Privacy Policy

1-800-Dry-Eyes Therapy Center

Operated by Wise Eyes LLC

Effective Date: 1/1/2026

1. Introduction

Wise Eyes LLC, doing business as the 1-800-Dry-Eyes Therapy Center and Michigan Contact Lens (“we,” “our,” or “us”), is committed to protecting the privacy and security of your personal information. This Privacy Policy describes how we collect, use, disclose, and safeguard your information when you visit our website (1800dryeyes.com), contact our office, or receive care at our practice.

By using our website or providing personal information to us, you acknowledge that you have read and understood this Privacy Policy. If you do not agree with the terms described herein, please discontinue use of our website and contact our office with any questions.

2. Information We Collect

We may collect the following types of information:

a. Personal Information You Provide

When you contact us, schedule an appointment, fill out a form on our website, or receive care at our practice, you may provide us with:

• Name, address, phone number, and email address
• Date of birth and age
• Insurance information and billing details
• Medical and ocular health history
• Information about your symptoms, current medications, and prior treatments
• Referring physician information
• Any other information you voluntarily provide through forms, emails, phone calls, or in-person visits

b. Information Collected Automatically

When you visit our website, certain information may be collected automatically through cookies, analytics tools, and similar technologies, including:

• IP address and approximate geographic location
• Browser type, operating system, and device information
• Pages visited, time spent on pages, and referring URLs
• Click behavior, scrolling activity, and other interaction data

This information is collected through tools such as Google Analytics and may be used to improve website functionality, analyze traffic patterns, and optimize your experience. You may disable cookies through your browser settings, though doing so may affect certain features of the website.

c. Protected Health Information (PHI)

As a healthcare practice, we may collect, use, and maintain Protected Health Information as defined under the Health Insurance Portability and Accountability Act (HIPAA). Our use and disclosure of PHI is governed by HIPAA, applicable state laws, and our Notice of Privacy Practices, which is provided to patients separately and is available upon request.

3. How We Use Your Information

We may use the information we collect for the following purposes:

• To schedule appointments and manage patient care
• To provide, coordinate, and improve our clinical services
• To process billing, insurance claims, and payments
• To communicate with you regarding appointments, treatment plans, follow-up care, and practice updates
• To respond to your inquiries, requests, and feedback
• To send appointment reminders via phone, email, or text message
• To coordinate referrals with other healthcare providers
• To comply with legal and regulatory obligations, including HIPAA requirements
• To improve our website, services, and patient experience
• To analyze website traffic and usage patterns through aggregated, non-identifying data

4. How We Share Your Information

We do not sell, rent, or trade your personal information to third parties for marketing purposes. We may share your information in the following limited circumstances:

• With healthcare providers involved in your care, including referring physicians and specialists, as necessary for treatment coordination
• With insurance companies and third-party payers for billing and claims processing
• With service providers who perform functions on our behalf (such as website hosting, appointment scheduling software, email communication platforms, and analytics providers), subject to contractual obligations to protect your data
• When required by law, regulation, legal process, or governmental request
• To protect our rights, property, or safety, or the rights, property, or safety of others
• With your explicit consent, or as otherwise permitted under HIPAA and applicable state law

5. Cookies and Tracking Technologies

Our website uses cookies and similar tracking technologies to enhance your browsing experience and collect usage data. Cookies are small text files stored on your device that help us recognize your browser and remember certain information.

We may use the following types of cookies:

• Essential Cookies: Necessary for the website to function properly, including form submissions and page navigation.
• Analytics Cookies: Help us understand how visitors interact with our website by collecting information such as pages visited and time spent. We use Google Analytics for this purpose.
• Advertising/Remarketing Cookies: May be used to deliver relevant advertisements to you on other websites based on your visit to our site. These cookies are placed by third-party advertising platforms such as Google Ads or Meta (Facebook).

You can manage your cookie preferences through your browser settings. Most browsers allow you to block or delete cookies. However, disabling cookies may affect the functionality of certain features on our website.

6. Data Security

We implement reasonable administrative, technical, and physical safeguards to protect your personal information from unauthorized access, disclosure, alteration, and destruction. Our website uses SSL (Secure Socket Layer) encryption to protect data transmitted through online forms.

While we take appropriate measures to safeguard your information, no method of electronic transmission or storage is completely secure. We cannot guarantee the absolute security of your data transmitted through our website or stored in our systems. You provide information to us at your own risk.

7. HIPAA and Your Health Information

As a healthcare provider, we are subject to the Health Insurance Portability and Accountability Act (HIPAA) and its implementing regulations. Our use, disclosure, and protection of your Protected Health Information (PHI) is governed by our Notice of Privacy Practices (NPP), which is provided to you at the time of your first visit and is available upon request.

Under HIPAA, you have certain rights regarding your PHI, including the right to:

• Access and obtain a copy of your health records
• Request corrections or amendments to your health records
• Request restrictions on certain uses and disclosures of your PHI
• Request confidential communications (e.g., contact at a specific phone number or address)
• Receive an accounting of disclosures of your PHI
• File a complaint if you believe your privacy rights have been violated

To exercise any of these rights or to request a copy of our Notice of Privacy Practices, please contact our office using the information provided at the end of this policy.

8. Third-Party Links

Our website may contain links to third-party websites, including but not limited to insurance providers, payment processors, review platforms, and educational resources. We are not responsible for the privacy practices, content, or security of any third-party websites. We encourage you to review the privacy policies of any external sites you visit.

9. Children’s Privacy

Our website is not directed at children under the age of 13, and we do not knowingly collect personal information from children under 13 through our website. If you are a parent or guardian and believe that your child has provided personal information to us through our website, please contact us immediately so we can take appropriate steps to remove that information.

We do treat pediatric patients in our clinical practice for services such as myopia management and contact lens fittings. Health information collected during clinical visits for minor patients is handled in accordance with HIPAA, state law, and our Notice of Privacy Practices.

10. Your Rights Under State Law

Depending on your state of residence, you may have additional privacy rights under applicable state consumer privacy laws. While Michigan does not currently have a comprehensive consumer data privacy statute comparable to certain other states, we respect and support your right to:

• Know what personal information we have collected about you
• Request deletion of your personal information (subject to legal and regulatory exceptions)
• Opt out of the sale of your personal information (we do not sell personal information)
• Not be discriminated against for exercising your privacy rights

If you wish to exercise any of these rights, please contact us using the information below. We will respond to your request within a reasonable timeframe.

11. Data Retention

We retain personal information and health records for as long as necessary to fulfill the purposes described in this policy, to comply with legal and regulatory obligations, and to resolve disputes. Patient health records are retained in accordance with HIPAA requirements and applicable Michigan state law, which generally requires retention of medical records for a minimum of seven (7) years from the date of the last treatment (or longer for minor patients).

Non-clinical personal information (such as website analytics data and marketing contact information) is retained only as long as it is reasonably needed and is disposed of securely when no longer required.

12. Changes to This Privacy Policy

We reserve the right to update or modify this Privacy Policy at any time. When we make changes, we will update the “Effective Date” at the top of this page. We encourage you to review this policy periodically. Your continued use of our website or services following the posting of changes constitutes your acceptance of those changes.

13. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy, your personal information, or our privacy practices, please contact us:

Wise Eyes LLC

1-800-Dry-Eyes Therapy Center / Michigan Contact Lens

17000 West 10 Mile Road

Southfield, MI 48075

Phone: 1-800-DRY-EYES (1-800-379-3937)

Local: (248) 545-2800