Home Is Where The Heart Is

Derron Lee, OD, finds comfort in his hometown of Stockton, Calif. Despite its struggling economy, bankruptcy and high crime rates, he has managed to cultivate a business that stands above the rest. Since 2006, Midtown Optometry has been the go-to spot for incomparable customer service and affordable eyewear. Along with his high school sweetheart, Leanne Lee, OD, the two have created a business that endlessly supports Stockton natives with their eyewear needs. Dr. Lee's community involvement illustrates his passion and dedication to his surroundings. He shares how having a different approach to the eyewear industry has made him a successful hometown advocate.

—Victoria Garcia

20/20: What are some brands that your customers respond to the most?

Derron Lee, OD: We're considering bringing in Jimmy Choo because we've had some requests for that. Some other lines too like Versace and Michael Kors. We actually spread the love among all distributors and vendors. We have swayed away from the bottom end of the food chain on the glasses. We have Oakley, I've loved Oakley ever since I was a high school kid and patients love the fact that we customize the Oakleys. We've linked up with a lot of little leagues and baseball players. They can put the prescriptions in, modify the color to match the team uniform and they really love that. We've got brands and prices that fit everyone's budget.

What are some things that set you apart from other practices?
We're really big on educating patients, and I do a lot of education in the exam room myself along with my doctors. We come with a vision treatment plan based on their lifestyle needs and their occupational needs and whatever else they may need.

What advice do you have for other practices in terms of customer service techniques?
One thing that I would actually recommend for colleagues out there is to make yourself different. We've done that for our office, not only customer service-wise but little things. It can be as little as giving all our kids at the office a balloon. We run out of helium—that's how many balloons we give out. That idea came from my son and my daughter. I have a pet shop a couple doors down from Midtown Optometry; it's called Randy's Fish Palace. I got my first goldfish there as a kid so we offer kids the same thing when they come in. We see a lot of kids at the office because parents feel comfortable with what we do.

Why do you think customers are so drawn to Midtown Optometry?

It's all about supporting the local economy, and that's what I'm about. That's what I'm really passionate about. Like they say, 'I'm loyal to the soil.' So when you support the community, they'll support you.

Your Facebook page seems to attract a lot of traffic. Is this an effective way to communicate with your customers?
The Facebook page has been fantastic. It gives the patient the opportunity to see what's new and the content that is available too. I know that a lot of my colleagues refer to my page as reference to use as a platform for them. So it's kind of flattering for them to actually like my Facebook page, it's kind of neat how that all pans out. My personal Facebook is on throughout the entire day so I actually have patients contacting me on Facebook to ask me questions. They'll post a picture or send me a message. Some of my colleagues don't like to have their personal Facebook page accessible to their patients. But my philosophy is that I've got nothing to hide. In fact, I think it's a more personal approach.