Driving clinical excellence together

We chatted with the Optometry Director in Norfolk to understand how working with Clinical Performance Consultants (CPCs) has totally transformed their approach to clinical leadership and continually improves the way their stores operate.

Having CPC support is invaluable to my businesses

“As the Optometry Director of four stores, I oversee the day-to-day running of the stores from a clinical perspective. Optical consultants and contact lens opticians report into me, and I’m responsible for developing pre-regs and supporting international optometrists, too.

Managing this across multiple sites can be challenging, so having CPC support is invaluable. My relationship with the CPCs is fantastic. I work closely with the team; some of which have been store partners, so they really understand what we do in store and the challenges we face.

They help me look at operations, processes, and clinical data to see how we could run the store more efficiently operationally and clinically. Honestly, the time I spend with them is extremely productive. They give me golden nuggets, such as how to interpret reports, how to get more out of the data, and how to communicate changes effectively, like the launch of the fully automated refraction system (FARS). They show me how to link clinical improvements to customer impact and profitability, which is a game-changer.

We’re a partnership

We work together to improve clinical excellence by streamlining what I need to focus on daily. I’m a sole clinician across four sites, so CPCs help me prioritise the things that make the biggest impact. They bring a fresh set of eyes and keep me on track.

One example is how we changed pre-reg development. Historically, they’d do a full test while we observed, then we’d give feedback. The CPC suggested splitting tasks, so that pre-regs do history and symptoms, then I do health checks and refraction, and then we swap. It gives them a holistic view of their skills and lets them learn from me in real time. If they struggle, we can intervene straight away. It’s made training more effective and less stressful.

Another big change was introducing the FARS system. My store was a pilot site, and initially, clinicians were resistant because they felt automation would make them less relevant. With CPC support, we reframed the conversation. FARS reduces test time pressures and gives clinicians more time for a meaningful patient interaction. Machines can’t do the communication part, which is the most important. This shift allowed us to upskill clinicians, improve efficiency, and deliver better commercial results.

It's more than just coaching

CPCs also help with difficult conversations. As a director, I look at financial performance, but CPCs add another perspective, keeping clinicians engaged while addressing issues. They support me with training needs, logistics, and introducing enhanced optical services to help the NHS. They’re my main point of contact for industry changes and internal updates, which is invaluable.

CPC is an excellent career step for optometrists because you get to use all your clinical experience to empower others and shape high-performing teams. It’s not just coaching; it’s personalised support for partners and clinicians, helping them do what’s right for their business. If you’ve worked in clinic and understand the challenges, you’ll bring credibility and make a real difference”.