Managing professional identity within a changing market environment: New Zealand optometrists’ responses to the growth of corporate optometry

Abstract

This research investigated the effects of changes in the market environment for optometry services and products on the professional identity of New Zealand optometrists. It explored three issues. First, ways participants' location within either the independent or corporate sectors shaped their professional identities. Second, ways potential ethical conflicts between participants' healthcare and retailing identities were resolved. Last, participants' opinions concerning the future of their profession. Twelve male and fourteen female optometrists were interviewed. Nineteen participants worked within independent optometry practices. Seven worked within practices that were part of international optometry chains. Six participants were recent graduates, the rest experienced optometrists. All participants identified primarily as healthcare professionals. All recognised that practising optometry within a commercial market created the possibility of ethical conflicts between healthcare and business imperatives. There were differences in the ways participants managed this boundary, with participants working within corporate optometry seeming more comfortable with the business aspects of their profession. All participants thought the profession was changing and several suggested that the future of independent optometry was limited. The article concludes that recent changes within the market environment of optometry have heightened tensions between optometrists' medical and entrepreneurial identities and contributed to changing work patterns within the profession.

Professional identity research in the health professions—a scoping review

“…Forty-five studies (28%) were concerned with the political, social and healthcare reforms and advances. This included the impact on professional identity (35 or 22%) (Bertin & Pantalone, 2019 ; Blomberg, 2016 ; Bludau, 2017 ; Bochatay, 2018 ; Brunton, 2017 ; Carpenter & Platt, 1997 ; Cascón-Pereira et al, 2016 ; Currie et al, 2010 ; Dahl & Clancy, 2015 ; de Meis et al, 2007 ; Feen-Calligan, 2012 ; Frechette et al, 2020 ; Furtaw, 2004 ; Gent, 2017 ; Gomaa, 1999 ; Handy et al, 2020 ; Hendrikx, 2018 ; Hurley, 2009 ; Iglesias & De Bengoa Vallejo, 2011 ; Kyratsis et al, 2017 ; Larsson et al, 2009 ; McMurray & Pullen, 2008 ; Mishra et al, 2012 ; O’Shea & McGrath, 2019 ; Ocek & Vatansever, 2014 ; Piil et al, 2012 ; Porter & Wilton, 2019 ; Sanders, 2019 ; Snelgrove, 2009 ; Takashima & Saeki, 2019 ; Thompson, 2005 ; Thomson et al, 2014 ; Vincifori & Molinar, 2014 ; Wiles & Vicary, 2019 ; Zufferey, 2012 ), the role of professional identity in adjusting to these reforms or advances (8) (Bertrand, 2009 , 2010 ; Dadich et al, 2015 ; Deppoliti, 2003 ; Franco & Tavares, 2013 ; Gregg & Magilvy, 2001 ; Hammond et al, 2016 ; Wright, 2007 ) as well as the broader impact of political and social reform on recruitment and retention of health care workers through professional identity effects (2) (Allen, 2011 ; Deppoliti, 2008 ).…”

Medical optometry: A new term to describe the therapeutic scope in Australia and New Zealand

“…As reported by Roth, 4 if you ask 10 optometrists to define optometry and its scope, you would get 10 different answers. 4 Even though the statement by Roth is 13 years old, it still holds true today, as supported by research from Handy et al 5 who investigated the professional identities of New Zealand optometrists. 5 Twenty-six optometrists were interviewed by the authors and the group worked in a mixture of independent and corporate optometry.…”

“…4 Even though the statement by Roth is 13 years old, it still holds true today, as supported by research from Handy et al 5 who investigated the professional identities of New Zealand optometrists. 5 Twenty-six optometrists were interviewed by the authors and the group worked in a mixture of independent and corporate optometry. The group also ranged from recent graduates to experienced optometrists.…”

“…The authors reported some similarities in thought in the scope of optometry and its future but there were some distinct differences too based on the place of practice of the optometrist (whether independent or corporate) and experience. 5 Handy et al also reported that the professional identity of an individual, and how they see the profession, starts forming relatively early in the career of an optometrist. 5 A website search of optometry practices in Australia and NZ showed inconsistent descriptions of TPA services such as; 'therapeutic exams', 'emergency eye care', 'eye diseases', and 'red eye clinics'.…”

“…5 Handy et al also reported that the professional identity of an individual, and how they see the profession, starts forming relatively early in the career of an optometrist. 5 A website search of optometry practices in Australia and NZ showed inconsistent descriptions of TPA services such as; 'therapeutic exams', 'emergency eye care', 'eye diseases', and 'red eye clinics'. This in turn confuses patients who turn to other medical professions for treatment of conditions that can be easily managed by an optometrist.…”