Optipro has announced the appointment of Joanne Scott-Dostine as Chief Executive Officer, marking a significant restructure as the buying group positions itself for accelerated growth in the independent optometry sector.
Joanne Scott Dostine
Ms Scott-Dostine, who previously served as Commercial Manager across both Opticare and Optipro, will now focus exclusively on leading Optipro’s day-to-day operations. The role change comes as Optipro undergoes a strategic reorganisation, with Managing Director Michael Nasser, transitioning to Co-Founder and Board Chair.
“My role becoming CEO is about the day-to-day running of the business,” Ms Scott-Dostine explained. “Michael’s role as a board director will be to keep us on track, and make sure that we’re heading toward our strategic vision; which is always about supporting independent optometrists and empowering our members.”
The restructure follows a period of substantial growth for Optipro, which has doubled its member numbers and added 30% more suppliers in the past 12 months. The group has also announced it will rebrand in the coming months, with a new name set to launch on 1 November.
A Different Approach
What sets Optipro apart, according to Ms Scott-Dostine, is its fundamental approach to supporting independent practices. “We’re doing things a little bit differently – from the ground up rather than from the top down,” she said. “For example, more than 50% of the suppliers that are with us are not with another group.”
The group has deliberately created space for smaller and Australian designers who might struggle to meet the stringent requirements of larger buying groups. “Growing brands find it hard to meet those requirements,” Ms Scott-Dostine noted.
Comprehensive Support for Independents
Optipro’s vision extends beyond traditional buying group benefits to offer its members operational and business support. The organisation recently partnered with COMPRA, a service that secures wholesale pricing on fixed costs including electricity, solar, petrol, and telecommunications. Early results have been impressive, with members saving up to 40% on overheads.
“It’s not just about working with suppliers to get product discounts for our members, it’s about helping our members with their fixed costs and efficiencies,” Ms Scott-Dostine explained.
Several new initiatives are in development, including specialised kits for new practices and room setups, created in partnership with suppliers like Hilco. “If you’re opening a store for instance, or you’re setting up a new room in your practice, we’ll have kits designed to guide you through the process,” said Ms Scott-Dostine. “If you are going to have a lab and a dispensing area, we’ll provide you with a kit and it will have a frame heater, all the screws you need, nose pads; all the most used products to make it really simple and easy.”
A ‘First 90 Days’ program is also being rolled out to ensure new members are properly onboarded and connected with relevant suppliers and support services.
It’s not just about working with suppliers to get product discounts for our members, it’s about helping our members with their fixed costs and efficiencies
Training, Education and Supplier Focus
Optipro is also innovating to provide member training and education, with a new half-day training format being piloted in Brisbane this month. The session, which is specifically for practice teams rather than owners, covers ethical selling, optical basics, and networking opportunities.
“It’s about the team members, about the dispensers, the associates, the people that work in the practice,” Ms Scott-Dostine said. If successful, these training events will be rolled out nationally into 2026.
Additionally, Optipro will hold its first national supplier meeting within the next month to discuss targets for the next year, and how suppliers can support and be supported by the organisation and its members.
Extensive Industry Experience
Ms Scott-Dostine brings diverse experience to her new role, having worked as a dispenser, store manager, marketer, and coach across both independent and corporate sectors. Her background includes roles at OPSM/Luxottica, ProVision, and Cancer Council, along with a master’s degree that she credits with helping her develop a more holistic business perspective.
“I’m lucky that I’ve had such broad experience, because I’ve come to understand every part of the business, and I think that’s probably why I can think a little bit differently in the role that I’m in now,” she said.
“I’m excited about my opportunities, as CEO of Optipro, to support the independents, support individual stores, and help them grow.”
