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Number of staff and their main roles. Ray is the owner and optometrist, Abigail, Ray's daughter, is the qualified dispensing manager and has been with the practice since 1997. Christine, Ray's wife, joined the practice team in 2002 and has since taken Anglia Ruskin University's Ophthalmic Dispensing Assistant course. Elaine is our part-time optical assistant and book keeper and Sara is our full time receptionist.
What typifies the sort of patients you see? Our practice is situated on a small parade of shops in an urban, diverse and multi-cultural area in inner London. Our family-friendly atmosphere means we attract a lot of families with children. We also see a lot of elderly patients mainly due to the high number of domiciliaries we do.
What percentage of your patients wear contact lenses? It is quite low at present. Currently less than 5 per cent but we are working on this and it is area of the business we are planning to grow through staff training and a proactive approach.
Describe your favourite type of patient and explain why. It is always satisfying when you are able to make the best recommendations to a patient to meet their visual and lifestyle needs when finances are not a barrier. It is also nice to be known as a problem-solving practice.
What is the estimated size of your patient base? We have about 6,000 current/active patients on our Optinet database.
What would you say was the most successful area of your business? Our recent benchmarking statistics show that our dispensing conversion rate is consistently good. Our average order value is also above national average. We have a superb range of frames with a good mix of designer brands and good value frames. I believe that this, coupled with highly trained, skilled and knowledgeable staff gives us a competitive edge over the multiples.
How many days a week are you open? Six days a week. We also open late night on a Thursday.
Describe one area of your practice service that you would like to highlight.
Over the past few years, we have built a loyal domiciliary patient base. We regularly receive referrals from GPs, nurses, occupational therapists, social services and other professionals. We cover a very wide area and are registered with seven PCTs. It is a very challenging but rewarding area of our business.
What instrumentation or equipment are you proud of? We have a Humphrey FDT and 720i, a Canon CR-DGi retinal camera, a digital slit lamp and a Pachmate Pachymeter. We also have Test Chart 2000 both in practice and on a laptop for home visits. The practice has a fully networked computer system using Optinet software.
How often do you change your window display? Normally every 6-8 weeks. We have lovely large windows and Christine has an incredible talent for window dressing. With the help of manufacturers' POS, she has produced some fantastic eye catching displays and she has won more than one competition for her efforts.
What is the average eye examination time? 30-40 minutes.
How many other practices are there within a one mile radius of you? Two independent practices.
Best dispense in the last year. Fendi Frame £290, Nikon Presio W 1.5 HCC Ikon £310. The lady then returned two weeks later. She was so delighted with her first pair, she wanted a second pair for a different look. Minima Zero frame £190, Nikon Presio W 1.67 Transition HCC Ikon £390. Total value of order £1,180.
Trial frame or phoropter head? Trial frame, as Ray feels it better simulates the effect of wearing spectacles.
Name three things in your waiting room. A children's play area, up-to-date magazines, books and leaflets and air conditioning - essential in the summer.
Mention one surprising fact about your practice. A few years ago, Ray shaved off his beard that he had had since he was 19. He raised over £1,000 for charity. In the weeks after, he had comments from patients like 'was the other guy your dad?' and 'has he retired then?' (Ray was only mid 40s at the time).
Mention one top tip you have found has benefited your practice. Train your support staff to the highest level. Find their hidden talents and nurture them. Our frontline team are the biggest asset to our business.
Why should your practice feature in 'practice of the week'? It's nice to take a step back from the business and recognise what we have achieved as a practice team. We have survived some difficult times in the past and have all intentions of surviving the current economic downturn. We aim never to become complacent and will always strive to better ourselves and our practice. ?