In the whirlwind of emerging CL products that are increasing the scope of treatment options for eye condition management, optometry practices around the UK are searching for ways to increase CL use. Meanwhile patients are unaware of the benefits and are uncomfortable with the unfamiliar application of the lens on the eye. This made the patient engagement category one of the most closely contested with four strong applicants shortlisted for the title.
Store director at the winning practice Paul Cooper says: ‘To win in a group where the standard seemed to be incredibly high was an honour. The nominee that stood out for us was the team from Hammond and Dummer Opticians. We loved the culture they created in their practice for CL promotion.’
Operating from a premises with two floors, eight test rooms and a designated CL service area provided the winning practice with a good canvas. The awards judges were also won over by the Specsavers team’s commitment to keeping pace with the latest products and bringing CLs into the patient journey.
Awards judges commented: ‘Capitalising on the infrastructure set up by its parent company does not diminish the Chelmsley Wood team’s achievements in CL communications. The practice has made CLs an everyday product, offering patients a wide range of different lenses. It’s really made CLs a genuine alternative to just wearing spectacles and has reached a diverse range of patient groups.’
Cooper says: ‘We all agreed that winning a national award has been the highlight of our careers so far. Driving CL engagement was a strong focus in our store and the feeling of being recognised as the best by your peers is something money just cannot buy. Even months after it all seems like a dream. The trophy takes pride of place in the CL department and it’s wonderful to be able to talk to patients about our success in this area.’
The challenge of creating a culture in practice that would make CLs more accessible to people drove the team to identify areas in the patient journey where the subject of CLs could be effectively breached. Evidence provided in the awards application stated that the practice created ‘purple tickets’ given to people collecting glasses, offering a free CL trial that would ‘make a difference to their lifestyle’.
Multifocal CLs were targeted by the practice as a subject to raise in one-to-one consultations, having found that most patients were unaware of multifocal CLs. By assessing each patient in the clinical setting, displaying products for people to feel and offering same day fittings the practice found patient awareness of the options increased. In a survey conducted by the practice it was found that the percentage of patients that were aware that the practice dispensed CLs rose from 30% at the start of 2015 to 70% at the end of the year.
‘Commercially, we have seen a sizeable uplift in new patients on the back of this activity. We have found that by showing patients CLs, whether by having trial lenses open to feel or by inserting CLs after the sight test to help with glasses purchases, our patients have been much more interested in CLs. It encourages people to ask more questions,’ adds Cooper.
With the increase of patients enquiring about CLs it became important to specialise the practice with staff acquisition, training and by diversifying the selection of lenses in stock. The designated CL dispensing area led to the recruitment of a qualified CL supervisor team. Chelmsley Wood also designated regular clinics for the pre-registration optometrist to run CL education and fitting sessions. Meanwhile, the dispensing optician will start a CL optometrist course this year.
On keeping pace with technological advancements in the practice’s lens stock Cooper adds: ‘We currently hold large stock banks of trial lenses and being able to fit the patient same day makes the service more efficient and increases patient confidence. Alongside our regular stock banks and preferred suppliers our CL optician has developed a good relationship with lens brands such as Mark’Ennovy.
‘What most excites us about this area of the profession is how fast paced and dynamic it is. New products are being released all the time. This culture has ensured we do not fall into the trap many [practices] do by getting comfortable with fitting a single product for years, to the detriment of new technologies.’
Going forward, Cooper says the practice plans to build on the culture of CL treatment that it has created over the past year by driving initiatives at specific age groups that could benefit from the products. He says: ‘Our next big challenge is driving awareness to a younger audience and utilising methods of finding out a younger patient’s needs and requirements.’
Contact lens patient engagement award
Winner: Specsavers, Chelmsley Wood
Shortlisted: Classic Eyes
Dipple & Conway, Norwich
Hammond and Dummer Opticians