For my first column of the new year I would like to consider what I hope to achieve throughout 2017. Although 12 months does not seem like a long time, it is long enough to make significant and lasting changes in our businesses and practices.
For my practice, I aim to keep the rate of growth at a high level. To achieve this we will need to keep attracting new patients to the practice and continue to meet or exceed the needs and requirements of our existing patients. In some cases this means simply keep doing what we are already doing, but in others it means we will need to implement changes to keep improving and diversify the products and services we provide. For example, one area of growth we are looking to maximise is the contact lens market. Here only a relatively small number of patients currently choose to wear lenses as an option for their refractive correction.
Another area we will look to grow is in the provision of audiology alongside optometry. The crossover in patient base is undeniable, and being able to look after both eyes and ears within the same premises has obvious potential to met the needs of existing and new patients, which ultimately can benefit both the optical and hearing revenue streams.
For my colleagues in practice I aim to continue to provide a happy work environment with secure long-term opportunities for professional development. I am fortunate to work with some of the most dedicated, hard-working colleagues I have ever known, who continually show a desire to increase their knowledge and skillset to provide the highest levels of service for our patients. This involves ongoing evaluation of our day-to-day processes and always taking the time to respond to, and in some cases act upon, feedback provided by our customers.
This is key to my third focus for the year to come: aiming to be the number one option for any patients when they are choosing where to have their optical and hearing needs cared for. There are many aspects that influence this decision-making process, as we all know, whether it is a potential customer deciding who to choose to look after them for the first time, or a longstanding contact lens or spectacle wearer not quite as satisfied as they should be following a visit to their previous provider. Value and convenience are probably high on the list of factors for many customers in this decision-making process, but word of mouth, reputation and other less measurable factors are often equally compelling.
As long as my colleagues and I achieve these aims then growth will naturally follow. Of course this is easier said than done, and it takes an incredible amount of continued focus and hard work by every member of the team to be the number one choice for our patients.
That being said, despite all the years spent training and working to refine our skills, it does not always mean patients choose to follow the advice or treatments recommended by their health care professional.
Over the festive period, a colleague of mine saw a new patient whose sole reason for attending for an appointment was a recent history of flashes and floaters. Cue alarm bells ringing for the optometrist at this stage. Examination revealed a peripheral retinal tear as the culprit. My colleague diligently explained their findings, with a clear explanation of the cause of the symptoms, and what course of action was required for the condition.
Obviously the patient was in shock to hear that they could have a sight-threatening condition of the eye that required immediate treatment at the local eye department. However, despite the diagnosis and explanation, the patient chose to decline a same-day referral for assessment and treatment, as it would mean they might miss their work Christmas party that evening, and that was something they were simply not willing to do. It was more important to them to have a night out, than be treated for a potentially sight-threatening problem.
I am sure we have all experienced patients who do not choose to follow our professional advice despite the best of explanations, but maybe not always in such a potentially serious example as this. Thankfully this story had a happy ending where the patient ultimately agreed to attend an appointment the following day for assessment at the local hospital, presumably with a stinking hangover, where they received laser treatment to seal the tear, which had not worsened overnight.
So, over the course of the coming year we will continue to develop ourselves and the business to ensure we remain the first choice for our patients for hearing and optical needs, and you never know, by building this relationship, hopefully they will heed our advice.
Ross Campbell is ophthalmic director of Specsavers, Richmond, North Yorkshire.