Last year, only 44.7% of adults in the U.S. received eye exams according to The Vision Council. Further, the notion of annual exams has yet to take hold as people wait on average 31.3 months between exams. In 2014, 29% of the population purchased a pair of Rx glasses, with women representing a majority of those purchases. Time marches on again as the average amount of time between the purchase of a complete new pair of eyeglasses is 2.2 years. 

According the The Vision Council, the most common reasons for women not getting an eye exam are it's "too costly"  followed by "no need".  How can your practice overcome these perceptions?  Consider a multi-pronged marketing plan (i.e. social media, mailers, phone calls and email) to spread your messages. Regarding the cost concerns, educate your patient community that "Beautiful Eyewear IS Affordable!". Offer price specials and frame/lens packages and utilize ads that appeal to a woman's inherent fashion sense by including images of trendy styles and model shots. Ask your Modern Optical frame rep for help with sourcing such images. Regarding the "no need" excuse, infographics are an effective means for relaying the health benefits of annual eye exams. Simply search "eye exam infographic" on Google to find a plethora of educational images to share with your patient community. Over time, consistent messaging at regular intervals may help improve awareness of the value of eye exams.