Medical Model

Spring Forward: Increase Seasonal Ocular Allergy Services

By Gina M. Wesley, OD, MS, FAAO

SYNOPSIS

Seasonal ocular allergies are in full bloom. Prepare your practice to treat more undiagnosed allergy patients–profitably.

ACTION POINTS

COMPUTE PROFIT-POTENTIAL WITH ALLERGIES.Stand-alone visits, purchase of related products, along with annual exams from ocular allergy patients, can generate more than $100,000 annually.

INVEST IN NEEDED INSTRUMENTATION. Slit lamp, sodium fluoroscein and lissamine green dyes (to check corneal and conjunctival staining to assess dryness/irritation from the allergies), and an anterior segment camera.

USE PHARMACEUTICAL REPS TO TRAIN STAFF. Reps can educate your staff about ocular allergies, so they can then educate patients.

EDUCATE PATIENTS. Educate your patients about seasonal allergies and that you provide treatment for these types of problems.

Seasonal ocular allergies occur every spring and fall, sodon’toverlook this practice-builder. Approximately 50 percent of my patients suffer from seasonal or perennial allergies. Catering to these patients’ needs can create long-term, loyal patients who refer others. Mild allergy sufferers usually come in for just one visit, but moderate-to-severe allergy patients may come in multiple times per year. I capitalize on this chance to grow my patient base by being pro-active in discussing allergies with patients and having my staff on board in reinforcing the message that we provide allergy-relief services.

Ocular allergy sufferers often don’t bring up their discomfort themselves. You should ask about ocular allergy symptoms and watch forsigns during your examination. Many suffer in silence and self-diagnose and treat. Offer the products that will bring the greatest relief, like daily replacement contact lenses. Educate ocular allergy patients on how you can help them, and that you are always a resource for them.

Recognize Profit-Building Opportunity

In treating allergies, products, as well as services, are part of the profit equation.

In stand-alone office visits that only have to do with allergies and related eye complications, ocular allergies generate probably more than $10,000 annually. Through the sales of related/recommended products that help alleviate or give symptom relief (artificial tears, specialty contact lens solutions, sunglasses to shield the eyes), an additional more than $3,000 annually is generated.

Editor’s Note: Research by eyecare companies like Alcon and Allergan shows that if just half the patients with undiagnosed ocular allergies were identified and treated, an optometric practice could add an additional $100,000 in annual revenues.

The typical allergy sufferer is in twice per year. The majority of revenues still come from the “usual” routine exam and products/services associated with serving these patients. Allergy sufferers, however, may have to wear contact lenses that are better suited to their ocular issues (daily replacement), or use special solutions with their contact lenses (like hydrogen peroxide solutions). Both of these needs can boost the average revenue per patient.

Allergy sufferers also help build a practice because they may be more loyal than the average patient if you are helping to address issues that haven’t been treated successfully elsewhere. This results in a longer-retained patient, which leads to greater revenues over time (it’s much cheaper to retain and keep happy an established patient than bring in a new patient).

The billing and coding I use for ocular allergy patients is all medically indicated, using medical insurance rather than vision benefits, and I follow all the coding guidelines set forth by Medicare for E&M billing. Coding for each visit is dependent upon the complaints of patients and the complexity of the exam.

INVEST IN NEEDED INSTRUMENTATION

The instruments most ODs already have are all you need: slit lamp, sodium fluoroscein and lissamine green dyes (to check corneal and conjunctival staining to assess dryness/irritation from the allergies). An anterior segment camera is also very useful and an added bonus to educate patients about allergies (show them the pictures of their eyes), as well as to bill for those images.

USE PHARMACEUTICAL REPS TO TRAIN STAFF

I use reps from pharmaceutical companies to come in and train my employees on allergies during our regular weekly staff meetings, especially related to the reps’ products. I also educate staff on ocular allergies myself, and much education occurs when staff are privy to assessment plans and treatment protocol assigned by me to a patient for allergy issues.

HAVE THE CONVERSATION WITH PATIENTS

I explain how and why allergies occur in the eye, and what the patient can do to avoid allergens (protective eyewear when outside which we can sell them, avoiding the allergenic culprit if you know what it is and are able to avoid it, flushing the eyes with lubricating AT’s). I let them know that allergies don’t permanently damage the eyes unless long-standing (severe swelling can lead to lid droop), but that allergies can greatly affect the overall quality of their everyday ocular performance. By using the correct preventative tactics, as well as performance/palliative treatment options, we can help manage allergies. Resorting to prescription ophthalmic products is also an excellent option for those needing full control and relief.

For contact lens patients, daily replacement lenses are going to be best since a fresh lens with no allergens on it is best. If for some reason I can’t get a patient to wear daily lenses, using a hydrogen peroxide solution system to help lift away allergens stuck to the lenses is good.

Related ROB Articles

Perennial Allergy Relief: A Practice-Builder

Spring Brings Opportunities in Treating Ocular Allergies

Opportunities in Treating Ocular Allergies

Gina M. Wesley, OD, MS, FAAO, is the owner of Complete Eye Care of Medina in Medina, Minn. To contact her: drwesley@cecofmedina.com.

To Top
Subscribe Today for Free...
And join more than 35,000 optometric colleagues who have made Review of Optometric Business their daily business advisor.