Photo courtesy of Dr. Michael K. Shaheen. Dr. Shaheen shares easy-to-implement strategies to increase optical profitability.
Increasing eyewear capture rate
By Michael K. Shaheen, OD
August 6, 2025
If you’re looking for sustainable practice growth, increasing eyewear capture rate can make all the difference.
At our practice, our rate sits just above the industry average at 68%, and we’ve seen steady, reliable improvement over the years.
Instead of chasing flashy solutions, we focused on practical steps aimed at both patient experience and profitability.
A Personal Handoff: The First Eyewear Capture Rate Boost
One of the most effective moves we made for increasing eyewear capture rate was introducing a highly personalized handoff from doctor to optician. Instead of just sending patients over to optical, our doctors now walk them over personally, offer specific recommendations based on the patient’s lifestyle and make a direct introduction to a named optician.
We invested in staff training to make these transitions seamless and ensure our team’s product knowledge was strong. Doctors also began talking about eyewear needs right in the exam room. This added about a minute or two to each appointment, but it paid off: Our eyewear capture rate increased by 7–10% in just six months, and patient satisfaction scores went up as well.
Curated Frame Selection: Streamlining the Path to Increasing Eyewear Capture Rate
We rethought our frame inventory. Quarterly frame sales analysis helped us spotlight what worked and cut slow movers. We brought in trending designs that fit our demographic and made sure the sales floor felt curated, not overwhelming.
Our opticians became better storytellers about new lines, thanks to training with reps who kept things interactive. Doctors joined in too—suggesting specific frame lines matching individual patient needs. This effort not only increased eyewear capture rate by an additional 4%, but it also drove a 12% jump in average optical revenue per patient.
Priming With Pre-Visit Messaging: An Easy Win
We changed our pre-visit emails and texts. Now, every message includes a short video featuring our optical space, brand highlights and lens benefits, sent 24 hours before appointments.
We kept staff training minimal—just confirming at check-in that the video was received. Doctors mention the video during the patient’s visit to reinforce key points. This small change delivered a 5% rise in capture rate, especially with new patients who arrived ready to shop.
Final Thoughts: Consistency Wins
For us, increasing eyewear capture rate wasn’t about dramatic overhauls, but about steady, patient-focused improvements made consistently over time. The steady climb in our numbers—and a tangible 12% boost in optical revenue—prove these strategies work. If you’re exploring increasing eyewear capture rate in your own office, these steps might be your next best move.
Read another article by Dr. Shaheen
Michael K. Shaheen, OD, is co-owner of Hills & Dales Vision, Inc., in Canton, Ohio. To contact him: drmikeshaheen@gmail.com
