Now that you know what your current KPIs look like, it’s time to set goals for future performance based on data from industry-leading opticals. Here’s what you should be aiming for:
- Capture rate: 70% – 80% of booked exams (minimum).
- % AR: 70% or above (minimum).
- Multiple %: 30% – 40% (unlikely to see much beyond that; a year’s supply of contact lenses also counts towards your multiple %).
- Average sale: Start with a goal of 20% increase vs. your baseline number and work up from there (varies based on practice type & region).
- Progressive sales: ~45% is a good goal (possibly higher if your practice serves a senior population). Aim for a benchmark of 80% of multifocals sold (this varies widely depending on region & demographics).
- Managed vision %: Aim for 50% or less. The lower, the better.
And for those additional metrics:
- Average cost premium progressive lens: $50 for basic PAL to $84 for high-performance, including AR.
- Average premium AR cost: $15 – $22 (high-quality dipcoat w/ two year warranty)
- Average frame markup: Aim for the majority of your frame inventory to be at least 4 – 7x markup; minimize brand names that only allow 2 – 3x list price (detailed later).
At this point, some of you may be thinking these are outlandish numbers that can’t possibly be hit without resorting to low-quality products and/ or taking advantage of your patients.
Rest assured — these numbers are possible when providing equal-quality products and an industry-leading patient experience. This has been demonstrated across hundreds of members since Pivotal Group was founded in 2017, and we hope the rest of this guide will demonstrate that as well.