Optical isn’t dead – but the way you are running it is with Dr. Jennifer Stewart

What if the biggest reason patients aren’t buying glasses from your practice… is the experience you’ve unintentionally created around optical? In this episode of 20/20 Money, I’m joined once again by Dr. Jennifer Stewart for a candid and energetic conversation around the subtle — and sometimes overlooked — ways practice owners can dramatically improve optical sales without feeling “salesy.”

Jen shares how she’s intentionally built an optical-forward patient experience that turns eyewear into something patients genuinely get excited about, why most practices unknowingly make optical feel transactional and overwhelming, and how small shifts in attention, storytelling, and intentionality can completely change patient behavior. We also explore the mindset many owners have around optical being a “dead” profit center, why that belief becomes self-fulfilling, and practical ways to start taking ownership back without blowing up your entire practice model.

We also discuss:

1. Why patients asking “what glasses are those?” is a bigger opportunity than most doctors realize
2. How Jen strategically uses her own eyewear to influence frame and lens sales
3. The hidden danger of treating optical like a commodity business
4. Why practices often lose optical sales long before price ever becomes the issue
5. How to think about your optical as a separate business within your practice
6. The importance of creating a shopping experience instead of a transactional one
7. Why independent frame lines and storytelling matter more than recognizable brands
8. Practical first steps for owners who feel overwhelmed or frustrated with optical

As always, we end the conversation with several practical NBSs (Next Best Steps) you can implement immediately in your practice.

Have a podcast-related question? Contact our team here!

Resources:

Book a Triage call with Adam

Download the Practice Owner’s Financial Toolkit

20/20 Money Ultimate Financial Success Masterclass

OD Mastermind Interest Form

Check out Adam’s new book: How to Buy an Optometry Practice

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For past episodes of 20/20 Money with full companion show notes, please check out our episode archive here!

Check out Adam’s other podcast!

The Optometry Success Podcast 

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