CLINICAL

  DIVERSIFY YOUR PORTFOLIO

CREATE A CENTER OF EXCELLENCE

OFFERING EXCLUSIVE EQUIPMENT HELPS DISTINGUISH YOUR PRACTICE

MOST ANY optometry office you walk into has some of the same basic equipment. As a matter of fact, many of our offices have nearly identical machines we use to either help us diagnose or aid in determining the most appropriate treatments for our patients.

We sometimes hear the term “center of excellence” in regard to the diagnosis and treatment of specific disease processes. Through greater investment in technology (although not necessarily much greater monetarily), we can diversify our offerings, creating centers of excellence that enable us to stand out from other optometrists.

Here, I provide examples of advanced technology in the realm of diabetes, AMD and dry eye disease (DED).

DIABETES

By checking blood glucose, which requires a very minimal investment, we can check A1c levels in the office and educate patients. In addition, with more of an investment, we can detect diabetes through lens imaging without any blood measurements. Imagine the potential marketing in helping to detect diabetes with a simple eye test without any blood?

AMD

When we perform tests that fall outside the typical “exam lane,” we show a commitment to patient care that exceeds that of the average practice. For example, by measuring the patient’s dark adaptation function, we can detect AMD before any clinically visible pathology is present. Once detected, we can do genetic testing, prescribe at-home vision testing and continue to follow patients with OCT.

DED

Consider meibomian gland imaging, assaying tears for the presence of inflammatory markers, testing tear osmolarity and more. All can be done clinically for varying amounts of investment, and all can aid in the diagnosis and treatment of DED.

“PRESCRIBING” TESTING

Some of these tests are not covered by insurance. If you feel the patient will benefit from any of these tests, “prescribe;” do not “recommend” them. Also, explain the reasoning and benefits of the test(s): “We want to test your dark adaptation. Although this test is not covered by insurance, it is important in helping me to determine whether you have age-related macular degeneration, and it only costs $xx.” OM

JEFFRY D. GERSON, O.D., F.A.A.O., practices at Grin Eyecare in Olathe, Kan. He is a consultant for MacuLogix. Email him at jgerson@hotmail.com, or visit tinyurl.com/OMcomment to comment on this article.