The Opticare team. L-R: George and Michael Nasser

This year marks four decades since George Nasser, at the time an unhappy independent optometrist, took matters into his own hands and founded Opticare – a true underdog to take on the corporate giants of the Australian optical industry.

What started from humble beginnings, producing spectacles for government orders, has blossomed into a full-service supplier helping independents thrive.

As Opticare celebrates its 40th anniversary, the company is doubling down on Mr Nasser’s original mission: giving independent practices an alternative to the big players and more control over their destiny.

“Back in 1983, I had a practice in Liverpool; 80% of my patients were on a government pension which meant I had to send their prescriptions away to OPSM, the governmentcontracted supplier, to be made up,” recalled Mr Nasser. “I wanted to find an alternative that would enable independent optometrists to provide a full spectacle service to patients.

“I called over 200 optometrists and formed a group called the Optometric Practices of New South Wales,” he said. “Together we went to Sydney labs requesting better pricing to compete against OPSM for what was a AU$2 million government tender.”

While their first tender bid failed, it gave Mr Nasser clarity on the winning prices. “I realised I needed to create our own lab to get the required pricing to win the tender.”

And so, in 1984, the newly-formed Opticare landed the contract – the first time in 25 years the government work hadn’t gone to OPSM.

OFFERING MORE CHOICE

From those turbulent early years, Opticare positioned itself as a partner for independents. As Mr Nasser put it, “My mission was giving them more choice and buying power against the corporates”.

Fast forward to today and Opticare is unveiling its most innovative digital lens portfolio yet. Designed in collaboration with OptoTech, its German optical technology supplier, the lens range is supported by new resources to assist with every facet of running an independent practice.

The lens range includes three distinct categories: Optilux (premium), Essentials (value/everyday), and Start (entry-level), covering everything from standard single vision lenses to specialty designs like pilots’ lenses with near zones top and bottom.

According to Mr Nasser, “The new lenses, especially our Optilux range’s Ultra Clear option, reduce peripheral distortion to probably the lowest level on the market. With an add of 1.00D, it’s like wearing single vision lenses in terms of clarity but with the benefits of a progressive.”

By supplying these lenses, complemented by a range of innovative screening technology, he said, “we are trying to help the independent optometrists differentiate their practices; enabling them to do the best eye test and give the best possible lenses. We’ll support them with marketing, with whatever they want… we’re here for the small guys and we can help them.”

SUPPORTING PRACTICE GROWTH

George’s son Michael, who now heads up the company as Managing Director, believes the lens optics and the new support tools will “blow independent practices away”.

“We’ve developed resources like detailed lens summary sheets and customised lens maps to simplify the selection, fitting, and patient communication process,” he said. “It’s all about tailoring our entire offering around optimising the independent practice model.”

This includes bulking up Opticare’s national presence with new business development managers across the country, whose role is to work hand-in-hand with practices. There are also plans to roll out an overhauled practice management system called Ocelot Plus and grow the company’s Optipro membership group.

“The goal is to give independent practices a complete solution with all the technology, tools, and supplier support they need to fulfill their clinical and business needs under one roof,” explained Michael Nasser.

While he didn’t originally intend to join the family business, the former lawyer found himself drawn to Opticare’s people-focussed culture. “I love being around people and team environments, so moving into this made sense,” he said. “Opticare has always been part of my life.”

NO FEARS

For patriarch George Nasser, now 72, the biggest thrill is seeing his life’s work empower other independents: “I’m a firm believer in controlling your own destiny. If I can give that to anybody out there, it makes me feel good.”

His advice for any independents feeling the squeeze from market consolidation? “Don’t be scared to open next door to a corporate. I’ll support you.”

That self-starter, underdog spirit has sustained Opticare for four decades. And if George and Michael Nasser’s bold ambitions are any indication, it will drive the company for the next 40 years as it cements its position as the complete practice partner for independents.

As George Nasser told mivision, “There was a saying when I was school captain: ‘If it’s possible, you’ll achieve it. If it’s impossible, you must achieve it’. I think I’ve lived up to that.”