Dr. Seidman and her team. Photos courtesy of Dr. Seidman.
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Celebrating 10 Years and the Network That Made It Possible
By Beth Seidman, OD
Feb. 3, 2026
I opened the doors to Eyecare Center of Ken Caryl in Littleton, Colorado, on Oct. 1, 2015, and just a few months ago I celebrated my 10th anniversary in private practice. Looking back, the milestone is less about an anniversary cake and more about a decade of decisions that shaped the kind of practice I wanted: patient-centered, nimble and staffed by people I trust. IDOC has been a partner in that—a network of industry experts and fellow practice owners, plus services that support our finance, marketing, labs and everyday operations so my team can care for patients without sacrificing our personal lives.
FINDING COMMUNITY EARLY
After earning my degree at Nova Southeastern University College of Optometry, I returned to Colorado, where I briefly worked as an associate before buying a retiring optometrist’s practice. I needed buying power, but even more I needed peers I could turn to for candid advice, so I joined IDOC. I was new to practice ownership and hungry for guidance—not marketing jargon or glossy catalogs but conversations with folks who have walked the same path.
What has kept me with IDOC for nearly a decade is the people: consultants who know the business and a network of private practitioners I meet at local dinners, regional events and the annual Connection meeting. These gatherings are more than social networking opportunities. They are working sessions where we take courses relevant to our day-to-day, trade benchmark ideas and test strategy in real time.
The annual meeting, called The Connection, is a team favorite. Last winter it was in Round Rock, Texas, a welcome break from snowy Colorado. My team calls it fun, but beyond the social time, continuing education in practice management, billing and opticianry strengthen cross-training and role flexibility. The morale and connectivity The Connection fosters among my team are absolutely worth the investment.
MARKETING AND FINANCE SUPPORT
I’m an optometrist, not a marketing director, so IDOC’s marketing services have been indispensable. They redesigned and maintain our website, manage our SEO and run our Google Ads. Search algorithms change constantly, so I need a partner who stays on top of those trends. IDOC also links Google Analytics to our Edge Pro numbers so we can see which online activity actually drives new patients.
I meet with my web consultant quarterly to translate the web data into practice-growth insights, and he’s reachable between meetings when questions arise. That continuous access is invaluable.
The same goes for finances. I’m no accountant, and I don’t need to be. IDOC’s benchmarking and bookkeeping resources have helped me make smarter, less reactive choices. I meet with my IDOC finance and benchmarks consultant Nathan or my bookkeeper to compare my expenses with peers and identify investments for growth. Those conversations empower me to plan for hiring, equipment purchases and marketing campaigns with zero guesswork.
SIMPLIFYING OPTICAL WITHOUT LOSING STRATEGY
One of the most concrete operational changes we made was simplifying our optical offerings without losing strategy. For years I offered highly customized options that were time-consuming for staff and overwhelming for patients. Drawing on ideas I’d heard at IDOC meetings, we designed straightforward packages—gold, silver and value—with material recommendations tied to prescription ranges.
On the lab side, the buying power of an IDOC alliance is real. It secures better pricing and service than I could get alone, but equally important is the counsel. Consultants help me evaluate whether a vendor’s products and processes fit our workflow, not just whether the price is low as needed throughout the year. That guidance led to vendor partnerships that support our package pricing and deliver faster turnaround times, not merely cheaper invoices.
OPERATIONAL RESILIENCE WHEN LIFE HAPPENS
Practice ownership is supposed to buy you freedom over your time. I put that to the test this year when my mother had a sudden medical emergency and I needed to step away from the practice. Because I’d invested in my team and in the right systems, the practice maintained high-quality care and steady operations. My associate covered clinical days, staff kept patient care moving and our web and phone systems stayed active. That kind of resilience is the result of team collaboration and strategic outside expertise. IDOC remains integral to that ecosystem.
To my fellow practice owners, you don’t have to be an expert in every part of your business. Hire an attorney and a CPA, of course, but equally important is securing a network of experts and peers to help with marketing, finance, HR and operational technology. My IDOC alliance is not a cure-all, but it’s made practice ownership less lonely and less risky. For many of us, the financial investment is modest compared with what it returns in time saved, better decisions and a stronger team.
Ten years in, what I’m most proud of is not a revenue figure or a piece of equipment. It’s my team and the systems we have built together—systems that let me be a doctor when I want, a daughter when I must and a business owner who can step back and watch the practice keep thriving.
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Beth Seidman, OD, is the owner of Eyecare Center of Ken Caryl in Ken Caryl, Colorado. To contact her: BethSeidmanOD@gmail.com |
