Opticians sharpen message with award- winning coverage
An Ayrshire business has been recognised at a national industry awards for their use of social media.
Urquhart Opticians has been delivering eyecare in Ayrshire for over 100 years, and today has practices in Kilmarnock, Troon, Prestwick, Kilwinning and Ayr.
They have been named Social Media Practice of the Year in the 2020 Optician Awards, the UK- wide celebration of professionalism, best practice and innovation in the optometry profession.
Social Media was a new category introduced by the awards organisers, reflecting the increasingly important role platforms such as Facebook play in connecting optometrists with patients.
The team at Urquharts learned they had been shortlisted at the start of the year, and as the only practice from north of the border shortlisted in any category, they had been looking forward to flying the flag for Scotland at the glittering awards ceremony.
However, lockdown put those plans on ice, and the awards were instead announced via a black- tie online ceremony.
Managing Director Peter Telfer said: “After an incredibly tough and challenging year, I am thrilled to see our team recognised nationally with an Optician Award.
“Social media’s role in eyecare delivery has been growing in importance in recent years, and we have developed a broad strategy across numerous platforms to reach out to patients, drive good eyecare messaging, build awareness for key eyewear brands and support our local community.
“As a tool, it was already invaluable, but 2020 has seen social media really come to the fore in ways we had never envisaged.”
Urquhart Opticians social media is managed by marketing and business development executive Yvette Brown who added: “Only a decade or so ago, most people would hear from their optician no more than once every couple of years, when a check- up letter arrived in the post.
“Social media has completely transformed this.
“It is now a crucial part of our digital marketing strategy, and we use it especially to keep in touch with patients beyond their annual appointment, providing useful, informative content and offering a simple, informal way for patients to contact us about anything from frame repairs to vision concerns.”
The Optician Award is Urquhart’s second recognition of the year, after being named recipient of the 2020 Ayrshire Business Excellence Award in early March.
They also opened a fifth practice, in Kilwinning, during the summer.
Clinical Director Alistair Duff added: “In our 100 plus years history, Urquharts has never experienced a year like this, so bookending 2020 with these two awards is superb reflection of all the hard- work, dedication and talent of everyone who is part of the Urquhart Opticians team.
“We are delighted to receive this recognition of our work across social media and look forward to continue engaging with patients, colleagues and local communities throughout 2021.”