Vision Now November 2022 by Vision Now

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Inside

Your mediflex® max 1 day contact lens family. The mediflex® max 1 day family offers more prescription options than any other one-day contact lens family1 – and it’s exclusive* to NEG members. mediflex® max 1 day is the CooperVision House Brand version of MyDay®; available at the same price. All mediflex® max 1 day lenses are powered by Aquaform® Technology** – as found in Biofinity® – to create a naturally wettable lens that delivers incredible long-lasting comfort.

mediflex®

max 1 day Featuring the Aberration Neutralising System™ – as found in Biofinity® sphere – and provides correction for 99.9% of all spherical prescriptions.2

mediflex®

max 1 day toric

Vision Now magazine is published by Peekay Publishing Ltd for The PK National Eyecare Group Ltd, the UK’s largest purchasing group for independent opticians. Edito r: Nicky Collinson BA (Hons) nicola.collinson@nationaleyecare.co.uk

mediflex®

max 1 day multifocal Featuring the CooperVision® Binocular Progressive System™ – an evolution in lens design and fitting approach – offering the widest power range of any one-day multifocal lens.4

Features Contributor: J oan Grady jgparischats@wanadoo.fr Business Editor: Philip Mullins FBDO p.mullins@nationaleyecare.co.uk Art Editor: Stacey Potter BA (Hons) spottcreative.co.uk Publisher: Michael C Wheeler FCOptom DipCLP FSMC FAA0

NEWS 4 Yalea launches A/W campaign 7 Offer on dry eye product trio 9 New WCSM Master installed 11 World Sight Day record 13 Myopia lens campaign for parents 15 BCLA issues call for papers 18 Product profile Les Yeux Doux 20 Practice matters AI in eyecare 22 Partner profile Cardnet: benefits are clear to see 23 Business matters Managing change and conflict 24 Style spotlight What’s your point?

REGULARS 15 An independent view 28 Developing thoughts 30 Suppliers’ directory

*Within the UK&I market mediflex® is available exclusively to NEG members. **Re-brand from Smart Silicone™ Chemistry. No change to lens material or performance. 1. CVI data on file 2020. mediflex® max 1 day multifocal spherical power range +8.00D to -12.00D. Based on Rx option combinations (sph & add) available across all daily disposable so lenses in multifocal from four main manufacturers in UK, France, Germany and Italy Oct 2020. Cosmetic & Photochromatic CLs not included. Multiple base curve variants not included. 2. CooperVision® data on file 2020. Rx coverage database n=120,406 eyes for Rx with <0.75DC; 14 to 70 years. 3. Prescription option combinations of sph, cyl, axis. mediflex® max 1 day toric power range of sph component +6.00D to -10.00D extends at least +2.00D beyond competitor products, and at least -1.00D beyond competitor products. Based on prescription option combinations (sph, cyl, axis) available across all daily disposable toric so lenses from CVI, JJV, B+L and Alcon in UK, France, Germany and Italy Oct 2020. Cosmetic & Photochromatic CLs not included. Multiple base curve variants not included. 4. CVI data on file 2020. mediflex® max 1 day multifocal spherical power range +8.00D to -12.00D. Based on Rx option combinations (sph & add) available across all daily disposable so lenses in multifocal from four main manufacturers in UK, France, Germany and Italy Oct 2020. Cosmetic & Photochromatic CLs not included. Multiple base curve variants not included.

Editor’s comment

I read a fascinating article recently about a woman who can ‘smell disease’. Telling her story in the Guardian’s Experience column, Joy Milne had noticed a “musky, dank odour’ emanating from her husband, who was later diagnosed with Parkinson’s disease (PD).

aving always had an extreme sense of smell, Joy noticed the same distinct odour when walking into a PD support group meeting 20 years later.

Now known as “the woman who can smell Parkinson’s”, Joy has helped a research team at the University of Manchester to develop a three-minute test that can detect PD by running a cotton bud along someone’s neck. Not a world away from being able to detect and/or predict disease by smell, the potential for artificial intelligence (AI) algorithms to ‘sniff out’ disease in the organs – including the eyes – has been keenly demonstrated.

In this month’s issue, AI experts Dr Wen Hwa Lee and Professor Pearse Keane update us on the potential of AI in eyecare, and the collaborative role that High Street optometrists can play in providing the real-world, community-level data required to advance AI’s potential yet further to provide better outcomes for patients. Back in the ‘real world’, we hope you find some useful take-home information in this month’s other features – covering a range of topics from change management and card payments, to advertising and in-practice marketing. Our product profile focuses on a newly-launched French eyewear range from Atlantic Optical, while we bring you all the latest supplier news and updates as usual.

Nicky Collinson Editor

Talk to your CooperVision® Business Development Manager today. www.coopervision.co.uk www.nationaleyecare.co.uk VISION NOW is published by Peekay Publishing Ltd for The PK National Eyecare Group Limited, Clermont House, Cranbrook, Kent TN17 3DN

2 Vision Now November 2022

FEATURES

Featuring Optmised Toric Lens Geometry™ – as found in Biofinity® toric – and offers the largest number of prescription options of any one-day toric lens.3

VISION NOW is printed by CFH Docmail Ltd. St Peter’s Park, Wells Road, Radstock BA3 3UP

The Editor welcomes letters, articles and other contributions for publication in the magazine and reserves the right to amend them. Any such contribution, whether it bears the author’s name, initials or pseudonym, is accepted on the understanding that its author is responsible for the opinions expressed in it and that its publication does not imply that such opinions are those of The PK National Eyecare Group Ltd. Articles submitted for publication should be original, unpublished work and are accepted on the basis that they will not be published in any other journal. Acceptance of material for publication is not a guarantee that it will be included in any particular issue. Copyright © 2022 for Peekay Publishing Ltd. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, including photocopying and recording, without the written permission of the publishers. Such written permission should also be obtained before any part of this publication is stored in a retrieval system of any nature.

@PK_NEG

Vision Now November 2022 3

News

Want to feature in VN?

Email the editor at: nicola.collinson@nationaleyecare.co.uk

@PK_NEG @national-eyecare-group www.nationaleyecare.co.uk

Here I am.

Ariadne and Cindy for Yalea

New Yalea campaign unveiled

De Rigo Yalea, the De Rigo Group house brand, has unveiled its new autumn/winter 2022 campaign, starring Cindy Crawford alongside Spanish model Ariadne Artiles. Shot by Chilean-born photographer and director Nino Muñoz in a villa in Los Angeles, the images portray two successful, natural and independent women wearing the brand’s new styles. Titled Here I Am, the campaign is designed to express the strength of awareness, pride and boldness of the protagonists and – by osmosis – all ‘Yalea women’. The brand supports projects that encourage the growth, affirmation and independence of women the world over, an integral part of its own identity, and has chosen to reiterate this commitment with its new communications campaign. The advertising campaign can be viewed at www.yaleaeyewear.com and across the brand’s social media channels, in addition to global point-of-sale.

Alcon Alcon and the World Council of Optometry (WCO) have announced the first in a series of online events supporting their global, evidence-based dry eye disease education initiative. The Dry Eye Disease Mitigation event, scheduled for 8 November, will be led by Professor Jennifer Craig and focus on understanding the prevalence and aetiology of dry eye, associated risk factors, and how to triage patients presenting with symptoms. Professors Lyndon Jones and James Wolffsohn will also join in the discussion. Professor Craig said: “Dry eye disease is a widespread problem that in many cases

4 Vision Now November 2022

Eyes Have It Partnership Eye health organisations called on the government to deliver a co-ordinated National Plan for Eye Care in England at a second Westminster Eye Health Day on 19 October. The Eyes Have It Partnership is urging MPs to support a national plan that would see primary care utilised more effectively, an expansion in the ophthalmology workforce, and more efficient patient pathways implemented to reduce backlogs in eyecare. The Westminster event was led by Marsha de Cordova, Labour MP for Battersea, who lives with sight loss and chairs a cross-party group in parliament focusing on eye health. She said: “Those with potentially avoidable sight loss don’t have time on their side. Many do not realise that swift treatment, often within two weeks, is needed to prevent vision from deteriorating further.

Getting the message across

Even before the pandemic, ophthalmology was the busiest outpatient service in the NHS, but it doesn’t get the recognition or investment it deserves. We need a national eyecare strategy that will deliver a joinedup system so we can truly deliver for people living with sight loss.” Adam Sampson, chief executive of partnership member the Association of Optometrists, added: “With one in every hundred patients on hospital waiting lists in England because of the current shortage of ophthalmologists, it is absolutely vital a national plan is put in place. Optometrists have a proven track record in ensuring patients can access the care and treatment they deserve and, with optical practices on every High Street, are ideally placed to give patients clinical care at the time they need it.”

can be easily managed. It does not require a great deal of infrastructure and only modest specialised education. This online event series is aimed at delivering practical information that optometrists can use right away. We need to not only more actively identify patients with dry eye but also point them in the right direction. By doing that, we can improve their quality of life.” The event will be available in multiple time zones and includes an interactive live chat to give participants worldwide access to these distinguished experts at no cost. Register at https://bit.ly/DryEyeMitigation. The presentation will also be available on demand following the event. Schedules for

Professor Jennifer Craig

additional WCO and Alcon online events will be released in the coming months. Vision Now November 2022 5

MiYOSMART: the smart way to treat myopia in children.

News Essilor Essilor is running a special offer on its trio of tools to help diagnose dry eye disease type and severity, and deliver long-term therapy and management. The IDRA device screens and diagnoses the type of dry eye present, while Tearstim features IRPL technology to stimulate meibomian glands to function more efficiently. The Activa eye mask uses heat and massage to increase meibomian gland output, so eyes stay lubricated and symptom-free for longer. The company is offering savings when buying all three items together. Alan Pitcher, Essilor commercial director, said: “The increase in consumer demand for dry eye solutions is increasingly a

Special offer on dry eye instruments

topic of interest for ECPs, particularly as advancements in technology have created new business growth opportunities. Investing in new technologies offers a quick return on investment as the number of

patients requiring management is high. It also helps ECPs meet the needs of patients wanting more comfortable vision but preferring a more manageable solution than eye drops.”

Association of British Dispensing Opticians The potential for action on climate change, and how the profession and industry can be more sustainable, were among the topics discussed at the Association of British Dispensing Opticians’ (ABDO) second SEE Summit on the Environment last month. The digital event began with a video from Millmead Optical Group, highlighting the potential for change and showcasing the artwork made from lens waste that the company is collaborating on with sustainability designer, Yair Neuman.

ABDO president, Daryl Newsome, highlighted the pressure the world is under and provided context for the need for change. There was also an educational talk from Thiago Gentile of Plannet Zero, providing the inside take on carbon footprinting. Topics during a Q&A session varied from recycling packaging and lenses to eco-friendly lens and frame options. Find support and resources on ABDO’s SEE Hub where a video of the SEE Summit can also be found.

Charmant

New styles have been added to the Minamoto Japanese eyewear collection from Charmant. Japanese for ‘origin’, Minamoto pays homage to the craftsmanship born out of Sabae, Fukui – the birthplace of the Japanese eyewear industry. New styles feature elements of Japanese culture, including the ancient art of lacquerware or urushi – whereby a special resin is applied to coat and decorate tableware and objets d’art.

100% Optical 100% Optical has announced the launch of its wide-ranging 2023 education programme, alongside a new process for delegates to book their places at the hugely popular CPD sessions during the show. The three-day show, from 25-27 February 2023 at ExCeL London, will offer some 140 CPD sessions across 11 different hubs. Key themes will include myopia management, advances in clinical imaging, including the role of artificial intelligence, and dry eye disease.

Access the accreditation course by scanning the QR code: 6 Vision Now November 2022

Presenters on the main stage will include: Tim Cole discussing trends in OCT; Elizabeth Lumb on myopia management; and Miriam Minihan on common vitreoretinal conditions and how to recognise them, the degree of referral urgency and how they are managed. Peer review sessions will take place across all three days, with additional sessions in the Future Practice Hub, Dispensing Workshop and Optical Academy. Dr Ian Beasley, Association of Optometrists

New Minamoto model Kaede

Plentiful education at 100% Optical

head of education, commented: “As the new CPD cycle enters its second year, attendees will have the opportunity to meet the GOC’s requirements at an early stage in the year, consolidate and update their knowledge on key clinical topics and network with clinical and commercial contacts.” Bookings for CPD sessions will open in early January, with priority access given to delegates registered in advance. Register for the show at 100percentoptical.com

Urushi-like red and black colour accents appear on selected Minamoto models, with several named after characters from the movies of renowned Japanese filmmaker, Akira Kurosawa. Each frame is made of high quality Japanese titanium – adorned with intricate kanji engravings and presented in cases handcrafted from washi paper. Our photo shows model Kaede, named after Lady Kaede, a leading character in the Japanese film Ran. Urushi red, demi tones or antique colouring is offered on selected models in rosé gold, white, gold plating and antique grey. Vision Now November 2022 7

News

EXCEPTIONAL COMFORT MEETS EXCEPTIONAL STABILITY

CooperVision

CooperVision Specialty EyeCare has named Weiwen Chen as business manager, Asia-Pacific. In this newly-created role, she will lead the organisation’s rapid growth and category expansion across the expansive region, with the exception of China, which is managed by a separate team.

“Our specialty business is well established

IOT

in the APAC region – with sizable potential for even more success,” said Juan Carlos Aragón, president, CooperVision Specialty EyeCare. “We have built a comprehensive portfolio for myopia management and irregular cornea, plus close relationships with our distributors. Weiwen’s expertise in identifying and cultivating new business opportunities and partnerships in eyecare will be invaluable to our ongoing growth.”

The IOT team at Silmo Paris

The team from IOT was in Paris for Silmo 2022 to launch the campaign for its new high-performance photochromic lens – Neochromes. The lens is presented by the company as an alternative or new line of business for laboratories, all supported by materials such as videos, point-ofsale displays and brochures. A new Neochromes measurement app was also showcased, engineered to help practitioners measure parameters and compare different lens designs and coatings. As well as discussing Neochromes with visitors, IOT presented its new generation of lenses and technologies, including IOT Digital Ray-Path 2, Steady Methodology, Camber Steady Plus Progressive and Endless Steady Progressive. “IOT has once again demonstrated its strong commitment to science and to continue innovating and improving the visual health of patients, offering innovative optical solutions that meet every type of visual need,” said a spokesperson.

Iconic Italian styling from Ferragamo

Marchon Marchon has unveiled the new Ferragamo sunglasses campaign for autumn/winter 2022, offering a new interpretation of the Florentine fashion house’s iconic elements. The two sunglass models featured in the campaign embody Ferragamo’s core values in the skillful craftsmanship of premium materials and the innovative choice of colours and patterns. Pictured here is model SF1058S – Gancini.

The most famous Ferragamo icon, Gancini is a contemporary women’s style boasting a glamorous rectangular front. The metal Gancini twist element stands out on the plant-based resin construction. The style is offered in refined transparent Brown and Turquoise or timeless Black and Matte Black, paired with gradient or solid lenses matching – or in contrast with – the frame.

Worshipful Company of Spectacle Makers

DAILIES TOTAL1® for Astigmatism The first and only daily disposable Water Gradient toric contact lenses for exceptional comfort.1 Proven PRECISION BALANCE 8|4® lens design for exceptional stability.2 Contact your Alcon® representative to find out more. References: 1. In a clinical trial to assess overall performance of DAILIES TOTAL1® for Astigmatism lenses where n=134 patients; Alcon data on file, 2021. 2. In a clinical trial to evaluate stability of axis orientation of DAILIES TOTAL1® for Astigmatism lenses where n=47; Alcon data on file, 2020. See instructions for use for wear, care, precautions, warnings, contraindications and adverse effects. 15012 © 2022 Alcon UKIE-DTA-2200018

8 Vision Now November 2022

Chartered accountant Nigel Haig-Brown has been installed as the new Master of the Worshipful Company of Spectacle Makers for 2022-3. His year as Master will mark three decades since he became a liveryman of the company, supporting the WCSM, its wider social and charitable activities and its position within the city of London. He is also dedicated to volunteering and improving services in his local community. Nigel said: “It is an honour to be elected Master of the only Livery Company in the City dedicated to eye health. This is an exciting time to lead the work of the Company. Our key message is that in the 21st century, nobody should be held back by poor vision. I plan to use my Mastership to strengthen our inter-Livery and City

New Master for WCSM

relationships and place a particular focus on how the City can open up opportunities

and bolster the employment of people with low vision.” Vision Now November 2022 9

News

British schoolchildren support World Sight Day

De Rigo

Philip Plein’s Crypto King$ SPP008

De Rigo has embarked on a futuristic eyewear project with designer Philipp Plein, launching a ‘phygital’ eyewear style – the Crypto King$ limited edition. Philip Plein was the first luxury brand to adopt cryptocurrencies as a payment method and to open a Crypto Concept Store in London, merging physicality with the digital world. The exclusive SPP008 phygital mask model has a thick acetate front and thin metal sides featuring the iconic hexagonal ‘PP’ logo. The lens is embellished with a geometric hole featuring a 3D metal Plein logo, while the end-tips have a titanium insert. Every pair of the sunglasses has a serial number and comes in a box featuring a video screen offering a preview of the NFT (non-fungible token), a unique piece of art by 3D artist Antoni Tudisco. To access the NFT artwork, the wearer scans a QR code printed inside the box. The innovation was launched at Silmo Paris in October.

International Agency for the Prevention of Blindness The International Agency for the Prevention of Blindness (IAPB) recorded more than five million sight test pledges from individuals and organisations ahead of World Sight Day (WSD) 2022 on 13 October. A flagship screening event was held at the United Nations headquarters in New York on 11 October, with similar events happening across the world. The IAPB hosted the first ever Love Your Eyes Voices in New York, bringing together some of the world’s thought leaders to share inspiration and celebrate the historic UN Resolution on Vision. The organisation is also supporting a campaign by 13-year-old British girl, Lowri Moore, tackling the stigma around wearing glasses. Having previously inspired Disney

Vision Care for Homeless People

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

www.steppereyewear.com 10 Vision Now November 2022

Frame style shown: SI-30164

Vision Care for Homeless People (VCHP) is urging optometrists and dispensing opticians, as well as outreach workers with experience of working with homeless people, to lend their support to the charity. Gloucester is the latest location for a VCHP service, thanks to support from NHS Gloucestershire. Optometrist Karen Gennard, from Norville opticians, is taking the lead at the clinic, based at the City Mission. VCHP is searching for a manager and volunteers for the service, which opens every Monday from 10am to 4pm. Email karen.gennard@vchp.org.uk if you can help.

to create a heroine with glasses, she is now challenging tech corporations behind the emojis to create positive emojis with #GlassesOn, rather than depicting glasses wearers as nerds. Caroline Casey, IAPB president, said: “We have been blown away by the number of people who have got involved this year and pledged their eye tests, including thousands of members of the public, eye health organisations and professionals.” WSD forms part of the Love Your Eyes campaign, which calls on global leaders, policy makers, changemakers and innovators from all countries, industries, and communities to help make eye health accessible, available, and affordable to everyone by 2030.

New season sunglasses: CKJ22639S

Marchon Calvin Klein Jeans Eyewear has chosen two bold, eye-catching sunglass styles to appear in its new advertising campaign for autumn/winter 2022. The two sunglasses – butterfly-shaped CKJ22639S and rectangular CKJ22641S – are part of the Iconic Monogram family and feature large metal sides with lightweight fronts crafted in plant-based resin, a cleaner alternative to standard petroleum-based plastics. A 3D monogram on the sides give the

models and young, assertive look. Our photograph shows style CKJ22639S –offering a glamorous butterfly-shaped front characterised by dark solid lenses and bold colours, including the vivid blue chosen for the advertising campaign, as well as pink, white, and black. The thick black metal sides feature a 3D monogram logo to match the front, creating a bold colour contrast. The eyewear brand is available from Marchon. Vision Now November 2022 11

News

1 Heat Su pp l e me nts

Worshipful Company of Spectacle Makers

ge ssa a M

The Worshipful Company of Spectacle Makers (WCSM) has announced the winners of its annual bronze medal award competitions for work published by earlystage researchers. The 2022 Master’s Medal was awarded to Dr Xiaofan Jiang of the Institute of Ophthalmology at UCL, for her paper, ‘Electrical responses from human retinal cone pathways associate with a common genetic polymorphism implicated in myopia’.

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Antimicrobial

Educating parents and practitioners

Essilor

Alan Pitcher, commercial director at Essilor, said: “There is a big job to do in educating the public about the topic of myopia management, particularly as by 2050 it is believed that half of the population could be affected by this vision condition. Over the next 40 days our Essilor Stellest social media campaign will help to educate parents and signpost them to their local independent optician to manage their child’s myopia.”

We’ve got you covered MGD Demodex

✓ ✓ ✓

Inﬂammation Hyperosmolarity Contact Lens Dry Eye

✓ ✓ ✓

Free training materials for practitioners include CPD-approved modules about myopia management in a range of formats including lectures, discussion workshops and peer reviews – each facilitated by fully trained and approved members of the Essilor team. A myopia management certification programme is also now available on EssilorLuxottica’s training platform, Leonardo, which comes with a suite of training courses. Visit https://ecp.essilor-pro.com/gb

Supporting Independents – Not available in Boots or supermarkets*

www.positiveimpact.co.uk Telephone: 01424 851375 | Email: info@positiveimpact.co.uk 12 Vision Now November 2022

Dr Hillary Rono

Dr Xiaofan Jiang receives her award

Essilor’s Stellest social media campaign launched last month is projected to achieve more than 30 million impressions across the 40-day activity. The campaign targets parents of children aged six years and over, using videos and social media posts on Facebook and Instagram as the main channels, directing consumers to an optician finder to purchase the lenses.

Dry Eye? Blepharitis

For the first time, the Ruskell Medal has been awarded to an ophthalmologist working in Africa, in the field of public health. Dr Hillary Rono’s paper was titled, ‘Effectiveness of an mHealth system on access to eye health services in Kenya: a cluster-randomised controlled trial’, and draws from directly on his work in Kitale, where he works among a large, rural population. His research was critical in assessing the effectiveness of using a smartphone-based referral system (Peek) to increase eye health service utilisation in Kenya.

* Excludes The Eye Doctor

Eye Health UK The organisation behind National Eye Health Week, Eye Health UK, marked World Menopause Day on 18 October by launching a public health promotion on the link between changing hormone levels and poor eye health. The #VisionAndMenopause campaign highlighted new research, conducted this summer by the charity in collaboration with the Thomas Pocklington Trust, which found that 86 per cent of female survey respondents were unaware of a connection between menopause and eye health. The campaign featured information about

Menopause campaign visual

hormonal dry eye, the increased risk of eye irritation caused by blepharitis, and how fluctuating oestrogen levels can be associated with the onset and progression of conditions such as glaucoma and cataracts. Rosie Gavzey, optometrist and charity trustee, said: “There’s a huge array of menopause symptoms, but few women make the connection between menopause and poor eye health. We hope that our #VisionAndMenopause campaign will inspire menopausal women to keep up-to-date with their routine eye tests and seek clinical advice if they experience issues with their eye health.” Vision Now November 2022 13

News

Looking at a better future for our childrens’ sight

AN INDEPENDENT VIEW What defines an independent?

Moorfields Eye Hospital

FROM

Translating research into treatment

The National Institute for Health and Care Research (NIHR) Biomedical Research Centre (BRC) at Moorfields Eye Hospital NHS Foundation Trust and UCL Institute of Ophthalmology has been awarded £20m funding for a five-year period starting from December 2022. The NIHR has awarded nearly £800m to 20 new BRCs across England to translate scientific discoveries into new treatments, diagnostic tests and medical technologies to improve patients’ lives. Professor Sir Peng Tee Khaw, Moorfields Eye Hospital R&D director and co-director of the NIHR Moorfields BRC, commented: “I am extremely pleased that we have been awarded NIHR BRC funding for the fourth time, demonstrating our joint sites’ world-leading track record and potential for translating vision research though to patient benefit. We are excited to deliver our mission of preserving sight and driving equity through innovation, particularly for those in the greatest need.” The NIHR Moorfields BRC has previously made discoveries in genetics, laser treatments, innovative surgical procedures, drug therapies and artificial intelligence, and has collaborated with worldleading partners to ensure the best outcomes for patients faced with visual impairments and blindness. This fourth round of funding will support research in areas such as cancer, mental health, dementia and infectious diseases. It will also provide opportunities for a diverse range of professionals to undertake research, expanding research expertise in allied health professionals.

British Contact Lens Association Available in: 1.50, 1.53, 1.60, 1.67, 1.74

Lenses manufactured in the UK.

My-Nor is a new lens from Norville, which has been specifically designed for managing myopia in children.

Developed after a five-year European case study

NEW ADDRESS: Norville, Waterwells Drive, Gloucester GL2 2AA Gloucester

Livingston

01452 528 686

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sales@norville.co.uk livingston@norville.co.uk 14 Vision Now November 2022

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Eyecare professionals interested in taking part in next year’s British Contact Lens Association (BCLA) clinical conference can now submit papers and posters to be considered for inclusion at the flagship event. The BCLA has announced a pre-screening deadline of 5 December 2022, while the final submission date is 6 February 2023. The conference returns to Manchester Central on 9-11 June and the full criteria and guidelines for submission can be found at www.bcla.org.uk BCLA chief executive, Luke Stevens-Burt, said: “Having switched to a virtual conference in 2021 due to Covid, we’re looking forward to seeing everyone in real-life once again. It promises to be a weekend to remember, featuring a host of passionate speakers who can inspire eyecare professionals to make a real difference to patients’ lives and ensure we are ‘always learning’. “This meeting will deliver the latest innovation and clinical insight, with world class speakers on all areas of contact lenses and ocular surface health presenting lectures, holding live demonstrations and staging a number of practical hands-on workshops showcasing the very latest techniques. We will be sharing more details of the programme in due course and we look forward to submissions of high-quality papers and posters to ensure a really valuable weekend of learning for everyone coming to Manchester,” added Luke.

The word ‘define’ is held as meaning “to describe the nature, properties, or essential qualities of…” For many years, the AIO has wrestled with the definition of ‘independent’, and it still does today. So what describes the nature, properties or essential qualities of an independent? First of all, the nature of a true independent is that no-one tells them what to do – within the parameters of General Optical Council regulation of course. ‘Independent by name and independent by nature’ is an oft-used phrase, and from the writer’s perspective is frequently evidenced. And what about properties? Well, one definition of ‘properties’ (and the one the writer chooses to use) is: “A quality or trait belonging and especially peculiar to an individual or thing”. Independents are generally passionate about what they do and how they do it and, by extension, they prefer engaging with suppliers who are independent themselves. In other words, independents value the freedom to choose who to do business with. Turning to essential qualities, independents have a focus around long-term patient relationships, with eye health care at the core of their clinical offering. Equally, they have the right to decide what they offer by way of eyewear and eyecare products to their patients. Despite some assertions to the contrary, multiples are quite clearly not independent, even if their intentions meet the independent mindset. However, the line is more blurred with the likes of Hakim Group practices. Just because a practice has a family business logo above the door, and practitioners retain control over clinical matters, it doesn’t automatically or necessarily mean that the practice has complete control over the supply chain.

Submissions invited for 2023 conference

Vision Now November 2022 15

P R A C T I C E M AT T E R S

Developing thoughts The importance of engaging with both existing and potential patients cannot be overstated, writes Phil Mullins

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Available as 3 month and 6 month bundles* *Bausch + Lomb ULTRA® Multifocal for Astigmatism only available as a 6 month bundle

As a member of the National Eyecare Group, you have exclusive member pricing across our Bausch + Lomb ULTRA® contact lens portfolio, which includes discounted bundle offers with Biotrue® MPS through Bausch + Lomb Direct. Bausch + Lomb Direct, our e-commerce platform supports practices with: • A direct-to-patient delivery service • Enhanced patient management including subscription • 24/7 online ordering access • Practice-branded deliveries

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BNP.0015.IE.21

Are you on message?

was recently lucky enough to give a lecture at the AIO Conference, on ‘Tools for success: optimising your business and your patients’ experiences’. The idea was to cover the tools to promote a great patient journey and run your business behind the scenes. Interestingly, the area that sparked the most interest was around engaging with existing patients and, importantly, potential new ones. Over the years, I have heard many practitioners say they don’t need to advertise as they are always full and their patients recommend them. Although recommendation is always great advertising, it isn’t all about new patients. Advertising is as much about reemphasising your brand as it is about new business. This is particularly important in the modern optical business, as the multiples are constantly in front of your patients trying to make them jump ship. If you are only sending your patients a recall every two years then your chances of losing them are high. This is particularly relevant when the economy dips and price becomes important – like now. Although independents don’t lead on price, if that is the only message your patients see, it is the thing that will entice them away. TAILOR YOUR MESSAGES What you need to do will depend on your practice size, location and patient demographic. However, there are certain tools that all practices need to consider. First, make the most of your database. Even if someone hasn’t seen you for a number of years, if you have them on your list, they must have come to you once. Encouraging them back is an effective way to build your business and is probably easier that getting fresh new patients. Historically, practices have relied on recalls, but to maximise your existing patients’ potential you need to engage with them often. Provided you have their marketing preferences, you can easily

including a branded envelope. Obviously, emails are free and can be useful, provided you have the patient’s permission to send them marketing messages that way. The same goes for SMS; there is a cost, but it is quick and effective. But don’t rely on one option, mix up how you send messages and what they contain.

All practices should have an online presence

reach out to them via letter, email or SMS. Instead of just saying come for your eye exam every two years, build in other messages such as come and have a free spectacle service, come along to our open day, new ranges now available, and so on. The potential is endless and provided you don’t overdo it, your patients will return for additional products and services. This will, of course, rely on a good PMS system to enable you to search for certain patients and target the right message at the right time. But with a little planning, much of this can be easily and quickly scheduled. Remember: if you are sending letters do use Docmail, the hybrid mailing option, as this saves a lot of time and money – particularly when you consider that the NEG price starts at just 62p

MAXIMISE YOUR ONLINE PRESENCE So, you have the messaging sorted for your patients, but what about people who don’t know how brilliant you are? A great website is now an essential to any business. People don’t wander the High Street looking for new services, they click through Google – so you need to have an online presence. Remember that Google puts local companies up the list, along with recently-updated sites, sites with videos and secure sites. The other mistake many businesses make is to not make their website mobile friendly, or add too much text. Use images where you can, and make sure your website resizes for different formats. Above all, consider your website to be your online shopfront. To build your digital presence further, you will need to engage with social media. I know it’s not everyone’s idea of fun, but it is a fact of life for many people – particularly the younger generations. So, find someone in your business who can engage with social media and produce a regular flow of content. Much of this can be gathered from the suppliers you deal with or the optical associations who provide all sorts of interesting content you can reshare. Don’t forget that your social media channels and your website should fit in with the messaging that you use in practice. You don’t want a patient to turn up at the practice and think they might be in the wrong place. It comes down to working up your brand and keeping everything ‘on message’ – be that in practice, in your email/SMS messaging or online. ■ Vision Now November 2022 17

PRODUCT PROFILE

Les Yeux Doux French design meets British savoir-faire La collection de lunettes – Les Yeux Doux – est un classique français avec une esthétique chic et moderne. You’ll be pleased to read that this is as far as I am comfortable with writing in French. Of course, I do wish I knew more – as this beautiful French collection is growing fast.

By Dan Smerald

es Yeux Doux was launched at 100% Optical in London earlier this year to a fantastic reception, and has been growing at a rapid rate ever since. It offers a beautiful mix of modern and traditional styles, colours, fit and quality that we believe are exceptional. The collection is a ‘must see’ for all practices with a desire to put a smile on every patient’s face, and to meet any demanding price point. Les Yeux Doux was born from the encounter between a creator with a love of his work and a producer focused on the quality of his frames. Now, Atlantic Optical UK has formed a partnership with Les Yeux Doux – sharing its influence in design, colour and trends. Because it’s a factory-owned company, Les Yeux Deux – in partnership with Atlantic Optical UK – offers prices to practitioners that cut out multi-layer margins. By offering this incredibly well priced, high-quality product directly to practices, everyone can benefit from this price point product in what can only be described as a challenging marketplace for us all. No one knows for sure how long these challenges will be with us, making it even more important to have at hand a product that can fill this expanding market; one that is reliable and offered with all of Atlantic Optical’s service and support.

18 Vision Now November 2022

900+ SKUs offer styles for every age and face shape

Les Yeux Doux was launched at 100% Optical in May 2022

QUALITY, TRENDY AND ACCESSIBLE At the origin of the brand’s creation was – and is – the desire to create frames that are high-quality, trendy and especially accessible for all. This combination gives rise to frames with original and elegant lines. The brand offers products with varied styles and shapes, enhancing the features of each wearer’s face: passing from the classic rectangular models to many cosmopolitan looks for the more adventurous. Our feedback from national accounts who have taken on this collection for themselves is positive and showing excellent sellthrough. With more than 900 SKUs, there are styles for every age and face shape. The collection really does slip in nicely to the practice. “Understated attitude”, “Evening or every day”, “Hard to find fault” are just some of the many comments and complements we have had about the collection – with styles running from ‘classic’ to ‘catwalk’. Everyone enjoys European styles and colours, and patients like to see an eclectic mix in the collection – so it offers a fabulous range of choices for them. SUSTAINABLE POINT-OF-SALE When we started with Les Yeux Doux, our aim was to supply authentic, sustainable point-of-sale. This was a challenge because we wanted to use as little acetate

Suggested French-themed eyewear display

Styles are a mix of modern and traditional

as possible, currently not an easy objective. However, our French-themed picnic display provides practices with an eye-catching and different talking point in the practice. The display includes a beautiful green bottle of champagne (sadly empty), LED internal cork of lights and filled and scented lavender bags – all centred on a wooden plaque. We used natural materials to build this typical French picnic display, giving practices something fun and interesting to play around with and make something unique.

We aim to offer locally-sourced and recycled materials as much as possible. The wood bases come from the Welsh Forestry Commission, all sourced in Wales with no wastage. These are great for window displays to bring some natural elements into the display. You won’t see any big lumps of single-use plastic to throw away every year. The Champagne bottles have an interesting source. They come from a French café/deli in Cardiff called the Glory Stores – a dynamic style and quality-driven, authentic deli and café. We have had a great experience working with them on social media and marketing images. If you look on the Atlantic Optical’s website, you can see the different images – all available to use on your practice’s social media channels. We are currently organising a Les Yeux Doux Evening in the Glory Store. Think of a wine tasting evening (obviously there will be wine) but with eyewear instead. It’s a great way to see what the public is interested in, and gain first-hand feedback on their buying habits. EXCITING STRATEGY FOR THE FUTURE As the collection grows, we will see more titanium, sunwear and creativity of styles. The owner has a brilliant team working with him to develop the range. We will be focused on developing British trends and

New styles are tailored for British tastes

ideas with them to tailor this collection more to our tastes. With the push for more eco materials, you will see more environmentally-friendly bio-acetates throughout the collection and within the packaging. Our increased focus on sustainability is not just for Les Yeux Doux – but is across all of our collections. As the industry and profession heads towards a more eco-friendly mindset, we need to offer more and more In January 2023, we will be launching five new styles in our Big & Tall Eyewear collection – all made from eco-friendly bio-acetate material. With Covid locking us all down for so long, we had been holding back from releasing new styles in the Big & Tall collection – and took the opportunity to reassess its direction. Staying true to the collection's classic styling, we have now expanded into more trendy styling with the subtle use of colour throughout. The Enhance collection from our US partner is continuing to meet a wellestablished need – along with our high-end Betsey Johnson range. To see all our collections, go to www.atlanticoptical.co.uk. Our patient-focused website can be found at www.patientfriendly.co.uk for all styles – without prices.

choices. Our partnership with Les Yeux Doux has given us a unique opportunity to work together with the factory and the design team in Paris and influence the designs to suit the UK market’s needs. Price point is key, and by being able to go direct to market with this quality product, without the normal pressures of high-volume factory purchases, we have an exciting strategy to build on. Our aim is to ensure we have the right styles, that we develop more sustainable products and identify more needs in the market that are not currently met. 2023 will be an exciting year in our new partnership. By facing all the challenges, it is entrenched in us to stay positive, think differently and act decisively. To stay the course, we all have to work through this and support UK suppliers as much as they support the independent opticians. Going forwards into 2023, we will continue to add recycled/eco frames and packaging. Bio-acetates are being incorporated into our frames with new styles and colours. There is a subtle hint on the frame so the patient and practice know it is environmentally-friendly. It is not a simple undertaking and we want to make sure we do it right. With consumers driving ever harder for greener collections, we are committed to greener and cleaner frames: not just the frame itself but the manufacturing, the case, transportation and logistics. Every step counts towards reducing our ‘footprint’ Dan Smerald is marketing director of Atlantic Optical UK. ■

One of the new Big & Tall styles

Vision Now November 2022 19

P R A C T I C E M AT T E R S

AI in eyecare: the future's in your hands

One of AI’s most promising applications is in healthcare

AI experts Dr Wen Hwa Lee and Professor Pearse Keane share advances and potentials of artificial intelligence (AI) in eyecare, and how transformation can be enabled through unique collaborations between the public, researchers, charities and the optometry sector.

arely a day passes when we don’t hear how artificial intelligence (AI) has the potential to solve the most diverse set of tasks – some mundane, others at the cutting-edge of human endeavours. AI is not restricted to self-driving cars, production lines or e-commerce recommendations; one of its most promising applications is in healthcare – and ophthalmology is at the forefront of this revolution. Although we have been fed dreams of AI as a solution for all the things we don’t like doing – from menial tasks to making complex decisions – it is fair to say that the number one fear of ‘machines taking away jobs’ is still far from a reality. If anything, AI can free the precious time and talent of highly-trained optometrists to deliver even better care, which will always require human-to-human interaction. Despite the fancy term, AI is basically maths and statistics, applied in a clever way to determine information, connections and correlations from a vast amount of data. This data is then used to train algorithms, which simply means a process or set of rules to conduct a function. Just as search engines have democratised instant access to knowledge, elevating everyone to genius status, AI-derived algorithms trained on large sets of ophthalmic images (e.g. fundus and OCT scans) can mathematically narrow down on subtle nuances, patterns and features – and use those to identify certain diseases. This is not that different from when early-career professionals seek advice from more senior colleagues – as the latter will have seen more cases and developed their

20 Vision Now November 2022

own way of classifying and identifying any specific case. In AI parlance, each expert has their own ‘algorithm(s)’, developed or learned from the cases they have seen (the data). PROOFS-OF-CONCEPT To date, there have been several very exciting proofs-of-concept, where retinal imaging has been used to train algorithms to detect and diagnose several conditions, including non-ophthalmic diseases. For instance, in July 2016, Moorfields Eye Hospital announced a formal collaboration with the world’s leading AI company, DeepMind. This collaboration involves the sharing of >1,000,000 anonymised OCTs with DeepMind to train algorithms capable of automated diagnosis of diseases such as age-related macular degeneration (AMD) and diabetic retinopathy (DR). In 2018, it was reported that the resulting algorithm could diagnose more than 30 conditions and as accurately as experienced optometrists and ophthalmologists. Later that same year, a research team from Google Health trained an algorithm, using fundus images and clinical measurements from 284,000 subjects, which could predict several cardiovascular risks from a single fundus image, including the subject’s blood pressure, their bodymass index and smoking status. More recently, AlzEye was established as an unprecedented data linkage project linking >two million retinal photos and scans of >250,000 people, who attended Moorfields between 2008 and 2018 with nationally held data (NHS Digital) on people who develop Alzheimer’s disease

Patients will always need human interaction

and other forms of dementia. This unique resource provides a tailored, unique dataset to explore patterns of retinal change associated with the development of dementia across a diverse population of varying ethnicity and socioeconomic status. A common thread is availability of data to train AI algorithms. In fact, the UK has the world’s largest ophthalmic bioresource, called Insight Hub. Launched in 2019, it hosts data collected at two of the largest NHS hospitals in the UK – Moorfields and University Hospitals Birmingham. The fully anonymised data is made available for research under the strictest information governance and ethical access processes. But then, you might be wondering, why haven’t we seen those algorithms deployed for use yet? MINDING THE DATA GAP Part of the challenge is that all those algorithms were trained on data from people with an existing condition, which drove them to a hospital. This is what we

call enriched – or skewed – data. In order to be released on the High Street to help optometrists make decisions, the algorithms need to be challenged with real-world data, from the community level. This would include unclear and hard-to-define ‘corner’ cases. Besides these challenges, the researchers also need to get hold of community-level data to start training future iterations of those algorithms to deal with the diversity of cases they haven’t yet seen. Therefore, just like the venerable colleagues who we call to ask for advice, AI algorithms are not infallible. That is predicated on: a) how much cases (data) were available for training; and b) how each protocol is developed. Other than helping algorithms better discern disease from non-disease, there is also an unprecedented opportunity here: community-level data might contain subtle signals and features that can help researchers to go after detection of diseases, before they are severe or late enough to cause harm. A final gap that community data can help address is what some of our colleagues are calling ‘data poverty’, whereby certain segments of our population are not being represented in all those datasets. What this means is that algorithms being developed might work only for some of us, whilst completely missing the mark for others. So we need to ensure that the data being used to train AI algorithms are truly fair and representative. ENSURING EYES REMAIN HEALTHY Despite large volumes of clinical and hospital data, the unleashing of AI algorithms – and indeed the search for ways to preserve eye health – depends on community-level data. In other words, those ranging from people who are truly healthy to those who might be just below the referral threshold, at a ‘sub-clinical’ state.

Ophthalmic images need to be shared with researchers

Community-level data is required to unleash AI algorithms

However, while most patients might be keen to have their data shared and looked at by experts and researchers in search of a solution to their ailments, those below the referral threshold (i.e. those who are ‘healthy’) might not see a clear reason why their data should be made available for research. Here is where we argue that charities can work alongside optometrists and ophthalmologists to promote more regular eye exams to catch those unmistakable cases and avoid further harm. We also need to work together so that retinal photos and scans are made available to researchers so they can start working on solutions – so that when/if a disease catches up, there is a solution waiting. The research charity Action Against Age-related Macular Degeneration ((AAAMD), a collaboration between the Macular Society, Sight Scotland Veterans and Blind Veterans UK, has been developing a new model to enable aggregation of retinal imaging and scan data only from consenting participants, at community-level. Under this model, AAAMD will be exploring a recompense structure for all participating optometrists. AAAMD will also be encouraging the public to donate their data for research, whilst ensuring that the data will be stored safely and securely – and that requests to access the resulting data for research will be meticulously scrutinised by an independent panel. This is a very successful model, which has been co-developed alongside the renowned Open Data Institute – created by the founder of the World Wide Web, Sir Tim Berners-Lee.

ENHANCED OPTOMETRY IS THE FUTURE With so much pressure in the NHS, especially in secondary care where ophthalmology has been the busiest out-patient specialty for several consecutive years, it is now not only logical but necessary to better call upon primary care. AI has the potential to increase even more the correct referral rate, but this is dependent on community-level real world data being collectively made available for research and validation purposes. It is this critical piece that we – the public and patients, optometrists, ophthalmologists and charities – should be collaborating to quickly assemble, explore and deploy. Closing the gaps above are important steps we need to take now if we are to have AI-enhanced optometrists on the High Street – hopefully in a not-too-distant future. These ‘enhanced optometrists’ should become the first port-of-call in screening, detection and correct referral for an increased number of conditions. Post-treatment, optometrists should also be a natural, reliable and trusted health professional to provide convenient monitoring for a variety of patients and their conditions – ophthalmic and beyond.

Dr Wen Hwa Lee is CEO of the charity Action Against Age-related Macular Degeneration. Professor Pearse Keane is a world leader in AI for eyecare. ■ Vision Now November 2022 21

PA RT N E R P R O F I L E

B US I N E S S M AT T E R S

Cardnet: the benefits are clear to see The benefits of working with Acceptcards took another positive turn recently, as they helped NEG broker a great new deal with Cardnet...

art of Lloyds Bank, Cardnet can now offer NEG members competitive rates when processing credit and debit card payments either face-to-face, over the phone or online. Switching is easy and doesn’t involve changing your bank account, so why not contact them today and make it easier for your customers to pay? Cardnet is one of the UK’s largest payment processors and accepts a wide range of card types from all the leading schemes. It offers fast transaction handling and payment reconciliation – and has a proven track record with more than 30 years’ experience in the card payment industry. The benefits of using Cardnet can be summarised as follows:  No hidden fees or confusing small print  Tools that track your finances and provide customer insight  Specialist UK-based support team  Helps you to comply with the latest industry security standards MORE WAYS TO PAY It is safe to say that paying by card for most consumers is now the norm. Cardnet solutions allow you to accept card payments from all major credit and debit cards using a variety of methods. It works by reading information from a customer’s card using either:  Chip and PIN: the card machine ‘reads’

Cardnet offers competitive rates on card payments

an embedded chip that stores the customer’s four-digit PIN  Contactless: the customer touches their card on, or near, the card reader which detects the customer’s details using a wireless technology called Radio Frequency Identification  Mobile wallets (such as Apple Pay and Google Pay): these apps use Near-Field Communication to provide the card information It only takes a few seconds for the cardholder and payment information to be transferred from the cardholder’s bank to Cardnet, and once available funds are detected, the transaction is approved. GET A 360˚ VIEW With free access to Cardnet reporting tools, you will be able to access a detailed overview of your payments and transactions, helping you spot trends and identify customer behaviour. You can access the tools at any time, on any device type and be able to see or download the data you need, including statements of monthly fees and charges. It is quick and easy to set up and get ready in minutes, helping you manage card transactions and schedule reports when it suits you. Cardnet has a link with Clover, a powerful platform built around accepting payments, but powered by cloud-based software and apps to help run your business. From customised apps to grow your system’s

Managing change and conflict Effective change management can benefit your business without causing conflict, writes Antonia Chitty

W Give your patients more ways to pay

capabilities to software that helps you analyse, develop and grow your business whilst improving staff performance, Clover is also part of the Cardnet offering to NEG members. ■

With no joining fee or confusing small print, tools that track your finances and provide customer insight, and a specialist UK-based support team, Lloyds Bank Cardnet is ready for your business. Call 0345 604 2491 and select option 2, quoting reference NEG/22. Lines are open 9am to 5pm, Monday to Friday.

Cardnet® is a registered trademark of Lloyds Bank plc. ® 2019 The Clover trademark and logo are owned by Clover Network, Inc. a First Data company. All Rights Reserved. All trademarks, service marks, and trade names referenced in this material are the property of their respective owners. Lloyds Bank Plc is authorised by the Prudential Regulation Authority and regulated by the Financial. Conduct Authority and the Prudential Regulation Authority under Registration Number 119278.

22 Vision Now November 2022

Listen to your team and bring them on board

e have seen many changes across all aspects of life in recent years, including our working lives. This has likely caused some stress amongst your practice team, and possibly resistance to any necessary changes that have been made at work. A 2021 survey for the Advisory, Conciliation and Arbitration Service reported that the cost of conflict to UK organisations was £28.5bn. However, learning more about change management could actually help you develop your business without causing conflict. DEVELOPING YOUR TEAM ABDO College offers a range of courses, which allow every staff member to advance. The Optical Assistant (OA) course is a great introduction to optics, formalising knowledge gained in practice. It is studied entirely online, with optional practical skills workshops, and is suitable for new staff and those with some experience in practice. For more experienced team members, you could sign them up for the Senior Optical Assistant (SOA) course to develop and grow their knowledge and broaden what they can offer to patients. Alongside online study, this also includes an Optical Skills in Practice

or simply having to work harder. Map out potential barriers before you introduce the change and explain to staff your programme to address them. This could include training, a period of transition, and someone who is trained to help in the transition. Acknowledge people’s concerns and reassure them that they will be taken into account, and you will be smoothing the way for improvements. If you listen to your team, highlight benefits and deal with barriers, you are ready to implement change. Have clear timescales and expectations. Remember: everyone will adapt at different speeds. Have regular updates to reinforce the change. Keep talking about it, and offer further training if needed. This ongoing support will ensure that change progresses without building conflict. Once you have implemented change, review and monitor how things are going. Effective management and leadership can help reduce conflict and ensure that the changes you make are positive. If you want to find out more about how change management can help your practice and reduce conflict and explore the ideas in this article further, ABDO is holding a workshop on change on 16 November and one on conflict management on 1 February 2023. Find out more at www.abdo.org.uk/events

SMOOTHING THE WAY The first question staff may ask is: “Why do we need to change?” Many team members like doing things the way they have always done them, so note down reasons for the change and benefits. You can also list the perils that might lie ahead without change. Staff who understand the reasons for changes are less likely to resist them. The next question may be: “How will it affect me?” What people really mean by this is: “Will I be ok?” Change can cause insecurity. People may be afraid of losing their job, being replaced by technology,

Antonia Chitty PhD, MCOptom, MCIPR, MPRCA is head of communications at the Association of British Dispensing Opticians. ■

day at ABDO’s National Resource Centre in Birmingham. Developing staff who are already familiar faces to your patients can help build your business. Staff will remain loyal as they feel appreciated, while patients will be happy with the team’s growing range of knowledge and skills to provide them with the best eyewear and eyecare. Succeeding in one of the OA courses will provide full entry requirements to join ABDO’s dispensing optician (DO) training course. What’s more, recent analysis shows that those who complete the OA courses are already achieving higher marks on

their assessments. Trainee DOs also have the option to study Ophthalmic Dispensing at degree level while achieving their professional qualification. For those who are already qualified FBDO, the new Contact Lens Certificate programme extends clinical skills and your practice’s offering to patients. Developing your own in-house expertise in dispensing can really set your practice apart, with students being able to offer more in practice from the first term and onwards as they share their learning. Find out about ABDO College’s courses at www.abdocollege.org.uk Vision Now November 2022 23

ST Y L E S P OT L I G H T

What's your point?

also available, as well as dispensing mats showing the range and colour options.

in-practice POS via its in-house marketing team, with an increase in digital assets planned for 2023. Strut cards showcasing Aspinal Eyewear

In this month’s Style Spotlight, editor Nicky Collinson highlights the role of point-of-sale in promoting your practice portfolio...

hile the pandemic has undoubtedly affected consumer spending habits, with many continuing to work from home or reluctant to venture out onto busy High Streets, buying eyewear, sunglasses and contact lenses in practice is still by far the favoured purchasing channel. According to Mintel’s Optical Goods Retailing UK 2022 report, the figures remain consistent across all age groups – with 87 per cent of ophthalmic frame purchases occurring in practice in 2021 compared to a mere 17 per cent online. The obvious factor in this trend, of course, is the need to try on different styles and discuss individual prescription and lifestyle needs with a qualified expert. Interestingly, the Mintel report also revealed that 34 per cent of survey respondents were interested in sustainable frames, and 16 per cent in sustainable contact lenses. Sustainability provides practices with a fantastic opportunity to start a conversation about frames made using eco-friendly materials and processes – even when a new prescription isn’t required. However, one often-overlooked element of marketing any type of product to new and existing patients is the effective use of point-of-sale (POS) material – whether it be POS you’ve created yourself or assets supplied by industry partners.

24 Vision Now November 2022

A Jensen eyewear window poster

POS collateral – marketing speak for any digital or printed material used to communicate or promote a company’s brand message, products or services – is primarily designed to inspire consumers to buy. It may include signs, boards, stands, strut cards or posters placed along the patient’s pathway through your business – from the front window to the consulting room and on into the dispensing area. LESS IS MORE One NEG preferred supplier that continues to stay ahead of the curve with its selection of sustainable marketing materials is Eyespace. The award-winning company is renowned for its portfolio of British designer brands and signature house collections, including Jensen and Aspinal of London, each supported by a suite of patient-facing marketing tools. “Compelling fashion-led photography is key to engaging wearers with the latest eyewear trends and printed materials such as posters,” says Nicky Clement, Eyespace head of marketing, adding that “strut cards remain a core staple, easily positioned in windows and by frame displays”. As part of its sustainability campaign,

An eye-catching Mulberry eyewear display

Eyespace has switched to a smaller volume, ‘just-in-time’ print process, which uses exclusively recycled or FSC paper with non-toxic inks and plastic-free coatings. The company has also replaced largevolume print catalogues with brochures, printed in small batches timed to product launches across the year. With one of the industry’s first sustainability awards under its belt, it is only fitting that Eyespace’s most recent printed material is a Sustainability magazine, showcasing an edit of frames from its expanding sustainable portfolio. The magazine also features useful information on the latest innovations, techniques and materials supporting independent practices. “Practice life post-pandemic has triggered a digital revolution for optics as practices clear space, favouring digital screens in windows and waiting areas, and explore more digital channels for patient communication such as browsable websites, email reminders and social media promotions,” says Nicky. To support practice POS strategies, Eyespace offers downloadable kits of digital images for social media content and

TAILOR-MADE TOOLS A world leader in the design, production and distribution of premium-quality prescription eyewear frames and sunglasses, De Rigo offers a range of attractive and functional POS materials. “These materials are instrumental in the patient’s decision-making process,” says Andy Long, managing director of De Rigo UK. “Marketing materials are essential for our customers, and we offer counter cards, logo plaques, mirrors, banners, window displays and so much more. We can even offer premium bespoke materials when requested.” De Rigo updates its marketing materials every six to 12 months, depending on the brand, giving customers fresh looks for their practice. From Mulberry banners, Police mirrors, Furla frame displays and Chopard show cards and many more, practices can display a variety of materials. De Rigo endeavours to support practices across all its brands, encouraging patients to make informed decisions, thus supporting strong sell-through. “This continued support helps us to maintain great partnerships with our customers,” adds Andy. “Our sales representatives work closely with practices to ensure they have the display materials that suit their practice’s specific needs.” SEEING THE LIGHT Essilor has a wide selection of eyecatching POS available to help independent practitioners capture the attention of patients and promote Transitions Light Intelligent Lenses. Stylish POS materials including posters, show cards, dispensing mats and leaflets – are all available to order. The aim is to allow customers to really showcase the brand

Attracting attention with Transitions collateral

with a captivating window vinyl, available to purchase with Essilor Expert loyalty points. Alan Pitcher, commercial director at Essilor, explains: “POS marketing is an effective strategy to raise awareness of light adaptive lenses and support patients with their purchasing decisions. We have a range of posters and showcards with QR codes to the virtual try-on tool, which is perfect for practice windows as consumers can interact even when the store is closed.” Essilor POS also directs patients to the brand’s light sensitivity quiz. “This is ideal for waiting rooms, when patients tend to be on their phones, and helps to introduce light sensitivity and awareness around protecting eyes,” adds Alan. Window vinyls can be customised to fit the practice’s windows, with the option to include a poster or screen in the centre to keep the display looking fresh. Finally, patient leaflets displaying the full range are

Creating a talking point for Les Yeux Doux eyewear

ENCOURAGING CREATIVITY As a Japanese eyewear manufacturer and supplier, there’s no prizes for guessing the theme of POS available from Charmant. The company offers a selection of stunning practice window decorations for customers to get creative with. POS materials are designed to capture the essence of Japanese culture, and past decorations have featured origami birds and the classic Japanese paper umbrella and lamp. Current window displays can be offered around the Japanese lucky cat theme. New POS materials have been created for the Minamoto collection, which continues to attract much interest with independent practices looking for something different. As featured earlier in this issue, the Les Yeux Doux eyewear collection, available from Atlantic Optical, offers the perfect chance to create a French-themed display in the practice. The company offers sustainable, locally-sourced materials to help practices create a talking point – as well as images for use on websites, Instagram and Twitter. So when you next look around your practice, ask yourself whether you are ‘selling’ yourself short when it comes to peak-performing POS. Simply making the most of all the high-quality materials on offer from NEG’s preferred suppliers, along with tailor-made advice to suit your practice and patient base, could make a big difference to both looks and books. ■

Showcasing Japanese craftsmanship

A lucky cat display at Moorhouse Opticians

PRACTICE POS POINTERS  Keep it fresh: there’s nothing worse than a faded, dusty window display or showcard  Use multimedia: ask your suppliers for digital brand assets for your in-practice screens, website and social media channels  Talk the talk: ensure your team are ready to explain the features and benefits of any products you are showcasing  Get techie: use QR codes and link them to your website or your supplier’s website  Pick your spot: don’t place products miles away from linked POS  Be inventive: think of quirky ways to display products and create seasonally-themed table or window presentations Vision Now November 2022 25

tel: 01580 713698 | web: www.nationaleyecare.co.uk

Preferred Suppliers are suppliers who, by prior arrangement, offer members of the PK National Eyecare Group preferential terms. For full details and terms offered to the membership, please call 01580 713698 or visit the Members Area of our website www.nationaleyecare.co.uk.

ALCON UK

LUXOTTICA (UK) LTD

tel: 0371 376 0017 | fax: 0871 351 1005 | web: www.uk.alcon.com

tel: 0808 1658 8555 | web: www.luxottica.com/en

AOS LTD

tel: 01932 943 040 | email: info@aos-hub.com | web: www.aos-hub.com

SUPPLIER – OPTICIAN – PATIENT

OUR PARTNERSHIP

ASSOCIATED OPTICAL

tel: 01628 600410 | fax: 01628 666495 | email: sales@assopt.co.uk | web: www.associatedoptical.com

MARCHON tel: 0800 72 2020 | web: www.marchon.com | email: csuk@marchon.com

MARK’ENNOVY tel: 0800 3280610 | fax: 0800 3280649 | email: mkservices@markennovy.com | web: www.markennovy.com

ATLANTIC OPTICAL UK LTD

MENICON UK LTD (FORMERLY DAVID THOMAS)

tel: 02920 362 136 | fax: 02920 362 137 | email: info@atlanticoptical.co.uk | web: www.atlanticoptical.co.uk

T: 01132 883094 E: RawdonCC@rawdonoptical.co.uk

BAUSCH + LOMB

tel: 020 8781 2900 | web: www.bausch.co.uk

BIB OPHTHALMIC INSTRUMENTS

T: 02920 883 009 E: LenstecCC@lenstec.co.uk

tel: 01438 740823 | email: sales@bibonline.co.uk | web: www.bibonline.co.uk

BONDEYE OPTICAL

T: 01279 653785 E: TantCC@tantlabs.com

tel: 0121 7723888 | fax: 0808 2801865 | email: sales@bondeyeoptical.co.uk | web: www.bondeyeoptical.co.uk

CENTROSTYLE OPTICAL CENTRE SUPPLIES LTD

tel: 01604 646216 | fax: 01604 790366 | email: enquiries@menicon.co.uk | web: www.menicon.co.uk

MID-OPTIC tel: 01332 295001 | fax: 01332 295158 | email: orders@midoptic.com | web: www.midoptic.com

MPG GmbH

T: 02920 857 122 E: Eyewear@lenstec.co.uk

CFH DOCMAIL

tel: 07834 173 288 | email: chris.burridge@cfh.com | web: www.cfhdocmail.com

tel: 07583 076 132 | email: andrew.davies@mpg-eyewear.com | web: www.mpg-eyewear.com

NORVILLE

tel: 020 8992 9222 | fax: 020 8896 0287 | email: sales@charmant.co.uk | web: www.charmant.co.uk

PERFORMANCE FINANCE

CITATION

tel: 0161 464 6731 I email: enquiries@citation.co.uk | web: www.citation.co.uk

CONTINENTAL EYEWEAR

tel: 0151 426 3907 | fax: 0151 426 9340 | email: sales@continental-eyewear.co.uk | web: www.continental-eyewear.com

PRACTICE MANAGEMENT SIMPLIFIED

PRACTICE BUILDING

tel: 0870 9000 055 | email: enquiries@coopervision.co.uk | web: www.coopervision.co.uk

tel: 0800 840 3988 | email: andy@practicebuilding.co.uk | web: www.practicebuilding.co.uk

DE RIGO UK LTD

PRO-OPTIC

tel: 01923 249491 | email: info.uk@derigo.com | web: www.derigo.com/en

tel: 01884 266130 | email: sales@pro-optic.com | web: www.pro-optic.com

DUNELM OPTICAL ESSILOR

Optinet Flex, the innovative software that keeps your optometry business at the cutting edge.

tel: 01454 281281 | fax: 01454 28128 | email: orders@essilor.co.uk | web: www.essilor.co.uk

EYESPACE

tel: 01527 870550 | fax: 01527 837012 | email: info@eyespace-eyewear.co.uk | web: www.eyespace-eyewear.co.uk

GO EYEWEAR UK LTD

0845 313 0233 sales@optinetuk.com www.optinetuk.com

tel: 0800 9178270 | web: www.goeyeweargroup.com OPTINET DIRECTORY AD - FEB 21_AW.indd 01/03/2021 109:47

Ariadne and Cindy for Yalea

tel: 024 7710 3494 | email: design@retailexperiencedesign.co.uk | web: www.retailexperiencedesign.co.uk

RODENSTOCK tel: 01474 325555 | email: sales@rodenstock.co.uk | web: www.rodenstock.co.uk

SEIKO OPTICAL UK tel: 01452 610033 | fax: 01452 638250 | email: orders@seiko-optical.co.uk | email: info@seiko-optical.co.uk web: www.seikovision.com/uk

SILHOUETTE UK LTD tel: 020 8987 8899 | fax: 020 8987 2430 | email: office@silhouette-uk.co.uk | web: www.silhouette.com

SPEC-CARE LTD

HOYA LENS UK

tel: 01392 460806 | email: info@speccareservices.co.uk | web: www.speccareservices.co.uk

tel: 0845 330 0984 | fax: 0845 330 0977 | email: enquiries@hoya.co.uk | email: orders@hoya.co.uk web: www.hoyavision.com/uk

STEPPER UK

INTERNATIONAL EYEWEAR LTD

tel: 01732 375975 | email: sales@stepper.co.uk | web: www.steppereyewear.com

tel: 0121 585 6565 | fax:0121 585 0954 | email: sales@internationaleyewear.co.uk web: www.internationaleyewear.co.uk

TANT LABORATORIES

LAB3SIXTY

tel: 01279 653785 | fax: 01279 658308 | email: TantCC@tantlabs.com | web: www.lenstecopticalgroup.co.uk

tel: 0113 5211071 | email: Info@Lab3Sixty.co.uk | web: www.lab3sixty.co.uk

THEA PHARMACEUTICALS

LENSTEC EYEWEAR

tel: 0345 521 1290 | fax: 01782 717 944 | email: theasupport@spectrum-thea.co.uk web: www.thea-pharmaceuticals.co.uk

tel: 02920 857122 | fax: 02920 920480 | email: eyewear@lenstec.co.uk | web: www.lensteceyewear.co.uk

LENSTEC OPTICAL tel: 02920 883009 | fax: 02920 889798 | email: LenstecCC@lenstec.co.uk | web: www.lenstecopticalgroup.co.uk

26 Vision Now November 2022

Here I am.

RETAIL EXPERIENCE DESIGN (RED)

tel: 01388 420420 | fax: 01388 810101 | email: dunelm@dunelmoptical.co.uk | web: www.dunelmoptical.com

tel: 029 2073 5293 | fax: 029 2073 1446 | email: info@louisstone.co.uk | web: www.louisstone.co.uk

LEWIS HAMILTON

POSITIVE IMPACT

COOPERVISION

LOUIS STONE OPTICAL LTD

coopervision.co.uk

OPTINET LTD

CHARMANT UK CO LTD

tel: 0800 591150 | email: info@hilco.co.uk | web: www.hilcovision.co.uk

We’re stepping up to do more, supporting you to Prescribe Freedom for more people than ever.

tel: 01452 510321 | email: sales@norville.co.uk | web: www.norville.co.uk

tel: 01923 239267 | fax: 01923 253951 | email: sales@centrostyle.com | web: www.centrostyleproducts.com

HILCO EUROPE

When you prescribe contact lenses, you prescribe freedom.

Stepper (UK) Limited 11 Tannery Road Tonbridge Kent TN9 1RF 01732 375975

www.stepper.co.uk

ULTRAVISION tel: 01525 381112 | fax: 01525 370091 | email: info@ultravision.co.uk | web: www.ultravision.co.uk

Windcave Ltd tel: 0800 088 6040 | email: sales@windcave.com | web: www.windcave.com Vision Now November 2022 27

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Take control with Optinet Flex, the innovative software with intuitive dashboards and intelligent reporting that keeps your optometry business at the cutting edge. Call us today to book your no obligation, demonstration.

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sales@optinetuk.com • www.optinetuk.com 28 Vision Now November 2022