The momentum building behind EssilorLuxottica was a key theme at the company’s annual eyecare roadshow across Australia and New Zealand, as OPSM and Laubman & Pank optometrists took a moment to appreciate their contributions to the broader mission.
Few would have a better vantage point than Mr Carl James when evaluating the prospects of EssilorLuxottica-employed optometrists working in OPSM and Laubman & Pank stores today.
Starting his career in 1998 as a graduate optometrist at OPSM’s Bourke St store in Melbourne, he’s now into his 26th year with the business working under various parent companies. Both networks are now part EssilorLuxottica, a global leader in the design, manufacture and distribution of ophthalmic lenses, frames and sunglasses.
James is a key driver in the Australia and New Zealand (ANZ) region as senior vice president of retail & professional solutions operations, giving him a unique perspective bridging the gap between what’s happening at both a global and local level.
“There’s been a whole heap of evolution in the way that OPSM works, but also the eyecare industry in Australia and New Zealand,” he said. “And even though I’ve seen a huge amount of change and innovation in my time, I can put my hand on my heart and say right now is probably the most exciting time to be working with EssilorLuxottica as an optometrist.”
James was speaking before a packed room of optometrists at Sofitel on Collins for the Melbourne leg of EssilorLuxottica’s Eyecare Roadshow.
The events – spanning 17 venues including 11 in regional areas – took place throughout August 2024 to celebrate the more than 1,000 optometrists working in 400 OPSM stores and 50 Laubman & Pank locations across ANZ. For the first time, the event welcomed optometrists from the newly-acquired EyeQ Optometrists group.
But the roadshow is also an opportunity to provide vital business updates and learn from local optometry thought leaders.
Globally, the group is gathering significant momentum since the French lens and equipment manufacturer (Essilor) and Italian-based frames maker and eyewear retailer (Luxottica) joined forces in 2018.
Recent examples include the acquisition of a majority stake in Heidelberg Engineering – best known for its OCT technology – indicating growing interest in the medical technology space. The company is now tapping into the hearing industry too with new Nuance Audio glasses featuring integrated open-ear hearing technology. There’s also been the acquisition of clothing label Supreme that gives access to a new group of consumers across the world.
“It shows that our business is evolving quite significantly,” he said. “And will become so much more than what we do today.”
That ambition is reflected locally in ANZ.
One of the biggest advances of late has been OPSM’s remote optometry model for Australian communities under-serviced by optometry. Starting in South Hedland, Albany, and Kalgoorlie, patients visit these OPSM locations and undergo a comprehensive eye exam alongside an in-person technician, while the optometrist works remotely in a metropolitan area like Melbourne or Sydney. Now, there are plans to roll the service out to many more locations across 2024-25.
EssilorLuxottica’s Eyecare Roadshow was held at Sofitel on Collins. Image: EssilorLuxottica.
In January 2024, EssilorLuxottica bought the 25-practice EyeQ Optometrists, an Australian-owned, optometrist-led company founded in 2007, with the practices to continue operating under the same brand.
James said it’s another example of how the company is “looking to grow and expand our reach to even more consumers in the Australian and New Zealand market”.
Another notable move was placing EssilorLuxottica’s professional solutions business and the direct-to-consumer business under one leadership. As a result, EssilorLuxottica’s most senior figure for ANZ, Mr Matteo Accornero, extended the scope of his responsibilities to lead the ANZ business strategy across both divisions. This allows the company “to make decisions that support the broader industry and aim to grow the whole market”, the company said.
But looking ahead, James is particularly excited about the multi-million-dollar investment in technology that will enhance the experience of the company’s optometrists.
Soon across ANZ, 80 next-generation ultra-widefield retinal imaging devices will be rolled out. Plus, 55 new OCT units will be installed incorporating biometry – a key tool in OPSM & Laubman & Pank’s comprehensive myopia service.
“But these investments, growth plans and expansion plans don’t matter if our people don’t bring them to life in the practice, in-store, and in the consultation room,” he said.
“I’m really proud to work alongside such a wonderful group of eyecare professionals who get to bring together all of that work we do all across the world.”
‘Celebrating great eyecare’
Ms Sephora Miao, recently appointed to the newly created role of eyecare and medical & professional affairs director for ANZ, is an influential figure in EssilorLuxottica’s eyecare strategy in the region and was key to securing the significant equipment investment referenced above.
She’s also a fixture at the roadshow events that “always bring our optometrists together in meaningful ways”.
“This year’s roadshow focused on advancing eyecare excellence, bringing together our business initiatives to deliver excellence at the global scale, locally within ANZ, and in each and every store,” she says.
“The roadshow celebrates great eyecare at the heart of our business and the important role our optometrists play in our delivery of everyday excellence.”
One way EssilorLuxottica embodies this is through its support for regional and remote communities.
During the past year, more than 100 optometrists travelled across Australia and New Zealand to bring eyecare to areas currently under-serviced by optometry. In addition, 76 new optometrists joined the network in regional and remote locations.
Miao also celebrated the landmark remote optometry service, which is an example of what can be achieved by “combining our cutting-edge technology with the expertise of our optometrists”.
Delving further into this, she highlighted the Connect platform that powers the remote optometry consultation. Now there are plans to roll out this software in stores with OPSM’s Clarifye digital eye exam journey, helping to elevate key touch points in the customer experience.
According to Miao, this is all to do with a library of patient education tools optometrists can access on Connect. But arguably its most important function is an ability to harmonise data from various instruments such as ultra-widefield retinal devices, OCTs and visual field systems.
“What’s great is that our optometrists will have the ability to centrally review all of the patient data,” she said. “It’s an excellent way to streamline the consult flow.”
While EssilorLuxottica ANZ is yet to fully bear the fruits of Connect just yet, it can only help to fuel already-high satisfaction among its customers.
Miao said the company was encouraged by its Net Promoter Score – a measure of patient satisfaction by looking at their likelihood of recommending a given practice.
“This has increased to 86 as an average across the board, which is a truly world class result.”
All the tools to combat myopia
EssilorLuxottica has made no secret of its emphasis on myopia management across its global business – a major paediatric public health issue expected to affect 50% of the world’s population by 2050 if current trends continue.
Locally, this has culminated in the Myopia Leaders group, a panel of optometrists across Australia and New Zealand who advocate, educate, and lead best practices in this space.
By establishing the group, EssilorLuxottica wants to drive an elevated and more consistent approach across the OPSM and Laubman & Pank store network.
The program’s success has seen the Myopia Leaders group grow from 22 to 38, according to ANZ optometry engagement manager Ms Amy Pillay.
At the 2024 roadshow – where a new Myopia Excellence Award was introduced – Pillay referenced a survey of optometrists across the network that highlighted a common challenge to providing myopia control: parental awareness of the condition.
Based on this input, new tools have been developed to expand the myopia standard of care, including resources to help optometrists and retail staff understand the various modalities and communicate the value of myopia management to patients.
Optometrists have access to a range of myopia control solutions including the Essilor Stellest lens. The latest clinical evidence showed that at five years, Essilor Stellest slowed axial elongation by 0.72mm and myopia progression by 1.75D on average. It also showed that the efficacy in slowing myopia progression was sustained in older children up to 18 years old.
“We now have a myriad of resources available to support our optometrists to provide myopia management,” Pillay said.
“When I started studying optometry, I did it because I wanted to help people, and this is our opportunity to make a difference in a child’s life all the way to adulthood.”
The EssilorLuxottica Eyecare Roadshow attracted more than 600 in-person attendees, with remote participation facilitated via live-streaming to ensure every optometrist in the network was included.
Delivering that stand-out service
Often one of the hidden gems in a business acquisition is the talent that comes with it.
For EssilorLuxottica, purchasing EyeQ Optometrists earlier in 2024 wasn’t only a chance to tap into new communities with 25 more locations, but an opportunity to bring 200 employees on board. Optometrist Mr Mark Koszek, who co-founded EyeQ, sits prominently among them.
He’s someone with unique expertise when harmonising the clinical and commercial aspects of an Australian optometry business – and at scale.
So, EssilorLuxottica didn’t need to look far when deciding the keynote speaker for its Eyecare Roadshow events in 2024 where Koszek synthesised 28 years of intellectual property to deliver the captivating final presentation for the evenings.
Few stones were left unturned: thought-provoking tips to improve business performance were mixed with insights about crafting “the perfect work day” and clinical pearls from recent cases, plus more.
“When we’re undergraduates, we learn a lot about the clinical side,” Koszek said.
“When we get out into the real world, we also encounter a commercial aspect and some may find it challenging to meld the two together.”
Optometry is a competitive industry and it’s important for practices and the people within them to stand out.
“You’ve got to be memorable, you’ve got to be passionate, you’ve got to be caring about your patients.”
He recalled his first job in 1996, and a newsagent in the mall where he worked.
“She was the most boisterous, over-the-top person I’ve ever met and she had the best business ever. There were about 30 people there at any one time and she knew everybody by name.
“I remember her name – it was Mary. But her husband didn’t have the same personality. I’ve got no idea what his name was. Which just goes to show you that personality really counts.
“That can be as simple as knowing people’s names, what they do, and being part of their lives.”
That meant not just seeing a patient as someone to treat but educating them, so they are inspired to take ownership of their eye health.
Koszek saw that as the “primary role” of the optometrist.
“Once they take ownership, our job has become that much easier, and that also helps from a business perspective as well, because then patients will value what we’re providing them,” he said.
“We want our patients coming back and asking for the tests. I smile then, because I’ve done my job, I’ve educated them.”
Business success follows organically if the optometrist provides exemplary clinical care, he said.
That success often came down to making sure that businesses had the right processes and systems.
“Have you got a great roadmap in place, in terms of the customer journey, from the moment you have an introductory phone call to the moment they leave the practice with their products?” Koszek said.
“Have you got systems and processes to make sure you keep track of your patients?
“They’re attaching value to what we do, but people are willing to invest extra if they’re getting good quality service and care.”
He challenged the audience to think about quality service and what a perfect work day might look like.
“My perfect work day is providing great clinical care, having a well-managed book, and being able to make great recommendations about their eyecare and eyewear.”
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