Ophthalmology dispensary design and installation.

The Book

Available Now!
Art's book, The Dispensing Ophthalmologist, is published by and available from the American Academy of Ophthalmology. To see a description of the book or to obtain a copy, click here. You will be directed to the Academy Store.

According to Art, "The Dispensing Ophthalmologist was written at the request of the American Academy of Ophthalmology in order to fill a need for a single resource that covers all the major aspects of opening, operating and managing an optical dispensary in the ophthalmology world. I am delighted to have been involved in this project and to have created this resource."

Special Note
All proceeds from the sale of Art’s book go to the Academy of Ophthalmology; Art derives no financial benefit from its sale.

Read an Excerpt from The Dispensing Ophthalmologist
To read an excerpt from The Dispensing Ophthalmologist

What Others are Saying About The Dispensing

"I've had the privilege of working with Art De Gennaro for many years, sending many of our clients his way for an optical start-up, a turnaround, or merely a tuneup. One of Art's greatest assets is his ability to generate enthusiasm for and higher expectations of optical dispensing. Both are critical to increasing dispensary performance.

This much-needed, long-awaited, and well-crafted new book by Art De Gennaro could not be more timely for ophthalmologists and their administrators. I predict it will become a classic."

John Pinto
Practice Management Consultant and Author
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“It has been very difficult to find a text for our Optical Business Management course that covers the broad range of subjects that an optician must know to successfully manage or operate an optical dispensary. I was very impressed with the depth and breadth of the The Dispensing Ophthalmologist. I especially enjoyed the chapters on business planning, marketing, the retail sales process and human resources.

Each chapter presents a wealth of information and insightful discussion of common pitfalls and how to avoid or rectify them. The text contains an easy-to-follow blueprint for dispensary profitability, providing information that will be valuable to every practitioner whether planning their first foray into the retail optical business or have years of experience like me. Segments on how to compete in today’s market, understanding lens choices and pricing provide the reader with insights into different ways that one can be maximally successful.

I know that I will be recommending this book to my friends in the National Federation of Opticianry Schools and will be proposing adaptation of it as a required text for all my students.”

Raymond P. Dennis, Professor/Coordinator
Ophthalmic Design and Dispensing Program
Middlesex Community College

"I highly recommend Mr. De Gennaro’s new book entitled The Dispensing Ophthalmologist.It very specifically takes you through every logical step needed to set up your own optical shop or 'fix' an existing one. All of his ideas are very quantifiable and are very number oriented. This book will give you a great deal of direction. Very well done!"

Michael Brown, CHBC, President
Health Care Economics, LLC
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