Janelle Davison, OD, of Smyrna, Georgia, had a dilemma. She had begun offering more dry eye services in her practice, Brilliant Eyes Vision Center. But bringing these services into her primary care practice –and wanting to scale that part of the business up even more – was complicated.
It was somewhat confusing to patients who were coming to her for medical services and their refractive care at different times. She wanted to protect her relationship with referring ODs, insisting that patients return to those providers for their refractive needs—even if they asked to stay with her. It was challenging for staff to know whether a patient was a dry eye referral or primary care.
So she made a decision. She chose to open a separate space dedicated solely to dry eye treatment. She opened the Visionary Dry Eye Institute of Georgia in Marietta in June—and already, it’s making her life easier and benefitting her original practice, too.
THIRD TIME AROUND
This is the third time that Dr. Davison has built a business from the group up. But it’s the first time that she was focused on medical services exclusively. So she sought out a space where she would be in a more medical setting. “I insisted on being a medical complex,” she says, highlighting the integrated approach to patient care with other specialists nearby, including rheumatologists and plastic surgeons.
In fact, she deliberately chose not to open the Visionary Dry Eye Institute near her primary practice. It wouldn’t provide enough of a distinction and clarification on the services the patient was seeking. She wanted a space that was clearly medical and clearly referral-based in a spa-like setting. In fact, she goes through the steps of giving a referral, even if it’s one of her Brilliant Eyes patients. “We fill out the referral pad, and we fax the referral,” she explains. She does not want her Brilliant Eyes staff to schedule for the dry eye practice. This ensures consistency, whether the referral is coming from her or another practice.
To ensure that Brilliant Eyes acts effectively as a referral center to the dry eye practice, Dr. Davison offers patients opt-in screening services during the routine eye exams. For a small fee, technicians can perform a tear osmolarity test, using ScoutPro. Readings of 300 or higher are an indication that this patient should be referred for additional testing. The practice also recent added meibropgraphy at no charge as a part of every pretesting workup for patients 18 and older. Finally, anyone with possible dry eye complaints during the intake process or clinical signs noted during the examination process is referred to the Dry Eye Institute of Georgia.
EXPANDING THE SERVICES
Because Dr. Davison had been building her dry eye services, she had already acquired much of the equipment. “I had about 90% of what I needed, but it was in a more compact space.” She offers intense pulsed light, radio frequency and heat treatment, as well as punctal plugs and amniotic membranes.
The new location features two workup rooms and a treatment room, designed with a modern, comforting aesthetic. “It looks like a spa. The walls and doors are dark gray, and the office features mustard yellow accents, such as the chairs or an accent wall,” she describes. That same yellow carries through in a pattern on the gray flooring. Vibrant eye artwork from Wayfair adds to the inviting atmosphere.
Patients appreciate the attention to detail. Amenities like a hydration station further enhance the patient experience. The institute’s business model includes cash payments, CareCredit and memberships that offer a discount on a package of services.
What patients will not find here are any eyeglasses. “There are no cases with Ray-Bans or Guccis. Patients and referring providers see that we are only here to take care of their dry eyes,” she says.
The separation of services has been helpful in creating distinction for both practices. Dr. Davison hired an associate for Brilliant Eyes, so that the primary eye care practice can continue to keep up its schedule, even when she’s not there. By removing the dry eye component, that practice also has a little more space there, too.
It’s a move that makes sense to her—as well as to her patients and her referral network.
Read our story from four years ago when Dr. Davison downsized her original practice.
See other design inspiration stories here.
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