Oct 7, 2026 · 48 min · 10 segments
In this episode, Dr. Steve Vargo sits down with Andrew Bruce, a licensed optician with master-level credentials in both ophthalmic optics and contact lenses, for a practical conversation about what…
Steve VargoHost
You mentioned the word confidence twice, and I think it's so important that the patient/consumer has confidence and that's maintained.
And that's why I asked about the handoff, because that just couple of minutes in between the doctor and the optician can go either way with that.
I mentioned the podcast we did before on handoffs, and the optician, optical manager that I was talking with said that the doctor makes a point when he brings patients out to a- make sure that he asks the opticians a question that they're more qualified to answer because it transfers more trust over to them.
And I thought that was genius because I think there is that moment where we go out, and now it's time to spend money.
We're always initially feeling, you know, "Is this a sales pitch? Do I really need this?" And I think it's so important that you maintain that trust with that transfer.
Um, you talked about the communication side of things and initially asking them about, I think you phrased it, a day in, in their life.
That takes it away from being just a product sale, but actually initially, if I'm hearing you right, learning about them, [chuckles] 'cause I think this is so often, and I'm certain you'll agree with me on this.
I've been screaming this from the, you know, rooftops forever, but we need to not jump in with the product.
And I think doctors, opticians sometimes fall in love with their products to the point where we lead with that versus trying to better understand the, the end user.
What are their concerns, their problems, their needs? And I love the way you put that, find out about a day in their life, and if you're listening closely, you'll find the things that they need.
And, and ultimately that's why they come to you, right? They could quite easily order their glasses sitting at home on their, on their couch, you know, watching the latest TV series on their laptop, but they don't.
They come to your office to value, to benefit from your expertise, not only the expertise of the doctor, but also the expertise of the opticians and other people within the practice.
So yeah, it's, it's really important, um, to just listen to what they have to say, 'cause oftentimes they will, like you were saying, they will tell you what they need indirectly.
They'll say, "Well, you know, my progressives work really well, but, you know, I really wish it was easier when I was looking at my computer, 'cause after six hours of doing this, it's just terrible.
My neck is just in pain." S- and, and so they complai- they tell you about these sort of things, at which point then a red flag jumps up in your head saying, "Ah, office lens." Okay? At which point then you can keep that as a backup suggestion once the patient has continued and finished sharing all of their other visual demands that they face.
You mentioned the word confidence twice, and I think it's so important that the patient/consumer has confidence and that's maintained.
And that's why I asked about the handoff, because that just couple of minutes in between the doctor and the optician can go either way with that.
I mentioned the podcast we did before on handoffs, and the optician, optical manager that I was talking with said that the doctor makes a point when he brings patients out to a- make sure that he asks the opticians a question that they're more qualified to answer because it transfers more trust over to them.
And I thought that was genius because I think there is that moment where we go out, and now it's time to spend money.
We're always initially feeling, you know, "Is this a sales pitch? Do I really need this?" And I think it's so important that you maintain that trust with that transfer.
Um, you talked about the communication side of things and initially asking them about, I think you phrased it, a day in, in their life.
That takes it away from being just a product sale, but actually initially, if I'm hearing you right, learning about them, [chuckles] 'cause I think this is so often, and I'm certain you'll agree with me on this.
I've been screaming this from the, you know, rooftops forever, but we need to not jump in with the product.
And I think doctors, opticians sometimes fall in love with their products to the point where we lead with that versus trying to better understand the, the end user.
What are their concerns, their problems, their needs? And I love the way you put that, find out about a day in their life, and if you're listening closely, you'll find the things that they need.
And, and ultimately that's why they come to you, right? They could quite easily order their glasses sitting at home on their, on their couch, you know, watching the latest TV series on their laptop, but they don't.
They come to your office to value, to benefit from your expertise, not only the expertise of the doctor, but also the expertise of the opticians and other people within the practice.
So yeah, it's, it's really important, um, to just listen to what they have to say, 'cause oftentimes they will, like you were saying, they will tell you what they need indirectly.
They'll say, "Well, you know, my progressives work really well, but, you know, I really wish it was easier when I was looking at my computer, 'cause after six hours of doing this, it's just terrible.
My neck is just in pain." S- and, and so they complai- they tell you about these sort of things, at which point then a red flag jumps up in your head saying, "Ah, office lens." Okay? At which point then you can keep that as a backup suggestion once the patient has continued and finished sharing all of their other visual demands that they face.
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