
Highlights
Age Groups Seen
- Infant 0-2
- Child 2-12
- Adolescent 12-21
- Adult 21-65
- Older Adult >65
Languages
- English
Gender
MaleAbout Justin D Atherton
Care Philosophy
As an optometrist, I enjoy providing comprehensive eye care for all ages and conditions. My priority is to ensure you always feel heard and fully understand your ocular health, empowering you with clear answers to every question.
Personal Statement
I am married and have two children. My interests include traveling, backpacking, being active outdoors and spending time with my family.
Locations
- Emplify Health Black River Falls Optometry
- 601 West Adams Street, Black River Falls, WI 54615
- Get Directions
- phone: 715-284-9451
- Emplify Health Tomah Optometry
- 505 Gopher Drive, Tomah, WI 54660
- Get Directions
- phone: 608-372-4458
Expertise
Education
- Professional School: Southern College of Optometry, 2012
Board Certifications
- Diplomate of the American Board of Optometry: American Board of Optometry, 2020
Insurance
- Aetna Health Management
- Amerigroup Iowa Inc
- Anthem BCBS WI
- Arise Health Plan/ WPS
- BCBS MN
- Benefit Plan Administrators
- Care Wisconsin
- CIGNA
- Community Link
- Group Health Cooperative of Eau Claire
- HealthEOS by Multiplan
- Healthpartners, Inc
- Independent Care Health Plan Medicaid
- Medica IFB
- Meritain Health
- MHS Health
- Midlands Choice
- Quartz
- The Alliance
- Tricare West
- Ucare Minnesota
- United Healthcare Inc.
- WCA Group Health Trust
- Wellmark BCBS IA
- Wisconsin Physician Services
Ratings & Reviews
4.9 out of 5
312 ratings, 74 reviewsThe Patient Satisfaction Rating is an average of all responses to the care provider related questions shown below from our survey. Patients that are treated in outpatient or hospital environments may receive different surveys, and the volume of responses will vary by question.
- 5 out of 5 starsReviewed on 3/24/2026
My Dr. truly cares about his patients and he is a good listener. I really appreciate his knowledge and I have confidence in his help. Thank you!
- 5 out of 5 starsReviewed on 3/8/2026
Very friendly staff, that makes all the difference in the visit! Nice people all and all.
- 5 out of 5 starsReviewed on 2/28/2026
Well ??
- 5 out of 5 starsReviewed on 2/27/2026
I am completely satisfied with my care here.
- 5 out of 5 starsReviewed on 2/19/2026
excellent Service from all of them! The whole staff's!
- 5 out of 5 starsReviewed on 2/15/2026
Dr. Atherton as well as the entire staff at BRF Gundersen Eye Clinic are great.......knowledgeable plus & plain & simple super nice!
- 5 out of 5 starsReviewed on 2/14/2026
Justin was excellent. He did everything that had to be done and he did a great job and he was very talkative and I liked it very much. Bye.
- 5 out of 5 starsReviewed on 2/14/2026
There wonderful. Thank you ?
- 5 out of 5 starsReviewed on 2/14/2026
Awesome very awesome ?.
- 5 out of 5 starsReviewed on 2/12/2026
Digital is not my cup of tea. Otherwise it was great!
- 5 out of 5 starsReviewed on 2/10/2026
Dr Atherton was very helpful and answered all my questions as usual. Everyone was and have always been very helpful. MyChart has been a problem for me many times. Finding what I want and then have to go back and forth to check on the past. There used to be graphs that were very helpful but cannot find them anymore.
- 5 out of 5 starsReviewed on 2/6/2026
Always very thorough, and easy to understand. Just love everything.
- 5 out of 5 starsReviewed on 2/5/2026
The digital sign in is redundant ! There should be a bypass if Your info hasn't changed & you see the same Doc more than two
- 5 out of 5 starsReviewed on 1/20/2026
Always excellent care and concern Like all the staff
- 5 out of 5 starsReviewed on 1/20/2026
I felt good about the in person process. I had trouble with the online pre check in. It seemed not to work at first, and took a long time before it would update. I don't know if that is "normal" or not. I had to update to my new insurance coverage.
- 5 out of 5 starsReviewed on 1/15/2026
It was great! Will continue getting all my eye care done with them.
- 5 out of 5 starsReviewed on 1/14/2026
Wasn't able to order my contacts that day. Was told I would get a call to do so later that day. Didn't happen. Still have not received the call so will try to order off of MyChart.
- 5 out of 5 starsReviewed on 1/10/2026
This is the second time with this doctor, I say he is so personable, kind, listens great, answers questions in a professional manor and is honest which is unique, I would be heartbroken if he leaves.
- 5 out of 5 starsReviewed on 12/25/2025
I had an excellent experience and was very pleased with all phases of the visit!
- 5 out of 5 starsReviewed on 12/25/2025
Oustanding people. Great knowledge and friendly!
- 5 out of 5 starsReviewed on 12/21/2025
He was kind and informative.
- 5 out of 5 starsReviewed on 12/19/2025
Very thorough exam
- 5 out of 5 starsReviewed on 12/14/2025
Dr Justin explains everything so clearly and makes it all easy to understand. He is very thorough and appointments with him are some of the best medical experiences I've had. I would definitely recommend him!
- 5 out of 5 starsReviewed on 12/14/2025
He was very courteous and he listened to what I had to say and I'd advise anybody that sees him should have the same.
- 5 out of 5 starsReviewed on 12/11/2025
Doctor Atherton and all of the employees are wonderful and care deeply about their patients. I would highly recommend anyone to use him as a provider.
- 5 out of 5 starsReviewed on 12/5/2025
Very good first meeting.
- 5 out of 5 starsReviewed on 12/5/2025
Care team is wonderful! Dr. Atherton is so kind and personable!
- 5 out of 5 starsReviewed on 12/5/2025
I have nothing more to say. He's a very helpful and knowledgeable doctor. He also seems to genuinely care about his patients. He has a terrific bedside manner ??
- 5 out of 5 starsReviewed on 11/30/2025
I got an appointment very fast. Dr. Justin Atherton was very friendly and informative in treating my condition.
- 5 out of 5 starsReviewed on 11/23/2025
Dr. Atherton and his team are great to work with.
- 5 out of 5 starsReviewed on 11/23/2025
He was very nice, kind and talked very calmly to explain how to treat my eye lid problem.
- 5 out of 5 starsReviewed on 11/22/2025
My first time meeting.with Dr. Justin Atherton, I have had a lot of eye problems and he made me feel very comfortable. He was was very knowledgeable about with my eye record.
- 5 out of 5 starsReviewed on 11/14/2025
Dr Atherton is very polite and explains in detail issues.
- 5 out of 5 starsReviewed on 11/9/2025
Always a friendly group, and you dont feel like you're being rushed out. Very comfortable feeling there.
- 5 out of 5 starsReviewed on 11/6/2025
Dr. Atherton is really great! Very helpful.
- 5 out of 5 starsReviewed on 10/23/2025
My vision is clear ! Very pleased with the results !!
- 5 out of 5 starsReviewed on 10/11/2025
I had photos take of my eyes and I thought they would be available to show my husband on MyChart. I can not seem to find them on there.
- 5 out of 5 starsReviewed on 10/11/2025
smooth experience
- 5 out of 5 starsReviewed on 10/5/2025
Dr Atherton provided excellent explanation on the status of my eyes. He answered all questions and provided information on how to keep my eyes healthy. Excellent doctor.
- 5 out of 5 starsReviewed on 10/4/2025
Dr was great as was every body!
- 5 out of 5 starsReviewed on 10/2/2025
I enjoy my visit every year!
- 4 out of 5 starsReviewed on 9/14/2025
I wish they would be an in-network provider for frames/lenses.
- 5 out of 5 starsReviewed on 9/14/2025
Dad was very happy with the doctor. He explained everything to him so that he understood it well.
- 5 out of 5 starsReviewed on 9/14/2025
I just appreciate the staff getting me in as quickly as they possibly could and taking care of the problem. I had something in my eye and it had been bothering me for a week and I couldn't have gotten better service and better care. I really appreciate it. Thank you.
- 5 out of 5 starsReviewed on 8/26/2025
Very Pleased
- 5 out of 5 starsReviewed on 8/24/2025
Wonderful customer treatment by the whole Emplify team. Thank you.
- 5 out of 5 starsReviewed on 8/24/2025
Customer/patient services were great. Easy-peasy-comfortable from start to finish.
- 5 out of 5 starsReviewed on 8/19/2025
I received a more thorough exam than from previous optometrist elsewhere. Also the staff was very professional and optician very proficient and personable
- 5 out of 5 starsReviewed on 8/16/2025
My first time to the eye clinic. It went very well.
- 5 out of 5 starsReviewed on 8/16/2025
Much more satisfied than I was 2 years ago!
- 5 out of 5 starsReviewed on 8/14/2025
Dr. Atherton and his staff made my day! I had concerns about recent eyelid surgery, possible dry eyes and problem with my prescription. They were able to get me in right away and everyone treated me with excellent one on one attention. Very professional and thorough, yet so friendly. My compliments on a very well run eye care location. My thank to all of the staff!
- 5 out of 5 starsReviewed on 8/9/2025
Everyone was friendly, helpful and made the experience enjoyable. I usually get stressed going to eye appts., but I felt very comfortable and relaxed. They explained everything.
- 5 out of 5 starsReviewed on 8/9/2025
Hope to see you next year ?
- 5 out of 5 starsReviewed on 8/3/2025
Dr Atherton talks so you can understand....explains wonderfully
- 5 out of 5 starsReviewed on 8/1/2025
I have had issues with Mychart for many yrs but doubt that anything hat I might say will make any difference.
- 5 out of 5 starsReviewed on 7/27/2025
Dr Atherton is a great eye dpctor.
- 5 out of 5 starsReviewed on 7/26/2025
I was very pleased
- 5 out of 5 starsReviewed on 7/24/2025
Dr. Atherton and staff are thorough, and make you feel at ease. They treat you with compassionate care.
- 5 out of 5 starsReviewed on 11/14/2025
The day I was in there, he'd gotten a new computer program, and that took a little time. It was a little hard, other than that. But otherwise, everything was really perfect. Thanks.
- 5 out of 5 starsReviewed on 7/9/2025
I just want to say thank you very much for the professional, detailed care you have given me, Dr. Atherton. I really appreciate it. Thanks.
- 5 out of 5 starsReviewed on 7/4/2025
The new eyewear assistant lady is awesome. She is warm and friendly. She even recommended replacing nosepieces more often. She replaced mine and it really made a difference.
- 5 out of 5 starsReviewed on 7/4/2025
This was the most thorough eye exam I've had in my life. I really felt like my eyes were understood and I feel better about taking care of them now.
- 5 out of 5 starsReviewed on 7/1/2025
All staff were professional and caring. Excellent service and I'll soon have eyeglasses!
- 5 out of 5 starsReviewed on 6/29/2025
Really enjoyed meeting Heather She was very helpful, organized ized and knowledgeable!!
- 5 out of 5 starsReviewed on 6/15/2025
We really like the Dr.
- 5 out of 5 starsReviewed on 6/13/2025
Dr. Atherton spent a good deal of time with me diagnosing a somewhat unique problem. He didn't seem rushed, and worked with me to get to the bottom of my issue. So appreciative.
- 5 out of 5 starsReviewed on 6/11/2025
Staff is respectful and friendly and kind to me.
- 5 out of 5 starsReviewed on 6/10/2025
The best
- 5 out of 5 starsReviewed on 6/7/2025
It couldn't have been better
- 5 out of 5 starsReviewed on 5/25/2025
Dr. Atherton and his staff are most professional . Dr. Atherton takes the time to ask me questions and listens attentively when I have a question or concern.
- 5 out of 5 starsReviewed on 5/25/2025
Very satisfied with everything in my annual eye exam.
- 5 out of 5 starsReviewed on 5/22/2025
Everyone was friendly and made me fell very comfortable.
- 5 out of 5 starsReviewed on 5/18/2025
Found Dr Atherton to be well informed, knowledgeable, and congenial!
- 5 out of 5 starsReviewed on 5/11/2025
All good ? give your team 2 thumbs up ?
- 5 out of 5 starsReviewed on 3/24/2026
My Dr. truly cares about his patients and he is a good listener. I really appreciate his knowledge and I have confidence in his help. Thank you!
- 5 out of 5 starsReviewed on 3/8/2026
Very friendly staff, that makes all the difference in the visit! Nice people all and all.
- 5 out of 5 starsReviewed on 2/28/2026
Well ??
- 5 out of 5 starsReviewed on 2/27/2026
I am completely satisfied with my care here.
- 5 out of 5 starsReviewed on 2/19/2026
excellent Service from all of them! The whole staff's!
- 5 out of 5 starsReviewed on 2/15/2026
Dr. Atherton as well as the entire staff at BRF Gundersen Eye Clinic are great.......knowledgeable plus & plain & simple super nice!
- 5 out of 5 starsReviewed on 2/14/2026
Justin was excellent. He did everything that had to be done and he did a great job and he was very talkative and I liked it very much. Bye.
- 5 out of 5 starsReviewed on 2/14/2026
There wonderful. Thank you ?
- 5 out of 5 starsReviewed on 2/14/2026
Awesome very awesome ?.
- 5 out of 5 starsReviewed on 2/12/2026
Digital is not my cup of tea. Otherwise it was great!
- 5 out of 5 starsReviewed on 2/10/2026
Dr Atherton was very helpful and answered all my questions as usual. Everyone was and have always been very helpful. MyChart has been a problem for me many times. Finding what I want and then have to go back and forth to check on the past. There used to be graphs that were very helpful but cannot find them anymore.
- 5 out of 5 starsReviewed on 2/6/2026
Always very thorough, and easy to understand. Just love everything.
- 5 out of 5 starsReviewed on 2/5/2026
The digital sign in is redundant ! There should be a bypass if Your info hasn't changed & you see the same Doc more than two
- 5 out of 5 starsReviewed on 1/20/2026
Always excellent care and concern Like all the staff
- 5 out of 5 starsReviewed on 1/20/2026
I felt good about the in person process. I had trouble with the online pre check in. It seemed not to work at first, and took a long time before it would update. I don't know if that is "normal" or not. I had to update to my new insurance coverage.
- 5 out of 5 starsReviewed on 1/15/2026
It was great! Will continue getting all my eye care done with them.
- 5 out of 5 starsReviewed on 1/14/2026
Wasn't able to order my contacts that day. Was told I would get a call to do so later that day. Didn't happen. Still have not received the call so will try to order off of MyChart.
- 5 out of 5 starsReviewed on 1/10/2026
This is the second time with this doctor, I say he is so personable, kind, listens great, answers questions in a professional manor and is honest which is unique, I would be heartbroken if he leaves.
- 5 out of 5 starsReviewed on 12/25/2025
I had an excellent experience and was very pleased with all phases of the visit!
- 5 out of 5 starsReviewed on 12/25/2025
Oustanding people. Great knowledge and friendly!
- 5 out of 5 starsReviewed on 12/21/2025
He was kind and informative.
- 5 out of 5 starsReviewed on 12/19/2025
Very thorough exam
- 5 out of 5 starsReviewed on 12/14/2025
Dr Justin explains everything so clearly and makes it all easy to understand. He is very thorough and appointments with him are some of the best medical experiences I've had. I would definitely recommend him!
- 5 out of 5 starsReviewed on 12/14/2025
He was very courteous and he listened to what I had to say and I'd advise anybody that sees him should have the same.
- 5 out of 5 starsReviewed on 12/11/2025
Doctor Atherton and all of the employees are wonderful and care deeply about their patients. I would highly recommend anyone to use him as a provider.
- 5 out of 5 starsReviewed on 12/5/2025
Very good first meeting.
- 5 out of 5 starsReviewed on 12/5/2025
Care team is wonderful! Dr. Atherton is so kind and personable!
- 5 out of 5 starsReviewed on 12/5/2025
I have nothing more to say. He's a very helpful and knowledgeable doctor. He also seems to genuinely care about his patients. He has a terrific bedside manner ??
- 5 out of 5 starsReviewed on 11/30/2025
I got an appointment very fast. Dr. Justin Atherton was very friendly and informative in treating my condition.
- 5 out of 5 starsReviewed on 11/23/2025
Dr. Atherton and his team are great to work with.
- 5 out of 5 starsReviewed on 11/23/2025
He was very nice, kind and talked very calmly to explain how to treat my eye lid problem.
- 5 out of 5 starsReviewed on 11/22/2025
My first time meeting.with Dr. Justin Atherton, I have had a lot of eye problems and he made me feel very comfortable. He was was very knowledgeable about with my eye record.
- 5 out of 5 starsReviewed on 11/14/2025
Dr Atherton is very polite and explains in detail issues.
- 5 out of 5 starsReviewed on 11/9/2025
Always a friendly group, and you dont feel like you're being rushed out. Very comfortable feeling there.
- 5 out of 5 starsReviewed on 11/6/2025
Dr. Atherton is really great! Very helpful.
- 5 out of 5 starsReviewed on 10/23/2025
My vision is clear ! Very pleased with the results !!
- 5 out of 5 starsReviewed on 10/11/2025
I had photos take of my eyes and I thought they would be available to show my husband on MyChart. I can not seem to find them on there.
- 5 out of 5 starsReviewed on 10/11/2025
smooth experience
- 5 out of 5 starsReviewed on 10/5/2025
Dr Atherton provided excellent explanation on the status of my eyes. He answered all questions and provided information on how to keep my eyes healthy. Excellent doctor.
- 5 out of 5 starsReviewed on 10/4/2025
Dr was great as was every body!
- 5 out of 5 starsReviewed on 10/2/2025
I enjoy my visit every year!
- 4 out of 5 starsReviewed on 9/14/2025
I wish they would be an in-network provider for frames/lenses.
- 5 out of 5 starsReviewed on 9/14/2025
Dad was very happy with the doctor. He explained everything to him so that he understood it well.
- 5 out of 5 starsReviewed on 9/14/2025
I just appreciate the staff getting me in as quickly as they possibly could and taking care of the problem. I had something in my eye and it had been bothering me for a week and I couldn't have gotten better service and better care. I really appreciate it. Thank you.
- 5 out of 5 starsReviewed on 8/26/2025
Very Pleased
- 5 out of 5 starsReviewed on 8/24/2025
Wonderful customer treatment by the whole Emplify team. Thank you.
- 5 out of 5 starsReviewed on 8/24/2025
Customer/patient services were great. Easy-peasy-comfortable from start to finish.
- 5 out of 5 starsReviewed on 8/19/2025
I received a more thorough exam than from previous optometrist elsewhere. Also the staff was very professional and optician very proficient and personable
- 5 out of 5 starsReviewed on 8/16/2025
My first time to the eye clinic. It went very well.
- 5 out of 5 starsReviewed on 8/16/2025
Much more satisfied than I was 2 years ago!
- 5 out of 5 starsReviewed on 8/14/2025
Dr. Atherton and his staff made my day! I had concerns about recent eyelid surgery, possible dry eyes and problem with my prescription. They were able to get me in right away and everyone treated me with excellent one on one attention. Very professional and thorough, yet so friendly. My compliments on a very well run eye care location. My thank to all of the staff!
- 5 out of 5 starsReviewed on 8/9/2025
Everyone was friendly, helpful and made the experience enjoyable. I usually get stressed going to eye appts., but I felt very comfortable and relaxed. They explained everything.
- 5 out of 5 starsReviewed on 8/9/2025
Hope to see you next year ?
- 5 out of 5 starsReviewed on 8/3/2025
Dr Atherton talks so you can understand....explains wonderfully
- 5 out of 5 starsReviewed on 8/1/2025
I have had issues with Mychart for many yrs but doubt that anything hat I might say will make any difference.
- 5 out of 5 starsReviewed on 7/27/2025
Dr Atherton is a great eye dpctor.
- 5 out of 5 starsReviewed on 7/26/2025
I was very pleased
- 5 out of 5 starsReviewed on 7/24/2025
Dr. Atherton and staff are thorough, and make you feel at ease. They treat you with compassionate care.
- 5 out of 5 starsReviewed on 11/14/2025
The day I was in there, he'd gotten a new computer program, and that took a little time. It was a little hard, other than that. But otherwise, everything was really perfect. Thanks.
- 5 out of 5 starsReviewed on 7/9/2025
I just want to say thank you very much for the professional, detailed care you have given me, Dr. Atherton. I really appreciate it. Thanks.
- 5 out of 5 starsReviewed on 7/4/2025
The new eyewear assistant lady is awesome. She is warm and friendly. She even recommended replacing nosepieces more often. She replaced mine and it really made a difference.
- 5 out of 5 starsReviewed on 7/4/2025
This was the most thorough eye exam I've had in my life. I really felt like my eyes were understood and I feel better about taking care of them now.
- 5 out of 5 starsReviewed on 7/1/2025
All staff were professional and caring. Excellent service and I'll soon have eyeglasses!
- 5 out of 5 starsReviewed on 6/29/2025
Really enjoyed meeting Heather She was very helpful, organized ized and knowledgeable!!
- 5 out of 5 starsReviewed on 6/15/2025
We really like the Dr.
- 5 out of 5 starsReviewed on 6/13/2025
Dr. Atherton spent a good deal of time with me diagnosing a somewhat unique problem. He didn't seem rushed, and worked with me to get to the bottom of my issue. So appreciative.
- 5 out of 5 starsReviewed on 6/11/2025
Staff is respectful and friendly and kind to me.
- 5 out of 5 starsReviewed on 6/10/2025
The best
- 5 out of 5 starsReviewed on 6/7/2025
It couldn't have been better
- 5 out of 5 starsReviewed on 5/25/2025
Dr. Atherton and his staff are most professional . Dr. Atherton takes the time to ask me questions and listens attentively when I have a question or concern.
- 5 out of 5 starsReviewed on 5/25/2025
Very satisfied with everything in my annual eye exam.
- 5 out of 5 starsReviewed on 5/22/2025
Everyone was friendly and made me fell very comfortable.
- 5 out of 5 starsReviewed on 5/18/2025
Found Dr Atherton to be well informed, knowledgeable, and congenial!
- 5 out of 5 starsReviewed on 5/11/2025
All good ? give your team 2 thumbs up ?