Eye Care Professional Magazine - February 2015 Issue

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Spring Brings New Releases in Eyewear / page 6

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Trends in Lens Design / page 22

February 2015 • Volume 9, Issue 78 • www.ECPmag.com

• point-of-purchase materials • promotional items • logos • web buttons • downloadable videos

CELEBRATE YOUR SHADES!

Keep your eyes healthy by wearing UV-protective sunwear #NationalSunglassesDay

Are you prepared for National Sunglasses Day? The Vision Council is working to educate consumers on the negative eye health effects of UV rays, and steer them into your stores and offces to fnd the UV-protective eyewear that they need.

Increase your sales of sunglasses and other UV-protective products! Join us in spreading the message of UV protection.

thevisioncouncil.brandmuscle.net Promotional items are now available online to help engage consumers and patients in discussions about sun-safe behaviors, inform them of the UV protective eyewear options available, and raise awareness of National Sunglasses Day, June 27, 2015.

Items can be downloaded as-is or customized with your branding, and can be printed directly or via print-on-demand services.

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CONTENTS FEB 2015

Vol. 9 — Issue 78

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What Is My Face Shape?

Finding the perfect frame for every face shape is one of the most important responsibilities of an optician.

by Judy Canty, LDO

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Promoting Your Business WhatÕs new in the world of social media marketing for ECPs using this technology to boost their practice.

by Corrie Pelc

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All About That App!

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New and Trendy Frame Releases Entice your patients with the latest this season has to offer in eyewear and sunwear. by ECP Staff

Apps are becoming more popular since they make it easier to consolidate a wide range of tools into one device.

by Bill Heffner IV, FEA Industries

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2015 Lens Developments New designs include advancements from Rudy Project, Luzerne Optical, and Super Systems Optical Technologies.

by John Seegers, M.Ed., LDO

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Exercise Your Brain Educational seminars at Vision Expo are plentiful and a great way to further your career development.

by Anthony Record, ABO/NCLE, RDO

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Be A Humanitarian Hal Walker, who helps veterans and a disabled veteran himself Ð it just made sense giving back to the community.

On The Cover

by Dan Bailey

ic! berlin 866-634-8990 www.ic-berlin.de

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Stop Smoking Health risks for your eyes include Diabetes, ARMD and smoking. Know how to educate and talk to your patients.

by Jason Smith, OD, MS

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FROM THE EDITOR

Editorial Offices 4600 Grandview Avenue, Bensalem, PA 19020 Toll Free: 844-384-2181 • Fax: 215-702-0629 editor@ecpmag.com Editor/Publisher

Lynnette Blanton lblanton@ecpmag.com

New Beginnings, New Releases, New Features!

Sr. Production/Graphics Design

Bruce Drob graphics@ecpmag.com

I am embracing 2015 with open arms! EyeCare Professional Magazine is my new beginning and certainly my highlight of 2015 so far! After 8 years, I am so very excited to move forward as the Editor/Publisher of ECP Magazine. We operate as a family run business and take pride in producing this national, optical trade publication to our readers in the industry.

The first step in re-launching this publication was to give it a new refreshed look and design! Next was to re-evaluate the articles. With that being said, some of our new monthly topics will be on education and technology, along with a women’s corner. Did you know that women in the optical industry have grown to over 9% in the past couple of years? Well we are going to hear all about it in the Women’s Corner from some of the leading females in our industry.

Another topic that is going to be added from time to time and featured in this issue is “Giving Back”. There are so many companies in our industry that do just that – from giving a percentage of frame sales towards glasses for underprivileged children with vision problems to working as a veteran of the industry for the veterans of the U.S. and everything in between. Helping others is something that I am very passionate about and hope you are too!

New Releases – in the re-launch of Eye Care Professional Magazine and gearing up for Vision Expo East, everyone is talking about what is new on the frames side. From magnificent colors, chic lines, masculine details and amazing shapes. Our frames editorial will highlight some of those new styles – hot right off the press!

All about that app! I don’t know about you but I use an app for everything.

From exercise, beauty trends, DIY home projects to tracking my daily food intake – I am all about that app. Featured in this month is an article on technology and of course it’s about apps! They have entered our optical circle and they are here to stay and can be a great help to your business.

Contributors: Mary Armstrong, Judy Canty, Pamela Capaldi, Elmer Friedman, Jim Magay, Corrie Pelc, Anthony Record, John Seegers, Jason Smith EyeCare Profesisonal Magazine is published monthly by ECP, LLC. Delivered by Third Class Mail Volume 9 Number 78 No part of this magazine may be used or reproduced in any form or by an means without prior written permission of the publisher.

ECP, LLC. makes no warranty of any kind, either expressed, or implied, with regard to the material contained herein.

ECP, LLC. 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 ECP, LLC. 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 Lynnette Blanton, Publisher/Editor at 844-384-2181 or by email at editor@ecpmag.com.

For subscription changes, email: lblanton@ecpmag.com.

Opinions expressed in editorial submissions contributed to EyeCare Professional Magazine, ECP, LLC are those of the individual writers exclusively and do not necessarily reflect the opinions of EyeCare Professional Magazine, ECP, LLC its staff, its advertisers, or its readership. EyeCare Professional Magazine, ECP, LLC assume no responsibility toward independently contributed editorial submissions or any typographical errors, mistakes, misprints, or missing information within advertising copy.

Thanks for being part of our readership and I look forward to providing you with great industry news and stories!

Please feel free to contact me with comments, ideas, or just to say hello at editor@ecpmag.com.

Lynnette Blanton Editor & Publisher

Scan this barcode with your smartphone to go to our website.

A K 5 0 3 6 M O C H A T O R T FA D E

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New Releases for Spring

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2. Marcolin Eyewear 1. ic! berlin ic! berlin’s plotic is 3D printed eyewear, made by Selective Laser Sintering, fuses together layer upon tiny layer of powder particles to create eyewear that’s lighter, stronger, more flexible and more environmentally friendly than traditional materials. www.ic-berlin.de

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Ermenegildo Zegna presents its new eyewear collection, produced and distributed for the first time by the Marcolin Group. The new EZ0005 model is the perfect expression of the Ermenegildo Zegna brand: an exquisite juxtaposition of timeless elegance and refined stylistic detailing. us.marcolin.com

3. Altair Eyewear In true Anne Klein fashion, vintage meets modern in this refined cat-eye for women. Colored Tortoise frame fronts fade into light crystal colors, creating an elegant ombré. Temples are adorned with enamel filled Lion logos, paying tribute to the classic icon.

Available in both standard and petite sizing in Mocha Tortoise Fade, Blue Tortoise Fade and Plum Tortoise Fade. www.altaireyewear.com

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4. Jonathan Paul Eyewear The Torana Dark Charcoal with green polycarbonate mirror lenses from Jonathan PaulŽ Fitovers Eyewear™ is sized: Large, designed to fit over any and all prescription frames not exceeding 143mm width by 39mm height. www.jpeyewear.com

5. Optika Eyewear Nat and Coco Eyewear, is a french eyewear collection made of super light weight stainless steel for extra comfort and durability. The collection puts a focus on extensive temple designs for maximum style impact.

It also features textured stainless steel optical frames with worked temples and fronts. www.optikaeyewear.com

6. Revolution Revolutions Magnetic Clip-Ons have polarized polycarbonate lenses and may be special ordered for 3D viewing and specialty lenses for specific sports. They feature Photo Chromatic lenses that do not become fully dark inside your vehicle and will allow full protection from glare. www.revolutioneyewear.com

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Oliver Peoples

L.A. Coen is a unisex frame and a twist on a vintage-inspired classic, it’s a polished style that features sharp angles for a modern look. Functional dual pins on the frame front and custom plaque featured on the temples offer additional strength and durability, and it’s also available in a sun version. www.oliverpeoples.com

Baby Banz

Eyewear by ROI

“New from Karen Kane Eyewear is the Gardenia. This style features a thin profile metal front combined with a sleek acetate temple with tasteful metal deco piece. This sophisticated design has a deep B dimension making it the perfect choice for full progressive lenses.” www.eyewearbyroi.com

Hilco

Things are getting wild at Baby BanZ this spring with new funky styles available in Adventure BanZ & JBanZ! Adventure BanZ offer 100% UVA/UVB protection for ages 0-5, offering new styles such as Zoofari (pictured), Speckled Pink, Purple Crush and Tree Bark. JBanZ available this spring in Purple Crush, Tree Bark & Tortoise! usa.babybanz.com

Leader Rx Sunglasses are Hilco’s smart optical solution to price barriers and optical limitations of 8-base wrap sunglasses. It’s a combination of sporty wrap styling, affordable pricing, and design that delivers superior optics. The 6 base lens adapter dates accommodates standard lens processing for hassle free glazing. www.hilco.com

Villa Eyewear Blackfin, the all-Italian titanium eyewear brand in its newest style, the classic panto-shape, reinterpreted in a modern key, of Model BF728 KEY WEST, is sure to become a must-have for fans of this style. The vintage-look design retains the brand’s trademark unfussy, clear-cut lines enhanced by colour-combinations that contrast understated with livelier tones for truly original solutions. www.villaeyewear.com

Villa Eyewear, model BF728 KEY WEST

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Smoke X Mirrors

Bevel Specs

The Claire is a very European look, with sweeping lines and depth. The frames are made from Titanium making them sleek and modern, yet extremely durable. The Claire is part of Bevel’s new SS15 optical collection. www.bevelspecs.com Inspired by San Francisco’s psychedelic rock movement of the 1960’s, the Smoke x Mirrors Volunteers of America style introduces an edgy yet clean look. Handmade in France and crafted out of metal and acetate. www.smokexmirrors.com.

Modern Optical

Plan B Eyewear

Comfort meets urban style in this combination titanium/TR90 frame. Rectangular fronts in blue matte tortoise give a cool fashion forward vibe. Thin, sleek titanium temples and trim make Trevor a light-weight, go-to choice for every day. Size: 53-17-145. Available colors: blue tortoise matte and tortoise matte. www.modernoptical.com

Plan “B” Eyewear introduces it’s Staag Spectacles mens line which features high quality design alongside exceptional materials. Models like the Huxley are made of Mazzucchelli cured acetate and feature 7 barrelled hinges. www.planbeyewear.com.

REM Eyewear With seasons ever-changing, the SP1002 is the picture-perfect frame to reinvigorate your wardrobe. Featured in a flattering modified square shape and flawlessly modest color ways, the SP1002 raises the bar for eyewear quality. Available in 50/22/140 in Black, Tortoise and Crystal. www.remeyewear.com

REM Eyewear, SP1002 raises the bar for eyewear quality.

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Dragon Unveils The New NFXS Snow Goggle & Wins ISPO Design Award For Google Category

All styles feature Eyes of Faith® or Not of This World® branding, and are available for distribution to independent eye care professionals throughout the US, accompanied by branded cleaning cloths and eco-friendly cases that ship and store flat. These new releases deliver daily inspiration with scripture printed inside every temple, and the reminder that patients’ style can make a difference through Wear & Share – for every purchase, Eyes of Faith donates eye care or eyewear to someone in need.

With sweeping positive response in early showings, Dragon’s all-new NFX2 snow goggle has been named the Winner for the goggle product category at the 2015 ISPO Awards.

Recognized by a panel of prestigious journalists, retailers, athletes and designers from 14 countries, the ISPO Award solidifies the NFX2 goggles’ position in the marketplace as an aesthetically unique & technically superior frameless goggle. Beyond its award-winning looks, The NFX2 features Dragon’s SWIFTLOCK Lens Technology making lens changes faster, easier, & more secure than ever.

The NFX2 features a distinctive cylindrical lens design available in a variety of colorways but the key to this groundbreaking design is SWIFTLOCK Lens Tech—a pair of integrated levers in the goggle frame that allow for instant on-and-off lens deployment.

LUXUR

by Hackett Bespoke

Lady Gaga wears MYKITA + Maison Margiela MMDUAL003 on the streets of New York City.

Eyes of Faith Adds New Wear & Share® Opportunities with Latest Eyewear Styles

“What I really like about this goggle is that it looks kind of retro but it’s got the newest technology and there’s really nothing better than the frameless design,” says Dragon Global Team Rider and 2014 Snowboard Olympian, Danny Davis. Davis has a signature model for the NFX2 Collection inspired by his favorite colors and retro Dragon logo treatment which makes it unique in the line.

Look for the NFX2 goggle to make its full debut at the SIA Snow Show in Denver, CO and in Munich at ISPO 2015.

To see Dragon’s array of premium eyewear products including sunwear and optical, www.dragonalliance.com or call the Dragon HQ at 760-931-4900.

The lenses, the spring hinges, the acetates; every gram of each Hackett Bespoke Sunglass has been carefully crafted using only the finest parts, materials and techniques. While colouration is classical, the styling is never old fashioned. The fit is immaculate, the finishes impeccable; this is great British eyewear at its most authentic.

THE FINEST HANDMADE ACETATE 2015 will see the launch of the first Hackett UTX sunglasses. HSB838 as worn by Jeremy Hackett on the catwalk features graduated faded acetate with a retro nod.

With this new innovative UTX technology, Hackett Bespoke Sun offers the finest acetate frames on the market today. 30% lighter than normal and half the thickness of a regular frame, weighing only a few grams meaning more comfort and leaves no marks.

Eyes of Faith® introduces seven new styles to its collections of Wear & Share® eyewear. For every purchase, eye care or eyewear is donated to faith-based optical missions through Eyes of Faith’s Wear & Share® promise.

Eyes of Faith sends more hope into the optical market with its latest eyewear styles, including ophthalmics and sunglasses in highquality acetates and lightweight stainless steel/acetate combos. With these new releases, the company continues to uphold its Wear & Share® promise to donate eye care or eyewear to people in need while simultaneously blending the latest trends in eyewear with biblical inspiration for faith-appreciative consumers.

Introducing new lightweight silhouettes combined with vintage inspired eyeshapes as seen in HSB835, details are authentic with real riveted hinges and metal endpieces.

Hackett Bespoke Sun, HSB835127

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Judy Canty, LDO

DISPENSING OPTICIAN

Face to Face In 1970, when Ralph Drew published “Professional Ophthalmic Dispensing,” he identified 5 basic face shapes: • • • • •

The Long Face The Wide Face The Erect Triangle Face The Inverted Triangle Face and The Pudgy Face

WHO AMONG US wants to be the one to answer the question “What is my face shape?” with those options?

“Well sir or ma’am, you have a pudgy face.”

Flash forward 45 years, and we have a more sophisticated selection of shapes and a more comfortable way of describing them.

From the very beginning, the goal in choosing the proper and most flattering frame is to highlight the patients’ best facial features and to create the illusion of the perfect oval face shape.

Sometimes patients know their face shape, but more often they don’t. Why not keep a dry erase marker at your dispensing table and take a couple of minutes to trace their face shape on your mirror? Trace the shape beginning at the chin and moving around the face, excluding the ears, along the hairline and back down ending at the same point where you began. Now you have a foundation for your frame selection process.

So, let’s talk about specific shapes.

THE OVAL—long considered the perfect shape because of its balanced proportions, still there are pitfalls including frames that are overly large or much too small. This face shape can handle just about any frame shape.

THE ROUND—all soft edges, no sharp angles, the length and width of the face are nearly the same. Use an angular shape that is wider than it is deep to lengthen the face and create the illusion of an oval shape.

THE OBLONG—longer than it is wide, the oblong may also have a large forehead and/or a longish nose. Use a wider frame to visually shorten the overall length of the face, perhaps a wraparound frame or one with visual interest at the temple as well.

THE SQUARE—with a strong jawline and a broad forehead, a little softening is in order. Once again a wider frame with narrow depth and some softer lines will help create that oval effect.

THE TRIANGLE—with a narrow forehead that widens from the cheekbone to the chin, this shape just screams for a cat-eye frame or one that is designed or colored to draw attention upward.

THE INVERTED TRIANGLE—opposite of the TRIANGLE, this shape with a narrow chin and wide forehead needs a frame that draws attention downward, perhaps an aviator style or one with a low temple placement.

THE DIAMOND—could we call this an angular oval? Perhaps.

This face shape with its defined cheekbones is well suited to dramatic styling and colors. Think cat-eyes or bold browlines.

It’s also best to keep in mind that most faces are a combination of shapes; the skill is in determining which is the dominant shape and begin the selection process from that point.

The Effect of Prescription on Frame Selection Even with the proliferation of aspheric and double aspheric lens designs and multiple mid- and high index materials, the power of

EYECARE PROFESSIONAL

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your patient’s prescription plays a significant role in proper frame selection. Even the most perfect frame shape can be ruined by selecting the wrong frame size or the wrong lens design or material.

• Minus lenses minify. Choosing the perfect shape in a size that is too large, even a little bit too large will make your patient’s face appear to “bend” inside the eyewire. You also may have to deal with an unnecessarily thick lens edge.

While you may be able to balance eye size with bridge size to achieve the best combination using a frame with adjustable nosepads, a zyl frame will often prove to be unworkable without some alterations, including adding adjustable pad arms and nosepads. Some frame manufacturers can add adjustable nosepads to their frames. It pays to know which ones.

• Plus lenses magnify. Large plus lenses magnify even more. The major considerations for frame size and shape with plus lenses are the increase in magnification and in thickness. Once again you may be able to balance eyesize and bridge size to achieve the best fit. Special attention also needs to be paid to the center thickness of plus power lenses, since it becomes problematic when properly fitting the bridge area.

• Progressive and computer-specific lenses require adequate frame depth to be really useful. You have great control over the length of progressive corridors on

both progressive and computer/task-specific lens designs, however always remember that the minimum recommended seg height is measured to the middle of the add. If you drop below that minimum, your patient loses some of the power needed for the lenses to function properly. So if the best frame shape has a narrow depth, check to see that there is enough lens area to work with.

The Effect of Bridge Design and Temple Placement on Frame Selection • The saddle bridge or unifit bridge tends to shorten the appearance of the nose. Good for the OBLONG, bad for the SQUARE. • The keyhole bridge tends to lengthen the appearance of the nose. Good for the SQUARE, bad for the OBLONG. • High temple placement draws attention upward to the forehead. Good for the TRIANGLE or DIAMOND, bad for the INVERTED TRIANGLE. • Low temple placement draws attention down towards the cheekbone area. Good for the INVERTED TRIANGLE, bad for the TRIANGLE or DIAMOND. The Effect of Color Frame Selection Carole Jackson published “Color Me Beautiful” in 1980 and we have referred to her seasonal definitions for years. Noting that

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“From the very beginning, the goal in choosing the proper and most flattering frame is to highlight the patients’ best facial features and to create the illusion of the perfect oval face shape.”

everyone is either COOL (winter/spring) or WARM (summer/fall), the selection of the right color or combination of colors can be effective in enhancing the proper frame shape.

Not sure how to determine which palette to use? I chose a clear zyl frame and tinted one half pink and the other half peach.

Trying on that frame was and is the easiest way to make that determination. Every color has a warm or a cool undertone and the correct color combined with the correct frame shape becomes a masterpiece. Beca use there are so many tints and hues, nailing down a specific formula for color choice is nearly impossible. It makes more sense to know what colors will work in combination with skin tone, eye and hair color and wardrobe choices. While well-chosen and properly fitted eyewear is a necessity, its ability to create a “look” makes it a perfect accessory.

• Use a clear or light colored bridge to widen close-set eyes.

• Use a darker bridge area to offset widely spaced eyes.

• Use a darker colored or decorative top rim to draw attention upward.

• Use a darker outer edge to widen or accent a narrow cheek or jawline.

Remember that as we age, we tend to lose our coloring, so don’t be afraid to go a little bolder with both color and design when making suggestions to your older patients. Also remember that as long as there are hipsters among us, geek chic will never go out of style.

P.S. If you’re reading this before your trip to Vision Expo East or SECO, Leatrice Eiseman, Executive Director at the Pantone Color Institute® has decided that, “This season there is a move toward the cooler and softer side of the color spectrum. An eclectic, ethereal mix of understated brights, pale pastels and nature-like neutrals take center stage as designers draw from daydreams of simpler times.”

Buy wisely. ■

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STAYING SOCIAL Social networking is still important for ECPs, but the rules have changed.

BY CORRIE PELC

I

N THIS DAY AND AGE, you will be hard pressed to find someone who does not use social media to promote their business. Almost every print and television add includes the line “find us” followed by a listing of social media sites, such as Facebook, Yelp and YouTube, and storefronts prompt patrons to “check in” or “follow” their business on Foursquare and Twitter.

According to a study conducted by LinkedIn in 2014, nine out of 10 small and medium sized businesses use or plan to use social media. Of these businesses, 94 percent of them use social media for marketing, and 61 percent have found social media helps them attract new customers.

And with the amount of time people are spending on social networking sites, there’s a good reason that businesses are turning to social media for marketing. According to the BusinessInsider. com article, Social Media Engagement: The Surprising Facts About How Much Time People Spend On The Major Social Networks, social media is now the top Internet activity for Americans.

And it was estimated that 1.73 billion people around the world would use social networks in 2014, with that number expected to increase to 2.55 billion in 2017, according to an article on emarketer.com.

Although these numbers look promising, eye care professionals may be asking the question of whether using social media for business marketing remains as viable as it was a few years ago.

Experts agree social networking is still relevant and important for ECPs to engage in, but things have changed over the past few years. Here we take a look at what’s new in the world of social media marketing, and offer tips on how ECPs can boost use these technologies to help boost their practice.

PAY TO PLAY According to Dr. Nathan Bonilla-Warford, owner of Bright Eyes Family Vision Care and Bright Eyes Kids in Tampa, FL, 20102011 was what he considers the “golden age” of social networking for ECPs because so few people in the eye care field were doing

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anything with it. “Just the fact that you were trying to do it was enough to get attention and loyalty from patients,” he explains. “Those who were engaged at that point, we got a lot out of it, and it really was like free marketing, free attention, free advertisement.”

Now four to five years later, Dr. BonillaWarford says things have changed quite a bit and it’s not as easy as it once was. “It is much more like traditional marketing in the sense that you get what you pay for, either in the sense of paying somebody to generate really excellent content for your practice, or just paying to have your content displayed in the case of Facebook,” he says.

For instance, Dr. Bonilla-Warford says in the early days of Facebook, their focus was on getting “likes” from patients and people in the community. Today, that has shifted to using their Facebook page – which has more than 1,600 “likes” – as an outreach tool for attracting new patients, as well as getting specific messages relayed to people in their geographic area. To help

achieve this, in some cases Dr. BonillaWarford has turned to Facebook advertising to help ensure certain posts are getting in front of the right people.

you don’t just waste money in advertising to people who are never going to become patients.”

He uses the example of when his new pediatric optometry office, Bright Eyes Kids, opened last year. Dr. BonillaWarford says he paid to boost the grand opening announcement on Facebook, targeting it specifically to go out to women between the ages of 30 and 50 in the Tampa area that were fans of the local children’s museum. “We thought if they both lived in Tampa and liked the children’s museum, they were likely going to be potential patients or they should at least know our children’s office exists,” he explains.

According to Samantha Toth, president of marketing company Innereactive Media based in Grand Rapids, MI, today the question is not will a practice participate in social media, but how well they do it.

Toth says one of the biggest mistakes ECPs make with social media is that they treat it like just another marketing channel.

However, she says social media is not about broadcasting a marketing message.

“It’s about connecting and staying connected with your patients.”

Key here, Dr. Bonilla-Warford says, is making sure to really define your audience. “You absolutely do not want to be spending money and having people in Europe and Asia seeing that boosted post,” he explains. “It’s very much about thinking about the intent of the content and the audience that you want to reach so that

Content is King

Toth says 95 percent of the time businesses are either “selling” themselves using social media or they are posting content that is just boring. “People do not respond to obvious solicitations, but marketing online can be made so subtle that people don’t know they are being marketed to,” she explains.

She says patients respond to fun types of posts — such as videos, quizzes and Continued on page 19

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International Vision Expo Seeks Course Proposals for 2016

leverages innovative metrics, technology and teamwork within Vision Source practices as teams drive their practice growth in 2015.

International Vision Expo & Conference is now accepting course proposals from prospective speakers for both Vision Expo East 2016 (April 14 to 17, 2016) and Vision Expo West 2016 (Sept. 14 to 17, 2016).

Each applicant can submit any number of courses to be considered by International Vision Expo's Conference Advisory Board.

“Optical Dream is an elegantly simple method for improving the focus of the staff and optician as they support the doctor, which leads to improved patient experience and practice profit.

Everyone in the practice will take some responsibility for making a difference,” commented Dr. Walt West.

While the submission database will be active yearround, in order to have the best opportunity to be considered for the International Vision Expo East 2016 program, course proposals should be submitted by Feb. 20, 2015.

The Conference Advisory Board will convene in May 2015 to develop the Vision Expo East 2016 education curriculum using the course submissions collected through the speaker management system.

International Vision Expo East traditionally offers over 300 hours of education focused on disease diagnosis and treatment, clinical application of products and healthy business solutions.

The Vision Source Optical Dream solution is comprised of state-of-the-art audio, written instruction, video role-play demonstrations, and reinforced with engaging questionnaires.

In addition to these innovative learning techniques, there are multiple practice management tools included as a reference to assist the doctors and staff with their learning experience.

Within this simple process, the opticians, optical dispensers, doctors and staff have multiple chances, based on their participation and performance, to win cash, prizes, and all-expense paid trips to Paris and other destinations.

Zyloware Announces The Leon Max 2015 1st Quarter Launches

To submit a course proposal for either Vision Expo East 2016 or Vision Expo West 2016, visit: www.aievolution.com/VisionExpo.

Vision Source Launches ‘Optical Dream’ Learning and Rewards Solution North America’s largest, independent optometric alliance Vision Source announced today the launch of Optical Dream – a practice development initiative that will be offered to its’ over 3000 member practices throughout 2015. The Optical Dream will provide both enhanced awareness and unique sales training to each member of the optical and office staff, improving patient experience and practice profitability. The Optical Dream solution, provided exclusively to Vision Source members, will incentivize staff to learn and execute strategies that have proven to be effective at many of the most successful practices in the country. Vision Source, which added more new members in 2014 than any other year of its 24 year history, continues to deliver innovative tools and resources to support its growing membership.

Optical Dream is a web-based solution filled with cutting edge edutainment provided through a gamification interface.

Dr. Walter West, Vice President of Practice Development, led a multidisciplinary effort to create the user friendly program that

After the initial launch in 2014, Leon Max expands the successful collection in 1st Quarter 2015 with 3 styles and 11 skus. The fashion-forward, cutting edge, trendy eyewear continues to wow your customers.

The new Leon Max Collection continues setting trends and staying ahead of the fashion curve with unique designs including rich materials and constructions creating more limited and exclusive styles. This leading wave eyewear collection features impressive metals and full zyls in dramatic colors and bold, edgy shapes.

Presented in a rich fashion, the signature globe logo treatment is displayed on every style of this collection in a memorable way.

charity efforts — and posts with photos are also a big draw. “Be interesting and get personal on social media — post about things your patients would want to have a conversation with you about,” Toth explains. She suggests posting on topics like nutrition and diabetes, as well as general health, fitness and fashion, and to always be on the lookout for articles to share and humor that can draw interest.

NO FEAR For ECPs to be successful with social media today, they have to go in to it with no fear, says Dr. Jessi Lee, optometrist at Park Slope Eye in Brooklyn, NY. “In this day and age, social media is critical,” she explains. “People are on it every day and even if they see your page pop up every day and they don’t always click on it, at some point it’s going to register as a reminder in their brain and remind them

to come back and make their annual appointment.”

Dr. Lee says their practice focuses on three main social networking platforms — Facebook (their page has more than 3,400 “likes”), Yelp, and an online appointment scheduling tool called Genbook. Although they have considered trying other social media tools, she says they stick with these three so as not to spread themselves too thin. “It’s good when you can just focus on a couple and make the content that you put on it valuable, instead of putting so-so content trying to get it across many platforms,” she says.

To make sure their social networking efforts are valuable, Dr. Lee says everyone in the practice is involved and everyone has a specific day which they are responsible for. For example, their optician will post about new frame lines, while Dr. Lee will

post about pediatric optometry and vision therapy. “We rotate it throughout so it’s not just one person’s responsibility — it’s a group project,” she explains.

In fact, social networking has been so successful for Park Slope Eye that they do not have a Website — their Facebook page acts as their main information portal to patients. Dr. Lee says this has worked out well for them because rather than patients visiting a Website to read some information about them, if a patient has additional questions they can reach right out to them to get their question answered.

Overall, Dr. Lee believes social networking will continue to have an impact on how ECPs promote their business, and will grow in the coming years. She states “I would say the earlier you embrace it, the better.” ■

Hilco Introduces SunClips™ Glide-Fit The biggest innovation in SunClips since...well, since our last one!

Hilco introduces Glide-Fit SunClips – the most trouble free SunClips system that works with both metal and plastic frames. Glide-Fit combines the easy on/off utility of a spring bridge with a unique patent-pending “slip over” clip that glides the SunClips into place. And there’s no risk of Rx lens

damage with the unique Glide-Fit clip design that doesn’t contact the back surface of the Rx lens…no matter what the Rx, protecting expensive lenses and coatings. Available in 2 chassis colors with 2 polarized lens options in the best-selling shapes and sizes.

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Next Day* Turn Around Independence is a registered trademark of FEA Industries, Inc. and is used under licence. * Next day turn around for standard anti-refective coating. Some coatings may take additional processing time.

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TECHNOLOGY NEWS

Bill Heffner IV, FEA Industries – otherbill@feaind.com

EyeCare — There’s an App for That!

Technology in the office is becoming more and more unavoidable.

The prevalence of computers in our everyday lives mean we have to adapt the workplace to take advantage of this new technology.

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times. This can be made all the more difficult when you try to explain to them the difference between a polarized lens and a tinted lens.

HERE ARE obviously a number of benefits to embracing new technology, but before you do you want to make sure that it’s going to enhance your business, and not become a distraction.

With how popular iPads and other tablet computers have become, it’s no wonder that they have more and more applications (apps) being developed for the eye care world. How you utilize these apps can have a large impact on your business, so let’s take a look at a few of them and see how they can be useful for enhancing your business.

Before I get into a few specific apps, it’s important to review these with respect to your own locations and customer bases, as some customers can react differently to how you handle technology in the office.

Everything comes down to how it’s going to help your practice and increase your sales, which is the main reason for these apps existence.

Vision testing apps are becoming more popular since they make it easier to consolidate a wide range of tools into one device. I’m sure by this point everyone has seen some type of basic Snellen chart app.

While this is obviously limited in use, other products can offer a much larger range of features. For example, Konan Medical has release their ColorDx app that allows for easy color vision diagnosis.

This is largely targeted at clinical practices in order to test for both genetic (protan/ deutan) and acquired (tritan) color deficiencies. If this is a test that your

Konan Medical’s ColorDx App

practice is already doing with traditional cards/plates, then this may make it much easier to administer this type of a test. Not only will this app score the type of color blindness, but also the severity. Coupling that with easy integration into EMR/ EHR systems, this app could easily be worthwhile in a practice.

Some apps focus more on educating both staff and patients about lenses. These types of apps can be best placed either on tablets in the waiting room, or handed to the patient to give them a brief overview of certain product offerings. Education is perhaps one of the biggest points about why technology is so necessary in our industry. With all of the lens offerings today, it can be difficult to tell what’s what. Being able to know what lens design is best for a patient means that you need to know not only about the lenses, but about how the patient is going to wear them.

For example, when you have sunwear, being able to explain to a patient what polarized lenses are can be difficult at

To try and help explain this situation, we have the NuPolar polarized lens app from Younger Optics. This app has some clear and concise information about polarized lenses, both on what they are and why they are a good thing to have in your eyewear. When attempting to explain how a polarized lens blocks horizontally polarized light, it can be much easier and understandable to show your patient a 30-second video that can explain it, as opposed to trying to explain or draw them examples of how light works.

When talking about all of these computer-based solutions, I naturally have to touch on the popular topics of “digital eye strain” and “blue light”. Over the past few years, the influx of phones, tablets, and computers into our every-day lives has fundamentally changed our vision habits.

Our focal lengths can go from near to far very quickly, which can cause a number of side effects, such as headaches, neck pain, and fatigue. There are a number of products that have been positioned to help treat digital eye strain. This includes specially made lens materials to block blue light, anti-reflective coatings, and anti-fatigue single vision lenses aimed towards such as students.

Given all of these specialty products, it can be very lucrative for your practice to

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offer them to patients. The problem becomes getting them to understand the risks associated with digital eye strain and agree that they need protection against it. Luckily, Zeiss has an app for that. The Digital Eye Strain Test from Zeiss is intended to give you a way to demonstrate to your patients what degree of eye strain they have, and offers education on what it means.

The app works by giving the patient a number to focus on, then asks them to focus on a point across the room. The patient continues focusing from one point to another, and the object is to see how many times in a 30-second period the patient can shift their focus from one point to another.

The longer it takes to switch focus, the higher the degree of eye strain they’re under.

Once the patient actually undergoes this test, it can be easier for them to understand the effect that eye strain can have on their vision. Which in turn makes it easier to offer them products that can help guard against this condition.

There are also apps designed at helping the whole ordering process, such as Optotech’s EyeWizard app. This app is intended to

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facilitate your placement of orders by taking the prescription information. It also offers a way to make it easy to demonstrate different progressive lens options and lens treatments to your patients. By using both stored pictures as well as the front-facing camera on a tablet, this app makes it possible to overlay different progressive lens designs onto real-world images. This helps you to explain different lens choices. It also gives you a way to demonstrate the difference between a good/better/best progressive lens option.

With the prescription and lens information, you can then choose your frame shape to get an estimate of the thickness of your final lens. This can be used to show the difference between certain materials, which can be useful when trying to get someone with a higher prescription to use high index as opposed to plastic lenses.

The app also allows you to show coating and color/tint options. Using the camera of your tablet, it will overlay colors that you can change, so the patient can get an idea of the difference between a 10% and 25% tint. Anti-reflective and hard coat

options are also available. This help in making this a fairly complete app in terms of not only placing orders to your lab, but also involving the patient in the ordering process. By involving the patient, they are more involved in the choice of lens options and extras, since you will be prompted along the way. This, combined with the easy way the app presents lens choices, makes it a very powerful selling tool in the right hands.

The key is not only keeping up with new developments, but being able to figure out which ones are going to help you in your business. There are only so many videos and apps that any given patient is going to sit through at one time. It is still going to be up to you to know when to use these tools, and what’s appropriate for your patient.

Technology is a great way to help your bottom line. Anything that can make sales and education easier is going to affect your business in a big way. If you have any success stories with adopting some new technology in your office, I’d love to hear about it – whether it’s something that helps you make sales, educate, or just makes life in your office easier. ■

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John Seegers, M.Ed., LDO – OpticianWorks.com

THROUGH THE LENS

Trends in Lens Material and Design 2015 2014 ended on a high-note of innovation in lens trends and 2015 comes out of the gate strong with new designs and materials. We anticipate that in 2015 we will continue to see new developments and further refining of the trends we saw last year. New products, the resurgence of the independent wholesale lab, advances in free-form application, in-house lens production and new coatings to name a few.

Proflow Carbonium with ImpactX-2™ Photochromic Clear to Laser Red (HDR) Lenses

AS I WAS SITTING and reading an email from Wendy Black, Lab Manager for Rudy Project on their new ImpactX2 material, I also got an email from Lynnette, President at ECP magazine. Lynnette was letting me know she had an article for me to write titled “Trends in Lens Design and Material”. How is that for a serendipitous coincidence?

So with that I start: Rudy Project says, “The activation comes from the fact that the new photochromic dyes we use for ImpactX-2 react not only to UV rays, but also to a part of the visible spectrum, which improves activation behind windows and in particular, in cars. When fine-tuning the pigments used in these new lenses, we aimed to achieve the fastest possible activation time and darkening ability so users with varying light conditions would be comfortable at all times. The new ImpactX-2 lenses will be offered in both mirrored and non-mirrored versions, with models going from clear to black, clear to brown or clear to red. The mirrored version will of course offer a darker lens overall, but deactivation will be slightly slower.” Yes, you read that right! Rudy Project, the company that

Agon Frozen Ash with ImpactX-2™ Photochromic Clear to Laser Brown (HDR) Lenses

gave us a non-blocking polarized lens, is now offering a photochromic that stays darker inside a car.

What is my take on a lens trend?

Although it was not a marketing success, the recent clear-to-polarized lens offering may still end up being combined with other technologies. Is it possible we will see a clear-photochromic that stays dark behind a windshield in 2015? Stranger things have happened…

Last month, I took a drive out to Roanoke, VA, and spent my day working with Schroeder Optical on shooting a new “Let’s Visit A Wholesale Lab” video for my website. As it always happens, I learned some new things. For the first time, I got a behind-the-scenes tour of a modern AR coating facility. The technology is amazing. The lab’s work was a great example of a “trends in lenses” where even small and mid-sized, independent, wholesale labs can produce high-end, multi-layer ARs in-house with a short turn-around time.

Schroeder is also approaching the 100% free form design level, which is another “trend in lenses.” No warehouse of lens

blanks, no stacks of tools, no mechanized, coolant-belching monsters. Clean, efficient, compact and fast free-form lens creation is a win-win for everyone.

Consider that the end product provides better vision, and things get even better.

In talking to John Dougherty, co-owner of Luzerne Optical, “One of the obvious trends we see is the continued growth in all digital and free form progressive lenses. We see this strong growth in both the great brand name products we produce in-house like Essilor/Varilux, Carl Zeiss, Hoya, Seiko, IOT, Shamir, VSP and others. We also see just as strong of a growth trend in our proprietary house brands like Sightstar 365, FreeFocus, FreeFocus HD and FreeFocus Camber.

None of the manufacturers are releasing any new traditional molded progressive designs so the not too distant future will see digital and free form designs as the only option. The digital and free form market for single vision and office lenses is also experiencing great growth in both brand name and house products.”

“Another trend we are seeing is the strong growth in polarized lenses. The realization is finally setting in that

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polarized lenses provide wearers the ultimate year round sunwear experience and the market is finally starting to see the strong growth that has been long expected. Luzerne carries the best polarized products available with the best in class brands like NuPolar, Xperio, Coppertone and our own Polar365. We were recently awarded the Xperio Lab of the Year Award

by Essilor at their National Sales Meeting in January in beautiful Banff, Canada.”

The “All-In-One” Lens Surfacing System Approved by EyeMed as an “In-House” Lab

In the “do-it-in-house” department, FastGrind continues to advance with its pre-surfaced lens processing technology.

FastGrind is still the world’s smallest and fastest lens surfacing system. It generates, fines and polishes lenses to prescription with ease. It is under 5 sq. ft., comes with a lifetime parts warranty, can make digital quality progressives in under 15 minutes, and uses only tap water. FastGrind owners can provide their patients with fast

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service, offer a wide range of products in office, and has price competition with the retail chains. FastGrind was recently approved by EyeMed as an ‘in-house’ EyeMed lab. What this means is that ECPs can use the FastGrind system to process EyeMed jobs in their practice. This is a huge benefit for practices that process insurance jobs. FastGrind is also used by the United States Military. They order FastGrind systems from Super Systems Optical Technologies regularly to produce eyewear for our troops, as well as for humanitarian purposes around the world.

the eye from photodamage. A word of caution: If you only advise your patients to protect their eyes from the higher energy light emitted from their computer screens, then you are doing them a disservice. Why? Because an average computer screen has illuminance levels at 300 lux, while midday sunlight has illuminance levels at 120,000 lux. Make sure that your customers understand the importance of protecting their eyes from the highest source of damage, sunlight, along with the benefits of reducing indoor exposure.

At the tail end of 2014, we saw a huge push in the direction of controlling “blue light” from our electronic devices. That means that we will see plenty more in 2015. Deborah Kotob from Vision-Ease has this to share: “There is a great deal of buzz lately about blue light in our industry. The most serious result of blue light exposure to the eyes is photodamage to the retina. This photodamage has been researched for well over ten years, and has been strongly linked to the development of macular degeneration in numerous studies. Vision Ease Lens developed the Coppertone Polarized lens to provide maximum protection from this high-energy, visible portion of the electromagnetic spectrum, which ranges from 400nm to 500nm. Coppertone Polarized lenses provide outdoor protection from the highest dosage of ‘blue light’ exposure, which comes from sunlight. There are many benefits to attenuating ‘blue light’ both indoors and outdoors: clearer sharper vision, eliminating eyestrain, and protecting

I’ve mentioned this before, but here it is again: Did you know that the phrase “May you live in interesting times” is actually a curse? Still, I’d rather live in these interesting optical times, where some real change is occurring, than to have to relive the stagnant years before.

As a final note, let me say how happy I am to be writing again for Eye Care Professional magazine. As a contributing writer to many other print-based trade publications, I can say that ECP is rare.

Here, you get a personal perspective on each topic. Eye Care Professional turns the current magazine format upside-down.

It’s designed for the readers among us who remember when writing mattered. Unlike in most publications, the articles in ECP are often not ads unto themselves. Here at ECP magazine, you can still read articles written by people with a passion for their subject! Sometimes, their passions may seem misplaced, or even peculiar, but their writing does make for some good reading, and, for me, it often provides for a reflective moment or two! ■

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WOMEN’S CORNER New to EyeCare Professional Magazine – the Women’s Corner will be a monthly feature that will include profiles of women in the industry, generalized news/information for women of the optical industry, events/meetings from women’s organizations, etc.

Motocross Eyes

OPTOMETRISTS IN THE US

Projected revenue growth (2010-2014): 3.0% per year on average Projected employment growth (2010-2014): 1.1% per year on average Growth in number of female employees (2009-2013): 9.4% per year on average ccording to the Association of Schools and Colleges of Optometry, 64.5% of all graduates from professional doctor of osteopathic medicine (DO) programs are female.

In addition to the industry’s high average wage (the average female optometrist who has been practicing for five years can expect to earn at least $100,000 per year), optometry appeals to medical professionals who may wish to own their own practices without investing years in a traditional MD program. The relatively laid-back atmosphere of an optometry practice also offers an opportunity for women to work in a medical field that facilitates a better work-life balance as well as time spent outside of the office; nevertheless, more than three-quarters of female optometrists work full time, according to Women in Optometry magazine.

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Let’s not forget the major women’s organization in the industry – Optical Women’s Association (www.opticalwomen.com)! As stated on their website – OWA is committed to supporting and promoting the professional development of women involved in all facets of the optical industry.

For instance every year, they present awards to outstanding females within the industry.

The first is the Pleiades Award which honors an individual who has shown exceptional support in advancing the leadership role of women in the optical industry. This award is named after the

star cluster “The Pleiades” in the constellation of Taurus. “The Pleiades” is also known as the “Seven Sisters” – referring to the seven brightest stars in the cluster.

The second is the PYXIS Award which is presented to a member of the OWA who actively participates in the organization and promotes the OWA throughout the optical industry, contributing to OWA’s continuing growth. The recipient of the PYXIS Award is exceptional in her commitment to support and develop the OWA. She helps set direction of the organization by her actions and inspires by her leadership. PYXIS is a constellation in the southern sky known as “The Compass”.

A fairly new organization to the industry is Women in Vision (www.wovonline.org) – WOV is a newly formed professional organization designed to create opportunities for educating, mentoring, and networking and dedicated to helping women optometrists be proactive in defining themselves.

The purpose of WOV is to address the need for women to better understand the professional choices available to them upon graduation. WOV aims to expand leadership roles in the profession, and to advance exposure and choices for women optometrists in the areas such as research, industry, academia, commercial optometry and private practice.

OWA member, Jessica Leeson, by workday, is a Director of Business Planning in the VSP Optics Group. But on the weekends, she races in national women’s motocross races.

How cool is that?! In her years in the optical industry, Jessica has empowered others to achieve their dreams in order to build the most successful teams. She extends this philosophy into her personal life as well. At 30 years old she began riding a dirt bike. In the beginning, she could barely kick the bike over, and many of her friends worried that her newfound hobby might endanger her life.

Jessica naturally took to the sport, and loved the thrill of exploring new places on her bike while challenging herself with both the mechanics and terrain. After riding for two years, her competitive nature pushed her to begin racing. She really, really wanted to be great at racing, but her opportunities were limited as motocross is typically a men’s sport, where no women race in the Supercross Pro circuit, and very few race in Outdoor Pro races. Fueled by adrenaline, the challenge, and the necessary physical aptitude needed to race motocross, Jessica worked hard to not only participate in these races, but also to make it to the podium in several of them. Last year, she earned a firstplace medal (her first) in the Motocross Grand Prix, the longest race (45 minutes) that she ever participated in.

Jessica carries her philosophy of empowering women into all aspects of her life. She is on the board of directors for Women’s Empowerment, a Sacramento-based nonprofit organization that helps women and their children obtain housing and employment. She’s built a strong mentorship program on her team at VSP, and she teaches other women about motocross all while promoting and celebrating them (even competitors!). “Giving back is where it’s at!” she exclaims! Jessica encourages all OWA members to dedicate a day to serving others and paying forward your knowledge by teaching other women the skills you have acquired. When you do these things and witness the results, you’ll become an advocate for women’s empowerment too!

Hope you all enjoy the women’s corner as we are excited to bring you this new feature!

Click link to see a video that is representative of the OWA's March 20th event at the Calvin Klein Showroom.

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FOCUS ON EDUCATION

Anthony Record, ABO/NCLE, RDO

Vision Expo:

Educational and Entertaining Too

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f you’re a big-city guy or gal, where else can you take a jog in Central Park first thing in the morning; spend the morning viewing the newest designer eyeglass frames from all over the world; eat lunch at the celebrated Carnegie Deli; spend the afternoon learning about the latest technological innovations from companies like Transitions®, Essilor, Hoya, VSP, Bausch and Lomb, and Allergan; spend the evening laughing your butt off watching The Book of Mormon at the legendary Eugene O’Neill Theatre; enjoy a nightcap at the Peacock Alley inside the Waldorf-Astoria just before you take a romantic ride in a horse-drawn carriage through the same park you jogged through 15 hours earlier; and finally, lay your head on a 5-star pillow at the 5-star hotel of your choice. Be sure to get a good night’s sleep because tomorrow you will attend a full day of continuing education classes filled with cutting-edge information, taught by the world’s premier instructors. And that’s just day one of what could be a three or four day adventure in what some people think is the greatest city in the world.

If you’re more of a dice-rolling, roulette-wheel spinning, slot-machine playing kind of optician wait about six months and head west to Las Vegas. While all of the Expo activities would be the same, you could spend your

leisure time at places like the Gold and Silver Pawn Shop, featured on the History Channel’s Pawn Stars; take in one of the eight different Cirque de Soleil shows (I’d personally recommend Beatles Love at the Mirage, or the Michael Jackson One show at Mandalay Bay); experience the magic of Penn and Teller, the wonder that is Britney Spears, or the songs of Rod Stewart live in concert; dine at your choice of dozens of world-class restaurants; take a side trip to the Grand Canyon or the Hoover Dam; or gamble 24 hours a day if that’s your choice. But remember, get to bed at a reasonable hour, because tomorrow you will attend more of the best continuing education classes in the world.

And remember, since it’s all for business and career development, most if not all of your trip is happily tax deductible. But seriously, despite all of the alluring night time divertissements in both of those cities, the educational opportunities at the Expo itself are mindboggling. Consider just a sample of some of the educational gems that you could avail yourself of if you chose to attend Vision Expo in New York, held this year March 19-22 at the Jacob Javits Convention Center, located on 11th Avenue, between 34th and 40th Streets — that’s right, a convention center that spans six city blocks!

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VISIONARIES IN EDUCATION, FASHION AND TECHNOLOGY If extraordinary fashion is your focus, see what’s trending from the hottest designers and manufacturers – showcasing the newest lines from around the globe.

If your eye is on full-scope medical eyecare, get hands-on product demonstrations and compare new technology side-by-side.

With a visionary combination of education, fashion and technology, you’ll fnd everything essential to grow your practice or your business.

It’s no surprise that more Optometrists and Opticians choose to continue their education at International Vision Expo than at any other conference globally.

Whether it’s new ideas, new products, new applications or new processes, innovation and education are what improve the quality of treatment and service you provide your clients and patients.

International Vision Expo has added new tracks to address trending industry topics including Retail, Wearable Technology and the Ocular Wellness Program.

Also new this year, look for an increase in classroom collaboration and engagement with more courses featuring technology, and infusing crowd sourced learning for maximum peer-to-peer impact.

INTERNATIONAL VISION EXPO 2015 EDUCATION: THURSDAY, MARCH 19–SUNDAY, MARCH 22 EXHIBITION: FRIDAY, MARCH 20–SUNDAY, MARCH 22 JAVITS CENTER | NEW YORK, NY | VisionExpoEast.com | #VisionExpo

REGISTER TODAY AT VisionExpoEast.com/ECP PROUD SUPPORTER OF:

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You could start by taking several free (that’s right, free) contact lens hours at the Global Contact Lens Forum. The forum cover topics such as the state of the contact lens industry, evaluation and management strategies, and a two-hour complete survival guide which covers every aspect of creating a thriving contact lens business in a primary eye care practice. If you work in conjunction with an ophthalmology practice, other classes you might find interesting include ocular nutrition and retinal health, management of keratoconus, and the latest strategies in coping with diabetic retinopathy.

Maybe you have been tasked by your practice owner to kick it up a notch with regard to social media or other computer-related technologies. Check out all the different classes you could attend: Yelp Help — Managing Your On-Line Reputation; Waging War on Warby (a guide to competing with on-line eyeglass sellers); Google Glass and Other Wearable Technology; Eye Care Professionals on Facebook; Marketing Lessons from Google; and many other sessions on how to integrate modern technology and social media into all your practice growth strategies.

Do you need to brush up on your knowledge of spectacle lenses and lens treatments? You’re in luck. Why not attend High-Tech Spectacle Selection taught by Ed De Gennaro, one of Expo’s most popular and interesting speakers. Do you generally have a more Mature Generation practice? If so, don’t miss Dispensing to the New, Tech-Friendly Senior Patient. Regardless

of the demographic make-up of your practice, no doubt you would benefit from Designing and Crafting Strong and Unusual Lenses, as well as Identifying and Promoting Your Practice Personality.

If you’re looking to increase the bottom line (and who isn’t) a must-attend class is Communicating Value: How Do You and Your Patient Differentiate $99 Eyewear from $999 Eyewear? Another eye-opening money maker is AR Lens Trends: Technology and Profitability. Along those same lines you should probably attend one of the three different classes dealing with HEV (High-Energy Visible) light its harmful effects, and how to protect patients from it.

If business is your primary concern, your biggest problem at Expo is choosing which sessions not to attend. I mean, look at just some of your choices in NYC this year: You’ve Already Got the PracticeBuilding Ideas — Now Learn to Get Them Done; Why They Need More Than One Pair; Learning to Extract the Maximum Value from Discontinued Eyewear; Visual Merchandising; Optical Management the Disney Way; Creating a Culture of Excellence; and several courses that deal with specific issues like coding and recordkeeping.

Most of the examples I just shared with you are geared toward front-line Eye Care Professionals like dispensing opticians, optometric assistants, and ophthalmic technicians.

And while it would be your personal responsibility to see if the classes have been approved by your specific licensing board, I’d be surprised if they weren’t.

You should also know that just as many classes are presented for optometrists and ophthalmologists, meaning that Expo has something to offer for every member of your practice.

If contact lenses are your focus, choose from a variety of classes covering topics such as Blepharitis, MGD [Meibomian Gland Dysfunction] and Ocular Surface Disease, Unique Contact Lens Designs for Regular Eyes, and classes that reveal the newest products and what’s coming in the world of contact lenses. And for every class dealing with contact lenses, there are probably two that deal with frame fitting, adjusting, selecting and repairing.

For more information, visit the Expo websites (depending on your preference) at www.visionexpoeast. com or www.visionexpowest.com. Oh, and one more thing: It has been my honor and privilege to be an instructor at both Vision Expo East and Vision Expo West for the past five or six years. I’m preparing some new classes for Vision Expo West 2015, so if you head to Vegas later this year, be sure to register for one or two of my classes, or at the very least, stop by to say hello. ■

The latest and greatest organization offering in-classroom, home study, audio, and video continuing education classes, as well as private practice sessions all across the country.

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GIVING BACK

Hal Walker (L) and Jon Jacobs of Superior Optical Lab

In 1968, when Hal Walker was slogging through the jungles of Vietnam, he had no idea that three years later he would go into the optical industry and stay there the rest of his adult career.

Hal Walker Branch of Service: US Navy Business: Superior Optical Lab, Ocean Springs, MS

By Dan Bailey

The reality is he was just hoping he would get out of the jungle alive.

A native of Meridian Mississippi, Hal joined the Navy in 1967 and spent two tours of duty in Vietnam in 1968 and 1969. Hal was affliated with special ops and river boat patrol (PBR) on the rivers of the Mekong Delta.

After completing his service with the Navy, Hal moved to Atlanta Georgia where he worked for a year on his frst job with an optical company. Next, he spent seventeen years as a frame salesman for Swank Optical. He had moved back to Mississippi in 1982 and, after concluding his time at Swank, he started Southern Optical Brokers, a lens manufacturing equipment and frames supplier.

While in Mississippi Hal met Jon Jacobs, an industry veteran who worked for a client of Hal’s. Together they started Optical Tooling and Equipment, a company that refurbished optical laboratory equipment for resale to inhouse fnishing labs in local practices.

As the concept of “glasses in an hour” started to lose popularity, Hal and Jon took their unsold equipment and started Superior Optical Lab with their offces in Ocean Springs, Mississippi.

Hal attributes many of his successes to the discipline gained in the military and the “never quit” attitude engendered by combat. That winning attitude has been tested several times in his career but probably none so much as in 2005 when hurricane Katrina destroyed their lab and placed their thriving business in peril as never before.

Hal, Jon and their wives, who were also principals in the business, were out of town during the storm. When they were

30 E Y E C A R E P R O F E S S I O N A L

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Reserve online by Friday February 27, 2015 www.OpticalWomen.com/ChampagneBreakfast

Maureen Cavanagh

Award presentation to the 2015 Pleiades Award honoree MAUREEN CAVANAGH, Essilor and Pyxis Award honoree AMY SPIEZIO, Eyecare Business Friday, March 20th, 6:00 pm – 8:00 pm | Calvin Klein Showroom 654 Madison Avenue 6:00 pm - 8:00 pm – Cocktails and hors d’ouvres | 6:45 pm – Awards presentation All are welcome. This complimentary event presented by OWA Platinum Sponsor, Marchon RSVP online at www.OpticalWomen.com/StarAwardCeremony by Friday March 6, 2015 For more information on the OWA and/or to become a member please visit our website at www.opticalwomen.com

Amy Spiezio

OWA thanks its 2015 Professional Development sponsors for their belief in and generous support of its mission to enhance and promote the leadership role of women in the optical industry through networking, education, and peer support.

Our thanks to EyeCare Professional for providing this space for OWA’s message

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allowed to return to the area they realized the storm’s magnitude and devastation.

Both the Walkers’ and Jacobs’ homes had suffered through a storm surge of more than four feet, making both homes uninhabitable. Arriving at the lab was just as shocking.

“The reality is he was just hoping he would get out of the jungle alive.”

The damage the lab sustained from the storm was not a result of rising water but what was suspected to be a direct hit from one of the numerous tornados that were spawned from Katrina. The roof was taken off the lab portion of the building and the hole allowed winddriven fresh and salt water to inundate the lab, wreaking havoc on sensitive manufacturing equipment.

to receive a classifcation of “Service Disabled Veteran Owned Small Business” (SDVOSB) which allows them to participate in VA contracts to provide optical services through many VA Hospital’s. As a “Veteran Owned Business” and “SDVOSB” Superior has been providing optical services to veterans for over 10 years.

Doing what they could from a makeshift offce and working with other lab owners, Hal, Jon and the Superior Optical crew immediately went to work, making sure that their clients’ lab needs were met.

With perseverance and, according to Hal, the support of “a dedicated crew and a fantastic customer base,” Superior Optical moved to a new location, recovered, and is now stronger than ever.

Over their twenty-fve year history Hal and his partners have built Superior into the kind of business you can really admire. Their technologically advanced lab is heavily automated and outftted with state-of-the-art digital processing equipment and an in-house no-glare processing center. Between the lab and the VA servicing locations Superior Optical now has over eighty employees and serves clients all over the country.

After living through the personal and business challenges of rebuilding after Katrina, Hal came across something else he had never imagined while he was in the jungles of Vietnam. Like so many others that spent time there, he was exposed to Agent Orange, and over the years its effects on his health began to show.

In 2009 the Veterans Administration certifed him as Service Disabled, though Hal considers himself quite fortunate that his disabilities are not as severe as those of many other veterans.

On a positive note, Hal’s service disability qualifed Superior Optical

Superior has been a recipient of many industry achievement awards including: various “Lab of the Year” awards; Mary Walker, Hal’s wife, has been recognized as one of the optical industry’s most infuential women; and Hal’s partner, Jon Jacobs, is a past president of the Optical Laboratory Association and a member of the Vision Council’s “Pioneers Hall of Fame.”

Though proud of their many business achievements, Hal and the Superior Team are also community-minded and work with various veteran and non-veteran

charities. Their programs have included The Fisher House of Gainesville and West Palm Beach Florida, whose mission is to provide housing for families of hospitalized veterans; Paws for Patriots, a program of Southeastern Guide Dogs that provides guide and service dogs to injured and disabled veterans; the Rivers of the World charitable organization which provides medical assistance to the people of underdeveloped countries in Central and South America, Asia and Africa; and Hal has served 5 years as a Reserve Deputy, a fully commissioned law enforcement offcer, for his local Sheriff’s Department.

Despite the occasional hurricane, Hal loves the gulf coast: the people, the seafood and spending time in Destin, Florida. And…Hal loves the optical industry.

For all your service to the country and the optical business, we salute you.

Hal Walker is truly a “Veteran of the Industry.” ■ Hal can be contacted at 228-875-3796 or by email at hal@superioroptical.com.

Dan Bailey, owner of danbailey.com, a website and marketing business working in the optical industry. Dan can be contacted at 770-973-3683 or dan@danbailey.com.

New Website Launch for Super Systems The New Year briNgs New ventures for super systems Optical Technologies. They have been working diligently to put together a brand new website that embraces a stronger digital presence, and they are excited to fnally reveal it to the world. super systems strives to make your interaction with the company simple and fulflling, and they worked hard to make a website that embodies that.

The new website is easier to navigate, provides a comprehensive look into 4 E Y E C A R E benefts, P R O F E S and S I O Nfeatures AL Fastgrind’s a

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robust shopping experience for all your lab equipment and supply needs.

You can visit their new website at www.superoptical.com.

Fastgrind, made exclusively by super systems Optical Technologies, has been a staple of the optical industry for over 20 years using proven technology that withstands the test of time. Known for being the fastest, easiest to use in-offce lens processing system on the market, it was important to have a digital presence that matched those qualities.

whether you are researching how Fastgrind can help your practice or just getting started in the optical world, super system’s new website makes it effortless.

The main feature of the new website is the Fastgrind system that appeals to opticals worldwide. Fastgrind is the “all-in-one” modifed lens surfacing system intended for small to large independent practices. Fastgrind functions on software that is continually upgraded to accommodate the newest and best lenses with ease.

This can be accomplished easily on the new, enhanced customer login page. it is a product that will never become obsolete because they include a lifetime warranty. with tap water, electric and minimal training, Fastgrind owners can be up and running in the same day ready to make lenses. it is a very simple process, just like their new website.

Discover all the changes today at www.superoptical.com.

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OD PERSPECTIVE

Jason Smith, OD, MS

Smoking: New Health Risks, Diabetes, and ARMD In a report that was released by acting Surgeon General, Dr. Boris Lushniak, new ominous health risks were added to the already lengthy list of problems that smoking causes.

A

ccording to “Cardiology Today” on January 21, 2014, “it is estimated that 5.6 million Americans currently aged 18 and younger will die prematurely from smoking-related causes if current smoking trends are not curbed.”

Smokers are three times more likely to die prematurely than non-smokers.

Life expectancy for smokers is at least 10 years shorter than for nonsmokers.

In the United States, there are more than 440,000 deaths annually, including 270,000 deaths among men and 170,000 deaths among women.

Second hand smoke causes 49,000 deaths annually. Smokers that are directly inhaling have a direct consequence upon themselves. Unfortunately, second hand smoke that people nearby will breathe also have serious medical consequences. According to the CDC website, http://www.cdc.gov/ tobacco/ data_statistics/fact_sheets/ secondhand_smoke/general_facts/ index. htm, “second-hand smoke is a mixture of gases and fine particles that includes smoke from a burning cigarette, cigar, or pipe. It is the actual smoke that has been exhaled or breathed out by the person who is actually smoking.

There are more than 7000 chemicals including hundreds that are toxic and about 70 chemicals that can cause cancer.” Most exposure to secondhand smoke occurs in the home or workplace.

Secondhand smoke continues to be a major health problem that still exists in restaurants, bars, casinos, and in automobiles.

Many restaurants and businesses have a section for smokers and another location on the premises for non-smokers.

People who do not think that this is a problem for the non-smokers are just fooling themselves concerning the health risks. Smoke travels freely and people sitting in a non-smoking section while others are smoking nearby in the smoking section are all at risk for health related problems caused by first-hand and second hand smoke. Those people who are chewing tobacco have more of a risk with the cancers that may exist in the gums, cheek, and mouth.

Cigarette smoking increases a person’s metabolism by forcing the heart to beat faster. When a cigarette is inhaled, the smoker’s heart can beat 10 to 20 times more per minute. This causes extra stress on the heart and plays a role in heart disease, the most common cause

of smoking related deaths. If someone stops smoking, heart rate will slow down causing metabolism to slow down.

Mortality from smoking includes cancers of the lung, esophagus, larynx, the oral cavity, heart disease, bronchitis, tuberculosis, impaired immune function, ectopic pregnancy, stroke, ke and o emphysema. In the recent reportss on u smoking, diabetes, age related macular degeneration, rheumatoid arthritis, s, and de erectile dysfunction have been added to the long list of diseases and medical di problems that smoking or exposuree to second hand smoke can cause. Coronary vascular disease has been implicated as the largest cause of death due to smoking in the United States; more than lung cancer.

According to the 2014 Report by the U.S. Surgeon General, there is evidence to infer that cigarette smoking is a cause of diabetes. The risk of developing diabetes is 30-40% higher for active smokers than for non-smokers. There is a positive dose-response relationship between the number of cigarettes smoked and the risk of developing diabetes.

According to the Surgeon General’s report, smoking promotes central obesity which is a well-known risk

34 E Y E C A R E P R O F E S S I O N A L

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factor for insulin resistance and diabetes.

This effect may be related to the higher levels of the hormone cortisol. Smoking also increases infammatory markers and oxidative stress which are both implicated in the development of insulin resistance and abnormal glucose metabolism.

Nicotine, the most active ingredient in cigarettes can reduce the release of insulin on the islet cells of the pancreas which can add to the problem of increased sugar in the blood.

Any vascular or neurological disease process can affect the functioning of any tissue or organ and nicotine and smoking does have this damaging effect on the macula. This form of “macular degeneration” or macular disease caused by smoking is another risk factor which also includes exposure to UV radiation, aging, obesity, female gender, family history, hypertension, high cholesterol, and poor diet.

In a study published in the July, 2007 edition of the Archives of Ophthalmology, smokers were more than four times more likely to develop ARMD than nonsmokers. ARMD gradually destroys sharp central vision that is needed for seeing objects clearly. When the macula breaks down or degenerates, things look blurry.

A Duke University School of Medicine study by Dr. Ivan Suner has addressed the reasons why smoking raises the risks of developing ARMD. According to the site, http://dukeeyecenter.duke.edu/modules/ eyectr_news/index.php?id=3, “understanding the molecular mechanism of the biological changes in the eye that lead to vision loss and, in some cases, blindness may lead to models that allow us to understand how macular degeneration is occurring. By understanding the biology, we may also be able to develop therapies to protect nonsmokers as well as smokers.”

Dr. Suner found that the combination of a high fat diet, exposure to UV light, and smoking exacerbated the effects of ARMD in the animals that were being studied.

His study also showed that cigarette smoking alone can cause the development of macular degeneration. Exposure to second-hand smoke can also cause these negative changes on the macula.

glaucoma management, contact lens fttings, and eye glass dispensing. Every O.D. must manage their practice in the way that they are used to and/or are comfortable with discussing. The philosophy of many eye care professionals is that the secondary care or more serious medical problems be managed by the family physician or an internist.

One of the components in the tar in cigarette smoke is called hydroquinone which has also been implicated in macular degeneration research fndings. Hydroquinone is a pollutant and studies have found that areas with higher air pollution problems are also seeing higher amounts of macular degeneration within the population affected. Dr. Suner’s studies also found that people with active wet macular degeneration will have an even more serious problem if nicotine is used in any form.

In the new world of the Affordable Care Act, every O.D. must “manage their own professional care” and be comfortable with a results oriented eye examination.

In a new world of reduced insurance reimbursements, time is always of the essence. The management of every patient may not allow every O.D. to become a secondary care provider or to play the role of “psychologist” while still playing the more important role as an eye care provider, primary care specialist, and an eye care professional. With these time limitations, it may be more appropriate to recommend websites, on-line videos, or to provide handouts to patients so that they can review this information at their convenience. This may remove some of the awkwardness from the equation when you do not want to have a confrontation with a patient on a sensitive topic such as weight loss or obesity, even though you are presenting the topic because it may help reduce the consequences of morbidity and mortality.

As eye care professionals, we should be comfortable counseling and advising our patients concerning all aspects of their health. There will be different opinions on this topic because optometrists have their hands full in trying to keep their patient’s eyes healthy and having their patients see clearly. With time limitations imposed upon all of us, we must prioritize all aspects of an eye examination in order to solve the patient’s chief complaint.

Every O.D. must decide if and when it is time to advise a patient to lose weight in order to control their diabetes or high blood pressure. Is it our job to recommend a smoking cessation program to a patient in order to reduce the high risks of developing ARMD, diabetes, or another life-threatening disease? Many O.D.’s are comfortable discussing all health aspects with their patients. There are other O.D.’s who will choose to only focus on refractions, primary care eye treatments,

How many times have O.D.’s brought up a sensitive topic to a patient to then hear a patient ask, “why are you concerned about that?” There is no easy answer as to how to educate a patient but the mission and the results are worthwhile and admirable.

The challenges of diabetes and macular degeneration are sometimes daunting, the outcomes are sometimes questionable, but the rewards can be huge. ■

US Optical Expands Its Sunglass Technology With Its New Thin Series Fastest Lab in America is now the Thinnest Lab in America!

US Optical has expanded its proprietary lens technology with two additional Sunglass Freeform lenses: THIN WRAP HD™ progressive and THIN SINGLE VISION WRAP HD™.

“The most important headline is that we can now make the 6 & 8 base Sunglass Wraps 40 % thinner...”says Ronald Cotran , Co Owner and VP of US Optical, “...Whether it’s a plus 4 or a minus 6 our new Thin lens series are 40% thinner than any other sunglass technology.

While higher minus RX lenses have a thick edge and higher plus lenses have a thicker center and nasal area, our new US Optical lenses and FEB2015_JasonS.indd 4

technology offer customers any fashionable Sunglass frame with substantially thinner results. This is achieved by creating a dynamic engineered viewing zone and with advanced mathematical algorithms thinning the edges in a blended area creating thinner plus and minus lenses.

It is US Optical’s goal to bring proprietary lenses and new technologies to the American consumer and in this case to Sunglass wearers allowing persons with higher prescriptions to wear fashionable and cosmetically pleasing sunglass lenses. This technology is protected under US patent 8,002,404 & 8,449,111.

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TOPICAL OPTICAL

James Magay, RDO

Google G oogle Glass Remember a short year ago when people were running around Vision Expo East seemingly glaring at everyone while wearing a strange asymmetrical appendage on their head? Remember feeling uncomfortable standing next to a person in an elevator talking to his glasses? Did you have a feeling of envy, of desire to have one of these unicorn like objects? Regardless of whether you are pro or con Project Glass, it may well be over for this early wearable computer.

By now you’ve all seen the news, Google is suspending production of its $1500.00 Glass Explorer Edition.

Ostensibly they are retrenching and redesigning the product. The management team is being redeployed under the aegis of the Nest Thermostat Division also owned by Google. (Thermostats and eyeglasses – now there is a mash up) I loved the marketing video Google employed; people sky diving while filming, meeting up with friends while transmitting an image of where you are, get directions, place video calls, or check into Google+.

Was the product introduced poorly? For one thing, it’s a look at what happens when even a trusted brand shows off a technology that’s ahead of its time. Augmented-reality experts have asserted that a technological project of such a public nature faced huge hurdles before it could ever become a reality.

Enthusiasm, skepticism, and ridicule are part of the territory when it comes to marketing a radically different, new technology to the public for the first time.

The early Apple Newton Tablets are a good example— a complete flop even though they weren’t that bad. The success of today’s iPad and its many imitators show that when the timing is right a very different result can be the case.

I don’t know— personally I thought Glass was a pretty exciting product, but then I thought the same thing about the ill fated emPower project by Pixel Optics and Aspex.

People who want to film their everyday world can certainly do it conveniently with their multitasking cell phones, pocket cameras, and helmet (handlebar,

and dashboard also) mounted GoPro cameras, not to mention HD capable drone technology. Who among us hasn’t been treated to loudmouth conversation on trains, planes, and automobiles via a cell phone, having a screen at eyelevel (or slightly above and to the right) doesn’t seem like a total necessity for quick communication.

Maybe the world isn’t quite ready for a computer that is on (and in) your face. We certainly read the horror stories about early adopters being savaged in bars and restaurants for invading the privacy of others. Many great cartoons were penned showing runners plowing into a tree or other immoveable objects while being distracted by their rightward, upward gaze to see the electronic version of the augmented world they were moving in.

I really believe these devices will someday be a boon to the emergency workers who extricate people from car wrecks. Police departments could benefit from their use in giving a policeman eye view of a disputed event like Ferguson. Heck, even appliance repairmen could be connected to a database at home office and receive technical instructions from a specialist. Walking tours of historic cities could become more fulfilling. People with handicaps could find this a boon to normalize their lives. Real time language translation could bring the world closer. Apps have even been designed for healthier living, when shopping for food; shape recognition can give you real time health and dietary information.

So RIP Google Glass, may your promise be fulfilled in ways we can’t even dream of...yet!

38 E Y E C A R E P R O F E S S I O N A L

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Advertiser Index ADVERTISER

PAGE #

PHONE #

WEB SITE

ABS Smart Mirror

21

888-989-4227

www.opticvideo.com

Altair

5

800-505-5557

www.altaireyewear.com

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14

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41

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Eyewear by ROI

BACK COVER

800-888-7770

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FEA Industries

15, 19, 43

800-327-2002

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Grimes Optical

40

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Group Prisme Optique

11

PAGE #

PHONE #

WEB SITE

Nellerk Contact Lens Cases

40

607-748-2166

—

Optical Seminars

28

—

www.opticalseminars.com

Optical Women's Assocation

31

972-233-9107

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Optician Works

24

855-678-4352

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Opticom

29

800-678-4266

www.opticom-inc.com

Optisource

35

800-678-4768

www.1-800-OptiSource.com

www.grimesoptical.com

Optometry Giving Sight

37

888-641-4483

www.givingsight.org

888-281-9987

www.prismeoptical.com

Prevent Blindness

33

800-331-2020

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FRONT COVER

866-634-8990

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Smoke X Mirrors

9

212-647-7677

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Luzerne Optical

23

800-233-9637

www.luzerneoptical.com

US Optical

17

800-445-2773

www.usoptical.com

My Vision Express

40

877-882-7456

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INSIDE FRONT

866-826-0290

www.thevisioncouncil.org

National Lens

39

866-923-5600

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27

800-811-7151

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ADVERTISER

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COMPETITIVE STRATEGY

Sam Winnegrad, MBA, LDO

Resorting to Violins A soft violin fills the room as Beethoven repeats his symphony for the seven thousandth time since the upscale boutique opened its doors.

THE FRESHLY POLISHED rosewood displays enforce a particular regality – enhanced by the crystal chandelier, leather recliners, and complimentary truffles.

Patients, or guests as they are referred to, cannot help but become overwhelmed by the majesty of the experience, justifying the higher prices and indulging on a new pair of decadent eyewear. All businesses, whether optical or otherwise, must define their brand and position within the marketplace. A vague, undefined business model will only serve to confuse costumers and worse, will stagnate growth and potential. When businesses operate with conflicting strategies, it can damage the brand. A low cost model will not remain profitable selling luxury items and, likewise, a higher end optical will never make it as a low cost leader. Some of the more common business strategies are low cost, broad differentiation and narrowed focus.

The low cost provider is focused on one thing – bringing value through price.

This business model generally offers older technology products at discounted prices. Optical shops that are predicated on a low cost model are concerned with reaching a low income demographic and grow profits through promotions such as “buy-one-get-one” and “free eye exam with glasses purchase”. Volume is key with these types of practices, as there is less of a margin for markup on the products themselves. Many of the retail

chains are built on this basic strategy.

Though effective in gaining customers through enticing pricing strategies, the low cost model makes it difficult to retain patients as many will deflect from one low cost provider to another. Customer service is critical because if pricing is your key advantage, there will always be some less expensive optical popping up around the corner.

Optical shops presenting themselves with a narrowed focus are able to speak well to various niches such as pediatric eyewear, sporting glasses, or even low vision aides. These specialty shops will pull customers from larger regions seeking eyecare professionals dedicated to their cause. These optical shops also offer greater product selection within their particular interest/need. Having a business dedicated to a niche, patients will expect to not only interact with highly specialized eyecare professionals, but to be offered the newest technologies within the particular field. For the over-concerned parent, there is nothing more comforting knowing that their child’s first pair of spectacles is coming from the “best pediatric optical around.” Patients will gladly pay a little more knowing that you are catering to their need.

In areas where the market is saturated with eyecare providers, using a broad differentiated strategy can help a business gain a competitive advantage.

This strategy seeks to “differentiate” a

business from other available providers by specializing or adding value to products or services. For example, an optical might seek to advertise mobile capabilities such as visiting local businesses or nursing facilities to complete eyewear orders. Becoming the exclusive retailer of a particular frame line or highly sought digitally surfaced lens can also be efficacious ways in which to differentiate.

Having market ownership of a hot or unusual frame collection or emerging technology lens design can have a dramatic effect on an optical shops overall brand image. These subtle nuances might just be enough to influence customer perception and yield a competitive advantage.

Maybe your office doesn’t have a winding staircase, elaborate frame displays, or French provincial hand carved antique mirrors at the dispensing tables – that is okay! There is no need to resort to violins. Find a business plan that fits well within your local economic climate. Know your competition and find creative ways to separate yourself from them. What can you do better? What can you do differently? What will the local demographic respond well to? It’s not easy to decide upon a competitive strategy, so, most importantly, make sure that it lines up with your overall vision for your business. ■

42 E Y E C A R E P R O F E S S I O N A L

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