AOP roadshow: Putting eye health on the agenda – England (Birmingham)
When:
Time:
Where: The Cube, 196 Wharfside Street, Birmingham, B1 1RN
Interactive CPD points: 2
Book or join now to attend this event
The AOP is hosting a workshop for optometrists, dispensing opticians and practice owners on how we can support you to raise awareness of the vital role community optometry plays – and any challenges you see in practice which stops optometry doing more. Central to our campaigning is to keep eye health in the news and on the minds of parliamentarians and health policy makers – and members across the UK have an invaluable role to play to help us achieve this.
You’ll hear about our new Five-Year Strategy, including our commitment to advocacy – why we do it, what we’ve achieved and what’s next – and learn how you as an AOP member can make a difference. From working with us to help host MPs in your practice, to finding and sharing powerful patient stories, your voice is key to showing the value of optometry on every High Street.
Whether you’re an experienced advocate or new to campaigning, this interactive workshop will equip you with practical tools, confidence and inspiration to champion the profession and protect the nation’s sight.
Learning outcomes
- Practitioners will recognise strategies for working with key sector stakeholders to optimise outcomes for patients (s.10)
- Practitioners will evaluate ways to advocate for the profession and raise the profile and safety of community eye care within national health policy (s.12).
6.30PM - 8.15PM
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2 points
AOP roadshow: Putting eye health on the agenda – England
CPD ref no: C-116438
Interactive:
Practitioner type:
Domains:
John White
John is director of communications and external affairs at the Association of Optometrists (AOP). He is a senior communications and corporate affairs leader with extensive experience shaping strategic narratives, influencing health policy.
At the AOP, John has overseen an external affairs programme that has strengthened engagement with parliamentarians and policymakers, and he has led targeted PR campaigns securing coverage on the BBC, ITV and national newspapers, helping to shape debate on sector‑critical issues.
He also oversees the AOP’s integrated marketing and content programmes across digital, print and social media channels. John was previously editor of the AOP’s award‑winning journal, Optometry Today, and earlier in his career worked as an editor covering biotech and pharma.
Serena Box
Serena is head of media, PR and external affairs at the Association of Optometrists (AOP). She is a media and communications strategist, with nearly 20 years’ experience working across membership, regulation and private sector organisations within health. She has oversight of the AOP’s external affairs team, driving advocacy, media campaigns, working with outlets such as the BBC, ITV, national press and HSJ, and stakeholder engagement to raise the profile of eye health and champion the role of primary care optometry.
Serena has built strategic partnerships across the health, charity and private sector, lobbying government to advance eye health goals. She has a strong interest in public health, system reform policy and social equity, and how meaningful change can be achieved through impactful storytelling.