Strategic Playbook Overview

This upscaled dashboard is split into three main layers: Foundations (the care structures, glossary, and core market statistics), Strategic Alignment (patient pathways, competitive matrices, and strategic mappings), and Interviews & Handover (structured 45-minute deep-dives with interactive notes, timelines, and market watch-lists).

Takoua Selmi Curation

Prepared meticulously for the EyePros internship running from 01 Aug – 18 Dec 2026. This dashboard acts as a living strategic playbook that aligns with our commercial and operational goals.

Global Smart Search Enabled

Press Ctrl + K anywhere on the page to focus the global search bar located in the **Acronym Explorer**. All text nodes, flashcards, prices, and questions filter instantly.

Care Delivery System

The Three-Tier Structure

UK ophthalmic care operates across three distinct operational layers. Understanding the transition mechanics of patients between these tiers is key to private growth and referrer strategies.

Tier 01

Primary Care

Community Optometrists

Community optometrists situated on the high street. The first point of contact for routine eye complaints. Consists of roughly 17,000 optometrists across 6,500 practices in the UK. Dominated by Specsavers, Boots Opticians, and Vision Express, with a long tail of independent players.

Tier 02

Secondary Care

Hospital Services & Private Clinic Hubs

NHS Trust Hospital Eye Service (HES) and independent clinical providers like EyePros. Includes consultant ophthalmologists, specialty ophthalmic nurses, orthoptists, and specialist optometrists acting at hospital level.

Tier 03

Tertiary Care

Regional Specialist Eye Hospitals

Highly specialized regional centers — spearheaded by Moorfields Eye Hospital in London. Manages complex, multi-system ocular conditions referred out by secondary HES units because of surgical complexity.

Crucial Insight: The Optometrist is the Gatekeeper

High-street optometrists detect pathologies, shape the patient's initial impressions, and control referral destinations. They are not EyePros's direct customer — they are EyePros's primary distribution channel. CPD events, community care contracts, and referrer communication packs are investments to establish EyePros as their preferred referral partner.

Interactive Lexicon

The Acronym Explorer

Mastery of clinical and strategic terminology is vital. Flip cards to reveal contextual breakdowns, search by keywords, and filter by functional categories.

Health Structure

NHS

National Health Service

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NHS

The state-funded UK healthcare system responsible for the vast majority of routine care.

Strategic context: Eye care models must align with or bridge back to NHS structures.
Health Structure

ICB

Integrated Care Board

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ICB

Statutory body that commissions and pays for local NHS services in a defined geographical footprint. Replaced CCGs in July 2022.

Midlands: EyePros lies within the Nottingham and Nottinghamshire ICB region.
Health Structure

ICS

Integrated Care System

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ICS

Broad partnership structure comprising the Integrated Care Board (ICB), local councils, social care, providers, and volunteer bodies aiming to streamline regional care.

Health Structure

ICP

Integrated Care Partnership

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ICP

The strategic committee within an ICS where health, councils, and public stakeholders collaborate to align healthcare strategy across local communities.

Health Structure

PCN

Primary Care Network

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PCN

Groups of GP practices collaborating to serve defined populations of 30,000 to 50,000 patients. Establishes GP engagement targets.

Health Structure

Trust

NHS Foundation Trust

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Trust / FT

Public benefit corporation providing hospital services. Operates independently from centralized Whitehall control.

Ahmad's Role: Clinical post located at Sherwood Forest Hospitals NHS FT.
Referrals & Pathways

HES

Hospital Eye Service

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HES

NHS trust hospital ophthalmology departments. The primary public-facing service handling secondary care diagnostics and surgeries.

Referrals & Pathways

GOS

General Ophthalmic Services

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GOS

The national NHS-funded contract paying primary high-street optometrists for conducting routine sight tests on eligible criteria groups.

Referrals & Pathways

MECS

Minor Eye Conditions Service

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MECS

A community-based service ensuring mild conditions (dry eye, foreign body, superficial pain) are seen locally instead of bottlenecking HES.

Referrals & Pathways

CUES

Community Urgent Eyecare Service

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CUES

Modern replacement for MECS, establishing direct community optometry pathways for urgent sight threats. Over 330,000 patients treated annually.

Referrals & Pathways

SPoA

Single Point of Access

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SPoA / SPARC

Centralized referral triage and clinical coordination center. Triages primary referrals to distribute load across public and private clinics.

Referrals & Pathways

RMC

Referral Management Centre

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RMC

Older triage model focused strictly on reviewing GP-initiated clinic referrals before they hit hospital departments, now being replaced by SPoA platforms.

Referrals & Pathways

AQP

Any Qualified Provider

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AQP

Procurement model where NHS trusts allow accredited external clinics to treat NHS patients at a standard national tariff.

Impact: Outsources high-volume cataract work to external private hubs.
Referrals & Pathways

RTT

Referral to Treatment

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RTT

Standard 18-week wait time window KPI. Targets mandate that 92% of clinic patients are treated within this threshold.

Current status: Only 62% meet this target nationally in 2026, forcing private conversion.
Referrals & Pathways

e-RS

NHS e-Referral Service

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e-RS

Centralized electronic booking system used by primary care referrers to book outpatient appointments within secondary clinics.

Regulators

CQC

Care Quality Commission

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CQC

Independent health and social care inspectorate. Rates clinical locations across five criteria domains: Safe, Effective, Caring, Responsive, Well-Led.

Regulators

GMC

General Medical Council

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GMC

Regulator for all practicing doctors in the UK, maintaining medical registers and checking clinical standards.

Regulators

GOC

General Optical Council

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GOC

Regulatory body for optometrists, dispensing opticians, and optical retail businesses across the United Kingdom.

Regulators

ASA

Advertising Regulators

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ASA / CAP

Advertising Standards Authority and Committee of Advertising Practice. Strictly monitors clinical claims (prohibiting absolute promises or guarantees).

Regulators

NICE

Clinical Standards Institute

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NICE

Publishes clinical standards. NG81 governs Glaucoma care; NG82 defines Macular Degeneration (AMD) pathways.

Regulators

MHRA

Device & Medicine Regulator

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MHRA

Executive agency of the Department of Health regulating all medical devices, medicines, and clinical therapy gear.

Clinical & Commercial

IOL

Intraocular Lens

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IOL

The custom artificial lens implanted in a patient's eye to replace a clouding cataract. Mono-focals are standard; premium designs include Multifocal and EDOF.

Clinical & Commercial

MIGS

Glaucoma Surgery Micro-implants

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MIGS

Minimally Invasive Glaucoma Surgery microscopic implants (iStent, Hydrus) aimed at safely reducing IOP during cataract work. Ahmad's subspecialty.

Clinical & Commercial

PBM

Photobiomodulation

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PBM

Low-level light therapy targeting retinal cells. Underpins the Valeda treatment system to stabilize Dry Age-related Macular Degeneration (AMD).

Clinical & Commercial

OCT

Retinal Optical Imaging Scan

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OCT

Optical Coherence Tomography high-resolution cross-sectional scan showing tissue layers of the retina. The diagnostic standard for modern macular screening.

Clinical & Commercial

PHIN

Private Health Info Network

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PHIN

Government-mandated independent coordinator monitoring price, efficacy, and volume outputs across all UK private medical care.

Clinical & Commercial

PMI

Private Medical Insurance

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PMI

Individual/group healthcare coverage (Bupa, AXA, Aviva). An underdeveloped patient source that requires direct provider panel accreditation.

Core Intelligence

The Market Numbers

Eight essential benchmarks shaping the macro strategic landscape. Demographics, capacity bottlenecks, and corporate investment data drive self-pay growth.

Annual Patient Volume

Clinical Demand Dynamics

450k
NHS Cataract Procedures RCOphth forecasts +25% growth by 2027 and +50% by 2035, driven by structural aging trends.
700k
Glaucoma Diagnoses Lifetime management condition. Establishes the perfect baseline for care subscription contracts.
700k
AMD Diagnoses 90% dry AMD cases were historically untreated, but now eligible for Valeda photobiomodulation light therapy.
20-30%
Adult Dry Eye Prevalence Higher inside over-50 and screen-heavy groups. A key pipeline generator for the EyeSpa service.
28%
UK Population Aged 65+ ONS 2025 demographic engine. Direct driver of long-term patient volumes.
NHS Backlog & Tenders

System Waiting List Pressures

7.11m
Total NHS Treatment Backlog Constitutional pathways waiting for secondary diagnostics. Still 55% above pre-pandemic baselines.
62%
Constitutional wait times met Standard target is 92% within 18 weeks. System not expected to recover backlogs until at least 2029.
8-54wk
Routine Cataract Waiting wait times High regional variations. NHS Grampian reported up to 54 weeks for routine eye surgery in mid-2026.
898k
Record Private Clinic Admissions +7% YoY. Direct increase in self-pay volumes among younger patients for corrective eye care.

Competitor Self-Pay Price Benchmarks

Cataract Surgery
£1,500 - £3,000
Per eye, routine monofocal
Newmedica Birmingham: £2,295 Nuffield Warwickshire: ~£4,200
Refractive Laser
£1,800 - £5,000
Full treatment (both eyes)
Optical Express: Spec-dependent Premium Clinic: EDOF/ICL premiums
Lens Replacement
£3,500 - £6,000
Per eye, premium multifocal
OCL London: Top tier custom Cathedral Clinic: Advanced platforms

Recent Private Equity & Corporate Investment Activity

OCL Vision Support (March 2025): Backed premium private refractive hub to accelerate high-end clinic rollout across metro catchments.
€30m Cathedral Eye Clinic Investment: Cardinal capital infusion to fuel clinics expansion across the UK and Irish private self-pay market.
Optegra Surgical Network Acquisition: Direct vertical consolidation by EssilorLuxottica, integrating community optometry chains with secondary hospital assets.
€250m Sanoptis Expansion Fund (March 2025): Targeting rapid acquisitions of high-quality ophthalmology practices across Northern Europe and the UK.
Patient Focus

Five Core Archetypes

Identify patient profiles immediately. Match clinical conditions with tailored pathways, clinic services, and self-pay conversion arguments.

The Complete Cataract Patient Journey

Competitive Environment

Market Competitor Tiers

Over 81% of private UK eye clinics operate as part of structured corporate groups. Analyze their business models to protect and grow EyePros's Midlands footprint.

Tier 1

NHS High-Volume Platforms

SpaMedica · CHEC · Newmedica · Optegra · ACES

Represent the high-volume public outsourcing engine. Generated roughly £169m collectively in operating profits in 2023-24. Currently facing pressure from proposed NHS tariff revisions, which could impact revenue margins. Both CHEC and Newmedica have established Midlands locations.

Threat Assessment: High

High threat to NHS volume contracts. If tariffs drop, they may target the self-pay market, competing directly with EyePros.

Tier 2

Premium Self-Pay Private Networks

OCL Vision · Cathedral Eye · Moorfields Private · Vision Scotland

EyePros's peer group. Brand-led, private-equity backed networks offering high-end consultant-led eye care. Highly active in metropolitan catchments: OCL dominates London, Cathedral covers Northern Ireland, and Vision Scotland handles Edinburgh. Midlands has limited direct high-end platforms, presenting a key growth opportunity.

Threat Assessment: Medium

Medium threat. The entry of any Tier 2 network into the Midlands would accelerate the timeline for EyePros's satellite site launch.

Tier 3

High-Street Refractive Specialists

Optical Express · Optimax · Ultralase

High-volume laser surgery networks competing on consumer marketing and retail price points. EyePros does not compete with these networks on low-cost volume; instead, EyePros focuses on consultant credibility and post-op dry eye treatments.

Threat: Low

Refractive patients with post-op dry eye issues represent strong leads for EyeSpa therapies.

Tier 4

Multi-Specialty Private Hospital Groups

Nuffield Health · Spire · Ramsay · Circle

Traditional private hospital providers offering ophthalmic surgery via visiting consultants. Features higher pricing (cataract ~£4,200). They hold strong market share in private medical insurance (PMI) due to established relationships.

Threat: Medium

They capture insured patients but struggle to match the speed and customer experience of specialist clinics.

Tier 5

Independent Solo Practices

Regional Solo Consultants

Hundreds of independent consultant practices operating across the UK (historical baseline). EyePros's 2026 growth strategy focuses on transitioning from a solo practice to an established clinic brand.

Threat: Low

Individual practices lack the marketing scale and service breadth of a structured clinic brand.

Strategic Mapping

Priority Matrix & Market Fit

Analyze how market trends align with EyePros's eight strategic priorities. Tap into tailwinds to drive business growth.

01

Referrer Partnerships

Strong Tailwind. Optometrist referral networks are key to patient acquisition. Developing these relationships builds a highly defensible market asset.

02

Private Consultations

Strong Tailwind. Worsening NHS wait times are driving self-pay growth. This demand is expected to persist through at least 2029.

03

Dry Eye / EyeSpa

Strong Tailwind. High prevalence of dry eye, with few clinics specializing in advanced therapies. Excellent fit for subscription models.

04

Glaucoma Subscriptions

Strategic Opportunity. Subscription-based models are rare in UK ophthalmology, offering a key differentiator to build long-term patient value.

05

Premium Sight Diagnostics

Tactical Advantage. Establishes clinical credibility and differentiates EyePros from high-street opticians, acting as a portal for advanced surgical leads.

06

NHS Patient Contracts

Narrowing Window. Evolving tariffs make high-volume NHS cataract work less attractive. Focus should shift to stable areas like glaucoma monitoring and macular pathways.

07

Valeda for Dry AMD

First-Mover Advantage. Delivers evidence-based therapy for dry AMD. The strategic focus must center on patient and optometrist education.

08

Marketing & Compliance

Required Standard. High competitor investment. Marketing must balance commercial growth with ASA regulations and GMC ethical codes.

🎯

The Two-Sentence Strategic Narrative

Patient demand is rising due to an aging population and NHS wait times. While capital is flowing into the sector, it is targeting premium, high-quality clinic networks over high-volume NHS tariff models. EyePros's premium self-pay model aligns directly with this investment trend.

Discovery Playbooks

Interactive Discovery Playbooks

Discovery guides to align on clinical capacity, risk tolerance, and operational metrics in Week 1. Check off questions and save custom meeting notes directly to localStorage.

Ahmad · Founder & Clinical Lead

Section 1: The Long-Term Vision
"When you imagine EyePros at the end of 2027, what is the single success milestone that must be achieved?"
"Of the eight strategic priorities outlined, which two carry the highest execution risk, and why?"
"What are the immediate risks of not executing the strategy within our current timeline?"
"If you had the budget to add one key senior role to the team in 2026, who would it be?"
Section 2: Current Clinic Operations
"Walk me through a typical week: surgical sessions, patient consultations, and scheduling flows."
"Which service line is currently performing above expectations, and which is underperforming?"
"What reasons do patients most often give for choosing EyePros over Spire or regional competitors?"
"When a potential patient chooses a competitor over EyePros, what is typically the deciding factor?"
Section 3: Referrer Ecosystem Dynamics
"Which community optometry practice has been our most consistent referrer, and why?"
"Describe a referrer relationship that has stalled or declined. What were the challenges?"
"What does a successful introductory meeting with a new optometry practice look like?"
"How do we select CPD topics, and how do we measure the impact of these events on referrers?"
Section 4: Strategic Limitations & Boundaries
"What is the most capital-intensive marketing or BD initiative we tried that did not work?"
"Are there any clinical, commercial, or brand boundaries where you are not willing to compromise?"
"What is the single strategic question you wish a previous consultant or team member had asked?"

Steve · Operations Mentor

Section 1: Midlands Market Dynamics
"Which optometry practices in our catchment do you have existing relationships with, and how would you rank their receptiveness?"
"In your experience, what are the key factors that convert an optometry practice from a cold contact into an active referrer?"
"What strategies did CHEC and Newmedica execute well in the Midlands, and what gaps did they leave?"
"If you were developing a referrer engagement plan in Mansfield or Newark tomorrow, what would be your first three actions?"
Section 2: NHS Commissioning & Contracts
"What is the Nottingham and Nottinghamshire ICB's current appetite for independent sector ophthalmology?"
"Which pathway (glaucoma, macular, general, cataract) has the most realistic 12-month commissioning timeline?"
"What key factors do ICB commissioners prioritize beyond pricing and CQC ratings when choosing providers?"
"Which key contacts at the ICB or regional PCNs should we begin building relationships with?"
Section 3: Operations & Relationship Management
"What is your standard introduction and pitch when visiting a GP practice cold?"
"What are the main reasons GP or optometrist referrer relationships decline after a strong start?"
"Describe how EyePros's referrer feedback loop functions, and identify any current breaks."
"Which Tier 1 competitor is most actively targeting our current optometry practices?"
Section 4: Onboarding & Mentorship Alignment
"What key objectives should I prioritize in my first 30 days to maximize my contribution?"
"What does success look like for this internship, separate from the formal project goals?"
"What is the single most common pitfall for new hires to avoid in their first month?"

Clinic Operations Details · Front-of-House & Admin

Clinic Operations Interview Questions
"Walk me through the standard patient workflow: from initial inquiry (call, email, form) to booking a consultation."
"What are our current conversion rates: from inquiries to consultations, and consultations to surgeries or care plans?"
"What are the primary reasons patients cancel appointments or fail to attend?"
"If you could automate one recurring administrative task, which would you prioritize?"
Internship Track

The Internship Timeline

A comprehensive overview of our five-month growth strategy, tracking deliverables, key focus areas, and milestones.

Pre-Arrival · May-July 2026 Current Phase

Internalize Context & Key Metrics

  • Memorize regional clinical terminology and acronym datasets.
  • Research Nottingham and Nottinghamshire ICB members and ophthalmic strategies.
  • Track wait time developments and ophthalmic news via key journals.
  • Send discovery interview outlines to Ahmad and Steve one week before onboarding.
Primary Focus: Contextual onboarding and market readiness
Month 1 · August 2026 Upcoming

Onboarding & Operational Assessment

Understand clinic workflows and scheduling systems before suggesting strategy pivots.

  • Week 1: Complete discovery playbooks with key team members.
  • Week 2: Shadow patient journey stages and clinical review sessions.
  • Week 3: Review referral, booking, and conversion metrics from the past six months.
  • Week 4: Draft a two-page clinic assessment report highlighting key operational findings.
Primary Deliverable: Two-page clinic assessment report and review meeting
Month 2 · September 2026 Upcoming

Competitor Analysis & Site Assessment

Translate initial findings into a comprehensive regional market analysis.

  • Map regional competitors, including location metrics and self-pay price points.
  • Analyze current referrer coverage and identify high-value target practices.
  • Analyze three potential locations for satellite clinics based on access and competition.
  • Support Steve on regional referrer outreach visits.
Primary Deliverable: Competitor map (v1) and regional referrer target registry
Month 3 · October 2026 Upcoming

Referrer Engagement & Marketing Execution

Transition from analysis to executing growth and referrer strategies.

  • Manage logistics and marketing for regional CPD events.
  • Complete five referrer outreach visits to collect direct clinical feedback.
  • Refine LenzClub program branding and patient materials.
  • Develop patient materials for subscription care plans (dry eye, glaucoma).
Primary Deliverable: Regional CPD event and LenzClub marketing materials (v1)
Month 4 · November 2026 Upcoming

Strategic Strategy Development

Develop comprehensive business cases for new clinics and expansion projects.

  • Finalize feasibility reports and business cases for satellite clinic locations.
  • Draft the initial expansion framework for future clinic locations.
  • Analyze regional NHS commissioning opportunities in detail.
  • Analyze subscription care plan performance and patient feedback.
Primary Deliverable: Satellite clinic feasibility report and expansion business case
Month 5 · December 2026 Upcoming

Final Presentation & Handover

Deliver final strategy materials and prepare for the Head of Business & Growth role in January.

  • Present strategy findings and operational guides to leadership.
  • Organize referrer engagement playbooks and marketing assets.
  • Align with Ahmad and Steve on clinical growth targets for Q1 2027.
Primary Deliverable: Final strategic presentation and operational playbooks
Industry Tracking

The Market Watch-List

Key policy, competitive, and clinical indicators to track monthly. Stay ahead of market shifts to adapt strategy.

Policy & Commissioning

Commissioning Trends

  • NHS Tariffs: Monitor outpatient cataract opportunities.
  • East Midlands CUES: Track regional CUES expansion for community referrers.
  • SPoA Tenders: Monitor triage tenders for commissioning routes.
Competitive Actions

Competitor Monitoring

  • Tier 2 Expansion: Monitor new clinic launches by premium networks.
  • Tier 1 Self-Pay Pivots: Track NHS-focused providers launching self-pay cataract services.
  • Regional M&A: Monitor transactions and consolidations across private clinical groups.
Clinical & Regulatory

Regulatory Standards

  • NICE Guidelines: Monitor updates to Glaucoma (NG81) and AMD (NG82).
  • Dry AMD Research: Track publications supporting low-light photobiomodulation.
  • CQC Inspection Frameworks: Monitor updates to assessment methods.
Macro Indicators

Macroeconomic Factors

  • NHS Backlogs: Track wait times to forecast self-pay conversion rates.
  • Consumer Confidence: Monitor economic indicators for medical spend.
  • Insurer Partnerships: Track changes in PMI coverage and enrollment.
Data Standards

Trusted Sources

Select industry sources to monitor policy, clinical standards, and regional market intelligence.

Takoua's Playbook Companion

What I Know Going In

Everything worth knowing before the goal-setting session with Ahmad — one page, ten sections, zero hesitation when a number comes up.

Prepared by: Takoua Selmi For: Internship Workshop Sources: 8 internal documents

EyePros at a Glance

  • What it isPrivate, consultant-led ophthalmology provider in the Midlands, UK
  • FounderAhmad Elsahn — glaucoma, cataract & refractive surgeon
  • Hospital siteKingfisher House, Nottingham — opening January 2027
  • Funding£1.2m Vector Leasing facility — no owner equity required
  • Revenue targetsYear 1: £1m · Year 3: £3.1m at 47% EBITDA margin
  • ModelHub & spoke — Nottingham surgical hub, satellite clinics across the East Midlands
  • Payback periodApproximately 1.8 years
  • Why hospital mattersCurrent model outsources surgery to The Park Hospital — the new site captures that margin in-house

My Internship

  • RoleBusiness Development & Project Management Intern
  • ProgrammeHyper Island · BD20KHN
  • Period1 August – 18 December 2026
  • FormatHybrid — remote + monthly in-person at the Midlands hub
  • RequirementsReal business development work · named mentor · deliverable with commercial impact

Eight Income Streams

The primary revenue sources generating cash flow across all locations:

Cataract surgery Minimally invasive glaucoma surgery Laser vision correction Valeda — dry AMD EyeSpa — dry eye Aesthetics LenzClub subscription Care plans

Strategic priorities for 2026

Six strategic priorities for 2026

Referrer partnerships — optometrists and general practitioners Private consultation growth Care plan expansion LenzClub launch EyeSpa scale-up Care Quality Commission readiness

"The six priorities are the internal strategic focus for 2026. The eight initiatives are the live growth projects running in parallel — Ahmad may refer to either list depending on context."

Eight growth initiatives

Hub-and-satellite clinic expansion LenzClub contact lens subscription launch EyeSpa dry eye treatment scale-up Valeda photobiomodulation for dry AMD EyePros patient app and digital portal NHS contract exploration — glaucoma and macular Referrer partnership programme — 8 or more optometry practices Premium sight test and LenzClub at satellite sites

VisionNOW

Volume Play

Low-cost cataract pathway delivered by locum surgeons at £1,400 per eye. This pathway opens the price-sensitive segment without diluting the premium consultant-led brand.

Practice Partners

Asset Play

Other surgeons pay to use the Kingfisher House facility. This model enables the hospital to earn even when EyePros consultants are not operating.

The Competitive Landscape

  • Main competitorsOptical Express · Optegra · Nuffield Leicester · Spire Leicester
  • EyePros edgeConsultant reputation, equipment quality, breadth of service
  • Regional marketSelf-pay cataract priced £2,500–£3,995 per eye
EyePros Tier Price Per Eye Positioning
VisionNOW £1,400 Accessible entry point
Standard £2,000 Undercuts the regional floor
Premium £3,750 Consultant-led, full continuity

2026 — The Numbers That Matter

8
new optometry practices signed this year
5
actively referring practices, ongoing
1/wk
surgical sign-up, minimum
4/mo
cataract surgeries
2+2/mo
glaucoma & laser procedures
4+4/mo
new glaucoma & dry eye care plans
85%
care plan retention
10/mo
new LenzClub members · 80% repeat
4/mo
new Valeda patients enrolled
90%
patient satisfaction across all services
5–10%
website enquiry conversion target
4/wk
new private consultation patients

Professional Education Events

  • For optometrists4 events planned across 2026
  • For GPs4 engagement events planned across 2026
  • Delivery leadAlicia Pompon — Valeda, LipiFlow & BlephEx demos
  • Non-negotiableFollow-up after every event is a defined part of the process — not optional

The Brand & Positioning

"Specialist eye care for today — and long-term eye health for the future."
Expanded marketing strategy
"Every patient should feel heard, informed, supported, and confident — from first contact to long-term follow-up."
Patient engagement policy

The People in the Room

A
Ahmad Elsahn
Founder · Consultant surgeon · Primary mentor
Glaucoma, cataract & refractive surgery. Head of Ophthalmology at Sherwood Forest Hospitals NHS Trust. Former Medical Advisor at Alcon, former Medical Director Europe at Alimera Sciences.
S
Steve Hunkin
Senior BD leader · Secondary mentor
25 years across NHS & private healthcare. Former Head of Partnerships at CHEC, former Service Engagement Manager at Newmedica. Expert in NHS commissioning pathways.
A
Alicia Pompon
Community partner · Education events lead
Ophthalmic technician background. Hands-on with Valeda, LipiFlow & BlephEx. CPD delivery, stakeholder engagement & CRM reporting.
"I read everything. I have a point of view on all of it.
Today I am here to be corrected — not to be told what to think."
Takoua Selmi · EyePros workshop · June 2026
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Last research update: May 2026 · Next scheduled refresh: June 2026