First the good news: Partnerships between ophthalmologists and optometrists are thriving, with many practices combining to offer services under the same roof. Many ophthalmology practices are expanding into full-fledged eye care centers, with an optical shop and even in-office labs for making glasses. But a word of caution: The market for optometric care and eyewear is getting more competitive. Disruptive players continue to gain a strong foothold. You don’t have to look far. Popular retail chains such as CVS, Walgreens, and Walmart now offer eye exams, glasses, and contact lenses to consumers. Go to Google and search “buy glasses online.” You’ll find more competitors: eyebuydirect.com, warbyparker.com, visionworks.com, and others. Amazon, the world’s largest online retailer, may at some point enter the eye care market, possibly by purchasing an established online eyewear retailer. If so, they will bring to the market a powerful competitive advantage—faster speed for online delivery1. How can independent ophthalmic practices in such a fiercely competitive retail environment? Below are some important strategies.