In January 2013, I delivered a presentation to a group of Optometric Physician Associations titled “Cook or Be Cooked.” It ran just 20 minutes, 34 slides in all, but its message was simple: the ground beneath optometry was shifting.

I covered topics like the rise of online optical retailers, the growth of national chains, the influence of venture capital, and how corporate, insurance-based vision plans were pricing themselves low, not to benefit patients, but to drive them into their own retail stores.

I wasn’t trying to scare anyone. I was trying to prepare us.

The goal was to help optometrists recognize the market forces at play and take proactive steps to protect their practices, their patients, and the profession. We needed to create a better, more sustainable alternative, one that respected doctors, elevated patient care, and pushed back against corporate control.

Fast forward to today, and we’re finally starting to see optometry waking up to that reality. Online forums are filled with frustrated doctors, state associations are backing legislation to limit the overreach of Vision Benefit Managers (VBMs), and even the AOA is urging Congress to take action.

The water in the pot has finally gotten hot enough and the frogs are starting to notice.

As a past president of the Kansas Optometric Association, I applaud the growing attention. But legislation alone won’t solve the real problem.

No amount of lobbying will force corporate vision plans to treat providers with respect. These companies have teams of lawyers ready to craft contracts that bypass every new regulation. And they would rather spend money fighting compliance than fairly compensating doctors.

Here’s the hard truth:
As long as we keep believing that we have to participate in these plans, we are handing them the power to control our profession.

Every time you join a vision plan, you are endorsing it, whether you like it or not. And corporate vision plans are happy to use your participation to gain market share while quietly shifting patients to their own retail chains through aggressive marketing, discounts, and incentives.

We’ve seen the playbook. We know how it ends.

But here’s the good news: You are not powerless. You have more control than you think.

Across the country, more and more doctors are choosing to opt out of plans that exploit them. They’re discovering that they can survive, and even flourish without being beholden to a plan that doesn’t serve them or their patients.

When providers align with plans that value them and their patients, employers take notice. And when employers choose those plans, everyone wins.

A good vision plan should benefit both the provider and the patient. It should drive care to independent offices, not away from them. It should empower you to invest in your staff, technology, education, and clinical excellence, not squeeze you to the brink.

That’s why, even a decade before that 2013 meeting, a small group of forward-thinking optometrists along with a few industry allies came together to build a better vision plan.

They believed:

• Doctors should never be forced to use a specific lab or materials vendor.
• Reimbursement should be fair and sustainable.
• Members should receive meaningful benefits, not discounts wrapped in red tape.
• Provider agreements should be transparent and straightforward.
• Plan administrators should be accessible, responsive, and aligned with doctors’ needs.

That plan became Vision Care Direct, built by doctors, for doctors, and focused on putting care back in vision care.

As a provider-owned alternative, Vision Care Direct removes the insurance middleman from the equation. We’re not here to chase profits at your expense. We’re here to help you deliver outstanding care and build thriving practices.

Legislative efforts, contract education, and advocacy are all important. But if you’re looking for the fastest way to make a difference, it starts with you.

Recognize that you do have a choice. And choose differently.

Vision Care Direct is here to work for you, to help restore balance, sanity, and fairness to the vision benefits market. If you’re ready to stop working for the plan and start working with a partner who truly supports you, let’s talk.

Don Railsback
CEO, Vision Care Direct
don.railsback@visioncaredirect.com

The post Cook or Be Cooked: A Wake-Up Call for Independent Optometry first appeared on Vision Care Direct.

As part of this initiative, providers in our network; Optometrists and Ophthalmologists, can now perform specialized VA eye condition evaluations and be reimbursed a flat rate of $220 per exam. This initiative not only allows our providers to give back to those who’ve served, but also helps streamline the VA evaluation process by utilizing trusted, local providers.

Examination Requirements:

• 30-minute Eye Conditions DBQ and Medical Opinion
• Must have tonometer available
• Must have Visual Field Perimeters available (below for more information)
• Must have slit lamp available

Diagnostic Requirements:

• For VA purposes, examiners must perform visual field testing using either the Goldman kinetic perimetry or automated perimetry utilizing Humphrey Model 750, Octopus Model 101 or later versions of these perimetric devices that have simulated kinetic Goldmann testing capability.
• The results must be recorded on a standard Goldmann chart providing at least 16 meridians 22 ½ degrees apart for each eye, which must be submitted with the eye conditions questionnaire. 
• If additional testing is necessary to evaluate visual fields, it must be conducted using either a tangent screen or a 30-degree threshold visual field with the Goldmann III stimulus size. The examination report must then also include the tracing of either the tangent screen or of the 30-degree.
• Examiner must be able to perform a visual field test, and the results must be recorded on a standard chart providing at least 16 meridians 22 1⁄2 degrees apart for each eye threshold visual field with the Goldmann III stimulus size.

Additional Diagnostic Reimbursements

In addition to the base $220 reimbursement for the DBQ exam, providers are also compensated for any required diagnostics:

Note: Diagnostics are billed in addition to the base exam reimbursement. Providers will never see a Veteran for diagnostics alone.

Details on full compensation can be found here.

How to Get Involved

If you’re a provider in our network and want to participate in this initiative, contact Diana Cheek with Loyal Source directly at diana.cheek@loyalsource.com or (321) 559-8040, for full exam guidelines and setup instructions. This is a powerful opportunity to support our Veteran community while growing your patient base through a streamlined, reimbursed program.

The post Serving Those Who Served: Vision Care Direct Partners with Loyal Source to Provide Veteran Eye Exams first appeared on Vision Care Direct.

At Vision Care Direct (VCD), we’re here to help you do just that. We’re not a traditional vision insurance provider—we’re a membership-based plan built by optometrists, for optometrists. Our mission is simple: help independent doctors grow their practices by providing the kind of benefits that bring patients through the door and keep them coming back.

Here’s how VCD gives your practice the edge it needs to thrive.

Maximize Your Bottom Line with Strong Reimbursements

You shouldn’t have to choose between quality care and profitability. At VCD, we offer some of the highest reimbursements in the industry, so you’re fairly paid for your expertise and time.

We’ve also kept the claims process simple and efficient. No endless paperwork. No confusing codes. Just a smooth system designed to reduce staff workload and let you focus on what matters most: your patients.

And since VCD is a membership-based plan—not insurance—you also avoid many of the limitations and headaches associated with traditional vision insurance networks.

Deliver Exceptional Value with VCD PLUS

One of the easiest ways to get noticed in a crowded field is by offering something others can’t—or won’t. That’s where VCD PLUS comes in.

With VCD PLUS, your patients can receive:

• Digital progressive lenses
• Anti-reflective and scratch-resistant coatings
  
• UV protection 

And all of this is available for just a $15 out-of-pocket cost.

This level of value is nearly unheard of in the vision industry, and it resonates with patients. Whether they’re upgrading from basic lenses or considering their first pair of progressives, VCD PLUS makes quality eyewear both accessible and appealing. For you, it means increased trust, stronger loyalty, and a higher chance of second-pair purchases—like prescription sunglasses or blue-light blocking lenses.

Increase Sales with Built-In Demand

Patients love value—and when they find it, they talk about it. Because VCD members know they’re getting more for less, they’re more likely to:

• Refer others to your practice
  
• Invest in second pairs of eyewear
  
• Return annually for their exams and updates 

It’s all part of a cycle that leads to predictable, organic growth. You’re not just attracting patients—you’re building a base of loyal customers who understand and appreciate the care you provide.

Expand Your Capabilities with Superior Optical Lab

Through our partnership with Superior Optical Lab (NOT affiliated with Superior Vision Plan!!), we’re helping providers access even more tools to succeed. This collaboration enhances your ability to offer top-tier products while improving profitability.

Here’s what you gain with Superior Optical:

• 10% Discount off the W1 price list
  
• Special pricing on select lenses with an added 10% discount
  
• Monthly Rebates based on purchase volume 

Superior Optical Lab is known for its high-quality lens production and outstanding customer service. With this partnership, you gain access to advanced materials and streamlined ordering systems, helping you provide even better results for your patients—without increasing overhead.

Built to Support Independent Practices

At our core, VCD is about supporting the optometric community. We work exclusively with private-practice optometrists and remain locally owned and operated—meaning your revenue, your tax dollars, and your influence stay right in your community.

We’re here to strengthen independent optometry, not compete with it. We want your practice to be the trusted provider in your area, and we’ll work with you every step of the way to make that happen.

Let’s Grow Together

Becoming a VCD provider means joining a network that’s committed to your success. With unmatched value for patients, powerful partnerships, high reimbursements, and a dedication to independent eye care, VCD gives you everything you need to grow your practice in a meaningful and sustainable way.

Join the VCD provider network today.
Register here or contact us at (877) 488-8900.

The post Driving More Patients to Your Practice with Vision Care Direct first appeared on Vision Care Direct.

Recent Vision Council research reveals that 43% of adults struggle to find the proper fit when shopping for eyewear, yet 93% consider fit and comfort important. Modern Optical has bundled three unique brands known as their “Specialty Fit Eyewear Portfolio” to help consumers and opticians overcome this recurring issue. Together, these market-proven winners, B.M.E.C. and GB+ (extended sizes for men and women, respectively), and Fashiontabulous (petite for women), create a quality, value-driven solution.

“Fit affects vision,” says Ken Weissman, President and CEO of Modern Optical. “People with comfortable eyewear are more likely to wear it and reap the benefits of good vision. Our Specialty Fit brands offer a wide range of eye sizes and temple lengths to optimize proportionality with diverse facial features. We also prioritize affordability and attractive styling for broad appeal.”

B.M.E.C. caters exclusively to larger men who seek quality construction, masculine styling, and remarkable value. Designed for the best fit, B.M.E.C. eye sizes range from 53mm to 64mm, and longer temples measure up to 160mm. High-quality materials include handmade zyl, stainless steel, TR90, and spring hinges. B.M.E.C. gives the BIG guy choices he’ll be proud to wear all day!

GB+ offers ultra-feminine designs in extended sizing for maximum comfort every day. Eye sizes range from 55mm to 59mm, and temples measure up to 150mm. The color palette ranges from jewel tones for her brightest days to neutral for a ‘barely there’ look. High-quality materials include handmade acetate, stainless steel, and spring hinges. GB+ radiates confidence in women who desire comfort and fashion to express their unique style.

Fashiontabulous captivates style-loving petite women and teens, offering well-proportioned designs to complement and enhance their smaller features. Eye sizes range from 48mm to 53mm, and high-quality materials include handmade acetate, stainless steel, and spring hinges. With Fashiontabulous, petite patients can find big fashion in perfectly fitting eyewear to look and feel their best!

Merchandising materials for Modern’s three Specialty Fit brands include acrylic logo plaques, branded six-piece vertical display units, and large-format imagery. All frames include branded premium clamshell cases wrapped in leather-like material with qualifying purchases.

About Modern Optical International

Celebrating its 50th Anniversary, Modern Optical International (MOI), based in suburban Chicago, is a family-owned and operated wholesaler of quality, affordable eyewear. Modern Optical is the industry leader in value eyewear and a managed care expert offering a broad selection of over 1,200 styles. Our Summit Optical Supply Division provides cases, parts, cleaning cloths, and more. OCHO Vision is Modern’s virtual try-on technology platform for independent eyecare professionals. Modern Optical Canada, an MOI subsidiary, distributes all MOI product lines. Please visit our award-winning website www.modernoptical.com or call 800.323.2409 for more information.

The post MODERN OPTICAL INTERNATIONAL Announces Specialty Fit Eyewear Portfolio first appeared on Vision Care Direct.

Built by doctors, for doctors, VCD supports your high-quality care while helping your practice grow. If you’re looking for a partner that understands your needs and invests back into the community, you’ve found it.

Built by Doctors, For Doctors

Traditional insurance plans can be restrictive. They often dictate how you run your practice—controlling which labs you use, the materials you offer, and setting low reimbursement rates. VCD was designed differently. It was created by optometrists who understand the real challenges of delivering quality care.

Investing in advanced equipment, training your staff, and using the best materials can be costly. Unlike insurance-based plans, VCD gives you the flexibility to choose what’s best for your patients. You get to decide on labs, frame lines, and materials without constraints​.

We involve vision care providers directly in creating our plans. This helps ensure that your needs—and the needs of your patients—come first.

Investing in Your Community

VCD is owned by local optometrists like you. This means the revenue generated stays right here in your state. It supports local businesses, schools, and community programs.

By partnering with VCD, you’re helping build a stronger local economy. Each patient visit contributes to the community, keeping tax dollars and revenue within the state​​. Your choice to join VCD is a choice to support your neighbors, your local businesses, and your profession.

Higher Reimbursements and Greater Flexibility

Low reimbursement rates are a common frustration with traditional insurance plans. These low rates make it hard for you to maintain a profitable practice. VCD offers some of the highest reimbursements in the industry. This helps you focus on what matters most—providing excellent care—while boosting your bottom line​. Our VCD PLUS program is a game changer. It offers patients advanced lenses like digital progressives with anti-reflective and scratch coatings for just $15 out-of-pocket. This high-value option attracts more patients and increases satisfaction.

Your patients get more for their money, and you enjoy better profitability. It’s a win-win.

Attract More Patients and Grow Your Practice

Partnering with VCD helps you stand out. We work exclusively with independent optometrists so patients know they’re getting personalized, high-quality care. We support your marketing efforts, providing materials and boosting your online visibility. This makes it easier for patients to find you and choose your practice. Patients who see the VCD PLUS logo know they’re getting high-quality, affordable vision care. This drives loyalty and encourages repeat visits.

Take Control of Your Future

The dominance of insurance companies often leaves optometrists feeling like they have little control over their practice. Vision Care Direct offers a different path.

We’re here to empower you. By joining VCD, you take charge of your future. You help shape a vision plan that puts your needs and your patient’s needs first.

This isn’t just another vision plan. It’s a movement toward a better way of delivering eye care. A plan that values independent optometry, supports local communities, and puts quality care at the forefront.

Ready to join Vision Care Direct?

Contact us today to learn how we can help you grow your practice and provide exceptional care for your patients.

The post A Vision Plan That Gives Back: Supporting Local Optometrists and Strengthening Your Practice first appeared on Vision Care Direct.

Modern Optical International proudly marks its 50th Anniversary. The company’s history spans five decades, from humble beginnings to emerging as a respected industry leader. Modern’s “Cheers to 50 Years!” celebration invites friends and customers to join them for a year of nostalgia, giveaways, and special promotions.

Modern Optical was founded in 1974 by two dedicated entrepreneurs, Yale Weissman and Don Ellefsen. Modern’s mission was clear from the beginning: Provide affordable, fashionable eyewear to ECPs that their patients will be proud to wear. Their initial offerings were limited to two double-bar styles aptly named The Yale and The Don. Weissman hit the road with a tray of samples, an ordering pad, and a stack of road maps. The phones started to ring, and Modern Optical was officially in business.

Yale’s son, Ken, joined Modern Optical in 1991 and for the next 25 years they expanded the company’s footprint building their reputation in the market. When Yale passed in 2016, Ken assumed the role of President and CEO. Modern became a third-generation family business in 2021 when Ken and Paula’s son, Jonathan, came on board. They feel incredibly blessed to mentor and learn from Jonathan every day.

Wins and losses marked the passage of time – tracking ever-evolving eyewear fashion, onboarding thousands of loyal customers in the US and abroad, and growing our home office with a dedicated customer-centric team. Throughout the past fifty years, Modern Optical’s original mission has remained unchanged. The need for value-oriented eyewear proved timeless and ubiquitous.

From two styles in 1974 to over 1,200 today, Modern’s value-oriented selection is unmatched. The company also offers essential optical kits/supplies and, with a nod to the future, developed a suite of virtual try-on technology services.

Ken Weissman reflects on the company’s milestone, “We are beyond grateful to have served thousands of eye care professionals all these years. My father would be so proud of how Modern has stayed true to its mission and values. We thank everyone who has contributed to our longevity as we usher in the next 50 years with relentless commitment and passion.”

About Modern Optical International

Founded in 1974, Modern Optical International (MOI), is a suburban Chicago family-owned and operated wholesaler of quality, affordable eyewear. An industry leader in value eyewear and managed care expert, Modern offers an extensive, inclusive selection of over 1,200 styles. Summit Optical Supply provides cases, parts, cleaning cloths and more. OCHO Vision offers virtual try-on services and e-commerce solutions to help independent ECPs grow their practices. Modern Optical Canada and Modern Optical Africa, both wholly-owned subsidiaries of MOI, distribute all product lines of MOI. Please visit www.modernoptical.com or call 800.323.2409 for more information.

The post MODERN OPTICAL INTERNATIONAL Celebrates 50th Anniversary first appeared on Vision Care Direct.