What if the biggest mistake practice owners make with dry eye isn't buying the wrong technology… but building their entire strategy around the technology itself? In this episode of 20/20 Money, I'm joined once again by Dr. Chris Wolfe for a fascinating conversation around dry eye, specialty services, patient communication, and the dangerous trap of becoming "device-centric" instead of patient-centric.

Chris shares a candid behind-the-scenes perspective on what he's observed from practices across the country when it comes to implementing dry eye services and expensive treatment technologies. We discuss why so many practices buy devices that ultimately underperform, the seductive marketing around "specialty" care, and the critical distinction between having a widget versus building a system that actually supports patient outcomes and practice profitability.

More importantly, we explore how the most successful clinicians aren't simply better at selling treatment — they're better at understanding the doctor-patient relationship, evidence-based medicine, and how to guide patients toward the right next step without overwhelming them.

We also discuss:

Why many dry eye devices end up becoming expensive dust collectors
The hidden problem with building your identity around a piece of equipment
How patient communication dramatically impacts treatment acceptance
Why separating the dry eye conversation from the comprehensive exam changes outcomes
The difference between being "widget-centric" and patient-centric
How successful practices build systems around disease management instead of technology
Why evidence-based medicine involves more than just clinical studies
The role patient preference plays in treatment recommendations
How practices can objectively evaluate whether a new device will actually support profitability

As always, we close the conversation with practical NBSs (Next Best Steps) to help practice owners think more intentionally about specialty services, technology adoption, and patient care systems inside their practice.

Have a podcast-related question? Contact our team here!

Resources:

Dr. Cecelia Koetting Dr. Selina McGee Dr. David Kading Dr. Kyle Klute Are you building wealth...or just feeding the machine (20/20 Money Episode with Nathan Hayes) Book a Triage call with Adam Download the Practice Owner's Financial Toolkit 20/20 Money Ultimate Financial Success Masterclass OD Mastermind Interest Form Check out Adam's new book: How to Buy an Optometry Practice

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