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Successfully launching dry eye and aesthetic optometry services
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By Ann M. Hoscheit, OD, FAAO, FAARM, CHC,
and Natalie J. Noble, OD
Dec. 18, 2024
In the realm of aesthetic and ocular health, patient education plays a pivotal role in ensuring optimal outcomes.
Whether providing direct patient care, or guiding practices as a consultant, we developed, and are committed to, a robust framework that integrates patient education when delivering dry eye, aesthetics and medspa services.
Here are the details on how we achieve this synergy, the services we offer and the support we receive from AEG Vision (AEG) to enhance our practices.
The Importance of Patient Education in Cosmetic Use
Our commitment to patient education begins with a thorough medical history form that includes identification of specific ingredients in common skincare products. This proactive approach allows us to advise patients on discontinuing certain products for a specified period before their treatments. By doing so, we aim to enhance healing and promote optimal aesthetic benefits.
Patients invest significant time and finances to improve their vision, enhance ocular comfort and achieve their skincare goals. We recognize the importance of maximizing treatment benefits and ensuring that our patients feel confident in their choices.
Therefore, we discuss recommended products either before or at the conclusion of their first treatment. This personalized guidance helps patients make informed decisions about their skincare regimen.
To further facilitate this process, we offer the option to purchase recommended products directly in our offices. This eliminates the hassle of searching for generic recommendations elsewhere.
Additionally, we provide samples for patients to try before committing to a purchase. Many patients find that once they experience the benefits of these products, they are eager to buy them during their subsequent visits.
Click HERE to download a PDF detailing the educational points Drs. Hoscheit and Noble cover with patients.
Comprehensive Dry Eye and Aesthetic Services
Our practices offer a range of in-office treatments for ocular surface disease, commonly known as dry eye disease. These treatments include:
- Lid Hygiene with ZEST and BlephEx: These procedures help maintain eyelid health and prevent further complications by eliminating the buildup of bacteria, biofilm and demodex from the lid margin, as well as reducing inflammation
- Lipiflow Thermal Pulsation for Meibomian Gland Dysfunction (MGD): This innovative treatment provides thermal heat and massage to instantly extract clogged meibum and promote healthy meibomian gland production.
- Intense Pulsed Light (IPL) Therapy: IPL treats the inflammatory aspects of ocular surface disease, provides aesthetic benefits by reducing unwanted blood vessels and pigmentation and improving skin texture.
- RadioFrequency (RF) Treatments: RF promotes collagen and elastic production leading to improved blink quality and reduced fine lines around the eyes. RF treatment also enhances meibomian gland function by melting thickened waxy meibum.
These treatments not only alleviate dry eye symptoms, but also offer aesthetic enhancements, making them appeal to patients seeking comprehensive care.
The Role of AEG in Expanding Our Services
Being part of AEG significantly streamlined our ability to build a niche in dry eye and aesthetic optometry.
AEG has supported the expansion of our ocular surface disease center of excellence by providing essential equipment, such as IPL and RF units, and consulting services. This support enabled us to introduce skincare product lines as a vital component of post-treatment healing.
The process of integrating these services requires careful planning, including hiring additional staff and training our team.
AEG’s backing made it easier to outfit our office with the necessary instrumentation, ensuring that we can provide high-quality care without needing to refer patients elsewhere.
Peer-to-Peer Learning and Knowledge Sharing
As the first AEG practices to implement such an extensive program, we are committed to sharing our knowledge with other AEG ODs interested in developing their dry eye and aesthetic specialties.
We are currently establishing a best-practices program to consult with other practices, helping them implement similar services. The most rewarding aspect of this niche is the opportunity to help patients see, feel and look their best while empowering other practices to do the same.
Staff Education and Support
AEG has provided invaluable resources for our support staff, including connections with experts in the field. In fact, AEG brought the two of us together.
Dr. Hoscheit, a consultant in the dry eye and aesthetics space, guided Dr. Noble through the operational implementation of her office’s new service line, offering staff training, clinical coaching and detailed processes for skincare recommendations and treatment packaging. Her support has been instrumental in Dr. Noble’s success.
Offering Quality Cosmetic Products
We proudly offer a self-branded line of high-quality medical-grade skincare products through Topix. This partnership includes staff training, marketing support and ongoing education to ensure our teams remain knowledgeable about the products we offer.
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We also provide samples for patients to use immediately after treatments, ensuring they do not inadvertently use harsh products that could hinder their recovery.
A Holistic Approach to Patient Care
Our approach to patient care extends beyond treatment. We focus on screening new and existing patients for dry eye symptoms during the intake process, allowing us to identify those who would benefit from our services. Transitioning from dry eye assessment during annual primary care exams to scheduling dedicated ocular surface disease consultations has been a game-changer for our practices.
We are also exploring the introduction of a loyalty program in 2025 to encourage maintenance treatments, ensuring that patients continue to enjoy the benefits of their care for a lifetime.
Conclusion
At our practices, we believe that education is the cornerstone of effective patient care.
With the support of AEG, we are committed to providing exceptional care that enhances our patients’ quality of life, ensuring they leave our office feeling better, looking better and seeing better.
By integrating patient education about eye-safe beauty with our ocular surface disease and aesthetic services, we empower patients to make informed decisions that help them see well, feel good, and also, look better.
Ann M. Hoscheit, OD, FAAO, FAARM, CHC, is the president of EyeBridge Consulting Associates, ODPA. To contact her: drann@eyebridgeconsulting.com
Natalie Noble, OD, practices at Noble Vision Center, now a part of AEG Vision, in Greensburg, Penn. To contact her: nnoble@eyecarespecialtiespa.
