EYE OWN A BUSINESS

In this episode, Dr. Steve Vargo sits down with Dr. Zach Holland, owner of the Cornea and Contact Lens Institute of Minnesota, to unpack how a specialty practice grew its revenue per exam from roughly $562 to more than $1,500 — and why there was never a step-by-step playbook behind it.

Steve and Zach talk through how Zach layered specialty pillars one at a time — scleral lenses, myopia control, dry eye, clinical trials, and in-office corneal cross-linking — using the profit from each to fund the next. They get into why he stopped referring cross-linking out, why he doesn't schedule separate consultations, and the one simple question that opens the myopia control conversation without a sales pitch.

This conversation goes beyond adding services. It's about building a practice patients choose on purpose: pricing specialty care reasonably, protecting referral relationships by sending patients back to their primary doctor, and framing price and risk so patients feel informed rather than pressured. Zach shares why he's willing to accept a slightly lower capture rate today to build a practice that's full of patients who want to be there five to ten years from now.

To register for Vision Forward, visit idoc.net to reserve your spot. 

In this episode, Dr. Steve Vargo sits down with Andrew Bruce, a licensed optician with master-level credentials in both ophthalmic optics and contact lenses, for a practical conversation about what actually keeps patients — and their eyewear purchases — inside the practice.

Steve and Andrew start with a metric that’s quietly slipping in a lot of offices: capture rate. Andrew walks through what moved the needle during his 15 years running an optical in southwest Washington, from stocking the frames your patients are actually asking for to a doctor-optician handoff that transfers authority instead of just walking someone across the room. They dig into how doctors can recommend lenses and enhancements from the exam chair without feeling salesy, and why a prescription filled somewhere else can end up reflecting on the doctor who wrote it.

This conversation goes beyond selling more frames. It’s about treating the eyewear purchase as the finish line of patient care, not an add-on. Andrew shares the strategies that set his optical apart, including choosing variety over depth on a limited frame board, asking patients to walk him through a day in their life, and pulling the price tags off his high-end frames so patients could experience them before judging them.

To register for Vision Forward, visit idoc.net to reserve your spot. 

In this episode, Dr. Steve Vargo tackles the challenge that quietly separates good practices from great ones: getting people to actually act on what you recommend.

Inspired by conversations at IDOC’s recent sales meetings in Pittsburgh, Steve shares three lessons from his audio course built on the principles in his book Prescribing Change. First, the power of curiosity: why the most persuasive conversation Steve ever had was with a financial advisor who never once pitched his services, and how a simple three-part sequence of questions (what, how, and what if) gets patients leaning in before you make a recommendation. Second, overcoming skepticism: what Shark Tank reveals about the quiet doubts running through patients’ heads, and why information alone rarely moves anyone while demos and patient stories do. Third, the power of commitment: how a restaurant dramatically reduced its no-show rate with one small change in wording, and a three-step approach for getting a real commitment from patients, and staff, instead of a polite nod.

Whether you’re presenting a treatment plan, recommending eyewear, or setting expectations with your team, this episode is about closing the gap between educating people and getting results, because better outcomes mean better patient care and a healthier practice.

Want the full Prescribing Change audio course? Email Steve at [email protected]. The book Prescribing Change is available on Amazon.

To register for Vision Forward, visit idoc.net to reserve your spot. 

In this episode, Dr. Steve Vargo sits down with Amie Robinson, ABOC, optical manager at Spring Hill Eyecare, to reframe one of the most overlooked moments in a patient's visit: the handoff from exam room to optical.

Amie makes the case that the handoff isn't a courtesy — it's the ignition switch for the entire optical revenue engine. She and Steve unpack why patient hesitation is so often mistaken for a price objection when it's really a confidence problem, and how a doctor's 30-second recommendation transfers clinical authority in a way an optician can't replicate alone. Amy shares a memorable restaurant analogy for what happens to a patient's confidence when that handoff doesn't happen, along with Steve's own story of decision fatigue as a patient trying to buy sunglasses incognito.

The conversation moves into what actually breaks handoffs in practice, why the single biggest failure point is simply skipping the handoff altogether, and how Amy trains her team — including role play that nobody enjoys but that builds the muscle memory needed for consistency. It closes with a simple, quotable frame for doctors: capture rate starts in the exam room, not at the optical counter.

To register for Vision Forward, visit idoc.net to reserve your spot. 

“You can make drama or you can make money, but you can’t make both. The thing that Zig (Ziglar) always said about building a team is that “together everyone achieves more”. I have found in my 25 plus years of consulting that this is the magic wand to creating a multi-million dollar practice. The team is everything.” 

The above is directly off of Sharon Carter’s website. In this episode, we tackle the topic of team building and the impact this has on your practice. If you aspire to be a better leader and build a team that takes your practice to the next level, this episode will not disappoint! We cover how to get the right people on board, the importance of empowering people, becoming a more effective communicator, culture building, embracing failure, and much more! 

In this episode, Dr. Steve Vargo tackles a question that's easy to write off as an inventory problem but is actually a communication problem: why do most patients own five pairs of shoes and only one pair of glasses?

Steve breaks down why the practices that sell more second pairs aren't better salespeople — they're better at staying curious about the patient in front of them, and that curiosity has to start in the exam chair, not the optical. He walks through what a real structured handoff between doctor and optician actually sounds like, why decision fatigue quietly kills more sales than price ever does, and how three ideas borrowed from behavioral economics — anchoring, bundling, and loss aversion — can reshape a second-pair conversation without it ever feeling like a pitch.

This isn't an episode about selling to more patients. It's about serving the patients already in your chair a little more completely. If your multiple-pair percentage has been stuck, or your opticians hit a wall the moment insurance comes up, this episode closes with a practical 30-day plan to change that.

To register for Vision Forward, visit idoc.net to reserve your spot. 

In this episode, Dr. Steve Vargo sits down with Dr. Allan Panzer, OD, a Houston optometrist with 47 years in practice and owner of the Houston Dry Eye Clinic, for a wide-ranging conversation about the connection between financial ambition and clinical excellence — starting with a line most doctors would never say out loud: “I like to make money.”

Steve and Allan dig into what that admission actually means for a practice. Allan walks through his history as an early Optos adopter — he was the second optometrist in the country to own a Daytona — and explains the return-on-investment thinking behind his current Optos MonacoPro, including how a $39 optomap became one of the highest-margin, lowest-effort services in his office. They get into his approach to selling patients on screening, a conversation that by his account converts at close to 99%, and why he no longer sees dilation alone as the gold standard it once was, backed by a story about a retina specialist who missed something on Allan's own eyes that the Optomap caught.

The conversation closes on lessons for the next generation of practice owners: why reviews — not advertising — are the best form of marketing, why buying an existing practice (even a rural one) beats starting cold, and Allan's own advice from early in his career that still guides him: “Take care of the patient, and the money will take care of itself.”

To register for Vision Forward, visit idoc.net to reserve your spot. 

In this episode, Dr. Steve Vargo steps outside optometry to answer a question he's been chewing on for years: what actually separates practice owners who break through from the ones who stay stuck — and is any of it unique to eye care at all?

Drawing on a decade of consulting with hundreds of independent practices, Steve breaks down five patterns he sees again and again in owners who reach the next level — from the “Who Not How” shift that gets owners out of their own way, to why avoiding a leadership void matters as much as clinical skill, to treating failure as tuition instead of a verdict. He also makes the case for copying what already works instead of reinventing it (including a standing offer to shadow another practice for half a day), and explains why he'd bet on a great communicator over a clinically gifted one, 99 times out of 100.

None of these are optometry secrets — they show up in restaurants, agencies, and boardrooms just as often as they show up in exam lanes. If you've ever wondered whether the doctors who seem to have it figured out know something you don't, this episode is Steve's honest answer, plus what to do about it starting this week.

Learn more about why your practice should choose Weave at Weave + IDOC | Weave

In this episode, Dr. Steve Vargo tackles a scenario more and more doctors are running into: a patient sits down and says, "I looked this up on ChatGPT."

How do you respond without sounding defensive—or losing the patient's trust?

Drawing on recent research about AI and patient behavior, Steve unpacks an uncomfortable trend: patients are increasingly rating chatbot answers as more empathetic and trustworthy than their own doctor's. Research out of Penn State found that when AI disagreed with a physician's recommendation, patient confidence dropped—for the doctor, not the AI. Add in a growing share of patients who trust an app on their phone as much as their own provider, and it's clear something is shifting in the exam room.

If you've ever felt your authority questioned by a patient armed with an AI printout, this episode will challenge how you think about that moment—and offer a smarter way to respond that builds trust instead of eroding it.

Learn more about why your practice should choose Weave at Weave + IDOC | Weave

In this episode, Dr. Steve Vargo sits down with Susan Daly for a practical, no-nonsense conversation about one of the most guesswork-driven parts of running a practice: frame buying.

Steve and Susan unpack why most practices don't actually have a frame problem — they have a decision-making problem. Without clear processes, cadence, or data, frame buying tends to default to gut feel, favorite reps, or whoever's been there the longest. They talk through how to simplify the entire process down to something that could fit on an index card, why revenue-per-brand matters more than units sold, and how to build a healthier, more intentional relationship with reps instead of an exhausting or dysfunctional one.

This conversation goes beyond inventory management. It's about reducing complexity so opticians can give patients the time and attention that actually drives trust — and sales. Susan shares specific, tactical strategies from her merchandising background, including how to ask patients what they wish you carried, how often to reassess your assortment, and why a simple "try-on party" might be the fastest way to spot what's missing from your board.

Get in touch with our team to learn more about Clerra at idoc.net.