How would you select an optometrist?

I'm designing a Web site for my optometrist. I want to "do it right" and not just crank out a pretty site that has no chance of helping him grow his practice.

"Dave" and his partners have stronger medical backgrounds than most optometrists; their exams center largely on eye HEALTH issues rather than just on vision assessment (You know... "Is it better with ONE... or TWO?"); and they explain what each of their many diagnostic procedures is all about.

It seems to me that "we focus on the health of your eyes--not just your vision accuity" should be the theme of his site. But what do YOU think?

I would be very, VERY appreciative if you would please take a few seconds to let me know (either here on the forum or by e-mail)...

1. What factor(s) are most important to you when you select an optometrist?

2. What, if anything, do you dislike about "going to the eye doctor?"

3. Other comments??? Are there other sites you'd recommend that I post this message?

In advance of your help... thank you very much!

~~Steve