Why Online Practice Visibility Matters More Than Ever

Digital Marketing, Marketing

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Google, ChatGPT, AI

AI is not just changing how patients search. It is changing what shows up and what they actually see. Visibility today is about shaping the digital signals that AI platforms rely on to guide patient decisions.

Ask most practice owners what visibility means

You will hear a range of answers: being on Google, showing up in search, posting on social media. But all of those channels have evolved and so has the way patients engage with them. Visibility is not only about being found; it is about being chosen. In a post-AI landscape, how your practice is seen matters just as much as where it appears.

AI changed the optics, literally

Until recently, most patients searched for care using familiar tools like Google Maps, “near me” searches, or Instagram location tags. But with the rise of large language models such as ChatGPT, Google’s AI Overviews, and Perplexity, a new shift has taken place. AI is now interpreting your entire online presence for the patient.

Patients can ask a question like:
“What is the best eye doctor near me who takes time with patients?”

Instead of offering a list of websites, AI now delivers a direct response based on patterns pulled from reviews, business listings, social posts, and web content.

If your practice has the right signals in place, it can become the answer. If those signals are missing, if your reviews are generic, your Google Business Profile is outdated, or your website lacks specific content on common conditions, your practice may not be shown at all.

Your practice is a data source, whether you know it or not

Here is what many practices have not yet realized: you do not need to opt in for AI tools to pull your data. These systems are already scanning and summarizing the public web, including:

  • Your Google Business Profile (Get Started)
  • Patient reviews
  • Instagram captions and hashtags
  • Website content and FAQs
  • Online articles or directories

AI platforms like OpenAI’s models and Google’s new Overviews are not just scanning one post or listing. They are gathering information from dozens or even hundreds of sources and using those signals to generate a synthesized, direct answer to the patient’s question.

Your practice is not judged by a single listing or blog post. It is being interpreted based on the totality of your digital presence across platforms, formats, and third-party mentions.

The story AI tells about your practice is not based on what you say. It is based on what the internet says about you. And in many cases, that story is incomplete or outdated.

Discoverability has a new layer

Traditional local search focused on:

  • Proximity / Location
  • Keyword relevance
  • Website performance

These factors still matter, but AI has added a new layer of context. It now considers:

  • Does your content answer patient-specific questions?
  • Do your reviews speak to real outcomes?
  • Are you mentioned or referenced outside of your own website?

AI does not simply collect information. It summarizes it. This means surface-level SEO and generic descriptions are no longer enough. Your online presence must be specific, consistent, and rich with meaningful signals.

Today’s platforms:

  • Scan 30, 50, even 100 sources at once
  • Pull patterns, phrasing, and consensus from across the web
  • Deliver a single answer, often without showing the user where that answer came from

Instead of a potential patient clicking on your website or blog, the AI is summarizing what it already knows about your practice—based on everything else it can find.

Visibility is an ecosystem, not a checklist

Many practices still approach visibility as a list of tasks:

But in today’s search landscape, visibility depends on how those pieces connect.

When your Google profile is active, your reviews are recent and detailed, and your content reflects your expertise, it creates a trust signal that platforms recognize.

This kind of visibility is not a one-time marketing effort. It is a living system that supports long-term discoverability.

What this means for your practice

Every practice can improve visibility using tools it already has access to. Patient reviews are one of the most powerful and underutilized visibility signals. Reviews that mention the doctor’s name, the condition treated, and the city are especially effective. For example:

“Dr. Morris in Whitby helped me manage my dry eye, and now I can get through the workday without discomfort.”

This kind of review is not just about reputation. It gives search engines and AI platforms the information they need to understand your relevance and local connection.

Practices that start investing in this type of clarity and specificity now will be in a stronger position as AI-driven discovery continues to evolve.

Being seen no longer depends on just having a website or a few good keywords. Visibility today is about shaping the signals that patients and platforms rely on to make decisions.

Louise Courville

Louise Courville is a visibility strategist and founder of EYE Reputation, an agency built to help eye care practices increase visibility across Google, social, and AI platforms.

She brings decades of experience in the optical industry and over eight years in digital marketing. Louise writes about how search, AI, and trust signals are reshaping the way patients find eye care online.

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I HAVE AN STD! But Not That Kind.

Buying-Selling A Practice, Finance|Wealth, Practice, Sponsored Posts

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Short Term Disability

Before you alert public health—relax. The STD I have is a Short-Term Disability. Though, if we’re handing out awards for poor judgment and pain tolerance, I may qualify for a few more acronyms. Let me explain.

Over the May long weekend, I had a brilliant idea: refurbish the old dock at my cottage. Nothing like a little lakeside construction to celebrate spring, right?

Unfortunately, this idea had all the makings of a tragicomedy. I slipped—gracefully, I might add—into the lake. On the way down, I caught my ribcage on an exposed beam. The kind of “crack” that doesn’t come from a cold beer.

Fairly sure I fractured two or three ribs, but who’s counting when you’re crying into an ice pack? I haven’t gone to radiology. This isn’t my first rodeo—or rib rodeo, to be specific. The pain is… memorable. If I even think about sneezing, my entire body files a formal complaint. Laughing is dangerous. Coughing? I wouldn’t wish it on my worst enemy.

I’ve been self-medicating with a gentle blend of Tylenol, Advil, and optimism. My physician, a wise and legally cautious man, refused to prescribe anything stronger over the phone. Frankly, I don’t blame him. If I were him, I wouldn’t trust me with narcotics either.

To add insult to the injury, I also managed to catch a protruding screw on the way down and carve a charming little gash into my leg. Stitches? Probably needed. First aid? Let’s just say it was creative. The nearest hospital is an hour away, and so far, my bandage job has held. Duct tape was considered.

Here’s the thing: I do have short-term disability insurance. But because I can still type with my fingers—and because complaining publicly counts as therapy—I’m not making a claim.

But imagine if I were a practicing  dentist or optometrist. You’ve got full days booked, patients lined up, procedures stacked, and suddenly, bam—you can’t even bend over without blacking out. Canceling a week of work could cost $15,000 to $20,000 in lost revenue. That’s an expensive tumble.

This is your friendly reminder: get disability insurance.
Accidents don’t discriminate. They don’t check your calendar. And they love to show up during long weekends.

More importantly: Ø Wear proper footwear. Ø Don’t rush the job. Ø Leave dock repair to professionals. So yes, I have an STD. Short-Term Dumbness. Stay safe out there. Stay insured. And for the love of your ribcage—respect the dock.

Are you seeking to understand the value of your practice?
Contact Jackie Joachim
Jackie has personally been involved in approximately 10,000 appraisals since joining ROI Corporation. She has had the privilege of appraising chiropractic, dental, optometry, and veterinary practices throughout Canada.  Jackie understands how a practice works and the unique needs of healthcare professionals. Her personal goal for practitioners is to see them be strong business people who are able to take pride in their profession and reap the benefits of their hard work. Please contact her at Jackie.joachim@roicorp.com or call 1-844-764-2020.

Timothy A. Brown

Timothy A. Brown is the CEO and Broker of Record for ROI Corporation and has served the professions since 1979. His broad experience in clinical practice systems includes: appraisal, brokerage, leasing, and practice management. While Timothy’s domain expertise is largely from the dental world, as head of ROI Corporation, his experience has applicability across other health practice disciplines including Optometry and Opticianry.

Timothy is a Registered & Licensed Ontario Real Estate and Business Broker (Principal). He also voluntarily completed the Ethics and Business Practice course from the Real Estate Institute of Canada. He clearly understands dentists and has his finger firmly on the pulse of the dental practice marketplace in Canada.

He can be reached at timothy@roicorp.com or 416.520.7420.

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Revenue RX: Episode 17 – Start Finishing What You Start

Practice, Revenue RX

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Revenue RX Optical Wins Podcast

Hi, it’s Joe Mireault here—welcome to another episode of Revenue Rx: Optical Retail Wins. This one’s personal.

I want to talk about something that holds more business owners back than competition, budget, or the economy ever could. It’s that nagging gap between intention and execution. The ideas we get excited about—but never finish.

I call this the “Start-and-Stall” syndrome. And yes—I’ve had it too.

I used to think I was being careful, strategic even, by waiting to launch an idea until I got it just right. A new window display? I’d keep tweaking it. A loyalty program? I’d draft the plan… then sit on it. A new promotion idea? It stayed in my head.

What I didn’t realize is that this pursuit of “perfect” was actually paralyzing my progress. I was stuck starting—but rarely finishing.

 

From Perfect to Productive

Let me ask you this: how many ideas have you had that could’ve improved your business—if only you’d followed through?

For me, the turning point came when I realized that perfection is the enemy of profit. I had to learn to choose progress over polish, and get things out the door.

In this episode, I share some real stories about the projects I almost didn’t launch—and what finally pushed me to get them done. I’ll walk you through how shifting my mindset from “make it flawless” to “make it happen” helped me unlock growth, engagement, and yes—revenue.

Because the truth is, nobody pays for your potential. Customers don’t respond to unfinished ideas or invisible improvements. They engage with what’s real, what’s visible, and what’s working. That only happens when you finish what you start.

 

How I Got Unstuck

In this episode, I give you some of the practical systems and mental shifts that helped me stop procrastinating and start executing:

✅ The 80/20 rule – I began focusing on the 20% of efforts that actually drive 80% of results. Most of the time, I realized that my endless tweaks were in the 80% that didn’t move the needle.

✅ Block scheduling – I created dedicated time to complete initiatives, not just brainstorm. No emails. No distractions. Just me and the task.

✅ “Finish-to-start” thinking – Once I completed one project, the next one became easier. Momentum breeds momentum.

✅ Celebrate small wins – I made it a habit to pause and acknowledge what got done. That gave me the energy to tackle the next thing.

✅ Accountability – I told my team what I was working on. Suddenly, it wasn’t just a private plan—I had people waiting on me to deliver.

 

The Cost of Incompletion

Let’s be honest. Every project you don’t finish is a missed opportunity. An unfinished marketing plan doesn’t bring in leads. A half-executed customer appreciation idea doesn’t build loyalty.

Worse yet, those unfinished ideas start to weigh on you. They drain your focus, cloud your confidence, and slowly chip away at your momentum. I’ve seen so many optical retailers with brilliant ideas… that never leave the notebook.

So I’m here to remind you: execution is what separates ambition from success.

 

Start Small, But Start Finishing

Maybe your to-do list is 100 items long. Maybe you don’t even know where to begin. That’s okay. Don’t try to fix everything at once. Start with one thing. One promise to yourself: I’m going to finish this.

Don’t wait for the perfect time—it doesn’t exist. I used to think I needed more money, more time, more staff. What I really needed was less hesitation.

You don’t need to do it all. But if you start finishing what you start—even just one thing—you’ll feel the momentum. And that momentum is the foundation of a thriving optical business.

 

🎧 So here’s your prescription:

Hit play on Episode 17. Let’s talk about how to stop waiting and start doing. I promise it’s more than just a pep talk—it’s a practical push toward progress.

Because in business and in life, success doesn’t go to the smartest or the most creative—it goes to the ones who finish.

 

Joseph Mireault

Joseph Mireault

Joseph Mireault, Optical Entrepreneur, Business Coach, and Published Author.

Joseph was the owner and president at Tru-Valu Optical and EyeWorx for 16 years. During his tenure, he consistently generated a sustainable $500K in annual gross revenue from the dispensary.

He now focuses on the Optical industry, and as a serial entrepreneur brings extensive experience from a variety of different ventures.

Joseph is also a Certified FocalPoint Business Coach and looks to work directly with ECPs in achieving their goals.

Through his current endeavour, the (Revenue RX, Optical Retail Wins podcast) he shares the challenges and solutions of running an Optical business.

His insights are shared with optical business owners aspiring for greater success in his new book,  “An Entrepreneur’s Eye Care Odyssey: The Path to Optical Retail Success.”  

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Revenue RX – Episode 16: The Reluctant Entrepreneur.

Practice, Revenue RX

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Revenue RX podcasts

Most optometrists didn’t go to school to become entrepreneurs, yet the moment they open or inherit a clinic, they’re thrust into that exact role. In this eye-opening episode of Revenue RX: Optical Retail Wins, we explore the mental and operational shift required to transform from clinician to confident business leader.

Host Joe Mireault breaks down the entrepreneurial mindset with honesty, humility, and hard-earned wisdom. Drawing on personal experience and industry insight, he walks through the traits that define successful practice owners—resilience, decisiveness, and adaptability—and shows how these qualities can be developed, even if you’re starting from a place of uncertainty.

 

Key Insight #1: Entrepreneurship Is Not Just a Title—It’s a Mindset

Joe starts by redefining what it means to be an entrepreneur in the eye care world. It’s not about owning a business on paper; it’s about leading it with purpose. That means taking initiative, managing risk, and developing the vision to drive long-term growth—not just survival.

Many ECPs find this leap daunting because it’s outside the structured and predictable nature of clinical care. But Joe argues that embracing this challenge is the only way to grow—not just financially, but personally and professionally.

 

Key Insight #2: Common Obstacles for ECP Entrepreneurs

Joe outlines four major roadblocks many eye care professionals face:

  • Sales & Marketing Aversion – Reframing sales as patient education can help overcome discomfort and boost conversions without compromising care.
  • Technology Hesitation – Staying current isn’t optional anymore. Outdated systems can erode efficiency and patient trust.
  • Financial Blind Spots – Many optometrists avoid the numbers, but solid HR, accounting, and KPI tracking are key to stability and growth.
  • Complacency – A steady income can breed stagnation. Joe emphasizes the importance of continuous reassessment and innovation.

Each of these hurdles is met with practical suggestions: from outsourcing HR tasks, to revisiting your pricing strategy, to using patient feedback to improve service delivery.

 

Key Insight #3: Developing a CEO Mentality

To truly lead a practice, Joe says optometrists need to “step back to step up.” That means carving out time to:

  • Set long-term goals
  • Monitor performance metrics
  • Stay informed on industry shifts
  • Delegate operational tasks to trusted team members

Adopting a CEO mindset doesn’t mean abandoning your clinical work. It means leveraging your role as a business owner to shape the future of your practice.

 

Call to Action: Embrace the Entrepreneur Within

Joe’s final message is one of empowerment: You don’t have to lose your clinical identity to become an entrepreneur—you just have to expand it.

By nurturing entrepreneurial habits, surrounding yourself with good advisors, and committing to continuous learning, you can future-proof your practice and find renewed purpose in your profession.

The journey won’t always be smooth, but it will be worth it.

🎧 Tune in now to hear the full story and start owning your entrepreneurial potential.

Joseph Mireault

Joseph Mireault

Joseph Mireault, Optical Entrepreneur, Business Coach, and Published Author.

Joseph was the owner and president at Tru-Valu Optical and EyeWorx for 16 years. During his tenure, he consistently generated a sustainable $500K in annual gross revenue from the dispensary.

He now focuses on the Optical industry, and as a serial entrepreneur brings extensive experience from a variety of different ventures.

Joseph is also a Certified FocalPoint Business Coach and looks to work directly with ECPs in achieving their goals.

Through his current endeavour, the (Revenue RX, Optical Retail Wins podcast) he shares the challenges and solutions of running an Optical business.

His insights are shared with optical business owners aspiring for greater success in his new book,  “An Entrepreneur’s Eye Care Odyssey: The Path to Optical Retail Success.”  

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NextGEN Student Ambassadors Gain Valuable Experience at Clinical Summit Toronto

Career Options, NextGenOD

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NextGEN ODs supporting the Clinical Summit

On June 22, the Clinical Summit: From Diagnosis to Management brought optometrists, clinical experts, and industry leaders together at Toronto’s Arcadia Earth for a day of accredited CE and professional networking — and two NextGEN OD Canada Student Ambassadors were right in the middle of the action! Event sponsors include Specsavers Canada, HOYA Vision, and CooperVision.

Elisa Haley and Shreya Jain, NextGEN OD Student Ambassadors
Left to right: Elisa Haley, Shreya Jain

Elisa Haley (UW 2028 OD Candidate) and Shreya Jain (UW 2027 OD Candidate) participated in the event as on-site ambassadors, assisting with CE registration on behalf of Clinical & Refractive Optometry (CRO) Journal, a division of VuePoint IDS.

For these future ODs, the event was more than just a work opportunity — it offered direct access to practicing optometrists, exposure to leading clinical experts, and the chance to expand their professional networks, all while being paid for their involvement!

The Clinical Summit delivered three accredited CE hours covering Myopia Management (Debbie Jones), OCT Pathology (Dr. Amit Gupta), and Cataract Surgery and Post-Op Care (Dr. Yogesh Patodia), along with an industry panel — Advancing Myopia Management: Clinical Strategies and Innovations — presented by CooperVision and HOYA Vision Care Canada.

Held in the immersive Arcadia Earth venue, which blends art and technology to inspire sustainability, the event provided a visually stunning backdrop for an inspiring day of learning and connection.

NextGEN OD Canada Student Ambassadors benefit from paid opportunities like this while gaining valuable real-world experience in Canada’s dynamic eye care community.

Interested in becoming a NextGEN Student Ambassador? [Learn more here.]

Check out our event photo gallery below — including pics of Shreya and Elisa in action!

Elia and Shreya at the CRO table
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📈 What Patients Are Really Asking Online About Contact Lenses—And Why It Matters for Your Practice

Digital Marketing, Marketing, sponsor

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CL Drop outs

Canadian eye care professionals are facing a digital reality: most contact lens wearers are asking critical questions not in the exam room, but online. A new report from the Contact Lens Institute (CLI), Digital Discovery: Consumer Searches Reveal Contact Lens Realities, analyzes what consumers are typing into search engines and saying to voice assistants about contact lenses—and the results offer a clear blueprint for how practices can respond.

The 30-page report, based on U.S. and Canadian data from platforms including Google, TikTok, and major AI tools, is a wake-up call for optometrists and opticians looking to align clinical care with modern patient expectations.

 

Patients Are Searching—and They’re Not Always Waiting for You to Answer

According to CLI, 65% of contact lens-related searches are purchase-related, including price comparisons, brand queries, and “where to buy” questions. That means many patients are shopping and forming opinions before they step into your clinic—or perhaps instead of doing so.

Other frequent searches include:

  • “Are contact lenses cheaper than glasses?”
  • “How do I remove contact lenses?”
  • “Are contact lenses safe?”
  • “Best lenses for dry eyes”

These questions reflect not only curiosity, but barriers to wear, gaps in education, and uncertainty around clinical guidance.

 

Digital First Means Clinical Must Follow

With more than 60% of searches coming from mobile devices—and nearly 1 in 5 initiated by voice—it’s no longer optional to think about your online footprint. Patients may never click past page one of Google. According to CLI, 99.5% of users don’t go to the second page, and 50% click within nine seconds.

For Canadian practices, this raises urgent questions:

  • Is your website optimized for local search with terms like “eye doctor” or “contact lenses in [city]”?
  • Are your practice hours, phone number, and lens services easy to find?
  • Do you offer multilingual resources to reflect the linguistic diversity of your region?

These are not just marketing details—they are gateways to trust and retention.

 

Proactive Conversations Win Over Passive Patients

CLI’s findings show that practices should be initiating multi-point conversations about contact lenses—starting during the exam, reinforced in the optical area, and followed up post-visit.

Many patients are comparing pricing to online retailers, who often promote post-rebate prices that appear lower. If clinics only quote the “box price,” they may be losing business before the conversation even starts.

CLI Visionaries recommend:

  • Clearly showing patients rebate-adjusted pricing
  • Providing printouts or follow-up emails with their pricing options
  • Offering online reordering through the clinic’s own portal
  • Highlighting insurance coverage, convenience, and service quality advantages

 

Insertion Is Taught. Removal Is Searched.

Perhaps the most surprising insight in the report is how often patients search for help with removing their contact lenses—2.5 to 4 times more often than for insertion. TikTok and Google data both confirm this imbalance.

For Canadian eye care professionals, this means that in-office training and follow-up may need to be rebalanced. Consider:

  • Observing patients’ removal technique at follow-up
  • Providing access to short video tutorials
  • Asking specifically about I&R difficulties during check-ins

This small effort could reduce early dropouts, especially among neophyte wearers.

 

The “Glasses or Contacts?” Mindset Needs Changing

CLI’s data reveals that 84% of comparative online searches frame contact lenses as an “either-or” proposition, not a complementary tool to glasses. Despite the clinical and lifestyle value of dual wear, patients often don’t know this is an option.

This is an opportunity for Canadian ECPs to lead the conversation. Position lenses as:

  • An option for specific occasions or activities
  • A solution for lifestyle flexibility
  • A clinically supported alternative—not a replacement

Practices that routinely raise this discussion can boost satisfaction and unlock additional prescribing potential.

 

Embrace Multilingual and Multimodal Education

In Canada, CLI found that French and Chinese language searches related to contact lenses are notable—suggesting that multilingual patient resources could be a strategic advantage. Even small additions like translated web pages or appointment instructions can reinforce inclusivity and patient comfort.

Beyond language, consider where patients get their information: search engines, AI assistants, and social platforms. CLI advises that practices equip patients with clinically sound resources like The EASY Way (Eyes, Awareness, Safety & You) to offset misinformation.

Invite patients to bring up anything they’ve read or heard online—and welcome these questions as engagement opportunities.

 

Key Takeaways for Eye Care Professionals

The Digital Discovery report offers several takeaways worth implementing now:

✅ Review and update your local SEO and Google Business Profile
✅ Introduce clear, comparative pricing conversations
✅ Train all staff to recognize and support cost, comfort, and convenience concerns
✅ Offer removal technique support beyond the initial visit
✅ Position contact lenses and glasses as complementary—not competitive
✅ Localize your content—by language, region, and relevance
✅ Be ready to address AI-driven or social media-sourced questions

 

Conclusion: Stay Ahead by Meeting Patients Where They Start—Online

CLI’s latest research confirms what many ECPs have sensed: the patient journey now begins with a search query. But that doesn’t mean clinical expertise is less relevant—it means it must be more visible, more accessible, and more responsive.

By understanding what patients are searching for and why, Canadian eye care professionals can better align their practices with modern needs, improve outcomes, and ultimately foster stronger, more loyal relationships.

📘 Access the full report: Digital Discovery – CLI’s See Tomorrow Series

 

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The Handwritten Envelope Isn’t Always What it Seems

Buying-Selling A Practice, Practice

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Hand written letter ROI Corp article 2025

A professional awareness bulletin for practice owners navigating unsolicited purchase offers

A Personal and Confidential Envelope Arrives at your office.
It’s addressed to you, handwritten in blue ink.
A real stamp is affixed, not a machine-generated indicia.

Your receptionist, respecting the “Personal and Confidential” note, leaves it untouched.
It sits on your desk. Unopened. Days pass.

Eventually, you open it… and to your surprise, it’s not a complaint or concern.
It’s someone offering to buy your optometry practice.

You don’t know them. The letter is unsolicited. But it feels sincere.

Here’s the Reality:
These letters are increasing in frequency and sophistication.

Many of my clients share them during the appraisal process, believing they’ve landed the perfect buyer.

They’re excited. Yet behind the scenes, these letters are often mass-produced.
Generated by software, stuffed by students, and mailed with AI-generated envelopes to mimic authenticity.

Why It Matters:
There’s a new generation of buyers.
They’re savvy. Strategic and often, aggressive in their approach.
They research you online.

They profile you based on your graduation year or website and social media photos.
They visit your clinic as phantom patients—or send family members in for eye exams.
They gather intel on your policies, procedures, and even take photos of your space.
If you think this isn’t happening, think again.

The Motivation Behind the Letters:
These buyers aren’t looking to start from scratch.

They don’t want to associate, break even in 3–5 years, or join a corporate chain.
They want ownership. They want your practice.

And they’ll use every tool—digital or deceptive—to get it.

What Should You Do When You Get One?
1. Don’t be flattered too quickly.
2. Don’t reply in haste.
3. And certainly, don’t share sensitive information.

If you receive a letter like this, feel free to text us a photo at (416) 520-7420.
I’ll let you know if it’s a genuine opportunity—or just another well-dressed solicitation.

Protect Your Practice. Know Your Value.
Before making any decisions, get a professional valuation.
Empirical data gives you leverage—whether you work with a broker or not.

And remember:
The most dangerous buyer is the one who knows more about your practice than you do.

Have you received unsolicited letters? CLICK HERE – 10 second survey

Jackie Joachim, COO ROI Corp

JACKIE JOACHIM

Jackie has 30 years of experience in the industry as a former banker and now the Chief Operating Officer of ROI Corporation. Please contact her at Jackie.joachim@roicorp.com or 1-844-764-2020.

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Episode 15: Revenue RX Competition – A Survival Instinct

Practice, Revenue RX

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Revenue RX podcasts

Business is a battleground, and every day, you’re either winning—or retreating. In this no-holds-barred episode of Revenue RX: Optical Retail Wins, we uncover the reality of competition in optical retail, and how to harness it as a tool for survival, growth, and domination.

Forget comfort zones. Whether you’re facing big-box chains, online juggernauts, or the practice down the block, competition isn’t something to fear—it’s a force to be understood, respected, and ultimately, leveraged.

If you’re ready to compete smarter, protect your customer base, and push your business forward, this episode is for you.

Why You Must Compete—Every. Single. Day.

Let’s be clear: competition isn’t a threat—it’s a biological instinct. It drives improvement, innovation, and adaptation. The alternative? Complacency, decline, and irrelevance.

You’re not just competing on price or product—you’re competing on:
✔️ Customer experience
✔️ Convenience and location
✔️ Online visibility
✔️ Brand awareness
✔️ Reputation and service

Don’t sit back and hope your loyal customers stick around. Your competitors are coming after them, and if you’re not evolving—you’re losing.

 

Stop Reacting. Start Competing.

Being proactive beats being reactive—every time. You must move from survival mode to strategic competition.

✔️ Don’t wait to get undercut on price—double down on value.
✔️ Don’t wait to lose walk-ins to newer shops—own the corner with bold signage, in-store experience, and community engagement.
✔️ Don’t sit back while others build brand equity—you are the brand!

Change is the price of survival. And if you’re not willing to change, you’re not willing to compete.

 

How I Went on the Offensive

With 9 optical stores within 4 blocks, I couldn’t afford to be passive. I launched an aggressive marketing campaign using:
✔️ Bus shelter ads right outside my competitors’ stores
✔️ Cross-promotions with neighbouring businesses
✔️ In-store initiatives that created memorable experiences

I trained a lean but powerful team, focused on attitude over experience, and gave them the tools to outperform—and outcare—any competition. The result? Increased revenue, repeat business, and a growing customer base that chose us on purpose.

 

Understanding Your Competition: A SWOT Analysis

Competing blindly is a losing game. That’s where a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) becomes your secret weapon.

STRENGTHS

✔️ Personal service that big-box stores can’t match
✔️ Deep product knowledge & niche brand offerings
✔️ Community trust and local reputation
✔️ Flexibility to pivot quickly to customer needs

WEAKNESSES

✔️ Limited marketing budgets
✔️ Smaller inventory due to lower buying power
✔️ Dependence on walk-in traffic
✔️ Less access to high-end equipment

OPPORTUNITIES

✔️ Growing demand for eyewear due to screen time and aging population
✔️ Online presence and digital marketing (affordable and scalable)
✔️ Cross-promotions with schools, seniors, clinics, coffee shops
✔️ Value-added services like hearing screenings or high-tech fitting tools

THREATS

✔️ Online retailers and big chains with lower prices
✔️ Economic downturns reducing discretionary spending
✔️ Rising rent and overhead
✔️ Negative online reviews
✔️ Staffing shortages and high turnover

Your job? Figure out what you can control—and get to work on it. Change what you can. Accept what you can’t. And have the wisdom to know the difference.

 

Be the Store Worth Competing Against

✔️ Differentiate yourself—find what makes you stand out and amplify it.
✔️ Train your team like champions—attitude, empathy, and hustle win the game.
✔️ Promote visibility—not just online, but on the street.
✔️ Offer value, not just discounts—show your customers that price is only part of the story.

You’re not just selling eyewear—you’re selling trust, image, expertise, and experience. That’s your competitive edge.

 

Final Thoughts: Win the Day

If you’re not competing, you’re retreating. If you’re standing still, you’re falling behind.

In this episode, I break down:
✔️ What competition really means for independent ECPs
✔️ How to proactively outsmart your competitors
✔️ A practical SWOT framework to evaluate and grow your business
✔️ Why change, time, and attitude are the key tools in your survival kit

Competition is not the enemy. It’s the fire that forges better businesses.

Strap in. Look in the mirror. Decide: Are you going to win the day?

If the answer is yes, then this episode is the one you need to hear. And next time, we’ll dive into why optometrists sometimes struggle with entrepreneurship—and how to overcome it.

 

 

 

Joseph Mireault

Joseph Mireault

Joseph Mireault, Optical Entrepreneur, Business Coach, and Published Author.

Joseph was the owner and president at Tru-Valu Optical and EyeWorx for 16 years. During his tenure, he consistently generated a sustainable $500K in annual gross revenue from the dispensary.

He now focuses on the Optical industry, and as a serial entrepreneur brings extensive experience from a variety of different ventures.

Joseph is also a Certified FocalPoint Business Coach and looks to work directly with ECPs in achieving their goals.

Through his current endeavour, the (Revenue RX, Optical Retail Wins podcast) he shares the challenges and solutions of running an Optical business.

His insights are shared with optical business owners aspiring for greater success in his new book,  “An Entrepreneur’s Eye Care Odyssey: The Path to Optical Retail Success.”  

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Insurance Meets Investing: A Smart Strategy for Financial Growth

Building Wealth, Finance|Wealth

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Roxanne article May-June Optik and ECBC Insurance Meets Investing

As an optometrist, your focus is likely on growing your practice, advancing your career and ensuring your financial security. Have you considered how life insurance can do more than just protect your loved ones in the event of your passing? When used strategically, permanent life insurance can also become a powerful tool for building wealth and supporting your long-term financial goals.

Beyond Protection: How Life Insurance Can Build Cash Value

At its core, life insurance is designed to provide financial security for your loved ones after you’re gone. Permanent life insurance (such as Whole Life or Universal Life policies) also offer a cash value component that can grow over time. This cash value can further accumulate through additional deposits made beyond the basic premiums used to cover the cost of insurance. As an added perk, this growth is tax-deferred.

Tax Advantages: Maximize Your Earnings

One of the most powerful features of permanent life insurance is its tax benefits.

The death benefit proceeds are tax-free to your beneficiaries, ensuring that your family receives the full value of the policy.

For optometrists who own their practice, the majority of the proceeds from a corporate-owned life insurance policy flows into the notional Capital Dividend Account, allowing for tax-free capital dividends to be declared to the shareholders.

Additionally, the cash value grows tax-deferred and permits you access to these funds during your lifetime, often without immediate tax consequences, which can be a valuable option if you’re in a higher tax bracket.

Accessing the Cash Value of your Permanent Life Insurance Policy

  • Policy Loans: A key advantage of permanent life insurance is the ability to borrow against the cash value of your policy. These policy loans don’t require credit approval, making them an attractive option for optometrists seeking funding for personal or business needs, including a partner retirement buy back.
  • Collateral Loans: Up to 90% of the cash value of the policy can be used as collateral with special lenders. These loans often offer more flexible terms than traditional loans, making this a great option to support cash needs.
  • Withdrawals: If you prefer not to borrow, you can also withdraw cash from your policy. Unlike loans, withdrawals can trigger a taxable gain that hits your bottom line with a 100% inclusion rate. Withdrawals also reduce the total death benefit and growth potential of your policy.

Investing Within Your Insurance Policy: A Smart Way to Grow Wealth

Many optometrists are already familiar with investment options like stocks, bonds, and mutual funds. Did you know you can also invest within your life insurance policy?

With a Universal Life policy, you can allocate your policy’s cash value into investment options such as money market funds or mutual funds, which can offer higher returns than the dividend rates offered with traditional Participating Whole Life policies.

The flexibility to tailor your investments to suit your risk tolerance and financial goals within a Universal Life policy will appeal to those who like to take a more active role with their investments.

These growth opportunities are a great option to further diversify your overall wealth creation strategy with the stability of life insurance as part of your portfolio.

Supplementing Retirement: Build a Safety Net for Your Future

As an optometrist, retirement might feel like a distant goal while you’re focused on growing your practice and family life. However, the cash value accumulated in your permanent life insurance policy can be accessed in the future to supplement your retirement income, giving you an extra layer of financial security.

This can be particularly beneficial if you’ve maxed out other retirement accounts or want additional flexibility in how you draw income. Remember, flexibility is key when managing your taxable income in retirement.

Estate Planning: Preserve Your Legacy

As you build your optometry practice and personal assets, a well-structured life insurance policy can help ensure that your loved ones aren’t burdened with excessive estate taxes or an urgent need to liquidate assets.

For those with business partners, life insurance is a much more cash effective means to buy out the deceased’s portion of the practice compared to securing bank funding or paying the estate out of profits.

Conclusion: Secure Your Future with Smart Insurance Planning

Permanent life insurance is more than just an estate tool—it’s an investment strategy that can help you grow wealth, reduce taxes, and plan for the future. By leveraging the cash value, taking advantage of tax benefits, and using policy loans or withdrawals, you can create a robust financial plan that supports both your personal and professional goals.

Remember, life insurance is a long-term commitment. Be sure to work with a financial advisor who understands your needs as an optometrist and can help you design a coverage strategy that fits into your broader financial strategy.

Unsure how permanent life insurance can work for you or your practice? Reach out to Roxanne via email at roxanne@c3wealthadvisors.ca or call 780-261-3098 to arrange a conversation.

Roxanne Arnal is a Certified Financial Planner®, former Optometrist, Professional Corporation President, and practice owner. She is dedicated to Empowering You & Your Wealth through smart financial decisions that bring more joy and laughter to your life.

These articles are for information purposes only and are not a replacement for personal financial and tax planning. Individual circumstances and needs vary. Errors and Omissions exempt.

 

ROXANNE ARNAL,

Optometrist and Certified Financial Planner

Roxanne Arnal graduated from UW School of Optometry in 1995 and is a past-president of the Alberta Association of Optometrists (AAO) and the Canadian Association of Optometry Students (CAOS). She subsequently built a thriving optometric practice in rural Alberta.

Roxanne took the decision in 2012 to leave optometry and become a financial planning professional. She now focuses on providing services to Optometrists with a plan to parlay her unique expertise to help optometric practices and their families across the country meet their goals through astute financial planning and decision making.

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