Power Hour Optometry – Episode Summary

Episode Title: Performance Drivers of Top Practices and KPIs
Guests: Jason Lake (General Manager, PERC and Occuport) & Eugene Shatsman (Host)
Date: November 7, 2025
Podcast: Power Hour Optometry by The Power Practice

Episode Overview

This episode dives into the critical drivers behind high-performing optometric practices, exploring which KPIs private practices should track, the essential systems for patient recall and reactivation, and the shifting economic realities affecting optometry. Jason Lake draws on his experience managing one of the industry’s largest private practice datasets to highlight actionable strategies for growth and retention, while Eugene Shatsman adds analysis on marketing, consumer trends, and practical implementation.

Key Discussion Points & Insights

1. State of the Industry and Patient Volume

• Industry Trends:
  • Industry-wide, total exam units (patient visits) dropped by ~4.5% in the first half of 2025.
  • Despite this, high-performing private practices are bucking the trend, growing in mid-to-high single digits (4:14, 6:15).
  • Revenue per patient dipped in 2023 post-pandemic but has steadily increased by 5–8% annually in 2024–2025 (27:23).
  • Consumer sentiment is at historic lows, impacting patient spending behavior (33:37).

"Demand can be nebulous. But even if demand is nebulous, that's when good practices shine."
— Jason Lake (4:14)

2. Recall & Reactivation: The Twin Engines

• Recall Systems:
  • Disciplined, structured recall is central to maintaining patient volumes (0:00, 6:40, 18:19).
  • Pre-appointing is key: sending a self-addressed reminder card is more psychologically engaging than a generic reminder (12:47–13:32).
    • 50% of patients keep pre-appointed times; two-week and one-week follow-up boosts recall to 75–80% (8:11).
  • Discipline is critical: missing a recall cycle leads directly to volume and revenue drops (15:11).

"Pre-appointing is not just mailing a postcard and forgetting it. ... Every patient is a precious resource. Track them down."
— Jason Lake (18:19)

• Reactivation Campaigns:
  • Actively target lapsed patients with content-rich communications and calls-to-action, even up to five years post-last visit (19:33).
  • Strategic reactivation superior to basic, generic "you missed your exam" notices (19:33).
  • Assign a team member to own the recall/reactivation process front to back (20:59).

"If you could pick one thing… that will sum it why, in more turbulent demand times, some practices do better than others, it's recall and reactivation."
— Jason Lake (22:31)

• Marketing Budget:
  • Up to 50% should be spent on recall and reactivation, not just new patient acquisition (0:00, 22:31–25:33).

3. Pre-appointing Debate: Digital vs. Analog

• Psychology of Pre-appointing:

  • The act of patient-written commitment (self-addressed card, calendar entry) increases accountability (15:28, 16:45).
  • Suggests waiting to confirm future visits until doctor schedules are finalized (9:57–10:43).

• Digital Tools:

  • Digital recalls can be effective but require active monitoring – default settings may not optimize for engagement (15:11–15:28).

4. Revenue, Consumer Trends & the New Optometric Patient

• Consumer Pressure:

  • Many patients now resist paying out-of-pocket over $100 for eye care, enforcing stricter thresholds (30:10–30:18).
  • There is a rise in transactional "eye exam" searches vs. "eye doctor" loyalty queries (36:12–38:15).

• Seasonality & Sentiment:

  • Patient demand is volatile, falling sharply in Q2 but bouncing in late summer/early fall (34:22–36:12).
  • Practices must focus on converting the "transactional" patient into a loyal one through enhanced value and communication (38:14–40:01).

5. Operational Efficiencies & Staff Training

• Lens Capture Rates:

  • Stagnation/declines in lens capture rates, with high price-sensitivity among bottom 10% of optical buyers (40:01–41:11).
  • Solution: maintain robust "save the sale" packages and ensure proper staffing (40:01–41:38).

• Staffing Metrics:

  • Optimal: 4.5 staff hours per refraction is ideal—falling below this reduces capture rates (41:38).

• Handoff Training:

  • Direct in-exam-room handoff from doctor to optician increases optical capture by 5–10 points (41:38–42:44).
  • Behavioral variation among doctors & staff impacts sales; top performers should coach the rest (44:27–46:02).

"You don’t just manage the metric, you have to manage the behavior that drives the metric."
— Jamie Rosen (quoted by Eugene Shatsman, 46:02)

6. Contact Lenses: The 'Next Kodak Moment'?

• Buying Behavior Shifts:

  • The percent of patients buying any contact lenses post-exam dropped 5% YTD, now closer to 70% (compared to 80% historically) (49:05–50:16).
  • Modality shift: Consumers stretching dailies longer or switching back to monthlies, driven by cost concerns (50:14–51:03).
  • Online: "Contacts online" search up 20% YoY; patients price-check in the exam chair (52:18–54:46).

• Practices Must Respond:

  • Assess and adjust in-office pricing (must be competitive—no more $20/box over online) (53:55).
  • Train staff on how to retain contact lens sales at the point of care (54:46–56:03).
  • Don't ignore margin: some margin is better than none (56:17).

7. Future Focus: Wearables & Medtech

• Jason’s “Kodak Moment” Warning:
  • Practices must diversify into wearable medtech, myopia control, and hearing aids to stay ahead (57:46–58:46).
  • Next episode will tackle best practices for retailing new technologies ("the boat’s not even in the harbor anymore”).

"I think we're going to have a Kodak moment, Eugene. I think when Kodak missed digital photography, you have got to be looking at wearable technology..."
— Jason Lake (57:21)

Notable Quotes & Memorable Moments

• On Retention vs. Acquisition
  "You keep the ones you got. The new ones will show up."
  — Dr. Jerry Ledgerton, via Jason Lake (18:19)

• On Psychology of Commitment
  "When Eugene has to make effort... I feel super bad when I miss an appointment on my Outlook calendar... If you make the patient take a step, that's the genius of the system."
  — Eugene Shatsman (15:28, 16:45)

• On Capture Rates
  "You need to have a save the sale package... We are not doing a good job as an industry. As an independent, we lose the bottom 10% to the retailers."
  — Jason Lake (41:11)

• On Pricing
  "You can’t be priced $20 a box over the online competitors. Your patients – they'll check it right there in your exam chair."
  — Jason Lake (54:46)

Timestamps for Important Segments

| Timestamp | Topic / Quote | |---------------|------------------| | 00:00 | Core theme – 50% of marketing should be recall/reactivation | | 06:15 | Patient volume: industry vs. top private practices | | 08:11 | Recall cycles and pre-appointing metrics | | 15:28 | Psychology and process of pre-appointing | | 18:19 | True definitions: recall vs. reactivation | | 22:31 | 50% marketing budget for retention; key structural advice | | 27:23 | Revenue per patient: historical trend insight | | 33:37 | Consumer sentiment index: macroeconomics and eye care | | 36:12 | Google search shift: "eye doctor" vs. "eye exam" | | 41:11 | Lens capture rates and staff operations | | 49:05 | Contact lens purchase rate drop, change in patient modality | | 54:46 | Importance of in-office price checking; training | | 57:21 | Wearables and medtech as the next strategic opportunity |

Actionable Takeaways for Listeners

• Prioritize disciplined recall and strategic reactivation; assign ownership.
• Dedicate significant marketing spend to retention/recall activities.
• Monitor and optimize staff-to-patient ratios and handoff processes.
• Regularly audit optical and contact lens pricing against online competition.
• Train staff for value-based sales conversations, especially on price-sensitive patients.
• Stay ahead by exploring wearable technology and new vision solutions.

Tone & Language

Conversational, data-driven, and pragmatic—Jason and Eugene balance actionable advice with industry macro-perspective, ensuring listeners can both relate to and implement their insights directly.

End of summary.