Optical Market Winds Shift: Why Exam Value Went Up

The U.S. optical industry is showing a curious yet important trend in mid-2025: the value of eye exams is rising, even though fewer exams are being conducted. According to the Q2 2025 “Market inSights” report by The Vision Council, exam value is up about 14% year-over-year while exam volume is down around 4.5%. thevisioncouncil.org+2OptikNow+2 This means clinics are getting paid more per exam on average.

What’s behind this shift? Why are patients or payers willing to spend more per exam? And what does this mean for your practice or for patients?

Key Drivers Behind Higher Exam Value

1. Consumers Paying More Per Exam
   The data indicates that the average exam is costing patients more than it did a year ago—about $17 more on average compared to Q2 2024. thevisioncouncil.org+2OptikNow+2 This could reflect a higher adoption of premium exam services or better reimbursement rates.

2. Increase in Higher-Level Services During Exams
   More clinics are incorporating advanced diagnostic tools (e.g. OCT imaging, visual field testing, retinal imaging) into their standard exams. These extra services often cost more and can drive up the exam fee. Even if the number of exams drops, the ones being done might be more comprehensive.

3. Consumers Choosing Quality Over Quantity
   With economic pressures and inflation, many patients may be treading more carefully, opting for fewer exams but willing to pay for better quality, better lenses, better frame fit, or more thorough care. The data suggests people are still “investing in core vision care.” thevisioncouncil.org+1

4. Rising Costs & Practice Overheads
   Clinics are facing higher costs—equipment, staffing, rent, supplies. To maintain profitability, practices might be increasing their fees for exams, or shifting more toward paid add-ons, which contribute to the higher value per exam.

5. Reimbursement / Policy Changes - Some insurers or managed vision care plans may increase reimbursement for comprehensive exams, or adjust fee schedules upward, which can raise what practices can charge and receive.

Implications for Clinics & Patients

What Clinics Can Do to Adapt

• Clearly communicate value. Explain what new technologies or diagnostic tests are being provided and why they matter.

• Bundle services. Offer packages or wellness plans that include some of the premium exam services.

• Stay transparent with pricing. Make sure patients know what an exam includes and costs so they don’t feel “nickel-and-dimed.”

• Review cost & efficiency. Since exam volume is dropping, make sure each exam has maximum efficiency without sacrificing care.

• Invest in marketing the quality of care. Patients are paying more; position your clinic as offering higher quality, comprehensive eye health, not just “basic refraction.”

Final Thoughts

The optical market is shifting: eye exam values are up, even as fewer exams are being done. This is a sign that patients are placing higher value on quality and diagnostics in their vision care, and clinics are responding with more comprehensive exams and premium services.

If you’re a patient, this means your exam might cost more, but you may be receiving better care. If you run a clinic, this opens opportunities to evolve your services, focus on value, and communicate clearly with your patients.

References 

The Vision Council. (2025). Market inSights Q2 2025: U.S. Optical Market Trends. Retrieved from https://thevisioncouncil.org/blog/vision-council-releases-new-research-spotlighting-optical-market-trends-second-quarter-2025 thevisioncouncil.org
Eyecare Business. (2025, August 29). TVC Examines Optical Industry in Latest Research Report. PentaVision
VisionMonday. (2025). The Vision Council Releases Q2 Market Insights Research, Decline in Sales and Market Value Reported. visionmonday.com