What should you buy and why?

How should optometrists determine which in-office treatments to invest in? When thinking about what in-office treatments one wants vs. what makes the most economical sense, the answers often differ. Having joined a new practice where I am helping to expand the ocular surface disease (OSD) care, this is a question I face daily. As a result, I am going to provide the action steps I have taken, much of which I’ve learned from others who have done so before me, to make this determination.

1 IDENTIFY YOUR VISION

Today, tomorrow, and five years from now, how do you see your OSD care clinic? For example, do you envision offering both OSD treatments, as well as ocular aesthetic products? You need to know what you want to offer before determining whether you can offer it.

IN-OFFICE TREATMENTS

 

Amniotic membrane

 

 

Intraductal probing

 

 

Intense pulsed light

 

 

Radiofrequency therapy

 

 

Thermal systems

 

 

Blepharo-exfoliation

 

 

Punctal occlusion

 

 

Scleral lens fitting

 

2 ANALYZE PATIENT DEMOGRAPHICS

What type of patient demographics are in each of your offices? Do you have enough patients to warrant the in-office treatments you envision providing? What is the willingness and/or ability of your patients to travel to other locations for treatments? Additionally, how many patients would be interested in ocular aesthetic products?

To get the answers to these questions, have all patients fill out a dry eye disease (DED) and/or aesthetic survey and undergo vital dye testing on slit lamp exam, and a meibomian gland evaluation. This will help to track the amount of patients who would benefit from each type of treatment. In a collaborative partner setting, this will help show return on investment.

3 ASSESS LOCAL SERVICE PRICING

Find out the average pricing in your area for the services you are considering introducing, as well as how many other eye care providers in your area offer said services.

If no one else is offering a particular treatment and you’ve identified a patient need for it, it may be worth investing in that one particular piece of equipment before others corner the market.

4 PUT PEN TO PAPER

Formulate your plan and the steps needed, gathering all information: Investigate the cost of the equipment you’re interested in, including maintenance, warranty, and per-use price associated with your local pharmaceutical device representatives. Use this information on cost and overhead to help decide what your cost per treatment and number of treatments are needed to pay off the equipment.

Keep in mind that you can buy pre-owned equipment, but it will likely not come with manufacturer support or a warranty. Reach out to colleagues via email or through social media to go down this road.

5 FIGURE OUT SPACE

Don’t forget about the spatial demands of the equipment and your ideal aesthetic for the clinic. Measure the space designated for your OSD care and match it with the practical equipment you’re interested in purchasing. Can your current space be reorganized, or will it require moving to a different location? If location change isn’t an option, consider alternative equipment that has a smaller footprint or that is portable.

GETTING THE WORD OUT

Some device companies offer media assistance in getting the word out to your patients. It is important to invest in your website and make sure that your pages are built to stand out and be on top of searches for key words associated with OSD and DED in your practice area. OM

DR. KOETTING practices at Hines-Sight in Denver, Colo. She is a fellow of the American Academy of Optometry, diplomate of the American Board of Optometry, an active member of AOA, and a speaker and consultant for multiple companies. Follow her on Instagram at Dr_Jazz_Hands, or email her at Dr.CeceliaKoetting@gmail.com.