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YOUR FUTURE IN FOCUS
PRACTICE TEAM GUIDE CLIENT
THE PERFECT FIT How each member of the team can contribute to practice success
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BETTER TOGETHER From social media tips to looking after young patients, insight on how each member of the team can contribute to a successful practice
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“Every staff member has a role to play in delivering excellent eye care”
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n optometry practice holds a special place within the UK High Street. Next to the cafes and clothing shops, is a building that brings the world into focus for generations of patients. A sight test can change the trajectory of a child’s achievement at school. A new pair of spectacles changes the way someone sees the world, but it also shifts the way the world sees them. Many optometry practices are also a community hub, where the collective knowledge of staff covers not only frame preferences but patient hobbies and how they take their tea. Within this guide, the AOP and OT have partnered with Johnson & Johnson Vision to support the teams that work so hard to look after their local communities. From receptionists to optical assistants, dispensing
opticians and optometrists – every staff member has a role to play in delivering excellent eye care. Social media can be used to engage with existing patients and increase awareness of the practice among potential new patients. It is not without challenges – the AOP’s Henry Leonard shares his tips for navigating the regulatory risks of digital platforms. The guide also outlines how to create a welcoming environment for children and shares insight on how the contact lens market has changed following the outbreak of the COVID-19 pandemic. Finally, Devon in Sight’s Grahame Flynn provides tips to help the practice team connect patients diagnosed with sight-threatening conditions to support services. Welcome to the Practice Team Guide – recognising the value that local eye care brings communities.
CONTENTS
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The ABC of a child-friendly practice Expert tips – from practice design to communication
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Social media: steps to success Engaging with patients through online communities
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Shift in focus How the COVID-19 pandemic has affected contact lens wear
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Supporting patients with sight loss Making sure no patient experiences sight loss alone
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CHILDREN'S EYE HEALTH The AOP has a series of resources with a focus on children’s vision: www.aop.org.uk/childrens-eye-health
When it comes to engaging with children, Dr Woodhouse advises: “Mug up on children’s TV. Speak in short, simple sentences and always include the child, even if it is the parent who is talking.” When booking a child in for an appointment, Woodhouse recommends noting the age of the child in the diary so staff can prepare before the visit. “If it is a young child, the best time might be just before lunch so that the process can run over if needs be. It’s never good practice to rush a child or upset the parent by seeming to be conscious of time.”
THE ABC OF A CHILD-FRIENDLY PRACTICE From interior design to communication, OT shares top tips on how to make a practice’s youngest patients feel welcome
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tepping into an optometry practice for the first time can be a daunting experience for young children. But with some simple adaptations, the practice team can ensure that every patient feels at home in practice – no matter how many candles are on their birthday cake. OT approached optometrist and practice director, Lisa Probert, and Cardiff University senior lecturer, Dr Margaret Woodhouse, for their tips. Probert is co-director of Probert and Williams – a small group of independent practices in west Wales. She shared that her practice team always aim for professionalism and friendliness. “This is just as important when catering for the younger population as any other patient,” Probert said. Team members are comfortable dealing with children of all ages and abilities, while the diary is managed so children visit at times when the practice is less busy. Probert highlighted that this means the receptionist has the time to spend energy making sure the child is excited rather than nervous. In the waiting area, there is a collection of colouring books, toys and children’s books about sight tests.
“Where possible we try to learn as much as we can about the child before they arrive. This way we know what sort of environment will suit their personality, whether that be noisy and energetic, or quiet and swift,” Probert said. A wide selection of children’s frames are set at the correct browsing height for children – while mirrors are also placed at this height. There are pictures of children wearing glasses on the walls of the practice. During the sight test, Probert noted that sometimes children will feel more comfortable if different techniques are practised on a parent or soft toy first. Sometimes it is necessary to prioritise essential tests and leave others for another day. “I keep note-making in front of the child to a minimum and complete the patient record after the child has gone,” Probert shared. She has carried out examinations with the child’s favourite TV show playing on her computer. “It’s important to think on your feet and do what gets you the results you need,” Probert said.
“Speak in short, simple sentences and always include the child” DR MARGARET WOODHOUSE Woodhouse emphasised the importance of offering the child a choice whenever possible (for example, between two colours of trial frame, two occluders, and so on) and keeping the child involved in the sight test. “Make the sight test something that the child does with you, not something you do to the child,” she said. Woodhouse recommends covering up equipment that could be scary to a child, such as a slit lamp, and putting things that a child might want to grab and play with out of reach. The child should be seated directly next to their parent. “Nothing is worse than a parent at the opposite end of the room feeling that they cannot get involved. If a child is nervous, they need mum or dad on hand,” Woodhouse shared.
“Where possible we try to learn as much as we can about the child before they arrive” LISA PROBERT Practice Team Guide 2022
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SOCIAL MEDIA:
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How to harness the power of online communities within optical practice
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recommendations. However, in the digital age, practices need to consider online interactions as well in person conversations. OT talks with experts about how to harness the potential of social media to foster engagement with existing patients and reach new audiences.
DAVID’S TOP TIPS 1
Focus on a few key messages. Your social media profiles are often your first contact with a possible new patient so make sure that you are consistently calling out the things that make you distinct
specific and intentional. Make conscious decisions about who you 2 Be are trying to communicate with as an audience. The content you create then needs to reflect and speak to that target audience effectively. It’s great to grow a large following, but if that audience isn't relevant to your practice then it’s likely it won't be very beneficial
Learn about paid advertising on social. According to Hootsuite, 3 the average organic reach for a Facebook post is 5.2%, meaning “only 5% of your followers may ever see your posts if you don’t put any paid budget behind them.” So while having good social profiles works well to communicate to people actively searching for you, if you want to reach wider, more targeted audiences, it would be good to consider paid options.
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MAKING CONNECTIONS Urquhart Opticians marketing and business development executive, Yvette Brown, shared with OT that social media can be a way of gaining new patients as well as engaging with a practice’s current database. “Social media is a very powerful tool for telling the story of your practice, and to communicate with your patients.” As well as reminding existing patients of the practice between appointments, social media can be used to showcase new services and products. Brown shared that a successful social media strategy is built on contributions from every member of the practice team. For example, front of house staff might hear great feedback that can be shared on social channels, dispensing opticians could capture photographs of customers collecting new glasses and optometrists can share relevant clinical insight for social media posts. For those starting out on social media, Brown recommends picking one
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veryone working in optical practice knows the power of word-of-mouth. Whether it is a parent who recommends the practice to their coffee group or an elderly patient who praises thoughtful service at a festive gathering, reputations are built on
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AOP INSTAGRAM The AOP launched its Instagram channel in 2022 – keep up to date with the association by following @Association_Of_Optometrists
platform and focusing on this. “Think of your target market and do some research into which platform they’re most likely to be on,” she shared. In terms of pitfalls to avoid, Brown cautions practices from posting generic content and relying too much on resharing posts. “It’s great to support other businesses and groups, and it can be tempting to reshare good content all the time but make sure you create as much of your own content as possible.” Head of omnichannel at Hakim Group, David Barker, shared that there has been a “seismic shift” in how people and brands interact in recent years. “An active social presence can be a key element in building authentic connections,” he emphasised.
TEAM EFFORT
YVETTE’S TOP TIPS 1
Prepare as much as possible. Use a content calendar and always organise your content in advance
like people. 2 People Feature your team and your patients, this is what people will connect with most
video content. 3 Create Video content gets the most engagement, so create your own. It can be as simple as just using your smart phone and while speaking on camera isn’t for everyone, the more you do it the better it will become.
Like Brown, Barker agrees that getting different members of the practice team involved in social media will help to create content that has a distinct personality. “There are often hidden skillsets in a practice team from writing to photography,” he said. Barker highlighted that people gravitate towards social accounts that feel authentic. “Practise getting your tone just right. Whether it’s casual and funny or formal and friendly, find a voice that can show who you are.” Practices should avoid focusing on quantity over quality in their social accounts. Barker shared that consistency on social media accounts is “far more important” than volume. “If one or two posts a week is what you can handle, just make sure that you are doing that consistently, and that what you create is of the best quality possible,” he advised. Planning and scheduling posts can help practices to maintain consistency. Barker also emphasised the importance of listening to a practice’s audience, noting that social media is designed to be a two-way conversation. Conversations around a practice’s products and services can provide insight into what people are looking for, which can then shape the business’ communication strategy.
Staying safe on social Head of clinical and regulatory at the AOP, Henry Leonard, shares his advice for avoiding the legal pitfalls of social media Practice staff should remember that anonymity is difficult to maintain on social media, and be mindful of how comments made in a personal capacity could reflect on the organisation. To keep people engaged, it’s important to monitor and make use of the practice’s social media channels regularly, but try to keep communications focused and professional, and don’t post content just for the sake of it. If you don’t have much time to devote to social media, it may be better to focus on a small number of social media channels, rather than posting items infrequently on a wider range of channels. When posting about a topic which can be controversial, such as blue blocking lenses or coloured filters for visual stress, ensure you’re familiar with current sector guidance on these topics. If the practice receives a complaint or a negative review, the practice owner should respond promptly by asking the individual to contact the practice so their concerns can be addressed. Organisations which post reasonable responses to negative reviews are often viewed in a positive light by potential customers, but it is extremely important to avoid commenting publicly on any concerns raised, or disclosing any personal information relating to the complainant. If you’re not sure how to respond to a negative comment, contact regulation@aop.org.uk for advice.
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KEEPING IN CONTACT
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ontact lenses are an important part of providing tailored solutions to each patient who walks through the practice door. And when it comes to comprehensive contact lens care, every member of the practice team has a role to play. Professional education and development manager for Johnson & Johnson Vision, Dr Rachel Hiscox, shared with OT that each patient interaction affects their overall care. She noted that the important role of receptionists should not be overlooked.
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“Careful diary management can make a big difference to patients’ experience, minimising the number of times the patient needs to attend the practice and creating a smoother patient journey,” Hiscox highlighted. Optical assistants can play a crucial role in contact lens wear by running application and removal training for new patients. They can also engage people who have not worn contact lenses in discussions about the benefits of this mode of vision correction and address any misconceptions about contact lens wear that patients may have.
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Johnson & Johnson Vision’s Dr Rachel Hiscox on why a cohesive practice team is key in providing excellent contact lens care
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Once patients begin contact lens wear, optical assistants can support new wearers during a trial period by checking in with a follow up phone call. Hiscox outlined the role of optometrists and contact lens opticians in supporting existing contact lens patients and offering this modality to people who have not tried contact lenses before. “With research showing that patients expect their eye care practitioner to mention contact lenses if they are suitable, a professional, personalised recommendation, both at the end of a sight test and during contact lens selection, is vitally important.” Hiscox added that a “coordinated and integrated” practice team will deliver a well-managed patient journey – resulting in excellent patient care. “This will be recognised by patients and drive loyalty, not only for contact lenses, but for other services provided by the practice,” she said.
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THE PANDEMIC AND CONTACT LENSES The COVID-19 pandemic and social restrictions introduced to stem its spread have had a dramatic effect on how people live their lives. A growth in flexible working and reduced social occasions changed the way that people wore contact lenses. As restrictions ease, contact lens habits are beginning to shift again. “We see consumption increasing again and a return of more patients requesting contact lenses for social use,” Hiscox observed to OT. She added that patients reduced contact lens wear most during the early stages of the pandemic. Over this period, lack of occasions for wear was listed as the most frequent cause for not wearing contact lenses. During this time there was also a shift
in the motivation for new wearers trying contact lenses from “social use to functional requirement.” As an example, Hiscox highlighted those who switched to contact lenses after finding it challenging to wear a mask all day while wearing spectacles. Turning to misconceptions around contact lens wear, Hiscox shared that a myth with particular relevance now is the idea that wearing glasses will always be more comfortable when using a digital device. “Whilst this may have been the case with older generation materials, modern contact lenses – particularly those with technologies to maintain wettability – can provide excellent comfort over the day,” she emphasised. Hiscox noted that, for presbyopes, multifocal contact lenses can mean they can adopt a more comfortable head posture while working on digital screens compared to varifocals. Eye care professionals can manage this misconception with careful communication during contact lens recommendations and specific questions during aftercare appointments. “If the patient is a heavy digital device user, extra care should be taken to ensure the patient is in a lens that will maintain comfort during wear,” Hiscox shared with OT.
Myth busting: contact lenses and screen time Advancements in contact lens materials mean that spectacles are no longer the only comfortable option when using digital devices For presbyopes, multifocal contact lenses can result in a more comfortable head posture than varifocals Ask questions about device use before providing contact lens recommendations and during aftercare appointments For people with significant screen time, favour contact lenses with technology that maintains wettability.
“Modern contact lenses – particularly those with technologies to maintain wettability – can provide excellent comfort over the day” Practice Team Guide 2022
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Devon in Sight chief executive officer, Grahame Flynn, on supporting patients with sight loss
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eceiving a sightthreatening diagnosis can be a lonely and challenging time. As patients grapple with what an eye condition means for their day-to-day lives, the practice team can play an important role in raising awareness of the advice and support available to those living with sight loss. Chief executive officer of Devon in Sight, Grahame Flynn, shared with OT that people are too often told ‘There is nothing more that we can do for you.’ “While people’s sight loss may not be treatable, there is always more that can be done to support people practically and emotionally, and practices can play a key role by helping people access this support,” he emphasised. “While sight loss can be a traumatic and life-changing experience, the important thing is for people affected with sight loss to know that there
SIGHT LOSS HELPLINES -
is help available, and that they are not alone as they learn to live with changes in their sight,” Flynn added. Members of the practice team can assist by becoming familiar with the support that is available for those with sight loss both locally and nationally. Eye clinic liaison officers provide support within hospital eye units, while local authority sensory teams can also advise on mobility, benefits and concessions. Flynn’s Devon-based charity has developed the Sight Loss MOT. “While there is a lot of support available, it can sometimes be hard to know where to start and who to speak to,” Flynn explained. “This helps people navigate the help and support from across health and social care and the voluntary sector, and it is now being used nationally by several local sight loss charities and integrated community optometry practices,” he shared with OT.
RNIB 0303 123 9999 or helpline@rnib.org.uk Macular Society 0300 3030 111 or help@macularsociety.org Glaucoma UK 01233 64 81 70 or helpline@glaucoma.uk
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AOP PATIENT LEAFLETS Eye condition resources can be found at: www.aop.org.uk/patients
There are also charities such as the Royal National Institute of Blind People (RNIB), the Macular Society and Glaucoma UK that have helplines. The Sight Loss MOT covers people’s understanding of their diagnosis, the benefits of registering as being sight impaired, task lighting and magnification, daily living equipment, support for those in work and financial support, as well as emotional support and counselling for those who need it. “Together we can help people who are blind or partially sighted live life to the full,” Flynn concluded.
Grahame’s assistive technology picks Apps: There are some great apps for mobile phone and tablets such as TapTapSee, which describes the world around you, and Be My Eyes, where a volunteer describes an object for you. Voice assistants: Technology such as Alexa makes it easier than ever to communicate with friends and access information, audio books and music. Smart glasses: Exciting new wearable technology, such as the Oxsight Onyx smart glasses, help people with central vision loss.
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