Read more from the Q&A issue

• Methodology: Keep the questions coming
• How can optometrists efficiently schedule ocular disease patients in light of the COVID-19 pandemic?
• How can an optometrist include the patient’s opinion when it comes to glaucoma treatment?
• How can O.D.s differentiate the neovascular form of AMD from similar diseases?
• How can an optometrist obtain diabetic patient referrals from a primary care physician?
• What should optometrists know about effective management of myopia?
• What is the value optometrists can provide and communicate for the fee charged?
• How can optometrists set up an appropriate fee schedule for specialty contact lenses?
• How can O.D.s get more engaged in luxury frame sales?
• How can optometrists get more new patients?
• How can an optometrist create a successful practice sans third party health plans?
• How do O.D.s create a system for quick and efficient coding?

A: When I realized that a trial-and-error protocol of dry eye disease management (always start with OTC artificial tears, etc.) was resulting in a lot of disappointed and stressed-out patients, I thought “there has to be a better way.” In considering that effectively managing these patients would require more than prescription medications and at-home therapies, such as warm compresses and baby shampoo lid washing, and that so many of these patients presented “worked up” over their appointments, I chose to create Elite Dry Eye Spa.

Here, I provide the action steps I took that I believe have made it successful.

ACQUIRING/EMPLOYING ADVANCED DIAGNOSTIC TESTING

If you’re going to talk the talk, you’ve got to walk the walk. This means purchasing and using advanced DED diagnostic testing that is beyond what can be found in the general eye care practice. Specifically, I recommend investing in tear quality metrics, tear quantity metrics and ocular surface structural analysis diagnostic devices (see bit.ly/3j4jwvC ). Several are available to aid in identifying the type of DED the patient has, while at the same time “wowing” patients with features, such as imaging, which can be used to educate the patient on the seriousness of the condition. To determine which advanced diagnostic testing to purchase, visit optometry-related blogs, optometry-related social media channels and contact colleagues you trust.

OBTAINING/EMPLOYING IN-OFFICE TREATMENTS

As described above, many patients are unable to achieve relief via prescription medications and at-home therapies alone. Something else to keep in mind: Most patients have evaporative DED.¹ Thankfully, various in-office spa-like devices are available that can provide these patients symptomatic relief. Specifically, there are eyelid-margin cleaning technologies and thermal systems that work to unclog the meibomian glands, respectively. Personally, I have invested in multiple thermal systems to allow my patients to have a choice of which to try. Additionally, I’ve expanded into facial services, which includes the use of intense pulsed light. Pro Tip: Always follow-up after doing any treatments on your patients, as doing so confirms to them your genuine interest in getting them better, while allowing you to reiterate their home care instructions and confirm their follow-up visit.

DISPENSING DED PRODUCTS

I carry different products ranging in price. With the different lines, I can recommend what best fits the individual patient’s needs. Now that we are getting through the COVID-19 pandemic and vendors are being let back in to offices, we can take advantage of their visits, allowing them to leave us samples of their DED treatments, give them a few moments to explain why their product should be suggested to our patients and, most importantly, try their product! Soon after obtaining relief for my own lid margin issues, I plunged into research for more treatment possibilities for myself, with the mindset that if something worked for me, it might work for my patients as well. I now test every DED treatment, including eye masks, artificial tears, lid care products, ocular nutritional supplements, prescription medications and equipment for treatments, before recommending them. Because I personally know about what I am recommending, I am able to avoid any miscommunication about product efficacy and outcomes. Further, my patients know they can trust the recommendation because I’ve used it myself.

CREATING A SPA ENVIRONMENT

Designating a space in one’s practice and calling it a “spa,” doesn’t make it a spa. The space must look, sound and “feel” like a spa. Elite Dry Eye Spa is designed as a medi-spa, with items such as a rock fountain, aroma therapy and massage chairs.

MARKETING FROM ALL ANGLES

To get the word out about the spa, you will need to cover marketing from all angles, ranging from digital, such as social media channels and the practice website, to print ads, radio/TV commercials, networking, etc. Your practice website, for example, should list all the services and treatment options available to patients. I also would consider investing in promotional products to give away and sending informational packets to other health care providers in the area.

SETTING SPECIFIC DAYS OR TIMES FOR THE SPA

Creating a specific schedule to see spa patients ensures the spa will be used consistently, while establishing a fixed schedule for DED patients.

HAPPY TO HELP

I started a DED spa because I genuinely love providing relief to these patients, and I am fascinated by this field of eye care. If you would like to contact me with additional questions, please feel free to do so by email at drb@elitedryeyespa.com. OM

REFERENCE

1. Findlay Q, Reid R. Dry eye disease: when to treat and when to refer. Aust Prescr. 2018 Oct; 41(5): 160–163. doi: 10.18773/austprescr.2018.048.

DR. BEVELS is the clinic director of Elite Dry Eye Spa, PLLC. She is currently lecturing on dry eye disease to any professional groups interested in learning more about this tormenting eye disease process.