ODMA Member BulletinA Summary of ODMA's 2023 Activities

Amanda - ODMA, CEO

Wow – 2023 certainly flew for me, and I am guessing I am not alone!

Since taking over as ODMA CEO I have initiated this year-in-review bulletin for members as I appreciate it is easy to miss all the updates during the year. Plus, I think it’s good to look back on our achievements as an industry and some highlights as we welcome in a new year.

As a not for profit we need to keep members updated on where funds have been invested and what ODMA resources have worked to achieve on behalf of the industry. And as I always say, you know where to find me should you have any new ideas on how best to support ODMA members and to ensure an ongoing healthy independent practice market.

This is my first year in review bulletin officially as ODMA CEO and I am loving the role and keen to extend on the great foundations that have been achieved before my time.

I hope you had a productive year, that you enjoyed a wonderful end of year break and that 2024 sees your business flourish.

We will have lots happening in 2024 – we will need focus group participants, sounding boards, statistics and insights from our members as we go about our work, so please stay as involved with us as you can, at the end of the day, we exist for you!

2023 ODMA Highlights

O=MEGA23

Delivering O=MEGA23/WC04 in Melbourne alongside OVSA and WCO. WCO is now a great new friend of Australian Optical, and the event brought together 4,000 people from all segments of the industry for a networking opportunity never seen before in the Southern Hemisphere.

With 111 exhibitors in attendance, around 50% were ODMA members and the trade fair was made up as follows.

Focus Groups

ODMA brought together independent practices to share current challenges and provide insights to assist our bi-annual research reports. ODMA organises focus groups for special projects and as our resources are updated.

The ODMA Awards of Excellence Program

In 2023, ODMA’s Industry Awards were held with over 80 entries, and all finalists and winners were recognised at O=MEGA23 and in media coverage across all industry publications and in ODMA Eyetalk social media. This year's program saw the introduction of a Sustainability focussed category.

AGM

2023 was a voting year for ODMA. An update was provided on ODMA financial and program results to members via zoom. ODMA welcomed back seven of its Directors and two new Directors from the same industry segments as the departing Directors, meaning the Board retains a great cross-section of providers for their valuable insights to steer ODMA’s direction.

With Rob Sparkes holding the Chair position for a maximum of 8 years, ODMA welcomed Craig Chick in as the new Chair.

Member Benefits, Growth and Engagement

ODMA’s CEO has been out and about meeting as many members face-to-face as possible in 2023, bringing her member site visits to 28 now as she continues her learning journey. ODMA has had its biggest member increase in many years, welcoming 13 new members in 12 months.

2023 has also seen the introduction of member rates for OSHOW booths, a freight deal finalised with Global Team Express and free networking event in December at Sydneys brand new WHotel.

Tariffs

Sadly, ODMA’s representations and appeals have not yet had success in reversing the revocation of the Tariff Concession Orders that were in place for imported goods where there is not Free Trade Agreement. ODMA was working to ensure the European FTA deal would mainly alleviate that challenge and to keep members across when relief would likely come. Annoyingly now with the breakdown in the EU FTA, ODMA will return to writing to Ministers to outline why their decision has done nothing to assist Australian manufacturing and continues to hurt Australian supply businesses. Letters are being sent to Ministers and Shadow Ministers in January 2024 and we will organise a letter highlighting frame companies that are against this revocation in early 2024 with all the logos for maximum impact.

TGA

ODMA continues to represent the industry annually to challenge Fees and Charge increases, to pass on TGA-related frustrations, and to further the formal exemption of spectacles as medical devices (you will receive a notification soon advising you there will be no compliance follow-ups given this is taking TGA so long to finalise) plus to share RegTech Committee minutes so that members can stay across the changing TGA matters they need to focus on.

ODMA and Eyetalk’s Media presence

ODMA’s social media and digital presence is increasing and will continue to be a focus for us. With increased member bulletins, regular media article contributions to champion issues important to distributors and manufacturers, the CEO reaching over 1,000 connections on her LinkedIn profile, and a growing Facebook and Instagram following, we are well positioned now to further increase our reach.

Eyetalk Publications

The Eyetalk reference guide was printed and distributed to subscribers in 2023 every quarter, and other publications such as the Progressive Lens Guide and Equipment magazine were produced. Lookbook goes from strength to strength, and you will no doubt have seen it in places such as Qantas lounges, it was released early in 2023 to leverage exposure at O=MEGA23, given many practices still don’t realise this is an ODMA Eyetalk publication.

These Awards will be presented annually in memory of Richard Grills and his many contributions to our industry.

Industry Presence and Recognition

ODMA continued its support of students employed in independent practices through the offer of optical dispensing scholarships for the completion of Certificate IV qualifications as well as general optical industry support via membership to Vision 2020, support via donations to the Macular Disease Foundation and support via participation in committees such as the School of Optometry and Vision Science Visiting Committee at the University of NSW.

ODMA proudly sponsored student achievement awards at both UNSW and UTS in 2023.

What we are busily working on for 2024

ODMA’s Industry Snapshot Report

Early in 2024 ODMA will publish the Industry Snapshot Report for the prior two year period. This will be distributed to all ODMA members and provides statistical updates and insights not provided by ay other means. This year we have invested in both consumer and practice research in addition to international trade statistics to provide further industry insights for you and also to help provide a strong data base for insights to be drawn given the large number of corporate practices that do not participate in sharing data and trends. I am pursuing some collaborative research partners to further assist us in ensuring we continue to gain all the insights possible so that we can continue to provide members a valuable research reference tool.

OSHOW24

In 2024 you will see ODMA work to deliver OSHOW24 in Sydney, an important event that targets multiple members of the practices that are all involved in the purchasing of optical products for the practice and one that brings products launched internationally to the forefront of the Australian markets minds. OSHOW24 is a great opportunity for suppliers to showcase products in a very affordable live event where the focus is on products and not massive custom-built booths.

ODMA Eyetalk Forward Planning

We also plan to do some member focus groups in cities other than Sydney, where we hold our major networking event in December. Craig Chick and I hope to offer some focus group sessions in a few states and invite members to chat about our forward strategic ideas. We are hoping that live events will work; however, we appreciate the time to commute is also a challenge for you, so we will also look for Zoom options if required.