Power Hour Optometry – "3 Game-Changing Optometry Innovations That Can 10X Your Practice Revenue"

Podcast Host: Eugene Shatsman
Episode Theme: “Innovators Edition” — Optometry innovations that promise to dramatically boost practice revenue and improve both patient care and efficiency.

Episode Overview

This episode showcases three major innovations poised to revolutionize optometric practice. Host Eugene Shatsman speaks with leaders behind each breakthrough:

1. IOR Group: Building office-based surgery programs for optometrists.
2. Pair Eyewear: Transforming eyewear with customizable, “snap-on” top frames to drive patient engagement and repeat business.
3. Aurelio: An all-in-one optometry software platform streamlining operations, communication, and patient experience.

Each segment explores not only the technology, but the real-world business models, risks, and practical impacts—with an emphasis on how these tools can drive significant increases in revenue and patient loyalty.

1. MONETIZING SURGICAL REFERRALS: THE IOR GROUP MODEL

Guest: Tony Burns, Founder & CEO, IOR
Segment Starts: [01:23]

Key Discussion Points

• Business Model:

  • IOR helps optometrists create in-office surgical centers, turning referrals into revenue.
  • ODs collaborate with surgeons: Instead of sending patients out, surgeons come in or use an OD-run facility.
  • Turnkey service: IOR handles everything—design, accreditation, revenue cycle management, governance.

• How It Works:

  • Can be within the OD’s office, a nearby satellite location, or a shared site among several practices.
  • No fixed square footage requirement; typical is 700 sq ft for one OR, but can be as small as 450 sq ft.

• Financial Opportunity:

  • “Dramatically increases top end and net revenue.” ([01:54])
  • Practically, ODs become the billing party. All costs—equipment, supplies, surgeon’s fee—are line items; the rest is profit.
  • Example: Practice making $90K in co-management fees increased to $11 million gross, $5-6 million net with OBS. ([06:00])
  • Conservative estimate: 5-7% of comprehensive exams become surgical cases.

• Procedures Offered:

  • Cataracts, refractive, oculoplastics, glaucoma, retina.
  • Younger OD demographics = more refractive/cash-pay surgery (RLE, ICL, etc.)

Notable Quotes

• “In five years, they would make something like seven to eight million dollars net.” – Tony Burns ([05:28])
• “This isn’t to replace frame sales—it’s expanding your scope and offering more to your patients...” – Tony Burns ([08:25])
• “We just completed our 250th office-based surgery. We have outcomes on about 400,000 procedures…data is better than the current published data. Our adverse event rate is lower.” – Tony Burns ([10:49])
• “We can get them in for very little…I mean, five, $10,000 can get them started.” ([12:18])

Risk & Operational Considerations

• Malpractice risk is no higher than co-management.

• Biggest risks: capital outlay and operational changes, but IOR can provide partnership models to reduce upfront financial risk.

• Surgeon Partnerships:

  • Can use current referral partners or IOR’s nationwide network, Modern OBS Partners.
  • Flexible, with ongoing support and training for integration.

Market Trend & Future

• Model gaining rapid traction since late 2024.
• “Five years from now, it wouldn’t surprise me if half the cases were done on OBS.” ([19:49])

Further Information

• Learn more: iorgroup.com ([19:28])

2. PATIENT ENGAGEMENT & FASHION: PAIR EYEWEAR’S MODULAR FRAMES

Guest: Nathan, Co-Founder & Co-CEO, Pair Eyewear
Segment Starts: [21:55]

Key Discussion Points

• Concept:

  • Customizable glasses with “top frames” snapped over a base frame—lets patients instantly change styles.
  • Licensed designs (Disney, Marvel, Van Gogh, Frida Kahlo, sports leagues, more).
  • Prescription sunglasses available via snap-on tops.

• In-Practice Patient Experience:

  • Each patient selects a “base frame” (primary pair), chooses from hundreds of top frames.
  • Merchandising fixture allows 10 tops per frame in-store; thousands of designs available online/B2B.
  • Average initial purchase: 2-3 tops per patient; typical customer will own 8 tops in a year.

• Business Model for ODs:

  • Designed for managed vision care reimbursements.
  • Bundle: base frame + 2 tops around $150 retail.
  • Top frames retail $25-$30; base frames $70-$130.
  • Initial buy-in: $1,800 to $2,500 (including merchandising tower).

• Patient Retention & Revenue:

  • “A patient will come back into store 20 to 25% more often than their average patient.” ([28:05])
  • Average order value +20% over typical frame/lens purchase, as patients “invest” in better lenses for their main pair.
  • Weekly/monthly new launches drive repeat visits and ongoing engagement.

Notable Quotes

• “Our whole mission is to bring joy back to eyewear.” – Nathan ([22:12])
• “Somebody earlier today at the booth called it an optician’s playground.” – Nathan ([24:14])
• “It’s almost a multiple-pair play without a multiple-pair play.” – Eugene ([29:46])
• “50% of customers will come back within the first 180 days...” – Nathan ([37:04])

Addressing Online Sales

• Pair Eyewear partners with ECPs for revenue share on online orders using in-store codes; encourages return to office for purchases, but gives credit on web sales linked to the practice.

• “If a customer goes back online…we’ll give you a percentage of that revenue back. So you’re essentially making more dollars without needing to do much work.” – Nathan ([33:01])

Practice Growth & Loyalty

• Drives referrals (incentivize with low-cost top frames).
• Unique styles create word-of-mouth and in-person advertisement for the practice.
• Increases opportunities for cross-selling and care reminders when patients return to pick up top frames.

Further Information

• Find out more: retail.paireyewear.com ([39:42])

3. TECHNOLOGY THAT STREAMLINES EVERYTHING: THE AURELIO PLATFORM

Guest: Jared, Founder, Aurelio
Segment Starts: [41:33]

Key Discussion Points

• All-In-One Optometric Practice Tech:

  • Integrates with native EHR/practice management (PM) systems for unified patient engagement, VoIP phone system, insurance verification, supply chain, and more.
  • Originated with automated contact lens ordering, now expanded platform.
  • Focus: Started as a tech solving “tech” (front office staff) problems—easing pain points with too many tabs, logins, lost time.

• Contact Lens Sales Automation:

  • Integrates with PM to automate reorders, exam walkouts, and e-commerce.
  • Practices report double-digit Y/Y contact lens sales growth, recapturing sales from 1-800 Contacts, Costco, etc.

• One Platform for All Communication:

  • VoIP: forwards all calls/texts/faxes through Aurelio; hard and soft phones available.
  • Patient engagement: forms, recalls, reminders, payments—all unified.
  • Example: Practice with 14+ tabs, multiple vendors, now uses one system and one staff workflow.

• Insurance & Recall Innovations:

  • Customizable recall automations that reference real (not just annual) benefit expiration.
  • E.g., “Hey Eugene, your vision med benefits are expiring soon, use them before you lose them!” ([51:02])
  • Can combine benefit expiration with CL reorder reminders.

• AI & Staff Training:

  • Sentiment analysis/transcript on calls for QA and coaching.
  • Developing AI agents trained on unique practice info/SOPs, to support after-hours and free up staff.
  • Full view: All communication channels aggregated per patient (calls, emails, texts, faxes).

• ROI and Cost Savings:

  • Practices consolidate expensive third-party recall, phone, contact lens software—potentially saving 50%+ on monthly software spend.
  • “We’ll save you more than half of that by bundling everything into one software.” – Jared ([57:33])

Notable Quotes

• "What we do is automate all their CL ordering, e-commerce, all of the exam walkout technology to capture all CL patients and drive revenue back into the four doors of the practice." – Jared ([42:08])
• “Average practice uses over 14 tabs a day just to get their job done.” – Jared ([45:21])
• “Our core contact lens product will then also make you money. So then with Aurelio you’re not only saving cost, but also going to be a revenue generating engine.” ([58:02])

Practical Impacts

• Reduces staff overwhelm, error, and onboarding time for new hires.
• Makes training data-driven with sentiment scoring and call quality review.
• Prepares practices to capitalize on every patient touchpoint and withstand competitive market shifts (e.g., online exams, direct-to-consumer models).

Further Information

• Learn more: aurelio.com (AURELLIO: two Rs, two Ls)
  • Direct contact: jared@aurelio.com ([60:15])

Notable/Memorable Moments

• Massive Revenue Jump: “[A large practice] went from $90,000 in co-management fees to $11 million gross revenue and $5-6 million in net profit with the same patient base.” – Tony Burns, IOR ([06:00])
• Eyewear Becomes a Loyalty Engine: “We’re seeing a 25% higher customer coming back in-store rate than other brands.” – Nathan, Pair Eyewear ([25:31])
• Making Software Fun Again: “The average practice uses over 14 tabs a day just to get their job done… Our goal is to make it so you can hire your Texas Roadhouse waitress and have her be an awesome tech because we simplify everything.” – Jared, Aurelio ([45:21], [48:48])

Timestamps for Key Segments

• IOR Group – Office-Based Surgery: [01:23] – [20:33]
• Pair Eyewear – Modular/customizable eyewear: [21:55] – [40:07]
• Aurelio – All-in-one practice software: [41:33] – [61:05]

Final Thought

This episode delivers a blueprint for ODs looking to radically grow revenue, enhance service, and future-proof their operations—not with hype, but with actionable, proven models from the innovators themselves.

For more information and links, see episode show notes.