OD Business Innovators

2014 Optometric Business Innovators: Optical Dispensing

Forward-thinking ODs provide fresh ideas that colleagues can use. This month, we honor ODs who are innovative in optical dispensing, selected from our fourth annual Optometric Business Innovators report from Vision Monday and Review of Optometric Business.


“As independent ODs, we need to show patients our greater value.”

Brian Chou, OD, FAAO, explains that EyeLux Optometry, located in the San Diego neighborhood of Rancho Bernardo, was designed for optimal patient flow and efficiency. At every step of the patient journey, from reception through exam, then through the optical dispensary, a myriad of details reflect a meticulous approach. You name it, Dr. Chou and his partner, Kelvin Nguyen, OD, have thought it through.

The practice has an inviting “reception area,” not a “waiting room.” Pre-exam rooms and exam lanes are outfitted identically for consistency and efficiency and electronically connected to make patient time with the doctor meaningful. Digital retinal imaging and external photography are performed on all patients with no additional charge to the patient. The contact lens area is clean and free from the common clutter of diagnostic lens sets, yet a full range of spherical, multifocal and specialty contacts are housed behind handsome cabinetry. Finally, the patient reaches the dispensary, a large and airy space with artwork alongside unique frame collections. There, each optician guides the patient from frame and lens selection to checkout right at their own styling table. “It’s all personal and patient-oriented,” Dr. Chou emphasizes.
The dispensary features collections of frames that suit particular face size and anatomies. These include wider frames for people with large PDs, as well as a collection of adult eyewear for people with small PDs and petite faces. The selection also accommodates a large Asian demographic where a flat nose-bridge causes the many frames to slip and impact the cheeks.


“I absolutely love what I do, and I want to share my excitement with others. I am blessed to be an optometrist!”

Eric M. White, OD, has been in practice for 28 years and is a firm believer in treating his patients like family. He even goes so far as to give out his cell phone number and personally e-mails his patients urging them to get a comprehensive eye exam and seeking referrals via Yelp and Google. “Simple concepts have helped my practice explode–plain and simple,” he says.

The practice, located in a high-tech area of San Diego proper, is as high tech as its surroundings. Systems include Daytona retinal imaging, Zeiss OCT, Magellan corneal topography, Zeiss Matrix and ClearPath Diabetic screening system. “I have tremendously embraced the social marketing part of my practice and have truly taken this to a new level with the help of EyeCarePro and Websytem 3,” Dr. White says.

As a specialist in contact lenses, along with his general optometric practice, Dr. White has participated in more than 375 clinical investigations with many companies.

In addition to lecturing, Dr. White shares his “pearls,” sits on several boards and consults for various companies: “I believe if we all share our pearls of practice this will raise the level of optometry and all patients will benefit.”

The secret to his success? “I prescribe from the exam chair. Dr. Peter Kehoe taught me about Doctor Driven Dispensing (DDD) and everything changed. DDD is a very easy concept that took my practice to a whole new level. Last year as a solo practitioner, I grossed over $2 million using DDD, embracing social media and treating my patients as family.”

To Top
Subscribe Today for Free...
And join more than 35,000 optometric colleagues who have made Review of Optometric Business their daily business advisor.