Page 1

V

VV FEBRUARY 2018

Vision Now magazine

PRESCRIPTION SUNGLASSES eyespace-eyewear.co.uk | 01527 870 550 #GREATBRITISHDESIGN


Ex fro clu m siv No ely rvi lle

from

Rimless Ri Frame: FFA957 Fram

Free Form Eyewear is a lifestyle eyewear brand that stands out through the combination of lightweight frames, stylish design, explicit simplicity for consumers who place great value on innovation and convenience. Free Form Green collection defines the ultimate green concept in eyewear. It is environmentally responsible in every step from its origination, because it consumes the least material, requires the fewest production steps, is the first eyewear designed to minimise carbon footprint, and releases no toxic materials during production.

Acetate Frame: FFA986

Supra Frame: FFA918

To view the collection contact Telesales on 01452 510321, for a representative to call or to order a catalogue.

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


V

Inside

VV

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.

29

15

4

News 4 7 9 11 13 15

NEG sponsors Independents Lounge at Optrafair Shamir launches new campaign BCLA unveils 2018 events Heidelberg expands sales team CooperVision acquisition Ortho-k uptake expanding

15 An independent view Isn’t independent practice great?

17 Developing thoughts Make your business blossom

19 Promotional feature Every patient and eye is unique

23 BCLA report Call for shift in thinking

28 Style Spotlight Sunglasses: eyewear superstars

30 Suppliers’ directory

@PK_NEG

Editor’s comment The General Optical Council’s (GOC) latest public perceptions survey has revealed that 43 per cent of people would be ok with having their sight test conducted by a machine without an eyecare practitioner (ECP) present. Artificial intelligence, augmented reality, robotics and wearables – the global marketplace is awash with the kind of technology that could potentially render an entire industry, or industries, obsolete. The GOC’s survey went on to reveal that it was the younger generation, those aged between 16 and 34, who were more comfortable with having their sight test performed by machine alone, while only 23 per cent of those aged 75 and over were comfortable with the premise. As the GOC notes, any transition towards a more automated future should be handled with care, but automation does have the potential to free up time for ECPs to focus on managing more complex eyecare conditions. Swings and roundabouts… Advances in optical and ophthalmic technology were on display at 100% Optical last month, and we hope you were able to visit our exhibiting suppliers and the Optinet team to find out about all the latest product and software updates. With new data protection laws coming into effect in May, there’s no time like the present to ensure your practice operations are up to scratch. Turn to page 27 to read some timely guidance on the subject from the Optical Confederation. Elsewhere in this issue, hear about some great NEG member benefits and feast your eyes on some sunglass superstars for spring/summer 2018 – which cannot come a moment too soon. Nicky Collinson Editor

Editor

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

Editorial PA

Sharon Hicks s.hicks@nationaleyecare.co.uk

Fashion Editor

Joan Grady jgparischats@wanadoo.fr

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

Rosslyn Argent BA (Hons)

Publisher

Michael C Wheeler FCOptom DipCLP FSMC FAAO

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

VISION NOW is published by Peekay Publishing Ltd for The PK National Eyecare Group Limited, Clermont House, Cranbrook, Kent TN17 3DN VISION NOW is printed by P&P Litho Ltd, Ashford, Middlesex TW15 1AB

Vision Now FEBRUARY 2018

3


NEWS 1

Hoya

2

NEG

NEG is to sponsor a new lounge at Optrafair, exclusively for independents to to share best practice and benefit from one-to-one sessions with industry experts. These will be dedicated to helping visitors improve their independent practice across all areas of the business. Independents will be invited to use the lounge to network and exchange knowledge with peers while suppliers will be on hand to answer questions. Visitors will also be able to take advantage of exclusive content and offers specifically tailored for them. New lounge at Optrafair for independents Phil Mullins, NEG director of business development, said: “Independents are the life and soul of the profession and this is a chance for us and Optrafair to show how much they are valued by giving them a dedicated space to call their own. We want it be somewhere they can spend time and really feel they are getting something valuable from Optrafair. We want it to be an event, not just an exhibition – so that people go back to their practices armed with new ideas to help improve their practice.”

New progressive in three designs

Newly launched by Hoya, the Lifestyle 3 progressive lens includes design variations specifically tailored to presbyopes’ active lifestyles. LifeStyle 3 offers three design variations (Indoor, Urban and Outdoor) with clear differentiation enabling patient customisation without the need for complicated consultations. A few simple questions about the wearer’s lifestyle is enough to determine the right design, says the company. The lens is also equipped with premium Binocular Harmonization Technology (BMT) and is verified with Hoya’s Binocular Eye Model. With Hoya’s BMT, LifeStyle 3 considers the right and left prescription as individual components, defines the required binocular lens design and calculates the necessary progressive distribution for each individual eye accordingly. The result is “precise and effortless focusing, improved stability and better depth of vision”. Hoya’s patented BEM binocular performance measurement program verifies each design under ‘real-life’ circumstances before going into production. This provides “unprecedented binocular performance: stable images and better depth of vision in everyday situations”. Lifestyle 3 replaces the Hoyalux iD LifeStyle V+ lenses.

4

Vision Now FEBRUARY 2018

The event marks the 40th anniversary of the very first Optrafair, held in 1978. It will feature an array of top speakers and demonstrations from leading suppliers. The independents lounge will host exclusive sessions from a number of speakers and exhibitors. Phil added: “I’ve been involved in the industry since 1988. Back then, 80 or 90 per cent of the market was independents, now it’s around 20 per cent. We need to do more to help them thrive. Independents offer something different. Whether it’s different designs, unusual prescriptions or innovative thinking, independents provide an alternative and the lounge is a place where they can come together to share ideas. There isn’t a rivalry between independents, they want to work together. The lounge allows them to do that.”

3

Eyespace

The new-season Cocoa Mint sunwear models from Eyespace have been developed in conjunction with future trend forecasts and targeted market research. Eyespace marketing manager, Nicky Clement, explained: “From next season’s festival must-haves through to stunning Swarovski crystal-embellished models, the new Cocoa Mint sunwear collection is exceptionally well structured, aligning ontrend colours, styles, shapes and sizes. “We have also invested in sourcing premium lens treatments and specialist material finishes that add layers of value to each piece, while remaining fully focused on our objective of evolving the fashion-forward offering of prescription-ready sunglass frames that women are going to be looking for in 2018,” Nicky added. There are 22 styles in the collection of acetate and metal pieces, available with plano or prescription lenses.

Cocoa Mint CMS 2034


The science behind unsurpassed comfort MyDay® daily disposable contact lenses with Smart Silicone™ chemistry, are designed to deliver unsurpassed comfort, exceptional vision and a healthy lens-wearing experience.†

www.coopervision.co.uk 1. Brennan NA: Beyond Flux: Total Corneal Oxygen Consumption as an Index of Corneal Oxygenation during Contact Lens Wear. Optom Vis Sci 2005. * Warning: UV-absorbing contact lenses are not substitutes for protective UV-absorbing eyewear, such as UV-absorbing goggles or sunglasses, because they do not completely cover the eye and surrounding area. Patients should continue to use UV-absorbing eyewear as directed. † With higher oxygen permeability than hydrogel materials, silicone hydrogel contact lenses minimise or eliminate hypoxia-related signs and symptoms during lens wear.


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

www.stepper.co.uk

Frame style shown: SI-30116


NEWS 4

Shamir

6

Charmant

Dotty about Esprit sunwear

Enriching campaign

A new campaign from Shamir, called Enrich Life, is a multi-pair offer available for six months from 1 February. The aim is to enable greater accessibility for patients to make multiple purchases, ensuring practice profit, growth and ultimately, success. To help practitioners get involved, the company is offering a range of marketing materials to use in practice as well as online. To access these, practitioners are invited to log into Shamir’s website blog for full information, including terms and conditions. Details of the promotion are also available from Shamir’s area lens consultants.

5

College of Optometrists

The College of Optometrist’ recent Ophthalmic Public Health Research Project has identified that, despite an increasing amount of clinical data being held electronically in optometric practice systems, and a growing prevalence of eye conditions that require greater management, the data is not organised in such a way that it can be used for research and service planning purposes. The researchers have recommended a minimum dataset containing standard clinical information that could be used to facilitate analysis of the evidence for public health purposes and identify trends and areas of need in optometric practice. The report can be downloaded from www.college-optometrists.org

Stripes or dots, edgy or soft? The new Esprit sunwear collection for women, men and children includes everything from modern takes of round vintage shapes to contemporary angular shapes. Stripes and dots offer a chic statement in several styles, while the combination of materials, comprising acetate, very thin metal and lightweight plastics, ensures excellent comfort. Model ET 17931 (pictured) blends elegance with youthfulness: the front is slightly angular at the brow line, complementing the round bottom. The brown and black colourways feature a dots pattern on the sides with a pearly effect, while the blue and purple models combine a full colour front with milky transparent sides.

7

Optical Confederation

The Optical Confederation (OC) has written to Simon Stevens, chief executive of NHS England, calling for urgent action to address the ongoing failure of Capita to fulfil their contractual obligations. The letter highlights the “utter frustration, dissatisfaction and anger” at the continuing failure of the Primary Care Support England service delivered by Capita for NHS England. Echoing a similar letter from the British Medical Association, the OC chief executives describe the situation as “completely unacceptable”, pointing out that Capita has failed to deliver on promises to rectify the situation dating back as far as April 2016. The optical sector has “no confidence” in Capita, which the OC said had failed to manage the ophthalmic payments service to an acceptable standard, to execute the processing and payment of CET schemes within expected timescales for the second year running, and to manage and process Performers List and GOS contract applications. In light of these failures, the OC has formally requested that unless a “cast iron guarantee” be provided by the end of the financial year (April 2018) that the backlog of payment issues will be resolved by the end of June and that the service will be operating at the required standard by that point, then the contract should be taken away from Capita. The OC said it recognised this would involve significant upheaval, but nevertheless believed that it would be in their members’ best interests. The letter can be accessed via www.opticalconfederation.org.uk

8

General Optical Council

The General Optical Council (GOC) has launched a consultation on introducing formal fitness to practise (FTP) acceptance criteria. The draft criteria would define the circumstances where the GOC will accept a complaint as an allegation of a registrant’s impaired FTP. Those that do not meet the criteria would be closed without referral to GOC case examiners. Lisa Davis, GOC FTP director, explained: “These acceptance criteria would give us a transparent process for closing non-fitness to practise complaints quickly. This might include minor clinical or consumer concerns which could not call into question a practitioner’s fitness to practise. A formal process for closing complaints that do not raise concerns regarding a registrant’s fitness to practise, will allow us to improve transparency and consistency, and therefore the effectiveness of our processes.” Reply to the consultation at www.optical.org by 9 March. Vision Now FEBRUARY 2018

7


NEWS 9

11 Positive Impact

British Contact Lens Association

The British Contact Lens Association (BCLA) has announced the return of both BCLA UK and BCLA Asia this year, providing the latest insights into best practice and state-of-theart technology. For the first time, BCLA UK will take place in June over two days across two cities – at the IET in Savoy Place, London, and Conference Aston at Aston University, Birmingham. The event will feature lectures, workshops and an exhibition, plus the return of the popular Optical Assistants Course hosted by Sarah Morgan. BCLA chief executive, Cheryl Donnelly, said: “We are refreshing the format [of BCLA UK] for 2018 by having two separate one-day events in two locations chosen by our members. We want to reach as much of our membership as possible and are keen to stage events around the country wherever possible.” Meanwhile, the inaugural BCLA Asia conference held in 2016 in Hong Kong, will return bigger and better in 2018, this time

Positive Impact has introduced four new finishes on the Glasklar dispenser bottles bringing the total range of glass options up to 24; there are three wooden dispenser bottles as well. The aim is to match every practice’s colours and style. The cleaner atomisers have also been upgraded with a more efficient, high-pressure atomiser pump and colour coordinated with the bottles.

BCLA Asia 2018 will be held in Singapore

in Singapore on 2 and 3 September. BCLA president, Keith Tempany, said: “Growth in the contact lens market is particularly strong in Singapore and across Asia as a whole, and the event will aim to continue to build the confidence of eyecare practitioners to prescribe contact lenses with a focus on prescribing to the presbyope, fitting children, speciality lenses and managing dry eye disease.” Details can be found at www.bcla.org.uk Going for Glasklar gold

10 General Optical Council The deadline for responding to the General Optical Council’s (GOC) consultation on the concepts and principles that could underpin optical education and training in the future, as part of its Education Strategic Review is 16 March. The consultation follows the GOC’s initial Call for Evidence, which demonstrated a broad consensus that now was the right time to be reviewing education requirements for optometrists and dispensing opticians.

GOC chief executive and registrar, Vicky McDermott, said: “This is a great opportunity for anyone with an interest in eyecare to let us know their thoughts and we encourage all stakeholders to take part in this consultation and help shape optical education that is fit for the future.” Responses can be made via the GOC website, www.optical.org

The CE-marked formulation of the cleaning solution has been improved too. The natural formulation contained a small amount of food-grade alcohol, which has now been removed to make the product even safer for the new materials being used in spectacle frames, such as wood and other natural materials. Maxine Green, Positive Impact MD, said: “We know the importance of keeping a consistent branding image, so do our customers, that’s why we believe that bringing more options to our range will help practitioners to match their Glasklar system in practice even more.”

12 Norville Norville has introduced three new flexible plastic styles in the Blitz Kids collection, designed for babies and toddlers. Model BK045 (pictured) is a crystal colour round eye, with flexible rubber hinges and a protective nose piece. It is available in blue and pink and one eye size of 39-14-110. Model BK046 is similar in style but with solid colour, also available in blue and pink in 38-16-125 and 40-16-125. The entire inner side of the frame is lined with soft rubber to protect against

Pretty in pink, BK045

knocks. Finally, model BK047 is constructed from flexible plastic, with metal pin detailing on the side for a more mature look. This frame

is available in pink/purple and blue/white in 41-16-125. Norville offers complete glazed packages in both CR39 and Trivex. Vision Now FEBRUARY 2018

9


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

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

PERFORMANCE DRIVEN BY SCIENCE ™

12363 © 2018 Novartis. DAILIES TOTAL1 Multifocal , DAILIES AquaComfort PLUS Multifocal, AIR OPTIX AQUA MULTIFOCAL, Alcon and the Alcon logo are trademarks of Novartis AG. GB/VC/VCG/10/17/0168


NEWS 13 Heidelberg Engineering

15 Stepper

Providing ‘gold standard’ care

Heidelberg Engineering has expanded its sales team, reflecting growing demand for the company’s eye scanning technology, providing professional guidance at every level of optometry and ophthalmology. Tosh Vadhia has been promoted to head of sales for northern Europe with responsibility for the UK, Denmark and Nordic countries. He said: “We are strengthening our position as providers of gold standard care. Our commitment and extensive experience as suppliers to the NHS and private ophthalmology holds us in good stead as consultants and educators. “Our technology is playing an increasingly vital role in eyecare and we have many reference sites where practices are working in co-operation with local hospitals,“ Tosh continued. “We are well placed to guide practitioners to the route that works best for them as clinicians and businesses.” Our photo shows the team from left: Nathan Odell, Mike Riley, Jason McLean, Kenny Boyle, Tosh Vadhia, Jake Tranter, Nick Timms.

Feminine finesse: SI-95219

Creating a feminine rimless frame is a fine balancing act, according to Stepper MD, Peter Reeve: “One such ‘perfect’ rimless frame is the SI-95219. When a frame looks and feels as good as this, and bears the Stepper name, you know you have perfect eyewear.” Every Stepper frame is first designed around the contours of the face for fit and manufactured from lighter materials, in this case beta-titanium, with hypoallergenic properties. The SI-95219 comes in a number of popular colourways.

14 ABDO Dispensing optician Jo Holmes has been elected by the Association of British Dispensing Opticians (ABDO) board to be the next vice president. Jo will take up office at the ABDO dinner at Optrafair on 15 April, succeeding Clive Marchant as he assumes the presidency from Fiona Anderson. Jo qualified as a dispensing optician in 1991 and has been working in independent practice in Devon since then, where she is an LOC member and ABDO sub-regional lead.

Jo said: “My local involvement has helped me understand about politics in optics. The role of vice president has grown, and in this ever-changing environment being up-to-date with the latest information is so important. As a board member, and now as vice president elect, I represent the membership and will continue to make myself available to them through ABDO and other optical events.”

Jo Holmes

16 Dunelm Optical Dunelm’s new sun collection includes six new prescription sun frames from the Lyle & Scott range, 13 Paul Costelloe, five Retro, nine Sunset+, 12 Sunset and four Whiz Kids styles. Whiz Kids Sun 446 is the signature frame in the company’s children’s range. Its metal rim aviator shape and style is an interpretation of eyewear styles that continue to trend in adult eyewear collections, and it features contrasting colour on the outer side and a contemporary striped design on the inner side. All sunglasses are designed to carry prescription lenses and are supplied with UV400 monotint lenses as standard. All frames come complete with a free case.

Whiz Kids 446 (left) and 457 Vision Now FEBRUARY 2018

11


is a trademark owned by HACHETTE FILIPACCHI PRESSE SA, Paris, France. EL13442 BR

EYEWEAR

Discover the world of ELLE on elleboutique.com


NEWS 17

Association of Optometrists

18 International Eyewear

Enriching campaign

For 2018 the Association of Optometrists (AOP) is increasing the number of CET events it runs by 40 per cent, beginning with 100% Optical last month. The full education programme will be delivered through a variety of face-to-face events, print and online channels, offering more than 300 interactive and non-interactive CET points. There will be nine new locum events, in partnership with Johnson and Johnson Vision, a second CET-approved legal drama, webinars on a range of topics, and making accurate claims events in Scotland and Wales. Dr Ian Beasley, the AOP’s head of education, said: “The AOP has focused its efforts to expand the education offering in a way that helps all members of the practice team fulfil their individual roles. We are delighted to announce, following such a successful pilot run, that we will be delivering new locum events across the country, to cater for this important growing market in the industry. Therapeutics Manchester, which delivers a brand-new programme, also makes an exciting new addition for those specialising in this field or those who are looking to in the future.”

Welcome thank you visit

International Eyewear worked closely with Guide Dogs UK in 2017 sponsoring a puppy named Irvine and raising £400 from an in-house bake off. So, it was all waggy tails and big smiles in the company office recently as the team welcomed a visit from the charity. Dan Myatt from Guide Dogs said: “A massive thank you to the gang at International Eyewear who held a bake off at their office and raised £400 for Shrewsbury Guide Dogs Mobility Team. Volunteer Christine Wheeler popped along with guide dog puppy Val to say thank you for all their hard and yummy work. We want to echo the sentiments of Val and Christine, thank you for the hard work and helping to change someone’s life.”

19 CooperVision CooperVision has acquired Paragon Vision Sciences, a leader in premium orthokeratology, specialty contact lenses and oxygen permeable rigid contact lens materials. The transaction includes Paragon’s CRT (corneal refractive therapy) contact lenses, and expands CooperVision’s access to the Chinese myopia management market, in which Paragon has a presence. Paragon, headquartered near Phoenix, Arizona, will continue to operate as an independent yet complementary business, retaining its offices and brands.

20 Louis Stone Optical Louis Stone is planning to launch a Scandiinspired collection of frames later this year. Clare Gaba, head of marketing and communications, said: “With particular attention to pastel colours and natural metals, what we personally enjoy about Scandi style is how many metal frames are accompanied by pastel-coloured tips. As with Scandinavian fashion, Louis Stone prides itself on high quality spectacle frames, cases and optical instruments. We are proud to announce that we will be releasing a high fashion, Scandinavianinspired collection later in 2018.”

Scandi-inspired eyewear Vision Now FEBRUARY 2018

13


14 - 16 APRIL 2018 | BIRMINGHAM NEC

R E V JOIN THE REVOLUTION OPTRAFAIR.CO.UK @OPTRAFAIR #OPTRAFAIR

L U T I O N


NEWS 21 No7 Contact Lenses Ortho-k prescribing for overnight vision correction and myopia control rose by 18 per cent in the past year, according to No7 Contact Lenses. With its EyeDream lenses, the Hastings-based company had a year of intensive online and consumer focused marketing, supported by Increased ortho-k uptake reported regular educational events. “Our intensive marketing – with the online campaigns – are showing a direct correlation with uptake in specific areas of the country,” said Danny Pepper, No7 sales and marketing manager. “The myopia control message is one that many practitioners and parents feel they can no longer ignore, with many believing they have a duty of care to inform patients about the benefits that can come from ortho-k.”

22 Nikon Optical UK Nikon Lenswear has appointed Arnaud Dupont as the new managing director of Nikon Optical UK. Over the last five years, Arnaud has led Nikon Lenswear’s overseas marketing department in Tokyo. He said: “…this is a very exciting opportunity for me. The UK is one of our most important markets worldwide, with a great commercial team and very strong local manufacturing capabilities equipped with the latest Nikon innovations. Arnaud Dupont I plan to further support our customers in leveraging the unique products and services Nikon offers and provide ever better vision solutions to the consumers in the UK.”

23 CooperVision CooperVision has created a Specialty Eye Care business unit with Dr Juan Carlos Aragon as president. The new unit encompasses Soflex, Procornea and Paragon Vision Sciences, which design and manufacture highly-specialised contact lenses for the management of myopia and other indications. These organisations will continue to operate independently, yet share technical, clinical and commercial knowledge while benefitting from CooperVision’s global presence and infrastructure.

AN INDEPENDENT VIEW Isn’t independent practice great? Enough of the doom merchants and the prophesiers of the demise of the independent sector – they don’t know what they are talking about. There is a healthy, vibrant and exciting sector out there, and so many of our members have had enough of hearing the negatives and want to let people know how great independent practice really is. First of all, running your own business might be challenging, but it is also hugely rewarding and great fun. Setting your own goals and then working hard to achieve them delivers a wonderful sense of accomplishment. So many independents will talk about how well they know their patients and how loyal they are, and that they end up being friends with them. What a pleasure that is day in day out, to be seeing your friends at work. It is also the case that optical suppliers love working with independents; they too become friends, and are often there to help when it is needed. The challenge is to get this message across to anyone who has an interest in independent practice and letting them know that not only is it a great place to be, but that there are people who are able to help you. At Optrafair in April, the AIO will be launching its new service to help people into independent practice, and to help them succeed once they are there. Together with a group of optical suppliers, who are also friends of the Association, we intend to break down any real (or perceived) barriers for those who want to make the move. Come and see us at Optrafair, or visit the new Independents Lounge, to find out more. And tell your colleagues who may be working outside the independent sector to come along too.

Dr Juan Carlos Aragon

“The extensive management and contact lenses technical experience that Juan Carlos brings to the role will be essential to developing even stronger partnerships and opportunities for customers worldwide,” said Andrew Sedgwick, CooperVision executive vice president. “He and his team will help expand the availability and adoption of advanced specialty products, complementing the wide-range of innovative contact lenses developed by CooperVision.” Vision Now FEBRUARY 2018

15


Order

Till

Stock Stoc St ockk

Clinical

Pati Pa Patient tien ientt Manager

Business Busi Bu sine inesss Intelligence Intell lliigence

Advanced Practice Management Software

A clearer way to manage For further information and to book your no obligation, in practice demonstration please call 0845 3130233 or email sales@optinetuk.com

0845 3130233 ¡ sales@optinetuk.com ¡ www.optinetuk.com


PRACTICE MATTERS

Developing thoughts This month, Phil Mullins offers some basic tips on tending to your business to make it blossom and flourish

Make your business blossom My wife is a very keen gardener and seems to have magical green fingers that make our plants and flowers flourish, regardless. The same cannot be said for me, however. I water the plants, tend to them and speak very nicely to them – and still the plants suffer. Businesses are the same; some just grow and are successful regardless of the market or what effort the owners make. Unfortunately, these businesses are the exception and most must be worked on. They need watering and tending and cherishing, just like plants, and if they respond they can be very successful. With this being the case, what is your growth plan? How are you going to feed and water your business? In the world of optics, you can grow in two ways: add new patients, and get more from existing patients. But if it was that simple, everyone would be doing a roaring trade. No matter how good your practice is, you will lose some patients each year, so it’s important to replace them. And if you attract more new patients than you lose, even better. But how do you attract new patients? Most independents have relied heavily on word of mouth, with current patients being your best advertisement, but this only goes so far.

EFFECTIVE COMMUNICATIONS Even if someone recommends you to a friend, the friend will probably Google you straight away, even if it’s to find a telephone number. So, having an effective website is essential – with an easily visible telephone number, address and opening hours. Have this information on every page so visitors don’t have to root around for your contact information. A practice video is always effective, so potential patients can see who you are and what’s on offer. But don’t be too clinical or too sales focused. Get the

message right and you will see the benefits. In our recent survey about digital marketing, some practices reported gaining one new patient a day from their website, which shows how effective they can be. We have discussed social media many times but it grows in importance every year. Your patients are just as likely to Tweet something, Like your Facebook page or share an Instagram photo of their new specs, after their visit as to tell a friend in person – probably moreso. Many of the most successful practices go further, reaching out of the practice and engaging with local businesses, organisations and charities. There is a growing trend for people to support local businesses, which independent practices are ideally placed to take advantage of. Be proactive: reach out to local companies offering eyecare services for their staff. Obviously, what you offer will need to be competitive, but many companies would be happy to have their eyecare requirements dealt with. In addition to the patients you may gain directly, there are family and friends who could be referred because of the care you offer.

BEST OF BOTH WORLDS Not everything you do will be just to attract new patients or to keep current patients, many aspects can be effective for both elements. If you haven’t done so already, I would strongly recommend formalising your dry eye treatment options. Many practices that have introduced specific dry eye clinics have seen not only increased sales from current patients, but new patients have come, initially for the dry eye care and have then become loyal patients. Dry eye is a growing problem and so is a great option for building loyalty. You could offer monthly direct debits for dry eye

patients, including professional fees, treatments and support, all in a simple monthly payment. The elements you can introduce is almost unlimited, from sports vision to audiology to specialist contact lenses, but you need to look at what is already offered by your local competition and find the gaps. Often it could be something unique to your area; you may have a local specialist school which has children with very specific needs, so see what you can offer. Again, it’s not just about the single patient; if you can help one family member, you’re likely to attract the rest of the family and that’s how to grow a community-based independent practice. The days of waiting for patients just to walk in is over, but with a little homework, some good planning and a touch of hard work, you’ll have not only a varied working life and an exciting business but a blossoming practice too. Vision Now FEBRUARY 2018

17


An offer that could save you money? Look no further As the preferred payment acceptance partner of the National Eyecare Group, we’re here to help you give your customers more ways to pay. And give you better rates when you do. Keeping them happy and helping you boost your business. • Quick & easy – our dedicated team will arrange a seamless set-up • Fast transactions – all our card machines are contactless and accept Apple Pay and Android Pay • Secure – proactive fraud monitoring and dedicated data security team

Coming soon – an exclusive membership deal Call 0800 056 5569

Calls to 0800 numbers are free if made from a UK landline. Calls may be monitored and/or recorded. Barclaycard is a trading name of Barclays Bank PLC. Barclays Bank PLC is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority (Financial Services Register Number: 122702). Registered in England No. 1026167. Registered Office: 1 Churchill Place, London E14 5HP.


PROMOTIONAL FEATURE

Every patient and eye is unique We all know how competitive the contact lens market can be, but with the right product and support your practice could become a Very Important Practice (VIP) in your local contact lens market At mark’ennovy, we are dedicated to quality, service and the best possible interaction between the eyecare professional and the patient. We are passionate about adding value at every stage of the lens journey – from your very first consultation with the patient to the final fitting of the contact lens. Whether your patient has a small or large cornea, astigmatism or presbyopia, our unrivalled combination of lenses, geometries and materials will ensure that you provide the best experience for all your patients. After all, every lens is individually made to your patients’ eyes, whatever the shape, size, or other uniqueness that it presents.

JOIN THE VIP CLUB mark´ennovy is working closely with NEG to launch the mark´ennovy VIP Club, which will enable you to offer tailor-made lenses – not as a last resort, but as the ‘go-to’ option at a competitive price while maintaining your profit. As a result, you can exploit the increasing trend towards individualisation, and go that extra mile for your patients. Being a VIP Club member enables you to make individual, custom-made contact lenses more accessible to all of your patients, not just those who are ‘out of range’.

HOW DOES IT WORK? Simply sign up to be a Silver Member or an Elite Member and in addition to exclusive training, support and point-of-sale material,

you will receive a unique pricing structure, which is more than just great discounts. VIP Club members will receive a simplified price matrix where all base curves, diameter, cyls, axis and materials are at a set price. So there is one price for spherical lenses, one for torics, one for multifocal and one for multifocal toric contact lenses. This means your patients get the best lens, with the best fit, at the best price – first time every time. To become a VIP Club member, it couldn't be easier, simply register with mark’ennovy for either VIP Silver where you commit to just 20 patients per year, or for even better pricing VIP Elite where you commit to 40 patients per year. Remember: these are custom-made lenses at a great price only available through optical practices, which means you will have happy, loyal patients. mark’ennovy offers a suite of ‘extras’ as standard: • Custom-made soft monthly contact lenses, unique to each of your patients • Unrivalled range or parameters and materials: base curves, diameters, cyls, axis and multifocal additions • Opticians on the phone to support you • Fast delivery, lenses in three to five working days • Individually Yours Premium Packaging • Sales uniquely through eyecare professionals For more details and terms and conditions, please contact the mark’ennovy customer care team: T: 0800 328 0610 E: mkservices@markennovy.com Or register with Angela Pearson T: 01794 526193 E: apearson@markennovy.com Vision Now FEBRUARY 2018

19


OPTRAFAIR

Turn the clock back to 1978. The minority Government of the day survived a vote of confidence, there was panic buying of bread and Gordon McQueen became the UK’s first £500,000 footballer. It was also the first time a new optometry show called Optrafair was held in London. Now fast-forward 40 years. Whether today’s Government would survive a vote of confi dence is up for debate, the only bread shortage is through choice in the cupboards of calorie counting carb-dodgers and £500,000 barely buys you the big toe of a Premier League footballer. Optrafair, however, is still going strong. A partnership between the FMO and Optician, Optrafair is preparing to celebrate its 40th year. The event has now grown to become the UK’s major optical showcase, seen throughout the profession as the launch pad for all that is new in the field, championing innovation and celebrating advances in technology and manufacturing. For four decades, an entire community of practitioners, suppliers and educators have chosen Optrafair to help eye care professionals expand their knowledge through CET, ground-breaking new products and services and grow their businesses. Optrafair 2018 promises to be a celebration of optics. It’s a gathering of friends and family. It’s a birthday bash. It’s a party. And everyone’s invited.

#optrafair • www.optrafair.co.uk

CE

R AT

I G

CELEBRATING 40 YEARS OF

EB

N

THIS YEAR MARKS A SPECIAL OCCASION FOR OPTRAFAIR, ITS 40TH ANNIVERSARY. FOR FOUR DECADES, OPTRAFAIR HAS BEEN SHOWCASING THE LATEST INNOVATIONS FROM ACROSS THE SECTOR AND UNITING THE OPTICAL COMMUNITY UNDER ONE ROOF. OPTRAFAIR 2018 TAKES PLACE ON THE 14 - 16 APRIL 2018 AT THE NEC IN BIRMINGHAM.

L

14 - 16 APRIL 2018 • BIRMINGHAM NEC

years

One man who knows Optrafair better than most is Andy Yorke. The FMO chairman has been going to the event for 38 years and he has seen it grow and evolve into the glittering, vibrant, forward-thinking showcase it is today. He said: “Optrafair has united the British optical industry since 1978, continually building on its heritage to support every sector across the industry. For leading brands, and for newer companies aiming to get a foothold on the market, Optrafair is without doubt the leading exhibition for the UK optical industry.

the English population able to reach it within 75 minutes and a purposebuilt hall that’s capable of staging the product launches, educational seminars and fashion shows that combine to make Optrafair the number one event of its kind in the country.

“It is trusted by everyone who works in the industry – eye care professionals, manufacturers, laboratories, suppliers and distributors, professional bodies and educators. There’s always something new emerging out there and Optrafair is the best possible place to keep up to date with what’s trending in the world of frames, how lens technology is ever evolving and how science is allowing us to gain an even greater understanding of the human eye.”

In addition to an unrivalled selection of exhibitors, showcasing the latest equipment, frames and solutions and CET accredited education and business training, Optrafair 2018 will provide a feast of dedicated features covering all aspects of practice life.

Optrafair was first held in London in 1978. While its overall offering has changed beyond recognition since then, it has always tried to stay true to its ethos of ‘by the sector, for the sector’. It is a non-profit organisation. All surpluses from Optrafair are ploughed back for the benefi t of the sector. Optrafair continues to be inclusive. It recognises that not everyone is willing to travel to London for an exhibition – and the switch to Birmingham the catalyst for bringing together the profession more effectively than ever before. The NEC has proved to be the perfect venue, with 70 per cent of

Last year’s Optrafair ushered in a brand-new era for the event, revitalised, vibrant and full of energy. Optrafair 2018 will take this to the next level, brimming with new exhibitors, features and exclusive content you will not find at any other UK show.

Back by popular demand are the CET Theatre, ABDO CET Theatre, Window Dressing, and after their successful inauguration at this year’s show, the Business Theatre and FMO Networking Bar. Meanwhile, there are three brand new features for 2018, the dedicated BCLA Contact Lens Hub, a fully choreographed Catwalk and the Independents’ Lounge– a networking space dedicated to independents ering off one-to-one access to guest speakers.

OPTRAFAIR IS THE BEST POSSIBLE PLACE TO KEEP UP TO DATE WITH WHAT’S TRENDING Andy York, Chairman, FMO


DEDICATED LOUNGE WILL GIVE INDEPENDENTS THE CHANCE TO SHARE INNOVATIVE IDEAS AT OPTRAFAIR A new lounge set up exclusively for independents will give eye care professionals attending Optrafair the chance to share best practice and get one-to-one sessions with industry experts. The hub, sponsored by the National Eyecare Group and supported by Lloyds Bank, Specs Network and VSP, will be dedicated to helping visitors improve their independent practice across all areas of the business. Independents will be invited to use the lounge to network and exchange knowledge with peers while suppliers will be on hand to answer questions. Visitors will also be able to take advantage of exclusive content and offers specifically tailored for them. Phil Mullins, director of business development at National Eyecare Group, said: “Independents are the life and soul of the profession and this is a chance for us and Optrafair to show how much they are valued by giving them a dedicated space to call their own. “We want it to be somewhere they can spend time and really feel they are getting something valuable from Optrafair. We want it to be an event, not just an exhibition – so that people go back to their practices armed with new ideas to help improve their practice.” The independents lounge will host exclusive sessions from a number of speakers and exhibitors. Mr Mullins added: “I’ve been involved in the industry since 1988. Back then, 80 or 90 per cent of the market was independents, now it’s around 20 per cent. We need to do more to help them thrive. “Independents offer something different. Whether it’s different designs, unusual prescriptions or innovative thinking, independents provide an alternative and the lounge is a place where they can come together to share ideas. There isn’t a rivalry between independents, they want to work together. The lounge allows them to do that.” Optrafair will take place from April 14 to 16 at the NEC in Birmingham. For more information, and to register for the event, visit www.optrafair.co.uk

JOIN THE


• • • • • Get in touch Whether you want to discuss your requirements in detail or would like to request a call more towards your renewal date, we're happy to talk through your options.

T: 0161 926 3634 E: info@insure-risk.com W: insure-risk.com

SAVE UP TO

% ON YOUR BUSINESS INSURANCE*


BCLA REPORT

Call for shift in thinking The Visionaries debate panel

MULTI-DISCIPLINARY PROFESSIONALS SHARE THEIR HOPES AND VISIONS AT ONE-DAY BCLA CONFERENCE ‘Generation M’ – is going to be the most myopic the world has ever seen. We can’t simply stand by and do nothing. We need to wage war on this and arm ourselves with weapons to fight back,” Dr Flitcroft declared.

A “paradigm shift” is needed to break down barriers between general practice and eyecare professionals and eliminate old-fashioned ways of working. This was according to a senior GP speaking as part of a cross-industry debate on the management of dry eye disease at the British Contact Lens Associaiton’s (BCLA) Visionaries conference held in London in December. Dr Waqaar Shah said he wanted to see optometrists brought in to play an integral role in wider health management. Dr Shah said: “We have to work better across different organisations. We should bring optometrists into the extended primary care team and break down those barriers that currently exist and result in an old-fashioned way of working. The crossfertilisation of ideas between practitioners is of fundamental importance. The industry has been sub-specialised to such an extent that specific knowledge is not being disseminated. We need to see a paradigm shift in thinking.” The debate, featuring a panel of representatives from optometry, general medicine and member associations, asked how examinations were currently carried out, who should be managing dry eye disease in the community and what changes should be made to current ways of working. Professor Teifi James, who hosted the debate, queried the “archaic” thinking of using baby shampoo as a treatment for dry eye disease, likening it to “folklore handed down by generations of ancient priests”. Panel members included Colin Davidson from the College of Optometrists, consultant rheumatologist Professor David D’Cruz, Elaine Mann, advance clinical pharmacist at Leeds Teaching Hospitals NHS

Dr Ian Flitcroft receives the Pioneers Award from BCLA president, Keith Tempany

Trust, Andrew Price from the Association of British Dispensing Opticians, IP optometrist Nick Rumney, Professor Sunil Shah and Professor James Wolffsohn.

WAGING WAR ON MYOPIA More than 170 people attended the sold-out event, held at the Wellcome Collection in London on Wednesday 13 December. The BCLA Pioneers Medal was awarded to Dublin-based eye surgeon, Ian Flitcroft, who used his concluding lecture to declare the start of WWM – the Worldwide War on Myopia. Dr Flitcroft said: “The calculated risks from myopia are comparable to those between hypertension, smoking and cardiovascular disease. It’s the most prevalent medical condition on the planet and it’s rising generation by generation in the developed world. It should be the biggest news story in medicine. “There are 2,150 million people with myopia, compared to 671 million who are obese, yet obesity dominates the headlines. That needs to change. The current generation –

The packed programme also saw Professor Wolffsohn examining the findings of the recent TFOS DEWS II report on dry eye. He explained that the diagnostic and management guidelines of TFOS DEWS II indicated that specialist ophthalmic equipment was required to diagnose and manage the disease – yet hospitals did not have the capacity and primary care was not funded to provide this service. There were also considerable differences within the UK for referral and management pathways. A debate explored how the professions could best work together to optimise patient quality of life. Visionaries also featured an exhibition as well as sponsor sessions from Alcon, Aveo, CooperVision, Johnson & Johnson Vision, mark’ennovy, Menicon, Novartis, Thea Pharmaceuticals and Topcon. BCLA chief executive, Cheryl Donnelly, said: “This was a stellar line-up of speakers and every delegate will have gone home with a gem or two which they can use in everyday practice. The day addressed three of the key issues in contact lenses – dry eye, myopia and retention rates – and it was pleasing to see the profession come together for the multi-disciplinary debate. That will hopefully be the launch-pad for a new era of collaborative working and the sharing of ideas and best practice for the benefit of the people that matter most – our patients.” This year’s Visionaries conference will take place on Thursday 8 November. For more information visit www.bcla.org.uk Vision Now FEBRUARY 2018

23


89% of people who are visually impaired live in developing countries. Your skills as an Optometrist, Dispensing Optician or Optical Technician can help make a difference.

www.visionaidoverseas.org/volunteer Tel: 01293 535 016 | volunteering@visionaidoverseas.org Registered charity (in England) no. 1081695


MEMBER BENEFITS

Fire risk assessment

Are you competent? In the summer of 2017, in the immediate wake of the Grenfell Tower tragedy, the government commissioned an independent review of building regulations and fire safety law. Led by Dame Judith Hackett, the former chair of the Health & Safety Executive, the review is currently receiving submissions from a range of relevant organisations including the Royal Institute of British Architects, the British Safety Council, the Construction Industry Council, and the London Fire Brigade. Dame Judith Hackett has been asked to present recommendations, which provide assurances that urgent steps will be taken to improve the safety of buildings and to address what could be seen as evidence of systemic failings in the regulatory system. The review is a work in progress and a final report is due in spring 2018. The review is future-focused with the clear view that the whole system of regulation, covering what is written down and the way in which it is enacted in practice, is not fit for purpose. This should not be interpreted as meaning that all buildings are unsafe. Major building failures, including large-scale fires, are very rare and there are many construction firms, building owners, landlords and others in the system who do the right thing and recognise their responsibilities. The focus is to create a better system for the future, which will be easier to work with, deliver better solutions everywhere and rebuild confidence. Whilst the main focus of the review relates to high rise buildings for domestic occupation, as far as buildings which are owned and occupied by businesses it is evident that the same systematic, controlled approach to the management of occupied buildings is not by any means universal. There is plenty of good practice but it is not difficult to see how those who are inclined to take shortcuts can do so.

Whilst changes to the regulatory regime will help, this will not be sufficient unless we can change the culture away from one of doing the minimum required for compliance, to one of taking ownership and responsibility for delivering a safe system throughout the life cycle of a building and its occupation.

COMPETENCY REQUIREMENT One of the key recommendations under consideration relates to the tightening of competency requirements in relation to Fire Risk Assessments. The Responsible Person(s) (usually the business owner or a designated manager) will have to ensure that a ‘competent person’ should always complete the Fire Risk Assessment for any locations occupied by the business. For business owners, in particular, whether owning and/or occupying a building, a key question is competence. There is a need to: • raise levels of competence for those engaged in fire prevention, risk assessment and inspection of buildings; and • have a stronger and more effective enforcement, which is supported by sufficiently powerful sanctions for those who do not follow the rules

SERVICE FOR NEG MEMBERS As a valued benefit for all NEG members, NEG has agreed with Xact a discounted service, offering a Fire Risk Assessment service. Under the service, we will: • Visit the premises and undertake a detailed Fire Risk Assessment in conjunction with the responsible person(s) to identify potential hazards and areas of concern • Provide advice on all appropriate control measures • Provide a detailed action plan prioritising the control actions identified during the visit

Following the Grenfell Tower tragedy, fire safety has once again become a major issue for all business owners, writes Iain McGleish of Xact

• OVERVIEW

• FIRE DRILLS & EMERGENCY EVACUATION

• Fire Legislation • The Fire Triangle

• Fire drills • Fire exits

• FIRE MARSHAL & WARDEN DUTIES

• FIRE FIGHTING

• PREMISES MANAGEMENT

• Types of extinguishers • Fire classification

• FIRE PREVENTION

• Causes of fire • Flammable substances Table 1

We will also provide the responsible person(s) with access to our specific Fire Marshall and Warden Safety E-Learning Course containing the modules shown in Table 1, and provide all other employees with access to our specific Fire Safety Essentials E-Learning Course, shown in Table 2. Our ongoing audit support to the responsible person(s) will include monitoring and reviewing the control actions and the prioritised action plan supplied following the visit; and assisting with the management and distribution of the e-learning courses.

• OVERVIEW

• EMERGENCY EVACUATION

• Fire Legislation • The Fire Triangle

• Fire drills • Fire exits

• FIRE PREVENTION

• FIRE FIGHTING

• Causes of fire • Flammable substances

• Types of extinguishers • Fire classification

Table 2

To register your interest in receiving this vital service and for further information, please call Iain McGleish on 01698 574655 or email imcgleish@xact.uk.com Vision Now FEBRUARY 2018

25


PRODUCT PROFILE

Tunnelling the online channel After the launch of eyeCom, the exclusive NEG member website opportunity, One Agency’s Mark Littlewood and NEG’s Phil Mullins outline the added benefits of a well considered digital marketing plan

There are more than one million opticalrelated searches on Google every month. Consider also that there are approximately 4.2 million contact lens wearers in the UK, representing nine per cent of adults aged 15-64 years. NEG and One Agency believe that the future of the optical channel rests on how we best connect to our customers – new and existing. Today’s over-reliance on smartphones and the web in general, means that 89 per cent of the UK population spends a proportion of their time online. Clearly, harnessing the online channel represents an important growth area for the independent optician. NEG recently launched an important new strategic marketing relationship with award-winning digital marketing agency, OneAgency, to develop growth for members via the online channel. In fact, for the first time, NEG can now ensure that members get access to comprehensive marketing support including brand development, digital marketing (email, paid, search, content and social), design, advertising, packaging and PR. The future of successful digital marketing is about utilising several different disciplines and integrating them into a bespoke marketing campaign. We all know that a successful marketing campaign is about creating sophisticated relationships that incorporate many different activities such as creative ideas, website development, search engine marketing, social media and email marketing. What most members don’t know is how to do all of this in the right way to grow their practice. Given the complexity (and often cost) it’s no wonder it gets left behind on the list of things to do.

DIGITAL MARKETING SUITE So, what’s on offer? Firstly, and most importantly, we’ve launched eyeCom –

26

Vision Now FEBRUARY 2018

a powerful new website tool that allows members to design, build and manage their online presence – from a simple website through to online store and marketing activity. Members who sign up to eyeCom can take advantage of a great range of marketing functions, supported by OneAgency. All modern practices need to support their business with ongoing marketing activity and, ultimately, to have a marketing mindset that balances customer value proposition and sales. The primary objective of this initiative is to increase awareness and customer communications via the online channel, promoting core services and products to a wider audience beyond the practice walls. Following careful strategic discussions with NEG, OneAgency is focusing on a targeted range of activities designed to support every member. This includes strategy development, website design and development, search engine optimisation (SEO), display advertising, email marketing and social media. All new eyeCom websites will be ‘keyword optimised’, which effectively sets members up to perform online. Most importantly, optimisation means ensuring that your website is found by people searching for relevant services or products in Google e.g. ‘contact lenses Birmingham’. OneAgency will also ensure that member websites perform to a satisfactory and accepted technical standard (e.g. no broken pages, utilising search redirects where required, clear user journey paths, etc). eyeCom websites will offer a genuine opportunity to find new customers online without the usual high costs of doing so. OneAgency can also advise on digital promotions campaigns that include display advertising and remarketing, ensuring

Up your online marketing game

members extend their reach to new customers online. Remarketing allows members to target people who have previously visited your site or, online surfers who may have searched for relevant search terms. A banner advert is used to encourage a return to your website. Advertisers usually expect to see a spike in brand awareness for a small marketing spend through Google. Whether you love or hate email marketing, it’s cheap, impactful and one of the most direct and effective methods of marketing a practice can utilise. Compared to printed direct mail, the costs are extremely low and OneAgency has integrated the eyeCom platform with MailChimp so NEG members can use this email marketing to maximise promotional opportunities. Members will be able to send branded emails to their customers that will communicate, promote, explain and encourage them to spend or visit. Today’s consumer landscape sees around 60 per cent of the UK population using the internet so it goes without saying that the leading social channels – Twitter, Facebook and Instagram – must be considered to help generate an audience. Paid social promotions can be developed and integrated with eyeCom, meaning members can tap into this vast audience, helping raise the practice profile and develop customer relationships. By signing up to the eyeCom platform, you can benefit from a powerful digital tool that can grow with your business – enabling you to benefit from more patients coming to your practice as a direct result of your digital marketing and all at an affordable cost. To take advantage of this opportunity visit www.eyeplatform.co.uk or call Tina Griffin at One Agency on 01603 761500.


Preparing for change The Optical Confederation has issued essential advice ahead of new data protection laws that come into effect in May. Read on for a summary of key points

New data protection laws that come into force on 25 May will impact on the optical sector. In light of this, the Optical Confederation (OC) has published an initial guide to the changes, which includes a breakdown of what optical businesses need to do to comply when the new rules come into effect. The guidance explains what is changing and what steps practices should take now. OC chair, Fiona Anderson, said: “These changes will affect everyone working in the sector. Even though some of the new rules are still not clear, people are understandably eager to know what they should be doing in their business and professional roles. The OC knows that demand is high for guidance on this topic and we’ve produced initial advice that sets out what people can do now to prepare for these changes.” The new rules, like the existing ones, cover ‘personal data’, which might include customer details, health records and employee records. The new rules build on existing laws, and so most requirements will stay the same. The main change is that anybody who controls or processes data will need to demonstrate that they comply with the law. The key points of the guidance are summarised below.

WHAT YOU NEED TO DO NOW If you own or manage an optical business (including manufacturing, distribution or supply of optical products or services), read the OC’s full guidance and make sure people responsible for managing, administering or analysing personal data – including the directors of your business, your optical practitioners, your IT and HR staff – are familiar with it. This guidance will help address each of the points below and more: • Make a list of all the personal data your business/practice holds either on paper or electronically • Work out and make a note of the legal ‘basis’ for processing the different types of data you hold, e.g. optical practices will use ‘for health or social care purposes’ as the legal basis for processing patient records but a different legal basis for processing staff records (see Part 2 of the full guidance for more details) • Review your privacy notices and update them if necessary • Review the methods you use to keep data secure and update them if necessary

• If applicable, review your consent processes and update them if necessary • Ensure that you only collect the data you need and that this is retained securely for only as long as necessary for any checks, remakes, etc If you are an employee or locum practitioner, find out the data protection policies of the businesses you work for.

WHAT YOU DON’T NEED TO DO (YET) Optical practices do not need to change the way they contact existing patients about their direct care. If your practice delivers locally commissioned services under the NHS Standard Contract in England (i.e. not GOS), you will need to complete the new Data Security and Protection Toolkit from April 2018. The OC and the Local Optical Committee Support Unit (LOCSU) will issue separate guidance on this, so you do not need to do anything about it yet. Finally, you may be approached by consultants offering advice on complying with the new rules, and claiming you’re exposed to big risks and costs if you don’t use them. Because many of the key rules that will affect optical practices are still unclear, the OC recommends you do not spend a lot of money on external advice yet unless you have checked with your OC representative body first. Practitioners may have heard that all businesses will need to appoint a Data Protection Officer (DPO) to comply with the new rules; this is not true, says the OC. Some businesses may need a DPO, but this will depend on the bill that’s going through parliament. The OC is monitoring this and will provide more guidance when possible. In the meantime, the OC recommends that practices do not hire a DPO, nor give the DPO title to a staff member. This is because DPOs have specific legal responsibilities and it could create an additional regulatory burden, resulting in unnecessary work for the business. With a bill currently going through parliament and because the Information Commissioner’s Office has not completed its guidance on the General Data Protection Regulation, some of the detailed changes have not yet been finalised. The OC plans to publish updated guidance periodically, as the rules are confirmed. The guidance as it stands can be found at www.opticalconfederation.org.uk/resources/guidance

data protection guidance

DATA PROTECTION

Vision Now FEBRUARY 2018

27


STYLE SPOTLIGHT

Sunglasses: eyewear superstars By Joan Grady

“Logic will get you from A to B. Imagination will take you everywhere,” Albert Einstein

Logic and eyewear would, seemingly, go hand in hand. Usually, spectacles are the first item that people observe when they see you. Nowadays, however, the concept of logical spectacle frames (which can often translate as ‘boring’) is cast aside. This contemporary and stimulating concept is definitely embraced by designers, independent opticians and most importantly – frame wearers. Eyewear with imagination is particularly evident in sunglasses, as the parameters for convention are less restricted. Sunglasses through the decades evoke mystery, allure, style and luxury. Nowadays, designers break the mould with unconventional shapes, enthusiastic and exuberant styling, and luxurious colours and details. The latest collections of sun styles by international creators includes sleek designs with appeal to fashionistas, sport and outdoors enthusiasts, and people who just love sunglasses. For 2018, there are many sun specs to love and enjoy wearing with dash and aplomb. The Austrian brand Neubau celebrates the

Sigmund & Carl by Neubau

28

Vision Now FEBRUARY 2018

Any Di Suncover in collaboration with Neubau for Sigmund & Carl

sunny season with a special sunglass launch titled Sigmund & Carl, a tribute to the psychoanalyst geniuses Sigmund Freud and Carl Gustav Jung. Fashion-wise, Freud and Jung were ahead of their time; both men favoured striking, round spectacle frames. Freud’s preference was for specs made in polymer, while Jung favoured metal designs. Sigmund & Carl is a combination of the frames worn by each of the world-famous doctors, crafted in titanium, stainless steel and the sustainable material natural PX. The sunglass case for Sigmund & Carl is a collaboration with the innovative Munich label – Any Di. The Suncover is a signature piece – fun and slim with a unique shape, that can be attached to a handbag or belt loop.

INSPIRATION FLOWS Eyewear inspiration and imagination flows from many sources. Music, architecture, art, travel, literature, even food, as evidenced in Fleye Copenhagen’s Smorrebrod Collection – based on the famous Danish sandwich – with a design that won a coveted Silmo d’Or in October. The layered concept of the

Paul Costelloe’s prescription sun collection

Smorrebrod is interpreted with contemporary flair in Newton that is handcrafted with 23 layers of carbon fibre, and one layer of coloured wood for an immensely flattering and sleek design. The voluminous round shape is fitted with semi-mirrored AR-coated lenses. Frames to love for 2018 include Paul Costelloe’s supremely chic prescription sun collection – distributed by Dunlem Optical – in Italian acetate and metal. Costelloe’s

Newton by Fleye Copenhagen


STYLE SPOTLIGHT

Parisian inspiration in Elle sunglasses

inspiration is derived from the glamorous world of celebrated motor racing drivers with its round shape, brow bar and trendy keyhole bridge. Elle celebrates the sunny season and a nod to Parisian architecture. Buildings in the City of Light are unmistakably distinctive, and the versatile architecture of the French capital influences sun styles in gorgeous tones of ocean blue and touches of turquoise. Acetate and metal designs – distributed by Charmant – are created to capture the charm, beauty and richness that permeate Paris.

SWISS EYEWEAR SUCCESS Over the course of time, designers in certain countries have made a strong impact on eyewear – especially Germany, France, Italy, Denmark and England. Nowadays, Swiss creators are generating exciting eyewear, which they infuse with the heritage of precision and technical excellence found in Swiss watches.

Swiss chic by Sol Sol Ito (photo by Hans Hansen)

Artisan Italian crafting in Priamo by Res/Rei

optical frames and sunglasses. The latest in tortoiseshell sun specs includes the timeless designs, quality materials, and contemporary shaping that are an integral part of Salt Optics Eyewear. The California brand fully identifies with the need for quality eyewear in bright sunshine, as well as changing conditions, and sunglasses equipped with CR39 lenses. Fleckman combines a suggestion of vintage with modern highlights in tortoiseshell acetate.

Res/Rei include the streamlined Priamo in tortoiseshell acetate with detailing on the bridge to add subtle nuance.

Timeless tortoiseshell by Salt Optics

Retro influence by Didier Voirel

Retro sources influence Swiss designer Didier Voirel, and his latest sun selection includes a graceful round shape with sculptural inclinations. An exaggerated silhouette, but extremely thin, is the route to sunnies that are voluminous, yet extremely lightweight. Didier pays great attention to detail – as evidenced in the unusual bridge and the slim temples. Monica Fink and Sandra Kaufmann are also from Switzerland, and have launched imaginative sunglasses for their enterprise – Sol Sol Ito. Crafted in Italian acetate in their Zurich studio, the sunglasses are distinctive and distinguished, frequently with quirky shapes that embrace eyewear as art.

TORTOISESHELL BEAUTIES Eyewear fashion has an enduring affection for tortoiseshell. It is a favourite for both

African inspiration in Scorpio by LGR

Africa with all its myriad beauty, history, cultures, aromas, sights and colourations, inspire Luca Gnecchi Ruscone for his collections at LGR. He too is enamoured with the beauty and versatility of tortoiseshell, strategically expressed in Scorpio – handcrafted in Italy in tortoiseshell and stainless steel. Architecture is another influence on Luca, as expressed in the fine structural lines of the frames. Res/Rei eyewear has a unique identity. The Italian label handcrafts each frame in a small atelier close to Venice. Designer Olivier Zanon discovers influences and inspiration in almost everything – certainly Venice virtually on your doorstep is a privilege. All Res/Rei frames are made in Mazzucchelli acetate – impeccable and literally handcrafted. The latest sunglasses from

COOL FOR KIDS Children’s sensitive eyes need protection and Zoobug has a new collection of sunglasses that celebrates London’s landmarks and neighbourhoods. The Camden Rockabillies feature sunnies that kids will clamour to wear – they are edgy with grown-up shapes scaled to fit small faces. Boys aged four to nine will love the Metal Pilot with mirrored lenses. Young style setters from five to 12 will love wearing the Oval – also available with mirrored lenses in super colourations. The Zoobug sunglasses collection includes acetate and metal designs, especially proportioned for youngsters to wear with comfort and protection. The diversification in sunglasses is a tribute to imaginative concepts, dreams and ideas that designers bring to manifestation. Independent opticians can tap into the wellspring of imagination by presenting sunglasses in creative, unique ways in-practice and for window displays. As Einstein noted: “Imagination can take you anywhere.” This can also include the realisation of additional sales and contented customers.

Rockabilly fun by Zoobug Vision Now FEBRUARY 2018

29


V

VV

Preferred Suppliers’ Directory

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

Tel: 01422 382408

ACCEPT CARDS

BRULIMAR OPTICAL GROUP

Richard.west@acceptcards.co.uk wwwww.acceptcards.co.uk

Tel: 0161 655 7000 Fax: 0161 655 7002

ALCON UK

www.brulimar.co.uk

DUNELM OPTICAL

HOYA LENS UK

Tel: 01388 420420 Fax: 01388 810101

Tel: 0845 330 0984 Fax: 0845 330 0977

dunelm@dunelmoptical.co.uk www.dunelmoptical.co.uk

enquiries@hoya.co.uk orders@hoya.co.uk www.hoya.co.uk

CENTRO STYLE LTD

ESSILOR

www.uk.alcon.com

Tel: 01923 239267 Fax: 01923 253951

Tel: 01454 281281 Fax: 01454 281282

INTERNATIONAL EYEWEAR LTD

sales@centrostyle.com www.centrostyle.com

www.essilor.co.uk

ARENA EYEWEAR

Tel: 0121 585 6565 Fax: 0121 585 0954

www.arena-eyewear.co.uk

CHARMANT UK CO LTD

LENSTEC

ASSOCIATED OPTICAL

Tel: 020 8992 9222 Fax: 020 8896 0287

Tel: 01527 870550 Fax: 01527 837012

Tel: 01628 605433 Fax: 01628 665077

sales@charmant.co.uk www.charmant.co.uk

info@eyespace-eyewear.co.uk www.eyespace-eyewear.co.uk

Tel: 029 2088 3009 Fax: 029 2088 9798

GO EYEWEAR UK LTD

office@lenstec.co.uk www.lenstec.co.uk

Tel: 0371 376 0017 Fax: 0871 351 1005

Tel: 01952 820408

EYESPACE

sales@assopt.co.uk www.associatedoptical.com

CONTINENTAL EYEWEAR

Tel: 0800 9178270 www.goeyeweargroup.com

BAUSCH + LOMB

Tel: 0151 426 3907 Fax: 0151 426 9340

Tel: 020 8781 2900 www.bausch.co.uk

sales@continental-eyewear.co.uk www.continental-eyewear.com

HEIDELBERG ENGINEERING

BIB OPHTHALMIC INSTRUMENTS

COOPERVISION

Tel: 01442 502 330 Fax: 01442 242 386

Tel: 0870 9000 055

www.HeidelbergEngineering.co.uk

Tel: 01438 740823

www.coopervision.co.uk

sales@bibonline.co.uk www.bibonline.co.uk

DAVID THOMAS

BONDEYE OPTICAL

Tel: 01604 646216 Fax: 01604 790366

Tel: 0121 7723888 Fax: 0808 2801865

orders@davidthomas.com www.davidthomas.com

sales@bondeyeoptical.co.uk www.bondeyeoptical.co.uk

DIBBLE OPTICAL SUPPLIES Tel: 01634 880885 Fax: 01634 540530

www.internationaleyewear.co.uk

LOUIS STONE OPTICAL LTD Tel: 029 2073 5293 Fax: 029 2073 1446 info@louisstone.co.uk www.louisstone.co.uk

LUXOTTICA (UK) LTD Tel: 0808 165 8555

HENRY BEAUMONT Tel: 0116 251 8936 Fax: 0116 262 4205 info@henrybeaumont.com www.henrybeaumont.com

www.luxottica.com

MARCHON Tel: 0800 72 2020 csuk@marchon.com

HILCO EUROPE

MARK’ENNOVY

Tel: 0800 591150

Tel: 0800 3280610 Fax: 0800 3280649

info@hilco.co.uk www.hilco.co.uk

mkservices@markennovy.com www.markennovy.com

barry@dibbleoptical.co.uk www.dibbleoptical.co.uk

that they can trust their optician to recommend the best contact lenses for them, regardless of cost. Designed for quality minded patients, DAILIES TOTAL1 is so comfortable that 1 in 3 of eye care professionals who prescribe DAILIES TOTAL1 also choose to wear this lens. For more information:

Tel: 03713 760 017 uk.brand@alcon.com

A refreshing perspective To help you enhance your contact lens practice, CooperVision offers an extensive product range designed to meet the needs of even more of your patients.

For more information 0870 9000 055* www.coopervision.co.uk

*Calls cost 2p per minute plus your phone company’s access charge.

30

Vision Now FEBRUARY 2018

V

Over 75% of patients agree

VV

www.nationaleyecare.co.uk

Directory listings are available free of charge to all preferred suppliers, with a larger listing available to Vision Now Advertisers. To make changes to the directory listings, please call Sharon Hicks on 01580 713698 or email s.hicks@nationaleyecare.co.uk


“Only one comment,

WOW!“ Alisdair Buchanan, Buchanan Optometrists

V

Telephone: 01442 502 330

T 01527 870550 eyespace-eyewear.co.uk

www.HeidelbergEngineering.co.uk

313004-002 UK.BE16 © Heidelberg Engineering GmbH

V

VV

VV

MID-OPTIC

PERFORMANCE FINANCE

SEIKO OPTICAL UK

THE NORVILLE GROUP LTD

Tel: 01332 295001 Fax: 01332 295158

Tel: 01536 529696 Fax: 01536 310033

Tel: 01452 610033 Fax: 01452 638250

Tel: 01452 510321

orders@midoptic.com www.midoptic.com

www.performancefinance.co.uk

orders@seiko-optical.co.uk info@seiko-optical.co.uk www.seiko-optical.co.uk

NATIONWIDE FRAME REPAIRS

Tel: 08446 696907

Tel: 01706 369530 Fax: 01706 628733

POSITIVE IMPACT glasklar@positiveimpactsales.co.uk www.positiveimpactsales.co.uk

PRACTICE BUILDING

SHAMIR UK Tel: 01954 785100 Fax: 01954 785101 info@shamirlens.co.uk www.shamirlens.co.uk

Info@nfr.co.uk www.nfr.co.uk

Tel: 0115 989 9772

No7 CONTACT LENSES

andy@practicebuilding.co.uk www.practicebuilding.co.uk

SILHOUETTE UK LTD

PRO-OPTIC

Tel: 020 8987 8899 Fax: 020 8987 2430

Tel: 01424 850620 Fax: 01424 850650 info@no7contactlenses.com www.no7contactlenses.com

OPTINET LTD Tel: 0845 313 0233

office@uk.silhouette.com www.silhouette.com

Tel: 01884 266130 sales@pro-optic.com www.pro-optic.co.uk

SPEC-CARE LTD

sales@optinetuk.com www.optinetuk.com

RAWDON OPTICAL LTD

Tel: 01392 460806

Tel: 0113 288 3094 Fax: 0113 288 3095

info@speccareservices.co.uk www.speccareservices.co.uk

ORANGE EYEWEAR

enquiries@rawdonoptical.co.uk www.rawdonoptical.co.uk

Tel: 0161 773 5555 Fax: 0161 773 5544 info@orange-eyewear.co.uk www.orange-eyewear.co.uk

STEPPER UK Tel: 01732 375975

RODENSTOCK

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

THEA PHARMACEUTICAL Tel: 0845 521 1290 Fax: 01782 717 944 www.thea-pharmaceuticals.co.uk

THREE SIXTY Tel: 01686 627595 Fax: 01696 610015 Kieran@calotherm.co.uk www.calotherm.co.uk

ULTRAVISION Tel: 01525 381112 Fax: 01525 370091 info@ultravision.co.uk www.ultravision.co.uk

XACT Tel: 01698 574 655 IMcGleish@xact.uk.com www.xact.uk.com

sales@stepper.co.uk

Tel: 01474 325555 sales@rodenstock.co.uk www.rodenstock.co.uk

TANT LABORATORIES Tel: 01279 653785 www.tantlabs.com

YOUNGER OPTICS EUROPE UK Tel: 01242 578971 UK Mobile: 0790 133 7530 julian.wiles@youngereurope.com www.youngeroptics.com

Open your eyes to

V

V

VV

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

Tel: 01452 510321 Email: sales@norville.co.uk www.norville.co.uk

Norville 38 x 71mm ad.indd 2 Norville

26/05/2016 12:56 26/05/2016

0845 3130233 sales@optinetuk.com

www.optinetuk.com

Vision Now FEBRUARY 2018

31


.

My way.

versatile.

simple.

comprehensive.

smart.

prestigious.

small.

sophisticated.

speed.

distinctive.

sensible.

It’s up to you. Every SPECTRALIS is instantly recognisable because we never sacrifice the core DNA needed for confident clinical decision making. So what’s the difference? You are. Call 01442 502330 today to choose the SPECTRALIS that is right for you, your practice and your patients.

www.LoveYourOCT.com

313209-001 UK.BE17 © Heidelberg Engineering GmbH

My

Vision Now February 2018  
Vision Now February 2018