Dispensing Optix

Trevor Rowley introduces his successor, Lee Atkinson

Back with a bang for the seventh time at the majestic Celtic Manor Resort in Wales from 17-19 March, the three-day Optix Conference perfectly combined business with pleasure for all Optix users.

Since the first conference in 2008, the practice management software (PMS) specialist has finely orchestrated regular events to demonstrate what its software can do, and how to make the most of it in practice. As always, both business and pleasure were on the menu, as the red carpet rolled out once again for a stellar line-up of special guests – including long-time event host Gyles Brandreth and Gavin & Stacey co-creator James Corden.

A new vision

Following its acquisition of Optix Software in 2023, the Evex Group is currently developing Project Vision – a plan to nurture Optix 2 into a single pan-European PMS platform. Trevor Rowley, the beating heart of Optix since he started the company in 2000, announced in the conference’s stakeholder update that he would be stepping down as managing director in April – whilst continuing in a non-executive role at Evex, heading Project Vision.

In an emotional speech, Trevor introduced Optix customer services director, Lee Atkinson, as his trusted successor. Trevor also paid tribute to his honorable business partner of 23 years, Andrew Harrison, who has recently retired from Optix. Delegates had the opportunity to meet, greet and question the international senior team of Project Vision during the intriguing talk that ensued.

Lessons in sessions

Breakout session

There were four breakaway sessions specifically on Optix 2, designed with building user confidence in mind. New functions included elastic search technology for the Optix till to make it easier to find the products and services required, a fully customisable eye examination facility to tailor each check to the patient’s needs, and a more user-friendly spectacle dispensing platform to support mobile dispensing on a tablet.

The direct debit system is being updated with the ability to assign a personalised mix of products to each patient without the use of predefined schemes. Following a change in banking regulations, Optix is now working with GoCardless. This opens the door to unlimited collection dates, and stamps the practice’s branding on patient correspondence.

Delegates with an ear to the ground opted for an hour session on the Optix Audiology module called Audix. Audiology is becoming increasingly important in the optical sector as many businesses are adding hearing care to their portfolio.

Audix uses Noah, an integration framework allowing patient information from clinical procedures to be accessed by a common database. In practice, this means the audiologist can see how a patient’s hearing has changed over time, regardless of where they have been or who they have seen previously. Sponsors of the conference from the hearing sphere were on hand to support independent business owners who wanted to explore the offering.

Attendees of the GFK Business Analytics unveiling were treated to eye-opening insights on market performance, sales trends, and opportunities for industry growth. Optix offers a Partnership Programme for those wanting to keep an eye on market trends and developments.

Ella with Rebecca Louvre

Network connections

As always, the Optix Conference got delegates fired up with a dynamic display of industry leading sponsors in its parallel exhibition. Curious delegates tried on fabulous frames, learnt about ophthalmic and contact lenses, tested new technology and bought into business support, all whilst sipping tea and sampling cake during the breaks.

I caught up with Rebecca Louvre, global group sales director for the Wolf Eyewear Group. She told me: “We’re an independent brand for independent practices, and I think it’s important to come here and connect with customers from different parts of our network. It’s important for us as suppliers to sit in on some of the conference material to understand the optical world from your perspective, thinking about how we can make things better and easier for you in practice.”

BIB Ophthalmic Instruments was exhibiting for the third time at the conference. Managing director, Tim Baker, said: “The conference is an excellent informal opportunity for visitors to get hands-on with cutting edge technology. There has been a strong interest in being able to measure the axial length of the eye – as this is particularly useful in myopia management.”

Of the conference in general, dispensing optician and business owner, Amy Bainbridge, shared: “This was my first time at the conference, and I hope to bring more of my team next year. It was one of my initial tasks, when I first started out as an employee in 2008, to find the group a PMS provider at 100% Optical. Since then, although I have become very confident at using the software, I’ve found there is always something new and useful to learn.”

DOs as superstars

With Geoff Ramm

Back by popular demand for the fourth time as ceremony host, there were big smiles for Gyles Brandreth, who instantly warmed the room with his natural style of humour, worldly wisdom and iconic woolly jumpers.

The first star to the stage was marketing mastermind and customer service connoisseur, Geoff Ramm, who set a high bar with his talk on elevating the customer experience. Geoff suggested delegates ‘up their game, look to fame’. Visualise your favourite celebrity and endeavour to treat your patients with the same ‘celebrity service’ Geoff writes about in his books.

I caught up with Geoff after his interactive workshop with top take-home tips and he told me: “Dispensing opticians can become ‘celebrity service superstars’ by looking at the touchpoints of a customer journey. Every single one can be improved. Look at each one individually, at different times, and think about how you can create a moment which people will remember for a long time.”

Iron Maiden’s Bruce Dickinson

Bruce Dickinson, the lead singer of Iron Maiden, rocked up to inspire the audience to turn customers into fans, while Tim Harford, behavioural economist and broadcaster, gave the audience three rules to help them analyse the meaning behind statistics. Headliner James Corden braved an interview with Gyles covering his childhood, the early challenges in his career, his success in America and the inspiration behind the nation’s beloved Gavin & Stacey.

Fun and fundraising

Comedian and broadcaster, Ian Stone, broke the ice as after-dinner speaker on the first evening – providing plenty of laughs as delegates networked and socialised with friends and colleagues, old and new. When I asked Ian for a joke about opticians or eyewear, he replied very apologetically: “I wouldn’t want to do that, I might make a spectacle of myself.”

On the second evening, guests were treated to fine wine tasting before the lively Fully Funktional band got everyone up on the dancefloor.

At every conference, Trevor Rowley rallies the troops heroically to support a nominated charity. This year, Optix customers, guests and sponsors raised more than £25,000 for Vision Care for Homeless People, the charity of choice at the conference 10 years ago. This extraordinary charity has 160 volunteers covering 10 clinics over the UK and, in the last year, has donated 2,400 hours of time and dispensed 1,900 pairs of spectacles.

Gyles Brandreth interviews James Corden

David Brown, development director for the charity, told me: “We are thrilled to hear that the Optix community has got behind Vision Care for Homeless People. They have been very generous towards us and all the monies raised will go towards providing free eye tests and glasses for those who find it challenging to get an eye test or face multiple barriers, which many do.”

Shortly before his departure, James Corden alluded to the fact that with the ever-growing presence of AI, the human experience – from going to the theatre or attending a conference – becomes even more powerful. Although this year will be a tough act to follow, the show must go on…

Read Ella’s interview with Gyles Brandreth…

Ella McCormack BA (Hons) FBDO is a dispensing optician, practice manager and the group manager of Bainbridge Bespoke Opticians.