A passion for Ophthalmology & Refractive Surgery


OptiRevMD was founded by James D. Dawes and Wade E. Morrison.   In addition to being the founder of the J. Dawes Group, Mr. Dawes developed and grew one of the most successful Eye and Cosmetic centers in the U.S.  Mr. Morrison, founder and CEO of the Eyemax Marketing Group, is a proven industry innovator in refractive product design, media selection, marketing and team training.  With decades of ophthalmic and refractive surgery experience, the two recognized a need in the industry for a service that could help private practice ophthalmologists, large and small group practices, health care and facility management company and private equity groups improve EBITDA and Net Profits.   By combining their unique experience and knowledge, OptiRevMD was born.  You can now benefit from the collaboration of these two industry experts and learn how to execute time-tested financial principals, analytical techniques, and systematic process improvements within your practice.   See how OptiRevMD can increase your Net Profits today. 

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Founding Partner, Senior Consultant

A globally sought-after healthcare industry consultant with over three decades of experience, James D. Dawes, MHA, CMPE, COE, provides strategic, operational and management guidance to help ambitious physicians and medical groups develop practices of distinction and excellence in the area cataract, refractive and cosmetic surgery.

Mr. Dawes’s experience includes the executive leadership of one of the nation’s largest and most successful eye and cosmetic practices as well as senior executive positions in two of the top ten integrated health care delivery systems in the U.S.  He has a thirty year track record of success in business development, growth and expansion of physician practices, medical groups and ambulatory surgery centers.  

•  International speaker and author of over 30 published articles related to business development, operations, financial management and patient experience in ophthalmology practices.

•  Personally recruited and placed over 400 physicians in a multitude of practices and geographies

•  Direct management of merger and integration of over 250 physician practices and surgical facilities

•  Pioneer in the growth of elective cash pay services in ophthalmology practices including advanced IOL’s and laser assisted cataract surgery

•  Extensive experience in contract negotiation, cost reduction, financial analysis, pro forma development & net profit growth consulting

• Experienced trainer of industry business development and sales teams for major ophthalmic device and equipment manufacturers




Founding Partner, Senior Consultant

A nationally recognized expert on refractive marketing, consulting and staff training, Wade Morrison is considered by many to be the pioneer of large scale direct to consumer marketing for LASIK surgery starting nearly twenty years ago. As the founder & CEO of Eyemax Wade has worked directly with some of the largest Ophthalmology practices in the country in developing comprehensive refractive marketing programs to drive surgical volume and capture marketing share.

Mr. Morrison has been integral in developing Ophthalmology marketing initiatives including start-up practice launches, small and large private practice, corporate centers and eye care technology company’s.

Today, Eyemax is the largest, dedicated consulting, marketing and staff training firm serving private Ophthalmology practices across the country. They serve a national client base and are highly regarded for creating, implementing and monitoring highly effective growth plans for elective procedures like LASIK, Premium Cataract Surgery, Dry Eye, Plastics and General Eye Care services.

 • Over 19 years’ experience in Ophthalmology marketing, consulting & staff training

• Pioneer in large scale direct to consumer marketing of LASIK

• Expert skill level in marketing all types of refractive procedures

• Executed large scale refractive marketing campaigns in major markets

• Executed multi-market media buys with annual budgets of 7 million dollars+

• Created corporate marketing programs for laser manufacturers like VISX

• Created and sold Doctor Direct patient education company

• Experienced in most major markets & with high volume practices

• Worked with over 150 Ophthalmology practices nationwide