So says Dr. Lyndon Jones, director of the Centre for Ocular Research & Education. In efforts to address this issue, CORE has launched SustainableEyecare.com. The first-of-its-kind website is designed to educate eye care professionals (and patients) about the environmental impact of contact lenses and eyewear, as well as about practical solutions for recycling and responsible disposal.

The site includes:

• Easy-to-understand information about the environmental challenges linked to contact lens, frames, and spectacle lens disposal.
• Clear instructions for how to properly dispose of lenses to minimize environmental effects.
• A directory of known recycling programs around the world, as well as a listing of green initiatives from major eye care manufacturers and industry bodies.
• Customizable resources and downloadable infographics that eye care professionals can share on social media or use to educate patients.
• Tips on how to build sustainability into your clinical practice operations.
• A compendium of relevant peer-reviewed and professional publications.

I encourage you to visit the link and poke around; see what it offers on both the eye care practitioner and patient side.

“This Earth Day, we’re encouraging everyone in eye care to take another step toward protecting our planet. Society has benefited immeasurably from contact lenses and glasses, but that doesn’t mean we shouldn’t be mindful of their disposal. Whether you’re a patient wanting to reduce your plastic footprint or an eye care professional looking to implement greener practices, SustainableEyecare.com provides tools and knowledge to help make a difference,” noted Dr. Jones.

CORE plans to update the site with additional resources from across the eye care spectrum, and encourages organizations to submit their own initiatives for possible inclusion over the coming weeks and months.

A note on sustainability in eye care

Contact lenses are not the biggest environmental offender in the eye care industry, though they’re the most visible and frequently discussed example due to media attention and public interest.

An estimated 2.6 – 2.7 billion contact lenses are discarded annually in the U.S. alone. Many end up in landfills or waterways, especially when improperly flushed down the drain. The environmental concern here is largely tied to microplastic pollution and the fact that lenses are not biodegradable.

A broader and more substantial environmental footprint comes from the manufacturing, packaging, transportation, and disposal of eye care products overall, including frames, lenses, and clinical operations:

• Frame manufacturing (involving petroleum-based plastics, metals, dyes, and water use)
• Prescription lens production (involves coatings, polishing, waste runoff)
• Packaging materials (boxes, blister packs, inserts, shipping padding)
• Single-use items and disposables in clinical settings
• Energy consumption in optical labs and eye care clinics

Further recommended read: Optometric Waste Management Decisions Can Have an Environmental Impact

For the environmentally conscious OD, it would be good to take a look at these areas and at least assess where you’re at. From there, addressing sustainability head-on becomes something you can also use to attract patients and strengthen your reputation.

The post Sustainable Eyecare Starts Here: A New Resource for Environmentally Minded ODs Just Dropped appeared first on Optometry 411.

According to a recent survey reported by Optometry Times, 6 in 10 providers say there’s at least a moderate shortage of qualified professionals. And over one-third (36%) of providers describe the shortage of opticians as severe or extreme. Anything categorized as severe or extreme is going to affect your patient flow, team morale, even practice growth.

Why the shortage?

The reasons are layered, but here are a few realities:

• Fewer people are entering the workforce in technical roles like optician or optometric technician.
• Training pipelines are limited and there’s a lack of visibility for these roles in high school and college career pipelines.
• Competition from other industries (with flexible hours or remote options) is pulling away potential candidates.

But as more practices adopt advanced technologies and grow their patient base, the need for skilled team members only increases.

If you’re dealing with this right now

The question becomes, what can be done? While 34% of providers suggest expanding training and educational opportunities to fill the gaps, there are some creative strategies your practice can explore right now:

1. Grow your own talent.
Consider hiring for attitude (and aptitude) and training for skill. Look into partnering with local high schools, community colleges, or workforce development boards to create internship or apprenticeship-style pathways. Such moves can fill your bench and inspire loyalty from day one. Incidentally, this method also improves staff retention.

Even partnering with a single local high school or community college to offer one non-clinical optical intern spot per semester can kick-start a sustainable pipeline and signal to your community that your practice is invested in local growth.

Pro tip: Consider offering tuition reimbursement for optician certification, as an example. It’s a strong incentive and could be a worthwhile investment in your future team. Speaking of hiring incentives: You might consider other perks like wellness benefits or student loan assistance. And here’s some very interesting salary considerations + one OD’s solution.

2. Build resilience.
Borrowing a page from retail, some practices are cross-training front desk staff in optical basics.

We’re not trying to turn a receptionist into an optician. But you might explicitly teach your front desk team to identify different lens materials, understand common insurance questions, or explain basic prescription terminology. You can create a quick-reference guide or cheat sheet at the desk with diagrams, FAQs, and optical vocabulary.

Important to note: Cross-training can backfire if you’re not clear about roles, if training is rushed, or if you are too understaffed. But if you set clear expectations and provide structured education, it’s a move that can boost team confidence and job satisfaction (and highlight potential for growth).

Recommended read: Explore the when, why and how of cross-training here (including when NOT to do it).

3. Use technology to lighten the load.
When your staff is stretched thin, automating some of the routine tasks can buy back time. And if you aren’t already using tech tools in the front office, now is the time to look into small adjustments. Common areas that can be automated: verifying vision and medical benefits, giving out-of-pocket cost estimates, appointment scheduling and reminders, electronic payment options, patient intake forms, patient communication, inventory management, internal reporting and analytics.

It’s about creating a smoother workflow, which, by the way, will improve the patient experience (in addition to keeping your team happy!).

The post Meeting the Moment: How Optometry Practices Are Adapting to Staffing Pressures appeared first on Optometry 411.

Fortunately, e-commerce platforms such as Bausch + Lomb’s Opal are leveling the playing field by enabling independent optometrists to offer the same level of service, convenience, and product accessibility as their corporate counterparts.

Convenience and accessibility

One of the biggest advantages corporate giants have is their ability to provide seamless online ordering and fulfillment, making it easy for patients to purchase contact lenses and eyewear directly from their websites. Traditionally, independent optometrists have struggled to match this level of convenience. Platforms like Opal provide a digital storefront that integrates with a practice, allowing patients to reorder their contact lenses online while maintaining their relationship with their trusted eye care provider. This means independent practitioners remain the go-to source for vision care rather than losing patients to large retail chains or third-party online retailers.

Patient relationships

When patients purchase eyewear or contact lenses from corporate retailers, the connection with their primary eye care provider weakens. E-commerce solutions like Opal allow private optometrists to maintain control over their product offerings, ensuring that patients return to their practice for follow-up care, prescription updates, and future purchases.

By offering this kind of branded, user-friendly e-commerce experience, optometrists can reinforce their role as the primary provider of eye health services rather than just being a prescription source.

Competitive pricing without overhead costs

A significant challenge independent optometrists face is competing with the bulk pricing and aggressive discounts offered by major corporations. By utilizing an e-commerce platform like Opal, private practices can access competitive pricing on contact lenses and other optical products while reducing the overhead costs associated with in-office inventory management. Many of these platforms also offer direct-to-patient shipping, eliminating the need for optometrists to stock large quantities of products and allowing them to focus on patient care rather than logistics.

Strengthening practice profitability

By integrating e-commerce into their practice, optometrists can generate revenue beyond in-office visits and retail sales. Automated reordering, subscription models, and seamless payment processing encourage repeat business, creating a steady revenue stream that helps independent practices remain financially viable in an increasingly competitive market.

E-commerce platforms like Bausch + Lomb’s Opal empower independent optometrists to compete effectively against corporate giants. By offering convenience, patient retention, competitive pricing, and additional revenue streams, these platforms help level the playing field and ensure that private practice optometrists can continue providing personalized, high-quality eye care without being overshadowed by large-scale corporate entities.

Dr. Neal Troyer, OD, has more than 15 years’ experience in practice management and is a co-founder of Eyecare Republic.

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That’s where the Net Promoter Score (NPS) comes in.

What’s NPS, and why should you care?

NPS is a quick and effective way to measure patient loyalty. It’s based on a single question:

“On a scale from 0 to 10, how likely are you to recommend our practice to a friend or family member?”

• 9-10 rating: These are your biggest fans, your Promoters. They love your care and are likely to refer others.
• 7-8 rating: The Passives. They’re satisfied but not enthusiastic. They won’t badmouth you, but they won’t rave about you either.
• 0-6 rating: Your Detractors. Something didn’t sit right with them, and they might even discourage others from coming to your practice.

To calculate your score, simply subtract the percentage of Detractors from the percentage of Promoters. A positive NPS is good, anything over 50 is great, and above 70 — well, you’re crushing it.

Why it matters for ODs

As we know, loyal patients mean steady revenue and the boon of free referrals. And with online reviews playing such a big role in healthcare decisions these days, a solid base of Promoters can have a huge impact on your practice.

Plus, tracking NPS over time helps you spot patterns. You’ll quickly notice if scores are slipping. Maybe your wait times are creeping up, or patients aren’t getting enough frame selection advice. Having the ability to catch these issues early will keep your practice competitive.

How to collect NPS (without annoying your patients)

Keep it simple and convenient. You know what it’s like on the patient/consumer side; you’ve been there. Here’s what works:

• Send an NPS survey via text or email shortly after an appointment. You can set this up to happen through your patient communication system.
• Use a tablet at checkout for quick responses.
• Include a short comment box so patients can tell you why they scored you the way they did.

To make NPS collection smooth, designate specific team members to own the process.

The goal is to grab this data point without overwhelming your staff or adding unnecessary admin headaches.

What comes next

You’ve got to actually assess and act on the results (we suggest a timeline for this below). If you see multiple Detractors complain about rushed exams, it’s time to look at your scheduling. If Promoters say they love your staff, reinforce that positive patient experience! After we return from Vision Expo East, we’ll share a really great team-building reward system you might employ to do this.

Take action with your Detractors, too. A personal email or call asking how you can improve could turn an unhappy patient into a loyal one. As we noted in our steps to take if you receive a bad online review: At the end of the day, patients value authenticity and actions that show you care.

NPS evaluation timeline:

You or an office manager might skim through responses once a week for any immediate red flags. Those team check-ins you’ve hopefully scheduled out for the entire year? Include evaluation of these NPS scores on the agenda. What’s working? What needs improvement? Discuss any patient comments.

And then, plan to do a quarterly deep dive. Compare scores over time and set small goals. Example: If your NPS is 45 and your goal is to hit 60, what specific improvements can be made?

Bottom line: If you’re not already tracking patient loyalty, NPS is going to be the easiest way to start.

Use this one simple question and see what insights you uncover.

The post Why Your Optometry Practice Needs NPS (and How To Use It Right) appeared first on Optometry 411.

Is your office environment working for your team — or against them?

When your staff feels supported, the benefits ripple through every aspect of your practice. Patients notice that difference in their experience, from shorter wait times to smoother interactions. Over time, this means higher retention rates, reduced burnout (for your team and for you), and improvement to your practice’s bottom line.

Actionable steps to create a better work environment

1. Foster open communication.
Good communication is the backbone of any successful practice. Encourage your team to share feedback and ideas during regular meetings. Tools like Slack, Trello, or Teams can also help with internal communication, keeping everyone on the same page.

Pro tip: Go ahead and schedule out a year of team meetings and individual quarterly check-ins now.

2. Define clear roles and responsibilities.
It doesn’t matter what industry you work in, ambiguity in job duties leads to inefficiencies and frustration at every level. Take the time to create detailed job descriptions and make sure everyone understands their role. Quarterly check-ins are great for this.

According to INVISION, “an up-to-date procedures manual is a key part of running an effective practice.”¹ The open communication I just mentioned? Leverage that here — ask team members for their opinions on your current procedures. Find out if they’ve identified improvements that can be codified in the manual.

3. Provide ongoing training and professional development.
Investing in your team’s skills pays dividends. Whether it’s sending them to workshops, providing access to online courses, or bringing in a speaker for a seminar, professional development helps your staff stay sharp and motivated. Would anyone benefit from attending a conference this year? Now is the time to think that through and start planning. 

Something to consider: Autonomy is an important component of job satisfaction. You’ll be far more comfortable allowing autonomy when you have confidence in your team members’ skills.

4. Evaluate your tools and technology.
Outdated systems bog down your team and frustrate patients. User-friendly software for scheduling, billing, and records can make daily tasks more manageable. Brianna Rhue recently noted, “The dental industry is way ahead of us when it comes to utilizing technology to grow their practices and make them more efficient and effective.”²

If you haven’t already done so, consider this your cue to begin automating routine processes like appointment reminders. It will reduce your team’s administrative workload and minimize errors. 

5. Create a positive workplace culture.
A culture of appreciation goes a long way in boosting morale. Celebrate achievements — whether it’s a work anniversary or completion of a successful project — to show your team they’re valued. Put important dates on the calendar now so that they’re not overlooked down the line. Block time in advance for buying gifts or making arrangements for holiday events.

Anytime you think “that’s good work” or “that went well,” don’t let it dissipate into the ether — share that positive feedback with the individual or the group!

In terms of burnout, don’t underestimate flexible scheduling options and mental health/wellness resources to let your team know you value a good work-life balance.

Keep it going

Creating an optimized work environment is just the first step; maintaining it requires consistent effort and habit. Get accustomed to regularly assessing your workflows and systems to identify areas for improvement. You’ll be better off for it. Don’t stop seeking input from your staff on what’s working and what could be better. Stay updated on industry trends through conferences — and our Optometry 411 newsletter! — to help you implement best practices and stay competitive.

The post Actionable Steps to Create a Better Work Environment at Your Optometry Practice appeared first on Optometry 411.

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Let’s do a recap of this year’s most impactful articles and takeaways for ODs.

1. AI Has Arrived

At Vision Expo West 2024, everyone was interested in hearing experts weigh in on the role of artificial intelligence in optometry. Discussions highlighted AI’s potential to streamline clinical processes and enhance diagnostic accuracy. The question remains: How and when should you start incorporating it? As AI continues to evolve, staying informed will be crucial to maintaining relevance and patient trust. Read more here.

2. Behavioral Optometry: A New Vision for Patient Care

The integration of behavioral optometry gained traction this year. Essentially, it focuses on understanding how visual processing affects overall behavior and well-being. Consider using it to enhance patient outcomes and differentiate your practice. Explore the basics of behavioral optometry.

3. Staying Ahead: Shaping Your Practice for the Future

Adaptability remained key in 2024. Three essential strategies stood out: embracing technology, offering specialized services, and refining patient experience. See exactly what we mean.

4. Viral Misinformation on Socials

From dubious TikTok trends to misleading “natural” remedies, viral misinformation continues to circulate. This year, we tackled the most recent myths and provided resources to educate and protect your patients. Stay informed here.

5. Expanding Scope: Are Physician Shortages a Turning Point?

With ongoing physician shortages, the discussion around optometrists’ expanded scope of practice stays hot. Will it mean a call for ODs to fill critical healthcare gaps? Read more on expanded scope.

6. The Menopause Effect

This year saw more conversation about the connection between menopause and ocular health. Dry eye and other conditions can worsen during menopause, suggesting the need for tailored care. Explore more here.

7. Color-Tinted Lenses: Beyond Aesthetics

Color-tinted lenses could be beneficial for a range of health issues, from migraines to reading difficulties. Understanding their uses can expand your treatment toolbox. Dive into the rainbow here.

8. Oral Pharmaceuticals: Tools for Modern Practice

Speaking of expanded scope … we also explored resources for incorporating oral pharmaceuticals into optometric practice. Get the breakdown here.

9. Systemic Diseases: Optometrists on the Frontlines

It’s become more and more apparent that early detection of systemic diseases often starts in your exam chair. Find out more about systemic disease detection in optometry.

10. Cosmetic Trends: Addressing Patient Safety

From risky contact lenses to harmful eye makeup practices, improper cosmetic use can pose challenges, and it’s important to stay abreast of what’s going on out there. Educating patients on eye safety vis-a-vis cosmetics remains a top priority. Stay updated here.

As we head into 2025, Optometry 411 remains committed to providing you with the latest insights, trends, and strategies to empower your practice. Here’s to another year of growth, innovation, and exceptional patient care!

Thank you for being part of the Optometry 411 community.

The post Optometry 411 Top Stories of the Year appeared first on Optometry 411.

Every review, whether positive or negative, offers a chance to demonstrate your commitment to patient care. Not to be too Pollyanna-ish, but negative reviews are a real opportunity to address concerns and publicly show your dedication to resolving issues.

As a goal for 2025, consider a renewed focus on your online presence, including reviews.

Step one: Find out where people are reviewing you. In addition to the big dogs mentioned above, Healthgrades and Zocdoc are spots you might be mentioned. Make sure your profile is claimed and verified on each.

How can you stay on top of new reviews across the vast internet?

• Set up Google Alerts for your name and practice name.
• Consider review monitoring tools that aggregate reviews into a dashboard (Birdeye, ReviewFlowz, InMoment, Podium, etc.).
• Track mentions on social media platforms (there are social listening tools like Mention, Sprout Social, Brand24, Hootsuite, etc.).
• If you’re manually checking for reviews, schedule a recurring reminder to do so.

When the bad review surfaces

Don’t react defensively, but don’t ignore the review altogether. Let’s say someone leaves a scathing review about long wait times or an unfriendly receptionist. Remember, your response is public, and future patients are watching.

Start with a simple, genuine apology: “I’m truly sorry to hear that you had this experience with our practice.” Express empathy and a desire to make things right. And communicate how you plan to address the issue going forward.

Engaging thoughtfully like this has the potential to truly flip the script. As noted by Optometry Marketing, “Responding to negative feedback can actually turn a dissatisfied customer into a loyal one.”¹

It’s also important to stay HIPAA-compliant. You can’t divulge specific details about a patient’s visit, no matter how much you might want to explain the situation. In those cases, keep it general and invite the patient to connect offline: “I’d love to learn more about your experience and see how we can improve. Please call our office so we can address your concerns directly.”

Recommended read: Online Review Statistics for Healthcare in 2024 (full of interesting stats about how people search for care)

Be prompt

Addressing bad reviews in a timely manner is important. It’s one of the best things you can do to mitigate the effect. A delayed response or no response suggests that you’re indifferent or inattentive. But when patients (and prospective patients) see that you’re actively engaged with feedback, it builds trust. Show you’re paying attention and that you care enough to make things right.

Before you move on

There are lots of reasons someone might sound off with a negative review, and sometimes it happens because of factors outside your control. But sometimes, negative reviews point to legitimate, recurring problems. Little adjustments, like being more transparent about pricing or ensuring a no-pressure environment, can make a huge difference.

Besides addressing the occasional bad review, it’s very important to encourage satisfied patients to share their positive experiences. We know that in general, happy patients/customers typically don’t even think about leaving reviews. Don’t be afraid to suggest it! A friendly reminder at the end of a successful visit, or a follow-up email with a direct link to your review page, can nudge them in the right direction. The more positive reviews you gather, the less impact a negative one will have.

The right mindset

Most importantly, approach negative feedback with a growth mindset. Online critiques, even when not expressed constructively, are a chance to refine your practice. Say you find out a patient complained about feeling rushed during their exam. Instead of dismissing it, you could implement a new protocol to make sure everyone feels heard and unhurried. In doing so, you’re directly addressing the complaint and improving the experience for future patients.

At the end of the day, patients value authenticity and care. So, while no one likes getting a bad review, remember that it’s not a verdict on you or your entire practice. It’s a conversation starter, a chance to show empathy, and an opportunity to grow. You can manage your online reputation and strengthen patient trust in the process.

The post A Bad Review Is Not a Verdict. 5 Key Steps To Handling Online Reviews in Optometry appeared first on Optometry 411.

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 and overwhelmed. 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. 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 keeps them coming back to you and establishes your practice as a one-stop shop for all things vision-related. Plus, patients who are “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 style consultations? Everyone wants reassurance that their frames are flattering. This is a fun way to connect with your 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.

The post 5 Proven Optical Promotions To Boost Your Capture Rate appeared first on Optometry 411.