Embed Size (px)
Citation preview
VISION CARE
CO
M
FORT HEALTH
V
I S I O N
VV
V
JULY 2016
Vision Now magazine
3Vision Now JULY 2016
VV
VInside
7
28Vision Now magazine is published by Peekay Publishing Ltd for The PK NationalEyecare Group Ltd, the UK’s largestpurchasing group for independent opticians.
News 4 Optrafair to 2020 deal struck 7 Biofinity XR toric launched 9 Norville expands bespoke rimless range 11 Practice promotion offers from Eyespace 13 New MD for International Eyewear 14 Versatile low vision innovation
14 An independent view Place optometrists at the heart
of eyecare
19 Developing thoughts Taking charge of your cashflow
21 LOCSU Need for change “now critical”
23 Member benefits Xact-ly what it says on the tin
24 Talking heads Glasklar: the Law of Reciprocity
and the frugal wow
27 BCLA UK ‘Brave new world’ beckons
28 Style spotlight Ageless style in timeless designs
30 Suppliers’ directory
Editor Nicky Collinson BA (Hons)[email protected]
Editorial PA Sharon [email protected]
Fashion Editor Joan [email protected]
Business Editor Phillip Mullins [email protected]
Design andProduction Rosslyn Argent BA (Hons)
Publisher Michael C Wheeler FCOptom DipCLP FSMC FAAO
VISION NOW is published by Peekay Publishing Ltd for The PK National Eyecare Group Limited, Clermont House, Cranbrook, Kent TN17 3DNVISION NOW is printed by P&P Litho Ltd, Hanworth, Middlesex TW13 6AR
Editor’s commentAs I write this month’s column, the public, government andindeed the rest of the world was still absorbing the enormity ofthe British public’s decision to leave the European Union. Thereis no doubt that the impact of this will be felt far and wide –with the effects on small and medium-sized enterprises (SMEs)
and NHS service providers as yet unknown.
Immediately after the decision was announced, NHS Confederation chief executive,Stephen Dalton, stated: “The NHS has broadly benefitted from being in the EUand leaving it will undoubtedly have implications, which are yet to be clearlyunderstood. The priorities for those who lead, and are on the frontline of deliveringNHS funded services, are the sustainability and quality of patient care.”
From a business perspective, nearly two-thirds (64 per cent) of Institute of Directorsmembers thought that the result would be negative for their business; however,Suzi Woolfson of business advisory and accountancy firm PwC, remarked thatsmall businesses would lead the recovery. “We should expect a bumpier economicclimate in the short term, but…private businesses and SMEs are at the heart ofthe real economy and they are nothing if not resilient, flexible and adaptable,”she said. “I am confident that they are well equipped to weather the changes.”
These are unchartered economic and social territories and, along with the rest ofthe UK business and healthcare communities, the optical industry and professionneeds to brace itself for whatever comes next – for better or for worse. We hopeyou read this month’s business-related articles with interest, and continue tomake the most of all the wide-ranging benefits that your NEG membership brings.
Nicky Collinson @eyestoriesEditor
The Editor welcomes letters, articles and other contributions for publication in the magazine and reserves theright to amend them. Any such contribution, whether it bears the author’s name, initials or pseudonym, is acceptedon the understanding that its author is responsible for the opinions expressed in it and that its publication doesnot imply that such opinions are those of The PK National Eyecare Group Ltd. Articles submitted for publicationshould be original, unpublished work and are accepted on the basis that they will not be published in any otherjournal. Acceptance of materialfor publication is not a guarantee that it will be included in any particular issue.Copyright © 2016 for Peekay Publishing Ltd. All rights reserved. No part of this publication may be reproduced ortransmitted in any form or by any means, including photocopying and recording, without the written permissionof the publishers. Such written permission should also be obtained before any part of this publication is stored ina retrieval system of any nature.
27
Vision Now JULY 20164
A multifocal version of Bausch + Lomb’snew Ultra contact lens will be availablefrom this month. Described as a contactlens “for the digital age”, Ultra featuresMoistureSeal technology to help the lensretain 95 per cent of moisture for up to 16hours. It is the first innovation in thereusable segment in almost a decade, andfeatures a two-step polymerisation processresulting in high oxygen transmissibility,low modulus and high wettability without aplasma treatment.
The company has also set up an online testat www.digitaleye-d.co.uk, to encourageconsumers to think about the effects theirdigital lifestyles might be having on theireyes and vision. A recent survey found thatmore than half of British workers statedtheir eyes felt tired after work, with 15.5 per cent suffering from blurred vision; 36.2per cent of contact lens wearers said theireyes felt irritated. Bausch + Lomb’s ownresearch has shown that screen-time hasincreased by 42 per cent over the past fiveyears, with the average Briton nowspending six and a half hours a day in frontof digital screens.
The Digital Eye-D Diagnosis site
NEWS
Optrafair partnership to continue
Independents Day 20162
Federation of Manufacturing Opticians3
The Federation of manufacturing Opticians (FMO) has contracted with the Mark Allen Group(MAG), owner of Optician magazine since October 2015, to manage Optrafair to 2020. FMOchief executive, Bryony Pawinska, said: “We have been very impressed with the freshapproach that MAG have brought to Optrafair, and want to build on our successfulrelationship not just next year, but in the years ahead when we believe that the sector’sown trade show will go from strength to strength.” Vice chairman, Andy Yorke, added: “Thiswas not a difficult decision to make in the light of the really excellent pre-show sales thatMAG have already secured for Optrafair 2017. As an exhibitor as well as a director of FMO, Isee this commitment as a real advantage for the whole sector.”
MAG chief executive, Ben Allen, emphasised his company's commitment to the FMO andOptrafair. He said: “Optrafair is a very special event, with FMO members and otherstakeholders passionate about a very British show that is run by the sector for the sector.We share that passion and are proud to have our association with the FMO consolidated forthe next four years, which will enable us to work with the FMO on their plans for 2018 and2019, leading to a sector-wide event to celebrate the turn of the decade in 2020.”
Bausch + Lomb1
Charmant4
New model EL13410 from the Elle collection by Charmant is a contemporary style that fuses eye-catching patterns with an urban sleek design. Lightweight TR90 material addssuperior wearing comfort, while the temples show off a rich Havana in fresh colours or aglittery striped pattern in black or brown for added sparkle. The geometric logo plate addsa finishing touch.
Contemporarylook and feel
Serial entrepreneur and CEO of the HakimGroup, Imran Hakim, will join retail guruClare Rayner as keynote speaker atIndependents Day (iDay) to be held onMonday 7 November. Imran will discuss hisvision of the future of optical retail as partof this year’s iDay programme entitled,‘How to be a retail champion’. SupportingClare and Imran are other top speakers fromthe optical industry giving advice onsubjects such as range selection, stockcontrol and customer engagement.
iDay organiser Nick Atkins of Proven TrackRecord (PTR) said: “As you might expectfrom the man who invented the iTeddy,Imran understands the importance ofembracing technology. I know delegateswill enjoy his insight into how technologydevelopments can help independents align
their product and service offering with theneeds and wants of their customers.”iDay16 follows NEG’s Building for Successconference on 6 November at the HiltonBirmingham Metropole. An expanded iShowwill run across both days. Book for iDay, andyour free NEG member place at the NEGconference, at www.independentsday.co.uk.Early bird rates apply until 31 July.
Entrepreneur, Imran Hakim
Improve patient care and differentiate your practice with a future proof imaging platform configured personally for your practice at a price you can afford.
Call us on 01442 502 330
If only I had a
www.HeidelbergEngineering.co.uk 3130
79-0
01 U
K.BE
16 ©
Hei
delb
erg
Engi
neer
ing
GmbH
– WHEREVER YOUR DAY TAKES YOU
For more information Tel: 01452 510321 • Email: [email protected] • View online: www.norville.co.uk
Exclusively from
INNOVATIVEACTIVE
EYEWEAR
NEWAcetateModels
PProgear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1Progear A4 ad.indd 1 009/06/2016 14:1509/06/2016 14:1509/06/2016 14:1509/06/2016 14:1509/06/2016 14:1509/06/2016 14:1509/06/2016 14:1509/06/2016 14:1509/06/2016 14:1509/06/2016 14:1509/06/2016 14:1509/06/2016 14:1509/06/2016 14:1509/06/2016 14:1509/06/2016 14:1509/06/2016 14:1509/06/2016 14:15
Vision Now JULY 2016 7
NEWS
Gavin Purse
Spearheading the company’s growth acrossthe South West and South East, Gavin Pursehas joined Dunelm Optical with more than25 years’ sales experience both in the UKand internationally, including key roles withinthe optics industry. Gavin will play a keyrole in growing Dunelm’s footprint amongstindependent opticians and spearheadingsales across these regions. He said: “I’mthrilled to be part of the Dunelm team. Withits major in-house lab, the company’s fullservice offer is truly stand-out, and I’mlooking forward to further growing thishighly successful business across the busySouth West and South East regions.”
Dunelm Optical6
Eyespace’s new Basebox model BB6026(pictured) puts a quirky spin on the classictortoiseshell trend. Flaunting bold statementsof colour, the slim-rimmed frame isaccentuated by dual silver pin details on theeyefront. Available in size 53-16-135, BB6026 isdesigned in two high-impact tones – trend-ledshades of dark teal (C1) and hot pink (C2).
Eyespace7
Quirky twist on a classic
New lens customisationopportunities
Carl Zeiss Vision has extended itspolarised lens offering with theintroduction of new hi-index polarisedlenses in a range of tint colours: 1.6Polarised Skylet Fun, Road and Sport,along with 1.67 Polarised Brown, Grey,Pioneer and Skylet Fun, Road and Sport.Peter Robertson, marketing andcommunications director at Carl ZeissVision, said: “With the full complement ofpolarised lenses now within the Zeiss lensportfolio, Zeiss is able to offer more valueadded dispensing opportunities forpractitioners – enabling them to satisfy abroader selection of patients’ needs.”
Carl Zeiss Vision5
CooperVision has announced theintroduction of Biofinity XR toric,incorporating a similar uniform horizontal
ISO thickness and optimised ballast band asBiofinity toric. CooperVision first introducedits Biofinity XR sphere lenses in late 2013,offering a combination of high oxygenpermeability and all-day comfort. WithBiofinity XR toric, these benefits areextended to people who have both highprescriptions and astigmatism.
“Biofinity XR toric contact lenses bring theproven comfort, clarity and stable fit of theBiofinity brand to people who may
otherwise not have the opportunity toexperience the benefits of silicone hydrogelwear,” said Guy Whittaker, vice president ofglobal marketing. “With our commitment todeveloping and manufacturing theseunique lenses, eyecare practitioners can fita greater number of patients in siliconehydrogels, keeping pace with thewidespread move to this healthiermaterial.” Like all Biofinity lenses, BiofinityXR toric features Aquaform Technology toallow more oxygen to reach the eyes.
CooperVision9
Proven comfort and clarity
mark’ennovy became the newest memberof Euromcontact, the European Associationof Contact Lens and Lens Care Products, atthe organistion’s General Assembly held inMay in Madrid. Constituted in 1989 torepresent the interests of the industry at EUlevel, Euromcontact represents approximately90 per cent of the EU market of contact lensand lens care products.
Established in 1997, mark’ennovy offers a
wide range of lenses, geometries andmaterials to meet any patient’s prescription.Group marketing and sales director, andEuromcontact board representative, ChrisCarter said: “mark’ennovy is an establishedcompany on the rapid rise with ambitiousplans. To actively participate and positivelycontribute to the discussions that influencethe contact lens industry is a natural nextstep and we are excited to be joining theEuromcontact board.”
Helmer Schweizer, Euromcontact presidentstated: “The consolidation of theorganisation as the European contact lens manufacturers’ voice to the EUinstitutions and EU stakeholders is of vitalimportance. The sector faces manychallenges, like the recast of the medicaldevices regulatory framework. It istherefore important for the industry tocome together and work in a collaborativemanner on common issues.”
mark’ennovy8
0151 426 3907continental-eyewear.co.uk
Continental EyewearMODEL WEARS JAEGER SUN 1509
S U N G L A S S E S
Vision Now JULY 2016 9
NEWS
BBGR is now offering a 60-day satisfactionguarantee on all Neva Max UV coatedTransitions, including the Neva Max Blue UV and Neva Max Secret UV, instead of thestandard 30 days.
“If the patient isn’t completely satisfied orfeels Transitions hasn’t improved their visual comfort, they can exchange them for the clear lens equivalent,” said aspokesperson. “Transitions Optical hope that this will provide practitioners with theconfidence in the product and peace ofmind when recommending to previous clear lens patients.”
BBGR12
David Hewlett
David Hewlett, chief executive of theFederation of Ophthlamic and DispensingOpticians, has been selected as chair of theEuropean Coalition for Vision (ECV). The ECVrepresents professional bodies, patientgroups, European and national health, anddisability NGOs as well as tradeassociations. It aims to raise the profile ofeye health and vision, to prevent avoidablevisual impairment and secure an equal andinclusive society for those with low visionand irreversible blindness in Europe.
European Coalition for Vision11
The General Optical Council (GOC) has launched a consultation on draft guidance on itsstandards relating to obtaining valid consent and meeting the duty of candour. Thestandards in these two areas came into force in April 2016, and the draft guidance hasbeen developed to assist registrants in meeting these new standards. The GOC is nowseeking stakeholder views on the draft guidance with a view to publishing the finalversions by the end of 2016.
Marcus Dye, GOC head of education and standards said: “It was clear from our standardsconsultation last year that registrants would like more guidance to help them apply thestandards relating to the duty of candour and obtaining valid consent in practice. Candour isa relatively new concept in healthcare and there is a professional responsibility to be openand transparent with patients when things go wrong. It is also important for registrants toobtain valid consent before examining a patient or providing treatment.” The consultationwill run until 6 September. To read and respond, visit www.optical.org
General Optical Council14
International Eyewear’s new HeroFlex capsule collection provides a selection of modelsfrom one of the company’s most established and trusted brands with the added advantageof HeroFlex features. The three new offerings provide a hybrid mix of both contemporaryand classic frames, utilising the latest materials and techniques.
Model Hero 4254 is a premium men’s full rim combination model featuring a slimlineprofile combined with a lazer cut acetate temple design for a sporty aesthetic. The superiorHeroFlex feature of a memory bridge enhances the wearer’s comfort. This style is availablein Gunmetal (C1) with an electric blue interior (pictured) and Satin Black (C2) with a racingcar red interior. International’s new Collections 2016 brochure showcases more than 400models across its eight in-house collections, three premium Echensbach ranges and fiveinternational brands.
Norville’s Superlite collection now comprises of 54 models with the addition of 14 newstyles available in any combination of frame colour, lens shape and eyesize. Coloursavailable in the new collection are brown, black, pink, red, and shiny gold. Glazed withTrivex 1.53 and Tribrid 1.6, all frames are underpinned with a two-year warranty againstbreakage. The frames are made from materials including titanium, TR90 and stainless steel –all with 100 per cent quality guarantee, “making Superlite the prime bespoke rimless rangein the market and all at great value”, said the company.
Norville Optical10Superlite in red
International Eyewear13
Modern-day hero styles
Mod. BB6016 C
1; BB6017 C
2
eyespace-eyewear.co.uk | 01527 870550
#lovewhatwesee
Vision Now JULY 2016 11
NEWS
Golfer Robert KarlssonTimed for the seasonal peak in eye examinations, Eyespace is offering practitionerscomplimentary Limited Edition 500ml Rock Star Sports Bottles as a gift with purchase foryounger patients. Made in the UK, the BPA-free water bottles feature a specialist one-wayvalve mechanism in the cap. Nicky Clement, Eyespace marketing manager, said: “With ‘Runto Rio’ and ‘Daily Mile’ activities taking place in schools across the nation, kids are lovingbeing more active. In true Rock Star style, we have created a bottle that looks great andmakes keeping cool fashionable.”
To coincide with the promotion, the company is running a Rock Star window competitionon Twitter that could see participants win back their order. The point-of-sale offering isbright and eye-catching. Participating practices will receive a double-sided concertinawindow banner (pictured) to promote the offer over the summer months.
Eyespace15
Maui Jim has added Swedish professionalgolfer, Robert Karlsson, to its team ofambassadors. Robert joins a strong team ofMaui Jim ambassadors including fellowgolfer, Miguel Angel Jimenez, and from theworld of tennis, Patrick Mouratoglou, DavidFerrer, Martina Hingis, Philip Kohlschreiberand Garbiñe Muguruza. A wide variety ofMaui Jim Sunglasses are popular withgolfers, featuring lightweight and durablegrilamid or titanium temples,hypoallergenic rubber nose pads andtemple tips, and a variety of lens colours fordifferent playing conditions.
Maui Jim18
VSP Global has announced the appointmentof Nicola Zotta as president of MarchonEyewear following the retirement of ClaudioGottardi, who has held the position sinceFebruary of 2009. He commented: “Afterseven successful and very fulfilling yearswith Marchon Eyewear and VSP Global, andalmost 30 years in the eyewear industry, I have decided to spend more time on the two passions in my life – the arts and my family.”
Italian-born Nicola Zotta has been withMarchon since 2009 and was previouslymanaging director of EMEA and APAC.Remarking on his appointment, VSP GlobalCEO, Jim McGrann, said: “We are confidentMarchon is in good hands with Nicola at the helm. His expertise in go-to-marketstrategies, product, and supply chain thathave allowed Marchon to grow significantlyin Europe and Asia, will be further utilisedin his new role.”
VSP Global19
Running until the end of July, TransitionsOptical’s Lenses and Ladders Scratchcardcampaign is an incentive for practitioners to recommend Transitions lenses purchased via BBGR, Sinclair Optical,Leicester Optical and Horizon Optical which, in turn, provides the opportunity to win shopping vouchers and/or a trip toParis. Visit www.lensesandladders.co.ukto enter the unique number from thescratchcards.
Transitions Optical17
Start Here
Watch this Transitions video for
EXTRA POINTS
Pass through the
Arc de Triomph to be entered into the prize draw
to win a trip to PARIS!
Watch this Transitions video for
EXTRA POINTS
Watch this Transitions video for
EXTRA POINTS
CONVERT YOUR POINTS INTO SHOPPING VOUCHERS
Game time for lens promotion
The College of Optometrists has published a report analysing pre-registration trainees’performance on its Scheme for Registration (SfR). The report provides detailed informationof trainee performance over a single year, related to several factors, including theirundergraduate degree classification and common areas of failure. The report is based ondemographic and performance data of a single cohort of 594 pre-registration traineesenrolled on the College’s SfR between 1 June 2013 and 31 May 2014.
Jackie Martin, director of education at the College of Optometrists, said: “We hope this reportwill provide useful information for trainees, supervisors, universities and employers. It willgive helpful insight into where students need to be better prepared and help supervisors,universities and employers to identify areas in which trainees typically need support. For thewider sector it can be used to provide a snapshot of demographic information about the futureof the optometric workforce including gender, ethnicity and distribution across the Collegeregions.” The report can be read on the College’s website at www.college-optometrists.org
College of Optometrists16
Promotional activities for kids’ range
-12.00D TO
-0.50D
+0.50D TO
+6.00D
Are you making the most of DAILIES TOTAL1® ?
PERFORMANCE DRIVEN BY SCIENCE™
See instructions for use for complete wear, care and safety information.GB/VC/DAI/04/16/0023 11472 © 2016 Novartis AG. DAILIES TOTAL1 and Alcon are trademarks of Novartis AG.
EXTENDED
PARAMETER
RANGE
Speak to your Alcon® Business Development Manager or contact our Customer Care team for more information:
(UK): 0371 376 0017, (ROI): 0818 946 621. Online: www.uk.easy-myalcon.com E: [email protected]
Vision Now JULY 2016 13
NEWS
The Association of Optometrists (AOP) haslaunched its autumn events programme,including career workshops in Septemberand November. September also sees thefirst of the AOP’s autumn conferences,Therapuetics London, organised inpartnership with SECO International. Dr IanBeasley, the AOP’s head of education, said:“Our annual conference is ideal for thosewho are independent prescriber (IP)qualified, contemplating taking this route,or simply wanting to broaden their clinical skill set”. Details are online atwww.aop.org.uk/events
Association of Optometrists24
Researchers led by Professor Roger Andersonat the National Institute for Health Research(NIHR) Biomedical Research Centre (BRC) atMoorfields Eye Hospital and UCL Institute ofOphthalmology have designed a new testthat can spot the first stages of sight loss inage-related macular degeneration (AMD).The test could lead to earlier diagnosis formillions of people worldwide.
The Moorfields Acuity Chart (MAC) usesletters – known as ‘high-pass’ letters – builtup from fine (high spatial frequency) black-and-white stripes. Study results, publishedin the British Journal of Ophthalmology,showed that MAC charts produced morereliable results from one test to the nextthan using the standard charts for peoplewith AMD. This was not the case forparticipants with normal vision.
The chart will be produced commerciallyunder licence by Peter Allen and Associatesand the team is currently preparing toassess the MAC’s performance in a largerclinical trial.
Fight for Sight23
Orbis, the international charity that fights blindness around the world, recently unveiled itsnew Flying Eye Hospital at a press conference at Los Angeles International Airport wherethey were joined by Cindy Crawford, a brand Ambassador of Orbis supporter, Omega. Morethan six years in the making, the third-generation Flying Eye Hospital is the world’s onlymobile ophthalmic teaching hospital on board an aircraft. It features a modular design, 3Dtechnology and live broadcast capabilities. www.orbis.org
Orbis20Cindy Crawford in front of the new hospital
Carl Zeiss Vision is rolling out its advancedprogramme of CET and professional servicesevents, which are held at its Vision Institutetraining facility in Birmingham. The CETsessions will include the latest research anddevelopments in optics, presented byleading experts in the field, through topeer-to-peer interactive sessions andhands-on demonstrations of Zeisstechnologies. Peter Robertson, marketingand communications director of Carl ZeissVision, said: “Creating the Zeiss VisionInstitute and providing CET brings Zeisscloser to our vision of becoming a Centre of
Excellence for the optical profession.” Visitwww.zeissportal.co.uk for course details.
Carl Zeiss Vision22
New hope for earlier detection of AMD
Training facility put to good use
Bob Preston is the new managing directorof International Eyewear. He joins thecompany from Boots Opticians, having spent28 years working in the optical industry. Assupply chain, IT and transformation director,Bob was instrumental in the transformation ofthe Boots Opticians and Dollond & Aitchisonbusinesses when they merged in 2009. Hecommented: “With the optical world changingas fast as it is, my role is to equip thecompany with the tools and support toexceed the new demands of our customers.”
International Eyewear21
New MD, Bob Preston
Vision Now JULY 201614
AN INDEPENDENT VIEW
Place optometrists at the heart of eyecare
It is entirely coherent that a government shouldfollow a political ideology that has beenclearly iterated in an election manifesto. Thedecentralisation of responsibility for the NHS istherefore no surprise, and there are manyaspects of healthcare that are likely to benefitover time from this policy. Eyecare, however, isnot one of them.
Eyes are our most important sense and loss ofsight is not just devastating for the individualaffected and their families and friends, but it alsocarries a huge cost to the economy. That eyecareshould become a postcode lottery, according towhere someone lives, is not right or acceptable.
The AIO has a policy that there should be clearlyarticulated referral pathways for eyecare that allclinical commissioning groups (CCGs) must adoptand that put optometrists at their heart.Optometrists are qualified as specialist opticalprofessionals and have the training and skill tonot only be the first point of call for people witheye problems, but also to refer them on as, andif, appropriate to other primary or secondary care specialists.
Currently there are so many different pathwaysthat the level of patient care is an accident ofgeography, and of great frustration to independentpractitioners. We have some members who as aresult of their location, serve patients who fallwithin three different CCGs and as a result haveto follow three different pathways. This cannotmake sense.
The benefits of implementing universally adoptedpathways are manifold. Not only will there begreater consistency of eyecare resulting in betteroutcomes for patients, but also there will besignificant savings in time and cost for the NHS.Starkly, this translates into fewer people goingblind and huge savings to the exchequer.
NEWS
Vision Aid Overseas (VAO) and Eyewear Africa, the exclusive non-profitdistributor of Bambookasunglasses, have formed anew charitable partnershipwhich will see a donationfor every pair of Bambookasunglasses it sells, sufficientfor VAO to provide someonein Africa with an eye test orpair of prescription spectacles.Handmade from bamboo,Bambooka sunglassesfeature high-tech polarisedor CR39 lenses. The eyewearis sold through the optical
channel, as well as in the ethical trade and direct to consumers fromwww.bambooka.org
Vision Aid Overseas25
Newly available from Associated Optical is theEschenbach Mobase designed to work with the MobiluxLED hand-held magnifier by simply transforming theMobilux from a hand magnifier to a stand magnifier.With Mobase, Mobilux LED can also be used as a standmagnifier – both in the flat position for tremble-freereading and viewing, as well as in an upright positionwhich leaves both hands free to carry out work behindthe lens.
Different specifications ensure the correct viewing distancefor every Mobilux LED magnifier. It’s designed to be quickand easy to insert the Mobilux LED into the Mobase stand,and the patient can change it over to hand-held use at anytime. One of the Mobase stands is also equipped with a quarter-inch thread.This means that it can be attached to a flexible swan neck tripod or to aconventional tripod. The stand enables the patient to freely adjust thedistance of use, and it can be used with all Mobilux LED magnifiers.
The Association of Optometrists (AOP) has launched a range of newresources for its members to help raise awareness of the importance ofchildren’s eye health. As well as a new poster highlighting the fact thatchildren may be unaware that they have a vision problem, two new videosand a patient leaflet have also been produced. Aimed at the profession, theChildren’s vision – how to succeed and where we could improve videoincludes an interview with Professor Bruce Evans, director of research at theInstitute of Optometry. Aimed at the public, the second video, Sight now forsuccess later, features Geoff Roberson commenting on top tips for parents.
AOP professional adviser, Geoff Roberson, said: “Parents may be shocked toknow how many children have undiagnosed vision problems. Our newresources help members raise awareness of this important issue both in theirpractice and the local community. We’ve also produced a handy guide forpractitioners with top tips for examining children’s eyes, from helping youngerpatients feel at ease in the consulting room to making the most of technology.”
Association of Optometrists26
Associated Optical27
New charitable partnership
The EschenbachMobase magnifier
NEW!
Now, you can offer your astigmatic patients with high
refractive errors a technologically advanced lens option.
NEW Biofinity® XR toric monthly replacement contact lenses
allow you to provide them with the comfort, clarity and remarkably stable fit* of
Biofinity® and promote a healthier lens-wearing experience.
The only leading lens brand with silicone hydrogel toric lenses in powers from
+10.00 to -10.00DS (sphere) and to -5.75 (cylinder)
Ask your CooperVision Business Development Manager
about NEW Biofinity® XR toric.
www.coopervision.co.uk
NEW Biofinity® XR toric lenses
*This study compared the made-to-order (MTO) Biofinity® XR toric lens design to the stock Biofinity® toric lens in the core range over six hours of lens wear.Biofinity,® CooperVision® and Live Brightly® are registered trademarks of The Cooper Companies, Inc. and its subsidiaries. © 2016 CooperVision
Broaden your vision of what’s possible.
All the great benefits of Avaira® and more.
55% WATER CONTENT + NEW
CLASS 1 UV FILTER
Avaira Vitality™NEW
*Warning: UV-absorbing contact lenses are not substitutes for protective UV-absorbing eyewear, such as UV-absorbing goggles or sunglasses, because they do not completely cover the eye and surrounding area. Patients should continue to use UV-absorbing eyewear as directed.
Ask your CooperVision Business Development
Manager about NEW Avaira Vitality.™
www.coopervision.co.uk
The technology to meet your patients’ needs.
Co
mfo
rtV
isio
nH
ea
lth
NEW Avaira Vitality™ contact lenses offer long-lasting comfort,
excellent performance, higher water content and improved Class
1 UV protection* that blocks more than 90% UVA and 99% UVB
offering improved protection for your patients’ eyes.
All this is available at the same affordable price as Avaira®.
© 2016 CooperVision
High level of oxygen transmissibility
Allows increased breathability.
Class 1 UV protection*
Blocks more than 90% of UVA and 99% UVB.
Aberration Neutralizing System™
Designed to neutralise spherical
aberrations that naturally occur in the eye.
Naturally and uniformly wettable
No need for surface treatments or coatings.
Low modulus
Makes the lens soft and flexible.
Rounded edge
Minimises lid interaction
One Bright Vision
Making a diff erence to thousands of children’s lives.
©2016 CooperVision
The One Bright Vision programme is a life-changing initiative funded by CooperVision and implemented through Optometry Giving Sight.
During 2016, it will deliver over 30,000 eye health screenings for children between the ages of 7 and 12 in the district of Chennai, southern India.
It’s part of our commitment to supporting initiatives that allow people to live brighter lives through the power of vision.
Find out more at:
coopervision.co.uk/2016onebrightvision
Vision Now JULY 2016 19
Provided exclusively to NEG members inpartnership with leading payment bureau, First Capital Cashflow, OpticalPayment Services (OPS) not only collectsyour patient payments using direct debit(DD), but manages all payments andreports effortlessly through a single web-based portal.
Being a Cloud-based portal, OPS offers anenvironmentally-friendly, entirely paperlessservice, so no more sending forms to banksand printing off statements to checkpayments. With the First Capital Cashflowsolution, bank details are validated in realtime, patients are sent direct debitinstructions confirmations, you receivecancelled direct debit reports and detailedreconciliation reports on the clearing day –all of which keeps you in control of paymentsin real time.
DD is one of the most popular paymentmethods for organisations and consumersalike. With more and more consumerspaying for products and services by smallmonthly payments, it’s never been moreimportant to offer a simple yet secure wayfor your patients to take advantage of thispayment method. Although many opticianscollect payments via standing orders, thismay be unreliable and inflexible, and canbe very time consuming to reconcile. It mayalso lead to goods or services being givenwithout payments being confirmed, whichcan be costly for your business.
BENEFITS TO YOUR PRACTICECost: Using credit or debit cards typicallycosts around two to three per cent pertransaction plus a flat fee of 30 pence plus.In comparison, DD typically costs much less.OPS, on the other hand, starts from just 16pence a transaction with a practice’s ownService User Number (SUN), and 30 pence atransaction* using the OPS SUN.
Revenue: Making regular payments by DDhas become second nature for millions ofconsumers, with almost nine out of 10
adults in the UK having at least one DD andaround 73 per cent of household bills paidthis way. It’s clear from this that there’sgreat potential to generate income on aregular basis. So why does DD increasecustomer loyalty? The main reasons are itsease of use, safeguarding measures, andreliability. DD can also save patients anycharges incurred by missing a payment.
Cashflow: Taking payments by cheque, cashand standing order is a huge administrativeburden for opticians, particularly as there isno automated reporting system. DD improvescashflow by giving opticians clear knowledgeof regular income, which ultimately aidsforecasting and sustainability. The only wayto achieve access to funds straight away isto speed up the ongoing migration awayfrom outdated payment methods towardsmore convenient options such as DD andpaperless payments.
Simplicity: A one-off payment of £300 isdaunting for most of us, while £20 a month seems much more reasonable. DD is also cheaper and easier to process thanother payment methods, making it moremanageable for your practice too.
Security: DD is a trusted and well recognisedmethod of payment, processed throughhighly secure technology and covered bythe DD guarantee, which gives payers thecomplete reassurance of knowing they areprotected by a number of safeguards. BacsPayment Schemes Limited (BACS) is theinstitution responsible for the administrationand operation of the Direct Debit Scheme.Owned by banks and building societiesacross the UK and Europe, BACS has beenmaintaining the integrity of paymentrelated services since 1968.Its robust technological and securitymeasures ensure all transactions arehandled in the most professional andsecure environment.
TACKLING THE LATE PAYMENT ISSUELate payment is still a large-scale problem,
affecting many businesses. In 2015, BACSreported that SMEs spent a collective £10.8bnin attempts to recover overdue payments. Iturged businesses to “look at automatedpayments like Direct Debit to reduce thetime and money that companies arespending to recover payments due to them.”
DD gives organisations the reassurance ofregular income, which will ultimatelyimprove cashflow and a strong cashflowprovides the comfort and capabilities abusiness needs to invest in growth.Furthermore, paperless DD processing hasadditional benefits including reducedadministration and postage costs, reducedprocessing time and error rates, allresulting in faster payments and fewerunpaid invoices.
Many smaller organisations who are keento collect payments by DD have beenunable to obtain their own SUN from asponsoring bank. Typically, most clearingbanks will decline businesses sponsorshipwith a turnover of less than £3m andbusinesses that have been established forless than three years. Even in the instanceof a business being able to obtainsponsorship in to the BACS scheme, FirstCapital Cashflow’s solutions often prove tobe more efficient and cost-effective thanhaving to endure the set-up process via a bank.
Even if your practice has its own SUN and isalready processing, First Capital Cashflowcan still help. It offers a far more effectiveand efficient alternative to in-house DDprocessing, offering full control andvisibility over your DD collections,automating DD processes, all the whileensuring full compliance with the BACSscheme rules. For more information on OPS,email Helen Hannah [email protected] orcall 0844 826 6700.www.firstcapitalcashflow.com
*For full details on pricing please contactFirst Capital Cashflow.
Developing thoughtsLouisa Buckingham of First Capital Cashflow explains how Optical Payment Servicescan help you take charge of your practice cashflow
Taking charge of your cashflow
PRACTICE MATTERS
LOCSU
Clinical commissioning groups (CCGs) atthe recent Demand and Capacityconference heard that the need forchange was now “critical”. Eye healthleaders warned that inaction could havefar-reaching social and economicconsequences. National head of primarycare commissioning at NHS England, DrDavid Geddes, said: “The first eye healthsummit has created a vital opportunity forcommissioners and providers in primaryand secondary care to come together toshare examples of good practice.
“With demand for hospital eye servicesgrowing from an ageing population, theyare now busier than ever,” Dr Geddescontinued. “There is a clear need for radicalchange across the health sectors to betterintegrate care so that patients can accessquality services in a timely fashion.” Sharingbest practice from Gloucestershire CCG,Graham Mennie, GP eye health lead said: “Ifchanges to ophthalmology services are notat the top of the CCG agenda, they ought tobe. More of the same will not do,” he toldthe commissioners in the audience.
CALL FOR COMMISSIONING AT SCALEOpening the conference in London lastmonth, the president of the Royal College
of Ophthalmologists, Professor CarrieMacEwen, said: “With the continuing rise inmacular degeneration, glaucoma anddiabetic retinopathy, together withwelcomed new treatments, change in thedesign of services at a national level iscritical to meet the demand. It is certainthat avoidable sight loss has, and will,continue to have far-reaching social andeconomic consequences – such as loss ofindependence, increased risk of falls andmental health issues – that will impact on awider scale across the health services andsocial care.”
The chair of the Clinical Council for theCommissioning of Eye Health, David Parkins,said that primary eyecare services should bethe first port of call to manage and monitorcases prior to referral to hospital, and thatcommunity ophthalmology solutions lay inmulti-disciplinary, collaborative teams.“Community ophthalmology services needto be commissioned to manage low-riskpatients and stable conditions to agreedprotocols,” said David. “Clear and efficientpatient flows and policies, which delegatesheard some hospitals have developedalready, need to be shared and adoptedmore widely. Above all, good governancesupported by audit is vital.”
The Clinical Council is calling for eye healthservices to be commissioned at scale tomake services more efficient and cost-effective. Clinicians also demanded better ITconnections to speed up and share patientdata, both within primary care and betweenprimary and hospital care.
More than 100 delegates heard from anumber of best practice case studies ofworking models from across England. These showcased how improvements andinnovation to patient pathways, involvingboth primary and secondary providers, had delivered efficiencies and betterpatient care, by ensuring patients saw the right healthcare professional at theright time and in the most optimal location. Professionals agreed that this first eye health summit was one step forward in planning and improving hospital eye services, working with key stakeholders to influence change and make a difference.
Our photograph shows from left: Dr GrahamMennie, GP Lead for Clinical Programmes atGloucestershire CCG; Katrina Venerus,managing director of the Local OpticalCommittee Support Unit; Dr David Geddes;and Professor Carrie MacEwen.
Need for change“now critical”
Working together to improve primary eyecare services
Commissioners must help “radically redesign” eye health services for thebenefit of patients, the first-ever NHS eye health summit was told last month
MINISTER BOOKS IN FOR NOC 2016
Health minister, Alistair Burt, will attendthis year’s National Optical Conference(NOC) as a headline speaker. The Ministerfor Community and Social Care, who isresponsible for all primary care, includingophthalmic services, will be speaking atthe optical event, taking place on 10 and
11 November at the Hilton BirminghamMetropole.
Commenting on the news, LOCSU managingdirector, Katrina Venerus, said: “Mr Burtoutlined his intention to work more closelywith the Optical Confederation and LOCSUfollowing our first meeting at theDepartment of Health in December. Itreflects a sustained effort by LOCSU andothers to show what optics can do toreduce ophthalmology pressures anddeliver reformed healthcare for the benefitof patients, the NHS and the taxpayer.
“We hope that the Minister’s attendance atthe NOC also signals a growing recognition
through our Breakthrough Strategy that theoptical sector has its sleeves rolled up andis ready to deliver on behalf of the NHS inprimary care, which Mr Burt is responsiblefor. We are delighted that the healthminister has agreed to come and speakdirectly to LOCs at the NOC. Since his firstmeeting with sector leaders, Mr Burt hasbeen true to his word and engaged moreclosely with the optical sector.”
Bookings are now open for the NOC atwww.locsu.co.uk, and all LOCs receive onefree place. In addition to an address by theMinister of State, the conference willinclude leading speakers from the NHS,ophthalmology and the optical sector.
Vision Now JULY 2016 21
For more information on Synergi®
ask your optician.
www.coopervision.co.uk
We understand how important comfort
and convenience is to you. Synergi®
delivers the best of both. Combined
with powerful cleaning, the unique
dual comfort system effectively wets
and lubricates, ensuring a clear and
comfortable* lens-wearing experience
and all from one, clever solution.
Includes
antimicrobial case.**
The unique Synergi® dual comfort system.
New packaging for 2016.
Available in a range of sizes.
Preservative-free
multipurpose solution
* CooperVision data on file 2007.
Contains lubricating and wetting agents to maximise contact lens performance.
Vision Now JULY 2016 23
National consultancy the Xact Group hasbeen delivering health and safety (H&S),human resources (HR) and employmentlaw services to companies in the optometricsector for more than 14 years. Our servicesare tailored specifically to your sector, anddeal with all of the best practice andcompliance issues an optometry practicewill face – including a full suite of servicesto assist with General Optical Council(GOC) requirements.
INITIAL SERVICE SET-UPKeeping up with your obligations under H&Sand employment legislation can be time-consuming and costly. But under our newpartnership with NEG, we will provide NEGmembers withour BusinessAssist Elementsservice. Asreported in theMay issue ofVision Now, youwill already havereceived awelcome emailfrom us, whichprovided you with your log-in details toenable you to access our BusinessAssistelements website.
Business Assistelements provides the firststep to effectively managing your H&S, HRand employment law compliance. It isdesigned to provide NEG members with arobust and proactive information service.The service provides you with:• Unlimited access to the web portal• Access to online HR best practice information on a whole range of topics from ‘Recruitment and getting started’, ‘During employment’, ‘Grievance and disciplinary’, ‘The right to time off and termination’• A section within the HR site outlining all the key facts on a number of issues • Access to online H&S best practice
information on a whole range of topics from ‘Getting started’, ‘Premises’, ‘People’, ‘Risk planning’, ‘Work equipment’ and ‘Procedures’• The website is supported by a business hours helpline on 0333 332 2636• On-going support; the alerts service highlights forthcoming changes in legislation and approved codes of practice. The website is continuously updated to reflect changes in current legislation and best practice to ensure compliance at all times and the introduction of new legislation will always be highlighted in advance
ADDITIONAL SUPPORT SERVICESYou already have free access to BusinessAssistelements. By upgrading to BusinessAssist at an annual fee of £270 +VAT, youwill receive additional access to:• HR management software, including specimen letters on all aspects of employment and termination, policies, sector specific contracts, employee handbooks and detailed guidance notes on all aspects of HR and employment law compliance• H&S assistance, including sector specific risk assessments with guidance notes on how to complete them, detailed specimen action plans for each topic
When you have access to Business Assist,you can upgrade to Business Assist Advice +at £300 +VAT. This will provide.• 12 hours of specialist HR/employment law/H&S advice• The support is available Monday to Friday between the hours of 9am and 5pm. This service will provide you with help and support on all issues.
FULL HR AND EMPLOYMENT LAW SUPPORT Xact will act as your external humanresources department. We will: • Prepare: contracts of employment;
employee handbooks; job descriptions and ensure that we are kept up to date• Provide you with a named advisor – your external HR manager• Provide help and assistance in dealing with detailed issues relating to the employment of your staff including grievance, disciplinary, absence, TUPE, redundancy and termination• Provide advice in writing• Provide 24/7 cover• Provide an indemnity for costs and awards arising out of an employment tribunal
NEG members can enjoy discounted pricesstarting from £650 +VAT.
FULL H&S SUPPORTXact will act as your H&S external competentperson. We will: • Complete: all H&S policies and procedures; all H&S risk assessments in conjunction with the Responsible Person at your company• Provide all of the advice needed to comply, including control measures and action plans• Conduct regular audits (off and on site) of progress towards full compliance • Provide: attendance at your premises in the event of any serious accident or incident; liaison with local authorities on any issues on inspections• Provide an indemnity for costs arising out of an H&S prosecution
Again, NEG members can enjoy discountedprices starting from £650 +VAT.
NEXT STEPSWe encourage you to use the complimentaryBusiness Assistelements service, which isavailable to you as a membership benefit.For any further information on the free serviceor any other aspect, please contact me, IainMcGleish, on 01698 574655 or [email protected]
Xact-ly what itsays on the tinIain McGleish, Xact Group national account manager for the UK and Ireland, explainshow NEG members can benefit from its expertise in H&S, HR and employment law
MEMBER BENEFITS
Working together to improve primary eyecare services
Receive specialist employment law advice
Vision Now JULY 201624
TALKING HEADS
VN: Remind our readers of the Glasklar concept.
MG: Glasklar is an innovative lens cleaning system designedto develop the kind of relationship with a patient that willmake them a loyal, ‘bottle-carrying’ ambassador.
First, there’s the choice of 10 colourful bottles with high-pressure atomiser that are branded with the practice logo,contact and social media details. Then there’s the GlasklarRefillBar. Made to look like a shot-dispensing optic, itcreates some theatre and a talking point in the practice – as traditionally, you wouldn’t find an optic in an opticiansand be nipping in for a refill.
The Glasklar marketing concept is simple: the practice givesits patients our natural spectacle lens cleaner, ideally forfree, with their new glasses. Then they give the patient the‘Glasklar experience’ by inviting them to fill their own bottlefrom the RefillBar. Finally, the patient is encouraged tocome in at any time to refill for free.
This encourages them to return to the practice within the2.5 year UK average eye examination cycle1, building arapport with the practice team that builds the long-termrelationships that help encourage loyalty. At any of thesevisits, the practice team have an ideal opportunity todiscuss new products and services and perhaps even makethe occasional impromptu impulse sale.
VN: This seems simple enough, but why do independentsneed such a tool?
NA: In a climate of increasing and more aggressivecompetition for the independent sector, building a loyalpatient base has never been more important. Finding ‘good’patients is hard and potentially expensive, so keeping themis essential in order to generate a return on thatinvestment. When you consider the loss leader status of theeye exam and the average practice’s ‘no-glasses’ rate, inoptics that return is unlikely to come from the first visit butfrom the patient coming back again and again for manyyears – the so-called ‘lifetime value’.
A study that analysed the costs and revenues derived from
serving customers over their entire purchasing lifecycle,showed in industry after industry that increasing customerretention rates by five per cent increases profits anywherebetween 25 to 95 per cent2.
Optical practices have always relied on ‘word-of-mouth’referrals in order to develop their business but with theexception of simply doing a good job, they are not particularlyproactive in generating these referrals. Once captured, it isa similar story when it comes to establishing loyalty to thepractice. By doing a great job, it is assumed that patientswill return the next time they need eyecare services.
Practices rarely communicate with patients and, with theexception of when there’s a problem, many spectaclepatients don’t set foot inside the practice from one year tothe next. During this time, they are exposed to advertisingand PR from the multiples trying to tempt them away. Sodeveloping a ‘bond’ with patients to ensure they not onlycome back in a timely manner, but also are regulars in thepractice, is as difficult a challenge as it’s ever been.
Loyalty has to come from somewhere or something. Justdoing a good job is not enough; to generate loyalty youneed to develop relationships and that can’t be done froman annual or biennial visit.
VN: So how does Glasklar generate loyalty?
MG: It has long been proven that there is a strong linkbetween customer loyalty marketing, customer referralsand increased spend. Loyalty programmes change the wayconsumers interact with the companies from which theypurchase products or services, including how much theyspend. Consumers have generally become accustomed torewards and incentives and now happily carry the cards ofsupermarkets, coffee shops and even fast-food outlets.
A loyalty model drives customer satisfaction, leading toloyalty, and ultimately the all-important profitability. Loyaltymarketing relies upon ‘word-of-mouth’ and advertising orbranding, drawing upon positive experiences of thoseexposed to the model and leveraging that ‘feel good factor’to attract new customers, retain existing ones and grow the
Glasklar: the Lawof Reciprocity andthe frugal wow
Th
e G
lask
lar
Ex
pe
rie
nc
eGlasklar, the customer loyalty tool utilising arefillable lens cleaner, is celebrating its thirdanniversary since its distributor, Positive Impact (PI),launched it into the UK optical market. Vision Nowtalks to PI joint managing directors, Nick Atkins andMaxine Green, about the success of the product andhow it’s helping their customers build strongerrelationships with their patients.
An optic is not somethingyou’d normallysee in anopticians
Vision Now JULY 2016 25
TALKING HEADS
spend per customer. They are effectively viral marketingtechniques, spreading news of the incentive and inducementthrough ‘word-of-mouth’.
One of the key things that drives the success of loyaltyprogrammes is the frequency element. Glasklar takes thisconcept to another level because the reward is instant,practical and useful – with the benefit of it being seenevery day in the form of clean, clear lenses. Also, theappreciation of the fact that the recipient has been giftedsomething that actually helps them care for theirinvestment, not just for the first few weeks but also for thelifetime of the purchase, cannot be underestimated.
VN: So the Law of Reciprocity comes into play here?
NA: Yes. Simply expressed it’s, “I’ll scratch your back if youscratch mine”. The Law of Reciprocity says that that whensomeone gives us something, we feel an obligation to giveback. We implicitly understand that when the circumstanceis right, we will do something of approximately equal valuefor them. In this case, ignoring any other emotion or feelgood factor at play, the ongoing supply of free lens cleanercan make people feel obliged to continue their patronage.
MG: We also talk about the ‘frugal wow’ – a concept createdby US customer loyalty guru, Fred Reichheld, who described afrugal wow as a gesture that doesn’t cost much, but brings asmile to the customer’s face. The essence of the frugal wow isthe creation, practice and implementation of small gesturesthat create lasting loyalty. This can be an act of randomkindness that costs nothing but is a surprise to the recipient –creating a wow moment; through to an inexpensive andunexpected ‘gift’ that lifts the customer’s perception of thelevel of service to way above the basics offered elsewhere.
Glasklar is a relatively low cost investment that has a high-perceived value by showing that the practice cares enoughto help its patients look after their purchase and make sureit performs to its optimum every day. And it’s the ‘gift thatkeeps on giving’ – as the patient can keep returning to refilltheir bottle with cleaner. And at 5p a shot, it can’t get muchmore frugal.
VN: So which patients would you recommend thatpractices give Glasklar away too?
MG: All of them – but then you would expect me to say thatwouldn’t you? Seriously though why not? Some of ourcustomers won’t give it away to NHS/voucher patients.However, I wonder how many of those ‘bread and butter’patients they can afford to lose?
Those at the budget end of the spectrum are far more priceconscious and, as such, they are far more likely to bereceptive to the promotional offers of competitors, especiallythe multiples. Whilst they might like to be loyal – moneytalks. Comparatively speaking, I would suggest that thebigger spenders are less likely to be tempted away by low-cost promotional offerings.
VN: Are there any other benefits in addition to drivingloyalty?
NA: Maxine has a phrase that staff should use the refill visitto ‘tell or sell’ something. Ultimately, no-one wants to beseen as ‘salesy’, but the visit should be seen as an opportunityto update patients on new services or show off the latestsunglass/frame range. It might not result in an immediatepurchase, but might sow a seed that results in a sale attheir next appointment.
Alongside simply building relationships with patients toprevent migration elsewhere, we have a lot of greatanecdotes from customers saying that patients are bookingappointments and making additional purchases when theycome in to refill. A recent example cited a patient who,having caught the optometrist owner on the shop floor, lefthaving spent £700 on new eyewear.
VN: So how does the cost stack up against moretraditional marketing techniques such as advertising,newsletters or even simple reminder letters?
MG: We firmly believe there is not a lower cost form ofmarketing available to optical practices today. For a littlemore than £2*, patients are reminded of the practice, itsgenerosity and level of service, every time they clean theirglasses. Then the need to refill creates increased frequencyof return visits, which our customers tell us is far moreeffective than direct mailings that also cost far more whenyou consider cost of design, printing, paper and postage.
Also, it needn’t cost the practice anything if they follow the leadof one of our customers who simply adds £1 to the cost of everyspectacle lens in order to be able to gift Glasklar to all patients.
REFERENCES1. Optics at a Glance 2014, Optical Confederation, October 2015.2. Zero Defections: Quality Comes to Services, Harvard Business Review, September-October 1990.* Dependent on purchase volumes
For more information, visit www.Glasklar.co.uk or contactPositive Impact on [email protected] orcall 08446 696907. T
he
Gla
sk
lar
Re
fill
Ba
r
Glasklarbottles can bepersonalisedwith thepractice name
Invitingpatients topop back infor a refill can generatethe ‘frugalwow’ factor
TITLE SPONSORS HEADLINE SPONSOR FOUNDATION SPONSORS
HOYAOptinet
Positive ImpactSEIKO
Working in partnership with
HOW TO BE A RETAIL CHAMPION
NEG Conference - Open to members and non-members, Sunday 6th November Independents Night - Networking Dinner & Entertainment, Sunday 6th NovemberIndependents Day - Business Symposium, Monday 7th NovemberiShow - FREE exhibition open to all, Sunday 6th and Monday 7th November
For more details: 0844 324 0990 [email protected] www.independentsday.co.uk
NEG ConferenceBuilding for SuccessSunday 6th November
Independents DayHow to be a Retail Champion
Monday 7th NovemberHILTON BIRMINGHAM METROPOLE
Vision Now JULY 2016 27
A new generation of eyecare professionalshave a ‘golden opportunity’ to grow thecontact lens industry. This was the messagegiven at the inaugural BCLA UK event heldat the luxury Belfry Hotel and Resort in theWest Midlands on 12 and 13 June, whichattracted delegates of all ages, interestsand specialties from across the UK.
Statistics from the new annual event,introduced by the British Contact LensAssociation (BCLA) following its decision toscale back its annual four-day clinicalconference to once every two years,revealed that just seven per cent of the UKpopulation currently wore contact lenses.Globally, 120 million people wore contactlenses, representing just two per cent ofthe world’s population, delegate learned.
HUGE CHANGES ON THE WAYDuring his keynote speech, entitled‘Innovations in contact lenses’, ProfessorPhilip Morgan of the University ofManchester told the audience thatadvances in technology represented thedawn of a “brave new world”, which couldtrigger a “colossal change” in the waylenses were used.
Professor Morgan declared: “The next 20years will see a huge shift in the waylenses are worn. Rather than being seenpurely as a vision correction tool they will
become a lifestyle choice. There is a hugeopportunity for growth in the industry.Technology is moving fast and newtechniques are being developed. Myopiacontrol is going to change the world.”
The two-day conference and exhibition sawmore than 200 delegates get together toshare the latest knowledge surroundingcontact lenses, with a focus on patientretention and embracing new technology.Delegates heard from a number of high-profile guest speakers, including ProfessorLyndon Jones of the University of Waterloo,Canada, who flew in to chair a specialoptometry-themed edition of ‘Room 101’.
Retention rates were a hot topic at theevent, with the focus placed firmly onminimising patient drop-out rates bymaximising comfort in contact lenses. DrKatharine Evans of Cardiff University stageda lecture on the subject, telling delegates:“We need to reassure patients that it’s ok totry different types of lenses. Lenses aremuch like ex-boyfriends, you have to try afew and find out what you don’t like beforefinding one that you do.”
SHARED POSITIVE OUTLOOKA new raft of BCLA Fellowships wereawarded during a dinner on the Sundayevening, while an exhibition devoted to
contact lenses and the anterior eyefeatured the latest products andtechnologies from leading manufacturers.
BCLA president, Brian Tompkins,commented: “The enthusiasm shown by allthe delegates over the two days wasinfectious and there was a tangible feelingof positivity from all those who came along.People went home re-energised, refocusedand hopefully with their love of contactlenses reignited. The industry as a wholenow has a real chance to embrace thetechnology available to us and make along-lasting difference to patients’ lives.”
BCLA chief executive, Cheryl Donnelly,added: “We have been absolutely blownaway by the buzz around BCLA UK. It’s thefirst time we have held the event and itwas fabulous to see such energy andenthusiasm from all of the delegates. Therehas been an overwhelming sense ofpositivity across the two days, from theguest speakers, the exhibitors and all ourvisitors. Hopefully this can kickstart a newgeneration to learn to love lenses.”
BCLA UK was sponsored by Alcon,CooperVision, Johnson & Johnson VisionCare, mark’ennovy, Menicon and Topcon. Formore details about the BCLA and for thelatest events, visit www.bcla.org.uk
‘Brave newworld’ beckons Eyecare professionals were urged to ‘maximise their potential’ andembrace contact lenses at the first ever BCLA UK conference last month
BCLA UK
Keynote speaker, Professor Philip Morgan
Delegates discuss best practice
One of the many hands-on workshops
Brian Tompkins, Cheryl Donnelly and speaker,Neil Retallic
Vision Now JULY 201628
The 45+ age group are amongst the mostaffluent, well-travelled and style awareconsumers who appreciates quality andare open to new ideas. They are alsocreating excitement in the fashion andeyewear industry.
Nonagenarian Iris Apfel is an icon at the ageof 94, and she continues to capture fashionheadlines. Iris’s eclectic style, and eccentricmix of colours and fabrics, plus her love ofvoluminous eyewear, have catapulted theNew Yorker into becoming a style legend.The mature male is also keen on expressinghis style statement; George Clooney, JoséMourinho, Chris Dercon, the director of theTate Modern, and Elton John and DavidFurnish all regularly appear on men’s bestdressed lists.
For the mature spectacle wearer, this ispositive news, as well as a marvellousopportunity for the independent optician.David Chalmers, managing director atSilhouette UK, comments: “The maturecustomer is looking for different things fromtheir eyewear. No longer fazed by keepingup with the latest ‘fad’ and cheap, unreliablefashion eyewear, they are a more discerningaudience, and demand more from theirframes. First and foremost, they wantquality, and timeless design that flatters.”
CONFIDENT CHOICESDesigners and brands have recognised thatthe mature client is more confident in theirselection of clothing and eyewear. “Age isreally a state of mind,” says Swedish
designer, Anna-Karin Karlsson, “and I have alarge range of customers from 15 years ofage, into their 90s. The mature customerhas much more confidence; they want to beindependent, and they love beautifulthings. I don’t design specifically for anyage range – I design what I feel.”
Paul Costelloe, who creates ophthalmicframes and sunglasses for Dunelm Optical,observes: “The mature customer is absolutelymore confident, and it’s only a positive. Wesee the same conviction in our more matureready-to-wear and couture customers. Theirlife experience has taught them what worksas an individual, both in terms of whatflatters, and what is practical. They want ahigh quality product that incorporates currentfashions, but isn’t dictated by them, exudesstyle, and also complements their lifestyle.As a designer I relish the challenge.”
Quality, trends, and brands interest themature spectacle wearer, notes LouiseBrunton, general manager at Charmant. “Asmore and more silver surfers take to theinternet, this sector is becoming muchmore knowledgeable about exactly what isavailable and, as a result, much morediscerning. Today’s ‘older’ women have
Ageless style intimeless designs
Style legend Iris Apfel with Selima of Selima Eyewear
The mature customer has much to celebrate, writes Joan Grady
STYLE SPOTLIGHT
Golden glow: Lioness by Anna-Karin KarlssonSwedish designer, Anna-Karin Karlsson
Refined elegance: Legends by Silhouette
Lyrical style inspired by the opera – Line Art
by Charmant
29Vision Now JULY 2016
worked and earned their own money, andare now in a better financial position thanpast generations. This means that they arelooking for good quality, and beautifulstyling, as well as comfort.”
Opticians frequently note the French brandLafont as a specific choice for the maturecustomer. Designer Thomas Lafont, and hisbrother Matthieu who heads marketing,comment: “You always have in mindsomebody when you design a product, but it’sjust one aspect – an important one, but notthe only one. You need this to adapt someof the details, dimensions or colour range.”
QUALITY AND ADVENTUREWith the confidence that arrives withexperience and understanding theirindividual sense of style, 45+ customers areready to experiment with new fashioninitiatives. Sven Götti at Götti Switzerlandsays: “This target group has found itspersonal style and is seeking theappropriate accessory to emphasise theirindividual character. I don’t design anymodels specifically for a target group;instead I follow my own design philosophy.This customer often appreciatessophisticated, high quality designs.”
Paul Costelloe believes this customer is moreopen to new eyewear experiences. “Beingfashion forward is a way of life to thisgeneration,” says the London based designer,“and not only are they open to new styles,colours and materials, they actively searchthem out. Being fashionable and lookinggood is a priority for this age group – asmuch as for any other – and they are keen
to harness the latest trends in a way that’stranslated to fit their requirements.”
Lafont also notes that the mature spectaclewearer is more adventuresome. “Theconsumer perception regarding eyewear hasevolved a lot over the last 20 years,” reportthe Lafont brothers, “and nowadays, we havea larger choice in terms of concept thanbefore, which works for the mature client.”
STYLE SAVVY CUSTOMER TRENDSWhether a younger customer, or moremature, designers reflect that it is womenwho dare to take risks in venturing into theunknown – in both fashion and eyewear.Fashion ‘rules’ no longer apply and thefreedom – along with mature confidence –gives women the impetus to experiment
and have fun with fashion. “Women areclearly more aware of fashion trends – evenmore so regarding the mature wearer, whilemen remain more conservative in theireyewear choices than women,” says Thomasand Matthieu.
Louise adds: “Men do tend to view eyewearfrom a different perspective, and are moreinterested in the robust feel of frames.Mature men are more discerning regardingprice versus styling, and will usually opt for comfort.”
Luxury materials, such as genuine horn,have long been a favourite with the maturemale customer. Sven Götti, a specialist ingenuine horn frames, says: “Hardly anyother material is as warm and sensual ashorn. It is a light and skin friendly materialthat feels as pleasant as cashmere to thetouch. It requires passion for the advantagesoffered by this natural material, experiencewith handling and, of course, the rightcustomers ready to treat themselves to apair of horn frames.”
The mature male customer base is lookingfor sophisticated, stylish frames with adifference, points out Paul Costelloe. “Wedeliver this through unique design detailssuch as wood sides with polished metalinlays on a simple semi-rimless style.” Themessage accompanying Paul’s designs is todeliver a style statement, while notoverpowering the customer’s overall look.
For the independent optician, 45+customers are recognised as loyal, repeatclients. So quality choices, and frames withdesign flair, enhance their fashion quotient,and reap rewards for your business.
Fashion and eyewear designer, Paul Costelloe
Genuine horn by Sven Götti
STYLE SPOTLIGHT
Sven Götti, designer at Götti Switzerland
Timeless design by Paul Costelloefor Dunelm Optical
Meticulous design details in Tentation by Lafont Paris
Vision Now JULY 201630
Preferred Suppliers’ Directory
ACCEPT CARDS Tel: 01422 [email protected]
ARENA EYEWEAR Tel: 01952 820408www.arena-eyewear.co.uk
ASSOCIATED OPTICALTel: 01628 605433Fax: 01628 [email protected]
BIB OPHTHALMICINSTRUMENTSTel: 01438 [email protected]
BONDEYE OPTICALTel: 0121 7723888Fax: 0808 [email protected]
BRULIMAROPTICAL GROUPTel: 0161 655 7000Fax: 0161 655 7002www.brulimar.co.uk
CENTRO STYLE LTDTel: 01923 239267Fax: 01923 [email protected]
CLEARLABTel: 01189 702080Fax: 01189 72088 [email protected]
DAVID THOMASTel: 01604 646216Fax: 01604 [email protected]
DIBBLE OPTICALSUPPLIESTel: 01634 880885Fax: 01634 [email protected]
DUNELM OPTICALTel: 01388 420420Fax: 01388 [email protected]
ESSILORTel: 01454 281281Fax: 01454 281282 www.essilor.co.uk
HENRY BEAUMONTTel: 0116 251 8936Fax: 0116 262 [email protected]
HILCO EUROPETel: 0800 [email protected]
HOYA LENS UK Tel: 0845 330 0984Fax: 0845 330 [email protected]@hoya.co.ukwww.hoya.co.uk
INTERNATIONALEYEWEAR LTDTel: 0121 585 6565Fax: 0121 585 0954www.internationaleyewear.co.uk
LENSTECTel: 029 2088 3009Fax: 029 2088 [email protected]
LUXOTTICA (UK) LTDTel: 0808 165 8555www.luxottica.com
MARK’ENNOVYTel: 0800 3280610Fax: 0800 [email protected]
MID-OPTICTel: 01332 295001Fax: 01332 [email protected]
NATIONWIDEFRAME REPAIRSTel: 01706 369530Fax: 01706 [email protected]
No7 CONTACT LENSESTel: 01424 850620Fax: 01424 [email protected]
ORANGE EYEWEARTel: 0161 773 5555Fax: 0161 773 [email protected]
PERFORMANCE FINANCETel: 01536 529696Fax: 01536 310033www.performancefinance.co.uk
Preferred Suppliers are suppliers who, by prior arrangement, offer members of the PK National Eyecare Group preferential terms.For full details and terms offered to the membership, please call 01580 713698
Directory listings are available free of charge to all preferred suppliers, with a larger listing available to Vision Now Advertisers.To make changes to the directory listings, please call Sharon Hicks on 01580 713698 or email [email protected]
Call Customer Services 0871 376 0017www. myAlcon.co.uk
BRANDS DAILIES TOTAL1® DAILIES® AquaComfort Plus® DAILIES® AquaComfort Plus® Toric DAILIES® AquaComfort Plus® Multifocal Focus® DAILIES® All Day ComfortTM
Focus® DAILIES® TORIC Focus® DAILIES® PROGRESSIVES
AIR OPTIX® COLORS AIR OPTIX® AQUA AIR OPTIX® for ASTIGMATISM AIR OPTIX® AQUA MULTIFOCAL AIR OPTIX® NIGHT & DAY® AQUA
FreshLook® Colors® FreshLook® ColorBlends® FreshLook® ONE-DAY FreshLook® Dimensions® DAILIES® FreshLook® IlluminateTM
OPTI-FREE® PureMoist® OPTI-FREE® RepleniSH® OPTI-FREE® Express® AOSEPT® PLUS AOSEPT® PLUS with HydraGlyde®
Systane® Ultra Systane® Balance Systane® Gel Drops Systane® Lid Wipes 10
561
© 2
014
Nov
artis
AG
.
Ocular specialists
& trusted innovators for
over 160 years
A complete range of
LENSES & SOLUTIONS
Order online:
www.bauschonline.co.uk
T 0845 602 2350
F 0845 602 2351
www.bausch.co.ukCharmant UK Co Ltd
tel 020 8992 9222 fax 020 896 0287 email: [email protected]
www.charmant.com
Tel: 0151-426 3907Fax: 0151-426 9340
VV
V
ww
w.n
ati
onale
yeca
re.c
o.u
k
Vision Now JULY 2016
POSITIVE IMPACTTel: 08446 696907glasklar@positiveimpactsales.co.ukwww.positiveimpactsales.co.uk
PRACTICE BUILDINGTel: 0115 989 [email protected]
PRO-OPTICTel: 01392 [email protected]
PURE EYEWEAR LTDTel: 01993 824239/[email protected]@pure-eyewear.co.ukwww.pure-eyewear.co.uk
RAWDON OPTICALLIMITEDTel: 0113 288 3094Fax: 0113 288 [email protected]
RODENSTOCKTel: 01474 [email protected]
SEIKO OPTICAL UKTel: 01452 610033Fax: 01452 [email protected]@seiko-optical.co.ukwww.seiko-optical.co.uk
SERIOUS READERSTel: 01296 [email protected]
SHAMIR UKTel: 01954 785100Fax: 01954 785101 [email protected]
SILHOUETTE UK LTDTel: 020 8987 8899Fax: 020 8987 [email protected]
SPEC-CARE LIMITEDTel: 01392 [email protected]
STEPPER UKTel: 01732 [email protected]
STONE OPTICALTel: 029 2073 5293Fax: 029 2073 [email protected]
TANT LABORATORIESTel: 01279 653785www.tantlabs.com
THEAPHARMACEUTICALTel: 0845 521 1290Fax: 01782 717 944www.thea-pharmaceuticals.co.uk
THREE SIXTYTel: 01686 627595Fax: 01696 [email protected]
TOP VISION UKTel: 0870 8402378Fax: 0870 8402379www.topvisiongroup.com
ULTRAVISIONTel: 01525 381112Fax: 01525 [email protected]
YOUNGER OPTICS EUROPEUK Tel: 01242 578971UK Mobile: 0790 133 [email protected]
0845 [email protected]
www.optinetuk.com
Openyour
eyes to
A refreshing perspectiveTo help you enhance your contact lens practice, CooperVision offers an extensive product range designed to meet the needs of even more of your patients.
For more information
0870 9000 055* www.coopervision.co.uk
*Calls cost 2p per minute plus your phone company’s access charge. T 01527 870550
eyespace-eyewear.co.ukwww.HeidelbergEngineering.co.ukTelephone: 01442 502 330
Alisdair Buchanan, Buchanan Optometrists
Only one comment,
WOW!“
“
3130
04-0
02 U
K.BE
16 ©
Hei
delb
erg
Engi
neer
ing
GmbH
Su
pp
liers
’ d
irecto
ry
VV
V
31
The Norville Group Limited, Magdala Road, Gloucester GL1 4DG
Tel: 01452 510321Email: [email protected]
NNorville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2Norville 38 x 71mm ad.indd 2 226/05/2016 12:5626/05/2016 12:5626/05/2016 12:5626/05/2016 12:5626/05/2016 12:5626/05/2016 12:5626/05/2016 12:5626/05/2016 12:5626/05/2016 12:5626/05/2016 12:5626/05/2016 12:5626/05/2016 12:5626/05/2016 12:5626/05/2016 12:5626/05/2016 12:5626/05/2016 12:5626/05/2016 12:56
VV
V
0845 3130233 · [email protected] · www.optinetuk.com
Advanced Practice Management Software
BusinessIntelligence
PatientManager
ClinicalStock
Order Till
For further information and to book your no obligation, in practice demonstration please call 0845 3130233 or email [email protected]
A clearer way to manage
