Photo courtesy of Griffin Christenson, OD. An optician and patient work together in Dr. Christenson’s office. Dr. Christenson shares what moved the needle for the practice in improving capture rate.
Catapulting eyewear capture rate
By Griffin Christenson, OD
June 18, 2025
Improving our eyewear capture rate is an ongoing top priority in our office.
Being able to provide patients with high-quality eyewear from our own optical, rather than having them shop around and buy inferior alternatives, helps us deliver a high level of care. Capturing eyewear sales also is essential to growing profitability.
When I first heard patients worry that buying eyewear from a local practice means paying at a premium, I knew we had to take action.
That’s why I launched our “20/20 Guarantee”—we’ll match the price of identical eyewear if a patient finds it for less within 20 miles in 20 days—and bolstered our warranty program to give people true confidence in their purchase after they walk out the door.
Logistics and Staff Training: Making 20/20 Work
Putting this policy into practice meant:
• Policy Development: Laying out clear terms so everyone knows what “identical” means and how the 20-day window works.
• Staff Communication: Training opticians and front-desk team members to explain price matches and handle claims with confidence.
• Marketing Collateral: Updating in-office signage, website pages and patient brochures so the guarantee is impossible to miss.
We spent a couple hours in team meetings role-playing scenarios—how to introduce the guarantee, how to document a claim and how to reassure nervous patients that they’re getting the best local value.
That training paid off quickly: questions turned into purchases rather than excuses to shop around.
Planting a Second-Pair Seed with a BOGO 50% Sign
Next, I tackled capture rate from a different angle: visual incentives. I designed a simple “Buy One Get One 50% Off” sign and placed it directly under the acuity chart in every exam room. No staff training was needed—patients see it and it sparks the idea of a second pair before they even leave the chair.
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That one tweak helped push our materials revenue up by 19.0% year-over-year, even though total exams only rose 1.1%.
This is proof that low-effort, high-visibility promotions can move the needle when they’re timed just right.
Doctor-Driven Dispensing: A Seamless, Trusted Hand-Off
Finally, I wanted our clinical expertise to extend into the eyewear experience. During the exam, the doctor now discusses lens options—blue-light filters for heavy screen users, polarized lenses for weekend anglers, progressives for those over 40. We always tie our recommendations back to the patient’s lifestyle needs.
At the end of the refraction, the doctor prints the prescription (in compliance with the FTC Eyeglass Rule) and hands it to the patient while briefly reiterating recommendations. An optician then steps in immediately, building on the doctor’s notes with questions like, “How often are you at your computer?” This warm hand-off reinforces value, re-frames eyewear as part of the health plan and strengthens trust.
Time Investment vs. Tangible Returns
Discussing the guarantee and warranty adds mere seconds to an appointment. Processing a price match or warranty claim happens less than 5% of the time, and even then only costs a few extra minutes of staff time. That investment is dwarfed by the uplift in capture rates:
• 60-Day Capture Rate: 55.7% in Q1 2025 (up from 51.9% last year)
• Same-Day Capture Rate: 44.3% in Q1 2025 (up from 37.4% last year)
Compare that to our 2023 averages of 49.4% (60-day) and 36.2% (same-day), and you can see how each strategy contributes to stronger in-house sales and patient loyalty.
Why It Works
Price has always been a top barrier for patients choosing a local practice over online retailers. By eliminating that obstacle with a solid price-match guarantee, an unbeatable warranty, eye-catching in-room signage, and a doctor-led recommendation process, I shifted the conversation from “How much?” to “How well will they support me?”
The result has been higher capture rates, happier patients and a credit-worthy reputation in our community.
Next Steps: Keeping the Momentum
We’re already planning tweaks:
• Regularly spot-checking competitor prices so our initial eyewear costs stay competitive and price matches remain rare.
• Rotating promotional signs (e.g., “Second Pair Lenses Included” or “30% Off Sunglasses”) to keep patients curious.
• Introducing quick follow-ups for patients who leave without buying—an email or text to answer lingering questions.
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Griffin Christenson, OD, is an associate with Christenson Vision Care, now a part of AEG Vision. To contact him: ggchristenson@eyecarespecialtieswi.com
