The start or end of the year is a good time to review your practice’s financial health in the face of rising operational costs and a year-over-year downturn in insurance reimbursement. One strategy for increasing revenue is to diversify your offerings by introducing elective pay services. Consider dry eye disease (DED) management and aesthetic procedures that encompass functional patient care solutions and introduce a new revenue stream. The results might surprise you; the scope of these cash-pay offerings could allow your practice to remain competitive and financially resilient.

DED CARE

DED affects millions of individuals globally. A conservative estimate is that 10% to 20% of the total population older than 40 years of age has moderate to severe symptoms or seeks treatment for the condition.1 The prevalence of DED, moreover, is increasing,2 including among pediatric patients. The recently published Tear Film & Ocular Surface Society (TFOS) Dry Eye Workshop (DEWS) III recognized that DED is multifactorial, often with several contributing factors such as anatomy, sex, hormones, screen time, and contact lens wear present in each patient.3

The negative effect of DED on quality of life can be significant. By reducing the accuracy of biometry, moreover, a compromised ocular surface can decrease the success of cataract surgery.

As explored in a TFOS DEWS III report, effective DED management entails identifying underlying factors by evaluating the patient’s tear film, ocular anatomy, and ocular surface.4 If you decide to integrate DED care into your practice offerings, consider investing in advanced diagnostic tools to facilitate accurate diagnosis and individualized treatment.

Therapeutic options have expanded greatly in recent years to include topical medications, neuromodulation, in-office procedures, and more. The TFOS DEWS III reports are an invaluable resource for understanding the complexity of DED diagnosis and management.5 By improving your understanding of the disease and its treatment, you can improve patient care and practice profitability.

AESTHETIC OFFERINGS

A variety of devices are available that use thermal, ultrasonic, or laser-based energy to tighten and smooth the skin around the eyes, addressing patients’ functional and aesthetic concerns. It is essential to understand the mechanisms, indications, and limitations of these devices and procedures to ensure appropriate patient selection and optimize outcomes.

Incorporating aesthetic procedures such as eyelid rejuvenation, blepharoplasty, and noninvasive skin treatments such as intense pulsed light therapy can attract a broader patient population to your practice—some of whom may become interested in your other offerings and/or refer family members. When integrating aesthetic services into your practice, ensure that you and your staff receive appropriate training on the procedures and equipment to maximize treatment efficacy and patient safety. Industry representatives can be extremely helpful in this regard. Also, consider how best to market your new offerings through targeted campaigns—perhaps with the assistance of a practice management consultant.

CONCLUSION

The strategic addition of DED and aesthetic services could increase practice revenue by attracting new patients and meeting more of your existing patients’ needs. Consider collaborating with specialists in these fields to improve the quality of the services your practice provides and enhance its reputation.

Practices offering DED management and aesthetic services can tap into recurring revenue models with ongoing treatment plans and patients paying cash for elective offerings. The field of ophthalmology is evolving rapidly. Staying informed and adaptable requires continuous research, the integration of cutting-edge technology, and the adoption of best practices that align with the latest scientific developments.

Establishing a successful program that enhances elective revenue streams so that they match or surpass insurance collections demands comprehensive team engagement and strategic planning. Invest in ongoing training, allocate sufficient time, and implement targeted marketing initiatives to promote new technological solutions. Instead of attempting to develop new methods from scratch, leverage the expertise, resources, and proven strategies of vendors and industry leaders. Consulting with experienced peers who have successfully navigated the process can help you streamline implementation and ensure sustainable growth.

Ophthalmology practices that prioritize research and technological integration are better equipped to adapt to industry changes, which ultimately allows them to provide superior patient care and maintain a competitive advantage in a dynamic health care landscape.

1. Britten-Jones AC, Wang MTM, Samuels I, Jennings C, Stapleton F, Craig JP. Epidemiology and risk factors of dry eye disease: considerations for clinical management. Medicina (Kaunas). 2024;60(9):1458.

2. O’Neil EC, Henderson M, Massaro-Giordano M, Bunya VY. Advances in dry eye disease treatment. Curr Opin Ophthalmol. 2019;30(3):166-178.

3. Stapleton F, Argüeso P, Asbell P, et al. TFOS DEWS III: digest. Am J Ophthalmol. 2025;279:451-553.

4. Wolffsohn JS, Benítez-Del-Castillo JM, Loya-Garcia D, et al; TFOS Collaborator Group. TFOS DEWS III: diagnostic methodology. Am J Ophthalmol. 2025;279:387-450.

5. Jones L, Craig JP, Markoulli M, et al; TFOS Collaborator Group. TFOS DEWS III: management and therapy. Am J Ophthalmol. 2025;279:289-386.