Dr. Sampalis with the IPL technology she added to her office. Dr. Sampalis notes that it was paid off in just one year, and that she now sees 5-8 dry eye patients per week.
Dry eye center growth strategies for optometrists
By Maria Sampalis, OD
Feb. 19, 2025
When I established The Dry Eye Center of RI in 2020, I aimed to create a dedicated space within Sampalis Eye Care to attract new patients seeking specialized dry eye treatments.
By branding it separately, I was able to draw attention to the services we offer, which include intense pulsed light (IPL) treatments, gland extraction, meibomian gland imaging, tear meniscus analysis and a range of products for sale.
Since launching the dry eye center, I have seen significant growth in patient numbers. While I don’t have exact figures, I can confidently say that the dry eye segment of my practice has expanded considerably.
On average, I see 5-8 new dry eye patients a week.
It is a great revenue boost, and can separate you from other eyecare providers.
Creating a brand within the dry eye space has also been an effective way to gain respect in the eyecare community as an expert.
The Right Equipment for Effective Treatment
Our dry eye center is equipped with essential tools, such as the CA-800 from Topcon Healthcare, which made it easy to integrate dry eye services into my practice. I have the CA-800 in one of my exam lanes, allowing for efficient patient assessments.
Editor’s note: Other technologies similar to the CA-800 are available from other manufacturers including, but not limited to: Visionix 120+, OCULUS Keratograph 5M and the ZEISS ATLAS 500.
The beauty of adding dry eye treatment is that you can start small; all you really need is a slit lamp to begin.
Investment and Return on Investment (ROI)
Setting up the dry eye center required a substantial investment.
The IPL equipment alone cost around $90,000, while supplies like masks and drops range from $15 to $40 each. This investment was paid off in one year!
The ROI has been impressive for all of our investments. For instance, I paid $8,000 for the CA-800, and we charge $30 for meibomian gland imaging.
We paid off the CA-800 by the time we had just 265 patients. The IPL treatments, which I introduced two months ago, are priced at $375 per session, and patients typically need four treatments.
To break even on the CA-800, I only needed 53 patients, and I quickly had 10 opt in, with more showing interest.
In addition, I just added radio frequency technology to my dry eye services, and also make use of amniotic membranes.
I buy the K-Disc from PECAA. The latest promotional offer was $190 per amniotic membrane, and insurance can reimburse up to $1,500.
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Amniotic membanes are a great option to try on patients who want to try to use their insurance first, and have already tried many other treatments unsuccessfully. If they still need relief after being treated with amniotic members, I talk to them about IPL and RF.
Editor’s Note: Be sure you are using amniotic membranes for an appropriate, approved diagnosis and that you thoroughly document the diagnosis and treatment plan you delivered and why it was the best choice for your patient.
Effective Marketing Strategies
To promote the dry eye center, I focus on patient education during exams.
I show images of meibomian gland loss and explain the importance of treatment.
Additionally, I set up a dedicated website, which helped attract new patients.
My staff is trained to recognize the signs and symptoms of dry eye, ensuring we capture as many potential patients as possible.
Tracking and Improving Patient Capture Rates
One of the key metrics I track is the dry eye treatment capture rate.
We started monitoring this a year ago, and I’m pleased to report that our capture rate improved from 30 percent to 60 percent.
This increase is largely due to staff training and effective patient education. I emphasize the importance of discussing treatment options during exams, which proved to be effective in converting patients.
Overcoming Patient Objections
Common objections from patients often revolve around pricing. I address these concerns by explaining that investing in quality treatment now can save them money in the long run.
I also utilize instrumentation to show patients the impact of dry eye on their eyes, using meibomian imaging and tear film analysis to provide visual evidence of their condition.
Bottom Line: A Niche with Great Potential
Our dry eye center showed itself to be greatly beneficial to patients and a highly profitable niche within my practice, offering numerous opportunities for growth.
By focusing on patient education, effective marketing, and continuous improvement, I’m confident that we can further enhance our services and capture even more patients in the future.
If you’re considering adding dry eye services to your practice, I encourage you to take the leap—there’s a wealth of potential waiting to be tapped for both your patients and your practice!
Maria Sampalis, OD, is the owner of Sampalis Eye Care in Cranston, R.I. and sublease at Warby Parker. She is also the founder of Corporate Optometry on Facebook. Dr. Sampalis is also founder of the job site, corporateoptometrycareers.com. She is available for practice management consulting. To contact: [email protected]
