Today’s eye care landscape is more competitive than ever. Big-box retailers and declining managed care reimbursements are squeezing profits, leaving many practices struggling to stay relevant and profitable. This session explores how embracing specialty services, like migraine and headache care, dry eye treatment, and retinal health, can transform your practice into a destination of choice. Learn proven marketing strategies to position these specialties as your key differentiator, attract self-identifying patients actively seeking care, and build sustainable growth that no discount chain can match. If you’re ready to reframe “competition” into opportunity, this course will show you how!