PHOENIXVILLE - Dr. Rob Peifer of Sears Optical was recently recognized for outstanding service by receiving the Cole Clinical Excellence Award.

Peifer has been in practice for 11 years, the last four in Phoenixville. He is split between two offices for Sears Optical, one in Phoenixville and the other in Eagleville.

Peifer has serviced about 3,000 patrons so far in the last four years.

"Most of them seem to be local," he said.

The practice has steadily grown over the past four years with the community, according to Peifer. He said he has enjoyed seeing new families come in repeatedly, bringing in their friends and family.

"It gives me a sense we're doing things right," Peifer said.

Peifer liked the local offices because they're "very community-oriented, which is nice."

After graduating from the Pennsylvania College of Optometry (PCO) in Philadelphia, Peifer worked in both Harrisburg and Philadelphia before coming to town, where he resides with his family.

Forty-two recipients nationwide received the second annual Cole Clinical Excellence Awards this year. Cole Optical is one of the largest optical companies in the country, and the award encompasses Sears Optical, Target Optical and BJ's Optical.

Christine Custer, store manager of Sears Optical, nominated Peifer for the award, which is based on clinical care and patient satisfaction.

Custer said Peifer "is all-around conscious about his patients." She said the office received a lot of praise about the doctor, and he met 100 percent of the requirements for the award.

The national award is given to optometrists affiliated with Cole Vision who have displayed an exceptional commitment to their patients and their profession by consistently going above and beyond service requirements.

"I'm very pleased to have received it (the award). It's a very nice honor to be recognized and singled out because sometimes you don't hear as much positive feedback so it's nice to have that communicated," said the optometrist. "It means a lot professionally to have this type of recognition."

"Optometry's clearly changed from just glasses and contacts to the full treatment of eye disease from the use of pharmaceuticals up to eye surgery," Peifer said.

Sears Optical is a primary practice so Peifer sees patients as young as three as well as many adults.

"It's truly a family type of practice," said Peifer. "I see everybody of all ages."

He said the award is "definitely an honor." Peifer said "we do what we do" even without the award.

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