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Superior Technology Plus a Healthy Dash of Marketing Savvy Equals a Recipe for Success

In the four years since opening her private optometry practice in Mystic, Conn., Dr. Jacqueline Campisi has built a highly successful business that takes a holistic approach to vision correction. Her unique combination of cutting-edge technology and superior patient care, delivered in a spa-like environment, has made her Visions Sight and Learning Center one of the fastest growing practices in the New England area.

Campisi sees between 40 and 50 new patients each month, requiring her to double the size of her office and her staff, while still sticking to her No. 1 rule.

“I schedule just six exams per day, and I spend most of an hour with each patient,” Campisi said.

Campisi’s achievements beg two questions: What is her recipe for success? And where can I find it?

“My goal was to create a practice unlike any I have ever seen,” Campisi said. “Patients will often come in and think they have mistakenly walked into a spa, but a spa offering the most cutting-edge vision technology available.”

In May 2006, she was researching the latest offerings in aberrometers, hoping to provide her patients with the most advanced tools for eye examinations. On her way to meet with a sales representative regarding a competitive product, an ad in a trade publication – an ad with a pig wearing lipstick – caught her eye. A savvy marketer of her own practice, Campisi could not help but want to learn more about Ophthonix, the company behind the ad.

She promptly cancelled the flight to her original appointment, contacted an Ophthonix sales representative and hopped on a train to New York to learn more about the Z-View^® Aberrometer and iZon^® High Resolution Lenses. A short conversation and one cancelled appointment later, she was in New York City, experiencing the Z-View technology firsthand.

“Within 15 minutes, the paperwork was signed and I was the proud owner of the first Z-View Aberrometer in Connecticut,” Campisi said. “I immediately knew I could easily educate my patients on both the ins and outs of the technology and the benefits of the iZon Lenses.”

Just one day after a technician installed the Z-View, Campisi began offering what she calls a new “high definition exam.” She found the instrument to be extremely user-friendly, allowing both her and her staff to quickly master the operation of the Z-View and integrate it into the regular exam process.

“When I researched other aberrometers, they were so complex that I felt I would be tripping over the technology rather than focusing on the patient’s exam,” Campisi said. “The Z-View offered the package deal of a user-friendly aberrometer along with the custom iZon Lenses.”

Patients who had historically resisted eyeglasses were now signing on for iZon Lenses after experiencing an exam on the Z-View and learning abut the benefits of the lenses.

“Longtime contact lens wearers were immensely attracted to a product that was based on their own personal optical fingerprint, or iPrintTM,” Campisi said. “The use of the fingerprint analogy easily allowed my patients to see the value in employing such advanced technology to maximize and personalize their vision correction.”

For Campisi, ascertaining a more precise prescription through advanced technology to “restore” patients’ vision gelled with her practice philosophy.

“Years ago, a friend gave me a piece of papyrus with the image of the Eye of Horus, the ancient Egyptian symbol of restoration, health and protection,” Campisi said. “I came across the papyrus sheet just as I was opening my solo practice, and the symbolism resonated with me so deeply that it became the theme of the office.

“One of the core values in my practice is to make my patients feel restored, through their experience in my office and with the tools for vision correction that I can offer them. The iZon system produces custom eyewear that provides high resolution vision.”

Campisi also was thrilled to offer patients a means to reduce the problems associated with nighttime driving. Complaints of halos and glare in the evening, especially around headlights, was a common thread with her patients, from eyeglass wearers to contact lens wearers and even those who had corrective eye surgery procedures.

Campisi is confident she made the right decision, both for her patients’ vision correction and for the continued growth of her practice. She has seen a 50 percent growth in gross revenue from eyeglass lens sales, much of which she attributes to the Z-View and iZon Lenses, and hopes to net 20 percent by year’s end.

“I invest capital into technology that will increase revenue and draw attention to the level of care I am providing,” Campisi said. “Our motto became ‘You’ve Never Seen Anything Like It.’” By being a pioneer with her introduction of the Z-View and iZon Lenses in the New England area, Campisi is continuing to drive that motto home.