Photo courtesy of Dr. Sara Varghai. Dr. Varghai shares the story of how outside prescriptions came to comprise a big part of her practice’s profitability.
Outside prescriptions
By Sara Varghai, OD
May 14, 2025
I opened my practice in March of 2021, right in the middle of the pandemic. Not the ideal situation, but the lease was signed before the world turned upside down.
I chose to cold-start a practice rather than buy an existing one, allowing me to set everything up exactly as I envisioned it from the beginning.
A growth strategy I hadn’t foreseen, filling outside prescriptions, became critical to our profitability.
Understanding Outside Prescriptions
When I refer to “outside prescriptions,” I mean those written by other eye doctors that patients choose to fill at my office. Often, I don’t even see these patients initially. They come in with their prescriptions, sometimes asking how their new prescription compares to their old glasses. We offer to trial frame their new prescription to help them see the difference.
Many of these patients come to us because their primary eye doctor doesn’t have an optical department, especially after procedures like cataract surgery. Others are drawn to our unique selection of frames, which sets us apart from other opticals.
Professional Courtesy and Patient Care
I adhere to a professional courtesy obligation, meaning I don’t try to convert these patients into my regular clients. My goal is to assist them with their glasses purchase while sending them back to their original eye care provider for ongoing needs. However, if their prescription doesn’t work out, we may offer a refraction to ensure they leave satisfied. A little kindness goes a long way!
Organic Growth of Outside Prescriptions: Wide & Unique Frame Selections
Interestingly, I didn’t actively pursue outside prescriptions; they came to us organically. When we first opened, we focused on carrying independent frame lines. Over time, some of these brands were acquired by larger manufacturers, but we still offer unique options that aren’t found in every optical shop.
We also expanded our inventory, giving patients a wider selection to choose from. Many find us through the frame line’s website, and our location on a busy street attracts foot traffic. Positive online reviews also helped us stand out, as potential customers often research before visiting.
Our quarterly trunk shows, where we showcase entire collections from specific frame lines, have been a hit. These events draw in patients and create a buzz around our offerings.
Building Relationships with Other Eye Care Providers
I haven’t made a point of introducing myself to nearby eye care offices without opticals, nor have I sought referrals from other doctors. The only direct referrals we receive are from ophthalmologists who recommend us to patients post-cataract surgery.
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Financial Impact of Outside Prescriptions
From a financial perspective, outside prescriptions have been a game-changer for our practice. They account for approximately 30-40% of our total glasses sales, which is significantly higher than the national average for private practices.
This influx of revenue is particularly beneficial since these patients come in solely to purchase glasses, eliminating the need for chair time.
Challenges with Outside Prescriptions
One of the key challenges in filling outside prescriptions is when there’s a drastic change in the patient’s vision. If they haven’t tried their new prescription in a trial frame, it can be difficult to ensure they’re satisfied. Sometimes, I’m out of the office when these patients arrive, or it’s a busy time, making it hard to provide immediate assistance.
If a patient experiences dissatisfaction after picking up their glasses, and troubleshooting doesn’t resolve the problem, we offer a courtesy refraction to make necessary adjustments. Our main goal is to simplify the process for the patient, ensuring they leave happy with their final product.
Conclusion: The Path to Profitability
In conclusion, outside prescriptions play a crucial role in the profitability of my practice.
By focusing on patient care and offering unique products, I created a welcoming environment that encourages patients to choose us for their optical needs.
Read about additional dispensary strategies in ROB sister publication Independent Strong
Sara Varghai, OD, is the owner of NOVA Optique + Eyecare in Arlington, Virginia. To contact her: sara.varghai@gmail.com
