Sedona Advisory Group provides Virtual CFO services, practice evaluations, and AI integration consulting exclusively for optometrists and ophthalmologists in private practice.
Sedona Advisory Group works exclusively with optometrists and ophthalmologists who own their practices. We don't serve general businesses. We don't dilute our focus.
Our services are built around one premise: the clinical skills that make you an excellent doctor are different from the business skills that make your practice financially stable, operationally sound, and built to last.
Optometry and ophthalmology practices operate differently. Our services reflect that.
The Nine Hats of Optometry framework, practice evaluations at $500/OD, and Virtual CFO services starting at $500/month per OD.
Coming soon — practice evaluations, Virtual CFO services, and AI integration built specifically for surgical and medical eye care practices.
Running an optometry practice requires far more than clinical skill. This book introduces the leadership framework that helps practice owners understand the business side of their practice — without losing focus on patient care.
Each hat represents a leadership role every successful practice must manage — from CEO vision and CFO financial clarity to operations, marketing, staffing, technology, compliance, and long-term strategy.
Business advisor, author, and founder of Sedona Advisory Group, LLC
Tom Hlusak has spent decades working alongside doctors — not as a clinician, but as the business advisor who gets called when things get hard. Financial distress, staffing crises, practice turnarounds, exit planning.
The work is never just about numbers. It's about doctors who built something real, who care deeply about their patients and staff, and who find themselves carrying a business burden nobody in optometry or ophthalmology school prepared them for.
Sedona Advisory Group was built to close that gap — through direct advisory work, through the Nine Hats framework, and through practical tools that help practice owners lead their businesses with the same confidence they bring to clinical care.
All services are delivered virtually by email, phone, and Zoom. Geography is never a barrier. Tom works with practice owners across the country.
Tom's father, Dr. Andrew M. Hlusak, O.D., practiced optometry in Phoenix, Arizona from 1954 to 1989 — graduating from Ohio State University College of Optometry in the Class of 1951. Tom grew up watching what it meant to run a private optometry practice and serve a community with dedication over a lifetime.
His brother, Dr. Martin G. Hlusak, O.D., graduated from Southern California College of Optometry in the Class of 1977 and carried that same commitment to the profession forward.
This is not an outsider's view of optometry. The profession has been part of Tom's life since childhood. That history informs how he works with practice owners — with genuine respect for what they do and a practical understanding of what private practice requires.
Every optometrist and ophthalmologist who owns a private practice deserves the same quality of business leadership support that large health systems take for granted. We provide that support — directly, practically, and exclusively for eye care professionals.
Every engagement starts with the book and builds toward the financial and operational support your practice actually needs.
The starting point for every practice owner we work with. Nine leadership roles, clearly defined, with the KPIs and decisions each one requires.
Paperback and hardback available. Ships directly from Sedona Advisory Group.
A formal evaluation of your practice's financial health, operational structure, staffing, patient flow, and long-term trajectory. Written findings report and follow-up call included.
Begins with a free 15-minute discovery call.
Ongoing monthly financial and operational advisory. Financial reporting review, KPI tracking, budget planning, and strategic guidance — all delivered virtually by phone and Zoom.
Available to practices nationwide. No geography limits.
Start with the book. Every engagement builds from there.
The Nine Hats of Optometry gives private practice owners the leadership clarity to build stable, profitable practices — without losing focus on patient care.
Order the Book →An analysis of U.S. optometry school curricula shows less than 2% of coursework is devoted to business education. Yet from the day you open your doors, you are running a full-time business — managing staff, controlling costs, marketing to patients, and planning for the future.
Nobody handed you a playbook for that. Most practice owners figure it out through trial, error, and stress that didn't have to happen. The Nine Hats framework is that playbook.
A dedicated program for ophthalmology practice owners — separate from optometry, priced for surgical practice complexity, and designed for how M.D.-led practices actually operate.
Optometry and ophthalmology practices share some financial fundamentals, but the similarities end there. Surgical volume, ASC relationships, multiple subspecialties, physician partnership structures, and significantly higher revenue per patient require advisory services built from the ground up.
The ophthalmology program will include practice evaluations, Virtual CFO services, and AI integration consulting designed specifically for surgical and medical eye care practices. Evaluations starting at $1,200 per physician. Virtual CFO services at $1,000/month per physician.
If you're an ophthalmologist or practice administrator interested in what we're building, reach out now. Early inquiries receive priority when the program launches.
Expected launch: Following completion of the optometry program buildout.
No sales pitch. Just an honest conversation about where your practice is and whether we can help.
We respond to all inquiries within one business day. For a free 15-minute discovery call, email us with a brief description of your practice and your availability.
When you reach out, Tom will respond personally. There's no intake team, no junior associate, no automated reply that goes nowhere.
The first conversation is always free — 15 minutes by phone or Zoom. We'll listen to where your practice is, tell you honestly whether a formal evaluation makes sense, and answer any questions about our services.
If it's not the right fit, we'll tell you that too.
All consultations by email, phone, and Zoom only. Not available for in-person appointments. Available to practices nationwide.