What does it take to turn a shared passion into a thriving specialty practice? In this episode of Optometrists Building Empires, Ankit Patel sits down with sisters Dr. Sana Malik and Dr. Sairah Malik, co-owners of Pro-Optix Optometry & Dry Eye Center in Houston. Together, they share how choosing a specialty, investing in technology, and building a values-driven team has helped them grow a loyal patient community. From tackling the challenges of marketing in a crowded city to creating a supportive workplace culture, they open up about the realities of running a family-owned practice and what excites them most about the future of optometry.

Takeaways:

• Specialization creates differentiation. Choosing a clear specialty allows you to become a recognized leader, better serve your patients, and stand out in a crowded market.
• Technology is an investment in trust. Patients recognize when you provide advanced treatment options, which builds credibility and fuels referrals.
• Meet your patients where they are. Screening every patient for dry eye and addressing it during their primary visit increases awareness and treatment acceptance.
• Culture drives retention. Hiring carefully, using tools like personality assessments, and creating bonding traditions such as “tea time” help staff feel valued and connected.
• Marketing must be intentional. Identify your target demographic, refine your message, and avoid spreading resources too thin across every possible service.
• Partnerships expand reach. Collaborating with colleagues in optometry and even across specialties like dermatology and plastic surgery creates referral streams and credibility.
• Take risks early. Stepping into business ownership or new ventures right after graduation allows you to learn, adapt, and grow before responsibilities become heavier.

Quote of the Show:

• “It's an art to read people and know what makes them mad, what makes them happy, and where they're going to work best.” 

Links:

• Instagram: https://www.instagram.com/prooptix_dryeye/ 
• LinkedIn: https://www.linkedin.com/in/sana-malik-pro-optix-optometry-and-dry-eye-centre-b6334b4a/ 
• Website: https://prooptixeyecare.com/our-practice/ 
• Book a Meeting with Ankit: https://meetings.hubspot.com/ankit98/optometry-redefined?uuid=e5cd456c-9db4-42c7-b106-2b6e250a6d01 
• Optometry Redefined Book: https://www.amazon.com/Optometry-Redefined-Master-Resourcing-Performance/dp/B0FKJTZGJ3/ref=monarch_sidesheet_image 

Ways to Tune In:

• Spotify: https://open.spotify.com/show/5w1H9BBwRXvBSSkexePYxG 
• Apple Podcasts: https://podcasts.apple.com/us/podcast/optometrists-building-empires/id1762685070 
• Amazon Music: https://music.amazon.com/podcasts/689a039b-54ce-4f04-b641-66d8640d93d0 
• Podchaser: https://www.podchaser.com/podcasts/optometrists-building-empires-5812208