Business Spotlight – White River Family Eyecare

Sooner or later, we will all have to consider the health, and function, of our eyes.  For many, eye care begins at an early age, and is a lifelong habit.  For others, such as myself, we take excellent eye sight for granted, until, say, we reach our mid 50’s, and suddenly realize that the newspaper we’ve always read in the evening is now blurry, even held at a distance.  When it is time to consider our vision, one area business that has served Upper Valley clients for years is White River Family Eyecare.

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For 27 years now, to be exact, Dr. Rusty Bernal has owned and operated this business.  Dr. Bernal founded White River Eyecare in 1990, working from a location on Route 5 near the current Hartford Pizza restaurant.  Resulting from steady growth of the business, Bernal bought a site just up Route 5, tore down the old motel on the premises, and built the state-of-the-art building that is now home to the business.

A full range of eye care services are available at White River  Family Eyecare; “We do everything short of surgery,” said Dr. Bernal of his business.  One of the big changes he has seen over the years is the growth of the fashionable retail sector of the eye care industry, said Bernal.  This is very evident when one walks into the business, as a good deal of floor space is devoted to the wide range of eyeglasses available to the consumer.

Another great change in the industry is the technology needed to operate the business, said Dr. Bernal.  Gone are the days of the patient records stored on index cards, and found in file cabinets.  All records are now stored electronically, and Bernal said he utilizes about 40 computers to perform all the functions of the business.

Dealing with insurance is another aspect of the vision business that is ever-changing.  Dr. Bernal said his business works with most insurance carriers, which is good for the patients, but adds a greater level of complexity to the business.  Bernal said most patients that come to White River Family Eyecare have some level of vision coverage through their insurance policies; in addition, they do work with Medicare coverage.

With consumers having many options for vision care, Dr. Bernal says the philosophy of his business is having a staff that treats the customer well, and with respect.  It appears White River Family Eyecare has succeeded in that effort; “Every year, we have grown over the year before,” said Dr. Bernal. n

White River Family Eyecare is located at 587 Hartford Avenue in WRJ.  The phone number is (802) 295-4887, and their website is


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