BCLA members urged to showcase skills

In her first interview since becoming chief executive officer of the BCLA, Cheryl Donnelly tells Optician of her plans for the organisation. Joe Ayling reports

Modern-day contact lens opticians must showcase their specialist knowledge and clinical skills through better communication to retain patients for the long-term.

This has become part of Cheryl Donnelly’s mission as the British Contact Lens Association’s new boss, having taken up the mantle from longstanding secretary general Vivien Freeman at the beginning of the year. Price transparency, competing with internet-only suppliers and using latest technologies were also high on the agenda.

Her newly created CEO role was another sign of modernisation at the BCLA, which unveiled a £100,000 ‘brand re-ignition programme’ last year (News 24.05.13), including a new website and logo.