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Love at First Sight

This Bay Area practice demonstrates a state-of-the-industry understanding of how to combine brick-and-mortar experience with social media engagement.

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Eye Love Optometry, Pinole, CA

OWNER: Park L. Hsieh, OD; URL: eyeloveoptometrypinole.com; FOUNDED: 1997; YEAR OPENED FEATURED LOCATION: 2012; ARCHITECT AND DESIGN FIRMS: Jack Verdon of Verdon Architects; EMPLOYEES: 5 full-time; AREA: 1,500 sq. ft.; TOP BRANDS:Dita, Ahlem, Blake Kuwahara, Anne et Valentin, Mykita, Theo; FACEBOOK: facebook.com/EyeLovePinole; INSTAGRAM: instagram.com/eyelovepinole; YELP: yelp.com/biz/eye-love-optometry-pinole; TWITTER: twitter.com/iloveoptometry ;BUILDOUT COST: $600,000


Dr. Park L. Hsieh of Eye Love Optometry

Dr. Park L. Hsieh of Eye Love Optometry in Pinole, CA

PRIOR TO OPENING Eye Love Optometry, Dr. Park L. Hsieh experienced the full breadth of optometry, practicing simultaneously in three modalities: a surgery owned by MDs, a multi-doctor optometric practice, and on-call coverage for a corporate chain. “It gave me a chance to evaluate in which setting I felt the most comfortable,” he recalls. “I really enjoyed the continuity of care in the private practice setting, seeing the same families on a yearly basis.” Similarly, long-time collaborator Aidan Vo had his own vision of the ideal optical experience. “We decided to dive, headfirst, into taking over an established optometric practice — with me tending to the clinical care of patients, while Aidan managed matters relating to the optical.”

In 2008, Hsieh purchased an 11-year-old practice in El Sobrante, CA, in the San Francisco Bay Area, and with Vo set about transforming it. They gave themselves a crash course in all areas of the business: customer service, patient education and flow, diagnostic tech and high-quality ophthalmic products. The optical was stocked with independent eyewear brands, including a handful of handcrafted overseas lines that helped them stand out. The next level beckoned, and they shifted to neighboring Pinole, CA, in 2012. The move allowed them to completely rebrand, and Eye Love Optometry was born. Buoyed by a 2018 remodel, Hsieh now feels the practice appeals to a wider patient base, though when pressed to name a target demographic he cites “professional women aged 25-55 and their family and friends.”

Hsieh says Eye Love’s clientele also includes many patients with an eye for art and fashion, and a substantial contingent of “more progressive, hip and edgy Millennials.” Accordingly, he and Vo opted for an aesthetic that is clean, sleek, minimalist and modern to serve as a backdrop for the eyewear, which is consciously presented as art.

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A key feature of the optical is the “eYebar,” a long custom-designed eyewear display case that also serves as a communal frame selection and dispensing table, catering to the Millennial emphasis on the unique experience. “Why else would they line up for two hours to experience a unique craft cocktail concocted by an expert mixologist? Well, since eyewear are works of art in their own right nowadays, the concept of the eYebar makes a lot of sense.”

Opticians at Eye Love Optometry are branded as “Eyewear Gurus” on their business cards, on the website, and in a monthly ad campaign in a local magazine. They essentially serve as personal stylists to patients. Says Hsieh, “They ask probing and open-ended questions about our patients’ lifestyle…as well as their preferred attire, colors, etc. They get a sense of the individual needs of each patient and, therefore, are better able to uniquely guide them, based on their own preferences.”

The team at EYE LOVE OPTOMETRY, including owner/OD Dr. Park L. Hsieh, third from left, and optical manager Aidan Vo, third from right.

Complementing the brick-and-mortar experience is Eye Love’s relentlessly creative use of social media (see Five Cool Things on p. 67). Hsieh hired a professional to photograph selected eyewear frames, “strategically using rays of sunlight, which hit the frames at certain angles, to cast interesting shadows behind and around them. Playing around with the position and number of frames, unexpectedly beautiful shapes were created. We were then able to integrate this photography into our website and social media.”

Eye Love’s dedication to staff development is serious, involving bi-weekly check-ins, quarterly reviews, continuing education and visits from ophthalmic reps. Opticians are encouraged to become ABO certified, with all costs covered. Community engagement is also stressed. Eye Love donates eyewear, supports a local Multicultural Children’s Bookstore, and has even helped pay for a patient’s journey to compete in the Junior Olympics.

Dr. Hsieh recommends an Optomap retinal scan to all patients. “Every patient who opts to have it is given the option of having the results e-mailed to them, reinforcing the high-tech nature of our practice, by allowing our patients to see the inside of their own eyes,” he says. The practice has invested in high-tech diagnostic equipment, and another standout feature on the medical side is its Myopia Control Specialty, reflecting Hsieh’s belief that many eye doctors don’t do enough to address this epidemic.

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According to Hsieh, Eye Love Optometry’s mission is twofold: “to exceed expectations and instill confidence,” in terms of both eyecare and eyewear. “Building a personal rapport with our patients has always been our secret to gaining their loyalty.”

PHOTO GALLERY (27 IMAGES)

Five Cool Things About Eye Love Optometry

1. PLEASE YOUR SELF. Eye Love Optometry’s iPad-based selfie photo station allows photos to be taken and sent to be shared on social media. Patients are given a “Selfie Card” encouraging them to share the photos. The station uses Simple Booth’s Halo software, which makes the service fully customizable.

2. WINNING STRATEGY. To boost social media engagement, Eye Love holds contests that encourage patients to follow it on Instagram and Facebook. The patient, after showing that they have followed the business, is automatically entered in a raffle to win a predetermined prize.

3. MONTHLY THANKS. For its “Patient of the Month” program, the practice chooses (with their permission) an ideal patient who is rewarded with a gift basket or small prize. “This reinforces to our followers that we truly do care,” says Hsieh.

4. A LITTLE YELP. Selected patients are issued a “Yelper Card” that says, “YELP us to spread the LOVE!” A QR code with instructions to “SCAN ME” automatically directs patients with smartphones to the specific web page that lets them write a Yelp review.

5. SHARING THE LOVE. The store donates eyewear to a child in need whenever a patient purchases an annual supply of contacts through LensFerry, a program allowing incremental monthly payments.

WHAT THE JUDGES SAID

  • I really like what they’re doing! Bill Gerber, Contentlinq & OMG! Marketing Group, San Diego, CA
  • Under Dr. Park Hsieh’s leadership, Eye Love Optometry have thoughtfully designed their store, logo and brand to create a space that lets the eyewear as art speak for itself. Eye Love Optometry’s use of technology, combined with a personal touch, brings forward an optical retailer that gets what customers want today. Stirling Barrett, KREWE, New Orleans, LA
  • Love the logo, and the minimalist design — combined with the colorful marketing — works for these guys. Leigh and Todd Rogers Berberian, Todd Rogers Eyewear, Andover, MA
  • The term ‘Eyewear Guru’ is an interesting way to project an aura of expertise for their opticians. The practice appears very advanced on the clinical side, which works well with the streamlined, modern optical environment. The Myopic Control Clinic is a great focus. Beverly Suliteanu, Westgroupe, Ville St-Laurent, Québec, Canada

After years covering some of the farther flung corners of the world of business journalism, Heath has more recently focused on covering the efforts of independent eyecare professionals to negotiate a fast-changing industry landscape. Contact him at [email protected]

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