ABDO employer campaign goes live

Assets from the new campaign

The varied and skilled roles of dispensing opticians (DOs) and contact lens opticians (CLOs) will be highlighted to existing and potential employers in a new social media campaign being launched by ABDO at 100% Optical today.

Antonia Chitty, ABDO head of communications and IT, said: “We’re excited to launch this new campaign highlighting the role of the DO and CLO, encompassing all aspects of their professional and clinical skills – from paediatrics and low vision to practice management and leadership, as well as those roles such as treating acute eye conditions which can be done with further training.”

The campaign is based on an ABDO research project with employers, which took place last summer. A range of practice owners were interviewed, including optometrists and DOs, about the benefits of working with a DO or CLO, the challenges around recruitment and other pertinent factors. The research found that DOs are valued for their expertise and the wide-ranging role they can play within practices.

Their involvement is recognised to deliver a number of benefits:
• Better clinical outcomes and customer service
• Commercial benefits
• A natural fit for practice manager

The campaign content will be available to see on the ABDO stand at 100% Optical, with content scheduled to be rolled out across ABDO’s social media platforms from 25 February.

“Over the course of this year, we shall also be meeting with stakeholders and developing the campaign materials, to ensure that all ABDO members are valued and that their roles are better understood in the wider context of primary eyecare,” added Antonia.

“We particularly want to encourage employers to invest in FBDO training, to better understand the reach of our members’ skills and to support them in developing their careers even further by training as a CLO or through management and leadership training.”

Find out more about the campaign by following ABDO on Linked In.