10 Pain Points in Practice–and How To Alleviate Them
The eyecare industry is one that is ever evolving, but many of the familiar headaches serve as a persistent itchy thread that connects all independent practices.
New this year, Eyecare Business established an editorial board composed of experienced eyecare professionals who are generously willing to let us tap their wells of knowledge. To kick off 2025, we asked them about their biggest pain points in practice. Here, they share tips on how to navigate and conquer these persistent day-to-day obstacles.
1. Hiring + Retaining Staff
“Retaining and replacing staff has become increasingly difficult, especially in today’s workforce climate,” says Essence Johnson, OD, FAAO. How to combat this? “Build a team culture that people want to be part of. Invest in their professional growth by offering training programs, certification opportunities, and leadership pathways so they see a long-term future in your practice.”
Other EB editorial board members weigh in:
Andrew S. Bruce, LDO, ABOM, NCLEM, FCLSA: Without fail, every day, I personally thank everyone for their hard work. In addition, I never tolerate anyone disrespecting my staff.
Sheena Taff: Never not be hiring. Always keeping lines of communication open to potential new hires can bring you a great employee when you least expect it.
Eric White, OD: You have to be willing to pay for great staff, [so offer] a very competitive wage.
Christian Wyler, OD: Start hiring for personality and train from there, as opposed to overpaying for staff with experience that sometimes come in with poor technique and overconfidence.
2. Capturing Sales
“[Our practice faces] capture-rate decline due to patients not filling their current Rx, buying from alternative retailers, or just not purchasing new glasses because ‘they see fine with their [current pair],’” says Diana Canto-Sims, OD. “During eye exams, we [ask] lifestyle-specific questions to better understand each patient’s vision needs. Based on the patient’s responses and their vision requirements, we may prescribe multiple pairs…[and] take the time to explain how these recommendations can enhance their vision and protect their eyes.”
Bruce: I created a value-line collection offering single-vision frames and lenses for $99. Using the same frames, we offered bifocals, trifocals, and progressives for $119, $129, and $149, respectively. This also provides an inexpensive backup pair option for all patients.
3. Practicing Cooperative Care
“The way a handoff happens can make or break the success of the following transaction,” says Ric Peralta, ABOC, HFOAA. “It would be beneficial for the doctor to say, ‘While there is no significant prescription change, our opticians can discuss how we can improve your vision with [fewer] scratches or better lens technology.’ This [makes the patient] aware the prescription is not the whole story.”
Bruce: During my regular meetings with the doctors, I routinely reiterate the benefits of “prescribing from the chair”—recommending eyewear products such as photochromics, AR-coated lenses, [and] compensated lens designs.
4. Marketing + Advertising
“Investing in social media, local partnerships, and targeted advertising can help build brand awareness within the local community and beyond,” says LC Atkins, LDO, ABOC, NCLEC, but how do you know where to spend those dollars?
Taff: Try different things and track your success; know where to find the analytics. I was paying a third-party provider for an [ad placement] package…[and eventually] decided to downgrade. As an independent business, even my highest ad spend cannot compete with corporate chains. I started posting updates on Google and increased social posts and saw no significant decline in traffic. I ended up saving a lot of money that I could allocate to more targeted ad spend.
5. Retaining Patients
“Patients are postponing their eye care,” says Dr. Canto-Sims. “Building strong relationships with local primary care providers has been a game changer. We developed a customized referral pad that physicians [can use] to refer patients for annual eye exams or diabetic eye exams, [introducing the initiative by visiting] offices with beautifully curated baskets [and taking time to discuss] the importance of comprehensive eye exams. We send [providers] a follow-up consultation report for every referred patient. This has led to a significant increase in new patient referrals, filling our schedule with local patients who were previously unaware of our practice.”
6. Managing Customer Expectations
“Many patients seek immediate solutions to their vision issues but may not fully grasp the complexities of their prescriptions or the necessary adjustments for new lenses,” says Jordan Foster, ABO, NCLE. “Enhance patient education by providing clear information about eyewear options, their benefits, and the realistic outcomes associated with each choice.”
7. Dealing With Burnout
“Many optometrists experience burnout,” says Dr. Johnson. “Rediscover your ‘why’ by mentoring the next generation of optometrists or engaging in advocacy work to advance the profession. Reevaluate your practice’s structure to allow for more balance, like incorporating part-time associates or leveraging telehealth. Most importantly, remember that you’re not alone—build or tap into a strong network of colleagues who understand the unique challenges of being an optometrist in today’s world. Sharing your journey can reignite your purpose while inspiring others.”
8. Navigating Competition
“The rise of retail optical chains and online shopping has intensified competition, making it crucial for smaller practices to differentiate themselves,” says Foster. “By emphasizing the unique benefits of obtaining eyewear from licensed professionals, such as tailored advice, expert fittings, and ongoing support, they can attract new customers and reinforce their practice’s value in a crowded marketplace.”
9. Merchandising Product
“Frame styles and culture have moved beyond the traditional men’s and women’s classifications,” says Peralta. “I feel very strongly that there is a best way to display frames: by brand. This allows frame style aesthetics to be easily navigated by your patients.”
10. Mitigating High Operation Costs
“Boutiques could explore strategies like negotiating with suppliers for better deals, offering subscription plans for eyewear, or partnering with local businesses to share resources,” says Atkins.
Which obstacles are top on your list to overcome this year? Share with us on social media with the hashtag #EyecareBusiness.
