Michelle Kelley is the Director of Ophthalmic Materials and Services and a licensed dispensing optician at the Southern College of Optometry, a leading institution for optometric education in the US. Under her leadership, the college dispenses over 20,000 frames annually and trains future optometrists in best practices for optical management, including board management and customer service. Michelle recently completed her MBA while balancing her professional responsibilities and personal life, and enjoys teaching innovative business strategies to the next generation of eye care professionals.

Every optical board tells a story, but not every story leads to growth. Some practices unknowingly let thousands of dollars sit frozen on their shelves, while others thrive by treating every frame like an active investment. What if managing your board felt less like guesswork and more like a reliable strategy for financial health and patient satisfaction?

According to Michelle Kelley, a seasoned expert in optical operations and training, the answer starts with seeing your board for what it truly is: money on display. For Michelle, the key lies in understanding not just how many frames you carry, but why those frames deserve a place on your board. Instead of buying blindly or filling space with whatever looks appealing, she walks through a data-driven approach that ties inventory to actual patient behavior. Michelle explains how the right mix of vendors, assigned board spaces, and consistent turn rates can transform a chaotic board into a predictable revenue engine. 

In this episode of the Cleinman Connect Podcast, Kim Carson is joined by Michelle Kelley, Director of Ophthalmic Materials and Services at the Southern College of Optometry, to discuss how to build a smarter, more profitable approach to board management. You’ll hear how to calculate the ideal number of frames for your practice, why assigning board space to vendors keeps your spending in check, and how to choose styles that actually reflect your patient base.

Kehna Kelly is the Team Lead of Creative Services at POD Marketing, a company specializing in innovative branding and marketing solutions for businesses in the eye care industry. With over 10 years of experience in branding and design, Kehna has led creative strategy for brands such as POD Marketing, Free Smile Shop Dental Marketing, and recently spearheaded the successful rebrand of Cleinman. She is known for her unique strategy-first approach, empowering her team of designers, writers, editors, and videographers to elevate the creative experience for clients.

Sometimes a business outgrows the story it’s been telling. The visuals feel dated, the message drifts, or the brand no longer reflects the experience customers actually have. But how do you know when it’s time for a refresh, and how does a thoughtful rebrand really begin?

According to Kehna Kelly, a seasoned creative strategist, it starts with a clear and honest answer to why. Drawing from her experience leading branding work across many practices, she explains that every successful rebrand begins long before choosing colors or sketching logos. It starts with asking what’s working, what isn’t, and what people truly feel when they interact with the business. For her, the deeper purpose behind the brand becomes the foundation that makes every creative decision more intentional and impactful.

In this episode of the Cleinman Connect Podcast, Kim Carson is joined by Kehna Kelly, Team Lead of Creative Services at POD Marketing, to discuss how a strategy-first approach transforms a rebrand. They break down how to uncover the real “why” behind brand challenges, how to build a brand world that guides design and voice, and how to recognize the signals that it’s time for a brand evolution. Kehna also gives advice on bringing brand experience to life through meaningful touchpoints.

Claire Laurie is the Team Lead of SEO at Marketing4ECPs, a company that specializes in developing and executing digital marketing strategies for eye care professionals. Over the past four years, Claire has helped numerous practices increase their online visibility and attract more patients, contributing to the company's impressive reputation in the optometry marketing space. She combines creativity with data-driven insights from her background in content creation, focusing on making SEO accessible and effective for local businesses.

Most business owners know they should be doing something about SEO, but what does that actually mean in practice? Is it about keywords, website speed, or just showing up on Google’s front page? For many optometrists, it’s a confusing blend of tech jargon and shifting algorithms that feels hard to pin down. So what really matters when it comes to search engine optimization?

According to Claire Laurie, a data-driven strategist and SEO expert, success begins with clarity and consistency. She explains that SEO isn’t about quick wins — it’s about building authority over time through well-structured content, accurate listings, and a seamless user experience. Claire compares it to maintaining a digital storefront: if your website is buried on the third page of Google, it’s like having a beautiful shop hidden deep in the woods. Her advice is simple but powerful — optimize your pages for each service, claim your Google Business Profile, and make sure your site works beautifully on mobile. When you treat SEO as an investment instead of an expense, the payoff is visibility, credibility, and real-world patient growth.

In this episode of the Cleinman Connect Podcast, Kim Carson is joined by Claire Laurie, Team Lead of SEO at Marketing4ECPs, to discuss how optometrists can strengthen their online presence through smart, sustainable SEO practices. They talk about why SEO is a long-term strategy, how to balance on-page and off-page optimization, and what makes a website truly user-friendly. Claire also shares advice on when to bring in an SEO expert and how to know if your efforts are actually working.

Al Cleinman is the Founder of Cleinman Performance Partners, a leading consulting firm that has served as optometry's trusted business advisor for over 35 years, specializing in practice transitions, growth strategies, and innovative solutions for eye care professionals. Under Al’s leadership, the firm has helped hundreds of optometry practices navigate complex transactions and succession plans, resulting in significant increases in business value and successful ownership transitions.

Megan McCarthy, Senior Director of Practice Transitions at Cleinman Performance Partners, leads a team that delivers custom consulting, financial analysis, and practice valuation services, guiding clients through every stage of the transitions journey.

Navigating the end of an optometry career can feel as complex as building it. For many practice owners, years of patient care and business growth come down to one defining moment: how to transition out successfully. What does it really take to plan an exit that preserves value, protects your legacy, and supports the kind of life you want next?

According to Al Cleinman, a strategist and leader in the optometry business space, the key is clarity — knowing what you truly want out of life and your practice long before you’re ready to leave. Megan McCarthy also highlights that early planning, ideally 3-5 years in advance, allows doctors to make smart financial and operational decisions that elevate the practice’s value. Together, they explain how foresight, documentation, and professional guidance turn what could be a stressful process into a rewarding next chapter for both the seller and successor.

In this episode of the Cleinman Connect Podcast, Kim Carson sits down with Al Cleinman and Megan McCarthy of Cleinman Performance Partners to discuss how optometrists can prepare for successful transitions. They share why early exit planning matters, how to differentiate between a succession plan and a sale, and what pitfalls to avoid in the process. They also give advice on building long-term value through intentional goal setting and preparation.

Kimberly Friedman, OD FAAO, is an optometric physician and serves as Vice President of Education and Scientific Affairs at PRN Vision Group, a company that provides evidence-based omega-based nutraceuticals and ocular health products to support eye care professionals and patients worldwide. Under her medical education leadership, PRN Vision Group and its brands (including EyePromise) hold the top-selling dry eye nutraceutical product in the US, are distributed in over 20 countries, and have achieved rapid sales growth through high-quality education. Dr. Friedman is also a Founding Partner of Moorestown Eye Associates, a recognized media consultant, and one of the nation’s few optometrists with a recurring segment on major market television.

In today’s healthcare world, patients are more informed than ever. However, that doesn’t always mean they truly understand their treatment options. How can doctors simplify complex science into clear, trustworthy advice that motivates patients to follow through on care plans instead of feeling “sold to”?

According to Dr. Kimberly Friedman, a seasoned optometrist and medical education expert, it all starts with communication rooted in trust and clarity. She explains that the same skills doctors use daily in the exam room — distilling medical science into relatable language — are the foundation of effective patient education. Dr. Friedman highlights that using analogies, prescribing with confidence, and taking a stepwise approach to recommendations all build stronger compliance. By focusing on understanding rather than sales, practitioners can elevate patient outcomes while strengthening long-term relationships built on credibility.

In this episode of the Cleinman Connect Podcast, Kim Carson sits down with Dr. Kimberly Friedman, Vice President of Education and Scientific Affairs at PRN Vision Group, to discuss how to educate patients on treatment plans without overwhelming them. They talk about using analogies to simplify complex science, fostering trust through confident recommendations, and evolving with new research in ocular nutrition. Dr. Friedman also shares advice on balancing clinical integrity with practice growth.

Andrew Davis is a Commercial Placement Broker and Account Manager at Wilson M. Beck Insurance Services Alberta, a boutique insurance brokerage specializing in customized insurance solutions for commercial clients across Canada. He brings extensive experience in policy placement, risk management, and client service, with a growing focus on supporting optometry practices. Andrew helps business owners navigate complex insurance requirements, identify coverage gaps, and find cost-effective solutions. He focuses on making insurance clear and manageable so optometrists can concentrate on patient care and growing the practice.

Running a successful optometry practice means balancing patient care with all the realities of business ownership. But when it comes to protecting your livelihood, many practice owners don’t fully understand what’s covered (or not covered) by their insurance policies. From specialized equipment to business interruptions, what should optometrists really look for when insuring their practices?

According to Andrew Davis, a commercial insurance expert with extensive experience supporting healthcare professionals, the key is understanding how coverage actually works before disaster strikes. He highlights the importance of replacement cost over cash value policies, ensuring that damaged or stolen equipment can be replaced in full rather than at a depreciated rate. Andrew also explains how business interruption coverage can sustain income during closures and why comprehensive packages — including general liability, property, and cyber insurance — are essential.

In this episode of the Cleinman Connect Podcast, Kim Carson sits down with Andrew Davis, Commercial Placement Broker and Account Manager at Wilson M. Beck Insurance Services Alberta, to discuss how optometrists can protect their practices with the appropriate insurance. They explore the differences between replacement cost and cash value, the role of business interruption coverage, and why cyber insurance is becoming increasingly critical.

Kate Virzi is the Director of Sales & Client Success at Marketing4ECPs, a digital marketing agency that helps eye care professionals grow their practices. With over 15 years of experience in sales, advertising, and client strategy, Kate has extensive expertise in helping businesses grow. She leads initiatives focused on driving patient acquisition, strengthening brands, and increasing revenue across North America. Dedicated to building long-term, value-driven relationships, she works closely with clients to create strategies that deliver measurable results.

Marketing in optometry is evolving faster than ever, from traditional ads to digital platforms that meet patients where they are. With so many channels available, how can eye care practices know where to focus their time and budget for the best results?

According to Kate Virzi, a seasoned marketing leader with over 15 years of experience, the key is understanding that marketing is both a science and a story. She highlights the importance of creating authentic connections through digital tools like email and video while maintaining a consistent, trust-building online presence. Kate also stresses that success comes from patience, data-driven decisions, and aligning marketing with long-term business goals.

In this episode of the Cleinman Connect Podcast, Kevin Wilhelm and Kim Carson sit down with Kate Virzi, Director of Sales & Client Success at Marketing4ECPs, to discuss digital, traditional, and best practices for marketing in optometry. They explore how to optimize websites for conversion, where to invest marketing budgets, and why consistency between in-person and online experiences builds trust. Kate also shares how content, SEO, and social media can work together to attract and retain patients.

Dennis Evans Jr. is the Director of Professional Relations at DryEye Rescue, a company that helps eye care providers expand their dry eye services and supply doctor-recommended products. He leads provider development and practice implementation initiatives to support doctors in boosting patient compliance and revenue. Under his guidance, DryEye Rescue offers turnkey solutions like kiosk displays, product referral systems, and drop-shipping to simplify in-office sales. Dennis also works on partnerships and marketing programs to funnel patients into local providers.

Dry eye disease is one of the most common yet misunderstood challenges in optometry. Patients often turn to at-home remedies without realizing the connection between those simple treatments and more advanced in-office procedures. How can practices turn everyday product use into a gateway for stronger patient relationships and sustainable growth?

According to Dennis Evans Jr., a leader in scaling innovative eye care solutions, at-home treatments do more than relieve symptoms — they create awareness and trust that leads patients back for higher-level procedures. He highlights how kiosks, affiliate programs, and easy access to over-the-counter products shift the conversation, allowing patients to bring up dry eye concerns before doctors do. This model transforms cold calls and patient skepticism into demand for advanced services.

In this episode of the Cleinman Connect Podcast, Kim Carson sits down with Dennis Evans Jr., Director of Professional Relations at DryEye Rescue, to discuss how at-home treatments drive in-office growth in optometry. They explore why awareness starts outside the exam room, how flexible programs help practices scale, and what makes the dental care model a blueprint for optometry. Dennis also shares lessons from DryEye Rescue’s rapid nationwide growth.

Kevin Wilhelm is the CEO of Cleinman Performance Partners, a consulting firm that helps optometry practices grow their business operations and drive performance. He also co-founded POD Marketing, which acquired Cleinman in 2025. In his role, he sets the firm’s strategic vision and oversees all consulting, HR, and practice transition services to help independent optometry practices grow. He is an Amazon best-selling author of Click: Transform Your Business Through Digital Marketing. Additionally, Kevin frequently speaks on entrepreneurship and the power of combining marketing strategy with strong business systems.

Running a successful optometry practice takes more than attracting new patients. It requires building strong teams, creating effective systems, and overcoming daily business challenges. How can practice owners step beyond marketing to grow thriving, resilient organizations?

According to Kevin Wilhelm, a seasoned entrepreneur and marketing expert, true growth begins when owners focus on people and processes. He highlights that patient flow is rarely the biggest hurdle — recruiting, training, and retaining talented staff is. By investing in culture and peer learning, practices can overcome common obstacles and scale sustainably. Kevin explains how his own experience in marketing and leadership inspired him to help optometrists strengthen their operations and develop effective teams that drive long-term success.

In this episode of the Cleinman Connect Podcast, Kevin Wilhelm, CEO of Cleinman Performance Partners, is interviewed by Chad Franzen of Rise25 to discuss helping optometrists overcome business challenges and build strong teams. He shares how focusing on culture and HR practices transforms practices, why peer-to-peer learning drives growth, and how his acquisition of Cleinman expands services for independent optometrists. Kevin also talks about lessons learned from leading a fast-growing marketing agency.

Sarah Vinson is the Owner and CEO of Lunette USA, a woman-owned company that imports and distributes luxury eyewear exclusively to independent optical boutiques across the US. She emphasizes building genuine partnerships with these independent opticians and helping them distinguish their practices. Sarah brings considerable experience in small-business operations to her leadership role. Under her direction, Lunette USA curates exclusive frames and supports its partners with competitive pricing, bespoke service, and designs not widely available locally.

Building loyalty in optometry means more than just offering quality eye exams. Practices must find ways to keep patients engaged between visits and make every interaction count. How can optical businesses create meaningful touchpoints that go beyond routine appointments?

According to Sarah Vinson, a seasoned small business leader with experience spanning banking, construction, and retail, the key is to merge innovative products with strategic social media use. She highlights how frequent releases of new ZENKA eyewear toppers naturally draw patients back into practices for style updates, creating regular face-to-face opportunities. This steady stream of engagement strengthens customer relationships and helps practices compete beyond price alone. Sarah underscores that when small businesses focus on authentic connections, they build lasting trust and community loyalty.

In this episode of the Cleinman Connect Podcast, Kim Carson sits down with Sarah Vinson, Owner and CEO of Lunette USA, to talk about creating face-to-face opportunities with patients through products and social media. They explore how frequent product launches can spark repeat visits, why purposeful social media drives stronger patient connections, and how authentic engagement builds loyalty. Sarah also shares advice on overcoming small business challenges and leveraging creativity without big advertising budgets.