PAC 2026 brings clinicians together for a day of learning, innovation and celebration

Professional Advancement Conference delivers expanded clinical programme alongside the Doug and Dame Mary Perkins Awards

More than 2,000 clinicians, suppliers, academics and educators came together at the ICC Birmingham for PAC 2026, Specsavers’ Professional Advancement Conference on Sunday. The event combined thought-provoking keynotes, practical workshops, peer discussion, innovative learning formats, a lively exhibition and dedicated networking spaces, all centred on delivering outstanding Total Care across optics and audiology services.

Open to optics and audiology clinical colleagues from Specsavers, Newmedica, the wider industry and external eye and hearing care providers, the conference offered multiple accredited learning tracks for clinicians at all levels of practice. Dedicated programmes supported IP optometrists, trainees, contact lens opticians, dispensing opticians, WOPEC delegates, domiciliary colleagues and audiology professionals, with sessions designed to strengthen clinical confidence and improve patient care at every career stage.

A broad programme for better patient care

Content was designed to offer useful learning for colleagues at every qualification level, from new knowledge and skills development to reflection on best practice.

The audiology programme explored coaching and counselling, the new BSA Deaf Awareness guidance through the perspectives of people with lived experience, practical application of NAL-NL3, tinnitus guidance and a pioneering session on sustainability in audiology. Theatre productions brought clinical dilemmas to life and audiology panels also drew on patient experiences and insight from ENT, pharmacy and general practice.

The Learning Hub complemented the main programme with bite-size sessions on emerging clinical techniques, products, communication and patient care. In the exhibition hall, suppliers and sponsors showcased new technology, products, diagnostic tools and clinical solutions while networking areas helped colleagues and partners share ideas across eye and hearing care.

Sonam Sehemby, Head of Clinical Training – Audiology, said: “It was brilliant to see audiology colleagues engaging so enthusiastically with practical learning, patient perspectives and conversations about the future of our profession. The value of PAC lies in turning that shared learning into meaningful improvements for patients, and the energy and openness across the day made that especially powerful.”

Awards presented on main stage at PAC

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The annual Doug and Dame Mary Perkins Awards celebrate individuals and teams whose excellence and compassion make a meaningful difference to patients and communities.

The Doug Perkins Award for Clinical Excellence in Audiology went to Philippa Hurdley of Specsavers Morley, West Yorkshire recognising outstanding leadership, the development of others and exceptional patient care.

The Dame Mary Perkins Award for Outstanding Clinical Customer Care in audiology went to Sammie Vicary of Specsavers Otley, Yorkshire recognising the delivery of compassionate, life-changing support to patients and customers. (left)

PAC also continued its commitment to making professional development more accessible by streaming the conference via Auracast throughout the day and providing a fully managed crèche for children aged up to 17 to remove childcare as a barrier to attendance.