Power Hour Optometry: 2025 Insights & 13 Years of What’s Changed and What Hasn’t

Episode Overview
Power Hour Optometry, hosted by Eugene Shatsman and featuring guest Gary Gerber, marks its 13th season with an in-depth reflection on the optometric industry’s evolution over the past decade and a half. Released on January 8, 2025, this episode delves into the persistent challenges, technological advancements, and strategic insights necessary for optometric practices to thrive in a rapidly changing landscape.

1. Reflecting on 13 Years in Optometry

Eugene Shatsman opens the episode by setting the stage for a comprehensive look back at the last 13 years of the optometric industry. He emphasizes the dual process business owners often engage in during the start of a new year: reviewing past accomplishments and setting future goals. Shatsman references Dan Sullivan’s perspective-shift tool, which encourages entrepreneurs to assess their progress relative to their starting point rather than their ultimate goals, fostering a sense of achievement and confidence.

Notable Quote:
"The tool that somebody really wise, whose name is Dan Sullivan, taught me a really long time ago...you just realize how far you actually did come." [02:21]

2. Changes and Constants in the Optometric Industry

a. Technological Advancements

Gary Gerber and Shatsman discuss the significant technological transformations that have impacted optometry. From the early days of conference call-based shows to the integration of platforms like Zoom, technology has reshaped how professionals communicate and collaborate.

Notable Quote:
"Technology may have changed instantaneously, but the adoption was relatively slow. If it weren't for Covid, I think we could still be doing conference calls." [08:48]

Gerber highlights the introduction of Artificial Intelligence (AI) in clinical protocols, such as the AI-generated clinical protocol developed by their company. This innovation allows optometrists to input clinical findings via their smartphones, receiving data-driven treatment recommendations that enhance patient care.

Notable Quote:
"We just launched our doctors in an AI generated clinical protocol...and the AI engine is going to tell you, she used my site, use my site contact lens based on clinical data." [19:10]

b. Specialty Services

The conversation shifts to specialty services like myopia management and dry eye treatment, emphasizing that while the science and strategies for these services are well-established, the primary challenge lies in their execution. Gerber insists that adopting these specialties requires systematic planning and consistent execution to integrate them successfully into practices.

Notable Quote:
"The science and the strategies are there. The challenge is executing them." [43:36]

c. Optical Retail

Despite technological and strategic advancements, optical retail remains a persistent challenge. Gerber is perplexed by the low imaging capture rates, where a significant percentage of patients do not purchase eyewear during their visits. He attributes this to factors such as poor staff performance, subpar merchandising, and a general lack of enthusiasm in the optical retail experience.

Notable Quote:
"The patient is in your freaking office. I mean, come on, right?" [30:00]

d. AI and Virtual Assistants

The integration of AI tools like virtual assistants is discussed as a means to enhance operational efficiency. Shatsman introduces tools like Genie, the Office Knowledge Assistant, which streamlines internal communication and reduces the burden on staff by handling repetitive queries. This allows the office manager to focus on more critical tasks, thereby improving overall productivity.

Notable Quote:
"GENIE can give you a report of who's asking the same questions over and over. And if they're asking the same questions, maybe there's an opportunity for a coaching conversation." [48:19]

e. Managing Costs

Managing labor and rent costs remains a constant concern. Gerber advises practices to maintain strict control over staffing by adhering to the mantra: "Hire slow and fire fast." This approach ensures that staff are productive and aligned with the practice’s goals, thereby reducing inefficiencies and controlling expenses.

Notable Quote:
"Hire slow and fire fast. Doctors tend to totally flip that around." [48:16]

3. The Importance of Execution

A recurring theme throughout the episode is the critical role of execution in adopting new technologies and services. Both hosts stress that having the best ideas is insufficient without the discipline to implement them effectively. They advocate for focused, strategic action plans that prioritize one initiative at a time to ensure successful integration and measurable outcomes.

Notable Quote:
"Execution is what's going to get it done." [43:44]
"Just do the small changes. It actually takes you from 13 years ago up until today." [12:51]

Gerber underscores the necessity of having a detailed execution plan before investing in new technologies or services. This includes staff training, patient communication strategies, and financial planning to support the new initiatives.

Notable Quote:
"Everything from, how am I going to train my staff, how am I going to present it to patients, what am I going to charge for it?" [56:15]

4. Looking Ahead to 2025 and Beyond

As they project into the future, Gerber and Shatsman identify several key areas that practices should focus on to stay competitive and meet patient expectations:

• Optical Retail: Continues to be a significant revenue stream that requires ongoing attention and improvement.
• Specialty Services: Implementation of structured programs like myopia management and dry eye treatment to differentiate practices.
• Cost Management: Leveraging AI and virtual assistants to streamline operations and reduce expenses.
• Personalized Patient Communication: Utilizing technology to deliver targeted, relevant messages to different patient segments, enhancing engagement and service uptake.

Gerber anticipates that AI and machine learning will further revolutionize patient care and practice management, urging practices to embrace these technologies proactively rather than reactively.

Notable Quote:
"You can have a discussion with a doctor who has not embraced mobile technology...you judge what's happening with the rest of the patient's digital environment." [16:10]

Shatsman adds that targeted communication tailored to specific patient demographics can significantly improve response rates and patient satisfaction, combating the noise of generalized messaging.

Notable Quote:
"If you have a hyper specific message, you're going to get a much larger percentage of people saying yep, that is for me." [63:38]

5. Conclusion and Final Insights

In wrapping up, Gerber reiterates the paramount importance of consistent execution and strategic focus. He challenges optometrists to adopt a laser-focused approach to integrating new technologies and services, ensuring that each initiative is thoroughly planned and effectively implemented before moving on to the next.

Notable Quote:
"Just get started, pull the freaking trigger and try something. If it doesn't work, okay, that didn't work. Let's, let's move on." [54:49]

Shatsman echoes this sentiment, emphasizing that in an era of rapid technological advancements and shifting patient expectations, practices must remain agile and proactive to sustain growth and profitability.

Notable Quote:
"Execution is the age old art and science that stands the test of time." [60:17]

Closing Remarks
Eugene Shatsman thanks Gary Gerber for his invaluable insights and contributions to the enduring success of Power Hour Optometry. He encourages listeners to implement the discussed strategies to navigate the complexities of the optometric industry in 2025 and beyond.

Final Quote:
"You've got to focus on the art and science of execution because execution is what's going to get it done." [67:37]

For more resources and to learn how Power Practice can assist your optometric practice in achieving growth and efficiency, visit www.PowerPractice.com.