If you had asked me three years ago whether I wanted to open my own optometry practice, the answer would have been yes, I have the desire — but I never dreamed I would make it a reality.
I previously worked as an associate in a joint optometry/ ophthalmology practice, where I was content providing care and leaving everything at work at the end of the day. Over the years, I grew frustrated with healthcare and the ever-increasing costs and time for patients and doctors. The doctors are forced to see more patients a day and delegate more responsibilities to technicians to receive the reimbursements necessary to run the clinic and get paid.
At a point where I felt hopeless in healthcare, I suddenly realized that I have a service to provide. So, I thought “why can’t I sell it myself?” This revelation empowered me to begin my entrepreneurial journey.
FINDING THE RIGHT SUPPORT
Opening a business is not easy, and I knew I wouldn’t succeed without help. I immediately found a consulting business specifically for eye-care providers. These consultants are found in a very broad range of business categories, and I recommend looking into one if you aspire to become an entrepreneur while lacking business knowledge and experience. If not for the support and organization the consultants provided, I would not be celebrating the one-year anniversary of my clinic soon.
Owning my own clinic has been extremely rewarding even in its infancy; not only for the common reasons, such as controlling the schedule, setting the fees and supervising the staff, but also because I spend more time with each patient. This freedom is also the direct result of my commitment to a self-pay model, eliminating relationships with all insurance companies. Business has been slow, and marketing has been challenging, but at the end of the day most of my patients leave the clinic feeling satisfied with a thorough eye exam that was worth the affordable cost, even patients that were unable to use their insurance benefits. I also take time to educate my patients on insurance expectations versus the costs, and the benefits of self-pay medical care.
FOSTERING WARMTH, CONNECTION
I frequently have come across doctors and sales representatives in my profession who are both shocked by my unwavering commitment to the self-pay business model and envious that I am free of the negative side effects of accepting insurance. I must admit that this model works because there is a shortage of eye care in the area. However, if you have a unique business idea, figure out how to make it successful and market using the distinct characteristics. Seek help and support. Network. Attend public events, and become a familiar face in the community. Not only is my business unique as a self-pay clinic, but the hospitality that patients experience at each visit seems to be what motivates my patients to return and refer us to family and friends.
If you have an abundance of competitors in your market, strive to provide services or products that make people feel warmth and connection during a time when companies rely heavily on automation and technology. It will take time for the business to grow, and there will be challenges. But if it changes your life for the better, and you’re passionate about the services or products you provide, it’s worth it for you and those you serve.
Jessica Fawer is the owner and sole optometrist of Visionary Family Eye Care. Reach her at fawer@visionaryfec.org or (228) 285-0150.