DONE4YOU® Marketing created custom social media campaigns to share their message and engage local families. All photos courtesy of DONE4YOU® Marketing.
Sept. 11, 2026
Patrick Williamson, OD, can relate to many of his young patients who come into the office for a first pair of eyeglasses. He grew up with myopia, and he later had refractive surgery. That personal understanding makes myopia management especially meaningful to him.
The ability to slow progression, sit down with parents and talk about where things are headed, and help minimize worsening is a significant part of what the practice does. When considering a child with -2.00 or -2.50 and what that prescription could become, early intervention matters. He doesn’t want parents and patients to overlook the preventative side to myopia management, as well, helping to reduce the risks associated with higher myopia that can occur down the road as patients age, including glaucoma, myopic degeneration and retinal detachments.1
BRINGING MYOPIA MANAGEMENT INTO THE PRACTICE
That perspective fit naturally into Moorhead Vision, a practice with a long history that recently marked 100 years in 2024. Dr. Williamson’s connection to the office runs deep. He worked there as a technician for four years during his undergrad studies. Then, he returned a decade later as an optometrist. He’d spent a few years practicing elsewhere, where he launched a myopia management program.
Dr. Williamson’s return, bringing this service into a historic, family-focused practice felt like a way to build on that legacy and expand care for the next generation of patients. He already had systems established and some patients who understood the value.
Moorhead Vision serves a lot of families, and that segment of the patient base has only grown since the office relocated in March 2025 to a location nearby many of the community’s schools. Essilor® Stellest® was a strong addition to the practice’s myopia management program when it was released last year. “The Stellest lenses offer another great modality to provide better care and a long-term proactive approach to help meet our patient’s needs,” Dr. Williamson says. Not every patient wants to wear contact lenses, and for some, glasses are the preferred or more appropriate option. Essilor® Stellest® lenses are clinically proven to slow myopia progression in children*2, which allow us to tailor myopia management to each patient’s need.
Essilor® Stellest® lenses are offered in polycarbonate with an anti-reflective coating, offering myopia management technology with impact resistance, visual clarity and easy lens care. These benefits deliver value for both the patient and the practice. As with other other strategies, the practice bills a myopia management fee with Essilor® Stellest® helping offset extra chair time.
Parents can take home these custom materials with all the details about their child’s care.
HOW GOOD PARTNERSHIPS SUPPORTED THE LAUNCH OF ESSILOR® STELLEST®
Dr. Williamson says that he appreciates that Walman Optical has been very straightforward to work with. The practice has had no issue ordering the lens in receiving what they need in a timely fashion.
A major factor in Stellest’s success has been the support from Walman Optical, ADO Practice Solutions and DONE4YOU® Marketing. It’s a longtime relationship at the practice, and Dr. Williamson trusts in his Marketing Manager Daryn Brown to help them achieve their marketing goals.
The practice had already done some promotion before Essilor® Stellest® was introduced. DONE4YOU Marketing helped design marketing materials and pricing breakdowns for myopia management in the past. Much of the outreach has centered on proactively discussing myopia management during comprehensive eye exams, especially with potential candidates who were not interested in contact lenses or were outside the parameters where soft contact lenses or orthokeratology would be effective.
One tool that worked especially well was a kit to use to showcase Essilor® Stellest® in the optical with a lens example, pamphlets with information and a graph showing progression and where it can go. That visual piece matters. A picture says a thousand words, and it helps parents understand. It also helps show that the lens doesn’t stand out like a lined bifocal.
DONE4YOU Marketing also manages social media with the potential to reach new patients, as well. The approach introduces the conversation about myopia management in a smart way. “I’m a huge fan of letting specialists do what specialists do,” Dr. Williamson says. “I know I wouldn’t do a great job managing it, so it’s time better spent when their team manages it.”
When the schedule is light, they can use social media ads so the practice can make the best use of its time and resources.
TRAINING AND STAFF SUPPORT FOR AN EFFICIENT WORKFLOW
The practice has also done in-house staff training so the team understands not just how the technology works, but why it matters for the eye health of patients. “Patients often have questions when they leave the exam room, and if no one is there to respond promptly, things can get muddy quickly,” Dr. Williamson says.
Adding Essilor® Stellest® to their myopia management pricing sheet has also helped a lot, especially so the staff understands what kind of coverage different vision plans have.
A BETTER WAY TO CARE FOR FAMILIES
Overall, Essilor® Stellest® has given the practice another great modality to provide better care and a long-term proactive approach for patients. The support from ADO Practice Solutions, Walman Optical and DONE4YOU Marketing have helped create a pathway of education and strengthen the practice experience from their first online interaction through the in-office visit.
For Dr. Williamson, these touchpoints with patients are another opportunity to showcase how the practice and its team is looking out for its patient base. The preventative side of myopia can be overlooked, he says, but having more management options brings early intervention within reach for more patients.
His team is not only helping children see better today; it is also helping reduce the risks associated with higher myopia later in life. In that sense, the care is therapeutic, but patients still experience immediate benefits. That makes the work especially rewarding.
References
1. Haarman AEG, Enthoven CA, Tideman JWL, Tedja MS, Verhoeven VJM, Klaver CCW. The Complications of Myopia: A Review and Meta-Analysis. Invest Ophthalmol Vis Sci. 2020;61(4):49. doi:10.1167/iovs.61.4.49
2. Essilor International, data on file (2025)
*Compared to single vision lenses. Results from a prospective, randomized, double-masked, multicenter U.S. clinical trial in myopic children aged 6–12 years at initiation of treatment.
This article is sponsored by Walman Optical
Read more on valuable support from Walman Optical and DONE4YOU Marketing here.
Read more on myopia management here.
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Patrick Williamson, OD, is the co-owner of Moorhead Vision in Moorhead, Minnesota. Dr. Williamson studied optometry at Pacific University College of Optometry, where he graduated with distinction in 2016 and was awarded the Outstanding Clinician Award for the Class of 2016. During these years, he developed a passion for solving patient’s needs with contact lenses including spherical, toric, multifocal (bifocal), scleral and myopia management lenses. To contact him: patrickwilliamson@moorheadvision.com |
