework, reinforcing its commitment to continuous growth and exceptional patient care.

The next frontier: Introducing AI technology

In its quest to remain at the forefront of technology innovation, Kugler Vision is exploring the integration of AI into its IT ecosystem. Dr. Kugler noted that: “The only certainty when it comes to technology is that it will continuously change. Building a tech framework that is dynamic and allows for modification and interface with new technologies is critical to long term success.”

Readiness assessment for AI integration

Before implementing AI technology, Kugler Vision conducted a thorough assessment to evaluate its readiness. Key areas of focus included:

• Technical infrastructure: Assessing the compatibility of existing IT systems with AI tools.
• Data management: Ensuring data quality and compliance with privacy regulations.
• Staff training: Preparing the engagement center team to work alongside the AI bot.
• Patient experience: Anticipating patient needs and responses to AI-assisted interactions.

This readiness assessment not only laid the groundwork for successful AI integration but also identified opportunities to enhance the existing IT ecosystem.

AI agent development: Objectives and functionality

To advance its digital transformation, Kugler Vision partnered with a software developer to create an AI agent designed for the engagement center. This initiative reinforces the practice’s commitment to leveraging technology for operational efficiency and improved patient experience. The AI agent was developed to achieve two primary objectives:

Functional assistance: Enhancing operational efficiency

The AI agent acts as a virtual assistant, automating routine tasks to reduce administrative burden and streamline patient interactions. Key capabilities include:

• Appointment scheduling: Assisting patients in booking, rescheduling, and canceling appointments with seamless calendar integration.
• Automated confirmation and reminders: Sending appointment confirmations, pre-visit instructions, and follow-up reminders to reduce no-shows and optimize scheduling efficiency.
• Workload reduction for staff: Managing repetitive administrative inquiries, allowing engagement center staff to focus on high-value patient interactions.

Informational support: Improving patient engagement

Beyond automation, the AI agent serves as an interactive knowledge hub, providing real-time, personalized responses to patient inquiries. Core functions include:

• Lead processing: Capturing and analyzing inquiries to direct prospective patients to the most relevant services and consultations.
• Instant FAQ responses: Delivering immediate answers to common patient questions related to procedures, recovery timelines, financing, and insurance.
• Guided patient journey: Acting as a digital concierge, supporting patients through every stage of their refractive surgery journey — from initial inquiry to post-operative care.

By automating these processes, the AI agent enhances patient engagement while delivering a seamless and personalized experience.

To ensure a structured and data-driven rollout, Kugler Vision implemented AI via a phased approach, beginning with a 90-day pilot. This initial phase focused on testing, refining, and optimizing AI performance before full-scale deployment. Early use cases include appointment scheduling and FAQ automation, with gradual expansion into lead management and patient education.

Throughout the pilot, key performance metrics — such as response accuracy and staff workload reduction — are continuously monitored to assess AI effectiveness and scalability. This measured approach ensures that AI technology is seamlessly integrated into Kugler Vision’s operations while maintaining the practice’s high standards for patient care.

Prerequisites for digital transformation success

Physician champion

One of the most crucial factors in the success of any digital transformation initiative is the presence of a physician champion — a leader who not only understands the clinical and operational implications of new technologies but also actively advocates for their adoption. At Kugler Vision, this role has been pivotal in fostering innovation across all levels of the organization. A physician champion lends credibility to the initiative, bridging the gap between technological advancements and clinical excellence. Without strong physician leadership, even the most advanced technology can become an underutilized investment rather than a transformative asset.

“In physician-led practices, the team looks to the physician for guidance on where to spend time and energy and what is important. If the physicians do not embrace new technology efforts, then it is unlikely that others in the organization will do so," Dr. Kugler said.

Innovation in progress: A constant state of change

Kugler Vision recognizes that AI integration is an iterative process, requiring continuous refinement based on real-time feedback and evolving industry standards. The practice embraces change as an opportunity for growth, ensuring its approach remains agile and adaptable.

Technical considerations

The successful integration of AI technology at Kugler Vision requires careful attention to several technical factors:

• Interoperability: Ensuring seamless integration between the AI agent and existing systems, such as the CRM and patient scheduling platform.
• Data security: Implementing robust security measures to protect patient information and comply with HIPAA regulations.
• Scalability: Designing the AI agent to accommodate future enhancements, including multi-language support and advanced analytics.
• User experience: Prioritizing an intuitive design to maximize adoption and ease of use for staff and patients.

Future applications of AI at Kugler Vision

The initial AI agent implementation is just the beginning. The practice envisions expanding AI capabilities to include predictive analytics, enabling early detection of vision conditions based on historical data and real-time monitoring. AI-driven tools could also support clinical decision-making by analyzing complex datasets and recommending optimal vision correction options.

Another promising application is patient education. By leveraging AI, Kugler Vision aims to create personalized educational resources tailored to individual patient journeys, improving understanding and compliance. The integration of AI is expected to drive several key benefits, including:

• Operational efficiency: Automating administrative tasks to reduce engagement center staff workload.
• Enhanced patient engagement: Providing timely and accurate information to patients.
• Competitive differentiation: Reinforcing the practice’s position as an industry leader.
• Scalability: Establishing a framework for future AI-driven solutions.

"The rapid growth and pervasiveness of new AI solutions, such as the Large Language Models of recent years, is having a disruptive effect on many aspects of business operations. Tasks that require human input are rapidly being augmented by AI, providing leverage to human skill sets," Dr. Kugler said.

Conclusion: A vision for the future

Today’s patients expect seamless, intuitive and technology-driven experiences, including instant access to information, streamlined communication, and personalized interactions. Practices that strategically integrate technology will not only meet these expectations but will differentiate themselves in an increasingly competitive market.

Kugler Vision’s journey, while ongoing, demonstrates how an integrated IT ecosystem, AI and a culture of innovation can transform practice operations and patient experience. By investing in cutting-edge technology and fostering a mindset of continuous improvement, the practice is shaping the future of ophthalmology.