Your practice’s location, target demographic and current patient base should all play a role in determining the brand and pricing mix on your frame board. Here are the keys to offering the most profitable selection of frames to patients. With optical sales comprising 60 percent of the revenues in most eyecare practices, getting frame mix right, and keeping capture rate high, is essential to profitability. In the last office where I worked, an independent practice in the Houston metropolitan area, our average frames ranged from the high $100s to low $200s. This placed them at a comfortable spot where the bulk of the cost was covered by insurance, and the difference was low enough that patients were comfortable paying it. Learn about mastering the frame mix in this feature from Review of Optometric Business. Read More.