Photo courtesy of Dr. Michael Shaheen, whose optical dispensary is seen here. Dr. Shaheen and his team pride themselves on offering patients a thoroughly modern office experience.
The many benefits of a truly modern office
By Michael K. Shaheen, OD
Oct. 1, 2025
Let’s be honest: it’s 2025 and too many medical offices still operate like it’s 1995. When I took a hard look at my own practice several years ago, I realized patients wanted what they already get everywhere else—digital access, fast responses and transparency.
So, we overhauled almost everything, from our appointment systems to our waiting room aesthetics, making changes that have done a lot more than give our office a facelift.
Modernizing With a Tech-First Approach
My first big push started in 2015, when we upgraded to an electronic health records system (EHR) that could integrate with patient-facing apps. We chose Crystal Practice Management, along with add-on tools like Solutionreach and, most recently, Adit. These platforms mean patients can do pretty much everything from their phones: schedule appointments, get text reminders and even cancel appointments without calling our office.
Younger millennials and Gen Z want to book an eye exam the same way they order coffee—quickly and casually from their phones. Allowing direct two-way communication by text took the pressure off patients who don’t love talking on the phone. The feedback was immediate—patients called it convenient, staff called it a lifesaver, and I saw results right away.
Cutting Our No-Show Rate by 30 Percent
Let’s talk numbers. Since our tech overhaul, we have seen at least a 30 percent improvement in our no-show rate.
Our process before was downright old fashioned: an entire staff member would spend hours every week calling through every appointment to confirm who was coming in, then rechecking every day for last-minute schedule changes.
Now, digital reminders and text cancellations make it easy for patients to keep us in the loop without a game of phone tag. This means my staff can actually spend their time doing what they’re trained for—prescreens, helping patients select frames or dispensing products—rather than acting as a human answering machine.
Digitizing Everything the Patient Sees
Paper forms went out the window. Intake, HIPAA authorizations and signatures now happen on a screen as soon as the patient arrives. For eyewear, we offer digital catalogs and in some cases, virtual frame try-ons. With brands pivoting to influencer lines and eco-friendly materials, we make it easy to show what’s new, what’s sustainable and what’s “in.” Our younger office manager handles frame buys, keeping our selection fresh and relevant for the TikTok crowd.
Reinventing the Patient Experience—Physically and Digitally
We didn’t just stop at tech. Our physical office space got a makeover—bigger open spaces, modern showcases, new flooring and dedicated selfie walls and kids’ areas. Frankly, we wanted the office to feel less clinical and more like a fun, welcoming retail space.
For patients who want to see what’s available before they visit, we initially tried linking out to brand sites, but found that social media was even more powerful. Instagram and Facebook posts—especially of staff and our younger team members trying on new frames—get more traction than any updates on our homepage.
Casual, Personalized Care Over Old-School Formality
I know the formal “Ms. Smith” approach still happens at plenty of offices, but we’re pretty casual on purpose. Our town is small, our staff is like family and my uncle, who started this practice, has always treated patients more like neighbors than numbers. That matters. If anything, we sense the vibe—some new patients prefer more formality and we aim to adapt, but our default is breaking down walls and making visits feel easy, not intimidating.
Transparency, Interactive Screens and Patient Engagement
Younger patients appreciate transparency. We print pricing for exams, frames and lenses right on our wall, and always walk patients through their insurance benefits. Hidden fees and bait-and-switch tactics are out.
We also installed big interactive screens in every exam room, thanks to a company called CheckedUp. These are essentially oversized tablets that offer educational videos in English and Spanish, walk through various procedures, and even function as digital whiteboards for kids.
They cost us nothing—they’re ad supported. And patients, especially the under-40 set, love them.
Staying on the Cutting Edge of Optical Tech
Patients notice when you’re staying on top of the latest gear. Our office features digital refraction systems, retinal cameras and the newest diagnostic tech—no more clunky gadgets from the 1960s.
When possible, we let patients see what the machines do and why it matters. We were even an early Google Glass provider, and now display Facebook Meta frames and Nuance Audio glasses. If there’s a new lens color or eco-friendly option, it’s on the shelf, and we’re quick to explain how it works and why it matters.
Apps, Paperless Rebates and Contact Lens Orders Made Simple
When it comes to contacts, patients want complete convenience. We use ABB Optical Group’s Abby for online contact lens ordering, which allows direct shipping to the patient’s home—no need to pick up in-person. While insurance isn’t integrated into third-party ordering, it’s as simple as ordering and submitting the receipt for reimbursement.
We also highlight QR-code rebates and paperless submissions when available. The convenience and transparency of these digital options keep patients engaged—and keep them coming back.
Going Green and Giving Back
Eco-friendly frames, plastic-neutral contacts and recycling programs are another area younger patients praise. We’re upfront about which brands support sustainability, and go out of our way to recycle contact lens cases and packaging.
Locally, we sponsor school programs, provide donations for hospital fundraisers and make a point to support the community our patients care about. Sometimes people decide to come in because they “saw us sponsor a golf hole for a cancer fundraiser.” That matters, too.
The Result: Tech, Boutique and Wellness—All in One Place
Ultimately, we combine cutting-edge technology, a boutique feel and an emphasis on personalized wellness. Patients want to know you genuinely care about their lifestyle, their work, their hobbies and their health. Few things matter more for retention than spending even a few minutes learning about what matters to them.
It took time and effort to get here, but the payoff, both for our patients and our staff, speaks for itself. Going digital and creating a more modern, open and personal experience doesn’t just put your office in the 21st century—it genuinely deepens patient relationships and makes coming to the eye doctor something they look forward to, not dread.
Read another article by Dr. Shaheen
Michael K. Shaheen, OD, is co-owner of Hills & Dales Vision, Inc., in Canton, Ohio. To contact him: drmikeshaheen@gmail.com
