Improving Patient Engagement for Frame Sales

Measuring how many patients are purchasing new frames after an exam is crucial for evaluating the health and profitability of your optical practice. In the industry, “POF” stands for “patient’s own frame,” often used interchangeably with “lenses only sales.” The primary metrics to consider are your POF ratio and complete pair capture rate.

• POF Ratio measures the total count of eyewear sales that did not involve a frame.
• Complete Pair Capture Rate refers to the percentage of patients who had a refraction and purchased both a frame and lenses.

While these metrics differ—one representing a percentage of sales, the other a percentage of exams leading to a sale—they are influenced by similar factors. We will explore both metrics in parallel throughout this article, as they offer insights into potential revenue growth opportunities and patient satisfaction.  

This metric serves as a barometer for untapped revenue potential in your practice. With patient acquisition costs often high and exam slots limited, maximizing your complete pair capture rate is essential for boosting revenue per exam and overall practice profitability. Ensuring that every patient who needs new eyewear leaves with both a frame and lenses can significantly impact your bottom line.

Profit Opportunities in New Frame Purchases

Let’s look at how POF ratio and Capture rate directly influence revenue in the practice:

POF Ratio

This example will describe the impact on practice revenue in an office with a $130 average frame sale price and the potential revenue from decreasing POF sales by 5%.

• You had a POF ratio of 27% or 837 POF sales out of 3100 eyewear sales
• By decreasing the POF ratio from 27% to 22%, you would have sold 155 more frames
• You had an average frame sales of $130
• Your revenue opportunity is (155 frames x $130) = $20,150

Capture Rate

Now, let’s examine how improving your capture rate can enhance practice revenue. If a practice sees an annual improvement of just 5% in its capture rate, the impact can be substantial. For example:

Revenue Impact: If the practice conducts 3,000 refractions annually, this 5% increase would result in 150 more complete pair sales. If the average complete pair sale is $450, this could lead to an additional:

This additional revenue comes without any extra patient acquisition or increased fixed costs, representing a pure profit opportunity.

Observing a high POF ratio or a low capture rate can reveal underlying issues in your optical dispensary. For instance, pricing strategy, patient demographic alignment, and staff training can all impact these metrics. A poor capture rate might suggest that your pricing is out of sync with what your patients are willing to pay, or that your staff isn’t effectively communicating the value of new frames. Moreover, the hand-off process from physician to optical staff is critical in ensuring that patients understand the benefits of purchasing new frames.

Manage the Metric

Managing your POF ratio and capture rate requires a strategic approach. Below are several steps that you can leverage to improve these two metrics in your practice.

Measure and Set Goals:

Begin by measuring your current POF ratio and capture rate. Knowing where you stand is the first step toward improvement. The national average capture rate hovers around 50-55%, a historic low. Aim for a goal above 60%, with top-performing practices sometimes exceeding 100% due to strong walk-in sales and effective conversion strategies.

Evaluate Pricing Strategy:

Your pricing strategy directly influences capture rates. While a higher ASP (Average Sale Price) generally indicates profitability, there’s a threshold beyond which high prices can deter patients from purchasing new frames, thus lowering your capture rate. Monitor the balance between ASP and capture rate to ensure your pricing is optimized.

Investigate Discrepancies:

• If you notice a low capture rate or high POF ratio tied to specific staff members, this may indicate a need for additional training or support.
• Be sure to evaluate your POF and capture rate under specific plans. If you have any that are performing especially poorly, investigate whether those patients are purchasing elsewhere? It’s possible they’re not finding an attractive frame at their preferred price point in your optical inventory, which is an item you can usually address easily.
• If these metrics vary significantly by physician, consider refining the hand-off procedure to ensure patients are effectively transitioned to the optical sales team.
• If the entire practice experiences low capture rates despite increasing exam volumes, it might be time to reassess your product mix or consider whether your staff is overwhelmed, necessitating additional hiring or more efficient procedures.

Ask Key Questions:

• Does your staff fully understand and communicate the value of new frames?
• Is the physician’s hand-off procedure smooth and effective?
• Is your product mix aligned with your patient demographic?
• Does your optical staff have enough time to engage with each patient, or do they appear rushed?

By answering these questions, you can identify the most likely causes of a low capture rate or high POF ratio and start implementing targeted solutions.

Expected Outcome

Once you’ve isolated the causes behind a drop in complete pair capture rate, you can begin implementing strategies to improve this critical metric. Enhancing your capture rate can lead to significant revenue gains without incurring additional fixed costs or patient acquisition expenses. This makes it one of the most impactful metrics in terms of both gross revenue and net income potential. A well-managed capture rate not only drives profitability but also ensures a higher level of patient satisfaction and loyalty.

Having mastered this crucial metric, you can now turn your focus to fine-tuning your purchasing strategy for managed vision care profitability on frames. By optimizing both your capture rate and product offerings, you’ll be better positioned to maximize revenue and enhance patient outcomes in your practice.