Photo Credit: Dr. Laurie Sorrenson & Dr. Eric Hammond
Helping parents and patients understand the value of myopia management is never a one-and-done task. It’s an ongoing effort that is most successful when the entire team is onboard and aligned. In the sections leading to this, you’ve prepared in every possible way from getting staff onboard and educated to setting appropriate fees. Consider these final key points in addressing the value of your care.
THE VALUE PROPOSITION
Keep in mind this advice from Gary Gerber, OD, co-founder of Treehouse Eyes, and Anil Idiculla, DMD, founder of i-Orthodontics, when targeting the value proposition.
Recognize treatment diversity. Just as orthodontic treatments vary—traditional braces, clear aligners and more—myopia management includes various strategies beyond just orthokeratology. Avoid limiting the conversation to one treatment option.
Clarify core benefits. Emphasize that myopia management is primarily about slowing axial elongation, not just providing uncorrected vision during the day. Help parents understand the long-term health implications of managing myopia effectively.
Highlight functional importance. Similar to orthodontic braces, which serve functional purposes like achieving proper bite alignment, myopia management is crucial for preventing serious vision complications later in life. Yet it’s not a visible cosmetic change like with braces. Make this clear to parents with education on the importance of stable axial length and the long-term health of their child’s eyes.
Address the patient base. With around 15 million myopic children in the U.S., there is a significant need for myopia management. However, only 1 to 2 percent currently receive treatment. Raise awareness among parents about the importance of addressing myopia early. There’s huge potential here to become the trusted expert in your area.
Increase parental awareness. The disparity in treatment rates between orthodontics and myopia management largely stems from parental awareness. Educate parents about myopia, its consequences, and available treatments to bridge this gap.
Simplify fee presentation. Present fees for myopia management in a straightforward manner, like orthodontic care. The average fee for orthodontic care in the U.S. is about $4,500, generally presented as a global all-inclusive fee charged at the start of care.
Instead of breaking down costs into multiple components for myopia management services and materials, consider offering a comprehensive fee for treatment to enhance understanding and acceptance.
BE OK WITH “NOT YET”
Stay focused on your myopia management goals, and your dedicated efforts will help you build this segment into a thriving part of your business. Patients often need time to process this information, so don’t be discouraged if acceptance isn’t given right away. David Anderson, OD, and Taylor Sprague, OD, FAAO, suggest a vital strategy of “planting seeds.” Create touchpoints of education all throughout the exam experience with information that can be taken home. While some parents may hesitate to commit to treatment immediately, providing them with information allows them to reflect on the value of myopia management. This approach can lead to more informed decisions during future visits.
L
ead with confidence in your treatment plan. When you and your team believe in the benefits of myopia management, it becomes easier to convey its importance to parents. Take the time to educate yourself and your team about the advantages of these treatments. You’ll be able to communicate more clearly. Plus, your team will understand the significant difference they’re making.
Ultimately, if you’re passionate about the value of myopia management, parents are more likely to understand the necessity of investing in their children’s vision.
The investments in myopia management—for the practice, for parents and by industry—are important in creating a future where everyone understands that progressive myopia is not the only outcome. Eye care professionals can refer to these sections as they are growing their myopia practice and continue to build on these ideas. Find a checklist for success here.
Read more articles in the Getting Started with Myopia Management series. Be sure to check back as the series will be updated regularly with more content.
