There Are No Average Optometry Offices

There are no average optometry offices. Every practice is shaped by its patients, its community, and its doctor. As Peeq continues to grow, we regularly conduct market research across optometry offices nationwide. We wanted to share some of the insights we’ve gathered to help provide context, benchmarks, and perspective for your practice.

A Snapshot of the Optometry Industry

Recent labor and employment data offers helpful insight into the scope of optometry in the United States. As of May 2022, there are approximately 40,640 optometrists and 12,580 ophthalmologists nationwide. The average optometrist earns about $133,100 annually, and there are roughly 21,361 optometric establishments across the country.

Optometry offices collectively employ about 149,605 people, averaging roughly seven employees per practice. Total wages across optometric clinics are just under $8 billion, according to data from the Quarterly Census of Employment and Wages. Industry analysis suggests that staff costs typically represent 20–25% of total practice expenses, including both salaried and hourly employees.

By analyzing wage data alongside physician compensation and additional operational expenses, the average optometry office generates approximately $1.5 million in annual revenue, with total optometric spending in the U.S. estimated between $32–35 billion. These figures align closely with global projections estimating industry growth from $60 billion today to $80 billion by 2030.

These benchmarks can be useful when comparing your practice to industry norms, evaluating growth opportunities, applying for financing, or simply explaining the scale of optometry as a business.

Key Performance Metrics That Matter

One of the most comprehensive industry analyses available comes from Optometric Business, based on survey data from roughly 1,900 offices. While the report dates back to 2015, many of the metrics remain highly relevant.

Revenue per exam is one of the most widely used indicators of practice performance. Across all optometric clinics, average revenue per complete exam was approximately $306. For private practices - more representative of Peeq’s typical customer - this figure increases significantly. A 2019 CareCredit analysis showed revenue per exam closer to $484. Practices that intentionally train staff and offer complementary products, such as prescription sunglasses, tend to outperform these averages.

Exam volume also varies widely. The average number of complete exams per doctor was 1.1 per hour, while top-performing practices exceeded 2.1 exams per hour, representing a substantial difference in productivity. Another notable metric is patient recall. On average, only 43% of active patients had an exam within the previous 12 months, compared to 77% for top-performing practices. By contrast, dental practices average around 90% annual recall.

Eyewear and contact lens sales remain a major revenue driver. Eyewear accounts for roughly 43% of practice revenue, while contact lenses contribute about 16%, meaning close to 60% of total revenue is tied to these product categories. While average eyewear spend per purchase has increased in recent years, capture rates - the percentage of patients purchasing in-office - have declined slightly, dropping below 50% in some analyses. This may reflect shifting consumer behavior toward online purchasing.

Marketing Spend and Patient Retention

Marketing is an area where many optometrists express uncertainty, despite strong baseline performance. Industry data suggests the average marketing cost per exam is approximately $5.65, an exceptionally low customer acquisition cost compared to most industries. Optometry benefits from geographic demand, limited provider density, and strong patient retention once relationships are established.

Most optometry practices maintain a presence on social media, particularly Facebook and Instagram. Peeq’s internal analysis found that a typical practice averages about 720 Facebook followers and 130 Instagram followers, with some offices experimenting on TikTok and LinkedIn.

Based on correlations between social engagement, recall rates, and per-patient revenue, Peeq estimates that each new Facebook or Instagram follower is worth approximately $82 per year. Social media helps keep eye care top of mind, shortening the time between exams and improving recall. With an average recall rate of 43% and an average 28 months between exams, consistent digital engagement can make a meaningful impact.

Repeat patients are especially valuable. According to data from Smile.io, 41% of small business revenue comes from just 8% of customers. In optometry, similar patterns exist. For many suburban practices, mothers often serve as the primary healthcare decision-makers, scheduling appointments not only for themselves but for spouses, children, and extended family. These patients are also highly networked, both socially and within their communities.

Sharing What We Learn

At Peeq, optometrists are our customers. We spend a great deal of time studying practice operations, patient behavior, and industry trends so we can better support your business. We’re always happy to share insights, benchmarks, and best practices from across the industry.

Follow Peeq on Facebook and Instagram, and let us know what research or data would be most helpful for you and your practice.