As the prevalence of dry eye continues to rise and new clinical research emerges, more optometrists are taking a special interest in the disease, building distinction into their businesses. Four independent optometrists lend their top tips on setting up a dry eye clinic within their existing practice.

A HAPPY PATIENT IS A LOYAL PATIENT

Ms LIZ BARRETT, director of Dry Eye Solution in Erina, NSW, says it is among the first independent dry eye clinics in Australia and New Zealand. The clinic’s sole focus is all aspects of dry eye disease management. Barrett and her team aim to use the best protocols available and treat the root cause of the disease.

Insight (IST): What prompted you to begin offering dry eye diagnosis and treatment? Liz Barrett (LB): I have worked in the optical industry for over 20 years and saw a huge gap in the treatment available for dry eye patients, yet numbers were increasing. The idea of an independent dry eye clinic brewed for over four years. I read the Osaka study and loved the correlation between dry eye disease and happiness, so every step of building the business had the aim of making the world a happier place. As the business was a new concept, setting up offered many challenges which I enjoyed; designing a new patient management system around the dry eye patient journey, automating all aspects of the business and creating something which can grow easily to more locations.

IST: What were your main considerations when deciding what dry eye diagnostic/treatment technology and equipment to invest in? LB: For me, Lumenis was the only option. I wanted to provide the best care and protocols to patients and Lumenis makes that possible, combined with direct input from Dr Rolando Toyos (USA), a world leader in the field. The IPL device has the results of his research and knowledge inbuilt and nothing can compare to that. Having the most proven and only TGA and FDA approved IPLs available on the market is important to us.

IST: What methods have you used to advertise or promote your dry eye services? LB: We had articles published in local media which were beneficial to bringing public awareness, as well as online campaigns. Word-of-mouth has been exceptional. When you successfully treat someone’s lifetime problem, they shout it from the rooftops. We developed relationships with local GPs, ophthalmologists and optometrists. Being an independent clinic, we are not a threat to eye health professionals, and can assist in providing the best proven care for their dry eye (and rosacea) patients. Educating the public on dry eye disease is important and has been the most effective way to grow the business. It’s becoming more patient-driven and patients want the best treatment available.

IST: How do you stay informed about new dry eye products on the market? LB: We attend conferences and listen to lots of dry eye podcasts. Dr Toyos is a wealth of information in the latest research, publications, and products. The information in the Lumenis practitioner’s portal is excellent and meeting with reps is always good. We started our own educational Dry Eye Solution YouTube channel to give eye health professionals an opportunity to learn about how to treat dry eye as an inflammatory disease, and to treat the root cause.

IST: What impact has dry eye services had on your business from both a clinical and business perspective? LB: As we are a dedicated dry eye clinic, the impact that I see is patients’ results. When someone cries with relief and kisses your IPL machine, it makes your heart sing. I feel that you have to be focused on patient results and when you do, your business impacts so many people’s lives. The business is growing because the public is becoming aware of dry eye disease, they want help and we are here to help them.

OPTOMETRIST AND DRY EYE SUFFER NOW HELPING OTHERS

Mr JASON TEH established In2Eyes Optometry in Surrey Hills, Melbourne in 2002. Aside from full scope eyecare, optometrists Teh and Dr Winter Chan provide contact lens care, including speciality lenses. In2Eyes is also part of the Dry Eye Group, providing comprehensive dry eye assessments and treatments including IPL and Lipiflow.

Insight (IST): What prompted you to begin offering dry eye diagnosis and treatment? Jason Teh (JT): I am a dry eye sufferer and have been since I was a teenager, so I followed the dry eye landscape closely over the last 12 years looking for options to improve myself and, in turn, others. As soon as diagnostics and treatments were available, I started investing in ways to screen, diagnose and manage the condition.

IST: What were your main considerations when deciding what dry eye diagnostic/treatment technology and equipment to invest in? JT: I am always looking for the gold standard in eyecare which often involves investing in the best equipment, so as soon as it has become available to the Australian market, I have invested. Sometimes I had no choice as we weren’t spoilt for choice back then. Other considerations today are treatment times, ability to move technology/ equipment from one location to another, and peer reviews for effectiveness of devices or treatment protocols from colleagues overseas.

IST: What methods have you used to advertise or promote your dry eye services? JT: Our main methods are clients’ word-of-mouth, referrals from other optometrists, ophthalmologists and sometimes GPs and pharmacists. The best way to promote your practice would be to engage the healthcare providers and invite them to view what you have to offer. Another way I have successfully promoted dry eye services is through Google marketing.

IST: How do you stay informed about new products on the market? JT: Pubmed online search, connect with dry eye key opinion leaders overseas, and connect with dry eye researchers. Every product that comes to Australia will already be available overseas, especially in the US.

IST: What impact has dry eye services had on your business from both a clinical and business perspective? JT: It’s a point-of-difference from competitors and upskilling always brings more joy and fun to the workday. Clinically, we are very proud of being able to serve the dry eye community, as it’s a space that is under-represented and there are thousands of sufferers that don’t get the right management. Dry eye patients are super loyal. Being a chronic condition, they will need help for many years to come. Business wise, it significantly increases the power of word-of-mouth. It’s still the most effective mode of advertising. It is a big revenue booster for us because it affects all patients at all stages of life. Whether it’s a young patient with contact lenses or an older person on general medications, diabetic or glaucoma patients. It’s easy to start engaging in managing dry eyes as these patients are already coming through the door.

‘WE HAVE INCREASED TURNOVER FOR OUR CLINICAL SERVICES’

Mr JUSTIN GRIBBIN and wife Alayna established Eye Envy Optometrist in Morayfield, Queensland, in 2010. With more than 27 years’ experience, Gribbin’s special interests include treatment and management of dry eye, contact lens fitting, glaucoma and macular degeneration detection, and children’s vision.

Insight (IST): What prompted you to begin offering dry eye diagnosis and treatment? Justin Gribbin (JG): For me, it was the lack of support for people with dry eye and the fact that so many people are sent out the door with a sample lubricant with not much further thought. Lockdowns also increased the frequency of symptomatic patients.

IST: What were your main considerations when deciding what dry eye diagnostic/treatment technology and equipment to invest in? JG: I wanted to see proven results. I have spoken to IPL suppliers over the years but have always been happy with the findings and feedback from Lumenis users. I wanted imaging technology for meibography but also wanted this combined with a great topographer for orthokeratology and rigid gas permeable (RGP) fittings.

IST: What methods have you used to advertise or promote your dry eye services? JG: Social media and local paper advertising as well as in-store banners. I have also contacted local optometrists that do not offer these services but so far referrals from colleagues have been quiet.

IST: How do you stay informed about new dry eye products on the market? JG: I always look for dry eye conferences and continuing education topics. There are some fantastic Facebook groups for like-minded optometrists as well. I also tend to follow those practitioners at the forefront of dry eye disease treatments on their social media channels.

IST: What impact has dry eye services had on your business from both a clinical and business perspective? JG: In the last 12 months we have seen a growth in inquiry about dry eye treatments but also increased current patient referrals and word-ofmouth recommendations. These clinics do take extra time to run, however from a business perspective we have increased turnover for our clinical services. As an optometrist, the satisfaction in delivering relief to such a miserable disease is priceless.

KEEP INVESTING IN NEW TECHNOLOGY

Operating since 1989, Heron Eyecare says it is the most clinically progressive and technologically advanced eye health care practice in Toowoomba. Founder Dr Henry Heron practices part-time alongside optometrist and director Dr HUGH BRADSHAW and optometrist Dr Adam Barron.

Insight (IST): What prompted you to begin offering dry eye diagnosis and treatment? Hugh Bradshaw (HB): Dry eye has been an important part of our practice long before it started ‘booming’ in the last five to 10 years. We live in Toowoomba, which is known as the ‘Garden City’, where allergy and less humidity than coastal areas create the perfect or imperfect climate for dry eye. My former business partner and mentor was an early adopter of therapeutic eyecare and technology. We have therefore evolved as technology developed and have always been one of the first practices in Australia to invest in dry eye management devices.

IST: What were your main considerations when deciding what dry eye diagnostic/treatment technology and equipment to invest in? HB: When investing in new technology there must be some research evidence supporting the technology. We were one of the first optometry practices in Australia to use an E-Eye IPL after the research evidence supported its efficacy. We did the same for Rexon-Eye. The equipment must also be economically viable to at least cover the investment costs. We found that IPL and Rexon-Eye met both these requirements, but Lipiflow was too difficult to justify economically.

IST: What methods have you used to advertise or promote your dry eye services? HB: We currently directly advertise dry eye services in our local newspaper, and through digital media. We have also hosted education events for local GPs, optometrists and pharmacists about dry eye technology and treatments.

IST: What impact has dry eye services had on your business from both a clinical and business perspective? HB: Dry eye services differentiate us from many of our colleagues as a leader in this field. We have a great relationship with our local optometrists and ophthalmologists and receive referrals from them. We also use scleral contact lenses as a severe dry eye treatment which crosses over with our custom designed contact lens business. These niche areas are only provided by a small percentage of optometrists which reduces competition and protects our business from the highly competitive retail area of optics.

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