Voice of the Customer: Public response to the NHS 10 Year Plan

The findings reflect the experiences and expectations of both people with sight loss and the wider public, highlighting where there is support for change – and where further action is needed to ensure eye care services remain accessible, affordable and joined‑up for everyone.

In July 2025, the UK Government published the NHS 10 Year Plan for England, setting out a long‑term vision to shift more care from hospital to community settings, reduce waiting times and make greater use of digital technology.

Eye care services are central to these proposals. Ophthalmology is the busiest NHS specialty, with long waiting lists and increasing demand. Community optometry is seen as playing a key role in delivering timely, preventative care closer to home.

RNIB carried out this research to understand how these proposals are viewed by the public, and to ensure the needs and experiences of people with sight loss are reflected as the plan is implemented.

Our approach

We engaged with people through a mixed‑methods research programme, including:

• a large‑scale survey
• focus groups and interviews

In total, over 900 people took part in this research, providing robust quantitative and qualitative insight into public attitudes towards the NHS 10 Year Plan and the future of eye care services.

· Broad support for moving eye care into the community

Many participants were positive about the principle of shifting more eye care from hospital to community settings. People welcomed the potential for faster access, greater convenience and better use of specialist hospital services, particularly where optometrists are trusted to identify and manage eye conditions effectively.

· Cost is a significant concern

Despite this positivity, cost emerged as a major barrier. Participants raised concerns about the affordability of eye tests, glasses and additional services, and the risk that changes under the NHS 10 Year Plan could increase costs. Clear reassurance is needed that NHS eye care remains free at the point of access, alongside better awareness of available financial support.

· People want joined‑up eye care services

Many participants highlighted frustration at having to repeat their eye health history or navigate unclear pathways between hospital and community services. Better information sharing and joined‑up patient records were seen as essential to building confidence in optometry‑led services and delivering seamless care.

· Digital services must work for everyone

While digital tools such as the NHS App have potential, people with sight loss were significantly more likely to experience barriers using digital services and to prefer non‑digital options. Participants stressed the importance of fully accessible digital systems alongside meaningful non‑digital routes, to avoid excluding those who cannot or do not wish to engage online.

· Accessibility and trust cannot be overlooked

People with sight loss were consistently less likely than the general public to feel information and services fully met their needs. The research highlights the importance of accessibility, reasonable adjustments and sight loss awareness across all eye care settings, including community optometry.

What’s next?

Based on these findings, the report sets out clear recommendations for the NHS and system decision‑makers to ensure the ambitions of the NHS 10 Year Plan deliver positive outcomes for people with sight loss. These focus on affordability, accessibility, joined‑up care, digital inclusion and building trust in community eye care services.

Download the report

Listen to Research and Insight Officer Robin Kaye and research participant Lucille Franks speak to RNIB Connect Radio's Toby Davey about the Voice of the Customer Research Programme, and what it is like taking part in one of the focus group meetings.

Listen to the RNIB Voice of the Customer Research Programme Focusing on Community Eye Care