What does it take to run a successful independent optometry practice in today’s changing economic environment? In this six-part video series, Professor of Economics Uwe Dulleck joins independent practitioners Kathryn Naumann and Michael Jones, alongside Rodenstock General Manager Tim McCann and Professional Services Manager Alex Rigby, to explore the relationship between clinical care, business strategy and patient experience. Drawing on economic theory and practical experience, the panel discusses trust, technology, pricing, patient loyalty, and differentiation. Together, they offer valuable insights into how independent optometrists can communicate their value, strengthen patient relationships, and maintain financially sustainable practices.
Episode 1: Building Trust, Demonstrating Value
In the first episode of Rodenstock’s six-part series, The Business of Independent Optometry, the panel explores how to differentiate practices in a competitive market. Professor Uwe Dulleck introduces the economic concept of ‘credence goods’ and explains why trust is fundamental to the relationship between optometrists and their patients. Kathryn Naumann and Michael Jones share their approaches to communicating the value of premium lenses, using technology to support recommendations, and balancing clinical care with commercial considerations. The discussion also considers how community relationships, patient education, and personalised care can help independent practices stand apart from larger optical retailers.
