Is it time to move beyond primary care optometry and specialize in high-growth services like dry eye and aesthetics? In this week's episode, host Ankit Patel sits down with Dr. Shane Swatts, an entrepreneurial optometrist recognized for his expertise in dry eye disease, ocular surface health, and aesthetics. Dr. Swatts shares his journey from traditional optometry to building a specialized, high-revenue practice that thrives on patient-centered communication, innovative technology, and continuous learning. He opens up about the pivotal decision to step away from primary care, the business masterminds that shaped his thinking, and how simplifying language transformed patient engagement. From expanding into aesthetics to embracing AI tools, Dr. Swatts provides both inspiration and practical strategies for optometrists ready to evolve their practices.Key Takeaways:Specialize in growth. Narrowing your focus to niche services like dry eye and aesthetics can unlock higher revenue and deeper fulfillment. Look outside your field. Some of the best business lessons come from industries beyond optometry. Stay curious, join masterminds, and bring fresh ideas back to your practice.Delegate to experts. Hire skilled administrators and trust them with business operations. This allows you to focus on patient care and the parts of the job you truly enjoy.Simplify communication. Use language patients understand and value. Clear communication builds trust and dramatically reduces no-shows.Set clear expectations. Align treatment plans with patient goals and be upfront about realistic outcomes. When patients know what to expect, their satisfaction and compliance increase.Adopt new technology. Tools like IPL and AI scribes save time, improve documentation, and enhance the quality of care. Don’t hesitate to invest in innovations that make your practice more efficient.Prioritize relationships and presence. Be fully present with your staff, patients, and family; it’s more powerful than multitasking. Strong relationships create a culture of trust that fuels both business success and personal happiness.Quote of the Show:“ I learned quickly that expectations have to be aligned, and I have to give patients realistic expectations for what this treatment is going to do for them.” - Shane SwattsLinks:LinkedIn: https://www.linkedin.com/in/dr-shane-swatts-773344a/ Company website: https://www.evea2020.com/ OD Immersion: https://www.odimmersion.com/ Dr. Swatts Email: [email protected] OD immersion Email [email protected] anything Book: https://a.co/d/iDuhvgkCrucial Conversations Book:  https://a.co/d/gU3NcHzCues - from Science of People: https://a.co/d/9U4tLbJBook a Meeting with Ankit: https://meetings.hubspot.com/ankit98/optometry-redefined?uuid=e5cd456c-9db4-42c7-b106-2b6e250a6d01 Optometry Redefined Book: https://www.amazon.com/Optometry-Redefined-Master-Resourcing-Performance/dp/B0FKJTZGJ3/ref=monarch_sidesheet_image Ways to Tune In:Spotify: https://open.spotify.com/show/5w1H9BBwRXvBSSkexePYxG Apple Podcasts: https://podcasts.apple.com/us/podcast/optometrists-building-empires/id1762685070 Amazon Music: https://music.amazon.com/podcasts/689a039b-54ce-4f04-b641-66d8640d93d0 Podchaser: https://www.podchaser.com/podcasts/optometrists-building-empires-5812208 

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