When the first “Iron Man” movie became popular in 2008, J. Dean Nolan, O.D., decided to display his comic books in his practice, J. Nolan and Associates, in Lawton, Okla.

“I thought it would bring up a popular topic for the patients — something they could look forward to seeing at every appointment,” he explains. “Using my collection to market, or differentiate, my practice from others and bring in new patients, as a result, honestly didn’t cross my mind, but that has happened. New pa- tients entering the practice have commented, ‘There’s that comic collection I heard about!’”

Dr. Nolan’s experience appears to show that offering perspective patients something unique in a primary care optometry practice — in this case, a vintage comic book display — not only creates patient excitement, but also makes good business sense: “Patients Assemble!” OM