Optical knowledge alone will not elevate the optician’s economic value. There is a deeply held belief that the path forward for opticianry is more optics education. More technical mastery. More clinical credibility. More standards. More credentialing. While it's undeniable that the industry suffers from the lack of these things, the assumption is that if opticians become more technically adept, more like medical professionals, the profession will gain more respect and higher pay. But there’s a hard truth: The market does not reward professions based on how they see themselves. It rewards them based on what customers perceive as valuable. So while deeper optics knowledge is valuable and necessary, it doesn’t change the economics of the profession on its own. There’s another factor at play. For decades, many opticians avoided sales and marketing because they felt unprofessional in a medical environment. After all, opticians don't sell, they dispense what is prescribed. Here’s the irony: Eyewear is more than a pill. But that value has to be communicated before it can be paid for. If you don’t tell the story of the value you create, the market assumes there isn’t any. That problem is amplified when online retailers, chain stores, and vision care plans hammer home the idea that opticianry has little value. If that narrative goes unchallenged, the optician is reduced to a sales associate, eyewear becomes a commodity, and price becomes the only thing left to compare. Take a look at professions that have dramatically increased their economic value. Dentistry didn’t do it by talking only about plaque and molars. They learned to talk about smiles, confidence, and transformation. They learned about positioning. They transformed the experience. Technical mastery remained essential, yes. But it became the foundation, not the differentiator. Opticians unknowingly sit on a pot of gold. Few things influence identity, confidence, and personal expression more directly than a pair of glasses. But too often eyewear is presented as a medical device instead of : craft style identity transformation Opticians who aspire to be more, who want to elevate the profession, may need to think less like a technician trying to prove medical legitimacy and more like a specialist at the intersection of optics, identity, experience, and craftsmanship. Optical knowledge is essential. But optical knowledge alone will not change the market. In fact, this is the very reason industry knowledge appears to be on the decline. The incentives just aren't there for opticians to acquire more. Replace the words "sales and marketing" with "storytelling, transformation, and experience design." Suddenly, these are not skills beneath the optician. They are skills worth aspiring to. They give opticians a way to elevate the profession and redefine the value created. Without them, the market will continue to treat eyewear as a commodity and the optician as "dispensable."
As an optical engineer and wearer of prescription glasses this topic is one I have though about alot. I buy my glasses from a small shop in my town which many people consider to be too expensive. But the optician who is the owner and sole employee trained in Germany early in his career and makes amazing glasses. I know a number of people who have purchased their glasses either at Walmart or on-line at a great price, but were never happy with the results.
I really appreciate this piece you wrote. I’m not exactly the target audience you are writing to but I have some similar obstacles private practices have. I work at Sam’s Club optical and I’m on the higher end of pricing in the discount world. I have to compete against all the other discount companies being on the higher end of pricing and yet if given a chance I win way more than I lose to shop with me. I empower the patient with basic optical knowledge so they can be more informed to self advocate for themselves. I also have fun with them on the journey of selecting that right frame that will make others in their friend group jealous. I prep them of right expectation on how the lenses will work for their everyday life, and through that I’m able to show value in multiple pairs of glasses. I had a family that would have gotten and has gotten all of their optical needs at there private doctor’s office but the office showed no interest in helping them. I rolled out the red carpet and made it fun while being professional. I love the word “elevated” because it applies to so many different ways. I don’t have the newest products or the fanciest glasses but I do provide an elevated experience that is lacking in many private practices.
This is perfect. Online ordering will never be able to give you the customer service, precise fittings and personal experience that a licensed, knowledgeable optician can give you.
I've spent 45 years perfecting my craft in all things optical, being said, the majority in lab operations and will never nor would ever devaluate my worth of expertise I have provided the many patients I have helped and the many practices I have helped grow and provided support for...I wear it as a badge to be a true OPTICAL PROFESSIONAL!...
Thank you, Keith, but very few opticians have any mastery of optics at all. Your hypothesis is spot on; they need credentials and a real education to regain significant lost respect. I gave up years ago and wish you the very best in this approach. It is desperately needed! You guys do tremendous work with education, and I appreciate it.
Unfortunately, stories can be better told (digitally) by books, ads and videos - all professionally done with psychologically perfected discourse. Optics, adjustment, realignment for best visual positioning - are the long-term strong skills. Chances are AI will make Optometry obsolete - before the manual manipulation skills of fitting eyewear & contact trainings are no longer needed. https://youtube.com/shorts/6EPez4IHogQ?si=mCUeMlZb5qOPJb_k
The dentistry example is perfect. They didn’t win by explaining root canals better. They won by selling confidence. Every hands-on healthcare profession sitting on the same opportunity needs to read this twice.
Your saying almost exactly what Ralph Drew used to preach back in the day. He would say you need to have a conversation with the patient (customer) before you can even broach the subject of lenses and frames.
Great article
Dr Suess, "the zax" story keeps rolling through my mind, the prairie of prax being the eyecare industry. Instead of examining the justification of the question being asked, "what's free?" The industry looks within for answers being solved outside the industry. While the arguments push forward and we pat each other on the back, no one has an answer as to why the perceived value is "what's free?" I don't have all the answers, but suggested story telling is perfect segway and one I applaud. I can tell when a parties over because the rooms are often empty. Some of the issues described here are pure stubborn thinking and lack of acceptance of change, thank you for this post, Keith. The consumer is and has been driving change in how they purchase eyewear for a reason that is not price related. The industries answer to this is point and say this how we always did it and here's why. Why not meet them where they are? Improve what we offer and how we do it to accommodate vs. re-explaining why we are so great to crickets. Implement change vs Zax, who is currently winning?