Cleinman Connect Podcast

Dr. Trevor Miranda is an optometrist and practice owner specializing in dry eye care and aesthetics, serving the Cowichan Valley on Vancouver Island for over 30 years. He is the Founder of Cowichan Eyecare, mydryeye, and MyRetina, and has built five successful clinics from the ground up. Recognized as a key leader and brand ambassador in the eyecare industry, his practices consistently achieve double-digit growth. Dr. Miranda is committed to advancing optometric care, especially in dry eye disease and AMD retinal rejuvenation, and shares his insights through speaking, community initiatives, and his podcast, Optometrist Unleashed.

Building a thriving optometry practice takes more than clinical skill. It requires a clear vision for growth, a deep commitment to people, and the discipline to build systems that support both. So what does it really take to scale successfully while keeping culture, care, and consistency intact?

For Dr. Trevor Miranda, sustainable growth begins with a relentless focus on the patient experience. Drawing from his years as a seasoned optometrist and practice builder, he explains that every patient interaction is an opportunity to create trust, loyalty, and long-term impact. From thoughtful recommendations to seamless handoffs and empowered teams, his approach shows how culture and process can drive sustainable growth far beyond a single clinic.

In this episode of Optometrist Unleashed, a Cleinman Connect Podcast, Kim Carson is joined by Dr. Trevor Miranda, Founder of Cowichan Eyecare, to discuss building thriving optometry practices and fostering a standout team culture. They explore scaling through cold starts, creating systems that balance medical care with retail, and why culture is a measurable growth driver. Dr. Miranda also shares advice on leadership, specialization, and maintaining joy in practice as your business expands.

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.

The pace of change in marketing and technology keeps accelerating, and what worked a year ago is already dated. As we enter 2026, which shifts actually matter and which ones are just noise?

Kim Carson believes that the biggest trends heading into 2026 revolve around smarter use of AI, more intentional communication with patients, and a renewed focus on trust. Drawing from her experience as a marketing strategist, she points to AI tools that reduce friction, from booking appointments to personalized outreach, while still keeping the human connection intact. The takeaway is clear: practices that combine innovation with consistency will be the ones that stand out and grow sustainably.

In this episode of the Cleinman Connect Podcast, Kim Carson and Kate Virzi discuss key trends to pay attention to as practices prepare for 2026. They explore how AI is reshaping marketing workflows, why email and audience segmentation still matter, and how local SEO continues to drive patient discovery. Kim and Kate also talk about creative tactics, like standing out in unexpected marketing channels, to build trust and visibility in the year ahead.

Amanda Van Voris and Nancy Dewald are Senior Directors of Client Solutions at Cleinman, bringing decades of combined experience supporting independent optometry practices. Known for their integrity, client-first approach, and collaborative leadership, they help practice owners navigate growth, change, and people challenges with confidence. Together, they partner closely with clients to drive accountability, strengthen teams, and achieve measurable, sustainable success.

Independent optometry practices can be incredibly rewarding, but it can also feel isolating when challenges stack up and the pressure increases. What does it take to build a practice that can weather uncertainty, grow through change, and still support the people behind it?

For Amanda Van Voris and Nancy Dewald, long-time optometry consultants, resilience starts with trust and accountability. They explain that meaningful growth happens when practice owners allow themselves to ask for help, step back from the noise, and create space to think clearly about what matters most. That mindset, they note, doesn’t just strengthen the business; it gives leaders the confidence to guide their teams through change with clarity and purpose.

In this episode of the Cleinman Connect Podcast, Kim Carson is joined by Amanda Van Voris and Nancy Dewald of Cleinman Performance Partners to discuss building resilient optometry practices. They explore why accountability drives sustainable growth, how peer support reduces isolation for owners, and what vulnerability looks like as a leadership strength. Amanda and Nancy also offer advice on creating alignment by putting the right people in the right roles.

Wade Horb is the President of Marketing4ECPs and SmileShop Dental Marketing, where he leads strategic growth initiatives for brands in the eye care and dental industries. Under his leadership, Marketing4ECPs partners with independent practices across Canada and the United States, earning a reputation for hands-on collaboration and industry expertise. Wade is known for his people-first leadership approach and his commitment to helping teams and businesses succeed in highly competitive markets.

Leadership in fast-moving industries rarely comes down to titles or tactics alone. It often shows up in how people are trusted, challenged, and supported as the business evolves. So what does it actually take to lead well in the eye care and dental marketing space right now?

For Wade Horb, the answer starts with trust and listening. Drawing from his experience as a leader deeply embedded in both industries, Wade believes that real innovation happens when leaders give capable people room to think big without overwhelming them. He compares strong leadership to balanced delegation, offering autonomy while staying close enough to provide support, a mindset that creates growth not just for teams, but for the entire organization.

In this episode of the Cleinman Connect Podcast, Kim Carson is joined by Wade Horb, President of Marketing4ECPs and SmileShop Dental Marketing, to discuss leadership and innovation in the eye care and dental marketing space. They explore how trust and delegation shape strong teams, why purpose-driven industries foster collaboration, and how learning from peers fuels long-term growth. Wade also shares advice on hiring people smarter than you and the power of simply listening as a leader.

Meagan Staab is the Director of Client Support and Insights at Cleinman Performance Partners, a company that delivers business consulting and data-driven solutions for eye care practices. Under her leadership, Cleinman has developed benchmarking systems and client portals that help practices track 32 key performance indicators, with clients who engage regularly in data review seeing up to 8% higher growth. With over a decade of experience at Cleinman, Meagan has played a critical role in optimizing information management systems and fostering a culture of continuous improvement among clients and staff.

Too many practices are busy every day but still feel unsure about what’s actually driving their growth. Numbers are everywhere, dashboards are full, and yet decisions often come down to gut instinct instead of clarity. So how do you turn raw data into real momentum, and who keeps you accountable when things drift?

For Meagan Staab, the answer starts with looking at the right data, at the right level, on a consistent basis. Drawing from her experience as a data and analytics leader, she believes KPIs only matter when they’re simple enough to understand and broad enough to tell a full story. Rather than chasing dozens of disconnected metrics, she emphasizes reviewing a small, focused set that shows how different parts of the practice work together. She points out that one strong number can look impressive on its own, but patterns only emerge when you step back and view the entire picture. That’s where accountability comes in, creating the habit of reviewing, adjusting, and acting before small issues turn into bigger ones. When practices commit to that rhythm, data stops feeling overwhelming and starts becoming a tool for confident decision-making.

In this episode of the Cleinman Connect Podcast, Kim Carson is joined by Meagan Staab, Director of Client Support and Insights at Cleinman Performance Partners, to discuss the importance of tracking data, using KPIs, and building accountability into your practice. They break down how to choose meaningful KPIs, compare results to the right benchmarks, and use regular reviews and peer accountability to drive measurable growth.

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.

Sometimes the biggest opportunities to grow a practice are hiding in plain sight. Many clinicians focus on clinical care and assume the optical side will take care of itself, yet so much revenue slips away simply because patients don’t know what to choose or who to trust. What if the path to better outcomes and stronger financial health started with one simple shift in the exam room?

According to Michelle Kelley, a seasoned expert who teaches future opticians and manages one of the busiest optical environments in the country, the answer is clear. She believes that when doctors guide patients toward the right eyewear solutions before they ever reach the optical, it changes everything. Michelle explains that patients genuinely want direction. They feel more confident when the recommendation comes from the clinician they trust most. When that handoff is intentional and supportive, practices see higher satisfaction, smoother operations, and far better optical performance. In her view, doctor-driven dispensing isn’t a sales tactic; it is a continuity-of-care strategy that elevates the entire patient experience.

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 the power of doctor-driven dispensing. They explore how a doctor’s recommendation influences patient decisions, why a structured handoff boosts optical revenue, and what practices can do to make the process feel natural rather than salesy.

Dylan Cunningham is the Head of Growth at Otto, an e-commerce and patient engagement platform that helps independent eyecare clinics thrive in the digital age by streamlining contact lens sales and automating patient communication. Under Dylan's leadership, Otto has enabled practices to compete with industry giants by implementing seamless online ordering and refill systems, resulting in measurable increases in patient loyalty and practice revenue. With a background in marketing and a passion for human behavior and psychology, Dylan brings unique insights on how technology can enhance both the patient experience and clinic growth.

Some practices make patient loyalty look effortless, while others struggle to keep people coming back. What separates the two often isn’t skill or service, but the invisible moments between visits where convenience can make or break trust. In a world where patients expect everything to be simple and fast, how can clinics remove the friction that pushes people toward online giants instead?

The answer, according to Dylan Cunningham, lies in making the patient journey feel as natural as the way we shop for everything else. As a growth strategist with deep experience in both marketing and optical pursuits, he believes people genuinely want to support their local eye care provider — they just won’t fight through barriers to do it. Dylan explains how reducing steps, eliminating outdated processes, and meeting patients where they already are can dramatically shift buying behavior. He points to small but meaningful moments, like replacing paper rebates with instant digital links or making reorders possible in two taps, as examples of convenience that strengthens loyalty. When practices think like consumers instead of operators, he says, they unlock a level of trust and retention that online competitors can’t match.

In this episode of the Cleinman Connect Podcast, Kim Carson is joined by Dylan Cunningham, Head of Growth at Otto, to discuss how online presence and automations improve patient loyalty and sales. They explore the friction points that quietly drive patients away, the automations that save time while building trust, and why convenience is now the biggest driver in patient buying behavior. Dylan also gives advice on how practices can stay relevant in an increasingly digital world.

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.