Page 24 - 2015 Best Practices of Spectacle Lens Management

Patient Most eyeglasses wearers use a Number of Pairs of Prescription Eyeglasses

Profiling single pair. Regularly Used
Despite the fact that most people engage in quite
and Lens different vision tasks at work and at play, two- One Two Three or more Total
thirds of Americans who wear eyeglasses use a
Recommen- single pair. Older patients are more likely to use Total 65% 29% 6% 100%
Male
6%
100%
31%
63%
dations multiple pairs. There are many combinations of Female 67% 27% 6% 100%
eyewear used, but the most typical combination is
continued two pairs of glasses in the same prescription—one Age
for indoors and one for outdoors. 18-34 73% 24% 3% 100%
35-44 67% 27% 6% 100%
45-54 63% 31% 6% 100%
55 and older 60% 32% 8% 100%
Source: VisionWatch, year ending December, 2012
MBA performance benchmarks reveal that a Eyewear Multiple Pair Sales % Eyewear Buyers
median of 10 percent of eyeglasses buyers purchase
more than a single pair of prescription eyewear Performance Deciles
during their eye exam office visits. The 20 percent
High
of practices with the highest ratio of multiple pair Improvement Median Performance
Opportunity
purchases report that 20 percent buy more than a
single pair. 1% 4% 5% 5% 8% 10% 10% 10% 15% 20% 33%
5th 15th 25th 35th 45th 50th 55th 65th 75th 85th 95th
percentile ranking

Source: MBA Practice Performance Assessment
A 2010 MBA survey revealed that 94 percent of
private ODs offer patients discounts when second Second Pair Discounts
pairs are purchased. The average discount is 29 % of independent ODs
percent. The most common discount, offered by offering second pair discount 89%
45 percent of ODs who discount second pairs, is
20 percent off. Discount offered:
Less than 20% 7%
20% 38%
21-49% 28%
50% 28%
Average % discount 31%

Source: MBA Prescription Eyewear Survey, March 2012
What’s at Stake Impact of Increasing Multiple Pair Sales

Small increases in the proportion of patients Annual Practice Gross Revenue
purchasing multiple pairs of prescription eyewear $500,000 $750,000 $1 million
have a large impact on practice revenue. Second- $330,000 $440,000
pair transactions are normally directly paid Annual Eyeglasses Sales $220,000 1,454 1,938
Total Eyeglasses Pairs
969
for by patients, increasing their average value. Patients Purchasing Eyeglasses 881 1,322 1,762
In a practice with $750,000 annual revenue, Patients Purchasing
increasing the second-pair ratio from the normal Multiple Pairs (10%) 88 132 176
10 percent to 20 percent results in a sales increase % of Patients Purchasing
of more than $48,000. Multiple Pairs* Annual Eyeglasses Sales
15% $224,024 $336,036 $488,048
20% $252,032 $378,048 $504,064
25% $260,040 $390,242 $520,262
* Assumes patients buying multiple pairs purchase two pairs. Assumes second pair revenue of $182
(20% off normal retail)
Source: PAA projections

24 Best Practices of Spectacle Lens Management 2015