Optometrists Building Empires

OBE_Susan Truong
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[00:00:00]

Ankit Patel: Today's guest, someone who's really dynamic. She's a visionary optometrist, speaker and coach. She has a background in medical research and has spent over two decades transforming lives through cutting edge care. She has a passion for transforming vision care through a blend of advanced technology and genuine patient-centered service.

Beyond her clinical success, she is a real estate investor, entrepreneur, and the co-owner of a vibrant arts venue in St. Petersburg, Florida. She's optometrist and owner at SNS Optometric Group. Please welcome [00:01:00] Dr. Susan Truong. Susan, welcome.

Susan Truong: Thank

Ankit Patel: Thank.

Susan Truong: Thank you for having me here, AKI. It is, um, it is, uh, an honor. Really appreciated.

Ankit Patel: Yeah, I'm, I'm excited to speak with you 'cause you have a, you know, we talk about building empires and you have a really unique, uh, uh, quote unquote empire. Uh, and so with that, what's the most important thing that's helped you build your empire?

Susan Truong: Um, building relationships, it's connecting, connecting with people, right? I mean, these days in age, we can wow them with technology. But one thing I've, um, at the top of the list is the, the empathy and that. Heart to heart, soul to soul connection with that individual you're working with, building that relationship, be it a patient, a client, real estate, investment, whatever areas of life we're, we're in.

Ankit Patel: and tell me a little bit more, more about that. What does that mean to you? Can you share maybe a story about what that looks like, that that, [00:02:00] so people can get an understanding of what that means?

Susan Truong: I'll tell you what it means. I'll, I'll tell you this though. How I practice now as a optometrist, I'm not the same person as when I started out.

Ankit Patel: Hmm.

Susan Truong: What I mean by that is patients have really helped to enrich my life, to open my eyes more and open, and that they're in terms of how to be a better person.

And here's, here's an example. Listening. is a learned skill. And when you say a story, I have type A. you know Well some will say even type Triple A personality, right? Taking in a medical history and say, okay, so tell me this about this and this and all right. Um, okay. And what's that? alright you're taking this medication, how long has it been at? And I had this one patient. And this patient just looked at me a little older and just looked at me and say, are you gonna let me answer or are you just gonna keep asking questions? And [00:03:00] I was like, wow. Okay. that, was a big lesson there. It's a, Hey, you're gonna ask patients questions, stop. Allow them to respond, truly, listen, truly process what they're hearing, allow them to put a period at the end of their sentence, their thought process. then next. So that is one of a few stories, but when that occurred, I was like, because sometimes we get so wrapped up and we don't realize. How do we come across?

So it's good to get that different perception. And when that patient said that, I was like, oh, whoa. Okay. And ever since then, I, it, it, it's a, it's a, a higher awareness, It's, it's a higher level of awareness of how we are, who we are and how we are perceived and how other end receive us. So that, that was a, I appreciated that. It came across as slightly harsh from the patient, but I greatly appreciate it. When I think about it, I'm like, okay, [00:04:00] and moving forward I was, I, I changed my way. So that was one great story there.

Ankit Patel: Interesting. And, and so with, with your, um, relationships, let, let's talk a little bit more about, about that. How does that, how do you practice now? What does that look like with, with your current patients, with your staff? What are some of the things that you're doing to develop those relationships and, yeah.

Susan Truong: Again, at the top of this is, is listening. Listening, I've come to learn, empathizing what? Empathy, what does it really mean? An example I use, whether it's with patients, staff, my, my work life, my home life. An example would be walk in their shoes. You know, just, just, just pretend. Just say you have this magic wand and you're like, what?

Right? You're in their skin, you're in their shoes. You're in their body. And, and just pretend. Imagine that you're there and that way you can, okay, what are they feeling? What are they going through? 'cause we [00:05:00] don't know everybody's story. They may come in happy, sad, stress, and we, we don't want to, versus reacting, it's responding.

So when you say how, how do I, how do we do it and how do I share and teach others is put yourself in their place. You know, versus jumping if somebody coming upset about something and it's just like, okay, just take a moment, deep breath, and let's, let's work on listening and having a better understanding. Truly hear them out. 'cause the, the, oftentimes we know this, especially as, as doctors, right? When we listen better, then we have been given the, the, the diagnosis already, right? The, the answer already. I mean, patients, they're, they're telling us. And when we hear more of it, when we listen more carefully, then we already, the, the answer is there, the solution is there. So it's just, just empathize, just put yourself in their place. Just [00:06:00] feel it a little more. So,

Ankit Patel: Gotcha. Okay. I, I like that. Um, and I like the, the listening piece. I think, um, I. That, that's something that I think we could probably spend the whole podcast talking about. Right. Just listening and empathizing. And I like how you said put, put people, uh, what was it like be in their shoes. Right. I.

Susan Truong: their skin, you know, just, just better understanding as what's going on. I mean, that mind rating shoot, I mean, if we all can master it, it makes it a bit easier. Since we haven't just really, I, I call it reading the person, right? Read their energy, their tone, their body language. 'cause when we're better at reading, then we're better at empathizing and finding, helping them find the solution that's best, best fits them.

Ankit Patel: How, how did you develop that skill? 'cause it sounds like you didn't start there like.

Susan Truong: heavens no. Oh my gosh. Are you kidding me? When you say how I developed it, it's again, um, just [00:07:00] like that one patient. I've had other patients too that have done similarly. Another story, maybe it's a stereotyping, but when there are patients that are elderly, when I say elderly. Sixties, but you know, it's more seventies, eighties, pushing nineties. I have a habit um, speaking, getting closer to them and speaking louder. And I had this one patient, she looked at me, she says, I'm old, but I'm not deaf. I, I'm like, oh, I'm so sorry. I, so that was another wake up moment. I was like, wow. Okay. So now. I just, I don't jump into that louder tone, but I make note, I watch Are they wearing hearing aid?

One side, both sides. But some will tell me, I mean, again, when you ask, how did you get there? Just, just life experience, right? Patience, experience, patience, talent. And some will say, um, if they keep repeating what, what, then you're like, okay, they're not hearing me [00:08:00] well. And I'll ask them, I mean, staff would be like, well, how did you know that? You ask, do you favor one ear versus the other? One side versus the other? They'll tell you. And if they do, okay, I'm gonna fa is again, we wanna know anything, right? We always say go straight to the source, ask. And when you ask, how have I developed through the years with patients? And I, I love, um, self-development, right?

Reading, um, learning from mentors, coaches, be it the likes of Tony Robbins, just going to different webinars, seminars, and again, just always. Every, every day just learning and trying to be, learn more about myself so I can be better for myself, but in turn for my, my loved ones in the home life and in, in the business life, right?

Whether it's real estate, it's, it's, uh, patience. It's the practice. So yes, life's experience and many patients have really taught me plenty.

Ankit Patel: what's, um, if you were to tell someone who said, Hey, you know, I wanna, I wanna [00:09:00] listen more, I wanna be able to connect with my patients more, what would you say if you bottled up your experience on how to do it? What kind of, uh, guidance would you give to someone that wants to start developing that skill?

Susan Truong: First and foremost, I would ask them why.

Ankit Patel: Hmm.

Susan Truong: What motivates you for that? What is that? Why? big is that? Why, how important is it to you and what priority is it? I mean. Do, do you really, are you truly doing this from your heart or it's more like, oh yeah, I'll, I'll be better. I'll make more money. Yes, it's wonderful to make more money, right?

But money doesn't equal success. successful in whatever you do and do with all your heart and soul and passion and that. Yeah, big fire. That whole money comes along. So when you ask, right? My one thing is why, what motivates you for that? Tell me more. I'll, I'll guide you.

Ankit Patel: Hmm. Interesting. Um. And let's [00:10:00] say, let's just run through an example real quick. Let's say I want, I want more sales in my office, right? I want PA patients to gimme better reviews. Those are two different things. But let's, let's just say I, I want, I wanna increase my business, right? I wanna be able to listen, to connect with them so that I can prescribe from the chair that this is a very common thing, right?

You hear, right? So I wanna, I wanna be able to increase my sales. Like how do I do that? Like, I wanna start there. Talk, walk me through that.

Susan Truong: Okay. Gosh, I can go bay way, way back when. Number one, why do you wanna be an optometrist? In our case here, we're talking about optometry, but it can be any profession, right? Any background? No. Okay. Why are you doing what you're doing? I. Do you love it? Do you wake up your feet, hit the floor, and you're like, yeah, I can't wait to see what my day brings me.

Okay. Because you're like, I wanna increase my sales. I, I have no advertisement. Because you see, we know that the best advertisement is word of mouth, right? When you are spending time, whether it's that one patient, that one client, they're the one, only one that matters. So you said, how am I gonna do it? Do [00:11:00] it.

When you do it with great intention, patients can feel it. When it's real, genuine, authentic, we can feel it, right? Patients, clients, you and I as customers, where we go, we can feel it. It because it's it's customer experience. We hear that frequently today. Oh, customer experience has gone out the window. All right.

It's the experience in this pa in this case call it patient experience. 'cause it's always a, the patient that's sitting there with you. And not only it's with, with us, the doctor in the exam room, right in the chair, but even continuing that experience out there when we hand them over to the staff, to the team there. Okay, is that my here, here is what I always keep in mind and this is what I would share. I learned this from one of my mentors and it's called the level, okay. Increased level of impression, meaning [00:12:00] by the time they're done with me in the exam room or even done with a practice and heading out, I, we would want them to feel better, right?

Want them to feel so good, so amazingly. Versus when they first walked in, them to leave with more answers going, oh, wow. Yeah. Nobody's ever shared that with me. Oh, nobody ever explained it to a point where I can understand it versus leaving with more questions because if they're leaving a, a way, you know, I, I didn't get it.

That was confusing. Okay. Team. We haven't done a really, not just a good job, but an excellent, amazing job.

Ankit Patel: Mm.

Susan Truong: Okay. That, that I share.

Ankit Patel: That's interesting. I like that a lot. Uh, you know what, what would it look like for the patient to feel like, wow, that was amazing. And I like the, if I'm hearing it [00:13:00] correctly, uh, you tell me if I misunderstood this, the, why do you do this? Are you excited about your profession? 'cause I think, you know, I, I'm not gonna name names, but I've heard a lot of folks say like, I don't, I'm kind of burned out by profession.

I'm tired of refractions.

Susan Truong: that. I have heard that plenty.

Ankit Patel: Yeah. And so it sounds like passion is a big part of this. Have you, have you been able, would you ever burned out? Did you ever experience that? How'd you change that? Or maybe.

Susan Truong: You know, it's interesting because I've, I've been. Just a lot, hearing from colleagues, right? What, what it just, when we're talking about this od this optometry world, hearing a lot about colleagues, about burnout you know, I get, I'm, I'm sitting here, I'm thinking burnout. What does burnout mean? I myself haven't experienced it, whether as, as an optometrist or even in previous, in, in, in research as a lab rat, I call it, right? But I don't, I don't understand burnout because when I hear burnout, then I'm like, [00:14:00] okay, again, you gotta get back to your why. You know, I always say your why's gotta be big, right?

Your why's gotta be so big that it, it makes you cry. Why do you do what you do? Is it for your family? Is it for, for your, your loved ones? Is it for your, the financial? What is it? I mean, it's different for everyone. That's okay. You don't owe anybody any explanation, but it's gotta be the conversation between, you know, me, myself, and I, because if your wife's not big enough, then you, you, you gotta do some more self searching. Because when we have that, when we love it, there is. There no burnout, whether it's after five years, 10 years, 20 years. I, I mean, I had a cousin of mine. She's, yeah, I helped raise her. She's, I mean, how old is this kid now? Kid is 40. call her a kid. Yeah. She's in his late forties. Right. But, but she would say to [00:15:00] me, she said to me, she says. You've been seeing patients, you've been of optometrists doing this, right, for 20 something. Uh, what are we going now? Ah, 25 years now come to think of it.

Ankit Patel: Mm-hmm.

Susan Truong: she's like, you get bored? isn't every day it's the same old, same old because you, I I, I gonna mentor her and coach her even in a career and 'cause she's having challenges and I, and you know, I never thought of it until she posed a question to me.

I'm like. No, because every day is unique. I always tell people every day is what you make it. And each person, each individual sitting in my chair, they are unique and I. gonna make sure it is unique for them and their experience, because some may think, oh, well, you know, what do you do all day? Right?

What's better? One or two, and here's your prescription. Thanks for coming in.

Ankit Patel: Yeah.

Susan Truong: it doesn't have to be that way, you know? And here's what I always say, is, you are the CEO of your life. So you choose how you wanna practice, how you p wanna [00:16:00] practice in the home life, and in your professional life. Who says this has to be the same old day in, day out, that's living an autopilot.

And you know what? I refuse to, we only get one life, so make it count.

Ankit Patel: I like that. Cool. Um, what, let's shift gears a little bit.

Susan Truong: Yeah.

Ankit Patel: What'd you run into as you were growing your empire that you didn't expect?

Susan Truong: growing my empire, well, first and foremost was, um. Starting out, it is a bit better now, 25 years later in terms of the field of optometry, for example, uh, before not as many females now where we're reading the stats right in, in optometry school, the classes 50 50. I mean, there's some class that's even a greater percentage of females.

So first coming out, I, I'd be attending conferences and all. We're in a circle of colleagues. talking about whatnot, and there was, Hey, maybe it was my perception. I've worked on it. I'm a bit better. You know, the whole self image, but it's like, Hey, [00:17:00] Lilo, young Chicky girl. do you know? So it's always a a constant, like I've got a proof to myself, true proof to prove myself to others, to my male colleagues, especially my older male colleagues. Right, because in the, well, maybe back, way back when it was that good old boys club, well guess what? Not the case. So when you say, what do I run into there, there was that. I mean, certainly it is better and easier now. Um, negotiating contracts. I've learned that. Thank goodness my husband retired corporate America, dealt with many different contracts and all, and really guide me. And, uh, so that what, that is another thing, another thing is learning to control my emotion. Oftentimes I'll share with staff, this is nothing personal, I mean, yes, we're doing it with heart and soul, right? But we, we don't, just, uh, what's that saying? Go wear your heart on your sleeve.

That [00:18:00] was me way back when,

Ankit Patel: right?

Susan Truong: right? To still be human, but to listen and be more responsive versus reactive. That is, and, and to not, uh. I call it pound away at the keyboard, be it email or texting at all, when no emotions running high.

Ankit Patel: Hmm.

Susan Truong: right. Yes. Just keep it cool and that way once everything calmed down, you can respond in a more professional manner when you're having challenges in. Yeah. So those are a few.

Ankit Patel: Interesting. I like that. Cool. Um, what, what made you wanna do this, right? Uh, so, so you, you have all these things. You, you're really dynamic. I, I think you even have a book, right?

Uh,

yeah.

Susan Truong: thank you. Yes. I, I look forward to sharing that. Definitely.

Ankit Patel: Well, and we'll definitely get you, give you a chance to talk about that. 'cause it's a really cool book. I What made you wanna do this? Like what drives you to do this?

Susan Truong: Well, typical, I may say maybe typical [00:19:00] immigrant story in that, um. I, I was as, I wasn't born here, my parents, my family's been in the states. Oof, almost 50 years now. And so the Vietnam War broke out. We're from Vietnam. My parents, um, young couple in their thirties, five kids. I'm the eldest of five. And they're like, gotta go, gotta run and let's, let's, you know, we gotta leave this here.

It's, we're, it's a communist country. We want a better life, better opportunities. It's always about the sacrifice and struggle for the kids headed over. So in their mind, my parents who are, um. My father finished middle school. My mother finished high school. My father was sent off to trade school by my grandfather and said, you will learn to do this.

So it was tailoring. So he became a master tailor and that's how he spent the family. And, um, my mom came over here and she'll work in, you know, different jobs and different factories, whatever, to the two of them to, [00:20:00] to tend to provide for us five kids. So in their mind. Education. Education is your ticket out of poverty. Education provides better opportunities and so therefore their thinking is, um, Hey, you know what you're gonna do. Well go be a doctor. Go be a lawyer, go be an engineer. That was their thing. So that has been just really ingrained, right? Being the eldest is like, I'm the trailblazer. I got to set the example for the four younger brothers, yo. First to go graduate high school, go to college, et cetera. So part of it was that, right? But then as I gotten older, I told myself, Hey, you gotta make sure you're not doing this just for your parents, that this is something that you want because in an investment of your time, right, it's time, it's money. I mean, certainly. My parents didn't have the finances. It's student loans, I'm sure like many of us out there. But, um, but that, that was something I kept in my head is this, are you doing this totally a hundred percent for your [00:21:00] parents or you have a love for this too? 'cause if not, you are gonna be crazy miserable. Okay. So, um, so, so that was a drive and, but I always knew also maybe my parents have ingrained that in me from, you know, since I was Kneehigh.

But it's like, okay, I know I'm not gonna stop until I got a doctorate in. Something, get to that doctorate level. So there, there was that drive from my parents.

Ankit Patel: That's pretty. Yeah, I think a lot of, uh, similar, have a similar story, I guess not quite as. Uh, in terms of like, we weren't escaping like communism or anything, but yeah, we did. Right?

Susan Truong: Yeah.

Ankit Patel: definitely empathize with a doctor, lawyer. Um,

engineer.

Susan Truong: it is

exactly.

Ankit Patel: Engineer was my choice, so,

Susan Truong: No,

Ankit Patel: so.

Susan Truong: you know what, it's been good, right? We, we, we look at where life's at now for the two of us and wow, what an amazing blessing.

Ankit Patel: Yeah, absolutely. I, and I guess, you know, let's, let's, um, talk, uh, about the practice and a little bit about how you're dealing with, with challenges that I [00:22:00] think everyone's dealing with right now. Uh, staffing challenges and reimbursement challenges. So let's start with staffing. Uh, are you, are you dealing with any staffing challenges?

And if so, how are you kind of managing that?

Susan Truong: Um, yes and no. I don't know. I'm sure with, um, other guests you've had, you, you probably speak with guests with different mode modalities of practice. My last 21 years I. When I first came out, I see, um, I work in a LASIK center. I was an associate in a private practice that was big in pediatrics and vision therapy, but the last 21 years I have built my practice out of Walmart vision centers

Ankit Patel: Mm-hmm.

Susan Truong: I have lease and I have grown it where they. The, the Walmart folks, the district manager will say they've seen how I run the practice, my philosophy practice, and as a business woman and the back in the early two thousands, they were building super centers with, um, vision centers. Like, like there's no tomorrow. I mean, that slowed down. Now their model has changed.

They're concentrating on the smaller [00:23:00] stores. So the, I joined them. Then the year after that they building up. They're like, Hey, you're interested. And after that, so I'm in, do a period of about six years. I acquired up to five stores now was they're running all over the place seeing patients. Heck no. We always say work smarter, not harder.

Right?

Ankit Patel: Yeah.

Susan Truong: I, I would hire ods and um, 'cause there's some, there are some doctors who are like, you know what, maybe, maybe they just knew and they said, I just wanna go see patients. I wanna see patients. I wanna go home. I don't wanna deal with anything else. I'm like, great, fantastic. Here's what I'm looking for.

Da da da da. And so, um, so I would. Place them. I would in a store. I'm like, this is your one location. This is your baby. this is your baby, your practice, and, you know, we're gonna work together and growing it. So, um, and in terms of staffing in a, well, each state's different, but Florida being a two door where, um, we are considered [00:24:00] separate, right?

Walmart doesn't influence how I practice my, my hours, my fees, how I see patients, da da da. had the option. I have the option of bringing in my own staffing. Or having their staff help me. So in the, my, my years there, it's their staff helping me, but what I appreciate is they said, listen, even though technically you're separate, when I'm working with the, the manager of each location, they would. me again, very thoughtful of them and like, Hey, um, here's what's going on. This person's not a good fit. You know, give us your, your thoughts and all that. We, we want all the feedback and okay, we're gonna let this person go, Hey, we're thinking we're innovating this person. We'd like you to be involved and be there too.

So I really appreciate that. And I will tell you, um, in the years, so. up. Yeah, I'm out. I'm young. I'm coming out building my career up to five stores and through the years Life's charity that has changed and four of my leases I [00:25:00] have sold off. it's one store now, and it's just me. And it's, uh, two and a half days seeing patients. 'cause I have, um, other ventures, which we, we would talk about too. I enjoy being, a transformational speaker, a coach, business coach, my book, just taking my stories beyond the exam room, so to help others find strength in it. But, um, but yeah, that's, uh, that's how it's been in the last 21 years. And. Walmart's, Walmart's been good to me. I, I have been very, very grateful. Very, just very blessed with the opportunities they've given me.

Ankit Patel: That's awesome. Yeah, I think, I think everyone has their own path. So it sounds, it sounds like staffing challenges. You've managed that pretty well with what you're doing. Yeah. Walmart I know is a really lean staff as well, so, yeah,

because you don't have the optical and things like that, so that's kind of nice.

Yeah.

Susan Truong: Exactly, I, I, I am concentrating on services, right?

Ankit Patel: Yeah.

Susan Truong: I am only. I'm your [00:26:00] service provider. You know what? I'm gonna bill that. And, and, and through the years, it's just taking good care of them. Then I take care of their family, their, their friends, their colleagues, their neighbors. So I'm busy with, it's, it's just, you know, every appointment slot, let's fill it up.

Then certainly Walmart, they benefit on the hardware side, right? So it's again, when we talk about win-win, indeed.

Ankit Patel: Excellent. Like it. Um, and as far as, um, re are you, are you experiencing any kind of reimbursement challenges, anything like that? Or is it pretty straightforward for you right now?

Susan Truong: in terms of reimbursement, I don't, um, take vision insurance.

Okay. past I've taken all the different ones, the Davis, United Health, bacteria, da, da, da. But then through the years, I'm like, okay, I, I just really, it's just down to one. I just have one vs. VSP one vision care that I accept. then the rest is, you wanna see me?

It's [00:27:00] out of pocket.

Ankit Patel: Hmm.

Susan Truong: Cash is good. Cash is king, as they say.

Ankit Patel: Yeah. Yeah.

Susan Truong: Yeah. And yeah, some people would say, and and I would tell you there, there are. I mean, it's, it's a bit better now, but in the years past, there's this whole stigma to the Walmart and they're like, oh, well, if I'm in a Walmart, you know, I can only set my fees so much.

I will tell you this. Okay. My, my husband calls it the McDonald's mentality. I'm like, just because I'm in a Walmart, Uhuh, my fees aren't cheap. the cheapest guy in town. Okay. Gal in town. I'm not the most expensive, but I'm up there because the mentality, again, we get back to being, are you the CEO of your practice?

Ankit Patel: Hmm.

Susan Truong: I'm, I'm. I practice adjacent to a Walmart, doesn't mean I need to have that. Okay. Let's just say it. That Walmart mentality. 'cause I know know my worth. I know my value, I know the experience, I know the exam. I know what I can deliver to patients.

Ankit Patel: Yeah.

Susan Truong: Okay? And once they know it, and just like [00:28:00] with any, any businesses, I mean hairdresser, the mechanic, or wherever, right?

Going to get your nails done. You love, you find value in that service, okay? You're gonna drive the extra distance and you're willing to pay. And there are some individual, but those that know me, they're like, oh yeah, no. Wherever she's going, I'm gonna follow her. I'm gonna drive wherever. Okay. And I'll pay wherever I. And, um, and if, if I'm too expensive for you and you have to go elsewhere, I understand completely.

Ankit Patel: Hmm.

Susan Truong: Nothing personal. You have to do what fits best into your family budget. You have a vision care that I don't take you. totally understand. You have it, you pay for it. We want you to be able to use it.

If it's not with us, it's elsewhere. Right? You have many options. We want you to, you know, to take those options.

Ankit Patel: I like that. Yeah. So it sounds like the foundation is that relationship, like you talked about from the get go, is that you can do a lot of your business [00:29:00] if you have that relationship.

Susan Truong: Everything.

Ankit Patel: Interesting. Uh, so what's, um, what are you most excited about in terms of, uh, let, let's start with optometry first and then we'll go into your personal empire.

So, uh, first let's talk about what are you excited about with optometry, and then let's talk about what you're excited about your, your future.

Susan Truong: When you ask me what, what am I excited about? Optometry, you know what I'm excited about? You know what I love?

Ankit Patel: Mm-hmm.

Susan Truong: I love this optometry because. It's full of surprises. It's full of surprises. And here's what I mean. I don't know who's gonna be sitting in my chair. Right? And if it's a patient, a family I've been taking care of, it's exciting because, you know, I take care of their kids.

For example, I had a, I had a patient came in yesterday. She's heading into high school, and I love catching up with them. the, you know, some of 'em are like, oh yeah, I can't wait to see her. 'cause you know, she's so much fun. And she's gonna be [00:30:00] asking me about what last year's been like and what's life's been like and all.

And then there's some of them where I think, uh, I had one not that long ago that was, have a good day, and she was telling her mom, I heard her say before she came in, sitting in my chair. She's like, oh God, okay, she's gonna get into my life. And I'm like, okay. So I read that and I'm like, all right, let's dial back on that.

So when you say what's exciting is I love, and this young lady, she came in, she's, I said, how's it been? And she's like. I've been here most of my life and I'm thinking like, here, here with us. And she's like, yeah, you know me. What? I said, yes, I know. I'm like, I feel old kiddo. You know, got some gray hair here.

You know, I've been, but it's like, it's part of the family. So there's those, and then there's those that I do not know. That is first time, right? New patients. I, I love getting there, sitting with them and getting to know them and then for them to, to feel my energy, right? Because oftentimes they'll come in, they're like, oh gosh, you know, I was just expecting [00:31:00] an eye exam.

I mean, I've had many other eye exams, and I'll look at 'em. I'm like, yeah, but there's only one Dr. Susan Truong. And you know what? You're gonna have fun here with me and with my team here. So, yeah, it's gonna be different.

Ankit Patel: Yeah.

Susan Truong: what's exciting 'cause you just never know just what amazing surprises the day's gonna bring you.

Ankit Patel: Yeah, I like that. Um, what about for. Your current future. You have a lot of irons in the fire. I kind of wanna give you some space to kind of talk about what you're excited about in the future.

Susan Truong: What am I excited about is I'm excited about to take this energy beyond the exam room and um, I. I asked myself, and, and the reason is, I wanna say it's almost 11 years ago now, I lost a, a younger brother and, uh, you know, again, it's myself with four boys, four brothers, and I, I would number the, the, the boys, right brother, one through four.

And it was brother number two. He was 42. And, um, [00:32:00] he was diagnosed with stage four liver cancer. And at first. We heard from the doctor and from him, they're like, yeah, they're, they're giving me three months. And I'm like, okay. And you know, I'm just like friends. I'm like, okay, what can we do? You know, who, who do I know?

Let's, let's, let's just get him the best care and all. Um, so he's, it was a pretty smart cookie too in, in the medical field. He was a physician's assistant in pediatric neurosurgery. I was very proud of him. And, um, so I said, okay. You know, chemo, radiation, what are the doctor saying here? So he said to me, his, um, his name's Devin. And he said, uh, no. The doctor says if I do chemo, it's too, it has metastasize. it's too far spreading. And he says, if I do chemo and radiation now it's gonna kill me So [00:33:00] the doctor gave him three months. Actually nine days after diagnosis, he passed. Um, yeah, it, it shook my world. It, it shook the whole family. And with that, there was a, a lot of soul searching for myself, um, inspired me into depression. It, it was just, man, you wanna talk about that, that, that earth underneath me opening up and swallow me up. And I'm like, okay. My husband's like, listen. You stay down there in that dark abyss of depression, you get to choose you.

You, you're gonna die. I don't think your brother wanted that. Yeah. Your family needs you. Your patients need you. Your practice needs you, your staff needs you. So you choose. And in that soul searching, it's asking, okay. Again, my why. It was my turn to ask my why. Okay, why am I here? Is this it? I mean me, you know, having a conversation with the man upstairs here.

Is this all you need from [00:34:00] me? Because come on, let's get real. At the end of the day, us on this earth, we're servants, We are servants, and that's. Not a bad thing. I am here to serve patients. You know, we are here to serve in our different ways. So it's the conversations like, is this all you need from me?

Right? I mean, I went to school, I'm an optometrist. This is all you need, just me in this windowless, dimly lit room. Or do you, you have more for me to do. You know, you, you tell me. You tell me what you want from me. um, and with that, it's like, okay, I, I wanna, I wanna take it beyond the exam room. I wanna take a bit beyond the, the four walls and the dimly lit windowless room here. Uh, my, my story, right? My story of the family struggle, my story of, you know, prior to losing my brother, I went through a divorce. I thought that was gonna kill me. Losing my brother. I [00:35:00] look back, I'm like, shoot, that divorce, that divorce was nothing compared to losing my brother. And just really asking what's my purpose?

What's my reason? You know, am I, I'm making a difference with patients one-on-one like this. Okay. But is there a, you know, make a greater impact? Right. You know, just impacting more, more people, more individuals. And with that I'm like, Hey, you know, I want to. Be, I want, I want to learn how to be a speaker. I want to learn to be a, a coach. And, um, and with that, I, I've had taken courses, had many different mentors, coaches, um, public speaking, coaching, and writing a book, which I'm so proud of, right. Called Beyond 2020 Vision. And, um, and this book here, it was, I had my writing coach, I had my editor, my proof writer. I had a lot of help because it was, you know, it's like, go see patients, go see patients all day, come home, [00:36:00] feed the family, sit down, settle down, work on your book.

So from beginning to end, there were moments where I'm like, oh my gosh, okay, I don't know if I can finish this. This is just, is too much. And my husband's like, listen, is not an option. You're almost there. The book's almost done. So from beginning to end, it's, uh, it took four years. it published.

And this is, this is a work of my heart and soul. And it is, is, uh, I, I mean, I pour it all out. It's, it's my divorce, it's domestic violence. It's the struggle because you see all those struggles. They, they don't have to keep you down. 'cause in every struggle, in every adversity you can find opportunity, opportunity to open more doors, to get you to even a bigger, better place should you choose. And right, and my tagline. 'cause see, here's the thing. As an optometrist, I'm all about your sight. So that's a function of your eyes, right? But as you're as a transformational coach, it's vision. 'cause vision is a function of your heart, [00:37:00] right? You have a vision. A vision for your life, your home life, your work life.

What is it? What is what? What does it look like? Do you have that clarity? How clear is it? the focus that's from the heart? You don't need this. They'll set eyeballs. To see what's in there. And this, and this book here, it's, it's a workbook. I, I will tell you this, I keep this, I keep this in my exam room and for patients where as I'm reading them and we have this, this deeper connections as we get into the medical history, as to, oh, okay, uh, you know, depression, anxiety, whatnot. I pull it out and I gift it to them. 'cause this book here, I've got it where I have it designed where there's. There's a place for you to write. I have questions. I mean, and some patients will say, oh my God, you're, you're, you're making me dig. Dig deep. You're vulnerable. Be vulnerable. What's my why? Why am I here?

I said, yes. You don't, don't be hiding from it. The you dig, [00:38:00] the better the clarity. Okay, the better. Moving forward. be hiding. Don't hide from it. Don't hide from your struggles.

Ankit Patel: I appreciate you sharing that. That's, thank you for sharing those stories.

Susan Truong: Thank you for giving me the time to share. I appreciate that.

Ankit Patel: Well, I think, uh, you know, we talk a lot about building, building empire, everything like that around the business, but life still happens, and I think that's important to acknowledge as well. Yeah.

Susan Truong: indeed.

Ankit Patel: So, looking back, you were, uh, a few years removed from OD school. What advice would you give to your younger self?

Susan Truong: The advice I give to my younger self is I. Listened to that inner voice, that inner voice, that gun instinct, flags, call it what, whatever you wanna call it, because it's there for a reason. My husband, sometimes he gets really tired of, of, uh, hearing this from me because I [00:39:00] would tell him, I said, you know, honey, if in my twenties there was that inner voice, I didn't really listen.

Ankit Patel: Yeah.

Susan Truong: If I did, who knows where I would be in life now. So I've learned that. But it's okay. 'cause I understand we are where we are today because we're supposed to be. you and I are here together because we're supposed to be. And I thank you for that. And that is one big thing I share. Listen, really listen to that inner voice.

Ankit Patel: And I, I really appreciate you sharing that. I think that this has been a really, uh, been a really, uh, impactful. Uh, recording for sure. I, I really, again, thank you again for sharing all of your, your stories and insights. Where,

Susan Truong: time.

Ankit Patel: where can people get in touch with you if they wanna get connected?

Susan Truong: They can get in touch with me at all. Right? You can find me at Dr. Susan. [00:40:00] At Beyond your 2 0 2 0 20 20 vision.com. Okay, so you can go Yes.

Ankit Patel: And we'll, we'll put that in some, uh, I think your LinkedIn and company website as well in the show notes for folks.

Susan Truong: you. I appreciate that. And you know, there's always the whole social media, 'cause there are some folks I don't know, and they're messaging me on Facebook and wanna connect and connecting on LinkedIn. I mean, you and I, we connected like that and I'm so grateful for that. I was like, oh hey, what is this message all about?

So definitely I always tell folks, even patients or outside of the practice, I said, listen, I shared this with you. you know, it's we these days in age with technology and the social media if we really wanna find somebody. I know it's really not that hard, so please don't, don't hesitate to reach out and if I can help with anything, heck, I'm here for you.

Ankit Patel: Great. Thank you again. Uh, and thank you Dr. Truong for being a [00:41:00] guest.

Susan Truong: Thank you. Thank you so much for your time today. I so appreciate it is just a privilege and honor. Thank you. Thank you.

Ankit Patel: I've really enjoyed it as well. Thank you audience for, for listening. If you learned something laughed, uh, please share the podcast or video and subscribe. And thank you again, Dr. Truong. This has been another exciting episode of Optometrists Building Empires. See you next time.