The Bethesda, Md. Treehouse Eyes location features a unique design and also an Eyelab
test area, using a proprietary system to examine and treat kids with myopia.
BOULDER, Colo.— Noting a myopia epidemic in the U.S. and around the world, a new business is being launched, conceived as a new model for treating the prevalent vision problem. In what’s described by its co-founders as the first-ever company in the U.S. dedicated solely to myopia care for kids, Treehouse Eyes has opened its first two locations, in Bethesda, Md. and in Tysons Corner, Va. Founded by industry veterans Gary Gerber, OD and Matt Oerding, a long time ophthalmic executive, the company said it plans to open 20 more centers in the next two years and about 75 in the next five years.”
Treehouse Eyes’ co-founders Gary Gerber, OD,
(l) with Matt Oerding, CEO.Andrew Morgenstern, OD, is the first optometrist to see patients at Treehouse Eyes in the Bethesda location and will help lead future clinical efforts for the company.
“Myopia control is optometry’s to lose,” stated Gerber. “With 10 million kids in the U.S. already myopic, and more rapidly becoming myopic, I saw an opportunity for optometry to step up and own the category of myopia control. To really do this right and take great care of these kids takes a commitment that many doctors have shied away from. There’s admittedly a steep learning curve, expense and giant time commitment in the practice.
“For example, patient’s initial consultations typically take close to two hours with our protocol—and we don’t sell glasses in our centers. Treatment does not involve glasses or vision therapy. Instead, our patent pending Treehouse Vision System uses specially designed contact lenses and prescription eye drops that are used in a customized fashion and sequence for each child. There are certainly a few doctors who do some degree of myopia control in their practices, but we wanted to be the first to have 100 percent of our energy focused on this serious condition,” Gerber said.
Oerding, a former Novartis eyecare executive, added, “Together, Gary and I are positively disrupting the status quo of simply allowing kids to get stronger and stronger glasses every year. Along with our team of world class expert advisors, we have our patent pending Treehouse Vision System that will be used to customize treatments for each child we see.”
The Treehouse Eyes website features a range of
explanatory videos, articles and resources explaining
myopia and new treatment options.He added, “We literally have the best minds in myopia control working with us—from optometry, pediatric ophthalmology, refractive surgery, research and retailing.” Treehouse Eyes’ advisors represent a range of researchers, practitioners and business execs.
Noted Gerber, “Myopia is growing at an alarming rate. My hope as a practicing OD is that Treehouse Eyes expansion across the country will create awareness of the seriousness of myopia and cause parents to bring their kids to our centers as well as local OD practices. Treehouse Eyes centers alone won’t be able to take care of the millions of kids who need treatment and we want to rally the entire industry around our efforts by carrying the ‘war on myopia’ battle flag.”
Treehouse Eyes reported it has raised nearly $2 million in seed funding in about six months. Oerding brings over 15 years of experience in the eyecare industry with Alcon and CIBA Vision. Before leaving to start Treehouse Eyes, Oerding led strategy, portfolio marketing and commercial innovation for the over $2 billion global Alcon Vision Care business. Prior to eyecare, Oerding held various brand management roles with such companies as General Mills and General Electric.
Gerber, chief myopia reduction officer at Treehouse, is also founder of The Power Practice, a well-known practice management consultancy in the U.S. and the creator of the “Power Hour,” which broadcasts on a range of industry topics.