VisionPricing & offers
Optical is retail. Market it like retail..
Exams get you the appointment. Frames get you the margin. Most vision marketing only sells the first one.
· 5 min read
Insurance drives exam volume, so most practices market the exam and then hope the optical board sells itself. It doesn't.
Merchandise frames the way a boutique would: photograph them on real faces, name the collections, post arrivals, and let staff play stylist. Benefits-expiring reminders in Q4 are the single highest-return email you can send.
Second pairs, sunwear and blue light are add-ons that customers buy when they see them, not when they read about them.
The short version
- Photograph frames on faces, not on shelves.
- Send a use-your-benefits email in October and December.
- Train staff on second-pair conversations.
Sources and further reading
- Vision Health Initiative — eye care use and access data — Centers for Disease Control and Prevention
- Practice research and patient care standards — American Optometric Association
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