Adapting to change has always been a strong trait of independent practices, even before the uncertainty created by Covid-19.
After the sector’s rapid response at the start of the pandemic, then shifting operations dependant on fluctuating government guidelines, practices have started to think about life after lockdown.
Despite cases increasing amidst the emergence of new variants, the apparent effectiveness of the vaccine and its rollout to all adults has made it likely restrictions will lift on July 19.
Independent representative bodies have shared their thoughts with Optician on what challenges and opportunities have been created for optical practices as ‘freedom day’ approaches.
Claire Slade, head of professional advancement and governance at the Hakim Group, said creating a safe environment was the best way to re-establish trust among patients.
Claire Slade
‘Independent practices should always be thinking about how they can continuously improve their patient experience; with restrictions easing, more people being vaccinated and more patients through their doors, practices need to ensure they are continuing to provide an unrivalled service.
‘It’s also important to remember that, as restrictions are lifted, it could mean that your next patient may have not been out of their house much in the past year. Therefore, reassurance that you are creating a safe environment in practice is crucial for every patient as they are placing their trust in you,’ she said.
Chair of the Association of Independent Optometrists and Dispensing Opticians, Dr Christian French, explained that there would be patients who have not visited an optical practice since the pandemic started.
He said: ‘Independent practices will need to ensure that their practice is familiar and up to speed with the latest changes in restrictions and when they come into force. Regular engagement with their representative bodies remains a crucial resource for this
information.
‘Practices will need to make sure that their staff are also ready and comfortable with the changes. It has been over a year of working with reduced numbers and longer appointment times, so changes need to be implemented at a comfortable rate.’
John French, SightCare CEO, said independents would have to think outside the box regarding their business strategy because regaining patients’ trust would be tough.
‘Don’t lose sight of what makes you different. It has long been seen that businesses who invest in marketing during tougher times are the ones who are much more likely to come out on top on the other side.’
SightCare CEO John French
John added that capturing patient data and communicating regularly with them about opening times and changes to the practice’s offering were crucial. ‘If footfall is slow right now, take the time to focus on your marketing efforts. If it is booming, data gathering and communicating is still important as things can change quickly and you’ll be glad you did,’ he said.
Opportunities and challenges
Capacity was identified as the main challenge for independents by Slade, who said there would be an increase in demand but fewer appointments available due to cleaning measures and social distancing. ‘We are expecting the current standards that apply to our industry to continue into spring 2022, so the focus on creating an even more welcoming patient experience will be even more important,’ she said.
However, Slade noted that patient confidence in returning to the high street has increased because of the vaccination programme and would result in people spending the money they have saved during lockdown.
‘Independent practices will rightly be thinking about guaranteeing that they have all resources in place to take advantage of this. This can be constituted in making sure teams are allocated, they are engaged to deliver for their clients and have the right education for the current climate. It is both the people in place and the environment that is created that will allow practices to thrive through this period,’ Slade commented.
As more patients return to practices, Christian recommended displaying clear signage to highlight the current rules. He also said practice staff could be feeling anxious, therefore ensuring a safe and comfortable atmosphere in the workplace was important.
Christian also noted the rise of online shopping during lockdown and a need for independents to react. ‘There will be a number of patients who may have turned to online retailers during the pandemic due to perceived ease of access and convenience, so practices will need to promote themselves as much as possible through their social media channels etc to maintain their presence.’ He added that now was the time to explain what services were available and to stress the importance of regular eye examinations to patients.
Prioritising safety above profits was paramount for independent practices amidst criticisms of businesses that had not provided enough protection for workers during the pandemic, John commented. ‘Patients’ nervousness about the future will be a challenge for all small businesses. Independent practices can give themselves the best chance of success by first proving to their patients, customers and staff that it is safe to spend time at the practice. Publishing blogs about new safety guidelines or even shooting short videos to show some of the safety procedures in action are good starts.’
He added that opportunities were available to flexible practices who could adapt to patients’ new and evolving needs, which could be achieved through careful planning. ‘Independent practices must aim to come back stronger. They should reimagine their optical business model as they return to full speed. The moment is not to be lost, those who step up their game will be better off and far more ready to confront the challenges and opportunities of the new normal than those who do not,’ John said. He highlighted four strategic areas to focus on, which included recovering revenue, rebuilding operations, rethinking the business and
accelerating the adoption of digital solutions.
Continued measures
Slade said optical practices could remain in the amber phase into next year, which meant adhering to many of the current Covid measures for some time yet, but admitted it would be hard to say for certain.
‘It’s important for independent practices to make sure their PPE supplies are in good shape and they have adequate procedures in place for the foreseeable future. It’s likely that we’ll see the continuation of surgical masks for clinicians where they are getting close to patients for clinical procedures, with the levels of hand washing and sanitisation that we’ve seen through Covid in practice settings,’ she said.
Christian also said PPE would, in some shape or form, stay after lockdown as well as a continued emphasis on cleaning, and noted that patients were more aware of hygiene measures than before the pandemic.
Christian French
‘As well as making patients feel more comfortable in the practice, the continued use of PPE should help staffing levels during the regular cold and flu season. The close working proximity with patients in optometry means seasonal bugs can spread easily to staff, and the use of PPE and regular clean downs should have a positive effect on reducing staff exposure to illnesses,’ he said.
John noted that while government-imposed pandemic rules would eventually end, life as it was known would not necessarily go back to how it was pre-Covid-19. He said: ‘When a country is hit by a pandemic of this scale it changes the way we live and some of the measures will continue being part of our lives. It is routine in south-east Asia for people to wear masks if they have a cold or any sort of respiratory disease so it is highly likely that here in the UK people will take personal responsibility for measures like mask wearing to protect themselves and others after the experience we’ve just had.
‘PPE has always been around in other healthcare services such as dentistry and medicine so it is also likely that ECPs will continue to wear PPE both for their patients’ and their own protection. Hand sanitiser has been a feature in independent opticians and all other healthcare services and retail shops. We’ve all become used to hand sanitiser stations at the entrances of shops over the past year, so I expect this to continue after lockdown.’
Into the unknown
With awareness of infection control measures heightened and a great deal of reassurance required to re-establish confidence, the importance of practitioners meeting patient expectations has never been more pertinent.
Slade noted it did not appear that improved hygiene procedures introduced during the pandemic would disappear as lockdown ended. She said: ‘Patients now have expectations around infection control procedures, so practices should be aware that, for some customers, being reassured that these measures are in place will dictate if they continue to come back. On the same note, if any controls are deemed unnecessary as restrictions are eased fully, then this should be communicated to the patient in an effective manner prior to their appointment. Patients would appreciate this clarity and it’s important to be open so expectations can be managed outside of the practice setting.’
Christian highlighted independent practices have always been able to market themselves on their personal service and this model was well suited to a post-Covid environment.
‘Patients will expect not to be rushed and for their visits to the practice to be relaxed. Our members already report a number of patients thanking practices for offering a relaxed environment that isn’t packed to the rafters with “customers”. The pandemic was a tremendous upheaval for the profession, yet there are some very strong positives that can be taken away from it; largely that individualised patient care remains of paramount importance.’
John concluded that there was hope for optical practices beyond lockdown, although its challenges would continue. ‘Anxiety about hygiene will remain, owners and staff must continue to practise and promote the in-practice measures that they have adopted during the height of the pandemic, as well as embracing any new operational measures that might be suggested.’