It’s been a busy and outstanding couple of years for practice manager Richard Spencer. Not only has the dispensing optician (DO) supported a practice refurbishment and led the re-shaping of the dispensing department at Lincoln-based David Burghardt Vision Care, he also collected Optician’s coveted Dispensing Optician of the Year Award and was promoted to director and part practice-owner to boot.
The Optician Awards judges praised Spencer’s ‘expertise, patient-led approach and the positive impact his work has had on patients’ quality of life’. In particular, he was commended for pioneering an in-practice service for patients with Down’s Syndrome, adapting clinics and selecting stylish specialist eyewear.
In the beginning
Like many of his colleagues in the industry, Spencer says he fell into optics by accident. It was while studying sports science at university and working part-time at a local supermarket that his sister-in-law told him about an optical assistant vacancy at the in-store opticians.
Spencer was so impressed by the pre-screening equipment and the opportunity ‘to continue providing face-to-face service in a more challenging environment’, that he abandoned the sports industry in favour of optics.
Spencer soon decided to move into a high street multiple, drawn to the better training opportunities available. ‘I started on a path into management, taking on any responsibilities and training that I could. I progressed from optical assistant to team leader, assistant store manager, then store manager,’ he says.
Several years later and hungry for a new challenge, Spencer made the move to the independent David Burghardt Vision Care in Nettleham. ‘I loved my time working in multiples and gained so much experience, but my passion is independent practice and the ever-evolving service and experience I can provide for my patients,’ he says.
Soon after, Spencer fulfilled his next ambition to qualify as a DO, at Bradford College. ‘The course, led by great tutors, gave me the underpinning knowledge and confidence to deliver the best dispensing care back in practice. To develop the dispensing services and train my team to deliver the care,’ he says.
Gaining independence
David Burghardt Vision Care is based in a 17th century cottage within the small village of Nettleham. ‘The cottage appears like any other cottage in the village, apart from the giveaway hanging sign above the door. Step inside and feel welcomed into a homely boutique reception area and styling suite,’ he says.
The cottage houses the latest clinical and dispensing technology, such as OCT, Optomap, DNEye and Topography, in an ‘ultra-modern’ extension at the rear of the building. With the shared vision to create a ‘comfortable, relaxed and luxurious’ setting, Spencer and practice co-director and owner David Burghardt worked together throughout the practice design and building process of the refurbishment.
‘The new layout was designed to create a natural flow through the building and allowed for the dispensing journey to be reimagined. I wanted to provide a bespoke service that made dispensing an event and the patient feel special,’ says Spencer.
Frame poles were replaced by minimal frame displays, showcasing the best of each collection; 50 of 500 frames, with the majority stored in glass-topped wooden drawers.
‘I found that the look of the frames was ruined by heavy price and security tags so I developed a system with small QR stickers on the lenses that can be scanned to show the details and pricing. It has continued the minimal look of the display while allowing for easy stock management,’ he says.
Over the last couple of years, Spencer has evolved the frame collections to differentiate the practice from the local competition, offering quality independent brands. Lindberg, Face à Face, Moscot and Maui Jim are patient favourites.
VIP Experience
‘I love my role as a DO, which is really important,’ says Spencer, adding: ‘As practice manager, I’m also in a fortunate position to influence the direction of the dispensing and clinical services in practice. I always love thinking of new ways of doing things to add that bit more to our patient experience and I love the challenges that change brings.’
The dispensing process was also adapted during the refurbishment and Spencer now hand-selects frames for customers while providing a VIP experience. ‘This allows me to recommend styles that patients might not otherwise pick from a display, and I love to see them leave with a frame they love. We added a bean-to-cup machine with beans supplied from a locally loved café chain (Stokes Coffee), which adds the finishing touch. Patients love the personalised expert service and it’s helped to boost our conversion and dispense values,’ he adds.
Despite being a small team comprising two optometrists, one DO and three dispensing and two clinical assistants, Spencer says that the busy clinics attract new patients from all over the country.
‘I have a great team in practice who are all experts in their areas, which allows me the flexibility to introduce and develop new services,’ he says, adding: ‘In 2022, I negotiated a deal to become the official eye care partner of Lincoln City FC, Lincoln’s League One football club.
'Since then, we have provided baseline sports vision assessments, contact lenses and emergency care for the first team squad, helping to reinforce our reputation for providing excellent care.’
Supporting patients
It was on social media a couple of years ago that Spencer noticed a post from a parent looking for a dispensing recommendation for their child with Down’s Syndrome. ‘It wasn’t something that I had done before but it was something I felt I could help with. I reached out to the parent and invited them to practice and built a service around our initial appointment,’ he says.
Spencer spoke to the parent about their previous experience; asking what was good and what should be better? ‘It was clear that having the right products and knowledge was a given, but making the experience as stress-free as possible for the child and parent would make a huge difference,’ he says.
One of the first things Spencer did was to schedule appointments at quieter times of the day so that the children wouldn’t be distracted or feel anxious around other customers and he removed the 30-minute time limit.
‘I always make sure I put my patients first and think about their experience to ensure I make things as comfortable as possible. This makes the dispense much more successful and the parent and child leave happy,’ he says.
Through the Lincolnshire Down’s Syndrome Support Group, Spencer accessed resources and information and joined their social media groups. ‘I am currently working on an information page for their website and planning an open day for parents and children to attend the practice to discuss the importance of eye care and dispensing and how I can help,’ he says.
Previously, a parent also suggested creating a document to use before a visit, which shows what to expect during the appointment, using pictures, which Spencer says can help to reduce anxiety. ‘Children with Down’s Syndrome all communicate differently. Some can be quite vocal and tell you how they feel and others may be quieter, using a thumbs up and a smile to tell you they’re happy.
'I have picked up basic Makaton gestures from a couple of my patients and they love it when I interact. It’s been amazing to see some of the children change from shy and quiet to running into practice shouting my name and coming straight round to pick up their new glasses,’ he says.
Erin’s World and Tomato Glasses are Spencer’s go-to frames when dispensing children with Down’s Syndrome. ‘Both frame collections allow for a great fit and durability, not to mention styles and colours to suit every personality. A further collection from Centrostyle with ultra-flexible nylon frames is perfect for the little ones who are a bit tough on their glasses,’ he says.
Currently, Spencer regularly sees 15 children with Down’s Syndrome for dispensing, adjustments and repairs with more regularly joining the practice. ‘I can see the difference in the children each time and love to see them happy with their latest frame choice. I have seen several adults for dispensing, although they don’t attend as regularly,’ he says.
Business focus
Looking outside of the industry and attending local business events enables Spencer to see how other industries deliver first class service and future-proof existing services. ‘I have been able to utilise several tips learnt here,’ he says, adding: ‘The most important thing is to keep going, constantly evolving my skills and services to give the best care.’
As a newly appointed director and part-owner of the business, Spencer says he has the long-term ambition of owning other practices, but right now he has a clear vision of where he would like the current business to grow, building on its strong history and reputation as clinical experts.
‘I want to add treatments such as intense pulse light for dry eye alongside our current specialisms such as myopia management and complex contact lenses,’ he says. He also aims to build the brand around the boutique cottage and make it a destination for dispensing.
‘We already see new patients travelling to us for the brands in our collection and I want to build on this further, adding more exclusive brands. I feel confident on this journey with the experience and knowledge to make the best decisions for the business, practice and patients.’
