Park Vision, Contact Lens Practice of the Year
Rarely is such unanimity displayed among a group of Optician Awards judges as demonstrated in the selection of Park Vision as Contact Lens Practice of the Year 2023. In her entry, optometrist director Michelle Beach not only won the judges over with the sheer breadth of product specialism, equipment, care and patient types catered for at the practice but the desire to serve patients’ needs.
Despite success in other Optician Awards categories, this was the first time Park Vision had thrown its hat into the ring for the Contact Lens Practice of the Year. Beach says: ‘We are huge supporters of the Optician Awards and love celebrating all that is great about the industry.
The whole team looks at the categories, and we discuss where we feel we excel. We also follow many other optical practices on social media and meet other practitioners at conferences. We don’t enter an award if we feel that there is someone or a practice out there doing a better job.’ A bold claim, given the strength of the other shortlisted practices, but one that proved correct.
Park Vision’s entry not only described the scope of product and specialism on offer but also managed to maintain a genuine sense of care for the patients. It described how contact lens care buddy Camilla ‘babysat’ patients through the early days of contact lens wear. This was backed up with calls and emails to new wearers, out of hours video support, a puffin character to engage younger wearers and school holiday teach-in clubs.
The variety of contact lens options available covers everything from ortho-k, sclerals and hybrids to dry eye treatments, the latest equipment and multifarious myopia management modalities. Alongside the confidence in their own abilities the team also took heart from peer support.
‘We had worked really hard over the year as a team, elevating the contact lens side of the business,’ says Beach. ‘We looked at all areas of contact lenses, increasing our knowledge in specialist lenses, using our dry eye clinic technology to educate our contact lens wearers, making the contact lens teach and aftercare more personal and making sure that every team member was confident to talk about contact lenses to patients.
'I spent a lot of time last year with industry specialists in workshops, as a key opinion leader and trialling new product – they were all very excited and supportive of our entry.’
Park’s submission stressed the simple idea that contact lenses are for everyone, says Beach. ‘These days, there are very few people who can’t wear lenses - technology in contact lens design is growing exponentially and with the lenses available to us plus the diagnostic technology there should be something out there.
'You may have to do a bit more work, you may have to go outside the “normal” fitting banks, you may have to do some pre-contact lens dry eye treatment, but, for a special occasion – a sports event, a social night out – there should be a possibility. There are too many old-fashioned myths that need to be broken.’
But Beach also balances that idea with the ethos that everyone can look great in glasses. ‘There are times when glasses are a pain; sports, holidays, social events or even just a different look. Most of our patients wear a mix of both - a great combination.’
Going that extra mile is also good business, she says. ‘Contact lens patients are loyal and if you get a tricky fit right – they will stay with you forever. Most contact lens patients go on a direct debit scheme meaning a regular income to your business.’
She says making the effort to attend conferences is a great way to keep learning; even after 30 years of practice and there are ideas that politicians, the public and health leaders need to understand about optometry.
‘I think the role of the eye care professional (ECP) and optometric practice is massively undervalued. Every day we advise on health, lifestyle, look after vision and try to guard against eye disease. ECPs are at the forefront of myopia management, dry eye disease and other screening programmes to support the NHS and healthcare of the future.’
There are also ideas the profession also needs to grasp. ‘I feel very strongly that contact lenses are a whole team effort not just the ECP. My team are very supportive to all patients that are interested and want to try. Camilla, our Park Vision “contact lens buddy”, spends hours with patients, many quite young, that are desperate to try lenses and are very nervous. Care, patience and time is needed for this group and to prevent contact lens dropouts.’
And Beach proved true to her word on teams; inviting the whole practice squad to celebrate at the Awards presentation event in London. This is an opportunity to catch up with friends. ‘It’s a huge social event with a huge number of fellow ECPs, industry greats and always a wonderful networking evening,’ she adds.
Despite feeling confident, winning was still a great surprise for the Park team sparking one of the best table reactions on the evening. They celebrated by dancing the night away. ‘We had sore heads and sore feet the next day,’ says Beach. The trophy now sits in pride of place in the practice with previous accolades and the team has been busy communicating the win. ‘Patient’s often ask and of course we are always happy to talk about [the trophies].’
But there is a tangible, serious side to winning too. ‘We have used the win to attract more new patients and hopefully it encourages our own patient loyalty as our patients feel we are doing a great job. We have also been approached from companies in the industry asking to try new product.’
When asked what she thought of the event Beach does not sit on the fence. ‘Loved it - beautiful ballroom, great host and of course, we won. When are the Opticians Awards 2024?'