Enhancing the roadshow experience

[CaptionComponent="187"] The one-day CET roadshow at venues around the UK is a tried and tested formula for contact lens companies. For industry, the roadshow offers the opportunity to entertain and educate customers and, whether overtly or by inference, promote their latest products. For practitioners, the attraction is free CET closer to home than the national conferences, a day out of practice and the chance to meet up with colleagues. With the advent of enhanced CET, companies have needed to find new ways of engaging with practitioners. Gone are the days of simply sitting through a day of lectures and claiming your points. Peer discussion and the need to cover all competencies is changing the content and format of these popular events. Location, location, location CooperVision’s approach was to take its latest roadshow to eight venues around the country, each chosen to add to the CET experience. From Old Trafford in Manchester to the Imperial War Museum near Cambridge, the location was part of the attraction. The west London leg of the roadshow saw 40 delegates take a behind-the-scenes tour of Twickenham Stadium then join a half-day course of interactive learning and peer discussion. The programme opened with a review of the latest additions to CooperVision’s extensive range, including the Biofinity XR and Avaira toric designs, and a perspective on the mismatch between the uptake of silicone hydrogels for reusable and daily disposable lenses. [CaptionComponent="188"] Peer discussion of four contact lens scenarios that challenge day-to-day clinical decision-making followed, with a focus on communication and professional conduct issues. Each case also revealed deficiencies in history-taking and record-keeping. Take-home tips included using language and analogies that reflect patients’ occupation or lifestyle. Examples were encouraging a banker to upgrade lens type by saying ‘invest now for a greater return in the long run’ or explaining corneal hypoxia to a fitness fanatic as being ‘like a build-up of lactic acid’. A session on communication for proactive contact lens recommendation included role-playing exercises to help recognise traits in patients through visual as well verbal signals. The emphasis was on active listening skills. And there were suggestions for countering common contact lens misconceptions such as ‘My eyes aren’t suitable’ and ‘I can’t touch my eyes’. Home turf For optometrist Mary Ware, there was no need to travel far to attend the CooperVision course. Waterhouse Opticians in Whitton, where she works part time, is one of the closest practices to Twickenham Stadium. Ware found the location and format a refreshing change to a standard full day of lectures. ‘There was plenty of opportunity to interact with other practitioners – not only during the peer review session but also when discussing patient communication videos and working out the answers to the poster quiz. ‘As well as learning about new products and updating clinical knowledge, the wide range of experience and opinions in the room enabled the sharing of best practice communication methods, real-life product experience and clinical problem-solving. ‘I found the event very enjoyable and took away useful knowledge and skills that I could immediately apply back in practice.’ Karl Aberdeen, CooperVision’s UK & Ireland professional relations manager, said the aim of these courses was to enable practitioners to learn from each other, build confidence and gain new perspectives. What did CooperVision take home from the roadshow? ‘We’ve been delighted with the level of contribution we’ve experienced from delegates throughout these events, and will be sure to emulate the success of this format for our future educational courses.’