A new report from the Health Services Union has highlighted growing concerns over the treatment of optometrists within Australia’s major eye care chains. The findings suggest that many practitioners are being managed like retail staff, with significant pressure to meet sales-based key performance indicators, or KPIs, rather than focusing solely on clinical outcomes. This shift in workplace culture has led to reports of optometrists facing formal warnings for failing to meet revenue targets, with some even being required to notify management before using the bathroom.
The report, which draws on a comprehensive survey of the profession, notes that median consultation times have dropped from 45 minutes in 2006 to 30 minutes today. Critics argue that this reduction in time, combined with a focus on conversion rates—the percentage of eye tests that lead to a glasses sale—risks compromising patient care. Optometrists are often the first point of contact for detecting serious health issues, including glaucoma, diabetic retinopathy, and even brain tumors, making the quality of these examinations a matter of public health importance.
Major chains, including Specsavers, OPSM, and Bupa Optical, have been named in the discussion paper. While these companies have previously stated they do not impose mandatory percentage-based sales targets on individual optometrists, some practitioners report that franchise partners and store managers continue to enforce strict commercial metrics. The union is now pushing for changes to how these health professionals are classified, arguing that the current retail-focused model is fundamentally at odds with their role as registered health practitioners.
As the debate continues, the practical impact for the public remains a key concern. Patients may find themselves in a system where the priority is the sale of optical products rather than the thoroughness of a health check. With the industry currently lacking a unified approach to these workplace pressures, the future of clinical optometry in Australia remains a point of contention between corporate management and the health professionals they employ.