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THE UNIQUE SIDE OF OPTOMETRY

Establishing a Dry Eye Clinic

Why it was one of the best decisions I made

TOM KISLAN, O.D., STROUDSBURG, PA.

After undergoing LASIK, I developed severe dry eye disease (DED). In recognizing the devastating affect the condition can have on one’s quality of life and next diagnosing a slew of patients, I decided to establish a DED clinic in my practice roughly 12 years ago.

Here’s how I did it, the payoff and how it operates today.

How’d I do it?

Five steps were involved in getting the DED clinic going:

• Extensive DED research. I did this first. Although I had learned about the condition in optometry school, I wanted to ensure my knowledge of DED was current and that I was aware of all the diagnostic devices available. The old adage is, “You can’t make money without first spending money.” So, I began building an arsenal of equipment to best diagnose and manage these patients.

• Medical billing education. This was my second step. I accomplished this by talking with colleagues and attending coding CE courses at the various eyecare conferences. Staying up to date on the codes became a challenge, so I eventually hired a medical billing staff member who takes a billing course once a year to stay current.

• Staff education. Third, I educated my staff on the signs and symptoms of DED and trained them to show patients how to correctly use the treatments I prescribe, such as lid scrubs, and, more recently, how to operate in-office treatment equipment. (I provide bonuses and raises to staff members who obtain their paraoptometric certification.)

• DED research. I, personally, contacted several companies and pitched ideas for studies. Many of them said, “yes.” Doing this has allowed me to get in on the ground floor when it comes to new diagnostic devices and treatments, enabling me to show patients I am the go-to dry eye guy.

• Internal and external advertising. I advertised the DED clinic internally by verbally telling all patients that we treat this condition, and I advertised externally with the sign: “Dry Eye Clinic of Northeast Pennsylvania.”

Dr. Kislan credits his DED clinic with building the medical side of his practice.

The outcome

Today, my practice is comprised of 60% medical billing, and I believe that creating the DED clinic was the impetus. Showing patients my ability to treat this medical eye condition has prompted them to return for additional medical eye care, such as for glaucoma, and they’ve referred their friends and family.

How it operates today

As new DED diagnostic devices and treatments have evolved, so has the clinic. For example, we have designated a separate room for in-office treatments and provide a spa-like atmosphere with low lighting and relaxing music where the patient receives bottled water and an inflatable pillow (both with our practice logo). These small amenities create additional value for patients, who pay out of pocket for in-office treatments. In addition, I have created specific time slots for DED patients.

Creating a DED clinic was one of the best decisions I made for my practice because I’ve been able to help patients achieve relief from their signs and symptoms, while growing the medical side of my practice. OM

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