Although The Beatles’ “With a Little Help From My Friends” wasn’t written about dry eye disease (DED) clinicians and the eye care industry, it certainly applies: The relationship between these entities can facilitate and even enhance patient care, which can build one’s practice.
This column serves as a friendly reminder of some of the opportunities that industry relationships provide. (See “How to Get Started,” below.)
Lunch and learns
Taking the time to have a sponsored lunch and learn enables the OD and their staff to learn about the latest research in the area of DED, as well as mechanism of action, patient candidacy, and associated coupons or rebates for patients.
What’s more, each company is often able to help the optometrist and their staff best navigate prior authorizations and how to set up specialty pharmacies within the EHR, allowing for e-prescriptions.
Samples
When the OD utilizes samples of new treatments with patients, they are able to gain experience. This, in turn, allows the optometrist to determine how, specifically, those treatments will fit into their regimen, which is beneficial for the patient.
In utilizing samples of OTC artificial tears, for example, ODs can put something they have personally vetted in the hands of patients as a visual reminder of what they should buy when patients encounter the crowded shelves of their supermarket or pharmacy to buy more.
HOW TO GET STARTED
- Reach out to your local representative. Many often stop at our offices on a weekly or monthly basis. Ask them about samples, resources, brochures, etc. And don’t forget to set up a lunch and learn for your office!
- Reach out to the company directly. Don’t know who your representative is or live in an area where there may not be one? Reach out to the company directly. Often times, the best way to do this is through their website.
- Go online. Many companies utilize MySampleCloset.com to access samples.
- Get in touch with the company’s medical science liaison. Have more questions than your representative can answer? Ask them to put you in touch with their medical science liaison, who can tell you more about the studies and ongoing research.
Marketing materials
These items can include videos, pamphlets, posters, or 3D models that can be placed in the reception room or in the exam lanes for patients to observe while waiting. In noticing these marketing and disease-education materials, patients are often prompted to inquire about DED and/or a specific treatment, enabling the optometrist to suss out a problem the patient may not have realized they have. Also, the doctor can send patients home with many of these materials, helping to answer further patient questions.
From websites to support groups, many at-home resources exist that are provided by industry. Further, several of the pamphlets that the OD can place in their practice contain information on how to access these resources.
Access-to-care programs
There are many times when optometrists know a patient needs a topical medication for their DED, but they can’t afford the co-pay, insurance won’t cover it, or the patient doesn’t have insurance. These industry programs can help in some cases to get the patient that drug.
Utilizing industry services
Let’s lean into industry relationships to help provide great patient care, education, and treatment. OM
DR. KOETTING is a clinical instructor at the University of Colorado School of Medicine. She is a fellow of the American Academy of Optometry, diplomate of the American Board of Optometry, an active American Optometric Association member, and she consults for multiple companies. Email her at Dr.CeceliaKoetting@gmail.com.
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