Winner: Specsavers Haverfordwest
Shortlisted:
- Boots Opticians, Tavistock
- Specsavers Opticians, Hartlepool
- Specsavers Opticians & Audiology, Hemel Hempstead
- Specsavers Northampton
- Specsavers Weston Favell
Specsavers Haverfordwest took the trophy for Multiple Practice of the Year at the Optician Awards 2022 last November, by its strong workplace culture of training and self-development, long-term outlook, and an understanding of its key market.
Specsavers Haverfordwest’s optometrist director, Andy Britton, says: ‘We felt absolutely thrilled to win; we work very hard to develop the team and services. We run a complex practice due to the sheer number of different schemes and services we offer to support patients and the local NHS.
‘This does mean that some of our processes, requirements and pathways are significantly more involved than seen in a practice that is more focused on traditional eye examinations. It was amazing to go up against the other leaders within the profession and to be recognised as experts within our field.’
The Specsavers branch, based in the Welsh town in Pembrokeshire, has built a unique offering to accommodate a range of local customers. The awards’ judges praised its initiative of continuous improvement for all staff, and inclusion of lower income customers through NHS funding and myopia support schemes, as well. It has also leveraged the national brand at a local level to attract community engagement.
A culture of self-development
The practice aimed to set itself apart from competitors through continuous investment in people, training and equipment to deliver hospital standard eye care, quality frames and a comprehensive contact lens offering in a high-volume, high street practice at an affordable price that is accessible to all, says Britton.
There are six qualified dispensing opticians, which are being supported in their efforts to gain additional low vision and contact lens qualifications, while independent prescribing team leaders are working towards a diploma in glaucoma. ‘Having qualified and confident dispensing opticians means they’re able to perform functions and field advanced questions, with appropriate supervision, that might normally require input from an optometrist. This means directors, independent prescribers and glaucoma specialists can concentrate on patients who more urgently need their attention,’ Britton explains.
Know your community
A combination of always saying yes to patients, engaging with local schools for career days and coordinating efficiently with primary care has built the practice a reputation for reliable, expert care that ensures customers keep coming back. Britton says: ‘Many customers come to the practice because of the presence we have in the community, not just as an optician but as a healthcare provider in the area. We work closely with GPs, delivering talks to foundation phase GPs about eye health and receiving trainee GPs in the practice to observe our highest qualified optometrists and learn about eye care.’
As Haverfordwest is a popular tourist destination, the practice balanced this with a commercial strategy that includes deals to suit holiday makers, such as seven-day cover, and ring-fenced up to 25% of appointment slots to deal with emergency appointments and same-day eye care.
When asked what the most important aspect was for creating recognition of the brand at a local level, Britton says: ‘We offer what Specsavers is renowned for; good quality eye care at affordable prices, but strive to ensure that the clinical care is second to none and we are recognised locally as delivering excellence in ear care.’
Incorporating financial support schemes that help lower income families has been part of the Specsavers patient-centred approach, and the practice is working to allow for myopia management options to be funded or at least subsidised, by the NHS.
‘Being able to support the whole community is integral to our vision and we want to be able to provide the best possible care at an affordable price,’ he adds.
Long-term approach
Specsavers Haverfordwest is constantly planning for long-term impacts to ensure business resilience, from healthcare reform to new diabetes monitoring services and investments in the latest equipment, such as a visual field analyser and a topographer.
Britton concludes: ‘With contract reform in Wales high on the the Welsh Parliament agenda, we are looking at what we can do to support the people of Pembrokeshire’s access to the increasing range of primary care services. We’re examining how the role of optometry could change on a broader level, as we anticipate a transition to a service more centred around healthcare.
‘We always want to be leaders within the profession and are keen to see how the whole experience can be improved by embracing new ways of working, as well as continually investing in the physical infrastructure to make Specsavers Haverfordwest the best place to work.’