The "Vision Therapy for Business": Robert Nurisio Interviews Dr. Benjamin Winters

Dr. Benjamin Winters didn't set out to become a consultant. But once he saw the profound impact he could have, helping practices grow and expanding vision therapy beyond his own clinic, there was no turning back. His approach is refreshingly human. He starts not with revenue targets, but with a simple question: What does your personal life need? From there, he helps doctors build robust systems that prevent overwhelm, delegate tasks that don't require a doctor's expertise, and focus on what truly matters: strategic leadership, not daily firefighting.

Robert Nurisio, COVT, captured it perfectly when he described Dr. Ben's work as "vision therapy for business." At Emergent, human connection isn't just a value; it's the foundation of everything we do.

Consulting as a Calling

There's a moment in every consultant's journey when the work stops being just a service and becomes something deeper: a calling. For him, that moment came unexpectedly. He had resisted the idea of consulting for a long time, but after performing just one engagement, he was hooked. He realized the profound impact he could have by helping other practices grow, expanding vision therapy in a way he never could through his own practice alone.

It Starts with Life, Not Numbers

When his team begins working with a practice owner, they don't start with revenue goals or patient numbers. They start with a simple question: What does your personal life need right now?

Too many practice owners are overwhelmed, working evenings and weekends, sacrificing time with family. Their goal isn't always to hit a specific dollar amount; it's to reclaim their life. And that's where he begins.

Systems Are the Foundation

One of the first things he tells an overwhelmed doctor is this: Decide right now that you will no longer work evenings or weekends.

That single decision forces the owner to create the systems necessary to support it. Robust systems, not constant personal effort, are what prevent burnout and keep a practice running smoothly. He has seen it work in his own former practice. Once the systems were in place, the practice thrived without him needing to be present every moment. Systems aren't just helpful. They're essential.

Delegate What Isn't Doctor-Level Work

Doctors often become overwhelmed because they're performing tasks that aren't at a "doctor level" or "CEO level." They are drowning in the daily details instead of working on their practice.

The solution? Identify what only the doctor can do, and delegate everything else. This shift alone can transform how they spend their time and energy.

When Good Practices Stop Growing

Some practices have a solid foundation but have hit a plateau. When his team digs into why, two issues consistently emerge: inconsistent marketing and poor patient conversion.

Many practices fall into a frustrating cycle: they market, gain patients, then stop marketing. Patient flow declines, so they scramble to market again. The cycle repeats.

The solution is consistent marketing paired with tracking key performance indicators (KPIs). Owners need to know whether incoming patients are converting to vision therapy clients, and if not, why.

Even smaller practices with limited staff can maintain marketing consistency by leveraging external support. Emergent connects clients with publicists or online resources to handle content creation and interviews, ensuring marketing doesn't overwhelm in-house teams.

Culture and Compensation Matter

A positive practice culture is crucial for hiring and retaining staff. Beyond pay, employees, especially vision therapists, need to feel supported.

But he is honest: competitive compensation matters too. If an owner wants to prevent high turnover and attract stable, dedicated individuals, fair pay is non-negotiable.

Systems Over "All-Stars"

It's tempting to rely on that one superstar office manager or exceptional vision therapist. But what happens when they leave?

Instead of depending on "all-star" individuals, he advises building systems that ensure a practice's success regardless of who's on the team. Good people working within good systems will always outperform great people working within chaos.

Hire the Smile, Train the Skill

When hiring, he prioritizes intangible qualities like a genuinely caring attitude over experience or existing vision therapy knowledge.

If a practice's systems are strong, the owner can plug someone in without prior VT experience and train them effectively. Skills can be taught. A caring heart? That's something they either have or they don't.

Remember the Humans

Data and numbers are important. KPIs matter. But he believes it's crucial to step back and remember the humans involved: the owner's family, their patients, their staff.

Human connection is a fundamental pillar of Emergent and his personal life. This passion for people is what drives vision therapy professionals. He advises never losing sight of that.

Vision Therapy for Business

A colleague once described his consulting approach as "vision therapy for business." He loves that analogy. Just like VT, his consulting involves identifying areas for change, making suggestions, and creating an action plan for improvement.

And just like vision therapy, it doesn't end with the plan. His team provides ongoing support, monitors the practice's KPIs, and adjusts as needed. They don't hand the owner a roadmap and disappear; they walk alongside them until they reach success.

Ownership Isn't for Everyone (And That's Okay)

He says this plainly: owning a practice is not for everyone. He openly discusses the challenges with prospective owners, and he even offers free consultations to explore whether it's the right path. Many new owners underestimate the workload beyond patient care, and he aims to provide a realistic outlook before they dive in.

But for those who are called to it? He is passionate about mentoring them. He remembers feeling overwhelmed and making mistakes when he started. He wants to help others avoid those pitfalls and contribute to the growth of vision therapy by fostering better practice owners.

It Doesn't Have to Feel Impossible

Here is his core message: practice ownership doesn't have to feel impossible. There's a science to business that can help overwhelmed doctors find their footing. And he wants to dispel a dangerous misconception: that vision therapy isn't profitable.

Vision therapy can be the most profitable area of a primary care practice. If an owner isn't experiencing that success, he believes it's time to seek help.

Connection Over Transactions

At Emergent, we prioritize human connection over merely selling products or services. This focus differentiates from consultants who offer generic packages.

When an owner works with Emergent, it's a partnership: one built on vulnerability, trust, and a shared commitment to their success. That's what makes the work rewarding for him. That's what makes it a calling.

Want the full story? → Watch the complete interview on YouTube!

Want to Talk About Your Practice?

Dr. Ben Winters offers complimentary 30-minute consultations to help practice owners gain clarity on their next steps: no pressure, no sales pitch, just real conversation.

Whether you're overwhelmed, stuck, or simply exploring what's possible, this is your chance to talk directly with someone who's been there. Limited spots available each month.

→ Book Here