www.coopervision.co.uk

The natural comfort your patients deserve.The lens care solution that matches the pH balance of tears.*

* Abelson, M.D., Udell, I.J. and Weston, J.H. Normal human tear pH

by direct measurement. Arch. Opthalmol. 1981. Feb;99(2):301.

VV

V

DECEMBER 2017

Vision Now magazine

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Vision Now magazine is published by Peekay Publishing Ltd for The PK NationalEyecare Group Ltd, the UK’s largestpurchasing group for independent opticians.

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

Editor’s commentWith 2018 knocking at the door, it’s that time of year to reflecton where your business is going as the independent sectorbraces itself for yet more changes and challenges to come.

Writing in this month’s Developing Thoughts, Phil Mullinssuggests that some simple housekeeping could get the practice

ready for a fresh start to the year. These could include simple activities likegiving the waiting/dispensing area carpet a steam clean right up to clearing outyour stock cupboard, reviewing what’s selling and what’s not to make planningyour purchases for the season ahead that much more intuitive.

If you were able to get away from work and home life to attend last month’scombined NEG Building for Success conference and Independents Day thenhopefully you were amongst those who praised the changes made to make theevent more accessible, relevant and user-friendly. Turn to page 22 for anoverview of the presentations given across both days.

Our last Product Profile of the year (page 18) features the Varilux X seriesprogressive lens from Essilor, which was the subject of Professor Mo Jalie’sopening presentation at the NEG conference. And to get you in the mood for thefestive season, fashion editor Joan Grady showcases some glamorous eyewearalongside a selection of winter sports styles for those mountain adventures.

We look forward to returning in February 2018 to bring you all the latest newsand updates from the profession and industry. Until then, we wish you and yourpractice teams a very happy and healthy Christmas and New Year.

Nicky CollinsonEditor

The Editor welcomes letters, articles and other contributions for publication in the magazine and reserves theright to amend them. Any such contribution, whether it bears the author’s name, initials or pseudonym, is acceptedon the understanding that its author is responsible for the opinions expressed in it and that its publication doesnot imply that such opinions are those of The PK National Eyecare Group Ltd. Articles submitted for publicationshould be original, unpublished work and are accepted on the basis that they will not be published in any otherjournal. Acceptance of materialfor publication is not a guarantee that it will be included in any particular issue.Copyright © 2017 for Peekay Publishing Ltd. All rights reserved. No part of this publication may be reproduced ortransmitted in any form or by any means, including photocopying and recording, without the written permissionof the publishers. Such written permission should also be obtained before any part of this publication is stored ina retrieval system of any nature.

News 4 Joint conferences “even bigger success” 7 BCLA to host dry eye debate 9 PECs in the spotlight at NOC 11 CET for all at 100% Optical 13 GOC approves FTP policy 15 Marchon unveils Lacoste collection

15 An independent view Seize the day

17 Developing thoughts Get ready for a New Year

18 Product profile Varilux X: Extended vision within

arm’s reach

22 Building for Success/ iDay Innovations and challenges

28 Style Spotlight Glamorous glasses and

Alpine opulence

30 Suppliers’ directory

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

Editorial PA Sharon Hickss.hicks@nationaleyecare.co.uk

Fashion Editor Joan Gradyjgparischats@wanadoo.fr

Business Editor Phillip Mullins FBDOp.mullins@nationaleyecare.co.uk

Design andProduction Rosslyn Argent BA (Hons)

Publisher Michael C Wheeler FCOptom DipCLP FSMC FAAO

@PK_NEG

The Association of British Dispensing Opticians (ABDO) hasannounced that its programme for contact lens opticians (CLOs)wishing to provide enhanced services is now available toenrol onto via the Wales Postgraduate Optometry EducationCentre’s (WOPEC) online learning platform. ABDO said it hadworked extensively with colleagues at both WOPEC and theLocal Optical Committee Support Unit (LOCSU) over a lengthyperiod to make this possible. It is envisaged that ABDOExtended Services Days will take place in the spring of 2018with Objective Structured Clinical Examinations (OSCEs)following shortly after.

Commenting on the launch, ABDO head of policy and development, Barry Duncan, who willbecome ABDO deputy chief executive in January, said: “Clearly this represents an excellentopportunity for CLOs to extend their scope of practice and utilise existing and new skills. Forthose who are keen to progress, the opportunity to be diverse and take on a morepronounced healthcare role will be rewarding in many ways.” Full details of the minor eyeconditions services (MECS) programme can be found on the ABDO website.

Sonata is the latest collection from the Line Art Charmant collection. Inspired by music, theprecious frames are feminine, luxurious and comfortable to wear. The eye-catching templedesign of the collectionconsists of two harmoniouslyassembled arches. Delicate,feminine and refined, thethree-dimensional templedesign gently embraces thewearer’s face. Hexagonally-shaped connecting piecesadd a touch of luxury. On theinside of the temples, colouraccents show the passionfor detail on this high-classeyewear piece. Model XL2105 (pictured) with its roundish titanium front is available in black,gold plated, rose gold and violet. The black model’s silver plated hexagon parts convey afeeling of chic and high-quality finishing.

4 Vision Now DECEMBER 2017

NEWS NEG/Independents Day1

General Optical Council4

Charmant2

A new venue and a change in programmemade the NEG and Independents Day (iDay)conferences an even bigger success thanthe inaugural joint events last year. iDayorganiser, Nick Atkins, said: “A combinationof our continued alliance with NEG, a moreprofessional conference venue, a greatspeaker line-up and more practical adviceand support in our interactive break-outsessions resulted in what I think was thebest iDay we’ve ever run. Both delegatesand exhibitors were extremely positiveabout the whole event, and the Ricoh Arenawas roundly viewed as being a step-up invenue and the companies I spoke toreported business as brisk.”

NEG director of business development, PhilMullins, added: “By building on the successof our first joint event, the feedback fromboth delegates and exhibitors was that thisyear’s event was even better and moresuccessful. We received great commentsabout the programme, the delegatesengaged with the exhibitors and the newvenue proved highly successful – and offersgreat potential for the future. Although theoptical calendar is very full, this year provedthat it really is an unmissable event.” Turnto page 22 for our report of the conferences.

NEG’s Sandi Charlesworth chats with a delegate

The General Optical (GOC) has agreed to proceed with a consultation on the concepts andprinciples that should underpin a system of optical education and training fit for the future inthe next phase of the Education Strategic Review. This consultation follows the GOC’s Call forEvidence and extensive engagement with a wide range of stakeholders from across the UK.Some of the concepts and principles the GOC will explore through the consultation includeembedding professional standards in students’ education and training, enhancing students’clinical experience and instilling a more multi-disciplinary ethos into education programmes.

GOC chief executive and registrar, Vicky McDermott, said: “The concepts we are exploring inthis consultation build strongly on our Call for Evidence and the extensive stakeholderengagement we have carried out. We want to hear the views of all our stakeholders sothat we can then develop detailed proposals for a new system of education and trainingthat equips students for future roles.” The GOC planned to publish the consultationdocument at the start of December.

One of the new Sonata models

ABDO3

ABDO’s Barry Duncan

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NEWS

Lenstec Optical6 BCLA5

Hammersmith optometrist Nilesh Soneji liked the Spectralis OCT so much that he bought ittwice: one for his Boots franchise and then again when he set up his own independentpractice, Blink Optics, in nearby East Sheen – an NEG member practice. Aston graduate,Nilesh, is passionate about OCT and after having looked at all of the options, made hisselection back in 2014, and then again in 2017.

Nilesh said: “The Spectralis is the bee’s knees, and 100 per cent part of the practice. Everypatient has OCT during our 40-minute full eye health scan and we are taking retinal imagesof children too. We have already started picking up subtle pathologies that I couldn’t seewith a fundus camera – including a patient with a small intraretinal cyst and anotherpatient with an epiretinal membrane.” Nilesh with his OCT

Celebrating 130 years of Julbo (courtesy M. Daviet)

The team at Lenstec are looking forward to attending 100% Optical in London next month,and to celebrating the 130th anniversary of Julbo. “Since 1888, Julbo has consistently addedunique technical value to glasses – and 2018 promises again to be a great year for Julbo withan expanded sunglasses line that embraces the latest trends,” said Lenstec MD, Nigel Castle.

At 100% Optical the company will also showcase its expanded range of lens materials anddiscuss with visitors why Trivex, NuPolar, Transitions and UV++ have become so popular.Representatives will also discuss a number of new digital lens processes for high minus, extra-large diameter and ‘out of the ordinary’ specialist lens dispensing solutions to helpsupport independents.

A multi-disciplinary discussion will take placeat the British Contact Lens Association’s(BCLA) Visionaries Conference in London on13 December as part of a drive to bringtogether the optometry profession andformulate a strategy to better manage dryeye disease. Consultant ophthalmologistand BCLA council member, Professor TeifiJames, will chair the debate, exploring howhealthcare professionals can work togetherto optimise patient quality of life byimproving the management of dry eye.

The programme will also see consultantophthalmologist and eye surgeon at TempleSt Children’s Hospital, Dr Ian Flitcroft, deliverthe 2017 Pioneers Lecture on ‘Theepidemiology of myopia and the publichealth time bomb’. Past president of theBCLA, Anna Sulley, will discuss contact lensretention success while Professor JamesWolffsohn will look at the TFOS DEWSIIreport and the impact this will have inpractice for the diagnosis, management andtreatment of dry eye disease. Book a placeat www.bcla.org.uk

Professor Teifi James

Heidelberg Engineering8

Metal rims combined with a chunky acetatebrowline feature in Dunelm’s latest Retrocollection. With its 1950s retro vibe, model375 is available in traditional brown withgold accents or classic black with silveraccents (pictured). This unisex club-masterstyle comes all-in glazed for a mix of trendy and iconic for the fashion-forward wearer.

Oliver Beaumont, Dunelm regional sales and product development director, said: “Dunelmis the true home of retro and vintage inspired frames and the Retro brand continues todeliver stunning designs alongside modern styling. The Retro range has been extremelypopular for many years and the ‘period style’ designs are still in demand as the fashioncatwalks continue to use vintage influences in their creations.”

Dunelm Optical7

Retro model 375 in black/silver

6 MONTH EXPIRY

FROM OPENING How do you select the right multipurpose disinfecting solution?

References: 1. Boranzjani RN, McAnally C, et al. Antibacterial, Antifungal and Antiamoebal Properties of a Novel Multi-Purpose Solution. Investigative Ophthalmology & Visual Science April 2010. Vol 51, 3414. 2. Lally J, Ketelson H, Borazjani R, et al. A new lens care solution provides moisture and comfort with today’s CLs. Optician 4/1/2011. 3. Campbell R, Kame G, et al. Clinical benefits of a new multi-purpose disinfecting solution in silicone hydrogel and soft contact lens users. Eye & Contact Lens 2012:38(2); 93-101. 4. Vol 241 Issue 6296, 42-46.Contact Lens Incidence Report 2015; Question: What Contact Lens care product are you mainly using?

OPTI-FREE®, OPTI-FREE® PureMoist®, AIR OPTIX®, AIR OPTIX® plus HydraGlyde® and the Alcon® logo are trademarks of Novartis AG. 12413 © 2017 Novartis. GB/VC/CLC/10/17/0004

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9Vision Now DECEMBER 2017

NEWS

National Optical Conference9

Stepper10

The StepperS ‘wild child’ image will bestrengthened in 2018 with new modelsdesigned under the creative direction ofSaskia Stepper, daughter of Stepper founder,Hans Stepper. “New colouring techniques,faster ‘concept-to-market’ times and processinnovations allowing for shorter production

runs, mean StepperS can now be moreexperimental,” revealed Peter Reeve,managing director of Stepper UK. “With thisfreedom, StepperS reacts quickly to styletrends, appealing to an emerging moderntribe of customers who like spontaneity andare attracted to trying whatever is new.”

For example, the TX5 materials of the STS-10080 (pictured being modelled by Saskia)allows for great flexibility in design. “AStepperS is an extension of your personalityand style, rather than dictating it,” Petercontinued. “The individual’s designconfidence is reinforced by the minimalpresence of a logo, with only a small ‘S’visible on the temple tips. Whilst lookinggood, the STS-10080 still embraces thecompany’s ‘comfort and fit’ philosophy, so itfeels good on too. With skin-friendlyproperties and a weight of just 7.3g theframe will feel good all day.” The STS-10080comes in blue and grey in a matt finish withstainless steel temple highlight details.

BIB Ophthalmic Instruments is delighted toinform its customers that it has achieved theISO 9001:2015 quality management standard.CEO Tim Baker said: “We are very proud tohave achieved this quality managementstandard. We set out to achieve ISO 9001 notonly to improve our own internal procedures,our company culture and improve our staff’sprofessionalism but importantly to achievegreater customer satisfaction which is ourultimate goal.”

BIB Ophthalmic Instruments12

Developing the primary eyecare company (PEC) model to improve consistency is a majorobjective for the sector in the coming year, delegates heard at last month’s National OpticalConference (NOC). Speaking at the conference, Local Optical Committee Support Unit(LOCSU) COO, Richard Whittington, suggested that consolidating and reducing the numberof PECs to mirror the NHS commissioning landscape of sustainable transformationpartnerships (STPs) was vital to evolving the model. It would also “improve PECprofessionalism, improve consistency of delivery and drive down costs”.

Richard added that a long-term rationalisation towards a single national eyecare companycould help the sector address challenges coming down the track, for example, the NHSstandard contract and potential interaction with the Care Quality Commission. More than200 delegates gathered in Warwickshire for the new-look, one-day conference. Thespeaker agenda was slimmed down and delegates were given a choice of five workshopsand three panel discussions. PEC professionalism was at the heart of each workshop, whichcan be downloaded from the LOCSU website.

Focus on PEC consolidation at the NOC 2017

Drive against bad behaviour

Saskia Stepper

The Association of Optometrists (AOP) ran a Don’t swerve a sight test campaign lastmonth, ahead of Road Safety Week. Part of the campaign was to call for a change in the law that would see all driversrequired to prove that their vision met thelegal standard every 10 years. It also urgedpeople to get a sight test every two years, to maximise their eye health andmake sure they were road safe. A range ofmaterials were produced to help the sector get involved.

The AOP’s own research with membersshowed that one in three optometrists hadseen a patient in the past month whosevision fell below the legal standard, yetcontinued to drive against advice. Theresearch also revealed that 91 per cent ofUK practising optometrists believed that thecurrent sight requirements for a drivinglicence were insufficient. A public pollshowed that 30 per cent of current roadusers had doubted whether their vision wasadequate, yet continued to drive; only 40per cent would stop driving altogether ifthey were told their vision, even withglasses or contact lenses, was below thelegal standard for driving.

Association of Optometrists11

Supporting your patients in today’s digital world.

1 Hall L and Coles-Brennan C. More screen time = more digital eye strain. Contact Lens Spectrum 2015;30 38-40, 55.

2 YouGov European Eye Fatigue Study, April 2016. 3 http://www.millennialmarketing.com/who-are-millennials

4 Meyer D and Kollbaum P. Dr, My Eyes are Tired. Rev Optom 2016, May 15. 5 CooperVision data on file, 2015.

Among patients who use digital devices at least four hours per day, at least five days per week and self-report

Biofinity Energys™

There is little argument that we

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eye care practitioners.1

The digital age.

Recent research found that 90 per

cent of adults were spending two

hours or more per day on digital

devices and over 50 per cent of

18 to 29-year-olds were spending

nine or more hours a day on a digital

device.2 Not surprisingly, 70 per cent

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with digital eye fatigue and

millennials3 were particularly at risk

with up to 86 per cent4 of this

generation reporting eye tiredness

and dryness.

Digital eye fatigue – the solution.

to this problem. Biofinity Energys™,

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Biofinity Energys™ joins the

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Potential.

Research conducted with digital

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out of ten agreed that Biofinity

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A study conducted by Indiana

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Diba Choudhury

Optometrist, Leeds.

Biofinity Energys’ unique Digital Zone

OpticsTM uses an aspheric power profile

which provides a slight positive power in

the centre of the lens while still ensuring

excellent overall vision. This helps ease

accommodative burden associated with

sustained near focus on digital devices

without impacting on distance vision,

helping to relieve the tiredness

associated with digital eye fatigue.

To find out more about digital eye fatigue and Biofinity Energys,™ speak to your CooperVision Business Development Manager or visit www.coopervision.co.uk

11Vision Now DECEMBER 2017

NEWS

Frank Norville used the recent Norville MediLens Conference, held at Gloucester RugbyClub, to present the Norville 2017 prize forthe most thought provoking contribution.This year’s recipient was Dr Andrew Dowson,a leading migraine specialist, for his“enlightening” talk, ‘Headaches’. Frank tookthe opportunity to suggest that eyecarepractitioners might consider doing more byway of providing assistance to the growingband of migraine sufferers, particularly asMECS (minor eye conditions services) couldbe taken to mean ‘Migraine Eye Clinics’.

Dr Dowson receives his prize from Frank Norville

Storm London model S582

100% Optical13 Norville15

Education for all at ExCel

Two new Storm London frames for the season reflect the British brand’s innovative approachto design. Model S582 for men and S583 for women are influenced by the structuralminimalism of Storm London watches and draw inspiration from macro trends. Mixedmaterials have been combined in an innovative manner to reflect brand individuality. Bothmodels feature a striking, architectural metal lug design with laser etched logo branding.The understated exterior colours offer a subtle on-trend look, complemented by bolder hueson the interior.

100% Optical is promising “world class education for all” at London ExCel on 27-29 January.Designed and delivered by the Association of Optometrists (AOP), the programme offersthe entire practice team more than 100 CET sessions across various learning hubs, throughkeynote speakers and discussion-based sessions. Keynote speakers from optometry, academiaand ophthalmology will discuss topics including myopia, binocular vision, keratoconus,glaucoma, vitreoretinal disease, OCT as well as the future direction of the profession.

Dr Ian Beasley, AOP head of education, said: “The event will have two new education hubsfor 2018 including the Future Practice Hub, which takes a prospective look at innovation,commissioning of enhanced services, research, and debates how to adapt independentpractice to survive in the 21st century. Highlights include a chaired debate by representativesfrom optometry and ophthalmology on the main stage, looking at the future of the profession,a session by Professor David Crabb on dry AMD, and a seminar on keratoconus lens fittingby Drew Thompson.” Find out more and book at www.100percentoptical.com

Association of Optometrists16

Taking place on the Sunday evening of 100%Optical (28 January), the 2018 AOP Awards willwelcome journalist, broadcaster, campaignerand comedian Dr Philip Hammond as awardshost. He will present 15 accolades duringthe ceremony, which is sponsored byCooperVision, including the inaugural Healthand Wellbeing Practice of the Year.

AOP chief executive, Henrietta Alderman,said that Dr Hammond was a fitting host forthe 2018 ceremony: “Wellbeing in theprofession is a key strand of work for theAOP and with the 2018 awards recognisingthe importance of wellbeing at work, PhilHammond, who’s dedicated so much of histime to improving the quality of life forothers, feels like the ideal choice.”

International Eyewear14Dr Philip Hammond

13Vision Now DECEMBER 2017

NEWS

Essilor18

A new bespoke programme from Essilor has been designed to support independent practiceslooking to use new technology to improve the patient experience. Essilor Bespoke is describedas “a business transformation programme”, backed by a team of consultants who will workwith existing account managers and the practice team to implement growth driving strategies.Bespoke partners will also have their own marketing consultant.

Randeep Gill, Essilor commercial director, said: “The bespoke experience is not just about thepatient having the best visual solution, but the most remarkable experience of their eyeexamination. By becoming an Essilor Bespoke practice, opticians will be able to complementtheir current care with enhanced commercial training and highly innovative technology. Thiswill help them to dispense the best in class bespoke lenses.”

A new study by researchers at the Universityof Bradford has found that vision problemsare common among top cricketers and rugbyleague players. More unexpected was thatmany of the athletes did not attend regulareye examinations. The findings suggest thatclear, pin-sharp eyesight might not be as

important for playing cricket or rugby leagueat the highest levels, as many might believe.

The research was led by professor of visualdevelopment, Brendan Barrett, and RCUKresearch fellow, Dr John Buckley, at theUniversity of Bradford. Professor Barrett said:

“It [the research] opens up some interestingquestions: would they play even better if theireyesight was fully corrected, or is it the casethat acute vision is not actually necessary toplay high-level sport?” Search YouTube for‘Testing England Cricket athletes: performanceand vision’ to watch a video about the project.

University of Bradford20

Following a six-week period of consultation,the General Optical Council (GOC) hasapproved the use of consensual paneldisposal in appropriate cases to speed up theFitness to Practice (FTP) process whileensuring continued public protection. Interimdirector of FTP, Safia Iman, said: “Theconsensual panel disposal policy is part ofthe complaints strategy which is essentialto delivering one of the three strategicobjectives in our Strategic Plan: organisationaltransformation. Responses to the consultationemphasised the importance of transparencyin maintaining public confidence in theregulation of the optical professions.”

The GOC will publish a consultationsummary and produce guidance which willbe communicated to staff and FTPCommittee members with accompanyingtraining in January/February 2018. The GOCplans to implement the policy fromFebruary 2018. The Council has alsoapproved a public consultation onAcceptance Criteria guidance for complaints.This will define the circumstances wherethe GOC will accept a complaint as anallegation of a registrant’s impaired FTP orfitness to train. The new criteria will assistin the early closure of complaints that donot amount to FTP allegations, thereforeimproving costs, efficiency, proceduraltransparency, fairness and timeliness of FTPinvestigations. The GOC guidance policy forconsultation was due to be published soon.

General Optical Council17

The Essilor Bespoke team

The new Leader ProX prescription sportsgoggle, available from Hilco, presents a newoption in ASTM F803 Rx protective sportseyewear. The ProX features a templerelease button that quickly changes thetemples to a strap-adapt with the push of abutton – allowing the athlete three ways toplay. It can be worn with the temples andadjustable sport strap, with the frame aloneor with the strap-adapt option for the

ultimate secure fit. The goggle also featuresLeader’s V-Port technologyallowing for anexpanded viewingfield and venting forreduced lens fogging, aswell as fully adjustable temples andcomfort bridge options. The ProX isavailable in five sporty frame colours and inthree sizes. Sporty Rx options

Hilco19

Bausch + Lomb ULTRA®

with MoistureSeal™ Technolgy

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References: 1. Data on File. Bausch & Lomb Incorporated, Rochester, NY; 2013. Comparison Memo. 2. Kristen R. Hovinga, MS; Paul D. Ludington, MS; Mohinder Merchea, OD,

PhD, MBA & Robert Steffen, OD, MS; Preventing Dehydration Blur; Contact Lens Spectrum/Special Edition, 2014.

www.bausch.co.uk

15Vision Now DECEMBER 2017

Heidelberg Engineering22

The College of Optometrists has reviewed and updated its Guidance forprofessional practice, bringing it in line with the General Optical CouncilStandards, NICE and SIGN Guidelines. Changes include: an updated sectionto address ‘social media and online behaviour’; an expanded complaintssection; a new chapter on ‘examining patients with a disability’; an update onprescribing tinted lenses; and an updated emergency referrals list. Access theguidance at www.college-optometrists.org/guidance

College of Optometrists23

The new Lacoste eyewear collection from Marchon combines technicalquality with contemporary style to create a sophisticated, versatile lookthat mirrors the brand’s heritage and dynamic, sporty character. Refinedmaterials are used to create lightweight yet functional styles, with elegantcolour combinations and stylised logos. The details are inspired by 1980sstyle graphics and iconic Lacoste clothing.

The star of the new advertising campaign, men’s model L2810 (pictured)features sleek, lightweight lines with a matt frame front. The front is offset bytemples with a coloured metal core engraved with the iconic piqué motif, thatcan be seen through the transparent acetate overlay. The minimal, modernelegance of this look is accentuated by the discreet dual temple metal logo.

AN INDEPENDENT VIEW

Seize the day

Independents have a reputation for not takingthe bull by the horns when it comes to signingup to new things. One of the AIO’s good friendsand partners has told us that it is not unusualfor a buying decision in independent practiceto take three years.

From the AIO’s perspective, we have found it bea similar experience with our on-going determinedattempts to build up our membership (now up to251 and growing). On a number of occasions,people have signed up at exhibitions and eventssaying that they have been meaning to join formonths – if not years.

There are some things, however, where the oldLatin maxim, carpe diem, has great resonance.Getting a quote for the new AIO PI insurancepolicy is absolutely one of those things.

The new AIO PI product is different from thetraditional insurance model as the policy coversthe practice and all the people that work withinit, both General Optical Council registeredpractitioners and all non-qualified personnel alike.

It is also a ‘claims made’ rather than ‘claimsoccurring’ policy, which means that as long as apractice remains in operation, those qualifiedpeople who may leave for whatever reason(including retirement or sale) do not need toexecute PI run off cover.

The new policy is available now and will have aninitial 15-month cover at very competitive rates.Surely it makes sense to get a quote today. Simplyemail lin@aiovision.org or call 08001300486with the following information and you will havean indicative quote straight away: name ofpractice, principal address, number of locations,owner(s), number of optometrists and dispensingopticians employed.

Heidelberg Engineering’sSpectralis OCT has beengiven a leading role in anew cancer care unit for thenorth east, funded by thelate Sir Bobby Robson’sFoundation. The formerEngland football managerleft a legacy which ishelping to fund care atNewcastle’s Royal Victoria

Infirmary. The Spectralis and a visual field analyser are being used by Dr WillInnes and his team to monitor patients being treated with innovative smallmolecule anti-cancer drugs, designed to disrupt very specific cancer cells.

Dr Innes explained: “Professor Plummer’s team at the Sir Bobby RobsonCentre is working with a new generation of cancer drugs which areincredibly powerful and a significant step forward in treatment. With thesedrugs, the eye is ‘an organ at risk’ because some of the proteins andreceptors that are targeted in cancer cells are also present in the eye. It isessential that we closely monitor eye health during treatment and, withthis equipment, we can do that.” Dr Innes is pictured (left) with Lady ElsieRobson, and Brian O’Connor of Widnes Vikings.

NEWS

Supporting cancer drug trials

Star of the Lacoste show

Marchon21

www.norville.co.uk

BK

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VVision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3Vision Now Dec17.indd 3 114/11/2017 16:1014/11/2017 16:1014/11/2017 16:1014/11/2017 16:1014/11/2017 16:1014/11/2017 16:1014/11/2017 16:1014/11/2017 16:1014/11/2017 16:1014/11/2017 16:1014/11/2017 16:1014/11/2017 16:1014/11/2017 16:1014/11/2017 16:1014/11/2017 16:1014/11/2017 16:1014/11/2017 16:10

17Vision Now DECEMBER 2017

PRACTICE MATTERS

Let’s face it – most New Year resolutions arebroken by 2 January. But for independentpractices, the quieter trading period overChristmas and New Year is a greatopportunity to get to the bottom of the in-tray and to look at the things you’ve beenputting off. There is always some simplehousekeeping to be done. Firstly, check allthe use-by dates on solutions and contactlenses, throw away those that are out ofdate, but make a list of those with somelife left so they are sold first or thrownaway at the appropriate time.

Next search through all the draws andcupboards for those frames that you’ve hadfor ages that keep being pushed to theback. Clean them up and then either pricethem for a January sale or give them away.This time of year is always a good time fora stock count, just remember that anythingmissing or anything you reduce needs to bereflected in your stock valuation. You alsoneed to reduce the value of stock as itages, this will then give you a real value ofwhat you are holding.

This exercise will also highlight the framesthat you do sell, which are not always thebig brands or fashionable ranges that youstock most of. Once you have a list of whatyou are selling you can plan your purchasesfor the next few months. It is also worthlooking at how you display the frames; doframes in a certain area of the practice sellbetter than others? Do the display areasmake the most of the frames on show? Tryto think like a patient. While you’re thinkingof frames, don’t forget that you need toorder your sunglasses in December forJanuary/February delivery.

Your staff may not like you for asking them,but going through the filing cabinets and

refiling as required can make such adifference to the running of the practice. Ionce worked in a very busy practice, whereso much time was wasted trying to findrecords that were miss-filed. When a yearlyrefile was introduced, this problem almostdisappeared. You might also want toconsider mailing those patients who youhaven’t seen for three or more years, with amessage saying: ‘Happy New Year: we hopeto see you in 2018’.

While you’re carrying out the above, take agood look at the practice: does the carpetneed a steam clean? Does the paint need atouch up? Could you do with some extralighting in that dark corner? Do you need toreplace the slow running computer? Thelittle things can make such a difference tothe look of the practice and how it operates.Get them right and everyone is happy.

BUSINESS HEALTH CHECKHaving looked at the practice, now it’s timeto look at the business. Firstly, look at yourlegal requirements: are your staff contractsup to date, have you carried out health andsafety checks, are you ready for the new dataprotection regulations coming in May 2018. Ifthe answer is ‘no’ or ‘not sure’ to any of thesethen contact Xact, which offers NEGmembers a health check on HR and healthand safety. They can then advise and helpyou get everything up-to-date and readyfor any changes coming in the next fewmonths. Remember: you’re an ECP not an HRspecialist, so make use of the professionalsbecause it really does make a difference.

With the ever-increasing use of theinternet, you need to take some time toreview what you have or, more importantly,don’t have. Thousands of people in the UKsearch for information about spectacles,

contact lenses and sunglasses, and if yourwebsite is poor you will lose out on thesepotential new patients. Look at your socialmedia content: is it up to standard? Are youposting regularly? If you think you needhelp, then contact One Agency, the digitalmarketing agency. They would be delightedto look at what you have and makerecommendations for you.

Don’t forget: all NEG members have asecondary listing on SPECS network, whichis fantastic platform for promotingindependent opticians to the public. ContactSeiko, which operates SPECS network and askhow you can upgrade to a full listing andthe benefits this would bring your business.

Once you have carried out your review, it’stime to look ahead. Take your 2017 numbers,such as average dispensing value, spendper patient, conversion rate, etc, and setyourself and your staff some goals. Settingrealistic goals is good for you and your staffand certainly for your business. Is this theyear that you finally buy that OCT? Then putit down in writing, set the targets you needto achieve that and make it happen. Takingjust a few hours over the next few weekscould have a real impact on your businessin 2018, so take the time, do the work andenjoy the rewards. And have a greatChristmas and a joyous New Year.

Developing thoughtsIn his last column of the year, Phil Mullins suggests some areas for review in thepractice ahead of the New Year

Get ready for a New Year

18 Vision Now DECEMBER 2017

PRODUCT PROFILE

With the emergence of innovativetechnologies, today’s presbyope has amodern way of life: they multitask a lotmore as we live in an ever-moreconnected world through the use ofdigital devices, such as tablets along withof course smartphones. This lifestyle hasled to the visual needs of a wearerchanging significantly, where once theysimply needed the ability to read at asingle distance, presbyopes today arefaced with multiple tasks that involvemany near vision tasks within arm’s reach.

Progressive lens design has had to keeppace with those changes and respond moreeffectively to the needs of the wearer. TheVarilux X series lens has been designed todeliver not only an expanded field of nearvision but also improved visual comfort forall targets within arm’s reach. This articleexplains the principles that underpin theseinnovations along with taking a look at theexciting new personalisation option.

XTEND TECHNOLOGYUntil now, varifocal lenses have beendesigned to bring wearers clear vision at aprecise distance. Near vision was consideredonly in one single plane for one single gazedirection, usually 40cm at 36˚. A Varilux R&Dteam uncovered a greater understanding ofhow wearers performed near vision tasks –the exact distance they’d hold an objectand how they held themselves were justtwo aspects they built into the patient’sVolume of Needs (Figure 1). This newreference allowed for a far greaterunderstanding of exactly which part of thedesign a wearer would look through for arange of targets within arm’s reach.

Once uncovered, this detail was built into theVarilux X series by reshaping the lower part ofthe design to improve that area; in particulardesigners used a new technique known asXtend technology. This involves applying‘acuity buffers’ that locally refine vertical and

horizontal variations in powers and, in doingso, maximizes the field and more importantlyexpands the depth of vision the wearer willenjoy through that part of the design. This‘arm’s length vision’ technique uses Nanoptixtechnology to apply this correction to eachmicro-component of the lens and the sixadjacent micro-components (Figure 2).

This task is first performed along themeridian of progression of the lens, andthen in the surrounding area. Thus bymoving from one spot to the next, theperformance and acuity of the lens’sprogression zone can be greatly improved,while the near vision/intermediate visionzone is specially enhanced for arm’s length

vision. This Xtend technology uniquelyunderpins the core performance across thecomplete Varilux X series range.

NEAR VISION BEHAVIOURPERSONALISATIONWe spend a significant part of our daily livesreading. In effect our eyes are frequentlylooking at letters and words whether theybe in books, magazines, on screens, laptops,smartphones or tablets. Nevertheless, itremains a recent activity when consideredon the scale of human evolution1.

PHYSIOLOGY OF READINGReading requires specific movements thatare anything but natural. English text mustbe read from left to right with such anabsolute direction that is simply not foundin nature. Moreover it requires the reader tomake use of the central part of their retinaand in order to do so the person must movetheir eyes so as to sequentially place thewords on the fovea. They do so in smalland rapid jerky movements from onefixation to another. These saccades involvethe eye changing direction repeatedly tofixate on different parts of the text togather visual information.

Despite the obvious centrality of the eyesfor reading people very often also makeuse of their heads. In effect the headsupports eye movements, allowing theindividual to direct their eyes effectively ondifferent targets2,3,4. This near vision taskcan involve a whole body postural responseor simply just eye rotation .

PSEUDO-READING Essilor has developed a measuring methodbased on a task which is to be carried outuncorrected. It entails a large blue discdisplayed on a tablet computer against awhite background. As it moves across thescreen, the subject must follow it with theirgaze; this is referred to as pseudo-reading.The successive positions of the disc are

Varilux X seriesExtended vision within arm’s reachBenjamin Rousseau, Guilhem Escalier and Andy Hepworth explain theprinciples behind the new Varilux X Series from Essilor

Figure 1: The patient’s Volume of Needs

Figure 2: The arm’s length vision (ALV) zonecorresponds to the distance of 40-70cm, forlowering below 60 per cent of wearer addition.This is where the Varilux X design benefit ismaximised to meet multiple near vision needswithin arm’s reach

19Vision Now DECEMBER 2017

PRODUCT PROFILE

always represented on the screen by apattern of grey dots to guide the subject intheir eye fixations and make the nexttarget highly predictable

IN-PRACTICE NVB MEASUREMENTBy recreating a familiar near vision task inpractice, we can accurately capture awearer’s near vision behaviour (NVB). Thismeasurement is performed while thepatient is seated whilst wearing their newuncorrected frame, with a clip sensortemporarily attached. A wearer is thenasked to hold the iPad in a comfortableposition they would normally adopt, then tofollow the blue discs.

Measurement aims to determine theparameters of habitual near vision alongwith postural behaviour of the wearer. These

are subsequently factored into a personalisedversion of the Varilux X series lens.

APPROVED BY WEARERSA comprehensive wearer validation processwas conducted to ensure full satisfaction,including wearer tests. This entailed:• Real life testing for two to three weeks• Cross-over and double masked study • Product evaluation through a validated questionnaire based on universal criteria (i.e. quality of vision)

The results can be seen in Figure 3.Powerfully it’s clear that with theintroduction of this range of eighthgeneration varifocals, a presbyope no longerneeds to point their nose in the directionthey’d like to look to uncover the area ofclear vision within the design. In allsituations tested when wearing Varilux Xseries lenses, wearers find that they needvery little head movement to find the rightspot (Figure 4).

VARILUX X SERIES RANGEThe Varilux X series is an eighth generationprogressive lens design with newpersonalisation parameters. The lenses areavailable in the following options:

• Near vision behaviour• Frame fitting parameters• Eyecode

• Dominant eye• Monocular PDs/heights

• Near vision behaviour• Frame fitting parameters• Monocular PDs/heights

• Monocular PDs/heights

CONCLUSIONWith the Varilux X series lens, Essilor is onceagain innovating to push the limits ofprogressive lenses and more effectivelyaddress the multiple near-vision needs oftoday’s presbyopes.

REFERENCES1. Dehaene, S. (2009) Reading in the Brain: The New Science of How We Read. Penguin.2. Kowler, E. et al (1992) Coordination of head and eyes during the performance of natural (and unnatural) visual tasks. Berthoz A., Vidal P.P., Graf W. (Eds.) The head-neck sensory motor system. Oxford University Press pp. 419-426.3. Lee, C. (1999) Eye and head coordination in reading: roles of head movement and cognitive control. Vision Research 39: 3761-3768. 4. Proudlock, F. A., Shekhar, H., & Gottlob, I. (2003) Coordination of eye and head movements during reading. Investigative Ophthalmology & Visual Science 44: 2991-2998.

Figure 3: A lens design approved by wearers

Figure 4: Less head movement required to find the right spot

Benjamin Rousseau is R&D innovationmanager at Essilor International;Guilhem Escalier is study manager atEssilor’s Centre of Innovation andTechnology; and Andy Hepworth isprofessional relations manager atEssilor Ltd.

Demonstrating near vision behaviourmeasurement to practitioners

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oxygen levels to avoid corneal edema for daily and extended wear contact lenses. Invest Ophthalmol Vis Sci. 1984; 25(10): 1161-1167.

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22 Vision Now DECEMBER 2017

BUILDING FOR SUCCESS/IDAY

More than 200 independent practitioners convened at the Ricoh Arena inCoventry last month for the joint NEG Building for Success conference andIndependents Day (iDay) 2017. With a parallel iShow running across bothdays and the iNight dinner the intervening evening, the event proved agreat success with practitioners praising the changes made for 2017.These included a new venue, the Ricoh Arena in Coventry, CET discussionworkshops for NEG’s conference, and parallel interactive breakoutsessions for iDay.

PROGRESSIVE AT ARM’S LENGTHHeld on Sunday 5 November, NEG’s Building for Success programme beganwith a CET lecture by Professor Mo Jalie, entitled ‘Eighth generationprogressives’. Professor Jalie examined the optometric claims behind theeighth-generation progressive lens design from Essilor – the Varilux X series(see Product Profile, pp. 18-19). Based on the company’s Varilux S series,Professor Jalie explained that the X series focused attention on theintermediate zone of the lens for viewing distances from 40-70cm, i.e.distances from the near point out to arm’s length.

A completely new feature of one version of the Varilux X series design,Professor Jalie explained, was that it enabled the wearer’s intermediate andnear vision behaviour (NVB) to be measured and incorporated into the designof the lens. “In short, both the optimum progression length and inset requiredfor an individual wearer can be measured and incorporated into the design,”he explained.

Professor Jalie continued: “This innovation has been made possible by theintroduction of a new application for a hand-held device, such as an iPad,designed to capture the wearer’s near vision behaviour, that is, how andwhere they hold their reading material.” Professor Jalie also looked at thebackground research into NVB measurement, and the new power profilethat has enabled an extension to the range of arm’s length, and thus thetotal volume of vision.

OMNI OR OMINOUS?It was down to everyday practice business with the next presentation,presented by Phil Mullins, NEG director of business development. In ‘Eyecommerce: omni-channel selling’, Phil began by talking about how muchthe world had changed both in the optical market and in the generaltechnology-led retail arena. Introducing the concept of omni or multi-channelselling, Phil said: “When you consider that more than 80 per cent of peoplenow search the internet before making a purchase, and that 40 per cent of contact lens wearers have looked at buying online, it is imperative that practices expand outside their four walls onto the internet and social media platforms.”

Phil made it clear that it wasn’t about selling spectacles cheaply online, butabout having a presence where patients are looking, and showing that thepractice can meet patients’ needs and expectations. “A great way of doing

Innovationsand challengesNicky Collinson reports on last month’s Building for Successand Independents Day conferences

Facilities at the Ricoh Arena were praised

The Varilux X focuses on arm’s length viewing,explained Professor Jalie

Busy at the Eyespace iShow stand

Vision Now DECEMBER 2017 23

BUILDING FOR SUCCESS/IDAYthis is by signing up to EyeCom, the newe-commerce platform that is being developedby NEG in association with One Agency,” Philcontinued. “It offers members an economicalway of having an e-commerce outlet,enabling patients to order contact lenses,reserve frames for in-practice dispensing andto purchase items such as sunglasses.”

Phil encouraged delegates to make theinternet work for their business and not tosee it as just a threat, “because relying onjust recalls every two years will no longerkeep your practice viable,” he warned. Thenext two sessions of the conferenceallowed delegates to attend a choice of four interactive CET workshops: ‘Practicaldispensing problems solved’ with YoungerOptics; ‘OCT Live’ with Heidelberg Engineering;‘Keratoconus: the pathway to success’ withBausch + Lomb; and ‘Astigmatism and contactlenses’ with CooperVision.

WIN, WIN, WIN OPPORTUNITIESReturning to the main hall in the afternoon,the lecture programme continued with apresentation from surgeon and consultantophthalmologist, Anil Pitalia, who asked:‘Where is the business in clinical services?’The CEO and founder of SpaMedica, anindependent provider of NHS ophthalmicservices, Anil highlighted the anomalybetween static NHS funding and the increasein the number of patients requiring services.He explained that the number of patientsrequiring services would rise from the current65.6 million to 74 million by 2039 – with 28per cent of these patients aged over 65.

“Optometry is a very competitive and fast-moving landscape,” Anil told delegates.“Single corporations are becoming bigger,manufacturers are integrating anddiversifying into retail, and online providersare growing. The environment is becomingincreasingly mixed up while the NHSbudget is shrinking – but eye health needsare expanding. So, within this landscapelies opportunities.”

Anil went on to explain how SpaMedica hadforged relationships with communityoptometrists through its partnershipscheme. “For the past seven or eight years,we have been developing meaningfulrelationships with optometrists to co-manage patients post cataract surgery,” hesaid, adding that for the scheme to workthere needed to be quality in provision,effective communications, great outcomes,and excellent patient feedback via NHSChoices, where the company had a five-starrating, and value for money.

Anil went on to describe what was uniqueabout the services offered by SpaMedica andits partners, which included speed, efficiency,an IT system that optometrists can access toenter patient data, good communications,value creation, with optometrists beingpaid a fee for post-operative assessments,and patient loyalty. “There is no magicbullet,” said Anil, “but enhanced optometricservices is a win, win, win – a win forpatients, providers and optometrists.”

Training and skills were vital for optometristswishing to go into this arena, Anil went on,although there was still some resistance toophthalmologists and optometrists workingtogether in this way, as well as the NHS’sstruggle with competition. “We can getcriticised for providing competitive servicesbut this arena is open to all,” Anil said. “Ifyou want to innovate you have to defendyourself against that criticism. There is ahuge shortage of skilled professionals, sothe challenge is finding out how to takeadvantage of this,” Anil concluded.

IT’S ALL ABOUT MERounding off the NEG lecture programmewas independent practitioner, Ian Cameron,whose lecture was intriguingly titled, ‘Areyour patients self-obsessed narcissists?’Centring his presentation on how Maslow’sHierarchy of Needs related to patients andpractice, Ian explained that it was amotivational theory in psychology comprisingof a five-tier model of human needs, oftendepicted as hierarchical levels within apyramid. “We need to meet these higherlevels of need in practice or our patients willgo elsewhere,” proclaimed Ian. “Touch on asmany levels as you can within the pyramid.”

Ian suggested that optometrists might feelconflict with some of the levels, and thatthere might be a disconnect with whatpatients actually want. “Patients don’t wantto learn about pathology or hear bad news,but optometrists want to detect pathology,so look at how you talk to patients,” Iancontinued. Looking at how practitioners

could get to level 3 on the pyramid,belonging, Ian suggested that optometristsoften felt a lost sense of community withthe advent of technology, but this hadcome back with the rise of social media.

“People love being part of a group so do itin practice; create a loyalty club or VIPpackages, or devise your own communityscheme,” Ian advised, before moving on tolook at how to get to the esteem level. Oneoption would be to introduce patients toproducts that make them feel something,such as younger. Regards the top level, self-actualisation, Ian said that it was aboutachieving potential through patients.

Ian went on to look at how OCT covered allof the needs, however, he suggestedpractitioners needed to now think aboutwhat they were going to do onceSpecsavers rolled out OCT nationally,making it less exclusive to independents.“Look at other ways to fulfill those high-level needs,” said Ian. “Think about otherpieces of technology; throw yourself intomyopia management, or focus on esteemwith a niche brand of eyewear.

“The sector needs to adapt,” Ian continued,“and focus on those higher-level needs.Think about the consumer or patientdifferently, create loyal patients and get ashigh up that pyramid as possible. Yourpatients are self-obsessed narcissists – butthen so are you. We are on a cliff edge, andif we are not careful the next generationwill not be around to take the professionforwards,” Ian concluded.

PEOPLE AND PLANET BEFORE PROFITAfter some R&R at iNight, with entertainmentprovided by comedian Simon Evans, it wasback to the main hall on Monday morningfor the start of iDay. The first speaker of the

Maslow’s Hierarchy of Needs, as discussed by Ian Cameron

Nick Atkins and Maxine Green at iNight

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25Vision Now DECEMBER 2017

day was Laura Tenison MBE, founder andmanaging director of Jojo Maman Bebe, theUK’s foremost multi-channel specialist inthe pregnancy and baby clothing market.Describing herself as “an independent who’sdone well”, Laura declared that one of thereasons she was speaking at iDay wasbecause she “loved her optician”.

Charting the organic growth of her business,with its strong focus on corporate socialresponsibility, Laura told delegates that hergrowth had been self-funded, with overheadskept low and profits invested back into thebusiness. The company now had 85 storesand a £65m turnover. Laura also describedhow looking after her employees was keyto success. Her ‘waste not, want policy’ wasalso ahead of its time, and for her it hadalways been “people and planet above profit”.

Looking at how her business philosophyrelated to optics, Laura said that it wasimportant to believe in the products offered,to build trust and focus on value rather thanprice. “Cheap is always a bad investment,”said Laura. “The days of just opening yourdoors are over. Having a website is soimportant; think about creating a retailboutique. Make patients omni-channelbuyers, have a kids’ area in the practice, havea customer toilet and good decor, have greatpoint-of-sale and make it easy for patientsto get around the practice. Think about theseasons and watch patients as they walkaround the practice. Go outside and seewhat your practice looks like to passers-by.”

Laura reminded delegates that it wascrucial to at least have a Facebook page, ifnot a website. “Love it or hate it, you needto be involved with social media, especiallywith regards to the younger generation,”she said. “Yes, you need face-to-faceinteraction but you also need to remindyour customers that you exist. Andremember, content is king,” added Laura.“Standing still is not an option. You need tobe analytical and have all the data youneed to exploit all marketing avenues.”

Looking at how the culture of Jojo had workedso well, Laura suggested it all boiled downto people and teams. “Invest in yourpeople, train them, give them a work/lifebalance and flexibility. They will work hardif they believe in what they do.” Finishingwith her top tips, Laura advised delegatesto: engage, focus on marketing and socialmedia, get out and about, think aboutcorporate social responsibility, point-of-sale,and be nice. “Business can be a force forgood. You have invested in coming heretoday so to see a return on that investmentmake one or two resolutions – but don’tpromise yourself too much,” she concluded.

TAKING INDEPENDENCE “ALL THE WAY”Next to the stage was eyewear entrepreneurJason Kirk, to discuss best practice in opticalretail. “This is an exciting time to be anindependent,” Jason began, “because thefuture is all about community.” Tellingdelegates that it was nearly 100 years sincehis family had first entered optics, Jason saidoptics was moving into a new era. Hedescribed how optics had progressed fromthe insular attitudes of the 1950s, whenpractitioners didn’t wish to adapt or becommercial. “Things have changed veryquickly, with online retail optics hugelysuccessful in the USA and Canada. So how dowe compete with that and adapt?”

Encouraging delegates to use the Slido appto anonymously answer questions relatingto success and profitability, Jason felt there

was lots of opportunity for growth for thoseindependents who either wholeheartedlyadopted independence or those who choseto go the ‘super-cheap’ route; there wasreally no middle ground. Jason describedhis recent 14-day journey across the worldvisiting independent opticians forgingahead in independence. He urged delegatesto be online, to engage with consumersand be proactive.

Turning to the practice environment, Jasonadvised that independents “go all the way”and use the practice fascia to reflect whothey are. “Think about who your customersare and get them excited,” Jason suggested.“Customers want to enjoy the experience ofvisiting an optician, so look at your brand,ask whether your staff inspire confidence,look at the clinical and dispensing sides ofthe business differently, spend time withyour patients and explain why you arecharging them more than the multipledown the road. Also think about how yourpatients see themselves with regards tofashion and styling.”

Moving on to products, Jason encouragedthe audience to embrace independentproducts, and to get out and about and visittrade shows to find eyewear thatdifferentiates the practice and that patientswon’t be able to find online; also to thinkabout the after sales service. “Let customersknow you are special and that you offerthem something different,” he said.

Looking at some of the forward-thinkingpractices he had recently visited, Jasonsuggested independents look at bringingother elements into the practice such asjewellery or amazing pieces of furniture orartwork. He reminded delegates that theydidn’t have to be “super-cool” to beengaging, but to think about story-telling aspart of the offer. “Buy six to eight amazingbrands and tell their story, and make thispart of your mission statement,” he added.“Bring in great people to be part of yourteam, not necessarily with an opticsbackground, and then train them.”

In summing up, Jason raised a similar pointto Ian Cameron in that it was important tothink about how patients felt, as well as howthey looked in their eyewear. “Inject someexcitement into your eyewear dispensing –if you don’t engage them then there’s adanger that buying glasses will alwaysremain a grudge purchase. Think about thatfeeling and make sure it’s all about thecustomer. Let’s work together to make theindependent sector stronger,” he concluded.Jason Kirk discusses inspiring practices

Laura Tenison tells the story of Jojo

BUILDING FOR SUCCESS/IDAY

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27Vision Now DECEMBER 2017

EVOLUTIONARY STRATEGIESThe next keynote speaker was RyanLeighton, CEO of Leightons Opticians andthe founder of Leightons Hearing Care.Describing how the establishment ofLeightons Hearing Care had helped fuelcompany growth but also his personalpassion for optics, Ryan gave delegates abrief history of the company. “By 2011 therecession had hit and growth had flatlined,”explained Ryan. “The stores looked bland,and we were not investing enough in ourpeople. Morale was low so we knew weneeded to make a change.”

Focusing on better communications,marketing and training, the companyinvolved staff in developing a new directionfor the future. “We recruited 20 staff fromall sectors of the business and worked ondefining and improving our values, andlooked at why we existed as a business.”Following a cancer diagnosis, Ryan hadfurther time to reflect on work and life anddevelop “big picture thinking”, which hethen applied to the business. The companybegan to listen more to customers, offeringboutique brands, telling their stories, andlistening to feedback. It was this feedbackthat kick started ‘Project Burgundy’, toredesign select practices.

“With a great shop fit you need a greatteam,” continued Ryan. “Training is hugelyimportant and so we have strategy meetingsto discuss incremental improvements. It isalso crucial to realise that if you can’t measureit, it doesn’t exist. This links in withmarketing to create extraordinary value andeye-watering returns on investment.” Ryanemphasised that it was important to getthe fundamentals right and for Leightonsthese were: knowing your customer; definingyour brand; and having a responsive website.

“Make you customers your sale force,” Ryanwent on to say. “Engage your staff to createa great customer experience. Look at GoogleReviews and see how other companies aredoing. Ask you customers to review yourpractice and hopefully you will see yourpractice go up the rankings.” In concludinghis presentation, Ryan suggested that “taking

a straight road was not realistic”. “At Leightons,we are on a windy road, growing organicallybut proud of what we have done with thebusiness and what we have invested induring the past six years. Technology and lookand feel are important, but most importanthas been our investment in our people.”

STOP CLONING, START CURATING“We can’t change the way the world works,but we can change people’s perceptions ofus,” said Janan Choudhury, as he launched hispresentation, ‘Are you at home with yourrange?’ The founder of independent eyewearboutique, the Spectacle Emporium, Janansuggested delegates exit their comfort zonewhen it came to choosing eyewear, and thenoffered his top four tips for differentiation.

Janan’s first tip was to always aim to makean impression. “We have seven seconds tomake an impression, so make them count,”he said. “What have you done to make animpression and inspire people as they walkby? Grab their attention with your stock, havecolourful pieces, get frivolous, experimentand get them enjoying the experience ofchoosing eyewear. Open their eyes byopening your eyes. Make them feel unique.”

The next piece of advice was to “rediscoveryour independence”. “Think about why youbecame an independent. Stop cloning, startcurating. Challenge yourself; be the talk ofyour town, show consistency in your services,products and attitude. Shed your inhibitions,have fun but do your research. Go to tradeshows and get to know your clients.” Janan’sthird tip was to “get uncomfortable and takeaction”. “Are you the problem because youare not embracing new ideas and concepts?”he asked the audience.

Janan’s finished by telling delegates to seizethe day: carpe diem. “If you fall in love withan eyewear collection, don’t hesitate. Putcolour at the front of your practice, havefun, rediscover new ways to see the worldand grab it by the scruff of the neck.” Jananasked each delegate to make a new year’sresolution for 2018 to invest in at least onenew independent eyewear collection thatwould bring a reflection of their personalitybecause, “people buy into people”.

TAKE YOUR TEAM WITH YOUThe final keynote speaker was optometristLynne Fernandez, director and founder ofLynne Fernandez Optometrists, a group ofindependent practices in Bristol. AwardedOptometrist of the Year at the OpticianAwards 2016, Lynne’s presentation wasentitled, ‘How to create an award-winning

practice’. Lynne started by asking: “Whycreate an award-winning practice?” –questioning whether it was for kudos, PR,or networking. Lynne suggested it was acombination and that to be an award-winning practice, “you have to be reallygood at what you do, and enthuse yourteam with a common goal”.

It was important to be ahead of the curve,Lynne continued, looking at things likeautomation and technology, but also topartner with forward-thinking companiesthat reflected delegates’ own businessgoals and ethos. Practice managementsystems were very important, as was theimpact of the new General Data ProtectionRegulations coming into effect in May 2018.“Make sure your website is efficient forboth you and your patients,” Lynne went on.“But above all, train, train and train somemore,” Lynne emphasised, “and use yourpartners in industry to help you.”

Other advice on offer from Lynne was toenter competitions, locally or nationally, butto always remember that the patient wasthe most important person in the practice.“Focus on the patient and provide anaward-winning experience for them. Theywill be expecting a lot, which will meanlots of work for all the team members. Aimhigh and take your team with you. If youwin an award, great, if not them it’s still awin-win – and your bottom line will thankyou for it,” Lynne ended.

The rest of iDay gave delegates the chanceto take part in, for the very first time,parallel interactive breakout sessions. Thesecovered managing stock for increasedprofit, visual merchandising for theindependent, and developing effectivefeedback mechanisms. The day ended witha panel discussion chaired by Nick Atkins.Plans for NEG’s Building for Success andiDay 2018 are currently in discussion andwill be announced in the new year.

Leightons’ recently refurbished Putney practice

iDay’s visual merchandising workshop

BUILDING FOR SUCCESS/IDAY

28 Vision Now DECEMBER 2017

STYLE SPOTLIGHT

This is the season to sparkle. If you havebeen harbouring glittering and dazzlingconcepts only for the winter holidays,now is the time to pamper yourself andexpand your horizons. Shimmering,elegant fashion options – includingdresses, trousers, shoes, and fabulouseyewear – raise the style bar for 2018.

Talking about trends for the season, LouiseBrunton, general manager at Charmant UK,says: “I am often asked by optical retailers ifeyewear with stones is considered to be outof date. I can say quite emphatically that allwomen enjoy a touch of timeless glamour.”

Eyewear designer Didier Voirol believes thatit’s all connected to the flashback trend of the1980s. “I feel that glitter has come back; forme it was a question of feeling,” says theSwiss designer. “The 1980s were my dreamtimes, and it was about glitter and glam.”The remake of Dynasty has sparked areincarnation of power dressing, and theglamorous aura of Diana, Princess of Wales,with her fabulous, striking wardrobe – clearlyestablished her iconic image in fashion history.

Those heady days resurface now withglittering clothing and eyewear that areinimitably wearable. As we journey throughuncertain times, a brilliant flash – or dash –of luxury and sparkle can enhance a feelingof confidence and wellbeing. As Louisepoints out: “A hint of crystal nestled in thetemple of a sophisticated brand such as LineArt by Charmant can really lift the frame, andallow the wearer to dress up for a special

occasion. Acetates are fine for the office, buthow good is it to glam up at the weekend?”

CHARMS OF MUSIC AND NATUREMusic inspiration has long influenceddesigners, and a harmonious orchestrationof design, art and technology infiltrates theLine Art Charmant Opera collection. Discreet,distinguished and sophisticated, the framesare crafted with precision and refinement.Model XL2067 is a soft rimless design,embellished with Swarovski crystals on thetemples for a gentle, luxurious touch.

Luxury, beauty, dreams and radiant splendourare part of Anna-Karin Karlsson’s DNA. Shebelieves that eyewear should dazzle andmake a statement. Her latest collection – theGirl and the Garden – is a romantic selectionof frames that combine fantasy, beauty and,of course, dreams. The Swedish creator saysthat her designs are often the manifestationof nocturnal visions. One of her dreams wasto present the garden-inspired collection in areal garden in Paris. She accomplished thatby finding a flat that had a beautiful interiorgarden, and superb skylights. Among theoutstanding designs in the collection is theButterfly, crafted in Japanese titanium andplated with 24k gold.

CHARISMATIC MATERIALSInherent in luxurious, beautiful eyewear isthe choice of materials. Fine titanium, gold,silver, wood and horn are amongst thevarieties – from streamlined silhouettes toframes glittering with stones. Von Arkel inSwitzerland creates exquisitely handcraftedframes that emulate the latest technology –including a hinge made with temperedstainless steel with no rivets, souldering orscrews. The same processes that are usedin renowned Swiss watchmaking areincorporated into Von Arkel’s spectacleframes. Discreet, shimmering diamondsembellish the latest sunglass designs, thatalso feature lenses with a colourful flourish.

Silhouette is inspired by the grandeur of 1950sHollywood, reflected in the Elegancecollection. The Austrian brand unites superbdetailing and craftsmanship intricately linkedin Prestige Nylor frames for men withstunning crocodile leather temples in atraditional half-rim frame. Designs for womeninclude the new Crystal and Charming Divaframes in 23k gold plated titanium.

Danish design is famed for contemporaryluxury and Birgitte Falvin’s eyewear exudeselegance and superb aesthetics. The RoyalLibrary in Copenhagen – also known as theBlack Diamond – inspires the latest collection.Clean graphical lines in Subsolar have adistinctive jewellery tone – handcrafted inJapan in titanium in subtle colourations ofaubergine with a precious rose gold surface.

Nature and dreams launched the Butterfly from Anna-Karin Karlsson’s

the Girl and the Garden collection

Glamorous glasses and ...

Music inspires Line Art by Charmant XL2067 fromthe Opera collection

Swiss designer Didier Voirol is influenced by the1980s with his Glitter Collection

Black titanium, white diamonds and artisancraftsmanship from Von Arkel in Switzerland

Prestige Nylor 5511 from Silhouette’s Elegance collection

Streamlined graphical lines in Subsolarby Falvin Eyewear

29Vision Now DECEMBER 2017

STUNNING SKI STYLEBracing crisp air, majestic mountains andsun glistening on thick fluffy snow are askier’s optimum dream. To enhance the skiexperience, participants enjoying snow-related sports require goggles that offerprotection and clear visibility. Pioneeringphotochromic lens technology providescomfort, safety and durability – in additionto making a commanding and impressivestyle statement.

Spherical and oversized shapes allow for anamazing field of vision for additional safetyon the slopes. Other points of interest ingoggle design are anti-fog lenses thatadjust to changing conditions, superiorventing for airflow, and overall enhancedvision clarity. Also fashion noteworthy arestunning and vivid lens colourations.

The 2017 snowboard cross-world champion,Pierre Vaultier, roared to success wearingthe stunning Bollé Emperor with Sunriselenses. The goggle features amber colouredlenses with a captivating red mirror finishthat improves contrast and reduces glare –and provides optimal vision comfort in bothsunny and cloudy weather.

Ørgreen Optics has launched dynamic snowgoggles in thermoplastic polyurethane(TPU), a material that stays flexible even inglacial temperatures. The Danish brandfuses functionality with mega minimalismand technical prowess. A sleek sculpturalform highlights goggles at award-winningGötti Switzerland. The fit is described as“superb” – with or without wearing ahelmet. Double-glazed lenses are availablein grey, multi-coloured or electric blue. Thegoggles are très chic and ideal formemorable après-ski occasions.

The glitter trend in fashion and eyewearalso transcends to the ski slopes. Norville’s

SRX-11 ski goggle has generous proportionsand is especially striking in metallic blue.Whether your winter sports challenge isAlpine skiing, snowboarding, freestyle orNordic skiing, comfort, fit, durability,fashion and technology all unite in Adidas’ssnow goggles. Classic colours and brighttones offer excellent, creative options.

The holiday/winter season is an idealoccasion for independent opticians to marketand sell glamorous eyewear, including theactively growing winter sports eyewearmarket. Enthusiastic devotees with a passionfor style and sport will welcome the freshand stunning 2018 collections of luxuriouseyewear and goggles offering fashion, form,fit and function.

STYLE SPOTLIGHT

Alpine opulence by Joan Grady

A captivating Bollé goggle worn by snowboard champion Pierre Vaultier (courtesy of Jeff Brockmeyer)

Brighten up the slopes in snow gogglesby Ørgreen Optics

Sleek and sculptural: Götti Switzerland ski goggles

Comfort, style and fit: streamlined goggles from Adidas

Glitter and glam on the slopes with Norville’s SRX-11

Vision Now DECEMBER 201730

Preferred Suppliers’ Directory

ACCEPT CARDS Tel: 01422 382408Richard.west@acceptcards.co.ukwwwww.acceptcards.co.uk

ALCON UK Tel: 0371 376 0017Fax: 0871 351 1005www.uk.alcon.com

ARENA EYEWEAR Tel: 01952 820408www.arena-eyewear.co.uk

ASSOCIATED OPTICALTel: 01628 605433Fax: 01628 665077sales@assopt.co.ukwww.associatedoptical.com

BAUSCH + LOMBTel: 020 8781 2900www.bausch.co.uk

BIB OPHTHALMICINSTRUMENTSTel: 01438 740823sales@bibonline.co.ukwww.bibonline.co.uk

BONDEYE OPTICALTel: 0121 7723888Fax: 0808 2801865sales@bondeyeoptical.co.ukwww.bondeyeoptical.co.uk

BRULIMAROPTICAL GROUPTel: 0161 655 7000Fax: 0161 655 7002www.brulimar.co.uk

CENTRO STYLE LTDTel: 01923 239267Fax: 01923 253951sales@centrostyle.comwww.centrostyle.com

CHARMANT UK CO LTDTel: 020 8992 9222Fax: 020 8896 0287sales@charmant.co.ukwww.charmant.co.uk

CONTINENTAL EYEWEARTel: 0151 426 3907Fax: 0151 426 9340sales@continental-eyewear.co.ukwww.continental-eyewear.com

COOPERVISIONTel: 0870 9000 055www.coopervision.co.uk

DAVID THOMASTel: 01604 646216Fax: 01604 790366orders@davidthomas.comwww.davidthomas.com

DIBBLE OPTICALSUPPLIESTel: 01634 880885Fax: 01634 540530barry@dibbleoptical.co.ukwww.dibbleoptical.co.uk

DUNELM OPTICALTel: 01388 420420Fax: 01388 810101dunelm@dunelmoptical.co.ukwww.dunelmoptical.co.uk

ESSILORTel: 01454 281281Fax: 01454 281282 www.essilor.co.uk

EYESPACETel: 01527 870550Fax: 01527 837012info@eyespace-eyewear.co.ukwww.eyespace-eyewear.co.uk

GO EYEWEAR UK LTDTel: 0800 9178270www.goeyeweargroup.com

HEIDELBERGENGINEERINGTel: 01442 502 330Fax: 01442 242 386 www.HeidelbergEngineering.co.uk

HENRY BEAUMONTTel: 0116 251 8936Fax: 0116 262 4205info@henrybeaumont.comwww.henrybeaumont.com

HILCO EUROPETel: 0800 591150info@hilco.co.ukwww.hilco.co.uk

HOYA LENS UK Tel: 0845 330 0984Fax: 0845 330 0977enquiries@hoya.co.ukorders@hoya.co.ukwww.hoya.co.uk

INTERNATIONALEYEWEAR LTDTel: 0121 585 6565Fax: 0121 585 0954www.internationaleyewear.co.uk

LENSTECTel: 029 2088 3009Fax: 029 2088 9798office@lenstec.co.ukwww.lenstec.co.uk

LOUIS STONE OPTICAL LTDTel: 029 2073 5293Fax: 029 2073 1446info@louisstone.co.ukwww.louisstone.co.uk

LUXOTTICA (UK) LTDTel: 0808 165 8555www.luxottica.com

MARCHONTel: 0800 72 2020csuk@marchon.com

MARK’ENNOVYTel: 0800 3280610Fax: 0800 3280649mkservices@markennovy.comwww.markennovy.com

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 713698Directory 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

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A refreshing perspectiveTo 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.

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Vision Now DECEMBER 2017

MID-OPTICTel: 01332 295001Fax: 01332 295158orders@midoptic.comwww.midoptic.com

NATIONWIDEFRAME REPAIRSTel: 01706 369530Fax: 01706 628733Info@nfr.co.ukwww.nfr.co.uk

No7 CONTACT LENSESTel: 01424 850620Fax: 01424 850650info@no7contactlenses.comwww.no7contactlenses.com

OPTINET LTDTel: 0845 313 0233sales@optinetuk.comwww.optinetuk.com

ORANGE EYEWEARTel: 0161 773 5555Fax: 0161 773 5544info@orange-eyewear.co.ukwww.orange-eyewear.co.uk

PERFORMANCE FINANCETel: 01536 529696Fax: 01536 310033www.performancefinance.co.uk

POSITIVE IMPACTTel: 08446 696907glasklar@positiveimpactsales.co.ukwww.positiveimpactsales.co.uk

PRACTICE BUILDINGTel: 0115 989 9772andy@practicebuilding.co.ukwww.practicebuilding.co.uk

PRO-OPTICTel: 01884 266130sales@pro-optic.comwww.pro-optic.co.uk

RAWDON OPTICAL LTDTel: 0113 288 3094Fax: 0113 288 3095enquiries@rawdonoptical.co.ukwww.rawdonoptical.co.uk

RODENSTOCKTel: 01474 325555sales@rodenstock.co.ukwww.rodenstock.co.uk

SEIKO OPTICAL UKTel: 01452 610033Fax: 01452 638250orders@seiko-optical.co.ukinfo@seiko-optical.co.ukwww.seiko-optical.co.uk

SHAMIR UKTel: 01954 785100Fax: 01954 785101 info@shamirlens.co.ukwww.shamirlens.co.uk

SILHOUETTE UK LTDTel: 020 8987 8899Fax: 020 8987 2430office@uk.silhouette.comwww.silhouette.com

SPEC-CARE LTDTel: 01392 460806info@speccareservices.co.ukwww.speccareservices.co.uk

STEPPER UKTel: 01732 375975sales@stepper.co.uk

TANT LABORATORIESTel: 01279 653785www.tantlabs.com

THE NORVILLE GROUP LTDTel: 01452 510321sales@norville.co.ukwww.norville.co.uk

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

THREE SIXTYTel: 01686 627595Fax: 01696 610015Kieran@calotherm.co.ukwww.calotherm.co.uk

ULTRAVISIONTel: 01525 381112Fax: 01525 370091info@ultravision.co.ukwww.ultravision.co.uk

XACTTel: 01698 574 655IMcGleish@xact.uk.comwww.xact.uk.com

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

0845 3130233sales@optinetuk.com

www.optinetuk.com

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T 01527 870550eyespace-eyewear.co.uk

www.HeidelbergEngineering.co.uk

Telephone: 01442 502 330

Alisdair Buchanan, Buchanan Optometrists

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

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

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