Maria Znamenska
Associate Professor of Ophthalmology, Retina Imaging Expert
Reading time
8 min read
Optometry Trends in Action: 12 Real-World Success Stories
Optometry trends explained: showcasing real-world optometry practice owners who are adapting to the shift in patient needs, successfully implementing solutions to automate routine and laborious tasks, using AI to combat staff shortages, creating their own brand mascots, and more.
FDA-cleared AI for OCT analysis
Optometry trends for the patient journey: digital communication
Online shopping, global deliveries, and instant brand replies through messengers have dramatically shifted client expectations and behaviors. The ‘convenience economy’ isn’t slowing down, pushing businesses to adopt technology for more streamlined consumer experiences.
What does this mean for your practice? Your patients now expect fast and efficient communication across all touchpoints – from online scheduling to contactless payments. Transforming your practice to meet these demands ensures satisfied patients and contributes to long-term success, as any optometry practice thrives on the individual experiences of the patients it provides.
46% of optometrists reported that patient expectations have risen since the pandemic.
Practices can optimize their workflows in various ways, but generally, the goal is to automate routine administrative tasks, free up staff, and reduce patient waiting time. Digital safety forms and document management systems eliminate physical paperwork, while online proofing and approval systems speed up document processing.
Dr. Justin Bazan, owner and optometrist at Park Slope Eye, New York, has taken this even further by eliminating phone calls at his office entirely and is pleased with the results. This solution was based on several months of analyzing data related to phone calls, including time spent on calls and the frequency of missed calls. The team recognized that while the staff could simultaneously chat with multiple patients, they could only handle one phone call at a time.
Chad Fleming, OD, Owner and OD at Wichita Optometry, Kansas, also identified the need for an enhanced digital presence to prioritize patient convenience. His practice faced the challenge of managing a high volume of phone calls and text messages, requiring either additional staff hiring without an immediate increase in revenue or a strategic reallocation of existing personnel.
Dr. Fleming optimized the patient experience by setting up automated checkouts at some of his practice locations. This approach enabled him to reassign three front desk employees to the digital communications team. While the transition required patient education to familiarize them with the virtual check-in process on iPads, it did not result in patient attrition.
Brianna Rhue, OD, Owner and Optometrist of West Broward Eyecare Associates, Florida, agrees that the traditional approach of answering calls and checking emails once a day differs from today’s patient expectations. She advocates step-by-step optimizations throughout the patient journey to eliminate unnecessary wait times and increase productivity.
Upgrading to a more advanced EHR system is one of the significant opportunities to streamline practice operations, save practitioners time, money, and stress, and align with optometry industry trends. Unfortunately, once hailed as revolutionary, some widely adopted EHR solutions are now criticized for their burdensome workflows and counterintuitive interfaces. This has led some practitioners to describe their interaction with systems as “death by a thousand clicks.”
By leveraging up-to-date EHR features like customizable patient encounter templates, integrated imaging and diagnostic tools, and patient outcome tracking, eye care professionals can shift their focus from paperwork to patient care.
Another of optometry trends gaining momentum among optometry practice owners is offering flexible payment options. This reflects not only the growing demand for convenience but also the financial constraints of patients navigating the current economy that is heading to a recession.
Dr. Rhue encourages practices to adopt mobile payment solutions that enable patients to pay electronically using platforms like Apple Pay, Venmo, or PayPal at the point of service. For balances due after the visit, the ability to send secure payment links via text message can greatly enhance the collection process.
Furthermore, providing patient financing options empowers patients to choose how and when they pay. This offers additional convenience for both parties and eliminates friction by allowing patients to spread the cost of their care over time rather than requiring full payment upfront.
If you are still determining which technologies of these optometry industry trends your patients will be eager to adopt, consider the approach taken by Scott Jens, OD, the owner of Isthmus Eye Care, Wisconsin. Dr. Jens has successfully implemented post-examination surveys to gather patient feedback. This strategy serves a dual purpose: demonstrating your commitment to patient satisfaction and gaining valuable insights into which technological advancements would most benefit your practice.
Optometry trends in the exam room: tech-driven precision and patient education
Optometry relies heavily on technology, and investing in hardware upgrades is a significant financial commitment. However, if your hardware needs are met, but you still want to be at the forefront of technological advancements, consider specialized software and platforms to extend the possibilities of your existing devices.
Dr. Maria Sampalis, OD, the owner of Sampalis Eye Care, Rhode Island, utilizes two such programs in her practice. To support her specialization in dry eye management, she employs CSI Dry Eye. Additionally, she uses Altris AI, an AI-powered platform for OCT scan analysis, to provide a second opinion and enhance diagnostic accuracy.
Dr. Sampalis finds that the Dry Eye software allows her and her staff to analyze symptoms and images comprehensively, improving patient care, time savings, and increasing diagnostic precision.
Her patients also appreciate Altris AI, which analyzes OCT scans for over 70 pathologies and biomarkers while also calculating the risk of developing glaucoma.
Working with specialized software solutions improves diagnostic accuracy and aids in patient education. Visual representations of their conditions, facilitated by these technologies, empower patients with a clearer understanding, leading to increased treatment compliance.
Eye Place, an optometry center in Columbia, also leverages Altris AI, among other cutting-edge technologies. They capture images using the Topcon Maestro2 OCT and use Image Net6 software to export DICOM files to the Altris AI platform.
Beyond AI-powered OCT analysis, Eye Place utilizes state-of-the-art diagnostic tools, such as 3D OCT equipment, to screen for serious conditions, including glaucoma, diabetes, and macular degeneration. Furthermore, they work with AdaptDX Pro, a technology capable of detecting macular degeneration earlier than traditional methods.
Another case of optimizing and enhancing the exam process is West Broward Eyecare Associates. They implemented Optify, a smart building solution offering full fiber connectivity. Patients can pre-select frames in the online optical store before their visit, streamlining the in-office experience. Additionally, the practice utilizes Dr. Contact Lens, a platform for convenient ordering, reordering, and prescription management for contact lens wearers, reducing paper waste.
There are also advancements in AI transcription technology that are poised to ease clinical documentation and automate a traditionally laborious task.
The adoption of AI in clinical documentation has been shown to reduce the time doctors spend on charting by approximately 2 hours per day.
AI exam transcription is still in the process, and the existing possibilities are not yet flawless—struggling with patient responses like “mm-hm” and “uh-huh”—the technology is evolving, promising greater efficiency and accuracy in the future. For example, one such program starts the transcription process of the exam by confirming patient consent and a click of the record button by the optometrist. Then, AI captures, structures, and summarizes information in real-time, filtering for relevant details to generate documentation for each patient appointment.
Optometry trends for competitive advantage: using AI in Marketing and Decision-making
Some practice owners may still believe their patient demographics do not necessitate an expanded online presence, particularly when considering elders. But you should be different from your competitors.
The reality is that today’s patients, regardless of age, are increasingly turning to the Internet for information and services. While word-of-mouth referrals remain valuable, a solid online presence is essential for practice growth and visibility in today’s competitive landscape.
Twin Forks Optometry and Vision Therapy in New York reports that their most effective marketing strategy involves a monthly-to-quarterly newsletter distributed to existing patients. This newsletter highlights practice updates, recent vision therapy graduates, new podcast episodes, and seasonal information. They’ve also observed that educational posts generate significant engagement and have even led to new patient visits.
Voice Search Optimization (VSO) is emerging as one of the new trends in optometry that has the potential to benefit practices significantly. Dr. Brianna Rhue, OD, co-owner of West Broward Eyecare Associates in Florida, asserts that a search engine optimized (SEO) website alone will soon be insufficient for patients to discover your practice online easily, especially in highly competitive locations.
Contrary to popular belief, it’s not just the tech-savvy individuals who rely on voice assistants. This technology is predominantly used by older individuals who haven’t mastered typing or face difficulties with it.
However, while the benefits of digital communication are undeniable, it’s crucial to acknowledge that it often adds up yet another layer of responsibility to already overburdened teams. This is why generative AI tools like ChatGPT and Gemini are gaining popularity among optometrists, offering solutions to this and other challenges.
For example, Dr. Ryan Cazares, the owner and founder of Scott Eye Care in Louisiana, utilizes ChatGPT to generate social media and educational content for his practice. He brainstorms with AI content ideas, creates visuals for social media and marketing campaigns, and has even developed a unique mascot (Dr. Seymour) that engages his audience.
The practitioner also uses AI to generate personalized educational materials for their patients. Traditionally, his practice relied on generic Optometric Association pamphlets, but now, it has transitioned to simple one-page educational sheets tailored to individual patient needs.
Dr. Haley Perry, owner of Elite Eye Care, New York, provides another example of AI’s potential in practice management. Her goal for this year was to increase patient volume without expanding her staff, and ChatGPT played a pivotal role in achieving this objective.
Faced with the decision between two vendors for new exam room equipment, she used AI to analyze each vendor’s pricing and financing options, weigh the pros and cons of the equipment in relation to her goals, and forecast the return on investment (ROI) for each option. This analysis enabled her to select the most suitable vendor and estimate the timeframe for recouping her investment.
Dr. Perry also leverages AI to analyze patient feedback, demographic data, and treatment outcome statistics to ensure equipment investments align with patient needs. For instance, if data reveals a high prevalence of conditions like glaucoma, AI can help justify investing in advanced glaucoma screening tools.
FDA-cleared AI for OCT analysis
Summing up
The optometry landscape is evolving, driven by raised patient expectations for convenience and efficiency. Practices adapt to these changes by embracing emerging optometry trends to achieve more precise diagnostics, streamline patient journeys, enhance the exam room experience, and build trust and connection. Much of this technology is AI-based, with even more advancements on the horizon. So, optometrists implementing these solutions today are poised to secure a significant competitive advantage.