Our team at West Michigan Eyecare Associates is here to serve you. We combine extensive knowledge in the field of optometry with a passion for helping people solve their vision problems. It is our goal to create a friendly and professional atmosphere that you can rely on for all of your eye health needs.
J. Gregory Ford, OD
Dr. Ford is a graduate of Forest Hills Central High School and a lifelong resident of the Grand Rapids area. He earned his bachelors and doctorate degrees from Ferris State University College of Optometry. His internships included the Optometric Institute and Clinic of Detroit, Duane L. Waters Hospital in Jackson, and the optometry clinic at Ferris State University.
Dr. Ford was honored as the Michigan Young Optometrist of the Year in 1995, and Optometrist of the Year in 2014, for his outstanding contributions to Optometry and the community. Dr. Ford is a primary care Optometrist with particular interest in specialty contact lens fittings and eye disease. He is currently active on the legislative committee of the Michigan Optometric Association and part-time Clinical Faculty at the Michigan College of Optometry. He is active in his church and enjoys golf and hockey. He and his wife, Carla, live in Grand Rapids and have 3 grown children.
Jeffrey J. Kenyon, OD, FAAO – Diplomate American Board of Optometry
Dr. Kenyon is a 2005 graduate of the Michigan College of Optometry. His internships included Duane L. Waters Hospital, Eaton Rapids Optometry, and Northern Indiana VA Medical Center. He completed his undergraduate studies at Ferris State University and Alpena Community College. Dr. Kenyon is residency trained in Pediatrics and Binocular Vision from the University of Houston College of Optometry and is regarded as an expert in pediatric eye care. He is currently the Pediatric & Binocular Vision Clinic Director at West Michigan Eyecare Associates and part-time Clinical Faculty at the Michigan College of Optometry.
Dr. Kenyon was honored as the Michigan Optometric Association Young Optometrist of the year in 2011. He is a Class of 2007 Fellow of the American Academy of Optometry, a very high distinction among optometrists, as well as board certified by the American Board of Optometry in 2013. He is also a member of the American Optometric Association, Michigan Optometric Association, West Michigan Optometric Association, College of Optometrists in Vision Development, state leader for the InfantSEE program, and chair of the Children’s Vision Committee for the Michigan Optometric Association. Dr. Kenyon resides in Middleville with his wife Laura and 3 daughters. He enjoys officiating high school basketball, hunting, fishing, and waterskiing.
Jon Wieringa, OD
Dr. Jon R. Wieringa specializes in contact lenses and primary care. He received his doctorate from the Michigan College of Optometry in 2006 where he graduated with honors. His clinical rotations included private practices in the Detroit and Grand Rapids areas, along with an Indian Health Services rotation at White Earth Medical Center in Minnesota. Following graduation Dr. Wieringa completed a residency in specialty contact lenses and primary care at Alaska Eye Care Center in Anchorage, Alaska. This specialty training focused on fitting contact lenses for people with astigmatism, keratoconus, and post-surgical corneas. He is certified and experienced in Corneal Reshaping Therapy (CRT) which is used in the treatment of nearsightedness.
Dr. Wieringa served as President of the West Michigan Optometric Association for 2018-2019. He is a member of the Cornea and Contact Lens section of the American Optometric Association, and has been involved in volunteer experiences which have included the Special Olympics and serving underprivileged communities locally and abroad. Dr. Wieringa is an avid cyclist and along with his wife, kids, and dogs, he enjoys many outdoor and adventurous activities.
Laura Kenyon, OD, FAAO – Diplomate American Board of Optometry
Dr. Kenyon is a 2005 graduate of the Michigan College of Optometry. Her internships included Duane L. Waters Hospital, Eaton Rapids Optometry, and Northern Indiana VA Medical Center. She completed her undergraduate studies at Ferris State University. Dr. Kenyon also completed a primary care residency with an emphasis in ocular disease at the University of Houston College of Optometry. Clinically, she has a particular interest in ocular disease and has completed her professional certification in low vision services to the blind and visually impaired in the State of Michigan.
Dr. Kenyon is a Class of 2007 Fellow of the American Academy of Optometry, a very high distinction among optometrists, and board certified by the American Board of Optometry in 2013. She is also a member of the American Optometric Association, Michigan Optometric Association, and past President of the West Michigan Optometric Association. Dr. Kenyon resides in Middleville with her husband Jeff and 3 daughters. She is very active in her church and enjoys jogging, reading, and photography in her spare time.
Cynthia Geneva, OD, FAAO
Dr. Geneva earned her doctorate in optometry in 2014 at the Michigan College of Optometry at Ferris State University. She went on to complete a Pediatric and Binocular Vision Residency at the Michigan College of Optometry. She specializes in pediatrics, vision therapy, low vision, and primary care. Her internships included WOW Vision Therapy, Balian Eyecare Center, and Grand Rapids Veterans Center. She earned her bachelor’s degrees from Grand Valley State University.
Dr. Geneva is a Fellow of the American Academy of Optometry, a high distinction she earned in 2015. She is President of the Michigan Foundation for Vision Awareness and a member of the American Optometric Association and Michigan Optometric Association. Dr. Geneva shares a passion in providing eyecare to underprivileged communities local and international, working with students interested in pursuing an optometric education, and educating the public on the importance of regular eyecare. She has a daughter and son, and enjoys walking her golden retriever, being active with her church, and painting.
Jeffrey J. Ritsema, OD, FAAO
Dr. Ritsema is also a lifelong resident of Grand Rapids. He graduated from Illinois College of Optometry in 1972 after completion of his undergraduate studies at Calvin College. Dr. Ritsema’s professional interest is in primary eyecare and contact lenses. He is a fellow of the American Academy of Optometry, a very high distinction among Optometrists, and a member of the following organizations: American Optometric Association, Michigan Optometric Association, and West Michigan Optometric Association. He and his wife Beth have four children and several grandchildren. He is active in his church and enjoys sailing and grandfathering!
After a long and successful career, Dr. Ritsema has officially RETIRED. We wish him all the best in his retirement!
West Michigan Eyecare Associates is fortunate to have some of the best opticians in the state of Michigan. Jason, Joy, Elizabeth and Stell each have many years of experience and expertise, and provide superior customer service to our patients.
Opticians are trained to prepare and dispense glasses or related devices upon prescriptions given from the doctor.
Dispensing opticians measure, adapt, and adjust eyeglasses to the face as well as perform eyeglass repairs. They are well educated in aiding our patients in frame selections and choosing specialty lens materials such as transition lenses, progressive lenses, and ultra-thin lenses.
Ophthalmic Technicians are trained to collect medical histories, administer eye medications, and perform tests that help to ensure the accurate diagnosis and treatment of visual disorders and eye disease. They use sophisticated equipment, such as visual fields and ophthalmic photographs, to gather information about a patient’s condition during eye examinations. They may also be called upon to assist with some eye care procedures using intricate technical instruments and equipment. They are usually in charge of making sure that the patient understands his or her diagnosis and the treatment that is prescribed by the optometrist.
Our technicians are well trained in the area of contact lenses and participate in the insertion and removal training and education of new contact lens wearers at West Michigan Eyecare Associates.
Patient Service Coordinators
Patient services coordinators work as liaisons between patients and the health care organization, with their primary role being to provide excellent patient service.
Our team of professionals field phone calls from patients and help answer their questions by listening, educating and problem-solving in a professional manner.
Our practice is fortunate to have found some of the friendliest, most knowledgeable, customer-service oriented individuals in the community. It is because of their efforts that our practice continues to thrive for over 50 years in the community.
Jason Vallad, ABOM, Optical Manager
Jason has been an optician since 2005 and is certified as a “Master in Ophthalmic Optics” by the American Board of Opticianry. He performs a variety of tasks related to the operation of the optical department.
He spends a great deal of time researching the latest trends and technology within the optical industry so our practice can provide the latest and greatest products and service to our patients. He enjoys and embraces the challenges that come with assisting patients with rare and unique visual needs. If you have had challenges with spectacle lenses in the past, Jason will definitely take an interest in designing a pair of glasses that you will fall in love with.
Danielle Coppock, CPO, Clinic Manager
Jenny Winters, CPOC, Billing Specialist
Billing specialists work as liaisons between patients and third party insurance companies. They are responsible for collecting, posting and managing account payments, as well as submitting claims and following up with insurance companies. Also, they field phone calls from patients and help answer their questions about vision and medical insurance by listening, educating, and problem-solving in a professional manner.
Our billing specialist, Jenny, is certified and participates in continuing educational courses each year to gain knowledge in all areas of change regarding third party policies and procedures. She has been doing billing for West Michigan Eyecare since 2015.
Alicia Meschke, CPO, Business Coordinator
Alicia performs a variety of duties at the practice that facilitate the “day to day” activities. She oversees all digital patient communications and reviews, social media and marketing, and special events.
Alicia has been with West Michigan Eyecare since 2008 and has experience in several departments including technician work, medical records, and as a patient services coordinator. She is also our Vision Source Representative, helping to implement Vision Source programs for better patient care and practice success.
The American Optometric Association defines Doctors of Optometry as the primary health care professionals for the eye.
Optometrists examine, diagnose, treat, and manage diseases, injuries and disorders of the visual system, the eye, and associated structures as well as identify related systemic conditions affecting the eye.
Doctors of Optometry prescribe medications, low vision rehabilitation, vision therapy, spectacle lenses, contact lenses and perform certain surgical procedures.
Optometrists counsel their patients regarding surgical and non-surgical options that meet their visual needs related to their occupations, avocations and lifestyles.