First appearance: The Institute of Optometry at the Maturity Fair Zurich
On September 13, 2025, the Maturierendenmesse took place in Zurich - a platform where study programs and institutions from a wide range of fields present themselves and offer young people guidance for their professional future. This year was a premiere: the Institute of Optometry presented the bachelor's degree course in optometry with its own stand for the first time.
The presentation could hardly have gone better. Shortly after the start of the fair, the stand was densely surrounded. There was a great deal of interest in the still relatively unknown profession of optometry, and many visitors took the opportunity to find out more about the course. The mixture of illustrative practice and a clear, friendly presentation proved to be a particular crowd-puller.
The "wow" moment
One highlight was undoubtedly the slit lamp that was brought along. Here, those interested were able to slip into the role of a budding optometrist themselves. Those who looked through the microscope were amazed: the iris with all its structures, colors and fine details was shown at 16x magnification. A spontaneous "Wow!" was heard again and again - a moment that many will probably remember.
To capture this experience, a photo of the iris was then taken and printed out. On the back, they received a QR code that led directly to the information page of the study program. This allowed them to take their impressions home with them - in digital and tangible form.
A small but original idea also attracted attention: instead of eyeballs, which would not have been very suitable as a give-away, the institute distributed fresh apples with a logo. The humorous reference could not be overlooked, and at the same time the fruit fitted in perfectly with the health claim of the profession. Many gratefully accepted the apple, often together with the photo - a coherent overall package that conveyed the message: optometry combines specialist knowledge with humanity and health awareness.
The discussions at the stand clearly showed how different the level of knowledge about the profession is. Some had never heard of optometry before, others had at least a rough idea of what it involved. Still others thought it was the classic optician's profession. This diversity made it clear how important it is to raise awareness of the course and the profession. The trade fair proved to be an ideal opportunity to break down inhibitions and convey the fascination of the profession in a tangible way.
At the end of the day, the Institute of Optometry was able to draw a very positive balance: The first trade fair appearance not only enabled numerous new contacts to be made, but also whetted the appetite for more - both among interested parties and representatives of the Institute.
The message was clear: optometry is a profession with a future. Anyone who has ever looked through the slit lamp will not forget this impression in a hurry.
Author
Xenia Knobel - Lecturer at the Institute of Optometry.
