Optometry had its origin in pedlars who travelled Europe in 1500s. Clearly, the emphasis was on selling an unsophisticated product which improved sight for some, particularly those who had age-related failing vision.
Early opticians combined increased knowledge of optics to improve vision for those suffering with more complex focusing errors. However, the emphasis remained on selling spectacles.
As optometry evolved, an ethical code was adopted emphasising satisfying patient’s vision needs rather than focusing on the optometrist’ s financial benefits. The sale of spectacles and contact lenses would therefore be determined by the patient’s vision requirements and not the optometrist’s financial goals.
Some years ago, the government deregulated optometry to permit commercial ownership of optometric practices which resulted in an increased emphasis on retailing.
In some businesses, this has led to Key Performance Indicators putting pressure on the optometrist to generate increased sales. Another technique has been to “up sell” by encouraging customers to purchase more expensive products.
Our focus is on putting the patient’s needs central to decision-making. Patients are given the opportunity to make an informed decision about the benefits and cost implications of more expensive frames and sophisticated lens designs as they relate to their personal circumstances.
For example, the benefit of a dedicated customised lens design for those spending considerable time working on computers would be unlikely to apply to a casual user. Similarly, a professional driver or pilot would also have specific needs which could justify a customised design.
It is important, that patients have confidence that the optometrist is acting in their best interest both with respect to optical correction and eye health.
