Listening to the recent Best Practices episode featuring Steve Alexander and Bill Gerber, founder and visionary of OMG! Optical Marketing Group, made me think differently about how we view technology in eye care. It’s easy to talk about software, diagnostic tools, or automation as if they exist in isolation, but what Bill highlighted was how these systems are really just extensions of our priorities, because technology only matters if it helps you take better care of your patients and build a more efficient, thoughtful practice.

Check out the episode here

Technology with Intention

What stood out most to me was the idea that technology should be intentional, not impulsive. So often, we chase the next tool, platform, or gadget because it promises speed or simplicity. But adding more doesn’t necessarily mean improving more. The practices that thrive are the ones that pause long enough to decide which tools actually serve their goals.

Technology chosen by strategy becomes an asset to your business and patients instead of another bill to pay or a subscription to manage. So next time you come across a new, shiny piece of technology, try to develop a plan consisting of the opportunity cost, an implementation timeline, and the value you expect it will bring to your practice.

Implementation as a Culture, Not a Task

I also found it interesting how much of the conversation focused on implementation and consistency. Many practices have the right tools already but never get around to using them effectively. Whether it’s a new EHR feature, patient communication software, or an optical analytics platform, success often comes down to training and follow-through.

The best technology in the world won’t change a thing if your team doesn’t know how to use it or doesn’t see its purpose. Creating a process for implementation and a culture that values learning is what brings these investments to life.

Stepping Back to See the Whole Picture

Another insight that cut through for me was what strategic planning looks like in action. Bill talked about the importance of stepping back, sometimes literally, to look at the bigger picture. Taking time away from daily operations to assess what’s effective, what isn’t, and where the practice is headed allows for clearer strategy and collaboration.

Including your team in that process often reveals opportunities to optimize, especially when technological solutions that decrease manual workload are brought to light. The changes that come as a result can be difficult to implement, but doing so can change your entire operation for the better. I challenge you to use this framework next time you plan for the future.

Once you realize that and take the time to effectively plan with intent, set goals, and measure against them, it becomes less about checking boxes and more about aligning your systems, people, and tools around the same long-term vision.

Technology that Feels Human

I was also struck by the conversation around the role of technology in enhancing patient experience by building connectivity through convenience and clarity. Adopting features like online booking, digital try-ons, and text-based follow-ups are signals that your practice understands what modern patients expect.

By leveraging technology to personalize their experience, the value of what you provide becomes undeniable to patients and encourages them to sing your praises to their friends and family. When technology feels human, it becomes part of the care experience rather than a barrier to it.

Change with Purpose

The more I thought about it, the more I realized that adopting technology in eyecare is really about embracing change with purpose. Every new tool, every small update is a chance to make your processes more intentional and your practice more patient-focused. The goal isn’t to automate care but to elevate it.

This episode reminded me that innovation isn’t defined by how much tech you use but by how thoughtfully you use it. When every platform, process, and decision is aligned with your mission, technology becomes a reflection of your values. And that’s where real growth begins.