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Podcast: INSIGHT with John Marvin featuring Ashley Mills of The Vision Council

Vision Council executive shares her group’s recent successes.

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WELCOME! You’re invited to listen to the debut episode of a new podcast series produced by Texas State Optical: INSIGHT with TSO’s John Marvin feat. Ashley Mills of The Vision Council.

The first episode in the INSIGHT series, and just the first of many to come under the INVISION Podcast Network umbrella, kicks off with an interview of Ashley Mills, the chief executive officer of The Vision Council. In the podcast, John and Ashley discuss the role of the Vision Council and its initiatives, as well as the upcoming Vision Expo East tradeshow and its relevance to the industry.

“One of the biggest things that we do as The Vision Council is consumer awareness,” shares Ashley. “Our communications team is constantly working to promote eyewear products and solutions and technologies. Everything from the latest fashions to the type of lenses that can provide relief from Digital Eye Strain. We’re really successful on the national level.”

Some of their successes include a few recent segments on the TODAY show on Digital Eye Strain and National Sunglasses Day in June, which Ashley states trended #1 on Twitter and was on TV everywhere from ESPN to NBC and even late night television. “It gets bigger every year,” she says.

In terms of Vision Expo, Ashley feels education plays a huge role in the shows, but it is also “without question” the best place to experience what is new in the marketplace. “You simply will not see the diversity of product and new technologies by having sales rep visit after sales rep visit,” and you’ll “leave completely inspired and energized by the scope and energy of the industry in its totality.”

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Other topics discussed include the Think About Your Eyes campaign; The Vision Council’s robust market research division, which regularly polls consumers about their vision correction habits; and the similarities and differences between Vision Expos East and West.

The INSIGHT series hosted by John Marvin will appear monthly and cover all things current about the eyecare industry.

John D. Marvin has more than 25 years of experience in the ophthalmic and optometric practice industry. He is the president of Texas State Optical and writes about marketing, management and education at the practiceprinciples.net blog. You can email him at jdmarvin@tso.com.

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INVISION Podcast

Podcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients?

Dee talks with EyeCarePro’s Evan Engel — who knows what works … and what doesn’t.

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INVISION PODCAST EPISODE 7: EVAN ENGEL OF EYECAREPRO (41:30 MINUTES)


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AFTER A BRIEF spring hiatus, our podcast INVISION with Dee Carroll is back! In a streamlined new format, Dee talks with Evan Engel, the vice president of sales and marketing at EyeCarePro, an optometric practice and eyecare business digital marketing firm. Evan has a robust background in marketing eyecare practices and uses a data driven approach to help practices acquire new patients… in short, he knows what sort of marketing works and what doesn’t.

During the episode, learn once and for all what marketing actually is — Hint: it’s much more all-encompassing than you think (3:58) — the top three things that will give you the biggest bang for your marketing buck (8:25), the best tool to get new patients through your door (9:45), and the MINIMUM amount of work you need to be doing on your website (18:00).

If that wets your whistle, then stick around for the most important KPIs you should monitor to gauge your marketing plan’s effectiveness (23:00), hear Evan blow Dee’s mind with the concept of call tracking numbers (24:25), and how the second page of Google results is just the first loser when it comes to new patient conversion (33:39).

Evan also shares a tool to show you exactly how your business ranks when people Google search for eyecare businesses in your area (34:40) and gives a definitive answer to the question “Reviews, are they really that important?” and should you be responding (37:45). It’s 45 minutes of solid marketing information you do not want to miss.

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INVISION Podcast

Podcast: More Ways to Motivate Your Own Eyecare Business Team

Dee talks with Dr. Steve Vargo about how you can create a happier, more productive team.

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INVISION PODCAST EPISODE 6: DR. STEVE VARGO (41:30 MINUTES)


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AS AN EYECARE BUSINESS MANAGER, how can you keep your staff motivated and doing the right things? What if “TGI Monday” become your staff mantra? Expanding on February’s lead story in INVISION, Dee gets answers on these questions, and more, from Dr. Steve Vargo, a business consultant with IDOC and author of Eye on Leadership, An Optometrist’s Game Plan For Creating A Motivated and Empowered Team.

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INVISION Podcast

Podcast: Why Can’t We All Just Get Along?

Dee fangirls over 20/20Glance with founder Dr. Jackie Garlich and the two discuss all the contention in optometry.

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INVISION PODCAST WITH DEE CARROLL (EPISODE 5): JACKIE GARLICH (44:21 MINUTES)


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OPHTHALMOLOGISTS DON’T LIKE OPTOMETRISTS. Optometrists think ophthalmologists are full of themselves. Established ODs think new grads are lazy. Young ODs think older ODs are out of touch. In the latest INVISION Podcast with Dee Carroll, Dee talks with Dr. Jackie Garlich, founder of 20/20Glance (www.2020glance.com), a free weekly email that runs down clinically relevant optometry news, and the two discuss these areas of contention and wonder why we all can’t just get along.

At the end of the episode, Dee asks a question on behalf of Dr. Sue Miller of Bright Eyes Vision in Pennsylvania about the effectiveness of joining a business networking group to grow business. Dr. Theodore Sees of Rockford Family Eyecare in Michigan shares is generally positive experience with these sort of networking groups. Curious about joining one yourself? Take a listen.

SHOW CHRONOLOGY
  • 1:09 Video is king. If you’re not using video to capture new patients, you might want to think again.
  • 1:53 Did you catch the re-launch of invisionmag.com in early December? It’s slicker, sexier, more mobile-friendly and more interactive experience.
  • 3:34 Dee introduced this month’s guest Dr. Jackie Garlich, founder of 20/20Glance.
  • 4:07 Jackie explains why she started writing 20/20Glance … to fill the void she found for clinically relevant news for the practicing clinician filtered to the pertinent info needed to help the patients sitting in her chair.
  • 5:20 Dee and Jackie discuss how the easy filtered news feed benefits other busy ODs and the irony that in an effort to curate the most pertinent news, she is STILL reading everything to distill it for her readers.
  • 6:00 Dee asks how wishing there was something out there like 20/20Glance became execution of the newsletter and organic growth.
  • 7:30 Finding the balance in tone between her natural inclination toward sarcasm and not actually offending readers as the audience grew beyond just friends.
  • 7:43 Dee fangirls about why she likes 20/20Glance so much because it speaks in plain terms but is entertaining enough to keeps her attention despite obviously not being an optometrist.
  • 8:15 Dee and Jackie finally get around to explaining what 20/20Glance is for those who may not be familiar with it: A once a free weekly email delivered every Monday morning that gives a simple rundown of clinically relevant optometry news from the last week. Sign up at www.2020glance.com
  • 9:30 Jackie talks current subscriber numbers and explains that this is a side hustle to her practicing OD day job.
  • 10:22 She’s got amazing open rates around 50%!
  • 12:20 Jackie teases the future plan of 20/20Glance and some coming changes.
  • 13:05 Jackie talks about her day job and her recent move from Milwaukee to Boston and how it changed her mode of practice.
  • 14:45 Dee and Jackie discuss the changes in optometry in recent years and how young ODs approach how they want to practice now.
  • 17:20 Dee throws a renegade question at Jackie about the Blue Light debate.
  • 20:30 Dee reins the conversation back in and asks about #MillenialODproblems and the changes to the profession of optometry in last two decades.
  • 22:00 Online refractions come up …
  • 22:45 They delve into the scope of what optometrists can and cannot do from state to state and the battle between optometry and ophthalmology. Short take: She wonders why we all can’t get along.
  • 24:30 They discuss where the contention between the professions comes from… and they keep discussing it.
  • 27:45 CALL TO ACTION: if you have anything to add to the conversation email editor@invisionmag.com
  • 28:20 Dee asks about the trouble some established ODs and boutique owners are having finding young/associate ODs and if that has to do with the different priorities of young ODs.
  • 30:42 Yup, work/life balance is discussed.
  • 31:00 She is a full-time practicing OD, a mother, does 20/20Glance on the side and shares she is also in the military! Dee feels totally unaccomplished.
  • 33:40 Dee wonders at Jackie’s statement that she sometimes is afraid she is lazy because she doesn’t currently want to own her own practice. So, the two get into the discussion of whether that is an inherently female trait, that we often don’t feel like we’re aren’t doing enough.
  • 35:50 Dee asks Jackie if there were a couple things that she wishes she could say to older generations of optometrists who complain about the younger generation of ODs coming into the profession.
  • 37:50 Dee plugs 20/20Glance signups: www.2020glance.com
  • 38:10 Time for the Ask INVISION question. This one comes from Dr. Sue Miller of Bright Eyes Vision in Pennsylvania asking about the effectiveness of business networking organizations.
  • 39:20 Dr. Theodore Sees of Rockford Family Eyecare in Michigan who has found some success with joining BNI but also highlights some of the challenges.
  • 43:50 Dee says see ya next time and reminds you if you have a business question you’d like us to track down an answer to visit www.invisionmag.com/speak and hit record!

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