dpietrobon, Author at Eye Care Business Canada

Future Focus 2026 Speaker Spotlight: Dr. Martina Sawatzky

Guest Speaker Future Focus 2026 Dr. Martina Sawatzky

“Defining Meaning through Service”

At Future Focus 2026, returning to the University of Waterloo on April 2, students will hear from Dr. Martina Sawatzky (UW ’19), who will deliver this year’s keynote presentation, “Defining Meaning through Service”.

The talk will explore how emerging optometrists can build personally fulfilling careers while contributing to their communities — both locally and globally.

Dr. Sawatzky graduated from the University of Waterloo School of Optometry in 2019 and now practices in her hometown of Winnipeg, Manitoba. She is passionate about building meaningful relationships with patients and tailoring care to each individual’s visual needs.

During her time as a student, Dr. Sawatzky participated in international optometric service trips to Honduras with I Care International and Peru with sVOSH UWaterloo, experiences that helped shape her perspective on the role of service in professional life.

She was also part of a team that organized a “Dining in the Dark” fundraising event supporting Optometry Giving Sight during the World Sight Day Challenge. Their efforts were recognized among the top three student fundraising groups that year.

Her keynote aligns closely with the theme of Future Focus 2026: Vision with Purpose: Building Meaningful Careers in Optometry.

Future Focus brings together UW optometry students and industry leaders for networking, career discussions, and professional insight.

The event is made possible through the support of Visionary Sponsors:
Eye Recommend, Specsavers Canada, FYidoctors, and OSI Group.

and Horizon Sponsors:
NIKON Lens Canada, CSI Dry Eye Innovation, and Clinical & Refractive Optometry Journal.

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Future Focus 2026 Returns to UW April 2 with “Vision with Purpose” Theme

Career Options, NextGenOD

The fourth annual Future Focus event returns to the University of Waterloo on April 2 at 5:00 PM, bringing together optometry students and industry leaders for an evening of career exploration, professional dialogue, and meaningful engagement.

Registration is now open. Spaces is limited.

Firmly established as one of the most anticipated student–industry touchpoints on campus, Future Focus consistently attracts more than 120 students across all cohorts. The event has earned strong feedback from both sponsors and attendees for its structured networking format, engaging programming, and high level of student participation.

This year’s theme, “Vision with Purpose: Building Meaningful Careers in Optometry,” reflects a growing emphasis among emerging ODs on aligning career development with service, leadership, and long-term impact.

Hosted by Student Ambassadors Shreya Jain (OD Candidate 2027) and Elisa Hayley (OD Candidate 2028), the evening will feature:

A networking trade show with leading employers and industry partners
Maryam Safdar and Natasha Reyes (OD Candidates 2026) will moderate the industry panel discussion
A keynote presentation by Dr. Martina Sawatzky (UW ’19)
Great Food, and Prizes to wrap up the evening.

Dr. Sawatzky (Winnipeg, MB) will speak on Defining Meaning through Service, sharing her perspective on building a fulfilling optometric career that integrates community involvement and international outreach. As a student, she participated in service trips to Honduras and Peru and was recognized for fundraising efforts supporting Optometry Giving Sight. Today, she practices in Winnipeg, Manitoba, with a focus on patient-centered care and meaningful connection.

The industry panel, moderated by will feature sponsor representatives discussing career pathways, innovation, and professional growth within their respective organizations.

Future Focus 2026 is made possible through the support of industry leading Visionary Sponsors:
OSI Group, FYi doctors, Eye Recommend, and Specsavers Canada.

Horizon Sponsors include:
Nikon, Vogue Optical, CSI Dry Eye Innovations and Clinical & Refractive Optometry

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Helping Canadian Optometry Students Navigate Cross-Border Pathways

NextGenOD

Future Focus Cross-border guidance event

As the number of Canadian students pursuing optometry education outside Canada continues to grow, so too does the complexity of planning what comes next. Immigration rules, licensing requirements, provincial regulation, and career decision-making all converge at a critical moment – often before students feel fully prepared to address them.

The Future Focus: Cross-Border webinar was designed to meet that need, bringing together expert speakers, recent graduates, and current Optometry students for a practical, student-centered discussion focused on what it really takes to move from optometry school in the US to professional practice in Canada.

A Program Built Around Real Student Questions

The webinar was structured around three complementary sessions, each addressing a distinct but interconnected phase of the student journey:

Legal and Immigration Considerations
Career Pathways and Early Professional Decisions
Coming Home to Practise in Canada

This structure reflected a reality many Canadian optometry students face: career planning is not linear, and decisions in one area such as immigration timing or board exam selection can have lasting implications.

Participants represented a wide range of student cohorts, including Canadian students enrolled in U.S. optometry programs at different stages of training, from pre-clinical years through to final-year students preparing for graduation. Fifteen (15) US-based Optometry Schools were represented among the attendees.

Legal Clarity in an Uncertain Environment

The opening session focused on immigration and work authorization pathways for students studying in the United States. With online forums and social media often amplifying confusion, the presentation emphasized verified information and careful planning.

Students gained clarity around F-1 status, practical training options during and after school, employer-sponsored pathways, and the importance of timing and compliance. The session also underscored the value of individualized guidance, particularly as immigration policies and procedures continue to evolve.

Live questions from students reflected common anxieties—about accelerated programs, externships, travel, and long-term options—but were addressed within a framework of realism rather than alarm.

Career Pathways, Through a Student Lens

The second session shifted tone and format, adopting a group chat–style discussion that placed student voices front and centre. Moderated by a senior optometry student, Nyah Miranda (OD Candidate 2026) and supported by Canadian optometrists, Dr. Allison Scott (President of the Canadian Association of Optometrists) and recent NECO Grad, now practicing in Canada, Dr. Alexandra Baille. The conversation explored what early career decisions actually look like in practice.

Topics ranged from choosing between corporate and private practice environments, to understanding contracts, to building a professional niche without formal residency training. Differences between U.S. and Canadian practice environments were discussed openly, including clinical workflows, measurement systems, access to therapies and scope of practice.

Rather than presenting a single “correct” path, the discussion validated uncertainty and highlighted the value of adaptability, mentorship, and ongoing learning.

Understanding the Path Home to Canada

The final session addressed one of the most pressing questions for Canadian students abroad: how to return home and practise legally and confidently.

This expert-led presentation by Dr. Amanda Olsen, Board member of the Optometry Examining Board of Canada, walked students through the fundamentals of Canadian optometric regulation, including the distinction between professional associations and regulatory colleges, the provincial nature of health-care oversight, and the rationale behind national entry-to-practice examinations.

She addressed the Optometry Examining Board of Canada’s (OEBC) role in setting national competency standards, and recent changes affecting exam acceptance across provinces. Students also gained insight into jurisprudence exams, licensing timelines, and how scope expansion may shape future credentialing.

The extended Q&A that followed highlighted the importance of province-specific planning especially for students considering Quebec, border-region practice, or delayed entry into the Canadian workforce.

Engagement Beyond the Main Stage

Beyond the formal sessions, the webinar emphasized interaction and connection. Sponsor-hosted breakout rooms allowed students to engage directly with industry representatives in smaller settings, fostering informal discussion and networking. These sessions complemented the educational content by exposing students to a range of professional and commercial perspectives within the optometric ecosystem. Visionary Sponsors included Eye Recommend, FYi doctors, OSI Group, and Specsavers. CSI Dry Eye Innovations and Clinical & Refractive Optometry Journal supported the vent as Horizon Sponsors.

To further encourage participation, the event also featured prize draws, reinforcing engagement while keeping the focus on learning and dialogue rather than promotion. Over $2000 of prizes were provided, thanks to the generous support of the sponsors.

A Platform for Informed Decision-Making

Taken together, the Future Focus: Cross-Border webinar demonstrated the value of addressing student concerns early, clearly, and credibly. By combining expert insight, recent graduate experience, and live student interaction, the program offered more than answers—it provided context.

For Canadian optometry students navigating cross-border education and career planning, the message was consistent across all three sessions: informed decisions require accurate information, early preparation, and an understanding that pathways may differ—but remain navigable.

As a Future Focus initiative, the webinar reinforced a broader goal: supporting the next generation of optometrists not just in completing their education, but in successfully transitioning into professional practice—wherever that path may lead.

All three segments of the webinar are available online:

Legal considerations – Eric Lockwood / Dr. Chu (Q&A) https://youtu.be/aHM2-ylofsk

Career Pathways – Group Chat, Nyah Miranda, Drs. Baillie and Scott https://youtu.be/o2XEdTuzCj4

Coming Home to Practice – Dr. Olsen https://youtu.be/iHSj5D7cYQY

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mydryeye Introduces Single-Tier Membership Model with Expanded Access

Practice, Products | Services | Industry News, Sponsored Posts

mydryeye has announced a streamlined membership structure, consolidating all previous tiers into a single, comprehensive membership designed to simplify access and expand value for eye care professionals.

The new model provides all members with equal access to educational resources, practice tools, and community engagement opportunities, reflecting a broader effort to strengthen collaboration within Canada’s dry eye care community.

“Our goal is to make membership simple, valuable, and accessible,” said Teresa Sebastian, Chief Operating Officer at Eye Care Edge and Eye Recommend. “By consolidating tiers, we’re ensuring that every member receives the best possible experience and benefits, while continuing to foster growth and innovation in the dry eye community.”

Under the updated structure, members receive access to a full suite of benefits, including early-bird and discounted pricing for the Dry Eye Summit, unlimited Clinic Locator profiles, full use of the mydryeye learning management system, live and on-demand webinars, access to previous Dry Eye Summit content, and exclusive member-only educational resources. Members will also receive early updates on new industry developments and Canadian marketplace initiatives.

The single-tier membership is valid for two years, aligning with mydryeye’s biennial Dry Eye Summit schedule. Existing members do not need to take any action, as all new benefits are automatically applied for the remainder of their current membership term.

Additional information and membership renewal details are available at mydryeye.ca.

Feature Image Source: Mydryeye.ca

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Future Focus 2026: What Canadian Optometry Students in USA Need to Know

Career Options, NextGenOD

Registration Now Open for the January 27 Cross-Border Online Event

The NextGEN OD Canada team is excited to share early details for Future Focus 2026, our annual event series designed to support Canadian optometry students wherever they are on their training path — in Canada, in the U.S., or considering a move across the border for residency. This year’s program opens with a timely online session dedicated to the questions Canadian students ask most.

📅 January 27, 2026 — “Cross-Border Guidance” Online Event

8:00 p.m. ET – Online
Register now: https://vuepoint.ac-page.com/future-focus-jan-2026-what-canadians-need-to-know

This one-evening virtual event brings together expert voices and lived experience to help students better understand the practical realities of crossing borders for optometry education, residency training, and eventual practice.

The evening begins with a legal expert who will break down the key considerations every Canadian should know before heading to (or returning from) the United States — from visas and lesser-known administrative hurdles that can shape your next steps.

From there, the conversation moves into a Pathways Chat featuring Dr. Scott, President of the Canadian Association of Optometrists, alongside Dr. Alexandra Baillie, a recent Canadian graduate of a U.S. optometry program.

Together, they’ll offer candid perspectives on navigating cross-border decisions, building career momentum, and preparing for practice on either side of the border. The discussion will be moderated by Nyah Miranda (OD 4 – NECO) who will guide the conversation toward the questions students ask most often.

The event also includes a chance to connect with commercial sponsors actively looking to hire optometrists. It’s a unique opportunity to learn what today’s employers are prioritizing, make early connections, and get a clearer sense of what your future career path might look like.

📅 Save the Date: April 2, 2026 — In-Person Future Focus Event

University of Waterloo School of Optometry
Starts at 5:00 p.m. ET

We’ll be back at the University of Waterloo this spring for an in-person Future Focus event. Program details, speaker information, and registration will be announced early in the new year — but for now, please mark your calendar.

More updates are coming soon.
Follow NextGEN OD Canada for announcements — and make sure you secure your spot for January 27.

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Office Upgrading Just Before Selling?

Buying-Selling A Practice, Practice

THE KITCHEN AND BATHROOM CONSPIRACY.

Real estate agents often tell us to upgrade our kitchens and bathrooms–along with other advice such as decluttering–before we put a house on the market for sale. I totally agree with decluttering, and I also agree with a minor improvement in aesthetics.

But I do not agree with investing tens of thousands into kitchens and bathrooms. There are several reasons why.

The first is that you will live through 3 to 6 months of renovation just before selling your home – and that is not fun. It’s exceedingly difficult to clean and declutter when contractors are adding clutter and dust every day.

You will not enjoy the new kitchen and bathroom for long, as you are moving to a new property. The cost of dining out—or ordering in—while the kitchen is being renovated is expensive. Budget $100 to $150 per day.

I have tried using the kitchen during a renovation. The microwave was on a scaffold, the fridge was in the hallway, the kettle was in the laundry room, and the dishes were in the bathroom we weren’t renovating.

I do not want to do that again–particularly as I get older. Who wants to live through the mess?

Should I upgrade my equipment?

Let’s talk about your practice. You might be told that adding or upgrading equipment and technology prior to sale will make your practice more attractive to the buyer.

Ask them: “What is the evidence that I’ll make a profit over and above what I invest?” Whatever the answer, I disagree–and here’s why.

You won’t have much time to enjoy the new technology. Your staff will not have enough time to adapt and make it profitable and therefore, it does not have a good return on investment (ROI) if you are going to own it and use it for one year or less.

The cost of the equipment is another factor altogether–plus any warranties, maintenance, and training cycles, all of which you must pay.

Direct and indirect costs (disruption) must be considered. What about the value of the equipment you already have that is going to be replaced? Should you just donate it or send it to the scrapyard?

I can tell you, we achieve incredible resale prices for superior-quality, well-maintained equipment that is sometimes 20 or more years old.

Baby boomers—say it with me: “They don’t make them like they used to!” Buyers like cool, shiny gadgets–I get that. But they do not like to pay for them at the pilot stages of their career, even though that is what some brokers want to tell you.

Buyer Beware (of the Seller)!

The equipment and diagnostic industry is in the business of selling products. If you are a loyal client of theirs and you tell them that you are thinking of selling, they know that there is a good chance that the new owner may choose another supplier.

This might be your rep’s last crack at getting some equipment sold into your practice. I am not accusing anyone of pressuring you or using suspect tactics. Dealers are trying to sell you products and services every day of the week anyway.

So, there is really nothing new here. It is just that when they say that adding this gadgetry and shiny, fancy equipment prior to sale will generate a profit, I do not think it will. In fact, I think it will cost you money in the short term to implement the new equipment and technology.

And I do not think buyers are going to pay you more for the equipment than you paid for it one year earlier because, why would they do that, it is now used equipment?

The value of your practice may go up by the value of the equipment you bought, less what you disposed of, and less depreciation (20% in year one).

Factor in a loss of profit or productivity because of the disruption, so it might lower your goodwill.

Conclusion

I do not see any profit in a last-minute upgrade. Do not buy into the line that you need to put in a new kitchen or bathroom just before selling your home.

The Realtor makes more money, and you don’t!

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 optometric, chiropractic, dental, 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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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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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

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

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