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Podcast: Master This ‘Optical Retail Formula for Success’ and Make More Money with Your Product Mix

Dr. Scott Keating shares how a small-town OD became known for its progressive frame selection.




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IN THE LATEST INSTALLMENT of The INVISION Podcast with Dee Carroll, Dee talks with Dr. Scott Keating, an optometrist who has been in private practice for 30 years and is the owner of Vision Trends in Dover, OH, a full-scope optometry office specializing in unique and trendy eyewear that sets itself apart from its competition. Vision Trends offers over 1,100 frames in stock and has built a reputation in its small town for its progressive frame selection.

During this episode, Dee and Scott discuss a number of hot dispensary topics, like:

  • What most optometrists don’t understand about running an eyecare business.
  • Why many opticals complain about not having enough customers … and how they can fix it.
  • How to partner with your opticians to offer the best patient product experience.
  • Why playing it safe by testing small amounts of a new brand is never a way to find success.
  • The importance of having at least some high-end product that most of your customers won’t be able to afford.
  • His “Optical Retail Formula for Success” any ECP can use to overhaul their product mix.

At the end: Dr. Nytarsha Thomas of Visionelle Eyecare in Zionsville, IN, who after some spotty trunk shows Asks INVISION for some tips on how to make sure her store event or frame show is a huge success. So we tapped Leah Johnson of Central Texas Eye Center, a practice that puts on trunk shows every other month, to answer with some ideas on how to have a more consistently successful trunk show experience.


Here is bonus content from Dee Carroll’s discussion with Dr. Scott Keating, owner of Vision Trends in Dover, OH.

In this additional material, Dee and Dr. Keating discuss:

  • The challenges of working with smaller frame companies.
  • Evaluating the brands you carry.
  • How to decide to bring a new brand in.
  • The best thing Dr. Keating did to get his business’ name out there when he started offering more unique product.
  • Reframing the managed care discussion to transition patients into better eyewear.

    And don’t forget, if you have a business question you’ve always wanted answered, let us do the work for you. Visit and record your question. We’ll track down an expert to answer it. Think of it as a mini business consultation … free of charge!

Having built a career in service journalism, Dee has been covering the eyecare industry for over a decade. As editor-in-chief of INVISION Magazine, she is passionate about telling independent ECPs stories and can be reached directly at


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