[Growth] Why You Should Consider Doctor-Driven Dispensing in Your Practice

Michelle Kelley is the Director of Ophthalmic Materials and Services and a licensed dispensing optician at the Southern College of Optometry, a leading institution for optometric education in the US. Under her leadership, the college dispenses over 20,000 frames annually and trains future optometrists in best practices for optical management, including board management and customer service. Michelle recently completed her MBA while balancing her professional responsibilities and personal life, and enjoys teaching innovative business strategies to the next generation of eye care professionals.In this episode…Sometimes the biggest opportunities to grow a practice are hiding in plain sight. Many clinicians focus on clinical care and assume the optical side will take care of itself, yet so much revenue slips away simply because patients don’t know what to choose or who to trust. What if the path to better outcomes and stronger financial health started with one simple shift in the exam room?According to Michelle Kelley, a seasoned expert who teaches future opticians and manages one of the busiest optical environments in the country, the answer is clear. She believes that when doctors guide patients toward the right eyewear solutions before they ever reach the optical, it changes everything. Michelle explains that patients genuinely want direction. They feel more confident when the recommendation comes from the clinician they trust most. When that handoff is intentional and supportive, practices see higher satisfaction, smoother operations, and far better optical performance. In her view, doctor-driven dispensing isn’t a sales tactic; it is a continuity-of-care strategy that elevates the entire patient experience.In this episode of the Cleinman Connect Podcast, Kim Carson is joined by Michelle Kelley, Director of Ophthalmic Materials and Services at the Southern College of Optometry, to discuss the power of doctor-driven dispensing. They explore how a doctor’s recommendation influences patient decisions, why a structured handoff boosts optical revenue, and what practices can do to make the process feel natural rather than salesy.

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