During his lecture at Optometry’s Meeting 2025, “How to Scale Dry Eye Treatments + Incorporation of Aesthetics in Optometry,” Bruce Dornn, OD, discussed, in part, why every OD should offer aesthetic services.

“ODs often say, ‘why would I get into aesthetics? That’s not part of what we [optometrists] do. I disagree. If you treat someone who has a chalazion [for example], and that chalazion disappears from their lid, that’s aesthetic,” he stressed. The reasons to offer aesthetic services:

1. It Rejuvenates a Practice

Dr. Dornn pointed out that aesthetics attracts newer optometrists to come on board because these ODs are looking to become a part of something new and exciting.

“It’s a great strategy to transform a ‘mature’ practice,'” he said. He added that a practice that offers aesthetics can become a successful referral center, which entices potential future buyers.

“Every single patient who comes into my office and has 50% or more gland dropout—every single one—I send a letter to their GP and I say, ‘I have this patient in today. I saw some really unusual amounts of gland loss. Could you please do a blood panel to rule out any undiagnosed autoimmune disease or Sjogren's?'” he explains. “And almost every time they come back with a diagnosis for that or thyroid disease. I now have 4 MDs who send me patients to undergo in-office treatments on a regular basis. They're all autoimmune patients.”

He adds that 2 rheumatologists send him regular referrals.

2. It’s Patient Self-Pay

“We sell glasses, but when I sell glasses, I got to pay for the lens. I got to pay for my frame,” Dr. Dornn explained. “When I perform aesthetic treatments, it’s entirely net: I receive $500 per treatment, and there are no [associated] costs of goods.

3. It Retains/Attracts Patients

Dr. Dornn noted that offering aesthetic services retains and attracts patients because he’s offering something coveted and unique.

“Before I decided to get into this, I asked my patients whether they would be interested in having their fine lines and wrinkles around their eyes treated and whether they would pay out of pocket for it, and many of them said, ‘yes,” points out Dr. Dornn. “I don’t think we [optometrists] realize that the connection we have with our patients is very powerful.”

He added that he thinks offering a specialty is important, as he sees eye exams becoming remote in the near future, due to technological advances.

4. It Creates Patient Compliance

“When I send people home with a hot compress vs. scheduling appointments for radiofrequency or intense pulse light treatments, as examples, I find that they don’t do it,” he explained. “But if it’s a combination of at-home treatments and in-office treatments, patients are going to have a very, very good outcome, and it's going to be very quick.”

Making It Successful

Dr. Dornn pointed out that making aesthetic services successful is contingent on 4 bullet points: (1) You need great technology. (2) You need to partner with a company that’s going to give you education. (3) You need to continuously go to lectures or get information that can help you expand what you do. (4): You need to do a great patient consult.

“You can make your patients feel better. What you have to get used to is doing procedures. We're not used to that,” Dr. Dornn pointed out. “It takes a little bit of time. You have to go through a little bit of an uncomfortable phase to get good at this. And then once you're good at it, your patients will just keep coming to you for these things. OM