Dr. Ada Noh working with her intense pulsed light equipment. Dr. Noh considers her IPL technology her practice’s most winning big-ticket dry eye investment, along with her meibography/NIBUT equipment.
Dry eye
By Ada Noh, OD
April 16, 2025
As a dry eye specialty practice, I learned that investing in the right tools can significantly impact both patient care and profitability.
Here are my experiences with three dry eye investments, two wins and one loss, that shaped my practice, along with the financial metrics and strategies that led to success.
Dry Eye Investment WIN: Intense Pulse Light (IPL)
Intense Pulse Light (IPL) therapy is the cornerstone of my practice. As a treatment for meibomian gland dysfunction (MGD) and ocular rosacea, it is essential for providing effective care to my patients.
Why Did I Make this Investment?
Being a dry eye specialty practice, I recognized the need for a reliable treatment option. IPL is considered the gold standard in dry eye treatment, and I wanted to ensure my patients had access to the best care possible.
Financial Goals for Investment
I projected that IPL would be my workhorse for generating income. With an investment of approximately $70,000, I anticipated that the frequent use of this technology would lead to substantial revenue.
Investment Acquisition Details
I financed the IPL through a loan, with monthly payments of about $1,500. In hindsight, I would recommend shopping around for better financing options, as I went with the manufacturer’s in-house financing.
Break-Even and Profitability
I broke even on this investment within one year, which is impressive for a cold-start practice that began just 2.5 years ago.
ROI: Since then, IPL has been profitable every month, generating approximately $115,000 in annual revenue.
Keys to Profitability
The key to making this investment profitable has been patient education. Taking the time to explain what IPL is, what it treats and why it’s a good option, is invaluable. While it costs chair time, the investment in education pays off.
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Tips for Other Practices
For those considering IPL, I recommend building a dry eye patient base before introducing the technology. This strategy ensures you have a list of patients ready to benefit from the treatment from day one.
Dry Eye Investment LOSS: Radio-Frequency Treatment
I invested in radio-frequency treatment to provide thermal meibomian gland evacuation. However, this investment is one of my biggest business regrets.
Why Did I Make this Investment?
In retrospect, I wish I had opted for a more cost-effective solution initially. The upfront cost of $100,000 was significant, especially since I purchased it five years ago before more integrated options became available.
Investment Acquisition Details
I leased the equipment, which resulted in high monthly payments of $3,000. This financial burden made it challenging to achieve profitability.
Break-Even and Profitability
ROI: It took about three years to break even, and I’m currently just breaking even annually. The equipment will be paid off by August 2025, which is a relief.
Keys to Profitability
Unfortunately, this investment hasn’t been as profitable as I had hoped. The timing of the purchase was not ideal, and I generally package my IPL and RF sessions together, with IPL being the more frequently used option.
Standalone Dry Eye Practice
Tips for Other Practices Seeking to Make this Dry Eye Investment
I advise starting with one large purchase at a time. As your dry eye clinic grows, you can add more advanced equipment without overwhelming your cash flow.
Dry Eye Investment WIN: Meibography/NIBUT Dry Eye Disease Diagnosis
I invested in diagnostic testing equipment, including meibography and NIBUT, to visually demonstrate the signs of dry eye disease to my patients.
Why Did I Make this Investment?
I needed a way to show patients the impact of dry eye disease visually. This understanding leads to better conversion rates for in-office treatments.
Investment Acquisition Details
The investment cost around $15,000, and I financed it through a loan with monthly payments of $200.
Break-Even and Profitability on Investment
ROI: I broke even on this investment within nine months, and it has already become profitable, generating approximately $12,500 annually.
Keys to Profitability on Investment
I view this equipment not as a direct revenue generator, but as a tool to enhance the profitability of my IPL and RF treatments. It helps educate patients, which is crucial for treatment acceptance.
Tips for Other Practices
When considering diagnostic equipment, focus on the ability to educate your patients rather than the specific brand or model. The goal is to enhance understanding and treatment acceptance.
Conclusion: Choose Big Dry Eye Investments Wisely, Not All Will Be Winners
Investing in the right tools for your dry eye practice can lead to significant profitability and improved patient care.
By sharing my experiences with IPL, radiofrequency and diagnostic equipment, I hope to provide insights that can help you make informed decisions for your practice.
Remember, patient education and strategic planning are key to maximizing the benefits of your investments.
Read another recent article by Dr. Noh
Ada Noh, OD, is the owner of Noh Eyes, a dry eye specialty practice in Little Rock, Ark. To connect with Dr. Noh on Instagram: @noh_eyes. To contact her: dr.adanoh@gmail.com
