Photo courtesy of Andrew Bruce, who is seen here with a group of opticians at a local optical facility. Bruce shares tips for spotlighting the role of opticians in your office so patients understand the value of their services and that of your practice.
The importance of spotlighting the role of your opticians
By Andrew Bruce, LDO, ABOM, NCLEM, FCLSA
Oct. 1, 2025
Most patients who come through my doors have little idea what my role as an optician actually is. Unless they’ve already been served by a dedicated optician, they don’t realize what they’re missing—and that’s a gap that can impact your bottom line and patient retention.
As a practice owner, making your optician’s expertise visible isn’t just about internal morale, it’s strategic for your business.
Patients Don’t Know What They Don’t Know
It’s easy for patients to see the doctor as the end-all authority and mistakenly think the optician just “sells glasses.” But the more your patients understand the true role of the optician, the more likely they are to appreciate skilled help in frame and lens selection, rather than defaulting to online purchases or random choices.
When your practice communicates and demonstrates that value, you create a direct line to better outcomes and greater satisfaction.
One of the strongest ways to position the optician as a partner in care is the formal handoff. When the doctor demonstrates trust in the optician as part of the care continuum, patients feel supported and understand that their visit isn’t “over” after the clinical portion. That key moment sets the tone for an informed, collaborative process—and shows that your whole team is invested in best outcomes, not just sales.
For example, in the exam room, after you prescribe eyewear to the patient, discuss the additional information your opticians will collect from the patient, in the optical, to personalize and perfect the prescription.
“Judy,” you might say, when introducing the patient to your optician or informing the patient of the handoff to come. “Our optician, Tommy, will take it from here. He will review my recommendations and work with you to make sure you end up with the exact glasses you have in mind. Glasses that provide both optimal vision and a look you will look forward to wearing.”
Expert Guidance Translates to Loyalty
In my experience, returning patients routinely cite the personalized service they get from opticians as a main reason for their loyalty. Patients who’ve previously been left to “figure it out” on their own at other practices, share stories of stress, confusion and regret over poor eyewear choices.
Your optician’s expertise is what elevates your practice above the pack and keeps patients coming back.
You can emphasize your opticians’ ability to make the process of eyewear selection easier. “Bill, I know we have a lot of frames to choose from. It’s easy to get overwhelmed. But our optical team will make it easy. After a brief conversation with you, they will select several options for you to choose from, to start with, and keep presenting additional options, in small batches, until you find one you love.”
More Than Sales: Opticians Extend and Empower Clinical Care
Opticians play crucial roles well beyond the optical counter. At smaller offices, we multi-task with reception, insurance, scheduling and even pretesting.
Fully understanding and communicating the optician’s role in your office to patients means empowering them to take the lead in the many areas in which they demonstrate proficiency.
In some states, highly trained opticians are responsible for contact lens fitting or troubleshooting complex Rx challenges—often freeing the OD for more billable tasks. Empowering opticians to use their full range of skills supports your practice’s efficiency and patient flow.
Patients will return to an office in which they perceive more than the doctor to be high value. An office where there’s a whole team in place, of which the opticians are crucial members, to help their visit move swiftly and smoothly.
Problem Solving = Efficiency and Higher Satisfaction
A knowledgeable optician can resolve common complaints, like adaptation issues with progressive lenses, before they ever take up doctor chair time. Quick, in-office troubleshooting, followed by collaborative Rx updates with the OD, means more satisfied patients, fewer wasted appointments and more productive schedules.
You can inform patients that for many of their questions, a member of your optical team will be the one to provide assistance. You can let patients know that your opticians are your office’s leading experts in creating glasses that provide superior visual acuity and best-in-class comfort and style.
Investing in Optician Education Yields Tangible Business Results
The optical industry changes quickly. Your opticians’ ability to recommend the latest lens technologies is only as strong as their professional development.
Practices that invest in continuing education see payback: patients respond positively to new technology and the practice stays two steps ahead of competitors.
Patients will appreciate and return to an office in which the opticians are clearly well educated about the most up-to-date lens technologies. The doctors can communicate that to patients: “Our optician, Sheila, is our in-house expert regarding which lenses work best for each person. She will answer any questions you may have about the glasses I’ve recommended and will also review the different enhancement options available for your lenses to further enhance their performance.”
Simple Actions to Spotlight Your Opticians
Your opticians’ value can be further amplified by doing a few simple things:
- Praise your opticians in front of patients during exams.
- Introduce optician team members by name during the formal handoff.
- Highlight optician roles and expertise on your website, social media and in-office signage.
Addressing Common Misconceptions Benefits Everyone
Patients (and even other health care providers) often confuse the role of the optician with that of the doctor or entirely underestimate their contribution.
When you and your team proactively explain credentials and responsibilities, patients become more engaged in the process, and their trust in your practice increases.
Personal Touch Drives Exceptional Care
As an optician, I’ve gone so far as to make house calls for older patients in need of adjustments or delivery, and those small gestures set a practice apart.
When the whole eye care team—including opticians—goes above and beyond, it becomes a core part of your practice philosophy and reputation.
The Call to OD Practice Owners: Recognize and Amplify Your Opticians
Throughout my career, I’ve watched opticians operate as essential—but too often invisible—members of the eye care team. By openly recognizing and supporting your opticians, you not only improve patient satisfaction and retention but also set your practice up for ongoing growth and differentiation in a crowded market.
Now more than ever, patients are looking for a team they can trust and return to. Start by making sure your opticians’ value is visible, every step of the way.
Read another article by Andrew Bruce
Andrew Bruce, LDO, ABOM, NCLEM, FCLSA, is a 2023, 2024, and 2025 Contact Lens Institute Visionary. He is a licensed master optician and contact lens fitting specialist in Vancouver, Wash., and founder of ASB Opticianry Education Services. To contact him: asbopticianry@gmail.com
