Photo courtesy of Dr. John A. Manard, who shares tips for executive a redesign stoking optical revenue growth. Pictured here is Dr. Manard’s redesigned office.
Redesign stoking optical revenue growth
By John A. Manard, OD
Oct. 1, 2025
Last summer, I realized our office was due for a change.
Patients appeared to be feeling cramped, staff were bumping into each other and our frame displays just weren’t doing justice to the brands and inventory we worked hard to source.
I wanted to create a space that reflected how much we care about our business and improved the experience for every person who walked through our door.
We teamed up with OMG! optical marketing group to reimagine our practice. The process wasn’t completed overnight–it took months of planning, discussions and design meetings, wrapping up the blueprints just before the end of 2024.
By late spring of 2024, we had our contractors lined up and ready. The transformation work was done the week of April 28 to May 2.
Editor’s Note: There are many other design firms that specialize in helping OD practices update their office space. These include: Eye Designs, Fashion Optical Displays, Ennco Display Systems, among other options.
Opening the Space and Modernizing Style
The most dramatic change was opening up the optical shop itself. We moved our front desk back by about 10 feet, removed some walls and took out a massive central display.
Suddenly, we had 200 more square feet in the optical area–just enough to breathe. This meant more dedicated displays for the brands we loved and more space for patients to browse. I wanted people to feel like they could casually shop for frames without feeling rushed or crowded.
We replaced all the old carpet with wood-style vinyl flooring. The effect was immediate: the place felt more modern, clean and inviting.
One big operational change was swapping the locations of the opticians and clinic tech staff. Now, the opticians have the extra room they desperately needed, with plenty of space for tools and trays, while the clinic tech staff works closer to the exam rooms and pretest areas. This move has helped smooth out the workday for both sides of the practice.
Photo courtesy of Dr. John A. Manard, who shares that the front desk was moved back to create a more open space in front.
Practical Considerations and Cost Breakdown
Some people might want to know: what does all this cost? The investment was significant but strategic. The new frame displays, branding, signage and those beautiful “live-edge” wooden shelves from OMG Design totaled about $100,000.
The building materials and labor from our contractors came to $150,000. We also had to update our IT, which added another $5,000 to the project. In total, the remodel was about a $255,000 investment.
The Impact: More Room to Grow
With those 200 extra square feet, we now provide a much more relaxed environment for patients checking out our frames. Patients waiting for exams can now browse comfortably. While the remodel didn’t change our clinical square footage or directly alter the number of patients we see in the clinic, it did allow us to offer even more personalized service in the optical area. That’s always been a priority for us.
Photo courtesy of Dr. John A. Manard, who notes that the new and improved optical allows for better interactions between opticians and patients.
Looking Ahead: Expected Increase in Capture Rate and Revenue
Even though it’s only been a short time since the big reveal, I’m optimistic about the financial impact. OMG Design estimated we could boost our optical capture rate by 5 to 10 percent. If we achieve that, it could mean as much as a 15 percent increase in optical revenue. I’ll be tracking these numbers closely throughout the year.
Patients and Staff Noticed the Difference
Every single day, patients walk in and tell me how good the office looks. The most common comment is, “I thought I walked into the wrong place!” That kind of reaction tells me we’re making an impression. I genuinely believe the update shows our commitment to both the business and the people who trust us with their vision.
The workflow improvements have made a difference for staff as well. The optical staff–five of them–finally have the space they need and the clinic techs are more efficiently located. The remodel made our team’s lives easier without adding any square footage, simply by being more thoughtful about how we use the space.
Photo courtesy of Dr. John A. Manard, who says the updated space allows for both a better patient experience and better staff workflow.
Keeping the Office Open During Construction
To minimize the disruption, we closed the practice for just one week while the contractors worked long hours, including a weekend, to get everything done. We paid all our employees their usual weekly average–no one was asked to use paid time off for the closure. By Monday, May 5, we were up and running in the new space.
Final Thoughts: Gather Needed Information and Plan Carefully
I’m excited to see how these changes play out over the next year, both in patient experience and in our bottom line. Investing in your physical space is a risk, but it’s one I’m glad we took.
If you’re on the fence about a remodel, I’d recommend starting with conversations: talk to your team, map out your pain points and don’t be afraid of big ideas.
A few walls down and the right design partner can make all the difference.
Read another office redesign success articles from ROB here.
Read more design inspiration stories on Women In Optometry here.
John A. Manard, OD, is a partner with Lifetime Eyecare, a Vision Source practice in Cumberland, Maryland. To contact him: jmanard34@gmail.com
