Vision Care
Associates, P.C., Storm Lake, IA
OWNERS: Megan Sullivan, OD, and Derrick Randall, OD; URL: slvisioncare.com; FACEBOOK: facebook.com/OurFocusIsYourVision; YEAR FOUNDED: 1975; Year Opened featured location: 2024; AREA: 7,086 sq. ft.; Buildout cost: $1,000,000; ARCHITECT AND DESIGN FIRMS: Joe Architect and Optometric Architects; TOP BRANDS: OVVO, ECO, Coach, Ted Baker, Michael Kors, FYSH, WOOW, Ray-Ban; EMPLOYEES: 17 full-time, 1 part-time
Megan Sullivan, OD, and Derrick Randall, OD
“IS THIS HEAVEN? No, it’s Iowa.” Co-owner Dr. Derrick Randall likes to quote this famous line from the movie Field Of Dreams when talking about Vision Care Associates and its place in Storm Lake. For many residents, the clinic has been their trusted eyecare destination for decades. The practice built its reputation on its “hometown feel” and modern care, and today’s team carries that tradition forward in a sleek, purpose-built clinic designed to impress from the parking lot to the optical.
Randall and co-owner Dr. Megan Sullivan are the current stewards of the practice, which welcomed Dr. Kendra Willhoite to the team in 2023. Sullivan became an owner in 2015, and Randall in 2020. Storm Lake is a small, tight-knit town named for the local lake, a gathering spot for recreation and community events. “What truly sets Storm Lake apart is its remarkable cultural diversity,” says Randall, “with a large immigrant population contributing to a rich tapestry of languages, cuisines, and entrepreneurial spirit, making it one of the most ethnically diverse small towns in the U.S.A.”
More than half of the practice’s 19 employees speak a second language — primarily Spanish — giving it a major advantage in a community that is home to speakers of Lao, Thai, Vietnamese, Sudanese and Hmong, among others.
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The clinic’s design reflects this welcoming ethos. A huge video board lures visitors inside, where they encounter a bright lobby with an illuminated logo and upbeat music. Floor-to-ceiling windows and modern lighting transform the optical, ensuring patients can truly see the difference between frames. Custom woodwork and integrated lighting make the displays shine. A colored “flowsheet” quietly helps staff identify new patients and give them a little extra welcome.
On the medical side, Vision Care Associates blends efficiency with education. Personalized retinal images from the Optos machine are displayed on large screens during exams, “often sparking insightful conversations about eye health,” according to Randall.
A sleek, purpose-built clinic, Vision Care Associates was designed to impress from the parking lot to the optical.
A glass-walled core in the testing area supports smooth patient flow while showcasing local artwork. The team has also embraced Iowa’s recently granted permission for optometrists to perform cosmetic Botox, creating a dedicated procedure room with a med spa chair for a more comfortable experience. The practice has found success with its in-house vision plan, recently expanded through a partnership with DirectOD to serve local businesses, just one of many factors contributing to its more than 600 five-star Google reviews. “For three months, we asked every new patient what brought them to our practice. The results were clear: the majority came to us through word of mouth, driven by exceptional patient experiences. This reinforced a vital truth for our clinic — delivering an outstanding patient experience is the most powerful and reliable way to attract new patients,” says Randall.
Eyewear offerings are chosen for storytelling potential. “We try to partner with eyewear so that it is easy to tell a story about their brand,” says Randall, adding that frames from OVVO, Modo/ECO, WOOW, FYSH, and Coach have proven popular with patients.
He also shouts out Storm Lake’s local lenders. “A big part of our success is our relationships with local small-town banks. They have been encouraging partners and flexible with our growth plan. You usually don’t get that type of customer service from larger banks.”
Vision Care Associates thrives on its combination of modern technology and small-town warmth — a formula that keeps its patient base loyal and growing. “The buildings may have changed,” says Randall, “but the connection to the community has not.”
Five Cool Things About Vision Care Associates, P.C
1. FACE TIME. Custom wall art depicts real patients, painted over collages of vintage eye anatomy textbook pages.
2. BOTOX BONUS. Iowa ODs can inject cosmetic Botox, and the clinic’s med spa chair makes the service inviting.
3. AI ADOPTERS. AI-generated videos help with in-office marketing and patient education.
4. WIN-WIN. In-house vision plans and local business partnerships benefit both patients and the practice.
5. BIG BOARD. A 12-foot exterior screen loops high-definition frame brand content to welcome visitors.
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PHOTO GALLERY (4 IMAGES)
JUDGES’ COMMENTS
- When a patient walks into this practice they are welcomed with “exceptional” on every level. The combination of a modern practice, personalized service and a curated selection of eyewear brands makes this practice a bright star in the community. Vision Care Associates stands out for its consistency, delivering trusted, down-to-earth care families in the community know they can count on. — David Duralde, Chief Creative Officer, OGI Eyewear, Minneapolis, MN
- Modern, clean and a consistent online presence. I enjoyed the family photos of the doctors. It’s such a great idea to poll patients about how they found you and lean into their responses. The use of pink paper to indicate a first-time patient is also so clever. The office is stunning, the branding is clean and concise, the marketing is great, and the application was thoughtful. — Paige Kraemer, ABOC, Sales Consultant, Minnesota, Cherry Optical Lab, Green Bay, WI
- Vision Care Associates really shines with their polished and thoughtfully executed approach. The clinic’s interior is beautiful — the mix of textures, lighting, and open layout creates a modern, high-end feel that still feels welcoming. Their marketing voice is confident, and everything from the visuals to the print materials feels cohesive and intentional. What really stands out is how well they balance scale with a personal touch — the use of video, smart signage, and sensory design elements all show a clear focus on patient comfort. — David Barton, Co-founder & CEO, Optify, San Diego, CA
Fine Story
A simple pink sheet has become one of Vision Care Associates’ most effective patient experience tools. Every patient is accompanied through the office by a single flowsheet, but new patients get a bright pink one. The color silently signals the team: this is a first-time visitor. Staff make a point of greeting them warmly, thanking them for choosing the clinic, and, time permitting, giving them a short tour of the space. Without the patient even realizing it, the pink sheet encourages an extra level of attention and hospitality. “It’s a small detail that transforms the visit, ensuring new patients feel valued and welcomed without even realizing the impact of this simple gesture,” Randall says.
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