This Washington Practice Treats Outside ECPs’ Dry Eye for Free—and the Patient Referrals Are Rolling In…

SOMETIMES, INSTEAD OF viewing your peers as rivals, it can pay to see them as untapped resources. We’re always impressed by practices that find a way to go beyond the same old marketing tactics, and Precision Eye Care in Vancouver, WA, had just such a stroke of genius when they launched their new dry eye treatment recently. Instead of just bombarding potential patients with ads, they decided to take a more personal, peer-to-peer approach. By offering free treatments to local eye doctors, Precision Eye Care not only generated buzz about their innovative service that has driven in business, but also built valuable relationships within the medical community. Lisa Smith, operations manager at Precision Eye Care, shared with us how the approach worked.

THE IDEA

Precision Eye Care is one of an expanding number of optometric practices who have found that, given the growing awareness around dry eye, it can be a profitable condition to treat, with more effective procedures and increasing numbers of sufferers driving demand, along with the added benefit that the equipment used can often be repurposed for cosmetic procedures like eyelid surgery. When they added their dry eye service, they went with Envision by Inmode, a non-invasive treatment that uses radiofrequency to stimulate tear production and improve eye health, relieving symptoms like burning and blurry vision.

As they brainstormed marketing strategies for the new service, the team at Precision Eye Care figured, who better to get the word out than local eye docs? Says Smith: “The goal was to show them the different options for dry eye treatment, let them touch and feel, so they could speak to their patients from personal experience”— and send some business Precision Eye Care’s way.

THE EXECUTION

The first step was to invite local ODs to come see the equipment. Smith and her team targeted eye doctors from the Optometric Physicians of Washington’s Southwest Optometric Society, an industry association. Participating optometrists were offered free IPL, Radio Frequency, and Lipiview for the cost of consumables, in return for referring patients to Precision Eye Care — with additional treatments for every patient treated. “They were able to learn more about IPL, RF, and how that not only improves your dry eye but the side effects are often cosmetic,” says Smith. “We have given some of them free treatments so they can see and speak to the benefits of the procedures.”

Apart from scheduling the ODs’ treatments early so they could be seen before work, accommodating the doctors required very little adjustment, according to Smith.

The offer was part of a broader marketing campaign for Precision Eye Care’s new services that included a patient open house, a “Girls’ Night” in the office, email blasts, and posts regarding dry eye and aesthetics.

THE REWARDS

According to Smith, the experience has been more than worthwhile in multiple ways: increased patient numbers and satisfaction, boosted peer networking, enhanced staff skills and, not least, a healthy bottom line. “The response has been positive. ODs have been referring patients for treatment, and we send them back for follow up. Patients have been happy and have referred friends to us. The staff understands the importance and benefits of treatment with a chronic condition. One of the main rewards to the practice is financial: With vision plans squeezing profitability most independent ODs are looking for specialties.”