Part 1 of 2: make your specialty your success; Learn from the optometric specialty marketing techniques your colleagues have used to make their practices thrive.(PRACTICE MANAGEMENT)

Review of Optometry, November, 2004 by Kirby, Jennifer

When optometrist Bill F. Hefner, of Topeka, Kan., graduated from optometry school in 1997, he felt fairly confident he'd get his foot in the door at a private practice. Why? Because he could offer private practices what many of his fellow graduates could not: a specialty in vision therapy and pediatric optometry.

[ILLUSTRATION OMITTED] He was right, as his specialty almost immediately landed him a job at a private practice. Four years later, he became an associate partner at the practice. "Having a specialty in optometry makes you more attractive to potential employers, because you are often in a position to offer a service that a practice does not have already," he says. "And, practitioners will therefore want to hire you because they know...

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