In this episode of Power Hour, host Eugene Shatsman sits down with Cody Tomasik, Founder and CEO of DirectOD, a platform built within real optometry practices to solve the frustrations of vision plans, low reimbursements, and cash-pay patient retention.

What makes this conversation critical is the shift it represents: moving away from third-party entities that dictate your revenue flow toward a direct, one-to-one relationship with your patients through customizable benefits.

And as Cody explains, when you cut out the middleman, the math becomes incredibly compelling for any practice owner.

What a Membership Plan Actually Is

At its core, a membership plan enables practices to create their own in-house benefits structure.

Instead of a patient paying a monthly fee to a third-party vision plan, they pay the practice directly and receive access to discounts, credits, allowances, and other benefits in return.

That might include:

• Eye exam credits
• Frame and lens allowances
• Contact lens discounts
• Second pair offers
• Specialty care benefits

And unlike traditional vision plans, the practice controls both the structure and the flow of revenue. As Cody explains, the goal is simple:

Create a direct relationship between the practice and the patient without a third party sitting in the middle.

Why Direct-to-Patient Benefits Beat Managed Care

Practices have long been forced to accept third-party insurance that dictates their reimbursement and patient flow.

However, roughly 70% of consumers in local marketplaces are not seeking eye care because they lack a vision plan and perceive it as unaffordable. This creates a massive engagement gap where cash-pay patients are often one marketing email away from choosing another competitor.

A membership program meeting in the middle of these two verticals allows practices to:

• Set their own benefits and discounts directly for patients.
• Secure monthly recurring revenue that goes straight into the practice’s pocket.
• Increase patient loyalty by creating a VIP experience that incentivizes returning for care.
• Capture more “out of pocket” spend and significantly boost second-pair sales.

The Math: Turning 100 Patients into $30,000 in Recurring Revenue

One of the most eye-opening parts of the conversation is the economics.

In a standard VSP workup, a practice might average $200-$250 total for an eye exam and eyewear. Under a $35/month membership plan, that same patient pays $420 over the course of the year. Even after providing a “free” exam and frame allowances, the practice’s profit remains significantly higher because they aren’t paying for the insurance middleman’s overhead.

The scalability is where the real impact happens:

• Enrolling just two patients each week on a $25 plan equals 100 patients a year.
• That small group alone generates $2,500 a month in recurring revenue.
• Annually, this builds a $30,000 foundational revenue stream for the practice.

Instead of hoping patients return every 18 to 22 months, the subscription model ensures they are financially tied to your office, dramatically increasing retention and exam frequency.

And unlike traditional vision plans, that revenue goes directly to the practice.

But the bigger opportunity may actually be retention. Once patients are enrolled, they are significantly more likely to:

• Return consistently
• Use their benefits
• Purchase additional products
• And stay connected to the practice long term

What Actually Works: Specialty Services and Frictionless Onboarding

Membership plans aren’t limited to routine care. Cody discusses how successful practices are applying this logic to higher-margin specialty services.

By blending consumer psychology with subscription-based services, patients who have already committed to a monthly fee are more likely to maximize their savings by investing in more treatments.

Common specialty applications include:

• Dry Eye Therapy: Using memberships as a financing mechanism or hybrid option for advanced treatments.
• Myopia Management: Managing high upfront costs with recurring monthly profitability.
• Local Employer Plans: Partnering with small businesses to offer frictionless “vision benefits” at no cost to the employer.

To make this operational, DirectOD provides brandable enrollment links, SMS/email invite systems, and pre-built templates that allow a practice to go live in under five minutes.

Membership plans are becoming a serious strategic conversation around profitability, retention, patient loyalty, and practice growth.

And while they may not replace traditional vision plans overnight, they do offer practices something many have been missing for a long time:

More control over revenue, patient relationships, and the long-term value they create.

Eyecare BOSS Live Summit

If you’ve been to conferences before, you’ve probably left with many great ideas and intentions, and then when you get back to your practice, nothing actually changes.

Eyecare BOSS Live is designed specifically with that in mind so you can not only know what to do to reach your goals, but also have the tools, strategies, and plans to implement lasting changes once you’re back. to change that.

This is a 2 and a half-day, invitation-only event (September 16–18 in Cleveland) designed specifically for practice owners who want execution, not just inspiration.

Inside the room:

• 200 growth-focused operators
• Peer-level masterminds
• Real conversations around revenue, staffing, leadership, AI, and specialty growth

And everything is built around one outcome:

You leave with a 90-day plan you can actually implement.

If you want to be considered, click the link below:

• Own the Relationship | Learn how in-office plans allow you to bypass third-party dictation of your revenue.
• Consumer Psychology Matters | Understand why patients are drawn to membership models and how subscriptions influence buying behavior.
• Increase Your Capture Rate | Discover how memberships can boost second-pair sales and retain cash-pay patients long-term.
• Scale with Business Partnerships | See how offering plans to local employers creates a frictionless marketing engine for new patients.
• Built for Independent Eye Care | DirectOD was created in a real practice to solve real workflow and profitability issues.
• Specialty Care Becomes More Accessible | See how practices are applying membership models to dry eye, aesthetics, myopia management, and more.

Connect with Cody Tomasik

Cody Tomasik is the Founder and CEO of DirectOD, a SaaS platform designed specifically for independent optometry practices to manage in-office membership plans. Coming from a fintech and technology background, Cody developed DirectOD in collaboration with his family’s independent practices to provide a scalable alternative to traditional vision insurance.

• LinkedIn: https://www.linkedin.com/in/cody-tomasik-79817b332/  
• Website: https://directod.com/

Connect with Eugene Shatsman

Eugene Shatsman is Host of Power Hour, Managing Partner of National Strategic Group, Co-Creator of The Eyecare BOSS, and a TEDx Speaker. A growth strategist and consultant to hundreds of optometric practices nationwide, Eugene specializes in scaling independent eye care businesses through structured strategy, marketing science, and operational clarity.

• LinkedIn: https://www.linkedin.com/in/eugeneshatsman/ 
• Website: eugeneshatsman.com