Born in Minsk, Belarus, Anna Koeck, OD ’14, moved to the United States at age 10. She always knew she wanted her own business, made evident by her undergraduate studies of Marketing, Finance, and Economics at the University of Wisconsin. When she left a medical software company to pursue optometry, people were shocked. However, Dr. Koeck’s business background served her well. She opened her own practice and created a new way of seeing patients: “Theia Concierge Care™.”
Dr. Koeck’s patients have the option of paying a flat rate for a year of eye and health care services. “It’s simple and straightforward,” she says. “You know what you’re paying.” The annual fee covers everything that pertains to time with the doctor- medical visits, contact lens evaluations, even emergency calls to Dr. Koeck’s personal cell phone.
We followed Dr. Koeck for a day, starting at her family’s lake country home in Hartland, Wisconsin, to see what Theia Concierge Care™ was all about.
“My husband was a pretty avid CrossFitter even when we were still living in Chicago. He tried to get me to start CrossFit… The workouts seemed really tough. We moved to Hartland and found CrossFit 262. The coaches do a wonderful job of paying attention to the specific, individual athletes, modifying things so that it stays appropriate for every level.”
“I do meditation with an app called Headspace. I read a book called The Power of Habit; it discussed some of the science behind how we function. We are on some version of autopilot much more than we think. Meditation helps to break through that and make conscious decisions, while living more fully in the moment. Whatever happens during the day, I took the time; I thought about things that are important to me.”
“We reached out to the local fire department, police department, and library to say ‘Thank You’ to the people who do most for the community. We provided free eye exams and contact lens evaluations. Patrick Walker is one of the firefighters here. He came in for one of the free exams, became a patient… and it turned into a friendship.”
“Theia Vision Care is a boutique, and with me wanting to keep it comfy and fun, we always have treats. Charlie’s Caramels is a local company. With your glasses or sunglasses purchase, along with a large bottle of cleaner and cleaning cloths, you receive a box of caramels.”
“This is our intern. She is a senior at Arrowhead High School. Serena had been volunteering at the library, and they mentioned this opportunity to her, knowing her interests lie in science, engineering, and medicine. She was very interested in knowing how those can integrate with business.”
“I constantly see many people walking their dogs. Our dog is a member of our family, and we take care of every family member. I started offering free furry baby treats. We’ve been putting a dog water bowl out every day this summer because it’s hot and humid.”
“Especially with back to school time, we do see many children. I always want to make everything as fun as possible. We have a whole bin of toys and books for children. There is a Minion movie they can watch. To check the eye pressure, I’ll say, ‘It will beep and it will flutter by your eyelashes just like a little butterfly!’”
“My husband’s name is Josh. We met in Madison, where I went to undergrad. We just celebrated our 10-year wedding anniversary. Bailey is an Old English Sheepdog. I wanted the fluffiest dog I could possibly get, and my husband wanted the biggest, so we compromised. We call Bailey our Chief Security Officer of the house.”
"Our street is terrific, there are only 6 houses. The other side is all green. Josh works out of his home office most of the week. He runs a company in Highland Park, and therefore, sometimes travels to Chicago. We have space for his office, future family, the dog... We’re working on picking out the things we want for our home gym.”
"Maks is obsessed with cars and trucks and ambulances. He has a truck he actually drives that has different speeds, it can go in reverse, he can back it out of the driveway himself and drive up and down. The mailboxes are at the end of the street, and we’ll take the dog for a walk so he can get the mail.”
“Both fitness and nutrition are things I continue to learn about and incorporate into my life and practice. There’s a nutrition component to macular degeneration, for example. Personally, I have been working with an outstanding nutrition company called Stronger U. I track my macronutrients. I’ll cut vegetables, measure them, and then I come home and dump them into a pan and I’ll have a stir fry. I’ll put chicken in a pressure cooker and I’ll have soup for a whole week. This approach allows me to incorporate overall wellness and provide my patients something special. Theia Vision Care is about wellness through eyes and vision, incorporating lifestyle, nutrition, fitness, community and family.”