How Hertnecky Vision Boosted Capture Rate 15% with Cherry
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The Story
Like many optical practices, Hertnecky Vision was seeing a familiar pattern:patients would come in for an exam, then take their prescription and buy glasses or contacts somewhere else—often from retailers like Warby Parker or Costco. “A lot of people were coming in for the exam, but you could tell they were probably going somewhere else after.” Even when patients did buy in-office, many stayed focused on the cheapest possible option.
The Goal
Hertnecky Vision needed to shift the decision at the two moments that matter most: before the visit, when patients may have planned to buy somewhere else, and during the visit, when patients who may have chosen only the cheapest option needed to feel comfortable saying yes to the fuller solution.
The Cherry Solution
Hertnecky Vision added the Cherry application to appointment reminders and confirmation texts and emails, putting financing in front of patients before they ever walked in. For many patients, that changed the mindset before the visit even started—instead of planning to get the exam and shop elsewhere later, they came in already knowing they had access to $1,000+ in 0% interest spending power through Cherry. “Once they’ve already applied and know they’re approved, they come in thinking a lot differently.” Cherry also changed the in-office conversation: instead of presenting one large upfront total, staff could present recommended products as simple monthly payments. “When you break it down into monthly payments, people are a lot more open to adding what they want.” That made it easier for patients to move beyond the bare minimum and say yes to upgraded lenses, blue light protection, and better frame options.
Results
Cherry helped Hertnecky Vision increase capture rate by 15%, with more patients now purchasing in-house instead of taking their prescription elsewhere after the exam. Average purchase increased from ~$300 to $500–$600, as patients became more likely to choose upgraded lenses, blue light protection, and better frame options. With monthly payments making higher-ticket purchases feel more manageable, more patients are choosing premium products and a more complete solution.
In Their Words
A lot of people were coming in for the exam, but you could tell they were probably going somewhere else after. Once they've already applied and know they're approved, they come in thinking a lot differently. When you break it down into monthly payments, people are a lot more open to adding what they want.
