Longview Eye Associates, Longview, TX
OWNERS: Drs. Sarah and Justin Ward; URL: longvieweyeassociates.com; YEAR OPENED FEATURED LOCATION: 2020; INSTAGRAM: instagram.com/longvieweye; YEAR FOUNDED: 1981; Opened featured location: 2021; AREA: 6,600 sq. ft.; Buildout cost: $2.3 million; ARCHITECT AND DESIGN FIRMS: Ymker builders; TOP BRANDS: Bausch & Lomb, Alcon, Crystal PM, Reichert Refracting systems, Humphrey VF, Zeiss OCT, Oculus, Diopsys ERG, Weave, Blue Note, Ray-Ban, Tom Ford, VIEW; EMPLOYEES: 35 full-time
Drs. Sarah and Justin Ward
FOR DRS. SARAH AND Justin Ward, the decision to move Longview Eye Associates into a larger facility in 2020 was partly about gaining some more room, but it was also about deepening the practice’s culture. The new Hill Country-inspired space, with its stone and wood finishes, open shelving, and natural light, wasn’t designed just for function. It was built to reflect a broader vision: a practice that felt unmistakably Texan in its confidence and openness.
“Most offices are doctor-driven,” says Sarah. “We’re staff-driven and doctor-powered. If the office is a car, the doctor is the engine, but the staff is behind the wheel.”
That philosophy has shaped the practice since the Wards took ownership in 2014. Over the past decade, they’ve grown Longview Eye Associates into a three-location operation with a culture-first approach rooted in five core values: Influence, Communication, Accountability, Respect, and Empowerment — or ICARE. “Our staff is everything to this practice,” Ward says. “We are a culture-first business.”
That culture is reinforced by a solid structure. The team uses Gino Wickman’s Traction EOS system to set long-term goals and break them into quarterly “Rocks.” “Everyone on our leadership team has a say in what these goals and ‘Rocks’ should be, and this is shared with our entire organization,” Ward explains. “This vision helps our whole staff see the importance of their daily work and culture on reaching those goals.”
Weekly meetings keep everyone on board and open to feedback, and this effort to give staff a sense of ownership shows in the way they are involved in everything from daily huddles to hiring. “This high level of transparency and communication has given us intense momentum toward growth,” Ward says.
It also shows in the patient experience. Every visitor is greeted by name, offered coffee or snacks from a hospitality bar, and kept in the loop if schedules run behind. “One of our core values is communication — so if the work-up tech knows the doctor is running behind, or we are low on rooms, it’s everyone’s responsibility to let the next patients know,” Ward says. “They pop their head in the room, let them know the doctor is finishing up and they’re heading to the room next, so they have time to go to the bathroom or enjoy a snack in those few minutes.”
That attentiveness continues in the optical. Every patient receives an in-room handoff from doctor to optician. “The doctor transfers the ‘power’ to the optician to fill the prescription to exactly match what we found in the exam lane,” Ward says. “It’s no-pressure … we’re just keeping the door open for the patient to stay curious.”
The optical gallery itself reflects the same care. Designed with a Central Texas aesthetic, it features open shelving and warm light to highlight both designer brands and the in-house VIEW collection — a proprietary line, a portion of whose proceeds are donated to area nonprofits. “Our optical director [Stacy Brooks] is a rock star — she watches our frame turn to see what our patients are buying and then looks to add some fun lines that stretch our patient base,” Ward says. The practice relies on Crystal PM for EHR, Weave for patient communication, and Blue Note and Lens Quote to streamline check-ins and contact lens sales, respectively. Their top frame lines are Gucci, Versace, Ray-Ban, Oakley and Costa. Essilor Varilux and Shamir are relied on for workspace lenses, with Transitions and Neurolens playing key roles. In contact lenses, Bausch & Lomb Infuse, Alcon Precision 1 and Total Daily 1 are the heavy hitters, while Oculus is used for dry eye measurements and scleral fittings, and Reichert for automated exam lanes.
Given their shared sense of commitment, it’s unsurprising that online, the team has found that their most popular social media posts aren’t about products — they’re the ones that feature team members themselves. “Our highest engagement is on our social media posts that promote our team — our doctors and staff,” Ward says. “We want our patients to know that we exist for them and want to exceed their expectations.”
Longview Eye Associates’ optometric team. From left, Drs. Blake Williams, Jackie Hardin, Sarah Ward, Justin Ward, Alyse Tibbs, and Shelby Tomek.
Five Cool Things About Longview Eye Associates
1. GONE BATTY. The team built a “Bat Mobile” cardboard boat and raced it in a local United Way fundraiser.
2. PEER PRAISE. Staff use Bonusly to recognize teammates who embody the practice’s ICARE values, with points redeemable for gift cards or charity.
3. SCENIC SPECS. VIEW, the practice’s proprietary eyewear line, features styles named after local landmarks.
4. SEASONAL SPIRIT. From five-foot ghosts to a 12-foot Christmas tree, the optical gallery goes all-in for holidays.
5. FACIAL FAVORS. Front desk staff hand out mini-facial gift cards each week, redeemable in the practice’s med-spa.
PHOTO GALLERY (12 IMAGES)
JUDGES’ COMMENTS
- Longview Eye Associates blends clinical depth with a strong, approachable team culture. The high-touch premium clinical experience, the empowered staff, and the doctor-driven commitment to excellence, mean this independently minded practice serves the Texas community with distinction, personality and style. It’s clear what they care about most isn’t just your vision, it’s your trust.
— David Duralde, Chief Creative Officer, OGI Eyewear, Minneapolis, MN
- Longview Eye Associates is a polished, purpose-driven practice that balances scale with heartfelt care. The in-house VIEW line adds a creative, community-focused touch. Their story reflects strong values, a supportive team culture, and a real commitment to growing with purpose. — David Barton, Co-founder & CEO, Optify, San Diego, CA
- I love that one of their priorities is building a best-in-class business culture, and it’s so refreshing to read how much they seem to value their staff! Their five core ICARE values and motto are also just the right amount of pun for the optical industry, well done! Reading that “[Y]Our marketing is focused on the patient’s experience in [y]our practice” is also praiseworthy. It’s clear that they are a truly people focused organization! — Paige Kraemer, ABOC, Sales Consultant – Minnesota, Cherry Optical Lab, Green Bay, WI
Fine Story
A few years ago, the leadership team at Longview Eye Associates read Unreasonable Hospitality, Will Guidara’s account of how a New York restaurant became world-famous by treating every guest like the only one in the room, and the book had a profound impact. “This book gave each of us boundless inspiration to connect with our patients,” says Ward. Now, any staff member can send a card to a patient celebrating or grieving, and small gestures — a hand-delivered gift or a few movie tickets — have become part of the culture.
