The Business of Blue Light

Success STORIES

A roundtable of ECPs shares how they have turned patient education and lens products into a business building block

Eyecare Business spoke with a group of successful O.D.s about how they worked the issue of blue light into their practices, and subsequently found not only a new way to service patients, but a new revenue niche. We asked them to share some of their strategies for success.

OUR EXPERT PANEL

Kirk Smick, O.D.
Clayton Eye Center, Morrow, GA

Alyxandria A Morey, O.D.
Makar Eyecare, Anchorage, AK

Gary Morgan, O.D.
Eye Tech Eye Associates, Peoria, AZ

EB: HOW DO YOU INTRODUCE BLUE LIGHT INFORMATION TO PATIENTS, AND WHICH PATIENTS DO YOU TARGET?

DR. MORGAN: Exam room discussion is paramount on educating patients on the dangers of blue light. I created a simple Power Point presentation that I use as a discussion tool. Recently, I have started using a blue laser pointer that I can demonstrate the protection (or lack of protection) of lenses by shining the laser light through the lens. This has been very effective in teaching patients about the importance of protection.

DR. SMICK: My rule is anybody who spends more than four hours a day on a computer, or an iPad or something like that, and most of all, children. I certainly warn them about the potential risk. And I think that word potential is smart to use.

I have a discussion about blue light at the end of the exam, when we are summarizing things. I just include the discussion on UV and blue light in the same discussion, and then recommend appropriate products.

We have forms in the exam room that I fill out that indicate the types of lenses I want our patients to get, and that is the whole notion of doctor-driven dispensing. Once you really get involved in that and embrace it philosophically, you can’t imagine the dollar changes that occur at the practice.

DR. MOREY: I discuss blue light with patients that show signs of cataracts, macular degeneration, long-term computer use, and any patient complaining of headaches or migraines specifically. Seasonally, we talk about the effects of light therapy to assist in the treatment of Seasonal Affective Disorder.

Image courtesy of Signet Armorlite.
Product shown: BluTech 1.56 lenses

I myself use a computer app that adjusts the blue light intensity of my computer monitor to match the normal sun cycle and to reduce the amount of blue light intensity from my computer in the evenings. I also address the blue light intensity that electronic devices put out and the importance of glare reduction to best utilize such devices.

EB: WHAT STRATEGIES DO YOU EMPLOY TO BOOST SALES OF BLUE-LIGHT FILTERING LENSES/COATINGS, AND HOW DO YOU POSITION THE PRODUCTS?

DR. MOREY: I have a demo plano lens, and I let patients who complain of migraines/computer vision syndrome try it. I also mention the damage high-intensity blue light can have on both mood and eye health. We currently market educational materials regarding coatings and LED lighting effects in our quarterly newsletter, and I’ve done an interview with (local TV station) KTUU that’ll be added to our website.

DR. SMICK: Number one—have the doctor prescribe whatever it is they are recommending. Two—make sure your staff is well educated on the products you’re prescribing so that they can answer any questions the patient may bring up.

DR. MORGAN: I have provided (blue light filtering) lenses for all of my staff members and it is a required part of their uniform for work. While I implemented this policy for their safety, it has also empowered every staff member to begin the conversation on blue light protection with patients. In our dispensary, we have repurposed a couple of optical displays for the lenses and have a couple dozen pair of each in plano ready for patients to try on. We routinely dispense plano pairs to contact lens wearers and to those who do not need vision correction but desire protection. I tell patients that blue filtering lenses are the new safety glasses, no different than safety eyewear worn for work or sports. And yes, we routinely promote the benefits of blue light protection on our Facebook page.

Image courtesy of Spy Optic.
Product shown: Happy Lens

EB: HOW HAS PRESCRIBING BLUE LIGHT FILTERING LENSES AFFECTED YOUR PRACTICE?

DR. MORGAN: I have found patients are very receptive to a discussion on the dangers of blue light exposure, and for our practice it has led to many referrals of new patients. In the spring, I was invited on to do a piece for our local NBC news affiliate, which I understand ran in many markets across the country. So the public’s appetite for knowledge on this subject is very real.

Obviously this increase in patient visits and optical sales has had a positive effect on the practice’s bottom line.

DR. SMICK: The impact is two-fold. Number one is financial. Our coating sales are up 25% to 28%. But more importantly, people are out there who have heard us talking about protecting their eyes. We’ve had this discussion with them. And they talk to their friends. It helps single us out or differentiate us from the place down the street where the patients are more in and out, and there is perhaps not as much professional time spent counseling the patients. Therefore, they really do feel more than they’re just here to get another pair of glasses.

That’s a biggest impact it’s had on our practice. People are talking about it, and us.

Over time, blue light education and products give your practice something else to be talked about.

— Susan Tarrant