First of all I would like to congratulate all the individuals and businesses that have been celebrated for the fantastic work they do in the recent Optician Awards. It is a massive achievement to be shortlisted for an award, let alone be chosen as the recipient, especially with the competition as strong as it was.
Of course, it is often bitterly disappointing to be shortlisted and then not come away with the trophy, but those who were runners-up should take great pride in their achievement in being chosen as one of the best in their respective category. It looked like a good night no matter what the outcome was, and I’m sure there were a few well-earned sore heads the next day!
Putting yourself or your business forward for awards like these is daunting, but actually can be very rewarding even if you don’t end up being shortlisted or ultimately chosen as the winner. The application process forces you to scrutinise either your whole business, the services you provide, or the products you offer. Ultimately this can only lead to positive changes in the business if they are required, better customer service, or at the very least the recognition of a job well done. I would urge all of you to consider applying in the future.
Talking of product, the last few weeks have seen several new product launches in my practice, including the latest version of our anti-reflective lens treatment and a range of JCB-branded safety glasses and children’s frames.
Timing-wise, there is a significant increase in parents requesting appointments for their children during the school holidays, and being able to offer them a brand new range of frames to choose from helps to ensure happy patients on their return to school after the holidays.
As we enter Spring it is good to see some much needed sunshine arrive just in time for the school break and the long weekends.
We recently introduced a new range of sunglass frames which are very popular especially at this time of year in the run-up to summer holidays, and the early appearance of the better weather always helps focus the minds of patients to take advantage of what is available.
Another product that patients consider at this time of year is contact lenses. We offer contact lens clinics seven days a week, and it never fails to amaze me when people who have previously shown no interest in contact lenses suddenly decide that now is the time to do so. It is often the case that this in linked to a time-critical event, like a wedding, or holiday abroad. Usually the patient doesn’t at first understand that a contact lens trial can last for several weeks and involve several lengthy visits to the practice, so to avoid disappointment we try to manage their expectations at the time of booking by asking if they want the lenses for a specific event or time and then trying to accommodate their needs.
Alongside the day-to-day work involved in optometric practice, I have recently enjoyed being part of the Specsavers MiniPAC events, which are clinical and practical training events all over the country. As the name suggests they are smaller regional-based version of the national annual PAC (Professional Advancement Conference).
As always it is a good opportunity to get out of the test room and interact with fellow colleagues during a valuable day of professional development. As well as the learning, it is great to catch up with colleagues who I don’t see as often as I would like.
We choose never to rest on our laurels and always continue to educate ourselves and introduce new products to keep giving our patients the best care and advice.
To counter balance the fast-paced progress of our work, I hope everyone managed to enjoy some well earned rest over the Easter holidays, and returned to work refreshed and motivated for the challenges of the coming year.
Ross Campbell is ophthalmic director of Specsavers, Richmond, North Yorkshire.