Expanding Graystone Eye’s Digital Ecosystem: A Multi-Brand, Multi-Site Strategy Built for Growth

One Practice. Three Websites. A Scalable Digital Ecosystem Built for Growth.

As one of the region’s leading ophthalmology practices, Graystone Eye continues to expand its services beyond traditional vision care — requiring a digital presence that can scale, segment audiences, and support distinct patient journeys without sacrificing brand cohesion.

Following the successful launch of Graystone Eye’s primary website, E-dreamz Healthcare Solutions has since partnered with the practice to design and launch two additional purpose-built websites: one for aesthetic services and one dedicated exclusively to LASIK and refractive surgery. Together, these sites form a cohesive yet highly targeted digital ecosystem.

The Foundation: Graystone-Eye.com

Last year, E-dreamz Healthcare Solutions launched graystone-eye.com, Graystone Eye’s primary website supporting its core ophthalmology and vision care services. The site was built on the Remedy CMS platform and designed to:

• Clearly present Graystone’s full scope of eye care services
• Support provider, location, and condition-based content
• Establish a scalable foundation for SEO and future digital growth

This website became the central hub of Graystone Eye’s digital presence — and the technical backbone for what would come next.

Award-Winning Digital Experience: 
2025 Best Hospital or Health System Website

The success of Graystone Eye’s digital strategy was further validated when graystone-eye.com was recognized as “2025 Best Hospital or Health System Website” by the Carolinas Healthcare PR & Marketing Society (CHPRMS). This award highlights the site’s excellence in design, usability, content strategy, and overall patient experience — reinforcing the impact of a thoughtful, scalable digital foundation built to support both patients and long-term growth.

Extending the Brand: Graystone Aesthetics

As Graystone expanded into aesthetic and cosmetic services, it became clear that these offerings required a distinct digital experience tailored to a different patient demographic.

The new Graystone Aesthetics website (eyesfacebody.com) was designed as a fully custom, fully featured website that:

• Leverages the same Remedy CMS backend as graystone-eye.com
• Uses an entirely custom front-end design with a spa-like look and feel
• Aligns with Graystone’s overarching brand while clearly establishing Aesthetics as a standalone sub-brand
  
  

EHS worked closely with the Graystone team to reimagine the Aesthetics patient experience — enhancing the user journey, refining service messaging, optimizing content, and introducing updated imagery to better resonate with cosmetic and self-care-focused patients.

The result is a digital experience that feels elevated, welcoming, and purpose-built — without fragmenting the organization’s underlying technology stack.

Focused Growth: Graystone LASIK Microsite

To further support growth in refractive eye surgery, EHS also launched graystonelasik.com — a dedicated LASIK microsite designed to drive organic visibility and patient inquiries.

Unlike the Aesthetics site, the LASIK website:

• Reuses the existing design system and templates from graystone-eye.com
• Was built quickly and efficiently using Remedy CMS components
• Focuses exclusively on LASIK and refractive surgery services

All content and imagery on the LASIK site were strategically optimized for SEO and AEO, with a strong emphasis on:

• Local SEO visibility
• On-page optimization
• High-intent patient questions and conversion paths

This focused approach allows Graystone Eye to compete more effectively in local LASIK search results without overloading the primary site.

The Result: A Scalable, Connected Digital Ecosystem

Together, Graystone Eye’s three websites demonstrate how a unified CMS platform can support multiple brands, audiences, and growth strategies:

• One shared backend (Remedy CMS)
• Multiple front-end experiences tailored to specific services and demographics
• Consistent performance, governance, and scalability across all properties

Ongoing Partnership & Proactive Support

Graystone Eye’s relationship with E-dreamz Healthcare Solutions continues to evolve through monthly SLA packages that provide proactive support across all three websites.

Current support includes:

• Website administration and content updates
• Custom development and enhancements
• Ongoing SEO and AEO optimization

This ongoing partnership ensures Graystone’s digital ecosystem continues to adapt, perform, and grow alongside the practice’s clinical and business objectives.