Photo courtesy of Dr. Griffin Christenson. Optician Leah Zimmer is discussing insurance benefits with a patient. The practice team takes a “consultative selling approach,” focused on explaining the ultimate benefit of all products and services.
Insights from outside optometry
By Griffin Christenson, OD
April 30, 2025
As optometrists, we often find ourselves entrenched in our own practices, relying on traditional methods and familiar workflows.
However, innovation can come from looking beyond our usual routines, to outside optometry.
Here are three transformative ideas inspired by other industries that made a significant positive impact on our practice.
Idea#1 from Outside Optometry: Technician-Led Special Testing Program
We implemented an innovative workflow redesign that delegates comprehensive diagnostic testing—such as OCT, visual fields and IOP measurements—to skilled technicians, eliminating the need for same-day doctor interaction.
The concept stems from the diagnostic laboratory model in general medicine and the hub-and-spoke approach used by radiology centers, where specialized technicians perform tests and physicians interpret results asynchronously.
We established dedicated technician appointments for special testing, allowing technicians to perform OCT scans and visual field tests following standardized protocols. Doctors review results later and communicate findings to patients via phone or our patient portal.
This approach optimized doctor time for revenue-generating comprehensive exams while maintaining high-quality monitoring for chronic conditions. It also improved patient access by offering more flexible scheduling options.
Cost in time and/or money: Implementation required approximately 10-15 hours to create protocols, train technicians and develop workflows.
Results: Patients appreciate the flexibility and shorter appointment times for routine monitoring. Doctors now see 3-4 more comprehensive exams on days when this system is implemented, significantly increasing optical purchase opportunities.
My colleagues have expressed gratitude for the dedicated time to focus on specific testing data, allowing them to “put their glaucoma hat on” and concentrate on interpreting that data without the distraction of other issues.
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Pointers for other ODs who want to do the same: Develop clear protocols for technicians, including decision trees for abnormal findings. Ensure proper documentation and coding practices, and create a reliable system for doctor review and patient communication of results.
Idea#2 from Outside Optometry: Consultative Selling Approach
This patient-empowerment approach to optical sales presents objective measurements and options without making decisions for patients, backed by a price guarantee and comprehensive warranty.
We were inspired by high-end retailers like Apple and Nordstrom, where staff serve as trusted advisors rather than traditional salespeople.
We trained our staff to focus on objective differences in prescriptions rather than quantifying changes. We implemented a “20/20 guarantee” (matching prices within 20 days and 20 miles) and enhanced our warranty program.
This approach counters online competition while building trust, leading to higher in-house capture rates. Patients appreciate the personal relationship and the assurance that we will be there to address any issues.
What I would categorize as sales language would be a tactic like “Social Proofing” or appealing to the fact that many other people choose to do X. This can be effective short term, but I believe in taking a deeper approach and tying a product or feature more directly to how it will help the person in front of you and educating them on that front.
For AR coating, for example, we would note to patients that without AR, about 8% of light reflects off instead of passing through to their eye. And with AR coating, 99% of light reaches their eye. We would explain that the benefit of this is that we can mitigate the glare they see while driving at night. We would also point out to patients that AR has a beneficial cosmetic effect and will improve others’ ability to see through their lenses as well.
Cost in time and/or money: The primary investment was staff training, which included role-playing and running through potential patient interaction scenarios during weekly meetings.
Results: We saw an 18.0% increase in materials revenue, an 8.0% same-day capture rate and a 16.7% increase in revenue per exam year-over-year for Q1 this year compared to last year.
Pointers for other ODs who want to do the same: Train staff to use educational language rather than sales language. Create visual aids to help patients understand the value differences between options and practice handling objections to provide real value to patients.
Idea#3 from Outside Optometry: OCT Wellness Screening Program
This proactive macular health screening program uses OCT technology, offered as an optional wellness service for all patients.
The concept is inspired by preventive health screening models in concierge medicine and executive health assessment programs offered by premium healthcare systems like Mayo Clinic.
We developed a tiered OCT wellness program that includes baseline macular imaging, personalized risk assessment and ongoing monitoring. Educational materials were created to explain the value of early detection.
This program fills the gap between basic eye exams and medical necessity-driven imaging, allowing for earlier detection of macular changes before symptoms appear.
Cost in time and/or money: The initial investment ranged from $12,000 to $25,000 for the Optovue iScan, plus staff training and patient education materials. Implementation required approximately 15-20 hours of workflow development.
Results: Enhanced early detection capabilities led to timely interventions for several patients, preserving those patients’ sight and generating a new revenue stream while positioning our practice as technology-forward.
Patients reported enhanced education opportunities, receiving explanations for subtle visual difficulties that previously lacked clarity. They appreciate the proactive approach to mitigating the progression of macular degeneration.
Pointers for other ODs who want to do the same: Present the service as an educational opportunity rather than just an additional fee. Create visual aids showing the differences between traditional methods and OCT imaging and ensure proper coding to distinguish between wellness screening and medical necessity.
By embracing innovative ideas from outside our field, we can enhance patient care, optimize practice workflows and ultimately transform our practices for the better.
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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
