The College is proud to have sponsored the research into consumer habits and attitudes to eye care, recently conducted by NOP (News, April 15 and 22). What comes through loud and clear from the research is that people are happy with what they get when they visit their optometrist and with how much it costs. What it also highlights is an opportunity for optometrists to build on the trust they have established to expand their role further. This is great news for the profession.
The research confirms that most people have their eyes tested on a regular basis and recognise the importance of these regular eye tests. It also demonstrates the high levels of satisfaction and sense of overall value for money that people feel with the service they receive from their optometrist. Almost everyone had bought their glasses or contact lenses the last time they had an eye test and nearly all of them bought these from their optometrist - showing a link in the minds of consumers (patients) between the eye test and the purchase of new glasses or contact lenses.
So far, so what? Hardly earth-shattering stuff. What else have we learnt, and more importantly, what are we going to do about it?
The College has recently articulated its vision for 2015: that the public will see optometrists as their first port of call if they have a problem with their eyes. The survey shows that only one in 10 people would consult their optometrist with a minor eye complaint such as conjunctivitis (a similar number would consult their pharmacist); a significant gap to close if we are to achieve our vision. And yet when asked which services people would like their optometrist to provide in the future, almost half identified the prescribing of drugs to treat such minor eye complaints.
There is a real opportunity for the profession to close this gap. According to the survey, three quarters of the population visit their optometrist every two years or more frequently. A quarter of people said that one of the reasons they went to their optometrist was to have the health of their eyes checked. It is clear from this that people see a visit to the optometrist as part of looking after themselves.
This loyal customer base, predictable in its habits, provides a great opportunity for optometrists to move into new areas, if they choose to do so. The ability to prescribe and supply an extended range of ocular therapeutic drugs should provide a useful springboard but will make no difference if people aren't aware of the capability of their optometrist in this regard.
The College recognises the need to enhance the profile of optometry in the minds of the public, other healthcare professionals and policy makers. The research gives us an evidence base on which to start to do this, as well as some clues as to how. The College's new Board of Trustees has considered the findings of the research and will be using it to feed into our business planning for 2005/2006 and beyond.
As an example, the finding that half of those questioned would be prompted to visit their optometrist if recommended to do so by their doctor, compared to only 4 per cent who would do, so on the strength of press articles on the importance of regular eye tests, will help to shape our communications strategy and prioritise our activity.
We will look further into the fact that people would be almost as likely to consult their pharmacist as their optometrist with a minor eye complaint, understand how pharmacists have achieved this and identify any lessons that may be applied to optometry.
While we may all be suffering from opinion-poll-overload in the run-up to the general election, the College believes this NOP research into consumer opinion provides us with an interesting insight into current attitudes and some key pointers for the future. The findings are useful in a number of ways, allowing us to understand people's longer-term attitudes to and opinions of eye care and the service they receive when they visit their optometrist.
This is important research that will help inform the College's strategic and business planning activity. It demonstrates that there is a high level of public awareness about optometry and that the overall service provided by optometrists is extremely well received. It also highlights areas of opportunity that the profession is well placed to seize and signals a positive future for optometry.
Beth Elgood is director of member services and communications at the College of Optometrists
Beth Elgood comments on the results of the NOP research commissioned by the College of Optometrists and optician and explains how the information will be used