In a rapidly evolving healthcare landscape, eye care professionals (ECPs) face both unprecedented opportunities and mounting challenges. From artificial intelligence (AI) transforming diagnostic workflows to the growing demand for retail sophistication, and a profession grappling with its identity, the time for clarity and action is now.Pierre Bourre—an optician by trade with over 30 years of executive leadership experience at EssilorLuxottica—joins Dr. Harbir Sian on The 2020 Podcast to illuminate the current landscape and share actionable strategies for eye care professionals navigating this shifting terrain.

“The reality is there’s probably no better time to be in the industry than right now.”
— Pierre Bourre

Let’s explore the top takeaways from this insightful conversation and outline how ECPs can thrive by embracing innovation, elevating the retail experience, and resolving the profession’s identity crisis.

Artificial intelligence is no longer an emerging trend—it’s already reshaping diagnostics and operational efficiencies in optometric practices. As Bourre noted, the diagnostic potential of AI has become a key asset for modern ECPs, helping detect and manage complex conditions like dry eye or glaucoma more efficiently than ever before.

What’s still underutilized, however, is AI’s capacity to map consumer behaviors, analyze retail patterns, and optimize practice growth strategies.

Whether it’s customizing recall systems based on patient buying patterns or offering hyper-personalized product recommendations, AI in eyecare offers potential far beyond the exam room.

One of Bourre’s strongest messages: ECPs need to embrace the retail side of their practice—not as a necessary evil, but as a vital service to patients. Most optometrists are still uncomfortable labeling patients as consumers, yet 60–70% of revenue typically stems from retail.

With innovations like wearable tech, sustainable frame materials, and AI-driven lenses becoming the norm, patients are more open than ever to exploring eyewear as both a functional tool and a fashion statement.

Retail Strategy Tip: Map your dispensary layout intentionally. Consider zones for fashion-forward frames, independent lines, and utility-driven eyewear. Use signage and staff scripts to guide patients through the experience.

Optometry is at a crossroads. As ECPs increase their medical scope, many unintentionally neglect the consumer experience. This creates an identity crisis: are ECPs medical providers, retail consultants, or both?

Without a clear branding strategy, practices risk losing younger demographics to vertically integrated retailers like Warby Parker or online platforms like Zenni Optical.

Bourre suggests that independent optometrists must take ownership of both sides of the equation—leveraging their clinical expertise while elevating the customer experience.

Bourre emphasized the need for practices to audit their patient journey regularly. From reception to frame selection, practices should define and document the touchpoints that shape a patient’s impression.

A well-crafted narrative can make a big difference. Instead of simply pointing to frame boards labeled “Men’s” or “Women’s,” guide patients through a story: highlight sustainable options, showcase local brands, or feature staff picks. Small details make the experience memorable—and repeatable.

Actionable Tip: Host an in-house meeting with staff to map the full patient journey, identify gaps, and brainstorm enhancements.

Bourre recommends ECPs maximize their vendor partnerships beyond product orders and lunch visits. This includes:

Similarly, AI tools can help analyze trends like repurchase cycles, most-viewed products, and patient lifetime value—data that can be used to build smarter marketing strategies.

Despite all this opportunity, Bourre warns of a major threat: the lack of unified industry marketing. Canada still has 5 million individuals with uncorrected vision, and yet outreach remains fragmented.

He calls for a revived national campaign—akin to “Think About Your Eyes” or “Check” (Council for Healthy Eyes Canada)—to raise awareness about the importance of comprehensive eye exams.

But for this to succeed, the industry must overcome its silos.“Optometry is a splintered profession—between associations, colleges, buying groups, and vendors. But a collective investment in national marketing could shift the future of eye care.”
— Pierre Bourre

Whether funded by vendors, buying groups, or professional associations, Bourre believes a collaborative, consumer-facing strategy is critical to preserving the relevance and sustainability of the profession.