Dry eye is one of the most common conditions seen in optometry. It affects millions of people and yet remains one of the most underdeveloped opportunities in most practices.
Doctors know dry eye is real. The science is clear. Patients want relief. So why is it still difficult to turn dry eye into a profitable part of the business?
The problem is not diagnosis. The problem is systems.
The False Start Most Practices Experience
It usually starts with good intentions. A doctor learns about in-office treatments like LipiFlow, IPL, or RF. They invest in new equipment. They set up a few protocols. And for a few weeks or months, they see some traction.
Then things stall.
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Staff feels overwhelmed
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Fewer patients say yes
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Product shelves stay full
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Follow-ups get missed
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The doctor loses momentum
This is not a failure of the technology or even the doctor. It is the natural result of missing a repeatable system.
Systems Create Growth
What separates a dry eye clinic that grows from one that plateaus is not the tools or even the training. It is the presence of a simple and repeatable patient journey.
A strong dry eye system includes the following elements:
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Education before the exam
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Consistent in-exam language and screening
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Staff-wide clarity on how to talk about dry eye
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Visual tools to explain the treatment path
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A take-home plan that includes product usage
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Clear product access at checkout
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Scheduled follow-ups and continued care
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Digital support for education and reminders
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Metrics to track outcomes and patient behavior
With all nine parts working, dry eye becomes a high-functioning category. Patients get better. Staff stays organized. The practice grows revenue.
Compliance Is Clinical
Selling products in-office is not about retail. It is about compliance.
When a patient leaves empty handed, they often forget what to do. They might buy the wrong thing or skip it altogether. Without the right support, they do not follow through. And if they do not follow through, they do not get better.
Providing the correct cleanser, warm compress, or device at the point of care helps patients stay on track. It also supports the results of any in-office treatment. Compliance is what drives outcomes. And it builds trust with patients who feel cared for, not sold to.
This is where many practices miss the mark. They talk about dry eye but fail to deliver a complete care pathway. Patients want simplicity. They want clarity. They want to leave knowing exactly what to do.
Small Shifts That Make a Big Difference
You do not need a massive overhaul to grow your dry eye clinic. You need small shifts that work together to create a better system.
Start by reviewing your current patient flow. Is there a moment where dry eye is explained clearly? Do patients understand their next steps? Can they easily buy what they need?
Here are a few things that work:
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Printed treatment plans that patients take home
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Bundled product kits that are easy to use and restock
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Staff scripting to introduce treatments with consistency
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Digital reordering options to support compliance
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Visuals at checkout that reinforce what was recommended
None of this requires new tech. It requires intention and consistency. The best practices grow dry eye by turning it into a true system, not a side conversation.
Real Results Without Adding Devices
Some practices have increased their dry eye revenue from under 5 percent to over 20 percent of total revenue in one year just by focusing on better systems.
This increase did not come from adding high-cost treatments. It came from improving compliance, simplifying education, and making the patient journey more seamless.
When your dry eye care feels like a system, not a pitch, more patients say yes. More patients follow through. And more patients get better.
Dry eye is not just a clinical category. It is a business opportunity built on the foundation of patient care.
To grow your dry eye clinic, stop thinking only about treatments. Start building a system that supports every part of the patient journey. Train your team. Make product access easy. Stay consistent.
Because when your system works, your outcomes improve. And so does your revenue.
To see how Hoot can help you build a complete dry eye system in your practice, visit gethoot.com/dry-eyes.