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‘Happyness’ is the Goal at This Fast-Growing Oklahoma Practice

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The Precision Vision Edmond team … can you guess each one’s nickname?

During a summer in college, Dr. Selina McGee got her first job in eyecare. Little did she know that this experience, in Pennsylvania, would pave the way to define her professional career in the decades ahead of her — all the way to Oklahoma. “I worked for two optometrists, and I fell in love with it,” McGee says.

Quick Facts

Dr. Selina McGee OWNER: Selina McGee, OD
WEBSITE: precisionvisionedmond.com
OPENED: Founded in 1976, taken over by McGee 2014.
AREA: 2,400 square feet (including 500 for optical)
EMPLOYEES: 6
TOP BRANDS: Lafont, MODO, Sama
FACEBOOK: facebook.com/precisionvisionok
TWITTER: twitter.com/precvisionok
INSTAGRAM: instagram.com/precision_vision_edmond
PINTEREST: pinterest.com/pv_edmond

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McGee now runs two practices: one where she’s been for 14 years, and this one, which she took over about 2½ years ago. The story of how McGee came to own what is now Precision Vision Edmond, however, starts several years back. “There was a doctor I knew of, Dr. Larry Olsen, and I thought he might be at the age where he was considering doing something different, so I cold called him and said, ‘I’m not a crazy person, this is going to come way out of left field, but hear me out.’” Fast forward through a lunch where the two hit it off, followed by several years of Dr. Olsen prepping his patients for the switch (praising McGee every step of the way). “You hear about so many of these transitions going badly,” McGee says, “but we checked our egos at the door.” 

Having already put years into another local practice (which she continues to run), McGee had a clear vision of how she wanted to run the business. “I wanted a practice that’s built around the team,” she says. “I wanted to continue the legacy that had been built for 40 years, and make it a positive patient experience, but I also wanted it to be a positive employee experience.”

McGee keeps this vision firmly in place as the practice grows, and she ensures that everyone on her team is confident in their own decision-making skills and ability to work well together. She’s held two full-day retreats with the team so far, the results of which have been evident in the group’s morale and results. Every Monday, in a space called the Huddle Room, they meet. “We talk about what we’re grateful for, and what our intentions are,” McGee says. “I change that up every week, and it’s more personal because I want people to realize they’re working  with other people, not robots.”

These interactions are invaluable and inevitably help in other areas, like conflict resolution. So when conflict resolution is in order, McGee is all about moving forward. “We immediately go in the Huddle Room and talk about the breakdown: what happened, where, what we learned from that,” she explains. “And finally, how do we move forward so it doesn’t happen again?”

It’s clear that the aforementioned moving forward happens swiftly and genuinely. In fact, while she takes the practice quite seriously, McGee says the most fun thing about Precision Vision is the people. With true excitement in her voice, she describes something that patients — as well as the staff — love. “All of our name badges have our little owl [logo] on them, and everybody has a fun name,” she says. Dr. Kyle Henderson is Master of One or Two. The receptionist is the Director of First Impressions. Emilee Beard, who does insurance, is the Benefits Big Shot. Technician Amanda Cole, goes by the nickname Wingman. With simultaneous joy, pride and a laugh in her voice, McGee continues, “I’m the Visionary, and Paige Perry, who is a floater, wears a badge that says, ‘D. I’m all of the above.’  Precision Vision recently added Germaine Shock — her name tag says ‘They Call Me G.’” Not to be outdone by anyone, the office manager, Brianna Shara, is referred to as Happyness Advocate. “We purposely misspelled Happyness to be like the movie [The Pursuit of Happyness],” she says. “That’s what you can’t buy down the street and that’s what makes us different.”

And the fun doesn’t stop with the staff. McGee, who describes herself as “someone who jumps right in and goes for it,” seizes the opportunity to find fun and positivity in everything — especially the glasses themselves. “The most fun ones I have are always the ones on my face, you know?” She describes her latest favorites, a pair of round MODOs with a double bar. “They are geek chic,” she says. “And my other favorite — because you can’t have just one — is a Lafont. It’s a re-edition of the P3s, but navy and white polka-dot fabric. They are fabulous.” We have no doubt.

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Five Cool Things About Precision Vision

WELCOME HOME: The inside of Precision Vision looks like a living room. “It doesn’t look like a doctor’s office,” says McGee. “I want people to be comfortable. There’s comfy chairs and a cute sofa and a little place where they can have coffee and tea.” The optical is set up in the middle of the practice without frame boards. “I hate frame boards. So it’s all open shelves and the exam rooms kind of continue that personal space.”

COMMUNITY COUNTS: Precision Vision stays active in the community, partnering with local organizations and supporting local efforts. “Every month we try to pair with something local — it’s important to bring awareness and to help fund-raise,” says McGee. In August, they worked with a group called You Are Special, which gives kids in need a chance to shop for new clothes before school starts.

PLAYING GAMES: McGee has implemented open-book-management, customized-for-optometry strategies from the book The Great Game Of Business, by Dr. Danny Clark. “I went to a retreat where Dr. Clark, who practices in Wichita Falls, had done this program,” she says. “I went to the class and he had a map of how to implement it. It usually takes 90 days, but we did it in two weeks!”

FLOWER POWER:  A self-described flower fanatic, McGee is the real deal in the gardening department. She sits on the Edmond Beautiful board and handles the group’s photography. And while she handles the landscaping at her own home and the practice, McGee is still a fan of florists. “I have fresh flowers delivered every Monday to the office,” she says. “I’ll put a new frame in the arrangements, and say, ‘Here’s what we got this Monday!’”

TESTING, TESTING: Frame selection can be painstaking and many patients really need some time to feel good about their decision. At Precision Vision, patients who participate in the 4×4 Program can take home four frames for four days and take their time to decide. The results speak for themselves, as McGee reports “more multiple-pairs sales and less remakes.”

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FINE STORY

Teaching Responsibility With Zig Ziglar

Dr. McGee added a Zig Ziglar quote on the wall of their Huddle Room, that says, “You don’t build a business, you build people, and then people build the business.” Toward that end, McGee tackles the concept of accountability with an “above the line/below the line” approach. “Above the line is true accountability,” she says. “It’s ownership, commitment, and problem solving, while below the line is where you become a victim.” She takes a clear stance on this, noting, “One of the things we talk about is when you see something, you own it, you solve it, and then you do it. Don’t wait for somebody else to do it. Don’t make an excuse. The cool part about that is when they take that and run with it, they make much better decisions than I would ever make.”

What the Judges Said

Very cool that they allow their customers to take frames home. Extra points for a beer truck on the lawn! — Marc Franchi and Jason Stanley, STATE Optical Co.

The choice to stop comparing your family-owned business to large corporate entities — and focus instead on your own strengths and qualities — was excellent. — Andrea Hill, Hill Management Group

The open-air shelves, pastel colors and living room furniture makes this store feel like a casual, relaxing place to select your next eyewear look. — Mike Karlsrud, The Karlsrud Company

 

This article originally appeared in the November 2016 edition of INVISION.

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America's Finest

Want to Know What ‘Start-to-Finish’ Service Really Looks Like?

This Fort Worth, TX practice reinvented itself into a boutique optical with high tech examinations.

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Clear Eye Associates + Optical, Fort Worth, TX

OWNER: David Moore, OD; URL: cleareye.com; FOUNDED: 2007; YEAR OPENED FEATURED LOCATION: 2017; ARCHITECT AND DESIGN FIRMS: Norman Ward Architect, EyeDesigns, and Entirely Interiors; EMPLOYEES: 12 full-time, 1 part-time ; AREA: 11,000 sq. ft.; TOP BRANDS: ic! berlin, Rolf, Dita, Barton Perreira, Face à Face; FACEBOOK: facebook.com/ClearEyeOptical; INSTAGRAM: instagram.com/cleareyeoptical; YELP: yelp.com/biz/clear-eye-associates-optical-fort-worth-2


EXPERIENCE,” SAYS DR. DAVID Moore, “is in the eye of the beholder.” Put another way, each patient has preferences unique to them, whether they care most about time, convenient and upfront pricing, carefully curated and unique frames, or a high-tech examination experience.

‘In today’s market you have to do a little of everything to be competitive,’ says Clear Eye owner Dr. David Moore.

It’s a lesson Moore learned over 10 years in private practice at Clear Eye Associates + Optical in Fort Worth, TX and fully implemented by introducing a new concept in 2017; an optical boutique procuring mostly independent lines. “The idea was the easy part. Overcoming, retraining and rethinking how the current consumer wants to shop has been the challenge. The age-old idea of personalized service, customer experience, and product expertise has become the linchpin for growing the business,” Moore says.

Central to the concept is customer immersion in what Moore refers to as the “CLEAR experience,” from the time they book and select their arrival item — be it a cappuccino, chocolate or craft beer ­— to the personal handwritten “thank you” note and custom cookie that arrive for them in the mail in a special CLEAR box. Staff follow this up with a call a few weeks after the customer has received the product to make sure they are satisfied.

For those who haven’t booked, “We try to impact our patients prior to their appointment so we begin with a tailored check-in experience. Our staff presents a menu, with offerings ranging from chocolate to cappuccino or a seasonal cocktail.”

According to Moore, the store and the service are designed around creating an experience and offering products that appeal to the aficionado. “Our intent is to cater to people that want to feel special, where their time is valued, and their needs are met.”

EyeDesigns and architect Norman Ward were able to create a modern design with Lum lighting that highlights the detail of the frames and allows customers to look their best.

Frames are displayed by brand but in a carefully controlled way. “We want patients to recognize brands from distinct signage that looks like our store, versus our store looking like 20 different brands,” Moore says.

When Moore discusses pricing policy, the value he places on being “upfront” and “transparent” quickly becomes apparent. But he admits that achieving this goal is complicated by the presence of so many different insurance plans with different pricing.

“Our team has done a great job learning the plans and developing methods to more quickly give accurate pricing for customers,” he explains. “For uninsured customers, we have selected products that provide value and state-of-the-art fashion while fitting within their budget. We feel that giving customers lens pricing first then allowing them to select the perfect frame is the most transparent way for customers to purchase spectacles.”

Moore says digital marketing is second only to personal referrals as a driver of growth at Clear Eye. “We do well with Google, Facebook, and are growing our Instagram presence. What we have learned is that in today’s market you have to do a little of everything to be competitive. Photography is key to making everything pop.”

Having an on-site lab is important to Moore because it enables the practice to customize lenses and lens shapes. And quick turnaround is something they pride themselves in. “Our Mr. Orange edger helps us do this,” says Moore. “The edger has been great for us. Although we are a boutique optical, we want to provide the most comprehensive eyecare possible.” The practice prides itself on a full range of equipment as well as top-level dry eye treatment.

This no-stone-unturned approach would seem to be Clear Eye’s signature achievement, whether it’s online, at reception, in the optical or the exam lane. As Moore defines it: “Expertise and personalized service in a modern, clean aesthetic that provides a unique experience for our customers.”

PHOTO GALLERY (18 IMAGES)

Five Cool Things About Clear Eye Associates + Optical

1. QUICK CLEAN. Clear Eye’s optical features the OpticWash, a device Moore describes as a “car wash for glasses … an ingenious inven­­tion that does a great job of cleaning frames and lenses.”

2. GET THE MESSAGE. Patients are sent a text after their glasses purchase with details on their frames. The text contains links to the product’s brand story so that the customer can learn more about their frames prior to them being completed.

3. SMELL OF SUCCESS. The list of items offered to patients prior to their arrival goes beyond just drinks and sweets; even the music and scent have been selected specifically for customers.

4. NO SURPRISES. Price transparency is one of Clear Eye’s core goals. To ensure this is maintained, the practice makes a point of working up special handouts with pricing information on lens benefits and cost.

5. FULL TREATMENT. Clear Eye takes special pride in its dry eye treatment. “Dry eye impacts our core demographic to such an extent we felt the need to have the technology to solve this problem for our patients,” says Moore.

WHAT THE JUDGES SAID

  • Interesting color scheme; the natural wood looks great and is a contrast to the whites. Offering craft beer is a great idea too. Mick Kling, OD, Invision Optometry, San Diego, CA
  • The “CLEAR” logo is handled in a very nice way, where it is important to the conversation but does not dominate it. Their dedication to making information accessible to the customer is evident in their materials, and the delivery of a customized cookie and a handwritten note is a charming touch. Brent Zerger, l.a. Eyeworks, Los Angeles, CA
  • Texting a customer cool details on the frame they’ve purchased is CLEARly brilliant and impactful! Their “Seeing Good” campaign is wonderful: they donate generously AND they’ve “branded” it. One of the best URLs I’ve ever seen; simple and in line with their overall brand. Robert Bell, EyeCoach, San Francisco, CA

 

Fine Story

Clear Eye donates 100 frames each month to a local charity clinic as part of its “Seeing Good” campaign. “Although we don’t publicize or market this, we feel that local is important. We are fortunate enough to be able to partner with Community Clinic in Fort Worth, which is run by the University of Houston College of Optometry. They see thousands of patients a year at little to no cost in the First Christian Church downtown. Donating frames is our way of helping the local community.”

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America's Finest

A Stunning Milwaukee Practice That Is the Culmination of 3 Decades of Constant Improvement

Being served here ‘is like meeting a friend in a coffee shop.’

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Ziegler Leffingwell Eyecare, New Berlin, WI

OWNERS: Dave Ziegler, OD, and Chap Leffingwell, OD; URL:zleyecare.com ; FOUNDED: 1981; OPENED FEATURED LOCATION:2017; ARCHITECT AND DESIGN FIRMS: Plunkett Raysich Architects, Briohn Construction, EyeDesigns; EMPLOYEES: 20 full-time, 4 part-time ; AREA: 7,400 sq. ft.; TOP BRANDS: Ørgreen, Robert Marc, Blackfin, Etnia Barcelona, Prodesign; TWITTER:twitter.com/zleyecare; FACEBOOK: facebook.com/ZieglerLeffingwellEyeCare; INSTAGRAM: instagram.com/zleyecare; BUILDOUT COST: $250,000


WHAT IS NOW ZIEGLER Leffingwell Eyecare began life in 1981 in Milwaukee, WI, as a small, two-day-a-week office purchased from a retiring OD. In 1983, Dr. Dave Ziegler moved the office to a new location with one employee. Over time the staff doubled in that building until the business moved to a larger space in 1996 and added Dr. Chap Leffingwell as a partner. After years of growth, Ziegler’s daughter Dr. Kristen Ziegler joined part time in 2015. Two years later the practice relocated to a new standalone building.

The present location is in New Berlin, a middle-class suburb of Milwaukee. According to Ziegler Sr., the optical was designed around high-end brands not well known to the average consumer. “This gives us the opportunity to tell brand stories about the quality eyewear we display. This selection also differentiates us from the competition, since the brands we carry are rarely found in the state.”

Dr. Dave Ziegler, left, bought the practice from a retiring OD in 1981. Dr. Chap Leffingwell, right, joined as a partner in 1996.

Inspiration was found in Nordstrom and the Apple Store. “We wanted a large, open space to separate our brands with what we call ‘white space,’ he says. “This gives the patient the opportunity to process what our optical staff has told them about … a particular frame … They can then leave that area, browse around and engage with another brand.”

Custom-made cherry communal tables encourage movement throughout the space, with frame trays recessed into tabletops to keep things orderly, and risers at the ends of the tables drawing interest to collections. Shelving and recessed cubbies abound; pegs are banished. LUM lighting ensures the frames’ design features and color are displayed to best effect. EyeDesigns helped the practice develop a consistent aesthetic.

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The retail and reception spaces overlap, changing up floor textures, colors and materials to create interest. Ziegler has strict rules for the concierge desk: “No clutter… Just a couple of Macs, a phone, a credit-card processing pad, and two welcoming faces. I’m a minimalist.” The silent phone is for internal use only; incoming calls go to the back office.

Some of Ziegler Leffingwell’s staff have been with the practice for over 30 years; Ziegler credits its carefully crafted culture of mutual respect. Management comes up with “purposeful agendas” to provide a platform for discussion at monthly staff meetings. “We’re constantly searching for ways to improve the patient experience while learning from our failures,” says Ziegler, who believes it’s important that this process begin with the doctor or owner. “It is crucial to make the investment in the leadership skills necessary to build your own culture of excellence,” he says.

The medical experience at Ziegler Leffingwell is underpinned by a simple idea: “We help patients understand the different solutions to their vision problems so they feel included in the process and feel confident with our treatment plans. The most important document we have is the blank pad of paper with our practice logo in our exam room. This is where we write our recommendations and explain everything from lens options to ocular diseases. Hand-written explanations in easy-to-understand language show the patient you care enough to make sure they fully understand. It’s not uncommon for patients to bring in those notes years later.”

All patients are pre-registered by intake staff, and pretest suites have glass walls for an open feel. The concierge desk staff have a view of these rooms, improving patient flow. The six exam rooms are named for Milwaukee landmarks, which are depicted on their walls in specially created murals. “The themed exam rooms are the most talked about feature by our patients,” Ziegler says.

Disliking the way typical dispensing tables force staff and customer apart, the practice added two cafe tables and asked sales staff to sit alongside the patient instead of across from them. Ziegler says this creates a collaborative approach. “It’s like meeting your friend at the local coffee shop.” Rounding off the experience, a show is made of dispensing. The eyewear is brought out on a leather tray in branded cloth shopping bags containing a case with the patient’s name embossed on it, a customized portfolio explaining the eyewear features, and a piece of Ghirardelli or Lindt chocolate.

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Ziegler Leffingwell’s success reflects its constant search for ways to personalize the patient experience. “We look for ways to connect with patients and treat them like family,” Ziegler says.

PHOTO GALLERY (16 IMAGES)

Five Cool Things About Ziegler Leffingwell Eyecare

1. MAJOR LEAGUE. Ziegler Leffingwell has been an eyecare provider for the Milwaukee Bucks, Milwaukee Brewers, Milwaukee Wave indoor soccer, cycling teams and other pro sports organizations.

2. KIDS’ STUFF. The “jungle play room” for young patients has a starlit ceiling, dragonfly lights, Brio train set and lots of other toys. All kids get an ice cream cone Rx after their exam.

3. TAKE YOUR PICK. An online curated selection of glasses shows the staff’s faves for five different fashion personalities. Patients can preselect their favorites, which will be ready for viewing at exam time.

4. FIVE-STAR SERVICE. Dr. Ziegler got the idea for the practice’s concierge-style reception space while strolling through a hotel lobby in San Francisco.

5. GLAD YOU ASKED… Sales staff have flashcards for each frame brand with three talking points (memorized, ideally) about that brand.

WHAT THE JUDGES SAID

  • Applause for thinking through the displays so each brand can have a voice and not overwhelm the customer. All elements of the practice demonstrate thoroughness and competence, which inspires confidence and ease. Brent Zerger, l.a. Eyeworks, Los Angeles, CA
  • A private label frame line to fund a vision clinic doesn’t get you top optical retailer but it does tell us you have the largest hearts (and Souls.) What does? How about the most brilliant and personalized marketing campaign I’ve ever seen in this industry and a website that gets it’s not about the practice, but the consumer. Robert Bell, EyeCoach, San Francisco, CA
  • The marketing is next-level and they show mastery in both the medical and optical sides of the business. Natalie Taylor, Artisan Eyewear, Meredith, NH

 

Fine Story

Among their selection of independent brands is Ziegler Leffingwell’s private label — Soul, manufactured by SHO Eyewear — which helps fund a clinic they’re building in Haiti with Mission of Hope Haiti. From every purchase, $40 is donated. The goal, says Ziegler, “is for the Haitian technicians … to do the refractions with a SV-1 handheld autorefractor … upload the data to the cloud using Revolution EHR… A group of ECPs in the U.S. review the refractions and enter an Rx to meet Haiti’s requirements. This triggers our supply chain through Essilor labs to send them uncut lenses, which are edged onsite.” He is also showing them how to make a small profit on each transaction so they can be self-sustaining.

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America's Finest

This Ontario OD Is Off to a Flying Start

When her hometown’s original fire hall went on the market, she knew it was time to open a business.

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EYES – Dr. Abby Jakob, Kingsville, ON, Canada

OWNER: Abby Jakob, OD; URL:abbyjakobeyes.com ; FOUNDED: 2017; ARCHITECT AND DESIGN FIRMS: Helena Ventrella Design Limited, LaSalle Millwork Patrick Michaud, Maurice Michaud; EMPLOYEES: 1 full-time, 1 part-time ; AREA: 2,100 sq. ft.; TOP BRANDS: Oliver Peoples, Kate Spade, Tiffany, Tom Ford, Swarovski; FACEBOOK: facebook.com/abbyjakobeyes; INSTAGRAM: instagram.com/abbyjakobeyes; BUILDOUT COST: $300,000


After working as an associate at a private practice and several commercial offices, Dr. Abby Jakob took the leap and opened her own practice in her hometown of Kingsville, Ontario in 2017. She hadn’t expected to make such a major move so early in her career — it had only been three years since her graduation from the Illinois College of Optometry — but when the town’s original fire hall went on the market, the choice was all but made for her. “My experience was serendipitous, as I wasn’t even searching for a location — I didn’t think I’d be starting my own practice yet — and this historic building went up for sale. It’s right on Main Street, where traffic is the busiest. I called my dad right away to come see it with me, and as soon as we both saw the potential, I put in an offer the next day,” she says. Jakob had saved a lot in her first two years of practicing, and was able to come up with a 20-percent down payment, so financing wasn’t an issue. Also, the building has one other commercial unit, and two residential units upstairs, which already had paying tenants, so that covers her mortgage each month. “I’d definitely recommend owning your building if you have the opportunity,” she says.

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After being away at school for eight years, Jakob was ready to come home to Kingsville, Canada’s southernmost town. She describes it as “small, ‘boutiquey’ … with lots of cute shops and restaurants, and I wanted my office to have that same character and charm.”

Jakob renovated the site to look bright and airy with lots of natural light, but with warming touches such as three sparkling crystal chandeliers above the optical and a barnwood wall in the front desk area. “I love the shabby chic look, so I added a touch of rustic charm” with the wall, she says.

When Kingsville, Ontario’s original fire hall went on the market, Jakob knew it was time to open her own practice.

Her main challenge was making design decisions. “I am not a natural at picturing the ‘after’ while looking at the ‘before,’” she admits. For this reason, she’s a strong advocate of getting outside help. Jakob says the first person she called after buying the building was Ohio-based optometric practice consultant Dr. Richard S. Kattouf. He helped with the design and layout of the office, and offered advice on hiring and running the business. “For anyone overwhelmed at the thought of opening a practice cold, but who knows that it’s their dream, I’d highly recommend hiring a consultant … A quote that has stuck with me is ‘You don’t know what you don’t know.’”

Jakob doesn’t target a specific clientele, but says she sees a lot of women between the ages of 20 and 40, and believes this has to do with the big role that social media plays in her advertising. “My optical caters to much more than this specific demographic, but I would say these patients are the ones that spread the word on my pretty boutique optical, and offer a lot of support on my social media platforms.”

Jakob does all her own social media. She devotes a considerable amount of time to it, posting something “cute, clever or informative” on Instagram and FB daily, something she’s quite sure has attracted many new patients. She had Cowlick Studios design her website and logo, but since then has done all of her own branding and advertising, including POP, gift certificates, thank you cards and social media posts.

Frames are merchandised as male, female or unisex, as well as by brand. Her favorites are Oliver Peoples, Maui Jim, Tom Ford, Swarovski and Kate Spade, but Jakob is interested in private label and hopes someday to design a house brand.
EYES has its own edger, and “amazing staff member Pauline makes all of our glasses in house.” The practice does not currently have an inventory of lenses, but the labs Jakob uses are quick and most jobs are done in a week or sooner.

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Jakob prides herself on keeping up with the latest technology. However, she keeps the patient’s perspective in mind when it comes to tech. “One thing I’m proud of is that patients always tell me how much they appreciate how thorough I am and that I explain everything I am doing and why.” She believes this has helped grow her practice quickly. “Patients don’t care how much you know,” Jakob says, “until they know how much you care.”

PHOTO GALLERY (19 IMAGES)

Five Cool Things About EYES – Dr. Abby Jakob

1. AWARD WINNER. Dr. Jakob received the Young Professional of the Year Award from the Windsor-Essex Regional Chamber of Commerce at the 28th Annual Business Excellence Awards in April last year.

2. BLOOMING FRIENDSHIP. Every woman who has an exam at EYES is given a flower afterward.

3. FAMILY TIES. The optical at EYES is adorned by an eyeglasses-themed table made by Jakob’s “amazing” father-in-law, with help from her “awesome” husband.

4. A GOOD SIGN. EYES’ distinctive exterior sign was made by local metal company, Bailey Inc. “Since opening, I’ve actually had several friends ask for his information and he even made a logo for another OD in Connecticut.”

5. FULL SERVICE. Jakob performs a screening OCT on all adults, and retinal photos “on any patient old enough to sit still long enough for it.”

WHAT THE JUDGES SAID

  • “Patients don’t care how much you know until they know how much you care!” Hello all ECPs? Read it. Learn it. Be it!!! Congrats, Dr. Jakob, That’s the ballgame. You move to the front of the class with that one! To be just starting out, like this, tells me we have an optometric superstar retailer on our hands. Robert Bell, The Eye Coach, San Francisco, CA
  • The logo and awning have a lot of impact. Natalie Taylor, Artisan Eyewear, Meredith, NH
  • What a great little boutique practice! It has a nice, modern, fresh look to it that is very inviting. I like the energy of the owner and her eye for details in design. Jennifer Coppel, TURA, Inc., New York, NY

 

Fine Story

Jakob has some interesting ideas on the best way to use social media. “Don’t just post the usual ‘eye’ and ‘glasses’ stuff you can search for on Pinterest, that you didn’t make. Think about what’s on your mind that day and then search for clever quotes about it … Then if you want to make it your own, create it in an app like WordSwag. It doesn’t always have to be about the eyes!” Jakob says she always gets more likes when she posts a picture of herself, her staff, her pets or her patients (with their permission), “because everyone loves to get to know people, and people love supporting people. I recently got married, and so many of my patients are so supportive and interested, so for those of you that have big events going on in your life, patients love getting a glimpse into that, and I believe it makes their connection to you stronger.”

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