Dr. Bernstein examining a patient. Dr. Bernstein says Target Optical offers a chance to focus on providing a high level of care while growing professionally.
Target Optical: Fueling innovation and professional growth for ODs
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By Michael Bernstein, OD
March 12, 2025
I first became a Target Optical doctor in 2012 when I joined as an employed associate for six months.
In April 2013, I was offered the opportunity to take over the sublease, marking the beginning of my journey toward independent practice.
The Appeal of Independent Practice with Target Optical
After working at multiple practices post-graduation, I realized I wanted to further my career and gain ownership. I explored purchasing existing private practices, but quickly found myself overwhelmed.
During this time, I worked at Target Optical twice a week, and when the sublease owners decided to part ways, they offered me ownership of the practice. I enjoy my time there, and it’s conveniently located just a mile from my home in the Queens borough of New York City.
This was my chance to learn, grow and operate with minimal overhead, all while having the support of the previous owner who answered my questions when I had no one else to lean on.
The patients, or guests, as we refer to them at Target Optical, are the most pleasant and engaging I ever encountered.
The Advantage of Being a Target Optical Eye Doctor
One of the significant advantages of being a Target Optical eye doctor is the access to advanced equipment as part of our sublease agreement.
If any equipment falters, Target Optical, which is owned and operated by EssilorLuxottica, ensures replacement equipment is shipped overnight, relieving us of financial responsibility.
Additionally, we benefit from a top-rated EHR system included in our lease. The recent merger with Essilor also gave us an edge in lens technology and ophthalmic equipment.
Moreover, the network of doctors, opticians and corporate associates within Target Optical feels like a second family. This support system is invaluable for troubleshooting, finding fill-in coverage and staying updated on industry news.
Offering Nuance Audio: A New Dimension of Care
Being able to offer Nuance Audio to my patients fulfills a unique aspect of medical care that bridges the gap between eye and hearing health. In fact, I was part of the store team team that sold the first pair of Nuance glasses ever!
Patients with hearing impairments often don’t seek assistance from eye professionals, but now we can provide a solution that enhances their overall experience.
This innovation allows us to address a broader range of patient needs, fulfilling our commitment to help and heal.
The celebration Target Optical had with Dr. Bernstein and the retail staff congratulating them on their first pair of Nuance Audio glasses.
Preparing for Nuance Audio Launch
Target Optical was proactive in preparing us for the launch of Nuance Audio. We had multiple in-office demonstrations and access to numerous training videos that cover the anatomy of the auditory system and the complications of hearing impairment.
These resources also include troubleshooting guides for the Nuance application and sensitivity training for approaching individuals with disabilities.
The Role of ODs in Introducing Nuance
As an optometrist, my role is to identify potential impairments during examinations and discuss alternative options like Nuance Audio.
For instance, I learned that patients with hearing aids may benefit from Nuance if their impairment is mild enough.
Additionally, I can offer Nuance to patients who may not have hearing impairments, but work in environments where clear communication is essential, such as therapists or busy office workers.
Our case history and chair-side manner can significantly influence who benefits from this technology.
Med-Tech Innovation at Target Optical
Being a Target Optical eye doctor means being at the forefront of med-tech innovation. We are often the first to pilot new technologies, like Ray-Ban Meta glasses that integrate advanced artificial intelligence for multiple functions.
Our labs produce high-quality lenses with exceptional optics, and we are involved in developing new spectacle lenses that will significantly impact myopia management.
Professional Growth with Target Optical
Being affiliated with Target Optical allowed me to grow tremendously, especially in the past two years. Mentoring other stores in my region helped me recognize the diverse approaches other doctors take within the same setting.
Building a network of doctors, who are also friends, has contributed further to my success.
Read Another Success Story
Through Target Optical, I frequently attend conferences and participate in volunteer missions and events that expand my professional connections. My regional manager and corporate partners continually inspire me to strive for more.
My greatest accomplishment is knowing that I positively impact those around me while contributing to the growth of the company.
Embracing the Future of Med-Tech Innovation
Being part of the early stages of Nuance Audio’s growth is both challenging and rewarding. I hope my success with the pilot launch will guide other doctors on the same journey to educate patients about this amazing technology.
Target Optical continues to innovate at the highest levels, and I love being a part of this journey.
Michael Bernstein, OD, practices at Target Optical in College Point, N.Y. To contact him: mbernstein83@gmail.com
