CLINICAL

  DIVERSIFY YOUR PORTFOLIO

CAPITALIZE ON MEDICAL CARE

CREATE A LOYAL PATIENT BASE BY ADDRESSING MEDICAL CONDITIONS

JEFFRY D. GERSON, O.D., F.A.A.O.

WHEN WE think of the most common conditions we see, we inevitably think of refractive issues. But medical ailments, such as dry eye disease, are of growing concern among the population, and they fall within our wheelhouse. As a result, if you haven’t already, it’s time to start prescribing solutions for medical conditions with the same vigor as visual conditions.

Here, I discuss common medical services and how to address them with patients.

DRY EYE DISEASE

Does a day go by when you don’t see a patient who complains of dry eyes?

Address your services with your patients. For example, “Miss Richards, in addition to correcting your vision with glasses, I want to address your dryness. Not only can dryness cause symptoms of irritation, but it may also be an underlying factor in your quality of vision. Because of this, I would like to have you come back for a more thorough check of your ocular surface for dry eyes.”

DIABETES

It is important to let people know all that you provide through education. For example, “Mr. Jones, I am happy to tell you that not only can we correct your vision to 20/20 with glasses, but we did a thorough check of your eye health today. It is especially important for patients with diabetes to have a thorough exam with appropriate techniques and equipment to ensure that there is no diabetic retinopathy or other diabetes-related conditions.

Source: AOA’s “ The State of Optometric Profession: 2013”

AMD

As O.D.s, we have the opportunity to be aggressive in educating patients about AMD. Most patients with AMD have dry AMD and do not need injections, and, therefore, visits to a retina specialist. This is an important conversation to have, especially for those O.D.s who have an OCT and, as such, are able to monitor the disease’s progress and indicate to the patient when he or she may need a referral.

For example, “Mr. Smith, we can carefully watch your eyes and refer you at the earliest sign of needing treatment. For now, I want you to take supplement brand X, make healthy lifestyle choices, and I will see you back in 6 months. If you have any changes to your vision before then, please call us right away.”

REFRACTIVE SURGERY

Refractive care can also be medical care. Refractive surgeries generate revenue in comanagement and consistent routine eye health examinations. Patients often don’t know how integral a part the O.D. plays in refractive surgery. I often tell patients that they will only meet the surgeon once before and the day of surgery and that all follow-ups will be in our office.

ALL-AROUND BENEFITS

Diversify your income streams, and take good care of patients by treating medical conditions. Treatment of these conditions generates revenue (be aware of appropriate coding practices), and creates loyal patients for your practice. OM

DR. GERSON practices at Grin Eyecare in Olathe, Kan., a full-scope combined O.D./M.D. practice. Email him at jgerson@hotmail.com or visit tinyurl.com/OMcomment to comment on this article.