Eye Care Business Canada

Innovation at IRIS: A Vision Focused on the Future

Since its creation, IRIS has been committed to providing high-quality products and services in the field of vision care. Today, this mission has taken on a new dimension thanks to technological innovation. Whether through the integration of artificial intelligence, the use of precision tools such as electronic medical records, or the exclusive development of cutting-edge ophthalmic lenses such as Apogée lenses, IRIS is transforming the visual experience for its patients.

Artificial Intelligence: Seeing Problems Before They Arise

In the field of visual health, prevention is as important as treatment. That’s why IRIS is focusing on integrating artificial intelligence (AI) into its clinical practices.

Thanks to advanced imaging technologies combined with AI algorithms, optometrists at IRIS can detect eye abnormalities early on, sometimes even before the patient experiences any symptoms. This allows for faster intervention, more rigorous follow-up, and prevents certain conditions from worsening.

For example, subtle signs of diseases such as age-related macular degeneration (AMD), diabetic retinopathy, or glaucoma can be detected very early on thanks to AI. By integrating these tools into eye exams, IRIS offers its patients unparalleled peace of mind and once again demonstrates its commitment to optimal eye health.

The Electronic Medical Record: A Precision Tool at the Service of the Patient

Another pillar of innovation at IRIS is the electronic medical record (EMR). In addition to reducing paper use and increasing the efficiency of communications between professionals, the EMR allows for more rigorous and personalized monitoring of each patient’s visual health.

This centralized system allows optometrists, opticians, and ophthalmologists in the IRIS network to consult the patient’s complete visual history, exam results, retinal imaging, previous prescriptions, and much more.

The result: more informed clinical decisions, better coordination of care, and a simplified experience for the patient.

Apogée Lenses: Exclusive Technology for Customized Vision

One of the most significant innovations developed at IRIS is the Apogée lens, a new-generation progressive lens designed exclusively for presbyopes seeking optimal visual performance.

Unlike standard progressive lenses, Apogée adapts to each user in a completely unique way. Thanks to advanced measurement technologies and a 100% ergonomic design, each lens is custom-made according to the patient’s morphology, reading habits, visual needs, and even lifestyle.

The result? Perfectly adapted visual fields, maximum visual quality, and unparalleled comfort in all areas of vision, whether near, far, or intermediate.

This high-tech lens naturally attracts customers who appreciate precision, seek advanced products, and value the reliability of a brand like IRIS. It also represents a new way of experiencing eyewear shopping: more collaborative, more personalized, and more satisfying.

A Customer Experience Enriched by Technology

Innovation at IRIS is not limited to clinical tools or products. It is also reflected in the overall customer experience.

But what really sets the IRIS approach apart is the human dimension of this innovation. Patients are invited to collaborate in the creation of their progressive lenses. They gain a better understanding of the choices available to them, participate in the development of the solution, and leave with a product that truly meets their expectations.

Innovating for Better Vision… and a Better Life

At IRIS, innovation is much more than just a word. It is a philosophy that guides every decision and every improvement.

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Built to Last: A Clinic That Chose Clarity over Scale

sponsor, Sponsored Posts

OSI sponsored post image for Aug 2025-v2

Dr. Kerry Salsberg’s Eyes on Sheppard doesn’t chase growth for growth’s sake. It grows by design—one decision, one system, one patient at a time.

At OSI Group, we support a network of more than 900 independent optometry clinics across Canada—each with its own vision of what success looks like. For some, it’s about expansion. For others, it’s about specialization, community presence, or work-life balance. No two clinics run the same way, and that’s the point. Independence gives space for this kind of professional freedom.

Eyes on Sheppard, a long-standing practice in midtown Toronto, is one example of what that can look like in practice. Under the leadership of Dr. Kerry Salsberg, the clinic has spent the past three decades refining its systems, expanding its team, and shaping an environment that reflects a clear sense of purpose.

In an era when consolidation has swept across the healthcare industry and burnout threatens even the most committed providers, Eyes on Sheppard offers a different kind of case study. It’s become one of Toronto’s most respected independent clinics, not by being the biggest, the busiest, or the flashiest, but by maintaining a clear focus on what it does best—and resisting the pressure to do more for the sake of growth alone.

Designing for Consistency

Salsberg doesn’t treat management as an afterthought or a task to squeeze into clinical downtime. It’s embedded in the way the practice is designed. Every element—scheduling, training, workflows—is built to reinforce consistency across the clinic.

This philosophy shows up in the details. Appointments are booked at 30-minute intervals, giving doctors room to connect, observe, and adjust. Staff are trained not only in process, but in presence, with feedback is built into the workflow. The team is expected to listen closely, take note of what matters to each person, and create the kind of interaction that’s often missing from other healthcare experiences.

While the broader industry continues to prioritize speed, Salsberg’s clinic is deliberately structured around time. That extra time is what makes real connection possible, and what keeps the work meaningful.

A Pandemic-Era Lesson in Slowing Down

This belief was tested during COVID-19. As patient volume dropped and schedules shrank, many clinics scrambled to make the math work. But at Eyes on Sheppard, something unexpected happened.

“We saw fewer patients during COVID, but our revenue per patient went up—and so did my enjoyment of optometry,” Salsberg says.

The experience confirmed something he’d suspected for years: slowing down wasn’t a liability. It was a strategy. The clinic leaned into the insight. Appointments got longer, handoffs were minimized, and patient conversations grew deeper.

Data Without Delay

With a more measured pace of care, each appointment carries greater weight—financially and clinically. To keep that model viable, Eyes on Sheppard relies on real-time feedback. Subtle shifts in volume, case mix, or follow-through can have an outsized impact, so the clinic needs to spot patterns early—before they turn into problems.

Every morning, Salsberg checks key metrics like revenue per patient, service mix, prescription fulfillment, and no-show rates. These insights are made possible by Optosys, OSI Group’s practice management platform, which integrates data from across the clinic in a way that supports independent workflows

“What I love about our EMR is that I can get the pulse of the practice with one click,” he says. “That’s how you pivot in real time.”

Instead of waiting for quarterly reviews or year-end recaps, Salsberg and his team operate on short feedback loops. If something’s off, they fix it. If something’s working, they double down.

The Case for Coaching

Of course, even with strong systems and solid data, growth doesn’t happen automatically. At Eyes on Sheppard, coaching plays a central role in helping the clinic stay aligned and intentional.

“I love using business coaches,” Salsberg says. “We’re not perfect—we always want to improve our numbers, experience, and how we care for patients.”

He meets regularly with his OSI Practice Advisor, Jas, who works directly with the clinic’s leadership team to flag missed opportunities and suggest operational adjustments. This might mean rebalancing appointment types, revisiting pricing, or refining how services are communicated in the exam room.

“They provide operational support and leadership tools behind the scenes.” he says, “They understand what’s working across the industry, which is so missing in services today.”

Not Bigger—Just Better

Growth wasn’t the goal. Not really. Over the years, Eyes on Sheppard has expanded: more space, more services, more staff. But the clinic never scaled for its own sake. It scaled because it knew what kind of environment it wanted to offer.

The result? A practice that grew not from pressure, but from principle. Every decision was rooted in preserving the kind of workplace worth showing up to every day.

“I enjoy going to work as much today as I did when I started.” Salsberg says, “That’s a gift worth cultivating.”

Indeed, this kind of growth takes intention—and support. As a long-time OSI member, Salsberg relies on a broader infrastructure that helps the clinic stay independent while adapting over time. From operational planning to performance tracking, OSI provides the tools and coaching that allow clinics like Eyes on Sheppard to evolve without losing focus.

Ready for What’s Next

Eyes on Sheppard’s strength lies in its clarity—about what works and what’s worth protecting. For Salsberg, that’s the long game, a practice where people still look forward to Monday. A clinic built to last.

“Dream big.” He says, “Create memorable patient experiences. Have fun doing what you do, and don’t be scared. The sky isn’t falling.”

OSI Group helps independent optometrists run stronger, smarter clinics—without compromising on care. Learn more at www.opto.com, or hear more from Dr. Salsberg in his interview on the Future Focus podcast here.

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Strength in Synergy: Unlocking Benefits of Optician-Optometrist Collaboration

Independent SightLines

Strenght in Synergy Dr Trevor Miranda article

In the ever-evolving landscape of eye care, the collaboration between optometrists and opticians has emerged as a powerful strategy to enhance patient care, streamline operations, and boost practice efficiency. This synergistic relationship not only benefits the professionals involved but also significantly improves the overall patient experience.

The Collaborative Advantage:

Enhanced Patient Care

When optometrists hire opticians for their practices, they create a comprehensive and dynamic eye care team that can address a wider range of patient needs. Optometrists can focus on conducting eye exams, diagnosing conditions, and prescribing treatments, while opticians can expertly handle the fitting, adjusting, and dispensing of eyewear. This division of labour ensures that patients receive specialized attention at every stage of their eye care journey.

Improved Efficiency

In practices that have implemented a collaborative model, optometrists consult with an optician while the patient is still in the examination chair. This real-time collaboration saves patients time and allows for more informed decision-making. For instance, an optometrist might seek an optician’s advice on whether a specific lens would be suitable for a particular prescription, ensuring the best possible outcome for the patient.

Faster Referrals and Problem-Solving

Opticians who are part of a collaborative care team can provide quicker referrals when patients need immediate attention from an optometrist. This established relationship within the practice allows for faster diagnosis and treatment, potentially reducing patient discomfort and improving outcomes.

Professional Growth and Learning:

Continuous Education

A collaborative environment provides ongoing learning opportunities for both optometrists and opticians. Optometrists can stay updated on the latest lens technologies and fitting techniques from their optician colleagues, while opticians can deepen their understanding of eye health and vision science. This mutual exchange of knowledge enhances the overall expertise of the practice.

Specialization and Niche Development

By working together, optometrists and opticians can develop specialized services that set their practice apart. For example, an optician with expertise in complex fittings or specialty lenses can complement an optometrist’s clinical skills, allowing the practice to offer unique solutions to patients with challenging vision needs.

Business Benefits:

Increased Practice Efficiency

The merging of optometric and optical services under one roof creates significant savings on overhead costs and improves operational efficiencies. Administrative staff can be shared, and cross-training becomes possible, leading to a more flexible and resilient practice structure.

Expanded Patient Base

A collaborative practice can attract a wider range of patients. Optometrists can focus on building relationships with patients requiring medical eye care, while opticians can excel in serving those primarily interested in eyewear and fashion. This diversification can lead to increased patient retention and word-of-mouth referrals.

Competitive Advantage

Independent optometric practices that incorporate skilled opticians can better compete with corporate eye care providers. The combination of personalized care, medical expertise, and optical knowledge creates a compelling value proposition for patients seeking comprehensive eye care services.

Implementing Successful Collaboration:

Clear Role Definition

For a collaborative practice to thrive, it’s essential to clearly define the roles and responsibilities of each team member. Optometrists should focus on areas requiring their specific medical training, while opticians should be empowered to manage optical dispensing and related services.

Effective Communication

Open and frequent communication between optometrists and opticians is crucial. Regular team meetings, in-office communication systems, shared patient management systems, and a culture of mutual respect foster an environment where collaboration can flourish.

Shared Vision and Goals

Aligning the practice’s vision and goals ensures that both optometrists and opticians are working towards the same objectives. This shared purpose can drive innovation, improve patient care, and contribute to the overall success of the practice.

Future of Optometrist-Optician Collaboration

As the eye care industry continues to evolve, the collaboration between optometrists and opticians is likely to become even more critical. Advances in technology, changing patient expectations, and the increasing complexity of eye care services will require a

team-based approach to deliver the highest quality of care.

By embracing this collaborative model, optometrists can create practices that are not only more efficient and profitable but also better equipped to meet the diverse needs of their patients. The synergy between optometrists and opticians represents a forward-thinking approach to eye care that benefits professionals and patients alike.

DR. TREVOR MIRANDA

Dr. Miranda is a partner in a multi-doctor, five-location practice on Vancouver Island.

He is a strong advocate for true Independent Optometry.

As a serial entrepreneur, Trevor is constantly testing different patient care and business models at his various locations. Many of these have turned out to be quite successful, to the point where many of his colleagues have adopted them into their own practices. His latest project is the Optometry Unleashed podcast.

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🎙️ Revenue Rx – Episode 18: Old School – Back to the Future

Practice, Revenue RX

In business, movement beats meditation. Here’s why doing something—even imperfectly—matters more than waiting for the perfect plan.

Hey, it’s Joe Mireault—and this episode of Revenue Rx is a reality check.

You’ve heard me say it before: success in optical retail isn’t just about what you know. It’s about what you do. And this time, we’re going deep on a topic that holds way too many optical business owners back—inaction.

I’ve seen it play out over and over again: someone opens an optical shop with all the right intentions, solid training, maybe even a few bold ideas. But then… nothing. They wait. They hesitate. They keep tweaking their plan, hoping for the perfect moment to launch a campaign, try a new window display, or rework their pricing strategy.

Here’s the brutal truth: the perfect plan doesn’t exist. And the longer you wait for one, the more opportunities you miss.

The Myth of “Ready”

When I launched my first store, I didn’t have all the answers. I didn’t have an MBA. I didn’t even have experience in retail when I got started. What I did have was a willingness to try things. Sometimes I failed. Often, I learned. But always—I moved.

And that’s the point of this episode. If you’re stuck waiting for conditions to improve or for inspiration to strike, you’re going to be waiting a long time. Meanwhile, someone else in your market is testing ideas, adjusting, and gaining ground.

You Don’t Need to Know Everything

I dive into the psychological side of business hesitation in this episode. For many of us—especially professionals in optometry or healthcare—we’re trained to value precision, certainty, and correctness. That’s great in the exam room. But in the business world? Done is better than perfect.

You don’t need a 40-page strategy to make progress. You need a next step. And the courage to take it.

Why Action Unlocks Clarity

One of the biggest myths in business is that clarity comes before action. In reality, clarity comes from action.

When you try something—whether it’s a promotion, a referral program, a new display—you generate data. You observe customer response. You gain feedback. And suddenly, the fog lifts.

In this episode, I share a few examples from my own journey, including the small but impactful moves that turned into major wins. Not all of them were revolutionary. Some were as simple as rearranging a window display or handing out branded coffee holders. But they sparked momentum. They told the community, “Hey, we’re alive. We’re evolving.”

Real Business, Real Momentum

You don’t need to swing for the fences with every initiative. In fact, many of my most effective changes came from low-cost, low-risk, quick-win actions. Things like:

Partnering with a local business for co-branded visibility
Changing how I acknowledged returning customers
Adjusting merchandising for better traffic flow
Offering a small, unexpected “thank you” gift at pickup

Each of these moved the needle a bit. And they gave me confidence. More importantly, they gave my customers a reason to take notice—and take action themselves.

Start Small—but Start

Here’s your call to action: If you’ve been sitting on an idea, launch it. If your store’s been coasting, shake things up. If your to-do list has grown stale, pick one thing and finish it this week.

In this episode, I give a few practical “starter actions” that require almost no budget but can create momentum immediately. They’re field-tested by me—and they work.

This isn’t about hustle culture or grinding 24/7. It’s about understanding a key truth in retail: customers can’t respond to ideas you never execute.

🎧 Tune In Now

Listen to Episode 18 of Revenue Rx if you’re ready to break the cycle of waiting and start building the business you know is possible.

Remember: movement breeds momentum. And in the retail world, that might just be your competitive edge.

Because standing still? That’s the most expensive choice of all.

Joseph Mireault

Joseph Mireault, Optical Entrepreneur, Business Coach, and Published Author.

Joseph was the owner and president at Tru-Valu Optical and EyeWorx for 16 years. During his tenure, he consistently generated a sustainable $500K in annual gross revenue from the dispensary.

He now focuses on the Optical industry, and as a serial entrepreneur brings extensive experience from a variety of different ventures.

Joseph is also a Certified FocalPoint Business Coach and looks to work directly with ECPs in achieving their goals.

Through his current endeavour, the (Revenue RX, Optical Retail Wins podcast) he shares the challenges and solutions of running an Optical business.

His insights are shared with optical business owners aspiring for greater success in his new book, “An Entrepreneur’s Eye Care Odyssey: The Path to Optical Retail Success.”

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Cybersecurity Basics for Optometry Clinics Using Electronic Medical Records

Practice, Technology

Optometry clinics are increasingly relying on Electronic Medical Records (EMRs) to manage all aspects of patient data—from scheduling appointments and processing payments to storing sensitive health information. While this digital transformation brings convenience and efficiency, it also introduces real risks if data is not properly protected from cyber threats.

Cybersecurity may sound technical, but at its core, it’s about keeping patient health information private and secure. Just as physical files are locked in a cabinet, digital records must be protected from hackers, accidental leaks, or unauthorized access by employees.

Protecting patients’ information is not only a legal requirement but an ethical responsibility. In Canada, optometrists must comply with privacy laws that govern the handling of Personal Health Information (PHI).

Understanding Your Legal Responsibilities

The federal privacy law, the Personal Information Protection and Electronic Documents Act (PIPEDA), applies to most private-sector businesses, including optometry clinics that collect and store PHI. Clinics are required to:
• Obtain consent when collecting, using, or disclosing patient information
• Use and store patient data only for legitimate healthcare purposes
• Take reasonable steps to protect data from theft, loss, or unauthorized access
• Respond quickly to breaches and inform affected individuals

In addition to PIPEDA, certain provinces—such as Alberta, British Columbia, and Quebec—have adopted their own privacy laws that align with federal standards. Other provinces, including Ontario, New Brunswick, Nova Scotia, and Newfoundland and Labrador, also have similar legislation. For example, in Ontario, clinics must comply with the Personal Health Information Protection Act (PHIPA). Failure to follow these laws can lead to fines, legal consequences, and reputational harm.

Choose an EMR That Meets Canadian Privacy Standards

Not all optometry Electronic Medical Record (EMR) systems are created with Canadian privacy laws in mind. It is essential to ensure that the software in use meets PIPEDA-compliant standards.

Ask the following questions:

Where is the data stored? PIPEDA recommends that PHI be stored within Canada.
Is the data encrypted? Data should be unreadable if stolen.
Can staff access be limited by role?
Does the system maintain an audit trail (logs of who accessed or edited records)?

Control Staff Access with Role-Based Permissions

EMRs should be configured so that each staff member only sees what they need to perform their job. This is called Role-Based Access Control (RBAC).
For example:
• Front desk staff can book appointments but shouldn’t access clinical test results.
• Technicians may view imaging files but not billing information.

Limiting access protects patient data and makes it easier to review audit logs for unusual activity.

Regularly Monitor EMR Access Logs

Your EMR software should track logins, file access, and changes made to records. Audit logs help detect suspicious activity such as:
• Repeated failed login attempts
• Logins during off-hours
• Employees accessing records without a legitimate reason

Review these logs at least monthly to catch problems early.

Back Up Your Data—And Test It

Even with strong security, disasters can happen: hardware failures, ransomware attacks, or human error. Backups are essential.

Backups should be:
• Performed daily
• Stored securely in Canada (cloud or off-site)
• Tested regularly to ensure quick restoration

An untested backup is nearly as risky as no backup at all.

Train Your Team to Avoid Cyber Risks

Most cybersecurity incidents stem from human error. Mistakes like clicking malicious links, sharing weak passwords, or emailing PHI to the wrong recipient can lead to serious breaches.

All staff should receive annual cyber safety training covering:

How to identify phishing and suspicious emails
Safe handling of emails and messages containing PHI
Strong passwords, Multi-Factor Authentication (MFA), and avoiding reused credentials
Importance of logging out of EMRs when not in use
How to report suspicious activity or data breaches

Cybersecurity: A Shared Responsibility

Cybersecurity doesn’t have to be complicated—it’s about protecting your patients and your clinic. By following basic best practices, you can ensure compliance with privacy laws and maintain trust with your patients.

Here’s a quick checklist:
☑ Use PIPEDA-compliant EMR software
☑ Limit access based on job roles
☑ Track who is accessing the EMR
☑ Back up and test data regularly
☑ Train users annually on cybersecurity basics

Maryam Moharib, BOptom, BHSc, CSPO, CAPM

Maryam holds degrees in Health Sciences from the University of Ottawa and in Optometry from Anglia Ruskin University in Cambridge, England. She has dedicated many years to working alongside ophthalmologists in refractive surgical clinics, where she gained significant experience in clinical training and in EMR implementation for various software platforms.

Maryam has also worked as a certified product owner with an EMR software company where she played a key role in effectively bridging the gap between clinical needs and technology. Additionally, her certification in project management from the Project Management Institute has equipped her with the skills to lead implementation and transformative clinic projects successfully.

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Specsavers Announce Rebrand of Loblaws Opticals

Practice, Products | Services | Industry News, Sponsored Posts

Specsavers Canada and Loblaw Companies Limited have announced a significant retail transition that will see 111 existing Theodore & Pringle optical locations rebranded as Specsavers.

The initiative will begin rolling out in September 2025 and take place within Loblaws, Real Canadian Superstore, and Zehrs grocery stores across Canada.

Strategic Transition Aims to Enhance Eye Care Access

The move reflects a strategic collaboration between the two companies, designed to maintain continuity of care for existing patients while introducing Specsavers’ clinical model and technology infrastructure. Each location will be equipped with Optical Coherence Tomography (OCT) to support early detection of sight-threatening conditions.

New Presence in Five Provinces and One Territory

In addition to reinforcing Specsavers’ presence in Ontario, British Columbia, Alberta, and Manitoba, the agreement extends the brand’s reach into New Brunswick, Newfoundland and Labrador, Nova Scotia, Prince Edward Island, and Saskatchewan, as well as the Yukon.

The rebranded clinics will continue to offer comprehensive eye exams, prescription eyewear, contact lenses, and diagnostic services, delivered by optometrists and opticians.

Statements from Leadership

“This transition represents a pivotal moment for eye care accessibility in Canada,” said Bill Moir, Managing Director of Specsavers Canada. “By opening 111 new locations within trusted Loblaw locations, we’re fundamentally improving how Canadians access the eye care they deserve.”

Irene Doody, Head of Optical at Loblaw Companies Limited, added: “Specsavers’ reputation for accessible eye care aligns perfectly with our purpose — to help Canadians live life well. This partnership ensures a seamless experience for our optical customers.”

Theodore & Pringle Brand to Be Retired

The existing Theodore & Pringle brand will be phased out as locations are converted over the coming months. The transition is expected to be smooth for patients and customers, with no disruption in service.

View the full Specsavers press release.

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Episode 10: Building Your Optometry Brand with Dr. Diana Nguyen

Future Focus Podcast, NextGenOD

In this episode, hosts Drs. Amrit Bilkhu and Alexa Hecht meet with Dr. Diana Nguyen, a dynamic optometrist and rising star in dry eye and myopia control. From Ontario to Winnipeg to Vancouver, Dr. Nguyen shares her journey of building a loyal patient base, leveraging industry connections, and carving out a specialty niche as a young OD. Packed with practical tips and candid advice, this episode is a must-listen for students and new grads eager to thrive in private practice. Thanks to Théa Pharma for supporting this episode.

Episode Highlights:

Coast-to-Coast Connections: Dr. Nguyen’s shares her cross-Canada journey, from her McMaster and U Waterloo roots to embracing Vancouver’s outdoor adventures and dance scene.
From Crickets to Loyal Patients: Learn how Dr. Nguyen built her dry eye practice from scratch in Winnipeg by identifying specialty patients within primary care and fostering trust with colleagues.
Referral Game Strong: Discover strategies for growing a referral base – collaborate with in-clinic doctors, connect with local MDs, and use social media to attract patients and ODs alike.
Respecting the Referral: Dr. Nguyen’s approach to avoiding “patient stealing” by sending clear reports and directing patients back to their primary care OD for glasses and contacts.
Rep Relationships Done Right: Hear how meaningful connections with industry reps (like those from Thea) can boost your practice with product education, staff training, and grand opening support.
Choosing the Right Clinic: Tips for new grads—prioritize positive staff culture, avoid 10-15 minute exam slots, and seek clinics that support your specialty passions like dry eye or VT.
Time and Patience: Rome wasn’t built in a day! Dr. Nguyen emphasizes patience in building a patient base through word-of-mouth and consistent relationship-building.
Future of Optometry: A peek into AI’s role in tele-optometry and scribing, plus the growing demand for specialty care to differentiate your practice.

Listen now to uncover how to build your optometry brand, grow referrals, and find your fit in private practice, whether you’re a student dreaming big or a new grad hitting the ground running!

Special Guest:

Diana Nguyen, OD, practices full-scope optometry with a focus on dry eye management and myopia control in Vancouver, BC. A Waterloo graduate with clinical training across Canada, she’s a passionate educator, lecturing at conferences and mentoring students. Outside the clinic, Dr. Nguyen dances (hip-hop, jazz funk, and more) and embraces community service and outdoor adventures. Connect with Dr. Nguyen for questions or mentorship via Instagram at @eyedoc.diaries or email at dnguyen.optom@gmail.com.

Your Hosts:

Amrit Bilkhu, OD, FAAO, FOVDR
Dr. Amrit Bilkhu graduated from the Illinois College of Optometry in 2019 and completed a Vision Therapy & Rehabilitation residency program at UC Berkeley School of Optometry in 2020. She is a fellow of the American Academy of Optometry and the Optometrists in Vision Development and Rehabilitation. Dr. Bilkhu owns her private practice, Northern Sight Optometry, in Vaughan, Ontario. In her spare time, she serves as a board member for Vision Therapy Canada, writes articles for optometry blogs, and shares her knowledge on her professional social media page.
Alexa Hecht, OD
Dr. Alexa Hecht obtained her Doctor of Optometry from the University of Waterloo in 2021. She currently practices at Bayview Vision in Toronto, Canada, where she enjoys seeing patients of all ages and has a clinical interest in dry eye disease and ocular aesthetics. Dr. Hecht has a significant social media following on Instagram and TikTok, where she aims to educate the public about the importance of eye health and clean beauty habits. She is passionate about inspiring and mentoring the next generation of optometrists.

This episode of Future Focus is proudly sponsored by Théa Pharma Canada.

Future Focus is proudly sponsored by Théa Pharma Canada – the Canadian affiliate of Laboratories Théa, the world leader in preservative-free eyecare. Théa creates innovative solutions for better outcomes: developing new approaches to treat eye diseases for which there are currently no treatments, enhancing existing ocular treatments by improving efficacy and surveillance, simplifying existing procedures, and improving safety by reducing side effects. Let’s open our eyes.

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Why Online Practice Visibility Matters More Than Ever

Digital Marketing, Marketing

AI is not just changing how patients search. It is changing what shows up and what they actually see. Visibility today is about shaping the digital signals that AI platforms rely on to guide patient decisions.

Ask most practice owners what visibility means

You will hear a range of answers: being on Google, showing up in search, posting on social media. But all of those channels have evolved and so has the way patients engage with them. Visibility is not only about being found; it is about being chosen. In a post-AI landscape, how your practice is seen matters just as much as where it appears.

AI changed the optics, literally

Until recently, most patients searched for care using familiar tools like Google Maps, “near me” searches, or Instagram location tags. But with the rise of large language models such as ChatGPT, Google’s AI Overviews, and Perplexity, a new shift has taken place. AI is now interpreting your entire online presence for the patient.

Patients can ask a question like:
“What is the best eye doctor near me who takes time with patients?”

Instead of offering a list of websites, AI now delivers a direct response based on patterns pulled from reviews, business listings, social posts, and web content.

If your practice has the right signals in place, it can become the answer. If those signals are missing, if your reviews are generic, your Google Business Profile is outdated, or your website lacks specific content on common conditions, your practice may not be shown at all.

Your practice is a data source, whether you know it or not

Here is what many practices have not yet realized: you do not need to opt in for AI tools to pull your data. These systems are already scanning and summarizing the public web, including:

Your Google Business Profile (Get Started)
Patient reviews
Instagram captions and hashtags
Website content and FAQs
Online articles or directories

AI platforms like OpenAI’s models and Google’s new Overviews are not just scanning one post or listing. They are gathering information from dozens or even hundreds of sources and using those signals to generate a synthesized, direct answer to the patient’s question.

Your practice is not judged by a single listing or blog post. It is being interpreted based on the totality of your digital presence across platforms, formats, and third-party mentions.

The story AI tells about your practice is not based on what you say. It is based on what the internet says about you. And in many cases, that story is incomplete or outdated.

Discoverability has a new layer

Traditional local search focused on:

Proximity / Location
Keyword relevance
Website performance

These factors still matter, but AI has added a new layer of context. It now considers:

Does your content answer patient-specific questions?
Do your reviews speak to real outcomes?
Are you mentioned or referenced outside of your own website?

AI does not simply collect information. It summarizes it. This means surface-level SEO and generic descriptions are no longer enough. Your online presence must be specific, consistent, and rich with meaningful signals.

Today’s platforms:

Scan 30, 50, even 100 sources at once
Pull patterns, phrasing, and consensus from across the web
Deliver a single answer, often without showing the user where that answer came from

Instead of a potential patient clicking on your website or blog, the AI is summarizing what it already knows about your practice—based on everything else it can find.

Visibility is an ecosystem, not a checklist

Many practices still approach visibility as a list of tasks:

But in today’s search landscape, visibility depends on how those pieces connect.

When your Google profile is active, your reviews are recent and detailed, and your content reflects your expertise, it creates a trust signal that platforms recognize.

This kind of visibility is not a one-time marketing effort. It is a living system that supports long-term discoverability.

What this means for your practice

Every practice can improve visibility using tools it already has access to. Patient reviews are one of the most powerful and underutilized visibility signals. Reviews that mention the doctor’s name, the condition treated, and the city are especially effective. For example:

“Dr. Morris in Whitby helped me manage my dry eye, and now I can get through the workday without discomfort.”

This kind of review is not just about reputation. It gives search engines and AI platforms the information they need to understand your relevance and local connection.

Practices that start investing in this type of clarity and specificity now will be in a stronger position as AI-driven discovery continues to evolve.

Being seen no longer depends on just having a website or a few good keywords. Visibility today is about shaping the signals that patients and platforms rely on to make decisions.

Louise Courville

Louise Courville is a visibility strategist and founder of EYE Reputation, an agency built to help eye care practices increase visibility across Google, social, and AI platforms.

She brings decades of experience in the optical industry and over eight years in digital marketing. Louise writes about how search, AI, and trust signals are reshaping the way patients find eye care online.

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I HAVE AN STD! But Not That Kind.

Buying-Selling A Practice, Finance|Wealth, Practice, Sponsored Posts

Before you alert public health—relax. The STD I have is a Short-Term Disability. Though, if we’re handing out awards for poor judgment and pain tolerance, I may qualify for a few more acronyms. Let me explain.

Over the May long weekend, I had a brilliant idea: refurbish the old dock at my cottage. Nothing like a little lakeside construction to celebrate spring, right?

Unfortunately, this idea had all the makings of a tragicomedy. I slipped—gracefully, I might add—into the lake. On the way down, I caught my ribcage on an exposed beam. The kind of “crack” that doesn’t come from a cold beer.

Fairly sure I fractured two or three ribs, but who’s counting when you’re crying into an ice pack? I haven’t gone to radiology. This isn’t my first rodeo—or rib rodeo, to be specific. The pain is… memorable. If I even think about sneezing, my entire body files a formal complaint. Laughing is dangerous. Coughing? I wouldn’t wish it on my worst enemy.

I’ve been self-medicating with a gentle blend of Tylenol, Advil, and optimism. My physician, a wise and legally cautious man, refused to prescribe anything stronger over the phone. Frankly, I don’t blame him. If I were him, I wouldn’t trust me with narcotics either.

To add insult to the injury, I also managed to catch a protruding screw on the way down and carve a charming little gash into my leg. Stitches? Probably needed. First aid? Let’s just say it was creative. The nearest hospital is an hour away, and so far, my bandage job has held. Duct tape was considered.

Here’s the thing: I do have short-term disability insurance. But because I can still type with my fingers—and because complaining publicly counts as therapy—I’m not making a claim.

But imagine if I were a practicing dentist or optometrist. You’ve got full days booked, patients lined up, procedures stacked, and suddenly, bam—you can’t even bend over without blacking out. Canceling a week of work could cost $15,000 to $20,000 in lost revenue. That’s an expensive tumble.

This is your friendly reminder: get disability insurance.
Accidents don’t discriminate. They don’t check your calendar. And they love to show up during long weekends.

More importantly: Ø Wear proper footwear. Ø Don’t rush the job. Ø Leave dock repair to professionals. So yes, I have an STD. Short-Term Dumbness. Stay safe out there. Stay insured. And for the love of your ribcage—respect the dock.

Are you seeking to understand the value of your practice?
Contact Jackie Joachim
Jackie has personally been involved in approximately 10,000 appraisals since joining ROI Corporation. She has had the privilege of appraising chiropractic, dental, optometry, and veterinary practices throughout Canada. Jackie understands how a practice works and the unique needs of healthcare professionals. Her personal goal for practitioners is to see them be strong business people who are able to take pride in their profession and reap the benefits of their hard work. Please contact her at Jackie.joachim@roicorp.com or call 1-844-764-2020.

Timothy A. Brown

Timothy A. Brown is the CEO and Broker of Record for ROI Corporation and has served the professions since 1979. His broad experience in clinical practice systems includes: appraisal, brokerage, leasing, and practice management. While Timothy’s domain expertise is largely from the dental world, as head of ROI Corporation, his experience has applicability across other health practice disciplines including Optometry and Opticianry.

Timothy is a Registered & Licensed Ontario Real Estate and Business Broker (Principal). He also voluntarily completed the Ethics and Business Practice course from the Real Estate Institute of Canada. He clearly understands dentists and has his finger firmly on the pulse of the dental practice marketplace in Canada.

He can be reached at timothy@roicorp.com or 416.520.7420.

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Revenue RX: Episode 17 – Start Finishing What You Start

Practice, Revenue RX

Hi, it’s Joe Mireault here—welcome to another episode of Revenue Rx: Optical Retail Wins. This one’s personal.

I want to talk about something that holds more business owners back than competition, budget, or the economy ever could. It’s that nagging gap between intention and execution. The ideas we get excited about—but never finish.

I call this the “Start-and-Stall” syndrome. And yes—I’ve had it too.

I used to think I was being careful, strategic even, by waiting to launch an idea until I got it just right. A new window display? I’d keep tweaking it. A loyalty program? I’d draft the plan… then sit on it. A new promotion idea? It stayed in my head.

What I didn’t realize is that this pursuit of “perfect” was actually paralyzing my progress. I was stuck starting—but rarely finishing.

From Perfect to Productive

Let me ask you this: how many ideas have you had that could’ve improved your business—if only you’d followed through?

For me, the turning point came when I realized that perfection is the enemy of profit. I had to learn to choose progress over polish, and get things out the door.

In this episode, I share some real stories about the projects I almost didn’t launch—and what finally pushed me to get them done. I’ll walk you through how shifting my mindset from “make it flawless” to “make it happen” helped me unlock growth, engagement, and yes—revenue.

Because the truth is, nobody pays for your potential. Customers don’t respond to unfinished ideas or invisible improvements. They engage with what’s real, what’s visible, and what’s working. That only happens when you finish what you start.

How I Got Unstuck

In this episode, I give you some of the practical systems and mental shifts that helped me stop procrastinating and start executing:

✅ The 80/20 rule – I began focusing on the 20% of efforts that actually drive 80% of results. Most of the time, I realized that my endless tweaks were in the 80% that didn’t move the needle.

✅ Block scheduling – I created dedicated time to complete initiatives, not just brainstorm. No emails. No distractions. Just me and the task.

✅ “Finish-to-start” thinking – Once I completed one project, the next one became easier. Momentum breeds momentum.

✅ Celebrate small wins – I made it a habit to pause and acknowledge what got done. That gave me the energy to tackle the next thing.

✅ Accountability – I told my team what I was working on. Suddenly, it wasn’t just a private plan—I had people waiting on me to deliver.

The Cost of Incompletion

Let’s be honest. Every project you don’t finish is a missed opportunity. An unfinished marketing plan doesn’t bring in leads. A half-executed customer appreciation idea doesn’t build loyalty.

Worse yet, those unfinished ideas start to weigh on you. They drain your focus, cloud your confidence, and slowly chip away at your momentum. I’ve seen so many optical retailers with brilliant ideas… that never leave the notebook.

So I’m here to remind you: execution is what separates ambition from success.

Start Small, But Start Finishing

Maybe your to-do list is 100 items long. Maybe you don’t even know where to begin. That’s okay. Don’t try to fix everything at once. Start with one thing. One promise to yourself: I’m going to finish this.

Don’t wait for the perfect time—it doesn’t exist. I used to think I needed more money, more time, more staff. What I really needed was less hesitation.

You don’t need to do it all. But if you start finishing what you start—even just one thing—you’ll feel the momentum. And that momentum is the foundation of a thriving optical business.

🎧 So here’s your prescription:

Hit play on Episode 17. Let’s talk about how to stop waiting and start doing. I promise it’s more than just a pep talk—it’s a practical push toward progress.

Because in business and in life, success doesn’t go to the smartest or the most creative—it goes to the ones who finish.

Joseph Mireault

Joseph Mireault, Optical Entrepreneur, Business Coach, and Published Author.

Joseph was the owner and president at Tru-Valu Optical and EyeWorx for 16 years. During his tenure, he consistently generated a sustainable $500K in annual gross revenue from the dispensary.

He now focuses on the Optical industry, and as a serial entrepreneur brings extensive experience from a variety of different ventures.

Joseph is also a Certified FocalPoint Business Coach and looks to work directly with ECPs in achieving their goals.

Through his current endeavour, the (Revenue RX, Optical Retail Wins podcast) he shares the challenges and solutions of running an Optical business.

His insights are shared with optical business owners aspiring for greater success in his new book, “An Entrepreneur’s Eye Care Odyssey: The Path to Optical Retail Success.”

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