The Handoff That Could Be Worth $50,000 a Year

Your optical capture rate might be the most underutilized profit lever in your entire practice. Yet most optometry practice owners couldn't tell you their current capture rate if asked, and even fewer realize how much revenue they're leaving on the table every single week.

Here's a scenario that plays out in practices across the country every day: A patient completes their exam, receives a new prescription, and leaves your office with nothing but a piece of paper. They'll order glasses online, visit a big-box retailer, or simply never get around to updating their eyewear at all. Meanwhile, your optical dispensary sits ready to serve them with quality products, expert fitting, and personalized service they won't find anywhere else.

The question is: why are they leaving without buying from you?

Understanding Optical Capture Rate

Optical capture rate is the percentage of eligible patients who purchase eyewear from your practice. If you see 100 patients in a week and 55 of them buy glasses or contacts from you, your capture rate is 55%.

Industry benchmarks suggest healthy practices maintain capture rates between 60-75%, with top-performing practices reaching 80% or higher. Yet many practices operate in the 45-55% range without realizing how much opportunity they're missing.

The math is striking. If you're seeing 100 patients per week at a 55% capture rate, that means 45 patients are walking out without purchasing. Even if you could convert just a fraction of those lost opportunities, the financial impact would be substantial.

The Cost of a Weak Handoff

Most capture rate problems aren't about product selection, pricing, or even competition from online retailers. They stem from one critical moment: the transition from exam room to optical dispensary.

This is where many well-intentioned doctors inadvertently sabotage their own optical sales. After completing a thorough exam and providing excellent clinical care, they hand the patient their prescription and say something like:

• "You can pick out frames up front if you'd like."

• "See the front desk about glasses."

• "Your prescription is ready whenever you want to order."

These phrases might seem harmless, even polite. But they communicate something you don't intend: that purchasing from your practice is optional, uncertain, or an afterthought.

When you make the optical purchase sound like an extra step rather than the natural next part of their care, many patients will default to doing nothing—or doing it somewhere else.

The Power of a Confident Handoff

The solution is remarkably simple, requires no additional investment, and can be implemented immediately. It's about changing how you transition patients from clinical care to optical services.

Instead of a passive suggestion, make it a confident recommendation with a warm, personal handoff:

"I've updated your prescription, and I want to make sure you're seeing as clearly as possible. Let's have [staff name] help you find the right lenses for your lifestyle."

This single sentence accomplishes several important things:

It positions the purchase as part of their care: You're not selling glasses; you're ensuring they receive the full benefit of their exam.

It creates accountability: "I want to make sure" communicates that their visual health matters to you beyond the exam room.

It personalizes the experience: Using your optician's name by name creates a warm handoff rather than directing them to a generic "front desk."

It assumes the sale: The language doesn't ask if they want glasses; it focuses on finding the right glasses.

Then, walk them to optical. Physically escorting the patient—even just a few steps—and introducing them to your optician reinforces that this is the expected next step, not an optional one.

The Financial Impact

A 3-5 point improvement in capture rate might sound modest, but the revenue impact is anything but.

Let's run the numbers: If you see 100 patients per week (roughly 5,000 per year) and your current capture rate is 55%, you're capturing 2,750 optical sales annually.

Increase your capture rate by just 5 points to 60%, and you're now capturing 3,000 sales—an additional 250 transactions per year.

At an average optical sale of $400 (a conservative estimate for quality lenses and frames), that's $100,000 in additional annual revenue. Even at a 3-point improvement, you're looking at $60,000 in found revenue.

And here's the best part: you didn't see a single additional patient to generate it. You simply captured more of the opportunity that was already walking through your door.

Beyond the Script: Making It Stick

While the handoff language is crucial, sustainable improvement requires a few supporting practices:

Train your entire team: Everyone should understand why the handoff matters and how to execute it consistently. Your opticians need to be ready to receive patients with enthusiasm and expertise.

Track your numbers: You can't improve what you don't measure. Start monitoring your weekly and monthly capture rates so you can see the impact of your changes.

Address objections proactively: Some patients will say they want to "think about it" or "look around." Have respectful, patient-centered responses ready: "I completely understand. Just so you know, we'll hold your prescription for you, and [staff name] can answer any questions about lens options or insurance benefits whenever you're ready."

Create a seamless experience: Make sure your optical area is inviting, your frame selection is current, and your staff is trained to provide excellent service. The handoff gets them to optical; the experience keeps them there.

Stop Leaving Money on the Table

Your optical dispensary represents one of the highest-margin areas of your practice. Every patient who leaves without purchasing is revenue you've already invested in (through marketing, overhead, and clinical time) but failed to capture.

The good news is that improving your capture rate doesn't require expensive new equipment, aggressive sales tactics, or dramatic changes to your practice workflow. It requires confidence, consistency, and a single sentence delivered with genuine care for your patients' visual outcomes.

This week, commit to the confident handoff. Walk your patients to optical. Introduce them by name to your optician. Make it clear that completing their care means ensuring they have the right eyewear.

Then watch what happens to your capture rate—and your bottom line.