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EYE OWN A BUSINESS

IDOC

What does your ideal optometry practice look like?

Eye Own a Business is your go-to resource, whether you’re an established owner or aspiring optometrist.

Hosted by Dr. Steve Vargo, this podcast, powered by IDOC, offers expert insights to help you grow your practice, enhance patient care, and so much more.

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#153
Tuesday · 42 min
“I Like to Make Money” — The Optometrist Who Refuses to Apologize for It
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.
#152
August 25 · 28 min
5 Not-So-Obvious Habits of Practice Owners Who Actually Get Ahead
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
#151
August 18 · 22 min
How to Respond When a Patient Says 'ChatGPT Told Me This'
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
#150
August 11 · 44 min
How to Stop Guessing and Start Building a Frame Buying System That Works
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.
#149
August 4 · 28 min
You didn't hire the wrong person — you onboarded them wrong
In this episode, Dr. Steve Vargo tackles a problem that quietly costs practices their best hires: a great candidate on paper who, a few months in, becomes quiet, hesitant, and error-prone. Why does this happen? Drawing on onboarding research and his own not-so-great first job experience (a training manual the size of a phone book), Steve unpacks the uncomfortable reality that most struggling new hires aren't a hiring mistake — they're an onboarding failure. He walks through the three things every new hire actually needs to succeed, the predictable emotional rollercoaster of someone's first 90 days, and the four most common onboarding mistakes well-meaning practices make without realizing it. If you've ever wondered why a promising hire went from confident in the interview to silent in staff meetings, this episode will change how you think about their first 90 days — and give you a clearer way to set them up to stay. Learn more about why your practice should choose Weave at Weave + IDOC | Weave
#148
July 28 · 40 min
Why Most Optometrists Are Thinking About AI All Wrong
In this episode, Dr. Steve Vargo sits down with Corey Pinegar, founder of Team, for a grounded conversation about what AI actually means for optometry practices in 2026—beyond the hype and the fear. Steve and Corey explore the "plant a flag in the middle" approach: using AI as an accelerant for the business side of practice—insurance verification, claims, scheduling support—while protecting the human relationships that patients actually care about. They discuss why the biggest AI failures aren't technology problems at all, but change management problems, and why so many practices are chasing "productivity theater" instead of asking what outcomes they actually want. This conversation goes beyond tool selection or automation. It's about how doctors present change to already-burned-out teams, why staff are often using AI in the shadows whether practices have a policy or not, and how the right implementation can free doctors and their teams to simply be human with patients again. Corey shares real numbers from his own team's rollout, along with the coaching and buy-in strategies that made the difference between adoption and resistance. To register for Vision Forward, visit idoc.net to reserve your spot.
#147
July 21 · 44 min
How to Become the Go-To Doctor in Your Town—Without Buying a Single Machine
In this episode, Dr. Steve Vargo sits down with Dr. Josh Davidson—known throughout the Gulf South as the go-to doctor for dry eye and scleral lenses—to unpack how he built one of the largest dry eye centers in the country, without starting with a blank checkbook or a room full of machines. How does a doctor become "the guy (or gal)" in their community? Josh shares the real starting point: not equipment, not capital, but a handful of extra minutes spent explaining what's actually happening on a patient's eye. He and Steve dig into why patients equate that kind of attention with expertise, why chasing every piece of new technology can actually backfire on trust, and why some of his most loyal patients are ones who'd already been sold thousands of dollars in gadgets elsewhere before finding him. Josh also gets specific about what he tells associate doctors who want to build a specialty inside someone else's practice, and how local talks, parade floats, and even his kid's baseball team became some of his most effective brand-building tools. If you've ever assumed you need the newest machine before you can specialize in something you're passionate about, this episode will change how you think about what actually builds a reputation—and a following—in your community. Schedule Your Practice's Dry Eye and Lid Care Staff Education: https://form.jotform.com/260396366931061 by Bruder & M&S Technologies, powered by Hilco Vision
#146
July 14 · 39 min
Re-Release: The Most Valuable Day of the Year: How Annual Retreats Are Transforming Practice Culture
In this episode, Dr. Vargo sits down with Dr. Elizabeth Roush, a practice owner from Northeast Indiana, to discuss the transformative impact of annual retreats on leadership, teamwork, and business growth. Dr. Roche explains the logistics, planning, and execution of successful annual retreats, sharing how they have become her staff's favorite day of the year. She delves into the themes, activities, and strategies that make these retreats effective, including team-building exercises, custom-tailored content, and the importance of fostering vulnerability and connection among staff. Dr. Roche also provides insights on maintaining the momentum of retreat learnings throughout the year for sustained improvements in practice operations and patient care. To register for Vision Forward, visit idoc.net to reserve your spot.
#145
July 7 · 38 min
How to Turn Contact Lens Dropouts Into Your Best Patients
In this episode, Dr. Steve Vargo sits down with Dr. Shannon Joseph for a conversation about one of the most overlooked revenue opportunities in eye care — the contact lens dropout. Steve and Shannon explore why so many patients quietly stop wearing contacts and never bring it up again, why doctors aren't having the conversation either, and what happens to a practice when someone finally does. They dig into the assumptions patients carry — that they were told they couldn't wear contacts, that the technology hasn't changed, that nobody can fix what didn't work before — and how a few simple questions can unravel all of it. This conversation goes beyond contact lens sales. It's about building the kind of patient experience that creates loyalty, drives referrals, and reminds doctors why they got into this work in the first place. Shannon shares how she's built a whole-team approach to re-engaging dropout patients — from the first phone call to the pre-test questionnaire to the exam room — and why fixing a problem a patient didn't even know they had is one of the most powerful things a practice can do.
#144
June 30 · 50 min
What If It's Not Burnout? The Three Diagnoses That Actually Explain How You're Feeling
In this episode, Dr. Steve Vargo sits down with Luke Mathers — optometrist, author, and stress resilience expert — for a conversation that challenges one of the most common assumptions in healthcare: that what you're feeling is burnout. Luke spent 27 years in clinical optometry before following a personal health experience down a rabbit hole of evolutionary biology, neuroscience, and human behavior. What he discovered reshaped how he thinks about stress, exhaustion, and why so many high-achieving professionals feel stuck even when everything looks fine on the outside. Steve and Luke explore Luke's framework for three distinct states that often get lumped together under the burnout label — burned out, bored out, and checked out — and why getting the diagnosis wrong means the treatment will fail. They also dig into the business case for human connection, the neuroscience of why presence in the exam room changes patient outcomes, and what it actually means to recover on purpose rather than just waiting for things to slow down. This conversation goes beyond stress management tips. It's about understanding what's really happening beneath the exhaustion — and finding your way back to the work that gave you a sense of purpose in the first place.
#143
June 23 · 44 min
Why Half Your Patients Are Walking Out Without Buying Glasses
In this episode, Dr. Steve Vargo sits down with Chris Millet, Managing Director of Global Sales for Modern Optical, for an honest and timely conversation about what the data is telling us — and what independent practices can no longer afford to ignore. Capture rates in the independent channel have dropped below 50% for the first time, and the reasons go deeper than the economy. Chris and Steve explore the shifting consumer mindset around affordability, brand loyalty, and the experience patients are now expecting when they walk through your door. They discuss the K-shaped economy playing out inside optical dispensaries, why the "sell up" strategy that worked for years is losing its grip on a growing segment of patients, and what the most adaptive practices are doing differently right now. But this conversation goes beyond sales strategy. It's about being honest with yourself — about your inventory, your approach, and whether the practice model you've built still matches the patients walking in today. Chris shares practical examples from practices across the country that are plugging leaks, having better conversations, and finding ways to keep patients in the optical without pressure or pretense. To register for Vision Forward, visit idoc.net to reserve your spot. Follow our Podcast on All Available Platforms Follow our Podcast on Instagram Follow IDOC on Facebook Follow IDOC on LinkedIn Watch our Podcast Video on YouTube
#142
June 16 · 33 min
How to Actually Hire an Associate OD (When Nothing Else Is Working)
Finding and hiring an associate OD has become one of the most frustrating challenges in independent practice — and most owners have no idea why their approach isn't working. In this episode, Dr. Steve Vargo digs into the reality behind the associate shortage: the problem isn't only that there aren't enough doctors. In many cases, the way practices recruit, communicate, and present themselves is quietly disqualifying them before a candidate ever picks up the phone. Why are qualified ODs going silent after interviews? Why do job postings sit untouched for months? And what does nearly $200,000 in student debt have to do with the way a young doctor reads your job ad? Drawing on recent research into what today's ODs actually want from employers, Steve unpacks the psychology behind how this generation evaluates opportunities — and why transparency, structure, and specificity matter far more than prestige or promises of "someday." To register for Vision Forward, visit idoc.net to reserve your spot. Follow our Podcast on All Available Platforms Follow our Podcast on Instagram Follow IDOC on Facebook Follow IDOC on LinkedIn Watch our Podcast Video on YouTube
#141
June 9 · 29 min
Eye Care in 2030: What's Coming, What to Ignore, and How to Prepare Now
In this episode, Dr. Steve Vargo tackles something that's quietly weighing on a lot of healthcare professionals right now: uncertainty about the future. What's actually coming? What's hype? And what does any of it mean for independent practices like yours? Drawing on recent research across multiple healthcare forecasting sources — including data from the AMA, the Journal of the American Medical Association, Pew Research, and McKinsey — Steve breaks down the ten most significant trends shaping healthcare through the end of the decade, with a specific lens on what they mean for independent optometry. Some of what's coming is disruptive. Some of it is genuinely good news — especially for the parts of practice most of us actually care about. And some of it won't affect your specialty at all. But here's the through line: the practices that will thrive in the next five years aren't necessarily the biggest or the most technologically advanced. They're the ones that use the right tools to clear the administrative noise — and protect the human relationships that no algorithm can replace. If you've been feeling uncertain about where eye care is headed, this episode won't add to that anxiety. It's designed to replace it with clarity. To register for Vision Forward, visit idoc.net to reserve your spot. Follow our Podcast on All Available Platforms Follow our Podcast on Instagram Follow IDOC on Facebook Follow IDOC on LinkedIn Watch our Podcast Video on YouTube
#140
June 2 · 37 min
She Thought She Needed More Staff. She Needed This Instead.
In this episode, Dr. Steve Vargo welcomes back optometrist and practice owner Dr. Kristina Pusz for a deeper conversation about the one thing most growing practices are missing: structure that actually sticks. Steve and Christina explore what happens when a practice is growing on the outside but quietly unraveling on the inside — staff turnover, things slipping through the cracks, and a leader waking up in the middle of the night unable to turn her mind off. Christina shares how shifting from sporadic, one-sided staff meetings to a structured, accountability-driven leadership system changed not just her practice, but her life. This conversation goes beyond meeting agendas and to-do lists. It's about psychological safety, the courage to let go of control, and why the practices that run the most efficiently are often the ones with the fewest people — not the most. Christina opens up about her own struggle with micromanagement, what her team finally said to her that forced her to change, and why the doctors who say they don't have time for this kind of structure are often the ones who need it most. If your team goes quiet when you ask for feedback, if accountability keeps slipping, or if you're carrying more than you should be — this one is for you. To register for Vision Forward, visit idoc.net to reserve your spot. Follow our Podcast on All Available Platforms Follow our Podcast on Instagram Follow IDOC on Facebook Follow IDOC on LinkedIn Watch our Podcast Video on YouTube
#139
May 26 · 43 min
AI Isn't Taking Your Job — It's Giving You Your Career Back
In this episode, Dr. Steve Vargo sits down with optometrist and AI early-adopter Dr. Jay Henry and Josh Gosnell, co-founder of Adit, for a practical and eye-opening conversation about what artificial intelligence is actually doing inside optometry practices right now — and why the doctors who aren't paying attention may already be falling behind. Steve, Jay, and Josh cut through the hype and the fear to talk about what AI can realistically do for your practice today: answering phones after hours, scheduling patients, scrubbing claims, scribing, and flagging the moment a patient call starts to go sideways. Dr. Henry shares how his group practice uses AI from the first touchpoint to the last — and how it's transformed not just efficiency, but culture. His staff smiles more. His charts are done before he leaves. He goes home. But this conversation isn't just about technology. It's about getting back to why you became a doctor in the first place. The administrative grind that's quietly burning practices out isn't inevitable — and AI may be the most practical tool available right now to push back against it. If you've been curious about AI but don't know where to start — or you've been waiting for a reason to take it seriously — this episode is a good place to begin. Follow our Podcast on All Available Platforms Follow our Podcast on Instagram Follow IDOC on Facebook Follow IDOC on LinkedIn Watch our Podcast Video on YouTube
#138
May 19 · 45 min
Contact Lens Strategy with CooperVision: Driving Success in Your Practice
In this live episode of Eye Own A Business podcast, we’ll explore how a well-defined contact lens strategy can help you achieve your practice goals. Gain valuable insights into building a strategy that aligns with your team, patients, and long-term vision. A dynamic panel of colleagues will share real-world experiences and actionable tips, giving you the chance to learn from peers, ask questions, and leave with a clear roadmap to elevate your contact lens business. Speakers: Dr. Tara Vaz - CooperVision Dr. Kaleel Shaheen II - Hills & Dales Vision, Inc Dr. Jennie Zolman - Draisin Vision Group Steve Vargo - IDOC easyvision™ — What patients want. What you deserve. Offered exclusively through IDOC and manufactured by CooperVision*, a customer brand family of MyDay® and clariti® 1 day. Patients will love the comfort, convenience, and performance1 — available at prices lower than branded contact lenses and only available through your practice, you’ll love what it does for margins and keeping patients and their reorders where they belong — with you.†2 That’s easy. *For product and safety information, visit coopervision.com/safety. 19534 03/26 Learn more at https://idoc.net/vendors/easyvision/
#137
May 12 · 38 min
Why Your Patients Want to Say Yes — But Keep Walking Out the Door
In this episode, Dr. Steve Vargo sits down with Jenna Ellsworth, National Account Manager for CareCredit, to tackle one of the most common — and costly — moments in any practice: the patient who was ready to say yes, but walked out the door anyway. Why does this keep happening? Steve and Jenna make the case that price objections are rarely just about money. More often, they're a signal that the patient wasn't given the right information, at the right moment, in the right way. And in most practices, that conversation is happening too late — or not at all. From when to introduce financing options during the patient journey, to how doctors and staff can bring it up naturally without feeling like a sales pitch, this episode offers a practical roadmap for keeping more patients in-house and helping them actually follow through on the care you're recommending. If you've ever watched a patient hesitate at checkout — or leave to "think about it" — this episode will change how you think about the price conversation and give your team the tools to have it with confidence. To register for Vision Forward, visit idoc.net to reserve your spot. Follow our Podcast on All Available Platforms Follow our Podcast on Instagram Follow IDOC on Facebook Follow IDOC on LinkedIn Watch our Podcast Video on YouTube
#136
May 5 · 46 min
The Simpler Optical: Reducing Complexity to Increase Capture
In this episode, Dr. Steve Vargo sits down with Susan Daly, Head of Optical Products at IDOC, live from IDOC Connection to tackle a challenge every independent optometry practice faces: complexity in the optical. From overloaded frame boards to overwhelming lens options, today’s opticals are often suffering from the “peanut butter problem”, too many choices leading to decision fatigue for both patients and staff. The result? Lower capture rates, walking scripts, and missed revenue. Susan shares a practical path forward, showing how simplifying your frame selection, lens offerings, and conversations can increase capture, improve team performance, and create a better patient experience. You will learn: Why fewer choices can lead to more sales How the three-pair presentation drives confident decisions Why confusion, not price, is often the real barrier How to simplify your lens strategy without sacrificing quality A clear framework to communicate value in under two minutes If you want a more efficient, profitable optical that feels easier to run, this episode gives you the blueprint. Get free IDOC Essential Membership just by using IDOC Labs. To register for Vision Forward, visit idoc.net to reserve your spot. Follow our Podcast on All Available Platforms Follow our Podcast on Instagram Follow IDOC on Facebook Follow IDOC on LinkedIn Watch our Podcast Video on YouTube
#135
April 28 · 54 min
If You Think You Can't Make Money Doing Eye Exams Anymore, Listen to This
In this episode, Dr. Steve Vargo joins certified financial planner and 20/20 Money podcast host Adam Cmejla for a candid conversation about one of the most common — and costly — mindsets in independent optometry: the belief that the business model is broken and that adding new services is the only way out. The conversation starts with a frustrated email from a real OD — one who feels stuck, undervalued by insurance, and convinced that the only path forward runs through dry eye spas and red light therapy. Steve and Adam unpack why that thinking is understandable, why it's also a little dangerous, and why the same communication gaps that are quietly killing capture rate will follow you right into your next revenue stream. Steve challenges the profession's complicated relationship with selling, makes the case that better communication, not better services, is usually the first domino to knock over, and shares practical, low-risk ways to start improving patient conversations today. Originally aired on 20/20 Money, hosted by Adam Cmejla, CFP. Not fully confident in what your practice's numbers are telling you? It's time for a financial health review. Book your Financial Health Review Call Follow our Podcast on All Available Platforms Follow our Podcast on Instagram Follow IDOC on Facebook Follow IDOC on LinkedIn Watch our Podcast Video on YouTube
#134
April 21 · 28 min
Why Your Gut Is a Terrible Hiring Manager — And What to Do Instead
In this episode, Dr. Steve Vargo tackles a frustrating experience nearly every practice owner has lived through: a candidate who interviews beautifully, gets hired with confidence — and then quietly unravels six weeks later. Why does this keep happening? Drawing on research into hiring psychology and behavioral science, Steve makes the case that bad hires aren't bad luck — they're the predictable result of a broken process. The gut instinct we rely on in interviews turns out to be one of the weakest predictors of job performance. Meanwhile, the approaches that actually work are ones most independent practices have never been taught. In this episode, Steve breaks down the most common places the hiring process goes sideways, why interviews are performance environments that reward the wrong things, and what a smarter — and surprisingly simple — approach looks like in a real-world practice setting.

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