The 5 Lies Holding Independent ODs Back
You’re not imagining it. Running an independent optometry practice today is harder than it used to be.
But not for the reasons you think.
Too often, what keeps independent ODs stuck isn’t just insurance pressure, staffing issues, or competition from big box stores. It’s the quiet beliefs in the background that shape how we lead, what we offer, and what we think is even possible.
Here are five of the most common and damaging lies holding private practices back, and the truth that will set you free.
Lie #1: “Patients Won’t Pay Cash.”
Why this holds you back:
If you believe patients won’t pay out of pocket, you’ll never create offers, services, or systems that invite them to.
The truth:
Patients pay out of pocket every day for things that make their life easier, healthier, and more enjoyable. Boutique gyms. Med spas. LASIK. Monthly subscriptions. Vision care is no different when it’s presented with clarity and confidence.
The problem isn’t price. It’s positioning.
If your only message is “we accept your insurance,” patients will treat you like an insurance provider. But when you lead with value, convenience, and a simple care experience, you’ll be surprised how many people say yes to direct-pay plans and services.
Lie #2: “I Have to Stay In-Network or I’ll Lose Patients.”
Why this holds you back:
This belief keeps practices tethered to low reimbursements, high admin costs, and razor-thin margins.
The truth:
You can stay in-network if it serves your goals, but you don’t have to.
Many thriving practices today operate hybrid models. They accept some plans while building recurring revenue and direct-pay care plans alongside. Some opt out entirely and grow by design, not volume.
Patients don’t leave just because you don’t take their plan. They leave when you don’t communicate your value clearly.
Lie #3: “I Can’t Raise My Fees.”
Why this holds you back:
You assume patients will walk. That the market is too competitive. That price equals loyalty.
The truth:
Patients rarely leave because you raised fees. They leave because they don’t understand what they’re paying for.
Fee increases can feel risky, but not raising them is riskier. Your expenses go up every year. If your pricing doesn’t reflect your value, you’re working harder for less.
When you pair a reasonable price increase with a better experience, better communication, and better systems, most patients will not only stay, they’ll respect you more.
Lie #4: “If I’m Not Busy, I’m Failing.”
Why this holds you back:
You equate being fully booked with being successful. So you build a business that runs on volume, not value.
The truth:
Busyness is not a measure of success. Profitability, freedom, patient loyalty, and consistency matter more.
A schedule packed with low-margin visits, admin overload, and constant insurance bottlenecks is not success. It’s a slow grind toward burnout.
You can see fewer patients, deliver better care, and make more money if your model is built to support it.
Lie #5: “I Have to Do It All Myself.”
Why this holds you back:
You believe no one else will do it right. So you carry everything. Staff training. Recall. Marketing. Billing. Optical. It’s exhausting.
The truth:
The more you try to control, the less you grow.
You are not meant to do it all. You’re meant to lead. That means building systems, trusting your team, and focusing your time on the things only you can do.
Practices grow when the owner stops reacting and starts designing.
Final Thought: Let Go of the Lies and Lead With Truth
Independent eye care isn’t broken. It’s just waiting for a new model built on clarity, confidence, and intentional ownership.
That starts with what you believe.
Because once you shift your mindset, you start shifting your systems. And once your systems shift, everything else follows.
More retention
More recurring revenue
More freedom
More impact
You don’t need to play by old rules. You get to build something better.
Want help designing a smarter, more sustainable practice?
We work with independent ODs who are ready to lead with vision, build recurring revenue, and finally stop doing it all alone.
Let’s talk about what that could look like for you.
The 5 Lies Holding Independent ODs Back
You’re not imagining it. Running an independent optometry practice today is harder than it used to be.
But not for the reasons you think.
Too often, what keeps independent ODs stuck isn’t just insurance pressure, staffing issues, or competition from big box stores. It’s the quiet beliefs in the background that shape how we lead, what we offer, and what we think is even possible.
Here are five of the most common and damaging lies holding private practices back, and the truth that will set you free.
Lie #1: “Patients Won’t Pay Cash.”
Why this holds you back:
If you believe patients won’t pay out of pocket, you’ll never create offers, services, or systems that invite them to.
The truth:
Patients pay out of pocket every day for things that make their life easier, healthier, and more enjoyable. Boutique gyms. Med spas. LASIK. Monthly subscriptions. Vision care is no different when it’s presented with clarity and confidence.
The problem isn’t price. It’s positioning.
If your only message is “we accept your insurance,” patients will treat you like an insurance provider. But when you lead with value, convenience, and a simple care experience, you’ll be surprised how many people say yes to direct-pay plans and services.
Lie #2: “I Have to Stay In-Network or I’ll Lose Patients.”
Why this holds you back:
This belief keeps practices tethered to low reimbursements, high admin costs, and razor-thin margins.
The truth:
You can stay in-network if it serves your goals, but you don’t have to.
Many thriving practices today operate hybrid models. They accept some plans while building recurring revenue and direct-pay care plans alongside. Some opt out entirely and grow by design, not volume.
Patients don’t leave just because you don’t take their plan. They leave when you don’t communicate your value clearly.
Lie #3: “I Can’t Raise My Fees.”
Why this holds you back:
You assume patients will walk. That the market is too competitive. That price equals loyalty.
The truth:
Patients rarely leave because you raised fees. They leave because they don’t understand what they’re paying for.
Fee increases can feel risky, but not raising them is riskier. Your expenses go up every year. If your pricing doesn’t reflect your value, you’re working harder for less.
When you pair a reasonable price increase with a better experience, better communication, and better systems, most patients will not only stay, they’ll respect you more.
Lie #4: “If I’m Not Busy, I’m Failing.”
Why this holds you back:
You equate being fully booked with being successful. So you build a business that runs on volume, not value.
The truth:
Busyness is not a measure of success. Profitability, freedom, patient loyalty, and consistency matter more.
A schedule packed with low-margin visits, admin overload, and constant insurance bottlenecks is not success. It’s a slow grind toward burnout.
You can see fewer patients, deliver better care, and make more money if your model is built to support it.
Lie #5: “I Have to Do It All Myself.”
Why this holds you back:
You believe no one else will do it right. So you carry everything. Staff training. Recall. Marketing. Billing. Optical. It’s exhausting.
The truth:
The more you try to control, the less you grow.
You are not meant to do it all. You’re meant to lead. That means building systems, trusting your team, and focusing your time on the things only you can do.
Practices grow when the owner stops reacting and starts designing.
Final Thought: Let Go of the Lies and Lead With Truth
Independent eye care isn’t broken. It’s just waiting for a new model built on clarity, confidence, and intentional ownership.
That starts with what you believe.
Because once you shift your mindset, you start shifting your systems. And once your systems shift, everything else follows.
More retention
More recurring revenue
More freedom
More impact
You don’t need to play by old rules. You get to build something better.
Want help designing a smarter, more sustainable practice?
We work with independent ODs who are ready to lead with vision, build recurring revenue, and finally stop doing it all alone.
Let’s talk about what that could look like for you.