Principles for supporting informed choice

Informed choice was the focus of a session led by Paul Morris, director of professional advancement at Specsavers, and Mr Nigel Kirkpatrick, consultant ophthalmologist and medical director at Newmedica, at Specsavers Professional Advancement Conference (13 September 2026).

Morris explained: “Choice matters more and more – especially where there are multiple providers in play – and the breadth of treatment options is wider than ever.”

Patients today have higher expectations and are demanding more information, and more from their care, he observed.

Morris outlined the responsibility that optometrists have to discuss choices with patients when making a referral for conditions such as glaucoma and cataracts, noting the General Optical Council Standards of Practice, and through the NHS choice framework.

There are several principles involved in supporting patients to make informed choices – the first being to ask and encourage questions.

Morris said: “What matters most to the patient? For some it will be the location, for others it will be speed, for others it will be the type of lens. For others it might be about premium options – things they just can’t access easily on the NHS.”

Lifestyle needs is a key factor in the conversation, Morris said: “Older people are no longer ‘old people.’ They lead very active lives and are very social."

Patients will have visual expectations too – they might be used to wearing varifocals or multifocal contact lenses, Morris suggested – and so they want to at least know about the options available to them.

“We also need to know about their risk tolerance and their past history,” he said.

Morris emphasised: “The thing I want you to remember is this: for a sizeable proportion of our cataract patients that come in to see us and who we tell have a cataract – they have very often come in thinking that they just need a slightly stronger set of glasses.”

“It’s a shocking time for patients. Sometimes they need a few moments. They need your care. They need your empathy to be able to bring things together. That comes into introducing choice,” he said.

Introducing choice will look different depending on where practices are around the country – some areas may have a number of accredited NHS providers nearby.

In a single point of access area, the discussion of choice for destination of surgery begins in the consulting room but is completed at a later stage outside of the practice.

However, Morris highlighted that practitioners in these areas still have a responsibility to guide patients to understand the process.

Patient expectations are around expert advice, Morris said: “That’s really important because you are the experts they trust.”

Choice conversations can often overlook other solutions, Morris noted, pointing out that this can have a negative impact on patients who discover later that they weren’t told about the available options.

Morris also highlighted the importance of maintaining adequate records, including noting that a discussion of choice was had. He recommended noting the options presented and the patient’s preferences.

Outlining takeaways, he summarised: “The optometrist’s role: do make patients aware of their choice, guide those patients and identify what really matters to them, and support them in their decision making.”