Best Contact Lens Strategies of 2025

RETHINK PRICING: USE DATA AND TIMING TO STAY COMPETITIVE 

In 2025, the contact lens market continues to challenge private practices as online retailers and low-cost competitors expand their reach. According to Ryan Corte, OD, in North Carolina, maintaining profitability requires continual evaluation of pricing windows, competitor benchmarking, and rebate optimization. 

Pro Tip: Before every fiscal quarter, run a pricing audit comparing your chair time, wholesale costs, and online retail competition. Refresh staff talking points to emphasize the after-rebate value and convenience of their contact lens choice.

TO TIER OR NOT TO TIER? 

Many practitioners choose to implement tiered pricing models for contact lenses based on fit complexity and required chair time. Aaron Neufeld, OD, in California, uses a service-based pricing structure rather than product markups. The practice maintains a global lens evaluation fee for soft contact lenses that includes topography and tear film analysis to emphasize professional expertise. 

Pro Tip: Regardless of pricing strategy, most practices offer the biggest savings on annual-supply purchases to keep patients adherent to an annual examination schedule. 

MARKET WITH PRECISION: MEET PATIENTS WHERE THEY ARE

Glenda Aleman-Moheeputh, OD, of Miami, finds that localized, culturally attuned marketing outperforms generic digital ads. 

She also emphasizes the power of strategic partnerships with manufacturers and optical retailers to boost visibility and reinforce trust. Programs that include co-branded mailers, training modules, and rebate-driven promotions make it easy for patients to act immediately. 

Pro Tip: Leverage manufacturer co-op marketing programs. Even small clinics benefit from shared campaigns that combine patient education, product awareness, and local outreach.

OPTIMIZE PATIENT CONVERSATIONS: SELL THE EXPERIENCE, NOT JUST THE LENS 

Our contributors agree: many patients simply don’t know that advanced-technology contact lenses exist, and many still think they aren’t candidates for contacts. 

For these reasons, patient education is key—it’s important to raise the topic during every patient visit. Shelby Brogdon, OD, in Arkansas, described her surprise at how effectively this simple strategy can add to the bottom line. 

Pamela A. Lowe, OD, FAAO, Dipl. ABO, of Chicago, emphasizes that many presbyopes, especially those who haven’t needed a distance prescription, are unaware about the existence of multifocal contact lenses that could suit their needs. 

Claudio Lagunas, OD, in Texas, begins having conversations with patients about presbyopia before symptoms begin, around age 35, to set their expectations for future vision care needs. 

• Sanjay Patel, OD, FAAO, in North Carolina, says that many patients with astigmatism believe they aren’t candidates for contact lenses. With the wide fit parameters of advanced-technology toric contact lenses, optometrists can meet this need within their patient base. 

• Likewise, Mark E. Schaeffer, OD, FAAO, of Alabama, reframes 7-day replacement lenses as a technological upgrade with comfort and performance benefits. 

• Jennifer Wademan, OD, in California, focuses on the protective, moisture-retentive benefits and blue-light-blocking properties of advanced-technology lenses with her patients whose daily school or work demands include extended screen time. 

Pro Tip: Educate patients at every visit and lead with the comfort and clarity benefits, followed by the wear schedules as part of the value story. Often, the lenses sell themselves—letting patients take home a pair of trial lenses can seal the deal.

DON’T FORGET TO ASK KIDS AND OLDER PATIENTS ABOUT CONTACT LENSES 

Amanda Nanasy, OD, in Florida, says that contact lenses can be “life changing” for kids and teens, not only boosting their confidence and school performance, but enabling them to participate in sports. 

Mila Ioussifova, OD, CNS, FAAO, FOWNS, in Oregon, notes that, on the other end of the age scale, people of retirement age lead active lifestyles and appreciate the convenience of contact lenses for traveling, enjoying hobbies, and attending social events. 

Pro Tip: With these two demographics, talking about the lifestyle benefits (convenience, flexibility, not needing prescription sunglasses, etc.) of contact lenses is the best approach. With kids, talk to their parents about ocular safety during sports and the hygiene aspects of daily disposable lenses.

STAFF MEMBERS ARE A CRITICAL PIECE OF THE CONTACT LENS PRACTICE—TRAIN AND DELEGATE WITH CONFIDENCE 

In every clinic, patients interact with several staff members before they reach the doctor. Christopher Lopez, OD, in Wisconsin, suggests taking advantage of these touchpoints by training staff to inquire about patients’ interest in contact lenses as part of their work-up. And, he found that fitting staff members with advanced-technology contact lenses allows them to share their own experiences with patients for a more personalized recommendation. 

Regardless of a practice’s size, automation and structured staff training are critical efficiency levers. In New York City, Jennifer Tsai, OD, has developed a two-tiered contact lens evaluation system that simplifies both pricing and workflow. Her team handles pretesting, lens fitting checks, and follow-ups autonomously. 

Every visit ends with a “warm handoff” to a sales advisor, ensuring the patient leaves with lenses or a link for home delivery. 

Pro Tip: Maintain a digital library of recorded trainings and workflow “protocol sheets.” This speeds the onboarding of new staff and preserves consistency in patient interactions within the practice. 

STRENGTHEN PATIENT LOYALTY: SIMPLIFY ORDERING AND SCHEDULING

Convenience drives conversion. Across multiple case studies, optometrists found that closing the sale before the patient leaves significantly boosts annual supply orders. 

Additionally, proactive scheduling— reserving next year’s exams before patients leave and automating text/ email reminders—keeps recall rates high. 

Pro Tip: Automate patient touchpoints. Tools like digital intake forms, SMS refill prompts, and online invoicing help streamline front-desk work and signal the practice’s commitment to technological advancements. 

LEVERAGE NEW MODALITIES AND SEASONAL OPPORTUNITIES 

Product diversification fuels growth. Dr. Schaeffer spotlighted the rise of weekly replacement lenses as a mid-tier option bridging affordability and compliance. These lenses appeal to: 

• cost-conscious patients upgrading from monthlies. 
• parents seeking safe, hygienic options for teens and young adults with an easy “new week, new lens” replacement schedule.
• first responders needing flexibility for extended wear. 

Meanwhile, Dr. Ioussifova underscores that a diagnosis of dry eye disease doesn’t disqualify contact lens wear. Proactive ocular surface optimization and newer tear-stabilizing materials allow continued lens use, even in challenging cases. 

Pro Tip: Don’t let dryness or cost negate contact lens discussions—today’s materials and modalities meet many patient needs. 

BUILD RESILIENCE THROUGH DATA AND CULTURE

In 2025, the best-performing optometric practices are those blending clinical excellence with business acumen. By adopting data-driven pricing, streamlining operations, leveraging new lens modalities, and nurturing staff’s interactions with patients, optometrists can transform every patient encounter into both a care opportunity and a growth driver. Online lens retailers can’t compete with a personalized care experience that patients value and remember.