Chapter 10 New Eyes Vision

New Eyes Vision recently opened its doors in Midcity, Indiana. Its owners, Dr. Evan Spalach and Cody Methics grew up together in Midcity and had always discussed reopening the ophthalmological center their grandfathers had co-owned but closed when they retired. Evan became an ophthalmologist and Cody an optician so that they could over comprehensive eye care to their parents.  Having watched their grandfathers grow and maintain a successful practice, they understood the need to establish a loyal customer base and wanted to be a “one stop shop” where patients could get their eyes cared for but also have their eyeglasses specially made. Their ad campaign hinged on the slogan, “New Eyes Vision, get it all done here. We care for the health of your eyes and can make any type of glasses you need right here in our office”.

Herb Clayton was in his mid-60’s when he first heard of New Eyes Vision. He suffers from glaucoma which, for him, causes photophobia. Photophobia is painful light sensitivity, the discomfort from which can be lessened through the use of specialized, tinted glasses. Herb was a patient of Evan and Cody’s grandfathers, knew of the family connection, and was excited to see eye clinic come to town that offers comprehensive care. Herb was having to drive to Big City, Indiana, five hours away, for his specialized glasses. Driving far bothers his eyes. He would have to hire help to get him there and take a full day off from work.

Herb went to New Eyes Vision. He was very pleased with the care he received from Dr. Spalach who understood Herb’s eye issues and was able to prescribe some new medications that did help Herb. Herb, however, left the practice very unhappy.  Cody’s tech, Ellie, was not cordial to him. She had many people waiting, and the patient before her was short with her. Ellie curtly informed Herb that she was not able to get his specialized glasses there, and that while the glasses could be ordered and fitted there, the process would take a month as she was too busy to deal with Herb’s issues. Herb, seeing her struggle and sympathetic to her plight, told her that was fine but asked if she could patch up his current pair of glasses as his were broke, and he really needed them. Ellie snapped at Herb and told him that if he wanted them fixed, he would just have to go back to Big City and get them repaired.

Herb worked in health care and understood that there are times to speak up to resolve issues. Herb also wanted to see New Eyes Vision to succeed. Herb approached Cody with the issues. Herb asked why the practice was offering comprehensive care but not offering it. Cody assured him that he could order them but could not make them in house. Cody did patch up Herb’s old pair of glasses and expedited an order of the specialized glasses. He also promised Herb that he would seek to remedy the issues. Herb was satisfied with Cody’s approach. When the new glasses arrived, Ellie is the tech who cared for Herb and apologized for her abruptness. Herb became a loyal customer of the practice and one of its biggest proponents by recommending it to all he knew.