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How do you price contact lenses?

With all the big box retailers and commoditization of contact lenses, optometrists are having to lower their prices to compete. This got me thinking, “How do most optometrists price contact lenses?” In retail, such as selling clothing in Nordstrom or furniture at IKEA, items can be marked up 2-3x their wholesale cost. Back in the good ol’ days, contact lens pricing was similar. Now, it is difficult to mark up contact lenses 2-3x due to the competition.

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Stephanie Woo
Associate Editor, Contact Lenses for Dr. Stephanie L. Woo was born and raised in Lake Havasu City, AZ. She graduated Magna Cum Laude from the University of Arizona and graduated with honors from the Southern California College of Optometry. She completed a Cornea and Contact Lens Residency at the University of Missouri, St. Louis, where she was trained to fit highly irregular corneas. She was the recipient of the Gas Permeable Lens Institute Award for Clinical Excellence and also the John R. Griffin Award for Excellence in Vision Therapy. Dr. Woo is a Fellow of the American Academy of Optometry and a Fellow of the Scleral Lens Society. She authored the Gas Permeable Lens Expert column in Review of Contact Lenses. She authored several articles for the Contact Lens and Cornea section of the American Optometric Association. Dr. Woo currently co-authors the GP Insights column for Contact Lens Spectrum, and she is an active GPLI advisory board member. Dr. Woo currently serves as Vice President of the Scleral Lens Society. Dr. Woo enjoys lecturing around the world on the subject of contact lenses and anterior segment disease. Dr. Woo is in private practice and owns Havasu Eye Center, Parker Vision Care, and Blythe Vision Care.


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