Awards Categories

This category is designed to reward an optometrist who uses their optometric skills to enhance the lives of patients and colleagues. The judges will be looking for evidence of excellence in a range of areas. These should include clinical techniques, interaction with other practice staff and management and, most importantly, patients. The judges will be looking for evidence of true commitment to patient care and examples of how the optometrist’s actions have benefited patients and the practice. The judges will also want to see evidence of how the optometrist has made an effort to further the eye care of their patients.

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This trophy is designed to reward a support team of optical staff who can demonstrate excellence in customer and patient service. The judges will be looking for reception, dispensing and other non-professional staff who have made a tangible difference to the experience of clients. Our panel will be looking for a team that makes customers look forward to their visit to the optician so much so they encourage their friends to use the practice too. This is a team award so close working within a group should also be highlighted.

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Most optical visits conclude with the dispensing of an optical product. The range and scope of optical products is wider today than it has ever been and the array of lenses, frames and contact lenses is wider than ever before. Entries in this category are open to lenses, frames or contact lenses that have made an impact during 2008. On our shortlist will be products our judges feel give patients and practitioners added value. Emphasis will also be placed on the level of innovation the products entered employ and the way in which they have been presented to the market.

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The winner of this award will be an excellent dispensing optician with good people skills and the ability to communicate with patients of all types. The judges will be looking for examples of dispensing that show off the entrant’s skills with lens choice and frame styling. Entries are welcome from DOs working in practices of all types and sizes and evidence of patient satisfaction should be demonstrated. Emphasis will be placed on everyday eyecare solutions as well as clinical excellence. Whether your specialism as a DO is clinical or fashion this is the category for you.

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The Independent Practice of the Year award celebrates all that is unique to the independent practitioner. Not only do independents offer bespoke product choice, but they also allow practitioners to stamp their personality on the practice, determining how they interact with patients.  To enter into this category, you should highlight what commercial, clinical, fashion or behavioural aspects contribute to the success of your independence, remembering that the judges in this category will be looking out for the provision of individualised eyecare and a practice that puts customers first.

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The choice of premium lenses available to patients has never been greater and this category is dedicated to those practices that strive to offer their patients the very best in optical performance. The winning practice will prescribe the best lens solutions the industry can offer and may also be using top end products as a differentiator in tough economic conditions. The practice will actively market, promote and discuss the latest lens products and proactively sell customers into the best choice eyewear using modern and appropriate techniques and technology. The practice’s approach to this and their ability to educate clients will be taken into consideration. The judges will also be looking at the practice’scommitment to professional and non-professional education and training. The judges will be looking at the range and type of end products on offer such as photochromic, progressive, coatings, wraparounds and tints.The winning entry will be able to demonstrate a commitment to top end products, have a strategy for retailing and dispensing them and have a successful track record in making that policy work.

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High Street optical outlets dominate the optical experience enjoyed by most patients and customers, but what makes the ideal multiple practice? While some multiple outlets have taken ‘big is beautiful’ as their motto others extol the homely-feel and clinical ethos of an independent. This category will seek to reward multiple practices that demonstrate excellence in eyecare within a multiple ethos. The category is open to multiple practices of all sizes in high and low profile locations. The judges will be looking for evidence of eyecare par excellence and how being part of a chain helps a practice it be more successful.

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How high up the agenda are contact lenses in your practice and how good are you at fitting patients with contact lenses that meet their needs? This category will reward a practice that understands contact lenses, successful fitting and what patients want from their lenses. The judges will be looking to shortlist practices that can demonstrate success and innovation in attracting patients and excellence in assessment and fitting. Practices should include information on the range of lenses fitted and the success of the practice in reducing drop outs and success in attracting new wearers. The judges will want to know about the range of lenses you offer and how these are used within the practice.

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Few fashion items can say more about their wearer than spectacles and sunglasses. Optician is looking to make this award to a practice that can demonstrate its ability to offer fashionable eyewear to clients and demonstrate how happy its customers are with the results. The winning practice will understand fashion, luxury eyewear and be ahead of the curve with fashionable brands and retailing trends. The panel will be interested in hearing, from those shortlisted, about additional activities that have generated new customer activity and how that has been converted into sales. The judges will want to understand the fashion ethos of the practice and how the practice enthuses customers about fashion eyewear.

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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.

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2008 was a watershed year for sports vision and Optician is keen to reward a practice that excels in sports vision. The Olympics put sports centre stage while visual performance and eye protection have become paramount among a public more aware of health issues than ever before. The increasing numbers of people taking part in sport make the opportunities in sports vision attractive. People who care about their sport only want the best and we want to find a practice that can exceed their expectations.This category will seek to reward a practice that can demonstrate excellence in all aspects of sports vision. The practice will show a commitment to sports and will provide evidence of how the practice meets the needs of players. The judges will be looking for evidence of the kinds of frames, lenses and technologies offered and the ways in which sports vision messages and sports dispensing are communicated to clients. The winning practice will have dispensed eyewear for a range of sports and will make sports eyewear accessible and understandable to their customers.

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This award would seek to highlight practices that have been at the forefront of varifocal lens dispensing over the last five decades. The judges will be looking for the contribution made to the promotion of varifocal lenses among wearers and the part they have played in driving on the business and raising the issue of presbyopia. The winner of this award will be a practice that has a solid background in converting customers to varifocal lenses and one that excels in educating patients about eyewear needs for the presbyope. Evidence should be provided of the practice's success in fitting patients then migrating them on to the latest varifocal product innovations. The winner of this award will have a long standing passion for varifocal lenses.

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How family friendly is your practice? This award will recognise an optical practice that really understands how to attract and care for families and provide all family members with the eyecare they need and the eyewear they want. The judges will be looking for evidence of a practice that appeals to young and old, and will seek evidence of the mechanisms that encourage children, parents, grandparents or other relatives to share and engage in eye care for the family. This may be achieved through the practice interior and services or the provision of famiily-friendly policies such as consultations. Providing all family members with the very best in eye care is a great way to become an integral part of family health. This may offer cradle to grave care for your patients, but it is also a great way to build business. Entrants should show how their approach to the whole family makes business sense and how appealing to all ages can help aid growth.

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Optician is on the hunt for suppliers to the retail optical business who can demonstrate excellence in service, quality and relationships. We are looking for prescription labs, product suppliers and service providers who are truly valued by their optical practice customers.There’s much talk of exceeding client expectations and customer satisfaction but who really cuts the mustard in the optical business when it comes to service? Entries are welcome from labs, frame suppliers, lens distributors, contact lens manufacturers, training companies or any service or product supplier that can demonstrate the highest levels service and care. If you are a practice why not nominate those suppliers you hold in high regard to see them rewarded for the work they do. Optician will also be conducting its own research to find out which suppliers optical practices really value.

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