Dear Valued Eyetalk Subscriber
We are writing to update you on some important updates in this issue of Eyetalk. October 2025 Since 1980 the ODMA eyetalk® Reference Guide has and continues to be, an authoritative reference manual for optometrists and optical dispensing practices in Australia and New Zealand, now forming an integral part of effective practice management for much of the industry.
Eyetalk’s Focus on Continual Improvement - Why the Changes Have Come About In 2024 the Eyetalk team proactively reached out to industry experts and many practices to gain input on the Reference Guide offering and data within. Our 2024 survey results were clear that the industry values having an independent SRP (Suggested Retail Pricing) generated by Eyetalk for practices to consider when setting their own pricing and when reviewing MRRP (Manufacturers Recommended Retail Pricing.
The feedback was that it is time to review the Eyetalk SRP calculation to help ensure our SRP calculations remain as insightful as possible and reflect current market conditions, inflationary pressures as well as the latest product designs and the complexity in dispensing these. As a result of feedback from a variety and range of independent optical practices, we have embarked on a recalibration of the generated SRP and you will notice a change to most prices, except Myopia Control Lenses ,in this edition.
The EyeTalk® Suggested Retail Price (SRP) Explained
Eyetalk® is respected in the industry for providing an independent suggested retail price (SRP) rather than a recommended retail price (RRP). While the two terms are often used interchangeably, a recommendation is a preferred course of action and carries with it a stronger endorsement. A suggestion, is something to take into consideration, or as a suitable option.
How do we arrive at the EyeTalk® SRP Starting with the manufacturers wholesale price before discount, EyeTalk® uses a series of building blocks to arrive at a suggested selling price as a reference for practices to refer to as an easy way of reviewing the market generally, helping with understanding new lens releases and where they sit and as a guide on what to charge for a lens they do not regularly prescribe. Generally, we consider the following additions to the wholesale price. The weighting of these will vary depending on spectacle lens design or for contact lenses.
If you have any questions, please do not hesitate to reach out to the EyeTalk® team. They are available for specific data and product related questions. Anything to do with the new SRPs can be directed to projects@odma.com.au
We value your subscription to Eyetalk and want to assure you we are working on many projects behind the scenes to support independent practices and to ensure that the Eyetalk data is available to you now in the current PMS versions and into the future as the PMS systems change to cloud versions and we see new PMS suppliers potentially enter the market.
Eyetalk is working on increasing messaging to your consumer audience through LOOKBOOK on the value of seeking out a local independent optometry practice and in helping consumers find their nearest practice, on filling our new subscriber portal with useful resources, in providing bulletins and live events packed with business information to help you increase your profitability and in conducting research to provide insights for both suppliers and practices to help the optical industry plan ahead. We look forward to partnering with you for years to come.
Warm Regards,
The Eyetalk Team
