The Optometric Minute

How-To: Create a Dry Eye Specialty

June 10, 2015

Arthur B. Epstein, OD, FAAO, describes how he built the dry eye specialty practice of his dreams. In this How-To series, he spells out the services, equipment and staff integration needed to ensure success.

Building a Dry Eye Specialty
Establishing a Dry Eye Clinic

Arthur B. Epstein, OD, FAAO, describes how he built a “dream practice,” along with his wife, Shannon L. Steinhauser, OD, FAAO, that allows him to focus on medical eyecare and to specialize in treating dry eye. It is essential to have a clear practice identity and to select a proper setting to do well with this specialty, Dr. Epstein notes. His practice, Phoenix Eye Care, in Phoenix, Ariz., is located on the ground floor of a medical building with varied specialists, adjacent to a hospital.

Within that practice is the Dry Eye Center of Arizona, where he treats a wide range of moderate-to-severe cases of dry eye. Dr. Epstein stresses that anyone looking to specialize in dry eye needs to acquire the best equipment to provide a full range of diagnosis and treatment services. Further, the equipment needs to be used well, that is, by a capable staff well trained in its operation so that the doctor can concentrate on data interpretation and interacting with the patient.

In addition to developing skills and acquiring equipment to treat dry eye, a practice must promote its services. In Dr. Epstein’s case, a web site, where he blogs on dry eye and other eye issues, has proven effective in generating interest and referrals. “People hear about you and they will come,” he says.

Further, an OD looking to do well in treating dry eye must set fees appropriate to the significant amount of time involved in diagnosis and treatment. “You really need to understand the business aspects,” he says.

Establishing a dry eye clinic is something that Dr. Epstein believes is best done in a comprehensive way. In order for a practice to be distinctive as having a dry eye specialty, equipment costs can run as high as $150,000. “That is a lot of money, but it creates a significant profit center,” he says. “And believe me, if you build it, patients will seek you out, and if you are successful, they will send friends.”

Integrating well-trained technicians into a dry eye specialty is a critical element in success. There is time and expense to training staff well in the use of equipment, butthis allows the doctor the freedom to concentrate on the patient before them rather than running tests.

Dr. Epstein’s diagnostic system generates a “dry eye report,” which provides an effective format for discussing dry eye conditions with patients. After a visit, patients take home the report and further review the information in it.

An OD must allow a significant amount of time to see patients with dry eye. “Dry eye takes a lot of time, don’t underestimate it,” Dr. Epstein advises. Accordingly, professional fees must reflect both time and equipment/staff costs. Often, payment is elective, so it’s advisable to make clear and explicit the fees involved before treatment. Over time, Dr. Epstein has received many referrals from MDs, often with patients with severe cases of dry eye.

Dr. Epstein’s web site includes an area with detailed information (including videos) about dry eye and the treatment options offered. These options include the state-of-the-art LipiView and LipiFlow treatment for dry eye and meibomian gland dysfunction, which Dr. Epstein says is a practice differentiator.

SEE RELATED VIDEOS: Compute the ROI on a Dry Eye Center

Arthur B. Epstein, OD, FAAO, is co-owner of Phoenix Eyecare in Phoenix, Ariz. To contact him: artepstein@artepstein.com

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