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Focused on service

NORTH LIBERTY– It’s all about you.
At Blink Vision by Veatch, Dr. Ryan Veatch and his staff are committed to providing every patient an exceptional experience. And they have an exceptional facility in which to do just that.
Dr. Veatch opened the doors to his new office earlier this summer in the StoneBridge Promenade, a commercial development he also owns. From the upscale stone façade outside to the meticulously assembled woodwork inside, everything about Blink Vision by Veatch attests to attention to detail and precision.
Veatch is a City High graduate who followed in the footstep of his father, Dr. Marlin Veatch. Both men graduated from the Illinois College of Optometry in Chicago as Doctors of Optometry. An optometrist takes four years of undergrad study– biology, in Dr. Veatch’s case– followed by a four-year doctorate program. Unlike an ophthalmologist, Dr. Veatch does not perform eye surgery; however both specialties detect, treat and manage diseases and disorders of the eye. If surgery is indicated (for cataracts or macular disorders, for example), he refers the patient to an ophthalmologist.
Ryan Veatch returned to the area in 2005 and spent the next five years in practice with Complete Vision Care in Coralville. The desire for his own practice led him to a commercial development in Oakdale, where Blink Vision by Veatch was born. Dr. Veatch moved into an office space formerly used by a dentist, which simplified the transition into a vision practice. “It worked great for the time,” Dr. Veatch said. However, as he added staff, things progressed. “We started to trip all over each other,” he said. Also, while close to Hwy. 965, the office wasn’t really visible from the busy road, which he feels cut down on the amount of walk-in traffic.
In the spring of 2011, Veatch started scouting for a new location on which to build a new practice from scratch. At the corner of Hwy. 965 and West Cherry St. was a two-and-a-half acre parcel owned by St. Luke’s Hospital, and vacant. Dr. Veatch purchased the land along with two small parcels from the adjacent bank.
The StoneBridge Promenade soon sprang forth, with Veatch alternating between doctor and developer; a dual role he said never crossed his mind while in optometrist school. He also never expected to be working alongside his dad.
“I watched him and learned from him as a kid,” Dr. Veatch said, adding that he talked the senior Veatch into coming out of retirement to help-out in the new office.
“Dr. Marlin (Veatch) is back in practice.”
The popular doctor rode RAGBRAI this year and enjoys seeing his long-time patients again. Now, the pair is seeing second- and even third-generation patients. “It’s exciting to see that continuity of care.” Ryan Veatch says many patients tell him he has many similar mannerisms and the same personality of his dad, a comparison he takes great pride in.
Of course, a medical practice is more than just a doctor or two; there is also a support staff, and again the doctor takes pride. “The office staff is more important than I am. They are the first and last impression, and I am really excited to have such a great team committed to providing excellent service to our patients.” said Dr. Veatch. He emphasized it takes a team to make any business successful.
An effective practice is also dependent on having state-of-the art equipment. Blink Vision by Veatch is no exception. “We have made a very significant investment in technology,” said Veatch. The office has six examination rooms, and as the practice grows, Dr. Veatch has the room to bring in additional staff.
In addition to eye exams, Blink Vision by Veatch offers a full line of glasses frames and custom made lenses. The eyeglass frames are located in a stylish gallery, grouped by style with an abundance of mirrors for ease of selection. Options range from professional to flamboyant, fashion name brand to no-name, non-branded utility frames. “We try to have something for everybody, and nothing is of inferior quality. We have it all, outgoing and brave or all-business.”
Dr. Veatch noted a trend is the return of the thick, square frames common in the 1950s and early 1960s. While formerly worn by those deemed “nerds,” now the style is known as “geek chic” and has again become popular as “retro” and “old-school” styles are in again. “What’s old is new,” the doctor said with a smile. Also popular are more colorful and distinctive styles.
The lenses themselves are made in a specialty lab in Chicago, unlike the popular one-hour facilities in the area. Dr. Veatch has a reason for this. In the one-hour labs, technicians use generic lens pieces, which are then modified to the patient’s prescription. The lab Dr. Veatch utilizes forms the lens completely from scratch for the specific patient. The result is a higher quality and more accurate lens.
An urgent request can be fulfilled in two to three days, while a typical or complex order takes seven to 10 days. “Quality and perfection take time,” said the doctor, and every lens received in his office is inspected thoroughly before it is presented to the patient. If any imperfection, defect or mistake is found, the lens is returned under a strict no-compromise policy.
The Blink difference comes down to perfectionism tempered with compassion.
“We provide the patient with an exceptional experience where we make them feel like family. It’s all about their needs, not ours. Everyday we ask ourselves, ‘what does it take to meet their needs?’” said Dr. Veatch. “People know when they’re being cared for.”

By Chris Umscheid
North Liberty Leader
NORTH LIBERTY– It’s all about you.
At Blink Vision by Veatch, Dr. Ryan Veatch and his staff are committed to providing every patient an exceptional experience. And they have an exceptional facility in which to do just that.
Dr. Veatch opened the doors to his new office earlier this summer in the StoneBridge Promenade, a commercial development he also owns. From the upscale stone façade outside to the meticulously assembled woodwork inside, everything about Blink Vision by Veatch attests to attention to detail and precision.
Veatch is a City High graduate who followed in the footstep of his father, Dr. Marlin Veatch. Both men graduated from the Illinois College of Optometry in Chicago as Doctors of Optometry. An optometrist takes four years of undergrad study– biology, in Dr. Veatch’s case– followed by a four-year doctorate program. Unlike an ophthalmologist, Dr. Veatch does not perform eye surgery; however both specialties detect, treat and manage diseases and disorders of the eye. If surgery is indicated (for cataracts or macular disorders, for example), he refers the patient to an ophthalmologist.
Ryan Veatch returned to the area in 2005 and spent the next five years in practice with Complete Vision Care in Coralville. The desire for his own practice led him to a commercial development in Oakdale, where Blink Vision by Veatch was born. Dr. Veatch moved into an office space formerly used by a dentist, which simplified the transition into a vision practice. “It worked great for the time,” Dr. Veatch said. However, as he added staff, things progressed. “We started to trip all over each other,” he said. Also, while close to Hwy. 965, the office wasn’t really visible from the busy road, which he feels cut down on the amount of walk-in traffic.
In the spring of 2011, Veatch started scouting for a new location on which to build a new practice from scratch. At the corner of Hwy. 965 and West Cherry St. was a two-and-a-half acre parcel owned by St. Luke’s Hospital, and vacant. Dr. Veatch purchased the land along with two small parcels from the adjacent bank.
The StoneBridge Promenade soon sprang forth, with Veatch alternating between doctor and developer; a dual role he said never crossed his mind while in optometrist school. He also never expected to be working alongside his dad.
“I watched him and learned from him as a kid,” Dr. Veatch said, adding that he talked the senior Veatch into coming out of retirement to help-out in the new office.
“Dr. Marlin (Veatch) is back in practice.”
The popular doctor rode RAGBRAI this year and enjoys seeing his long-time patients again. Now, the pair is seeing second- and even third-generation patients. “It’s exciting to see that continuity of care.” Ryan Veatch says many patients tell him he has many similar mannerisms and the same personality of his dad, a comparison he takes great pride in.
Of course, a medical practice is more than just a doctor or two; there is also a support staff, and again the doctor takes pride. “The office staff is more important than I am. They are the first and last impression, and I am really excited to have such a great team committed to providing excellent service to our patients.” said Dr. Veatch. He emphasized it takes a team to make any business successful.
An effective practice is also dependent on having state-of-the art equipment. Blink Vision by Veatch is no exception. “We have made a very significant investment in technology,” said Veatch. The office has six examination rooms, and as the practice grows, Dr. Veatch has the room to bring in additional staff.
In addition to eye exams, Blink Vision by Veatch offers a full line of glasses frames and custom made lenses. The eyeglass frames are located in a stylish gallery, grouped by style with an abundance of mirrors for ease of selection. Options range from professional to flamboyant, fashion name brand to no-name, non-branded utility frames. “We try to have something for everybody, and nothing is of inferior quality. We have it all, outgoing and brave or all-business.”
Dr. Veatch noted a trend is the return of the thick, square frames common in the 1950s and early 1960s. While formerly worn by those deemed “nerds,” now the style is known as “geek chic” and has again become popular as “retro” and “old-school” styles are in again. “What’s old is new,” the doctor said with a smile. Also popular are more colorful and distinctive styles.
The lenses themselves are made in a specialty lab in Chicago, unlike the popular one-hour facilities in the area. Dr. Veatch has a reason for this. In the one-hour labs, technicians use generic lens pieces, which are then modified to the patient’s prescription. The lab Dr. Veatch utilizes forms the lens completely from scratch for the specific patient. The result is a higher quality and more accurate lens.
An urgent request can be fulfilled in two to three days, while a typical or complex order takes seven to 10 days. “Quality and perfection take time,” said the doctor, and every lens received in his office is inspected thoroughly before it is presented to the patient. If any imperfection, defect or mistake is found, the lens is returned under a strict no-compromise policy.
The Blink difference comes down to perfectionism tempered with compassion.
“We provide the patient with an exceptional experience where we make them feel like family. It’s all about their needs, not ours. Everyday we ask ourselves, ‘what does it take to meet their needs?’” said Dr. Veatch. “People know when they’re being cared for.”