How to Set Your Prices as a New Optometry Practice

Setting prices for a new optometry practice is a balancing act: you need to attract patients while covering costs and earning a profit. The key is to base your fees on local market data, your overhead, and the value of your services. This guide gives you realistic 2026 figures and actionable steps to set prices that work from day one.

Know Your Costs First

Before you set any price, calculate your break-even point. Add up monthly fixed costs: rent, staff salaries, equipment leases, utilities, insurance, and software. For a typical new practice, this ranges from $25,000 to $50,000 per month, depending on location and size. Divide that by the number of patient visits you expect (e.g., 200 per month) to get your minimum revenue per visit. If your fixed costs are $30,000 and you see 200 patients, you need $150 per patient just to break even. That number guides your pricing floor.

Benchmark Local Market Rates

Research what other optometry practices in your area charge. Call or check websites for 5 to 10 competitors. Look at their posted fees for:

• Comprehensive eye exam (with or without dilation)
• Contact lens fitting and follow-up
• Optical products (frames, lenses, coatings)

In 2026, typical cash prices for a comprehensive exam range from $80 to $150, with an average around $110. Contact lens fittings add $50 to $120, depending on complexity. If you’re in a high-cost city, expect the higher end; rural areas may be lower. Use this data to position yourself: slightly below average to attract new patients, or at average if you offer superior service or technology.

Set a Pricing Structure

Create a simple, transparent price list. Most practices use a fee-for-service model. Here’s a sample structure:

Service	Price Range
Comprehensive eye exam (no dilation)	$80-$120
Comprehensive eye exam (with dilation)	$100-$150
Contact lens fitting (standard)	$60-$100
Contact lens fitting (toric or multifocal)	$100-$150
Retinal imaging (OCT)	$30-$50
Visual field test	$40-$60

These are cash prices. If you accept insurance, you’ll need to contract with carriers, which sets your reimbursement rates. Many new practices start by accepting a few major insurances (e.g., VSP, EyeMed) and charge cash for non-covered services.

Price Optical Products with a Keystone Markup

For frames and lenses, the standard markup is 100% to 150% over wholesale cost. For example, if a frame costs you $80, sell it for $160 to $200. This covers your overhead and allows room for discounts. In 2026, the average patient spends $200 to $400 on a complete pair of glasses (frame plus lenses). Consider offering package deals, like a complete pair starting at $150, to attract budget-conscious patients.

Offer Tiered Pricing for Premium Services

Create a premium tier for patients who want advanced technology or convenience. For example:

• Standard exam: $90, includes basic testing
• Premium exam: $140, includes OCT retinal imaging and a detailed report
• Contact lens package: $200, includes fitting, trial lenses, and a year of follow-up visits

Tiered pricing lets you capture value from patients who want more, without alienating price-sensitive ones. You can also offer membership plans (e.g., $30/month for unlimited exams and discounts) to build recurring revenue.

Adjust for Insurance and Discounts

If you accept insurance, your fees must align with contracted rates. For example, VSP may reimburse $70 for an exam, while your cash price is $110. You can charge the difference for services not covered (like retinal imaging). Also, decide on discounts: many new practices offer 10% to 20% off for uninsured patients or first-time visitors. Use discounts sparingly to avoid devaluing your services.

Test and Review Quarterly

Don’t set prices and forget them. Track your patient volume, revenue per visit, and profit margins monthly. If you’re consistently booked out, consider raising prices by 5% to 10%. If you’re struggling to get patients, run a limited-time promotion (e.g., $50 off glasses) to drive traffic. Review your prices every quarter, and adjust based on cost increases or market changes.

FAQ

Should I charge less than competitors to attract patients?

It’s okay to start 5% to 10% below average, but don’t undercut too much. You need to cover costs, and patients may perceive low prices as low quality. Focus on value, not just price.

How do I handle patients who ask for discounts?

Have a clear policy. Offer a 10% discount for cash payments or uninsured patients, but don’t negotiate on every service. Train your staff to explain the value of your services.

What if I don’t know my exact costs yet?

Use industry benchmarks. For a new practice, aim for a gross profit margin of 60% to 70% on optical products and 70% to 80% on exams. Adjust as you track actual costs.

Can I change prices after opening?

Yes, but do it gradually. Give existing patients 30 days’ notice, and keep your price list updated on your website. Raising prices by 5% to 10% annually is normal.

Related guides

• 7 Mistakes New Optometry Practices Make in Their First Year
• 7 Questions to Ask Before Buying a New Optometry Practice
• 7 Things to Know Before You Start a New Optometry Practice

The bottom line

Setting prices for a new optometry practice requires a mix of cost analysis, market research, and strategic positioning. Start by knowing your break-even point, benchmark local rates, and create a transparent price list with room for premium tiers. Use keystone markup on optical products, and review your prices quarterly. With these steps, you’ll set fees that attract patients and keep your practice profitable in 2026.