Build Something That Reflects How You Believe Optometry Should Be Delivered

Ben Wilkinson is the Optometrist and Clinical Director at Rifkind & Brophy, an independent practice in Edinburgh's Morningside that has been serving its community since 1966. With postgraduate qualifications in independent prescribing, glaucoma, ocular therapeutics and medical retina, Ben is the kind of clinician the independent sector is built around. Rifkind & Brophy were named Practice of the Year 2024. We asked Ben three questions about why independence matters — and what he'd say to anyone considering it.

Why did you choose independence?

I chose independence because I wanted the freedom to help shape a practice that stands for the values I genuinely believe good optometry should uphold — outstanding clinical care, patient trust, and quality without unnecessary sales pressure. At Rifkind and Brophy in Edinburgh, being independent allows us to focus on what's right for each patient rather than being driven by wider corporate KPIs or volume-led targets. For me, that balance between exceptional healthcare and high-quality products is where real long-term patient relationships are built.

What does independence give you that employment can't?

One of the biggest advantages an independent practice offers is the ability to create a truly personalised patient experience. At Rifkind and Brophy, we can invest more time in our patients, build genuine trust, and make decisions based on clinical need rather than a one-size-fits-all model. We also have greater freedom in the products we offer, the culture we build, and the standards we set — from clinical excellence to the team environment — which ultimately creates a more authentic and community-focused experience.

What would you tell someone considering going independent?

I'd say be very clear on your values from the beginning. Independence can be incredibly rewarding, but it also comes with real responsibility and challenge. If you're going independent, it should be because you want to build something that genuinely reflects how you believe optometry should be delivered. Stay patient, expect delayed gratification, and focus relentlessly on culture, clinical standards, and trust — because those are the foundations that will define your practice long term.

Ben's answer to the third question is the one worth sitting with. Values first. Delayed gratification. Culture, clinical standards, trust. That is not a shortcut. It is a description of how a practice earns the kind of patient loyalty that no corporate model can replicate at scale — the kind that keeps patients for 40 years.

If that is the practice you want to build, the path exists.

That conversation starts here. Book a Free 20-Minute Independence Call

Written by Ben Wilkinson MCOptom, Optometrist and Clinical Director, Rifkind & Brophy, Edinburgh.