Make Optometry Great Again
The role that Keith Mackriell played in the development of Tasmanian Optometry during his role as CEO 2005 to 2006. This includes some of the history of Tasmania being the first in Australia to set up the inaugural Opticians Act thus establishing optometry as a profession, in 1913. Since 1913 we have experienced many changes and seem to have gone full circle. At times optometry was severely restricted in terms of advertising, marketing, location and even disallowing ‘shop windows’. How things have changed. Even those who have only been in practice for a few years will have seen dramatic changes in optometry. There are many practitioners who are frustrated by the commercial challenges they now face and have difficulty coming to terms with it all. Issues such as online spectacle and contact lens sales will be considered as will steps that can be taken to attract new patients and to ensure loyalty. Prescribing premium products, carving a speciality niche, getting up to speed with marketing, financial management, IT, communication and better buying are important considerations that will also be detailed. Technology and integration are also critical to success: What equipment helps set you apart from the crowd? Leasing and covering costs through fees, integrating all the equipment, practice management systems and imaging for easy record keeping, email, referrals, telemedicine and so on are critical steps that will be covered. Utlising social media and Apps are also cornerstones of not only surviving but thriving in this competitive world.
Delegates will walk away with a better understanding of what is needed to make optometry great again, armed with some tools and ideas they can implement in practice, whether an employee, independent owner or a corporate optometrist.