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FASHIONABLE EYEWEAR / PAGE 8
E-CONFERENCING: WAVE OF THE FUTURE / PAGE 16 January 2013 • Volume 7, Issue 61 • www.ECPmag.com
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What’s a High Definition Bifocal? Free-form technology is now available to wearers of flat top bifocal and trifocal lenses. An exclusive offering from FEA Industries.
How is this different from a regular bifocal?
Aren’t digital bifocals already available?
A High Definition Bifocal takes the same approach as that used when making a free-form single vision lens. This technology brings a new level of clean, crisp vision to the wearers of both flat top bifocals and trifocals. This makes it possible to have a bifocal that compensates for the wrap angle, pantoscopic tilt, and vertex distance. Not only that, but the back-side freeform design also improves the optics of the lens drastically by varying the power across the back surface to compensate for the angle at which the patient’s eye will actually be looking out of the lens. The result is much clearer vision as the eye moves away from the optical center of the lens. This type of advanced prescription compensation was only ever available in single vision and progressive lenses, up until now. Since the bifocal isn’t likely to go away any time soon, it is only natural that free-form technology should be applied to these lenses.
While many bifocals may now be ‘digitally surfaced’, that doesn’t mean that they’re using free-form technology. All ‘digital’ does is give a more accurate way to cut the same old spherical curves onto the back of the lens. What a High Definition Bifocal does is use computer models to generate an aspheric back surface of hundreds of different power variations, which are then cut into the lens. These power variations account for the changes in angles when the eye moves and looks out of a given spot on the lens, since it isn’t always looking straight ahead. Making this type of aspheric back surface gives us the most accurate prescription possible across the whole lens, and not just at the optical center. This is the exact same technology used in free-form progressives.
Why would an ECP want to use this? Not much has changed to the bifocal lens ever since it was first used. Even with the advent of the progressive, lined bifocals are still popular among many patients. Either through their personal preferences, or a nonadapt to a progressive, these lined bifocals aren’t going away any time soon. As such, it has become necessary to make free-form technology available in these types of lenses. For the ECP, this means that they have another tool to use while selling to the customer. Just because a customer prefers a flat top, or can’t wear a progressive doesn’t mean that they can’t have a better option for vision. This offers the ECP a chance to make this feature an ‘upgrade’ for their patients, and it’s always good to be able to offer an upgrade to a customer, especially if they’re not able to wear a progressive lens. Since the choice of a flat top can be due to the patient simply ‘not liking’ a progressive, this optional upgrade to a better quality flat top can help to make a non-adapt less painful for the ECP.
What does this offer the patient? All of the latest advances in technology have been for either single vision or progressive lenses. The standard bifocal wearer hasn’t seen anything new available for them in quite a while. By using free-form technology, better optics are possible on their lenses. By compensating for the wrap and tilt of the frame, there is reduced peripheral blur for the patient, giving them a clearer, wider area of vision. This is especially noticeable when the patient has a high prescription or the frame has a noticeable wrap curve to it. ■ Written by Bill Heffner IV, FEA Industries
High Definition Bifocals √ Free-form Technology
Only At
√ Fully Compensated Rx √ Clearer, Sharper Vision √ Bifocals and Trifocals
www.feaind.com (800) 327-2002
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JANUARY 2013
EYECAREPROFESSIONAL
Vol. 7 Issue 61
Features 8
Courtesy of LINDBERG
FASHION FRIENDLY EYEWEAR Keep your patients warm this winter with the hottest new styles in eyewear and sunwear. by ECP Staff
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E-CONFERENCING Internet conferencing is a convenient, cost effective way to engage with ECPs from all over the world.
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by Renee Jacobs, OD, M.A.
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Courtesy of Barbara Wright Design, Inc.
Contents
Magazine
CREATING OFFICE VIDEOS PART II Examples of some of the best internet videos that can be used to create an informative, in-office loop. by Anthony Record, RDO
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DISPENSARY LAYOUT Make a lasting first impression by maximizing your patients waiting area experience. by Corrie Pelc
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GENDER SHOPPING HABITS Increase your sales by recognizing the differences in male and female buying habits. by Lindsey Getz
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CONTINGENCY PLANS Does your practice have insurance and a worst-case scenario plan for dealing with natural disasters? by Judy Canty, LDO
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On The Cover: FEA Industries www.feaind.com 1.800.372.2002
Departments EDITOR/VIEW .....................................................................................................6 MOVERS AND SHAKERS.................................................................................15 MOBILE OPTICIAN .........................................................................................28 SECOND GLANCE ............................................................................................36 INDUSTRY QUICK ACCESS............................................................................38 ADVERTISER INDEX .......................................................................................40 LAST LOOK .......................................................................................................42
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EDITOR VIEW Jeff Smith
EYECAREPROFESSIONAL
Magazine
Private Eye Mannequins NEXT TIME a store mannequin catches your eye, you might get an unexpected glance in return. In an effort to record shopper behavior to improve sales, several high-end retailers have begun deploying a new mannequin known as the EyeSee. Produced by Italy-based Almax, it looks like any other mannequin you’d find in storefronts and window displays. But embedded inside is a camera that captures images of people passing by, as well as facial-recognition software capable of identifying a customer’s age, gender, and race. According to the company, the data can help stores tailor their promotions, window displays, and store layouts to appeal to their customer base and help increase sales. The $5,000 EyeSee doesn’t store anyone’s image, but rather converts the streaming video into data for analyzing, similar to what online retailers do. While some stores deploy similar technology to watch shoppers from overhead security cameras, Almax contends the EyeSee provides better data because it stands at eye level and invites customer attention. Using the mannequins, for instance, prompted one retailer to create a children’s clothing line after the dummy showed that kids made up more than half of its afternoon traffic. Another store posted Mandarin-speaking employees by one of its doors after it found that a third of its visitors using that entrance after 4 p.m. were of Chinese descent. The idea of using facial recognition on customers is far from exclusive to Almax, but while your average facial recognition cameras actually look like cameras, EyeSee mannequins add an element of stealth to the process that some would consider disconcerting. So far, the company would only say that the dummies are in use by five companies in the U.S. and Europe, supposedly including some pretty big name stores. Current U.S. and EU regulations allow stores to monitor customers for security reasons, as long as they post signs warning consumers of their surveillance. Collecting data for commercial gain is common practice on the internet, but may present a legal grey area when applied to physical retail stores. Almax insists that the technology processes the data without transmitting sensitive information that might cross boundaries of privacy. The company is also considering rigging the mannequins with listening devices or adding screens that show customers products relevant to their profiles, not unlike cookies and targeted ads on a website. So next time you are out shopping and you get that nagging feeling that you are being watched, you might look to the “lifeless” plastic face staring intently at you. 6 | EYECAREPROFESSIONAL | JANUARY 2013
Publisher/Editor . . . . . . . . . . . . . . . . . . . . . . . Jeff Smith Production/Graphics Manager. . . . . . . . . . . Bruce S. Drob Director, Advertising Sales . . . . . . . . . . . . Lynnette Grande Contributing Writers . . . . . . . . . . . . . . . . . . . Judy Canty, John Dick, Paul DiGiovanni, Gary Fore, Elmer Friedman, Lindsey Getz, Renee Jacobs, Ginny Johnson, Jim Magay, Warren McDonald, Corrie Pelc, Anthony Record, Jason Smith Technical Editor . . . . . . . . Brian A. Thomas, P.h.D, ABOM Internet Coordinator . . . . . . . . . . . . . . . . . . . . Terry Adler Opinions expressed in editorial submissions contributed to EyeCare Professional Magazine, ECP™ are those of the individual writers exclusively and do not necessarily reflect the opinions of EyeCare Professional Magazine, ECP™ its staff, its advertisers, or its readership. EyeCare Professional Magazine, ECP™ assume no responsibility toward independently contributed editorial submissions or any typographical errors, mistakes, misprints, or missing information within advertising copy.
ADVERTISING & SALES (215) 355-6444 • (800) 914-4322 lgrande@ECPmag.com
EDITORIAL OFFICES 111 E. Pennsylvania Blvd. Feasterville, PA 19053 (215) 355-6444 • Fax (215) 355-7618 www.ECPmag.com editor@ECPmag.com EyeCare Professional Magazine, ECP™ is published monthly by OptiCourier, Ltd. Delivered by Third Class Mail Volume 7 Number 61 TrademarkSM 1994 by OptiCourier, Ltd. All Rights Reserved. No part of this magazine may be used or reproduced in any form or by any means without prior written permission of the publisher.
OptiCourier, Ltd. makes no warranty of any kind, either expressed, or implied, with regard to the material contained herein. OptiCourier, Ltd. is not responsible for any errors and omissions, typographical, clerical and otherwise. The possibility of errors does exist with respect to anything printed herein. It shall not be construed that OptiCourier, Ltd. endorses, promotes, subsidizes, advocates or is an agent or representative for any of the products, services or individuals in this publication.
For Back Issues and Reprints contact Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com Copyright © 2013 by OptiCourier Ltd. All Rights Reserved For Subscription Changes, email: admin@ecpmag.com Scan this barcode with your smartphone to go to our website.
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AYRTON SENNA COLLECTION ACETATE TEMPLES ELASTOMER BRIDGE INSERT
VISIT US AT VISION EXPO EAST THE GALLERIA/BOOTH # G442 LOGO OF THE AMERICAS 1840 N Commerce Pkwy # 2
Weston FL 33326 USA 800-345-3733
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1. Mondottica USA Pepe Jeans Eyewear embodies the spirit of “Authentic London Attitude”. With a vast array of rainbow colors, Pepe Jeans Eyewear offers a unique collection of unisex and kid’s optical frames. www.mondotticausa.com
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Fashion Fashion Friendly Friendly Eyewear Eyewear and Sunwear and Sunwear
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2. Kaenon At first glance, KAT-i is softly reminiscent of traditional pin-up girl styling, full of classic beauty and overtly feminine styling. Look a little closer and you’ll see the subtle cat-eye detailing found in its upper corners, and the mid-sized arms and comfortable temple tips make this an all-day frame in a 6-base design for the woman seeking a fine match of style and fit. www.kaenon.com
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3. Revolution Eyewear Don Ed Hardy is considered the “Godfather” of Tattoo. He is the person who helped to make tattoos into high end art. He incorporated Irezumi into his tattoo art to make it more vibrant and colorful. Revolution first incorporated the tattoos onto the temples of the infamous sun-glasses, what followed is a feast for the eyes. www.revolutioneyewear.com
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4. LINDBERG The new 9800 series in the Strip range represents a delicate merging of key thinking and details from LINDBERG acetate and titanium plate designs, sculpting a completely new range that makes a softer, subtly curvaceous impact. www.lindberg.com 5. Eastern States Eyewear The Diva Eyewear collection shows continued growth and diversity with intriguing material combinations, shapes, treatments, and use of Austrian Swarovski Crystals. The collection is comprised of classic metal styles and chunkier fashion cuts featuring a wide array of acetate and metal color finishes. www.eseyewear.com 6. Fatheadz Eyewear Preferred Stock is the premier offering by Fatheadz Eyewear. They are contemporary frames with smart styling, designed for the modern larger headed man. The Preferred Stock lineup was crafted from the start with the latest technological advances available in the eyewear industry to provide durability, comfort, and style. ROI Xl Black & White is shown below. www.FatheadzEyewear.com
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Charmant
TRUSSARDI style TR12817: An iconic men’s frame shape since the ‘50s that still endures to this day; classy and chic. In nuances of tortoise or black, it is a must-have snazzy look. www.charmant.com/us
Gold and Wood
ic! berlin
Klaus is a classical name in good old Germany. Ralph Anderl, the head and the heart of ic! berlin, got to know two Klaus’s. One is a driving instructor, who gave him lessons, and the other Klaus is a pianist. He accompanies Ralph when he sings opera. Therefore we developed two classical frames. One is called “fahrlehrer Klaus” (driving instructor Klaus) and the other “klavierspieler klaus” (piano player Klaus). www.ic-berlin.de
Zyloware
Project Runway 111Z is a full rim handcrafted zyl frame in a modified oval shape. The frame is a modern take on a retro style. The frame’s front and temple also feature a double layer coloration. Spring hinges provide the wearer with additional comfort. www.zyloware.com
H27: Rediscovering the past, Gold and Wood revisits the Malcolm X signature glasses. The mythical, retro-chic model takes a new life in sunglasses version with horn and wood covering. www.gold-and-wood.com
FACE à FACE Inspired by the sumptuous Majorelle Gardens in Marrakech, this unique color has a very special touch, being both very intense and soft; thanks to a slight tone of purple that gives the blue a tender and velvety aspect. www.faceface-paris.com
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FYSH UK
F-3479 is an acetate-stainless steel combination frame that transitions easily from daytime casual to evening glam. The patterned acetate used on the front is subtle, but provides depth to the design. Bold, temple colors are softened by a geometric laser cut design which is modern and edgy. F-3479 is available in size 52-17-130 and comes in coffee chartreuse, purple fuchsia, grey turquoise, and rustic tangerine. www.fyshuk.com
Activist Eyewear
We founded this brand because we’re obsessed with exploration, both physically and creatively. We went looking for a totally unorthodox approach to eyewear and made some amazing discoveries. Our unique combination of Classic Style & High Performance is a radical departure from the way eyewear is ‘supposed’ to look and function. But once you’ve worn Activist Eyewear, you’ll agree that some rules are better off broken. www.activisteyewear.com
Modern Optical REM Eyewear
The foundation of the Tumi brand is superior technology that translates to elevated innovation, functional superiority, and unparalleled quality for the Tumi consumer. T308 is a slim rectangle crafted from rich acetate, featuring an acid etched pattern on the end-piece and temple, reflecting Tumi’s famous ballistic nylon fabric. The bevel design throughout the whole frame adds an extra element of luxury. www.remeyewear.com
theo theo created the ‘Antwerp Painters’ collection as a highly original way of paying homage to 6 golden oldies with Antwerp roots! Acetate and metal are combined in a highly distinctive, typically theo way. The stainless steel core is given an acetate coating. The temples remain flexible thanks to the flexsystem that theo developed in-house. The glasses have the look of acetate frames, but the comfort of metal! www.theo.be
A335 (Modern Art Collection): This frame will beautifully transition any woman from day to evening. A335 is an understated retro frame with a classic feel on the outside, that offers an upbeat pop of color on the inside. Shown in black/lilac, but also available in brown/turquoise or tortoise/green. Materials are double laminate handmade zyl with metal trim. www.modernoptical.com
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Designer Robert Graham Signs License with Revolution Eyewear Robert Graham has announced a new partnership with Revolution Eyewear. The licensing deal marks the debut of eyewear to round out the men’s wear product range of Robert Graham, which currently includes sportswear, premium denim, furnishings, accessories and outerwear. “We are thrilled to partner with Revolution Eyewear and further extend our product offering within the world of Robert Graham,” said Michael Buckley, chief executive officer of Robert Graham. “Their attention to detail is unparalleled, and together we will create product that is distinctively unique in the marketplace.” “I couldn’t be more excited.” said Gary Martin, president/CEO of Revolution Eyewear Inc. “I believe Robert Graham and Revolution will create a collection of eyewear that will resonate globally. We love bringing different, incredibly creative ideas into the optical marketplace as we have done time after time. Our
history of creating high quality products with creative flair is what I am most proud of. The American Eclectic vibe and the majesty of the Robert Graham brand, leads me to believe that we are setting out on a mission to create a classic collection that will become a staple for every optical retailer operating today. We are celebrating our 20th anniversary in 2013, and couldn’t be more proud to add Robert Graham to our brand portfolio.” Robert Graham eyewear will offer high quality craftsmanship and sophisticated silhouettes, along with integrating iconic fabric and trim designs to reflect the essential characteristics of the brand’s American Eclectic spirit, the company said. Launched in 2001, Robert Graham was created on the premise of introducing sophisticated, eclectic style to the fashion market as an American-based company with an intention of inspiring a global movement. Robert Graham creates four menswear and women’s wear collections a year—spring, pre-fall, fall and resort.
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JF Rey USA
LACE: The photoengraving technique has been taken a step further here with the metal on the fronts and temples of these frames attacked and engraved, even perforated, whilst keeping true to graphic motifs. Designed for both men and women, the 2 shades of coloring and hand-polishing for each design are distributed throughout the hollows and relief on the metal, thus creating a clear two-color effect comparable to a piece of lace. www.jfreyusa.com
Trevi Coliseum Eyewear
Cotton Club 298 is constructed from the highest quality Mazzucchelli Zyl with rubberized temple inlays for style and comfort. It defines the concept of fashion and beauty. Available in 3 colors Black/Gun/Black (shown), Tortoise/ Blue/Silver and Havana/Gun/Purple. Made in Italy and backed by a two year warranty. Sold exclusively in North America by National Lens. www.national-lens.com
Silhouette Morel
Offering a sleeker, sportier feel in the unmistakable TMA hingeless and rimless design, the new Titan Minimal Art features an updated look while maintaining the innovative, lightweight design elements found in every Silhouette product. The Titan Minimal Art Collection features a sleek temple design with colorful SPX temple tips, and expanded color options. www.silhouette.com
Clariti Eyewear Monalisa M8720: The beautifully crafted acetate frame is featured here in Dark Tortoise. A demure cat-eye shape adorned with dazzling floral embellishment easily enhances a bold feminine character combined with elegance and refinement. The collection integrates the freshest of designer frame styles and sophistication with optimal vision functionality, all at affordable price points. www.claritieyewear.com
NÊpenthe: The frame temple evokes the silhouette and movement of the pitcher plant with two delicately worked stainless steel strands which are interlaced in a two-toned spiral. The clean temple lines set off the handcrafted acetate fronts of the collection’s rimmed and semi-rimless models. Twenty four exclusive color combinations are available, in sizes from 51 to 55. www.morel-france.com
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MOVERS AND SHAKERS Prevent Blindness America
Patricia Davis
Following a vote held at the 2012 annual board meeting, Prevent Blindness America (PBA) has announced four new members to its national board of directors. Added to the Board are Patricia L Davis, MD, Brad McCorkle, Richard P. Mills, MD and James Shyer.
Patricia L. Davis, MD, is the owner and CEO of Progressive Eye Care. Brad McCorkle is the founder and head of business development, sales and marketing of Local Eye Site. Richard P. Mills, MD returns to the board for his second Brad McCorkle term. Dr. Mills is president of Glaucoma Consultants Northwest. James Shyer is COO of Zyloware Eyewear and chairman of the board for The Vision Council.
WellPoint WellPoint, Inc. announced that Annmarie Hagan has been named president of the company’s specialty businesses, effective immediately. WellPoint’s specialty businesses include dental, disability, life, vision and workers’ compensaAnnmarie Hagan tion. Prior to joining WellPoint, Hagan served as executive vice president and chief financial officer at Cigna. She received her bachelor of science in finance and accounting from Drexel University.
Vision-Ease Vision-Ease Lens recently welcomed Richard Blacker as vice president of research and development. Blacker is responsible for managing the development and introduction of all new products and lens concepts. Blacker brings Richard Blacker more than 15 years of experience in successfully managing research and development teams across several industries. Before joining the company, he worked at glass manufacturer Guardian Industries.
PFO Global Jagdish Jethmalani, Ph.D. has been named Executive Vice President of Research & Development for PFO Global and is responsible for leading the R&D team and overseeing all R&D and Technology projects. He comes to Jagdish Jethmalani PFO Global from the recently closed Ophthonix, Inc. where he served as Director of Material Development for 4 years, then 6 years as Vice President of Research and Development. Under his leadership of R&D at Ophthonix, the new product portfolio increased from 2 products in 2006 to 15+ product offerings in 2012.
Randolph Engineering Randolph Engineering, Inc., a global manufacturer and marketer of performance eyewear, has committed to expanding both its brand and business with the appointment of Ekene Ofodile to the newly created position of Ekene Ofodile Senior Vice President of Global Sales & Marketing. He comes to Randolph from the Cross Water Group, LLC, where as the founder and Managing Director, he specialized in international business development and operations strategy consulting for consumer product companies.
Vision Source Vision Source has announced the retirement of Tracy Moody effective Dec. 31. Moody has held various positions within the organization since 2000, including, most recently, the position of president and chief growth officer. The compaTracy Moody ny said that a search for Moody’s replacement will occur in the coming weeks. Prior to his employment at Vision Source, Moody was the director of professional relations at Alcon Laboratories. He joined Vision Source as the VP of growth and development in 2000.
College of Optometry Bio-Tissue Ophthalmic biological therapeutics company Bio-Tissue, Inc. has announced the appointment of Tom Daniells as its new senior vice president, sales and marketing. He will manage the company’s sales and marketing efforts throughout North America and will lead its global commercial growth. Daniells joins with over 28 years of experience in sales, Tom Daniells marketing and international business development in the ophthalmic and optometric realms.
College of Optometry Associate Dean of Clinical Affairs Robert Gordon, OD, FAAO, DPNAP, and his wife, Andrea Silvers, OD, have established an endowed scholarship to benefit optometry students. The scholarship will be Robert Gordon awarded to students in their fourth year of school who rank in the top 25 percent of their class. Gordon and Silvers both earned their Doctor of Optometry degrees from the Southern California College of Optometry, and they co-founded the Encino Optometric Center in 1973.
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OPTICAL EDUCATION Renee Jacobs, OD, M.A. www.PracticeManagementDepot.com
How to Achieve Maximum ROI from an E-Conference Call to Action Today – Prepare for the Tsunami The obvious benefit of an E-Conference is decreased expenses for all participants, including attendees, speakers, vendors, and press.
However, the huge profit potential lies in your ability to capture all five of the greater benefits. Realize that technology will change how elite managers involve their staff toward identifying and prioritizing profit centered business objectives. Technology will revolutionize the way eye care providers connect to education, and to each other. E-Conferencing is not your grandma’s webinar on steroids. It is the wave of the future, happening now. Today, your business can participate in the first upsurge of positive change that will impact profitability with the gale force of a tsunami. Grab your surf engine, prepare for the adventure, and let’s ride this first wave together! Plan ahead, to maximize your return on investment. Put your action steps into motion now! This month I spoke with innovator and business leader Michael Porat, the Chief Operating Officer of EyeCarePro. He is responsible for the day to day planning and operations of Seeing Is Believing, a Virtual Conference scheduled January 30 – 31st, 2013. For more information, visit www.sib2013.com. This might be your first experience with a virtual conference; it will not be your last. Michael shared an overview of ways businesses can prepare to achieve maximum return on investment. He advised the following: “Like many activities at the practice level, we tend to derive what we put in. In this case, an active plan with your entire staff will yield weeks and weeks of educational opportunities. Some of our practices have even been planning ‘offsite’ retreats to really enhance the teamwork and focus on learning.”
BENEFIT #1 Identify Profit Centered Business Objectives Before an E-Conference, consider your business ambitions. Are you facing any problems? Have you encountered barriers to reaching the next level of success? With this in mind, seek solutions. E-Conferences ratchet up the excitement for learning and the motivation to implement new tactics toward achieving business objectives. Speakers can use technology to deliver lesson content in original ways, that are surprisingly creative and fun to watch. Technology makes it possible for each speaker to answer every question. When your staff member virtually types her question, she receives an immediate answer. Technology facilitates access, even for those who are shy, even for those with questions off topic, and even for those who hate to stand in line after the session. One-on-one answers are there, immediately, during the presentation. So, take responsibility. Proactively select lessons that will move your business forward. Continued on page 18
16 | EYECAREPROFESSIONAL | JANUARY 2013
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Lenses now available in house: s Varilux Physio Enhanced Eyecode™ s Varilux Physio Enhanced Fit™ s Varilux Physio Enhanced Azio™ s Varilux Physio Enhanced India™ s Varilux Physio Enhanced ™ s Varilux Physio DRx™ s Varilux Physio Short DRx™ s Varilux Comfort Enhanced™ s Varilux Comfort DRx™ s Varilux Comfort Short DRx™ s Definity® s Definity Short™ s Essilor Ideal® s Accolade Freedom™ ®
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Ask us about our premium package program. RECEIVE $10 OFF on all Varilux brands and Essilor Ideal™ lenses that include any Crizal® brand AR. RECEIVE $20 OFF on all Varilux Physio Enhanced Eyecode™, Varilux Physio Enhanced Fit™, Varilux Physio Enhanced Azio™, Varilux Physio Enhanced India™, Varilux Physio Enhanced™, DEFINTY® and DEFINITY Short™ lenses that include any Crizal® brand AR.
© 2012. All rights reserved. Unless indicated otherwise, all trademarks are the property of Essilor International and/or its subsidiaries. CVD 1/12
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Action Steps: Get your staff involved. Schedule a pre-event staff meeting. Look at the education tracks. Identify courses with the greatest potential to help your business improve patient care, business efficiency, or to increase net revenue. Prepare your questions in advance. Task each individual to attend a course, and then present a 2 to 5 minute summary during a post-event staff meeting. Share a common report format. (See Figure 1) Figure 1: Course Title/Speaker Summarize Main Message Lesson Content Will Improve: • Patient Care • Business Efficiency • Business Net Revenue Who Should View the Archived Lesson? Lesson Content is Relevant For: • Immediate Action • Future Planning • Never BENEFIT #2 Activate Informed Collaboration Take advantage of post-conference viewing on-demand. This means staff members can activate a team to review motivational elements within a lesson, the parts that spark excitement. They can literally re-look at course objectives, tactics, and measures of success. They can pause for heated discussion plus collaborative planning. Your office can join post conference discussion groups, sharing detailed experiences that move toward achieving success. Make of this what you will. Tremendous opportunities exist. Action Steps: Schedule your initial post-conference staff meeting. Print the agenda to accommodate each 2 to 5 minute presentation. At the conclusion, identify worthy projects and ideas to implement. Then, activate teams to re-watch targeted lesson content. Task them with defining objectives specific to your business ambitions. Task them with defining appropriate measures of success. Task them with developing tactics toward achievement. BENEFIT #3 Take Advantage of Show Specials without Leaving Your Office The new vendor fair platform levels the playing field so that any individual on your staff can visit a vendor booth and gather resources available to everyone with the click of a mouse. No waiting in line for the representative to conclude a conversation with someone “more important”. Anyone can arrive and take general information including handouts and brochures plus 18 | EYECAREPROFESSIONAL | JANUARY 2013
detailed explanation of show specials. All can view short video clips explaining the newest innovations. All can schedule private meetings, one-on-one planned discussions with the option of webcam too. Your key people can bring decision makers together, to take advantage of show specials – all without leaving your office. This is amazing! Think about the implications to your bottom line net revenue. Action Steps: Get your staff involved. During your pre-event staff meeting, review available vendor lists. Assign the booth visits. Ask each attendee to turn in a short report, immediately after visiting their assigned booth. Show specials are time sensitive, so act accordingly. Once again, share a common format. (See Figure 2) Figure 2: Vendor Booth Meeting Scheduled: Yes No Summarize New Innovations Explain Show Specials Is Opportunity Relevant for: • Immediate Action • Future Planning • Never BENEFIT #4 – Think Outside the Box Attendees can access the library of archived lessons from an E-Conference and survey a whole variety of content within the missed sessions. Attend live sessions, when you are likely to ask questions. After the event, study archives to discover new ideas. Action Steps: Review course titles and identify something completely different, something that will “stretch” your thinking and perhaps change your perspective. Sometimes we gain new insights from unexpected experiences. Make time to enjoy the adventure. BENEFITS #5 – Strategic Fun An E-Conference includes gaming elements like a treasure hunt, trivia games, and a point cache that rewards full throttle engagement. Learning is gratifying, profitable, and fun! Action Steps: Get your staff involved. During your pre-event staff meeting, review the gaming platform and points system. Strategize how individuals can maximize their points. Encourage your staff to win a prize or two! Last Minute Preparation Before the event begins, confirm that your learning environment is ready. Is the space quiet, away from distractions, out of
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the view of patients? Will individuals work from a laptop with a headset? Confirm internet connection and test computer sound settings. Is each participant clear regarding individual courses and vendor booth assignments? Did each print their course guide and handouts? Do you need to discuss office policy such as whether participants can view the event from home? Will they be paid if they elect to use their lunch time? Can attendees use their own time, to view lessons of personal interest? How will the office share time sensitive resources, so that decision makers can take advantage of show specials? Begin with the end in mind. To ensure maximum return on investment, review every detail toward achieving business success.
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MANAGING OPTICIAN Anthony Record, ABO/NCLE, RDO
“Let’s Get Loopy” Part II Last month I shared one of my New Year’s Resolutions with you: To create an updated in-office video loop to play in my waiting area. THE FOCUS OF THAT ARTICLE was the technical end of embedding videos into Power Point slides, creating a video show within Power Point, and how to do just that in the most straightforward way. Hopefully you’ve been experimenting and practicing. If not – get to it! A couple of caveats and reminders: First, just because a video is available on YouTube, it doesn’t mean it’s not copyrighted. While it’s a safe bet that promotional videos produced by companies are fair game, those produced by individuals and/or private practices may not be. It is your responsibility to see to it that you have permission to use it. Additionally, while the length of your loop is up to you, an informal, completely unscientific study (conducted by yours truly) revealed that the average optical consumer spends about 23 minutes picking out and ordering frames. So I intend my loop to be a little more than 30 minutes in length. The following are some of the specific educational or promotional videos I have used in the past: “A Journey Through the Human Eye – How We See” (02:38) is an educational video that educates the lay person on the actual process of human vision – from the light entering through the cornea to the electrical impulses being turned into images in the brain. It is available from Bausch & Lomb and on YouTube. 20 | EYECAREPROFESSIONAL | JANUARY 2013
It is scientifically correct, and is produced in such a way that your patients will easily understand it.
One of the specialty items I carry is Clic Goggles – the magnetic readers and sunglasses. I’m sure whatever specialty items you carry have their own promotional videos too. On the outside chance you also carry Clics, consider including the following videos: “Clic Goggles Jingle Demo” (00:33) is a cute, if not a bit disturbing video that will surely get your patients’ attention. “Clic Your Readers – Catch Your Eye” (03:23) is a more professionally produced video which will surely lead to more Clic sales. Both videos are available on YouTube. If your office promotes Transitions Drivewear lenses there are several promotional videos produced either by Transitions or Younger Optics. One simply entitled “Drivewear Lenses” is about three minutes long, and one entitled Drivewear Technology is exactly one minute. I included both in my loop. I don’t carry them in my practice, but if you carry the emPower! electronic eyeglasses, take advantage of their two in-office videos. Even though I don’t even carry the product, I watched both videos (about three minutes each) and was impressed with both the production value and the persuasion factor. They are
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great videos! I’m sure you could request them from Aspex or directly from PixelOptics.
standard Transitions lenses and XTRActive. It is informative and honest. I like it a lot.
I was ecstatic with two videos I discovered that were produced by Essilor. The first, entitled, “Did You Know 2012” (05:38) is fast-paced and visually stimulating. It starts out with the statistic “2.5 billion people see poorly – and don’t correct their sight,” and for the next five minutes reveals some more unbelievable facts about eye health, eye safety, and vision both in the United States and worldwide. It is really cool, and the music is high energy as well.
You also might want to consider including at least an edited version of a 60 Minutes feature that was hosted by Lesley Stahl called, “Sticker Shock – Why Glasses Are So Expensive” (12:55) a couple of months ago. At nearly 13 minutes long it’s probably not practical to include the entire video. I would suggest you watch the whole thing on YouTube, and then search some edited versions that exist that are between one and four minutes in length.
The other one from Essilor is all about UV protection and other ways to protect the health of your eyes. It’s about three minutes long and is just as entertaining and captivating as the other one. By the way, Essilor also produces videos for their specific products as well. My favorite is the “Opti-Fog Video Demo” (02:05). If you carry that product you have to include this in your loop. It shows the anti-fog property of these AR lenses in many different environments where the transition is from a cool environment to a warm one. One lens is treated with OptiFog, the other not. Check it out.
There are many videos that dramatically demonstrate the impact-resistance of both Polycarbonate and Trivex lenses. I came across dozens of really cool videos that demonstrate the efficacy of polarized lenses and show the difference between polarized and non-polarized lenses on the water and behind the wheel of the car. Anti-reflective demonstrations are also available and most of those videos will catch your patients’ attention. Most are quite good. A more interesting and relevant group of videos show how different optical products interact with video games, and more specifically with iPads.
I’m sure it comes as no surprise that Transitions has produced several high-production videos that are a must in your loop. My favorite one is called “Introducing XTRActive Lenses’ (02:36). It’s about Nick and Mary. Nick is a landscape architect, and Mary stays inside more. It contrasts the difference between
As I said last month, the quality and length of your in-office loop is only limited by your imagination and the time and energy you want to put in to producing it. The beauty of it is that once it is created, it takes literally seconds to add new slides, delete old ones, insert new videos, etc. In this ECP’s opinion it is worth every single minute you put into it. Good luck. ■
Rudy Project’s New Stratofly Combines Sleek Design and Performance
For both newcomers and veterans to the Rudy Project world of exceptional optical design and performance, the Italian company introduces the Stratofly, a sunglass that merges many of the functional features of the best-loved models with a simple design, available in eight stylish color combinations. This sunglass is ideal for cycling and mountain bike enthusiasts, as well as other athletes who like to look great while doing what they love. Like always with Rudy Project products, the strong attention to details put this sunglass in a league of its own. The Stratofly has no-slip, soft rubber temple tips and an adjustable Ergo IV™ nosepiece, giving it a perfect fit, for every face. The technically advanced design of this sunglass eliminates fogging and offers
the utmost in comfort and eye protection. While lessening glare, the Stratofly provides a high contrast perspective and a distortion-free view, protecting against UV rays and external hazards like debris and sun. Choose from a wide range of Rudy Project lenses, which boast the interchangeable Quick Change™ system, allowing you to quickly swap your lenses, depending on the weather and light conditions. Stratofly also caters to those who have visual impairments, thanks to its highly refined RX option with broad parameters for those with vision correction needs, allowing even the most visually challenged to enjoy the benefits of style, comfort and perfect vision.
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DISPENSARY DESIGN Corrie Pelc
A GRAND ENTRANCE Making the Most of Your Patient Waiting Area Have a Seat So when it comes to making a great first impression through your patient waiting area, what’s the first thing to look at? Wright says the quality and comfort of the chairs in the waiting area is one of the most important things. She advises ECPs to look for commercial-grade chairs with fabrics that can stand up to a lot of wear. “Choosing the right chair and the right fabric will give the doctor 10 years of wear or more on the fabric,” she explains. “And if they invest in good quality chairs, the style is going to be something that will last and the quality of the chair will last, so it will be worth reupholstering those good chairs in 10 years.”
As we all know, first impressions are everything. For the patient of an ECP, that first impression normally comes from the patient waiting area. “You should try to do anything you can to make sure any area where patients are going to be sitting, studying and looking around looks clean, neat, professional and up-to-date,” says Patricia Bobilin, managing director of the Southern Region for Eye Designs. “If their furniture in the optical or waiting room looks really beat, that’s a reflection of the doctor and it’s a reflection of their practice.” And that first impression can help an ECP beat the competition, such as with online sales, says Barbara Wright, CID, president of Barbara Wright Design, Inc. “Where you can compete is the experience that patient has when they come to your office...and that’s where you can provide something the online eyewear merchants can’t,” Wright explains. “When you provide a fantastic experience, then the fact that maybe they could get (a frame) $25 cheaper somewhere else tends to melt that price resistance.” 24 | EYECAREPROFESSIONAL | JANUARY 2013
When looking at seating, Bobilin suggests offering both chairs with arms and some without as different people will need different types of seating. And Wright suggests for ECPs that cannot afford to redo their entire waiting area to focus on reupholstering seating with worn out and threadbare fabric. Ceiling to Floor Next, both experts advise looking up at lighting and down at the floor. Wright says standard fluorescent lighting in a waiting area can make the area look “a little too drugstore.” She suggests adding incandescent light or lamps to help soften the atmosphere, or replace standard fluorescent lights – which normally have a cooler color – to ones with a warmer color temperature. “Something between 2700 K and 3500 K (color temperature) would make a big improvement in how people’s skin tones work and how inviting it looks,” she says. And when it comes to flooring, Bobilin suggests putting in tile in high traffic areas – especially for locations that deal with snow or clay – with a nice rug with the practice’s logo on it for areas you’re afraid of slipping. “Every detail should be looked at because somebody is going to be looking at those details,” she adds. “It may not be important to you, but it could be Photo courtesy of Eye Designs.
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important to your patient, and so you should concentrate on the full solution.” Checking In The first stop for most patients in the ECP’s office will be the reception desk to check in. For this area, Bobilin advises that it be a very open and very clean area that is inviting to patients. “A lot of times with the reception desk there’s so much clutter and business matter all over the place that it looks very, very messy, and again that’s a reflection on the practice,” she says. Wright suggests that an ECP who wants to present a quality image should use a material such as granite or quartz for the top of the desk, “some very solid, durable material that’s not going to wear out, because that’s one of the first things that patients touch.” Bobilin also stresses the reception area should be open to allow staff to have supervision of both the waiting area and the optical in case customers are in the optical area, but opticians are busy in the back area.
educational programming, and she’s seeing a push towards showcasing eyewear fashion as well. With many patients today bringing laptops to continue working while waiting for their appointment, Wright says there has been a trend by ECPs to offer WiFi to patients, and even desk areas. For those without space for a desk area, Wright suggests using mobile carts that a patient can pull to their seat. Taking technology one step further, Bobilin says they are currently researching how to develop a table with a computer touch surface, like a “big iPad,” that patients can interact with while waiting for their appointment. She says the table would offer educational materials, as well as games for kids. And it would tie back to the patient’s record so an ECP could see what their patient is interested in learning about. “It’s a way for them to be educated, but at the same time it’s tracking data that we can use later on with other things in that practice,” Bobilin adds.
However, Wright suggests ECPs still offer some type of privacy panels – she advises glass – set up in an area of the reception desk for when patients need to discuss confidential financial matters.
And speaking of kids, for family practices Wright suggests making sure the waiting area has a space for kids where they can play with a few toys, books or even a video. “The mom is the one that you want to impress, and the moms will feel very welcome if they see there are provisions for their children to be entertained and a place for them,” she adds.
Be Our Guest
To the Optical!
When it comes to entertaining patients while they’re waiting, what should an ECP offer? First off, Wright suggests ECPs should offer their waiting patients some type of refreshment, even if it’s just bottled water. “Many times we put out small commercial refrigerators with glass fronts on them so the patients can see there’s bottled water there,” she explains. “Some practices will offer coffee and tea and snacks, just depending on how far that individual practice wants to go.”
Of course all ECPs would love their patients to be browsing their optical when waiting for their appointment. How can they make that happen? First off is to have the optical easily viewable from the waiting area, says Wright. “For the most part, our clients want their waiting areas to be very open to the optical retail area,” she explains. “Some of our clients want the waiting area actually in the optical so that they’re combined together and people are really encouraged to go and browse frames instead of reading a magazine.”
In lieu of standard magazines, Bobilin recommends ECPs offer educational magazines or fashion magazines that show eyewear rather than People or National Geographic as it helps you educate your patients and you do not end up with outdated magazines that have been written in or torn apart. Another option is offering television screens in the waiting area. Wright says many times those are used to show
Bobilin agrees, saying she’s seeing more of a “melting” of both the waiting area and optical with her clients. One way she suggests to help facilitate this is to offer what she calls “presentation trays” made of a leather material on the outside, a satin material on the inside, with three slots. When a patient checks in at the reception desk, they are handed a tray and told to go in the optical and start shopping for frames. “It now takes the Photo courtesy of Barbara Wright Design, Inc.
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patient immediately out of the waiting area and into the optical to start looking at frames,” Bobilin says. When the patient goes in for their appointment, they turn their tray in to the reception desk or optician, who can now look at the frames and prepare other selections based on the patient’s preferences. Bobilin says using the tray helps increase the “capture ratio,” helps with multiple pair sales as the patient will normally select more than one frame to put on their tray, and helps speed up the entire process for the optician. “It’s a win-win all together,” she adds. Keep it Up Now that you know how to make the most of your patient waiting area, how can an ECP ensure that their waiting area stays comfortable and inviting for patients? Bobilin says it’s very important for ECPs to make a conscious effort to visit their own patient waiting area, since many times they are coming through a back door
and not the front door every day. “So they have no idea what’s up there – they might have old magazines, they might have carpet where people have spilled a soft drink,” she explains. “They should make sure that the environment is always clean and that if there is a chair that does not look appropriate, they should remove it and find something to replace it.” Wright agrees, and suggests doctors schedule a quarterly purposeful walkthrough of their waiting area with their office manager when patients are not present. “The office manager might be the one that notices these things more than the doctor,” she adds. Overall, Wright says in today’s market, ECPs need to compete in more than just price, and that’s with the experience. “And the experience depends on the atmosphere of your office, your people, and how your practice is run and how patients are treated,” she says. ■ Photo courtesy of Barbara Wright Design, Inc.
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EXPAND YOUR FIELD OF
THE COMPLETE EYECARE EVENT
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EYEWEAR & ACCESSORIES
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THE MOBILE OPTICIAN
Ginny Johnson, LDO, ABOC
THE GAMBLER On a warm winter’s day with a patient bound for nowhere I met up with a rambler and was about to fall asleep So we took turns comparing his surfing to my expertise His googling overtook him and I began to speak I said, “Sir, I’ve made my life out of stylin’ people’s faces And knowin’ what their needs were, by the way they used their eyes And if you don’t mind me saying, I’ve got another patient waiting To avoid any argument I gave you my advice” So I handed him my card and he put it in his wallet Then he bummed a nose pad, and asked if his screws were tight When I slipped him a screwdriver his face lost all expression I said, “if you’re gonna play the game, sir there’s a price you pay for sight” You got to know when to hold ‘em Know what you’ve sold ‘em Know when to walk away Know when you’re done You never count your money when their decision seems unstable they’ll be time enough for counting when the dealin’s done 28 | EYECAREPROFESSIONAL |JANUARY 2013
The New Year is upon us and I hope you didn’t bother to make any strict, unattainable ECP resolutions for the workplace. I’ve resolved to bring a little casino action into the dispensary. Of course, there are risks involved with gambling so keeping the upper hand is important. Patients are going to be betting on good vision and I don’t want any remorse. Here are a few of my card tricks: Pair of Threes Don’t let your patients stockpile a bunch of frames on the table. Limit their confusion by showing them a maximum of three frames at one time. When they eliminate a frame, hit them up with another one. When they finally pick a frame, make sure they own it. It needs to be better than a so-so frame or a will do frame. Counterfeit liking is cheating. Nobody wins. Do you want mediocre word of mouth advertising? They need to have you convinced that they’re convinced the frame is an ace. Full Deck Some patients might not be playing with a full deck. You may have to pass on providing patient care if they aren’t going to play by your rules. Refusing to show you their photo ID or talking about how you will never get their prescription correct can disqualify them from the game. It makes you wonder why they even bothered to schedule an appointment. Decide on some house rules before putting up with these players.
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Minimum Bets Don’t accept minimum bets from patients when your ante is already established. There are always going to be other options for them to purchase eyewear for a cheaper price. If price matters most, then don’t get caught up in the shuffle. Telling them to make sure they compare apples to apples will likely go in one ear and out the other. Sometimes being too expensive can be a good thing. Play smarter, not harder. Poker Face How do you handle those poker face patients? The ones with complaints that register a “10” on a visual discomfort scale and when they are handed the plan of action, they are expressionless. Break the silence and ask, “What are you thinking about doing today?” Pull out complaint cards like: annoying, inconvenient, aggravating, uncomfortable, frustrating, etc. It’s not like you are trying to over trick them, they came to you seeking help with their misery. Revoke There are times when you attempt to explain something to a patient and before you realize it, you are in too deep. You really wish you could take back what you’ve said. This is especially true if incorrect information was given to the patient. Ask for a re-deal and don’t act a joker or play any wild cards. Call their Bluffs When patients say they don’t need what you and the doctor have recommended, then you may have no choice but to call
their bluff. Going from their current lenses with AR to new lenses without AR is nothing for them to brag about. They may not want to admit it after the fact, so if you can catch them from making a bad play then do so. Some prescription lenses have to be completely remade to be AR treated. Even though your lab may only charge you the difference for the AR upgrade, the lenses without AR are good for nothing. Wheel of Fortune We all know that spinning dials in the exam room and collecting small co-pays won’t win the jackpot. If you are looking to make a fortune then your odds might be a little better in the dispensary. Play an honest game and your casino will grow. Make sure you have exceptional players working your dispensing tables and do whatever it takes to avoid having a craps table. The Last Card Don’t put it past me to present the patient with the actual invoices of how much we have invested in their purchase. This trick is only used on rare occasions if a patient gets unreasonably irate and feels they were overcharged. When you have exhausted all of your avenues trying to please this type of patient, you better cash out. The last card is usually turned over when you are beyond your breaking point. Unlike a real casino, we don’t really win unless the patient wins. Although you may not have a full house every day, it only takes one happy solitaire patient to put you on a lucky streak. Make sure you keep the kings and queens and get rid of all those jacks. That’s what it takes to survive, when you’re an ECP gambler. ■
Vision Loss in the U.S. on the Rise, Partly Due to Increase in Diabetes The prevalence of nonrefractive visual impairment in the U.S. has increased significantly in recent years, which may be partly related to a higher prevalence of diabetes, according to a study in JAMA last month. “It is estimated that more than 14 million individuals in the U.S. aged 12 years and older are visually impaired (20/40). Of these cases, 11 million are attributable to refractive error. In the U.S., the most common causes of nonrefractive visual impairment are age-related macular degeneration, cataract, diabetic retinopathy, glaucoma, and other retinal disorders,” according to background information in the article. “Previous studies have shown that visual impairment is common in persons with diabetes. The prevalence of diagnosed diabetes has increased among adults in recent years, rising from 4.9 percent in 1990 to 6.5 percent in 1998, 7.9 percent in 2001, 10.7 percent in 2007, and 11.3 percent in 2010,” according to the report.
Fang Ko, MD, of the Johns Hopkins University School of Medicine, Baltimore, and colleagues conducted a study to assess the prevalence of nonrefractive visual impairment and factors associated with risk of visual impairment. The study included data from the National Health and Nutrition Examination Survey, a representative sample of the U.S. population. From 1999 to 2002, 9,471 participants 20 years of age or older received questionnaires, laboratory tests and physical examinations. This was repeated with 10,480 participants from 2005 to 2008. Visual acuity of less than 20/40 aided by autorefractor was classified as nonrefractive visual impairment. The researchers found that prevalence of nonrefractive visual impairment increased 21 percent, from 1.4 percent in 1999-2002 to 1.7 percent in 2005-2008; and increased 40 percent among non-Hispanic whites 20-39 years of age, from 0.5 percent to 0.7 percent.
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MARKETING ECP Lindsey Getz
Gender Shopping Habits Mars & Venus can be very different creatures when it comes to their time in your dispensary s selling to men versus selling to women really all that different? In many cases, yes it is. Just like in many other aspects of life, men and women can differ dramatically when it comes to their buying and spending habits.
I
That’s also true when it comes to purchasing accessories like eyewear. While all of the research performed and theories formed are just generalizations—meaning they certainly don’t apply to every single customer—it still helps to have some ideas about how men and women may differ as they step into your dispensary. Over the years, many retailers have been reluctant to treat men and women differently. For one it may seem like a sexist approach. Plus, it’s also hard to know when the generalizations do and don’t apply (since all customers are different). And on top of all that, it can be time-consuming for staff to have more than one sales approach or tactic to selling. But the truth is that men and women often do have very different wants and needs when they go to make a purchase and treating them the same may not be the best strategy. Though not every man or woman fit the stereotype, for the most part, research seems to indicate that most women enjoy shopping more than men. The old expression that “women like to shop, men like to buy” often does appear to hold true. And that difference is important to note when selling eyewear to each of them.
30 | EYECAREPROFESSIONAL | JANUARY 2013
“The traditional sales model where you treat every single person like an average consumer doesn’t make sense,” said Barbara Kahn, director of the University of Pennsylvania’s Jay H. Baker Retailing Center in a recent Wall Street Journal article. The Jay H. Baker Retailing Center published one of the first studies on gender shopping differences and found that women are most affected by personal interactions with sales associates while men are more affected by pragmatic factors like how many parking spaces are available. Those differences in shopping preference are important to remember in the dispensary, too. How it Applies When it comes to having men and women in the dispensary, expect that women may want to be walked through the entire experience. They’ll want to know about all of the choices they have available and they’ll want to discuss their options with you. Men, on the other hand, might prefer it if you narrowed it down to a few top picks. They may still highly value your opinion but they most likely won’t care to go over every detail or look at every single pair of frames. Men might be more likely to get down to the basics such as functionality or cost when it comes to making their decision. Of course, there are always exceptions so understand that while not every man and woman will fit these exact descriptions, it helps to have an idea of what typical, gender-specific behavior might be like. More and more men these days are embracing fashion and there will always be exceptions to these generalizations.
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Another key difference that is commonly noticed between men and women is that females tend to enjoy shopping and view it as an overall “experience” while men often view it more as a task—or to some, even a chore. By the same token, women will intentionally window shop and enjoy the experience of looking at items and browsing around whereas a man’s focus is on the task at hand. That makes them more likely to want to make their purchase on the same visit to your dispensary. Women will be more likely to tell you that they’ll “come back for those frames another day”—and if they do that it’s probably because they want to shop around. Men will prefer to leave your dispensary with the frames in hand—mission accomplished. In order to prevent women from walking out, you may have to put some extra work into enticing women to buy the same day. Offer a discount if they make their purchase on the same day as their exam. Find ways to entice female shoppers to make same-day purchases so that they’re not shopping around and potentially buying their eyewear elsewhere. Impulse Buys & Beyond Women also tend to be much more likely to make impulse buys than men. Because men typically have a “task at hand” they’re less likely to stray from the item they came in to get. But because women enjoy browsing around, they’re more likely to come across a second pair of eyewear that they “have to have.”
For instance, if men didn’t come in with the idea of purchasing sunwear in mind, they may not even look at that section. To entice men to buy a second pair, consider mixing some sunwear into your optical display. If male shoppers are there to select an ophthalmic style after their exam and you have a complementary pair of sunglasses nearby that could lead to the opportunity to discuss why also having a good pair of sunglasses may be a smart idea. While it’s true that women seem to enjoy the shopping experience more, that leads to another important point which is the fact that men are more likely to shop online than women. According to digital marketing agency iProspect, 70 percent of affluent men prefer to do their shopping purchases online. Considering men don’t enjoy the process of spending time looking at various products in person, this finding makes sense. But it also means that you’ll want to make your male patients feel that selecting eyewear can be an efficient and easy process in the dispensary so that you don’t drive them back to the internet. Although it can help to keep some of these ideas in mind as you sell to your customers, as we’ve stated a few times, remember that these generalizations won’t always apply. Remember that every customer is unique and while you can apply some general ideas toward your approach, you still need to ultimately cater to their specific needs—whether they’re a male or female shopper. ■
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DISPENSING OPTICIAN Judy Canty, LDO
Do You Have A Plan If...? IF SUPERSTORM SANDY taught us anything, it is the importance of planning. Not just planning for the future, but planning for the unimaginable, for the worst-case-scenario. Every business...check that...every responsible business should have business insurance. According to the Small Business Administration (SBA), states require businesses with employees to pay for workers’ compensation insurance, unemployment insurance and state disability insurance. They may also require insurance for other business activities, such as commercial auto insurance if you use your car or truck for business purposes. Additionally, your financial lender or your investors may require life insurance, business interruption, fire, flood or other types of coverage to protect their investments. Again, according to the SBA, there are several types of coverage to consider. • General Liability Insurance covers legal issues resulting from accidents, injuries and/or claims of negligence. It also protects against payments resulting from bodily injury, property damage, medical expenses, libel, slander, the costs of defending lawsuits, and settlement bonds or judgments required during an appeal process.
tomers. Here in Virginia, our State Board for Opticians and Hearing Aid Specialists has determined that Licensed Opticians who provide fitting information such as PD and Seg Height measurements to patients placing online orders for prescription eyewear can be held liable for “errors and omissions,” since the Licensed Optician has inserted him or herself into the fitting and fabrication process. “Balderdash,” you say. I say, “stranger things have happened.” States may require this kind of coverage depending upon your profession. • Commercial Property Insurance provides coverage for company property for a wide variety of events, including fire, smoke, wind and hail damage, civil disobedience and vandalism. The definition of “property” is pretty wide and can include lost income, business interruption, buildings, computers, company papers and money. Your insurance broker can advise you on the type of policy best suited for your business.
• Product Liability Insurance covers businesses who manufacture, wholesale, distribute and retail a product and are liable for product safety. This policy protects businesses against financial loss as a result of a product defect that causes bodily harm or injury. When was the last time you read the notice that your laboratory sends with uncut lenses? If you choose to complete the manufacturing process in-house, you become, in the eyes of both the FDA and OSHA, the “manufacturer.” You might argue that your business is always exposed to this liability because you are engaged in commercial transactions; however, by assuming responsibility as the “manufacturer,” you and your business are at an increased level of liability.
• Home-Based Business Insurance is a policy designed to cover home-based business losses. Contrary to popular belief, conventional homeowners’ insurance does not cover these losses. You may be able to attach riders to your homeowners’ policy, but that should be discussed with your insurance broker, since you may be required to purchase separate product and professional liability coverage.
• Professional Liability Insurance, also known as “errors and omissions,” is designed to protect businesses against claims of malpractice, errors or negligence in providing services to cus-
While we’re on the subject, do you have emergency plans? More than just grabbing the appointment book and the checkbook,
So, how long has it been since you last checked your insurance coverage?
Continued on page 34 32 | EYECAREPROFESSIONAL | JANUARY 2013
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emergency plans can provide a certain amount of security or peace of mind for the small business owner. Power outages, equipment failure, even robberies and vandalism are fairly cut-and-dry events. A trusted electrician, repair person and/or law enforcement and paid-up insurance coverage are your best solutions. Repairs are made, reports and claims are filed. Business goes on. However, natural disasters from weather, a fire or an earthquake can be devastating not only for your business, but for you and your employees. In these instances, the best defense is a well thought out plan. To help with your planning, www.ready.gov provides a comprehensive list of natural and man-made disasters with information on risk assessment, advance planning and recovery.
made it without consulting said owner. The simple fact was that a decision had to be made and made immediately. Waiting for a returned phone call simply wasn’t feasible. Now that you have a plan in place, what should you do during the storm? • Stay indoors. • If you must be outdoors, walk carefully on icy sidewalks. If you must drive, make sure you have emergency supplies in your vehicle and let someone know the route you will be driving should help be needed. • Stay dry. • Stay informed by watching or listening for weather advisories via television, radio or online.
Since it’s that time of year, let’s look at preparing for a winter storm. The National Weather Service calls winter storms “deceptive killers” because most deaths are related indirectly to the weather such as accidents on icy roads or hypothermia from prolonged exposure to extreme cold. Winter storms can immobilize entire regions by knocking out power, heat and communication. So before the storm: • Make sure you have sufficient supplies of fuel, food and medications. • Make a communication plan; decide how and to whom information is given. • If your business has an answering machine or utilizes an answering service, leave a message that informs callers of your working hours or if your office is closed and when you expect to return. • Check your messages from home, if possible and return any calls. • If you and your employees are unable to leave your location, the same plans should be made; laying in sufficient supplies for a few days including food, water, blankets, flashlights and batteries and of course a radio for weather updates. Stash these supplies in a safe place to ensure that they are available when needed and not “borrowed” from for everyday use. I am reminded of a small business owner (3 locations and perhaps a dozen employees) who left town for a week-long winter vacation in a warm and sunny location, leaving a single manager to “mind the stores.” No plans were in place to deal with an approaching winter storm. The storm became a blizzard, rendering the entire region paralyzed. With no plan in place, the manager-for-a-week chose to abide by the recommendations of the local transportation system, closing the stores and allowing the employees to remain safe in their homes. The owner was furious with the decision, not because the decision had been made, but that someone else had 34 | EYECAREPROFESSIONAL |JANUARY 2013
After the storm, if your heat and/or power will be interrupted for a significant length of time, seek shelter in a designated area. You can find nearby shelters by texting SHELTER + your ZIP code to 43362. When it is safe to travel, check your business location for any damages, document them with pictures and contact your insurance agent or broker. And, by the way, do you have a business continuity plan? What do you need to do so that your business can continue to operate in the aftermath of a disaster? Once again, www.ready.gov has developed a Business Continuity Planning Suite to introduce business owners to the concept of continuity planning and a downloadable planning suite to help develop, implement and test a plan. Before you opened your business, you developed a business plan. You developed a strategic plan to help your business prosper and grow. You need a preparedness plan for unexpected events and a continuity plan to make sure your business survives. “It pays to plan ahead. It wasn’t raining when Noah built the ark.” ■
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WORKING TO PREVENT BLINDNESS AND PRESERVE SIGHT SINCE 1908
To ямБnd out how you can help, please call 1.800.331.2020 or visit PreventBlindness.org
Scan to donate
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SECOND GLANCE Elmer Friedman, OD
NEW YEAR’S – TO RESOLVE OR NOT TO RESOLVE On January 1, 2013, thousands of guilt ridden eye care professionals will once again engage in the time worn tradition of making New Year’s resolutions. The New Year is a time for new beginnings for people the world over. All this, in spite of the fact finders who have discovered that very few of the well intended promises will be kept or honored. We look to the New Year as a chance to start over, to rid ourselves of bad habits, in or out of the office, and to take on a fresh positive way of life. We make resolutions aimed at self improvement, better health and near the bottom of the most popular lists is the desire for better vision and eye hygiene habits. We have an obligation to change this and make our patients and general public aware enough so that vision care can leap up a few notches in resolution importance. Sadly, gone are the days when New Year’s Resolutions were part of a logical strategy towards meeting our goals. Gone are the days when dragging of our feet was thought to be sinful. It seems that painting the town red and living high off the hog is the present day norm. When New Year’s arrived we should have hooted the horns with our long winded plans, like office expansion and that new partner you thought you needed. There were other plans which we anticipated but never chalked out. Highly motivated plans fill the vacuum that forgotten resolutions have created. The history of New Year’s Resolutions spans more than two millennia. Historians report that the mythical Roman god 36 | EYECAREPROFESSIONAL | JANUARY 2013
Janus, from whom we get the name of our first calendar month, was a two faced symbol. This was not because he was a hypocrite, but because he had the ability to look back on the past and look forward to the future. He also was known as the guardian of entrances and doors. Romans celebrated the New Year on March 25, but their calendar was continuously tampered with by various emperors so that the calendar became out of step with the sun. Finally, in 153 BC the Roman senate declared January 1 to be the beginning of the New Year. Romans began their celebrations of the New Year by seeking forgiveness from their enemies and giving one another gifts. This is where a vague line lies between Christmas and New Year’s. Traditions become blurred. Christians changed New Year’s Day to December 25 in the Middle Ages, thus gift giving became a Christian tradition. On January 1 they observed “The Feast of the Circumcision” in place of the revelry otherwise indulged in by those who did not share the faith. Christians hesitated in observing some of the New Year practices associated with honoring the pagan god, Janus. The most popular resolution of the Babylonian era was: “To return my neighbor’s farm equipment.” There were elaborate rituals to chase away the ghosts of the past. The Chinese used cymbals and fireworks. Others used rites such as exorcisms and purifications. There were ceremonies involving bonfires, processions or parades. Demons of the past were erased by denouncing past sins, bad habits and frailties. A clean slate would provide a release from the bonds of ill health or oppression. Thus far, no optical company has announced a desire for forgiveness or the offering of expensive gifts.
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The New Year holiday may, understandingly, be a significant one for many. However, the absurdities of the celebration gives rise to skepticism and the compulsion to eye (pun intended) it with a touch of humor and whimsy. Here are some quotes from worthwhile personalities as examples of the lighter side view (pun intended) of the holiday: “New Year’s is a harmless, annual institution of no particular use to anybody save as a scapegoat for promiscuous drunks, and friendly calls and humbug resolutions.” —MARK TWAIN “The proper behavior through the holiday is to remain drunk. This drunkenness culminates on New Year’s Eve, when you get so drunk that you kiss the person you’re married to.” —P. J. O’ROURKE “Now there are more overweight people in America than average weight people. So overweight people are now average. This means you have fulfilled your New Year’s resolution.” —JAY LENO “Making resolutions is a cleansing ritual of self assessment and repentance that demands personal honesty and ultimately, reinforces humility. Breaking them is part of the cycle.” —ERIC ZORN “A New Year’s resolution is something that goes in one year and out the other.” —ANONYMOUS I would like to take this moment by trying your patience just an iota more with the following few resolutions that I discovered and placed at the top of my unusual and clever list: “Just for today, I will not sit in my living room all day in my night clothes. Instead, I will move my computer into my bedroom.” “I will no longer waste my time reliving the past. Instead I will spend it worrying about the future.”
interruption to their drinking regimen. The following are a few that have been gleaned from the best: “To champagne – a drink that makes you see double and makes you feel single.” “To wine – It improves with age - the older I get, the more I like it.” “To the man who doesn’t just drown his sorrows, he irrigates them.” “To the hangover - something to occupy the head that wasn’t used the night before.” “Here’s to the good time I must have had.” “Here’s to abstinence – as long as it’s practiced in moderation.” Montgomery Vickers, OD, is a well known author, lecturer and raconteur. Here is his contribution to this New Year’s Resolution marathon, suitable to every eye care practitioner: “Resolved: To retire if a multifocal contact patient ever comes in and over refracts +0.50 instead of -0.50.” “Resolved: To punch out the first patient who asks me, “‘How much are your glasses?’” “Resolved: To reschedule all the ‘no show’ patients for Fridays, the day of each week when we are closed.” “Resolved: To either straighten up or burn for kindling the stuff that accumulates on my desk.” Lillian E. Friedman, OD (my favorite feminist), writes that it’s not good to lose your temper in the office since it could result in the loss of a valued patient as well as the rest of that family. She sends a list of resolutions that female practitioners can use:
“Assure my lawyer that I will never again show up drunk at a custody hearing.”
“Resolved: I will not lose my temper when the patient continually calls me ‘nurse.’”
“I will stop sending email, instant messages and be on the phone at the same time with the same person.”
“Resolved: I will not lose my temper when the patient I am examining asks, ‘When will the doctor be in to finish the examination?’”
An important statement that many New Year’s Eve revelers make is the tradition of the toast. A toast at that time is the easiest excuse for imbibing that is known to modern mankind. The toastmaster demands constant attention as his or her audience pays rapt attention as they endure this necessary
“Resolved: When I insert a contact lens in a young, first time wearer and he/she begins to faint and slide off the chair, I will not try to catch them and risk injury to my lower back. Instead I will shout ‘Help’ as loud as I can.” ■
Progressivelenses.com JANUARY 2013 | EYECAREPROFESSIONAL | 37
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ADVERTISER INDEX ADVERTISER
PAGE #
PHONE #
WEB SITE
Balester
17
800-233-8373
www.balester.com
CNS Frame Displays
26
877-274-9300
www.framesdisplays.com
Eyevertise
ADVERTISER
PAGE #
PHONE #
Nellerk Contact Lens Cases
38
607-748-2166
—
Opticom
19
800-678-4266
www.opticom-inc.com www.optogenics.com
41
847-202-1411
www.EyeVertise.com
FEA Industries
FRONT COVER, 2, 3
800-327-2002
www.feaind.com
Grimes Optical
40
800-749-8427
www.grimesoptical.com
i-see optical
37
800-257-7724
www.iseelabs.com
SEIKO Eyewear
WEB SITE
Optogenics
33
800-678-4225
Optometry Giving Sight
33
888-OGS-GIVE
www.givingsight.org
Prevent Blindness America
35
800-331-2020
www.preventblindness.org
22, 23
800-235-LENS
www.seikoeyewear.com www.tagheuer.com
J.F. Rey
5
212-842-1269
www.jfreyusa.com
TAG Heuer
7
800-345-3733
Marco
BACK COVER
800-874-5274
www.marco.com
Tech-Optics
39
800-678-4277 www.techopticsinternational.com
Mido
43
+39 02 3267 3673
www.mido.com
Trevi Coliseum
11
866-923-5600
www.national-lens.com
US Optical
31
800-445-2773
www.usoptical.com
Vision Expo East
27
800-811-7151
www.visionexpoeast.com
Vision Systems
40
866-934-1030
www.Patternless.com
My Vision Express Nassau Vision Group National Lens
39
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13
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www.nassau247.com
40, 41
866-923-5600
www.national-lens.com
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LAST LOOK Jim Magay, RDO
You say “Out,” I say “In” AS A YOUNG MAN in this wonderful industry in the 1960’s, I was able to – in a first hand way – see and comprehend early “outsourcing.” Of course that word did not then exist, and few could appreciate the inevitable consequences of the action it represented. In those days, American Optical was a giant with over 6,000 employees worldwide.
production facility (with its own zip code) that once employed 23,000 full time employees before virtually emptying out in the 1990’s. Appliance Park will now have about 3,600 hourly employees by the end of 2012 —1,700 more than last year, an increase of more than 90 percent, according to the story. That would be the most assembly-line workers in a decade. GE has also hired 500 new designers and engineers since 2009, General Electric is reactivating some production lines and GE’s CEO, Jeffrey Immelt is saying Appliance Park isn’t obsolete – its offshoring that is. The article is very interesting, touching on business theory by Harvard economist Raymond Vernon who predicted the global production of goods would become commoditized but as shipping and labor costs increased and worker productivity stagnated production would shift again – this time closer to the end user.
Then a little Italian company suggested that AO give up some of its manufacturing facilities and buy frames from them. The savings were impressive, so much so, that a few years later a catalogue came across my desk with a picture of the Mona Lisa wearing Avant Garde (a trade name) frames made by the Italian company. Strange – many of the frames were similar to AO’s newest Italian styles, but about 50% cheaper. AO eventually became dismantled by outside corporate interests (Think Danny DeVito in “Other People’s Money” or Michael Douglas in “Wall Street”). 30 to 40 years later it looks as if the outsourcing trend has swept all manufacturing jobs overseas to the detriment of the American Worker, but ... not so fast. “The Insourcing Boom” by Charles Fishman, an article in Atlantic Monthly, tells the story of Appliance Park in Louisville, Kentucky, the giant 1,000 acre 42 | EYECAREPROFESSIONAL |JANUARY 2013
This is not to say all jobs are coming back – low skill, low value jobs will remain offshore while higher paid, more creative workers will be employed in “teams” to produce high value, high efficiency products (Like the innovative GE GeoSpring water heaters). What does this mean to us ECPs – a lot in the longer run, our solid middle class customers will be coming back looking for high end service and quality. Fabulous back room machines will make our jobs easier and cleaner than ever before, and you have to love the use of iPads and other sophisticated imaging and measuring devices in the showroom so we can customize lenses for each patient getting the most out of new digital lens designs. More companies like Golden Gate Optical and Randolph Engineering will be making more quality products in this country. Is a Golden Age coming? I sure hope so after these awful recession years! ■
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Wavefront Optimized RefraXion Now you can rapidly discern which of your patients will only need basic refinement to achieve 20/20 or better.
Graphic depiction of OPD-Scan III light transmission of 2520 real data points across a 9.5mm pupil
Most patients, as selected by OPD-Scan III, will exhibit a “clean” optical system and can be quickly verified/refined with the digital refractor. Others may require a more traditional full refraction. NOW, the OPD-Scan III shows you and the patient a clear depiction of their optical system. The TRS-5100 then completes basic refinements or traditional, full refractions (HOAs, pathologies, Rx shifts from central-4mm), and patients can compare old vs. new Rx.
Discernment at the Speed of Light L HOA [μm]: @4.00mm / Order = 4 T. Sph T. Coma T. Tre HO Total: 0.020 0.040 0.025 0.059 Cornea: 0.061 0.108 0.073 0.155 Internal: 0.041 0.085 0.091 0.156 Refraction: VD = 13.75mm Sph Cyl Axis WF@4.00 +1.00 -0.50 105 WF@5.42 +0.75 -0.50 111 Diff -0.25 0.00 6
RMS 0.07D 0.19D
When the OPD-Scan III report indicates ‘WF’, the patient will require only a basic refractionsaving 5-7 minutes per patient.
And know in less than a minute. In addition, you’ll know: t Which percentage of your patients will still need a full refraction – and why t Which patients have night driving issues and may require a second Rx t Which patients have high order aberrations that may not be correctable t How to successfully elevate the total patient experience.
XFRACTION: WAVEFRONT OPTIMIZED REFRAXION
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*Data based on national averages.