May 16, 2025

Going Viral, Working with Industry, and Finding Work-Life Balance

31 minutes

In this episode of the 2020 Podcast, Dr. Harbir Sian sits down with Toronto-based optometrist Dr. Alexa Hecht—whose bite-sized videos have gone viral, racking millions of views—to unpack how she turned clinical expertise into a thriving personal brand. Listeners will look inside at her journey from COVID-era newcomer to sought-after dry-eye specialist, learn how she collaborates with industry leaders like Figs and 2020 Beauty, and discover her secrets for keeping work-life harmony in an always-on digital world. Tune in to hear actionable tips on building credibility online, forging powerful partnerships, and structuring your week so you excel both behind the slit lamp and beyond.

Topics Covered Viewing Early Careers as Practice OpportunitiesIntegrating Specialty Care: The Dry-Eye AdvantageHarnessing Digital Platforms for Patient EducationForging Industry PartnershipsCultivating Sustainable Work-Life Integration

Viewing Early Careers as Practice Opportunities

Many new graduates believe they must immediately land “the perfect job.” In reality, those first roles serve as essential practice grounds for honing both clinical and interpersonal skills:

Rotate through diverse settings. Dr. Hecht began her career across several clinics during the COVID-19 slowdown, gaining exposure to family practice, pediatrics, and vision therapy. This breadth sharpened her diagnostic acumen and patient communication.

Embrace mentorship. Seeking guidance from seasoned practitioners, such as Dr. Abraham Yuen in Dr. Hecht’s case, accelerates competency in emerging treatments like intense pulsed light (IPL) for dry eye.

Set incremental goals. Rather than chasing an ideal schedule, aim for measurable milestones: reaching a full patient roster, mastering a new device, or co-hosting a webinar within six months.

Integrating Specialty Care: The Dry-Eye Advantage

Dry eye disease affects up to 50% of adult patients in some populationsⁱ and represents one of the fastest-growing segments in optometric care. To capitalize on this trend:

Certify in advanced technologies. Dr. Hecht incorporated both IPL and Radiofrequency (RF) therapies into her private practice, augmenting standard treatments (lubricants, lid hygiene) with device-driven interventions shown to reduce tear-film instability by up to 40% in clinical trialsⁱⁱ.

Curate a dedicated “dry-eye spa.” By creating a branded treatment suite—complete with ambient lighting, patient educational videos, and pre-/post-care kits—providers can elevate perceived value and patient compliance.

Measure outcomes rigorously. Tracking Ocular Surface Disease Index (OSDI) scores pre- and post-IPL not only validates efficacy but can support third-party reimbursement.

“Optometry is an art; the more you master it, the clearer the patient’s story becomes.”
—Dr. Alexa Hecht

Harnessing Digital Platforms for Patient Education

With 78% of patients now researching providers online³, establishing a credible digital presence is no longer optional:

Choose your channels. While Instagram and TikTok offer visual storytelling, LinkedIn and YouTube are ideal for in-depth case discussions and professional networking. Dr. Hecht began creating short, educational clips during clinic downtime, gradually expanding from student-focused posts to high-engagement content on advanced topics.

Plan content strategically. Successful creators integrate three core pillars:

Educational “micro-lessons” (e.g., “Three Makeup Habits to Avoid for Healthy Eyes”)

Behind-the-scenes practice tours (office layouts, technology walkthroughs)

Patient testimonials and outcomes (with consent)

Monitor analytics. Use platform insights to refine posting schedules (e.g., evenings for consumer platforms, weekday mornings for professional audiences) and track metrics such as watch time, shares, and click-throughs to your website.

Real-world case: A single Dr. Hecht TikTok video explaining astigmatism lens orientation garnered over 10 million views, translating to a 15% uptick in new patient inquiries the following month. This underscores how well-crafted content can directly boost clinic footfall.

Forging Industry Partnerships

Collaborations with brands and organizations can amplify reach and foster professional development:

Conference ambassadorships. Dr. Hecht’s role as a Dry Eye Summit ambassador granted her speaking slots, booth presentations, and leadership workshops.

Clinical-brand collaborations. Partnerships with Figs (clinical apparel) and 2020 Beauty (cosmeceutical devices) allowed Dr. Hecht to test innovations, provide real-time feedback, and co-create patient education modules, benefiting both her practice and industry stakeholders.

Student associations. Early involvement as an AOSA trustee expanded her network across North America, paving the way for future keynote invitations.

Such alliances not only enhance personal branding but also yield tangible practice growth. A 2024 survey of 150 optometry offices found that 45% reported increased patient retention after participating in co-branded community events⁴.

Cultivating Sustainable Work-Life Integration

Eye care professionals often juggle demanding clinical loads, content creation, speaking engagements, and family commitments. To maintain longevity and avoid burnout:

Define non-negotiables. Identify core “anchor days” each week for clinical work, content production, and personal recharge. Dr. Hecht protects Sundays for family and creative planning, ensuring she’s fully present in both spheres.

Leverage batching. Filming multiple short videos on a single “creative day” conserves mental energy and maintains content consistency.

Embrace ebb and flow. Recognize periods when family events or conference tours require dialing back digital output, and plan “comeback” posts to re-engage audiences.

“You must show up for yourself first in order to show up for others.”
—Dr. Alexa Hecht

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By Defocus Media Eyecare and Optometry Podcast Network

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