How to explain price increases at your optical practice – without losing patient trust
Rising costs are a reality across every industry – and optical practices are no exception. From supplier price hikes to energy bills and staff wages, many independents are finding it necessary to raise their prices to remain sustainable.
But how do you explain a price increase to patients without damaging trust or loyalty?
Here’s how to approach it with transparency and confidence, while reinforcing the value your practice provides.
Be transparent – but reassuring.
Be open about the fact that prices are changing, but frame it in a way that reflects your ongoing commitment to quality and care. For example:
“To continue delivering the level of personal service and clinical excellence our patients expect, we’ve made a small adjustment to some of our pricing from [insert date].”
Keep it calm, honest, and focused on your standards – not the costs.
Emphasise the value behind the price
Patients don’t just pay for glasses – they are investing in their vision, long-term eye health, and a trusted experience. Remind them what they’re really paying for:
State-of-the-art technology in your eye exams
Bespoke service and expert advice
Quality lenses and durable, stylish frames
Lifetime aftercare or adjustment services
Longer appointment times with the same faces each visit
Help them see beyond the pound sign to what matters.
Communicate proactively
Don’t let patients find out about new pricing at the till. Use clear, early communication to prevent embarrassment for your staff at the cash register. Proactive communication shows you’re transparent, organised, and respectful of their trust.
Equip your team with the right language
Make sure your staff are confident and consistent in how they explain price changes. Provide them with talking points like:
“We’ve seen increases from our suppliers and labs, and we’re committed to maintaining the high quality you expect.”
“We’ve chosen not to cut corners – your eye health is too important.”
“We’re investing in better technology and staff training so we can serve you even better.”
Confidence and compassion go a long way.
What NOT to Say
“Sorry, we’ve had to put our prices up.” (Avoid sounding apologetic as you are not explaining why it is necessary.)
“It’s just the way things are.” (Too vague—be specific and honest.)
“I don’t know why, management decided it.” (Shows disconnect)
If a Patient Is Concerned
“We completely understand. We always aim to offer a range of options to suit different budgets while still prioritising quality and care.”
“We’d be happy to talk through frame and lens choices to find the best value for you.”
Offer supportive alternatives – without discounting your value
Some patients may need flexibility. Without undercutting your worth, consider:
Offering a range of frame and lens packages at different price points
Exploring interest-free payment options for high-value purchases
Highlighting warranties, durability, or upgrade options that offer long-term value
Having monthly payment schemes so they can spread the cost of the care throughout the year.
This way, you remain accessible while standing firm on quality.
Price is only a problem when value isn’t clear
When patients understand what they’re getting, most will accept a price increase – especially if it’s framed as a commitment to continued quality and care.
Need help with your pricing strategy or patient messaging? Our business owner support groups are a perfect place to get advice! And what’s more – they are included in your SightCare membership.
