Can I Offer My Own Vision Plan as an Optometrist?
Yes, You Can Offer Your Own Vision Plan and You Should Seriously Consider It
If you're an independent optometrist, you've likely felt the squeeze from vision insurance plans. Between shrinking reimbursements, claim delays, and the growing cost of doing business, many private practice owners are looking for a better way to serve patients and stay profitable.
One of the most powerful solutions
Offering your own in-office vision plan.
In this article, we’ll break down:
What an in-office vision plan is
How it compares to traditional vision insurance
Legal and compliance concerns
Key benefits to your practice and patients
A step-by-step guide to building your own plan
Real examples from practices that made the switch
What Is an In-Office Vision Plan?
An in-office vision plan, also known as a vision membership plan, is a subscription-based payment model that patients enroll in directly through your practice. For a flat monthly or annual fee, patients receive a package of benefits such as:
A comprehensive eye exam
Discounts on glasses and contact lenses
Follow-up visits or medical eye care
Priority scheduling or additional perks
Unlike insurance, these plans are simple, transparent, and managed 100 percent by your team. You decide what’s included, how much it costs, and how it's delivered.
How Is This Different From Traditional Vision Insurance?
| In-Office Vision Plan | Vision Insurance |
|---|---|
| Practice keeps 100 percent of payments | Practice bills third-party, gets partial payment |
| Simple, direct pricing | Complex terms and reimbursements |
| No network restrictions | Limited lab options and formularies |
| Recurring revenue | One-time reimbursement per service |
| Full control over benefits | Subject to carrier rules |
With your own plan, you’re not forced to discount exams or eyewear to fit insurance rules. You're free to focus on delivering care and growing revenue without waiting on claims.
Is It Legal to Offer My Own Vision Plan?
Yes. It’s legal to offer your own plan as long as it’s clearly labeled and structured properly.
Here are the key requirements:
Clearly disclose that it is not insurance. Use language like “This plan is not an insurance product” on all promotional and legal materials.
Follow state-specific rules. Some states have stricter definitions of discount medical plans or require registration if you offer certain bundled services. These are typically easy to comply with.
Avoid bundling with insurance reimbursements. For example, do not apply the plan discount on top of insurance billing. Choose one or the other per visit.
Working with a platform like DirectOD helps you stay compliant from day one by providing the correct documentation, patient disclosures, and payment systems.
Do I Need to Drop Insurance to Offer My Own Plan?
No. In fact, many practices offer both:
Insurance for patients who already have it
A private in-office plan for those without coverage or those seeking a simpler option
Some practices also use in-office plans as retention tools when patients lose insurance due to job change or retirement.
This dual model gives you flexibility and maximizes patient retention across all demographics.
What Are the Benefits to Your Practice?
Offering your own plan provides advantages across every area of the business:
Better cash flow
Recurring revenue creates predictable income month after month.
Increased patient loyalty
Patients subscribe to your plan, not a third-party. That means they are more likely to return year after year.
Improved optical sales
Bundling eyewear savings into your plan increases your capture rate and average order value.
Simplified operations
No more fighting claim denials or wasting staff time on billing appeals.
Greater clinical freedom
You control the services and care delivery without insurance gatekeeping or formulary limitations.
What Are the Benefits to Your Patients?
Patients benefit too, and they often love the simplicity of a membership plan:
Transparent pricing
Flexible benefits
Ongoing savings
No claims to file
Plans also make eye care more accessible for uninsured or underinsured patients who previously delayed visits due to cost concerns.
How Do I Build My Own Vision Membership Plan?
Here’s a practical framework:
Choose your core offer
Start with 1 to 2 tiers
Basic: Includes annual exam and 20 percent off glasses
Premier: Adds contact lens eval, follow-ups, higher eyewear discounts
Set pricing
Aim for a monthly price that feels fair but profitable. Most successful plans charge 15 to 35 dollars per month depending on benefits.Legal disclosures and terms
Include language like
“This is not insurance.”
“Membership can be canceled anytime.”
“Benefits cannot be combined with vision insurance.”
Enrollment system
Use digital tools to automate:
Payment processing (credit card or ACH)
Plan renewals
Patient tracking and usage history
Staff training and promotion
Train your team on how to:
Explain the plan
Handle objections
Enroll patients at checkout or over the phone
Create printed materials, website banners, and in-office signage to promote the plan at every touchpoint.
Real Practice Results: What to Expect
Independent practices using in-office plans often report:
30,000 to 150,000+ dollars in recurring annual revenue
30 percent higher capture rates in optical
Reduced Rx walkouts
Higher lifetime patient value
Fewer no-shows and better rebooking rates
Why DirectOD Is the Number One Vision Membership Plan Provider in the U.S.
We are not just a platform. We are your partner in building recurring revenue and taking back control of your business.
DirectOD was created by independent ODs who lived the frustration with vision insurance firsthand. What started in our own practices became a national platform helping hundreds of independent eye care professionals do the same.
We provide:
Custom plan design built around your practice
Legal compliance documentation and disclosures
Automated billing and patient tracking
Staff training and marketing kits
Ongoing strategy support and scaling tools
A support team that knows eye care inside and out
Our clients range from solo practices to large multi-location groups and top-tier consultants. DirectOD is trusted, proven, and focused entirely on helping independent eye care thrive.
If you have ever said
"I wish we had our own plan instead of relying on insurance"
DirectOD is the answer.
Want to Launch a Vision Plan Patients Actually Sign Up For?
Book a free strategy call and see how DirectOD can help you create a custom in-office plan that builds loyalty, increases revenue, and sets your practice apart.
DirectOD Vision Membership Plans are NOT insurance. Members pay a monthly or annual fee directly to participating eye care providers in exchange for access to discounted services, benefits, and product savings as outlined in the provider’s custom membership plan. Members are responsible for paying their provider directly for any services or products received beyond the plan’s benefits. Plan features, pricing, and savings may vary by provider and location — please refer to your provider’s specific plan terms for full details. Vision membership plans offered through DirectOD do not qualify as insurance under the Affordable Care Act and do not satisfy minimum essential coverage requirements. DirectOD is not an insurance company, and does not pay or reimburse providers for services rendered. DirectOD exclusively supports eye care and does not operate in any other medical field or acknowledge outside industry technologies attempting to operate in the eye care industry . For questions regarding your plan, please contact your participating provider or reach out to us at admin@directod.com.
Can I Offer My Own Vision Plan as an Optometrist?
Yes, You Can Offer Your Own Vision Plan and You Should Seriously Consider It
If you're an independent optometrist, you've likely felt the squeeze from vision insurance plans. Between shrinking reimbursements, claim delays, and the growing cost of doing business, many private practice owners are looking for a better way to serve patients and stay profitable.
One of the most powerful solutions
Offering your own in-office vision plan.
In this article, we’ll break down:
What an in-office vision plan is
How it compares to traditional vision insurance
Legal and compliance concerns
Key benefits to your practice and patients
A step-by-step guide to building your own plan
Real examples from practices that made the switch
What Is an In-Office Vision Plan?
An in-office vision plan, also known as a vision membership plan, is a subscription-based payment model that patients enroll in directly through your practice. For a flat monthly or annual fee, patients receive a package of benefits such as:
A comprehensive eye exam
Discounts on glasses and contact lenses
Follow-up visits or medical eye care
Priority scheduling or additional perks
Unlike insurance, these plans are simple, transparent, and managed 100 percent by your team. You decide what’s included, how much it costs, and how it's delivered.
How Is This Different From Traditional Vision Insurance?
| In-Office Vision Plan | Vision Insurance |
|---|---|
| Practice keeps 100 percent of payments | Practice bills third-party, gets partial payment |
| Simple, direct pricing | Complex terms and reimbursements |
| No network restrictions | Limited lab options and formularies |
| Recurring revenue | One-time reimbursement per service |
| Full control over benefits | Subject to carrier rules |
With your own plan, you’re not forced to discount exams or eyewear to fit insurance rules. You're free to focus on delivering care and growing revenue without waiting on claims.
Is It Legal to Offer My Own Vision Plan?
Yes. It’s legal to offer your own plan as long as it’s clearly labeled and structured properly.
Here are the key requirements:
Clearly disclose that it is not insurance. Use language like “This plan is not an insurance product” on all promotional and legal materials.
Follow state-specific rules. Some states have stricter definitions of discount medical plans or require registration if you offer certain bundled services. These are typically easy to comply with.
Avoid bundling with insurance reimbursements. For example, do not apply the plan discount on top of insurance billing. Choose one or the other per visit.
Working with a platform like DirectOD helps you stay compliant from day one by providing the correct documentation, patient disclosures, and payment systems.
Do I Need to Drop Insurance to Offer My Own Plan?
No. In fact, many practices offer both:
Insurance for patients who already have it
A private in-office plan for those without coverage or those seeking a simpler option
Some practices also use in-office plans as retention tools when patients lose insurance due to job change or retirement.
This dual model gives you flexibility and maximizes patient retention across all demographics.
What Are the Benefits to Your Practice?
Offering your own plan provides advantages across every area of the business:
Better cash flow
Recurring revenue creates predictable income month after month.
Increased patient loyalty
Patients subscribe to your plan, not a third-party. That means they are more likely to return year after year.
Improved optical sales
Bundling eyewear savings into your plan increases your capture rate and average order value.
Simplified operations
No more fighting claim denials or wasting staff time on billing appeals.
Greater clinical freedom
You control the services and care delivery without insurance gatekeeping or formulary limitations.
What Are the Benefits to Your Patients?
Patients benefit too, and they often love the simplicity of a membership plan:
Transparent pricing
Flexible benefits
Ongoing savings
No claims to file
Plans also make eye care more accessible for uninsured or underinsured patients who previously delayed visits due to cost concerns.
How Do I Build My Own Vision Membership Plan?
Here’s a practical framework:
Choose your core offer
Start with 1 to 2 tiers
Basic: Includes annual exam and 20 percent off glasses
Premier: Adds contact lens eval, follow-ups, higher eyewear discounts
Set pricing
Aim for a monthly price that feels fair but profitable. Most successful plans charge 15 to 35 dollars per month depending on benefits.Legal disclosures and terms
Include language like
“This is not insurance.”
“Membership can be canceled anytime.”
“Benefits cannot be combined with vision insurance.”
Enrollment system
Use digital tools to automate:
Payment processing (credit card or ACH)
Plan renewals
Patient tracking and usage history
Staff training and promotion
Train your team on how to:
Explain the plan
Handle objections
Enroll patients at checkout or over the phone
Create printed materials, website banners, and in-office signage to promote the plan at every touchpoint.
Real Practice Results: What to Expect
Independent practices using in-office plans often report:
30,000 to 150,000+ dollars in recurring annual revenue
30 percent higher capture rates in optical
Reduced Rx walkouts
Higher lifetime patient value
Fewer no-shows and better rebooking rates
Why DirectOD Is the Number One Vision Membership Plan Provider in the U.S.
We are not just a platform. We are your partner in building recurring revenue and taking back control of your business.
DirectOD was created by independent ODs who lived the frustration with vision insurance firsthand. What started in our own practices became a national platform helping hundreds of independent eye care professionals do the same.
We provide:
Custom plan design built around your practice
Legal compliance documentation and disclosures
Automated billing and patient tracking
Staff training and marketing kits
Ongoing strategy support and scaling tools
A support team that knows eye care inside and out
Our clients range from solo practices to large multi-location groups and top-tier consultants. DirectOD is trusted, proven, and focused entirely on helping independent eye care thrive.
If you have ever said
"I wish we had our own plan instead of relying on insurance"
DirectOD is the answer.
Want to Launch a Vision Plan Patients Actually Sign Up For?
Book a free strategy call and see how DirectOD can help you create a custom in-office plan that builds loyalty, increases revenue, and sets your practice apart.
Lexington, KY
40509 US
DirectOD Vision Membership Plans are NOT insurance. Members pay a monthly or annual fee directly to participating eye care providers in exchange for access to discounted services, benefits, and product savings as outlined in the provider’s custom membership plan. Members are responsible for paying their provider directly for any services or products received beyond the plan’s benefits. Plan features, pricing, and savings may vary by provider and location — please refer to your provider’s specific plan terms for full details. Vision membership plans offered through DirectOD do not qualify as insurance under the Affordable Care Act and do not satisfy minimum essential coverage requirements. DirectOD is not an insurance company, and does not pay or reimburse providers for services rendered. DirectOD exclusively supports eye care and does not operate in any other medical field or acknowledge outside industry technologies attempting to operate in the eye care industry . For questions regarding your plan, please contact your participating provider or reach out to us at admin@directod.com.