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Direct OD: Unlocking Recurring Revenue Through Membership Plans for Optometry Practices
Membership plans are not just a trend; they’re a strategic shift in how modern optometry practices operate. In a world where subscription models dominate industries from streaming to fitness, Direct OD is helping eye care professionals harness the same concept to boost profitability, reduce insurance dependency, and strengthen patient loyalty.
In a recent Defocus Media podcast, Dr. Darryl Glover sat down with Cody Tomasik, founder of Direct OD, to explore how this platform simplifies the creation and management of customized membership plans for optometry practices. The conversation revealed why recurring revenue in eye care is an untapped opportunity, and how practices can implement it without increasing administrative burden.
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The Shift Toward Recurring Revenue in Eye Care
Recurring revenue is everywhere, Netflix, Amazon Prime, gym memberships—and consumers have grown accustomed to paying monthly for services. In optometry, the traditional “recurring” model exists mainly through insurance premiums. Patients pay insurers, who reimburse practices, often at rates that frustrate doctors. Tomasik, whose family has deep roots in independent optometry, saw a gap:
“Why is insurance billing on a recurring basis, but doctors can’t utilize the same model?”
Direct OD was designed specifically for eye care professionals, allowing practices to create their own plans that meet patient needs while keeping revenue in-house.