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INVISION Podcast

Podcast: This America’s Finest Winner Isn’t Afraid to Break the Rules

This episode of Dee Carroll’s podcast features Todd Rogers and Leigh Berberian.

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THE INVISION PODCAST (WITH DEE CARROLL) EPISODE 3: TODD ROGERS (36:49 MINUTES)


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WELCOME TO THE THIRD EPISODE of the new INVISION Live! podcast series, The INVISION Podcast with Dee Carroll.

In this episode, Dee chats with Todd Rogers Berberian and wife, Leigh, owners of Andover, MA, optical Todd Rogers, which was recently named INVISION’s “America’s Finest Optical Retailer” for 2018. During the talk the three discuss how these two fiercely independent entrepreneurial spirits built this award-winning business together, their take on the current state of optical retail and what they might’ve done differently if they were doing it all over again.

In our “Ask INVISION” segment, Andrea Hill answers a question about how to build cooperation in a team in which everyone seems to be pulling in a different direction.

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

Also check out 10 minutes of bonus material, where Todd and Leigh share a bit more about their relationship, their family, their future plans for the business. Leigh closes with a pretty amazing story about an event that occurred as the Rogers’ prepared to move into their new store location.


BONUS: EXTRA PODCAST CONTENT


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 dee@invisionmag.com.

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INVISION Podcast

Podcast: Why Optical (and Especially Optical Retail) Is Lagging Behind Other Industries

The optical industry is lagging behind but progress is inevitable and solutions are at hand for clinicians who embrace ownership.

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INVISION PODCAST EPISODE 8: JOHN MARVIN OF TEXAS STATE OPTICAL (54:53 MINUTES)


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IN THIS EPISODE of the INVISION Podcast with Dee Carroll, Dee speaks with TSO’s John Marvin, her go-to man on industry happenings, about managing eyecare businesses into the future.

John is president and CEO of Texas State Optical. In addition to heading up TSO, John is also INVISION’s regular management columnist and Dee’s go-to advisor whenever she has a question on industry happenings and trends.

They begin the discussion with the fascinating history of Texas State Optical, its current make up and how it functions today; but 15 minutes in they go right to the heart of it … How far the optical industry is lagging behind other industries, why John thinks that is and how that gap is only growing, especially on the retail side of the business.

At 20:17, they talk about the inevitability of progress, those in the industry who are the “wrong side of history” and John corrects Dee on the assumption that resistance to change is dictated by a practioner’s age. (It isn’t.)

They go deep into teleoptometry 26 minutes into the episode and you really don’t want to miss it. Half way through, Dee asks about motivating reluctant folks who may be dragging their feet when it comes to the advancement of technology and innovation and John provides tips for employees, team members and staff interested in moving a business forward (34 minutes).

At 37 minutes Dee attempts to rapid-fire question John on several topics and how he personally sees them affecting the delivery of eyecare in the future; topics like teleoptometry, e-commerce and the basic digital requirements of a modern business, and “selling stuff” or dispensing from the chair.

(Spoiler alert: It’s not particularly rapid.

Dee and John wrap up the episode (53 minutes) by having him identify some of the biggest obstacles facing eyecare businesses from a management perspective. Hint: They have to do with the disconnect between being a clinician and a business owner.

Get comfy and click play, this is a good one folks!

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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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