Patient First by Design, Successful by Intention  

Early in our careers, my husband, Krister Holmberg, OD, and I signed the lease for our private practice before the walls were even up. We had a clear vision of what we wanted to create—a custom-built space that reflected our values and reimagined what an optometry practice could be. We spent countless hours meticulously planning every detail to ensure the space would be modern, functional, and welcoming to patients.

Every element was intentional—from the soothing wall colors and lighting designed to be gentle on dilated eyes while showcasing our beautiful frame collections, to the integration of cutting-edge technology that enhances both care and efficiency. We even mapped out the patient flow to make each visit feel seamless. Our goal was simple: for patients to feel genuinely cared for the moment they walked in, and to leave not just with new glasses, but with the sense that their lives had been meaningfully improved.

Our relationship with VSP Vision has been instrumental in our growth from the very beginning. As a true advocate for private practice, VSP supports us across multiple dimensions through its various companies and programs—from increased profitability and deeper peer connections with PECAA Max, to expanded business development resources, software solutions, and robust frame and lens partnerships.

Through Marchon and Altair, we offer a curated selection of frames that span designer styles to budget-friendly options, giving patients both variety and value. Unity offers high-quality single vision, progressive, anti-reflective, and light-adaptive options, and we're especially excited about the new Unity Elite VR lenses, which could be transformative for patients who struggle with traditional progressive designs. Operationally, Eyefinity Encompass streamlines our EHR and practice management, integrating seamlessly with VSP benefits to save time, reduce errors, and enhance the patient experience. 

Our early adoption of the VSP Premier program—now Premier Edge—has helped us stand out in a competitive market. Patients often find us through the VSP Find a Doctor directory, and the Premier Edge designation gives them confidence they’re choosing a provider who offers great frame selection, maximized benefits, and high-quality retinal imaging. It’s a win for both the patient and the practice.

Our vision for the practice was obviously to run a successful business, but just as importantly to really make a difference in patients' lives. As Eye See It, practicing that mission every day has helped us to grow, innovate, and continue making a difference—one seamless patient experience at a time.