Specsavers in Broughton has teamed up with Côr Meibion Bro Glyndŵr, a male voice choir from Denbighshire, to launch a new campaign encouraging North Wales residents to prioritize opticians for urgent eye health issues, rather than turning to GPs or A&E services.
The campaign, announced today, comes in response to findings from a recent YouGov survey commissioned by Specsavers, which revealed that 73% of adults in North Wales would not consider visiting an optician first for eye-related concerns. This habit contributes to increased pressure on NHS services across Wales, especially as winter flu season approaches.
The survey, which polled adults in North Wales, showed that 55% would initially contact other NHS services, such as GPs, pharmacies, or NHS 111, rather than seeking out an optician for urgent eye care. This despite the fact that opticians, who are often more accessible, can provide immediate treatment for a variety of eye health issues.
Michael Bradbury, lead clinical performance consultant for Specsavers in Wales, stressed the importance of utilizing optician services to alleviate the strain on NHS resources: “By offering immediate eye health services, we can help reduce the burden on the NHS in Wales. With increased demand expected in the winter months, it’s crucial that people turn to opticians for swift and effective care before their conditions worsen.”
The survey also revealed a lack of awareness about opticians’ capabilities in treating urgent eye problems. Only 16% of respondents would go to an optician for sudden red or sore eyes, and just 8% would visit an optician for swollen eyelids. Additionally, more than a third (37%) were unaware that opticians could treat such issues, while 19% believed they would have to pay for urgent treatment.
In response, Specsavers is working to dispel these misconceptions, highlighting that many urgent eye services are fully funded by NHS Wales under the Welsh General Ophthalmic Services (WGOS). People experiencing sudden eye symptoms, such as blurry or cloudy vision, flashes of light, or inflammation, are encouraged to call their local Specsavers for immediate assistance.
As part of the campaign, Côr Meibion Bro Glyndŵr has recorded a specially written song to raise awareness. The song, with lyrics like “Is it itchy? Is it dry? Someone poked you in the eye?”, is designed to emphasize the importance of seeking timely treatment for eye discomfort. The choir’s message will be shared across social media and supported by an advertising campaign throughout Wales.
Ann Atkinson Sharp, musical director of Côr Meibion Bro Glyndŵr, noted the significance of good eye health for their members, many of whom rely on their sight for both music and daily life. “We hope this collaboration will encourage people to seek help early and prioritize their eye health before small problems become more serious,” she said.
The strain on NHS services in Wales is considerable. Recent Welsh Government data revealed that over 27,000 patients in the Betsi Cadwaladr University Health Board area alone are waiting more than a year for an initial outpatient appointment. Specsavers aims to help reduce this backlog by providing quicker access to urgent eye care, positioning itself as a vital resource for acute eye issues.
Bradbury further emphasized the role of opticians beyond routine eye exams: “Optometrists are trained to handle urgent eye care. When people understand that opticians can provide immediate support, they’ll recognize the convenience and expertise available at their local Specsavers, which are centrally located within the community.”
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