How I Grew a Specialty Practice From $0 to $78,000 a Month Without Selling Glasses

Jason Carruthers with an Ortho-K patient. Carruthers says the decision to focus on the specialized niche of myopia control has kept his practice thriving.

Building a niche in specialty contact lenses for myopia control

By Jason Carruthers, RO, FCLS(C)

Jan. 8, 2025

In business, the journey from struggling to thriving can often hinge on one critical factor: traffic.

As a seasoned practitioner with over 25 years in the field, I experienced this firsthand. Initially, I was fortunate to see one or two Ortho-K patients a month.

However, after a life-altering health scare during the COVID lockdowns, I made a pivotal decision to focus on what I truly love—specialty contact lenses, including sclerals, Ortho-K and myopia control. This decision not only revitalized my passion, but also transformed my practice into a profitable venture.

The Challenge of the Eyeglass Wars

For years, I found myself entrenched in what I call the “eyeglass wars.” This battle for market share and profit margins is fought on multiple fronts—online, in shopping malls and within private practices.

Patients increasingly turned to their smartphones, snapping pictures of frame models and seeking to order online, leading to lower conversion rates and heightened price sensitivity. While primary care thrived, the competition intensified, necessitating smarter business and marketing strategies.

Building a Specialty Practice: The Initial Struggles

After recovering from my health issues, I opened a shiny new office, eager to attract patients. I explored various marketing avenues: advertising, referrals and social media engagement. I invested heavily in radio and YouTube ads, magazines and flyers. I even faxed every doctor in the city, seeking referrals and hired a full-time social media manager.

Despite my efforts, the results were disheartening. Doubts crept in—what if my city was different? What if the economy was bad? What if people couldn’t afford myopia control?

Yet, I persevered, determined to find patients. With half the world becoming myopic, I believed I could attract a few. Initially, I was still only seeing one or two Ortho-K patients a month. Then, a breakthrough occurred: I began doing eight Ortho-K consultations a week.

The Turning Point: Understanding Traffic

What changed? In a word: traffic. While many assume that an eye exam is the primary reason patients visit, there are numerous other motivations. Most competitors focus solely on attracting “eye exam” traffic, but I discovered that generating diverse traffic types could yield significant results.

The Importance of Offers

The key to unlocking traffic lies in the offer. My initial ad for a contact lens exam at $95 garnered no interest.

However, when I shifted to offering a free pair of contacts, the response was overwhelming. Hundreds of patients submitted their information, and about half upgraded to the $95 assessment.

Many even purchased an annual supply of the “free contacts,” making me the No. 1 high-volume supplier in Canada for Bausch & Lomb ULTRA Multifocal for Astigmatism.

Expanding into Ortho-K

I replicated this success with Ortho-K by offering free consultations. Within a year, I built the top specialty practice in my area, reaching peak volumes of 16 new Ortho-K patients in a single week.

The Three Types of Traffic

To sustain and grow your practice, it’s essential to understand the three types of traffic: Owned, Earned and Bought.

1. Owned Traffic: This includes your previous and current patients. If you’ve been in business for a while, you likely have a list of patients who already know and trust you. These patients will return for routine exams and new services with minimal effort. You can increase their visit frequency and value through targeted messaging.

2. Earned Traffic: This represents your reputation—Google Reviews, referrals, brand awareness and search results. You can cultivate this traffic by adhering to SEO best practices and managing your online presence effectively.

3. Bought Traffic: For rapid growth, or if you’re starting from scratch, leveraging paid traffic strategies is crucial. This includes search ads and interruption ads on platforms like Facebook, Instagram and TikTok. Your goal is to capture attention and drive clicks to your offerings.

Maximizing Revenue Through Traffic

If you’re not capturing all three types of traffic, you’re missing out on significant revenue opportunities. Each traffic type can be harnessed to promote any product or service, including Ortho-K, sclerals, myopia control, eye exams, or even eyeglasses.

Conclusion

The journey from struggling to thriving in the specialty contact lens market is not just about passion; it’s about understanding and leveraging traffic. By focusing on effective offers and diversifying your traffic sources, you can transform your practice into a profitable venture.

As I learned, the right strategies can lead to exponential growth, allowing you to serve more patients and achieve your business goals. Embrace the power of traffic, and watch your practice flourish