How to Scale an Optometry Practice Without Losing the Human Touch

What this episode covers

The million-dollar question in eye care is simple: How do you scale an optometry practice without losing what made it successful in the first place? Jamie Rosin helped grow Rosin Eye Care from four locations to more than 50, but his biggest lessons did not come from expansion alone. They came from mistakes, overlooked opportunities, better questions, and learning how to turn everyday behaviors into repeatable systems. In this conversation with Dr. Darryl Glover, Jamie Rosin pulls back the curtain on what truly drives optometry practice growth—from coaching teams and improving the patient journey to building stronger partnerships and staying curious enough to keep evolving. His message is clear: before adding more locations, leaders may need to take a closer look at the opportunity already sitting inside their practice. Jamie Rosin, Business Owner Topic Covered: Build the Eye Care Practice Before Expanding ItCoach the Behaviors That Drive Better Results in Eye CareCreate Patient Experiences People Remember in Eye CareStrong Leaders Stay Close to the WorkCuriosity May Be the Ultimate Growth Strategy Build the Eye Care Practice Before Expanding It Before adding locations, practice owners should understand whether their current business is performing at its full potential. Rosin learned this by examining the number of patients who completed an eye exam but left without purchasing eyewear or moving into another appropriate service. At first, the focus was on the metric itself. Over time, however, he realized that repeatedly talking about a number does not change it. The real opportunity was identifying the behaviors behind the results. By improving the systems already in place within the practice, Rosin said an eight-location business generating approximately $8 million could ultimately operate as a $14 million business. The opportunity was already there; the practice simply was not yet performing at its full potential. That experience shaped one of his most important lessons about scaling: before opening another location, practice owners should first optimize the one they already have. Coach the Behaviors That Drive Better Results in Eye Care Once leaders understand where the opportunities exist, the next step is to identify what the strongest team members are doing differently. Rosin explained that most practices have significant performance differences between their best and lowest performers. One doctor may deliver a seamless handoff to the optical team, while another struggles. One optician may naturally ask better questions, create stronger connections, or guide patients more effectively. Instead of simply demanding better numbers, leaders should observe their strongest performers and identify the behaviors that make them successful. Those behaviors can then be coached across the rest of the team. “If you wanna change behavior, the key ingredient to changing behavior is one thing… Feedback.”