Free eye tests have been deemed a significant challenge to independent practices by speakers at Independents Day held this week at the Motorcycle Museum, Birmingham.
The event was attended by optometrists, dispensing opticians and optical assistants from independent practices.
Optometrist Jonathon Bench said: 'In my opinion, it is wrong. We should be charging for our time and services. Accountants aren't offering free services and the last time I checked neither were lawyers.'
The sector was instead urged to focus on adding value through service and better-performing materials.
Optical consultant Abi Grute said: 'I can see it will be difficult to make those free things disappear, so we need to look at other ways we can add value.'
Speaking at the exhibition that ran alongside the event, Hoya regional sales manager Nathan Odell agreed with Grute. He said: 'As a point of differentiation, the independents should try to be more slick and hands on. The patient will be more inclined to go back with a value-added product, and practices offering these have coped with a difficult couple of years.
'At the same time, those operating on a cheap level have struggled because margins have fallen together with footfall.'
Participant numbers held steady at this year's Independents Day, at around 170, organisers Proven Track Record (PTR) confirmed.
PTR kept the price at £149 plus VAT for this year's event, but offered a one-off price of £89 to those willing to sign up for 2012 there and then.
Lens supplier Essilor said traffic in the exhibition hall had been quiet though, following a similar trend at this year's Optrafair. 'I think it is a reflection of what is happening in the industry,' added Scott Shipley, Essilor account manager, Midlands.
? Also at Independents Day, the Association for Independent Optometry (AIO) revealed ongoing talks with AOP chief executive Bob Hughes, as it bids to boost support for independent practices.