Delivering eyeglasses as a complete new pair—frame plus lenses—is the expected norm. However, a significant portion of optical revenue is lost due to partial purchases (lenses-only or frame-only). Patient-owned-frames (POF) account for 15-25% of eyeglass purchases. Reducing this POF percentage, or increasing the share of complete pair sales, will boost overall revenue and make your practice more efficient on a per-patient basis.

Understanding the typical share of complete and partial eyeglass purchases, as well as the drivers behind them, can inform your strategy to maximize complete pair sales. We theorized that two key predictors of complete pair sales might be patient age and payor type (self-paid or 3rd party). Here’s our analysis of data involving complete and partial eyeglass sales, considering these factors.

Methods

To review the ratio of complete and partial eyeglass sales in a typical optometry practice, we analyzed over 2 million transactions from the GPN database in 2023, spanning 1,000 practice locations across the US. We calculated the share of eyeglass purchase transactions that resulted in complete pairs, lenses-only, and frames-only. Each transaction was categorized by the patient’s age and whether it was self-paid or covered by a third party.

Results

Significant differences in eyeglass purchasing behavior emerged based on age groups and whether the purchase was made through a vision plan or self-paid.

By Age

Across all age groups, the majority (73.1%) of individuals purchased a complete pair of eyeglasses. This share decreases slightly with age, starting at 78.8% in those under 18 and dropping to 68% in the 65+ age group. Partial purchases (lenses-only and frame-only) average 20.6% and 6.4%, respectively. The share of lenses-only transactions increases with age, from 13.8% in the under 18 group to nearly 26% in the 65+ group. Frame-only purchases decrease with age, highest at 7.4% in the under 18 group and lowest at 6% in the 65+ group.

By Payor

A significant difference exists between those using a vision plan and those paying out-of-pocket. Vision plan holders tend to purchase more complete pairs (80.1%), while only 54.3% of self-payer transactions are for complete pairs. Among vision plan holders, about 20% of transactions are partial purchases (16.4% lenses-only and 3.5% frame-only). For self-payers, nearly 46% of transactions are partial sales (31.7% lenses-only and 14% frame-only).

By Age and Payor

Considering both age and payor type, the youngest individuals (under 18) with a vision plan are most likely to purchase a complete pair (84.8%), while the oldest self-payers (65+) are least likely (52.9%). Lenses-only transactions peak at 35.6% among the oldest self-payers and are lowest (11.3%) in the youngest vision plan holders. Frame-only transactions are highest (20.5%) in the youngest self-payers and lowest (2.6%) among the oldest vision plan holders.

Discussion

The decrease in complete pair purchases with advancing age suggests that younger individuals, likely due to parental influence or proactive healthcare management, are more likely to use their vision plan benefits for complete pairs. Older individuals, who are more cost-conscious, exhibit a higher propensity for purchasing lenses-only or frames-only.

Vision plans significantly influence purchasing behavior, ensuring a larger majority purchase complete pairs. Self-payers, particularly older ones, are less likely to buy complete pairs, highlighting the impact of financial support on purchasing decisions. As age increases, the disparity between vision plan and self-paid purchases becomes more pronounced, with older self-payers increasingly opting for partial purchases. Vision plans mitigate the cost burden, making complete pairs more feasible.

Overall, the data suggests that vision plans play a crucial role in enabling consumers, especially younger ones, to purchase complete pairs of eyeglasses. Self-payers tend to purchase only necessary components, influenced by cost considerations.

Comments

Revenue loss from incomplete pair purchases extends beyond ECP transactional data. Online lens replacement services offer a fast, convenient, and low-cost option for patients to bypass your practice altogether.

To combat this, emphasize your value-added services that online platforms cannot match: expert selection, purchase advice, professional fitting, and adjustments. Remind patients about your quality processes, including defect inspection and prescription verification. Offer easy returns and generous warranties, highlighting the potential for breakage with reused frames, as strategies for optimizing complete pair sales.

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