The pressure on eye care is increasing. Waiting times are growing, while an ageing population drives up demand for ophthalmic care. Two professionals decided it was time for change. From the Meditech Center at the Healthy Ageing Campus Groningen, Wietse Wieringa and Moritsz Schelwald have been building ELOC (Eerstelijns Oogheelkundig Centrum, or Primary Eye Care Center) since June 1, 2025. This new center relieves the burden on secondary care, supports primary care providers, and helps patients access the right care more quickly.
“The demand for eye care is rising, but hospital capacity remains limited,” says Wietse Wieringa, optician, optometrist and physician assistant. He currently works as a physician assistant in ophthalmology at Ommelander Hospital (OZG) in Scheemda and is co-founder of ELOC. “We saw that ophthalmic care could be improved through strong collaboration between general practitioners and ophthalmologists. That’s where the difference begins.”
Working together for shorter care pathways
At ELOC, the optometrist plays a central role between GP and ophthalmologist. General practitioners can quickly refer patients with eye complaints to ELOC, where highly trained optometrists perform the necessary examinations. The results are then shared with the GP and, if needed, with the ophthalmologist.
ELOC’s optometrists have extensive clinical experience and are trained to recognize eye disorders. Their expertise goes far beyond that of a typical store-based optician: they have in-depth experience with pathological conditions and pursue ongoing education to ensure diagnostic quality. This means patients receive the right care immediately, without the commercial pressures of retail.
“The GP remains in control, the patient gets clarity faster, and specialist care is relieved.”
Faster help for patients
Moritsz Schelwald trained as an optician and optometrist and also runs his own optical practice in Vinkhuizen. About five years ago, he started a pilot project that Wieringa later joined. “It may sound simple, but this model requires trust and clear agreements,” says Schelwald. “From the start, we worked closely with all stakeholders, including GPs, ophthalmologists, and health insurer Menzis. That has created a solid foundation, both in terms of quality and financing.”
That collaboration is paying off. Thanks to shorter communication lines, patients are helped more quickly, and unnecessary hospital referrals are avoided. Results from the pilot showed that out of ten patients who would normally be referred by their GP to an ophthalmologist, about eight could be treated through ELOC. “The GP remains in control, the patient gets clarity faster, and specialist care is relieved. A key benefit for everyone involved,” Schelwald explains.
Setting a new standard in primary eye care
ELOC stands out through its combination of medical expertise and entrepreneurship. All optometrists are clinically trained and work according to strict protocols. At the same time, the organization is structured to prioritize quality above all.
“We deliberately separate care from commerce,” Wieringa explains. “The optometrist determines the care, not the entrepreneur. That’s how we ensure the patient’s best interest always comes first.” This careful approach has already earned ELOC a strong network in the north of the Netherlands. The company continues to grow steadily, while keeping its focus. “Quality and collaboration come before everything else,” says Schelwald.
Innovation at the Healthy Ageing Campus
The choice to establish at the Healthy Ageing Campus was a deliberate one. “We wanted to be close to knowledge and innovation,” says Wieringa. “On the campus, healthcare, research, and technology come together. That perfectly fits our ambition.”
ELOC also applies artificial intelligence (AI) for image analysis and triage. “AI can help recognize patterns in retinal images,” explains Schelwald. “But we see it as a support tool, not a replacement. The optometrist remains the one who sees the patient and understands the full context.”
“We deliberately separate care from commerce. The optometrist determines the care, not the entrepreneur.”
Looking ahead
The founders expect their approach to inspire similar initiatives in eye care. “What we’re doing here in the province of Groningen for primary eye care can be applied elsewhere in the Netherlands,” says Wieringa. “By strengthening the first line, you make the entire care chain more efficient. That’s the future of healthcare.”
From Groningen, ELOC aims to further drive that change. “We’re proud to be doing this from the north of the Netherlands,” concludes Schelwald. “The Campus offers the ideal environment: short communication lines, an open culture, and the shared drive to make healthcare better together.”
ELOC (Eerstelijns Oogheelkundig Centrum) is a primary eye care center with optometrists and a physician assistant that strengthens first-line healthcare. The company works closely with GPs, ophthalmologists, hospitals, and health insurers, and is based at the Healthy Ageing Campus, near the University Medical Center Groningen (UMCG). For more info, check their website.
Text source: Campus Groningen (author: Marlies Schipperheijn)
Image source: ELOC
