In this episode, hosts Dr. Amrit Bilkhu and Dr. Alexa Hecht welcome Dr. Mishee Goyal, founder of Blink Better Optometry in Burlington, Ontario, who recently took the leap from associate to cold-start practice owner. Dr. Goyal shares her journey from nearly a decade of associate work to building a full-scope practice with a specialty in dry eye disease — offering an honest, fresh perspective on entrepreneurship, personal branding, financial risk, and learning to trust your gut when you’re never quite “ready.”
Episode Highlights:
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From Associate to Practice Owner: After years of working in opticals, solo practices, and group settings, Dr. Goyal explains how discovering a passion for advanced dry eye therapy sparked her desire to build something of her own.
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Building the Blink Better Brand: How a dry eye program she developed as an associate evolved into a recognizable personal brand.
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Marketing a Cold-Start Practice: From targeted Instagram and Meta ads to SEO, Google visibility, and a high-traffic location near IKEA, Dr. Goyal shares what’s actually bringing patients through the door.
- Expanding Beyond Traditional Eye Care: How she partners with dermatology to incorporate medical aesthetics and collaborative care into Blink Better. .
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The Reality of Practice Ownership: Trading a comfortable four-day associate schedule for the all-consuming demands of entrepreneurship, navigating constant learning curves, and discovering why the highs of ownership can make the stress worthwhile.
- Partnership Promises vs. Starting Your Own: A candid discussion about evaluating potential buy-in opportunities, asking the right questions about timelines, ownership percentages, and decision-making power, and making sure promises of future partnership are clearly defined.
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Advice for New Grads: Stop waiting to feel completely ready. Dr. Goyal reflects on the opportunities she delayed early in her career and encourages young optometrists to build relationships, explore the business side of the profession, trust their instincts, and invest in themselves.
Listen now for an honest, behind-the-scenes look at cold-start practice ownership, building a personal brand, and navigating the transition from clinician to entrepreneur — whether you’re a new grad exploring your options, an associate considering ownership, or simply curious about what’s possible beyond the exam room.
Special Guest:
Mishee Goyal, OD, MOptom, BCom (Hons), has been practicing optometry in Ontario since 2015 and is the founder of Blink Better Optometry, a full-scope private practice in Burlington, Ontario, specializing in dry eye disease and personalized eye care. After years of associate experience across different practice settings, she opened Blink Better in 2026 with a vision of combining clinical excellence, advanced dry eye therapies, and a collaborative approach to patient care. Working alongside her sister, Dr. Neha Goyal, she also incorporates physician-led medical aesthetics into the practice. Passionate about independent optometry, Dr. Goyal is committed to building a patient-centered experience while encouraging the next generation of optometrists to explore opportunities beyond traditional clinical practice. Connect with Dr. Mishee Goyal at team@blinkbetter.ca or visit blinkbetter.ca. You can view her practice website here: https://blinkbetter.ca/
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 is an optometrist based in Toronto, providing comprehensive eye care for patients of all ages. Originally from Winnipeg, Manitoba, she graduated from the UW School of Optometry and Vision Sciences. She has a particular interest in diagnosing and managing dry eye disease, and enjoys helping patients feel comfortable and confident in their vision and eye health. Dr. Hecht recently launched her own practice in Toronto. She is also passionate about public education, sharing practical, evidence-based guidance on eye health and eye beauty/makeup habits through social media.
This episode sponsored by OSI Group – a Future Focus Event Series Sponsor.
This episode of Future Focus is proudly sponsored by OSI Group—an organization dedicated to helping independent optometrists thrive. Acting as your behind-the-scehttps://www.opto.comnes partner, OSI Group provides mentorship, education, enhanced buying power, and opportunities to connect with industry experts and peers. With a nationwide community and innovative initiatives, it equips you with the tools and confidence to stay competitive while maintaining autonomy and prioritizing patient care. Learn how OSI can support your success at www.opto.com.
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