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Big 10 of Branding
BuckEYEcare
Northfield Center, Ohio

Bob Woodruff, OD, has been in practice for over 35 years and has embraced many changes within the optical industry in his search to stay relevant as well as strive for current trends from the marketing side. He believes that independents need to brand themselves in a way that is completely different from their big-box competitors in order to stand out.

“The ‘other side’ has the perceived allure of cost and marketing, accurate or not. We cannot and will not compete with that. We offer solutions customized to our patient’s needs and lifestyles at reasonable fees and we approach them as individuals, not as a number. This helps generate word of mouth referrals which is still a strong referral source,” he said.

BuckEYEcare is located in a small medical complex on the main street through town and has reduced visibility from the street. However, they have fun with the name and theme of the office which plays on the favorite college football team in the state.

Woodruff worked with Bill Gerber’s Optical Marketing Group (OMG) to devise a unique and local connection and look to his office space. The office features a scarlet and gray color palette throughout with custom lockers in the frame area, the school logo and a front counter that features footballs in a cage.

“We also have the ‘Big Ten’ of frames. We’ve transitioned from the traditional ‘doctor’s office’ to one that is bright, simple and open. We have no reception area but have scattered seating encouraging people to browse through the optical.”

Along with this theme that appeals to the community, Dr. Woodruff supports and participates with many community and school groups and is active in service organizations and churches. “I love being in the community, not just drawing from it.”

Additionally, they monitor which insurance plans are popular locally and try to participate with them to get people in the door.

“We have one of the leading ophthalmologists in Cleveland in our office monthly for cataract and lasik consultation,” Woodruff said. “I maintain cutting edge technology to provide comprehensive care. Patients recognize and comment on that. I have exceptional staff who are well trained and great with people. And I believe we exist to serve people and that if we truly take care of them the business will thrive. Optometry can be fun and rewarding. It is for me.”


Bob Woodruff, OD, and owner of BuckEYEcare has been in practice for over 35 years and believes that branding helps differentiate the indie from its competitors. The ‘Big 10 of Frames’ plays off of the football conference that the community’s favorite team competes in. The interior of BuckEYEcare is an ode to the Ohio State Buckeyes football team, further connecting Dr. Woodruff’s practice to an integral part of the community.