Myopia management and dry eye pages: the two growth services, written without outcome claims

About two-thirds of optometry practices offer myopia management and only about a quarter of myopic children get any therapy. Roughly 16 million Americans have dry eye disease and half of practices plan to expand dry eye services. Both deserve a page of their own, and both are the pages where a practice is most likely to publish a sentence it cannot support. This guide is how to write them so they rank and so a licensed optometrist will sign them.

The demand, in numbers

Jobson and Review of Myopia Management surveyed 461 US practitioners who see patients 18 and under in December 2023: 63.6 percent offered myopia progression control, respondents estimated that 50.5 percent of their under-18 patients were myopic, and only about 23 percent of those myopic patients received any myopia therapy. The barrier parents cite most, named by 35.4 percent of practitioners, was "treatment not covered by vision or medical insurance". The Vision Council's 2025 Focused inSights on myopia management (293 optometrists, owners and managers) put the share offering management for children at about 70 percent, with 91 percent recommending yearly screenings and cost the top treatment challenge at 86 percent. The International Myopia Institute's 2024 survey of 2,993 practitioners worldwide found activity "increased markedly in every continent", with the biggest change in North America.

Dry eye: the National Eye Institute says nearly 16.4 million Americans have dry eye, and Eyes On Eyecare's 2024 Dry Eye Report (337 optometrists, 55.8 percent in private practice) found respondents expected dry eye to be 42.4 percent of their clinical focus in 2024, estimated that 67.55 percent of their patients have some dry eye and 46.38 percent are diagnosed, rated dry eye "very" or "extremely" important to revenue in half of cases, and planned to expand dry eye services in 54 percent of cases.

So: a service most practices offer, a condition most patients have some degree of, a treatment most parents have not started, and, as in the sample report, no page about it. Our sample report shows the picture: a practice fitting a myopia control lens every week with the words "myopia management" nowhere on its website.

What is approved for what, as of October 2026

This is the section the doctor will check first, so get it exactly right. A daily disposable soft contact lens was FDA approved in 2019 for slowing the progression of myopia in children aged 8 to 12 at the start of treatment; it is the most prescribed option in the Vision Council's 2025 survey (81 percent of practitioners). A spectacle lens for slowing myopia progression in children aged 6 to 12 received FDA authorization in September 2025. Orthokeratology lenses are approved to correct myopia; using them to slow progression is off-label. Low-dose atropine "is not FDA approved for myopia control in the United States". A page may say a doctor prescribes it off-label; it may not say it is approved, and it may not describe its results.

For dry eye, the prescription drops, the in-office thermal, light-based and radiofrequency treatments, and the plugs each have their own labeling, and the page should name a treatment as something the doctor may recommend after an evaluation, not as something that produces a result. Google Ads' healthcare policy change of October 29, 2025 lets US ad text use prescription drug terms without certification but requires certification to target them as keywords; that affects the ads, not the page, but a practice should know where the line is.

The myopia management page

Title it in the parent's words: "Myopia management for children in Fenwick, Texas" or "Slowing nearsightedness in kids: myopia management in Fenwick". Then, in order:

1. Who it is for, in the parent's words: a child whose glasses prescription has gone up at the last two visits, a child of two nearsighted parents, a child who reads a lot of screens. No prevalence claims unless you cite the survey.
2. What myopia management is: a visit that measures the eye's length and the prescription over time and offers options that may slow the change. The words "may" and "intended to" are not weakness; they are the label.
3. The options you offer, each described by what it is and who it is approved for: the daily disposable lens approved for ages 8 to 12, the spectacle lens authorized for ages 6 to 12, orthokeratology (approved to correct myopia; used off-label to slow progression), and, if the doctor prescribes it, low-dose atropine (not FDA approved for this use; prescribed off-label at the doctor's judgment). Say "off-label" where it is true.
4. What a program involves: the first visit, the follow-up schedule, how progress is measured, and what it costs per year, because cost was the top challenge at 86 percent and the parent is going to ask. Say plainly that most vision plans do not cover it, since 35.4 percent of practitioners named that as the biggest barrier.
5. Which doctor runs it, by name, with the reviewed-by line.
6. How to book, and the age at which the practice recommends a first exam.

What the page does not say: that any option "stops" or "prevents" myopia, that a child will "need less correction", that untreated myopia leads to blindness. Review of Myopia Management's own marketing guidance puts it well: copy implying blindness "will not survive scrutiny", and "nobody types 'axial elongation' into a search bar".

The dry eye page

Title: "Dry eye evaluation and treatment in Fenwick, Texas". The structure is the same, with one difference: dry eye is usually medical, so the page says in its first hundred words that the evaluation is a medical visit, typically billed to a medical plan rather than a vision plan, and what that means for the patient's copay. Then:

1. The symptoms in the patient's words: burning, watering, grittiness by afternoon, contact lenses that stop being comfortable, blurred vision that clears when you blink.
2. What the evaluation includes, by test name, in plain words: a look at the tear film, the oil glands, the surface of the eye, and a questionnaire.
3. The treatments you offer, each as "the doctor may recommend", with the device or drug class named and nothing about outcomes. If you offer an in-office treatment, say what the session is like and how many sessions a course usually has, not what it achieves.
4. What it costs, including the in-office treatments that plans do not cover.
5. The reviewed-by line and the doctor.

Resist the stock photo of a woman rubbing her eye. Use a photo of the instrument and the lane, which is what the patient will see.

Claims that get a page in trouble

The rules behind the right-hand column: the FTC's advertising guidance says health claims need "competent and reliable scientific evidence"; Texas Occupations Code 351.403 bars "false, deceptive, or misleading" statements about ophthalmic services and the Texas Optometry Board investigates more than 100 complaints a year; Florida's Board rule 64B13-3.009 puts the duty to "review and proof all advertisements" on the licensee; and Google's helpful content guidance says that for topics that affect health, content "must be highly accurate and consistent with established expert consensus", which is as good a description of the doctor's review as any.

The paying-for-it paragraph

Both pages need one paragraph about money, and it is the paragraph the parent or patient reads twice. For myopia management, say what a year costs at your practice, what it includes (the lenses or spectacles, the visits, the measurements) and that most vision plans do not cover it. For dry eye, say that the evaluation is usually billed to medical insurance, that the in-office treatments usually are not covered, and what a course of them costs. Then say how the patient can pay. Flexible spending accounts matter here more than anywhere else on the site: the 2025 health FSA limit was $3,300 and the 2026 limit is $3,400, with a carryover of up to $680 if the employer's plan allows it, and otherwise the money is forfeited at the end of the plan year or the grace period of up to two and a half months. The Vision Council's Q2 2026 consumer survey found about three quarters of adults with FSA or HSA access use them for eye exams, so patients already know these accounts exist; what they do not know is that the myopia program or the thermal treatment may qualify; the practice gives an itemized receipt and the account administrator decides. A sentence saying so turns a page that explains a service into a page that lets someone decide to book it. That is also why November and December are the right months to publish or update these two pages, and why the Business Profile post for the fourth quarter should say the same thing in two sentences.

What patients actually search

Parents search "kids eye doctor", "pediatric eye exam", "child's eyes getting worse", "contacts for kids nearsighted", and, when they have heard the term, "myopia control near me". Dry eye patients search "dry eye treatment", "dry eye doctor", "eyes burning and watering", "eye doctor for dry eyes". None of those is a clinical term, and the page has to carry the patient's words in its title and first paragraph while the doctor's words carry the body. Add the two services to the Business Profile's services list under the same plain names, so the profile and the page agree, and remember that for local-intent searches Google shows the map on 93 percent of searches and an AI Overview on 15 percent, while on the informational question ("is myopia control worth it") the AI Overview appears on 92 percent. Write for the first kind.

What to do in the next hour

1. Ask the doctor who fits the myopia lens to list every option the practice offers and whether each is on-label or off-label for slowing progression. That list is the page's spine.
2. Write the two titles and the "who it is for" paragraphs in the parent's and patient's words.
3. Add "Myopia management" and "Dry eye evaluation" to the Business Profile's services.
4. Find the one photo of the instrument you will use instead of the stock photo.

General marketing information for practice owners, not clinical advice. Approval status and labeling change; the doctor who reviews the page confirms them at the time of publication.