(Press Release) SCOTTSDALE, AZ –Eyewear maker GSRx Inc. has introduced its Proper Optics eyewear line catering to “price-conscious” patients. Frame pricing to the patient includes single-vision lenses in plastic or polycarbonate.

“Price pressure and intensive marketing from national chains and online retailers is reducing the Rx capture rate and the profitability of independent practices,” says Dave Jochims, CEO of GSRx. “Independent practices are losing revenue along with the ability to assure the quality of the patient’s visual experience. Proper Optics levels the playing field by giving practices a way to keep price-conscious patients in the practice, while offering the optical quality that meets their standard of care.”

He adds: “Proper Optics can be introduced when it becomes clear that the patient is going to leave with the Rx. It can also provide an attractive second-pair option for a patient who has spent a significant amount of money on a branded first pair. The patient ends up with a more complete vision solution, and the practice increases its revenue.”

The Proper Optics catalog includes more than 280 frame styles. The EPIK lens series includes progressives in three levels of customization, customized single vision, and a range of lifestyle and task-specific designs. Lens treatments include INFINITY non-glare and INFINITY clear non-glare, offering anti-reflective performance, scratch resistance and cleaning. Blue light protection is available with PrevaBlue non-glare AR and UV3G lenses infused with UV and blue light absorbers.

Proper Optics is currently available in the Southwest, northern Midwest and Southeast. “We will continue to expand our market reach, but only at a pace that allows us to maintain the highest level of service to our ECP customers,” says Jochims.

For more information, visit properoptics.com.