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THE EYE SPA EXPERIENCE

HOW TO PRESENT IT TO MEIBOMIAN GLAND DYSFUNCTION PATIENTS

MARK HINTON

THANKS TO recent strides in technology, two in-office spa-like treatments are available to quell the burning, itching, blurry vision and foreign-body sensation associated with meibomian gland dysfunction (MGD). But as is the case with any new technologies an optometric practice purchases, they are only as successful as their marketing.

Here, I discuss how to market these in-office spa-like treatments to your patients.

1 GET YOUR TEAM ON BOARD

Educate your team members about what the technology is, why you’ll advise or prescribe it, and, most important, “What’s in it” for your patient. This way, your team is more likely to become enthusiastic about it, and the more enthused the team, the more likely patients are to embrace the service or product. (People buy people, and people also buy a person’s passion.)

To get your team excited about the in-office spa-like treatments, provide them with bulleted talking points; include the personal advantages for the patient and social proof (how other patients have benefitted).

Next, provide or develop a clear action plan for the communication you want the patient to hear, and clearly understand, at every patient touch-point. Practice until all team members are comfortable and confident; then, launch.

2 SHOW AND TELL

When you note signs and symptoms of MGD (lid margin disease related to biofilm build-up and infectious blepharitis or moderate to end-stage posterior blepharitis) upon your exam, show the patient what you see, why it concerns you, and explain the treatment options, including your in-office eye spa treatments:

“Donna, everyone has glands in the upper and lower lids that produce lipids and proteins that allow for a healthy tear film. If you look here [show image], you’ll see your glands are clogged. This is a form of chronic dry eye disease called meibomian gland dysfunction. This is what has been causing the symptoms you described. Treatment options include artificial tears, an anti-inflammatory drug, warm compress and lid scrub use, omega-3 supplementation and, most recently, two in-office spa-like treatments that work to exfoliate your eye lids and, therefore, open those clogs. It’s worth noting that other meibomian gland dysfunction patients who underwent either procedure reported significant symptom relief. Donna, do you think you’d like to try these spa-like treatments?”

PROMOTE EXTERNALLY

To get the word out about these in-office treatments, add write-ups about them to your practice website, social media channels, email platforms and digital newsletters under “What’s New?”

For example, “Does your vision fluctuate? Do you sometimes blink more vigorously or frequently to see better? Does your vision improve when you blink? Are your eyes (and lids) always red? If you answered “yes” to one or more of these questions, we can help you alleviate these symptoms and signs with our new eye spa treatments.” Another example: “When your eyes tell you they feel dry, scratchy and just plain irritated, reserve your eyelid rejuvenation treatment; patients rave about them! Feel the comfort!” OM

MR. HINTON is CEO and president of eYeFacilitate. Email him at mark@eyefacilitate.com, or to comment on this article, visit tinyurl.com/OMcomment.