Lenses that can be tailored to the wearers’ visual needs have been around for some time. However the rise of free form surfacing technology has seen an explosion in the availability of lenses promising bespoke optical solutions. But how well do practices understand these technologies and how successful have practitioners been in communicating the benefits of individualised lenses to customers? This award will be presented to a practice that can demonstrate a clear understanding of individualised lenses and how they have been harnessed to the benefit of the practice and the patient. The winner will be able to demonstrate a clear strategy in patient selection, communication and education. The practice will be expected to supply evidence of its success in retailing individualised lenses and explain the impact of this on the practice’s profitability and patient satisfaction.