The Language of Conversion in Dry Eyes

In this live training, Bob Miglani breaks down the exact language that helps optometrists convert more dry eye patients into IPL and RF treatment, without sounding salesy or overwhelming the patient. If you have an IPL or radiofrequency platform in your clinic, including InMode, Lumenis, iLight and similar technologies, and you feel like patients keep saying “I need to think about it” or “I don’t understand,” this session is designed to fix the real problem, how the conversation is being framed in the exam room and during the ocular surface evaluation.

You’ll learn why “when we confuse, we lose” is the fastest way to kill conversion, especially when doctors try to diagnose dry eye disease, explain meibomian gland dysfunction, present treatment options, and introduce private pay pricing all in one comprehensive exam. Bob outlines a simpler approach that consistently drives follow up bookings for an ocular surface evaluation, using clear phrases like “I suspect,” setting expectations, and creating a second visit where education and treatment planning can happen without rushing.

This stream also teaches the core messaging that makes dry eye feel medically real to patients, especially those who say “my eyes don’t feel dry.” Bob walks through how to explain the why behind dry eye and MGD using familiar comparisons like blood tests, dentistry x rays, and asymptomatic conditions such as high blood pressure and high cholesterol, paired with objective findings like meibography. You’ll also hear the “mind reader” language that pulls objections out of a patient’s head and onto the table, using phrases like “you’re probably wondering…” and closing the conversation with “does this make sense?” to confirm understanding and trust.

If you’re building a dry eye program and want higher conversion, better patient comprehension, and fewer one star review moments caused by rushed conversations, this training will help you refine your dry eye script, improve follow up compliance, and create a repeatable patient journey from comprehensive exam to ocular surface evaluation to treatment acceptance.

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Hoot is a marketing and education automation platform that provides a proven system to increase consultation bookings, treatment sign ups, and revenue. We help practices grow by educating patients throughout the process, using visual aids to build trust and demonstrate expertise, and simplifying your workflow with pre built videos and campaigns.

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