New Optegra Managing Director looks forward to great change

Optegra Eye Health Care UK has appointed Rory Passmore as UK Managing Director.
Rory, 43, has held previous senior healthcare roles in South Africa before moving to the UK seven years ago to work for BMI Healthcare, the UK’s largest private hospital group as Regional Director.
Rory joins Optegra Eye Health Care at an exciting time in the evolution of the specialist eye hospital group.
In addition to building a new hospital just off Harley Street in central London, the UK also launches their new brand identity.   
Whilst the brand will be launched to the medical and business community later in the year, roadshows have already been held for the staff in all the hospitals and the Head Office.
Mr Passmore says: ‘The roadshows are the perfect opportunity for me to engage directly with our people and share with them our brand proposition, our strategy for the year ahead and to celebrate what a great business we have.  Right from the interview stage I was impressed with the people at Optegra and I knew straight away that they would be great people to work with, and I was right!’  
Mr Passmore is passionate and enthusiastic about the healthcare industry, which he describes as “a phenomenal sector to be involved in”; he brings that enthusiasm and expertise to his role as UK Managing Director.
On joining the business Rory found that the hospitals were of the highest quality, with the latest equipment and technology in each hospital, a bright, fresh environment for both patients and staff and the very highest clinical standards.
He says: “I have been very impressed with the hospitals themselves – these facilities are stunning, they are second to none, and will help us to stand out from other eye health care providers.  Our new identity will also help us to raise our profile in the hospitals’ local areas, increasing our relationships with optometrists, opticians and GPs whom we continue to have a successful partnership with.”
The new colourful brand is a stark contrast to the previous blue and white branding and is designed to reflect the warm and welcoming feel of Optegra's hospitals.
Mr Passmore adds: ‘The brief was to capture the trust and reassurance which our patients tell us they associate with their visits to our hospitals.  After thorough research we believe our new brand captures this warmness with a whole kaleidoscope of colour which will really stand out in the industry"
While Optegra Eye Health Care is an international business, with 23 hospitals across five countries, each country maintains its own identity, tailored to the local market. 
In the UK, historically there has been heavy focus on refractive surgery, with Optegra Eye Health Care offering ClarivuTM permanent lens replacement as well as laser eye surgery.
However, Mr. Passmore explains that the intention is to raise awareness of the broader scope of Optegra’s expertise. 
He says: “Refractive surgery is vital to our business and continues to be a core part of our service, but we also offer so much more. Our first class surgeons have a wealth of experience and knowledge to diagnose and treat the most complex of eye conditions. Our UK focus is to drive awareness in the market to ensure that patients understand that we can treat the full range of A to Z of eye health.”
2016 will see the next exciting phase for Rory and the team at Optegra when their multi-million pound hospital in the heart of the medical district of Central London will open.  25 Queen Anne Street will house Optegra Eye Hospital London and is a purpose built facility designed to give patients an exceptional experience and will be a leading facility for technology and expertise in the A-Z of eye health care.
Mr. Passmore lives in Somerset, with his wife and two teenage daughters and enjoys sport, particularly golf.

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