Selling lenses at the lowest possible price point, especially with the pressures of third-party payor requirements, is a fast track to shrinking margins. Managed care plans often dictate coverage for “free” lenses that leave little room for profit. To counter this, a tiered approach—Good, Better, Best—enables practices to offer premium lens options that align with patient needs while maintaining profitability. This strategy gives patients greater control over their eyewear investment, resulting in higher-quality, higher-priced lenses that benefit both the patient and the practice.
By offering a tiered selection of lenses, practices can balance providing value for patients while improving their bottom line. Presenting lens options in categories like Good, Better, Best not only elevates the patient experience with superior optical solutions but also creates opportunities for increasing revenue. Additionally, practices can augment sales by recommending task-specific eyewear as a second pair for specific activities, helping patients see better across all aspects of their lives.
Just Enough isn’t Good Enough
Selling lenses cheaply is not an effective long-term strategy for maintaining profitability. This is particularly true in the context of managed care, where payout structures are tightly controlled, and the practice is often obligated to offer “free” lenses at the patient’s request. The margins on these transactions are razor-thin, if present at all.
However, a tiered lens offering—Good, Better, Best—presents a solution. This model offers patients progressively better options with superior features at each tier, including digital lens designs, better coatings, and advanced materials. For instance, practices can offer a “Good” option with basic lens technology, a “Better” option with enhanced coatings or a premium design, and a “Best” option that includes the most advanced features, such as high-definition digital lenses or blue light protection.
Additionally, digital single vision lenses should become the standard recommendation for single-vision prescriptions. Digital single vision lenses provide superior clarity and reduced eye strain, making them an easy upsell for patients seeking the best single vision experience. These lenses are especially valuable for patients who spend significant time in front of screens, making them an essential component of a tiered strategy for single vision sales. Ask your vendors for pamphlets or visual aids to help educate your team effectively communicate the differences between standard single vision and digital single vision. Also, consider selling single vision “boost” lenses (single vision with a small near vision boost at the bottom of the lens).
For example, a patient who spends 8 hours a day at a computer might be offered a “Better” option with blue light protection but choose the “Best” digital single vision lenses, which offer high-definition clarity and a lightweight design. This strategy helps the practice present choices that fit into the patient’s lifestyle, while also supporting a more profitable sale.
Manage the Metric
To manage premium lens sales effectively, the practice must start by educating patients. Scripted conversations can guide patients through their options, emphasizing the value of clear, comfortable vision with premium lenses. For single vision lenses, the practice should standardize the recommendation of digital single vision lenses as the baseline, framing traditional lenses as outdated technology. This shift allows the practice to align with the patients’ expectations of high-quality care and product offerings.
When presenting progressive or digital single vision lenses, optical staff should focus on the tangible benefits: sharper vision, lighter weight, and better coatings that reduce eye strain. The key is to position the insurance coverage as a “discount” that makes high-quality lenses more affordable, rather than defaulting to whatever is fully covered. This reframing helps patients feel like they’re getting more for their money while making a conscious choice to invest in premium lenses.
Lenses by Type
| Week Ending | All Lenses | Progressive (Best) | Progressive (Better) | Progressive (Good) | Digital SV | ||||
|---|---|---|---|---|---|---|---|---|---|
| # | % | # | % | # | % | # | % | ||
| 2/4/24 | 48 | 4 | 8.3% | 6 | 12.5% | 9 | 18.75% | 3 | 6.25% |
To further support this approach, the practice should produce clear, concise materials that outline the Good, Better, Best options. These should allow staff to easily present lens options, highlight pricing, and differentiate each tier. Extensive staff training is also essential, ensuring everyone can articulate the value of premium lenses and guide patients toward the best choice for their needs.
Augmenting Sales with Task-Specific Eyewear
Beyond single-pair lens sales, practices can enhance their revenue by recommending task-specific eyewear as a second pair. For instance, patients who primarily wear progressive lenses could benefit from a pair of dedicated computer glasses or sunglasses for outdoor activities. Even single-vision patients can be offered a second pair designed for specific tasks, such as reading or driving. Develop good scripting around these custom solutions to help patients prioritize eyewear as an important tool to help them accomplish their daily tasks efficiently.
Second pair sales are a highly effective way to increase revenue while improving patient satisfaction. Task-specific eyewear, such as computer lenses or driving glasses, gives patients the tools to perform different activities with optimal vision. Optical staff should be trained to identify opportunities for second pair recommendations during the patient conversation, reinforcing the idea that no single pair of glasses can meet all needs.
For example, a patient who selects premium progressive lenses might also be offered computer glasses, emphasizing how the task-specific lenses can reduce strain and increase comfort during long periods of screen time. Another scenario could involve recommending polarized sunglasses as a second pair to protect against harmful UV rays and reduce glare while driving. Offering these second pairs at a discount, especially when combined with a premium first pair, further incentivizes the patient to invest in multiple eyewear solutions.
Expected Outcome
Implementing the Good, Better, Best approach—alongside a strong focus on premium digital single vision lenses and task-specific eyewear—should result in higher revenue per transaction. Practices can expect a significant increase in the sale of premium lenses, which not only leads to better visual outcomes for patients but also boosts profitability.
By reframing insurance coverage as a discount rather than a default to “free” lenses, patients are more likely to feel positive about their investment in their eyewear, leading to higher satisfaction and loyalty. At the same time, offering second-pair eyewear tailored to specific tasks creates an additional revenue stream while improving the overall patient experience.
In this article, we’ve explored the strategies behind premium product sales in lenses and how to position your practice for success through a tiered approach and second pair recommendations. In the next article, we will focus on improving the capture rate of lens add-ons and outline effective strategies to increase the adoption of enhancements such as anti-reflective coatings, blue light protection, and progressive lens upgrades.
