On the optical side of things, getting patients to commit to in-office purchases can be a bit of a challenge. The good news? The right promotions can help drive sales and make your practice memorable and appealing in a sea of options.
But it’s hard when you feel like you need to be an in-house marketing and advertising agency on top of everything else. What you need is a little inspiration you can run with. Here are five tried-and-true optical promotions that can help increase your optical capture rate. Take these ideas and tweak them so they make sense for your practice and your market.
1. Second Pair Specials for Lifestyle Lenses
People tend to think of glasses in terms of finding that one perfect pair, but they could actually benefit from a little variety. A “second pair” promotion gives them the chance to take home two sets of lenses: one for everyday use and another for a specific purpose. Whether it’s a backup pair in a totally different frame style, prescription sunglasses, or blue-light blockers for screen time, these add-ons meet real lifestyle needs.
Your move: Offer a discount on the second pair if they buy both at once, or bundle them as part of a package. Let patients know that they’ll get a lot more functionality (and fun) with a little variety. With the right setup, they’ll see the value in grabbing that extra pair — and your capture rate will thank you.
Pro tip: This is a common promotion with big chains — “Free eye exam and 2 frames for $X.” But something to keep in mind is that big chains aren’t necessarily cheaper after all the fine print. Help your market by breaking some misconceptions that might be hurting them and establish yourself as a trusted authority in the process. This also applies to online shopping. People are drawn to the idea of finding a lower price, but the online market is flooded. With too many options, patients are confused. You are the solution to that!
2. Contact Lens Subscription Service
For patients who wear contacts, a subscription plan can be a lifesaver — never worrying about running out of lenses or making last-minute calls for more. You can offer patients the convenience of a subscription service, where contacts are delivered on a schedule. But here’s the twist: Give subscribers exclusive benefits on glasses too, like discounts or upgrades.
Your move: By signing up for a contacts subscription (through a system of your choice, integrated into your practice), patients can become automatically eligible for special perks, like a discount on their next pair of glasses or complimentary product samples or frame styling consultations. This not only keeps them coming back to you, but also establishes your practice as a one-stop shop for all things vision-related. Plus, patients who feel “locked in” through subscription services are statistically more likely to buy their frames and lenses from the same provider.
3. Frame Your Face: Personalized Style Consultations
Finding the right frames is about so much more than prescription needs. Patients love feeling confident and stylish in their glasses, so why not offer a “Frame Your Face” style consultation? It’s a fun, unique way to connect with patients and help them choose frames that truly suit their features, personality, and lifestyle.
Your move: Designate a staff member with a keen eye for style as the “Frame Stylist” and offer complimentary style consultations. Make it comfortable, offer a beverage, etc. You might even take before-and-after photos to showcase the transformation. This adds a personal touch, which is a HUGE consumer preference right now, and it positions your practice as an eyewear destination. Share some of these transformations (with permission) on social media to boost engagement and attract new patients looking for that perfect pair.
Pro tip: For all these promotions, think about timing that makes sense for your business. When it comes to frame consultations, you might want to consider the season — people may look for style refreshes when the weather changes or at the start of a new year. In general, holiday and seasonal promotions work wonders; learn more about seasonal marketing here.
4. Limited-Time Lens Upgrades
People love options, and they love discounts even more. Limited-time promotions on lens upgrades give patients the best of both worlds. Try offering time-limited discounts on high-value lens features, such as photochromic lenses, anti-reflective coatings, or high-index lenses.
Your move: Run a “Lens Upgrade Special” for a limited time — maybe once a quarter — to keep things fresh. When patients know there’s a limited-time offer on upgraded lenses, it creates a sense of urgency that encourages them to say yes right away. You can guide patients toward the upgrade that best suits their needs and preferences, so they know they’re getting a great deal and leaving your office with enhanced visual comfort.
5. Refer a Friend, Earn a Reward
100% of the time, word-of-mouth is your best marketing tool. Think about a simple, incentive-based referral program that offers a small thank you for referring new patients. Referrals bring in new faces and solidify relationships with your existing patients.
Your move: Set up a “Refer a Friend” program where both the referring patient and the new patient receive a reward. The reward could be a discount, a small gift, or even a credit toward their next pair of glasses. This turns your loyal patients into brand ambassadors who are motivated to bring family and friends into your practice.
Pro tip: If the referral reward is a discount, consider allowing stacking discounts so patients can get a significant reward down the road if they refer multiple people.
Current statistics indicate that the average optical capture rate hovers around 60–65%, with industry benchmarks suggesting that practices should aim for at least this level to maintain profitability and patient satisfaction. (Source: How To Calculate and Increase Your Optical Capture Rate)
Incorporating promotions doesn’t have to mean complex sales strategies. Add a few ideas like the ones above to capture patients’ attention and give them more reasons to choose your practice over others.
