What does it take to turn a shared passion into a thriving specialty practice? In this episode of Optometrists Building Empires, Ankit Patel sits down with sisters Dr. Sana Malik and Dr. Sairah Malik, co-owners of Pro-Optix Optometry & Dry Eye Center in Houston. Together, they share how choosing a specialty, investing in technology, and building a values-driven team has helped them grow a loyal patient community. From tackling the challenges of marketing in a crowded city to creating a supportive workplace culture, they open up about the realities of running a family-owned practice and what excites them most about the future of optometry. Takeaways:Specialization creates differentiation. Choosing a clear specialty allows you to become a recognized leader, better serve your patients, and stand out in a crowded market.Technology is an investment in trust. Patients recognize when you provide advanced treatment options, which builds credibility and fuels referrals.Meet your patients where they are. Screening every patient for dry eye and addressing it during their primary visit increases awareness and treatment acceptance.Culture drives retention. Hiring carefully, using tools like personality assessments, and creating bonding traditions such as “tea time” help staff feel valued and connected.Marketing must be intentional. Identify your target demographic, refine your message, and avoid spreading resources too thin across every possible service.Partnerships expand reach. Collaborating with colleagues in optometry and even across specialties like dermatology and plastic surgery creates referral streams and credibility.Take risks early. Stepping into business ownership or new ventures right after graduation allows you to learn, adapt, and grow before responsibilities become heavier.Quote of the Show:“It's an art to read people and know what makes them mad, what makes them happy, and where they're going to work best.” Links:Instagram: https://www.instagram.com/prooptix_dryeye/ LinkedIn: https://www.linkedin.com/in/sana-malik-pro-optix-optometry-and-dry-eye-centre-b6334b4a/ Website: https://prooptixeyecare.com/our-practice/ Book 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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