They struggle because they lack a system for turning that knowledge into patient understanding, patient trust, and patient acceptance.
In this episode of Power Hour, Eugene Shatsman sits down with Dr. Todd Cohan, Owner of Midwest Dry Eye Center and Forsight Vision, LTD, to unpack how his medically focused practice continues to produce some of the strongest revenue-per-patient numbers discussed on the show.
Across multiple doctors, Dr. Cohan’s practice has maintained revenue-per-patient numbers ranging from the high $800s to more than $1,100.
But the real takeaway is not the number. It is the system underneath it.
Why Revenue Per Patient Starts With Practice Philosophy
Dr. Cohan’s practice is built around a medically based approach, supported by dry eye, myopia management, retinal testing, aesthetics, and specialty services.
But what makes the model work is that it is not dependent on him alone.
His associates are trained around a shared philosophy: comprehensive care, proactive testing, clear patient education, and consistent recommendations. Every patient is shown why testing matters, what the findings mean, and how the recommendation connects to long-term eye health.
That is what moves the doctor from commodity provider to trusted advisor.
The Dry Eye System Behind the Growth
A major focus of the episode is dry eye, but not simply from a technology standpoint.
Dr. Cohan explains why practices should “nail down dry eye” before rushing into aesthetics, and how dry eye becomes a true growth pillar when it is supported by:
- Consistent screening
- Meibography on every patient
- Clear concern-based language
- Patient education coordinators
- Strong handoffs
- Follow-up systems
- Staff alignment around the “why”
The point is simple: Dry eye does not grow because a practice owns the right equipment.
It grows when the entire team knows how to educate patients, explain findings, and guide them toward the right next step.
Patient Acceptance Comes From Trust
One of the most valuable parts of the conversation is how Dr. Cohan reframes “sales.”
Sales, when done correctly, is not pressure. It is education. It is expertise.
It is helping patients understand what is happening, what their options are, and why the recommendation matters.
Dr. Cohan also breaks down different patient mindsets doctors need to recognize:
- The asymptomatic minimizer
- The budget-conscious patient
- The overwhelmed information processor
- The skeptical researcher
- The delayed decision-maker
Each one needs a different conversation. And if the doctor, associate, or staff member uses the wrong approach, even the right recommendation can fail.
Why the Handoff Matters
Many specialty services break down after the doctor leaves the room. The recommendation is made, but the team is not fully prepared to reinforce it.
Dr. Cohan’s approach is different.
His team understands the condition, the treatment, the pricing conversation, the objections, and the next step. That consistency helps patients feel supported instead of sold to.
When the doctor creates authority and the team reinforces it, acceptance becomes much more natural.
Eyecare BOSS Live Summit
If you’ve been to conferences before, you’ve probably left with many great ideas and intentions, and then when you get back to your practice, nothing actually changes.
Eyecare BOSS Live is designed specifically with that in mind so you can not only know what to do to reach your goals, but also have the tools, strategies, and plans to implement lasting changes once you’re back. to change that.
This is a 2 and a half-day, invitation-only event (September 16–18 in Cleveland) designed specifically for practice owners who want execution, not just inspiration.
Inside the room:
- 200 growth-focused operators
- Peer-level masterminds
- Real conversations around revenue, staffing, leadership, AI, and specialty growth
And everything is built around one outcome:
You leave with a 90-day plan you can actually implement.
If you want to be considered, click the link below:
Key Takeaways
- Revenue Per Patient Reflects Systems | Learn why strong revenue per patient is often the result of consistent philosophy, patient education, and complete care recommendations.
- Dry Eye Growth Requires More Than Equipment | Discover why technology only works when the team understands the “why” behind the recommendation.
- Doctors Must Prescribe With Conviction | See how concern-based language builds trust and helps patients understand the importance of treatment.
- Patient Mindsets Matter | Understand why asymptomatic, budget-conscious, overwhelmed, skeptical, and delayed-decision patients require different conversations.
- Handoffs Drive Acceptance | Learn why the transition from doctor to staff is one of the most important moments in specialty service conversion.
Contact Information
Connect with Dr. Todd Cohan
Dr. Todd Cohan is the Owner of Forsight Vision Care and Founder of Midwest Dry Eye Center, with locations serving patients in Illinois. He earned his Doctor of Optometry from the Illinois College of Optometry in 2001 and opened Forsight Vision in 2007. His work focuses on full-scope optometry, dry eye disease, meibomian gland dysfunction, contact lenses, vision therapy, and medical eye care. He is also a speaker and consultant in the industry, including work around dry eye management, contact lens comfort, and the medical model of optometry.
- LinkedIn: https://www.linkedin.com/in/dr-todd-cohan-o-d-3b297a8/
- Website: https://www.forsightvisioncare.com/
Connect with Eugene Shatsman
Eugene Shatsman is Host of Power Hour, Managing Partner of National Strategic Group, Co-Creator of The Eyecare BOSS, and a TEDx Speaker. A growth strategist and consultant to hundreds of optometric practices nationwide, Eugene specializes in scaling independent eye care businesses through structured strategy, marketing science, and operational clarity.
- LinkedIn: https://www.linkedin.com/in/eugeneshatsman/
- Website: https://eyecareboss.com/