Optometrist Suzanne Czerwinski was at a gloomy bar in Chicago on awards night when the text came through from her colleagues of Specsavers Nottingham. It read, ‘You just won UK Contact Lens (CL) Practitioner of the Year!’
‘When I received the text I almost screamed out loud before immediately ordering a bottle of champagne to celebrate,’ says Czerwinski. She adds: ‘The Optician Awards are one of the most prestigious awards in the industry so I was very sad to have missed out on the event due to a prearranged business trip to Chicago.’
Having qualified as an optometrist six years ago, Czerwinski took a role as a trainee CL optician at the large Specsavers store. She is now responsible for the development of CL engagement with the branch’s 13 optometrists and around 90 optical assistants.
The recognition that comes with the award was felt upon return to practice, reflects Czerwinski: ‘I was presented with the trophy, certificate and gifts in a team meeting. Patients love being cared for by an award-winning practitioner and word of mouth spreads. Obviously CLs are a huge part of our business and I am proud to be responsible for the CL business within team Nottingham.’
Shortlisted practitioners in this category are selected on the merit of the influence they have had during the past year on CL fitting in the practice’s surrounding community, detailed in applications submitted by colleagues. Facing stiff competition, including a previous winner in senior CL expert Keith Tempany, the awards judges noted Czerwinski’s ‘important role in staff training and education’.
The winning optometrist’s all round understanding of managing CL dispenses within a high footfall multiple practice also gleamed in the eye of scrutiny. Judges notes further state: ‘The application demonstrates a passionate involvement with both the clinical and business sides of CL fitting that has produced positive results in the community.’
Statistics collected from patient surveys at Specsavers Nottingham tell the number of patients who reported CLs were mentioned during their consultation. The percentage of patients who said they had received the option of fitting CLs at the opticians rose during Czerwinski’s tenure from 45.3% in 2013, to 97.1% in 2015. This achievement was recognised by the Specsavers hierarchy as the highest return of ‘yes’ answers in the east midland-based stores last year.
Furthermore, the practitioner organised for soft CL manufacturers, CooperVision and J&J, to deliver training to staff. This gave the practice staff time to handle a variety of cutting edge disposable lenses. In return, she orchestrated pilot fittings in the practice with new lenses when they were marketed and provided practitioner feedback to the manufacturers.
The services consultant of CooperVision, Andrew Symons, attests: ‘She has led and influenced her peers. Also empowering the wider practice team by organising training events.’ Czerwinski provided feedback and tips for future fitting and practice at team meetings.
Pushing a practice team to be more pro-active with CLs is not always straight forward. Inventive solutions were established to address the alarm experienced by patients confronted with the offer of several branded boxes of CLs. One solution was Czerwinski’s list of ‘choice lenses’. The selections of CL products offer patients a digestible choice when choosing a CL that is comfortable to wear and meets the budget.
Meanwhile, optical assistants were offered CL training modules. Different modules and CL-related peer review sessions were also run by Czerwinski every six to eight weeks. She also developed and ran a mentorship programme for six pre-registration optometrists in CL competencies.
Nottingham Specsavers has 15 dispense and collection desks. On each of these Czerwinski places bowls of promotional CLs for patients to feel, when collecting spectacle lenses. No stone is left unturned as patients are given leaflets to spread the CL word to acquaintances.
The focus of all Czerwinski’s schemes was to increase CL fitting appointments. According to Specsavers, the Nottingham team’s pro-active engagement has grown the practice’s CL business by 8.9%. This encompasses 26.9% of the store’s total business with 4,884 patients on a CL replacement scheme.
‘I find it exciting how quickly this industry is developing,’ says Czerwinski looking to the year ahead. ‘We are currently concentrating on increasing awareness of multifocal contact lenses. I am surprised how few people realise the availability of these lenses and I am passionate about fitting them. Again, it’s making the difference and realising the dreams that patients have of being spectacle free.’
‘The award was a great way to assess whether the hard work we are putting in to develop our CL business is being realised. Winning the award just reinforces my enthusiasm to learn more about CLs and push the business further.’
Contact Lens Practitioner of the Year 2016
Winner: Suzanne Czerwinski, Specsavers, Nottingham
Shortlisted: Nick Black, BBR Optometry; Keith Pearse, Eye Emporium; Keith Tempany, Leightons & Tempany