With new dry eye disease (DED) treatments coming to market each year, this month’s column is dedicated to action steps the optometrist can take to let their patients know about these new treatments as they become available.
Educate Yourself and Staff
Reading the Tear Film & Ocular Surface Society’s (TFOS) Dry Eye Workshop III (DEWS III) report provides a good sense of what these medications can do and where to implement them in your treatment plan. Also, talking with the pharmaceutical company’s representatives will assist the OD in identifying the patients to prescribe them to and the best pharmacies from which patients can obtain them.
The optometrist should inform staff as well. Having staff who understand medications and know how to handle possible patient follow-up questions goes a long way in successfully integrat- ing new treatments into one’s practice.
Use a DED Survey
To identify current patients who could benefit from additional DED diagnostic testing and, thus, possibly the new medications, I recommend employing a DED survey to screen them for DED.
The TFOS DEWS III recommends the Ocular Surface Disease Index-(OSDI)-6 survey, which is comprised of 6 questions.
Once patients are diagnosed, the optometrist can follow TFOS DEWS III to determine the most appropriate treatments.
Gather Testimonials
When a few patients or staff members respond well to a new treatment, the OD can ask for a testimonial. Don’t be shy. Patients may be more than happy to participate. Testimonials can be done via short notes or videos posted on your practice website and/or on social media channels.
Spread the Word
Once comfortable with the results of a new treatment, the optometrist can start spreading the word that their practice offers it by:
- Sending a sequence of announcement emails to all patients diagnosed with DED. As an example, one email can detail what the treatment does and how it helps to reduce DED signs and symptoms. Pro tip: Ensure each email includes a clear call to action to book an appointment.
- Announcing it on social media. In this case, the call to action could be to direct message the practice for more information or to make an appointment.
- Hosting a launch party. The OD can invite patients to their practice for appetizers, beverages, and a short presentation, so they can get a more personalized understanding about why the optometrist stands behind a new treatment and how they can support them.
Golden Opportunities
The launch of a new prescription treatment is a golden opportunity for both patients and the optometrist’s practice. Regarding patients, they know that at their OD’s practice they can access the latest treatments available to manage their DED effectively. For one’s practice, incorporating new interventions is both a great way to retain patient loyalty and garner referrals. The more we help our patients get the results they’re after, the more they’ll tell their friends about us. OM
