As the reimbursement landscape continues to get tighter, more ophthalmology practices are leaning into premium, non-insurance-based procedures like LASIK, premium cataract lenses, dry eye treatments, and aesthetics. I’ve worked in these industries for 20+ years and can tell you one thing remains the same. Patients want to feel special, so whatever service you are offering, you need to make sure you are providing the best experience possible so they talk about you positively to friends and family.