ProVision believes that independent optometry offers patients the very best standards of clinical expertise and patient care. This is why it acts at a champion for innovative and independent Australian optometrists, providing a full range of services to support members establish and expand their practices.

In the interests of its members

Wholly owned by Optometry Australia, ProVision operates solely for the benefit of its members — more than 450 independent Australian optometrists. It reinvests its entire income into creating top quality services that keep members’ businesses competitive and profitable.

Being here and helping a really good group of people to do what they do — which is provide a terrific health service to the public — really gives meaning to what the team and I do.

A supportive culture

ProVision’s CEO, Steven Johnston, says, “Being here and helping a really good group of people to do what they do — which is provide a terrific health service to the public — really gives meaning to what the team and I do. I’ve previously been in typical commercial enterprises where the main reason you are there is to give a return to your shareholder or your stakeholder, but in this company we get to do a lot of really cool commercial stuff for very intelligent people who are providing a great health service to the Australian public. It’s wonderful to be in a business where you feel like you are actually doing something that is good for society.”

ProVision team
Being here and helping a really good group of people to do what they do — which is provide a terrific health service to the public — really gives meaning to what the team and I do.

Steven is also especially proud that the supportive culture of ProVision is reflected in its members. He says, “If you want to work at ProVision, it is because you want to help the members be successful. Our practices recommend us to their peers — which is why we are growing in membership — and I think that is all underpinned by having a culture of people that understand what they are here to do, and that buy into the purpose of the organisation.”

Sharing the power of technology

The ability to innovate and keep up with technology is something Steven is committed to providing ProVision’s members. “For independents — it doesn’t matter if they are optometrists or where they’ve come from, hardware stores, or motor mechanics, or pharmacists — to compete with the corporates requires embracing technology. If you are a standalone independent on the street corner somewhere it is pretty hard to get access to that technology, or to achieve anything other than a compromise,” he says.

ProVision has created carefully crafted and innovative systems for the exclusive use of its members. It has developed ecommerce, marketing, product ordering solutions as well as staff education systems that assist practices to run more efficiently and increase profitability. Steven says it has been a challenge to develop innovative ways of doing business that support the unique offerings of ProVision’s hundreds of member practices.

“Every single practice has a different name and a different logo and a different colour scheme, so we’ve had to come up with a pretty innovative way to facilitate professional marketing without compromising individual branding. We’ve got that system now and we are always getting better at what we put on that system to attract new clients into the businesses,” explains Steven.


Provision key facts