There’s nothing like an event to galvanise an industry, especially one that has been calling for a professional level of organisation that reminds optical dispensers – and the broader ophthalmic community – why they are often considered the lifeblood of the industry.
The first biennial Optical Dispensers Australia Conference was a resounding success in many ways. The two-day program featured a strong calibre of speakers – with a nice balance of technical, fashion and sales topics – who spoke to a full and engaged room at the Sydney Masonic Centre.
The trade space included a diverse mix of industry suppliers, from frames wholesalers and lens companies to equipment suppliers and optometry networks.A highlight saw everyone gather for the ODA Gala evening under the Sydney Harbour Bridge at Luna Park. This is where ODA held its first National Excellence Awards, recognising the achievements of outstanding dispensers. This dual event was combined with a graduation ceremony for Certificate IV in Optical Dispensing graduates from the Australasian College of Optical Dispensing (ACOD).
Speaking at the ODA Gala, ACOD director and senior trainer Mr James Gibbins, who is also on the ODA Advisory Board, said the combined prize-giving event was unprecedented in his 40 years within the industry. A record 260 newly-minted dispensers graduated from the latest ACOD cohort, with 54 of those attending the gala evening from all states and territories and New Zealand.
“This is the most significant gathering of optical dispensers in the history of our industry in both Australia and New Zealand,” he said. “With more than 240 people, this is the largest gathering we’ve seen, and includes industry leaders, corporate representatives, suppliers, educators as well as experienced optical dispensers and brand-new graduating dispensers.”
ODA CEO Ms April Petrusma concurred, saying it represented a major leap forward. Her organisation exists for several reasons, but one of those is to raise the profile of optical dispensing, which has seen highs and lows since the profession was deregulated many years ago.
“It is the very first time that an event of this magnitude has taken place in Australia to celebrate all things dispensing,” she said.
“Optical dispensers are absolutely vital to the success of optometry. They fulfil roles in many forms across manufacturing and fitting labs, specialist clinics and in retail practices. To our colleagues, we are an essential part of a clinical team and to our patients, we are the face of the practice in which we work.
“A qualified optical dispenser truly is a highly skilled, multi-talented professional and part of our objective at ODA is to elevate the perception of our profession both within the optical industry and in the eyes of the general community.”
A bumper program
Back the conference itself: delegates enjoyed a rich program, starting with Clinical Professor Alexander Holden, from the University of Sydney, discussing how private health practices can ethically become profitable businesses. He highlighted the importance of focusing on the lifetime value of a patient. Longer term strategies – such as recommendations that will save customers money but cost the practice revenue in the short term – demonstrates a willingness to put the patient’s needs first, and builds a more sustainable relationship based on trust.
Mr Michael Nasser, general manager of Opticare, delivered an interesting presentation on the impact of artificial intelligence on the future of optometry marketing. Innovations like personalised marketing – where AI algorithms analyse consumer data to create personalised patient recall campaigns – are just one example, along with predictive analysis tools that can anticipate consumer behaviour, identify patterns and inform businesses strategies.
Today, he said many firms are also using chatbots that interact with customers in real time time to answer questions and provide personalised assistance. AI is also being used for content optimisation to ensure the practice’s website lists prominently on search engines and social media.
Nasser also delved into the potential of ChatGPT, one of the most advanced chatbots developed by OpenAI and released in November 2022. He asked the system to generate five social media posts for a practice that wanted to promote a ‘use it or lose it’ health fund campaign, which is common in the optical industry. The bot was given many inputs, and came up with several posts that could work as a useful starting point for practices.
On day two, Ms Jessica Kingsley, from ZEISS, delved into the issue of myopia and why every diopter counts. She also offered a few details on a new myopia control spectacle lens that ZEISS will be launching in July.
Mr Justin Chiang, from Tokai Optical Australia, discussed crucial role of upselling for optical businesses, but doing so in a way that focuses on selling the “value”. Being, thoughtful of the customer’s background, observant of their behaviours, knowledgeable of product, ambitious when setting standards and dealing with complaints, and finding innovative ways to connect with customers are the key to successfully executing an upsell, he said.
The program was rounded out by Mr Craig Johnston, from Younger Optics, who delivered an engaging presentation on the short history of polarisation and the challenges of incorporating this with prescription lenses. He also covered a unique photochromic polarised product (Transitions Drivewear lenses), and offered some key tips for dispensers when explaining the value of polarisation and how to check lenses appropriately.
ODA – an organisation on the up
Overall, Petrusma, said the turnout of ODA’s inaugural national conference exceeded expectations, so much so that part way through the planning process the organisation had to upgrade the room to use at the Sydney Masonic Centre.
“In the past, events like this have been rather sparse for optical dispensers and other practice support staff and I think the registration response we have had demonstrates just how much our profession values and desires educational development and networking opportunities of this type,” she said.
“Our delegates travelled from nearly every state of Australia to be here – with an extra special mention to our guests that are visiting us from New Zealand and Japan.”
The conference marked a new peak for ODA since its inception just 16 months ago, in January 2022.
In that time, ODA has also:
- Grown to almost 2,000 subscribers with varying levels of memberships
- Hosted 15 webinars and two ‘make your own eyewear’ workshops
- Held its first sell out mini conference in Perth
- Hosted a volunteer day in Brisbane visiting the Lions Recycle for Sight headquarters with its members
- Gained the support of several big-name industry corporate partners.
ODA National Excellence Awards recipients:
Rookie of the Year – Charlote Swailes, Specsavers Karinyup, Western Australia.
She is dedicated towards her career in optical dispensing and is an enthusiastic employee. She completed her high schooling, commenced her role as an optical assistant, then enrolled and completed her Certificate IV all within three years.
Community Champion Award – Bobby Bugden, Be Seen Eyewear Lismore and Ballina, NSW.
This special award recognises the acts of someone that has gone above and beyond their call of duty. Bugden is an ophthalmic practice director in Lismore and newly qualified optical dispenser. In February 2022, Lismore and the surrounding areas were devastated by floods and he participated in the flood rescues and the re-build that followed.
CEO’s Member Dedication Award – Keeley Wicks, Wicks Eyecare in Keilor, Victoria.
Recognised for taking pride in her role as an optical dispenser and her own professional development, she is an advocate for continuing education and is constantly striving to better herself. It is unusual to not see her at one of ODA’s CPD events and in 2022 she was a recipient of and ODA Currency Certificate for achieving 10 ODA CPD points for the year.
Role Model & Leadership Award – Sarah Thompson, Will Street Eyecare, Bendigo, Victoria.
Thompson is a practice manager with a can-do approach to the operational needs of the business and is an approachable mentor to her team. She takes her own ongoing professional development seriously and regularly communicates with team members and patients about the Cert IV she has completed. She is a role model both in and outside of the practice, giving her time to aged care, volunteering in the local netball club and co-hosting a successful podcast.
Outstanding Practice Owner Award – Belinda Musitano, Eyes@Optometry, Western Australia.
Musitano has built a small successful group of three independent practices in Western Australia. She has won business person of the year and business awards on more than one occasion and is involved with the community through facilitating a vision learning program in schools, is actively involved in fundraising and encourages sustainable practices through participating in the Terracyle frame recycling program. She empowers her team, putting them through industry training, coaching workshops and constantly encouraging ongoing development.
ODA National Medal for Optical Dispensing Excellence – Lisa Raad, Pinpoint Vision, Sydney NSW
When she’s not hard at work in her own practice, Raad is either testing children’s vision at schools across greater Sydney or onsite in workplaces, teaching at UTS or facilitating workshops to other allied health professionals in the optical industry. She continues to grow her own knowledge of dispensing via ongoing voluntary CPD and through developing strong relationships with industry suppliers. She believes that optical dispensers are the superheroes of the practice and puts her patients first.
