Podcast Summary: Power Hour Optometry
Episode: Golden Elevator Nuggets: The AI Shifts Changing How Eye Care Practices Grow, with Daniel Rostenne
Release Date: March 26, 2025
Host: Eugene Shotsman
Guest: Daniel Rostenne
Sponsor: CareCredit

Introduction to the Episode

In this episode of Power Hour Optometry, host Eugene Shotsman welcomes back Daniel Rostenne to discuss the transformative impact of Artificial Intelligence (AI) on eye care practices. Building on their previous conversation at Vision Expo West, they delve deeper into technological innovations that are reshaping patient acquisition, engagement, and conversion within the optometric industry.

The Transformation of Information Access and AI's Impact

Eugene kicks off the discussion by highlighting the rapid evolution of technology, particularly AI, and its implications for optometry practices. Daniel emphasizes the profound shift in how consumers interact with information:

Daniel Rostenne (05:00): "AI is changing the way people search. No longer is it optometrist near me... Now people are used to basically going to an AI and talking to it."

He draws parallels to the 2008 emergence of the iPhone paired with Google, which revolutionized information accessibility. Today’s transformation involves interacting directly with AI, expecting instantaneous and tailored responses.

Golden Elevator Nuggets: AI Applications in Optometry

AI's Influence on Patient Search Behavior [05:00 - 09:22]

Daniel explains how AI alters search behaviors, moving from keyword-based queries to conversational prompts directed at AI assistants like ChatGPT. This change necessitates that practices optimize their online presence to remain visible in AI-driven searches.

Daniel Rostenne (07:30): "Now the expectation on the part of the consumer is that I will talk to this thing and it will digest and provide me back with the information that I'm looking for in the way that I want it."

He notes that while traditional search remains significant, AI tools like ChatGPT are rapidly gaining traction, with substantial monthly visits that rival established platforms:

Daniel Rostenne (08:33): "ChatGPT receives 3.8 billion visits compared to Google’s 82 billion."

Enhancing Phone Call Revenue Opportunities [16:00 - 22:54]

Eugene and Daniel discuss the critical role of phone calls in patient acquisition and the potential revenue opportunities they present. Daniel introduces the concept of "farming" calls to maximize bookings:

Daniel Rostenne (18:43): "The technique is called farming. And I would say that the technique is simple enough to explain, although it's complex to execute..."

They highlight that a significant percentage of appointment-related calls go unanswered or fail to convert, representing a substantial missed revenue opportunity. AI-driven call tracking can analyze these interactions, provide actionable insights, and enhance staff performance.

Daniel Rostenne (20:40): "Objectively, clinically, what's possible. The practice has to find that technology and adopt it, because it's just far too valuable to go without it."

AI-enhanced Call Tracking and Capture Rate [17:32 - 22:54]

Daniel elaborates on how AI can assess call quality and conversion rates, offering data-driven feedback to improve staff performance. This continuous improvement mindset can lead to significant revenue increases:

Daniel Rostenne (20:00): "A practice that's averaging 1,000 calls a month could basically make almost a half a million more dollars a year simply by farming..."

Implementing AI solutions for call tracking not only automates the monitoring process but also fosters a culture of constant enhancement within the practice.

AI in Practice Management and Automation [23:33 - 27:00]

The conversation shifts to leveraging AI for automating routine practice management tasks. Daniel introduces "Genie," a custom GPT designed to handle common queries from staff, thereby freeing up time for higher-value activities.

Daniel Rostenne (25:02): "Genie is able to... if Genie doesn't know, then Genie asks the practice manager."

This tool streamlines internal communications and ensures that standard operating procedures are easily accessible, enhancing overall efficiency.

Leveraging Electronic Health Records (EHR) and AI [30:02 - 36:21]

Eugene and Daniel explore the integration of AI with Electronic Health Records (EHR) to optimize marketing strategies and operational efficiency. By harnessing EHR data, practices can:

• Automate Scheduling and Reminders: Utilize EHR data to manage patient appointments and send automatic recalls.

• Track Marketing ROI: Link patient appointments and revenues back to specific marketing efforts to determine the most effective channels.

Daniel Rostenne (33:32): "Multi-location practices can optimize their Google Ads budget based on actual availability within each location."

This integration allows for dynamic adjustment of marketing spend, ensuring that advertising budgets are allocated where they can yield the highest returns.

Optimizing Marketing Strategies with AI and EHR Integration [33:32 - 41:10]

The discussion emphasizes the importance of precise marketing budget allocation informed by data from EHR and AI tools. Daniel advocates for a data-driven approach:

Daniel Rostenne (35:45): "Track which marketing techniques and then invest heavier into the marketing techniques that have the highest ROI."

By understanding the varying patient values and how different marketing channels attract diverse patient segments, practices can tailor their strategies to maximize profitability.

Effective Patient Communication: Text vs Email [41:10 - 45:29]

Eugene and Daniel compare the effectiveness of text messages and emails in patient communication. They highlight the advantages of each medium:

• Text Messages: High open rates and immediate engagement.

  Daniel Rostenne (42:22): "90% of people read their text messages within the first three minutes."

• Emails: Suitable for in-depth information and building trust.

  Daniel Rostenne (43:01): "Email has a higher trust component to it. It furthers a bigger relationship with the patient."

They recommend creating dedicated landing pages for each communication to ensure a seamless and relevant patient experience, thereby increasing the likelihood of appointment bookings.

Daniel Rostenne (44:40): "When the patient clicks... include all the other information that a patient needs in order to make an appointment decision right then and there."

Conclusion and Key Takeaways

Eugene wraps up the episode by summarizing the critical insights discussed:

1. Adapt to AI-Driven Search: Optimize your online presence for AI queries to remain visible.
2. Maximize Call Revenue: Implement AI-driven call tracking to improve conversion rates and capture more revenue.
3. Leverage EHR Data: Use EHR-integrated AI tools to refine marketing strategies and allocate budgets effectively.
4. Enhance Patient Communication: Utilize both text and email, complemented by dedicated landing pages, to engage patients effectively.
5. Continuous Improvement: Foster a culture of constant enhancement through data-driven feedback and AI tools.

Daniel underscores the necessity for practices to embrace AI and technological integrations to stay competitive and thrive in a rapidly evolving landscape.

Daniel Rostenne (46:32): "This is such a huge revenue opportunity."

The episode concludes with a brief sponsor message from CareCredit, highlighting their role in providing flexible financing options to support practice growth.

Notable Quotes

• Daniel Rostenne (05:00): "AI is changing the way people search. No longer is it optometrist near me..."
• Daniel Rostenne (07:30): "Now the expectation on the part of the consumer is that I will talk to this thing and it will digest and provide me back with the information..."
• Daniel Rostenne (18:43): "The technique is called farming..."
• Daniel Rostenne (20:00): "A practice that's averaging 1,000 calls a month could basically make almost a half a million more dollars a year simply by farming..."
• Daniel Rostenne (25:02): "Genie is able to... if Genie doesn't know, then Genie asks the practice manager."
• Daniel Rostenne (42:22): "90% of people read their text messages within the first three minutes."
• Daniel Rostenne (43:01): "Email has a higher trust component to it. It furthers a bigger relationship with the patient."
• Daniel Rostenne (35:45): "Track which marketing techniques and then invest heavier into the marketing techniques that have the highest ROI."
• Daniel Rostenne (46:32): "This is such a huge revenue opportunity."

Final Thoughts

This episode of Power Hour Optometry provides a comprehensive exploration of how AI is revolutionizing the optometric practice landscape. From transforming patient search behaviors to optimizing marketing strategies and enhancing patient communication, the insights shared by Daniel Rostenne offer actionable strategies for practices aiming to leverage technology for growth and efficiency. Embracing these AI-driven innovations is essential for practices looking to stay ahead in a competitive and ever-evolving industry.