vision Now December 2018 by Vision Now

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Vision Now DECEMBER 2018

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Inside

Vision Now magazine is published by Peekay Publishing Ltd for The PK National Eyecare Group Ltd, the UK’s largest purchasing group for independent opticians.

21 24

News 4 7 9 11 13 15

GOC postpones CPD scheme Norwegian Eyewear becomes Preferred Supplier Alcon campaign to reach millions Optrafair Exchange sponsors announced Heidelberg launches Anterion New MD for Essilor

15 An independent view Sight tests for drivers

16 Developing thoughts Another great milestone for NEG

18 Company profile Beginning of a new chapter

21 iDay/NEG roadshow On the ball at Wembley

24 Low vision Ways to make low vision pay

27 AIO conference Meeting of minds in Manchester

28 Style Spotlight Opticians abroad: Rochester NY and Brussels

30 Suppliers’ directory @PK_NEG

Editor’s comment At the time of writing this last Comment for 2018, the UK prime minister was campaigning hard to persuade MPs to back her Brexit plan – or risk “division and uncertainty”. These are excruciatingly difficult times for the government and the nation but decisions must be made – for better or for worse. Whatever the outcome, we will be keeping a close eye on how developments might affect the UK’s business sector in relation to High Street independent practice. If you weren’t able to attend the combined 2018 Independents Day and NEG roadshow, then turn to page 21 for a summary of the London event. As reported, delegates reacted positively to the new roadshow format and the chance to attend a choice of three events in three different locations. There was also positive feedback about the recent Association for Independent Optometrists and Dispensing Opticians’ conference, which for the first time was attended by a representative of NHS England (page 27). Members may already be aware that earlier this year, Pennine Optical became part of the Lenstec Optical Group. In this month’s Company profile (pages 18-19) we hear a little more about the group’s plans for the future and the expanded product portfolio. We also hear this month from Daniel Williams of Visualise Training and Consultancy about how providing low vision services can boost your bottom line at the same time as offering valuable support to your visually impaired patients. Don’t forget that we’ll be back in February 2019 so from all the team at Vision Now – have a wonderful Christmas and a bright and prosperous New Year. And whatever Brexit brings, NEG will be sure to focus on the positives and continue to bring you the best advice and support possible. Nicky Collinson

Editor

Nicky Collinson BA (Hons) ncollinson@nationaleyecare.co.uk

Editor

Editorial PA

Sharon Hicks s.hicks@nationaleyecare.co.uk

Fashion Editor

Joan Grady jgparischats@wanadoo.fr

The Editor welcomes letters, articles and other contributions for publication in the magazine and reserves the right to amend them. Any such contribution, whether it bears the author’s name, initials or pseudonym, is accepted on the understanding that its author is responsible for the opinions expressed in it and that its publication does not imply that such opinions are those of The PK National Eyecare Group Ltd. Articles submitted for publication should be original, unpublished work and are accepted on the basis that they will not be published in any other journal. Acceptance of materialfor publication is not a guarantee that it will be included in any particular issue. Copyright © 2018 for Peekay Publishing Ltd. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, including photocopying and recording, without the written permission of the publishers. Such written permission should also be obtained before any part of this publication is stored in a retrieval system of any nature.

Business Editor Phillip Mullins FBDO p.mullins@nationaleyecare.co.uk Design and Production

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 3DN VISION NOW is printed by P&P Litho Ltd, Ashford, Middlesex TW15 1AB

Vision Now DECEMBER 2018

NEWS 1

General Optical Council

In a move widely welcomed by the optical bodies, the General Optical Council (GOC) announced last month that the next CET cycle would be a standard three-year cycle, running from 2019-21, before the GOC makes significant changes to the scheme from 2022. The GOC had initially planned to make 2019 a one-year transition period before fully revising the scheme from 2020. However, the input to its recent CET consultation and other feedback showed that stakeholders, in particular CET providers, were concerned that they would not be able to meet the requirements of a revised system by January 2020. Dr Subo Shanmuganathan, GOC interim director of education, said: “Change is important but the consultation does not suggest that the need for change is so urgent that we should rush change through before providers are ready. So instead, the next CET cycle will be another three year cycle with the same requirements we have at the moment. This will give us the time to make long-term changes in a considered, evidence-based way that allows providers to make the necessary preparation for January 2022 and registrants to prepare themselves for a scheme that will have a greater emphasis on reflective learning.” The GOC will now consult next year on changes to CET, which will come into effect for the 2022-24 cycle. Meanwhile, the GOC is changing the MyCET online system so that it will be more user-friendly from January 2019. The system will work similarly to now but the GOC has used feedback from registrants, providers and approvers to improve the interface of the system, particularly on portable devices. * The GOC received 994 to its Fit for the Future consultation on CET, with many respondents expressing concerns that some aspects of the scheme may not be suitable for the future. They called for changes including a more central role for peer review, the correct balance between autonomous and mandatory learning to prevent deskilling, more support for registrants around reflective practice and a greater emphasis on professional development.

Vision Now DECEMBER 2018

Eyespace

If you’re visiting 100% Optical in London next month then it will be the perfect chance to preview the new Aspinal of London collection of boutique sunglasses courtesy of Eyespace. Eyespace announced its new licensing partnership with the luxury British brand, much admired by celebrities and ambassadors, including the Duchess of Cambridge, last month. Aspinal of London sunglasses will be designed to offer “ultimate fashion refinement” for both women and men aged 25 years and over. Eyespace managing director, Jayne Abel, said: “Working to the highest standards of quality and care throughout the entire design process, this exclusive new collection highlights the integrity and quality craftsmanship that sits at the heart of Aspinal of London. As we continue to strengthen our distribution worldwide, and with the rapid growth in the number of Aspinal of London stores opening globally, sunglasses are the perfect brand extension to allow Aspinal of London to enhance their

Aspinal of London fan, the Duchess of Cambridge

portfolio and perfectly complement the luxurious leather accessories that are adored by their fanbase around the world.”

Rosemary McWatters shares her ‘story from the chair’

CooperVision

Following a nationwide search earlier this year, CooperVision’s ‘Stories from the chair’ can now be viewed on its website. The five-minute videos sit alongside five shorter individual clips with practitioners from around the country. The interviews include insights from: Rosemary McWatters of Rosemary McWatters Opticians in Belfast retelling her story of how she helped improve the life of her hairdresser patient who kept losing her glasses; and Keyur Patel of Tompkins Knight & Son Optometrists in Northampton sharing how his patient suffering from keratoconus was finally able to see her baby’s face clearly as a result of wearing scleral contact lenses. CooperVision head of marketing and professional services, Mark Draper, said: “We are delighted to share these inspirational contact lens stories with the industry as they clearly demonstrate how much practitioners value patients as individuals, and the difference they can make every day to find a solution to really enhance the quality of their patients’ lives.”

Daily health habits.

clariti® 1 day contact lenses. Highly breathable daily disposables, with UV protection.* We believe in healthy eyes for everyone. CooperVision® clariti® 1 day is the affordable1 family of silicone hydrogel daily disposable lenses available in sphere, toric and multifocal. Make clariti® 1 day part of your patients’ daily health routine. www.coopervision.co.uk *. 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. 1. Based on CooperVision® recommended retail price. Retail price is solely at the discretion of the retailer at all times, the above is not meant to inﬂuence the price any retailer charges. clariti® is a registered trademark of The Cooper Companies Inc. and its subsidiaries. © CooperVision 2018.

TX5/Titanium STEPPER (UK) Limited 11 Tannery Road Tonbridge Kent TN9 1RF 01732 375975

www.stepper.co.uk

Frame style shown: SI-95219

NEWS 4

Bausch + Lomb’s newly-launched Ultra for Astigmatism contact lens utilises MoistureSeal Technology to deliver moisture retention and a highly wettable surface for long lasting wear. The OpticAlign Design is said to promote stability and a successful first fit. The proprietary design also includes a thin tapered edge to minimise lid interaction, orientation marks to help patients during application and spherical aberration control for sharp vision and a reduction in halos and glare. To support the launch, Bausch + Lomb has released the findings from a new, demographically representative UK survey of 250 reusable contact lens patients, which showed that reusable lens wearers: wear their

The company has also announced an exclusive contract with UK manufacturer, Elektron Eye Technology (EET), to distribute the Henson 7000 visual field screener in the UK. Tim added: “We have been working with

Positive Impact

Designed for ultimate comfort

lenses for long periods of time and would like to wear them even longer; are satisfied with their lenses and will still be wearing them in two years’ time; despite satisfaction with their lenses, over two thirds have taken a break from wearing them and many have had to open a new packet of lenses before the end of the month/fortnight; depend on their eyecare professional to resolve their contact lens issues. The new lenses are available with a cylinder range of up to -2.75.

BIB Ophthalmic Instruments

BIB has become the exclusive distributor of Azul Optics’ MP-eye macular pigment assessment device in the UK. BIB CEO, Tim Baker, said: “We are very excited and proud to be involved with sales and distribution of this new type of macular pigment analyser. The MP-eye is very fast with highly repeatable results, and above all is simple and intuitive to use.”

Bausch + Lomb

The MP-eye macular pigment analyser

EET for a number of years now selling the Henson 7000 and providing after sales service and support to new and existing users. We are very excited to begin this new chapter as the exclusive distributor of the device.” Visit BIB at 100% Optical in London next month.

Ellie Jarman

Positive Impact (PI) has promoted Ellie Jarman to the role of marketing co-ordinator to run the company’s digital marketing channels and all marketing communications. PI managing director, Maxine Green, said: “Ellie has worked with us for over a year and already understands our business and product portfolio. She has a tremendous track record in digital marketing and can hit the ground running, growing our social media and brand visibility.” Ellie said: “I am delighted to be applying my previous experience to help Positive Impact continue its success. We have a fantastic product portfolio with many best in class products. I am looking forward to working with the team to further grow and develop our UK business, while developing my marketing skills to the next level.” PI has also appointed Amy Searle as customer services administrator and Mike Burns in a customer services and telemarketing role.

Norwegian Eyewear

One of the new Helly Hansen styles

As it launches the new Helly Hansen collection in the UK, Norwegian Eyewear has expressed its delight at becoming a Preferred Supplier to NEG members. Norwegian Eyewear was founded by Carl Fredrik Andersen in January 2018. Fredrik grew up in a family driven eyewear company in Norway, with involvement in sales, manufacturing, design and

management. Having being granted the global eyewear license for Helly Hansen in 2017, Fredrik’s vision is to bring Norwegian brands to the international market. The Helly Hansen ophthalmic collection covers ladies, men’s and children’s ranges in acetate, stainless steel and titanium. The polarised sunglass collections cater for both

lifestyle and sport and have the added benefit of hydrophobic and anti-reflective coatings. “We are delighted to be listed as a preferred supplier to the National Eyecare Group,” said Carl. “The UK is a very important market for us particularly given Helly Hansen’s new five-year strategic partnership with the RNLI. We hope to be able to meet NEG members during 100% Optical to introduce our company and our brands”. In addition to Helly Hansen, Norwegian Eyewear has created fashion brand Röst, an acetate and beta titanium collection taking inspiration from the Norwegian Island it’s named after and Voice, offering independent opticians the opportunity to create their own bespoke product ranges. Vision Now DECEMBER 2018

INTRODUCING ALCO N MU LTI FO C AL FA M I LY ®

1 D ESI G N • 1 FIT TI N G G U I D E • 3 PRO D U CTS

PERFORMANCE DRIVEN BY SCIENCE ™

NEWS 8

10 Norville Optical

General Optical Council

The General Optical Council (GOC) has launched a consultation on new draft standards for education providers and learning outcomes for students as part of its Education Strategic Review (ESR). The deadline for responding, via the GOC Consultation Hub, is 25 February. GOC interim director of education, Dr Subo Shanmuganathan, said: “The aim of the new standards and learning outcomes is to deliver more flexibility to education providers while taking into account the need for a greater focus on clinical training and the reality of increased multi-disciplinary work. “The proposed learning outcomes and standards have been drafted to incorporate feedback from the previous consultation on ESR concepts and principles. There are five proposed standards covering areas including quality of learning, patient safety and access to clinical experience. The draft learning outcomes would replace the current competencies required by all students to complete before they join the register as a qualified optical professional. The proposed outcomes cover technical skills and the ‘softer’ skills required to become a professional.”

International Eyewear represent the innovative ethos of the British brand. Minimal in design, the frames’ core values are centered on function and style, targeting both male and female fashion conscious spectacle wearers.

New style in the Storm London collection

Eight new prescription sun models have been added to the Storm London collection, available from International Eyewear. Ontrend combinations of acetate and metal

Design highlights to note include creative construction, clever material mixes and innovative detailing, all elements derived from the watch collection. Ready-to-wear, Storm London prescription sunglasses offer 100 per cent UVA and UVB protection as standard and are fully glazeable. All models are supplied with a logo branded case and are available for pre-order now with stock available in January.

New sports Rx catalogue

Norville Eyewear’s new autumn 2018 sports catalogue features more than 53 models embracing all sports and action activities. There is a large selection of models for children of all ages as well as teens, from swimming to the EG action range of protective goggles, along with package price frame and lens options. “Sports prescription specifying is without doubt complex, and knowledge gained through dispensing experience is invaluable,” said Frank Norville.

11 Alcon multifocal contact lenses. Video on demand and PPC media is directing patients to www.wearlenses.co.uk where they can find their local optician and download an offer voucher. The advertising follows the initial launch in February when Alcon also released in-practice display materials and education tools. The campaign is costing the company in the region of £1.6m.

Driving multifocal lens sales

Alcon expects its autumn consumer campaign for Dailies Total1 Multifocal lenses to reach more than six million people by the end of December thanks to a mix of consumer

advertising, digital executions and pay per click (PPC) support. Throughout October, a TV commercial aired on popular TV channels educating viewers about presbyopia and

Ray Pasko, Alcon business unit head of vision care, said: “Since the start of the year, we’ve been committed to driving the multifocal category with opticians and it will play a big part of our plans going forward. Awareness and education of presbyopia amongst this audience is key as the condition is expected to impact more than two billion people worldwide by 2020. This is why initiatives such as the huge investment Alcon is putting into this sector has never been more important.” Vision Now DECEMBER 2018

Re-engineered Re-engineered for Excellence for

• 4 Core Colours • 4 Trim Colours • 6 Lens Colours

Matt Black

The re-engineered DASH II has a large 69mm eye size, cleverly designed around a +6.00 base curve lens, giving a wider achievable Rx range. Ratchet side angle adjustment and detachable head strap.

3 way Rx DIRECT Glazing (replaces original plano sun lenses) Shiny White

ADAPTER Glazing (replaces original lenses) INSERT Glazing (fits behind afocal front plate lenses)

Matt Midnight Grey

All frames supplied with belt clip zip case, lens cleaning cloth, and adjustable head band

Matt Graphite

For more information and to order contact

SALES: 01452 510321

The Norville Group, Magdala Road, Gloucester GL1 4DG Tel: 01452 510321 • Fax: 01452 510331 • Email: sales@norville.co.uk

EMAIL:

sales@norville.co.uk www.norville.co.uk

NEWS 12 Optrafair Exchange

14 AIO

Optrafair Exchange has announced a line-up of big names who have confirmed their participation as sponsors of the show, taking place at the NEC Birmingham from 30 March to 1 April 2019. Heidelberg Engineering will join Optrafair Exchange as Gold Sponsor. A longtime supporter of the event, Heidelberg Engineering recently reintroduced its Love Your OCT Guarantee, first launched at Optrafair 2018. “We are so confident that optometrists will love their Spectralis that if for any reason they don’t, whether they rent or lease, we will guarantee to take it back after 18 months with no further obligation,” explained Tosh Vadhia, Heidelberg Engineering UK general manager. Also confirmed as Platinum Sponsors are Essilor, Topcon and Optos. The optical exhibition welcomed more than 7,000 optical professionals and 150 exhibitors at its 40th anniversary event held in April this year. Register and find out the latest show news at www.optrafair.co.uk

13 Dunelm Optical Dunelm Optical will kick off its 50th anniversary celebrations at 100% Optical in January. The company’s stand will be the largest at the show and as well as all the eyewear collections to view, including the new Freya collection, there will be anniversary surprises and complimentary birthday treats. Fashion designer Paul Costelloe will be there on the Sunday too to meet visitors. Dunelm will also have an area dedicated to their extensive range of lenses. Tanya Storey, Dunelm’s commercial manager for lens and laboratory, said: “Lenses are an integral part of Dunelm’s portfolio and it is an exciting opportunity to showcase our lenses and assist customers with any information they require to help enhance their business.” MD David Baker added: “100% Optical is a tremendous opportunity to present new frame collections, feature lenses, impart our expertise and knowledge

AIO chairman, Christian French

Bayfields Opticians, with multiple practices across England, and Galaxy Optical Services which operates the new M&S Opticians practices, have joined the Association for Independent Optometrists and Dispensing Opticians (AIO), Smart Employee Eyecare, Vision Express, Leightons and Hakim Group to submit a tender for providing both Group 1 and Group 2 DVLA sight tests across the UK. The group bid brings together a range of optical service providers covering the spectrum from locally and regionally known independents to national and household brands – unique amongst the propositions presented to the DVLA.

See the Freya collection in full for the first time

with both new clients and welcome loyal customers to what is going to be an exciting start to our 50th year anniversary.”

Christian French, AIO chairman, said: “We are delighted that Bayfields and Galaxy have joined our group bidding for the DVLA sight tests, yet again demonstrating our intention that the contract should be as inclusive as possible. The additional coverage that these organisations bring, in addition to ever more independents who are signing up literally every day, makes our group bid ever more compelling.”

15 Lenstec Optical Group Lenstec Optical Group is celebrating after winning the Caerphilly Large Business of the Year Category Award 2018, presented by the Caerphilly Business Forum, as well as the event’s overall Premier Award. The awards look to recognise businesses in the Caerphilly Borough that have demonstrated outstanding and consistent achievement particularly over the last 12 months. Lenstec Optical Group is still a family owned business occupying six sites in the UK and

employing almost 200 people in the UK; including four sites in Caerphilly with 115 staff. The company maintains strong links in the community and engages in many community projects for charity. The group now has 20 managers across the business who have achieved, or are training for, an ILM qualification and have gained the IIP Generation 7 Award. Turn to page 18 to read more about the company and its recent acquisition of Pennine Optical.

From left: host Jamie Owen, with Chris Kellard, David Poole, Gerard Donovan and David Ackerman Vision Now DECEMBER 2018

Mod. RRS100-GLD

DISCOVER THE NEW DESIGNER SUNGLASS COLLECTION

#DRIVENBYDESIGN

eyespace-eyewear.co.uk | 01527 870 550

NEWS 16 Louis Stone Optical

17 Heidelberg Engineering

Icy cool collection

Louis Stone’s latest spectacle catalogue introduced more than 100 new frames comprised of numerous metals, such as its new Scandi Hygge collection, acetates and plastics. There are new plastics in the Icy collection, many of them featuring embellishments and gradual transitions of colour. Commenting on the range, Clare Gaba, the company’s head of marketing and communications, said: “They have literally been flying off the shelves since the catalogue landed on doorsteps. We think that expanding our horizons with the photography recently has made potential customers realise the quality and elegance of these frames when worn in situ.”

Innovative imaging platform launched

Heidelberg Engineering has launched its innovative platform, designed to transform anterior segment diagnostics and workflow, in the UK. The new Anterion is a single, workflow-efficient solution that brings together corneal topography and tomography, anterior segment metrics, axial length measurement and IOL calculation. Heidelberg Engineering has leveraged its core OCT technologies in the development of the Anterion, making the best use of swept-source OCT and patented tracking and composite imaging technologies to deliver “exceptionally high-quality images of the anterior segment”. “Anteriorn is a multimodal imaging platform, which can replace several devices, including corneal topographers and tomographers, pachymeters and biometers,” said Jacqueline Sousa Asam, medical science liaison at Heidelberg Engineering. “That leads to great improvement in the workflow and patient comfort in busy clinics, since moving patients can be unpleasant and time consuming. In addition, Anterion displays information in very comprehensive layouts together with high-resolution OCT images, which also makes surgical planning faster and more efficient.”

18 Marchon Marchon NYC, a Marchon Eyewear brand, has introduced its first-ever optical collection with Thermo-Memory technology. The four new styles are rendered in a thermosetting plastic with shape memory, meaning they adjust easily with heat to create a perfect fit. When heated again, Thermo-Memory remembers its original shape, making the process very simple and user-friendly. These innovative optical styles are lightweight, durable and feature hidden flexible spring hinges for superior comfort.

One of the new Thermo-Memory styles

Available in modern shapes and sophisticated colour combinations, the Marchon NYC Thermo-Memory collection is highly appealing to anyone looking for innovative eyewear that is easy to adjust.

Inclusive of three rectangular shapes and one retro round style, these classic silhouettes feature premium injected frame fronts in warm neutral tones such as Matte Navy, Burgundy and Blush.

says, is broadly in line with current inflation. The GOC further stated: “The fee increase is part of a three-year budget strategy to moderately increase registration fees each year to ensure that the GOC has

the sufficient funds necessary to carry out its statutory public protection duties.”

19 General Optical Council The General Optical Council has approved a £350 registration fee for fully qualified registrants and body corporates for the 2019/20 year. This is a £10 (2.9 per cent) increase from the previous year which, it

Registration fees rules are available to view on the GOC website, www.optical.org Vision Now DECEMBER 2018

HELLY HANSEN strategic partner to the RNLI, helping save lives in the UK

100% Optical, Stand E181 For more information contact Julie Hawkins 07747 637245 / julie@norwegianeyewear.no

www.norwegianeyewear.no

NEWS 20 Essilor Tim Precious is the new managing director of Essilor in the UK. With a long history of senior management within the Essilor Group, Tim recently returned to the UK after spending three years working as vice president, Nordics. He will continue the work of his predecessor, Mike Kirkley, by pioneering strategies to create stability and growth for Essilor’s independent customers. Tim said: “It has been an honour and privilege to work for Essilor over 13 years and I’m absolutely delighted to be driving our ongoing mission of improving lives by improving sight.” Essilor regional vice president, Peter Smith, added: “Tim has a solid track record of achievement within the group in terms of leadership, strategy and innovation and remarkably broad experience of our sector. As part of our promise to be Essilor UK MD, Tim Precious the independent optician’s best business partner, Tim will lead the team that explores every possible opportunity to create a more exciting business climate for our business partners.”

21 Association of British Dispensing Opticians The Association of British Dispensing Opticians’ (ABDO) ‘Not just a DO’ social media campaign will feature strongly on ABDO’s new look exhibition stand at 100% Optical in London next month. ABDO head of communications, Antonia Chitty, said: “It has been a real pleasure to be able to showcase the diverse range of talents amongst our members through the hashtag #NotJustaDO, and we Celebrating dispensing opticians’ skills repertoire have more profiles coming up on social media. On top of that, everyone who visits 100% Optical will get a chance to see some of the wide range of careers available to those with the FBDO qualification in a stunning new display.” ABDO will also be focusing on careers for practice support teams at the show, with its sector skills development officer, Nick Walsh, presenting each day in the Optical Academy. The session will offer insights into how training is a key part of any business plan, looking at the importance of training plans and personal development plans, ensuring that they meet and support the practitioner’s business needs and business plans. Find out more about the #NotJustaDO campaign at www.abdo.org.uk and book into Nick Walsh’s session at www.100percentoptical.com

AN INDEPENDENT VIEW Sight tests for drivers The AIO is supporting the lobby for much more extensive sight testing as a pre-requisite for holding a driving licence. The UK has one of the weakest eye sight testing regimes for drivers in the whole of Europe and there is evidence that this has resulted in a higher incidence of death and injury attributed to poor eyesight. In effect, under the UK regime, once successfully passing the driving test (for all but the elderly) adequate vision for driving is based on selfqualifying by drivers themselves. There is, of course, little room for optometrists to intervene even if they know their patients should not be driving. Many would argue that this places qualified professionals in a very difficult clinical and moral position. In the summer, West Midlands Police decided to conduct roadside sight tests, and the results suggested that there is a worrying number of people on the roads who should not be driving due to poor vision. It is likely that many could have defects corrected simply by going to an optometrist for appropriate eyewear. There are two initiatives that the AIO is aware of, and has become involved in, which are backed by Vision Express and Essilor respectively. They are the basis for a political lobby that is gaining momentum, which is aimed at achieving more comprehensive and regular sight testing for all drivers across the UK. The AIO is consulting with its members on a proposed approach to a new sight testing regime and, once this has been finalised and signed off by the AIO council, it will be fed into the political campaigning process. In the meantime, we encourage all independents to sign up to the Driving Blind Petition to Downing Street by visiting www.drivingblind.org.uk

22 College of Optometrists Research resulting from the College of Optometrists’ Enhanced Scheme Evaluation Project (ESEP) has demonstrated that a glaucoma filtering scheme in Manchester has been highly successful in filtering patients, with low false positive and false negative rates. The results should provide reassurance to commissioners considering implementing glaucoma pathways, said the College. The research, published in the British Journal of Ophthalmology, evaluated the clinical effectiveness of a Glaucoma Enhanced Referral Service in Greater Manchester. It is the seventh ESEP paper to be published in peer-reviewed journals since 2014. Vision Now DECEMBER 2018

PRACTICE MATTERS

Developing thoughts Next year sees the 40th anniversary of the launch of NEG forerunner, Percy Kirk, by two friends – Michael Daunt and Mike Wheeler – writes Phil Mullins

Another great milestone for NEG

As we prepare to celebrate our 40th birthday, I came across some back copies of Purchasing News, which was first launched in 1985 and later went on to become what we now know as Vision Now, the members’ magazine for NEG. Being a monthly publication, it tracks the complete history of not only Percy Kirk, which became NEG, but the wider industry. The first issue headline story was the merger of OPG into the group, raising the membership to 600. The fourth edition introduced the new holiday incentive scheme, which is still running today, while the February 1987 issue saw the February 1985 issue of introduction Purchasing News of a new computer system by Kalamazoo. The latter went on to become Optinet, which is widely

Vision Now DECEMBER 2018

We have seen many changes with suppliers including Rodenstock moving into new offices in 1987, Allergan and Hydron merging in 1988, and the launch of the AO Pro 15 progressive in 1993 by UK Optical. That same year, Lambert Optical became the distributor for Safilo products and Jeff Banks frames hit the market. Sadly, since then we have seen many suppliers either go out of business or merge with bigger Vision Now in November 1993 suppliers. How many of us remember European Eyewear, Pilkington or Optyl (the company not just the material)? But on the plus side, we have many suppliers who have always supported the group, such as Norville, Silhouette, Bausch + Lomb and Rodenstock. Then, of course, there are our members, many of whom have been with us from the very start. As I looked over the past editions of the magazine, there were some very youthful faces that I recognised (I won’t mention names to protect the innocent). Some of these members have long since retired and, sadly, some are no longer with us. But as the years have gone by, we have welcomed more and more new members to the group, so that now we have 1,100 members across the UK. But what of the future for both us and our members?

PREPARING FOR CHANGE In the last 40 years, we have seen the rise of the multiple, the deregulation of optics and the development of laser surgery. The next few years will see even bigger changes, with the ever-increasing use of the internet. Will refractions still take place in a consulting room? Or will it be an optometrist sat reading and interpreting results and prescribing treatments for patients remotely? We are already in a technology revolution, so we need to embrace it where it helps us. For instance, in autorefraction we could allow a machine to do the repetitive work, and use the extra time with patients to explain the results and work with them to offer a real personal service. This is where technology just can’t compete. Remember: people like people and personal interaction. So, what of the future for NEG? We will continue to support independent practices wherever we can, working with suppliers to get the best terms and support as possible and to simplify accounts as much as we can, leaving you as much time as possible to spend with your patients. We also want to work with partners across our industry to encourage the next generation to join the independent family and to support them as we have done for the last Vision Now today 40 years. We hope you will continue with us on our journey.

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BLASTS FROM THE PAST

used by many of our members and is an integral part of our business.

Following the example of other industries, particularly the pharmacy sector, Michael and Mike saw an opportunity to launch a purchasing group for independent optical practices. The concept was simple: gather as many practices together as possible and use their combined buying power to negotiate better terms, but also simplify the administration behind purchasing, invoicing and paying for the goods. These principles remain the same today, but the industry we work in is very different. In 1979, there were limited multiples, the NHS dominated the industry, there was no VAT issue, but there was also no advertising, no internet and not many suppliers.

NOVEMBER 2018

DISCOVER THE NEW DESIGNER SUNGLASS COLLECTION

Vision Now DECEMBER 2018

#DRIVENBYDESIGN

eyespace-eyewear.co.uk | 01527 870 550

Advertising your practice on cases and cloths is the perfect way to promote your business. Pennine Optical Warehouse, Unit 4, Bedwas Business Park, Bedwas, Caerphilly CF83 8DU Customer Care Team Tel: 02920 857122 Customer Order Fax: 02920 920480 Email: sales@pennineoptical.co.uk

COMPANY PROFILE

Beginning of a new chapter Following its acquisition of Pennine Optical earlier this year, Lenstec Optical Group will unveil an expanded eyewear portfolio at 100% Optical in London next month Established in 1985, Pennine Optical, formally Sovereign Optical, was one of the founder optical companies in the UK. But back in the 1980s, the company only sold NHS spectacles. Much has changed since then, however, with eyewear designers now taking their cues from the catwalks of Paris, Milan, London and New York. Today, Pennine Optical frames and sunglasses cover all price points, shapes, materials and all the colours of the spectrum. Importantly, the company remains focused on offering its customers what they need to stay ahead of the competition. In June this year, Pennine Optical joined the Lenstec Optical Group to enhance the products and services the group offers to its customers. Nigel Castle, Lenstec Optical Group managing director, said: “Welcoming Pennine Optical into the group has confirmed our status as a complete onestop-shop supplier to our customers. Since the summer, we have been busy investing heavily into the core ranges and expanding both the GF Ferré and Revlon brands – and we are excited to be bringing the latest styles to 100% Optical in London in January,” added Nigel.

POSITIVE FUTURE AHEAD Over the course of the summer, the Pennine Optical business was relocated to Lenstec’s modern warehousing facility in Wales, and additional investment was made in the case and cloth printing services. Supported by two professional sales teams, one for lenses and one for frames, covering the whole of the UK, the group’s eyewear portfolio now covers everything from top-end designer collections like GF Ferré and Revlon to hightech performance brand Julbo and Invu ultra-polarised sunglasses. A wide selection of competitively-priced cases and other optical accessories are also available. “The future is extremely positive,” continued Nigel. “We aim to offer exemplary levels of

Vision Now DECEMBER 2018

Signature ‘Revlon red’ as seen on model RV1525

Beauty enhancing eyewear from Revlon

customer service, quality products at great prices, and we are always keen to listen to our customers’ needs and requirements. Lenstec has always championed frame and lens package supply across a number of ranges, and this remains the case. Bringing Pennine Optical into the group has allowed us to further strengthen this area of our business for both budget and domiciliary frame and lens supply opportunities. We have an ‘always in-stock’ approach to our glazed package offers and will always offer a great selection of prescription lenses made and assembled here in the UK.”

“There will be the odd occasion where something happens out of the ordinary,” admitted Nigel, “but we know that our sales teams and labs will manage any such situations professionally and expediently. Our outlook going forwards is to continue to invest in our core products – but also to introduce new innovative models into our leading frame collections to drive the UK eyewear and sunglass fashion market onwards and upwards.”

The group’s core focus is, and always has been, its customers. “Customer service is paramount to us, as well as offering great designs at competitive prices and listening to our customers’ requirements; these are all key to driving our business forward,” Nigel went on. “Every product we sell, whether it is a budget or top-end designer frame, comes with a two-year minimum manufacturing guarantee.

REVLON: ULTIMATE BEAUTY ACCESSORY

We take a closer look at some of the leading eyewear brands now available through the group…

As a world leader in cosmetics, Revlon strives to provide women with products that make them feel “beautiful, confident and spirited”. The Revlon eyewear collection was developed using the best in colour, style and technology to bring to women the ultimate beauty accessory. The styles are a natural complement to make-up and the forms and colours enhance beauty, individuality and

COMPANY PROFILE are constantly on the go,” commented Nigel, “so Street Kids has been designed to be robust enough for playtime but light enough not to worry them at other times. All in all, the Street Kids collection offers children a frame they can feel confident in, and offers parents a great quality frame that will withstand playtime and beyond.”

NEW YEAR, NEW JOURNEY

GF Ferré eyewear collection blends modern styling with class

personality. The Revlon Eyewear range is exclusive to Pennine Optical in the UK and Ireland, and consists of 19 stylish feminine models – including the recent introduction of new styles for autumn/winter 2018. The Revlon eyewear collection is aimed at the 35 year-plus female market and includes a number of unique Revlon hallmarks, such as the distinctive shade of ‘Revlon red’ as seen on many of the models. The latest styles boast strong, bold colours for extroverts, as well as simple warm colour tones. “The Revlon collection is relatively young, being in its third year,” said Nigel, “but it is going from strength to strength and offers true feminine detail, comfort and elegant fashion, all covered with a two-year no quibble guarantee.”

GF Ferré eyewear is aimed at the top-end of the market

STREET KIDS: COOL AND COLOURFUL The Street Kids collection is designed to offer “bright, sundrenched holiday-inspired colour and coolness, giving children the opportunity to feel great in spectacles they actually want to wear”. The styles come in a rainbow of cheerful and eye-catching colours, resembling those seen when snorkelling through bright corals in the Caribbean Sea, and range through electric blues, pinks, greens, oranges, yellows, reds, turquoise and purples, to help instantly attract young spectacles wearers. “An unrestricted, comfortable fit is particularly important for active kids, who

Commenting on developments since the business acquisition, Pennine Optical sales director, Gary Allam, told Vision Now: ““The last six months have indeed been ‘full on’ and exciting. The amount of work and effort put in by key staff since the summer has been enormous. January 2019 will be the start of a new journey for the company and group as a whole. The optical market is rapidly changing, not only from a distribution point of view but also in terms of optical retail sales. European eyewear trends are more commonplace on the UK High Streets than ever before, led by the Italians, French, Spanish and Scandinavians. Pennine and the Lenstec Group are evolving and January will be the beginning of an exciting new chapter for the group,” Gary concluded. Visit the Lenstec Optical Group at stand L210 and Pennine Optical at stand E330 at 100% Optical in London to view all the latest launches, including the all-new Revlon prescription polarised ladies sunglasses range for 2019. You will also be able to discuss the launch of the group’s new ‘all-in-one’ package deal and the new ‘value range’ called Pennine 4U.

GF FERRÉ: ARCHITECT OF FASHION The iconic Italian fashion designer Gianfranco Ferré was known as the ‘architect of fashion’. Over his 25-year career, the style that he developed, and that still today hallmarks the brand, can be described as a combination of discipline and luxury, severity and ornamentation. Fun and functional: Street Kids

“The GF Ferré eyewear collection blends modern styling with class, exemplifying the perfect balance between innovation, design and functionality, and offers a large assortment of frames,” explained Nigel. “The new styles are lively and fashionable with stylish features in keeping with one of the most prestigious brands in the luxury market. This range is ideal for the mid to top-end practice looking for a new, unique luxury male and female brand not stocked by the multiples,” Nigel added.

Street Kids eyewear comes in a rainbow of colours Vision Now DECEMBER 2018

30 MARCH - 1 APRIL 2019 BIRMINGHAM NEC

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IDAY/NEG CONFERENCE

On the ball at Wembley Nicky Collinson reports on the London leg of the inaugural iDay/NEG roadshow It was all-change for this year’s combined Independents Day (iDay) and NEG Building for Success conference when Proven Track Record (PTR) and the group agreed to hit the road and hold the event at three different locations over the course of three afternoons and evenings instead of over two days at one location. It was a decision that was well received, with feedback from delegates praising both the programme content and the fact that the event made its first foray to the capital. With the theme, ‘Balancing eyecare and eyewear,’ the roadshow was held in October and visited Wembley, Coventry and Bolton. As expected, the London event sold out while the Midlands and North West events attracted practitioners located nearer to those regions. Each roadshow featured seven presentations, including a choice of business workshops and three CET sessions, concluding with a roundtable discussion on the event theme. The iShow exhibition also went on the road, and was generously supported by partners within the industry. Proceedings at the Holiday Inn, Wembley, began with a welcome by PTR director, Nick Atkins, who explained the background to moving to a roadshow format. Nick also discussed how the conference might evolve in the future, looking at options of joining up with other like-minded conferences. NEG operations director, Phil Mullins, also took a few moments to thank Nick and the PTR team for all their hard work in organising the roadshow. “We hope that you really make the most of today,” Phil said, “and take home lots of strategies to put into action to help you grow as independents.” Phil also reminded delegates to visit the iShow to see the latest products.

Nick Atkins and Phil Mullins welcome delegates to London

you are?’, Andy took delegates on a journey through a tried and tested practice building model, three years in the making, that focuses on patient avatar types and practice archetypes. “The question I get asked more than any other,” Andy began, “is how to get more people to walk through the door.” The answer, Andy declared, was to define the practice not by what it offers but by who it is designed to attract. “You also need to look at what you are doing to repel customers,” advised Andy. “Build a system to make your practice the most attractive in town.” Exploring the theme, ‘Who do you think you are?’, Andy advised delegates to look at how they are seen by the public. “There are around 14 different practice archetypes – or

Keynote speaker, Andy Clark

practice descriptors – and you need to decide which one you are.” Breaking the concept down into four groups – price, retail, speciality and ‘other’ – Andy first looked at how delegates could decide where they sat in terms of pricing. “Whether you are in the low pricing bracket or the premium pricing bracket, decide who you are,” Andy said. Turning to retail, Andy suggested there were different levels of ‘ordinary’ with the pinnacle being ‘five star’ reached via ‘convenient’. “Your practice style is all about how you make people feel,” declared Andy, in one of many presentation pearls. In terms of specialism, there were many to choose from whether it be clinical, dispensing or boutique. “But it’s not about the kit you have in practice, it’s about how

WHAT’S YOUR TYPE? Without further ado, it was time to welcome keynote speaker, Andy Clark. In a lively presentation titled, ‘Who do you think

Delegates visit the iShow during tea break Vision Now DECEMBER 2018

IDAY/NEG CONFERENCE the patient feels as a result of the kit you are using,” he said. “So, stop selling OCT, sell them your own services instead – because technology will never replace you.” Turning to the concept of being a boutique archetype practice, Andy said: “Boutique is actually about having and offering specialist skills – not just about the frames that you stock,” Andy said. “It’s about specialist styling, specialist advice and finding out the best way to get repeat dispensing between eye examinations.” Regarding ‘other’ practice archetypes, Andy explained that these included ‘rock star’ practices, ‘pillars of the community’ and ‘secret sauce’ where the practice offers something extra special. Turning to patient avatars, it was time to explore who delegates thought their patients were. A good place to start, Andy suggested, was to look at average household income statistics in the area and work out the average transaction value for the practice. He also warned delegates not to drive the average transaction value so far as to be unaffordable. The six main patient avatars that Andy’s model has identified are: Worried Well, Busy Mums, Thrift 30, Fab 50, Glam Gran, and 10 Percenters (top 10 per cent of earners). Once practice archetypes and patient avatars had been established, it was time to formulate an action plan. “Review your local avatars, your local archetypes and your archetypes. Find your opportunities; find where demand is high from your local avatars. Offer a strong delivery, identify weak competition and get rid of dead stock,” Andy urged. “Look at who you would like to work with. Are there enough of them in your High Street. Where will you be profitable? What would your patients like best? What’s missing for them? Make your door the door they want to walk through,” Andy concluded, before inviting delegates to join him in a workshop later to discover their own practice archetype.

Gerard Fernandes shares some secrets of practice success

the year, with a focus on where it would like to be in five years’ time. Mark Holloway, of Thomas & Holloway Opticians, also explained how his company had used Andy’s ideas on being the perfect fit for patients to develop and grow its practices, with a focus on its Dronfield site. “For the last six or seven years we’ve been constantly investing in the practices,” explained Mark, “and we’ve been working with Practice Building for the past three years.” Explaining where the business was now, Mark had the following tips for delegates: “Do an audit of place, product, people, processes, price, promotion and so on. Plan your own avatars and archetypes and meet your business goals.”

LOOKING THE PART After a tea break, delegates heard from retail designer, Dean Waugh, who used examples of his own practice re-fits to show how re-designing the layout, look and lighting of a practice could not only transform the business, but the patient journey too. “Think like a retailer and deliver the experience,” began Dean, who has been working in optical retail for the past five

WALKING THE WALK Following Andy’s presentation, it was time to hear from two independent practitioners who had worked with Andy to introduce the model in their practices. First up was Gerard Fernandes, optometrist director of Lynne Fernandes Optometrists. A community optometrist and glaucoma specialist, Gerard explained how he had used the model of archetypes and avatars to build the practice, focusing on the company’s Gloucester Road practice in Bristol. He explained how the company had undertaken a refit earlier in

Vision Now DECEMBER 2018

years. “Practices used to be all about the clinical, but not so now. There’s a much heavier emphasis on the retail environment.” Describing how patients rely on visual clues to help them make decisions, Dean gave delegates plenty of examples of how to draw patients in, keep them there and encourage them to come back. “Today’s patients are savvy and have high expectations,” Dean said. “Effectively presenting the right product at the right time is fundamental. You need to make your own connection with the patient, and think about what you are trying to achieve. Are you clinical or are you fashion-orientated?” Explaining the importance of building a practice brand with patients, Dean advised delegates to create a patient mood board including things such as their pastimes, hobbies, the brands they wear etc, in order to craft a practice interior that suits them. “Look at the front of the practice,” Dean continued. “Your business should be like a beacon, it should sell your services, tell a story about it and create a sense of connection with the community. Carefully choose your fonts, your logos and marketing materials to achieve a designer effect.” Turning to the practice interior, Dean advised looking at key touchpoints, and how patients use them, to create flow. “Be clever. The dispensing element of the practice is usually overlooked so create an experience area – a space to upsell eyewear. Think about interchangeable display and perhaps a VIP area, or a dispensing or style suite for eyewear consultations; something the chains on your High Street don’t have.” Dean also urged delegates to look at finishes, like floors and walls, key fixtures and freestanding displays that can be moved about. Merchandising and displays were crucial to get right because “product is king”, declared Dean, adding: “Look at visual merchansiding – the more displays you have the more possibilities there are.” Summing up, Dean said: “Be creative and the experiences your patients have will be more memorable. Build a strong identity. The right environment builds perceptions, relationships and, ultimately, loyalty.”

KEEPING HOLD OF STAFF

Dean Waugh provides some retail trade tips

This year’s roadshow included three parallel business sessions: ‘Understanding your practice archetype’ with Andy Clark; ‘Seeing the hearing opportunity’ with Ryan Leighton, chief executive of Leightons

IDAY/NEG CONFERENCE Lindsey suggested, adding that it wasn’t always about money. “And follow-up on team meetings as otherwise, what’s the point?”

Catching up with industry colleagues

Opticians and Hearing Care; and ‘Training and development: the key to retaining staff’ with optical training expert, Lindsey Small. During her session, Lindsey explained how training and development were the key to retaining staff and a foundation for successful independent practice. “I like to talk about development, rather than training,” began Lindsey, who advised all practices to undertake a development needs analysis. “You need to sit down with each practice team member and ask them what they love and hate about their job; what makes them the most comfortable and what make them the least comfortable,” advised Lindsey. “Whatever makes them least comfortable will be where the development need lies. Most people will talk about how they feel about things. People leave their job because they feel dissatisfied or insecure about something; when they are ‘consciously incompetent’.” Explaining more about the concept of ‘consciously incompetent’, Lindsey said that this essentially meant that people were aware of what they didn’t know. “The aim is to enable your staff to be consciously competent, so they can do their job without thinking. But you also need to keep staff stimulated and don’t allow team members to just cruise along,” Lindsey added. Discussing how to retain staff, Lindsey advised looking at the practice in a ‘global

A panel discussion concluded the day

way’, creating an environment so that people were less likely to want to leave. An example of how to do this was to implement processes that ensured regular team meetings were held that made staff feel included. Lindsey then touched on the hidden costs of losing staff and how it was possible to improve satisfaction by being flexible and adaptable to change, who and why increasing staff confidence helped reduce staff turnover, and the ‘feel good factor’ of being recognised and appreciated. Looking next at the concept of training, Lindsey explained that her approach was to think about development in terms of how it makes people feel. “I’m often called in to a practice to help when things are going wrong,” she told delegates, “rather like a knee-jerk reaction. But development needs to be more embedded in the culture of your practice; a culture of meetings, appraisals and regular training and development within your own team.” Looking next at the intrinsic and extrinsic motivators, Lindsey explained that intrinsic motivators created satisfaction while extrinsic motivators created motivation. The former included things like pay, job security and working conditions; while the latter encompassed things like feeling involved and valued, giving team members interesting work and ensuring good working relationships. “Make training and development part of your practice routine,”

Rounding off, Lindsey said: “Development is expensive but consider the cost of constantly recruiting new staff. There are not only business costs but also time costs as recruitment is not always straightforward. The long-term cost of not creating an environment of development can be more costly than implementing regular training. It is vital and there are plenty of options out there to develop your staff and your practice,” Lindsey concluded.

WORK ON AND WELL AS IN Following an early evening buffet, delegates were able to take part in one of three concurrently-run workshops, each worth three CET points: ‘Handle with care’ with Alcon; ‘The glaucoma OCT safari’ with Heidelberg Engineering; and ‘Myopia management in everyday practice’ with CooperVision. These were followed by a roundtable discussion featuring Andy Clark, PTR directors, Nick Atkins and David Goad, and NEG’s Phil Mullins. A recurrent theme of the discussion was that practice owners had to beware of getting into the habit of working in the practice six or seven days a week but not actually working on the business itself. “Business owners must take time out to work on the practice,” David concluded. “Remember the Einstein quote: the definition of insanity is doing the same thing over and over again but expecting different results.” Summing up the day, Nick Atkins said: “From a programme perspective, both Andy Clark’s keynote address and Dean Waugh’s presentation on designing more effective retail spaces were particular highlights; both had the audience totally engaged. Delegate feedback was very positive with regards to both the programme content and the fact that iDay had come to London for the first time. The exhibitors I spoke to were pleased with the level of delegate interest in what was on offer to help independents grow their business and they reported good lead generation.” Phil Mullins added: “For our first iDay/NEG roadshow, it was a highly successful event with delegates and exhibitors saying how great the day was. Our programme was both challenging and thought-provoking and certainly stimulated the discussions among the delegates.” Vision Now DECEMBER 2018

LOW VISION

Seven ways to make low vision services pay By Daniel Williams, founder of Visualise Training and Consultancy

Business always has a bottom line. You may enthusiastically get your start-up launched with a view to helping a few people, but if you’re not making enough money to pay your rent, staff, suppliers and yourself then you soon find your ‘bottom line’ kicked to the curb. The ‘bottom line’ is the phrase I hear over and again, when I’m travelling around the country delivering our CET Seeing Beyond the Eyes roadshow, which is for dispensing opticians and optometrists who are not investing in low vision services. Most of you genuinely want – just as the politicians always say – ‘to do the right thing’ for low vision patients and deliver the vital services they need. You struggle, however, like the chancellor losing sleepless nights over his budget, to balance doing the right thing – with doing the right thing financially. Put bluntly, you consider low vision patients low profit and low priority. To put it in sharp focus, so to speak, in this article I’m going to point to some different numbers. Generally speaking, I’m one of those guys who glazes over when reading articles like these. You know the kind of thing I mean: ‘Six Reasons to Commit to Fit!’, ‘Five Things You Never Knew About Cheese!’ Hence, why I’m about to give you a list, ‘Seven Ways to Make Low Vision Services Pay.’ Here goes….

People are more likely to buy a magnifer in a garden centre than an opticians

Having an empathetic, low vision informed optician can be as rare as finding the goose that lays the golden egg. And yet, that golden egg – and we’re not talking here about the chocolate, foil-wrapped variety – will attract a raft of new patients as news of your gilt-edged customer service spreads to friends and family, who may include low vision and fully-sighted people. And yes, contrary to popular belief, the low and fully sighted do interact and socialise together from time to time. So, forget social media initiatives, don’t waste money on ineffective

PLUG THE GAP

Here’s an interesting fact: people with low vision are more likely to buy a magnifier from a pound shop or a garden centre than from an optician. A simple object, a huge support. But opticians are generally so poorly stocked with magnifiers that people with low vision are more likely to go rooting around plant pots and manure, or bleach and economy toilet rolls, than consult with a low vision expert when sourcing this vital piece of equipment. So, go plug that market gap. Stock a range of magnifiers, offer a professional consultation service, and watch your low vision client list and your sales bloom, without a bag of compost in sight. You know lighting can help enhance vision, you may talk to your patient about the importance of this. Don’t miss an opportunity; why not sell and demonstrate lighting to patients and make their lives brighter?

KNOW YOUR STUFF

When you refer a patient to a sight loss service, or locate other additional assistance for them beyond what might seem to be your remit, it may appear to be a lose-lose scenario, but it’s actually a win-win. By showing how fully aware you are of the needs of someone with low vision, and how informed you are of the other services available, you don’t loosen your grip on your low vision patient: you gain a firmer one.

advertising, simply let low vision patients sing your praises and then you can listen to your cash tills singing back at you in return.

Vision Now DECEMBER 2018

Get on top of assistive technology such as OrCam

LOW VISION

make all the difference and attract a whole new cohort of patients. Think about high colour contrast in your practice design. It could be a simple as having a wind chime outside your practice so patients know they have arrived.

EMBRACE THE FUTURE

As an entrepreneur myself, I know that you make money by embracing, not ignoring, technological advance. If in doubt, ask Bill Gates and Mark Zuckerberg: you could try getting in touch by Facebook if they won’t accept your calls. The same applies to assistive technology for low vision patients. Get on top of the incredible advances in this field; from video magnifiers to OrCam to Oxsight to large print phones, and you could also be on your way to your first billion. Many opticians and optometrists are wary of investing large sums in assistive technology, and imagine that it’s prohibitively expensive but, as with everything, you don’t need to buy the whole kit and caboodle. Talk to colleagues and existing low vision patients to get a sense of what tech is most useful. Good business is about doing your homework, assessing, reassessing and then doing your homework again. Sounds like a lot of homework, but in the long run it’s worth it. There are many low vision suppliers happy to pay referral fees, if you gain the patient’s interest in their products.

UP-SELL WITH HOLISTIC ADD-ONS

The more research that’s done, the more we understand the multiple causes of sight loss. We now know, for example, that the regular consumption of certain vitamins can have a significant effect on reducing or delaying sight loss. So why aren’t you selling these alongside your other products? It’s a golden mantra of business that it’s the add-ons that make the difference between an end-of-year profit or loss. It’s a simple equation: stock vitamins A and B, and C the positive impact on your balance sheet. Hopefully, you’ll see what I mean.

MARKET STRATEGICALLY FOR SUCCESS

You may think marketing is a waste of time and money. Target the right sources, for example GPs, health centres and low vision support groups, and you’re not wasting your time. This sort of marketing is essentially free and puts you directly in contact with the client base you need to be talking to. So, there we are: seven pointers towards a better, brighter low vision business. Protecting and enhancing the sight of low vision patients should be firming up your bottom line, not leaving it saggy. Attending local groups and engaging with patients who have low vision can build emotional connections and loyal customers. Many low vision patients like to rock designer frames with cool coloured tints

glasses with dark lenses – many like to rock designer frames with cool coloured tints.

PROFIT FROM GOING THE EXTRA MILE

Another good tip from the golden book of business savvy: if you’re looking to build your practice, provide a service that nobody else is offering. Home visits, for example, are welcomed by many low vision patients, particularly those with more serious conditions, and of course the elderly. Also, think about how low vision friendly your premises are set out. A few very simple adjustments in access and navigation could

If you’d like to know more about how your business can make a real difference to the lives of people with low vision and its bottom line, come along to one of our ‘Seeing beyond the eyes’ workshops by booking at www.eventbrite.co.uk/o/visualisetraining-and-consultancy-and-orbita-black7994577028 or contact me on 07472305268 or at daniel@visualisetrainingandconsultancy. co.uk To complement the course, we’ve produced an innovative resource pack which includes suppliers of assistive products and technology. Download your free copy at www.visualisetrainingandconsultancy. com/resource-pack-health-pros

SPECULATE WITH HIGH-SPEC SPECS

If you can get your tongue around that, you’re a winner. But it makes a valid point. Patients with low vision need high quality sunglasses, but too often end up going back to the pound shop because they don’t have access to the protective models and expert advice they need. Get yourself upto-speed on the tints and the ranges of sunglasses, which low vision patients need for different lighting conditions, and you’re putting your business in the frame for success. Remember: not all low vision patients want to wear stereotypical black

Is there enough colour contrast in your practice interior? Vision Now DECEMBER 2018

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AIO CONFERENCE

Meeting of minds in Manchester More than 100 practitioners attended the Association for Independent Optometrists and Dispensing Opticians’ (AIO) annual conference in Manchester in October Two conferences in one venue

Held at the Pendulum Hotel and Conference Centre on 14 and 15 October, this year’s conference featured five CET lectures, 11 lectures and a choice of 21 workshops, with a total of 38 CET points on offer. There was also a separate programme for students. A first for the conference was the attendance by a representative of NHS England. Richard Everitt of Dental and Optical Services Commissioning supported optometrist Lisa Donaldson, clinical lead at SeeAbility, who explained the new pathways for people with learning difficulties. Other speakers included the recently appointed interim chief executive of the General Optical Council, Lesley Longstone, the immediate past president of the Association of British Dispensing Opticians, Fiona Anderson, and the chief executive of the College of Optometrists, Ian Humphreys. The conference began with a welcome dinner at the Old Trafford Cricket Ground the night before, with optometrist Dr Sarah Morgan providing the after-dinner entertainment. A gala dinner was also held at the Lowry Hotel on the Sunday evening.

FROM STRENGTH TO STRENGTH Speaking after the conference, AIO chairman, Christian French, said: “Our annual conference goes from strength to strength and by moving to a different location each year, we reach out to a new audience every time. It has been a number of years since we ventured into the North West, and Manchester was a great place to visit. “By mixing up a great clinical programme with splendid social events, the AIO conference is a wonderful opportunity for the independent sector to come together and celebrate the virtues of independent practice,” Christian continued. “In particular this year, Lancashire County Cricket’s Old Trafford Ground and the Lowry Hotel did us proud for our welcome dinner and gala dinner respectively.

“The conference also provided an excellent opportunity to showcase the recently introduced Eye Promise quality mark for independents, as well as the chance to publicise the DVLA eye test bid that AIO has played such a major part in bringing together. Feedback from delegates has been extremely positive and we believe that we will have registered over 3,000 CET points,” he concluded. The next AIO Conference will be on 5 and 6 October 2019 at the Marriott City Centre Hotel, Bristol, when one of the highlights will be a welcome dinner on board SS Great Britain.

FOCUS ON DIFFERENTIATION For the first time this year, the British Association of Behavioural Optometrists (BABO) joined with the AIO to hold its own annual conference. The event was designed to emphasise the opportunities of behavioural optometry for helping independents to differentiate. Former Stoke City defender, Andy Wilkinson, who suffered a brain injury while playing football, took part in the conference to enable delegates to see how the behavioural optometry activities and testing procedures would work in real life. Explaining some of the benefits of the new partnership, BABO chairman, John Stevenson, said: “It was great to join with the AIO and to share in an event of this size, especially as we have a number of common members.”

A workshop at the BABO conference

Optometrist Dr Geoff Heddle travelled from Indiana to talk to both conferences about sports vision. He is a sports vision consultant with the NHL Toronto Maple Leafs hockey team and is also a member of the medical team of the NBA New York Knicks basketball team. “Dr Heddle shared so much new information on the topic of sports vision and how to assess an athlete,” John highlighted. “Our BABO delegates commented on how good it was to hear new Speaker, Dr Geoff Heddle information and to learn new procedures to use in practice immediately.” BABO held a taster session at the AIO conference on behavioural optometry and Dr Heddle also gave a CET lecture on sports vision and the role vision plays in athletic performance. Sponsors of the BABO conference included Eye Carrot, supplier of the Binovi Touch Saccadic Fixator, and Vivid Vision, which demonstrated its virtual reality system used for the treatment of strabismus and amblyopia, optical equipment supplier Visus, plus Caledonian Optical, which sells speciality lenses including the Shaw lens used for aniseikonia. A meeting on myopia control is now being planned by BABO for May and its next conference is in Bristol on 6 October to coincide with the AIO meeting. BABO also runs regular courses for optometrists interested in finding out more about behavioural optometry and how to differentiate their practice. For more information, email admin@babo.co.uk or visit www.babo.co.uk Vision Now DECEMBER 2018

STYLE SPOTLIGHT

Opticians abroad: ROCHESTER NY AND BRUSSELS By Joan Grady Optical has been with the creative person in mind. Each detail is meant to appeal to the senses.”

How people shop is changing; whether it’s eyewear or electrical appliances, customers are looking for something ‘different’ – an experience that is personal and with excellent service. Two enterprising opticians reveal their strategies to create successful boutiques. ONE HIP CHIC OPTICAL, ROCHESTER, NEW YORK George Eastman, the Kodak founder, brought jobs and culture to the industrial Northern New York State city of Rochester, nestled on Lake Ontario. The Eastman philanthropic endowment enhanced the University of Rochester, the renowned Eastman School of Music, and other institutions. However, like many downtown areas, Rochester’s landmarks, including Sibley’s Department Store, have closed in the last decades. This is why Tamra Asmuth, optician and owner of One Hip Chic Optical, says: “When I opened my optical boutique on the second floor of a building in downtown Rochester New York 21 years ago, people thought I was a bit crazy. Let’s face it, the second floor is not considered prime real estate. That I didn’t accept health insurance, sell

Cabinets at One Hip Chic Optical are custom crafted in cherry wood

Vision Now DECEMBER 2018

Tamra Asmuth, optician and owner of One Hip Chic

contact lenses or have a doctor on the premises, pretty much sealed the deal.” But the business thrived and Tamra decided to take another plunge. “Recently, I made another bold move. I purchased a new location for my business and spent six months overseeing the renovation of it. A large wall covered with custom-made wallpaper welcomes each visitor to One Hip Chic Optical. Underfoot, a plywood floor cut in a mosaic pattern will be a continuously changing art piece as layers of paint colours and textures are added.” She continues: “One of the first things I did when I purchased my new location [a house built in the 1930s] was to commission a local fine furniture maker to craft sets of drawers made of quality cherry wood. The drawers, each lined with handmade paper, house my frame inventory. I take orders at a custom-made stainless steel desk and dispense glasses at a glass desk. People can relax on a soft, pink velour couch. Since day one, every choice made at One Hip Chic

Independent labels are the highlight at One Hip Chic Optical. “I have long been a fan Frames at One Hip Chic Optical of Theo and are displayed in drawers on Anne & handmade paper Valentin and have recently fallen in love with styles from Blake Kuwahara. I also carry Colibris, the German label for small faces. At Silmo this year I happily discovered Metronome. I am continuously looking for a new and unique ‘voice’ in eyewear. “Over the years, I’ve studied colour palettes,” Tamra continues. “Through reading and collaboration with a local colour expert, I’ve grown each year with my knowledge in what colours complement individual complexions, hair and eye colour. I’m often educating my customers in what works and doesn’t Decor is sleek and comfortable for an elegant salon setting at work for the Rochester shop them. Did you know that black isn’t a complementary

STYLE SPOTLIGHT

Sole by One Hip Chic features handmade shoes

colour for most people? I’ve nearly 20 coloured scarves that I use to demonstrate this for my customers.” With Tamra’s fashion savvy, it was only a matter of time before her optical business evolved into another realm. “My customers often consult me about various style choices. I was recently asked to help design a dress for a formal event for one of my customers. Last week, another customer asked for hair colour advice. Based on this fashion aspect, opening a complementary business to One Hip Chic Optical felt right. “So, last December, immediately following the renovation project of the new location, Sole by One Hip Chic was born. The second floor of the business location houses handmade shoes from around the world. The shoe business is very different from the optical business. The seasonality of shoes and the variety of sizes offer a challenge the optical business doesn’t have, but it’s a challenge I welcome,” Tamra concludes.

Lunetier Ludovic Boutique exterior (photo: Thomas Van Den Driesch)

Streamlined shop interior

and original bespoke eyewear boutique, Lunetier Ludovic. “The shop opened in 2015,” reminisces optician and owner Ludovic Elens, “and we specialise in bespoke glasses; we do feature some brands, but I am an eyewear crafter. That is my passion.”

materials from the intriguing collection that Ludovic has acquired – including sheep and deer horns that he works in layers. “We never throw anything out,” says Elens, “as you never know when a particular piece of acetate or horn might be useful.”

Lunetier Ludovic is a bright and airy space over three levels: the street level displays frames and is where customers try on the designs; the lower level is Elens crafts shop; and the upper level houses the office. “It was very hard to find a location; every week we went to a different location. The Sablon area has many interesting shops – art, jewellery, chocolate and luxury products,” says Ludovic.

It takes about two weeks to create a design – and then two to three months for the crafting of the frame. “I want to design the frame that the wearer wants to wear,” Ludovic emphasises, “as we have many clients who are unable to wear a regular frame from a designer or manufacturer – perhaps due to an abnormal facial issue. However, that can be overcome with the correct design and bespoke fitting. There are details in the designs that you may not see, but the wearer can feel.”

The frames crafted at Lunetier Ludovic are truly works of art. Clients choose their

An international roster of clients – from two-and-a-half-years old to 81 years old – wear Ludovic designs. Some clients are very specific about what they want. “We had a client who was a Roy Orbison fan, and he wanted frames exactly like what Orbison wore, so that is what we created.”

LUNETIER LUDOVIC, BRUSSELS A stroll along the streets of the historic Sablon area of Brussels regales the visitor with tempting antique shops, vintage clothing and current designer labels, charming cafés and speciality food shops – and the distinctive

Handcrafted Buffalo horn design by Lunetier Ludovic

Ludovic Elens: “I am an eyewear crafter, that is my passion” (photo: Thomas Van Den Driesch)

Taking a step into the unknown, or trying something new, could feel daunting. However, independent opticians can expand their horizons and move beyond perceived barriers to possibilities – as One Hip Chic Optical and Lunetier Ludovic have proven. With a New Year on the horizon, perhaps this is the time to step out and move forward to new, stimulating and fulfilling adventures.

Vintage meets modern in Italian acetate with a matt finish by Ludovic Elens Vision Now DECEMBER 2018

Preferred Suppliers’ Directory

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 s.hicks@nationaleyecare.co.uk

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VV The Norville Group Limited, Magdala Road, Gloucester GL1 4DG

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www.norville.co.uk Vision Now DECEMBER 2018

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