Like someone mentioned before, strategies like this will only work if EVERY doc in the community is doing the same thing. Otherwise, these strategies will likely piss patients off enough for them to seek your "competitor" across the hallway. Again, we are weak because we are all divided and pitted against each other to fight for the scraps off of the insurance companies' (and governments') tables.
I've had this experience too, as we all have had but let me make a suggestion....
If you are going to charge patients out of pocket for things (anything, really) you really need to do a few things to pull it off...
1) You need to let them know well in advance. People don't generally freak out if they get bad news. They freak out if they get unexpected news.
2) 90% of it is in the delivery and this means that either you or the staff member has to be very well trained in making the delivery. Far too many doctors offices have staffs that are overworked and bitchy. I completely understand why but giving off "attitude" won't get you where you want to go. We all have this idea in our heads that patients should just damn well be grateful that they are seeing as and being able to partake of our tremendous knowledge and skill but it simply doesn't work that way in eyecare.
A story...
My mom wanted a new frying pan for Christmas. Worst gift ever but that's what she wanted. So in the town where my office is there is a large restaurant supply house that has every kitchen gadget and appliance you can imagine. It's really a pretty cool place.
So around the first of December I go in there to try to buy her a Swiss Diamond frying pan which is a high end non stick pan. But in that section of the store, they had very little left. So I tracked down a sales lady (who already had a puss on) and asked if they had any more in the back.
"No. Whatever is out there is all we have."
"Do you anticipate getting in some more soon?"
"Maybe sometime in the next month or so."
"Ummmm....well....there's something kind of happening in the next month."
"I'm aware of that. If you want, you can call back in a few weeks and see if we have any."
"Ummmm.....ok.......thanks for your help."
So I walked out and ordered it online.
Now.....she handled just about the worst possible way she could have. She was essentially the most unhelpful sales woman in history. Here's a couple of better ways that would have worked....
"Oh no....we don't have any more..I'm really sorry. Those are backordered. I can't guarantee we will have any more in time for Christmas."
(Even if they are NOT backordered, LIE to me for Christ's sake.)
-OR-
Even better......
"Oh no....we don't have any more....I'm really sorry. Those are backordered. I can't guarantee you that we will have any more in time for Christmas. But if you want a really nice frying pan, let me show the All-Clad or the Emeril line. They are just as nice and we have those in stock."
If she went with the second method, I would have bought the pan.
If she went with the first method, I wouldn't have bought the pan but I would have at least left satisfied that the woman understood that it was supposed to be a present and felt badly she couldn't help me. (even if she didn't feel badly)
But what I got was essetially "sorry. can't help you. bye."
I doubt I'll ever darken their door again.
Regarding refration charges.....which is better....
"Sorry. Medicare doesn't cover it. It's $35.00"
-OR-
"Mrs. Jones....I know it's crazy but unfortunately medicare doesn't cover this one particular portion of the eye exam. I'm really sorry about that but if you want us to give you a prescription for eyeglasses it's $35.00."
Which would you rather hear?
Also, if you're going to charge people out of pocket for things other than a refraction you have to make sure you deliver a higher level of service or you do it in a well appointed office or something like that. Charging more "just because" rarely works.