Power Hour Optometry: How I Increased My Profit By 30% While Cutting Down Staff

Host: Eugene Shatsman (B) | Guest: Dr. Lauretta Justin (A)

Date: December 3, 2025 | Podcast: Power Hour Optometry

Episode Overview

In this episode, Eugene Shatsman interviews Dr. Lauretta Justin, an optometrist and founder of Optometry Divas, on the revolutionary steps she took to transform her practice. Dr. Justin explains how she increased her net profit by 30% while significantly reducing staff, moving towards a boutique, high-touch, low-overhead model. She also discusses her broader impact through Optometry Divas, the burnout facing women in optometry, and her actionable philosophy: becoming the “CEO of You” and building “SIP-certified” (Significance, Impact, Profit) practices.

Main Topics & Discussion Highlights

1. The Problem with Traditional Practice Models

• Many practices generate revenue but lack financial cushion and owner satisfaction.
  • Quote:

    “We have a practice that have strong revenue, but we have no cushion in the bank, no energy left at the end of the day, no peace when you close the door at night. That is not success.” (A, 00:00)

• Staff management often ends in burnout and inefficiency:
  • Quote:

    “The more help I hired, the less efficiency we had.” (A, 00:41)

2. Dr. Justin’s Practice Overhaul (03:56–13:57)

The Staff Reduction Journey

• Three years ago:
  • Had an associate and a team of ten while seeing few patients herself.
  • Staff overhead exceeded 45% of revenue.
  • Despite layers of team members, patients waited and tasks fell behind.
  • Quote:

    “Payroll was ridiculous. It was over 45% of my revenue. That's insane.” (A, 07:49)

• Today:
  • Practice is run by herself, her husband (front desk/assistant), her niece (part-time tech/lab), and two virtual staff (phones and billing).
  • Patients are seen 4–5 days a week, 10–12 daily, in a tightly scheduled window.
  • Quote:

    “Three years later, there's me... two virtual team members... my niece... my husband and I, we pretty much run the practice the whole day.” (A, 08:08)

Results of the New Model

• Net profit increased by 30%.
• Net cash flow increased by 20%.
• Personal touch at every stage; Dr. Justin acts as both doctor and chief salesperson.
  • Quote:

    “I've always been the best salesperson in my office... I tell the patients what they need, I communicate the solution that they need.” (A, 10:13)

• Increased capture rate from 68% to 78%.
  • Quote:

    “Their [previous opticians'] capture rate was 68%... My capture rate is 78%.” (A, 18:28/20:37)

Simplified Optical Experience

• Every frame on the board costs $349.
• Only three package options for lenses.
• Optical display is easy to navigate (by gender, material, color).
  • Quote:

    “Unlike many practices, I have one price point for all of my frames. So it doesn't matter which one you pick. They all cost the same.” (A, 11:55)

  • Quote:

    “We have three packages for all of our glasses... you get the printout of the three packages, so you know exactly what it's going to cost.” (A, 12:10)

Streamlined Patient Flow

• Patients shop for frames before or after the eye exam with minimal assistance, bringing selections to Dr. Justin in the exam room.
• Dr. Justin combines pre-testing, chief-complaint discovery, and product recommendation in a single, seamless interaction.
• Relies on EMR templates for efficiency, no scribe needed.

3. Boutique Vision and Future Growth (23:59–25:30)

• Moving toward boutique practice, emphasizing specialty care (myopia control, low vision, specialty contact lenses).
• Envisions a “Tiffany’s, not Walmart” patient experience, with plans to eventually bring in a partner or associate for succession.

4. Business Mechanics: Private Label Frames, Insurance, and Profitability (25:30–32:49)

• Offers managed care and tailors packages to maximize allowable profits under vision plans.
• Created her own private label (“Millennium”) frames, sourcing directly from manufacturers and owning the supply chain, enhancing margins.
  • Quote:

    "Essentially, I am my own wholesaler, yes. I decided to spend that money up front..., but it saved me so much money in the back end..." (A, 31:17)

5. The Philosophy Behind the Transformation (32:52–54:46)

Founding Optometry Divas

• Created a space for women optometrists to connect, support one another, and move beyond the “facade” of having it all together.
• 2,100+ members nationally.

Understanding Burnout

• 2024 survey: Burnout was the top challenge for women in the community.
• Burnout tied to identity crisis, a mismatch between effort and fulfillment.
  • Quote:

    “Burnout is just a symptom of a deeper problem...a lot of the women in my community were giving out way more than they were receiving... I call the exhaustion economy.” (A, 38:03)

The CEO of You Framework

• Advocates that practice owners must see themselves as CEOs, not just employees.

• Three Steps to Transformation:

  1. Winning Mindset (Purpose, Vision, Core Values)
  2. Right Strategy (Business pillars: leadership, admin, ops, promotions, sales)
  3. Winning Team (Right-fit, well-trained staff)
  • Quote:

    “If you want to see the sunset and you start driving east, you're going to have a problem... So the right, the winning strategy is very important.” (A, 43:32)

• Observes that practices that prioritize others at the expense of the owner’s needs ("the last paid employee") are likely to manifest burnout and disorder.

  • Quote:

    “If I walk into your practice within five minutes, I will know if you are living in what I call the exhaustion economy..." (A, 46:43)

SIP Certified: Significance, Impact, Profit

• Urges practice owners to pursue:
  • Significance – Aligning work with purpose and values
  • Impact – Serving patients, team, and community meaningfully
  • Profit – Ensuring the business pays the owner, provides time, and delivers peace
  • Quote:

    “That is what I call SIP certified... Significance, Impact, Profit.” (A, 52:15)

Action Resources

• Dr. Justin offers a “burnout audit” to diagnose leaks in energy, profit, and time.
• Website: Dr. Lauretta Justin (burnout audit and resources)

Notable Quotes & Timestamps

• “We have a practice that have strong revenue, but we have no cushion in the bank, no energy left at the end of the day, no peace when you close the door at night. That is not success.”
  — Dr. Justin, (00:00)
• “The more help I hired, the less efficiency we had.”
  — Dr. Justin, (00:41)
• “Payroll was ridiculous. It was over 45% of my revenue. That's insane.”
  — Dr. Justin, (07:49)
• “Every frame on my board… [costs] $349.”
  — Dr. Justin, (12:01)
• "I've always been the best salesperson in my office... I tell the patients what they need, I communicate the solution that they need.”
  — Dr. Justin, (10:13)
• "My Capture rate is 78%."
  — Dr. Justin, (18:28)
• "Essentially, I am my own wholesaler, yes. I decided to spend that money up front..., but it saved me so much money in the back end..."
  — Dr. Justin, (31:17)
• "Burnout is just a symptom of a deeper problem...a lot of the women in my community were giving out way more than they were receiving... I call the exhaustion economy.”
  — Dr. Justin, (38:03)
• "Are you the employee of your business or are you its CEO? And if... you get, you know, a little bit left, that's going to create the sensation of burnout because you are giving so much in yourself."
  — Dr. Justin, (41:06)
• "That is what I call SIP certified... Significance, Impact, Profit."
  — Dr. Justin, (52:15)
• “I always like to end with this. ... You have the power to change your life. ... This is your time. This is your season. Go out there and make it happen.”
  — Dr. Justin, (54:25)

Key Timestamps

• 00:00–00:45: The problem with traditional practice success definitions
• 03:56–13:57: Dr. Justin’s practice transformation—staffing, flow, profitability
• 18:28–20:46: Capture rate success and comparison to old model
• 23:59–25:30: Boutique vision and patient experience
• 25:30–32:49: Frames, private labeling, and insurance maximization
• 32:52–38:03: Optometry Divas & the burnout discussion
• 41:06–46:05: “CEO of You” philosophy and steps
• 52:15–54:46: SIP certification, burnout audit, and closing encouragement

Conclusion

This episode offers optometrists (and business owners generally) a deep dive into radical practice simplification, profitability, and personal fulfillment. Dr. Justin demonstrates that streamlined staffing, direct patient connection, and a values-driven model are not only possible—they’re profitable and personally rewarding. The conversation is rich with actionable advice, practical frameworks, and heartfelt motivation to leave burnout behind and build practices (and lives) defined by "Significance, Impact, and Profit."

For more resources and Dr. Justin’s burnout audit: Dr. Lauretta Justin
Community: Optometry Divas