Today we’d like to introduce you to Erica Udell.
Hi Erica, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I have been an optometrist since 2008, first in New York City and then in Atlanta. After years of practicing general optometry- think glasses, contact lenses, and general eye health- I decided to hang my own shingle specializing only in Dry Eye care.
It became apparent to me over the last few years that more and more patients are struggling with chronic symptoms of dry eyes and this is negatively impacting their quality of life. Depression and anxiety are a common result of any chronic illness, but studies show that Dry Eye Disease sufferers are impacted even more, (with some surveys suggesting that these people would rather have angina than dry eyes!). So I became highly motivated to help people feel better. There isn’t sufficient time in an annual eye exam to get a comprehensive look at dry eye causes and symptoms; that is where the idea for having a dedicated clinic was born.
I have lived in Decatur since 2010, and couldn’t imagine opening my own business any where else. I love the small-town feel and neighbors supporting neighbors vibe of the city. And I love how close it is to all that Atlanta has to offer. Intown Dry Eye Care opened its doors in late June 2025 right in downtown Decatur, and I have since seen and helped roughly 40 patients manage their Dry Eye Disease. I am currently a one-woman show, running not only all of the clinical aspects of patient care, but also the business operations. (As my 2 teenagers would say, I’m giving Girl Boss energy. Yes, Queen!)
I am thrilled to see the practice off to a great start, and I am encouraged by how great my patients are feeling. There is a need for this type of specialized care, and I am honored to be the doctor providing it.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Starting a small business is challenging in ways that I never could have imagined, and also incredibly fulfilling. Receiving bank loans- even for a “safe bet” business like a medical practice- is almost impossible in the current economic climate. Coming up with the funding to get the clinic off the ground took grit, determination, and a belief in myself that I even didn’t know I had. It did help tremendously that my husband of over 18 years has the utmost faith in me, and his confidence gave me the green light to put us in some (hopefully temporary) debt. It will be worth it to realize my dreams!
Appreciate you sharing that. What else should we know about what you do?
I earned my Doctor of Optometry (OD) degree from the State University of New York College of Optometry in 2008. With over 17 years of professional experience as a Board-Certified Optometrist, first in New York City (2008-2009) and then at various locations around the metro Atlanta area (2010- present), I have been a respected member of my professional community. I have spent the majority of my years in Atlanta seeing patients at a private practice in North Druid Hills.
My specialty at this point is 100% Dry Eye Disease. These are people who struggle with redness, burning, tearing, grittiness, itching, or foreign body sensation of their eyes, or who cannot spend the time that they want on their screens without feeling eye fatigue or discomfort. They might have to constantly blink to clear their vision, or they may carry eyedrops around with them at all times. None of these symptoms are considered normal, and people should know that they do not have to just live with it. I can help get them to a place where they no longer spend the day thinking about their eyes.
I think that my warm, compassionate chair-side manner and my desire to develop a personal rapport with each of my patients sets me apart from other clinicians. I also pride myself on structuring Intown Dry Eye Care to include at least an hour of TIME for each patient encounter. Patients will never feel rushed through their visit at my office!
Is there any advice you’d like to share with our readers who might just be starting out?
The advice I’ve heard over and over again is simple: “Don’t quit.” I plan to stick with that advice for the next decade, maybe two!
Pricing:
- Initial 1-hour consultation: $99
Contact Info:
- Website: https://www.intowndryeyecare.com/
- Instagram: https://www.instagram.com/IntownDryEyeCare/
- Facebook: https://www.facebook.com/people/Intown-Dry-Eye-Care/61573899287496/
- LinkedIn: https://www.linkedin.com/in/erica-udell-o-d-708684358/
- Other: I have a 5-star rating on Google Reviews!
Image Credits
Rachel Linkwald at Shayna Image (https://www.shaynaimage.com/)
