In today’s optical market, smart pricing strategies aren’t just about margins—they’re about meeting patient expectations and maximizing profitability. Practices that offer a full range of eyewear options, from affordable to luxury, are better positioned to capture both volume and value.
Using 2024 data from more than 7 million transactions across 1,000 U.S. practices, quartile analysis reveals a striking insight: Although just 25% of eyewear sales fall into the highest price tier (averaging $1,109 per pair), those transactions account for over 40% of total revenue.
In this group, advanced lenses—not frames—make up 70% of the sale value, reflecting strong patient demand for technology, customization, and premium visual performance.
Practices that educate patients on high-value lens options—and structure their inventory accordingly—can drive significant growth without sacrificing patient satisfaction. A data-driven, tiered pricing strategy is more than a profitability tool; it’s a foundation for delivering exceptional patient experiences that build loyalty and long-term success.
Practice Resources
The GPN Visions business solutions channel (visions.gatewaypn.com) offers timely webinars and resources to ECPs. The open-forum webinars feature some of the industry’s most successful ODs, practice management consultants, and business owners. GPN Visions members are invited to attend live webinars, view recorded presentations, download useful tools, and participate in live Q&A sessions with industry pros.