The demand for noninvasive aesthetic treatments, such as skin rejuvenation, is on the rise in the United States. Specifically, the market size was estimated to be $20.8 billion in 2023, and it is expected to increase at a compound annual growth rate of 14.1% to 2030, according to Grand View Research. Add these statistics to the fact that optometrists and their staff members can often provide noninvasive ocular aesthetic services, such as intense pulsed light (IPL) therapy, and it makes sense for ODs to consider offering them to patients. This article discusses the specific items to scrutinize before doing so.
Patient Demand
As is the case with adding any optometric specialty, ODs should determine whether the current and surrounding patient population desires noninvasive ocular aesthetic services.
For the current patient population, I recommend adding a questionnaire at check in to determine which patients might be interested in noninvasive ocular aesthetic services. The questionnaire used in my practice inquires as to whether the patient experiences puffy skin under the eyes, wrinkles around the eyes, and loss of lashes, among other ocular aesthetic-related questions. The questionnaire also includes information on the specific services, such as a nonsurgical lid lift, that the practice provides.
Additionally, optometrists may want to send targeted emails to patients discovered via auditing electronic health records who have purchased premium products, such as luxury frames, and who have dry eye disease. I have found that both patient populations are interested in noninvasive ocular aesthetic services.
When it comes to determining interest from the surrounding population, ODs can utilize the US Postal Service’s Every Door Direct Mail tool to identify key demographic information from the area they serve, or they can pay a marketing agency to perform a marketing geospatial analysis.
I have found that communities comprised of a balanced mix of older millennials, Generation X, and baby boomers tend to show a high interest in noninvasive ocular aesthetic treatments for concerns, such as drooping eyelids.
Service Menu
Identifying the noninvasive ocular aesthetic services to offer determines the level of investment required in equipment, staff, and training. Based on my experience, I propose interested ODs break down services into 3 buckets:
1. Fundamental eye spa. This option required me to invest between $100,000 to $150,000 for equipment and overhead. Services under this bucket include skin health product recommendations, nutritional supplements for aging support, therapeutic cosmetic products, and treatments, such as IPL and radiofrequency therapy. Staffing for this bucket typically requires 1 additional team member to manage spa inventory, and treatments that can be delegated. (See “State and Legal Requirements” below.)
2. Intermediate eye spa. This level enables optometrists to provide all the services available in the fundamental eye spa, while fostering collaborations with aestheticians, lash, and makeup artists. Offerings here include lash extensions, hydrofacials, dermaplaning, professional makeup sessions, and chemical peels.
3. Advanced eye spa. These services may include neurotoxin injections (such as botulinum toxin), microneedling with radiofrequency, and CO2 laser-resurfacing around the eyes. Although this level demands greater investment in staff and equipment, it offers substantial revenue potential.
Office Space
Providing ocular aesthetics services often requires dedicated space for related equipment. (Incidentally, the purchase of specific related equipment should be based on specific patient demand of services. See above.) Therefore, optometrists should determine whether their current office space will work for said equipment by assessing their office layout and the footprint of the needed equipment.
I know of some ODs who have chosen to incorporate aesthetic treatments into existing examination lanes, particularly for basic procedures, such as skin health consultations. I am aware of others who have dedicated a separate space to offer ocular aesthetics. Personally, separating the dry eye treatments and aesthetics services from my primary practice worked best for my practice. Specifically, I have created a dedicated 1,500-square-foot space that includes calming decorations, soft lighting, and a professional, yet luxurious, setup.
State and Legal Requirements
Not all aesthetic treatments fall within the optometrist’s legal scope of practice in every state. As a result, ODs interested in offering the ocular aesthetics specialty should familiarize themselves with the state-specific regulations that govern the ocular aesthetic treatments they would like to employ.
As an example, not all states allow delegation of ocular aesthetic treatments to trained staff. Additionally, some states may require the supervision of a medical director for advanced procedures, such as botulinum toxin injections or nonablative laser-resurfacing treatments. Also, some states may not permit licensed professionals, such as aestheticians, to work under the optometrist’s license. To avoid any potential pitfalls, optometrists should reach out to their state optometric board to get a clear understanding of state-specific regulations.
ODs should also revisit their legal and business frameworks regarding the ocular aesthetics specialty. Personally, I have found that most malpractice insurance policies for optometrists don’t automatically cover aesthetic services. Also, optometrists should reach out to their legal counsel to explore whether any “add-ons” are required. As an example, some jurisdictions may require changes to how one’s business is classified when it comes to adding the ocular aesthetics specialty. Further, ODs should look into the insurance coverage cost of specialized equipment and treatment procedures, so the practice has adequate financial protection.
Return on Investment
Optometrists should calculate the monthly expenses for equipment leasing, inventory, and labor, and then assess the treatments needed to cover these costs.
If, for example, leasing a radiofrequency machine costs $1,000 per month and each session is priced at $300, performing just 4 sessions per month covers the initial expense.
I also recommend optometrists research what existing providers in their area are charging for similar services. Setting fees slightly above market average reinforces the perception of exclusivity and quality, which I have found are coveted by patients.
A Game Changer
Venturing into ocular aesthetics can rejuvenate one’s practice. By considering the items outlined in this article, ODs can determine whether adding this specialty is right for them. It was definitely right for me. OM
