Ob Malope and Dr. Laura Matthews transform nontraditional paths into successful regional optometry practices.
As more optometrists trade the hustle of city life for the tranquility of rural living, they find that running a regional practice brings its own unique set of challenges and rewards. Two seasoned experts—each with distinct perspectives—shared their tips and tricks for thriving in a regional optometry practice, revealing how embracing a slower pace of life can lead to unexpected opportunities for growth and community impact.
In the world of optometry, success often hinges on adaptability and connection with the community. Ob Malope and Dr. Laura Matthews exemplify this principle through their unique journeys into regional practice. From mastering the business side of optometry to prioritizing quality over quantity, both optometrists showcase the profound impact they can have in underserved areas.
From student to consultant
Ob Malope’s journey into optometry was more than just about understanding eye health—it was about mastering the business of running a practice. As a young optometry student in South Africa, Malope quickly noticed that while academic and clinical skills were emphasized, the business side of optometry was often overlooked.
Determined to fill that gap, Malope worked for top optometry practices across South Africa, sometimes offering his services for free to learn the ropes. By 2019, after years of hands-on experience in both franchise and independent practices, as well as stints in contact lens and lens manufacturing, Malope launched his own optometry consulting business. Today, he’s not only a consultant but also an educator and writer, providing innovative solutions for optometrists across Africa.
A nontraditional route
Dr. Laura Matthews’ path to optometry was anything but typical. At 31, when many people are settling into their careers, this New Zealander took a leap and went back to school, earning her Bachelor of Optometry (BOptom) degree from the University of Auckland at 37. Her story isn’t just about late-blooming ambition—it’s about finding opportunities in unexpected places.
After moving from Auckland to Townsville, Australia, with her partner and newborn son, Dr. Matthews found herself drawn to the slower pace and affordability of life in the new location. When her son started school, fate intervened. A local optometrist was retiring, and she seized the opportunity to take over the practice. What started as a financial decision turned into a fulfilling career move, allowing her to build a thriving practice in a community that quickly became home.
A balancing act
n regional areas, the dynamics of supply and demand for optometry services can differ significantly from those in urban centers. According to Malope, “General optometry services in urban areas have been on the decline. Patients would rather go online to get the eye care they need.”
In rural settings, however, it’s entirely a different story. With fewer optometrists in these regions, patients often flock to local practices, driving demand for in-person services. “There is growth in general optometry services in remote areas,” Malope noted.
Dr. Matthews experienced firsthand how patient loyalty can flourish in regional communities. When she took over a long-established practice, she inherited not only her predecessor’s patients but also their children and grandchildren. “The guy I took over from had patients for decades, along with their families,” Dr. Matthews shared.
But building trust in a close-knit community wasn’t easy. “I had to prove myself to people who had only ever seen Bernie [her predecessor],” she said. “That first year was slow, but now we are exceptionally busy.” With a growing client base and patients spreading the word, her practice is now booked out two weeks in advance.
Efficiency becomes essential with a constant flow of patients. Malope stressed the importance of technology in streamlining operations. In Africa, digital tools like Nevada Cloud (Sunridge Park, South Africa) have been game changers. “Regional optometry practices in Africa face challenges with managing the constant patient flow,” Malope explained. “Nevada Cloud uses AI to process patient data efficiently. It is accessible and cost-effective.”
For Dr. Matthews, maintaining a tight schedule is essential to managing her busy practice. She stressed the importance of patient punctuality. “If you turn up 20 minutes late, my front staff will let you know that I can’t see you right away. We can rebook you in three weeks,” she said.
While this strict scheduling helps maintain order, it also means she has to manage emergency cases with care. “I keep a couple of slots open for urgent appointments, but it’s easy to burn out,” she admitted. Dr. Matthews has found balance by embracing a four-day workweek, which she credits for her continued success and wellbeing. “The four-day workweek is the only reason I’m still functioning at a high level,” she shared.
Quality over quantity
In regional optometry, quality trumps quantity. Patients in rural Africa often travel long distances for care, so providing comprehensive services during each visit is critical. As Malope put it, “People are traveling from far away to access your services. They can’t come regularly, so you have to make sure you cover everything in one visit.”
For Dr. Matthews, prioritizing quality is the cornerstone of her practice. She ensures each patient gets enough time and attention, even while running on a tight schedule. “I focus on quality, not quantity,” she asserted.
This personal touch extends to communication—Dr. Matthews prefers to keep things “old school,” handling patient testing herself and taking the time to communicate clearly. “I feel they’re more likely to buy from me if I’ve explained in detail why they need these glasses or contact lenses,” she said.
Malope also noted the importance of involving patients in the decision making process but emphasized that good communication starts with trust. “You cannot have open communication if you haven’t built trust, and you can only build trust if you genuinely care,” he asserted.
Trust is everything
Building trust in a regional optometry practice goes beyond providing good care—it requires a deep connection with the community. In rural African areas, relationships matter.
According to Malope, the first step is speaking the same language, both literally and figuratively. “People in rural communities speak completely different languages, so you have to consider that when you implement solutions. You literally have to entrench yourself in the community,” Malope shared.
Respect is key, and one of the quickest ways to earn it is by learning the local language. “When you’re speaking like them and telling them how you care… it makes it easier for them to trust,” Malope continued.
Clear communication is equally important, particularly when patients travel long distances to your practice. Being upfront about their needs and the costs involved builds the patient’s confidence in you and increases the likelihood of return visits.
In these close-knit areas, trust is often built through local leaders. “If the local leaders trust you, the rest of the community will also trust you,” Malope emphasized. This trust isn’t just about offering medical services—it’s about understanding and respecting traditional health practices. “There’s a lot of traditional health in remote areas, and you have to find that balance,” he added.
Trust can spread like wildfire in these communities. “If you help one person, word spreads quickly,” Malope observed. “For every one person you help, 10 more will come.” This ripple effect can transform your practice into a trusted pillar of the community—so long as you’re willing to think outside the box and deliver on your promises. The rewards are immense, both in patient loyalty and the satisfaction of making a real difference.
However, trust is delicate. Dr. Matthews warns that a single dissatisfied patient can spread word fast. “If you piss off one person, they’re going to talk,” she cautioned. “I’ve seen other optometry clinics here get a bad reputation, and people just turn their backs.”
A team effort
The significance of well-trained and motivated staff in a regional optometry practice cannot be overstated. Dr. Matthews emphasized the pivotal role her front staff play. “My front staff work WITH me. I just want to make that clear,” she explained. “If I didn’t have them, there’s no way that I would be as busy as I am. The front staff are just as important as me.” This collaborative spirit ensures that patients receive consistent care and attention, reinforcing her practice’s reputation in the community.
Training is a cornerstone of this collaboration. Dr. Matthews is proactive in developing her staff’s skills. “If I find the right person and they want to, I’d be happy to pay for them to do their dispensing certificate,” she said. “I think it’s important. I want people to know what they’re doing.” This commitment to education not only enhances the quality of service but also fosters a knowledgeable team that can better assist patients.
Malope also highlighted the growing importance of accessible training resources. “During the pandemic, a lot of companies built learning platforms that became open, easily accessible, and free of charge to the industry. Today’s media has allowed us to communicate with even the most remote positions,” he added. This makes training materials more accessible than ever and bridges gaps that previously existed due to geographic isolation.
With the support of these modern learning tools and a commitment to staff development, regional practices can ensure their teams are wellprepared to deliver exceptional care.
Bridging the tech gap
In regional optometry practices, the use of technology can be both a blessing and a challenge. Dr. Matthews emphasized the importance of advanced equipment. “I believe every clinic should have an optical coherence tomography (OCT),” she asserted. Her OCT is five years old, and she noted that newer models offer even greater capabilities. “There’s no reason why every clinic shouldn’t have them,” she added.
Additionally, Dr. Matthews highlighted the necessity of a topographer, particularly in areas with a high prevalence of conditions like keratoconus. “It makes my load a whole lot easier,” she explained. “And it’s also good for when I refer patients to an ophthalmologist.”
However, not all practices are equipped with the space needed for an extensive array of technology. Dr. Matthews candidly admitted, “There are things that I would like, but I don’t have room for all of the stuff.” This limitation can impact the range of services offered, even in well-established practices.
In contrast, the technology gap in remote areas of Africa is often more about access than space. “The biggest challenge of the majority of optometrists working in regional areas is the fact that they don’t have access to quality products and solutions,” Malope explained. In these regions, companies sometimes overlook the value of doing business due to logistical constraints.
This lack of access leaves optometrists frustrated, as they are unable to provide the necessary care for their patients. “Patients often present at a late stage, expecting solutions that are not readily available,” Malope said. This can create a difficult situation where managing patient expectations becomes an additional challenge.
Efforts to bridge this gap are underway. Malope highlighted the work of Eyefrica Media (Durham, North Carolina), which has facilitated greater collaboration and awareness among companies like CooperVision.
“CooperVision is teaming up with Eyefrica Media to devise a program for optometry schools across the continent,” he noted. This initiative aims to improve access to essential products and solutions in remote areas by leveraging the outreach programs of optometry schools.
As regional practices continue to navigate these technological challenges, finding creative solutions and fostering collaboration will be key to advancing patient care and service delivery.
Navigating patient care and business needs
At the end of the day, managing a regional optometry practice is a delicate balance of patient care, community engagement, and business acumen. While the challenges are unique—from staffing shortages to technological limitations—so too are the rewards.
Both Malope and Dr. Matthews demonstrate that success in these settings stems from adaptability, a commitment to quality, and building trust within tight-knit communities. By embracing these principles, regional optometrists can not only thrive but also make a lasting impact, shaping the future of optometry in underserved areas.
Editor’s Note: A version of this article was first published in COOKIE magazine Issue 17.
