Independent optometry is in good hands if the ProVision National Conference is any indication. The event returned in October with a record turn-out and all-star speaker line up. Insight reports on the main highlights.
‘Look forward’ was the theme of this year’s ProVision National Conference – and the program lived up this promise, bringing some of the country’s most entrepreneurial eyecare professionals under one roof to understand how they can galvanise the future of Australian independent optometry.
The biennial event – held at the Pullman Melbourne Albert Park on 21-23 October – attracted a record attendance of more than 470 delegates, an indication of the industry’s desire to reconnect after three years in the COVID wilderness (the last conference was Adelaide 2020).
“Having risen to the challenges of the last few years, delegates were ready to engage, learn and network once again,” ProVision acting CEO Mr Tony Jones said. “The majority of attendees were ProVision optometrists and practice staff but this was complemented by over 60 supplier partner representatives and a small number of non-members on the back of ProVision’s first industry-wide invitation.”
Following the event, Jones said there was optimism and positivity around the future of independent optometry across the ProVision network. The organisation exists to help position practices for future strength, whether that’s by increasing patient relevance or helping them be competitive and profitable in a competitive market.
“Member feedback at the conference was overwhelmingly positive – reinforcing that our current value proposition reflects the needs of members, and that our business services and key initiatives help support the ProVision mission,” Jones said.
“The conference theme was Look Forward and the key objectives were to help members be more future-focused by considering services and resources that help to future-proof their practice. The future in terms of growth opportunities has never been stronger for independents as patients seek out a more customised experience.”
ProVision National Conference – key highlights
Delegates enjoyed an impressive list of keynote speakers such as 2022 Australian of the Year, retired wheelchair tennis legend and disability advocate Mr Dylan Alcott, but the agenda also included three workshops presented by both internal and external subject matter experts, focusing on topics such as succession planning and optimising the practice website for patient acquisition.
Alcott closed the conference and discussed the need to address opportunities for inclusivity in the workplace and broader community. Paraplegic soon after birth, he recalled tough moments growing up, particularly when he discovered he was being excluded because his friends were too shy to discuss his needs, not because he was different.
“When I started talking about my disability more, it normalised it for everyone else,” he said, noting that it was from this point that he began to realise his purpose – to ensure people with a disability enjoy the life they deserve and to break down the stigma.
“The hardest challenge is not the lack of accessibility, it’s the lack of expectation of what people think you can do. Ask questions, put in a bit of effort, listen, and learn from your consumers about what they need, and you’ll change their lives.”
In one of the Future Focussed Workshops, ProVision business services manager Mr Mark Corduff and and Synstrat director Mr David Collins outlined the most crucial factors when it comes to succession planning. With 85 ProVision Associates looking at a future in independent ownership, they emphasised the importance of meeting certain criteria to make the business an attractive proposition.
They also said it was important to start planning five to 10 years out from retirement, and refer to ProVision’s Succession Planning Checklist to understand where they sit.
Collins also introduced the financial considerations for practice owners and insight into how practices are valued. There are factors that can improve a valuation outcome and maximise their price over a three-year journey.
Another Future Focused workshop focused on digital marketing and was presented by Mr Jonah David and Mr Russ Lazarus from EyeCarePro, an international digital marketing company solely focused on optometry businesses that recently formed a strategic alliance with ProVision. Part of its service involves revamping and managing websites, SEO and PPC and monthly digital campaigns for ProVision members.
Their top tips included running a “lighthouse scan” to check the performance, quality and content of the practice’s webpage. It’s also important the site is “mobile-first” and includes functionality to book an appointment.
For SEO optimisation, they recommended consistency across all internet listings. Practices should submit their website map to Google, and optimise their site with keywords such as “eye exam” and “optometrist”. And to capitalise on social media, monthly campaigns using videos and images can help drive greater awareness, as well as weekly posts to complement practice-generated content. The balance of engagement should be around 80% educational, and 20% promotional.
Regarding Google Ads, they advised an ad spend of $500 and the need to allow three months before considering its return on investment.
Elsewhere, award-winning marketer Ms Katrina McCarter offered an intriguing presentation on understanding Gen Y & Z consumers, which have differing needs.
Among the most important considerations for Gen Y customers (26 to 41 years) were: a mobile-first marketing strategy, prefer content such as blogs, videos and articles over traditional marketing, consider businesses’ values in their purchasing decision, and seek out fun shopping experiences.
For Gen Z (10-25 years), practices should understand: they’re hyperconnected and can filter content quickly, prefer social media over traditional media especially platforms like TikTok and BeReal, are risk adverse compared to other generations, trust brands featuring real customers in their ads (start working out how to engage customers to photograph themselves wearing your glasses and tagging your business), and they’re incredibly purpose-driven.
Other key speakers included Mr Keith Abraham on the importance of setting goals that provide a clear focus and motivate employees, while Ms Julie Cross spoke about the need for positive energy stating that, like physical muscles, emotional muscles need to be exercised by reframing poor experiences to be equipped for life’s challenges.
The next ProVision National Conference will be held in Perth in 2024.
“By all accounts there is a buzz already and we expect it to build on the patronage and engagement of our recent Look Forward conference in Melbourne,” Jones, acting ProVision CEO, added.
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