Optometry chains set sales targets for eye exams

Senior managers at the chains sent messages warning that failure to meet sales targets could result in pay reductions or fewer future bookings.

Sales metrics and appointment limits One Specsavers group chat recorded a head-office message stating wages would be cut further if conversion numbers did not rise. Bailey Nelson managers circulated tips for securing sales even when patients did not require a prescription change.

At OPSM, a locum was told by email that continued low KPI performance would lead to reduced or discontinued bookings. Regional managers at Bailey Nelson questioned staff who scheduled multiple clinical tests on the same day.

Clinical concerns raised by staff Optometrists described instances in which they performed extra tests despite directives to avoid them. One case identified an unruptured brain aneurysm that required surgery the following week. Another report noted a patient who received burns after receiving red-light therapy for dry eyes, a treatment some OPSM staff said was encouraged to meet revenue goals.

Company responses and union position Specsavers stated that its optometrists are empowered to make clinical decisions in patients’ best interests and that benchmarking supports professional standards. OPSM and Bailey Nelson did not respond to requests for comment.

The Health Services Union said patient care must remain the priority and that financial targets should not override clinical judgment. Optometry Australia noted that one percent of optometrists faced complaints in 2024-25, below the average for registered health practitioners.