Marketing for Doctors Podcast

How to Build a Profitable Dry Eye Practice

Most practices are not losing revenue because they lack technology. They are losing it in the gap between diagnosis and patient decision. In this episode of the Marketing for Doctors Podcast, Justin Cholula from Hoot sits down with Dr. Todd Cohan, a leading dry eye specialist and medical director of Hoot Dry Eye Center, to break down the exact system his team uses every day to drive treatment acceptance without sounding salesy or overwhelming patients. This is a practical, step by step conversation focused on what actually works inside a real practice. You will learn: *  How to build a team-driven dry eye protocol that starts before the doctor enters the room  *  What to say and what to avoid saying to increase patient understanding and trust  *  Why separating the ocular surface exam is critical to driving acceptance  *  How to use imaging and simple analogies to create patient buy-in  *  The right way to introduce treatment without pushing technology  *  How to handle the insurance objection and confidently position value  *  Why most practices fail with new equipment and how to fix it with implementation  Dr. Cohan also shares a powerful mindset shift: dry eye is not a side service. It should be treated like glaucoma screening, a standard of care that protects long-term patient outcomes while unlocking consistent revenue. If you already have the patients, the diagnosis, and the equipment but are struggling with conversion, this episode will show you exactly where the breakdown is and how to fix it. This is not theory. It is a real-world playbook you can apply immediately.

Why Patients Don't Sign Up for Specialty Treatments

Most doctors assume patients will make a major healthcare decision after a quick consult. Reality is different. Very different. In this episode, Bob Miglani breaks down the biggest reason patients hesitate to enroll in elective and out-of-pocket treatments. It has nothing to do with your credentials, your technology or your clinical skill. It has everything to do with the journey you are (or aren’t) giving them. Bob shares personal stories from eye care, dentistry and specialty medicine that reveal a simple truth. Patients will not spend two thousand, five thousand or ten thousand dollars after a rushed fifteen minute conversation about a condition they just heard about seconds earlier. They need time, trust and education. And today’s buyers want to learn on their own device and on their own schedule. You will learn: • Why first-visit conversions are almost always a losing strategy  • How real patients think, research and decide on high-ticket medical treatments  • The psychology behind the “law of 16 touches” in specialty care  • How to communicate findings without sounding salesy or pushy  • How to use videos, text follow ups and simple handouts to build comfort and trust  • Why the real decision happens in the kitchen, not the clinic  • How to position yourself as the trusted expert patients choose If you offer any elective, cash pay, out-of-network or specialty service, this episode is essential listening. Bob shows you exactly how to lengthen the patient education journey so your conversion rates rise, your reputation strengthens and your patients feel informed, respected and ready to move forward. Tune in to transform the way you guide patients toward life-changing care.

How Meibography is Your Blood Test for Dry Eyes ft. Justin Cholula

In this episode of Marketing for Doctors, host Bob Miglani and Justin from Hoot explore how the growing focus on longevity is changing patient expectations. From at-home blood tests to body scans, patients want proof and prevention, not just prescriptions. Bob explains how this mindset connects directly to dry eye care and why meibography should be a standard part of every comprehensive exam. By showing patients clear, visual evidence of gland loss, doctors can build trust, improve conversions, and elevate their practice. The conversation covers how to position dry eye treatment within the longevity movement, use data to create credibility, and apply Bob’s “three hat strategy” to strengthen patient communication.

Lessons I Learned from Building a Successful Dry Eyes Practice ft. Dr. Shefali Miglani

In this episode of Marketing for Doctors, Dr. Shefali Miglani shares the lessons she learned in building a successful dry eye practice from the ground up. Speaking from her own experience, she explains how to move beyond technical explanations and focus on education, empathy, and clarity to help patients understand their condition and commit to treatment. Dr. Miglani offers a step-by-step look at how doctors can communicate more effectively, earn trust, and convert patients without feeling salesy. She explores the psychology of today’s informed patient, the importance of using visuals and simple language, and how consistent execution leads to measurable growth. This episode is an essential listen for doctors who want to strengthen patient relationships, expand their specialty services, and create a thriving, sustainable practice.

From Operator to Owner: Building a Practice That Runs Without You ft. Vikram Raya, MD

What happens when a successful optometrist decides she is done with burnout, declining reimbursements, and being stuck in the insurance system? In this powerful episode of Marketing for Doctors, Bob and Dr. Shefali Miglani share the exact steps they took to transform a traditional practice into a thriving business focused on specialty care, patient education, and automation. Originally featured on Limitless MD, this conversation highlights how they built Hoot, a system that helps doctors increase case acceptance, simplify communication, and create more time and freedom in their lives. Whether you are a solo provider or running multiple locations, you will learn: * The shift from operator to owner and why most doctors never make it * The real reason patients hesitate to say yes to treatment * How to balance insurance and private pay without overspending on marketing * The Three Hat Strategy that helps doctors educate, influence, and convert more patients * Why energy is your greatest asset and how to increase it quickly This episode is a must-listen for any doctor ready to grow with clarity, confidence, and real momentum.