Here’s What Truly Customized Patient Care Looks Like

Bespoke Vision, Edmond, OK

OWNER: Selina McGee, OD; URL: bespokevision.org; FACEBOOK: facebook.com/bespokevisionok; INSTAGRAM: instagram.com/bespokevisionok; FOUNDED: 2014; YEAR OPENED FEATURED LOCATION: 2021; TOP BRANDS: Morel Eyewear, Maui Jim, Tom Ford, Garrett Leight California (GLCO), Etnia Barcelona, Essilor, TearLab, Eyeris; EMPLOYEES: 13 full-time, 3 part-time; AREA: 4,200 sq. ft.; BUILD OUT COST: $2.1 million; ARCHITECT AND DESIGN FIRMS: Fazio Architects, Geri True Interior Design, Ymker Building

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2023 MARKS 10 years of solo practice ownership for Edmond, OK, eye doctor Selina McGee, and it seems only fitting that we should wrap up our profiles of INVISION’s 2022-23 America’s Finest contest finalists by celebrating her first decade of steady growth and regular milestones.

After five years at a tertiary care clinic and another 17 in practice with an ophthalmology partner, McGee struck out on her own and purchased her current practice in 2013, relaunching it a year later as Precision Vision Edmond, then in 2018 introducing eye rejuvenation services.

Looking to take things to the next level, the following year she began preparing a new location and brand for the business. In 2021, “after years of detailed and passionate planning,” the practice’s current iteration, BeSpoke Vision, opened its doors in a gorgeous new standalone building in Edmond, an attractive, affluent northern suburb of Oklahoma City that has become something of a fixture in CNBC’s “10 Perfect Suburbs” list.

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Built to look like a house you’d happily live in, BeSpoke has all the creature comforts of home: comfy couches, a communal table for playing games and chatting, a beverage station loaded with everything from champagne for events to coffee, cocoa and tea. McGee’s talents as a Master Gardener are reflected in the design, which brings nature indoors, starting with the natural light that streams in through large windows to bathe the office, and two serenity garden spaces that allow people to literally stop and smell the roses. The name BeSpoke was chosen to convey the patient experience McGee envisioned, “From how the doctors customize treatment plans based on specific complaints to how the optical experts curate frames” and style patients.

One of the ways BeSpoke Vision sets itself apart is in the many groundbreaking aesthetic treatments it now offers, including non-invasive eyelid lifts, eye wrinkle reduction and revolutionary dry eye treatments, in its state-of-the-art Aesthetics Suite. “IPL, RF and Botox appointments are all a part of the treatments we are able to offer,” says McGee.

A sought-after speaker in organized optometry, McGee is out of the clinic traveling weekly, so she relies on staff to manage her schedule, care for patients, and keep the place humming. In turn, she invests in them “as the amazing individuals they are, not as a staff member, whether it’s our annual Vision Board Workshop, books, certifications, or a well-stocked breakroom.”

At BeSpoke, strong team building goes hand in hand with a strong brand, underpinning “who we are, how we see ourselves, how people see us in the real world and how we wish they saw us,” says McGee. A case in point is the “message map” laying out what the practice does and why it matters.

When a new team member is onboarded, “we almost immediately give them a copy of the message map. It has lots of cool segments to use when talking to patients or people out and about. If we are working on a new project, we run it through the message map and ensure it helps us in reaching our real goal—to help people be seen for who they really are and help them have their own, unique experiences with us.”

McGee was initially worried the extensive rebranding would disrupt the practice’s online presence, expecting a six-month decrease in website traffic, but was pleasantly surprised. “Our web design agency developed and implemented a strategy that instead started growing traffic two weeks after the brand change. The organic traffic for our top 25 pages has increased 215% [month-on-month] since rebranding. This has driven a 110% increase in web-initiated appointments. With the right plan and partner, you don’t have to fear rebranding or moving.” The website also offers virtual styling services and telemedicine appointments via the eyecarelive app.

The attention to quality extends to the optical where Morel, Maui Jim, Tom Ford, Garrett Leight California Optical and Etnia Barcelona are currently the stars. McGee also shouts out Eyeris contact lenses, founded by friend and fellow OD, Dr. Jeff Sonsino, for their quality and ease of ordering.

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In line with its core mission of improving not only vision but lives, BeSpoke Vision has established an admirable community presence, financially supporting local businesses and causes, and volunteering with organizations like the Oklahoma Regional Food Bank.

McGee likes to point out that the word “bespoke” has its origins in a verb meaning “to speak for something” and has evolved to describe something custom made for an individual. “That word is not only our history, but it is exactly what BeSpoke hopes to offer as long as our doors are open,” she says.

Five Cool Things About Bespoke Vision

1. ROOM FOR FUN. “We love to have parties and our entire front space has California doors that open onto the patio, allowing food trucks to bring their best!” says McGee.

2. VISION THING. An employee favorite is Vision Board Day held every December. “It’s a time to reflect on where we’ve been and make a vision board for where each teammate wants to go for the next year.”

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3. POWER PLAY. For BeSpoke’s annual Empowerment Day, the office is closed so staff can work on growing themselves individually and as a team.

4. CHAMPAGNE CAMPAIGN. The Bubbles & Botox event every December draws a large crowd.

5. TRULY BESPOKE. Says McGee: “We offer our patients everything from fresh baked cookies to laser resurfacing procedures that help them look and feel their very best.”

PHOTO GALLERY (17 IMAGES)

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