Bay Eye Care is one of New Zealand’s first specialist optometry practices right in the heart of Tauranga.
Instead of following the traditional retail model of optometry, Bay Eye Care operates a medically-focused clinic and does not sell glasses. “We concentrate on offering specialty services, unbiased advice and cutting-edge diagnostic equipment and treatments to our patients” advises Alex Petty, Bay Eyes Care’s optometrist. Some of the practice’s areas of expertise include specialist contact lenses (including overnight Ortho-K vision treatment), dry eye and ocular disease management, and controlling short-sightedness (myopia) progression in children.
Bay Eye Care is a new addition to the private healthcare sector in Tauranga. They started in January of this year and have already experienced faster than expected growth and support from patients and colleagues. Prior to starting Bay Eye Care, Alex was working in a specialist optometry practice in Adelaide, Australia for several years. “Many of the skills and techniques that I learnt and refined in Australia are now being applied here at Bay Eye Care.”
Alex’s move to Tauranga was all based on a lifestyle. “My fiancé and I have many friends and family in the area and we were looking to settle somewhere long-term that was a vibrant community and close to the beach. It just so happened that Tauranga was a perfect location to offer the specialty services that I have an interest and expertise in.”
Alex loves what he does and comments, “Because of the specialty nature of my work, no two patients are the same and I am constantly challenged to offer excellent care and advice. This is professionally very rewarding and brings about life-changing results for some of my patients – it is neat to be an integral part of this. Also because of the clinical-only/non-retail model of my practice it means I can concentrate on what I do best.”
If other optometrists’ patients are seeing Alex and then those clients require glasses, it can then be arranged at the original general optometry practice. Everyone wins.
There are challenges faced every day and sometimes Alex finds it hard to get everything done. No longer is he just an optometrist from 9-5. As the face of the business, the marketer, the accounts person, the stock controller, the designer, Alex has to get used to wearing many hats which is just like thousands of other small businesses in the Bay. Fortunatley Alex has the support of his partner and some excellent support people in various areas to grease the wheels.
Other challenges Alex faces are “Getting the word out there about some of the specialty services we provide. Many of the general public are not aware for example that I can prescribe a contact lens that is only worn overnight and corrects your vision through-out the day! Or that children with short-sightedness are at risk of eye disease later in life, these days treatments exists to limit the development of this risk. “
The success story for Bay Eye Care has been NZ Herald approaching Alex to do an interview with him and one of his patients about the overnight Ortho-K contact lense treatment. This treatment was prescribed to slow the progression of shortsightedness. The short video which the Herald was really effective and great exposure for the practive and how Alex can help kiwi kids with vision problems in the Bay.
The business is still young but its focus will be on building the overall patient base and continuing to offer premium eye care services and treatments to their patients. “At this stage we have no intentions to expand into other areas – we would rather remain a community minded BOP business serving BOP people!”
Mr Alex Petty
Bay Eye Care, Promed House, 2/71 Tenth Avenue, Tauranga
07 571 6644
info@bayeyecare.co.nz
Business links. www.bayeyecare.co.nz
http://www.nzherald.co.nz/world/news/article.cfm?c_id=2&objectid=11854080
Facebook: https://www.facebook.com/bayeyecare/
