Modern technology, traditional standards

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 Technology is the key to the decision by Batemans Opticians to make Ortho K available from its practices, explains Steven Wright, contact lens manager at the 80-strong south of England group.

Wright explains that the group's motto of 'modern technology, traditional standards' could have been written for Ortho K. 'It fits in with our ethos. We can merge that technology with a company that's 100 years-old.'

Wright says the group became interested in the technology after discussions with RGP maker No7. It was decided that it would be good for Batemans as a group to be able to offer an alternative to laser surgery to its patients.

The business rationale also fits in with Batemans' heritage. 'It is a difficult therapy for the multiples but it is attractive to us,' says Wright. 'We have a lot of practitioners with a lot of skills in RGPs and one of our strengths is that we have been around a long time, people trust us and keep coming back.'

From a business angle Ortho K is all paid for through direct debit and continuous regular debits, thus allowing a long view of patient care to be taken.

The other side of the equation is the chair-time needed and the personal, bespoke nature of the relationship that builds up between the patient and the practitioner.

With a topographer costing something in the region of £10,000 and practitioners having to undergo training and book double appointments for early fittings, the initial investment can be considerable. A topographer is a pre-requisite. Batemans in Guildford invested in the Keraton Scout which includes all of the software needed to create the data that is transmitted to No7, which then makes up the Ortho K lens (see panel).
All practitioners undergo a full day's training and support staff are given a separate presentation to enable them to provide information to patients. Batemans is using a hub-and-spoke approach to its provision of Ortho K, with one specialist centre taking referrals from other group practices in the surrounding area. Guildford, Brighton and Maidstone are the first practices to become Ortho K centres.

The cost of Ortho K to the patient is a factor Batemans has had to think carefully about to pitch at the right level, says Wright. The procedure has to be affordable and its entry point of £150 then £35 a month is comparable with some types of daily disposable wear costs. Considering the chair-time involved, this is a very affordable level and designed to promote patient interest, he says.

Early indications are that those patients who have tried most types of contact lenses are also good candidates, especially if they are having comfort problems with lenses but thought surgery might be a step too far.

It is still early days for the procedure, an official launch date is yet to be named, but pioneer patients have been coming into the practice having seen the media coverage of Ortho K.

Batemans started Ortho K consultations in the summer and so far it has successfully fitted two members of its own staff and 11 other patients.
Wright agrees that getting the message across is crucial to the success of Ortho K and how the idea is promoted will be pivotal.
'Getting the concept across is quite difficult, but once they get it, patients are keen,' he says. Positive management of the journey into Ortho K is key.

Wright says a lot of thought has been put into deciding how the procedure will be promoted and presented to patients and the first draft of the patient literature yields some indication about the approach the company is taking.

'It is not a contact lens per se and we are trying to move away from that idea,' Wright adds.
There is no mention of contact lenses in the brochure. 'All of it is angled toward visual correction.'
'We [the profession] talk about all sorts of things but all the public wants is to be able to see properly,' he says.