Corporate affairs

Red tape may often work against us, but sometimes it can work for us. Where opticians are concerned, one area where the powers that be in government have created some 'friendly' red tape is in the provision of 'free' eye tests for employees. Of course, they are not actually free, the employer pays for the test and, potentially for any eyewear that is dispensed.
Optical chains have successfully infiltrated this market. Specsavers' director of corporate healthcare Adrian Taylor says that business from the corporate sector has been steadily increasing. 'This division is now a significant part of Specsavers and we expect revenue from this sector of the market to rise over the years,' he says.

targeting companies
Targeting the corporate market is worth serious consideration, with patients requiring both protective and VDU-related eyewear.
In addition to the thousands of workers who use safety eyewear, the HSE says there are currently five million VDU users in the UK entitled to a company eye test. The Health & Safety (Display Screen Equipment) Regulations (1992) and The Personal Protective Equipment at Work Regulations (1992) both provide details of the opportunities for gaining new patients.
As far as safety eyewear is concerned, the HSE regulations allow for the wearing of 'over-specs'. But, many employers are happy to provide prescription spectacles for their workers.
Peter Scott, health and safety manager of Manchester-based logistics provider Jungheinrich UK, says: 'It is important that the frame styles are attractive as well as functional, otherwise there is resistance to actually wearing them. Believe it or not, even in an industrial environment people are conscious of how they look at work.'
No doubt then that corporate business exists, but how can it be obtained? Small to medium-sized companies near to individual practices can be targeted through local initiatives. Obtaining business from the large corporates, which are likely to have a number of branches countrywide, almost certainly means operating in partnership with one of the specialist companies that work with a network of opticians.
The 'Eyecare Vouchers' scheme, run by the Accor group, provides vouchers that employers can give to their staff. There are two voucher types Ð the Eye Examination Voucher and the Spectacle Voucher Ð and both are accepted by 90 per cent of opticians in the UK. The employee visits the optician and is provided with a certificate, stating whether or not spectacles are required and the date for the next test.
The employee then takes this back to his company and, when appropriate, is given a Spectacle Voucher. These come in three denominations Ð £55, £75 and £10. The first two can be used to purchase single lens appliances and the £10 voucher can be used as a top up amount for special prescriptions on a second visit.
This system, of pre-payment and two visits to the optician is not, favoured by all employers, some of which seek a totally outsourced service, including the provision of management information statistics. A few companies are now offering bespoke services to clients by working in partnership with a nationwide network of independent practitioners.
Sussex-based ASE (Eyecare Plans) provide advice on legislation and help with the design and implementation of eyecare policies. It also assists companies with safety manuals and intranet sites.
Under ASE's system, the employee obtains information on their entitlement and the necessary authorising form, from their intranet or an internal department.
The employee takes his authorising form to the practice of his choice from the 1,700 or so opticians in the network for an eye exam. Should corrective spectacles be required, the client's policy is defined on the Eyecare Plan documenentation allowing these to be selected at the same visit. The optician returns the forms to ASE which then sends the spectacles. ASE has developed an efficient accounting and information system that lets opticians be paid by BACS or automated cheque and gives employers information.
Also operating in this area is Aberdeen-based Duncan & Todd. It also works nationwide and has an extensive client base in both the private and public sector.
A big advantage for opticians who are in a network is that they obtain the benefit of nationwide promotional activities. Where local business is concerned, independent opticians can do a lot to raise their profile. Advertising has a part to play in attracting customers, but undertaking simple PR activities can be effective too.
Failing to develop a corporate market could mean the loss of business from a large number of employees, but also the loss of existing patients. Employers have the right to stipulate which optician their employees should visit, and once having gone to your competitor, they may not return.

Useful contacts
www.eyecarevouchers.co.uk
www.eyecareplans.co.uk
Duncan & Todd. Tel: 01224 211166