EyeCare Professional Magazine March 2014 Issue

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NEW RELEASES FOR SPRING / PAGE 6 — DIY LENSES & MATERIALS / PAGE 16 March 2014 • Volume 8, Issue 74 • www.ECPmag.com

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TS CONTENTS

MAR 2014

Vol. 8 – Issue 74

12 Optimize your Practice Hiring and retaining good staff members is one of the most challenging tasks for managers.

by Cliff Capriola, President, Focal Point Consulting

16 Trends in Lenses and Materials There is a definite DIY, in-house trend in lens production, technology, and design.

by John Seegers, M.Ed.,LDO

22 Second Pairs and Accessories

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New Spring Eyewear Releases

Second Pairs and Accessories can provide a great source of extra revenue for any practice.

Usher in the new season and offer the latest and greatest in eyewear and sunwear. by ECP Staff

by Corrie Pelc

26 My Optical Mentor Anthony Hanna was a 65 year eyecare veteran who was my main optical inspiration.

by Anthony Record, ABO/NCLE, RDO

28 Selling to Seniors As the country ages, it's essential to tailor your marketing pitch to the older generations.

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by Lindsey Getz

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On The Cover

Cataracts ECPs must understand and be able to explain the physiological changes that occur with cataract development.

by Sam Winnegrad, MBA, LDO

ic! berlin 646.257.5716 www.ic-berlin.de

40 Tearing Up The lowdown on tears - why some cry easily, others don't cry, and how to handle all those tears.

by Elmer Friedman, OD

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EDITOR / VIEW Jeff Smith, Publisher

EYECAREPROFESSIONAL

Magazine

Trying Your Patients While the vast majority of patients are reasonable, there is always that select few who want to defy even your best intentions. The key to working with these difficult patients is to slow things down and listen. Give them the lead and extra space if they need it. Many people find the buying environment stressful, and may manifest their anxiety in several ways. It is important to recognize these personality types and respond to them appropriately.

Whatever you might tell a suspicious patient, they are going to try and find an ulterior motive. Because of their suspicious nature, they fear the failure in not seeing inflated claims and buying unnecessary or over-priced upgrades. It is important that this type of patient be shown the benefits in as concrete a form as possible. Let them hold the frames while you are discussing frame material, and bring out the demos when selecting lens options. Also, since their primary motivation is not monetary, be leery of offering excessive discounts which could make you seem anxious to make the sale.

There are two different types of controlling patients. Some patients are used to being in charge and will simply head for the frame boards to begin their selections in short order. Allow them the lead, but they are usually fairly easy to guide toward the appropriate frame styles. Offer general suggestions, and maintain a critical eye as they try on different frames.

The other type of controlling patient is much harder to deal with, since their behavior actually stems from a lack of confidence. Often they lack a sense of control in their everyday activities and over-react to the perceived control accorded a customer and may become unreasonably demanding. It is important they are treated with respect and gently guided to any suitable selections.

Avoid direct confrontation, even when they demand an inappropriate frame or lenses, as this can lead to even more demanding behavior.

Then there is the angry patient who just seems mad at the world. If the reason is something that has occurred at the practice, such as a billing or appointment issue for instance, try to resolve the problem or offer a reasonable explanation before continuing. Often, though, the underlying cause has nothing to do with you or the practice, and may be something as mundane as having been cut-off while driving in to make the appointment.

If the patient wants to talk about the incident, acknowledge the problem and move on, keeping things light and fun.

Publisher/Editor. . . . . . . . . . . . . . . . . . . . . . . . . Jeff Smith Production/Graphics Manager . . . . . . . . . . . Bruce S. Drob

ADVERTISING & SALES VP, Advertising Sales . . . . . . . . . . . . . . . . Lynnette Blanton (215) 355-6444 • (800) 914-4322 Contributing Writers Mary Armstrong, Judy Canty, Cliff Capriola, Elmer Friedman, Lindsey Getz, Renee Jacobs, Ginny Johnson, Jim Magay, Corrie Pelc, Anthony Record, John Seegers, Jason Smith Opinions expressed in editorial submissions contributed to EyeCare Professional Magazine, ECP™ are those of the individual writers exclusively and do not necessarily reflect the opinions of EyeCare Professional Magazine, ECP™ its staff, its advertisers, or its readership. EyeCare Professional Magazine, ECP™ assume no responsibility toward independently contributed editorial submissions or any typographical errors, mistakes, misprints, or missing information within advertising copy.

EDITORIAL OFFICES 111 E. Pennsylvania Blvd.

Feasterville, PA 19053 (215) 355-6444 • Fax (215) 355-7618 www.ECPmag.com editor@ECPmag.com EyeCare Professional Magazine, ECP™ is published monthly

by OptiCourier, Ltd. Delivered by Third Class Mail Volume 8 Number 74 TrademarkSM 1994 by OptiCourier, Ltd. All Rights Reserved.

No part of this magazine may be used or reproduced in any form or by any means without prior written permission of the publisher.

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

OptiCourier, Ltd. is not responsible for any errors and omissions, typographical, clerical and otherwise. The possibility of errors does exist with respect to anything printed herein.

It shall not be construed that OptiCourier, Ltd. endorses, promotes, subsidizes, advocates or is an agent or representative for any of the products, services or individuals in this publication.

For Back Issues and Reprints contact Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com Copyright © 2014 by OptiCourier Ltd. All Rights Reserved For Subscription Changes, email: admin@ecpmag.com

It is important to remain calm and professional when dealing with difficult patients. Don’t rush through the process of selection and explanation of benefits. They may become impolite or even rude at times, but you must not let that upset you. Take the time to listen to their concerns and needs, look at their body language and respond appropriately, and work to gain their trust. Very often, once that trust is secured, they will become your most loyal patients. I

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New Releases for Spring

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1. EYEWEAR BY ROI Wittnauer, as in “WOW” eyewear debuts the FAY. Note the modified butterfly flat metal and the way it is rolled to meet the temples. Speaking of the temples, they are tapered Zyl with laser etching, a metal overlay and they are fabulous. Available in size: 54-16-140, in colors: Black and Wine. www.eyewearbyroi.com

2. MARCOLIN Timberland’s Richmont (TB9063) is part of the brand’s eco-conscious Earthkeepers™ line of products. This line has reduced environmental impact as its products they are not created from virgin raw materials, but recycled materials instead. The rectangular shape of the Richmont is familiar but updated in a matte blue, green calico pattern or shiny tortoise. www.us.marcolin.com

3. PRO DESIGN DENMARK Essential 1267-70: Four easy to wear shapes made in stainless steel and sandblasted acetate. The colors of the fronts and temples are coordinated to perfection, some fronts are two-tone (front to back), some gradient, and some two tone (top to bottom). www.prodesigndenmark.com

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4. FACE Ă FACE The Bocca capsule collection was created as a hymn to seduction, its original inspiration stems from the voluptuous lines of the Mae West sofa by Dali. Each season the collection is enriched with stunning sexy temple/legs and shoes. The new release reveals a festival of high, sexy boots...made for walking? www.faceaface-paris.com

5. FYSH UK

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6. MYKITA EDMUND & HUDSON combine the sports/casual look within perfect light protection. The duo’s design incorporates cues from expansive 1950s frames. Wide temples and a wide bridge avert sunrays from above and the sides, while the snug-fitting browline and nose similarly keep incoming light to a minimum. Bold frame colors combined with mirrored lenses deliver protection and excellent vision. www.mykita.com

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The 2014 FyshUK collection is modern and contemporary but always with a feminine flair.

Eye shapes range from the dramatic cat-eye to classic softened rectangles. The highlight continues to be the intricate temple detailing making each style unique and eye-catching. Known for its color combinations, the collection marries deep rich colors on the front, and bright, bold color contrasts on the temples. www.fyshuk.com

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TREVI COLISEUM

CLARITI EYEWEAR

Developed with the finest Ultem material, this Konishi Lite KL3671 is a true marvel. Angled with just the right curve along the temples and fitted with a built in nose pad, this frame has it all with style, comfort, and luxury. Showcased here in the Matte Black and Soft Grey and highlighted with a silver bracket that shows off the nice angles of this frame. www.claritieyewear.com

BEST IMAGE OPTICAL Trevi Coliseum’s Cotton Club 349 is constructed from the highest quality materials. This combination frame has a vibrate colored top with a durable metal bottom rim. It defines the concept of fashion and beauty. Available in 3 beautiful colors: red (shown), black and beige. Made in Italy and backed by a two year warranty. Sold exclusively in North America by National Lens. www.national-lens.com

R&R EYEWEAR Known for its vintage styling, the Dolabany Eyewear brand releases a crop of new designs this year that are an excellent extension of the brand. New model, the Writer, offers a retro style and shape with modern coloring and a matte finish, a feature that does not hinder its color but only makes it richer. The Writer is produced with high-quality acetate and are designed with a keyhole bridge for comfort and fit, as well as style. www.bestimageoptical.com

The Ava frame, from the Bellagio Collection, is handmade from Mazzucchelli acetate in France. Its laser unique shape and laser cut outs revealing the inside acetate is sure to turn heads in any room. www.rreyewear.com

IC! BERLIN ic! berlin presents laser–etched camouflage temples for this year’s Spring/Summer collection. This innovative new process showcases their drive to embody design and exciting new techniques. The U55 hauptbahnhof (named after one of Berlin’s famous subway stations), with camouflage temples feels lightweight on your face. Available in black, blue, havanna and diamond. www.ic-berlin.de

ic! berlin, the U55 hauptbahnhof

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Essilor to Acquire Coastal.com Essilor International announced last month that it has entered into a binding agreement to acquire all of the outstanding common stock of Coastal Contacts (Coastal.com) one of the world’s leading online vision care retailers.

Based in Vancouver, British Columbia, Coastal.com is listed on the Toronto Stock Exchange and on NASDAQ and reported revenue of CAD 218 million for the fiscal year ended Oct. 31, 2013. Founded in 2000, the company designs and distributes one of the widest online selections of optical equipment, including contact lenses, prescription and non-prescription eyeglasses, sunglasses and various accessories. Products are sold through several local websites covering mainly North America and Europe as well as the Asia-Pacific region and Brazil. The company has more than five million customers worldwide.

Commenting on the acquisition, Hubert Sagnieres, Essilor’s chairman and CEO, said: “The internet has an

important role to play in helping us to fulfill our corporate mission of enabling people to enjoy a better life through better sight. The first step toward good visual health is a comprehensive eye examination. But in our industry, as in many others, the purchasing process is becoming more diversified. The internet, if used properly, can help to drive market growth by educating consumers and making it more convenient for them to enjoy good visual health. With Coastal.com, Essilor is acquiring a recognized online vision care platform. Our commitment is to contribute to shape this distribution channel for the benefit of the entire industry as well as consumers.”

Online sales account for roughly 4 percent of the global vision care market, which is estimated at some $100 billion based on retail prices, Essilor’s statement said, adding, “They are likely to continue growing at a double-digit rate for the foreseeable future.”

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LINDBERG

FATHEADZ EYEWEAR

Dea Preferred Stock is a refined look at women’s eyewear that includes 16 intriguing choices. With eye sizes up to 60mm, Dea Preferred Stock has extended temple lengths to offer a spacious all day comfort. An industry leading two year warranty combined with sophisticated lines and modern styling make Dea Preferred Stock the only choice even for your most discerning buyers. www.FatheadzEyewear.com

LINDBERG n.o.w. is minimalism and subtle elegant design in vogue together with heightened focus on functional design. The frame fronts are made of advanced premium-grade composite material, only 2 mm thick yet surprisingly strong. This special material has made it possible to combine maximum endurance with a fashionable, soft and translucent look, featuring discreet transparent polished color gradients. www.lindberg.com

SALT OPTICS

REM EYEWEAR

The Newhouse is a refined classic. Inspired by 1950’s American styling, this frame embodies the timelessness of the era. Offered in four colors hailing from nature’s palette: Matte Nightfall Tortoise (shown), Matte Burlywood, Matte Monsoon Gradient, and Matte Spice Brown. www.saltoptics.com Lucky Brand’s new ‘Waves’ optical style features a thin metal profile with tribal inspired design features on its temples. A soft cat eye with rich saturated metal colors, this distinctive frame is sure to bring on a wave of admiring looks. www.remeyewear.com

BABY BANZ Banz Beachcombers feature a classic wayfarer style with the protection you know and love. These polarized frames, available in pink, white, black and safari pink, are for ages 4-10. Style meets functionality with these fun frames that also include a neoprene carrying case and sport strap for kids on the go. usa.babybanz.com

Banz Beachcombers

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Study Finds That Eye Exams Can Identify Chronic Conditions Comprehensive eye exams can help identify some chronic conditions and help with early diagnosis so patients can start treatment sooner and better manage their disease, according to a new study by UnitedHealthcare. With more than 133 million people nationwide with at least one chronic condition, according to the Centers for Disease Control and Prevention, the study has broad implications.

The study, “Impact of Eye Exams in Identifying Chronic Conditions,” demonstrates how eye care professionals can play a key role in identifying people with various diseases and work with primary care physicians to deliver patient-centered care.

Based on claims data during 2011 and 2012 for UnitedHealthcare plan participants with both medical and vision benefits, the study concluded that ECPs identified nearly 6 percent of the chronic conditions diagnosed among the study population. For certain diseases such as multiple sclerosis and diabetes, ECPs identified 15 percent of study participants diagnosed with those chronic conditions. Other common conditions identified by ECPs were high cholesterol,

hypertension, rheumatoid arthritis, juvenile rheumatoid arthritis, Crohn’s disease and Graves disease.

ECPs were credited with identification if plan participants with chronic conditions were reported during a comprehensive eye exam or identified by another health care professional within 60 days following the eye exam, which would indicate that it was likely that the patient had been referred to address a condition.

“The eyes are the window into a person’s overall health, and eye doctors play a critical role in identifying and managing chronic conditions and re-engaging them into care,” said Linda Chous, OD, chief eyecare officer, UnitedHealthcare Vision. “When eyecare professionals share information about diseases with patients and other care providers, it can lead to better information, better decisions and better health outcomes.”

The study highlights the importance of including a comprehensive eye exam in a health benefit package, according to UnitedHealthcare, especially because plan participants often visit their ECPs more often than their primary care physicians.

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PRACTICE MANAGEMENT Cliff Capriola, President, Focal Point Consulting

Optimize Your Practice’s Performance Hiring and retaining good staff members for your practice ranks as one of the most challenging areas for ECPs.

Step Two – Write a job description for the position you want filled. Over the years we have asked doctors and office managers to give us some of the characteristics they look for when hiring. Let’s see, there are ambitious, cheerful, hard-working, punctual, creative, imaginative, enthusiastic, respectful, cooperative, sincere, team player, flexible, and many, many more.

I

N PAST ARTICLES I have stressed how important your staff is to your patient’s perception of your practice as a whole.

We have all been to other medical offices in the role of patients, and we have seen how one employee who is curt, uncooperative, and just unpleasant to deal with can ruin our perception as a whole.

First, we’ll take a look at some guidelines for hiring, and later we’ll explore managing your staff.

When one of your top employees gives you notice for whatever reason, don’t panic. Instead, look at it as an opportunity to better your practice.

Step One – Schedule an exit interview with the departing employee. Find out why they are leaving. Hopefully you have a good enough relationship with your staff so they will be open and honest as to their reasons.

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

Get the picture? It sounds like Lassie should be your new receptionist. Use this hiring process to narrow down that list.

Possibly you have thought about assigning different responsibilities for the open position. This is your opportunity to find the right person.

Step Three – Look at how the open position fits into the overall employee flow in your practice. Talk to other staff members about how their duties interact with those of the open position.

Step Four – Attract quality applicants.

While newspaper ads may provide people to interview, network with your reps to get the word out that you are looking. There is a good chance they may know of an excellent employee who is miserable at another practice who they think would be a good fit for you. The upside here is that they will

only recommend good employees to you; the last thing they would risk is losing your business by recommending someone who would not be a good fit.

Step Five – Attitude vs. experience.

Every doctor, sales rep, or consultant has an opinion on which skill to look for of these two; and each one has a success story.

Some doctors have told me that they do not bother spending a lot of time training a new person because they will only leave in a year anyway. Talk about a self-fulfilling prophecy.

Step Six – Train new employees thoroughly.

In today’s busy practices, an employee new to the job can almost feel like a hindrance instead of a help. To minimize this, assign one person (usually an office manager) to mentor the new employee. After a few days to a week of working with the office manager, have the new employee shadow the person performing the tasks to which the new employee was hired for. Often, this is where you can easily see whether your staffs are team players. Most of the time people go out of their way to welcome a new employee into your “family” at work, but I have occasionally seen new employees reduced to tears and running out of the practice. That’s when you know you have a serious staffing problem.

Step Seven – Retaining a great staff. Staff members in medical practices usually stay in that position for between three and four years. Is your practice above or below that time frame? Do you even know?

Continued on page 14

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While monetary compensation is important, quite often how your staff members feel about their jobs is much more important. When you have what you consider a good or great staff it helps to be creative in retaining them.

One of the most widely used methods is staff incentives. Unfortunately, it is often misused and can even work against you.

Here are some points to keep in mind when developing a bonus plan for your employees: • Include all staff members in the plan.

This can get tricky, because it can appear that certain areas of the office can be more productive than others (optical dispensary vs. front desk, for example). I have seen staffs torn apart by jealousy when a doctor rewards an optician or dispenser only to overlook the other staff members. Remember, no employee is on an island, running a practice is very much a team operation. If the front desk person does not make the patient feel welcome upon arrival; if the person answering the phone does not make the patient feel welcome, then that patient may not even show up. Study after study have confirmed that while price is important, people will consistently make purchases where they feel comfortable and find value.

• Plan the incentive program wisely (in other words, reward your staff for the areas which reward the practice – the money-making areas). Don’t reward the staff for simply showing up and doing their jobs. Some of the obvious areas would dispensary volume, second-pair sales, progressive lenses vs. bifocals, referrals to the practice, etc.

• Personally I like a plan which rewards incremental growth. For example, let’s say the dispensary volume for last March was $35,000. The dispensary is growing by an average of 7% per year.

This March, your dispensary grosses $39,900, a gain of 114% over last March. Based on expected growth, it should have grossed $37,450. You would pay out a percentage of the difference, or $2,450. Let’s say you decided to pay out 20% of the incremental growth, or $490 to be split equally 14 E Y E C A R E P R O F E S S I O N A L

ones who intuitively know what motivates people. Hopefully you are one of them, but if not, let’s take a look at what we can do:

“ goMostoutofofthetheirtimewaypeople to welcome a new employee into your “family” at work, but I have occasionally seen new employees reduced to tears and running out of the practice. That’s when you know you have a serious staffing problem.

”

among the employees; if there were five employees it would be $98 apiece.

This is just an example; the numbers will differ from practice to practice as will the percentages paid. The key thing to remember is that the staff is only being paid on the incremental growth, that growth which is over and above the growth expected.

There is no right or wrong way to run the plan, just your way. You can include any area of your practice to base the bonus on as long as everyone is included and you explain what you are doing to everyone ahead of time. One practice we worked with really took this model and ran with it; by the second day of the month one employee went so far as to set a goal for the month (usually 10% over expected growth) and break down the number into average production per day needed to hit that number. It was posted in the lab and break room for every employee to see.

Hmmm...I thought I said earlier that money was not the important factor in retaining good staff. Well, it’s not. The above incentive plan is what makes you happy, as an employer, as it is based on attaining practice goals.

The Gallup Organization performed a comprehensive study in which they found that staff engagement, or how involved employees feel in their workplace, is the best predictor for a productive and happy staff. This is not news for the successful business owners and doctors out there; the

• Develop an employee manual. It should include not only complete job descriptions for each position, but practice rules and regulations for all the employees. Each employee should receive a copy upon start of employment and sign that they have read it and understand it. Nothing can alienate employees more than not having a clear understanding of what is expected.

• Make training a continuing process in your office. Make use of your reps to gain timely and important information which will enable your staff to do their jobs better. Set aside time in your regular schedule for this. Forcing your staff to come in an hour early will not encourage a responsive audience, and blocking out patients lets the staff know that YOU consider it important. All doctors should also attend training.

• Conduct weekly staff meetings. I cannot emphasize this enough, because so many doctors fail to do this. Assign each employee a particular function in the practice to report on. Perhaps it could be a new frame line you are carrying, or a new progressive lens is available, and the practice is sending out an email blast to all bifocal patients.

• Have an open door policy with employees. If one of them comes to you at a busy time, schedule a time at their convenience to listen to them.

• Last but Most Important: Make sure you thank your staff for their effort.

Every day. Without fail. It never gets old. Most doctors have no idea what that means to an employee, how valued it makes them feel. And it doesn’t cost you a penny. I If there is a Practice Management subject you would like to see addressed, email me at: cliff@ecpmag.com

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THROUGH THE LENS John Seegers, M.Ed., LDO, owner – OpticianWorks.com

Trends in Lenses & Materials: Make Them Your Way Warning – To all the pessimistic, end-of-the-optical-world folks out there, this article will just make you feel worse.

I was born in the early sixties, and grew up in New Jersey, just across the river from New York City, the center of fresh ingredients of outstanding quality, fantastic cooking, and amazing baking. I like baked goods. If I stumble upon a good bakery, I can, quite literally, eat my way around one.

I tell the server behind the counter to grab a big box. I start at one corner and start filling it: brownies, cream horns, elephant ears, cupcakes, doughnuts and cookies.

The base ingredient for all these baked goods is really the same: flour. Just a pinch of something more or something less, and a brownie becomes a cookie, and a muffin becomes a popover. These days, lenses are becoming a little like that, too. A little pinch of something more or less, and you have a hybrid lens that takes the base material and gives it something a little extra. One example is what Rudy Project does with Trivex®. Their ImpactX™ Photochromic and Polarized and Photochromic Polarized lenses are all Trivex based hybrids offering superior strength and optical quality. The trend is towards tweaking an established base material to meet different needs.

In-house lens production using molding is making a comeback. These processing units produce lenses of a proprietary mid-index. Q-Spex offers their own 1.547 lens. Note that this is not an index that we are used to seeing, and not one we were forced to memorize in school. It is not 1.53, or 1.586, but 1.547. Instead of paying the royalty fees to produce a brand name material, they simply created their own.

We are entering an age of desktop lens production unhindered by material restrictions. Here, the trend is a DIY approach, where you create your own material to suit your needs.

Combining the DIY and in-house combination, Fastgrind 2200 by Super Systems brings desktop lens surfacing to a whole new level. Fast, simple, affordable and mechanically basic the Fast Grind 2200 can produce high quality surfaced lenses in under twelve minutes. The unit requires only a water supply and an ordinary electrical outlet. The Fastgrind 2200 can work in most popular lens types (SV, FT, progressive) and lens materials (CR-39, polycarbonate, 1.57) with AR and changeable tint versions available. Taking up as little space as dorm-room fridge the unit has a footprint smaller than some edgers and smaller than the blocking unit alone of a complete wholesale lab surfacing system.

Taking this trend over time will we not see

Rudy Project’s durable ImpactX ™ lens.

even the smallest independent shop doing all or at least some of their own lens surfacing? Heck, if the Fastgrind 2200 requires, “No previous surfacing experience to operate”, then there is nothing to stop a large family from buying one and doing their own surfacing at home!

Things are headed in a similar direction in lens design. Every day, you see articles and forum posts with titles like, “In House Free-Form Lens Production – Is It for Your Office?” Any medium-sized chain can buy into in-house lens production, purchase the rights to produce a known lens design, and brand it their own.

Given time and experience, this software will trickle down and trickle out to where a company can buy the hardware alone and produce a lens of its own design. I have been chastised in the past for saying this, but will say it again: “Glasses really are just a couple of curved pieces of plastic held in place with a couple of bent wires.”

Stop and think about those two paragraphs above. The industry is shifting slightly, and we are seeing the introduction of independent material design and independent lens design. This will not turn the industry upside-down tomorrow, or perhaps even in my lifetime.

Continued on page 18

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However, it should also not be ignored. If “trends” means, “where the future is headed,” then we may see a departure from the current production processes that have ruled the industry for the last one hundred years. The time may come, soon, when a mid-sized store will produce its own lens materials, create their own lenses of every style, and then edge them all in-house without the need for a wholesale lab or outside lens manufacturer at all.

What, Me Worry?

If I put on my tin-foil hat and stare in to my crystal ball, I see the future. No, really I do, I swear. In fifteen to twenty years I see this: You will go online and order your complete DIY glasses kit.

Twenty-five minutes later, the drone will drop it at your doorstep.

You’ll grab it, head inside, and open the box, which will hold ten different colored blocks of an acetate-like material, twenty molds, one large bottle of clear monomer, and five smaller vials of various liquids simply marked A, B, C, D and E. Next, you will go back online and design your own frame, using a user-friendly interactive program supplied by the DIY glasses kit provider. You will upload an image of your face, and, using drag-and-drop tools, create the frames of your dreams. Change the color, change the shape, change the size, symmetrical or asymmetrical, it will not matter. You’ll play to your heart’s content until you have what you want. Then, you’ll download the completed design from the Cloud to your 3D printer, load the indicated colored blocks from your kit, and hit “print.” In half an hour, you’ll have your finished frame.

In the meantime, while you wait for your frame to print, you’ll choose two molds and the large bottle of clear monomer. You’ll decide what properties you want your lens to have: AR, changeable tint, polarization, sun tint, impact resistance, all your choice! You’ll fill two molds with the monomer, add a few drops from the appropriate properties bottles, and allow the lens mold to cure to 3D printer material.

Let’s say you want this frame to have a great set of clear lenses with changeable tint and AR. You’ll use bottle A and bottle C, and add three drops of each to the mold. As easily as that, the finished product will have a lens-inherent changeable tint and AR too!

Then, you’ll smile for your tablet, and wait for it to read your prescription and instantly load it in the design program. You’ll place the monomer molds in the 3D printer and hit print. Your lenses will be ready in an hour. They will print in the correct prescription, already properly sized for the frame you just designed. You’ll pop in the lenses, and head on out the door.

You will never need to step outside your home or office for an Rx and a great looking pair of glasses.

Think this fantasy is on the same level as a flying car? I, for one, sure doubt it! I

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DISPENSING OPTICIAN Corrie Pelc

Tips for Increasing Second Pair and Accessories Sales specific eyewear for all different environments, indoors and outdoors, and visual tasks.”

Give ‘Em What They Want!

INCREASING MULTIPLE PAIR EYEWEAR and accessories sales is a big concern for most ECPs. After all, who wouldn’t want to increase their sales by having every patient who steps into their office purchase more than one pair of frames and a few accessories to go along with them?

However, this is sometimes times easier said than done, as ECPs can miss out on potential sales opportunities while wondering what they and their staff are doing wrong.

According to Lisa Dolezel, director of Eyewear Operations at Cleinman Performance Partners in Oneonta, NY, there is great sales potential for second pair sales with all the different things that people do every day. “There’s an incredible opportunity for strictly reading glasses, computer glasses, sunwear, everyday glasses,” she explains. “Not one pair of glasses is going to suit every task that we perform in today’s busy world.”

And Laurie Pierce, LDO, ABOM, NCLC, instructor at Hillsborough Community College in Tampa, FL, and a frequent eye care industry speaker, says patients want to own several pairs of glasses, but many times they feel they need “permission” from their eye doctor. “Eye care professionals for many years have been very good at tapping into what our patients and clients need, which is ophthalmic correction,” she says. “However, we’ve fallen short of tapping into what patients want, which is fashion, lifestyle, task-

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

So how can ECPs work on granting “permission” to their patients to own multiple pairs of glasses, and tap into the “wants” of their patients? Here are some tips to help you along the path towards greater second pair and accessories sales.

Have What They Want Increasing second pair sales begins with your inventory. “Getting an accurate handle on your inventory, knowing what sells, having the proper mix, and ensuring you can do at least three, ideally four, turns on your inventory is what we shoot for,” Dolezel says.

To get the right inventory mix, Dolezel suggests using inventory computer software to look at how many frames have been sold in different categories — men’s, women’s and children — and to even break that down further by styles and materials.

And Pierce suggests stocking inventory by using the Diffusion of Innovations theory developed by Professor Everett Rogers, first published in 1962. Based on the theory, about 2.5% of patients are innovators, which Pierce says are those who want the highest, most unique fashion available. About 13.5% are early adopters, who will take new fashion trends and help push them forward. Then 69% of clients are the majority, who Pierce says will embrace new fashion trends when they see them all around them. And the final 15% are the laggers, who are more interested in quality than fashion.

Put Them On Display The next step is all about displaying your inventory. Dolezel suggests making use of tools and props to encourage eyewear wardrobing. For example, she suggests offering eyewear display cases that patients can purchase to house their personal collection.

“I encourage practices to keep those types of items readily on display in their office, and even when we’re doing an eyewear makeover event, give that away as a door prize,” she says. “Get those types of pieces out into the community where you’re really giving patients permission to have more than one pair of glasses.”

Pierce tells ECPs to rethink the standard way they display their frames — instead of arranging by gender and manufacturer, display frames by color. She has successfully done this type of arrangement in the past for opticals. “When we rearranged our dispensary and displayed our frames by color rather than by gender

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or manufacturer... it automatically put the message into their heads of wardrobing and fashion,” Pierce says.

Pierce also says talk color to patients through window displays. She suggests visiting Pantone.com each season to learn what the trend colors will be and to incorporate those into their displays through the use of eyewear and accessories. “Our clients will see those colors in our front windows seasonally and then when they go to Nordstrom, Neiman Marcus and Saks Fifth Avenue, they’ll see the exact same colors in their store windows, so it will make the connection of fashion,” she explains.

Dolezel also suggests arranging inventory based on who patients believe themselves to be. “You could have a Wall Street section, a Geek Chic section, an Einstein collection, because people buy based on emotion and on their perception of who they are or who they want to be,” she says.

Walk the Walk Now it’s time to get the entire staff on board and excited about increasing second pair and accessories sales. Dolezel says for staff to sell multiple pairs to patients, they need to be believe in the concept themselves. She suggests all staff

members — including doctors — own and wear multiple pairs of eyewear throughout the day. For example, opticians can have a certain pair they wear at the dispensing table for taking patient measurements, and the doctor can switch to a pair they use in the exam room.

“Generally it starts a conversation – I see you changed your glasses, yes these are my computer glasses, these are my task glasses,” she explains.

Pierce also suggests every staff member should wear multiple pairs, and suggests practice owners offer them to their staff at no cost. She says if staff members find purchasing multiple pairs to be troublesome to afford, they may transfer that perception on to patients. “If the staff wears them, they’re going to be excited about them because ... they’re going to love having awesome eyewear and not just one pair,” she says.

Sell, Sell, Sell!

With staff on board, how can they better sell second pairs and accessories?

Pierce suggests when it’s time for a patient to make their final selection on eyewear, the optician should bring three to four pairs to the table. However, these should be not three or four different

choices of an everyday frame, but options for different needs of the patient — every day, sunwear, occupational, and high fashion.

Pierce says she then talks to the patient about purchasing two frames that day — every day and sunwear — and then asks their permission to call them back a few months from now to see if they want to purchase the other two frames. “It doesn’t matter to me if they don’t buy them all at that time — if I get them into multiple pair, even if it takes three, four or six months to do so, they’re going to love that lifestyle so much that they’ll never go back to just one pair,” she explains.

And for more selling tips, Dolezel advises ECPs to take advantage of educational opportunities available through the labs and frame manufacturers they work with. “A very well-educated staff is truly where your success starts, and those resources are provided to you more often than not totally free,” she says. I

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INTRODUCING AN ULTRA PREMIUM HOUSE BRAND LENS

C AMBER T ECHNOLOGY TM

‘HOUSE BRANDS’ are becoming more and more popular, but I’m not sure that I’m keen on that phrase.

It seems to imply that the lenses are somehow sub-par, and it feels like going into a supermarket and buying the ‘store brand’. People go in and buy it because of the price, but don’t necessarily expect it to be as good as a ‘name brand’.

As far as lenses go, this isn’t really a good comparison.

I prefer to think of these kinds of lenses more as a ‘house special’ you’d find in a restaurant than as a ‘store brand’ that you’d find in a supermarket. These lenses are something that the lab has put their own name on, so you can rest assured that it’s probably going to be the best thing on the menu. It’s the product that the lab has their own reputation behind and are not simply selling someone else’s product. There is a certain level of ownership and investment here to make sure the job is done right, as opposed to simply blaming whatever ‘name brand’ progressive for any issues experienced with it.

Many non-name brand lenses, such as those created by lens designers like IOT, are at least as good as the name brands, if not better. The thing that most people should be asking about free-form lenses isn’t, “How is a house brand lens worse?” but rather, “Is a name brand lens better?” Even if a name brand lens seems a little better, is it then enough to justify the cost difference?

“But wait!” I hear some people say, “Brand names can offer me ultra-premium products, even dual-sided lenses!”

Well, so can independent labs, thanks to Camber™ lens technology from Younger Optics and IOT. The philosophy of Camber™ is simple: for a given prescription, use the best possible base curve for the whole Rx. This is currently not possible with 100% back side free-form designs, as they all have to make use of a spherical blank that has the same curve over the entire surface. This means that while the base curve used might be ideal for distance, it is not ideal for near vision.

Camber™, on the other hand, makes use of lens blanks with fronts that have a variable curve. In addition, the blank doesn’t have a fixed progressive design on the front. This means, that by moving the optical center around on the lens, the calculations can pick the best base curve for the prescription at hand.

With any premium lens, the real question is, “What benefits does this lens offer over other lenses?” Since Camber™ isn’t just another full-backside lens, it’s possible for it to overcome some of the major issues that these types of lenses tend to have. The variable front curve of the Camber™ lens blank allows us to combat one of the largest complaints that I hear about regular back-side free-form: that plus lenses have too steep of a base curve.

Since traditional free-form is done on the back of a spherical lens, there will always be a compromise between the ideal base curve for the prescription and the actual base curve used. This is because the ideal base curve for the distance prescription will be different from the ideal base curve for the reading prescription. Usually, the selected base curve is closer to optimal for the distance part of the lens. Since we get more plus power as the eye travels down towards the addition, we tend to get worse optics due to the mismatch between the prescription and the ideal base curve. By making it possible to match base curve for all parts of the prescription, Camber™ allows for an improved, more spacious reading area.

The other major problem with free-form that Camber™ addresses is that of plus lenses being too steep. This is because, on regular free-form, the add power is on the back of the lens, instead of on the front, like on a traditional progressive. That means where a traditional progressive might be a 6 base, the same prescription in free-form might be an 8 base. With Camber™, this is taken care of by having one lens blank that allows the distance portion to be a 6 base, while the add portion is an 8 base, giving an overall thinner appearance to the lens. This leads to thinner, flatter lenses, especially for plus powers.

For independent labs, Camber™ is a major step forward in terms of being able to offer a premium product as their own brand. Since all labs that produce this product are validated and certified, Eye Care Professionals can be confident in the product that they are getting. It also shows that the lab has met a certain quality standard, so any lab that is producing Camber™ lenses can be trusted to be capable of producing good quality, premium lenses.

Written by Bill Heffner IV, FEA Industries otherbill@feaind.com

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MANAGING OPTICIAN Anthony Record, ABO/NCLE, RDO

My Mentor American golfer and golf coach, Harvey Penick, once said, “I learn teaching from teachers, I learn golf from golfers, and I learn winning from coaches.”

I would add to that, I learned what it takes to be an effective optician from Anthony Hanna.

Tony passed away in the early morning hours on Sunday, February 2, 2014 – Super Bowl Sunday and Groundhog Day. He was 89 years old. He was a proud Eye Care Professional (ECP) for more than 65 years. Since it is my intention to share some of what I learned from Tony with you, let me tell you everything bad about him, and about our personal relationship.

There were three “negative” things I can remember about Tony: First, he would tell you the same jokes every few weeks. Second, making big sales was difficult for Tony. After all, he could actually remember when a pair of spectacle lenses cost 50 cents a pair. Third, he tended to measure his scotch vertically, not horizontally. For example when someone says, “Give me two fingers of scotch,” they mean to fill the glass from its bottom up to the width of two fingers held horizontally against the glass. You get it – Tony liked his scotch!

I first met Tony just before I earned my Florida opticianry license in the early 1980s. He had recently moved to Florida from Connecticut, and worked for Pasco Optical, which had three locations. I can remember one day overhearing the owner speaking to his right-hand man, Mike, wondering, “What would we do if we lost the old man in Spring Hill?” That was 34 years ago.

We started as co-workers – then friends. When I began opening offices

Anthony Hanna – Optical Mentor 26 E Y E C A R E P R O F E S S I O N A L

around Tampa Bay, Tony was an employee – and a friend. After he semi-retired, he would occasionally fill in for me, so he was an independent contractor – and a friend. While it is not appropriate to delve into it here, not only could you learn to be a better optician by watching Tony, his was a perfect example of what it means to be a devoted husband, father, and grandparent. In an age where marriages that last for 60 months is an accomplishment, he and his wife, Laura, were married more than 60 years.

Tony is survived by his daughter, Laurie, and his son, Tom, four grandchildren, and two great-grandchildren. When he wasn’t re-telling a joke, he was regaling whoever would listen about the latest success or adventure involving his children and grandchildren. Tony was a proud patriarch of his family. He was also a World War II veteran, serving in the U.S. Army Air Force as a First Sergeant in the Philippines.

Examples of what made Tony the consummate Eye Care Professional could literally fill up this magazine from cover to cover. But alas, I do not have the luxury of all that space. One of the most remarkable things about Tony as an optician, is that he was a good optician. I don’t mean good as in honest and decent (though he was certainly both of those things), I mean he was technically a good...no great, optician.

Where an average optician might tell a client with a broken frame that she was out of luck, Tony would resolve her predicament quickly and fairly. He could find a new metal frame to fit the lenses that came out of a different, discontinued metal frame as quickly as you and I could

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replace an eye-wire screw. He could probably eyeball someone’s PD within a millimeter of accuracy. He was that good. ECPs would be wise to emulate that example and strive to be the best technical opticians they can be.

Despite the fact he was a good technical optician, Tony taught me that a successful optician needs to realize early on in his career that the commodity you deal in is not frames, not lenses, it is people. Tony was empathetic when it came to people. Tony liked people. Tony liked helping people. Tony took a genuine interest in the people he met. Because of all that, guess what? People liked Tony.

Funny how that works, huh? One of the things I least look forward to while working on the front lines of my dispensary in the coming years is having to answer all of the “How’s the old man doing?” questions. (Funny side-story: For many years, I have heard things like, “Your dad helped me last week,” or “I talked to your dad the other day.” I would usually reply, “Really! What’d he have to say? I’d be really interested since

he’s been dead for 20 years!” It didn’t help that our first names were the same – Anthony – although I never went by Tony.)

Tony taught me the value of remembering people’s names. It could be two or three years since a customer had been in to the shop, but sure enough, as she entered the door, Tony would greet her with “How have you been, Mrs. Johnson?” That was mind blowing. While visiting him during the last week of his life, I was telling Tony that this customer had been asking about him, or so-and-so says hello, and he smiled and made comments that indicated to me that he knew of whom I’d been speaking. But I figured I’d test him. I said, “You know Tony, that retired podiatrist who buys glasses from us was in with his wife the other day...”

Tony said, “You mean Dr. Aaron.” Yes, that’s exactly who I meant!

If I was challenged to describe Tony using only one word, it would be “dependable.” It seems insignificant and even trite as I write it, but in an era

fraught with change and uncertainty, to be dependable is huge. I know his family could always depend on Tony. I could always depend on him doing everything right – from paperwork and ordering, to everything optical. I could absolutely depend on Tony to show up! In the past 30 years I can never remember Tony being late, and I know for certain he never called in sick – not once. These days it seems that a slight cough or a bit of a hangnail is reason enough to call in sick, but not with Tony. Years ago he had to undergo some involved medical testing, and he even scheduled that around his days off.

As I said, there’s not enough space in this magazine to pay proper tribute to Tony, so I will end this the way I began it with a quotation. It best sums up all I learned from, and all I will remember about my friend and colleague, Anthony Hanna. It was uttered by British Prime Minister, Benjamin Disraeli: “The legacy of a hero is the memory of a great name, and the inheritance of a great example.” I

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OPTICAL MARKETING Lindsey Getz

Selling to Seniors AS AMERICA GRAYS, it’s important that you’re getting increasingly savvy about marketing to the older generations.

A

According to the Administration on Aging (AoA), the United States is seeing a dramatic increase in the numbers of people who live to old age. But it’s actually not just in the U.S. Worldwide people are living longer than ever before. In 2000, approximately 605 million people were age 60 or older. By 2050 that number is expected to be close to two billion. It’s very likely that seniors make up a large portion of your patient base. While many sales techniques cross generations, there are some things to keep in mind when selling to your more mature customers.

something and have already been wearing a particular brand name for years. For instance, they may have always bought clothing from a certain designer so they are automatically inclined to look at that designer’s eyewear. Once a brand proves itself and is well-liked, a senior shopper may be more likely to show loyalty. In those cases, the brand can play a huge role in frame selection. You may have an older adult tell you they’ve “always worn X designer” and you can point them in that direction. But it has more to do with years of building trust in the product than it does status.

The Importance of Brand The significance of brand name based on generation is a hot topic in which many viewpoints could easily be argued.

However, in terms of brand as a status symbol, it seems that older populations are probably less likely to care about the exact brand name of a particular frame than the younger crowd. Social status benefits of high-end brands aren’t as likely to influence your older customers as many seniors simply don’t care as much what others think of them as they once may have. Of course this isn’t true of everyone.

Even some seniors still feel the desire to “keep up with the Joneses” and for those customers, frame selection may still have a lot to do with the name on the frame. But for the most part, seniors will select frames based on what they like, what looks good on them, and what is comfortable— all of that trumping who makes it.

When it comes to brand loyalty, that’s a different story! Older adults do have a tendency to be “brand loyal” if they like

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

The bottom line comes down to the reason behind brand selection. As a generality, most seniors will choose frames more for the look or for the loyalty to a brand they trust than for the status symbol of wearing a certain name. Keep these points in mind when positioning frames and also when talking about your selection. Ask questions and find out what they like as you help guide your senior patients through your dispensary and point them toward the frames they’ll like most.

Financial Matters Although older adults do appreciate a good—and more importantly a fair price, many no longer shop for big items like eyewear based on price alone. Seniors are often willing to splurge a bit, especially if they see value in the item. Frames that they’ll be wearing all the time and that serve a very important purpose would fall into that value category. Don’t insult your older patients by assuming they’re not willing to spend money on the higher

priced frames. It’s also a good rule of thumb that customers who are shopping based on price alone will probably make that clear to you from the start.

Therefore it doesn’t hurt to show a higher end pair of frames and gauge the reaction. The price-driven customer will likely ask right away what the cost is. But you may be surprised to find that cost doesn’t even come up in the conversation—in which case you can assume the patient might be more interested in what looks good and what fits most comfortably. If they’re not the ones to bring up cost first, you can take the reins by giving them frames from a variety of price points. Let them try them all on and then discuss the differences after they’ve had a

Continued on page 30

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CrownView™ is the first progressive lens available in G-15® glass. ECP’s can differentiate themselves and gain a competive advantage with premium glass lenses. These lenses are great for sunglass wearers who appreciate the benefits of glass lenses found in the world’s best selling sunglasses.

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time making a decision. Obviously you still need to serve the needs of your other patients, but ensure that shoppers who want to be leisurely in their decision making process feel comfortable doing so. Nothing makes a customer service experience worse than feeling rushed out—particularly for a customer who is planning to spend a lot of money on a pair of frames.

chance to see them all. Always start from the top tier and work your way down. This way you’re not making it all about price but leaving it up to them to decide what they value. If there is something they really love in the higher price point, they just may be willing to splurge. But you’d never know if you didn’t at least give them the option.

Build Trust, Build a Relationship If you’re selling something to an older adult, you can assume they expect you to put in the effort. While younger generations may want to be left alone to explore the dispensary, older patients are more likely to want your guidance and will value your expertise. They expect good communication and they appreciate the art of conversation. Be prepared to offer your assistance. That means providing information but also answering questions.

All of these are components of a good customer service plan but in this day and age where the focus has shifted to fast, faceless service, good customer service is often pushed to the wayside. Don’t let that happen at your practice. Older adults still value face-to-face time. And just like they may become brand loyal to a company or

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

store that has always served them well, they can easily become loyal to your practice if you meet their needs.

Also make a point to gauge the level of speed at which your patient wants to shop.

While time is obviously important to your older customers, you may find it’s possible they’re not in as big a rush—particularly if they’re retired—and they may enjoy browsing your dispensary and trying out all the options. The last thing you want to do is rush the shopper who is taking their

Obviously these tips are generalities and many of them apply to patients of every generation. But sometimes it’s just that little bit of extra attention that goes an incredibly long way so make sure you’re recognizing and meeting the needs of the patients who enter your dispensary. Just like other generations, seniors are great marketers of a business or a product that they like. But they’re also likely to share if they didn’t like your practice and that can be detrimental. In these times where word of mouth spreads rapidly on outlets like social media (and yes, seniors are definitely on social media!), it’s critical that you’re always putting your best effort forward.

It can pay off with both frame sales and even referrals. I

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THE MOBILE OPTICIAN Ginny Johnson, LDO, ABOC

The Other Side of the Fence Recently I took a friend’s dog to the local dog park. It was a first time experience for both of us. Ripley is a Wheaten Terrier who is very well behaved with lots of energy to expend.

HEN WE FIRST ARRIVED at the park we had the entire wide open field to ourselves.

Ripley played fetch, chased squirrels and checked out the playground equipment.

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Within a few minutes another dog and its human showed up. Ripley ran to the gate to welcome them while I introduced us.

Catherine and her dog Charlie visit the dog park on a daily basis as long as Mother Nature allows them to. Charlie and Ripley began sniffing each other and playing a catch me if you can game. Catherine, a retired school teacher and dog trainer assured me they were only playing as they growled and showed their teeth to each other. She wasn’t concerned about them hurting each other as much as she was about one of us getting trampled as they frolicked all around us. There were bleachers available to sit on but we chose to stand close to the fence.

Another dog approached the gate and Ripley and Charlie ran over to greet it.

Catherine introduced me to Cooper, a Heinz 57 dog, who was actually capable of opening the gate by himself. His human could be seen in the distance talking on her cell phone. Cooper used his nose to nudge the gate handle up and the top of his head to push the gate open. Ripley and Charlie

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

anxiously waited for Cooper to join them.

The three sniffed each other quickly and began playing a dirt flying game of chase.

By the time the fifth dog and its human arrived I had a better understanding of the dog park rhythm. I didn’t witness any out of line behavior that day according to Catherine’s dog behavior guidelines. I trusted her expertise and walked away from a refreshing dog park experience with some scoop to translate to the optical industry.

I’m thankful the first human I met at the park that day was someone who knows firsthand about canine behavior and their body language. Being a dog park newbie and meeting a dog trainer before anyone else gave me a sense of calm confidence.

I’m not so sure I would have stayed that day if I hadn’t met Catherine.

This same type of first impression should be available to newbies in the workplace.

Trainers should know firsthand all of the job requirements and how to prioritize them. Do everyone in the workplace a favor and start training newbies properly on day one. Finding out how each human newbie prefers to learn beforehand is helpful.

Are you training an auditory learner?

Auditory human learners prefer to listen to things being explained rather than reading

about them. They might like to recite the information back to you as a common way for them to remember it. Recorded information is a good tool for them to have.

Are you training a visual learner? Visual human learners want you to show them so they’ll understand. They learn best by reading, watching demonstrations, looking at and highlighting printed material. They may experience some trouble focusing while listening to your explanations.

Are you training a kinesthetic learner?

Kinesthetic human learners are doers. They process information best through a “hands on” experience. Actually practicing the activity can be the easiest way for them to learn. They probably aren’t going to be able to sit and study for long periods of time.

The sink or swim method while jotting down some notes might sound better to them.

Although most humans may use a combination of the three different learning styles they will probably lean towards one preference. If the trainer finds this information out ahead of time then teaching the tricks of the trade will be more of a treat than a threat. If you are training and notice your audience getting that deer in the headlight look then it may be time for a short break. Help the newbie feel as relaxed

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as possible where no question is a dumb question. I know you don’t want to slack up on that leash too much with newbies but you certainly don’t need to choke them with too much pressure either.

Different strokes for different folks means that we each have our own way of doing things. We already know that humans do their best work when their work engages their strongest personality traits. Spending your day trying to figure out how to tolerate the people you work with becomes non productive if no positive course of action is ever taken.

Some practices find it beneficial to use personality assessment tools to better guide them on human behavior. There are no right or wrong answers just honest answers are required for these assessments.

A work requirement may motivate one human while the same requirement ticks off another human. A group of ticked off humans in one workplace breeds strays, customer loss and destroys patient retention.

Humans who are passionate about their work don’t have to go around trying to

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prove it. It’s obvious and you’ll recognize it almost as quickly as a dog sniffs his new canine friend. Humans would much rather do business with and work around those who hunt for the good in all circumstances.

work ethics, levels of experience and expecting them to play well together will take having or being your own top dog.

Some will conform to the top dog’s ways while others will stray or end up in the doghouse.

Everyone digs having a good time so make sure you allow some harmless frolic in your workplace. Laughter can be a serious preventive for burnout. There are daily activities in your workplace that if they weren’t taken so seriously the outcome would probably be better. There are some of you out there risking your health because you won’t lighten up. If you can’t laugh at where you work then that’s a sad place to be and it’s detrimental to your health to stay there.

The ideal top dog will speak like they want to be spoken to and not bark a bunch of commands. They should be willing to do whatever it takes to fetch and keep honesty and integrity as common ground rules. Ideal top dogs aren’t alpha wannabes. They know to praise each human for a job well done because where praise is absent no activity appears inviting. If activities aren’t inviting they aren’t as important to humans.

At the dog park I recognized a high level of trust between humans and canines. I was impressed that a Great Dane, King Charles Cavalier Spaniel, Wheaten Terrier, Irish Setter, Beagle and a Heinz 57 dog all interacted so well.

If only it could be as easy for humans to get along in the workplace. Taking a group of humans with different personalities,

I’m so glad Ripley and I embarked on an adventure to the dog park that day.

We learned a lot about each other and made some new friends. I wish you much success at figuring out how humans in your workplace are hardwired to respond to other humans. That shouldn’t be too ruff since humans are already hard wired to respond well to man’s best friend. I

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MOVERS & SHAKERS Luxottica

Alcon

Carlo Privitera has been named by Luxotttica to head its Glasses.com business. Most recently chief operating officer over Luxottica’s North American Retail Business Services, Privitera is leaving Luxottica Retail to fully transfer to his new role now that Luxottica has completed the Carlo Privitera Glasses.com transaction. Privitera joined Luxottica in 2005, starting as the head of industrial supply chain, subsequently being named chief information officer. For the last three years, he has led the North America Retail Business Services.

Alcon has appointed Carla Mack, OD, MBA, FAAO as director of professional and clinical support, for U.S. Vision Care. In this role, Mack will provide the organization with clinical and technical expertise, as well as set the group’s Carla Mack professional communications strategy. Mack’s career runs the full gamut of the eyecare profession—from clinical practice, to academia, to research, to commercial–in her nearly 20 years of experience. Prior to joining Alcon, Mack was the global director of medical affairs and the global director of professional marketing at Bausch + Lomb.

Nanofilm Nanofilm, a producer of specialty optical coatings, cleaners and nano-composite products, has named Krish Rao as president. He succeeds Scott Rickert, company founder, who retains his role as chief executive officer. Rao has served as Krish Rao Nanofilm’s vice president of technology since joining the company in 2006. He brings over 30 years’ experience in new product development and commercialization in fibers, plastics and film industries, for diverse end use market such as aerospace, automotive, power tools and construction.

Optical Women’s Association The Optical Women’s Association (OWA) has appointed Jean Sabre to its board of directors.

Sabre is the owner and practice administrator of Uptown Vision in Minneapolis, Minn. Before entering the optical profession, Sabre held management and sales positions throughout the Jean Sabre U.S. with major retailers including Dayton’s, Marshall Field, Nordstrom and Barneys New York. Her husband, Dr. Mark Sabre, established a private optometric practice in Minneapolis in 1991. Sabre has been the practice manager, lead optician and eyewear buyer from the beginning.

IDOC Dave Brown, formerly president of Vistakon – North America, has joined Independent Doctors of Optometric Care (IDOC), as president. Mark Feder, OD, founder, of IDOC alliance, will continue in an active role as CEO of the group. In his new role, Brown will be responsible for running Dave Brown the day-to-day operations of the business, overseeing sales, marketing and member services. Brown joined Vistakon division of Johnson & Johnson Vision Care as vice president of the worldwide franchise in 2006. In 2009, he was appointed president of Vistakon – North America Region.

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

Energeyes Association of Corporate-Affiliated Optometrists The Energeyes Association of CorporateAffiliated Optometrists has formed the President’s Council to honor doctors who have significantly contributed to the optometric profession. The first optometrist to be named to Larry Alexander, OD the newly formed President’s Council, Larry Alexander, OD, will be honored publicly at the upcoming Energeyes National Meeting in April. Currently, a consultant with eyelessons.com, Alexander served as an optometrist in the U.S. Navy from 1971 to 1973, and then taught at the University of Alabama Birmingham Medical School of Optometry, which he left in 1993 to practice in Louisville, Ky.

Block Business Group

Erik Liljegren

Block Business Group has added Erik Liljegren to its management team in the new position of director of business development. Liljegren’s backround is in television and media production. He has run a successful video production company and has worked in broadcasting for several years.

Will Be Missed... Madeline T. Seibert Services were held at St. Alphonsus Church in Wexford, PA on Feb. 6 for Madeline T. Seibert, who passed away on February 3 at age 77.

A resident of Pine Township, Pa., she was married for 56 years to William C. Seibert of Three Rivers Madeline T. Seibert Optical, who survives her. Other survivors include her daughter, Mary Ann Zappas and son-in-law Alex, son Joseph Seibert and daughter-in-law Toni Lynn, son Steve Seibert and daughter-in-law Diana; grandchildren Kelly, Christy, Alexis, Alaina, Nicole, Austin, Stephanie, and Brittney; great grandchildren Lucas and Sean; sisters Josephine Fogel and Mary Catherine Purcell.

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OPTICAL DISORDERS Sam Winnegrad, MBA, LDO

Dispensing to Patients with MATURING CATARACTS and create a much needed opacity. It is the transparency of the cornea and lens which enable light rays to focus onto the retina.

ny weathered optician has heard the statement, “My doctor told me that I need cataract surgery, but I think I’m going to wait. He wrote my prescription out and I’m going to get some eyeglasses.” Or, even worse, the patient never discloses to us that they are in desperate need of cataract surgery and we are left to troubleshoot their maladies in some sort of a post-dispense apocalypse.

The root cause of all problems can be traced to a lack of understanding.

A

In the eye care industry problems can stem from either the patient or the ECP. We, as eyecare professionals, must be able to both understand the physiological changes occurring with cataract development and also (more importantly) be able to convey that to our patients. Though making a homonym inspired Cadillaccataract joke at the dispensing table might be enough to elicit a chuckle from your customer, it is not likely hilarious enough to appease your patient to keep their new spectacles even though they “can’t see a darn thing out of them!” Being able to proactively present information to patients regarding their current visual situation will not only serve to educate, but will also heighten your value in their eyes as a true eye care professional; one who can be trusted to help them wade through the myriad of options available in today’s ophthalmic marketplace.

Encapsulated and suspended in the posterior chamber of the eye, the crystalline

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

Cataracts can be defined as opacity of the crystalline lens. This can obviously wreak havoc on ones visual acuity. There are many different types of cataracts. Congenital cataracts are formed during adolescence and are usually hereditary. There is a strong tie between German measles in the birth mother and congenital cataracts. Opacity in the lens can also form from injury to the eye and are referred to as traumatic cataracts. These cataracts can develop rapidly or may take weeks to manifest.

Cataracts can also form from secondary causes such as diabetes or appear as a side effect of prolonged high-dose steroid use.

Age related, or senile, cataracts are the most ubiquitous. lens is an elliptical, avascular, nine millimeter wonder. Almost like an onion, the crystalline lens is formed layer upon layer. The very center of the crystalline lens is the primary embryonic nucleus fibers.

Surrounding the embryonic nucleus, the fetal nucleus is formed before birth.

Adjacent to the fetal nucleus, the adult nucleus is fashioned between birth and sexual maturation. Lastly the outer cortex fibers are laid down after sexual maturation. Much like the cornea, the crystalline lens is primarily composed of collagen that is arranged in such a way as so that the sheets lay parallel to one another and allow light to permeate through. The sclera, in contrast, is also composed of collagen, although the sheets do not lay parallel

All people, as long as they live to a nice mature age, will unfortunately experience this type of cataract formation. Senile nuclear sclerosis is most prevalent within this group. It is categorized by a yellowing opacity within the embryonic or fetal nucleus. As the cells within the crystalline lens progress through their life cycle they migrate towards the central nucleus producing a hard, yellow opacity. Studies have also demonstrated a positive relationship between ultraviolet exposure and the formation of senile cataracts. Those whose careers dictate that they spend the majority of time outdoors are more likely to develop nuclear cataracts at an early age.

Continued on page 38

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EDUCATION: WEDNESDAY, MARCH 26– SUNDAY, MARCH 30, 2014 EXHIBITION: FRIDAY, MARCH 28– SUNDAY, MARCH 30, 2014 Javits Center | New York, NY

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In general, cataracts are removed when they affect a person’s everyday life. The patient is likely to complain of a layer of film obscuring their sight, or of cloudy, blurry vision. Night driving is also likely to be severely impaired.

exercises that they saw on the internet.

Let them live in the moment. Just fill their prescription and be glad that you will be their hero. Of course, it may not last for long. Those with developing cataracts are likely to experience fluctuating vision.

A cataract is classified as mature once the patient cannot read better than the 20/200 line on the eye chart, also known as “the big E.” Many times at this point, if not sooner, the doctor will recommend surgery.

Cataracts, however, do not mature rapidly.

Most cases take years and years until they progress to maturity. Of course, after surgery it is generally (over 90%) a storybook ending as the filmy-eyed patient becomes a post-surgery, pseudophake. Along the way, however, these patients will be the proud recipients of new eyeglass prescriptions, and many times false hope.

Anti Reflective coating, contrary to what most cataract-wielding patients will tell you, is more beneficial than a two-tone gradient tint. AR works by allowing more light to transfer through the lens, virtually eliminating the dizzying array of glare that would otherwise end up on the surface.

Though tint may create a calming effect on the wearer, it is no match for today’s advanced antireflective lens treatments.

Cataracts diminish the available light reaching the photosensitive retinal tissue.

During the early stages of senile nuclear cataract development the lens will puff up and get larger, effectively gaining more dioptric power. At this point the crystalline lens is only slightly cloudy, so usually an Rx change can, for the most part, restore patient acuity to an acceptable level. The glasses prescription will become more myopic to compensate for the growing lens. Hyperopic patients will rejoice in their newfound pseudo-emmetropic state.

A patient with a low plus powered prescription may very well shift back to near plano conditions. This phenomenon is referred to as “second sight.”

Here is a tip: Do not interrupt your patients when they are on their cell phones after their exam telling their neighbors how their eyes have gotten better and they think it’s because they have been doing eye

Doesn’t it make sense that we would fit our cataract patients with spectacles that allow all available light to reach their cloudy crystallines? You are not selling them antiglare because it is more expensive than their two-tone, tinted trailblazers; you are selling them antiglare because it is better for their optics (and aesthetics).

Ultraviolet protection is another lens treatment option that your patients with advancing cataracts will benefit from.

Inform the patient that using a UV protected lens will most likely slow down the progression of cataracts. If the patient is starting to develop cataracts in their early 60’s a UV protected lens could mean the difference between that patient needing surgery in their 70’s or 80’s. That sounds like a good enough reason to spend fifteen dollars. Of course, this applies mainly to our CR-39 friends; most of today’s higher index materials are inherently UV blocking.

When dispensing eyeglasses to patients with maturing cataracts it is imperative that they understand the concept of best corrected visual acuity. For instance, if the strings on my guitar are old, even if it is in proper tune, it will produce a sound that is dull and lifeless. On the other hand, if I replace the strings on my guitar and then tune it, the guitar will sound louder, brighter, and more vivid. The same can be said about cataracts. With such an impediment one’s best corrected visual acuity might not line up with what the patient is expecting. The refraction can achieve a compromised improvement but it cannot alter the fact that a once transparent lens is now translucent or opaque. Do not set your patients up for disappointment. Explain to them the physical change taking place with their crystalline lens. When your patients know what to expect they will not experience the cognitive dissonance that can accompany unrealistic expectations.

It is inevitable that some of your patients will ignore and disregard your comments about how their new prescription will not have them seeing as well as they did in their teenage years, aka “the good ol’ days.” The cold hard truth is that sometimes we can educate our patients until they know more than us and they will still come back after wearing their new spectacles and ask us why they can’t see road signs on the interstate from three miles away like they used to. Of course, we should all just be glad that interactions with +20.00 aphakes are all but gone. I mean, who even remembers how to compensate for refracted vertex distance? I

UV Radiation – Cataract Causation Billions of dollars are spent each year on cataract related health care, and with an estimated 16 million people affected worldwide, cataracts consistently remain the number one leading cause of blindness.

Research dictates that three million of these cases are directly related to sun exposure. In response to our depleting ozone layer, harmful ultraviolet B rays are reaching through our earth’s atmosphere at an ever-increasing rate; and while most cataract cases are not entirely preventable, proper sun protection has been demonstrated to decelerate progression and reduce severity.

UV radiation is generally classified in three bands.

The most prevalent, UVA wavelengths, (315-399nm) easily penetrate the ozone layer and reach the earth’s surface. Silently wreaking havoc, UVB rays (280-314nm) unfortunately due to thinning ozone, have the same capability. UVC rays (100-279nm) are entirely blocked by our atmosphere and thus cause no mischief.

Conditions such as season, time of day and geographic positioning all affect UV intensity. Similarly, various environmental features such as snow, water and sand will reflect and augment UV concentration.

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connect. inspire. lead.

The Optical Women’s Association invites you to the

15TH ANNUAL PLEIADES AWARD honoring SHERRIE ROGERSON of REM Eyewear Friday March 28, 2014 6:00 pm - 8:00 pm – Cocktails 6:45 pm – Award Presentation Marchon Showroom 8 West 40th Street, New York City RSVP by March 14, 2014 @ www.opticalwomen.com Transportation services from the Javits Center 5:45, 6:00 and 6:15 pm Taking place during International Vision Expo East

For more information on the OWA and/or to become a member please visit our website at www.opticalwomen.com

Our thanks to Vision Care Product News for providing this space _hk HP: l f^llZ`^

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

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SECOND GLANCE Elmer Friedman, OD

Cry Away Your

BLUESIES We have all witnessed from time to time the healing power of tears.

Tears are the release valve for stress, sadness, grief, anxiety, frustration and disappointment. Of course, there are tears of joy. People may be grateful when they can cry. They say it feels cleansing and offers a way to relieve built up emotions so they do not create stress, fatigue or pain.

Current views, for men and women, reveal that tears are a sign of courage, strength and support a sense of reality.

Some parents set a negative example for their children when they show that they are uncomfortable around tears. Society has ingrained us with the idea that we are weak for crying. The notion “strong men don’t cry” should be rejected. The new idea of what constitutes a powerful person is someone who has the strength and self awareness to cry. These are the type of people who are most impressive, as they studiously attempt to avoid some kind of a macho or false bravado front.

Professor Ad Vingerhoets, a psychologist and researcher on crying, contends that women generally cry more than men. Both sexes cry equally at major events such as bereavement. Studies show that compared to women, men tend to cry at positive events whereas females cry at negative ones.

The difference lies in the realm of hormones. The main hormone in women’s tears is protactin. Levels of this hormone rise just before and during crying. Experts differ on its role in crying. Protactin rises

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

during pregnancy and stays at a high level in the weeks after giving birth.

However, other experts say that protactin can also increase feelings of helplessness in the person that cries. As far as men are concerned, their testosterone hormones may restrict tearing. But that hormone decreases with age and it has been observed that men cry more frequently as they get older. According to professor Vingerhoets, two personality traits that particularly determine whether one person cries more than another are empathy and neuroticism.

Conditions regarding sensitivity to other people’s feelings and the presence of a neurotic nature suggests that they are more likely to cry.

Alcohol boosts levels of protactin and can help to induce crying. Another tear causing element is the lack of sleep. It is thought that it affects the part of the brain, called the limbic system, which controls emotions. Normally the forebrain keeps this under control. But lack of sleep decreases the amount of control and we tend to cry more easily. Damage to the

limbic system and forebrain can cause people to suddenly break down in tears for no reason, simply because they have lost control of their emotions. This is known as pathological crying or emotional incontinence.

This distressing symptom is seen in patients who have suffered a stroke or brain injury, or have a condition such as Parkinson’s disease, Alzheimer’s or multiple sclerosis. In some cases this is thought to be due to damage to crucial structures in the forebrain. However, brain scan studies are still ongoing into the exact cause, in the hope of developing treatments. There is still much to understand about crying.

Professor Vingerhoets explains that despite being demonstrated by every person on the planet, it is still, ultimately, a mystery. He adds, “Tears define our species and separate us from all other animals, yet science still doesn’t agree on what function it serves.”

There are numerous health benefits of tears. They protect and lubricate the eyes, wash away irritants, reduce stress hormones and they contain antibodies that fight

Continued on page 42

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2013 Project Highlights – Your Donations at Work!

With your help, Optometry Giving Sight was able to allocate $1.8 million to 46 projects in 28 countries in 2013, impacting on tens of thousands of individuals.

Thank you for your support.

Highlights: 34 students graduated from degree and diploma Optometry programs in Africa 12 Schools of Optometry received ongoing and new funding support* 2,440 people were given direct training and skills development 139,450 children were screened as part of Child Eye Health Programs 44,268 people received direct access to eye and vision care * Ongoing funding:

Argentina

Cameroon

Eritrea

New schools:

Haiti

Mexico

The first optometrists in Mozambique graduated in 2013!

Photo credit: Mozambique Eyecare Project

Moldova

Malawi

Mali

Mozambique

Nicaragua

Vietnam

Nine students graduated from Universidade Lúrio in Nampula in 2013, becoming the very first degree-qualified optometrists in Mozambique. Four of the graduates have been employed at the university and will become the first local members of staff.

Joel de Melo Bambamba graduated top of the class, he decided to study optometry because his grandfather was blind and his brother has serious vision impairment.

“I am very happy to have finished,” he said.

“To have reached a dream of mine, and for my parents.”

Joel was also awarded the Jill and George Mertz Fellowship by the American Optometric Foundation and is currently studying for his Masters.

For more 2013 highlights, check the news story on our homepage, givingsight.org

To donate visit

www.givingsight.org or call 1888 OGS GIVE

Watch Video

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pathology producing microbes. We produce three types of tears. The types are: reflex, continuous and emotional tears. Reflex tears help to clear away offensive material and irritants caused by smoke or exhaust.

The second kind, continuous tears are produced for purposes of lubrication.

They contain a chemical called lysozyme which acts as an anti bacterial agent to protect our eyes from infection. Tears travel, via the tear duct, to the nose to keep it moist and bacteria free. It has been shown that, after crying, our breathing and heart rate decreases as we enter into a calmer, healthy level and emotional condition.

Emotional tears have special health benefits. Dr. William Frey, tear expert, at the Ramsey Medical Center in Minneapolis discovered that while reflex tears are 98% water, emotional tears also contain stress hormones which are excreted from the body through crying. Dr. Frey also discovered other toxins accumulated through stress are excreted as well.

Crying also stimulates the production of endorphins, our body’s natural pain killer and “feel good” hormones. It seems that humans are the only creatures known to shed emotional tears.

Scientists believe that elephants and gorillas also cry. Other mammals and salt water crocodiles produce reflex tears which are protective and lubricating. Crocodile tears are considered with suspicion. People who are deeply spiritual may weep during a prayerful moment. Medieval monks considered these tears as sacred. Of course there are those times when the antics and humor of a great clown or comic will produce tears. They may result from a state of mirth or they may reflect pathos. It is interesting to note that in 1963, Jacqueline Kennedy was praised for her bravery when she refused to cry during her husband’s funeral.

In 18th century Europe, men who wept at the opera or symphony were held in high regard for their elegance and sensitivity.

This changed in the 20th century when a man’s actions were gauged by the Clark Gables, the John Waynes and the Alan Ladds. Weeping was considered to be for

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

wimps only and the masculine example held emotions in check.

There are notable exceptions to the “men don’t cry era.” In his farewell speech at the Yankee Stadium in 1939, Lou Gehrig cried. Sometime later at the very same site in Yankee Stadium, Babe Ruth wept when it was announced that he had cancer. In 1932 Edmund Muskie cried as he defended his wife’s reputation during a campaign in New Hampshire. Robert Dole, in 1993 was interviewed by CBS’s 60 Minutes, and wept on camera while relating a story about a visit his father made while Dole was in a hospital with an arm amputation. In 1996, again he cried twice while describing an emotional visit to his hometown. Curiously, in 1972, while he was chairman of the Republican Committee, he criticized Ed Muskie’s crying as indicating the lack of emotional stability required by a president!

Crying is odd, isn’t it?

There are some amazing and amusing facts about crying that once appeared in the Chicago Tribune: • Rene Descartes, a 17th century French philosopher and a contributor to optical science, believed that tears were like rain, caused by condensation when hot blood came into contact with tiny cool winds that he thought were the animating force outside the body.

• In some parts of the ancient world, mourners would collect their tears in vials that were sealed and buried with the dead.

• In 1994 the Ethiopian junta in power ruled it a crime for mothers to cry for their “disappeared” sons. The fear was held that the tears would lead to efforts to avenge the dead.

• In 1998, homeopath Peter Van Oosterum suggested that the cure for sadness is to drink a solution consisting of one’s own tears.

• Aforementioned researcher, William Fry, discovered that tears contain 30 times the manganese level found in the blood.

Autopsies of some chronic depressives have revealed concentrations of manganese in their brain. Fry, therefore, concluded that crying may be a way of keeping depression at bay.

• Tom Lutz, a researcher at the University of Iowa, says that crying is a sure fire method of capturing someone’s attention. “Tears,” he argues, “can be used to persuade or evade, to clarify or obscure, to reveal or disguise ourselves and our motives.” And he concludes, “They can be used like any language in the full gamut of human projects, from the sublime to the ridiculous.”

The question arises as to what our attitude and treatment should be when faced with a tearful, wet faced patient?

What are they saying to us? It’s a language we need to understand. The dictionary and references of synonyms and antonyms regarding tears has yet to be written. I wager that the answers must lie within the heart. I

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Assistant Professor - Vision Care Technology CUNY NYC College of Technology FACULTY VACANCY ANNOUNCEMENT: The Vision Care Technology department seeks a full-time faculty member. This program, the only one of its kind in the CUNY system, prepares students for a career in eyeglass dispensing, ophthalmic fabrication and contact lens fitting. The curriculum includes a balance of theory and clinical practice in all aspects of the eye care profession. A graduate of the program may become a proprietor of an optical dispensing business or may secure a position as an ophthalmic dispenser, contact lens fitter, manager, ophthalmic assistant, ophthalmic sales representative or optical research technician. Our faculty is made up of licensed opticians who are active in the field.

Responsible for teaching a range of vision care technology courses, academic advisement, curriculum development, and research leading to publication and professional presentations. Committee and departmental participation is required, as well as professional development activities.

Performs teaching, research and guidance duties in area(s) of expertise. administrative, supervisory, and other functions.

Shares responsibility for committee and department assignments including

QUALIFICATIONS: The candidate must have a Master's Degree, ABO and NCLE certified, and licensed in New York State in Ophthalmic Dispensing. The candidate must be a practicing optician with ten years of experience. The ideal candidate will be well qualified to teach Ophthalmic Dispensing, Business Management, Ophthalmic Fabrication, Anatomy and Physiology of the Eye, Contact Lenses and Optics. Prior teaching experience at a college level in opticianry is preferred, as well as excellent communication and computer skills. Experience in curriculum development, instructional technology and innovative pedagogy desirable. Candidates who are certified and licensed outside of New York State will have one year after the initial appointment to secure certification and licensure in New York. Information link is below: http://www.op.nysed.gov/prof/od/odlic.htm. The license is in Ophthalmic Dispensing and the examination is given twice a year, in October and in April. Ph.D. degree in area(s) of experience or equivalent. Also required are the ability to teach successfully, demonstrated scholarship or achievement, and ability to cooperate with others for the good of the institution.

COMPENSATION: CUNY offers faculty a competitive compensation and benefits package covering health insurance, pension and retirement benefits, paid parental leave, and savings programs. We also provide mentoring and support for research, scholarship, and publication as part of our commitment to ongoing faculty professional development.

HOW TO APPLY: Visit www.cuny.edu, access the employment page, log in or create a new user account, and search for this vacancy using the Job ID (9628) or Title. Select "Apply Now" and provide the requested information. Candidates should provide a CV/resume and statement of scholarly interests.

CLOSING DATE: Applications will be accepted until the position is filled. Review of resumes will begin 12/16/13.

JOB SEARCH CATEGORY: CUNY Job Posting: Faculty EQUAL EMPLOYMENT OPPORTUNITY: We are committed to enhancing our diverse academic community by actively encouraging people with disabilities, minorities, veterans, and women to apply. We take pride in our pluralistic community and continue to seek excellence through diversity and inclusion. EO/AA Employer.

Advertiser Index ADVERTISER

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13, 25

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Optogenics

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www.optogenics.com

43

800-749-8427

www.grimesoptical.com

Optometry Giving Sight

41

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Hilco

INSIDE BACK

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Santinelli International

15

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ic! berlin

FRONT COVER

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Tech-Optics

44

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Three Rivers Optical

Grimes Optical

i-see optical

30

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www.iseelabs.com

20, 21

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www.threeriversoptical.com

Luzerne Optical

29

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Trevi Coliseum

9

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www.national-lens.com

Match Eyewear

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US Optical

27

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Vision Expo East

37

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Vision Systems

43

866-934-1030

www.Patternless.com

My Vision Express National Lens Nellerk Contact Lens Cases

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31, 43

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â&#x20AC;&#x201D;

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LAST LOOK Mary Armstrong, ABOC

Inserting the Write Example Some years ago, I was fortunate to o have have eb been coached by my practice’s e district manager about a new newsletterr article a II’d d written for our company. om any. y.

M

Y FIRST PERSPECTIVE wass mistakenly from the internal viewpoint as a service provider, rovider, der, err,, er rather than that of the intended ded ded reader – the customer. After chipping away wayy at the re-write, I found it was easier to block-up a new lens and edge the material ial al using a different pattern to fit the frame of reference.

As a trade journal, EyeCare Professional provides an excellent platform view for sharing knowledge within a community of thousands where the jargonese of all things eye-related is expected, understood and valued. Incorporating the training and implementing the education we obtain from these monthly pages is then ultimately redirected to better service those on the other side of the counter/table, the other end of the phone, chair occupants and retail website visitors. Transposing those prescription signs requires some customized prevention of attention diffraction.

One tenet of professional success is saying “The Right Thing to the Right Person at the Right Time.” In seeking to connect with our customers and patients by relating to their lifestyle interests and requirements, we become accustomed to using quotes, slogans, analogies, metaphors and examples to illustrate real world applications of the products and services we provide for their needs.

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

Sp SSports ports po p orts references o rref e ef es may help “drive ve home” hom me you me” yo your our retail sales pitch i ch h on on aat athl athletic th hletic hlle letic tic goggles, ggogg gog go ogggg e but iin n th the lab getting thrown a base curvee is is mor more m mo or B-fitting a cut-out. For Optics or ptics ticss authors, h in making the switch from verbal to to written, it’s more effective to morph those expressions into “The Right Thing to the Read Person at the Write Time.”

Explore your horizon options with online optical dictionaries and term glossaries; e.g., www.eyeglossary.net; and “Dr.Mardy’s Dictionary of Metaphorical Quotations” (DMDMQ) www.drmardy.com. While we might not all aspire to creating a whole new language, like “Colbertian” inspired by Stephen Colbert’s “Truthiness”, with a little Free Form visualization, we all can create some hybrid blending word “mashups” and new acronyms. Updating common clichés and sayings with newly imbued meanings, especially with technological advances, is one of the most entertaining tools a professional can incorporate into one’s “spiel.”

Imaginative, specific use of terms customized to the optical industry can make you stand-out and be memorable. Regardless of what process, facet, discipline or trade segment is the subject of your final inspection, the verbal and written communication skills required by all are the tools that comprise the greatest percentage of the use of your time. Reading is like listening on paper or pixels. You will be more effective when you’re writing with verbiage that’s understood within your profession.

The next time you are tempted to insert a time-honored, popular phrase, try changing it up a bit and make a “YouPhemism” of your own: Get Self-Writeous.

Instead of “Make a ‘Big Splash’ with this new frame line/style,” (their practice is not a pool, nor a swimwear line), say instead: “Take your inventory from Here to Modernity.” For any who are rechecking this Rx, you can verify that “Optics is a more than a SPECtator sport.” ■

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