Turning Self-Pay
Patients
into Loyal Members
with VisionHQ

ANNandale eyecare
annandale, VA

Annandale eyecare
Annandale, VA

The Challenge: Limited options for self-pay patients

As one of the last privately owned optometry practices in their area, Annandale EyeCare has proudly served their community for nearly six decades. However, until recently, they lacked a consistent solution for self-pay patients, only point-of-service discounts, and the occasional bundled service.

Dr. Courtney Thelen, one of the longtime owners, knew this approach wasn’t sustainable. “We needed a better option for self-pay patients, without undercutting our rates.” Without a membership program in place, the team struggled to offer affordable options that made sense for both patients and the business.

The Solution: A simple, scalable membership model

IIn early 2024, Dr. Thelen and his team partnered with VisionHQ to create a formal membership plan that could work for their wide-ranging patient base.

The onboarding process was smooth and collaborative. Using a spreadsheet tool and plan examples from colleagues, Annandale EyeCare customized its offerings and launched were able to launch seamlessly and efficiently. The front desk team quickly got comfortable enrolling patients, sometimes even on the fly, for hardware-only plans.

Since implementation, the number of self-pay patients has more than doubled. “VisionHQ made it easy for the team and patients. It just works.” With automated billing and no claims to file, the platform has also eliminated a major administrative burden.

The Future: Stronger retention, streamlined operations, and new opportunities

Annandale EyeCare now sees about 25 new self-pay patients per month, up from just 10 before the launch. Not only are patients responding positively, but the revenue per membership is higher than what they were earning from discounted self-pay visits or vision plan exams.

VisionHQ has also helped the practice reclaim valuable staff time. No more pulling benefits or navigating plan specifics. Patients either enroll through the office or on their own, and billing is fully integrated. Even reconciliation, handled by Dr. Thelen’s wife, has become easier with VisionHQ’s support.

The team continues to be optimistic about continued retention, especially with the VisionHQ platform’s built-in auto-renewal feature. “It’s an easy button, and a great option for patients and our practice,” Dr. Thelen said. They're also exploring the option of dropping more insurance plans in the future, confident that their membership program can fill the gap.