The Reasons
The younger demographic sees themselves as consumers, not just patients.1 Their expectations are being shaped daily by companies like Amazon, Uber, and Netflix—brands that deliver convenience, personalization, and immediacy. Today’s eyecare consumer expects a similar experience from their healthcare providers.
Think about your own experience as a modern-day consumer. Do you look at online reviews before making a purchase? Are you cost-conscious but still value driven? Does friction in the process—hidden fees, long waits, confusing communication—leave you frustrated? Your patients feel the same way. However, just like companies that fail to adapt to modern expectations, tomorrow’s patients won’t return if your practice feels stuck in yesterday’s model.
How to Do It:
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Upgrade your website. It should be easy for patients (consumers) to schedule an exam, access information, and get their questions answered.
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Communicate value clearly. Be transparent about costs but emphasize lifestyle benefits over price.
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Blend tech with touch. Use technology to remove friction, then reinvest the saved time into creating even stronger patient relationships, by for example, having more face time with patients.
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Personalize the experience. Tailor recommendations to patient (consumer) preferences and involve patients (consumers) in decisions.
Trust and human connection still matter. OM
Reference
1. Forbes. 6 Expectations Millennials Have For Their Healthcare. https://www.forbes.com/sites/joeharpaz/2019/08/26/6-expectations-millennials-healthcare/ (Accessed October 22, 2025)