24 Sep How to Calculate and Increase Your Optical Capture Rate
The optical capture rate is a pivotal metric for optometry practices. It reflects the percentage of patients who fill their prescription eyewear at the point of service.
Unfortunately, many patients who come in for their eye exams leave without being fully informed about the eyewear available for purchase. This will negatively affect your practice’s optical capture rate.
Here are a few tips to increase your optical capture rate to ensure every patient receives a complete experience from you and your team
What is Optical Capture Rate and Why is it Important?
The optical capture rate is the percentage of patients who received their eyewear prescription during their visit and filled it. High optical capture rates are important because they increase your revenue and provide a complete customer experience to your patients.
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.
How Do You Calculate Optical Capture Rates?
To calculate the optical capture rate at your practice for those patients you give a prescription to, use the following formula:
- Determine the number of patients who “filled” their eyewear prescriptions at your practice.
- Divide the number of patients who filled their prescriptions at your practice by the total number of patients “given” a prescription by your practice.
Optical Capture Rate Examples:
- 50 patients filled prescriptions / 75 prescriptions given = 66% capture rate
- 48 pairs of eyeglasses sold / 70 refractions completed = 68% capture rate
Competing with Online Optical Retailers
Today, you compete with online optical retailers for a market share that The Vision Council estimates was $65.6B in 2023. While online retailers attract consumers with price, convenience, and selection, they remain disadvantaged: They don’t have a captive audience at the beginning of the buying cycle; you do.
Every patient who enters your door is an opportunity for long-term, recurring revenue. How do you ensure they continue to choose you and not the discount retailer online or across town?
We’ve created a “Competing with Online Optical Retailers” E-Book to give you ten ways to compete and grow your eye care business.
Practice Case Study: How ReVision Eye Care Increased Its Optical Capture Rate
We asked ReVision Eye Care, a MaximEyes.com customer, to share how they manage optical capture rates and how consistent processes and team education lead to revenue growth.
1. How does your practice manage the doctor-to-optical handoff?
The exam schedule in our practice needs to remain full for practice success and business growth. A consistent doctor-to-optical hand-off after the doctor completes the patient exam drives success and boosts capture rates.
Dr. Peter Falk recommends and prescribes the eyewear needs while the patient is still in the exam chair. He then invites the patient to the optical department, introducing the eyewear layout. Dr. Falk also recommends optical-specific solutions for the patient Rx to the optician or optical assistant.
In addition, we have a prepared response for patients who “walk the Rx.” We also create value-added packages specific to patients’ financial needs, looking for cost-effective outcomes.
2. What processes do you follow when recommending optical products?
Patients rely on Dr. Falk to treat all their eye care needs, which is not always medical and can simply be purchasing contact lenses or eyeglasses. Eye care providers need the confidence and knowledge of industry options before recommending products for the patient. The optical capture rate will continue to increase if practices follow this model.
Contact lens wearers receive pricing and manufacturer rebate information before final checkout with reception staff. Our optical assistants build a yearly package for them, and we include any applicable insurance benefits.
In addition, our contact lens distributor allows for direct shipment of a one-year supply of contacts to the patient’s house free of charge. We also offer a competitive multiple purchase promotion of 50% off for additional complete pairs of eyeglasses.
3. Why is educating your entire office so important to boosting your optical capture rate?
During our weekly leadership meetings, being proactive and educating the entire team about our products and services drives our success.
A “total team” (doctor, office manager, technician, optician, front desk) approach will show the practice’s confidence and provide better outcomes and profits. Consumers look for the best and most cost-effective solutions and want eye care professionals to lead the way.
We keep our staff up-to-date at weekly leadership meetings to learn and communicate the roll-outs in the optical industry. For instance, we encourage all staff to educate themselves and continually update internal resources so we are all on the same page.
Improving Your Patient Flow Enhances the Patient Experience
When your patient flow improves, you will see an increase in your optical capture rate. However, it’s important to remember that a patient’s experience starts when they open the doors of your practice. The details, such as a friendly greeting, smooth check-in, brief wait times, and helpful staff, will determine if your patients want to do business with you.
After a wonderful experience at your practice, your patients will likely want to know more about the eyewear available to them. The more eyewear sales you complete after every encounter, the more you will boost your optical capture rate.
Related: How to Improve Patient Flow from Check-in to Check-out
A Positive Customer Experience is Key to Increasing Your Optical Capture Rate
It’s never too late to start calculating your optical capture rate and implementing the pro tips shared in this blog. To start seeing your rates increase, always approach the optical capture rate as a customer experience. We know it’s possible with the right plan, team, and practice management tools.