EyeCare Professional - April 2009

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OPTICIANS ASSOCIATION OF AMERICA AT-A-GLANCE / PAGE 26 April 2009 • Volume 3, Issue 16 • www.ECPmag.com

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The alternative photochromic

Corning and SunSensors are registered trademark of Corning Inc., Corning, NY - Copyright Š 2008 Corning Incorporated. All rights reserved.

Photochromic diversity... up to your wildest ophthalmic dreams!

High quality photochromic monomer - Mid-Index (1.56).

In-Mass technology. Lighter than polycarbonate.

Excellent value for the money.

High performance photochromic monomer - Mid-Idex (1.56).

In Mass technology. Superior tensile strength.

UV cut-off improved.

High performance photochromic coating for high indices and polycarbonate - Coating technology - 100 % UVA/UVB blockage.

Ideally suited to high-end lens designs.

www.corning.com/ophthalmic

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EYECARE INNOVATOR OF THE MONTH: What makes the new Corning technology, SunSensors® HPC, different?

With a sustained investment in R&D and over 150 years of materials science and process engineering, Corning again innovates by speeding up the photochromic performance with SunSensors® HPC. The new SunSensors® HPC is a High Lyle Rubin North America Sales Performance Coating that allows Manager/Ophthalmic Corning to expand the materials Corning, Inc. that SunSensors® is available in to include polycarbonate, and higher indices. This photochromic technology has an exceptional fading speed.

This fast-reacting photochromic technology was introduced worldwide in 2008 to address the high-end lens market and is a patented, state-of-the-art coating process. This compliments the popular SunSensors® in-mass photochromic lenses. The SunSensors® in-mass photochromic lenses still bring an excellent value for the money in the low to mid-index material category. We use two technologies and three products to meet different market needs.

Two technologies and three products when others promote a unique photochromic solution; isn’t your strategy a bit risky?

On the contrary, we think that photochromic diversity could be the most successful option for several reasons. First because our customers like to be free to choose between: 1. An attractively priced, universal, in-mass photochromic lens, SunSensors® by Corning.

2. A high performance photochromic lens made from a mid-index in-mass material, SunSensors®+.

3. A powerful fast-reacting photochromic lens, SunSensors® HPC, the newest technology used

by Corning, which is a patented, state-of-the-art coating process designed for polycarbonate and high indices lenses.

Our customers can therefore get the SunSensors® quality and communication support at different levels that fit the specific needs and profiles of the various markets they target.

Finally, this genuine photochromic range has a unique market positioning, especially in the current economic context: this is why we now describe our SunSensors® range as “the alternative photochromic.”

CORNING

How will you promote these technologies within the ophthalmic industry?

On our side, under the Corning name, we will promote the whole SunSensors® photochromic range with a global B-to-B communication campaign, as well as through our completely new ophthalmic website, now loaded with useful information and addressing all constituencies including teachers, students and eyeglass wearers. From our website you can schedule American Board of Opticianry approved seminars, as well as have access to our media center which has downloadable technical data sheets and information on our new “wild” style communication campaign.

What are the objectives of your new “wild” style communication campaign?

A few years ago, when launching SunSensors® by Corning we used the term, “Technology you can trust.” With the changing times we thought that humor and something out of the ordinary would not harm our “technologist” reputation!

A closer look at the concept reveals its logic: these “exotic” and differentiated eyes symbolize the wide variety of lens wearers’ profiles and needs. For example, is there a better analogy than the tiger to describe our fast-reacting new photochromic coating? Overall, we walk the talk of photochromic diversity, offering ECPs this differentiation as a way to address all of the needs of their customers.

Your communication strategy has always been based on customer partnerships; is it still the case?

Yes, we always want to give the priority to collaborative solutions which best serve our customer’s interests. As I explained, each SunSensors® lens will have its own visual identity, reflecting its precise market positioning. These will be echoed in specific ads and commercial/technical literature.

In our media center we have advertisements and communication guidelines that will enable our customers to be part of the “wild” style communication campaign.

We also have available point of purchase displays for our photochromic solutions, which encourage the consumer to interact with the photochromic lenses in a tester that highlights how SunSensors® lenses change under the sun.

Customers can either use these individual solutions as is, or can choose to customize them to include their own messages.

Are there any new SunSensors® items planned for 2009 or 2010?

Yes, Corning’s commitment to this market is stronger than ever. Widening our portfolio with innovative technologies will remain our development strategy to make sure SunSensors® remains The Alternative Photochromic. ■ APRIL 2009 | EYECAREPROFESSIONAL | 3

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APRIL 2009

EYECAREPROFESSIONAL

Vol. 3 Issue 16

Features 8

CELEBRITY EYEWEAR

Courtesy of Zyloware

Contents

Magazine

Usher in the spring with the latest in star branded and inspired eyewear and sunwear.

by Amy Endo, ABOM, CPOT

12

POLARIZED LENSES The increase in outdoor activities makes polarization education more crucial than ever.

9

by Carrie Wilson, BS, LDO, ABOAC, NCLEC

16

COMPETITIVE ADVANTAGE IN ACTION Summarizing the results of the successful independent profiles of the past four months.

by Warren G. McDonald, PhD

22

DEALING WITH CHALLENGING PATIENTS Different techniques are necessary in dealing with the unique challenges patients may bring.

by Anthony Record, ABO/NCLE, RDO

32

22

COMPUTER VISION SYNDROME Education about the effects of CVS is important as computers become increasingly ubiquitous in society.

by Bob Faktor, ABOC

36

FRESH FRAME INVENTORIES Maintaining a current, marketable frame inventory is essential in sustaining a strong practice.

by Bob Fesmire, ABOC

On The Cover: US OPTICAL LLC 800-445-2773 www.USOPTICAL.com

Departments INNOVATOR OF THE MONTH..........................................................................3 EDITOR/VIEW .....................................................................................................6 OAA AT-A-GLANCE ..........................................................................................26 MOVERS AND SHAKERS.................................................................................40 SECOND GLANCE ............................................................................................42 ADVERTISER INDEX .......................................................................................46 INDUSTRY QUICK ACCESS............................................................................47 LAST LOOK .......................................................................................................50

32

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now available in polycarbonate image

®

DRIVEWEAR EFFECT The human eye is a wonderfully designed instrument to collect visual information.

Drivewear’s three different “stages” have all been designed to maximize the eye’s natural abilities in each of the different light conditions encountered both outside in direct light and behind the windshield of a car.

OVERCAST LOW-LIGHT

BRIGHT LIGHT BEHIND WINDSHIELD

BRIGHT LIGHT OUTDOORS

YELLOW-GREEN CONTRAST-ENHANCING COLOR

COPPER COLOR HIGHLIGHTS THE REDS AND GREENS, ENHANCES THE VISUAL COMFORT OF THE DRIVER

DARK BROWN COLOR PROVIDES HIGH CONTRAST PLUS MAXIMUM EYE PROTECTION AND COMFORT

ONE SUNLENS FOR THE WAY WE DRIVE AND LIVE ™

“It’s a Pleasure to Please You” Robertson Optical Laboratories, Inc.

Robertson Optical Laboratories, Inc.

120 Howe Street Greenville, SC 29601 800-223-0890

2309 Highway 81 South Loganville, GA 30052 800-929-2765

Robertson Optical Laboratories, Inc. 411 Commerce Drive NE Columbia, SC 29223 800-922-5525

Drivewear, NuPolar and Image are registered trademarks of Younger Optics, Torrance, CA. Transitions, Activated by Transitions and the swirl are registered trademarks of Transitions Optical, Inc.

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EYECAREPROFESSIONAL

Editor / view

Magazine

by Jeff Smith

Publisher/Editor . . . . . . . . . . . . . . . . . . . . . . . Jeff Smith Production/Graphics Manager. . . . . . . . . . . Bruce S. Drob Director, Advertising Sales . . . . . . . . . . . . Lynnette Grande Contributing Writers . . . . . . . . Thomas Breen, Judy Canty, Dee Carew, Alvaro Cordova, Harry Chilinguerian, Amy Endo, Bob Fesmire, Elmer Friedman, Paul King, Jim Magay, Warren McDonald, Mark Morris, Anthony Record, Samantha Toth, Ted Weinrich, Carrie Wilson Internet Coordinator . . . . . . . . . . . . . . . . . . . . Terry Adler Opinions expressed in editorial submissions contributed to EyeCare Professional Magazine, ECP™ are those of the individual writers exclusively and do not necessarily reflect the opinions of EyeCare Professional Magazine, ECP™ its staff, its advertisers, or its readership. EyeCare Professional Magazine, ECP™ assume no responsibility toward independently contributed editorial submissions or any typographical errors, mistakes, misprints, or missing information within advertising copy.

ADVERTISING & SALES (215) 355-6444 • (800) 914-4322 lgrande@ECPmag.com

EDITORIAL OFFICES 111 E. Pennsylvania Blvd.

Feasterville, PA 19053 (215) 355-6444 • Fax (215) 355-7618 www.ECPmag.com editor@ECPmag.com EyeCare Professional Magazine, ECP is published monthly by OptiCourier, Ltd. Delivered by Third Class Mail Volume 3 Number 16 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.

Purpose: EyeCare Professional Magazine, ECP™ is a publication dedicated to providing information and resources affecting the financial well-being of the Optical Professional both professionally and personally. It is committed to introducing a wide array of product and service vendors, national and regional, and the myriad cost savings and benefits they offer.

For Back Issues and Reprints contact Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com Copyright © 2009 by OptiCourier Ltd. All Rights Reserved

6 | EYECAREPROFESSIONAL | APRIL 2009

Technological Patients HE OPTICAL INDUSTRY is experiencing an explosion of new technology. Of course, that’s nothing new... remember when all glasses had glass lenses? Or, to bring it in more recent perspective, when letters were typed on a typewriter? For most of us, trying to understand how a computer works can be just slightly easier than transcribing Sanskrit. Remember how frustrating it was when you tried to make sense of what the computer salesman was telling you: Byte? ROM? OS? Well, it has come full circle.

T

Technological advances in lens design, coatings, or frame design and materials can be exciting to us, but just as frustrating to the patient if presented incorrectly.

Remember, what patients really want is simply the best vision possible. While it has become easier to accept the technical jargon associated with computers, the average optical patient hears about PAL, AR, and poly maybe once every two years.

The guiding principle when presenting the latest in optical technology is KIS (Keep It Simple).

The first step in presenting technology is to know as much about it as you can.

The more you know, the easier it is to explain in simple terms. While it may not be important to know all the physics involved in, say, wave-front laser guidance, you should know the benefits to the patient of a wave-front lens and why. Know when new technology is beneficial to the patient, and when it may not be appropriate, and what the limitations might be. Many of the newer lens designs are engineered to help patients with relatively high corrections, high cylinders, or other special needs.

A patient with -0.50D sphere correction will probably not benefit much from wavefront, 7.00 index lenses. However, when appropriate, never hesitate to recommend advanced designs.

When explaining new designs or materials, emphasize the benefits to the patient.

Think of it as starting at the bottom of a pyramid, beginning with broad, general terms and only advancing to more restrictive, technical language when necessary. Of course, there will always be those patients who want a more detailed explanation, either out of curiosity or to test you. In that case, go ahead and get more technical, but beware of your limits. If you’re not sure, admit it, don’t try to bluff your way through. If your not sure (or even if you are), grab a brochure and quickly go over it with the patient. This will not only guide you through, but gives credence to what you’re saying.

If the new technology provides real benefits, and is presented in an understandable fashion, then the benefits will out-weigh the costs, and the patient will make a financial decision based on value. Get excited by the new technology, and get your patient excited with the amazing benefits made possible by it; after all, you’re offering the best solutions for their vision needs.

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The BEST Packages Come From:

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(800) 328-7035 Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. CleAR is a trademark and PolyClear is a registered trademark of Signet Armorlite, Inc.. Trivex is a registered trademark of PPG Industries, Inc. SunSensors is a registered trademark of Corning, Inc.. ©2009 Signet Armorlite, Inc.

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Celebrity Branded and Inspired Eyewear Celebrities are the main catalyst in the unleashing of a fashion trend.

With Spring approaching, you’ll be in need of star branded and inspired eyewear. Having a variety of choices is ideal, and here are some fabulous eyewear and sunwear to make Spring and Summer that much more fun!

Safilo USA The new JLO by Jennifer Lopez optical sunglass collection offers five styles which can accommodate prescription lenses geared toward women of all ages who are self confident, trendy, fun and fashionable. Shapes include rectangular and oval, and all five styles have polarized lenses. Beautiful color combinations fill the line, including brown teal, black apricot, black ivory, brown caramel, tortoise pink pearl, black horn, light pink, tortoise and black. www.mysafilo.com

Modo Eyewear Modo introduces six new optical frames and four sunglass models for its Baby Phat Spring/Summer 2009 Collection. The sunglass collection consists of three metal and one plastic style, in colors ranging from beautiful olive greens to eggplant, to gold and gunmetal. Mother-to-be Kimora Lee Simmons - the star of the Style Network reality series “Kimora: Life in the Fab Lane” – continues to emphasize the importance of bling in your wardrobe. www.MODObiz.com

8 | EYECAREPROFESSIONAL | APRIL 2009

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Adidas Eyewear

Viva International Group

Catherine Deneuve Lunettes introduces five new models to its modern and stylish eyewear collection. Meticulously crafted with simple, yet elegant shapes, these new spring releases feature an array of sophisticated embellishments. The CD-273 features open metal temples that coordinate perfectly with uniquely designed metal endpieces adorned with fine crystals. www.vivagroup.com Adidas’ a385 is the newest addition to the adilibria family, featuring a halfrim and for the first time in the adilibria, adjustable temples. It features Light Stabilizing Technology (LST), which allow for clear views of the green, the quick change lens system and a discreet feminine floral print on the temples that flows onto the lug areas in the front. The frame was designed in collaboration with professional golfer Natalie Gublis. www.adidas.com/eyewear

Marchon

Zyloware The Daisy Fuentes Eyewear Collection features color creations in metal and zyl. Cecilia is a hand-crafted zyl frame, with spring hinges and an inlaid Daisy Fuentes logo plaque in the temple tip. It’s available in size 49-16-135 and in colors Burgundy and Brown Pearl.

The Burgundy frame features semi-circle metal decor adorning the temple. Brown pearl features a horizontal striped brush pattern. www.zyloware.com

Designed for the distinguished man, the Sean John SJ529S is exceptionally captivating. Vintage inspired, this style is uniquely modernized in sleek zyl detailed with shiny gold Block Initial logos at each endpiece and Money Logos accent the inside of both temple tips. Rich, masculine colorations of black, dark tortoise and brown olive complete the distinctive look. www.marchon.com

APRIL 2009 | EYECAREPROFESSIONAL | 9

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New York Eye

L’Amy America

The Joan Collins Eyewear collection speaks to the remarkable woman, who is interested in style and appreciates value.

Elegantly detailed with feminine styling, in defined shapes and delicate colors that will appeal to the diva in all women. www.newyorkeye.net

ClearVision Optical

The JACKIE NR3203 style was originally worn by Jacqueline Onassis and has an exaggerated square design with vertical gradient tint. Today, L’Amy and Nina Ricci are relaunching the exact style, available in the same vertical grey fade, but also in 5 additional dramatic colorways: Grey-green, BrownOrange, Tortoiseshell, Smoked Grey and Black. www.lamyamerica.com

Kenmark Inspired by Vera Wang’s 2009 Ready-to-Wear collection, the sun collection offers fashionable designs that reflect her experimentation with shape, color and volume. The sunwear styles

The IZOD Eyes customer is modern, sporty and energetic, someone who appreciates uncomplicated clean designs that accommodate his active lifestyle. George Clooney is wearing ClearVision’s memory metal IZOD Perform X-82 style on the set of his upcoming movie entitles, “Up in the Air.” www.cvoptical.com

10 | EYECAREPROFESSIONAL | APRIL 2009

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capture the spirit of these designs with elements such as the hand-enameled tiles and lacquered decorative temples. The custom laminated Italian hand-made zyls are inspired by her fabric patterns and colors. www.kenmarkoptical.com

Luxottica

Colors in Optics

Jessica Simpson has recently created a fashion line called JS. From her eyewear collection comes the J877, a rectangular shaped zyl frame with triple laminated acetate. There is a floating JS symbol on the temples. Colors: Black Ivory, Purple, and Tortoise Pink. www.colorsinopticsusa.com

Paris Hilton was recently seen wearing the Prada Model SPR18I, an elegant, large acetate model for women. The soft, sinuous curves create a dreamy look also accentuated by shaded lenses in purple and pink combined with black, white, or lilac frames. A tortoiseshell version with warmer hues is also available. www.luxottica.com

ALWAYS STAY AWARE of what styles are popular with celebrities. They will help to give your dispensary the best product mixes in eyewear and sunwear. Celebrity branded and inspired eyewear can also be available at all suitable price ranges to meet each customer’s needs. â–

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Through the Lens Carrie Wilson, BS, LDO, ABOAC, NCLEC

Polarizing Light: Filtering the Truth of Polarized Lenses Photo: Courtesy of Oakley, Inc.

SUNGLASSES TODAY are not just a fashion accessory, but an essential part of maintaining eye health. With the increased amount of time individuals spend performing outdoor activities and driving, polarized lenses can provide protection from UV rays and from the dangers of glare.

Blinded by the Light To understand how polarization works, one must first understand how light works and effects the eye. There are three different forms of light: ambient light, direct light, and reflected light.

• Ambient light- Ambient light is diffused lighting that has no visible direct source. This light has been bounced and scattered around so much that it just seems to glow. Good examples of this are the soft light that is visible at night or the scattered lighting that is used in photography to create effects. This light type is not a major source of discomfort.

• Direct light- Direct light is light that goes straight from the source directly to the eye. In this case, it would be sunlight. Bright sunlight can cause pain during focusing and it can wash out the colors and fine details of the surrounding environment.

• Reflected light- Reflected light, as the name implies, is light that is reflected off a surface before it enters the eye. This is the light that becomes horizontally polarized during the reflection process, resulting in glare.

Reflected light and its resultant glare is a major cause for concern to the eye care professional and his or her patient. Glare and the dangers it causes can be divided into two main categories: discomfort glare and disability glare.

Discomfort glare is a very subtle form of glare. It causes the visual system to over exert itself resulting in eye strain, headaches, and physical fatigue. Common causes of this glare type are light that is reflected off spectacle lenses, computer screens, windshields; as well as light color surfaces such as paper and walls.

The most dangerous form of glare is disability glare. This is the type of glare that causes the patient to instinctively avert his or her eyes. Reflection off the roads, water, ice, hoods of vehicles and sand are the main causes of this glare type. Further, it is disability glare that most concerns the eye care professional when providing the patient with the appropriate sunwear. Disability Continued on page 14

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glare poses a hazard to the patient if not treated properly, due to safety risks that averting the eye can cause during activities such as driving and water sports.

Although not considered a significant problem today with new manufacturing methods - delamination, or the separation of the polarizing film from the lens material, used to be a major concern for eye care professionals.

Changing the Ray Polarization is the breaking down of a light wave that travels in all directions, into rays that travel in two directions. Although the direct light coming from the sun in not polarized, when the light hits a highly reflective surface, it is broken down into horizontal and vertical polarized beams. Since most reflective surfaces are on a horizontal plane, such as water or the hood of a car, the polarized beams that cause the most disability glare is the horizontal polarized light. Therefore, to eliminate the horizontal polarized light from reaching the eye, a filter is fixed at an angle that only allows vertical polarized light to enter the eye.

It’s all in the Film A standard sunglass lens is simply tinted or coated and is insufficient in blocking or reducing the amount of glare. These lenses simply reduce all the visible amount of light that enters the eye by a standard amount, based on the degree of color on the lens. This is not the case with polarized lenses, which are actually an optical filter.

Polarized lenses are composed of a chemical film that is applied to a clear lens surface. The chemicals within the film, usually iodine crystals, typically align themselves parallel to each other, creating a window blind effect that blocks wavelengths on one plane while allowing wavelengths on a plane 90 degrees away to pass through the lens.

The common methods of creating polarized lenses are lamination, during a molding process, or by coating a lens.

Lamination is the oldest form of polarization and is created by placing a polarized film between two pieces of lens material.

Regular windshield glare

14 | EYECAREPROFESSIONAL | APRIL 2009

The polarization of plastic lenses occurs when the lens material is melted and then poured into a mold in which film is placed. Next, the lens material surrounds the film, hardens, and creates one solid piece. With polycarbonate lenses, the polarized film is placed on the outside of the lens and is then covered with a scratch resistant coating. This method is used because the heat from the injection molding process of polycarbonate manufacturing will degrade the polarizing film.

Customizing the Lens In determining which polarized lens to provide to the patient, it is important to understand the patient’s needs and desires.

The new lines of polarized lenses can be customized by material, design, and color.

Early polarized lenses, like most lenses, were only available in glass and consequently a safety concern. This is no longer the case. Today’s polarized lenses are available in plastic, hi-index and polycarbonate, in addition to glass. Therefore, they are an excellent choice for even the most active patient.

No longer do polarized lenses come in the standard single vision design. The wide varieties of lens designs now include aspherics, progressives, bifocals and trifocals. These new designs allow the eye care professional to make the lenses customizable for many tasks and prescriptions. Now, a high minus presbyope can get a lens that works well for golf, as well as driving. In fact, virtually any activity that will benefit from color enhancement, increased depth perception, greater color contrast, and the elimination of glare will be improved with the addition of polarized lenses.

Glare reduced with NuPolar® from Younger Optics

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Polarization is now available in a wide range of colors.

No longer does the patient have to be content with brown or gray. Now, the eye care provider and patient can design the polarized lens to have a color that is best for the desired activity. New colors such as copper for racing, green for tennis, and orange for hunting and shooting are now available to enhance performance.

“No longer do polarized lenses come in the standard single vision design. The wide varieties of lens designs now include aspherics, progressives, bifocals and trifocals.”

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Use one website to order all of your stock lenses electronically.

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Opticom, you can place all

Words of Advice Although the benefits of polarization are excellent for almost all patients and outdoor activities, some visual activities may be hampered by polarization. Pilots who operate aircraft with polycarbonate or tempered-glass windshields may be distracted by the stressed, checkerboard pattern that may appear in the material. Activities that may require use of a LCD screen may also be hampered by polarized lenses since LCD screens operate by polarizing light. An additional activity that may pose a danger to individuals wearing polarized lenses is downhill skiing. Glare for high speed skiers is a safety asset due to its ability to alert skiers to ice patches and bumps on a ski slope.

Polarized lenses are the best lenses available for sunwear and most outdoor activities. By actually filtering the light instead of just diminishing it, polarized lenses create a safer, more comfortable environment for the patient by eliminating glare and also by reducing eyestrain, headaches and fatigue. It is the responsibility of the eye care professional to provide the best possible eyewear to fit the patient’s needs and polarized lenses provide an unsurpassed means to do this. ■

If you are currently ordering lenses from any of the following participating vendors, you can send your order using the Opticom Website at no cost!

Arch Vision (Tejin Lenses) Augen Optics Avada Eyewear Bristol C&D Carl Zeiss / AO Sola Conant USA Cunningham Lens Dagas Optical USA Essilor (Silor, PRIO Varilux & Gentex) Excelite Eyenovate Fantom Optics Gator Lens

Hilco (Supplies) Hoya Lens I-Coat ILENCO J G Lens Kaenon Polarized KBco LBI Lenses Lensco Melibrad Nassau Lens Optima Oracle Lens Pixel Optics Polycore

Green Bay, WI 54308 800-678-4266/Fax 920-965-3203

PolyLens Rodenstock Seiko/Pentax Shamir Insight Shore Lens Signet-Armorlite SOMO Optical Specialty Lens/iRx Polaroid Titmus (Frames) Vision-Ease X-CEL Optical Younger Optics

email: info@opticom-inc.com www.opticom-inc.com

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The 21st Century Optician Warren G. McDonald, PhD Professor of Health Administration Reeves School of Business / Methodist University

The Competitive Advantage in Action: Conclusion This short series has addressed the term Competitive Advantage, which seems in itself a self-explanatory term.

We must, however, look a bit deeper in an attempt to not only survive in the turbulent health care marketplace, but to continue to grow our practices and businesses.

IN AN ATTEMPT to provide examples of selected individuals

who are succeeding, I asked a series of questions to folks I knew personally who are positive examples, or were nominated from the online community of Opticians and Optometrists, www.optiboard.com. I encourage you to go back and to review those articles (at www.ecpmag.com) from the last few months to see how four outstanding professionals not only survive, but excel as independents in this crazy eye care world of corporate megastores and other strong competitors.

I asked a series of questions to each of these folks, and got answers that were similar in some instances, but far different in others. The list of questions is as follows: Provide the reader with a bit of your personal background, including your education, training and professional history.

This question provided some of the responses one would expect. All of these outstanding professionals are from licensed states; not by design, it just seemed to work out that way. One, John Bruening, was educated at Hillsborough Community College’s outstanding Opticianry program, while the others trained via apprenticeship. They all have a similar love for the field and consider Opticianry a profession. They also see that one can operate successfully as an independent and prove it daily, despite what those who spread doom and gloom may imply. They all gained significant experience in other facets of Opticianry, and even in other fields prior to opening their offices. Some worked in corporate organizations, others in labs, and still others in doctor’s offices. The positives and negatives 16 | EYECAREPROFESSIONAL | APRIL 2009

from those experiences were great learning opportunities, allowing them to do things right the first time, and not duplicating things done incorrectly by others when opening their own offices. Experience can be a great teacher if we listen.

Describe your practice, and the services provided.

The operations were varied in many regards, but also had some similarities. All carried eyeglasses, contact lenses, solutions, etc. and did repairs, but there was some “uniqueness” that shone through as we read each article. For example, Heather Allen offered a limited replacement plan of 1-year for spectacles, while John Bruening offered an unconditional 2-year warranty.

Ms. Allen had extended hours in her office to increase access, while Mr. Bruening had multiple offices in strategically placed locations. Roger Bullock offered a unique, high-end selection of frames found only at his office, while Curt Duff operates a decades-old, full-service operation handed down for generations in the Lexington, Kentucky region. Mr. Duff specializes in contact lenses, which is a large part of his operation.

Will you please describe your organizational philosophy, including any mission statement, vision, goals, etc.?

Mr. Bruening has a specific mission statement, “Serve all. Have fun. Make money.” His organizational philosophy is one that empowers employees and is sound in today’s contemporary marketplace. While Mr. Bullock does not state a specific mission statement, he emphasizes being the best in his market. The best products and services and the best people seem to be his message. Mr. Duff indicates that he has no specific mission statement, but looks to develop the practice to meet the needs of the marketplace, clearly an indication of strategic thought.

Ms. Allen’s answer to this question is very straight-forward, and it is simply to be the best. I am not certain from her comments how she will do that, but I bet she will!

Do you have a Strategic Plan for your practice?

Very discouraging to this old professor is a lack of a specific strategic plan for their operations. Mr. Bruening was closest with his answer: Continued on page 18

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“I don’t have a set strategic plan, other than I try to stay ahead of the latest trends, without getting too caught up in them. I have made it a point to study and know my markets to the point that if the opportunity presents itself to make a large frame purchase, I’ll have minimized the risk of getting stuck with a lot of product that won’t sell.”

continuing state of flux, and that it is important to keep up with those changes to meet the demands of the future. This is sound advice!

This, at least, provides for some strategic planning for meeting the needs and demands of the future. I do encourage the development of a strong strategic plan for every business, and hoped to see more in this area. At least all do give the future some consideration, but it is difficult to meet the demands of tomorrow without adequate planning. Strategic management is a must in this economic environment.

Our folks all see their competitive advantage related to the services they provide, and their people. Mr. Bruening feels his ability to buy in volume is an advantage, and Heather sees her advantage as simply being different, meaning she provides frame lines others do not carry, or services not readily available elsewhere. Overall, they see themselves as different from others in their markets based on excellent services, and professional people, able to meet the needs of any patient.

Can you describe your competitive advantage? What do you think makes patients come to you, and remain in the practice?

What do you see as your biggest strengths and weaknesses?

Most of our respondents felt that their biggest strengths were in the excellent service they provide, and their people. As a onewoman shop, Heather Allen sees her ability to get to know each patient her biggest strength. Clearly, services and people rank highly among our article subjects, which is appropriate. Mr. Bullock maintains an active training and education program to keep his employees in the “strength” category and feels they can become a weakness if not well-prepared to meet the needs of patients.

What, if anything, would you do differently in your career?

I was pleased to see that most of our folks would not change.

They are happy in their careers and feel that Opticianry was the right decision for them. Mr. Duff would like to see all Opticians advance their educations, but overall these are relatively happy campers, and very pleased with their profession.

Are there tidbits of advice you might share with the readers that you feel may help them better compete?

As far as weaknesses, they range from the need to better communicate to a lack of an in-office doctor. Mr. Bruening claims communication as his operations biggest weakness, and I assume that can be both internal and external.

Both Heather Allen and Roger Bullock indicate that listening is a key to success. Listen to the advice of others, and learn from them. Keep up to date with products and services, and meet the demands of your target markets. This is sound advice as well.

Are there specific opportunities and threats in your local marketplace? If so, how do you effectively deal with them?

Series Wrap

Curt Duff feels that he needs to maintain “extraordinary services and products in an ordinary market” to meet any threats in his market, while John Bruening sees Internet providers, big box operators, and new refractive surgery procedures as potential concerns. Heather sees doctor’s offices that dispense as her biggest threat, and Roger sees third-party plans his biggest threat.

All of these are real concerns, but the opportunity expressed by all is the opportunity to provide excellent service. That is what they indicate keeps patients/customers coming back.

Where do you see your organization in the next 10 years?

The optical industry?

Almost to a person, our article subjects see their organizations changing, but in positive ways. It is clear from reading their answers to this question that they feel the industry is in a

18 | EYECAREPROFESSIONAL | APRIL 2009

In the last 5 months, we have addressed Competitive Advantage. We all must compete and need to gain an advantage over the competition. In my early days, the goal of all Opticians and Optometrists was to open their own offices one day, and that dream can still be a reality. Review the series, and think about ways you can better compete. Look at what these folks are doing. I included Ms. Allen, who is relatively new, to show that it can be done. She is not only surviving, but thriving and I am pleased to be able to shine a spotlight on her efforts. All of our article subjects are people I am proud to have featured and I hope we learned something from them. I do encourage you all to think strategically ...meaning future-focused... to be able to meet the needs of the patients we will serve in the future, and to gain that Competitive Advantage.

I am very sorry to report that one of our article subjects, Mr. Roger Bullock passed away this past week. I am proud to have known this outstanding man, and was pleased that I could recognize him in this publication. Our deepest sympathies go out to his family. ■

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ONE YEAR LATER WITH US OPTICAL Thank you to all those customers who supported US Optical over the last 12 months. Without your support we could not be at the cutting edge of the freeform revolution, digital surfacing and 24 hour service on all our lenses. We are humbled and very appreciative of the overwhelming support we received since we returned to the wholesale lab business on March 1, 2008. Our goal is to help you our customer grow your practice, enjoy more profits while bringing the best optics to market, allowing the American consumer to see even better – digitally better.

Freeform Revolution: The revolution to upgrade consumers to freeform continues to accelerate. Our customers are committed to bringing the newest and most advanced backside progressives and superior distortion free 2009 designs to the consumer at a reasonable price. In March 2008 we launched our wholesale lab with Seiko Succeed Internal freeform, the first patented backside progressive from Seiko–Epson, one of the most optically superior Progressives in the market today, along with a Zeiss AR coating center, as well as a host of traditional brand Progressives and commodity lenses.

A few months later we than teamed up with Shamir Insight and launched our second freeform lens, the Shamir Autograph™ II®, another 2009 technologically superior enhanced backside progressive. This progressive also comes with a solution for wrap frames, the Shamir Autograph II Attitude™. Since that time the list has grown: Seiko’s Supercede with advanced aspheric compensation and Shamir Element™, a freeform progressive at a value price with Eyepoint technology. (It combines lens topography with mathematical algorithms.)

Our lab manager is Jay Sagor who has 22 years of lab experience in both surfacing and finishing and is intricately involved in freeform manufacturing. Our 24 hour AR coating Manager is Kim Mooseburger.

New Technology: With our desire to stay at the forefront of technological optical innovation we recently launched atLast!® multifocal from PixelOptics.

This is the first product from Pixel which targets the 17 million annual bifocal users with an aesthetically enhanced multifocal with two intermediates and a composite material of 1.67 and Trivex®.

Zeiss Individual™ and GT2™ 3D have recently been launched by Zeiss Vision. We are already involved in distributing this outstanding customized technology as a Premier Zeiss distributor.

Our technology manager is Bill Herr with over 35 years of technical lab experience providing technical and new product support to all our customers.

Our Superb Customer Service: We are proud of our superb customer service. The customer staff is lead by Hank Del Favero, another 20 plus year veteran in the optical industry and Brian Whitford our customer service supervisor. We have some simple rules. We always answer our phone– 1-800-4-GLASSES – there is no voicemail. We always try to say yes to our customers. Our staff is highly experienced, positive and very professional and this has not gone unnoticed by our customers and has been another factor in our growth and ability to bring innovation to our customers and to the American consumer.

RALPH, RON & ROBERT COTRAN 1-800-4-Glasses www.usoptical.com

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WAL-MART SLASHES PRICES ON CONTACT LENSES AND CHILDREN’S EYEWEAR Wal-Mart Stores took a bold step last month in putting its vision business into the spotlight by announcing the launch of new, nationwide programs which slash prices on contact lenses and children’s eyeglasses and simplify the purchasing process.

The mass merchandise giant said its new program with 1-800 Contacts will save customers as much as 12 percent to 50 percent on the costs of a yearly supply of contact lenses. Additionally, Walmart is offering frame-and-lens packages for children age 18 or under for as low as $39.

“Working with our suppliers and 1-800 Contacts, we have found a way to help our contact lens customers spend less and save more,” said Dr. John Agwunobi, senior vice president and president of Walmart’s Health and Wellness division. “By offering greater accessibility and affordability, we believe the customer savings could reach $400 million during the first three years of this alliance.”

“At a time when every penny counts, contact lens wearers want to save money and get brand name contact lenses conveniently,” said Jonathan Coon, chief executive officer at 1-800 Contacts. “We are proud to be working with Walmart. Together, we have eliminated the hassle of mail-in rebates and replaced them with instant savings at the register. Our alliance improves access and lowers costs

enabling contact lens wearers to replace their lenses more frequently and live healthier lives.”

The new program, the outgrowth of an alliance originally announced by the two companies last year, enables Walmart customers to purchase their contact lenses either at Wal-Mart stores, through the Web or by phone. 1-800 Contacts is providing order fulfillment and customer support.

Jeff McAllister, Walmart’s senior vice president for health and wellness, said that customers who participate in the contact lens program will be examined by independent eyecare practitioners affiliated with Walmart.

In the youth eyewear program, designed to “help families during tough economic times,” Walmart Vision Center customers can choose among 18 different frame styles and colors for $10. Executives did not detail which frames or brands would be included in the $10 program. Three different single-vision, scratch-resistant polycarbonate lens options are being offered, starting at $29 and ranging to $49 with Platinum anti-reflective, smudge resistant coating and $79 for Transitions photochromic lenses with Platinum coating. Walmart will provide a one-year guaranteed free replacement if the glasses are damaged.

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Practice Management Anthony Record, ABO/NCLE, RDO

“Special” Patients Special [spesh’-uhl] – adjective. Distinguished or different from what is ordinary or usual.

dear childhood friend). I met Mr. Cory for the second time a few years ago while working on the front lines of my dispensary. I had first met him more than 15 years ago at a different optical shop 25 miles away. I had not seen him for 15 years.

He was impressed when he walked through my door 15 years later and I greeted him with, “Good afternoon, Mr. Cory, how may I help you today?” He was flabbergasted. “How on earth did you remember my name? Did you hear that Marge [his wife], I haven’t seen this guy in over 10 years and he remembered my name!” I just smiled and thanked him for his praise.

What I did not tell him was that the reason I remembered him was that he was one of the rudest, most unreasonable, disrespectful, difficult patient/customers I have ever had the (dis)pleasure of encountering.

Now let’s be clear. We all have a “challenging” patient from time to time. This type of patient is an unfortunate fact of life. In fact, the Mr. Cory types should represent fewer than one in a thousand - literally. Any more than that, and I would recommend a good look in the mirror. How you deal with the Mr. Corys in your life is up to you. As for me, I simply release them from my care (that, by the way is a euphemism for kicking them out of my practice and out my door – for good). Life is too short, and coincidentally, so was Mr. Cory.

OOK IN ANY DICTIONARY and this is one of the first of many definitions you will see. Therefore, it must be determined what is meant by “different” from the “ordinary or usual” patient. I am not referring to the type of patient who brings you homemade cookies or a Christmas gift.

L

The kind of patient I am talking about is best embodied in the person of David Cory (obviously this is not the real name of the real patient I am about to describe. In fact, it is the name of a

The point of this article is to make it easier to deal with some of the challenging and difficult ones. Not Cory-esque by any stretch, these are normal, decent patients who – due to circumstances – have a momentary lapse of normalcy. While there are dozens of manifestations of this momentary lapse of normalcy, let’s look at four of my personal favorites. See if you recognize any of them.

One of the most challenging patients, especially in these shortstaffed times, is the “Indecisive Myope.” Not to pick on the nearsighted, because hyperopes can be just as wishy-washy. This type of patient just cannot make up her mind. She quickly finds Continued on page 24

22 | EYECAREPROFESSIONAL | APRIL 2009

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a frame that fits and feels great and looks fabulous. She then spends the next hour-and-a-half trying on all of the other frames in the store. Ninety minutes and ninety questions later she settles on the original frame.

There are a couple of approaches that might make this one a bit more manageable. First, if possible, indulge her. So what if she wants to try on every frame? Why not use the extra time to build your relationship with that patient and turn her into a customer for life. Maybe you can turn it into a multiple-pair sale. Of course, circumstances sometimes dictate that you should do something to expedite a decision. Three mini suggestions here: Use the patient’s name, some mild humor, and ask a closed-end question. For example, you might say, “Excuse me, Ms. Williams, you can try on every other frame in this store but none of them will look as great as that one...do you want me to write up the order for you?”

Another challenging patient is the “Chronic Complainer.” You know the kind: rather than simply asking you for a screw, he gives you the history of every other repair and every other adjustment that has been required on this and every other pair of eyeglasses he has owned since 1957. The best advice for this one is wait until he is finished ranting (I promise he will eventually exhaust himself) and then throw him a few “F” words.

No, not those F-words; the ones you will need are Feel, Felt, and Found. Wait for this guy to take a breath, and reply to his complaint with something like the following. “You know Mr. Jones, I can understand how you would feel frustrated...other customers who have had this happen have felt the same way...and I’ve found that if I replace these screws with new ones and coat them with Loctite, they never have the problem again.” Phew!

One of my favorite challenges is dealing with the “Walking Wounded.” Woe is me perfectly describes this one. This woman feels it necessary to share with you every detail of her hard-luck life, leading up to needing glasses or contacts for the first time.

If possible, try not to interrupt. (In fact the more you indulge this one, the more your life, by comparison, starts to seem extraordinarily wonderful!) Once she finishes her biography, it is best to acknowledge the bad...then quickly stress the good.

With this patient, you might find yourself saying, “I’m sorry that happened to you...you know though, you’re lucky because we’re having a sale on the exact kind of lenses your doctor prescribed.” Two additional thoughts: First, I used the sale on lenses only as an example - make sure the “good” is real. Second, notice the acknowledgement was not followed with a “but.” If you said, “I’m sorry that happened to you, but...” it tends to call into question what you said just prior to the “but.”

24 | EYECAREPROFESSIONAL | APRIL 2009

Finally, at one time or another we have all had to deal with an “Angry_________.” Well, you fill in the blank. All kidding aside, there is nothing more challenging than dealing with someone who is truly, visibly, and vocally upset. The true optical professional is able to separate herself from the tirade and quickly and effectively turn the situation around. Despite the fact that the patient is communicating in an irritating and inappropriate manner, he usually has a point. Someone or something has pushed him near, if not over, the edge.

The quicker you can form a ‘team’ with this patient, the quicker he will calm down. The inexperienced optician approaches it as “you against me.” The seasoned professional approaches it as “you and me against this nasty problem.” Acknowledge, apologize, and quickly move into problem solving. You might find yourself saying, “I’m sorry Mr. Kennedy, you should have been called about the delay. Here’s five dollars for the gas you had to use to get here today. Now let’s you and me figure out how we can get these glasses on your face where they belong!”

Once you do deal with this event and the patient leaves your office, it is not time to celebrate. It is time to write yourself a note to remind you to call him on the phone in an hour or two to apologize again, inform him of the status of the problem, and assure him that you have taken steps so this kind of thing never happens to him - or anyone else - again. It might sound ludicrous, but I have found that if an upset customer is made to feel that he has played an advocacy role in your practice it fosters a sense of loyalty. I cannot explain the phenomenon, but I have seen it many times.

Here are a few final pointers in dealing with upset customers.

First, humor is almost always a bad idea, especially sarcasm. Do not touch an irate customer. Either of these approaches will usually exacerbate the situation. Avoid the word “policy,” even if a policy is the “reason” for the upset. Phrases like “that’s usually how this is handled,” or “I’ve always been taught to do it that way,” (which by the way, mean policy) will not enflame an upset person as much as the “P” word will.

Remember, it is always better to feel foolish than be sorry. If a client is truly outraged or verging on violence, or if you feel threatened in any way, tactfully excuse yourself (“Excuse me, Mr. Smith, let me go pull your file...”) and call mall security, your manager, or even 911. ■ Are there some “special” patients you would like suggestion on how to deal with? If so, e-mail me at Anthonydrecord@gmail.com

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Opticians Association of America

At-A-Glance Welcome to OAA at a Glance We are proud to offer this special edition insert in EyeCare Professional magazine. This insert is just one more way the Opticians Association of America continues to effectively communicate with opticians as we grow and strengthen as an industry. I hope you are encouraged by what you read and will not only provide feedback but will get involved by becoming a member of OAA. In order to have a strong national organization working on behalf of opticians, it is imperative that everyone get involved.

The Opticians Association of America has been very proactive over the past few months. OAA has recently hired Chris Allen to lead the organization as Executive Director. Mr. Allen’s past experiences have included several leadership roles, including a position on the staff of former U. S. Senator Fred Thompson (R-TN), executive director of the Hardwood Forest Foundation, executive director of the Hardwood Federation—the nation’s largest forest products association, and executive director of MPACT Memphis.

After almost a year of careful deliberation, the OAA Board of Directors relocated the OAA National Headquarters from Virginia to Memphis, Tennessee.

OAA made this strategic move to take advantage of a central location with a cost-effective environment for the organization to grow and prosper. The move will allow more opticians to have better access to our numerous services and benefits. Everyone is excited about the move and we feel very confident OAA will flourish in Tennessee.

BOARD OF DIRECTORS President Tom Hicks, HFOAA Oxford, Ohio 1st Vice President Diane Charles, HFOAA Shoreline, Washington 2nd Vice President Shirley Earley, HFOAA Loveland, Ohio

Secretary-Treasurer Mike Szczerbiak, HFOAA Durham, North Carolina Immediate Past President Mark F. Cloer, HFOAA Jackson, Mississippi Guild Council Chairman Douglas Brookhart, HFOAA Kettering, Ohio Directors Thomas Barracato, HFOAA Akron, Ohio

OAA also recently held the 24th Annual State Leadership Conference in New Orleans, LA. Under the theme “The Future is Now,” the leaders from over 20 states and Canada attended educational seminars and topic specific breakout sessions that addressed subjects from growing membership numbers and legislative affairs to hosting meetings and communication synergy. The conference is the only event that attracts such a large group of state leaders to learn from one another, make new connections within the industry and obtain the latest techniques in association management.

As you can tell, OAA continues to move forward to serve opticians around the country by promoting opticianry though education, legislation, and communication.

Please visit our web page at www.oaa.org to see the many programs that are offered from on-line education, study and reference materials for the ABO and NCLE exams, a job bank, and our legislative center especially for OAA members. You can also register for the 2009 National Opticians Convention, which will take place from September 10–13 in Cincinnati, Ohio in conjunction with the ABO/NCLE National Education Meeting and don’t forget to check the OAA box, so that you have access to all the OAA functions.

We look forward to seeing you in Cincinnati in September!

Tom Hicks OAA President

Sandy Brown, HFOAA Louisville, Kentucky Russell B Fritz, Jr., HFOAA Hamden, Connecticut Bob Reynolds, HFOAA Atlanta, Georgia Roxanne Slancik, HFOAA Saginaw, Michigan C. Jeanine Solomon Houston, Texas

Opticians Association of America 4064 E Fir Hill Drive Lakeland, TN 38002

Tel: 901.388.2423 Fax: 901.388.2348 www.oaa.org

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States in Attendance Alabama, Alaska, Connecticut, Florida, Georgia, Illinois,Kentucky, Louisiana, Massachusetts, Michigan, Mississippi, New Hampshire, Ohio, Oregon, Pennsylvania, Rhode Island, Tennessee, Texas, Vermont, Washington, Wisconsin, & Canada

The Guild was established by highly skilled true craftsmen of the optical industry.

Becoming recognized as a Guild Optician is a very satisfying accomplishment.

Today, the Guild has the role of mentoring opticians.

It is the Guild’s role to help with the skills and knowledge needed to become the independent optician of tomorrow.

We need to keep strong quality independent opticians alive and well.

Without them, we risk a reduction of quality standards in the optical industry.

Guild membership provides a great sense of accomplishment; however with membership comes the responsibility of holding the optical industry to the high standard that it has proven it is capable of providing.

Page 3

24th Annual Leadership Conference

by Bob Reynolds, ABOC, HFOAA Leaders from over 20 states and Canada attended the 24th Annual State Leadership Conference held January 2931 at Le Pavillon Hotel in New Orleans.

Hosted by the Opticians Association of America, the conference gives opticians

an opportunity to gather for the purpose of networking with the goal of strengthening their state societies.

Industry leaders shared information and techniques on topics of interest ranging from getting legislation passed to writing grants and press releases. The theme of this year’s conference was “The Future is Now” and focused on the skills and techniques required to facilitate stronger relationships within the state societies.

hopes to continue the growth and success of recent years and continue to represent the goals of opticianry in the future.

One of the highlights of the Leadership Conference every year is the presentation of the State Leader of the Year Award.

This year the award went to OAA Past President Mark Cloer from Jackson, MS. Also honored for their extraordinary dedication to opticianry were Jim Boggs of Cleveland, Mississippi and Elmo Spellman of Metairie, Louisiana, recipients of the 2009 Presidential Service Award.

OAA also used the occasion to introduce its new Executive Director, Chris Allen from Lakeland, TN, just outside of Memphis. Under his direction, OAA

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The Opticians Association of America held its Annual State Leadership Conference on January 30 and 31, 2009 at the Le Pavillon Hotel in New Orleans, Louisiana.

We applaud and graciously extend thanks to our sponsors.

FRIENDS OF OAA Your support created an environment that was instrumental in allowing all the attendees to obtain new ideas, participate in specialized break-out sessions, learn new skills, and share those ideas with their peers throughout the State Societies.

ARE YOU AN HONORED FELLOW? If not, go to the OAA website (www.oaa.org) and upgrade your membership to exhibit your increasing dedication to the opticianry industry and your national association.

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Introduction of OAA’s Executive Director First let me introduce myself.

My name is Chris Allen and I have recently been named Executive Director of the Opticians Association of America (OAA). It is a sincere honor to have been chosen to lead OAA and it is my hope that my twelve-plus years of professional experience in dealing with public relations, fundraising, government affairs, event management, executive leadership and general business administration in the non-opticianry field will bring a fresh perspective and approach to better serve the members of this historic association and the industry as a whole.

With the U. S. economic outlook being bleak for the coming year, the question being asked by most opticians is what can I expect over the next few years?

According to the Bureau of Labor Statistics, the optical field is expected to grow between 7 to 13 percent through 2016. As the majority of the U. S. population begins to fall between the middle age to elderly categories, a demand for more corrective lenses and vision care will be a necessity, thus requiring more optical services to address those needs.

In addition, as awareness about eye care increases, the importance of regular eye exams across all age groups is becoming more evident. A growing number of states

Ensuring that our perspective and expertise are considered when laws and regulations affecting the opticianry industry are crafted requires a strong network of politically interested members. I encourage you to join with other OAA members and help advance government decisions that are in the best interest of our industry by visiting the OAA Legislative Action Center. This online legislative tool allows opticians to get involved with current legislation and do it easily.

The point is don’t be reactive anymore be proactive and we can once again restore our profession to its past stature and glory. Please visit www.oaa.org for more information.

require children, as young as five, to get eye exams, which will increase the need for optical services.

Another area of growth for opticians is the consumer’s desire to be more fashionable. As frames continue to be produced in a growing variety of styles, colors, and sizes, this trend encourages people to buy more than one pair. Consumers want to have better vision, but they also want to “look good” during the process.

As they say, “recessions are temporary, education is permanent.” For those opticians who choose to participate in formal opticianry classes and master new technology, including new surfacing systems, frame materials, and edging techniques, will have the best opportunity for growth during the current economic downturn.

The Opticians Association of America serves as the only national organization dedicated to representing opticianry’s business, professional, educational, legislative and regulatory interests. This is especially important during these tough economic times. OAA will, as always, continue to serve its members to ensure that opticians everywhere will prevail through these difficult times and are prepared to meet the needs of consumers when they open up their pocket books again.

I have incredible faith in OAA and the industry not only endures this recession, but also to serve as an example to other industries in how to do it.

Best wishes for a successful year!

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OAA Membership Plan

4064 E Fir Hill Drive, Lakeland, TN 38002 Tel: 901.388.2423 • Fax: 901.388.2348

WHY JOIN OAA? Through OAA, opticianry’s professionals have a strong voice in shaping legislation and regulation at the national level, and an effective partner in activities at the state level. OAA fosters, supports and sponsors programs of competency certification, licensing and continuing education for professional development. OAA membership is a solid investment in your future and in the future of opticianry.

The OAA would like to thank the Sponsors who helped make this Issue happen.

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The Opticians Association of Ohio, Cincinnati Division hosted their annual Spring Educational meeting February 22nd in Cincinnati. The mood was upbeat and optimistic, as over 200 Opticians arrived from surrounding areas for this day event.

The attendees enjoyed a day packed of education presented by Mark Mattison–Shupnick and Dr. Carla J. Mack. Many exhibitors were present to support the opticians in addition to displaying the newest innovative eyewear available.

Diane Powell from Signature Eyewear said, “This meeting was extremely influential and positive for my business.”

In addition to the education, networking and exhibitors The Opticians Association of Ohio, Cincinnati Division honored and presented the OAO Achievement Award to Patricia Kuhl, President, in recognition of her lengthy commitment and dedication of being a voice for opticians and for the advancement of opticianry.

The Mission of the Opticians Association of Ohio is to enhance the quality and growth of opticianry through education, governmental affairs and professional advancement for the visual well-being of the public.

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Dispensing Optician Bob Faktor, ABOC

In the Blink of the Eye:

Computer Vision Syndrome CVS, or Computer Vision Syndrome, sounds like something out of a bad ‘60s sci-fi movie. But in reality, 75-90% of people that regularly work on a computer suffer from this disorder. In our modern world, it is difficult to find someone who does not use a computer at some point throughout the workday or at home. While we as eye care professionals cannot affect the general population’s computer use, we can offer suggestions and products to help our patients better deal with the problems caused by extended computer use.

HE FIRST THING we have to do is to identify the symptoms of computer vision syndrome. Symptoms of CVS include; tired, dry, burning or aching eyes, blurred or double vision, headaches, light sensitivity, and neck and shoulder pain. These symptoms can present themselves at different times and with changing intensity.

They may also show up in nearly any combination. This makes communicating with your patients crucial to finding the best solution for each individual situation.

T

Now that we know the symptoms, let’s discuss the causes of CVS. The human eye focuses very well on images with a welldefined edge, such as printed material with dark text on a light background. The eyes respond quite differently to electronically generated images shown on a screen. While printed letters and symbols have very distinct edges that are created by layering ink onto paper, images on a Video Display Terminal (VDT) are produced by grouping together small points on the screen known as pixels. This is true for standard CRT monitors as well as newer LCD screens. If you were to pass a light meter over a printed letter, you would notice very sharp contrast between the ink and paper known as a square wave. If you were to pass the same light meter over an electronically generated letter, you would see that each pixel has a higher intensity at the center and gradually fades away toward the edges in what is known as a

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Gaussian wave. Think of this as the bell curves you learned about in statistics class. This ‘bumpy’ surface makes it very difficult for the eyes to maintain a comfortable focus on the screen for any extended amount of time.

The eyes will try to focus on the plane of the computer screen, but cannot maintain that focus for long and will eventually relax to a focal point somewhere behind the screen called the resting point of accommodation (RPA). The eyes constantly switch between focusing on the screen and the RPA, causing fatigue. To give you an idea of what this does to your eyes, imagine yourself holding your arm above your head and rapidly opening and closing your hand. This would be no problem at all for the first few minutes. Now imagine how your hand, arm, and shoulder would feel if you did this non-stop for 6-8 hours every day. You can understand the fatigue this would cause. Then, imagine trying to pick up a bottle of water with that same hand after doing this all day long. This is similar to how your eyes react when you try to focus on a distant object after a full day working on the computer.

There are many techniques to ease the effects of CVS. Most experts agree that you should take a 10-minute break from the computer every hour. There is a technique called 20-20-20 that recommends looking away from your screen to an object 20 feet away for 20 seconds every 20 minutes of computer use. It is also helpful to dim the lights in the room to reduce reflected glare and to maintain proper posture and ergonomics while working. Some people may even need artificial tears or other drops to alleviate more severe dry-eye symptoms.

Luckily, there are lenses that are specifically designed to help focus on the computer or other mid-range tasks. Lenses such as the Shamir Office, HOYA Tact, and the Zeiss Gradal RD have been created for computer use. These specialty lenses are a type of progressive that allows for relaxed wide-angle viewing at an intermediate distance with the head held in a more normal posture. The principle behind the near variable focus lenses works on digression rather than progression. The lab starts with a known near vision power and adds more minus going up to the intermediate area of the lens.

The HOYA Tact has two different options when it comes to power; you can choose either 40% or 60% of the add power available in the intermediate area of the lens depending on which is better suited to the patient. The Gradal RD is actually calculated more like a traditional progressive. The lab will take the patient’s prescription and add +.50 to the distance power and reduce the add power by -.50. This gives full reading power at near and also gives better intermediate vision at the top of the lens. The Shamir Office offers the most choice of the lenses mentioned here. In the traditional Office lens, you can choose from four dynamic powers; .75, 1.25, 1.75, or 2.25. The dynamic power is based on the patients add power and is subtracted from the add to give a more controllable intermediate focus.

Shamir also offers the Office lens in a free-form variety where the lab will choose the dynamic power based on the prescription as well as fitting information and the patient’s preferred working distances. The free-form dynamic powers are available in .01 steps from .75-2.25 giving 150 different powers available for each prescription. Contact your lab for lens availability and necessary parameters.

By helping the eyes focus on the monitor in a more relaxed state, there is less fatigue on the eyes and computer work becomes much less taxing. These lenses will also allow your patients to read as they do with traditional bifocal or progressive lenses. Keep in mind that while these lenses were designed for computer use, they also work well for musicians or hobbyists that need to focus on things at arm’s length.

While this lens technology will help to prevent some aspects of computer vision syndrome, it is important that we as eye care professionals help to educate our patients on the other techniques listed above as well. Whether you love them or hate them, computers have become an integral part of our everyday lives. Our goal is to allow our patients to do what they need to do without having to constantly worry about their tired, aching eyes. ■ Email any comments to: editor@ECPmag.com

Adult Computer Vision Statistics A survey of computer workers show that eye and vision problems are the most frequently reported health-related problems, generally occurring in 70 to 75 percent of computer workers. (Journal of the American Optometric Association) A survey of optometrists indicated that 10 million primary eye care examinations are provided annually primarily because of computer vision-related problems. (AOA) According to the Journal of the American Optometric Association, a national survey of doctors of optometry

34 | EYECAREPROFESSIONAL | APRIL 2009

found that more than 14% of their patients present with eye or vision-related symptoms resulted from work with a computer or visual display terminal.

According to the 2007 American Eye-Q™ survey, 82% of Americans frequently work with either a computer or a handheld device similar to a PDA. According to the AOA’s 2007 American Eye-Q™ survey, 78% of Americans do not have their computer monitor positioned at the correct height, below eye level, as the AOA recommends.

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Managing Optician Bob Fesmire, ABOC

A Fresh Look at

Frame Inventory A FRAME INVENTORY represents a huge investment for any practice. Your frame inventory can help your practice earn up to 60% of its income. There has been a trend in recent years to slim down and carry a smaller amount of inventory. Many practices have also fallen into the trap known as “Board Management.” I want to shed a different light on these misconceptions.

Having a barren frame inventory holds a practice back. Patients today want choices. They want to see that you have your finger on the pulse of the industry.

They want to see that you truly believe that they should shop and buy from you! They want to have the impression that you offer just as much in styles and variety that the Big Boy Optical’s do!

They trust you, so give them what they deserve!

36 | EYECAREPROFESSIONAL | APRIL 2009

One of the first things that you should do is forget the idea of “Board Management”. Board management is the system of allowing frame manufacturers and their sales reps to take control of your frame inventory. Basically, you allocate a certain number of board spaces to each vendor. The sales rep for each vendor comes in every six to eight weeks and checks their spaces for discontinued frames or frames that are slow sellers.

They exchange out and replenish their spaces. That sounds fantastic in theory. It is really silly when you logically think about it. Why would you give control of one of your largest Continued on page 38 Courtesy of Fashion Optical Displays

Management consultants have recommended that the number of frames a practice displays should be based on the amount of frames a practice sells. Their philosophy is that the ideal inventory turns three to four times a year. An inventory turn refers to the amount of times the whole inventory sells, or turns over. An example of this is a practice that sells a total of 1,200 frames per year should inventory a total of 300 to 400 frames. Let’s face it; a dispensary with 300 frames looks barren, boring and unimpressive.

I know that many of you are sweating while thinking about the dollar signs. Relax. I’m going to show how you can increase your total frame inventory AND lower your total inventory dollars! The key to success is smart buying. You must change your buying habits to increase your potential profits. It can be scary at first, but if you set your mind to it, your practice will benefit immensely.

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investments to frame companies? I feel it is a lazy and irresponsible way of managing your business.

Many of these frame companies carry mid-to higher priced frames. If you take back control of your buying, you can add frames, and lower your total cash outlay.

There are many frame manufacturers that offer very good frames at great prices. If you compare quality and styling, you will find that you are probably over paying for many of your current frames. The Big Boy frame manufacturers roll the cost of frame exchanges, exaggerated warranties, and sales reps commissions into each and every frame. You pay for all of that! If you do your homework, you will be able to buy great frames at less than half of what you are paying now.

I suggest that you start networking, go to meetings, read the back of the trade journals and start looking into different frame companies. They are out there. Once you find them, you will be amazed at the quality and value that you will find. Most of these companies truly want and need your business. They are usually willing to turn cartwheels to please you. Reward them with your purchases. It is hard to change your thinking. I know; I’ve been there. Take small steps and incorporate the change into your practice.

Let’s take the practice example that we used early in this article.

The practice turn rate suggested carrying 300 to 400 frames.

Let’s use 350 frames and assume that the majority of these frames wholesale for $50. That gives us a total inventory dollar value of $17,500. You decide that you want to WOW your patients with selection. Let’s double your inventory to 700 frames. Don’t sweat it. If you do your homework, you will find great frames with great quality in the sub $20 range! Put that dollar amount into the equation and you come up with 700 X $20=$14,000. That is a huge difference from the original $17,500!

Increasing your inventory can increase business in several ways.

You may increase your capture rate. Patients may be more inclined to shop and purchase from your practice. You may see an increase in multiple pair sales. You may create impulse purchases if patients see a cool sunglass or a colorful reader on your boards! I feel that an increase in inventory energizes the

38 | EYECAREPROFESSIONAL | APRIL 2009

Courtesy of Fashion Optical Displays

dispensers. An energized dispensing staff can create huge differences in your bottom line! Get the dispensers input. They are out there on the front lines. Give them some input on what styles, colors, and varieties to add to your inventory.

I think it is important to evaluate where you are at right now in your practice. What is your inventory looking like? How many frames do you carry? How many frames would you like to carry? What is holding you back? Have you thought about bringing in a value line? Maybe you have thought about beefing up your sunglass offerings.

Now is the time to research alternative frame companies. Walk out of the shadows of the Big Boy frame manufacturers. Take back control of your practice dollars. The sales reps are not doing you any favors! You are paying for all the “perks” that they offer. Now is the time to take personal responsibility for your frame purchases. Buy frames that you truly feel will sell.

When you take responsibility for your purchases, you become a lot more involved and motivated to make sound buying decisions.

I know that much of what I presented can and will be disputed. I understand. Change is tough. I am finding that the more successful practices are tossing out the old standards and adapting to the rapidly changing retail optical environment that we all face. ■

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Movers

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AND

Shakers

Luxottica Retail

ECCA

Luxottica has made some organizational changes in its senior management structure for Luxottica Retail. Valerio Giacobbi, executive vice president of Luxottica Group, has returned to Italy to lead the group’s global business Valerio Giacobbi development. During his seven years leading the North America Retail Division, the organization acquired Cole National, created the optical manufacturing division, and developed new synergies with Oakley.

David Holmberg, chairman and chief executive officer of the Eye Care Centers of America (ECCA) chain and president and CEO of ECCA’s parent, HVHC, was elected to the additional position of president of ECCA by David Holmberg the company’s board of directors last month.

Holmberg, whose prior experience includes three years as president of the former Cole Vision’s licensed brands operation, has been CEO of ECCA since Jan, 2008 and was elected chairman of the chain last July.

Kerry Bradley, chief operating officer, becomes president, Luxottica Retail North America, to lead the optical retail, managed vision care, manufacturing divisions and shared services.

In his new role, Bradley will focus on further Kerry Bradley developing opportunities between optical retail, manufacturing, managed vision care, and eyecare services.

For Sunglass Hut, which has become a global retail brand in the past few years, and Ilori, the company’s luxury retail initiative, Luxottica’s Fabio d’Angelantonio has been appointed to lead this effort, with regional leaders now Fabio d’Angelantonio partnering with him to manage and develop Luxottica Group’s sun and luxury retail business.

REM Eyewear REM Eyewear announced a series of organizational changes at the 55-year-old Los Angelesarea-based eyewear provider. Industry veteran Steve Horowitz has been named president of REM. Horowitz, 56, has been REM’s executive Steve Horowitz vice president since joining the company in 1995 after many years in sales leadership at Wilshire Designs, Styl-Rite, and Rosin Optical.

Blake Kuwahara is stepping down as the company’s creative director, but will continue to lead the design of key licensed brands in REM’s portfolio, including Converse and the company’s luxury brand, John Varvatos, which resides Blake Kuwahara in the company’s Base Curve division.

Kuwahara will do so under contract with the new design firm he is creating, called The Focus Group.

40 | EYECAREPROFESSIONAL |APRIL 2009

Marchon Marchon Eyewear announced the appointment of Nicola Zotta as vice president and managing director of EMEA region. He will be responsible for the company’s sales and marketing, along with operations within Europe, the Nicola Zotta Middle East and Africa. A native of Italy, Zotta received a degree in Economics and Business from the University of Trento in Italy, and an Executive MBA from Essec Business School in Paris. He is based in Amsterdam.

VisionWeb C. Thomas Crooks III, OD, a former president of the American Optometric Association, recently joined industry Internet portal VisionWeb as professional relations advisor, to serve as VisionWeb’s primary liaison to ECPs C. Thomas Crooks III and professional organizations. Crooks has more than 30 years of private-practice experience, including founding and serving as CEO of EyeCare Associates, a longtime VisionWeb customer in Alabama with 19 locations and 33 providers.

FGX International FGX International have announced that Alfred J. Verrecchia has been appointed to its board of directors for a term ending at the 2009 annual meeting of stockholders. Verrecchia is currently chairman of the board of Hasbro, Inc. From Alfred J. Verrecchia 2003 until his retirement in May 2008, he was president and CEO of Hasbro. Prior to 2003 he was Hasbro’s president and COO with his career at Hasbro spanning over 40 years.

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Doral Vision Carl Moroff, OD, a managed vision care veteran with more than 35 years’ experience in the eyecare field, was recently named chief vision officer of Doral Vision, a division of Doral USA. In his new role, Moroff will oversee the compaCarl Moroff ny’s vision care program operations, quality assurance, brand management and marketing, and new business development. Moroff, who has served as a consultant to DentaQuest for the past year, spent more than 25 years with Davis Vision in senior management positions.

Innereactive Media Innereactive Media has added Kristin Giles to their team of optical marketing specialists. Based in San Diego, Calif., Giles has over 11 years of experience in the optical industry managing an optical office, as well as outside sales. As Kristin Giles marketing coordinator, Giles specializes in helping optical professionals identify their competitive niche and communicate it to their target audience.

HOYA Vision Care HOYA Vision Care, North America, has named Michael Ness director of new product development. Ness has almost 20 years of experience in the optical industry. Most recently he served as vice president of sales and marketing for Vision Ease Lens.

Prior to VEL, Ness was the vice president of marketing and sales for Briggs Corporation and vice president of strategic marketing for Essilor of America and Essilor International.

Will be missed...

Lawrence Roger Bullock, 53, of Stedman, North Carolina, passed away on March 8, 2009. Mr. Bullock was the owner and operator of Professional Opticians since 1979. He had been in the optical business for over 35 years and Roger Bullock operated his practice with his daughter Crystal.

Mr. Bullock is survived by his wife Marilyn, daughters Shelley and Crystal, brothers Roy and Ray, mother Margaret, and father and stepmother Lawrence and Sandra.

In lieu of flowers, memorials may be made to Gideons International Fayetteville East Camp, P.O. Box 782, Fayetteville, NC 28302; or to Stedman Pentecostal Holiness Church Building Fund, 432 Hillsboro St., Stedman, NC 28391. Services entrusted to Jernigan-Warren Funeral Home of Fayetteville.

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Second Glance Elmer Friedman, OD

Commentators often say that, “there is nothing new under the sun.” GUNNAR Optiks of San Diego claim that the answer to computer vision syndrome can be found in their unique and rare GUNNAR computer glasses.

RECENT STATISTICAL REPORTS state that there are around 220 million people using computers at work and at home in this country. GUNNAR Optiks estimates that perhaps as many as 80% of those people have, at one time or another, reported eye strain. Other symptoms which may be experienced are blurred vision, headaches, dry eyes, double vision, light sensitivity, neck pain and backaches.

The features of the computer specs not only reduce glare, but incorporate a low plus reading correction to alleviate focusing strain. This feature can only be useful when utilized indoors. A needed correction for individual use can be fabricated. The lenses are tinted yellow for glare reduction and to enhance the print on the monitor. An anti-reflective coating is applied as well. The form of these remarkable glasses takes a wrap around shape. This was a salient point needed for the final design.

42 | EYECAREPROFESSIONAL | APRIL 2009

Architects of these anti-fatigue computer specs felt that, “the wrap around shape tends to keep air currents from drying out your eyes and increases the humidity, thereby creating a micro climate for the eyes.” GUNNAR Optiks also recommend these specs to be used while text messaging and web browsing with smart-phones and other digital hand held devices.

The company started about two years ago in a garage and has since launched a line of computer specs such as Hombre, Shredder and WiFive. Alloy frames are used and the signature amber lenses are a constant. Company execs were inundated with stories of men, women and children of all ages who were reporting signs and symptoms when using a computer or Game Boy type of program. Parents of school age children registered concern over the fact that if parents were being affected by computer discomfort, then how much more magnified would the

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problem be with their respective children. GUNNAR Optiks is targeting the hard core of that group. They are people 19-40 years of age in the creative and financial fields of endeavor.

levels was apparent. However, these investigators reported no prior problems in the first place, making them a poor consensus as a statistical basis.

Joe Croft, former designer for Oakley, Inc. and Jenny Michelson founded GUNNAR Optiks. Their product was a result of more than five years of research and investigation involving computer fatigue syndrome. They observed the need for accommodative and convergence muscle relief as well as glare from the monitor and conflicting light sources. GUNNAR gave a $30,000 grant to Pacific Union Eye Lab and researcher, James Sheedy to pay for an independent review of the glasses. An additional study has been conducted, but the results have not yet been published, according to James Kundart, the optometry professor who was in charge of the tests.

An expert, Dr. Kent Daum of the AOA declared, “They are unnecessary and I would advise against wearing them. Trying to overcome glare on a screen that is not very bright via tinted lenses may not make it any easier to see,” said Dr. Daum.

“To eliminate glare, a polarizing filter does that best. It is also helpful to close blinds which admit glaring light. Furthermore, one must make sure that the monitor is adjusted to its best focus. The spectacle magnification factor does not impress me since a more useful solution lies in your PCs ability to modify the text size.”

Kundart pointed out that contributing factors to computer fatigue are provided by PC users who do not follow basic rules of posture, distance, lighting, angle and best focus. Additionally important is the fact that mental and physical fatigue causes symptoms since many people do not detach themselves from the computer often enough to give the eyes a brief, important rest to prevent ocular muscle hypertonicity.

Kundart placed electrodes on the lids of subjects in the study, with reports that the glasses seemed to relieve squinting and reduced dry eye complaints. Research to prove the benefit of the wrap around effect and the microclimate idea revealed a, “subtle but repeatable difference.” It was also discovered that the glasses seemed better suited for hyperopes than others since plus acceptance would be advantageous.

Some GUNNAR users reported not only reduced strain and dry eye problems but that the glasses also have a, “modern cool look.” They say that the glasses are lightweight and comfortable.

Bloggers mention that glare is successfully filtered and images are crisper and more natural. I came upon some serious users whose comments were not as complimentary. One group of subjects in an office used the spectacles for several weeks and concluded that no noticeable difference in vision or stress

44 | EYECAREPROFESSIONAL | APRIL 2009

One reviewer offered, “I was somewhat surprised at how effective the glasses were. The results indicate that they have different effects on different people.” Another user stated, “As the day wears on, I often end up with a headache or a sore neck. After wearing the specs for about a week, I can certainly tell the difference.” Yet another observer refutes Dr. Daum by reporting, “You simply can’t use polarization with most digital screens as they will look black at different orientations or positions.”

A common drawback recorded is the fact that because of the low plus in the lenses, distances further than the monitor produce blurry vision. Furthermore, it is judged that the “micro climate” effect is minimal and non productive.

The case for the acceptance and popularity of the GUNNAR Optiks product still is, in spite of continued improvement, under the scrutiny of a group of critics. It seems that skeptics will always reveal a critical eye in respect to a new or revolutionary idea. It has been difficult for GUNNAR Optiks to succeed across the board and at all levels of public approval.

Of course, every path has some puddles. If, at times, it rained on your parade, remember that without the rain there would be no rainbow. ■

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AO Easy™ . . . . . . . . . . . . . . . . . .

Sola One™ . . . . . . . . . . . . . . . . . .

FACTORY WARRANTED HOUSE PROGRESSIVES

CR-39 . . . . . . . . . . . . . . . . . . . . .

Poly Shortstop . . . . . . . . . . . . . .

Transitions®

TRANSITIONS VI

........

Now An Official Zeiss™ Lens Distributor APPROVED VSP LAB

6500 $ 5100 $ 6500 $ 7000 $

1900 $ 3600 $ 7500 $

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Advertiser Index ADVERTISER

PAGE #

PHONE #

WEB SITE

American Vision

ADVERTISER

INSIDE BACK

877-280-5277

www.americanvisionlabs.com

B&G Optics

45

800-360-5367

—

Balester Optical

37

800-233-8373

www.balester.com

Central Optical

33, 35

800-322-6678

11

877-274-9300

INSIDE FRONT

800-821-2020

www.corning.com/ophthalmic

13, 39

800-327-2002

www.feaind.com

Gator Stock Lenses

46

888-428-6711

www.gatorlens.com

Grimes Optical

48

800-749-8427

www.grimesoptical.com

SEIKO Eyewear

ICare Labs

23

877-422-7352

www.icarelabs.com

Signet Armorlite

Index 53

7

800-328-7035

—

Tech-Optics

Long Range Systems

20

800-250-8189

www.pager.net/eye

Three Rivers Optical

Luzerne Optical

17

800-233-9637

www.luzerneoptical.com

My Vision Express

47

877-882-7456

www.myvisionexpress.com

National Lens

43

866-923-5600

www.national-lens.com

CNS Frame Displays Corning FEA Industries

Nellerk Contact Lens Cases

PAGE #

PHONE #

WEB SITE

49

607-748-2166

—

26-29

901-388-2423

www.oaa.org

OCuSOFT

31

800-233-5469

www.ocusoft.com

www.centraloptical.com

OpticalDisplays.com

47

610-489-7620

www.opticaldisplays.com

www.framesdisplays.com

Opticom

15

800-678-4266

www.opticom-inc.com

Optikam

41

888-356-3311

www.optikam.com

Optogenics

30

800-678-4225

www.optogenics.com

5

800-929-2765

www.robertsonoptical.com

BACK COVER

800-235-LENS

www.seikoeyewear.com

21

800-759-4630

www.signetarmorlite.com

47

800-678-4277 www.techopticsinternational.com

25

800-756-2020

OAA

Robertson Optical

US Optical Vision Systems Inc.

www.3riversoptical.com

FRONT COVER

800-445-2773

www.usoptical.com

44

866-934-1030

www.Patternless.com

Don’t Forget to Tell Our Advertisers You Saw it in EYECARE PROFESSIONAL Magazine

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INDUSTRY QUICK ACCESS

EYECAREPROFESSIONAL

ACCESSORIES • CASES • CONTACT LENSES • DISPLAYS • DISTRIBUTORS • EDGING SERVICES • FRAMES / CLIP-ON SETS EQUIPMENT (NEW / USED) • HELP WANTED / BUSINESS SALES • INSTRUMENTS • PACKAGING • MANUFACTURERS

WEBSITE www.feaind.com

Inside/Outside Sales Position Excellent opportunity for a qualified sales representative at our corporate office in St. Petersburg, FL Responsible for seeking new customers and expanding existing accounts utilizing inside sales skills via phone and face to face skills.

Professional sales experience and proven closing abilities are a must.

• Invoice Lookup • On-line Ordering • Real time job tracking • Account Statements and balances • Technical & Processing Information And more.......

Print too small?

We sell PALs.

F E A Industries, Inc. FULL SERVICE LABORATORY A/R AND MIRROR COATINGS

Tel: 800-327-2002 Fax: 800-955-7770

We feature IN HOUSE CRIZAL TD2 OC2 (house A/R), Varilux, Kodak, Drivewear and Younger and stock lenses.

We participate in VSP, VBA, VCA and Eyemed.

CENTRAL OPTICAL 6981 Southern Boulevard, Boardman, Ohio 44512 Tel: 330-783-9660 • Fax: 330-783-9721 Toll Free: 800-322-6678

NOW FEATURING IN-HOUSE CRIZAL PROCESSING!

RECONDITIONED SPECIALS!!

Edgers Briot Accura CX RC . . . . . . . $13,950 Essilor Gamma RC . . . . . . . $12,950 Essilor Kappa RC . . . . . . . . . $17,950 Safety bevels and Grooves!

Instruments Reichert Keratometer . . . . . . . . $595 Chart Projectors starting at . . . . . $395 Marco Radiuscope . . . . . . . . . . $695 Optical Finish Equipment and Supplies

Grimes Optical Equipment Co. 800-749-8427 www.grimesoptical.com

APRIL 2009 | EYECAREPROFESSIONAL | 47

To advertise please call 800.914.4322, or visit www.ecpmag.com

Resumes can be mailed or emailed to: IcareLabs, Human Resource Coordinator, kbrady@icare.com, 4399 35th Street North, St. Petersburg, FL 33714

• Videos

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INDUSTRY QUICK ACCESS

EYECAREPROFESSIONAL

ACCESSORIES • CASES • CONTACT LENSES • DISPLAYS • DISTRIBUTORS • EDGING SERVICES • FRAMES / CLIP-ON SETS EQUIPMENT (NEW / USED) • HELP WANTED / BUSINESS SALES • INSTRUMENTS • PACKAGING • MANUFACTURERS

OPTOGENICS we make eyeglasses ➧ $2 Credit for ALL e-orders placed on Optogenics.com ➧ $3 Credit for ALL AR e-orders placed on Optogenics.com ➧ 24/7 extra e-order $$ Good through June 30th

OPTOGENICS = In House ARs

Balester Optical is a full-service, independent wholesale optical laboratory. We are committed to providing you with quality products and excellent customer service.

We maintain a state-of-the-art laboratory, including two in-house anti-reflective coating systems.

Tel: 800-678-4225 Fax: 800-343-3925 VSP, VCP, VBA approved Free UPS pick-up (min. 3 Rx’s)

Toll Free: 1-800-233-8373 Fax: 1-800-548-3487 www.balester.com

To advertise please call 800.914.4322, or visit www.ecpmag.com

Go to Optogenics.com for more special offers!

FIRST QUALITY STOCK LENSES Step into Three Rivers Optical’s “O” Zone.

Our “Free” Lens Series offers one-of-a-kind bifocal designs that fill a void in the optical industry. With our unique, patented “Round Seg” technology, your patients will experience the best in bifocal lenses.

Get in the “O” Zone Today

www.drivewearlens.com

Drivewear lenses uniquely combine two of the most advanced technologies found in the industry today: Transitions™ Photochromic Technology and NuPolar® polarization. Drivewear is the first polarized photochromic lens to darken behind the windshield of a car.

800.756.2020 www.threeriversoptical.com

Click, click, click, your lens order is done.

Use one website to order all of your stock lenses electronically. With no usage or ordering fees!

Green Bay, WI 54308 800-678-4266/Fax 920-965-3203

email: info@opticom-inc.com www.opticom-inc.com

48 | EYECAREPROFESSIONAL | APRIL 2009

Interested in sharing your Optical insight with fellow ECP’s?

If you would like to write for the fastest growing publication in the industry, email a brief description about yourself and your areas of expertise to: editor@ecpmag.com

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EYECAREPROFESSIONAL

INDUSTRY QUICK ACCESS

ACCESSORIES • CASES • CONTACT LENSES • DISPLAYS • DISTRIBUTORS • EDGING SERVICES • FRAMES / CLIP-ON SETS EQUIPMENT (NEW / USED) • HELP WANTED / BUSINESS SALES • INSTRUMENTS • PACKAGING • MANUFACTURERS

TM

LOW PRICE LEADER SINCE 1949 Factory Direct Savings on Fully Stitched Slip-in Cases Clamshell Cases Lowest Prices in the Industry Molded Plastic & Children’s Cases Huge Saving on Microfiber Cleaning Cloths and Spray Cleaner

Call: 800 249-1058 See our complete case catalog at: http://www.LBI.biz

INC.

Op-Tags™, Labels & Bar Code Systems...

Your most cost effective merchandising tools!

National Lens America’s Leading Discount Contact Lens Distributor

Framedisplays.com is the leading provider of optical frame displays for ophthalmic dispensing professionals. Products include optical eyewear and sunglass displays in addition to lockable, rotating, standing, wall mount and slatwall frame displays.

Call 877.274.9300 for info and catalog.

Rudy is Sport RX. Rudy Project is Italian for cutting edge technology and innovations in plano & RX eyewear/sunwear.

Increase your sales to athletes!

Phone 1-866-923-5600 Fax 1-866-923-5601

WHEN SKILLED HANDS using state of the art technology come together the result is precision bench work. We pride ourselves in producing edge work that is light years ahead of our competition.

www.national-lens.com

Contact us. www.rudyprojectusa.com or 888-860-7597

(800) 221-4170 www.21stcenturyoptics.com

CE

ABO APPROVED CONTINUING EDUCATION A Tale of Ocular Anatomy $ 12.99 for 2 ABO Credit Hours

Available at: www.ecpmag.com/CE Take the course online and receive your certificate within 5 days!

TRANSITIONS® PREMIUM ELITE LAB Our Specialty — UnCuts Approved VSP Lab UNCUT CR-39 TURNAROUND: In By 12 Noon Out By 4pm SAME DAY!

800-360-5367 215-289-2480

FAX: FAX:

888-360-5367 215-289-4046

A case with a double lock & your name imprinted on it!

ONLY

9¢

EACH

12¢ per unit Printed!

NELLERK CONTACT CONTACT LENS LENS CASES CASES 607-748-2166

Fax: 607-748-2273 APRIL 2009 | EYECAREPROFESSIONAL | 49

To advertise please call 800.914.4322, or visit www.ecpmag.com

Arch Crown, Inc. 460 Hillside Avenue Hillside, NJ 07205 Toll Free: 1-800-526-8353 Fax: 973-731-2228 e-mail: orders@ArchCrown.com www.ArchCrown.com

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Last Look Jim Magay, RDO

Local First!

The economy continues to putter along like a Ford Focus on 3 cylinders. The news is AWFUL, AIG bonuses, Bernie Madoff (He “made-off” with all the money...Groan), Cramer vs. Stewart, car sales 50% off (note: new cars are now cheaper than year old used ones according to Edmunds), restaurants half full on Saturday night, discount shopping on the rise, money saving tips in the newspaper. (One thing you won’t hear is to cancel the newspaper and read the news online!)

Then there are the talking heads who can’t find anything positive to talk about, just hedge funds and derivatives, murders, kidnappings and celebrities – all with an entertainment angle. (Is the American public so shallow everything has to be framed as entertainment?) Wait, I have to go watch Ellen!

Kidding aside, I do see bright spots here and there. New independent labs are starting up like our friends at U.S. Optical in Syracuse, new eye dispensers like our featured independent last month, Heather Allen in North Carolina.

Another bright spot is that local business groups are booming.

Networking is the new print advertising. Business After Hours, sponsored by the local Chamber is huge. We meet at local restaurants, sometimes with 200 to 300 people in attendance.

Nothing like walking into a room and getting attacked by 10 semi-crazed business card-wielding attendees before you take off your coat. There are smaller and more friendly gatherings like BNI chapters (Business Networking International), where they actually teach you how to network and be more effective in a group meeting. The Internet is great for spreading the word about where you can go and show the flag.

Then there are groups like Worcester Local First. A little background: “Most successful buy-local campaigns grow out of independent business networks that share three main 50 | EYECAREPROFESSIONAL | APRIL 2009

elements,” says Jeff Milchen, who in 1998 co-founded the first such group in Boulder, Colo. First, they educate consumers about the value of independent businesses in the community.

Second, they jointly promote shopping at those businesses through advertising, coupon books, shop-local weeks, and other efforts. And third, they give independent owners a unified voice in government and media.

At least 130 such groups have been founded since 1998, with the number roughly doubling since 2005, according to Stacy Mitchell, a senior researcher at the ILSR and author of Big-Box Swindle. Mitchell says about 25,000 small firms now belong to a business alliance promoting local shopping. The trend has been bolstered by growing consumer interest in buying locally grown food and reducing carbon emissions associated with shipping goods long distances.

It has been estimated that a $1.00 spent locally is worth $7.00 because of the local multiplier effect. We are in the midst of a campaign called “New England 10% Shift” where the public is being encouraged to shift just 10% of their purchase to local merchants. The results can be dramatic in preserving a vibrant local community – and that should be what we are all about! ■ Jim (Buy Local) Magay

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The Future is Bright...

®

Choose DriveWear “DriveWear has become the go to multi-purpose lens for the ECP's we service. Now available in polycarbonate, DriveWear combined with digital freeform single vision and progressive lenses is the perfect prescription for active and discriminating patients.”

James Craft, Sales & Marketing, American Vision Lens Design Lab

10495 Olympic Drive, Dallas, TX

214.352.3550 • 877.280.5227 www.americanvisionlabs.com So advanced they even activate behind the windshield, Drivewear® Activated by Transitions® lenses provide drivers with the best visual acuity for the driving task. Drivewear cuts glare and bright sunlight in both driving and outdoor conditions.

Combining NuPolar® polarization and Transitions® Photochromic Technology, these lenses make the driving task safer and more comfortable for all your patients. Available in single vision, Image® progressive and now hard resin Flat Top 28 lenses.

OVERCAST

BEHIND WINDSHIELD

BRIGHT LIGHT

For more information for your patients, look for the Drivewear Owner’s manual with each prescription. Today’s best driving lens is Drivewear.

One sunlens for driving, and for living.

Visit www.drivewearlens.com

now available in polycarbonate image

®

Drivewear, NuPolar and Image are registered trademarks of Younger Optics, Torrance, CA. Transitions, Activated by Transitions and the swirl are registered trademarks of Transitions Optical, Inc.

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The Future of High Index 1.74 New ed rov p m &I 4 HR-7 n Resi

The Leader in High Index www.seikoeyewear.com