OT looks at what’s on offer at 100% Optical 2018 for practice owners who want to boost business and get the whole team involved
22 September 2017
Practice owners looking to capitalise on the latest trends and solutions will not be short on opportunities, the organisers of 100% Optical told OT .
“In its fifth anniversary year, 100% Optical is a must-attend event for practices looking to extend business revenue opportunities by enriching their product and service offering,” 100% Optical event director, Nathan Garnett, explained.
“Practice owners are often very busy, but 100% Optical provides a concentrated business growth opportunity, with maximum impact and minimum time required,” he added.
Spotting profit opportunities
Exhibitors will be showcasing the latest eyewear, equipment and lens innovations at the show, allowing practice owners to identify optical coherence tomography (OCT), dry eye and myopia solutions that can increase revenue and boost customer satisfaction.
Manufacturers such as Birmingham Optical, Optos and Zeiss will be exhibiting their latest equipment. Hook LDN, Silhouette and William Morris London will showcase their eyewear collections, and business services, such as Sigma, Snowbird and Performance Finance, will be on hand to discuss business opportunities.
“100% Optical is an opportunity to spot profit areas that might keep patients in-store for longer or pick up eye diseases earlier,” Mr Garnett said.
“This could include offering OCT screening or selling dry eye products so patients purchase treatments in-store, rather than going to a pharmacy. It’s also about finding additional growth opportunities by offering contact lenses and high-end eyewear,” he continued.
The Optical Academy is another new opportunity for practice owners at the show who want to get the wider team involved.
"The majority of events seem to neglect the needs of the support team but they are involved in so many touch points in the patient journey, including clinical aspects, so it is essential that they are considered when it comes to education"
“This supports the wider education programme, which is designed and delivered by the AOP, and features keynote speakers from optometry, academia and ophthalmology, discussing a range of topics, including OCT,” Mr Garnett explained.
The education hub
The new area will offer CET and CPD opportunities for the whole practice in recognition of the key role that the wider team brings to a successful practice.
“There is overlap in the education requirements of both professional staff members as well as the wider practice support team,” the AOP’s head of education, Dr Ian Beasley explained.
“The majority of events seem to neglect the needs of the support team, but they are involved in so many touch points in the patient journey, including clinical aspects, so it is essential that they are considered when it comes to education,” he continued.
UNderstanding ocular surface diseases (OSD)
Ros Mussa from Scope Ophthalmics will host 30-minute sessions on ensuring that front-of-house staff have a working understanding of the ocular surface diseases (OSD).
These diseases, such as DED, blepharitis and MDG, can be managed with a variety of therapies and treatments on the market today. Ms Mussa will dive into several of the leading brands, such as Hycosan and Optase, to help front-of-house specialists in being able to actively recommend and demonstrate the product’s benefits.
Scope Ophthalmics said that this is crucial to patients who are suffering with OSD because its aids compliance, which in-turn enhances their quality of life. It added that is also important to ensure the patient-practice relationship is optimised. This lecture will actively walk through this process, using some well-known brands with proven results, as well as talking through using the COMOD bottle.
Speaking about what is on offer, Dr Beasley said that some sessions will offer tailored CPD for optical assistants from understanding the basics of ocular surface disease management to recognising different approaches in taking measurement when dispensing patients.
“Outside of CPD for optical assistants there will be sessions pitched at a suitable level for the whole practice team and the sessions will be CET accredited. For instance, the practice team can get to grips with the basics of OCT, to allow them to understand the benefits of the technology, how to explain its value to patients and also how to integrate the technology into the practice workflow,” Dr Beasley added.
CET opportunities at the Optical Academy include, Visual field insight by Professor Paul Artes, Management of visual impairment following stroke by Dr Fiona Rowe, and A back-to-basics approach to understanding the key aspects of binocular vision by orthoptist, Professor Anna Horwood.
The Optical Academy will offer CPD sessions on how to approach staff appraisals and in the Fashion Hub, further CPD sessions for optical assistants will take place.
“I think that practitioners should use 100% Optical as the perfect opportunity to earn CET, update knowledge on the latest products, immerse the team in CPD sessions and then celebrate together at the AOP Awards – #bringtheteam,” Dr Beasley concluded.
100% Optical returns to ExCeL London on 27–29 January, 2018. For more information and to register interest in attending the show, visit the 100% Optical website.