A Montana Practice Offering a Highly Personal Patient Experience Built Around Comfort and Attention

Beatty Eyes Optometry, Missoula, MT

OWNER: Rachael Beatty, OD; URL: beattyeyes.com; FACEBOOK: facebook.com/beattyeyes; INSTAGRAM: instagram.com/beatty_eyes;  FOUNDED: 2021; AREA: 1,450 sq. ft.; Buildout cost: $175,000; ARCHITECT AND DESIGN FIRMS: EyeDesigns; TOP BRANDS: Eterna RF, OptiLight IPL, Tom Ford, Etnia Barcelona, Woody’s, Salt, WOOW, Modo, Lafont, Caddis, American Optical, State, FTK Gear, Dragon, Eco, Essilor, Shamir and Zeiss lenses, Crystal EHR, Alcon, Coburn; EMPLOYEES: 5
full-time, 1 part-time

Rachael Beatty, OD

MISSOULA’S BEATTY EYES OPTOMETRY is one of those practices that seems to have grown from a clear sense of what matters: time, comfort, and a patient experience that feels more personal than transactional. Dr. Rachael Beatty built the office with those priorities in mind, and it shows from the moment you walk in.

Beatty Eyes sits on a bright corner of a modern Missoula plaza, the kind of spot that naturally fills with sunlight. Inside, the space opens up into a clean, industrial-modern room softened by live plants, and a waiting area that looks more like a stylish living room than a typical optometry practice. Patients can take a seat at the combined optical bar and reception counter — built from corrugated metal with a live-edge top — or settle into velvet chairs around the separate seven-foot live-edge dispensing table while they explore frames. It’s light, comfortable, fun — and unmistakably personal.

That personal feeling was built into the practice from the start. As Dr. Rachael Beatty explains, the idea of “Beatty Eyes” dates all the way back to her second year of optometry school. Marriage, residency, growing a family, and a return to Montana postponed the dream.

The optical bar and lounge area reflect the practice’s ethos: raw materials softened by cozy textures, personal touches, and plenty of natural light.

The unexpected slowdown during COVID revived it, giving her space to reflect on what she wanted her professional life to look like — and convincing her that a slower, more intentional, quality-over-quantity approach was worth building a practice around.

“In the midst of the uncertainty of COVID, my husband and I took the leap and finally brought Beatty Eyes to life,” she shares. “Maintaining a healthy work-life balance was my top priority. While I had always been committed to providing quality patient care, my previous role in a large, high-volume practice emphasized patient numbers over meaningful interactions. I knew I wanted something different. Starting a business during such an uncertain time was daunting, but it turned out to be the best decision — for my patients, my family, and myself.”

That sense of intention shapes nearly every corner of the practice. The design balances raw materials with warmth — tinted concrete, high ceilings, the corrugated-metal optical bar topped with live-edge wood, and plenty of greenery. One exam room is washed with natural light from oversized windows; another uses bright white walls, floating shelves, and a vibrant green exam chair to create a cozy atmosphere. Together, it all creates a space that feels modern yet grounded, professional but relaxed.

The staff reinforces that feeling. “Each of our staff members brings different energy to the office,” says lead optician Whitney Head-Potter. “The melding of that energy creates a wonderfully personal and unique patient experience.” The team even gathered to write the mission statement together, ensuring it reflected shared values rather than top-down directives.

The lounge-style seating and vibrant portrait wall underscore Dr. Beatty’s goal: a practice that feels more
like a living room than a clinic.

Beatty Eyes’ digital presence extends that sense of connection. With help from patient care coordinator Cady Atwood, the practice produces content meant to make people smile, learn something, or feel more familiar with the team. Patient pickup photos — posted with permission — have become a popular feature and a smart way to highlight eyewear styling and celebrate the moment someone sees themselves clearly in a new pair of glasses.

On the optical side, the lineup includes Tom Ford, Etnia Barcelona, and Lafont, with lenses from Essilor (especially Varilux), Shamir, and Zeiss. Daily contact lens offerings center on Alcon, including the Daily Total1 and Precision Series lines. Behind the scenes, Crystal EHR and Coburn edging equipment help keep the workflow efficient.

Ultimately, however, these are all in service of the kind of experience the practice aims to deliver. “The Beatty Eyes patient experience is very personalized from beginning to end,” Head-Potter says. Glasses are dispensed on upholstered trays with a truffle. Contact lenses go out in a Beatty Eyes bag with complimentary solution and — naturally — another truffle.

Beatty Eyes continues to evolve. The practice has introduced aesthetic offerings — Eterna RF radio frequency and OptiLight IPL treatments — and both doctors are engaged in public events to raise awareness about dry eye. It all reinforces the through-line that defines the office: care delivered with clarity, warmth, and a sense of genuine welcome. “Our patients are special,” says Head-Potter. “We want them to walk out feeling that way.”

Five Cool Things About Beatty Eyes Optometry

1. SIP & SHOP. Patients browsing for new frames can enjoy beer or wine (with ID check), adding a relaxed, fun touch to the styling experience.

2. FAMILY FLAIR. Large, colorful portraits of the Beatty family in playful eyewear brighten the optical and give the space an unmistakably personal feel.

Dr. Beatty, right, and family.

3. DOCTOR BOOST. Any social post featuring Dr. Beatty reliably gets the highest engagement.

4. PERSONAL TOUCH. Every patient receives a handwritten thank-you card.

5. COMMUNITY CARE. Drs. Beatty and Everingham regularly appear at local health fairs to raise awareness about dry eye and connect with the Missoula community.

PHOTO GALLERY (8 IMAGES)