Independent optometrists across the country are marking their calendars for O-SHOW24 in May. As one of the few optical events where product takes centre stage, attendees are leveraging the trade fair to elevate their practices to new heights.
Nestled within the walls of a newly renovated heritage house, Windsor Optometry in Sydney stands as a testament to tradition and excellence in eyecare. Principal optometrist Mrs Deanne Bradford, the visionary behind the clinic, takes pride in not just preserving its rich history but also in continuously enhancing its boutique offerings.
With a commitment to providing top-notch services, Windsor Optometry is equipped with state-of-the-art technology and a dedicated team offering a comprehensive range of clinical services – from advanced retinal imaging to therapeutic interventions.
“We complement our comprehensive clinical care with beautiful frames that we have sourced for our dispensing area,” she says.
The curated eyewear range is what truly sets Windsor Optometry apart. Bradford understands the significance of displaying diverse options that resonate with the clinic’s boutique ethos. To achieve this, she frequently attends industry events such as O=MEGA and O-SHOW – both run by the Optical Distributors and Manufacturers Association (ODMA) on alternating years – where she discovers the latest trends and connects with leading suppliers.
O-SHOW24, returning to Horden Pavillion in Sydney’s Moore Park from 17 to 18 May 2024, will build on the success of its predecessor shows, but this year is upping the convenience factor by being held on the two days immediately before Optometry NSW/ACT’s (ONSW/ACT) annual Super Sunday conference on 19 May.
A diverse range of exhibitors will be present at O-SHOW24, including suppliers and manufacturers from the lens, frames, children’s eyewear, sunglasses, equipment, accessories, and services sectors, with many companies marking the arrival of new technology at the event. This includes new product releases from the recent SILMO Paris (29 September to 2 October 2023) and MIDO Italy (Milan 3-5 February 2024).
For Bradford, O-SHOW24 is a unique opportunity to reshape her product offering for the next 12 months, while condensing numerous conversations, demonstrations and negotiations across two days at a single location.
She’s keen to endorse the exhibitors and has found previous trade fairs valuable in building her boutique frame repertoire. Events like this are also crucial to sustaining the future of independent optometry practices, which have the freedom to do business with whoever they please, but sometimes lack the efficiencies of vertically integrated corporate chains.
“We like to support all the companies at the event, and we’ve taken on new ranges as a result of being there and browsing,” Bradford says. “It’s a great opportunity to retire old ranges and take new ones on.”
Mr Richard Banks, of Richard Banks Optometrists in Woollahra, NSW, echoes this sentiment and emphasises the importance of O-SHOW in accessing equipment under one roof.
“Without this trade event, you wouldn’t have a chance to see most of the equipment manufacturers in one place,” he says.
Banks says he will be canvassing the latest ophthalmic equipment offerings to see if he can elevate the diagnostic suite in his practice. With no particular piece in my mind, the trade floor at O-SHOW24 will provide him with sufficient opportunity to casually browse, and conduct product demonstrations.
He says O-SHOW provides a point-of-difference in the event space as it serves as one of the very few opportunities to see an extensive showcase of products with an event market that is typically clinically focused.
The night of Saturday 18 May will feature a networking event, so attendees can kickstart the ONSW/ACT Super Sunday Conference the following day.
The networking event is designed for attendees to enjoy down time with practice team members, and to become acquainted with suppliers who are trusted partners in their business. Furthermore, they can meet peers to share ideas and solutions to industry challenges.
For independent optometrists like Bradford and Banks, O-SHOW24 will serve as a vital platform for networking, forging partnerships with suppliers, and staying abreast of industry developments.
From trade to clinical
As O-SHOW24 approaches, attendees such as Bradford and Banks are gearing up for a professionally enriching weekend. This is because ODMA has listened to feedback and coincided O-SHOW24 with ONSW/ACT Super Sunday conference on 19 May – a day of intensive workshops and professional development opportunities – that’s of particular relevance to NSW-based optometrists, as well as some inter-staters.
Super Sunday 2024 will offer 10 CPD hours (including 7.5T and 2i) at Doltone House, Darling Island. The program will feature an expert line-up of Australian and international speakers, with a focus on ocular pathology.
As someone who has travelled interstate to the O=MEGA clinical conference held in alternative years in Melbourne, Bradford urges other interstate travellers going to O-SHOW24 to take advantage of Super Sunday as well. She’s making sure she uses the boutique trade fair and conference as a one-stop shop.
Banks adds: “Last time, O-SHOW and Super Sunday were on subsequent weekends. And because they weren’t on the same weekend, some people had to choose between which ones they wanted to attend. This year, we don’t have to do that.”
To complement its product showcase, O-SHOW24 is also set to feature workshopping and professional development opportunities for the entire practice. This will provide unique, non-clinical learning opportunities for the retail and marketing aspect of practices.
Banks and Bradford are bringing their team of optical dispensers along with them which they say is a great opportunity to not only strengthen relationships with suppliers but to bond with the team. To them, the trade fair is not just about expanding their product suite; it’s about nurturing their teams and fostering a culture of excellence.
“It gives us an opportunity to bond as a team and get out of the office. It’s a great way to form connections with other people in the optometry world – which is always nice to do,” Bradford says.
With this in mind, O-SHOW24 presents the ideal opportunity for independents to elevate their practices. Beyond acquiring new frames or equipment, it’s about investing in the growth and vitality of independent optometry – the crux of ODMA’s ethos.
“O-SHOW is excellent because it appeals to some of the smaller boutique suppliers with frames,” Banks adds. “That means it’s good from the perspective that independent practice can have a look at different brands and equipment that would be hard to see otherwise.”
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