Membership plans are starting to move from an interesting idea to something practices genuinely need to understand.

In this episode of Power Hour, host Eugene Shatsman sits down with Cody Tomasik, Founder and CEO of DirectOD, a platform built within real optometry practices to solve the frustrations of vision plans, low reimbursements, and cash-pay patient retention.

What makes this conversation critical is the shift it represents: moving away from third-party entities that dictate your revenue flow toward a direct, one-to-one relationship with your patients through customizable benefits.

And as Cody explains, when you cut out the middleman, the math becomes incredibly compelling for any practice owner.

364 days of silence, then one automated appointment text.

A patient who walks in completely unprepared to purchase.

This is the current state of most optometric practices, and according to consumer expert Jeff Fromm, it's a massive missed opportunity.

In this week's Power Hour, Eugene Shatsman is joined by Philip Alexander, AI Technologist and CEO of AnswerMyQ, and Jeff Fromm, a 5x author who has written for Forbes since 2014. They dive deep into why the patient journey needs to move from "informed" to "fully customized."

But here's the core challenge they present:

If you started with a blank sheet of paper, would you really design the experience you have today?

Probably not.

187,000,000 views.

1.3 million subscribers.

+- 500 long-form videos.

And right now, thousands of people are watching his content live.

Not a media company.

Not a full-time influencer.

A doctor.

In this week's Power Hour, Dr. Joseph Allen, Founder of Doctor Eye Health, breaks down how he built one of the largest eye care education platforms on YouTube, from zero experience in 2018 to a global audience today with over 1.3 million subscribers.

But here's what makes this episode worth your time:

It's not about going viral.

It's about understanding how content actually works.