72 MMP | Become the Decision Maker: Optometry's Biggest Advantage

Here’s a question Dr. Cary Herzberg wants every optometrist to ask in the mirror: if you dropped every vision care plan tomorrow, could your practice survive?

For most young ODs, the honest answer is no. Not because they aren’t great clinicians — optometry school made sure of that — but because, as Cary puts it, “they don’t teach you how to make a living.”

Cary has spent 50+ years in myopia management, pioneered modern ortho-k, and mentored countless successful specialty docs. Together we’re mapping out how the modern OD can take back control of how they practice and do business — starting with step one: becoming the decision maker.

Subscribe on our substack to further explore how optometrists can reclaim control of their careers in a profession increasingly shaped by vision plans, online retailers, private equity, and high patient volumes. Cary Herzberg argues that becoming the "decision maker" doesn't require owning a practice—it requires taking ownership of the value you bring, whether you're an associate or practicing in a corporate setting. We discuss why informing patients about myopia management isn't "selling," but a professional responsibility, and how today's concerns over children's screen time create an opportunity for optometrists to become trusted advocates for families. Cary outlines a five-step framework for building a fulfilling, specialty-driven career: redefine your professional identity, embrace patient education, choose a specialty, create long-term care plans, and make a compelling business case for the resources you need. The reward is greater professional autonomy, a loyal patient base built on relationships rather than insurance plans, and the freedom to practice on your own terms.