Product Playbook
The Dry Eye Product Playbook
Every OTC product DER carries, mapped by mechanism, phenotype, and place in the protocol.
Building the business side?
This playbook maps the products. For the operating model behind them, the chairside workflow, staffing, channels, and economics, see the Dry Eye Practice Playbook. The two work together: this one tells you what to recommend, that one tells you how to run it.
Key Takeaways
- Sort by job, not brand: every product serves Inflammation, Obstruction, Production, or Protection (IOPP).
- Four at-home categories: drops, masks, cleansers, nutraceuticals. Most evaporative patients need more than one.
- Drops divide on preservative status, lipid content, and delivery format.
- Lid hygiene divides on chemistry: HOCl for daily load, tea tree for Demodex.
- Inventory drives the most margin, instant gratification, and capture: stock your fast movers at wholesale, route the rest through RescueLink.
Quick Answer: choose fast
Identify the driver, pick one category per driver, then match the formula to the patient: PF for chronic or CL use, lipid for evaporative and MGD, gel or ointment for nighttime, HOCl or tea tree for the lid, heat for the glands, omega for meibum quality.
Start With the Job, Not the Brand
| Category | Job (IOPP) | What makes products differ | Which patient fits | Examples DER carries |
|---|---|---|---|---|
| Drops and lubricants | Protection, supplement the tear film | PF or preserved; aqueous or lipid; unique oncotic mechanism; daytime drop or nighttime gel and ointment | Chronic and CL use (PF), evaporative and MGD (lipid), nighttime exposure (gel or ointment) | Aqueous and HA: Oasis Tears, Systane Hydration. Lipid: Refresh Optive Mega-3, Systane Complete, Soothe XP. Unique mechanism: iVIZIA, Freshkote. Nighttime: Refresh PM, GenTeal Gel, Optase Hylo Night |
| Lid hygiene and cleansers | Obstruction at the lid margin, Inflammation | HOCl acid, tea tree, or surfactant chemistry; spray, wipe, or foam | Blepharitis, Demodex, biofilm, makeup wearers | HOCl: Avenova, HypoChlor, Acuicyn. Tea tree: Cliradex, Optase tea tree, OCuSOFT Oust. Surfactant: OCuSOFT Lid Scrub. Okra-based: Zocular |
| Masks | Obstruction (heat), Inflammation (cold), Protection (sleep) | Reusable, disposable, or USB heat; moist heat for glands or moisture chamber for overnight | MGD (heat), allergy and puffiness (cold), nocturnal exposure and CPAP (sleep) | Heat: Bruder, Optase, TearRestore. Sleep and moisture chamber: EyeEco Eyeseals, Tranquileyes |
| Nutraceuticals and omegas | Production, Inflammation | EPA and DHA dose and form (rTG absorbs better); added GLA; added carotenoids | Adherent patients; MGD and meibum quality | PRN DE3, Nordic Naturals, MacuHealth Omega, EyePromise EZ Tears |
Match the Phenotype
| Phenotype | Confirm with | Reach for | Route via RescueLink |
|---|---|---|---|
| Evaporative and MGD | Meibography, expression, rapid TBUT | In-office heat and expression; lipid tear, lid hygiene, omega | Premium omegas, heat and sleep masks, auto-ship |
| Aqueous-deficient | Low Schirmer, low tear meniscus | HA and aqueous tear; consider punctal occlusion; nighttime gel | HA tears, overnight ointment |
| Inflammatory | InflammaDry MMP-9, osmolarity | HOCl and lid hygiene; consider Rx anti-inflammatory | HOCl spray, lid hygiene auto-ship |
| Demodex and anterior blepharitis | Lash collarettes | Tea tree lid hygiene; in-office ZEST or BlephEx; consider Rx | Tea tree wipes and foam, manuka products |
| CL-related | End-of-day dryness, intolerance | PF and lens-compatible drops; lipid if evaporative | PF tears, CL-friendly drops |
| Nocturnal exposure and CPAP | Inferior staining, lagophthalmos | Overnight ointment, moisture-chamber or sleep mask, closure device | Sleep masks, moisture chamber eyewear, overnight systems |
| Post-surgical (LASIK or cataract) | Recent surgery, neurotrophic signs | PF tears and omega; optimize the surface pre-op | PF tears auto-ship |
| Allergy overlap | Itch, papillae, seasonality | Antihistamine drop, cold mask, HOCl; treat the OSD underneath | Cold masks, antihistamine drops |
How we make these calls: these groupings reflect product labeling and category guidelines plus front-line feedback from thousands of practicing eye doctors. Where we make a specific claim we cite the source; the rest is Dry Eye Rescue's real-world read on what fits, not a journal summary. Do your own diligence before you stock.
Newer Products Worth Knowing
- iVIZIA. PF multidose with povidone 0.5%, hyaluronic acid, and trehalose, designed to support all three tear-film layers. CL friendly.
- Optase Intense and Hylo Night. Glycerin and HA PF drops at 300 metered doses; Hylo Night is a PF nighttime ointment usable for six months after opening.
- Refresh Relieva PF Xtra. PF with trehalose for added surface protection.
- Blink NutriTears. Oral lutein, zeaxanthin, and curcuminoid formula aimed at tear break-up time, an alternative to omega supplementation.
- NuLids. At-home electronic eyelid debridement device for daily lid hygiene and Demodex support.
- Zocular ZEST and ZocuFoam. Okra-based eyelid cleansing, in office and at home, a gentle option for tea-tree-sensitive patients.
- TearRestore. Moist-heat mask paired with a reactivation kettle for a consistent compress temperature.
- Sensitive-eye cosmetics. Eye-doctor-approved makeup and removers such as Eyes Are the Story and Twenty Twenty reduce a common, under-recognized irritant.
From the Field: Emerging and Off-Label
What doctors are asking us about. These are Rx or in-office and sit beyond this OTC playbook; the Prescription and In-Office guides cover them in depth. Verify labeling and your own protocols.
- Perfluorohexyloctane (Miebo). First FDA-approved Rx for dry eye associated with MGD (2023); anhydrous and anti-evaporative. A frequent next step when corneal staining persists after lid therapy.
- Lotilaner (Xdemvy). First FDA-approved Rx for Demodex blepharitis (2023). Targets the mite when collarettes are present and tea tree alone is not enough.
- Reformulated cyclosporine (Vevye and others). Better-tolerated vehicles for chronic anti-inflammatory therapy.
- Varenicline nasal spray (Tyrvaya). Neurostimulation to drive natural tear production rather than supplement it.
- In-office energy and exfoliation. Thermal pulsation, IPL, RF, and lid debridement for refractory MGD and Demodex.
- Amniotic membrane and scleral lenses. For severe surface disease and persistent epitheliopathy.
- Off-label and compounded approaches. Common in practice; we route specifics to the Prescription guide and your clinical judgment.
Deep-Dive Guides
Clinical Guide
Eye Drops and Lubricants
Preservative status, lipid content, unique-mechanism, and nighttime formulas by patient.
Clinical Guide
Lid Hygiene Products
HOCl, tea tree, and surfactant chemistry; spray, wipe, foam.
Clinical Guide
Heat Masks and MGD Support
Reusable, disposable, USB heat, and moisture-chamber sleep masks.
Clinical Guide
Omega and Nutritional Support
EPA, DHA, GLA, carotenoids: dose, form, and what we see work.
Clinical Guide
AMD and Macular Support
AREDS2 formulas, lutein, zeaxanthin, meso-zeaxanthin, and where macular nutrition fits your shelf.
Clinical Guide
Beauty and Sensitive Eyes
Makeup as an irritant; eye-doctor-approved beauty that treats the cause.
Clinical Guide
Shop by Ingredient and Mechanism
PF, HA, omega-3, HOCl, tea tree, manuka, okra, carotenoids.
Clinical Guide
Product Comparisons for Clinical Use
Similar products compared by clinical scenario, not by best.
Protocol
How to Build a Product Protocol
Turn the exam into a take-home regimen, layered by mechanism and built to reorder.
In-Office
In-Office Products and Consumables
Point-of-care testing, expression and debridement tools, plugs, consumables.
Rx Education
Prescription and Advanced Care
Where Rx fits and the supportive OTC products that pair with it. Educational.
Inventory First, Then Extend the Shelf
Stocking products you buy at wholesale is the highest-margin, highest-capture play. The patient walks out with it, you keep the sale instead of losing it to a big box retailer that will retarget them for a retail exam, and the relationship stays in your practice. RescueLink extends your shelf for what you do not stock and for chronic auto-ship. A kiosk is optional for higher-volume offices that can hit the minimums; not required, but it drives awareness and volume as you grow.
| Layer | Why it wins | What goes here |
|---|---|---|
| Inventory (you stock at wholesale) | Highest margin, instant gratification, highest capture rate, keeps patients in your practice and out of big box | PF tears, lid hygiene, HOCl spray, an entry heat mask, an entry omega, starter kits, your fast movers |
| RescueLink (extend the shelf) | Zero inventory for specialty and chronic items; auto-ship keeps compliance and the reorder yours | Lipid and HA tears, premium omegas, Demodex and tea tree, sleep and overnight systems, moisture chamber eyewear, curated bundles |
| Kiosk (optional) | Drives awareness and volume in higher-volume offices; not required | Self-serve in-office display for practices that can hit the minimums |
Two Ways to Put Product in Patients' Hands
In the office, a self-serve display keeps your fast movers in front of patients. Between visits, RescueLink sends a personalized pick to their phone with one-tap ordering and same-day shipping. Use one or both.
The slim tower kiosk: an optional in-office self-serve display for higher-volume offices.
RescueLink: personalized product picks sent to a patient's phone by text or email.
Send Products With RescueLink
Personalized product recommendations to patients by text or email in under 60 seconds. Free for providers, with no setup fees, subscriptions, or quotas. One-tap ordering, same-day shipping, optional auto-ship, and the recommending relationship stays with your practice. Activates in minutes.
DER Clinical Pearl
Most patients are multifactorial and evaporative. Pair a lipid or unique-mechanism tear, lid hygiene, and a heat mask, add an omega for meibum quality, and choose PF for chronic or CL use. When two products look alike, the real difference is preservative status, the lipid component, or the delivery format.
Important Notes and Disclosures
For licensed eye care professionals. Not a substitute for clinical diagnosis or treatment; all decisions remain with the treating provider. Product groupings and patient-fit notes are framework suggestions. Use products and devices per manufacturer labeling and instructions for use. Dietary supplement statements have not been evaluated by the Food and Drug Administration, and these products are not intended to diagnose, treat, cure, or prevent any disease. Dry Eye Rescue, LLC is a for-profit pharmaceutical wholesale distributor and distributes most products referenced here. Product and brand names are trademarks of their respective owners.
Frequently Asked Questions
How do I make sense of so many products?
Sort by job. Map each to Inflammation, Obstruction, Production, or Protection, pick one category per driver, then match the formula to the patient.
Lipid or aqueous drop?
Lipid and emulsion for the evaporative and MGD majority; aqueous and HA for aqueous-deficient and general dryness. Many patients use both at different times of day.
HOCl or tea tree for lid hygiene?
HOCl for daily bacterial and biofilm load with minimal irritation; tea tree, with terpinen-4-ol, when Demodex is the target.
Which mask type?
Reusable bead masks for MGD heat and gland expression, disposables for trial and travel, sleep and moisture-chamber masks for nocturnal exposure and CPAP.
Do omegas help, and which form?
Our field take: omegas are support, not a fix. They help selected patients, especially MGD and meibum quality, but only with weeks of consistent use and the right form. Favor rTG for absorption, take with a meal, and set expectations up front.
Stock or route through RescueLink?
Stock a few fast movers for same-day attachment. Route specialty, higher-ticket, and chronic-maintenance items through RescueLink so they ship without inventory burden.
Where do prescription products fit?
In a separate educational guide routed to official labeling. In practice, chronic anti-inflammatory therapy works best after the foundational OTC layer is in place.
How do I order or activate RescueLink?
Order on the wholesale catalog with one account, one invoice, one ship-to. Activate RescueLink free in minutes to send products to patients between visits.
Order and Activate
Order on the wholesale catalog, or activate RescueLink to send products to patients between visits.