Why Your Patients Are Ditching You for Online Glasses—and How to Win Them Back

By the Numbers

• The global eyewear market is projected to grow to?$197.2 billion by 2027, with e-commerce accounting for 24% of sales.?(Source: Allied Market Research)
• 67% of patients?who leave without purchasing glasses say they perceived prices as too high.?(Source: Vision Council) Relates to your optical dispensary (how it looks) and the products you carry. Still carrying only "designer" brands (?)
• The average eyewear capture rate in optometric offices is only?40-50%, meaning half of patients take their prescriptions elsewhere.?(Source: Jobson Research)
• Engaged customers are?23% more likely?to purchase and show greater loyalty to a brand especially if it's your own private-label brand.?(Source: Gallup)

Eye care professionals (ECPs) often find themselves asking why so many patients walk out of their practices without purchasing glasses. The answer may lie not in the quality of care, but in the lack of engagement at critical touch points, especially in the optical department. This is where most ECPs lose to online retailers and big chains. Patients perceive these alternatives as offering better value, not necessarily in price, but in experience, convenience and perceived fashion. If you want to turn your optical department into a profit center, it’s time to rethink how you engage with patients and what products you carry.

From "Optician" to "Eyewear Fashion Consultant"

Let’s start with titles. The word “optician” implies a technical or medical role. While accuracy and expertise are essential, this title doesn’t capture what today’s eyewear consumers are looking for: a personalized, fashion-forward experience. Imagine the impact of introducing yourself as an “Eyewear Fashion Consultant.” This immediately positions the interaction as a conversation about style and personality, not just corrective lenses. The same goes for attire. Scrubs may convey a sense of medical professionalism, but in the optical department, they work against you. Eyewear is as much a fashion statement as it is a functional necessity. Dressing in a way that reflects the trendy, stylish nature of glasses helps create an environment where patients feel inspired to purchase. Why do you think Louis Vuitton slaps his name on frames? IT'S A FASHION ACCESSORY.

Selling Is Engagement—Not Pressure

Patients don’t like to feel pressured into buying glasses. Instead, they need to feel excited about the options you’re presenting. Selling is not about pushing a product; it’s about guiding the patient through a journey that connects their eyewear to their personality, lifestyle, and needs. Pre-selling is an effective strategy. Start building interest during the eye exam by discussing their lifestyle and how different lens options and frame styles can enhance their daily activities. When the patient reaches the optical department, they’re already primed to explore options.

The Right Training Matters

It’s not enough for your team to have optics training that covers lenses—they need to be well-versed in fashion and materials, too. Today’s eyewear consumers expect guidance that goes beyond functionality. An “Eyewear Fashion Consultant” should be able to discuss the quality of materials (it's not plastic, it's acetate), the craftsmanship behind the frames, and how a particular style aligns with a patient’s personal brand. Speaking only of the designer name pad-printed on the frame doesn't cut it anymore, in fact - it works against you. Engaging with patients in a way that feels personalized and informed helps create a sense of trust. When done right, patients won’t just stay to buy—they’ll remember the experience and share it with others.

Tell Brand Stories

And the best story is your practice's story

Patients don’t just buy glasses; they buy stories. They want to know why a particular frame is unique—its design inspiration, its craftsmanship, or even its sustainability. If you're rolling your eyes at that statement, knnow that it's been tested among consumer groups to be most effective. If your practice offers private-label frames, this is your golden opportunity to highlight their exclusivity and value. For example, instead of saying, “These are our in-house frames,” try something like, “This collection was designed to combine timeless elegance with classic styling, (like your favorite pair of blue jeans) and you won’t find it anywhere else.” (Remember that phrase, as it's the best way to maintain interest and keep them from bolting). Engaging narratives transform a simple product into something desirable and memorable.

Make the Experience Interesting

Let’s face it: shopping for glasses can feel like a chore if it’s not done right. Injecting some fun into the process can make all the difference. Consider implementing:

• Mirror moments: Have patients try on frames in front of a well-lit, stylish mirror while your “Eyewear Fashion Consultant” provides positive feedback. Keeping quiet is deal-breaker but injecting the right comments at the right time are powerful ways to engage.
• Virtual try-ons: Leverage technology to let patients see how different styles look on them without having to physically try them on.
• Social proof: Showcase testimonials or photos of other patients rocking your frames. When people see others enjoying their eyewear, it creates a sense of community and trust.

Showcase Your Patients as Artwork (huh?)

A creative way to engage patients and boost in-office purchases is by displaying artsy, professional photos of your patients wearing their glasses. These images can be showcased in your office as artwork and featured on your website and social media. During the eye exam, the doctor can subtly introduce the idea by saying something like, “We love featuring our patients in our gallery—it would be great to see you up there. If you find a frame you love, we’d be happy to include you.” Offering the image to the patient as a keepsake further enhances the experience and encourages them to browse and purchase frames. This approach plays to the ego while adding a personalized, fashionable touch. In today’s market, optometrists must play both sides of the aisle. In the exam room, they’re doctors providing care. Once patients leave the exam lane, they’re customers—and it’s time to sell. Notice how the online crowd like Warby Parker and Zenni don't use runway fashion models in the ads. They use everyday people. You should do the same - pull the plug on those runway model images and come back to reality. Main Street USA vs Paris or Milan.

The Morton's Steakhouse Effect

Consider this: Why are people willing to pay significantly more for a steak at Morton’s Steakhouse than at a lower-priced chain? It’s not just the food (which is often the same) —it’s the service, the ambiance, and the premium experience. Mortons has a long waiting list for reservations -- Long Horn (?) . . . "come-on in." Similarly, your optical department needs to create an atmosphere where patients feel they are getting something exclusive and tailored to them. By focusing on the experience, you can demonstrate why buying from your practice is worth the investment. Reach out to Bill Gerber at OMG and consider a redo of your dispensary if it's outdated or, honestly, looks like crap.

The Perfect Finishing Touch

When a patient seems sold on a frame, your fashion consultant can seal the deal with the perfect compliment. For example:

• Highlighting individuality: “These frames are the perfect reflection of your style—sleek, sophisticated, and completely unique to you. You won’t find anything quite like this anywhere else and you'll be swamped with compliments at how great you look.”
• Appealing to male confidence: “These frames have that unmistakable edge—sharp, confident, and built to stand out. They’re the kind of look that says you mean business and back it up.”

Think that's overdoing it? Think again! These comments not only flatter the patient (appeal to their ego), but also emphasize the exclusivity and quality of the frames, making the decision to buy feel even more rewarding.

The Engagement Formula

1. Welcome with intention: Greet patients warmly and make them feel valued from the moment they enter your optical department.

2. Ask meaningful questions: Understand their style preferences, daily activities, and any challenges they’ve faced with past glasses.

3. Be a storyteller: Share engaging narratives about the frames you’re showing. Having a private brand and story behind it makes those stories more interesting an localized.

4. Close with confidence: Appeal to their ego. Help them feel great about their choice by emphasizing the quality and uniqueness of your offering.

A Call to Action for ECPs

If your patients aren’t buying glasses, it’s not because they don’t need them. It’s because the engagement in your practice isn’t compelling enough to keep them from looking elsewhere. You're begging them to leave. By redefining roles, embracing storytelling, and creating a fun, stylish environment, you can transform your optical department into a place patients love to shop and happy to refer friends. The battle against online and big-chain retailers is won through experience, not price. The question is: Are you ready to elevate yours?

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#IndependentOptometry

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#VisionMonday

Bill Gerber

@JobsonOpticalResearch

@VisionMonday

@20/20Magazine