THERAPEUTICS

A New Niche For Optometry

Do longer, thicker, darker eye lashes present an opportunity for your practice?

Scot Morris, O.D., F.A.A.O. Conifer, Colo., and
Louise Sclafani, O.D., F.A.A.O., Chicago, Ill.

Longer, thicker, darker lashes: What does this have to do with optometry? These are the results patients find with bimataprost ophthalmic solution 0.03% (Latisse, Allergan). Latisse is proven to prolong the growth (anagen) phase of hair and stimulate the transition between telogen and antigen, resulting in longer, thicker eyelashes than before in patients who have hypotrichosis. Also, it increases melanin formation so that the lashes become darker.

Though I'm convinced a product such as Latisse will garner huge demand, I, admittedly, don't always understand how women think. Fortunately, Louise Sclafani, O.D., F.A.A.O. of Chicago, was kind enough to offer her opinion, both personally and professionally, on the opportunities this product offers.

Here's what she had to say: "Though we all have our beauty tips (and I won't divulge any of my secrets), most of them involve looking as natural as possible. As manufacturers introduce more beauty products that utilize the body's own pigment and/or cell characteristics to highlight beauty naturally, products, such as Latisse, will be distinct and welcome in a thriving cosmetic market.

"By modulating the eyelashes' growth pattern to provide longer and thicker lashes than before, Latisse is sure to please patients, as it will eliminate the need for mascara. Also, it will compliment the optometrist's existing supply of eye products, which already encourage regulation of the patient's natural physiology. Another benefit of Latisse is its potential to reduce lid conditions and contact lens complications that can result from incomplete or improper removal of mascara.

"Although this is new to all of us, except as an observation in our glaucoma patients, studies are available. Research by Allergan shows that at 16 weeks, 78% of patients showed at least a one grade improvement in lash thickness and length, while 32.8% had a grade 2 change, 25% had at least a 1.6mm increase in length, and there was, on average, a 106% change in thickness.

"In addition, cosmetic procedures, such as permanent eye makeup application, have long been in the hands of individuals who require only a few days of training to be deemed ‘qualified’ [to apply them]. Applying permanent makeup involves inserting permanent dye via a needle into a delicate tissue that is millimeters from the visual system. I'm shocked how this type of procedure has been taken out of the offices of eyecare professionals and placed into the hands of spa workers. I also think it's important that a product like Latisse, which contains an active ingredient that optometrists have used for years, be managed by op tometrists, rather than by those whose strengths lie outside of the eye."

If you want to develop a new cosmetic niche, increase practice revenue or gain new patients, here are some tips on how to integrate Latisse into your practice.

Recruitment

Surprisingly, patient recruitment is easy. Merely ask patients who would benefit: "Would you be interested in a new product that will make your eyelashes thicker, darker and longer without the use of mascara?" It's that easy.

Though most patients may be intrigued with your discussion of a cosmetic product, a simple response regarding the benefits of the product, in general — and to the eye health of contact lens wearers, specifically — usually satisfies any concerns regarding the use of Latisse.

Dr. Sclafani adds, "A part of patient recruitment is knowing the product yourself. When a new contact lens is introduced, I try it myself and then prescribe it to people who I know embrace being on the cutting edge [of technology] — often a staff or family member. Also, when patients know I use the same contact lens or solution as they do, they are motivated to follow my lead."

Education

Here are three tips for educating patients on Latisse.

1. Actively involve your staff with education. This won't be difficult. Have willing staff members use Latisse for about six weeks. Their excitement regarding the results will sell this cosmetic concept. Also, they will serve as a great reference for any patients who may want to ask questions discreetly about it.

2. Develop a simple script for both you and your staff so that the patient education is consistent.

3. Train your staff on the application procedure, as well as on potential side effects. According to Allergan data, there is about a 3% increase in the following side effects: eyelid pruritis, conjunctival hyperemia and eyelid skin hyperpigmentation, according. With careful application, using the provided tool (shown in the photograph below), we may ask, will this hyperpigmentation reduce the need for eyeliner? Also, there was about a 2% incidence (over vehicle) of eyelid irritation or ocular dryness.

Latisse is a once-a-day treatment applied to the base of the upper eyelashes.

Market

Market, market, market! How? Add a paragraph in your practice newsletter, or add a quick label on your recall cards that read: "Ask about thicker, longer eyelashes when you visit." Display signs prominently in the waiting room and exam lanes as well as the contact and optical dispensing stations (anywhere that a consumer has to wait or look at themselves closely). Put a note on your on-hold message, and display a message about Latisse on the homepage of your practice Web site.

Dr. Sclafani suggests that your staff introduce Latisse while the patient is dilating or looking at frames.

The medical perspective

Although cosmetic consultation has no hard and fast rules, it's advisable to have follow-up appointments at regular intervals to monitor the patient for any alterations in intraocular pressure and eyelid hyperemia, among other noted sided effects.

"This [attracting patients with Latisse] may be a means to bring in patients who don't normally come in for eye exams and possibly determine a medical reason for their challenged eyelash abundance," adds Dr. Sclafani. It also will encourage subsequent purchases.

Use a simple camera to photograph and document eyelashes prior to treat-ment initiation, then take subsequent photos at three-month intervals. Not only does this serve an important medical purpose by getting patients in the door who wouldn't otherwise come in, but it's also a great marketing tool.

Devise a consulting code for this visit and a consistent fee schedule. The value of these visits may vary significantly depending on your patient demographic and state regulations, so do your due diligence on these issues. Since this medication is considered cosmetic, do not submit insurance claims.

This new therapy allows you to improve your bottom line and provide a better standard of care for your patients. OM