Winning the award felt amazing,’ reflects practice manager Claire Buchanan. ‘Being able to attend the awards was a great experience as we are based in Northern Ireland. To be representing that part of the UK was a proud moment. We were up against some great practices, including a Specsavers so it was amazing that our small team was recognised. The award has been a real boost for the whole team and the award takes pride of place on our reception desk.’
The judge’s comments cite: ‘a sense of fun, integrity and strong communication as the core of the Eglinton approach to teamwork.’ Designing an engaging and educational patient journey is easier than delivery of the service. Assistant staff of the practice must manage these inventive responsibilities face-to-face with patients.
‘Our morning huddle brings us together at the start of the day to focus us on our goals and gives us the opportunity to bring our attention to the patients we’re expecting prior to their arrival,’ says Buchanan. ‘We support each other to be above the line at all times in both how we feel and how we act while at work.’
Once the huddle breaks, the Eglinton team play a central role in creating positive associations of the eye consultation with its adolescent patients.
Among other strategies, the first eye examination is made less intimidating for children by using ‘teddy-bear mascots,’ messrs Lin and Ton to enhance explanations about eye care. Furthermore, celebrating the first pair of glasses with a photo and certificate. First time child patients are also given a welcome pack with a story of what to expect from their first journey through the practice.
Ahead of a move to a larger premises this year, staff at the practice have committed to confirming and following up patient prescriptions with personal phone-calls. Owner Jean Kelly has established a culture where assisting staff greet patients by name. The winning awards application, submitted by practice manager Buchanan states that staff are told to ‘meet patients at their cars with an umbrella’ when it rains.
‘We are excited to be recruiting again and are always on the lookout to enhance our patients journey through training and working together,’ says the manager ahead of the move. She adds: ‘The optical assistants are so important in our patient journey. We recruit locally through job centres and social media. They make the patients feel welcome and relaxed, and often patients come in for a chat.’
Prescription frame dispensing in Kelly’s practice is supported by the assistants engaging the patients with digital technology. Measurements and the frame ranges on offer are visible on the practice iPads to support the dispensing staff in ensuring prescriptions are worn.
Following a consultation, the team must ensure that animations are emailed to visually aid the patient with their eye condition. Assistants at Eglinton also manage the ‘love ’em or leave ’em guarantee,’ which allows patients to return new glasses and the opportunity to provide written feedback for the dispensing teams on the service.
Opportunities to raise the profile of the practice and contribute to the community were also seized by the assistants last year. Judges noted the interactive workshops on eye health, optometry and eye care that the team carried out with young students at eight local schools. The assistants play a key role in fundraising for a team nominated charity. This also involves producing a quarterly newsletter on the practice, community project news and a kids’ section which is distributed to 15,000 homes.
Buchanan says: ‘When designing the newsletter, we meet together for a brainstorming session sow each member of the team can contribute to the content. The team is passionate about wanting to help make a difference.’
The application also states that the service feedback cards filled in by patients are used regularly in the fortnightly staff meetings to ensure the team is aware of the patient experience. It also posts these on social media to show patients that the feedback is read. Meanwhile, staff benefit from bi-annual individual performance reviews and quarterly training from an external business coach.
‘The team in Eglinton Eyecare are exceptional,’ says Buchanan. ‘They provide such a high level of care to our patients and no request is too much trouble. We are particularly proud of the how we support each other as a team and the extended work that we also carry out within the local community, especially our school talks.’
‘It was great to be able to recognise this by entering the awards,’ adds Buchanan. ‘The awards encourage practices to strive to improve their dealings with customers and the recognition that you receive is a great boost for the team.’
Optical Assistant Team of the Year
Winner: Eglinton Eyecare
Shortlisted: David Burghardt of Vision Care; Eyewise Opticians; Hague Optical; Specsavers, Nottingham; Turners VisionCare