Editor's comment: Evangelism for optics

Patient perceptions of eye health are once again under the spotlight (news 31.08.12) but what should optics be doing to drive more people into practice?

Last week the Royal National Institute of Blind People suggested that high cost was stemming the flow of people into practice as the emphasis in consumer marketing was too focused on designer frames.

Given that the cost of an eye exam is free to the majority and can be found at little or no cost by others, it would seem reasonable to assume that actual cost isn't the full story. Those 'tumour spotted by optician' stories are becoming more common, such as the Vision Express case (news 31.08.12), even the organisers of National Eye Week sent out a call last week for medical case studies to use in the forthcoming September 17-23 event so there is a medical link.