Revenue Model Flips With New Focus on Dry Eye

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By Sairah Malik, OD, and Dr. Sana Malik, OD

May 14, 2026

When we rebranded as Pro-Optix Optometry & Dry Eye Center about a year ago, it was a naming decision grounded in patient need and business clarity. By this point, we were nine years into our cold start in Houston, Texas. We were already treating dry eye alongside routine exams, but patients often saw those dry eye services as ancillary. The new name signals that dry eye care is a core offering, not an afterthought. Moving to a larger space in September 2025 helped us align our physical footprint with that message by adding exam lanes and a dedicated spa room for treatments.

Our strategy has been an incremental investment in technology and workflow. We started with LipiFlow, then layered in OptiLIGHT IPL, followed by OptiLIFT late last year to expand our clinical toolkit. OptiLIGHT addresses inflammation and meibomian gland dysfunction. OptiLIFT lets us manage lid laxity issues that our earlier systems could not treat. Each addition improved patient outcomes and broadened the pool of treatable conditions.

FLIPPING THE REVENUE MIX

That clinical success flipped our revenue mix. In less than four years, our practice shifted from a majority optical to about 70% medical and dry eye services and 30% optical. These dry eye services, and the aesthetic benefits that result from the treatment, are out-of-pocket for patients. But patients who have suffered from dry eye for years are ready to pay for the relief.

Here’s how the transition happened. Our per-patient optical average is around $400 to $500. The fees from a single dry eye package take the place of around 10 optical encounters. As a result, we can see fewer patients and spend more time with those we do see. Plus, it relieves our practice of the back-to-back exam schedule to reach the same revenue goals.

SCREEN EVERYONE

Clinical outcomes alone would not sustain this transformation without operational changes. We standardized meibomian gland imaging during routine exams so that we can detect disease early and educate patients on eyelid hygiene. That proactive screening raises conversion because patients see visual evidence of gland loss and a clear treatment pathway. Our core demographic is patients between 35 and 60, but we also treat younger dry eye patients affected by medications such as Accutane or who spend hours each day on digital devices.

We image all patients’ meibomian glands, and that opens the door to a discussion dry eye symptoms and eyelid hygiene.  Clear detection plus a customized treatment protocol improves compliance and long-term results, which supports retention and recurring revenue.

ADJUSTING AS WE GO

Space planning was critical. The spa room lets us run longer treatments without interrupting medical and refractive appointments. Patients report a better experience, which helps with referrals and online reviews.

We organized the clinic with two exam lanes and one spa room to maximize throughput while keeping the environment calm. In our earlier office, we would need to move our dry eye technology into one of the exam lanes, blocking off that room to routine care for the duration of the treatment.

Our new layout means that we can keep the two exam lanes running on our regular schedule. We do still have the flexibility to roll the dry eye technology to one of those rooms if needed.  We are continuing to fine-tune the schedule that enables us to balance short visits and longer treatments.

Staffing and roles matter. We alternate our doctor days and management responsibilities. This division of labor creates operational clarity while allowing both of us to stay involved in clinical decision-making.

Financially, the shift toward medical services helps diversify revenue streams in an environment where optical margins are tightening. Medical procedures can command higher reimbursements or out-of-pocket payments and create recurring care pathways.

That said, building a medical practice requires up-front investment in equipment, staff training and patient education. The payoff is not instantaneous. It comes from consistent outcomes, word of mouth and a reputation for expertise.

Read more on dry eye & aesthetics here.

Sairah Malik, OD, is co-owner of Pro-Optix Optometry & Dry Eye Center and serves as clinical director. She is a Texas-licensed optometrist and certified glaucoma specialist. She is also board-certified in the treatment and management of ocular disease with a special interest in dry eye treatment, LASIK, cataract co-management and ocular surface disease.

Sana Malik, OD, is co-owner of Pro-Optix Optometry & Dry Eye Center. She enjoys practicing full-scope family eyecare with training in pediatrics, contact lenses, specialty contact lenses, cataracts, glaucoma, diabetes and a heavy emphasis on dry eye treatment.