‘We’ve always known that we have to be different,’ says Claire Ranger, optometrist owner of Hammond and Dummer in Milton Keynes. ‘It used to just be the service we provide and the type of frames that we offer but over the years, with the technology that is available now, we became one of the first practices to offer something different to patients in terms of clinical care.’
Investment in clinical equipment and a reorientation of the practice’s target audience saw Ranger and her team take home the Practice Growth Award, sponsored by A+E+L Markhams, at this year’s Optician Awards.
‘They [the practice’s patients] come to us because we’re the best and the award proves we’re the best,’ she says. ‘Some of the comments we’ve had from patients have been brilliant.’
This is not the first time the practice has won one of the coveted awards. It has two previous titles to its name: the Premium Lens Practice of the Year in 2014 and the Contact Lens Patient Engagement Award in 2017.
‘We enter the Optician Awards every year. We’ve been doing it for many years. It takes teamwork to decide which categories to choose,’ explains Ranger.
‘The growth category was only in its second year and we thought we have been growing our patient base, and developing clinically, so we targeted that one in particular,’ says Ranger.
Since acquiring the practice in 2004, Ranger has increased staff numbers considerably – from three to 10 – and restructured the business to target a more affluent clientele through investment in clinical capabilities and luxury brands. Over the past year practice turnover is up 9% and revenue from eye exams rose by 29%. In the longer term annual sales have increased by 165% since 2004.
Investments in OCT, Optomap retinal imaging, digital and video slit lamps, the TearLab Osmolarity System, and more have augmented the practice’s clinical abilities and have attracted clients who are more willing to spend on top notch clinical care. Stocking Tom Davies and Lindberg has also provided customers with a wide choice of high-end frames.
‘There are people who want cheapness and there are people who want quality,’ says Ranger. ‘All the multiples are offering buy one get one free, with cheap starting prices, and we want to offer something different. People that do have money are quite happy to pay more for good quality frames.’
Ranger feels people who pay large sums of money for high-quality watches or jewellery will consider paying similar amounts for frames if given the opportunity. ‘We wanted to be different and to target people who would appreciate and afford what we can do,’ she adds.
Shortlisted for three awards this year, Ranger was not necessarily expecting to win any. ‘There was no way we were going to win all three, but to win one was amazing because there is such stiff competition out there,’ she says. ‘To be on the shortlist is brilliant but to actually win is the icing on the cake.’
Since the awards win, Ranger says a renewed sense of purpose has enthused the team. ‘Everyone is really proud, there’s a really big sense of achievement in what we’ve done, and, especially because what they’re doing is making a big difference, team morale is up.
‘To be recognised nationally as a leading practice is unbelievable,’ concludes Ranger.