Vision Now February 2024

February 2024

The future of practice management software is here.

Putting cloud-based control at your fingertips wherever you are, on any device, Nova is the future of practice management software. With intuitive dashboards and intelligent reporting, it keeps your optometry business at the cutting edge.

BUSINESS INTELLIGENCE • PATIENT MANAGER • STOCK • ORDERING • TILL • DIARY • eGOS • EMAIL • CLINICAL Contact us today to book a no-obligation, in-practice demo.

optinetuk.com sales@optinetuk.com • 0800 310 2400

Vision Now February 2024 1

THE CONTACT LENS PATIENT FITTING JOURNEY NEEDS

pre-fit

on-the-day fit

Last year, we asked you how the contact lens patient fitting journey might be improved using some fresh thinking.

This year we’ve asked everyday eye care professionals to share how these insights might influence them to make a fresh start.

Join us at 100% Optical to learn more.

CAN’T WAIT? FIND OUT MORE HERE

2 Vision Now February 2024

24-26th February 2024 ExCeL London | Stand: L320

post-fit

Inside

7

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 Features Contributor: Joan Grady jgparischats@wanadoo.fr Business Editor: Philip Mullins FBDO p.mullins@nationaleyecare.co.uk

16

Art Editor: Stacey Potter BA (Hons) www.spottcreative.co.uk

NEWS 4 Optinet launches new Nova 7 BIB announces OCT approval 9 Hoya to unveil new coating 11 New brand launch for Eyespace 13 Essilor extends AR coating option

Editor’s comment

Welcome to our first issue of 2024. With just over two weeks to go until the 10th anniversary edition of 100% Optical, the NEG preferred supplier focus is very much on what will be launched, showcased and discussed at the eagerlyanticipated annual event.

FEATURES 16 Product profile Optinet Nova: ahead in the clouds 18 Promotional feature Rodenstock: making a BIG difference 20 NEG Business Club Boosting your profits 22 Business matters Transforming your business and yourself Part 1: Motivation

REGULARS 13 An independent view 24 Style spotlight 26 Suppliers’ directory

20

O

ur headline news this month is, of course, the launch of Optinet Nova – the innovative new cloud-based practice management system from NEG’s long-established IT division. Designed to offer the best of Optinet Flex, with added features and benefits – not least the ability to operate the system at any time from anywhere – Optinet Nova will be available at 100% Optical for visitors to discover its capabilities and discuss the exclusive NEG members-only offer of a free 12-month trial.

You can read all about Optinet Nova in our special feature, starting on page 16.

Also making a BIG splash in this issue is Rodenstock’s Biometric Intelligent Glasses for All concept. Discover how the company can support you in delivering bespoke progressive lenses using its new DNEye Scanner 3, and learn more about its new LayR technology offering seven mulit-functional layers to provide clearer vision, as well as an assortment of other tools and solutions.

In the first of two business support features, Practice Building’s Andy Clark discusses the various options that could lead to a boost in profits, and introduces the company’s ARIA programme to engage patients with product purchasing. Next, in part one of a new series of articles, Dominic Watson of Myers La Roche looks at the ins and outs of how motivation can lead to a positive transformation – for the business and yourself.

Finally, in this month’s Style Spotlight, everything turns a little peachy...

Nicky Collinson Editor

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 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 © 2024 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 February 2024 3

News

@PK_NEG

Want to feature in VN?

@national-eyecare-group

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

www.nationaleyecare.co.uk

Optinet Optinet will launch its innovative new cloudbased practice management software (PMS) system at 100% Optical this month. Integrating cloud-based technology, Optinet Nova not only inherits the strengths of the company’s flagship PMS – Optinet Flex – but introduces a new era of accessibility, scalability and collaboration.

“Although our in-house development team have spent the last few years developing Nova from the ground up, the system builds on the success of Optinet Flex,” commented Chris Smith, Optinet operations director. “This means we have kept everything users love about Flex, but looked at how we could make their experience even better.”

Optinet Nova is hosted in the cloud

CooperVision Last year, CooperVision surveyed around 1,100 practitioners and patients on improving the contact lens experience, launching the Fresh Thinking campaign at 100% Optical. At this year’s show, the company will share the survey results and insights from a subsequent eyecare professional roundtable and patient

Optinet Nova will be officially launched at 100% Optical, taking place at ExCeL London from 24-26 February. Visitors to the stand (M350) can try the system and receive a demonstration from one of the team. Follow-up demonstrations can be booked after the show. As with Optinet Flex, NEG members are eligible for a 12-month free trial to ‘try before they buy’ Optinet Nova.

Members who continue with Optinet Nova after the trial will benefit from a discounted monthly rental fee. Turn to page 16 to read more about new Optinet Nova.

discussion group. “Optical industry peers have been invited to demonstrate how these learnings can enable a fresh start for the contact lens patient fitting journey,” said a company spokesperson.

The aim of the project is, said the company, “driving efficiencies in practice with better contact lens conversion and retention rates whilst offering an improved

patient experience that encourages a lifetime of wear and loyalty”. Find the team from CooperVision at Stand L320 for what promises to be “a fun, interactive experience, CPD workshops and the opportunity to become part of the conversation”. In the meantime, find out more about the Fresh Thinking campaign at https://coopervision.co.uk/ practitioner/patient-experience-campaign

Stepper The new STS-30070 is part of the Stepper Spirit brand family that aims to offer more adventurous, contemporary styling and colouration. “Always a great fit, Stepper Spirit frames are popular with those who want to make more of a statement with their eyewear yet not compromise day-long wearability,” said Peter Reeve, Stepper UK managing director. This model features Stepper’s injection moulded, TX5 front combined with stainless steel sides in an anatomically designed and stable form that is also lightweight and hypoallergenic.

4 Vision Now February 2024

“The STS-30070 showcases the latest trends in eyewear fashion, understanding that comfort is paramount, crafted for a snug and secure fit,” Peter continued.

“With attention to detail in design and construction, we ensure that our eyewear sits comfortably on the face throughout the day, allowing the wearer day-long harmony with their vision.” The STS-30070 is available in three colours – matt crystal/black, matt grey/black and black – in a 52.15 eyesize and weighs just 9.1g.

The new STS-30070 Stepper Spirit

3-Zone Progressive Design™ seamless vision near, far and in-between1

OpticAlign™ Design ≤5˚ rotation on 95% of patients2

Easy to fit*3,4 In stock and ready to ship

B A U S C H + LO M B U LT R A®

M U LT I FO CA L FO R AST I G M AT I S M Call now for your Fitting Guide and to order Trial Lenses

N UK: 0845 602 2350 N Ireland: 1800 409 077 E cs.vc.uk@bausch.com * When the ECP followed the fitting guide 1. Bausch + Lomb; 2020. Bausch + Lomb ULTRA® Multifocal for Astigmatism Patient Evaluation. 2. Bausch + Lomb ULTRA® Multifocal for Astigmatism stabilisation study. 3. Gallileo Business Consulting; 2022. Assessment of patient satisfaction with Bausch + Lomb ULTRA® Multifocal for Astigmatism. 4. Bausch + Lomb., 2016. A study to evaluate the product performance of two designs of soft toric lenses Rochester.

Please read the Instructions for Use (IFU) for risks associated with Bausch + Lomb ULTRA® contact lenses. /™ are trademarks of Bausch & Lomb Incorporated or its affiliates. ©2024 Bausch & Lomb Incorporated or its affiliates.

®

Vision Now FebruaryUMT.0007.IE.23 2024 5

EXPERIENCE THE COMBINED PERFORMANCE OF

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

Stand W142 Exclusive NEG Member Offer available

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

6 Vision Now February 2024

News

BIB Ophthalmic Instruments Optopol’s Revo FC series of optical coherence tomographers (OCTs), distributed in the UK by BIB Ophthalmic Instruments, have been approved for diabetic eye screening. Tim Baker, BIB director, said: “We are delighted with the positive outcome in gaining official approval from the assessment team at the NHS Diabetic Eye Screening Programme for the Optopol FC OCT series. No doubt that having approval in place will further bolster the sales of this already popular device and, as importantly, further aid eye screening departments and patients alike in the early detection and screening of diabetes.”

Try your luck at winning a Revo OCT

Visit the BIB stand at 100% Optical for special show pricing offers and the chance to win an Optopol Revo FC OCT (subject to terms and conditions). Exclusive product launches will include the Optopol Revo FC130 , hailed as “the world’s fastest OCT”, providing ground-breaking artificial intelligence technology as well as boasting wider and deeper scans. SK-MED’s new high specification digital LED slit lamp SL5C will be shown alongside the Medmont Meridia topographer. Wavefront clinical and diagnostic equipment from Visionix will be on display, and the new Visionix VX120 plus dry eye multimodal 10-in-one device will also be launched.

100% Optical To celebrate its 10th anniversary, 100% Optical has organised a prize scavenger hunt in collaboration with 10 exhibitors.

The challenge will take place during the exhibition, from 24-26 February at ExCeL London, and will see 10 visitors take away a prize bundle including frames, sunglasses, spectacle case holders, gadgets and optical fashion accessories. Visitors will be invited to follow 10 clues, taking them to various locations to find a letter. These will form a 10-letter word, which visitors need to work out to enter the draw. The winners will be announced via the show’s social media channels after the event.

Marlon Cera-Marle, 100% Optical show director, said: “We’re really looking forward to bringing some fun and even more excitement to the show in honour of our 10th anniversary celebrations.

Fun treasure hunt planned for 10th year show

The team at 100% Optical wanted to give back to the visitors that attend our exhibition every year and we’re chuffed to reveal the incredible prizes put forward by some of our loyal exhibitors. We hope that many of our visitors take part in the

challenge...and with visitor registration numbers currently tracking ahead of 2023, we’re confident this will be our best celebration of all things optical yet.”

Register for the show and CPD sessions at www.100percentoptical.com

EssilorLuxottica On stand W215 at 100% Optical, EssilorLuxottica will be showcasing its latest innovations – including the new ES 700/800 edger ranges, and the Vision-S and Vision-R 800. New equipment from Essilor’s distribution partners, including Medmont Meridia Topographer and Medmont Perimeter and Takagi slit lamps, will be showcased. Eyewear on display will include Ray-Ban Reverse and a new collection of Jimmy Choo frames, while the lens focus will be on the Varilux XR series and Essilor Stellest lenses for myopia management.

Representatives from the online training team will explain how to sign up to the Leonardo platform, enabling practitioners to upskill in key areas with CPD-approved

Discover Ray-Ban Reverse and much more

discussion workshops and certification programmes. Promotions will run throughout the show, including a Buy Now Pay Later promotion on equipment from Performance Finance. Alan Pitcher, commercial director for wholesale lenses

at EssilorLuxottica, said: “We’re very much looking forward to welcoming both new and existing ECP business partners over the course of the event, and finding new ways to support them with their business differentiation and 2024 growth plans.”

Vision Now February 2024 7

8 Vision Now February 2024

News Safilo Over the last month, the Safilo Group has announced the renewal of several global brand eyewear licensing agreements.

The early renewal of its global licensing agreement for the Boss and Hugo eyewear collections sees the partnership extended until December 2030. The Italian firm has also extended its agreement with Aeffe for Moschino and Love Moschino eyewear collections until December 2033. It will also continue to design, manufacture and distribute Levi’s branded eyewear until the end of 2029.

Commenting on the latter, Angelo Trocchia, CEO of the Safilo Group, said: “We are very proud to renew our partnership with Levi’s which, thanks to its unmatched brand awareness, allows our group to

Levi’s eyewear

offer amazing contemporary eyewear to consumers all around the world. We are particularly pleased to be able to strengthen our collaboration with a company with which Safilo shares a common vision, and commitment to sustainability, reflecting

the strategic importance that we mutually place on this way of running successful businesses. Furthermore, we are proud to keep working with Levi’s which remains one of the most loved brands of the younger generations.”

Positive Impact Positive Impact (PI) will focus on its most popular innovations for independents in a new stand location at 100% Optical. In the central aisle near the catwalk, the original refillable, practice-branded lens cleaner, Glasklar, will make a colourful centre stage for stand D44.

Also on the stand will be the world’s first opto-cosmetics, The Eyes Are The Story.

This year, the opto-cosmetics will be even more in the spotlight as the make-up will be worn by the models in the catwalk show.

Clinically tested and validated, the Eyes Are The Story formulas were specifically created for dry eye sufferers, contact lens wearers and those with sensitive eyes. PI will also highlight its entire Dry Eye Zone portfolio, including the latest addition – Peep Club’s Heated Eye Wand Pro.

Hoya Vision Care

Discover new Hoya Hi Vision Meiryo

Hoya Vision Care plans to unveil its most advanced coating ever at this month’s 100% Optical event at London’s ExCel. More than 60 years since launching its first single-layer coating in 1963, Hoya intends to set the bar even higher with new Hi Vision Meiryo. Said by the company to offer “exceptional clarity, very low reflectance and up to 2.5 times better scratch resistance”, Hi Vision Meiryo promises “a superb wearer experience, whilst offering excellent water repellence, 100 per cent UV protection and a specialised anti-static layer”.

As well as being able to see Hi Vision Meriyo at the Hoya stand (W160), visitors will have the chance to try out the Lenstar Myopia by Hoya with partner, Haag Streit. The company’s Miyosmart spectacle lenses will also be on show, including the newest Miyosmart Sun photochromic and polarised options, alongside Hoya’s Sensity Fast light-adaptive lenses.

Visitors can hear about the company’s Visionary Alliance programme, which offers incentives, training and business support to independent eyecare professionals, and discover “the odd surprise” too at the stand.

Opto-cosmetics, The Eyes Are The Story

Vision Now February 2024 9

WIN

a REVO FC OCT with Biometry (axial length) Table & PC included

See us on stand

M100

Place an order for any REVO OCT at 100% Optical and gain automatic entry into the REVO PRIZE DRAW. One lucky winner chosen at random will have their purchase reimbursed and receive their REVO OCT for FREE!* The winner will be drawn on 30th March 2024.

Don’t miss out!

T&C’s

01438 740823 sales@bibonline.co.uk www.bibonline.co.uk

10mm

*T&C’s apply. Contact us for more info 10 Vision Now February 2024

20mm

30mm

News Eyespace

Signature Arhlo model ARH001

Eyespace has launched its first new brand since becoming a certified B-Corporation.

The ethos of the new Arhlo brand is described as one of “fairness, inclusivity as well as a respect for nature and the environment”. The male, female and gender-neutral styles come in a variety of shapes, sizes and colours, utilising bio-acetate wherever possible. A signature ‘eye’ logo unites a contemporary iteration of the letters ‘A’ and ‘O’, while other design intricacies include a double pin lug detail and 3D temple and tip sculpting.

Karin van Hees

British Contact Lens Association

Jayne Abel, Eyespace CEO and co-founder, said: “We wanted to establish a collection of ultra-desirable glasses that have a fair price and a positive social impact. With a clear vision in mind and having deeply researched the cultural shifts sweeping through today’s society, Arhlo was born. The collection comprises a variety of considered fitting options; you’ll find petite through to larger eye sizes, longer temple lengths, keyhole bridges and flex-hinges to support the diversity of today’s wearer needs.” Merchandising and campaign images are available with every purchase, and each frame comes with a premium, foldaway case in blue-grey or sage green.

The next British Contact Lens Association (BCLA) webinar on 27 February, titled ‘Myopia in practice: evidence-based decision making using axial length growth charts’, will look at using axial length measurement as a guide for decisionmaking around myopia management.

Delivered by Karin van Hees and Daisy Laan, the interactive session will give guidance on when eyecare professionals should start treatment and give indications as to when to claim success and when to stop.

Delegates will learn how to use axial length and progression as a guide in decision making and the hosts will provide tips on how to manage your patients without axial length data.

The session will also focus on patient communication, education and how to choose the best treatment for your patients. Karin van Hees is chair of the Contact Lens Committee of the Dutch Association of Optometry and an ambassador for contact lens safety and myopia. Daisy Laan is an experienced healthcare professional skilled in both orthoptics and optometry. She works in the hospital and as a lecturer at the University of Applied Sciences in Utrecht.

The session is open to all. One CPD point is available to BCLA members only. Visit www.bcla.org.uk to book.

Blue Light Card

Green light for Blue Light Card

Optical sector bodies have welcomed the addition of General Optical Council (GOC) registered dispensing opticians, contact lens opticians and optometrists to the Blue Light Card discount scheme – first launched in 2009 for those working in the UK’s emergency services, the NHS and armed forces. GOC-registered student DOs and student OOs are also eligible to apply. Blue Light Card’s chief operating officer, Andy Collins, said: “We’re really pleased to be broadening our eligibility into this new category, which will allow even more people to benefit from the incredible discounts available from our many retail partners.”

A card costs £4.99 and membership is valid for two years. It also includes access to the Blue Light Card app, where members can find information about all live offers. To be approved, new members should upload their GOC number plus a form of personal ID that matches, such as a passport or driving licence. Alternative forms of additional personal ID include: birth certificate, EEA member state identity card, UK residence permit or national identity card. Visit www.bluelightcard.co.uk and select ‘Optometry’ on registration.

Vision Now February 2024 11

OFFER YOUR PRESBYOPIC PATIENTS

SEAMLESS VISION WITH LENSES THAT FEEL LIKE NOTHING 1,2

3,4

96

2,5,6*

2 great lenses.3,4 1 easy fitting process.2,5,6*

Recommend TOTAL® Multifocal daily disposable and monthly replacement contact lenses for TOTAL comfort3,4 and seamless vision, near through far1,2 Near

Water Gradient

helps deliver outstanding comfort3,4

Intermediate Distance

PRECISION PROFILETM

Proven fit success2,5,6 and seamless vision, near through far1,2

Scan to learn more *With two lenses or less per eye, at the initial fitting visit.

TOTAL30® target population includes people 7 years of age and above who require vision correction. Daily wear only. TOTAL30® contact lenses are not indicated for overnight wear or whilst sleeping. The lenses are still required to be removed and cleaned daily.

References: 1. Lemp J, Kern J. Alcon multifocal contact lenses for presbyopia correction. Paper presented at the Canadian Association of Optometrists Congress; June 28-30, 2017; Ottawa, ON. 2. Alcon data on file, 2022. 3. Perez-Gomez I, Giles T. European survey of contact lens wearers and eye care professionals on satisfaction with a new water gradient daily disposable contact lens.Clin Optom. 2014;6:17-23. 4. In a clinical study wherein patients used AOSEPT® solution for nightly cleaning, disinfecting, and storing; Alcon data on file, 2021. 5. Merchea M, Evans D, Kannarr S, Miller J, Kaplan M, Nixon L. Assessing a modified fitting approach for improved multifocal contact lens fitting success.

Paper presented at Optometry’s Meeting, the 121st Congress of the American Optometric Association; June 20-24, 2018; Denver, CO. 6. Bauman E, Lemp J, Kern J. Material effect on multifocal contact lens fitting of lenses of the same optical design with the same fitting guide. Poster presented at: British Contact Lens Association Clinical Conference & Exhibition; June 9-11, 2017; Liverpool, UK. See instructions for use for wear, care, precautions, warnings, contraindications and adverse effects.

12

15408 © Vision 2023 Alcon UKIE-T3M-2300014 NowInc. February 2024

News AN INDEPENDENT VIEW Essilor

Extension to Crizal Drive coating

Essilor’s Crizal Drive anti-reflective coating is now available with Eyezen lenses and Varilux Comfort Max. The lens is said to offer up to 90 per cent less reflection at night, at 507nm where eye sensitivity is the highest, compared to a lens with a hard coat. Crizal Drive is already offered on Varilux XR series, Varilux Physio 3.0, Varilux Comfort Max, Eyezen Start and Eyezen Boost lenses. Practice marketing support is available to promote the coating, which is covered by a two-year guarantee.

Alan Pitcher, Essilor commercial director for wholesale lenses, said: “The lens coating protects lenses from all the barriers to clear vision including scratches, smudges, water, dust, and UV rays. By offering the coating on a wider range of lenses, we hope more patients are able to benefit from a better clarity of vision throughout the day and maximise their night vision to feel safer on the road.”

Association of British Dispensing Opticians

It’s all about choice Not so many years ago, it was normal to know your local butcher, baker, greengrocer, bank manager and doctor; in fact, they were central to local communities. The local ophthlalmic opticians was no different. How times have changed.

Most High Streets are now bereft of independent butchers, bakers and greengrocers, and the days of the friendly local bank manager are long gone. When it comes to doctors, the consolidation of GP practices means that the new norm is to see whichever doctor is available rather than the same practitioner year in year out.

The world of optics is different, however. Whilst there are multiples on every High Street, there remains a substantial and thriving independent sector in local communities up and down the country.

It is the norm for patients of independents to see the same practitioner time and again over many years, and for a long-term relationship to be established. Indeed, this can often be sustained through the generations.

Whilst it is fair to say that many do not understand the difference between long-term clinical eye health care, and the purchase of eyewear to improve sight, the important point is that there is a choice on the High Street. The challenge for the independent sector is to educate people and to build awareness that there is a choice; the opportunity to have a long-term one-to-one relationship with a clinical practitioner still very much exists.

On the subject of choice, the DVLA sight test contract is up for tender again in 2024. It is not right nor fair that people requiring the test are directed away from their local independent with whom they may have had a patient relationship for decades. Instead, they are directed to a single provider who has no relationship with them, and in some parts of the country is located many miles away.

Management courses on offer

The Association of British Dispensing Opticians (ABDO) has opened applications for the first intake of its 2024 Management, Leadership and Training (MLT) courses.

Launched in 2020, the series of training courses and qualifications is run in association with the Chartered Management Institute (CMI), which assesses and awards the qualification. There are four courses available: Management and Leadership Diploma; Continuing Improvement Certificate; Growing Leader Certificate; and Management Essentials Certificate.

Whilst the AIO has established that indeed there is patient choice (people can have the test done by their local independent if not using taxpayer money), most patients are not aware of this due to the way the DVLA letter to them is worded. The AIO, in partnership with Smart Employee Eyecare, will once again be tendering for the DVLA contract on the basis that it should be inclusive and fair, and that patients who have a relationship with their local independent can elect to have the test done by them.

The training is via e-learning, removing the need for time away from the business to complete study, along with optional workshops. ABDO head of corporate development, Applications close on 4 April and studies will begin on 1 May. Find out more at www.abdo.org.uk/dashboard/ business-hub/mlt Vision Now February 2024 13

Smart System® | VR Headset SMARTracker 2 Advanced Eye Tracking Technology TM

in partnership with

For further information or to organise a free no obligation in practice demo, please contact: Hilco Vision UK on 01969 667688 or email info@hilco.co.uk

The Only VR Headset with Time-Tested Software M&S takes vision testing to new heights. The programmable VR Headset provided with a Surface Pro Tablet is powered by our trusted M&S Smart System® software for fast and accurate vision testing, using a solid BLUETOOTH connection to the headset. Our years of experience and service continue to help your clinic run efficiently.

Reliable Results

Speed and Efficiency

Patient and Practice Friendly

Trust data accuracy with SMARTracker™ 2, the most sensitive fixation monitoring technology available on the market today.

Our proven testing protocols reduce patient fatigue by providing QuickScreen results in 45 seconds and full threshold test results in under 3 minutes per eye.

Comfortable design with easy set up, audio and visual cues to your technician and patient, the ability to test without a wifi connection and results that can be immediately exported to your EMR.

THE RIGHT TECHNOLOGY

01969 66788

YEARS

The First Choice in Vision Testing Systems

14 Vision Now February 2024

info@hilco.co.uk

in partnership with

Innovative Technology, Proven Expertise The Smart System® VR Headset is the newest addition to over 30-years of trusted quality and service from M&S Technologies. The programmable headset is lightweight, compact and portable, allowing your clinic to test in a variety of settings.

Combine the portability of the VR headset with the accuracy of our Smart System® software and you get the most versatile vision testing device on the market. Our team not only has decades of experience developing and refining vision testing software, but also provides the dependable, trained support needed to back it up.

VR Headset Tests Included

Added Benefits

Visual Field • SMARTrackerTM 2 monitors and maintains patient fixation on central target • 10-2, 24-2, 30-2 • 45 second QuickScreen; Full test results in under 3 minutes per eye • Supra Threshold • Ptosis • Esterman

• Exportable results immediately available on Surface Pro Tablet

Colour Vision Stereo Testing Contrast Sensitivity

• Test in a fully illuminated room

ID: des Name: John Smith 30-2 THRESHOLD TEST

Fixation Monitor: Gaze/Blind Spot Fixation Target: Central & Quad False Pos Errors: 1/10 (0%) False Neg Errors: 1/6 (0%) Fixation Losses: 0/10 (0%) Test Duration: 3m50s

• Progression analysis • Visual field test pause / restart feature ensures proper eye fixation for greater accuracy • Suitable for easy remote testing • Lightweight, cushioned and compact design engineered for patient comfort • NO internet connection required • English audio instructions • Technical support team - Frost Optical

DOB: 7/12/1980 Eye: Right

Stimulus: III, White Background: 15.8 ASB Strategy: OBT

Date: 10 Apr 2020 Time: 03:02 PM Age: 40

Test complete.

Accuracy has been verified

Gray scale

OK

Fovea: 30

ate visual field data out compromise Total dev

Visit us on Stand W50 @ 100% Optical 2024

Results Complete VC : 87.82% MD: -4.77 PSD: 3.02

< .5% < 1% < 2.5% < 5%

CE and MHRA approved

Smart System® hnologies we are committed to providing accurate vision testing software.

TM VR Headset Test Result SMARTracker 2 our mission is Visual to bringField high-quality, highly accurate computerized vision Test Menu Theinnovative most advanced ucts to Eye Care Professionals (ECPs) everywhere through softwareeye tracking nt, local manufacturing and stellar customer service. software on the market.

n has continued with the development of the new Smart System® VR Headset. entional about enhancing the overall testing experience with accurate software ot compromise clinic efficiency. With binocular testing, active eye tracking y and a neighborhood cluster testing approach, the Smart System® VR Headset o provide accurate visual field data to the ECP while also providing a comfortable erience.

ADA Compliant

01969 66788

Eye Tracking Functionality Neighborhood Cluster Testing Approach Developed with experts in the field art System® dset features to ensure ECPs could rely on the Eye Tracking Functionality accuracy of the visual field results First Choice in Vision Testing Systems testing speed, ©2022 M&S and Smart System are registered trademarks of the Hilsinger Company Parent LLC. All rights reserved. The Hilsinger Company Parent LLC holds ed to ensure anThe accurate and while also improving US Patents 7,354,155; 7,926,948; 8,425,040; 8,167,429; 8,419,184; 8,550,631; 8,992,022; 9,433,347; 9,820,644; 10,244,938 and 10,182,713. Other Patents Pending. the “neighborhood cluster” testing approach visual field test. This feature rs and maintains patient fixation requires fewer presentations to determine central target, pausing the test sensitivity levels and identify regions of en the slightest eye movement visual impairment.

Vision Now February 2024 15 om the target.

YEARS

info@hilco.co.uk

PRODUCT PROFILE

Optinet Nova Ahead in the clouds

The future of practice management software is here, writes Chris Smith – as he introduces the all-new, cloud-based Optinet Nova

O

ptinet is the IT services division of the National Eyecare Group (NEG). We are a leading practice management software (PMS) developer and have been providing independent practices with management software solutions, staff training and technical support for more than 35 years.

The group’s recent merger with CECOP has not only strengthened our commitment to be the best PMS provider in the optical market, but has opened up opportunities to invest and grow the business.

This year is an exciting year for Optinet as we will see the launch of our new cloud-based practice management system, Optinet Nova. With the integration of cloud technology, Optinet Nova not only inherits the strengths of Optinet Flex – but introduces a new era of accessibility, scalability and collaboration.

SOFTWARE EVOLUTION We believe that what sets Optinet apart from our competitors is our commitment to development and our belief that software should evolve with the times. For example, Windows 98 was a great product; still, Microsoft has released 10 more versions of

16 Vision Now February 2024

its popular operating system since 1998 (not including feature releases) making it the most popular desktop PC operating system in the UK. The point is, that times change, and software must change with them.

Although our UK based, in-house development team have spent the last few years building Nova from the ground up, the system builds on the success of Flex. This means we have kept what our users love about Flex, but looked at how we can make their experience even better.

MOVING TO THE ‘CLOUD’ The most significant advancement we have made with Nova is to move the software to a cloud-based PMS. Our journey to the cloud started more than five years ago but was accelerated by the Covid-19 pandemic.

Following the feedback from our current users, we knew we had a fantastic product in Flex; we also knew that the pandemic had changed how businesses would work in the future. Hybrid working, mobile users and homeworking are now commonplace; but with that also comes new challenges, with each user choosing their preferred device (tablet/mobile phone/PC, etc), preferred platform (Windows/Apple/Android, etc) and when they work.

The move from an on-premises solution (Flex) to a dedicated cloudhosted application (Nova) addresses those challenges. Anybody can access the Nova platform from any location on any device so long as they have an internet connection and web browser. Maintenance and updates

are taken care of centrally at times that won’t cause disruption. There is no timeconsuming software deployment needed – just click and go.

Additional benefits from leveraging cloud technologies include: ■ Lower capital investment in practice hardware ■ Simplified IT management in the practice ■ Superior security and reliability PATIENT-CENTRIC SOFTWARE In Nova, the patient is at the centre of the user experience with their entire history available from the patient record. We refer to this as ‘patient-centric software’.

A vertically scrolling patient record with quick-access buttons (that stick to the top of the record) allows the user to quickly jump to each section of the record; ideal when you are working on a tablet device.

We’ve also removed some restrictions and limitations, so each patient can now have multiple addresses, telephone numbers, email addresses, lifestyle stars and, importantly, unlimited recalls.

Documents and files can be uploaded and stored against the record. Don’t worry about storage space as we have included one terabyte of space for files and images with every Nova subscription. You can even upload a photo from a phone by scanning the unique patient QR code on the patient record, and then following the prompts on your phone to either select an existing file or capture a new image using the phone camera.

PRODUCT PROFILE Get hands-on with Optinet Nova at 100% Optical

Nova puts the patient at the centre of the user experience

CLINICAL RECORDS Optinet has built a reputation on developing a high functioning, easy-to-use clinical record.

Nova takes this to another level putting the eyecare practitioner in control, allowing you to build your clinical record how you want it to be. Selecting from a list of pre-built clinical procedures to create clinical record templates makes set-up simple; but don’t worry, you can still add procedures if you need to during an examination. Table 1 shows some of the procedures that can be included.

So, whether you want a specific clinical template just for the sight examination, a contact lens assessment or a contact lens aftercare, but also want a combined eye examination and contact lens template, Nova has you covered. Highlights include: ■ See the previous result as you work and quickly re-select if there is no change ■ Vertically scrolling record design works with tablet or desktop PC ■ Clinical auto-save feature as you work to keep your examination data safe ■ Re-order your clinical sections and add new ones during the examination ■ Quick access buttons and colour-coded tabs to quickly move between each section Nova Clinical isn’t just easy to set up and use, it’s clever too. It can learn which clinical results are used most often in the consulting room, and offers those first, helping to speed up the recording of the examination record.

ADDITIONAL FUNCTIONALITY Optinet Nova comes with a wide range of functionality, enabling you to manage your practice and keep your business at the cutting edge of eyecare provision. Just some of the features in Nova are: ■ Integrated eGOS ■ Appointment diary ■ Full clinical record ■ Patient account/invoicing

■R ecall ■S tock ■D ispensing ■C ontact lens schemes ■O PS direct debit payment collection ■B uilt-in staff messaging system ■O nline appointment booking ■S taff tasks ■S upplier address book ■R eporting and business intelligence ■P atient portal (coming late 2024) SERVICE AND SUPPORT Whilst we are committed to ongoing software development, we are fiercely proud of the service and support that we offer, starting with the initial software demonstration which, where possible, takes place in the practice – or online if preferred. The software you choose for your practice is an important decision and we believe that it’s a partnership, which is why by visiting the practice, we get a feel for the business, meet you and your staff, and start to plan the delivery of Nova and the training to maximise the benefit to you and your business.

We offer a comprehensive data conversion from other systems to ensure continuity of the business. We also offer on-site training at no extra cost at the point of installation, helping new Nova users to get the most out of the software.

Post-installation, we offer remote telephone support, management ‘away-days’ and training courses at our Worcestershire offices. Our online customer portal is available 24/7 where practices can look

up answers to the most frequently asked questions and log new support tickets.

100% OPTICAL LAUNCH: STAND M350 We will officially launch Optinet Nova at 100% Optical, taking place at ExCeL London from 24-26 February. Visit the stand to see and try Nova for yourself: get hands-on with one of our tablets running Nova or request a demonstration from the team. Follow-up Nova demonstrations can be booked for when you return to practice, after the show.

NEG OFFER Our long-standing NEG member offer of a 12-month free trial continues with Nova.

Members can ‘try before they buy’ with one year free – and if you continue after the trial you will further benefit from a special discounted NEG members’ monthly rental fee.

CONTACT US For more than three decades, Optinet has developed software for independent opticians. We understand practice needs and have the valuable experience that makes Optinet a name you can trust.

If you would like to find out more about the Nova cloud-based practice management system – or the exclusive NEG free 12-month software trial – email chris.smith@optinetuk.com or visit our stand (M350) at 100% Optical in February.

Chris Smith is head of operations at Optinet. ■

Medical assessment

Clinical assessment Q&As

Refractions

IOP measurements

Ocular measurements

Grading scale

Images and sketches

Contact lens refraction

Contact lens fit

Contact lens trials

NHS

Notes

Recalls

Clinical billing

Staff tasks

Table 1. Procedures that can be included on the clinical record

Vision Now February 2024 17

P R O M OT I O N A L F E AT U R E

Rodenstock Making a BIG Difference established a paradigm shift in the calculation of lenses by taking into account the unique shape and size of each eye.

Rodenstock offers with BIG Exact the first high-precision lenses made by using an exact biometric model of each eye.

Using the DNEye scanner, Rodenstock measures all of the eye’s relevant biometric parameters that are necessary to create a unique biometric eye model. This includes the eye length and several thousand data points; this is unique in the industry. As a leading ophthalmic lens manufacturer, Rodenstock makes a BIG Difference for eyecare practitioners, both in the precision of its ophthalmic lenses and also with modern services and tools.

E

veryone’s appearance is so different and individual, just like our eyes.

Remaining faithful to its corporate philosophy – BIG Vision For All (Biometric Intelligent Glasses For All) – Rodenstock sets itself the task of offering biometric lenses for everyone.

Rodenstock does not settle for standard; the lens manufacturer always goes one step further. This step is BIG Vision – two ground-breaking lens portfolios: ■ BIG Exact, most precise lenses based on the unique DNEye technology, which considers the individual biometry of the eye; and ■ BIG Norm, the first biometric lenses based on artificial intelligence.

With the BIG Vision lens portfolio, Rodenstock comes a significant step closer to its BIG Vision For All, offering the best vision for everyone. With BIG Vision based on DNEye technology, Rodenstock

Rodenstock makes a BIG Difference with lenses, services and tools

18 Vision Now February 2024

CLEARER VISION LAYER BY LAYER Rodenstock’s new LayR technology coating, a multi-functional layer that ensures the clearest vision, makes a BIG Difference ensuring an even clearer visual experience – because dirt, dust or scratches can impair vision even with the best lenses.

The advanced anti-reflective layers of LayR technology reduce visible reflections by 50 per cent compared to the previous product, and allows more light to reach the sharp visual centre at the back of the eye.

To achieve this, LayR technology eliminates the use of the widely-used green reflection colour, to which the eye is much more sensitive, and instead uses a blue subtle reflection colour. The new subtle reflection colour is perceived less strongly by the human eye and increases clearer vision.

Because the sun’s ultraviolet (UV) radiation can cause cataracts and retinal damage such as macular degeneration, proper eye protection is important. The multi-functional lenses with LayR technology have a layer with integrated UV protection that protects the eye from harmful UV rays from the front and from reflected UV light from the back of the lens.

Scratches on the lens can be extremely distracting for spectacle wearers and cause additional strain on the eyes. To increase lens durability and ensure the best visual experience, LayR technology features a revolutionary hard coating. This protects

the front and back of the lens to ensure distraction-free, clear vision.

Working at screens for prolonged periods can tire the eyes. LayR technology offers an optional blue light reducing layer, thanks to which significantly less potentially harmful blue light hits the eyes.

With its anti-static coating, LayR technology gives the lens repellent properties that ensure that dust does not collect on the surface and impair vision. In addition, the anti-static layer prevents the lenses from becoming statically charged during cleaning, thereby attracting dirt particles and lint.

For clear vision for longer, LayR technology incorporates the industry-leading X-tra Clean finish preventing water, grease and dirt from accumulating on the surface while allowing for quick and easy lens cleaning without streaks or residue when needed.

The multi-functional layers of LayR technology help spectacle wearers avoid impairments to clear vision. As another building block to Rodenstock’s biometric lenses that provide the sharpest vision, LayR technology brings Rodenstock one step closer to its mission of BIG Vison For All – providing the best vision for everyone.

HOLISTIC VIEW OF THE EYE Also making a BIG Difference are Rodenstock’s tools, which offers practitioners the opportunity to position themselves as experts in the field far beyond vision. Rodenstock has developed the DNEye Scanner to measure the eye much more precisely – far beyond the industry standard.

Using the data from the DNEye Scanner, Rodenstock can determine the biometry of the entire eye and incorporate these individual data sets from several thousand measuring points directly into the production of its biometrically accurate lenses.

The new DNEye Scanner 3 by Rodenstock embodies state-of-the-art technology: thanks to fast, comprehensive and fully automated measurements, practitioners can offer their patients sharp vision, have more time for consultations,

P R O M OT I O N A L F E AT U R E

Solitaire LayR technology tackles impairments to clear vision

and save valuable space in the practice by integrating numerous measurements in a unique, compact device.

In addition to measuring aberrometry, topography and pachymetry, which are used to determine the biometric data of the entire eye, the DNEye Scanner 3 offers many new functions, such as a fundus image as the basis for an eye examination, a tear film analysis and an eye image.

The fundus image function included in the DNEye Scanner 3 enables a holistic view of the eye by including the posterior segment in the measurement via an automatic, non-mydriatic retinal camera.

In addition, the cup-to-disc ratio can be determined, and different views can be compared side by side.

The tear film analysis enables the practitioner to recognise dry eyes and their cause. The local break-up time of the tear film can be measured between two blinks, and video playback provides visualisation of the break-up of the tear surface. In addition, the tear meniscus can be measured manually in an eye image to identify whether the dry eye is due to a lack of tears or to the quality of the lipid layer that prevents evaporation.

The new DNEye Scanner 3 provides detailed colour images of the eye, which can be used to assess the health of the eyelids and conjunctiva with the help of the Efron grading scale. It is also possible to check for corneal, conjunctival and

eyelid anomalies. Furthermore, blepharitis, conjunctival and limbal redness and disorders of the meibomian glands can be assessed.

In addition to the new functions, the new DNEye Scanner 3 has significant improvements: the Scheimpflug camera, which now provides area-based data rather than just a single section; Remote View, which now runs via the award-winning CNXT digital service tool and therefore also displays measurement results on external devices; and the intuitive Rodenstock user interface and size of the touchscreen.

PRACTITIONER SUPPORT TOOLS For Rodenstock, the possibility of individualisation not only relates to the products, but also includes the (digital) support Rodenstock offers to practitioners.

This includes the CNXT service tool, a digital and future-oriented solution that supports practitioners in their daily work in a targeted manner, depending on the module.

CNXT Professional gives the practitioner access to the entire CNXT service tool. The platform, updated regularly with new and additional features and services, supports practitioners in providing individual advice to their patients and simplifying day-to-day business.

Rodenstock’s UK based lab emphasises its commitment to premium optical solutions through a skilled team, utilising

Iris photo events provide patients with their own iris images

state-of-the-art technology for cutting and glazing lenses, ensuring accuracy and quality. With a highly experienced glazing team, continuous professional development, adherence to ISO standards, and certifications from Lindberg and Gotti Eyewear, Rodenstock UK stands out as a reliable partner in eyewear manufacturing and glazing services.

In addition, Rodenstock supports practitioners with promotional campaigns, digital tools and stand-out events.

Rodenstock’s Airstream, equipped with cutting-edge biometric technology, offers practices the opportunity to differentiate themselves on the High Street and attract new customers through the company’s BIG Vision ‘Every Eye is Different ‘philosophy.

Also available for optical partners is the Iris Photo Event Day, an interactive way to drive DNEye scanner eye examinations. An events consultant manages the activity, with patients receiving a photographic iris image highlighting the benefits of BIG Exact lenses whilst a DNEye appointment can be booked.

This is a fun and interactive way to attract potential patients into practice.

With an individual marketing plan and materials for practices’ own local communication, Rodenstock supports practitioners far beyond pure lens sales and strives to be successful together.

Rodenstock makes a BIG Difference in all areas. ■

EXCLUSIVE NEG OFFER

Discover the benefits a DNEye Scanner can offer your business and patients. Email customer. service@rodenstock.co.uk to find out more about the exclusive NEG members offer.

Quote: NEGDNEYE24

The new DNEye Scanner 3 uses biometric datasets

Vision Now February 2024 19

N E G B US I N ES S C L U B

Boosting your profits

By Andy Clark

H

ere’s a quick quiz for you: which one of these would you do if you needed to increase your sales and bottom line profits this year?

1. F ocus on getting more new patients through your door.

2. Send out more recall.

3. Put your prices up a bit.

4. Go ‘high end’.

5. E ncourage your existing patients to return and purchase more often.

OPTION 1: MORE PATIENTS If you picked Option 1 – focus on getting more new patients through your door – you are looking at a medium to long-term marketing strategy that will take significant investment, effort and expertise if it’s to be effective. That’s not to say that it’s a bad idea, new patient marketing is essential to the long-term security of your practice, it’s just not the easiest or quickest option.

OPTION 2: MORE RECALL If you picked Option 2 – send out more recall – you are not alone. This is the ‘go to’ strategy for most practice owners. Why? Because it’s familiar, and it’s relatively cheap and easy to do. The problem is that telling someone to turn up on a certain date tends to get the best response from the ‘worried well’ and those who only come because the NHS pays. We’ve all heard many times something like – “I’m only here because you sent for me, and I’m not buying anything today”.

20 Vision Now February 2024

It's easier to sell additional products and services to existing (happy) patients

OPTION 3: INCREASE PRICES If you picked Option 3 – put your prices up a bit – all of your costs are going up right now, and if you don’t increase your prices your profit will disappear. In real terms, putting prices up a bit will increase sales and maintain your business model and bottom line – not increase it. And you can only do it occasionally.

OPTION 4: GO HIGH END If you picked Option 4 – go high end – think carefully. Is there a risk of you becoming too upmarket (aka expensive) for the people who come to your street? If you ever find yourself thinking – “My average dispensing value is higher than ever, but I just wish I could get more people to buy” – it might have already happened.

OPTION 5: REPEAT SALES If you picked Option 5 – encourage your existing patients to return and purchase more often – well done. It’s a fact that it’s relatively easy to sell additional products and services to people who are already your happy customers; you’ve just got to know how, and be prepared to do things a little differently.

THEORY VS REALITY Is the following true or false? Encouraging your patients to enjoy better vision and less eye strain, by educating them about using different lenses in different situations, is acting in their best interests. How about this? Most patients would enjoy wearing

different frame styles and colours in different situations. If either of these are true, then you’d expect most patients to be enjoying wearing a couple of up-to-date pairs of spectacles; but the statistics say otherwise.

The UK has a population of around 67 million people; 59.5 per cent of them are spectacle wearers, which is about 39.5 million people*. In 2019, there were 7.6 million pairs of lenses sold*. So even if patients only purchase a single pair, this makes the average time between dispensing five years. The record year was 2013 with 12.7 million pairs sold*, which was still just over three years between purchases.

So it looks like most people are wearing just one pair and making them last three to five years. Why might that be? The answer could be because most practices are still relying on the old system: ■ Patient attends for an eye examination ■ If the optometrist finds a changed prescription, a new pair is advised ■ Some of those patients then buy new a pair from you ■ The patients are then completely ignored for two years ■ Two years later the patient is recalled to do it all again Maybe it’s time to consider a different system.

INTRODUCING ARIA Rule number one of ARIA is: influence your patient’s opinion in a way that leads to the

N E G B U S I N ES S C LU B best outcome for them. Assuming that you are happy with that, read on.

ARIA also recognises that properly adhering to rule number one requires us to consider more than a prescription change when we advise our patients to consider new spectacles. There’s not much new in that either.

Here’s the new bit: we have found four factors that generate sales of additional pairs without breaking rule number one, or reducing customer feedback scores. They are: ■ Awareness of the products that will benefit them and of your practice as the best place to provide them ■ Recommendations to use the products ■ Invitations to purchase the products ■ Affordability of the products Or ARIA for short.

Let’s now look at the business case for ARIA. Say, for example, a patient buys a pair of spectacles for £300 and that transaction creates a gross profit of £200. Afterwards, the patient effectively disappears for two or three years. What if, after a short while, the patient returned for an additional pair?

If the gross profit on the second pair is only £100, the profitability of that patient has just increased from £200 to £300 – or 50 per cent. Assuming that the practice is already breaking even, that £100 goes straight onto the bottom line – all in the patient’s best interest.

ARIA recognises that increasing the lifetime value of a patient is best achieved by increasing the frequency of purchase of spectacles, rather than just driving up the dispensing value and then not seeing the patient again for three years or more.

R – RECOMMENDATIONS Rule number two is: every patient who benefits from a prescription receives two recommendations for life-enhancing products regardless of prescription change.

By carefully discussing the situations in which the patient finds themselves, it is usually easy to find lenses to resolve problems or styles for different occasions.

However, the timing may not be right for the patient so the next step is...

I – INVITATIONS Staying in contact with your database between eye examinations means that they return more often, and are less likely to go elsewhere next time. Frame brand of the month and featured lens of the month have been shown to work well, as has holding a frame event every three to four months.

Of course, it is essential that your patients have opted in to receive these messages but I’m sure you sorted GDPR out properly years ago.

So now the patient knows about the products, you have recommended the products, and you are reminding them about them every month or so, the final step is…

A – AFFORDABILITY We must recognise that all patients have a ‘comfortable budget’ – an amount that they are happy to spend on something. We must also recognise that a person’s comfortable budget may change depending upon many variables, including: ■ How much they need it ■ How much they want it ■ How often they will use it ■ Where they will use it ■ How much money they have to spend this month

There are three easy ways to support affordability: 1. Having a more affordable range of attractive frames that come complete with standard lenses. These are great for second pairs.

2. Offering interest-free credit.

3. Offering a generous discount on a second pair in a fixed time frame.

This offer is often supported by the lens companies. Without a supplier discount, you may reduce your gross profit percentage – but remember it’s still more cash going to the bottom line.

IMPLEMENTING ARIA Don’t attempt to do this all at once. Our advice is to take it one step at a time in the following order: Recommendations, Affordability, Awareness, Invitations. This will give you the quickest wins.

All NEG members will be very welcome to come and see us for a chat about ARIA, or any other business topic on the Practice Building stand at 100% Optical.

And for all NEG Business Club members, we expect this to be a hot topic in the weekly Profit Project drop-in calls.

Andy Clark is the founder of Practice Building, winner of the 2023 Optician Award for Supplier of the Year. The team works with independent practices supporting their business growth strategies worldwide. ■

BENEFITS OF ARIA SPELT OUT A – AWARENESS For somebody to want to purchase any product, they need to be aware of it and the benefits of owning it. Awareness then means educating your patients about the different lenses that they might find useful in different situations with point-of-sale material, on your website and in your online and offline marketing activities – before they visit.

Awareness also means doing the same thing for your frame collection, establishing that different situations often require different styles. A patient who is aware of the products, and how they might be useful to them is going to be more open to rule number two. * Source: Statista.

100% Optical: Lucy, Andrew and Andy

Vision Now February 2024 21

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

Transforming your business and yourself

PART 1: MOTIVATION Have you truly got your finger on your practice’s pulse? In the first of a new series, Dominic Watson takes an irreverent, no holds barred look at harnessing selfdiscipline, KPIs and your own psychology to transform your business and yourself...

Get your business analysis up and running

U

nderstanding your business data is key to getting your practice purring but for many people, numbers (particularly age) can be somewhat sensitive. Take birthday notifications on Facebook, for instance, and you will find that well over 50 per cent of people over the age of 30 have elected to withhold their age.

I belong to a different camp because I’m actually quite proud of my age. This is because there is something strange and unexpected happening as the years go by. You see, I’m an avid runner and even though I have been on the planet for more than half a century now, year after year I’m still getting faster.

On first reading, this may sound more than a little fanciful. So, before I explain the relevance to you and your business – and the profoundly positive impact this could have on your life – I should probably provide a bit of context to ensure I have your trust.

The truth is that I only took up running at the ripe old age of 39 and threequarters. With a rapidly expanding waistline and a major age milestone looming, I had been thinking about it for a while. But as well you know, thinking and doing are two very different things. I needed something, or someone, to give me a gentle nudge to get me started.

22 Vision Now February 2024

The catalyst, when it came, was less nudge and more violent slap in the face; It came courtesy of my then six-year-old son who gave me something of a harsh reality check and the push I needed.

Having looked critically up and down my ‘Dad bod’, he looked me dead in the eye and uttered the immortal phrase: “Daddy, you’ve got boobies!” My running journey started the very next day.

Under the cover of darkness (to hide my embarrassment) it was an inauspicious start as I half-jogged, halfwobbled the modest distance between two lamp posts; then sweating profusely and puffing like a steam train, I walked back, caught my breath, and then repeated.

I had set myself a target of 20 minutes but managed little more than 10 on that first painful foray into the running world.

But I kept turning up. Week after week, I laced up my trainers, and little by little I got better. Now 11 years later, as you read this, I am still at it – and I am still getting better.

SECRET SAUCE INGREDIENTS

My specific achievements themselves are modest so I share this with you not to be boastful, but because I believe that what I have learnt so far on my running journey also applies to the business ownership journey. What I think is most notable is the longevity of my commitment and the long-term trend of improvement. Imagine what you could do if you re-evaluated where you are in your practice and then set about consistently, on a daily and weekly basis, improving things – just a little each day.

There were (and still are) four core

Set an overarching goal

B U S I N ES S M AT T E R S ingredients, four interconnected reinforcing factors, that make up the secret sauce of my running ‘success’: 1. Setting an overarching goal with emotional attachment 2. Becoming mindful of a broad range of metrics/KPIs and capturing them consistently 3. Sourcing an accountability partner 4. The one per cent rule/marginal gains across a broad range of metrics and associated skills We will examine each of these in more detail over this series, to show how you can apply them to your business.

FIND YOUR EMOTIONAL CATALYST

For me, the first ingredient came easily.

My motivation was the same as the catalyst. In my early middle age, I was already overweight, and my son’s candid comment woke me up to the potential ramifications: if I continued doing the same things week after week I would be on a downward trajectory and in danger of becoming obese and all the negative health and quality of life implications this brought. As the main breadwinner in my family, and a role model for my two young sons, this was unacceptable In the crucial, early, habit-forming days when it was cold or raining outside and I was tempted to duck out of my planned run, I used a ‘ghost of Christmas future’ technique to consider the consequences of taking the easy route – and the slippery slope into poor habits and losing the momentum I was gaining.

So how can you use this technique to motivate yourself to propel your business forward? We are all wired differently, which means that finding the right trigger that motivates you into consistent action is a very personal thing. There are no right or wrong answers; the key is to find something that you are passionate about, something that evokes physical emotions when you focus on it.

This may be a positive motivation, a goal or a dream that gives you a hunger in your belly to strive towards. Things like paying off your mortgage early, affording that trip of a lifetime, moving to a dream house in the catchment area for a brilliant school for your children, or becoming truly financially secure at an early age.

Example: I need to increase my practice profits by £25k per year to allow me to save an extra £100k over the next four years. These savings, combined with higher proof of earnings will allow me to move up a rung on the property ladder and buy a new home.

What gets you fired up?

Alternatively, your motivation may come from a negative emotion such as fear or stress.

If your business is too reliant on you and steals too much of your time, the rewards may be financially lucrative, but the personal cost may be incredibly high. Marriages need work and attention; children grow up quickly and their younger years are all too fleeting. I have known many practice owners who have expressed the pain of regret as they battled through a divorce, or only realised how precious the early years are when their kids had flown the nest.

For other business owners it may be FOMO (fear of missing out) of a different kind. Is the time and emotional energy required from you to run your business in its current business model impacting on your health and fitness levels (as was the case for me) or is it preventing you from following some latent dream or desire?

Perhaps you once dreamed about playing golf, learning to fly, becoming an artist, or authoring a book? If this is the case, it does not necessarily mean that you need to sell your business; it means you need to look at how you are running your practice and get smarter and more effective with your business skills.

What we are looking for here is a burning desire not to accept the status quo. Something to help you avoid complacency or passive acceptance.

At this stage, you don’t need to be overly specific (we can tie down more detail later as the project to improve things gathers momentum). We are looking to discover an overarching emotional catalyst that you can latch on to and work with to get you fired up today – and then day after day – to give you the momentum and staying power to

drive through real and significant positive change.

Exercise: take a few minutes to think about both your business and your personal life. Seek out the ambition or ‘pain point’ that gets you fired up, then write it down.

Some practice owners find it easy to find their ‘why’, while others less so. When you are in business, it can sometimes be difficult to see the wood for the trees because you are so immersed and invested. If you are struggling to identify a suitable catalyst, talk to your partner, a trusted friend, or a business consultant or life coach to help you tease out this core ingredient.

In the next article in this series, we will take your foundational, motivational catalyst and build a framework of goals and KPIs to help you measure and drive through positive change.

Dominic Watson is a director of Myers La Roche. He has more than 20 years’ experience in the optical and audiology sector as a management and marketing consultant, business analyst and specialist business broker. He is a published author, with his debut book being Rockstar Retirement Programme.

How to Retire Like A Rockstar. ■ Vision Now February 2024 23

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

Everything’s peachy

By Nicky Collinson Pantone 13-1023 Peach Fuzz – a pastel shade of peachy pink with a hint of orange – marks the 25th anniversary of the Pantone Colour of the Year programme, first introduced by the Pantone Color Institute in 1999.

D

Use the Pantone Formula Guide to inspire eyewear dispensings

esigned to capture the global zeitgeist, the Pantone Colour of the Year programme serves to express the mood and attitude of the consumer in the moment. For the past two decades, the programme has become renowned as a cultural touchstone, reflecting and expressing global shifts through the language of colour.

“With this year’s Pantone Colour of the Year 2024, we see an increased focus on community and people across the world – reframing how they want to live and evaluating what is important – that being the comfort of being close to those we love," explains Laurie Pressman, the Institute's vice president. "The colour is one whose warm and welcoming embrace conveys a message of compassion, and whose cozy sensibility brings people together and enriches the soul."

CAPTURING THE MOOD If you're a design and colour enthusiast with creative flair, or a member of your practice

24 Vision Now February 2024

Create a Peach Fuzz lifestyle display with eyewear styles added

Titanium Ad Lib model 3604 from Charmant

team is, why not harness the Pantone Colour of the Year programme as a novel way to engage patients in conversations

about colour, design and lifestyle – whilst showcasing the creativity of the eyewear designers you champion.

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

Aspinal of London model L551 from Eyespace

Ana Hickmann sunglasses from Go Eyewear

SPX Illusions model 1617 from Silhouette

Ray-Ban Reverse from EssilorLuxottica

Karl Lagerfeld from Marchon

Create a Pantone page on your website to showcase available styles

You could think about creating a talking point with a 2024 Pantone Colour of the Year display in the practice – perhaps using a Pantone Formula Guide to support patients in being more adventurous in their choices. You could feature some Pantone Colour of the Year merchandise, such as a mug or notebook, alongside say cases, accessories and frames.

Peach Fuzz won't be everyone's cup of tea, but the Formula Guide will enable you to take patients through a kaleidoscope of colour options to discuss – and even lead in to additional dispensings.

You will probably have some eyewear in peach-pink hues within your existing stock which you could make a real feature of – whether it be in the window or in your dispensing area. You could maybe also use some of the available Pantone resources on your website, blog or social media channels – including images and copy – to create a page about colour and eyewear styles.

With its clean tone and vintage vibe, Pantone 13-1023 Peach Fuzz is ultimately about conveying "caring and sharing, community and collaboration" – so where better to celebrate and encapsulate this than within an independent eye health care practice.

Of course, if Peach Fuzz really isn't very 'you', 'your practice' or 'your patients', there's always next year. In the meantime, here are some eyewear styles in varying hues of peach-orange-pink to get your creative juices flowing... ■ Vision Now February 2024 25

Preferred Suppliers’ directory tel: 01580 713698 | web: www.nationaleyecare.co.uk ALCON UK

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

ASSOCIATED OPTICAL

SUPPLIER – OPTICIAN – PATIENT

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

OUR PARTNERSHIP

ATLANTIC OPTICAL UK LTD

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

BAUSCH + LOMB

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

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

BIB OPHTHALMIC INSTRUMENTS

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

BONDEYE OPTICAL

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

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

CALEDONIAN OPTICAL LTD

T: 01279 653785 E: TantCC@tantlabs.com

tel: 01224 596 006 | email: info@caledonianoptical.com | web: www.caledonianoptical.com

CARDNET

tel: 0345 604 2491 Option 2

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

CENTROSTYLE OPTICAL CENTRE SUPPLIES LTD

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

CFH DOCMAIL

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

CHARMANT UK CO LTD

PRACTICE MANAGEMENT SIMPLIFIED

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

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

COOPERVISION

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

DE RIGO UK LTD

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

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

DUNELM OPTICAL

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

0845 313 0233

ESSILOR

sales@optinetuk.com www.optinetuk.com

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

OPTINET DIRECTORY AD - FEB 21_AW.indd 01/03/2021 109:47

tel: 0800 9178270 | web: www.goeyeweargroup.com

HILCO EUROPE

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

HOYA LENS UK

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

LAB3SIXTY

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

LENSTEC EYEWEAR

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

LUXOTTICA (UK) LTD

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

26 Vision Now February 2024

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

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

MENICON UK LTD (FORMERLY DAVID THOMAS) 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

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

No7 CONTACT LENSES

When you prescribe contact lenses, you prescribe freedom.

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

tel: 01424 850620 | fax: 01424 850650 | email: info@no7contactlenses.com | web: www.no7contactlenses.com

OPTINET LTD tel: 0845 313 0233 | email: sales@optinetuk.com | web: www.optinetuk.com

PERFORMANCE FINANCE

coopervision.co.uk

tel: 01536 529696 | fax: 01536 310033 | email: info@performancefinance.co.uk | web: www.performancefinance.co.uk

POSITIVE IMPACT tel: 08446 696907 | email: sales@positiveimpact.co.uk | web: www.positiveimpact.co.uk

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

RETAIL EXPERIENCE DESIGN (RED) 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

SAFILO UK LTD tel: 0800 7234 5600 | email: customer.serviceuk@safilo.com | web: www.youandsafilo.com

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

STEPPER (UK) Limited 11 Tannery Road, Tonbridge Kent - TN9 1RF 01732 375975 www.stepper.co.uk

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

SPEC-CARE LTD tel: 01392 460806 | email: info@speccareservices.co.uk | web: www.speccareservices.co.uk

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

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

THEA PHARMACEUTICALS LIMITED tel: 01782 381698 | email: orders.uk@theapharma.com | web: www.thea-pharmaceuticals.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

20 20 OPTICAL SERVICES LTD tel: 01460 929 690 | email: info@2020opticalservices.co.uk | web: www.2020opticalservices.co.uk Vision Now February 2024 27

Suppliers’ directory

Preferred Suppliers are suppliers who, by prior arrangement, offer members of the PK National Eyecare Group preferential terms. For full details and terms offered to the membership, please call 01580 713698.

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

Model: SI-30092 28 Vision Now February 2024