What does it take to scale an independent practice successfully? In this episode, Michael Nasser talks with Belinda Musitano of Eyes@Optometry to explore how she has successfully built and expanded her independent practice to three thriving locations in Western Australia.
Throughout the conversation, Belinda shared how she transitioned from being an optical dispenser to a practice owner, the key strategies she used to scale and sustain her business, and initiatives that helped her foster trust and loyalty to her customers. From patient care to strategic marketing, staff training, and community engagement, this episode is packed with actionable insights for optometrists, optical dispensers, and business owners looking to build a sustainable practice.
Belinda Musitano is a qualified Optical Dispenser and the Director of Eyes@Optometry. With over 20 years of experience in the optical industry, she has successfully built a thriving independent practice across three locations—Australind, Dalyellup, and Falcon. Her passion for marketing, sales, and business growth drives Belinda to provide high-quality eye care while building strong community engagement, team leadership, and lasting patient relationships. Her commitment to innovation and excellence has made her one of the leading in dependent practice owners in Western Australia.
Key Topics with Timestamps:
0:50 - Belinda Musitano and her journey in independent optometry
3:33 - Discovering optical dispensing and transitioning into business ownership
6:19 - Key moments that shaped Belinda's business growth
9:11 - Eyes@Optometry vision and how it transformed in the last 19 years
12:46 - Ensuring the practice's goals are both ambitious and achievable
15:47 - Active marketing strategies to boost the practice growth
20:56 - Tips in keeping the team motivated, engaged, and aligned to the practice's goal
24:14 - The influence of being an optical dispenser on managing an optometry business
26:24 - Managing day-to-day operations while planning long-term strategy
29:01 - Constantly looking ahead and adapting to change for the practice
32:08 - The future of independent optometry with technology advancements and shifting patient expectations
34:05 - Belinda's initiative in building strong community engagement
38:17 - Top 3 actions practice owner should take to have long-term success
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