Power Hour Optometry | $1,200 Revenue Per Patient in a Single-OD Practice & Neurolens’ Rebrand to Newton

Host: Eugene Schottzman (The Power Practice)
Guest: Dr. Evie Lawson, OD
Air Date: September 18, 2025

Episode Overview

In this episode, Eugene Schottzman sits down with Dr. Evie Lawson, a Seattle-based optometrist who has built a technology-forward, high-revenue, single-OD practice. They discuss Dr. Lawson’s journey to achieving an average of $1,200 revenue per patient, her bold move of dropping VSP insurance during the COVID-19 pandemic, and how leveraging innovative technologies and services have differentiated her practice.

Additionally, the episode covers breaking news about Neurolens’ rebrand to Newton, the launch of Newton’s new “Sequel” lens product, and what these changes mean for independent practices and the future of optometry.

Key Discussion Points & Insights

1. Dr. Lawson’s Practice Model and the VSP Decision

• Solo Practice in Downtown Seattle: High-rent, boutique clinics usually struggle with volume, but Dr. Lawson flipped that script by focusing on value per patient instead of volume.

• Dropping VSP (Vision Service Plan): During COVID-19, Dr. Lawson lost ~60% of her patient volume and realized VSP reimbursements were untenable. She decided to go out of network—an initially risky move that paid off.

  “I said, well, if I'm going to go down, I'm going to go down in flames… I dropped VSP… I immediately tripled my profitability… Pre dropping VSP, I was at $540 per patient. I went up to $1,200 per patient on average.”
  – Dr. Evie Lawson, 05:56

• Patient Response: Dr. Lawson implemented a “Pumpkin Plan” approach—focusing on high-value patients willing to pay out-of-pocket for premium care and letting go of those who weren’t.

  “I lost the patients I wanted to lose… I lost the patients that take all the time, that are not willing to pay cash for their health, that… didn’t want to do anything above and beyond.”
  – Dr. Lawson, 08:03

2. High-Value, Tech-Driven Patient Experience

• Distinctive Mix of Services:

  • Aesthetics (run by certified esthetician)
  • Dry eye treatments (including IPL & RF, myibography for all)
  • Independent, high-end optical frames
  • Neurolens (now Newton) for binocular vision
  • Premium, innovative lenses

• Patient Volume & Revenue:

  • Sees ~10 patients per day.
  • Average revenue per patient: $1,200 (optical only), $1,600 including aesthetics.

• Tech-Infused Exams:

  • Every patient gets advanced imaging and diagnostics: Optos, Neurolens screening, myibography, OCT, topography.

  • Oversized TVs display results, fostering transparency and education.

    “I have large screen TVs… I pull up their OCT, their Neurolens evaluation, their optos evaluation… every year have been able to add more fun cool things.”
    – Dr. Lawson, 10:41

• Time with Patients:

  • 30 minutes with technician/scribe, 15+ minutes with Dr. Lawson.
  • Emphasis on education and personalized recommendations.

3. Transparency About Insurance and Payments

• Clear Communication:

  • Out-of-network, but bills patients’ insurance as a courtesy (using Anagram). All services and their limitations are explained upfront.

    “We’re very clear that you will pay everything up front. We will submit for you so you don’t have to do any of the work.”
    – Dr. Lawson, 10:06

• Flexible Payment Plans:

  • In-house credit arrangements available, but most pay upfront or use credit cards.

4. Superior Treatment Acceptance & Capture Rates

• Optical & Premium Lens Sales:

  • Over 100% capture rate (including multipair sales and tourist traffic).

• Neurolens/Newton Adoption:

  • ~90% of patients are candidates, but about 50% acceptance rate for the traditional Neurolens (now Newton) product.

    “If they sit in front of a computer screen… they could benefit from something like Neurolens or the new Sequel lens… nine out of ten patients are a good candidate… acceptance rate about 50%.”
    – Dr. Lawson, 19:35

• Dry Eye Services:

  • ~90% acceptance for symptomatic patients (IPL, RF, etc.), ~50% for non-symptomatic.

• Aesthetics:

  • Offered by full-time esthetician; services marketed independently and through the main practice.

5. Empowering Patients and Staff

• Philosophy: Present all solutions, regardless of price expectations. Do not “think with the patient’s wallet.”

  “I offer it to them and they make that decision.”
  – Dr. Lawson, 26:16

  “Our role is to provide the treatment options to patients, not necessarily to be their financial advisor.”
  – Eugene Schottzman, 26:36

6. The Neurolens-to-Newton Rebrand & Sequel Lens Launch

• The Announcement:

  • Neurolens officially rebranded as Newton.

  • Launching Sequel: a new lens for “anti-fatigue,” targeting computer users who are less symptomatic but still experience visual fatigue.

    “Newton is now the company, and… bringing out new products. They are private practice heavy… Their goal is to bring out cutting edge technologies to make patients lives better and change lives.”
    – Dr. Lawson, 30:24

• Sequel vs. Neurolens:

  • Neurolens is a therapeutic product: For highly symptomatic, binocular vision issues.

  • Sequel is preventive/anti-fatigue: For device users wanting comfort and reduced eye strain but who aren’t overtly symptomatic.

    “Neurolens is a therapeutic lens. It helps symptoms… Whereas other lenses on the market… with Sequel, they’re certainly going to reduce some of that fatigue from screen use.”
    – Dr. Lawson, 16:32

    “The easiest progressive lens I’ve ever had to dispense; it is fantastic for kids… very, very easily adaptable.”
    – Dr. Lawson, 33:58

• No-Device Needed:

  • Sequel can be dispensed without the Neurolens diagnostic device, opening access for more practices and patients.

• Practice Impact:

  • Sequel offers a differentiated, cash-pay lens at an anti-fatigue price point (~comparable to Shamir Intelligence, iZen, etc.), creating profitability opportunities, especially for those still in-network with insurance plans.

    “For those doctors who are under managed care programs, this could be huge… staying in network but having a lens like this could be next to becoming a cash pay practice.”
    – Dr. Lawson, 37:53

7. Performance Hub: Newton’s New Staff Training Platform

• Revolutionary Staff Training:

  • AI-powered, VR-interactive system (“Lindsay”) for onboarding and scenario-based learning.

  • Positive reinforcement, detailed feedback on communication, and customizable for a variety of roles.

    “It is hysterical. It is so much fun… You get graded… It’s very positive… They understand how to talk about [the product].”
    – Dr. Lawson, 41:12

• Insightful Quote:

  “Imagine… if you can, as a practice owner, set a new employee in front of a computer for a day and they come out knowing a lot of what they need to know. I mean that’s… going to change our world.”
  – Dr. Lawson, 43:30

Notable Quotes & Memorable Moments

• On Changing the Patient Mix:

  “I killed all the little ones and I got my big, biggest pumpkins... They know they're going to get something very, very different.”
  – Dr. Lawson, 08:03

• On Technology:

  “It's technology that drives my practice. It's technology that I use and I can I offer it to patient [and] I don't know what's in their pocketbook. I don't need to know.”
  – Dr. Lawson, 26:16

• On Personalizing Practice:

  “Dream as big as you possibly can and then taking baby steps into that… Bring yourself to the equation. Who are you as a human being and how do you want to translate that into helping your patients and being an optometrist?”
  – Dr. Lawson, 45:57

• On the Value of Change:

  “Embracing change… you can't continue to do it the same way. So embracing it, learning it, don't be afraid of it and then run with it like make it your own.”
  – Dr. Lawson, 49:25

• On Team Leadership:

  “I have surrounded myself with a team that is also on board with changes. They understand it’s so important… We can do hard things. Life is hard. But we got this.”
  – Dr. Lawson, 51:44

• Patient Feedback on Sequel Lens:

  “I don’t feel like I need to close my eyes at the end of the day. I feel really relaxed. It’s kind of like putting on slippers.”
  – Dr. Lawson, 35:44

Timestamps for Important Segments

• [03:38] Dr. Lawson’s background and the decision to drop VSP
• [05:56] Financial impact of dropping VSP ("tripled my profitability")
• [07:52] Patient communication around being out-of-network
• [10:41] Detailing the tech-forward patient experience
• [12:46] Capture rates and patient acceptance
• [19:35] Neurolens/Sequel candidate percentage
• [24:07] Aesthetics integration and patient flow
• [30:24] Neurolens to Newton rebrand and Sequel launch
• [35:44] Patient language and benefits for Sequel lens
• [37:53] Impact of Sequel on practices dealing with managed care
• [41:12] Newton Performance Hub: next-gen staff training
• [45:57] Dr. Lawson’s advice on mistakes, authenticity, and change

Conclusion

Dr. Evie Lawson demonstrates that a high-value, low-volume, highly personalized practice model is not just possible but can be profitable and deeply rewarding. Her early adoption of Neurolens, rapid pivot during the pandemic, and constant pursuit of innovation have positioned her at the forefront of optometric practice evolution. The Neurolens-to-Newton rebrand and the introduction of the Sequel lens open further opportunities for profitability, differentiation, and patient care.

Final Thought:
“Dream as big as you possibly can… and don’t put it on yourself that you have to do it all at once.”
– Dr. Lawson, 47:50