Coopervision Business of Eyecare logo | JUNE 8-10, 2025

The Business of Eyecare

Curriculum

Allocating Strategic Resources, Developing Your Team & Delivering Practice Growth
CooperVision logo Northwestern Kellogg logo

The Business of Eyecare is a one-of-a-kind, comprehensive course designed by CooperVision® and the Kellogg School of Management to equip optometrists with the advanced leadership skills and business acumen necessary to excel in today's competitive healthcare landscape.

Schedule at a Glance


Saturday, June 7 Sunday, June 8 Monday, June 9 Tuesday, June 10
7:00-8:00 Breakfast Breakfast Breakfast
8:00-8:30 Welcome & Program Introduction Reflections & Implications Reflections & Implications
8:30-10:00 Making Strategy Work The New Rules of Winning a Patient Analyzing Financial Statements & Implementing Financial Controls
10:15-11:45
11:45-1:00 Lunch Lunch Lunch
11:45-12:45
1:00-2:30 Making Strategy Work Driving Value while Planning the Future of Your Practice Action Planning
12:45-2:45
2:45-4:15 Designing Your Team Customer Experience Innovation Concluding Remarks & Certifications
Evaluations
2:45-3:00
4:30-6:00 Departure
6:00-6:30
6:30-7:00
Social Time
Dinner
Social Time
Dinner
6:30-8:00 Welcome Reception & Dinner

Sunday, June 8

Welcome and Program Introduction

A quick preview of the program and its learning objectives will help prepare you for a journey that will transform the way you lead, grow and sustain your businesses for the future.

Program Director – Alanna Lazarowich, MBA

Sunday, June 8

Making Strategy Work to Reach Your Practice Objectives

In this 3-session module, you’ll improve your ability to formulate strategy, from conception to implementation. We begin by analyzing alternative approaches to strategy development before addressing actionable frameworks to guide key initiatives needed to make a strategy come alive. After examining these issues in the classroom, you’ll be given the opportunity in small group discussions to adopt/adapt these strategic frameworks to your specific situation.

Prof. Ed Zajac, PhD

Sunday, June 8

Designing Your Team

Leaders of high-performing teams know how to navigate the intricacies of team dynamics. Participants will learn to distinguish between the internal and external factors impacting team performance. They will be introduced to tactics to move beyond agendas and opinions to reveal facts and learn to create an environment conducive for "good" conflict.

Maryam Kouchaki, PhD

Monday, June 9

The New Rules of Winning a Patient

As the world changes and evolves around us, one thing stays the same: the need to position yourself as a patient’s best choice. We will talk about how the rules for winning with the customer have changed. The strategies that built the mass market leaders of the past often fall short today and are being replaced by new practices.

Participants will examine an updated way of driving customer enthusiasm and advocacy. They’ll examine the trade–off between being a generalist, doing many things competently to serve the needs of most customers, versus truly being the best at something for someone.

Finally, they’ll discuss the benefits of defining market segments and need states that you want to “super-serve” and the tactical implications of making these choices.

Julie Hennessey, PhD

Monday, June 9

Driving Value While Planning the Future of Your Practice

Successful succession planning requires proactive thinking and execution. Even practices with strong strategic planning processes often have an aversion to thinking about “what’s next” as leadership (and ownership) transitions over time. This conversational session touches upon several of the important challenges that leaders encounter as they think about business transitions and how to manage them.

One common issue is leadership’s failure to allocate sufficient the time and resources necessary to maximize the value of the practice at transition. With an understanding of how others perceive practice value, the conversation concludes with the exploration of 9 elements that influence practice value, and how to manage them.

Thomas M. Turmell

Monday, June 9

Customer Experience Innovation

For companies to evolve from “sellers of machines” to “service providers” for clients, it is important for them to understand the customer experience and how to innovate on the customer experience. In this session, we will explore the principles of customer-centricity and customer experience innovation.

We will understand how to define the customer experience, map the customer experience journey and how to innovate across each step in the customer experience. Participants will leave with actionable ideas they can implement in their business to improve customer satisfaction and revenues.

Mohanbir Sawhney, PhD

Tuesday, June 10

Analyzing Financial Statements & Implementing Financial Controls

While financial statements are essential diagnostic tools for assessing the health of any business, few doctors (and many managers) are properly trained to understand or analyze them. This session will present the origin, use and analysis of the three key financial statements.

Marian Powers, PhD

Tuesday, June 10

Action Planning

In this final session, participants will be able to adapt the different frameworks presented in the program to be maximally valuable om addressing their most critical organizational needs. More specifically, this directed session recognizes that while there is some commonality in challenges across organizations, “one size does not fit all,” requiring participants to place differential emphasis on specific key initiatives and action plans to address the likely variation in specific organizational needs. Participants will benefit from both faculty and peer-participant feedback to proposed action plans.

Prof. Ed Zajac, PhD

Space is limited.
Reserve your spot today!


Advance registration is required by May 6, 2025. Onsite registrations are not accepted. Space is incredibly limited, so participants are encouraged to register early.


REGISTER NOW
The business of eyecare