Teamwork, teamwork, teamwork,’ is Austin Roberts’ mantra. ‘I spend a lot of time communicating with the staff so everyone is aware of what is going on and how well we are doing.’
Roberts’ emphasis on leadership and communication and his drive to ‘see things through’, is rooted in his first career as a Royal Marine Commando. He decided on optometry as his second career on the advice of his wife, Judith, also an optometrist, whom he met at City University. Judith lends her name to the business the two of them run in the Mumbles, Swansea.
‘When I left the Royal Marines she persuaded me that it would be a good thing for us to be in the same profession and have our own business. I am so glad I listened to her.’ And being a family business does make a difference, he says. ‘Today I discovered we have let a patient down by poor administration; I was angry, mortified and embarrassed. You can only feel those things if you have “ownership” and it really matters to you. I will correct this matter personally and use it as a business opportunity and training example.’
Judith and Austin opened their practice in 1996 and it has grown year on year to have a database of 18,600 patients. Austin’s nomination for the award was penned by Judith who adds the endorsements of her staff to patient testimonials and clinical reasons why she felt Austin should take home the trophy. One staffer said: ‘We are inspired by his enthusiasm, making work an exciting, motivating place to be. Constantly encouraging the team to take care of every patient and striving to give the best service we can. He does this by tuning into our humanity, imagining the patients are our family, which is a real gift – and it really works.’
Austin’s kind, empathetic and dedicated approach to patients is matched by his knowledge of, and activity in, clinical matters. Judith says Austin is not afraid to question others’ diagnoses. One example offered was an urgent referral to casualty with suspected temporal arteritis. The patient was misdiagnosed by a doctor and given a routine follow-up appointment with no treatment. Having phoned the patient the next day to see how she got on, he then immediately phoned the consultant, the patient was reassessed the same day and began the correct, sight saving, treatment.
Within practice he acts as the reference for other professionals on issues such as contact lenses pathology and instrumentation. He also works closely with a local ophthalmologist to offer a refractive and ophthalmology service from the practice. He has cultivated good relationships with GPs, hospitals and other enhanced services.
He has also acted as an advocate for optometry, presenting to students on careers in optometry and supporting local business networks. The practice lives up to the talk. Every year for the past seven years, work experience placements in the practice have joined the profession.
Austin says he has enormous passion for what he does: ‘I genuinely love my job. I love both the clinical and the business aspects of it,’ he says.
He says the Optician Awards have helped the practice in terms of profile and recognition for his staff. He originally entered, and won, in 2013, scooping Independent Practice of the Year. ‘One of our contact lens reps (he knows who he is) took Judith to lunch one Christmas when I was away. He convinced Judith that we should enter the Independent Practice of the Year. She came home and told me to do it. I just did what I was told. Anything for a peaceful domestic life.’
Once again this year the whole team came to the awards and once again, Judith Roberts Opticians took a trophy home to Wales. ‘It is a great night which the team really enjoyed. All I remember was the noise, the many hugs kisses and tears. Apparently I took almost twice as long as any other winner to get to the podium.’
The trophy now lives in the practice window alongside the Independent Practice Award from last year and the practice has been lauded in local newspapers and it has publicised the win with a 10,000 leaflet drop in the area promoting an open day, which was an enormous success.
Entering is something other practices should consider, he says. ‘Being shortlisted on its own was a great boost for the practice. Winning the Independent Practice of the Year two years ago changed everything in the practice forever. The effect on the staff has been remarkable and even more pronounced was the effect on our patients. They came into the practice with flowers and champagne for us. The same has happened again with this award. Everyone locally now know we are a multiple award winning practice.’
Just how much the win means to Austin is tangible as he adds: ‘I never imagined that anything would ever give me the same feeling of elation I had on the day I was awarded my Green Beret as a Royal Marines Commando. I was wrong.’
Optometrist of the Year sponsored by CooperVision
Winner: Judith Roberts Opticians (Austin Roberts)
Shortlisted:
Lynne Fernandes Optometrists (Lynne Fernandes)
Martin Smith Opticians (Dr Martin Richard Smith)
McCrystal Opticians (Noel McCrystal)
Observatory the Opticians (William Norman)