Dry eye treatment creates growth potential for optometrists

As patients suffering from dry eye syndrome can tell you, treating dry eye involves more than just a bottle of artificial tears. According to the National Institutes of Health, an estimated 16 million adults struggle with the disease.  

Janelle Davison, O.D., founder and clinical director of Brilliant Eyes Vision Center in Smyrna, Georgia, understands. She doesn’t just treat the condition— she has had dry eye syndrome since the late 1990s.   

“I understand what patients are going through,” Dr. Davison says. “It’s debilitating. There are millions of patients dealing with dry eye who aren’t being served at the level they need.” 

Already a sought-after speaker and expert in dry eye, Dr. Davison decided in 2024 to give these patients the attention they deserve. The Visionary Dry Eye Institute is the Atlanta area’s only dry eye treatment center and has attracted patients from around the nation.  

Dr. Davison discusses her new clinic and her role on the recently formed AOA Aesthetics Task Force.  

Why is dry eye treatment so important? 

Patients with moderate to severe dry eye find that their lives are really affected. Simple activities like driving become difficult, especially in the evening after a long day. I sometimes decline speaking engagements because my dry eye makes it hard to see clearly by evening. Patients experience constant or fluctuating blurry vision, grittiness and burning and think, "this is just how my eyes are," then self-prescribe over-the-counter products. 

When patients come to our clinic and we use technology to diagnose and get to the root of the issue, they typically say I'm the first doctor who actually explained what's going on, confirmed it's a real condition, and created a treatment plan beyond just recommending over-the-counter tears or throwing prescriptions at them.  

What led you to create a dry eye clinic? 

The decision came from wanting to provide the level of care my patients truly needed. I started my primary care practice in 2010 and took a deep dive into dry eye around 2017-2018. But managing both primary care and specialized dry eye treatment simultaneously was challenging—I'd joke with my staff that it felt bipolar. I'd go from consultations to IPL (intense pulsed light) treatments to contact lens fittings. My head was all over the place. 

Dry eye requires extensive counseling time, which is difficult to provide in a primary care setting. Last year, I talked with my husband, who works as general manager in my practice, and presented him the numbers showing it made financial sense to separate the specialty. I found a medical mixed-use space where my neighbors are all medical specialists. I wanted a completely different vibe from my primary care office—a space dedicated exclusively to patients with dry eye disease. 

The response has been incredible. Within six months of opening, I was booked out for every day I was there. Working part-time, I paid off my build-out investment within six months. Now I'm booked through December, with patients driving two to three hours to see me. I've even had patients from the Bahamas, Africa and across the U.S. because there wasn't anyone in the Atlanta area providing dedicated dry eye treatment without mixing it with glasses and contact lenses. The Visionary Dry Eye Institute allows me to get to the root of each patient's issues, and it's brought back that spark in optometry. 

I also intend to participate in clinical trials. I serve a diverse patient population, but I rarely see that diversity reflected in cases presented at conferences. It raises the question of whether dry eye in underserved communities is being addressed. 

What is the focus of the Aesthetics Task Force? 

The AOA Aesthetics Task Force is defining what aesthetics means for optometrists and where we fit in that space. It's a natural extension of dry eye care because many advanced dry eye therapies—light-based, heat-based, IPL, and radiofrequency treatments like Lumenis OptiLIFT—have anti-aging effects as a secondary benefit. Patients may notice improvements in collagen and reduced fine lines and wrinkles. 

Once patients' eyes feel more comfortable, they naturally ask about dark circles, bags and wrinkles. The task force is figuring out how optometrists can improve patients' ocular function and health while also aiding the anti-aging process, without encroaching on the territory of oculoplastics, dermatologists or aestheticians. Each state has different regulations, so we're examining what optometrists can do regarding aesthetics in their specific states. 

Dry eye is really the perfect gateway into aesthetics. Optometrists can partner with aestheticians, sell medical-grade skincare products and cosmetics in their offices, and address conditions such as ptosis and meibomian gland dysfunction that affect appearance. Last year, we had a well-attended lecture at Optometry’s Meeting® about bridging the gap between dry eye and aesthetics, and this year we're building on that foundation.