Dispensing Optics February 2024

NEWS, INFORMATION AND EDUCATION FOR OPTICIANS

FEBRUARY 2024

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contents features 16.

CPD: C-107458 Exploring colour perception by Mark Hickton

22.

CPD MCAs: C-106272 British Standards and eyecare practitioners

by Amy Seaman

7.

24.

Evidence-based practice: Part 1

26.

In Practice

Up to speed with how patients read?

by Eluned ‘Lil’ Creighton-Sims

How to market your practice effectively

by Kaye McIntosh

28.

Tips & Tricks Part 6 Shortening plastic sides by Chris Gurnell

regulars 29.

14.

5.

Comment

6.

Newsome's Notes

6.

News

12.

OSA meet the member: Cosium

13.

NEW Q&As

14.

Product spotlight: Eyewear

29.

Business Bites Eyecare FAQ OA Corner

stay in touch 10.

DO Online DO Twitter

Front Cover

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Alternatively, email kudos@jaikudo.com or phone +44 (0) 151 294 4810.

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STEPPER (UK) Limited sales@stepper.co.uk steppereyewear.com For UK frame availability, please consult website.

Model: SI-30092

DISPENSING OPTICS The Professional Journal of the Association of British Dispensing Opticians Volume 39 No 2

PLANNING TO SUCCEED

EDITORIAL STAFF Editor Telephone Email

Nicky Collinson BA (Hons) 0797 903 3542 ncollinson@abdo.org.uk

Assistant Editor Telephone Email

Jane Burnand 0793 993 6827 jburnand@abdo.org.uk

Design and Production Email

Duncan Taylor-Jones dtaylor-jones@abdo.org.uk

EDITORIAL/ADVERTISING Telephone Email Website

0797 903 3542 ncollinson@abdo.org.uk www.abdo.org.uk

SUBSCRIPTIONS UK Overseas

£150 £175, including postage

Apply to:

Edward Fox FBDO Association of British Dispensing Opticians Godmersham Park, Godmersham, Kent, CT4 7DT

Telephone Email Website

01227 733911 efox@abdo.org.uk www.abdo.org.uk

ABDO CPD Head of CPD

Alexandra Webster MSc PGDipE FBDO CL FHEA FBCLA ABDO CPD, Unit 2, Court Lodge Offices, Godmersham Park, Godmersham, Canterbury, Kent CT4 7DT

Telephone Email

01206 734155 abdocpd@abdo.org.uk

CPD REVIEW PANEL Josie Barlow FBDO CL Andrew Cripps FBDO PG Cert HE FHEA Kim Devlin FBDO (Hons) CL Stephen Freeman BSc (Hons) MCOptom FBDO (Hons) Cert Ed Clare Hayes FBDO CL SFHEA Claire McDonnell FAOI Graeme Stevenson FBDO (Hons) CL Alex Webster MSc PGDipE FBDO CL FHEA FBCLA Gaynor Whitehouse FBDO (Hons) LVA EDITORIAL COMMITTEE Nicky Collinson BA (Hons) Antonia Chitty PhD MCOptom MCIPR MPRCA Alex Webster MSc PGDipE FBDO CL FHEA FBCLA Max Halford FBDO CL Daryl Newsome FBDO R CL SMC (Tech) Alistair Bridge Jane Burnand Duncan Taylor-Jones

Last month, we set out our priorities for the year ahead in our Annual Plan for 2024, and if you have not had the chance to look at this yet, please take a few minutes to read it on our website.

One of our priorities is to extend our engagement with you, our members. All organisations need to understand and respond to the needs of their customers, and for a membership organisation like ABDO, this is doubly important. So over the course of this year, please look out for opportunities to give us your feedback and shape the future plans of your professional body.

There are many ways in which you can make your voice heard and tap into the professional network that ABDO offers. A good example is the new Q&A series that we have launched in this month’s Dispensing Optics. This gives you an opportunity to send in a question for an ‘ABDO expert’ to answer. It can be on anything – business, clinical, CPD, membership queries, products, technological change, or whatever else is on your mind.

If you haven’t done so already, it is also worth thinking about your plans for 2024 and what you want to achieve, on a professional and personal level. Of course, plans do not always survive contact with reality and it’s important to review them as circumstances change. But having a plan does make it more likely that you will stay focused on the things that really matter to you, and at the end of the year, be able to celebrate success.

If management and leadership is something you are interested in – either refreshing and refining your skills and knowledge, or just dipping your toe in the water – then our suite of management and leadership courses might be worth exploring. From short online courses to a diploma accredited by the Chartered Management Institute, there is something for everyone.

Whatever it is you want to achieve this year, I wish you every success.

Alistair Bridge Chief executive

DISPENSING OPTICS IS PUBLISHED BY ABDO, Unit 2, Court Lodge Offices, Godmersham Park, Godmersham, Canterbury, Kent CT4 7DT Dispensing Optics is printed by P&P Litho Ltd, Ashford, Middlesex TW15 1AB © ABDO: No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means whatever without the written prior permission of the publishers Dispensing Optics welcomes contributions for possible editorial publication. However, contributors warrant to the publishers that they own all rights to illustrations, artwork or photographs submitted and also to copy which is factually accurate and does not infringe any other party’s rights ISSN 0954 3201 AVERAGE CIRCULATION: 6,846 copies (January to December 2023)

FEBRUARY 2024 DISPENSING OPTICS

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OUR MONTHLY COLUMN FROM THE ABDO PRESIDENT DARYL NEWSOME

Newsome's Notes Handling human factors

Y

ou cannot work for 20 years plus in a people-based profession such as ours without things going wrong occasionally. It happens. It can be admin, the prescription copied down incorrectly, a mistake transcribing negative and positive lens powers, a wrong patient record and so on. Sometimes, despite all safeguards, this causes someone's spectacles to be made up incorrectly. This could lead to poor vision, even headaches or binocular vision problems.

In my career, I have heard of a minus lens being dispensed in place of a positive prescription, a 3.50 DC cylinder being glazed 90 degrees off, a 50 per cent tint being dispensed as a pair of night driving specs and PPLs being positioned 6mm below horizontal centre line rather than 6mm above. All of this is poor practise – but equally we are human, and we are fallible.

How you handle fallibility is much more important than your human failing. We must be candid, we must put our hands up sooner rather than later, declare there is a problem, what that problem is, and immediately talk to the people involved and agree a solution.

Adverse incidents need to be documented, preferably signed by two people, and copies of the incident report kept Adverse incidents must be documented with the patient record, and in a separate adverse incident log. If the error involves an NHS GOS transaction then it should be reported in the annual complaints report that contractors should complete every year.

Are you aware of the National Reporting and Learning System?

Look it up: it isn’t about catching anyone out, it is all about identifying training needs for ourselves and how to implement them. Visit www.report.nrls.nhs.uk for more information.

Don’t forget: act quickly to resolve the concern, admit fault if you are at fault, and keep good documents and records. Do not try to cover anything up or deny culpability. Most of all, review your processes so the risk of future errors is reduced. Most people are human enough to understand that accidents and mistakes happen; it's how you handle them that’s crucial.

Daryl Newsome FBDO R CL SMC (Tech) President of ABDO

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DISPENSING OPTICS FEBRUARY 2024

ABDO MLT courses open for booking ABDO has opened applications for the first intake of its 2024 Management, Leadership and Training (MLT) courses – aimed at employers seeking to develop existing managers and individuals aspiring to a role in management.

Launched in 2020, the series of training courses and qualifications is run in association with the Chartered Management Institute (CMI), which also assesses and awards the qualification.

The four courses available are: • Management and Leadership Diploma • Continuing Improvement Certificate • Growing Leader Certificate • Management Essentials Certificate

Are you an aspiring manager?

ABDO training is via e-learning, removing the need for time away from the business to complete study.

There are also optional workshops to allow students to extend their knowledge.

ABDO MLT is designed as a route to turning any informal learning into a recognised qualification through a course of study and assessment. The qualification awarded by CMI is well recognised, and students receive CMI membership and access to the support and materials it offers, including the ManagementDirect online resource.

ABDO head of corporate development, Nick Walsh, said: "Formal management and leadership development can be instrumental in growing a stronger team. As an employer, you will encourage better productivity and job satisfaction for your employees who are given such an opportunity.

"For individuals, it can help you to stand out from the crowd by improving your CV with the addition of a formal qualification in management and leadership. It can also indicate to your current employers that you are ready to take on more responsibility,” Nick added.

Applications close on 4 April and study starts on 1 May. Find out more in the Management and Leadership Training section of the ABDO Business Hub.

NEWS 'Revolutionising' dry eye management The Body Doctor has teamed up with Advanced Ophthalmic Systems (AOS) to launch the Dry Eye Revolution at 100% Optical this month.

As part of a new package offer, practices will receive a free three-month trial subscription to AOS software allowing for objective grading of the anterior segment, image enhancement, live video calling between the practitioner and the patient, reporting and access to a ROSS BAILEY remote visual acuity system.

Other features include a community WhatsApp group, point-of-sale material, digital assets for social media and a designated key account manager.

Body Doctor optical director, Ross Bailey, said: "The integration of AOS's cutting-edge software, alongside our Dry Eye Revolution initiative, ensures that practices can seamlessly evolve into fully equipped dry eye clinics, delivering unparalleled knowledge, guidance, and expertise."

AOS general manager, Ben David, added: “One of the primary uses for the software is to improve how dry eye patients are managed. The imaging, grading and analysis tools have been shown to have a significant impact on patient adherence to treatment pathways."

Pucci eyewear partnership renewed Marcolin and Pucci have renewed their exclusive global licensing agreement for the design, manufacture and distribution of the brand’s sunglasses and optical frames until 31 December 2030.

Marcolin started developing Pucci Eyewear in 2015, using the Tuscan brand's signature motifs and colours.

A rebranding occurred with the arrival of Camille Miceli as artistic director in 2021, with modern design concepts, sophisticated manufacturing techniques and delicate constructions.

The next Pucci Eyewear collection designed by Marcolin for the Florentine Maison will premiere at Mido in Milan this Milan debut for new designs month.

FEBRUARY 2024 Time to make a show plan Further capacity for 100% Optical education sessions will be released this month – with additional space reserved for 'walk-ins' on the day.

As the profession gears up for the 10th anniversary edition of the show, from 24-26 February at the ExCeL London, industry partners are preparing for a busy three days showcasing their latest innovations.

ABDO CPD is expecting strong attendance once more at its discussion workshops, while staff from ABDO College will be on hand to discuss courses, training, career development and the latest additions to the College’s bookshop.

With myopia management a prominent theme on the programme, there will also be insights into eyewear trends, contact lens practice, dry eye, artificial intelligence, lens R&D, digital technologies, instruments and more.

Register to attend, and book education sessions via the website, go to www.100percentoptical.com

Discover the latest eyewear trends

GOC fees to rise by 6.6 per cent The General Optical Council (GOC) registration fee for dispensing opticians, optometrists and body corporates will rise by 6.6 per cent, to £405, from April 2024.

Fees for students will remain the same at £30, and the discount for low income fees will remain at £120, meaning that the low-income fee will increase to £285.

Last year, registrant fees were increased to £380.

Between 2020 and 2023, registration fees remained frozen at £360.

The GOC stated: “This increase in fees will ensure the GOC can continue to fulfil its statutory remit and protect the public by upholding high standards in the optical professions, while sensibly managing risks in a climate of continued financial and economic volatility.

“The GOC’s journey over the previous few years has ensured we achieved all 18 PSA standards of good regulation in 2023. The priority now is to consolidate that work so that registrants can be confident they are supported by a sustainable, effective regulator, underpinned by prudent use of registrant fees."

The GOC will agree a new financial strategy for 20252030 this year, which will include its approach to fees.

FEBRUARY 2024 DISPENSING OPTICS

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FEBRUARY 2024

NEWS

Hand-held devices to be won Grafton Optical is offering 100% Optical 2024 visitors the chance to win a Tono-Vera hand-held tonometer from Reichert and a QuickSee Free handheld autorefractor from PlenOptika.

To be in with a chance to win, book a demonstration of either device at the company's stand during the show or via its website in advance. A second entry is offered to those sharing any Grafton Optical social media posts promoting the prize draw during the show.

The QuickSee Free model up for grabs is the Pro Keratometry pictured – new for the 2024 show.

"We're thrilled to showcase these cutting-edge handheld devices at 100% Optical," says David Thickens, CEO at Grafton Optical. "The demonstrations promise an insightful glimpse into the potential these devices offer for enhanced patient care and practice efficiency."

Hoya Hi-Vision Meiryo coating

London debut for premium coating Hoya Lens UK will introduce its most advanced premium spectacle lens coating yet – Hi-Vision Meiryo – later this month at 100% Optical.

"Hi-Vision Meiryo sets a new standard with significantly lower reflectance, and superior clarity that lasts," said a company spokesperson.

"For those with an interest in myopia management, there will be a chance to learn more about our award-winning Miyosmart product range, which now includes photochromic and polarised lenses as well as clear.

"Supporting independent practices is a key priority for Hoya and so alongside the latest product innovations, 100% Optical will be the place to discover a wealth of business support and rewards designed to supercharge your success."

Book your demonstration

TV campaign promotes eye health Boots Opticians has launched a new advertising campaign themed around seeing ‘little details’ that could easily be missed without clear vision.

The TV campaign includes a series of short 20-second films that began airing last month.

Gail Borley, head of brand and digital at Boots Opticians, said: “We are really excited to be launching our new TV campaign, which is an extension of our successful ‘See what’s possible’

brand platform, highlighting the importance of eye health and vision.

"The campaign showcases how life can be enhanced when you have your eyes tested and find the right pair of glasses or contact lenses, not only in the objects and places you can see more clearly, but in the faces and expressions of the people you love.”

The advert is being shown on ITV1 and can be viewed on YouTube.

VR lens innovation showcase Catch up with the Jai Kudo team on the Millmead Optical Group stand at 100% Optical to discover the secrets behind Kudos, which uses virtual reality (VR) technology to create a bespoke progressive lens design.

Kudos harnesses VR headset technology to create a progressive lens designed using digital data collected on the wearer's gaze. The system also enables the dispensing optician to demonstrate the

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DISPENSING OPTICS FEBRUARY 2024

visual effects of progressive, bifocal or single vision lenses in real life situations.

Also on the stand will be Continental Eyewear, highlighting the new Star Fit collection for children featuring evidence-driven designs for paediatric dispensing. The company will unveil a new licensed brand – Mr Men and Little Miss – and display the latest releases from Reykjavik Eyes Black Label, Puriti, X-eyes Lite, and Lazer.

Discover the secrets of Kudos

NEWS

FEBRUARY 2024 Rodenstock UK During 100% Optical, visitors will have an opportunity to run through Rodenstock's BIG Exact experience with its new DNEye 3 scanner – featuring an in-built fundus camera and enhanced tear film analysis.

In addition Rodenstock will introduce its new LayR technology.

Solitaire LayR is designed to improve Rodenstock's biometric lenses offering the wearer "a significantly clearer view".

LayR technology layers are designed to overcome various impairments on the path to clearer vision, whether they be scratches, dust, dirt or fingerprints on the lens surface, as well as harmful UV and potentially harmful blue light.

3DNA's new digital dispensing desk

Elevating the dispensing experience 3DNA has launched a new digital dispensing desk and updated eyewear design app to bring a sleek look to the dispensing floor and a relaxed, seated position during eyewear fitting sessions.

The dispensing desk features adjustable LED backlit shelving, 50-piece swatch display, illuminated 3D scanning mirror, and three 4K touchscreen monitors.

The v1.9 App features a step-to-step guide for patients to create their own eyewear design, advanced design mode for shapes and materials and a selfselecting design feed – with 100 new acetate colours, 50 new frame styles, and a library for practices to upload their own frame shapes.

Sharing OCT expertise The Heidelberg Engineering Academy will be staging interactive CPD-accredited lectures on its stand at 100% Optical this month.

Two different workshops will run throughout the weekend, covering artificial intelligence (AI) and optical coherence tomography (OCT) analysis.

Tim Cole, clinical affairs manager at Heidelberg Engineering, said: “Having been immersed in OCT for the best part of 20 years, I will be sharing my experience about the current fast-growing trends and talking about where we are heading with imaging technology.”

There will also be Heidelberg Engineering Peer Review workshops on 'OCT analysis: learning the Eyeway Code', with guidance on how to systematically evaluate OCT images for signs of eye disease and how to correctly describe pathology in OCT scans to enhance referrals.

See the BIG difference with Rodenstock

Special instruments offers As well as enjoying special show pricing offers, visitors to BIB Ophthalmic Instruments' stand at 100% Optical can enter a competition to win an Optopol Revo FC OCT (subject to T&Cs) – now approved for diabetic eye screening.

The Optopol Revo FC 130, hailed as "the world’s fastest OCT", will be launched and shown alongside SK-MED's new high specification digital LED slit Lamp SL-5C, incorporating an automated dry eye analyser.

Wavefront clinical and diagnostic equipment from Visionix will be on display, featuring wifi connectivity for seamless data transfer, and the new Visionix VX120 + dry eye multimodal 10 in one device will also be launched.

Optopol OCTs will be on display

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DISPENSING OPTICS FEBRUARY 2024

EXPERIENCE THE COMBINED PERFORMANCE OF

BIOMETRIC INTELLIGENT GLASSES WITH ALL-NEW LAYR TECHNOLOGY Discover more at 100% Optical

Stand W142

Solitaire® LayR is Rodenstock’s new coating technology that adds multifunctional layers to Biometric Intelligent Glasses.

OPTICAL SUPPLIERS ASSOCIATION MEET THE MEMBER

Cosium: seamless software integration

S

ecuring an NHS supply chain contract is no mean feat and suggests an attention to detail and technical skillset which few can rival – exactly what Cosium is currently celebrating.

The unified optic and audio practice management software provider has won a coveted contract for its audiology provision, as UK managing director, Colin Hurst, explains: “This is a very significant contract and signifies a real endorsement for us. We have adapted our product to integrate with NHS in-house systems, and it demonstrates just how flexible our software is for practices.”

Cosium’s combined audiology/optometry system can be modified for each business application but, as more practices take on the provision of hearing aids, the combined software has many advantages.

“In a tough market we are keen to see our users make maximum use of our marketing and customer relationship

Colin Hurst, managing director

solutions and to engage with their patients in a variety of ways," explains Colins, "whether that’s the traditional methods or potentially integrating into third party applications.”

Cosium, the 20-year-old Versaillesbased business, has had a dedicated UK operation for six years. “We gain much

from international businesses in terms of product and application development," continues Colin. "The system is very rich in functionality, intuitive and very configurable. This is on top of Lab Software integration, Virtual Try-On and eCommerce. Business intelligence and multi-site management are very useful aspects and it is easy to use, even if the business has not had a practice management system before.”

Cosium also appreciates the sustainability advice that comes from being an OSA member. “Sustainability was a key part of winning the NHS contract and is a major focus for our French parent company, but in truth we do not have much of a carbon footprint with as many journeys as possible made on public transport. We have installed electric car charging points at our offices and are not moving a lot of products around the country, plus much of our training and support is provided remotely by a secure cloud-based system.”

ABDO College at 100% Optical 24–26 February 2024 Excel London Visit ABDO College on Stand: B351 to learn about courses and training. Discover how to: • plan training for your practice team • become a dispensing optician • become a contact lens optician • upgrade your optical assistant skills And order competitively priced dispensing, optometry, ophthalmology and contact lens books and equipment such as rules, gauges and charts from the ABDO College Bookshop.

Special offer: free postage with every item ordered at the event.

Call 01227 738 829 (Option 1) or email info@abdocollege.org.uk

abdo COLLEGE www.abdocollege.org.uk | www.100percentoptical.com

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DISPENSING OPTICS FEBRUARY 2024

QUESTIONS & ANSWERS CHERYL HILL

Binocular vs monocular PDs

QUESTION Many practices use binocular pupillary distances (PDs) when dispensing progressives and high powered lenses. I always use monocular PDs (monos) with progressives, even with wide corridors, as I've been taught.

However, I feel many people seem to have adapted to the differential prism in their old spectacles (due to binocular PDs) and when they come to me and I prescribe monos (although rare) they struggle. This is especially awkward in practice, since I tend to reiterate to our team what I've been taught at college – which is never to use binocular PDs with progressives.

Would you say this is a classic theory vs reality situation? Of course, with high adds and narrow corridors, I would never use binocular PDs. But would it be best to give patients what they're used to, rather than have them adapt to mono PDs? Or is it best for them to adapt to the monos since it will be better for them in the future when their reading add increases?

As a dispensing optician, I don't want my fear of a possible remake to come before doing what is best for a patient. Any advice would be appreciated.

DO YOU HAVE A QUESTION on a topic that's relevant to everyday practice? Send your Q&As to the editor at ncollinson@abdo.org.uk

We would always advocate taking accurate measurements for all patients, regardless of lens design or prescription. We were all taught the measurements required when dispensing any progressive power lenses (PPLs): 'It is essential to state the right and left monocular PD in order that each eye centres on the umbilical line of the corridor’1. We do this to ensure the best visual outcome for the patient – particularly when they are viewing near objects in the median plane.

Monocular PDs can differ in patients from approximately 0-5mm – and this difference needs to be accounted for when ordering lenses. This is important whether they are PPLs or single vision lenses – especially when dealing with high refractive errors or correcting high amounts of astigmatism.

British Standards 21987:20172 tells us that the tolerance on centration for single vision and PPLs is dependent on the highest power in the required meridian (the relevant British Standards can be accessed via your ABDO membership profile). However, it is worth noting that position specific single vision lenses, and those with advanced geometry within their design, must be accurately centred in the as worn position.

Research from Africa3 (100 pairs of spectacles analysed) showed that 51 per cent of participants' spectacles were glazed Measuring interpupillary distances within horizontal tolerances, and only 3.12 per cent within vertical tolerances. Symptoms were reported by 50 per cent of those with induced base out prism, and 47 per cent of those with vertical induced prism. None of the participants with induced base in prism reported any issues. This indicates that tolerance for base in prisms is much higher than other types of induced prism.

Most patients will not report symptoms of induced prism but will learn to tolerate, potentially causing problems for the next practitioner. Where a patient has become accustomed to a binocular measurement, it is still recommended to take accurate monocular measurements. We would then advise counselling the patient about a period of adaptation – and discuss the reason why your measurements may be different.

References

We begin our new Q&A series with a question from ABDO member, Hassan, about measuring pupillary distances – which is answered by ABDO CPD officer Cheryl Hill.

1. Tunnacliffe AH. Essentials of Dispensing. 3rd. Ed. Association of British Dispensing Opticians; 1998;44.

2. R10.2.1 25 Optical British Standard British Standards. www.abdo.org.uk/regulation-and-policy/advice-andguidelines/regulatory/british-standards 3. Moodley VR, Kadwa F, Nxumalo B, Penciliah S, Ramkalam B and Zama A. Induced prismatic effects due to poorly fitting spectacle frames. African Vision and Eye Health 2011;70(4):168-174.

CHERYL HILL FBDO SMC (Tech) CertEd has worked in both independent and multiple optical practice at management level. She initially lectured in ophthalmic dispensing at Bradford College before moving to lecture in ophthalmic lenses and dispensing at the University of Bradford. She is a member of the advisory panel for All About Vision UK and a UK and overseas practical and theory examiner for ABDO. Cheryl is an experienced peer review author, CPD presenter and facilitator. She is CPD officer for ABDO, and is training to be a contact lens optician.

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PRODUCT SPOTLIGHT - EYEWEAR Research insights behind new designs View the new Coloristic collection from Tree Spectacles at 100% Optical this month.

A major new launch for the Italian independent eyewear company, the styles are the result of detailed research into how colours can be combined, balanced and manipulated to convey sensations, moods and special effects. There are 24 ophthalmic models in acetate and bio acetate.

"We have combined multiple acetate colours with elegant contrasting effects and beautiful harmonies; this is really a new innovation-led departure for Tree Spectacles, and yet it is a concept that is deeply connected to our minimalist and modern aesthetic," said Marco Barp, Tree Spectacles co-founder.

Ofreo from Tree Spectacles' Coloristic collection

Explosions of colour The latest designs in Blackfin's Blackfin One flagship collection have been crafted in collaboration with colour experts at the company's sustainable Black Shelter HQ. Made entirely in Italy, the six new frames mix timeless shapes with exclusive colour creations in high quality titanium.

Model Bodega Bay (pictured) is a bold profile for women, with a curved bridge for a soft touch effect. The classic shape is cut from a single block of titanium and is available in brighter solid or gradient colours – from yellow to deep blue, and from purple to emerald green.

Blackfin One Bodega Bay in purple

Joyful new acetates Making its international debut at Opti in Munich last month, the new Light Joy collection from Lightbird – the 100 per cent Made in Italy brand from Belluno – consists of six women's, men's and unisex models in acetate.

"I’ve decided to introduce a new acetate collection that maintains the style and philosophy of Lightbird, but with a different technical approach – such as the linearity of shapes and the use of a single colour per frame – and is more accessible to the younger generations," said designer Corrado Rosson.

A QR code on the tips connects the company, the practice and the patient.

Flair 1601: Made in Germany

Taking minimalism to the max

Lightbird Joy Boogeyman LB137 C187 14

DISPENSING OPTICS FEBRUARY 2024

Sparkling zirconia stones, precious finishes, twisted colour surfaces, and sophisticated colour plays are the themes of the new spring/summer 2024 collection from German brand, Flair.

Included within the collection is the minimalist classic, Flair 1601. With sides just 0.9mm thin and made from anti-allergenic surgical steel, a screwless Flair hinge with integrated auto-stop, and a minimalist, transparent end tip, the style is said to offer maximum flexibility, minimum weight (3g) and premium quality.

PRODUCT SPOTLIGHT - EYEWEAR Diamonds are a girl's best friend Invu has unveiled its latest women's sunglasses collection aptly named after the famous 1950s jazz song: Diamonds Are a Girl's Best Friend.

The styles feature Swarovski rhinestone embellished sides that harmonise with frame colour combinations of translucent purple, sand and hazel. A soft cat-eye front is married with chunky sides.

The new releases are equipped with Invu's proprietary ultrapolarised lenses to ensure clarity, reduced glare and enhanced colour perception.

Quintet from Charmant's Line Art collection

Symphony of style Evoking the glamour and sophistication of high-end jewellery, four new models have been added to the Line Art collection from Charmant.

Press-mounted and elegantly simple nylor shapes are embellished with Swarovski crystals or vibrantly colourful rhinestones.

Pictured is pressure-mounted Quintet model XL2171, which has five brilliant-cut Swarovski stones mounted on the sides featuring alongside Japanesse colour toned lines of rose gold, gold plated and silver.

Glamorous Invu women's sunglasses

‘Aint no mountain high enough

Debut rimless collection from Neubau

The new Pathline Pro and Pathline.f Pro mountain biking frames are designed to offer all the best features of Evil Eye – the Silhouette sports eyewear brand.

A new sweat bar offers sun, dust and perspiration protection, while an improved Tri.fit function can be used to adjust the frame angle. A new lens lock system has a novel tilting mechanism to make changing lenses more seamless, and traction grip ensures the frames sit firmly in place.

The Pathline Pro and Pathline.f Pro, optimised for rounder facial characteristics, feature patented Light Stabilisation Technology and are available in 12 frame colours (matt and metallic) and 14 lens colours.

Written in the stars Austrian premium brand Neubau Eyewear is set to release its first rimless collection of frames named Sphere.

The collection plays with geometric straight lines and interesting cut-outs that vary from extreme micro shapes to classic octagons. The central element of each pair is a prominent tube made of high quality beta titanium. A special accentuation is created by lenses in soft tints like mint, rosé and grey.

The models are named after constellations such as Orion, Andromeda, Octans, Corvus, Phoenix, Cassiopeia, Argo and Vela – all 'handmade in Austria’.

Evil Eye Pathline Pro

FEBRUARY 2024 DISPENSING OPTICS

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CPD LEARNING DOMAINS

Exploring colour perception

By Mark Hickton BSc (Hons), Cert Ed, FBDO, FHEA

PROFESSIONAL GROUPS

CPD CODE: C-107458

T

he world we visually experience around us is full of light and colour, and we often take this amazing sensory experience for granted. It may surprise you that there is no such thing physically as colour; light that is incident or reflected off objects, and light sources themselves, do not possess colour as a physical property. Only when complex processing within the brain and visual system take place do we perceive colour.

This article explores the visual processes relating to human colour perception, including anomalies and pathologies that can affect our perception of colour.

Why do we need colour in our perceptual experience? Visual salience is a perceptual property that determines how much an object in a scene stands out to an observer. Colour, along with other factors such as motion and luminance, helps increase the visual salience of objects within the scene1.

Figure 1a compares a monochromatic black and white image with a full-colour image of a hedge containing berries.

Although the shapes of the berries can be seen in the monochromatic image, they share the same luminosity as other parts of the scene and cannot quickly be discriminated. The application of colour

1a

MCQs AVAILABLE ONLINE: Thursday 1st February 2024 CLOSING DATE: 9 May 2024 ANSWERS PUBLISHED: June 2024

This CPD session is open to all FBDO members and associate member optometrists. Successful completion of this CPD session will provide you with a certificate of completion of one non-interactive CPD point. The multiple-choice questions (MCQs) are available online from Thursday 1st February 2024. Visit abdo.org.uk.

After member login, scroll down and you will find CPD Online within your personalised dashboard. Six questions will be presented in a random order.

Please ensure that your email address and GOC number are up-to-date.

The pass mark is 60 per cent.

CPD CODE: C-107458 16

DISPENSING OPTICS FEBRUARY 2024

1b

FIGURES 1a and 1b: The addition of colour helps improve visual saliency

Although colour is a perceptual property, formed by processing within the visual pathways of the brain, there is typically a strong correlation between the colours we experience and the physical wavelength of light. Electromagnetic radiation with wavelengths between 390nm to 760nm represent the human visible part of the electromagnetic spectrum6, with the longest wavelengths manifesting perceptually as red, and shortest wavelengths perceived as violet.

The limits of the visible spectrum are not absolute, and are influenced by factors such as the luminance of light, and the age of the observer7.

From a physiological context, the process of colour discrimination and perception begins with the conephotoreceptor cells within the retina. Most humans have trichromatic vision, which is supported by the presence of three conereceptor types within the retina containing different types of iodopsin photopigments. Although some informally label these photoreceptors as red, green, and blue cone cells, they should, perhaps, more accurately be described as long, medium, and short (L, M, and S) cells respectively, based on the range of wavelength of light they respond to.

Rod photoreceptor cells are generally considered achromatic, in that they typically do not contribute to our colour perception; however, there is evidence that rod-cell activity can affect colour perception, especially when functioning alongside the other photoreceptor activity in mesopic conditions8,9.

Cone response FIGURE 2: An imaginary response curve for a single cone cell, plotting wavelength vs. cell response rate

cell response if intensity of source D is doubled

Cone response

CONES AND WAVELENGTHS

Wavelength

cell response for source D, if source D’s intensity is the same as source C

Wavelength FIGURE 3: An imaginary response curve for a single cone cell, showing the impact of luminance

Cone response

to the image instantly increases the visual salience of the berries in the hedgerow.

Similarly, the coloured pens in Figure 1b can be individually differentiated when colour is perceived, even when they share the same monochromatic luminance when colour is removed.

Some have suggested that the evolution of colour vision, particularly the red-green system, is an evolutionary enhancement to help animals and humans to detect fruit and ripeness levels more easily, and therefore help discover food sources2-4. Colour has also been suggested to aid in courtship by the display of colours in some animals, and even emotional recognition based on blush responses2,5.

Wavelength FIGURE 4: An imaginary set of response curves for a dichromatic visual system

FEBRUARY 2024 DISPENSING OPTICS

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CPD APPROXIMATE PREVALENCE

IMPACT

Absence of L-cone ‘red’ photoreceptors

~ 1% male ~ 0.01% female10

Inability to perceive reds and greens. Colour vision consists of blues, yellows, and greys, with restricted long-wavelength perception2,14

Deuteranopia

Absence of M-cone ‘green’ photoreceptors

~ 1% male ~ 0.01% female10

Inability to perceive greens AND reds. Colour vision consists of blues, yellows, and greys. Middle wavelength regions are likely to be perceived more grey than protanopes2,14

Tritanopia

Absence of S-cone ‘blue’ photoreceptors

<0.01% male and female10

Longer wavelengths perceived as red, shorter wavelengths perceived as blue, with the middle wavelengths perceived as grey2,14

Protanomaly

A dysfunction of the L-cone ‘red’ photoreceptors

~ 1% male ~ 0.03% female10

Confusion with colours relating to medium-long wavelengths and the red-green channel, with more red light required to make colour matches10,12

Deuteranomaly

A dysfunction of the M-cone ‘green’ photoreceptors

~ 5% male ~ 0.35% female10

Confusion with colours relating to medium-long wavelengths and the red-green channel, with more green light required to make colour matches10,12

Tritanomaly

A dysfunction of the S-cone ‘blue’ photoreceptors

~ 0.2%20

Confusion with colours relating to medium-short wavelengths and the yellow-blue channel, with more blue light required to make colour matches6

Blue cone monochromat

The patient possesses only a S-cone and rod photoreceptors

~ 0.001%21-22

Poor levels of vision, but some colour discrimination between yellows and blues6

Rod monochromat

A complete absence of cone photoreceptors

~ 0.0003%10

No colour vision (achromatic), alongside extremely poor levels of vision (especially in photopic conditions)6,23

Dichromats

Protanopia

Anomalous Trichromats

DESCRIPTION

Monochromats

CVD TYPE

TABLE 1: Forms of CVD and associated perceptual impact

Multiple cone cell types are required to differentiate perceptual colours or hues4,9,10; consider an imaginary single medium-wavelength cone cell – as per Figure 2.

Figure 2 shows the sensitivity of the cone to varying wavelengths of light, with medium wavelengths initiating the highest response from this cell. Even though this photoreceptor responds best to mediumwavelength light (such as yellow-green), it will also respond when excited by light of other wavelengths within the cell’s bandwidth. It can be seen from Figure 2 that light from source A and light from source B, which have different wavelengths, will produce the same response from this single cell and therefore the light sources will appear perceptually identical.

Additionally, the luminance of light affects our perception of colour; for example, orange light with a fixed wavelength will appear brown at low luminance levels. Returning to our single cone cell (Figure 3), we can see that light

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DISPENSING OPTICS FEBRUARY 2024

from source C will produce the maximum cell response, and light from source D will achieve half the maximum response.

However, if we double the intensity of source D, we will end up with a similar cell response; again, the single cell in this situation will not be able to support perceptual discrimination between the colour of these sources, despite the sources having different wavelengths.

The inability of a single cone cell to discriminate colour within its bandwidth due to differing wavelengths and luminances is known as the principle of univariance2,9,10. Humans and animals that possess visual systems comprising of one type of cone-cell and rod cells, or just rod photoreceptors, are known as monochromats. Such visual systems will result in extremely limited colour perception (see Table 1). From these discussions, it is clear that possessing only one type of cone-receptor is not sufficient for disentangling different wavelengths and luminances for colour perception10,11.

Consider now an example of

dichromatic vision, achieved with the presence of two different cone cell types with different response curves, as per Figure 4. In this system, light from sources A and B will produce the same response from the ‘M’ cone, but a differing response from the ‘L’ cone. Thus, through comparative signal analysis from multiple cone cells, differentiation of wavelengths and luminance vastly improves colour perception and discrimination.

The typical human trichromatic colour system, supported by the presence of the three cone types, allows for greater colour discrimination compared to a dichromatic system, allowing the perception of more than two million individual colours2. Each of the cone cells have peak sensitivities in different parts of the visual spectrum based on the type of iodopsin (cyanolabe (S), chlorolabe (M), and erythrolabe (L)) present within each of the three cone types (Figure 5).

The human retina contains approximately six to seven million cone cells, and approximately 120 million rod

HIGHER-ORDER COLOUR PROCESSING Although it seems from the discussion so far that our perception of colour is purely stimulus-driven, with the wavelength and luminosity influencing photoreceptor activity, there are also higher-order neurological processes that exhibit a topdown influence. Our perceptual system is wired to try to ‘see’ objects with consistent features regardless of the illumination, distance, and viewing angle.

Normalised cone response (linear energy)

cells2,4 and the distribution of these photoreceptors is not uniform. Most of the M (‘green’) and L (‘red’) cone cells tend to be in the macula region, with the greatest concentration in the fovea, whilst the S wavelength (‘blue’) cells, comprising only around five to 10 per cent of the total cone cells, tend to be absent in the central fovea and scattered more in the peripheral retina10-14.

Although some animals have more than three cones types (allowing perception of wavelengths invisible to humans) additional cone types are thought to have an adverse effect on visual acuity.

It is suggested that the absence of S cone cells in the central fovea helps improve acuity in that region10 and offsets unwanted chromatic aberration effects12,13.

In the late 19th century, Hering proposed an opponent-processing theory based on the perception of colour, rather than the physiology of cone cells, showing that colour processing can be decomposed into three colour ‘channels’: a blue-yellow colour channel, a more evolutionary-recent red-green colour channel, and a third channel relating to achromatic luminosity (or, simplified, white-black)2,12,14. Opponent processes are present in the retina and lateral geniculate nucleus12,15, utilising neural mechanisms that can show excited responses to some wavelengths (i.e. red light) and inhibitory responses to other spectral wavelengths (i.e. green light).

Although the exact neurophysiology that supports colour vision is still debated16, it is generally agreed that the trichromatic cone physiology and the summation of opponent-channel outputs, along with further processing in the cortex, mediates our perception of colour and allows us to see the multitude of colours in our everyday experience2,9,17.

400

450

500

550

600

650

700

Wavelength (nm) FIGURE 5: Typical cone response curves for human cone photoreceptors in a trichromatic visual system

As an example, consider a white car illuminated by the midday sun. This car will naturally appear white, as it is reflecting white light. However, imagine the same car illuminated by the orange-red light of a sunset. The spectral profile of the reflected light will consist more of the redorange longer wavelengths, implying that we should see the colour of the car as orange, but this is not the case; most of the time, we will still perceive the car as white, no matter the colour of the light illuminating the object.

Our visual system uses constancy mechanisms to allow us to perceive objects normally; colour constancy enables our perception of colour to typically remain relatively stable regardless of the colour of the light illuminating a scene2,18. It is believed that the visual system analyses the overall lighting in the scene and, alongside cone chromatic adaption mechanisms1,10,12, uses this to normalise colour perception of objects within the scene to achieve colour constancy.

Chromatic adaption mechanisms also account for the typical normalisation of colour perception after wearing tinted sunglasses for a time19. Although this colour constancy mechanism is reliable under natural viewing conditions, images in which the nature of the lighting is uncertain or ambiguous can lead to misinterpretation of colour. A famous example of this is the blue-black/whitegold dress, in which multiple observers viewing the same scene will see very different colours, despite being exposed

to the same light and wavelengths1,2.

Experiential knowledge has also been shown to provide a minor contribution to the perception of colour. When subjects have been shown grey-scale images of familiar objects, top-down processing has been found to induce memory colour when viewing such objects1,2; for example, grey-scale images of bananas have been shown to elicit a yellow perception of the banana under certain viewing conditions.

COLOUR VISION DEFICIENCY Congenital colour-vision deficiency (CVD) – sometimes referred to as dyschromatopsia – can present as either an absence or an anomaly of one or more cone receptor types. Patients with only two cone receptor types would possess dichromatic vision, whereas patients possessing only one cone type would present with monochromatic vision.

Anomalous trichromatic patients possess all three cone photoreceptor types, however, there is an anomalous shift in the wavelength sensitivity of the photoreceptor response curves which affects colour discrimination11,20.

The extent of anomalous trichromacy can vary significantly, with some patients experiencing very mild CVD to others that almost experience full dichromacy6. There are also extremely rare congenital conditions in which a patient presents with no cone photoreceptor cells, a condition known as rod monochromacy (also known as congenital achromatopsia).

Table 1 details the various forms of CVD, and associated perceptual impact.

FEBRUARY 2024 DISPENSING OPTICS

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CPD CVD corresponding to the absence/abnormality of the L and M cone cells typically have their aetiologies based on X-linked gene mutations. Females have two X chromosomes, and therefore a mutation in one of these may not manifest if the other X chromosome is genetically normal. Males (with only one X chromosome) have a higher prevalence of CVD in relation to L and M cone-cell function, and this reflects in the overall prevalence with around eight per cent of the male population presenting with some form of CVD compared to 0.4-0.5 per cent of the female population10,24.

Perceptual symptoms in CVD reinforce Hering’s opponent-process theory, as typically most CVDs affect either the redgreen colour channel, or the blue-yellow colour channel, and not just colours of specific wavelengths. Table 1 also demonstrates why we should perhaps avoid referring to cone cells by the labels red/green/blue, as blue can be perceived with the absence of S cones in tritanopia, and the perception of green can be absent despite the presence of M cones in protanopia10,14.

It should be noted that even subjects with normal colour vision can show minor variations in colour perception when asked to match unique colour hues; some suggest this is due to the mosaic distribution of L and M cone cells, and the variable ratio in their numbers9,15.

There are also forms of acquired CVD. Perhaps the most severe is cerebral achromatopsia, a rare condition typically resulting from lesions caused by pathology or trauma in areas of the brain relating to colour processing (such as areas V4 and V8)10,12,17,25,26. Such lesions can result in a complete loss of colour perception, in the full or partial visual field, with patients often describing the resulting perception as a monochromatic grey-scale or a sepia-style experience13,27,28.

As the crystalline lens within the eye ages, it begins to yellow; this reduces the amount of short-wavelength light incident on the retina, affecting the perception of colour and contrast29. Additionally, further disruption of colour perception can be attributed to the formation of cataract opacities29. As the ageing of the lens is a typically gradual process, patients are unlikely to perceive this slow deterioration due to chromatic adaption mechanisms19.

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DISPENSING OPTICS FEBRUARY 2024

After intraocular lens surgery, the sudden change to a clearer optical media often results in patients describing colours as richer and more vivid. Whilst the visual system renormalises to the increased spectral transmission, patients may also experience a blue-tinge to their colour perception (known as cyanopsia) for a few weeks before constancy mechanisms adapt29,30.

Köllner’s rule, however, and some pathologies will present with CVDs affecting both colour channels.

Certain medications can also have side-effects that may impact on a patient’s colour perception. Digoxin, Hydroxychloroquine, Sildenafil, Tamoxifen, Ethambutol, and Carbamazepine are examples of drugs that can have acquired CVD as a sideeffect24,31,35,36.

CVD TESTING AND CAREER IMPACT

FIGURE 6: Perceptual changes due to CVD37 TOP-LEFT: normal colour vision; TOP RIGHT: protanopia; BOTTOM LEFT: deuteranopia; BOTTOM RIGHT: tritanopia.

Other ocular pathologies can have associated CVD symptoms, for example, optic neuritis typically presents as a unilateral inflammation and demyelination of the optic nerve, related to multiple sclerosis, auto-immune deficiencies and infections31-33. As well as significant deterioration of visual acuity, acquired CVD typically accompanies optic neuritis.

Red desaturation tests can be used to diagnose and monitor optic neuritis by comparing the perceived saturation of colours between the patient’s eyes, with the affected eye typically experiencing more desaturation of colour compared to the healthy eye. Other conditions that may present with CVD symptoms include glaucoma, age-related macular degeneration and diabetic retinopathy24,34.

Köllner’s rule can be used to predict the type of acquired CVD based on the pathophysiology; diseases affecting the ocular media and outer retinal layers tend to produce blue-yellow channel colour defects, whereas optic nerve and visual pathway pathology result in colour defects relating to the red-green channel34. There are exceptions to

The impact of CVD on quality-of-life and vocation can be highly variable depending on the severity; Dichromatic patients will have significant difficulties with colour discrimination (Figure 6), whereas anomalous trichromacy may not impact vastly on the early years of life, and may only present with minor perceptual confusion of colours. The patient, of course, will not realise they have any congenital colour deficiency through their own observations, as they will never experience the full spectral range of a trichromat and assume their perception of the world is ‘normal’.

Colour labelling by children may seem intact (i.e. they would still describe red objects as ‘red’, even though they may experience a different percept of red) and this may often mask the condition from the parent’s perspective; thus, it is important to ensure that colour-vision screening is embedded into paediatric development checks.

Whilst colour confusions may raise suspicions with parents or carers of CVD children, it is often the case that CVD is more likely to be detected through screening within the school setting or within an optical practice as part of a sight test. Table 2 highlights a few experiences, which suggest CVD is present. CVD screening may be overlooked, however, if colour vision confusion is not reported by the child or parent and, as such, CVD may not be diagnosed until well into childhood, or even into the teenage years. A review

by Stoianov et al.38 highlights the wideranging impact on quality of life that CVD can have, with occupational, educational, emotional, and social detriments included. More information on CVD, its impact and support information, can be found on the Colour Blind Awareness site, www.colourblindawareness.org39.

"I cannot discern whether a banana is ripe or unripe" "I have difficulty discriminating between the brown and red balls in snooker" "Kit clashes whilst I watch football is an issue" "I did not want to use colour in art at school" "I have had difficulty with shopping for clothes, and have to ask what matches" TABLE 2: Examples of indicators for potential CVD

Although CVD is detrimental in most cases, it is suggested that some dichromats are less susceptible to colourcamouflage effects. The reduction of colour saliency allows shape and texture to become more apparent when viewing camouflaged objects and, as such, dichromats have been recruited into military roles in relation to image analysis10,34,38.

SUGGESTED CVD 'SOLUTIONS' Whilst there is no cure for human CVD, and many live with this perceptual disability without any corrective optical appliance, there are spectacle and contact lens products available designed to improve colour discrimination for CVD patients20.

Many of these devices utilise a ‘notched’ spectral filter, which inhibits the transmission of light wavelengths that generate confusion between colours (often filtering out the wavelengths where the M and L cone response curves overlap).

It is important to note that such products, despite some claims, cannot allow CVD patients to experience normal colour vision20,40; rather they may help improve colour-contrast and differentiation of colours for the wearer. There is also the need to have different filters for different classifications of CVD, with many products specifically targeting the more common CVDs, such red-green related CVDs. Due to the wide range of coneresponse shifts that can be encountered, studies have shown the efficacy of these devices can be highly variable20,40-44.

Additionally, the lenses present with vividly coloured tints, and thus the cosmetics of such devices should be discussed with the patient beforehand when managing their expectations.

Many modern digital devices, operating systems and browsers (such as Microsoft Windows, iOS, and Google) now have settings that allow display colours to be altered to support patients with CVD (Figure 7), though visibility and public awareness of these assistive technologies is limited20,45. Research into potential solutions is ongoing, and directions in this field include live-feed augmented reality glasses, allowing confusioncausing wavelengths to be controlled in the live viewing scene, and gene-therapy, which has had some success in mice and squirrel dichromacy20,43,45,46.

IN SUMMARY Our subjective perception of colour seems effortless in our everyday experience, but it has been seen that numerous processes contribute to our experience of colour. Though this article has covered several mechanisms that contribute to our perception of colour, it does not tell the full story.

Research into colour perception is ongoing, with many other mechanisms proposed to influence our perception of colour, including chromatic adaption, lateral inhibition, and inference based on context and frequency of occurrence2,26,47; although this is beyond the scope of this article, it clearly shows the complexity behind the processes responsible for our visual experience, and how much more we need to learn about perceptual mechanisms that form our conscious view of the world around us.

REFERENCES References can be found when completing this CPD module.

For a PDF of this article with references, email abdocpd@abdo.org.uk

ACKNOWLEDGEMENTS The author would like to thank Dil and Steve for their insights into their personal colour deficiency, and how it has impacted upon their experiences.

MARK HICKTON is a dispensing optician with 25 years' experience within the optical industry. He has worked as a lecturer in ophthalmic dispensing at Bradford College for the last 15 years, and is the module leader for the optics, visual optics, and ophthalmic lenses modules. His college scholarly activity revolves around the area of visual and audio-visual perception. Mark is an ABDO Fellow, a Fellow of the Higher Education Academy, and an experienced CPD author.

LEARNING OUTCOMES FOR THIS CPD ARTICLE DOMAIN: Clinical Practice 5.3: Keep up-to-date with the latest information relating to colour perception and consider how you may apply this knowledge to the care you provide.

7.1: Conduct an adequate assessment for the purposes of the optician consultation, including within the area of colour vision deficiency.

7.5: Provide effective care and treatments for patients with colour deficiency, based on current good practice.

FIGURE 7: Example of digital device colour correction function

FEBRUARY 2024 DISPENSING OPTICS

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MCAs

Multiple choice answers

British Standards and eyecare practitioners

By Amy Seaman PGDip, FBDO CL CPD CODE: C-106272

Six of the following questions were presented online to entrants to comply with the General Optical Council’s (GOC) best practice specifications for this type of CPD.

Published October 2023

If the power of the sphere in a spectacle prescription exceeds +/- 5.00D what must be recorded in addition to the information required on prescriptions below this value? a. Vertex distance b. DS must be written after the sphere value c. An add must be given for the patient d. The date The correct answer is a: vertex distance. BS 2738-3:2004 + A1:2008 notes under general information that if the prescribed lens power is sufficiently high that the vertex distance becomes significant, e.g. if the power exceeds +/- 5.00D, then the distance at which the power was measured should additionally be recorded in the prescription. This is intended to allow the person subsequently dispensing the spectacles or contact lenses to make any necessary adjustments to the power ordered.

RIGHT EYE

Sph

Cyl

Axis

Prism

Base

DV

-2.50

-0.50

180

2

OUT

NV

Add +1.75

LEFT EYE

Sph

Cyl

Axis

Prism

Base

DV

-2.00

-0.50

180

2

OUT

NV

Add +1.75

If prismatic power is prescribed as in the prescription above and progressive power lenses are required, what part of the lens is prismatic power applicable to? a. Distance portion only b. Distance and intermediate portions c. Distance and near portions but not intermediate d. The whole lens The correct answer is d: the whole lens. BS 2738-3:2004 + A1:2008 notes under general information that for multifocal and progressive power lenses, unless otherwise stated, the prismatic power is applicable across the whole lens. If a patient requires, or would benefit from, a different prismatic power in a separate near vision prescription, then specific instructions or a separate prescription entry needs to be given.

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DISPENSING OPTICS FEBRUARY 2024

Which British Standard governs the system of measurement for spectacle frames? a. BS EN ISO 8624:2020 b. BS EN ISO 15253:2021 c. BS EN ISO 8980-3:2022 d. BS EN ISO 18369-2:2017 The correct answer is a: BS EN ISO 8624:2020. This standard covers the measuring system and vocabulary for spectacle frames.

A ‘lens or lens system, prism, or mirror, or combination of such optical components, that alters image characteristics, such as vergence, size, and/or position’ is a British Standards definition of what? a. An optical low vision device b. Varifocal spectacles c. A cosmetic contact lens d. Safety spectacles The correct answer is a: an optical low vision device. This is the definition under part 3.1.1 of BS EN ISO 15253:2021, which covers ophthalmic optics and instruments – optical and electro-optical devices for enhancing low vision.

What term should no longer be used to describe a contact lens? a. Scleral contact lens b. Rigid contact lens c. Rigid gas permeable contact lens d. Hard gas permeable contact lens The correct answer is d: hard gas-permeable contact lens.

This term is deprecated in favour of rigid gas-permeable contact lens according to part 3.1.1.8 of BS EN ISO 18369-1:2017.

If the power of the cylinder is 2.75D what is the tolerance in degrees on the direction of the cylinder axis when the glazed spectacles are being checked? a. One b. Two c. Three d. Four The correct answer is b: two degrees, according to part 5.3.3 of BS EN ISO 21987:2017.

What is the tolerance allowed for the vertical position of the fitting point when checking glazed spectacles against that which was ordered? a. +/- 0.5mm b. +/- 1.0mm c. +/- 1.5mm d. +/- 2.0mm The correct answer is b: +/- 1.0mm according to part 5.5.2.1 of BS EN ISO 21987:2017.

When protectors are being tested, there are four impact points that are checked. Which of the following is not one of the four impact points? a. The right eye, frontal b. The resting point of side c. The left eye, lateral d. The left eye, frontal

The correct answer is b: the resting point of the side. When testing for impact, BS EN ISO 16321-1:2022 specifies that there are four impact points. These are defined as the left eye, frontal; the right eye, frontal; the left eye, lateral and the right eye, lateral.

Protectors must have a minimum unobstructed field of view in front of each eye of 30 degrees temporally and nasally in the horizontal meridian. What does this increase to when the protector is be used for driving? a. 60 degrees temporally and 30 degrees nasally b. 60 degrees temporally and 45 degrees nasally c. 45 degrees temporally and 45 degrees nasally d. 45 degrees temporally and 30 degrees nasally The correct answer is a. According to part 5.1 of BS EN ISO 16321-1:2022, protectors used for driving shall have a minimum unobstructed field of view in front of each eye of 60 degrees temporally and 30 degrees nasally in the horizontal meridian when measured at the centre of the corneal apex.

ABDO CPD REGIONAL EVENTS 2024 ALL EVENTS OFFER • Six Interactive CPD Points including Peer Review • Refreshments and Light Buffet • Interaction time with sponsors All events start at 6:30pm and finish at 9:30pm unless otherwise specified

Wednesday 7 FEBRUARY

SWANSEA

Village Hotel, Langdon Road, SW1 8QY

Tuesday 12 MARCH

LONDON

Guy’s Hospital, Great Maze Pond, SE1 9RT

Tuesday 19 MARCH

PORTSMOUTH

Village Hotel, Lakeshore Drive, Cosham, PO6 3FR

Monday 15 APRIL

LIVERPOOL

Village Hotel, Fallows Way, Whiston, L35 1RZ

Wednesday 15 MAY

WORCESTER

Worcestershire Wildlife Trust, Lower Smite Farm, Hindlip, WR3 8SZ

Thursday 13 JUNE

LEEDS

Village Hotel Leeds North, 186 Otley Road, Headingley, Leeds, LS16 5PR

Tuesday 9 JULY

DERBY

Derby Leisure and Events Venue, The Pavillion, Moor Lane, DE24 9HY

Wednesday 18 SEPTEMBER

TRURO

Truro Rugby Club, St Clements Hill, Truro, TR1 1NY

Thursday 26 SEPTEMBER

LONDON

Governor’s Hall, St Thomas’ Hospital, Westminster Bridge Rd, SE1 7EH

Tuesday 1 OCTOBER

WASHINGTON

Holiday Inn Washington, A1 Junction 64, Emmerson Road, NE37 1LB

Monday 4 NOVEMBER

CAMBRIDGE

Cambridge Rugby Club, Volac Park, Granchester Road, CB3 9ED

All events will open for booking on the ABDO website Events page approximately six weeks prior to the event start date. Visit www.abdo.org.uk

FEBRUARY 2024 DISPENSING OPTICS

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EVIDENCE-BASED PRACTICE – PART 1 ELUNED ‘LIL’ CREIGHTON-SIMS

Up to speed with how patients read?

I

n a 2020 survey of more than 7,000 participants, 24 per cent reported that they ‘typically’ read e-books, with the highest responders in the 30 to 55-year age group1.

Although the category has declined in recent times2, e-reader usage may well increase if changes are made within the publishing industry.

E-READERS AND VISUAL FATIGUE Visual fatigue is caused by the eyes working intensively, leading to symptoms such as blurred vision, soreness, dryness and tearing5. Over the years, many studies have been conducted into the various devices used for reading e-books6-10. This article reviews one of the most recent studies into visual

PARTICIPANTS

SET UP

• Twelve participants Five male

• Gap between sessions of ~ 10 days

• Critical flicker frequency (CFF)

• Mean age = 27

• Randomised device usage

• Blinks per second (BPS)

• Normal / corrected to normal vision • No experience with e-readers

ANALYSIS

• Set on a support 60cm away at 45˚ • Session lasted ~ 70 minutes

• Visual fatigue syndrome (VFS) • Comprehension test • Subjective preference CFF and VFS taken prior to and after session

FIGURE 1: Mechanisms of the study by Benedetto et al11

During the start of the Covid-19 pandemic in 2020, schools and universities found themselves trying to navigate their way through a new method of teaching, focused entirely online for significant periods. For universities, this was particularly difficult due to issues sourcing textbooks in e-book format, with many either unavailable or else very expensive and with restrictive licenses.

This led to the #ebookSOS campaign and the call for the parliamentary cross-party Education Select Committee to intervene with publishers3.

Whilst the committee declined to investigate, the campaign continues, and many groups responsible for procurement within higher education institutions are actively lobbying publishers to enable students to have greater and more affordable access to textbooks in e-book format4.

The question for the dispensing profession is: might we see an increase in the use of e-readers in younger generations? And, if so, how might this impact the recommendations and advice we give in practice?

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fatigue conducted by Benedetto et al and published in 201311.

STUDY OVERVIEW The study’s purpose was to compare two different e-readers (LCD and E-ink) with a paper book, measuring results both objectively and subjectively (Figure 1).

The devices used were the latest generation of technologies at the time: a Kindle HD Fire and a Kindle Paperwhite.

The study’s conclusion, as published in the abstract, was that: “…reading on the AREA KITCHEN

BEDROOM

LIVING / DINING ROOM

LCD (Kindle Fire HD) triggers higher visual fatigue with respect to both the E-ink (Kindle Paperwhite) and the paper book.

The absence of differences between E-ink and paper suggests that, concerning visual fatigue, the E-ink is indeed very similar to the paper.”

If we employ our critical thinking skills and study the entire paper in detail, will we come to the same conclusion?

PARTICIPANTS This study was a longitudinal full withinsubjects design. This means that each participant experiences every condition of the variable, i.e. reading each of the three mediums. For the outcome (finding out the effect on visual fatigue), this is an appropriate methodology and will likely give sound results.

There were 12 participants involved; the mean age was 27 and only five of the participants were male. This is an extremely small sample size, which can make identifying clinically significant differences difficult. Indeed, one editorial in the National Library of Medicine asserts that: “One can draw a precise and accurate conclusion only with an appropriate sample size…A study on a small sample is quite tempting for obvious reasons, but it is a waste of time and money as the result will be invariably inconclusive”12.

This is an extreme viewpoint as smaller studies can be useful in identifying interesting areas where a larger experiment may be warranted. This does not, therefore, negate the findings in this study, but it should remain a consideration.

AREA

LUX

FOCUSED ON

General

200

Floor

Countertop/island

500

Work area

General

50 - 100

Floor

Headboard

150 - 300

Reading light

General

100

Floor

TV

50

Ambient light

Reading

150 - 300

Reading plane

Dining room

150

Table

TABLE 1: Recommended lighting levels within the home

13

RESEARCH REVIEW READING DEVICE

DEPENDENT VARIABLE

LCD

E-ink

Paper

Before

41.60 (1.66)

41.54 (1.65)

41.82 (1.70)

After

40.65 (1.48)

41 (1.76)

41.28 (1.44)

Before

1.76 (0.62)

1.85 (0.89)

1.79 (1)

After

3.36 (1.55)

2.90 (1.65)

2.44 (1.58)

BPS

0.43 (0.19)

0.61 (0.25)

0.61 (0.32)

SUBJECTIVE PREFERENCE

3.55 (1.44)

4.45 (1.88)

6.64 (0.64)

CFF (Hz)

VFS (1 – 10)

Table 2 shows the full results found during the study and clearly demonstrates the LCD, backlit display performs more poorly than E-ink or paper formats.

Whilst there are some limitations, this study has relevance and along with the many others published, should guide us in recommending solutions such as

ELUNED ‘LIL’ CREIGHTON-SIMS FBDO is a dispensing optician who has worked in the optical industry since 1999, qualifying in 2003. Her early career was spent in various practice settings, including in roles as a senior dispensing optician and manager. For most of her career, she has been involved in the supply chain – working with lens suppliers, manufacturers and lens design companies. In her current role as UK manager for the research and lens design company IOT Lenses, she provides consultancy services for freeform manufacturers. She is also the owner of BCS Optics, which provides consultancy services to the wider optical and finance industry, as well as learning and development solutions including CPD.

5. Duan H and Yan W. Visual fatigue a comprehensive review of mechanisms of occurrence, animal model design and nutritional intervention strategies. Crit. Rev. Food Sci. Nutr. 2023;28:1-25.

10. Zambarbieri D and Carniglia E. Eye movement analysis of reading from computer displays, eReaders and printed books. Ophthalmic Physiol. Opt. 2012;32:390-396.

6. Siegenthaler E, Wyss M, Schmid L, Wurtz P. LCD vs. E-ink: an analysis of the reading behaviour. Journal of Eye Movement Research 2012;5(3):1-7.

11. Benedetto S, Drai-Zerbib V, Pedrotti M, Tissier G and Baccino T. E-readers and visual fatigue. PLOS ONE 2013;8(12).

Available at: doi.org/10.1371/journal.pone.0083676

TABLE 2: E-readers and visual fatigue analysis of results

(figures in italics show standard deviations within the recommended limits)

READING SESSIONS The text used in the study employed the same page size, font size, typeface, and number of words per page in the three formats. The levels of luminance for the e-readers were also adjusted for consistency. While this helps to control the variables, there are concerns regarding luminance and illuminance.

The light incident on the reading matter was set at 54 lux, which is a low amount compared to recommended levels of illumination in homes (Table 1).

Some of the authors later published research that highlights the links between

appropriate coatings and lens designs, and in providing adequate advice to help combat visual fatigue. It also highlights the need for larger studies to be conducted in this area and for us, in practice, to be mindful of newer technologies and how they may impact visual performance for our patients.

screen luminance and ambient light and the possible effects on visual fatigue14. It would be useful to apply this to another study of this nature, which may lead to a different lux level being employed.

RESULTS ANALYSIS

References 1. 1. YouGov Survey March 2020. What are common reading habits? Available from: https://yougov.co.uk/entertainment/article s/28243-world-book-day-britons-readinghabits?redirect_from=/topics/arts/articlesreports/2020/03/05/world-book-day-brito ns-reading-habits [Accessed December 2023].

2. Neilsen BookData. Snapshot of print and digital books in the UK in 2022. Blog.

Available from: https://nielsenbook.co.uk/snapshot-ofprint-digital-books-in-the-uk-in-2022 [Accessed December 2023].

3. Academic Book Investigation. Campaign to investigate the library ebook market.

Available at: https://academicebookinvestigation.org [Accessed December 2023].

4. Southern Universities Purchasing Organisation. The academic e-book market in higher education: the good, the bad, and the confusing. Blog. 31 January 2022.

Available at: www.supc.ac.uk/the-e-bookmarket-in-higher-education-the-goodthe-bad-and-the-confusing [Accessed December 2023].

7. Shen I, Shieh KK, Chao CY and Lee DS. Lighting, font style, and polarity on visual performance and visual fatigue with electronic paper displays. Displays 2009;30(2):53-58.

8. Siegenthaler E, Bochud Y, Bergamin P and Wurtz P. Reading on LCD vs e-Ink displays: effects on fatigue and visual strain.

Ophthalmic and Physiological Optics 2012;32(5):367-374.

9. Siegenthaler E, Wurtz P, Bergamin P and Groner R. Comparing reading processes on E-ink displays and print. Displays 2011;32(5):268-273.

12. Nayak BK. Understanding the relevance of sample size calculation. Indian J Ophthalmol.

2010;58(6):469-70.

13. Ledkia Blog. Recommended lighting levels in dwellings. Available at: www.ledkia.com/blog/uk/recommendedlighting-levels-in-dwellings [Accessed December 2023].

14. Benedetto S, Carbone A, Drai-Zerbib V, Pedrotti M and Baccino T. Effects of luminance and illuminance on visual fatigue and arousal during digital reading.

Computers in Human Behavior 2014;41:112119. Available at: www.sciencedirect.com/science/article/pii/ S0747563214004750

FEBRUARY 2024 DISPENSING OPTICS

25

IN PRACTICE – MARKETING KAYE MCINTOSH

How to market your practice effectively

T

he saying goes that half of all the money spent on marketing is wasted – but you never know which half. So how can you make sure you are promoting your practice effectively? We asked owners and marketing specialists to share their advice.

Business owners have to work ever harder to get potential patients through the door. According to a 2020 Mintel Research report, more than 70 per cent of patients buy their eyewear from the top three multiples – while online retailers take another eight per cent.

There’s just a 16 per cent share left for independents.

Marketing "Keep communicating" has the says Graham Hutchison potential to help you reach more patients and increase the spend of existing patients – but only if your communication is effective.

"It should be a key consideration," says Graham Hutchison, owner of the Independent Marketing Partnership.

"You need to contact your patients regularly; the traditional recall letter every two years is just not enough.

We think you should send six communications over a two-year period.

Our clients find it effective to stay in touch with their customer base.

“Keep communicating. You often get a better response to the second letter you send than the first, because you’ve warmed them up. Any marketing relies on repetition. Repeat communication reinforces the first message," Graham adds.

WHAT MAKES GREAT CONTENT? So what do you say? A blatant hard sell isn’t always the best way to persuade people. Avoid overloading patients with

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DISPENSING OPTICS FEBRUARY 2024

emails they don’t open by providing good content. It’s important to focus on what you believe is valuable to your existing and potential patients. Regular newsletters highlighting new equipment, brands, services or changes to staff can be effective.

Eddie Pigott, a qualified optometrist and director of H6 Marketing, says: “There’s definitely a place for sales messaging but people want to hear more about the practice and how it reflects the community. If your customers came in to have a conversation, and you were giving them a rundown on what's happened since the last time they'd been in, what would you talk about?

"Staff Eddie Pigott suggests updates, highlighting your expertise structural changes such as adding a new testing room or new frames or brands, is valuable content," continues Eddie. "You could have one member of staff talking about why it's their favourite frame. You could highlight different elements or give information about what measurements you take when you measure glasses and why it's so important. It gives you that little window as a practice just to highlight your expertise.”

SPREAD THE WORD ON SOCIALS Donna Lowther, the co-owner of Sight Opticians in Peterlee, County Durham, says: “Over the years we’ve found what works is the personal touch on social media. We share achievements and news

KEY TIP: SHARE INSIGHTS When coming up with content for social media or newsletters, it’s easy to take your expertise for granted or forget what patients don’t know.

“People are often unaware of

from our staff on our Facebook page, following up a day or so later with a range of frames or a post regarding contact lens options and we seem to get really good responses that way.

“My business partner, Adam Smith, just had a baby. Not too long after posting about that, I put something up on frames and it seemed to get more interaction.

"Giveaways work too," Donna says.

"We've asked people to like, comment and share our posts, with a random winner receiving the prize of an optical hamper full of lens cloths, comfort drops, cases, a little voucher, a keyring screwdriver and so on. It's very little cost to the practice with an array of goodies for the winner and a lot of word of mouth, putting us on the map. It's the little things we find are working for us; we are utilising the free platform of social media to spread the word.”

Donna is about to launch a promotion on spectacles for emergency service professionals – something they understand no other local practice is doing.

“We have a high number of nurses, Donna Lowther reaches her paramedics community with Facebook and doctors amongst our patients," explains Donna.

"We’ll use Facebook, as it’s great for reaching the local community.” The practice also has an Instagram account, but finds it doesn’t have such a strong local focus.

The idea for the Blue Light discount came from the shop floor. “I’ve had a few people ask me whether we do a Blue Light discount so we are going to try it out.”

Donna writes the Facebook content herself, spending an hour or two in the evening once a week and then scheduling posts to appear throughout the week.

“You don’t have to spend much on marketing – always explore what’s available for free first,” she advises.

what’s involved in an eye exam and that makes us uncomfortable,” says Eddie.

“Giving them little insights into what things mean, and why we do different things in tests and when fitting spectacles, could be really good content.”

I N P R ACT I C E

Marketing spend is about investing in promoting your business. Graham says: “The average practice should be thinking of spending at least £10,000 to £15,000 a year on various forms of marketing, or about three per cent of turnover. You need to invest in persuading existing customers to come in and reaching new clients.”

Eddie says there’s plenty you can do without upfront costs. “You can do marketing for free, run your social media accounts for free, send email marketing for free and ensure all your information online about the practice is correct.” Tools such as Mailchimp allow you to build a contact list of email addresses.

“However, you do have to invest time,” he points out. “So you could budget for a consultant to take over some of the social media and email marketing to free you up to focus on areas that are your strengths. Or you could budget to expand your social media reach, paying to boost the post. Whatever you do, you need to have a strategy behind your marketing. That will allow you to budget properly for time and spending.”

Once a year the practice does a campaign with Alcon, which provides illuminated posters for bus stops with Sight’s logo and practice details. “They have also helped us over the years with Facebook campaigns,” says Donna. “I have given Alcon full access to our business page. They post content about new products and pay to boost the posts on our behalf. This was very successful when they launched the Total 1 range, back in 2016, resulting in long-term patients who are still on our direct debit scheme to this day.”

Eddie says posting three to five times a week across social channels is good practice. Schedule your posts, rather than hoping inspiration will strike when you have a spare minute. “I would advise optical businesses to choose one key channel to focus on," he says. "For most opticians that’s going to be Facebook or Instagram.”

Facebook has a strong local aspect, with a community feel helping you to reach new and existing customers. Instagram is

about beautiful imagery and following trends. Eddie suggests: “Have a look around and see which accounts you think are inspiring. One of the good things about social media is that you don’t have to create things entirely from scratch – take inspiration from others.”

LinkedIn tends to be lower on the radar but Eddie says it’s worth considering. “It’s changed from a recruitment job seeking platform to somewhere that gives you space as a professional to show your expertise.

Everyone who is on LinkedIn is also a potential customer. You can refine your network down by location, so if you're targeting people nearby you could focus on growing your local network.”

DON’T NEGLECT PRINT MEDIA There is still a big role for print and traditional marketing, as well as digital, believes Graham. “The response rate will be higher for a printed version of a newsletter or magazine than digital. Look at the response rate rather than just the initial outlay. Something that's professionally produced gets more engagement.

“You have to have to invest in marketing the same way you invest in a new piece of equipment. A newsletter or magazine that comes to your door is more likely to be read than an email," says Graham. "Reaching your own client list with printed magazines or leaflets is easier and cheaper than marketing to new customers.”

Sims Opticians in Teddington, West London, started advertising in a small local

magazine, delivered door to door, last year. Owner Melissa Sims says: “We find that people are looking at things that come through Melissa Sims advertises the letterbox. in a local magazine We’ve had a lot of people coming through the door saying they’ve seen the advert.”

Printed reminder letters are another tool Melissa values: “So many emails get deleted before they are read, or just go into the junk folder. Although it costs money to post letters, it is worth the expense.”

GET THE BASICS RIGHT Online or offline, paying attention to the basics is vital. Digital marketing can sound like a dark science. It’s possible to spend huge amounts on search engine optimisation, hoping you come high up the Google search results. But focusing on the essentials is key – and not costly.

Eddie says: “Ensure that your website is really easy to navigate. That’s super important and often the thing that people miss. Some people just want to book an appointment. Make that easy.

“Ensure that your business is correctly listed and you've got numerous reviews from patients who think you’ve done a fantastic job. People are very driven by reviews and they are free so do ask customers to do this. Check that your photos are up-to-date and show the practice in its best light. Ultimately, it's the picture that you paint of your practice when someone searches for you online.”

Courtesy of the Independent Marketing Partnership

HOW MUCH DO YOU NEED TO SPEND?

Could you create a practice newsletter?

KAYE MCINTOSH is a freelance writer and the former editor of Health Which?, Pregnancy & Birth and WI Life magazines.

FEBRUARY 2024 DISPENSING OPTICS

27

TIPS & TRICKS – PART 6 CHRIS GURNELL

Shortening plastic sides

FIGURE 1

FIGURE 2

FIGURE 3

FIGURE 4

FIGURE 5

FIGURE 6

D

espite our best efforts, we often find that frame selection has left us with sides that are too long for the patient. This gives poor cosmesis, and the protruding length leaves the spectacles uncomfortable and easily deformed. We may be intimidated by the prospect of shortening a plastic side, but it’s nearly as easy as shortening a metal side – and essentially requires the same tools (Figure 1).

The big decision is where to cut.

Make sure you avoid the section of the side that makes contact with the

28

DISPENSING OPTICS FEBRUARY 2024

patient's head, as marked by the red line in Figure 2. Cutting before this area allows the bend to help hold the end piece on.

Measure the excess on the length of drop, then straighten out the side.

Mark a corresponding length on the side before the contact surfaces at the bend (Figure 3). Remove this piece and file the ends clean. A knife can help trim the material so the two cut ends fit together with minimal gaps.

On the metal core, remove the same length of material and file the end to a point (Figure 4). Reassemble the side and create the bend where it’s

required (Figure 5). Then, use some nail polish (or the UV resin featured in previous articles) to smooth over the joint (Figure 6).

The sides should now be comfortable and less troublesome.

Chris Gurnell FBDO has been working in optics for more than 10 years. His hobby of model building has several skills that have transferred well in to glazing and repairs.

Do you have a Tips & Tricks you'd like to share? Email DO editor Nicky Collinson at ncollinson@abdo.org.uk

EYECARE FAQ

OA CORNER PART 38

SOCIAL MEDIA TIPS: EYE HEALTH MESSAGES

WORKING UNDER SUPERVISION

EYE EXAMINATION

Astigmatism

Accommodation

Refraction

Anisometropia

Prescription

Presbyopia

Hyperopia

Myopia

Ophthalmoscope

buzzword bingo Do you understand what your optician is talking about? Take this card along to your appointment and see what words they use.

The role of the optical assistant (OA) is a varied one. It may involve helping patients to choose new spectacle frames and, for more experienced OAs, explaining the features and benefits of different spectacle lenses.

It is important for all OAs, however, to understand the constraints they must adhere to when assisting patients – so this month, dispensing optician Sue Deal explains the meaning of 'under supervision'.

Read OA Corner in full on DO Online.

T

hroughout February, EyecareFAQ will focus on eyecare at home, congenital eye disease and the eye examination.

Some suggested social media posts for your channels include: 'An eye exam is a vital health check for your eyes.

Every adult needs an eye exam every two years, and some people may be advised to have a test more often'; 'Eye exams save sight and can save your life. Been for an eye exam in the last two years? If not, book one now'.

Find Q&As on all these topics and in the EyecareFAQ section of the ABDO website and graphics in the EyecareFAQ resources for members section.

Find EyecareFAQ on the ABDO website, Facebook, Twitter, Pinterest and Instagram.

UNDERSTANDING THE REQUIREMENTS

BUSINESS BITES

REVITALISING AN UNDERUSED SERVICE: FIVE QUICK WINS It is easy to get excited if a member of your team has a new qualification in a specialist field, or if you have taken on a new product range; but after the initial interest, you can find sales tail off. It probably isn’t that you have met all the existing need, it’s just that you haven’t reached out far enough.

HERE ARE FIVE IDEAS TO HELP YOU REVITALISE AN UNDERUSED SERVICE: 1. MAKE A PLAN. Just like launching a new service, you need to plan your approach to marketing. Write down all the ideas, and at this stage don’t worry if they are good or bad.

2. LOOK BACK BEFORE YOU GO FORWARDS. Examine the initial promotion you did. Who did you target? What resulted in sales or booked appointments? Can you do more of the same? Analyse your results to make new activities as effective as possible.

3. REINFORCE YOUR MESSAGING. Often we need to persist longer than we think; customers take seven or more exposures to a message before they act. Repeat the message in different media such as the practice newsletter, as a footer in reminder letters, and in the practice window.

4. TAKE A PERSONALISED APPROACH. A personalised approach always works. Train staff to identify who might benefit from your new service or product. They can then provide personalised, professional advice, showcase the product, and book an appointment if the patient shows an interest. People who are already in your practice are warm to your business, so encourage the team to think how they can make the most of this.

5. REACH FURTHER AFIELD. If you offer the only dry eye clinic in the area, reach out beyond your usual patient base. Contact optical, ophthalmological and GP colleagues with a letter about your new service and the problems it can solve for them and their patients.

Follow up with a call, and you will find a fresh source of people who are grateful that your service can help them.

FEBRUARY 2024 DISPENSING OPTICS

29

NOTICES

NEW SERIES - Q&As Do you have a burning question for one of ABDO’s in-house experts for our new Q&A series?

It can be on any topic that's relevant to ABDO members, whether it be on everyday dispensing, myopia management, extended services, communications, legal and HR issues, management, courses, career pathways and so on.

Questions will be selected for publication on the basis that a printed answer would benefit the wider membership.

While questions can be published anonymously, an ABDO membership number will be required with your submission.

ABDO BENEVOLENT FUND A LIFELINE FOR MEMBERS The ABDO Benevolent Fund is a registered charity that assists those members, past and present (or their dependents), who are suffering financial hardship.

As an ABDO member, if you know a colleague who you feel might benefit, or if you find yourself facing a difficult financial situation, please contact Jane Burnand by emailing jburnand@abdo.org.uk or telephoning 0207 298 5102.

All enquiries are handled in strictest confidence.

Any ABDO member can make a charitable donation to the fund.

Email your Q&A submission to the editor at ncollinson@abdo.org.uk

Visit DO Online Jobs Vacancies to place your recruitment adverts – or search for new opportunities. Your advert will reach some 8,000 ABDO members via eNews direct, making DO Online one of the most cost-effective platforms for DO recruitment.

Vacancies are also promoted through ABDO’s active social media channels. FREE BRONZE ADVERTS FOR MEMBERS.

2024: THE YEAR TO TAKE YOUR CAREER TO THE NEXT LEVEL ABDO MANAGEMENT and LEADERSHIP TRAINING COURSES and WORKSHOPS

Develop your management and leadership skills and turn your informal learning into recognised qualifications

What’s on offer in 2024?

• RECOGNISED LEVEL 5 CMI QUALIFICATION

• Management and leadership diploma

• STUDY ONLINE WITH TUTOR SUPPORT

• Management essentials certificate

• CERTIFICATE OR DIPLOMA LEVEL STUDY

• Continuing improvement certificate

• DISCOUNT FOR ABDO MEMBERS

• Growing leader certificate

• CPD POINTS AVAILABLE FOR WORKSHOPS

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NEXT INTAKE DEADLINE - APRIL 2024

FIND OUT MORE AND APPLY AT www.abdo.org.uk/businesshub

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abdo COLLEGE BOOKSHOP

Books and Equipment from ABDO College Make ABDO College your first choice for competitively priced: • Rules, gauges and charts • Dispensing, optometry, ophthalmology, contact lens books • Essential packs of books for student DOs • Useful study guides • Spread payments with PayPal Credit. eBooks now available for a range of key texts.

Order online at abdocollege.org.uk/bookshop/ Items not listed on the website can be sourced for you.

Email jhall@abdocollege.org.uk or call 01227 733904

KEEPING EXCELLENCE IN YOUR SIGHTS

. p i h s r e b m e m r . u s t Yo fi e n e b r You NETWORKING AND EDUCATION

Your ABDO membership provides a range of rewards and services that will benefit both your personal and professional life, saving you money every month.

PROFESSIONAL SERVICES

ABDO MEMBER BENEFITS INCLUDE: • Professional indemnity insurance • Personal accident cover • Counselling helpline - FREE 24-hour service • CPD • Dispensing Optics

BENEFIT SPOTLIGHT Health and wellbeing Healthy body, healthy mind.

Sure. But a gym membership isn’t always healthy for your bank balance.

Fix that with MyGymDiscounts – your fitness benefit that offers you savings of up to 55% on a gym membership!

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* Terms and conditions apply to all benefits. Some ABDO Membership benefits are arranged and managed through Parliament Hill and some are arranged through ABDO, please see website for details. The ABDO membership benefits web page is managed and run on behalf of ABDO by Parliament Hill Ltd. Offers are subject to change without notice. All offers correct at time of going to print.

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