It's time for you and your staff to get the recognition you deserve. This year's optician Awards are held in Birmingham over the Optrafair weekend. Here we have a look at five categories that will feature on the big night for the first time
People are the most important asset in any practice and this year's optician Awards aims to recognise that fact. To highlight the role of the individual in practice there are a number of new categories open for entry by optician readers.
Outstanding Optometrist of the Year
This category is designed to highlight the best optometric practice around by identifying those people who provide it. This could include involvement in special care schemes, domiciliary, hospital or paediatric work. The category will also be looking for good customer care and evidence or excellent use of interpersonal skills. Entry to this category will be through nomination or self nomination. The entry will consist of a written submission plus testimonials from customers, colleagues and patients.
The entrant may want to outline educational achievements, how optometry has been mixed with other disciplines or how that optometrist has brought optometry to people who were unable to take advantage of it before.
Outstanding Dispensing Optician of the Year
This category is designed to highlight the best dispensing practice. Entries should include all aspects of the role carried out by the dispensing optician. This may highlight particular areas of interest or all round excellence within the job. This may be connected to visual, occupational, cosmetic or business achievements. Interaction with customers, colleagues and suppliers will be taken into consideration. Entry to this category will be through nomination or self nomination. The entry should consist of a written submission plus testimonials from customers, colleagues and patients. The judges will take into account additional skills learned and qualifications taken both in dispensing and related fields. Additional information may be sought from shortlisted candidates who have been nominated by others.
Optical Assistant of the Year
No practice can operate effectively without committed and effective support staff and the way patients and customers are treated and greeted has a direct result on the feelings they have towards the practice. Entry to this category will be by nomination from practice managers, optometrists, dispensing opticians or colleagues. Nominations should explain the relevant skills the nominee possesses and how they are put into action on a day to day basis. Entries should include particular actions of nominees plus testimonials from customers, clients and suppliers.
In most practices the optical assistant often acts as a sounding board for other customer queries. This may be their suitability for contact lenses, variable tints, designer frames, varifocals or rimless frames. The judges will be looking for an outstanding individual who possess the interpersonal skills to set customers at ease mixed with the optical knowledge to discuss visual options with patients in a positive manner. The scope of functions carried out by support staff is massive so whether it be in the workshop or the office make sure your entry tells all.
Franchisee of the Year
Franchising has become one of the main drivers for practice growth in recent years. As such optical practices have become some of the most successful franchises on the high street. This category seeks to reward the holder of a franchise who can demonstrate the best aspects of the franchise concept.
In this category the judges will want to assess the strength of the practices, its adherence to the franchisor's ethos and the success of the practice as a business. Any evidence supporting these claims will be welcome including a business plan, satisfaction and achievement scores and market share and customer base increases. The judges will take into account the size and type of customer base, the socio-economic make up of the area and the style and approach of the practice. The judges will also be looking for ways in which the franchise has leveraged advantage from being part of a larger group.
Optical product of the year
Most optical visits conclude with the dispensing of an optical product. The range and scope of optical products is wider today than it has ever been and the array of lenses, frames and contact lenses is wider than ever before.
optician has never opened up the Awards to products before but this year is different and we want to hear from practitioners and manufacturers alike. From the manufacturers we want to hear why they feel their chosen product deserves to be placed above others.
From practitioners we want to hear about the products that your customers have been asking for.
The judges in this category are looking for the quintessential product of 2004. Whether you are a manufacturer, distributor or retail optician help us seek it out.