Why “Suss” Patients Don’t Book Dry Eye Treatment and How to Fix It

Today’s patients are more skeptical than ever. When you tell a younger patient that they have dry eye disease and mention a treatment they have never heard of, their first instinct may be to feel suspicious. They think, “I don’t feel anything. Is this really necessary? Is my doctor trying to sell me something?”

This is especially true when patients have no symptoms or only mild ones. When you say the words “meibomian gland dysfunction” or “IPL treatment,” it can sound more like a sales pitch than a medical concern. If your recommendation feels like a surprise, they may start tuning you out.

The reality is that these patients are not rejecting care. They are trying to protect themselves from what they perceive as pressure or confusion. And that means your job is not just to diagnose but to reassure, educate, and build trust over time.

Here’s how to help skeptical patients move forward:

Use plain language with context

Avoid jargon. Instead of saying, “You have gland dysfunction,” say, “Your eyes are not staying comfortably moist, and it’s starting to cause damage. The good news is we can treat it before it gets worse.”

Address their suspicion directly

You can say, “I understand this sounds new or unexpected. You may not feel symptoms yet, but this is something we commonly find in early stages. We want to help you stay comfortable before it becomes a bigger issue.”

Support your diagnosis with visuals

Show images of meibomian glands or tear break-up time. When patients see the problem, it feels more real and credible.

Send video education after the visit

Automated follow-up videos that explain dry eye disease in simple terms allow patients to learn in their own time, without pressure. It makes them more likely to trust you and return ready for treatment.

Make follow-up part of your culture

One conversation in the exam room is not enough. Use consistent follow-up to stay top of mind and reinforce your credibility as someone who cares about long-term eye health.

By shifting from explanation to connection, you help skeptical patients feel seen, respected, and ultimately more willing to say yes to the treatment they need.

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