Today, I am thrilled to welcome Daniel Morgan-Williams back to The Eye Care Advocate for another hard-hitting and essential article. Dan is a powerful advocate for people with visual impairments, and today he is turning his attention to a common myth within our own profession: the idea that low vision aids and services aren’t profitable.

This is a vital read for any practice owner, optometrist, or manager who is serious about providing comprehensive patient care. Dan’s article is a direct challenge to the status quo. It makes a compelling business case for embracing low vision aids. It argues that providing these solutions is not just our ethical duty, but a significant commercial opportunity that too many of us are missing.

I am aware that there are some incredible practices out there already offering these services; either privately, through locally commissioned schemes or through the Welsh Eye Care Service – but this article is to help others that do not offer the service to do more!

Over now to Dan!

Why Saying “Low Vision Doesn’t Make Money” Is… Well, a Bit Blind

When I was travelling the UK delivering the Seeing Beyond the Eyes roadshow, one line kept cropping up from optometrists and opticians alike: “Low vision doesn’t make me money.”

I heard it everywhere. And I’d often look at them and think: really? Are we looking at the same picture here? You have dismissed a patient because their vision didn’t fill your till? That is not just short-sighted – it’s arguably blind!

Sure, rummaging through a backroom drawer for a dusty handheld magnifier and muttering, “Here, use this,” will not set your practice on fire. It is underwhelming, to say the least. But this is not a true low vision service. A real service is about offering a range of effective, modern low vision aids.

The Commercial Case for High-Quality Low Vision Aids

Let’s consider the commercial reality of high-quality low vision aids. Video magnifiers, whether desktop or portable, can retail for between £1,000 and £3,000. Handheld electronic magnifiers offer portability with power and are a significant step up from simple optical magnifiers.

We also have smartphones with incredible accessibility apps, specialist lighting, and contrast filters. These are not dusty, forgotten products. They are high-margin pieces of assistive technology. If you are offended by the idea of charging £2,500 for an HD video magnifier, perhaps the problem isn’t the product – it’s the price!

In Germany, dedicated low vision shops thrive by offering these solutions. A company like Reinecker Vision has been supplying video magnifiers countrywide since the first one rolled off their production line over 50 years ago. They have seven physical stores, mobile teams, and are part of sight-loss exhibitions like SightCity.

Compare that with many UK practices that consider a laminated A4 page with large text to be the height of innovation. It is not that UK patients will not pay for effective low vision aids – it is that we often do not give them the chance to.

Beyond the Sale: Building Loyalty with Low Vision Aids

The return on investment is not just about the initial sale. It is about “Relationships Over Identity.”

A patient who walks into your practice for a low vision assessment and leaves feeling properly seen and supported will become your biggest advocate. They will return with their spouse, their children, and the neighbours who saw their new gadget on display.

Trust plus competence equals word-of-mouth gold. These high-margin devices build incredible loyalty. Many advanced low vision aids also have service packages attached, creating recurring revenue through annual check-ups, software updates, and support calls.

Many people with sight loss need private solutions. The NHS, while commendable, often has long waiting lists and limited device options. People will pay for a compelling choice. Patients may walk in to your practice and see a sleek video magnifier by the window. even without knowing the price, many will pause. “Will that help me?” That question alone is an opportunity. expert advice.

The Ethical and Professional Imperative

Of course, this is about more than just money. Providing a pathway for low vision aids is about dignity. For many, using a magnifier means reading bedtime stories to their grandchildren again, continuing a beloved hobby, or cooking independently. The emotional return on investment is huge.

As clinicians, we are ethically bound by the Equality Act 2010 and our professional guidelines to support those with additional needs. Offering a proper low vision pathway is not just the right thing to do; it is professionally rewarding.

Ignoring this patient group is not just a poor business decision – it is inadequate care. Patients will pay for their dignity and their independence. They will talk about the practice where they found it, and they will come back. Low vision services do make money when you are actually selling real solutions, not excuses.

About the Author

Visualise Training and Consultancy Ltd was established in 2014 by Daniel Williams, who founded the company despite experiencing gradual vision loss due to retinitis pigmentosa.

What began as a focused approach centred on sight loss and its associated challenges has since grown to encompass all forms of sensory loss. To see how Daniel can help you, or your team, support integrating accessibility and inclusion into your lives, you can visit his website: https://visualisetrainingandconsultancy.com

A Final Word from The Eye Care Advocate

Daniel is absolutely right; the argument that “low vision doesn’t make money” is fundamentally flawed. To dismiss this service isn’t just poor business, it’s inadequate care. His reframing of ROI as ‘Relationships Over Identity’ is something I’ve seen deliver tangible results firsthand.

Just recently, a patient with significant macular disease was struggling with identifying medication and navigating her home. A simple conversation and a letter to her GP resulted in practical solutions that significantly improved her independence and dignity.

The outcome perfectly illustrates Daniel’s point. That patient, feeling properly seen, became an advocate. Her loyalty and recommendations brought four new patients to the practice—proving that trust and competence are word-of-mouth gold.

The most compelling part? This success was achieved without selling a single low vision aid. It reinforces that patients will pay for dignity and independence. If this level of loyalty can be generated simply by providing holistic care, imagine the impact when we also offer the real, high-margin technological solutions Daniel champions. It’s time to up our game.

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