If I ran a vision correction practice at $1m per year, here’s how I'd scale it to $10m
Step 1: I pick one offer
Most practices try to do everything: laser vision correction, lens replacement, dry eye treatment, retinal care, glaucoma surgery, and cataract surgery. Instead, I choose one main procedure to scale. I’ve seen this work many times. Practices that scale fastest focus with precision.
Let’s say I pick laser vision correction. It’s profitable, predictable, and well-known. Once clear on this single offer, every bit of energy goes into making it great.
Remember, laser vision correction isn't anything extraordinary. You can get to 10 million with any of these procedures. It's harder to get there with all of them.
Step 2: I simplify and raise my price
Vision correction is life-changing. People pay for transformation, not procedures. Most practices compete on price. They stay small and busy. Not me.
I've seen my top clients become the priciest in their markets. Patients associate higher prices with higher quality. They trust premium pricing.
If my LASIK costs $5,000 today (which is around what it cost 20 years ago), I immediately raise it to $7,500 to accommodate inflation over the past 20 years. The quality is already there. I align the price with the value. Raising prices can often double profits without any extra work.
Step 3: I find one winning channel
I focus on one strong lead channel. I would not try everything like social media, TV, radio, or billboards. For vision correction, paid digital ads are usually the way to go.
My most successful clients master Google Ads. Facebook and Instagram often come later. They get predictable leads every day. This predictability changes everything. I test ads quickly, scale winners, and drop losers.
If I'm in a competitive market, which I want, I set aside $10k each month at first. Within a few months, I push it up to $30k, then $50k, then $100k per month as leads flow in. Spending more brings in more leads, appointments, and surgeries. Predictably.
Step 4: I build a simple sales engine
Leads alone mean nothing. Calls and consultations are what count. Many practices lose sales at this stage. Staff lack sales training and motivation.
I don't let this happen. I hire people who want to help others adopt eye surgery. I teach them how to turn calls into consults and convert them into bookings. Anyone who talks to patients knows the right questions to ask, what to say, and how to end the conversation gently but confidently.
Great practices track conversion rates daily. I've seen consult conversions jump from 25 percent to over 60 percent after proper training. This alone triples revenue without extra marketing spend.
Step 5: I master follow-up
Most practices neglect follow-up. They rely on patients to return when ready. This is a massive leak. Patients want reassurance and reminders. Follow-up increases sales significantly.
I set up automated follow-up systems using texts, social messaging, emails, and phone calls. Every lead receives a response in five minutes. After that, we follow up multiple times until they book or say no. Most people book after several follow-ups. I’ve seen revenue double again just by nailing follow-up.
Step 6: I add another channel
Once one channel starts getting diminishing returns, I add another. If search ads are dialled in, I might add Social PPC. I test small, scale quickly, and master that channel too.
The key is never to split focus. I master one channel completely before starting on the next. Doing this step by step makes the system stable and profitable. Each new channel multiplies growth.
Step 7: I focus on patient experience
High prices demand high value. The patient experience must match premium pricing. Every interaction, from the first ad click to the final follow-up, feels special and planned.
I've noticed that the best practices focus a lot on patient experience. Staff remember names and details. The practice feels luxurious yet welcoming. Patients love the experience and tell others about it.
Referrals are the most profitable channel of all. My goal: every patient becomes a raving fan who sends at least one friend or family member.
Step 8: I create irresistible offers
Most practices leave money on the table. They have one offer and stop there. Once the main offer scales, I add easy tiered upsells to boost average patient value.
Once trust is built, selling premium aftercare packages, vision maintenance programs, and VIP packages with annual checkups becomes easy. Each patient might spend 30 percent more over time, adding pure profit.
Step 9: I hire the right people
Scaling means letting go. I hire people smarter than me in every key role. Operations, sales, marketing – I get out of the way and let great people drive growth.
I've watched practices stall at $2m-$3m because owners refused to let go. The fastest growers delegate quickly and trust their teams. My role shifts from doer to coach. I help others succeed and scale myself through them.
Step 10: I protect margins and cash flow
Rapid growth eats cash. Many businesses fail from growth, not stagnation. I watch cash flow daily. I avoid needless expenses. I protect profits relentlessly.
Healthy margins let us reinvest in marketing, training, and patient experience. Tight controls here make scaling safer and less stressful.
Step 11: I expand location or capacity
Once my system reliably produces growth, I expand. I either add new locations or expand current capacity.
I've seen successful clients replicate their system into new markets. Each location adds predictably to the bottom line. Expansion is methodical, never rushed.
Step 12: I build a recognizable brand
As revenue climbs past $5m, brand matters more. A strong brand reduces marketing costs and builds trust.
I invest in clear messaging, professional visuals, patient testimonials, and thought leadership. My practice becomes known as the obvious premium choice. Patients feel proud choosing us. Those who don't, aspire to one day do so.
Step 13: I systemize everything
True scale demands systems. I document every vital process. Each job has clear checklists. New hires train fast.
I’ve seen top practices grow quickly when what matters is written down. Systems reduce chaos and multiply productivity.
Step 14: I keep measuring and improving
Even at $10m, I don’t stop improving. I track every key metric weekly. Leads, consults, conversions, average price, and patient satisfaction.
Constant improvement keeps growth steady. I find new bottlenecks and remove them. Growth never stalls because I revisit goals every 90 days.
The result
This approach turns $1m practices into $10m+ businesses. I’ve seen it many times. Clients who simplify their offers, raise their prices, focus on one channel, optimize sales, and scale carefully can reach their goals reliably.
Scaling isn’t complicated. It’s disciplined execution. I keep it simple, profitable, predictable, and scalable.
