David Burghardt Vision Care’s whole-team approach to engaging with patients from the moment they arrive in the practice caught the attention of the judging panel for the 2024 Optician Awards. Early in 2024, the Lincoln-based independent decided to remove the traditional receptionist role and instead empower every team member to take responsibility for meeting and greeting patients to offer a ‘personal and consistent experience’.
This, along with its strong team development, support for the community, celebration of team successes and excellent Google reviews earned the practice the coveted Optical Assistant Team of the Year Award.
‘We had an incredible time at the Optician Awards in London. The event was professionally run and beautifully organised. It was a great opportunity to connect with others in the industry, share insights, and be part of such a prestigious occasion,’ says senior clinical assistant, Vikki Rowe, adding: ‘The most thrilling moment of the night was stepping onto the stage to receive the award.
It was an unforgettable experience, and we were truly grateful for the many warm congratulations we received from fellow professionals on the night. We’ve proudly displayed our trophy at the front of house for all our patients to see – a constant reminder of our team’s dedication to delivering exceptional care every day.’
Personalised care
In a busy practice, comprising two optometrists, two dispensing opticians, one senior dispensing assistant, one senior clinical assistant and three optical assistants plus two new team members, Rowe says ensuring a personalised and consistent experience for every patient is essential.
‘Every team member is fully aware of the importance of their role in patient engagement, creating a sense of ownership and shared responsibility. Our team members take pride in knowing the personal and clinical history of the patients they greet, allowing us to offer a tailored, compassionate service,’ she says.
‘Meticulous and thorough’ documentation in each patient’s record serves as a reliable resource, but Rowe says the process goes beyond just notes, with the team learning more about patients’ personal and medical backgrounds over time. ‘This blend of structured record-keeping and genuine relationships helps us deliver exceptional, personalised care to every individual,’ she says.
Professional development
A commitment to professional development does not just benefit the individual, it strengthens the entire team and elevates the level of care provided to patients. This ethos underpins the practice’s approach to continual employee development with team members supporting each other through their qualifications and in daily practice.
‘We currently have one team member training to be an optom, one training to be a dispensing optician, one about to complete the senior dispensing assistant course and our newest member of the team with no previous optical experience, has been attending an introduction to eye care course,’ Rowe explains.
Those working towards their qualifications often mentor and guide less experienced colleagues, offering insights into the more technical aspects of patient care, eyewear dispensing and clinical procedures. Equally, the team collaborates during daily tasks, ensuring colleagues are exposed to practical situations so that they can apply their theoretical knowledge to real-world scenarios.
‘This teamwork ensures that no one is left to figure things out on their own – there’s always someone ready to lend a hand, offer advice, or step in when needed,’ she says. Training to develop softer skills, such as effective communication, open dialogue and active listening, is also provided, while ongoing customer service workshops and cross-role learning opportunities ensure that everyone, even established staff members, continue to grow.
Sense of community
Team members frequently volunteer in their spare time to help with local events, such as Christmas markets, carnivals and an annual Scouts scarecrow trail, simultaneously raising the practice profile and connecting with patients. Team-building activities, from escape rooms to meals out, also build trust and a shared purpose, while team successes and milestones are also recognised.
To celebrate its 40th anniversary this year, the practice has several plans in the pipeline, including an in-practice social event with refreshments, colour imaging and treats for loyal customers, plus a chance for them to see the complete range of brands on show.
Rowe says that winning the Optical Assistant Team category has not only validated the team’s hard work and dedication, it has also further boosted morale and enhanced the practice’s reputation within the community.
‘Patients have been calling into the practice just to congratulate us and discuss the awards, some even bringing cards, and we’ve even made the front page of our local magazine,’ she says, adding: ‘We would absolutely recommend entering the awards to others. It’s a great way to celebrate your team’s achievements, gain valuable recognition and inspire continued excellence in your practice.’
