EyeCare Professional June 2009 Issue

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LATEST IN DESIGNER EYEWEAR / PAGE 8 EDUCATING THE U.S. OPTICIAN / PAGE 14 June 2009 • Volume 3, Issue 18 • www.ECPmag.com

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An ordinary day calls for an extraordinary lens material.

9:00AM

Proposal review

10:30AM

Job site visit

12:05PM

Write new comedy routine

3:45PM

TXT kids to say ILU & CUL8R

6:00PM

Basketball with the boys

8:30PM

Black tie fundraiser

11:03PM

Fall asleep watching TV news

Any given day, your patients ask a lot of their eyes. Start your eyewear recommendation with a lens material that's the best foundation for their daily vision needs. Only Trivex provides the complete package of crisp, clear vision plus unsurpassed strength in an ultra-lightweight lens. Day in and day out, Trivex will always be true to your patients, no matter where life takes them. Learn more at ppgtrivex.com.

Eric Engineering consultant Family guy Stand-up comedian

Š2009 PPG Industries, Inc. All rights reserved.

Trivex is a registered trademark of PPG Industries.

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EYECARE INNOVATOR OF THE MONTH: What role does PPG Industries play in developing innovative lens materials and products?

Christine Camsuzou General Manager, Optical Materials PPG Industries

At PPG Industries, it is our vision to be the materials supplier of choice for the optical industry. Since the introduction of CR-39™ in the 1940’s, it has been our mission to provide the industry with quality materials that bring value to the people who cast, distribute, dispense, and wear corrective lenses.

We continue to invest in R&D and in our manufacturing capability to assure that we can be counted on for innovative, high quality products and dependable service. With the more recent introduction of Trivex® material and NXT® sunlenses, we are continuing to advance this mission while constantly searching for new opportunities to bring innovative technologies to the optical industry.

What is Trivex lens material?

Trivex is a unique, scientifically-advanced category of lens material developed to perform in all aspects of life without compromise. Trivex provides the complete package of crisp, clear vision, ultra-lightweight comfort, impact resistance and protection. Material selection is the first step in the lens recommendation and Trivex is an ideal foundation on which to build eyewear that will help patients get the most out of life. Compatibility with vision-enhancing lens options such as anti-reflective coatings, digitally surfaced lens designs, polarized sunlenses and Transitions® photochromic lenses create premium lens products for eyecare professionals to provide to their patients.

How is the use of Trivex growing in the industry?

Because of the unique combination of properties, the acceptance of Trivex continues to grow worldwide. Lens availability is expanding through new designs, manufacturers, laboratories, distributors and retailers. As the availability expands, more eyecare professionals are learning about the unique benefits of the material and are taking advantage of the opportunity to differentiate their practice by recommending Trivex to their patients. While the growth in the United States and Europe has been steady since the launch of the material in 2002, we are especially encouraged to see exciting growth in South America and new opportunities in China.

PPG Industries

What type of Trivex marketing materials do you have available?

PPG offers a variety of education and marketing materials including brochures, training programs and posters. ECPs can visit www.ppgtrivex.com to view and request these materials online.

What is NXT and how does it complement the Trivex range?

We are excited to offer the first polarized lenses made with Trivex material with the launch of NXT Rx Sunlenses in 2008. The NXT Rx line offers a complete program for performance sunlenses that includes tinted, photochromic, mirror-coated, polarized and polarized photochromic options. The technologies incorporated into NXT sunlenses are impressive.

For example, NXT Polarized Photochromic sunlenses are a combination of advanced photochromic and polarized technologies along with Trivex material technology. Eyecare professionals can now recommend a high performance polarized sun lens that offers clear vision, ultra-lightweight comfort and extreme impact resistance.

What other opportunities have you found for this technology?

NXT frames made with Trivex material are beginning to catch the eye of frame designers. While NXT frames have been available for a number of years, new approaches to creating innovative designs and styles using this versatile material are being pursued. As experience designing frames with NXT increases, we believe there will be more unique developments and applications for this technology in the future.

What does the future hold for the optical industry?

Consumers are looking for a combination of product features, performance and value. Lifestyles are becoming more active. We believe this will lead to the expansion of lens lines made from Trivex material, the addition of other innovative materials, the growth of polarized sunwear, and the continued introduction of other new lens treatments to better meet the needs of eyewear customers.

We are very proud of the fact that we bring products to the market that help consumers see better, protects them and makes them feel more comfortable with wearing eyewear. It is through efforts of a talented and dedicated team of professionals at PPG that we are able to continue developing innovative products for today and the future. ■

JUNE 2009 | EYECAREPROFESSIONAL | 3

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JUNE 2009

EYECAREPROFESSIONAL

Vol. 3 Issue 18

Features 8

Courtesy of ENNI MARCO

Contents

Magazine

DESIGNER EYEWEAR Stay cool at the beach with the latest in Designer Eyewear and Sunwear.

by Amy Endo, ABOM, CPOT

14

OPTICIAN TRAINING The professions of Nursing and Pharmacy share some interesting parallels with Opticianry.

12

by Warren G. McDonald, PhD

18

PROGRESSIVE LENSES Keep up with the latest in Progressives and help your presbyopic patients see their best.

by Carrie Wilson, BS, LDO, ABOAC, NCLEC

26

OFFICE SECURITY Keep your frames safe with the good customer service and the latest in technology.

by Bob Faktor, ABOC

30

14

PROFESSIONAL PHONE SKILLS Leave the ultimate first impression by using courteous and concise phone greetings.

by Anthony Record, ABO/NCLE, RDO

34

OPTOMETRIC DYNASTIES Profiling the 3rd and 4th generation OD families who helped make Optometry what it is today.

by Elmer Friedman, OD

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

Departments EDITOR/VIEW .....................................................................................................6 EYE SAFETY .........................................................................................................7 INDUSTRY NEWS.............................................................................................21 MOVERS AND SHAKERS.................................................................................22 PRACTICE MANAGEMENT.............................................................................38 ECP OF THE MONTH ......................................................................................42 ADVERTISER INDEX .......................................................................................46 INDUSTRY QUICK ACCESS............................................................................47 LAST LOOK .......................................................................................................50

34

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Shamir Autograph ® - Your Personal Lifestyle Lens ™ Give your patients the most advanced personalized Freeform® lens on the market, Shamir Autograph® II. Designed with EyePoint Technology® and incorporating FreeFrame Technology™, As Worn Technology™ and your patient’s unique measurements, you can now provide them a lens tailored to their needs with optical benefits unlike anything they’ve ever experienced before.

Luzerne Optical is proud to produce Shamir Autograph® in its state-of-the-art laboratory. Order Shamir Autograph® II today through Luzerne Optical.

CONTACT US TODAY! (800) 233-9637 or www.luzerneoptical.com

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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, Cliff Capriola, Dee Carew, Alvaro Cordova, Harry Chilinguerian, Amy Endo, Bob Fesmire, Elmer Friedman, Paul King, Jim Magay, Warren McDonald, Anthony Record, 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 18 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 | JUNE 2009

Dealing with Third Party Style Consultants t can be hard enough to convince a male patient that a different frame style may best fit his lifestyle and prescription and still be stylish, but what happens when a “style consultant” enters the picture? It generally is his wife or girlfriend, but very often it’s someone older, perhaps his mother or mother-inlaw. Even though you might have established a good relationship with the patient, it’s time to start all over.

I

Being aware of the dynamics of the situation may help you in determining how to proceed. The consultant is given the power of decision, and many times feels she must demonstrate her expertise. That often comes out as a negative, that is, whatever the patient and you might have decided on must be wrong, or why else would he have asked for her help? While being careful not to ignore the patient, it is important that you direct your analysis of lifestyle and prescription requirements to the consultant. Doing so puts her in your confidence and acknowledges her as an expert.

Be sure to greet the consultant as you would the patient, that is, give your name and title. It is important that she recognize you as the authority, particularly if she doesn’t know you. If you had previously picked out frames with the patient, it is helpful not to show them to her immediately, but rather go through the same procedure you did with the patient. While you don’t need to go through the entire selection process again, this step is important and will make it easier to settle on the frames that were already selected.

If the consultant is wearing frames, pay close attention to them. If they are an older style, it may be more difficult to get her to agree on a new style for the patient. Be careful not to be overly critical of her glasses; if pressed, you might mention how the new lens designs allow for smaller frames, or perhaps how the new styles are emphasizing color.

If this is the initial selection, remember to direct you comments to her. Certainly include her in any decision process. You might have the patient try on a frame, then stand back with the consultant and discuss with her how it looks. Once a few frames have been selected, your attention should swing back to the patient. But although the consultant has receded more into the background, don’t ignore her all together, she still has to feel a part of the process.

Having a consultant can complicate the sales process and slow things down, but it doesn’t have to create undue problems if handled correctly. And there are times when a consultant may be very welcomed, such as when a patient just can’t seem to make up his mind. A consultant may very well just walk up, grab one of the frames, and seal the deal for the patient!

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Moving Out of Our Blind Spot

By Paul Berman, O.D., F.A.A.O. Did you know that the greatest risk of loss of vision in one eye is due to eye injuries and it is second to cataracts for two eyes? It is also the greatest risk for loss of vision for all of our patients less than 40 years of age.

But how much time do we spend on educating our patients on eye injury prevention? I am sure very little, especially when we compare it to the time we talk about cataracts, glaucoma, diabetic retinopathy and macular degeneration.

One of the largest categories for eye injuries is home and sports. Recent injury statistics reveal that the most dangerous place for your eyes is within your home and on playing fields. Twenty-seven percent of all eye injuries involve sports and this

number increased to 40 percent for 11-14 year olds.

Your patients who are functionally one-eyed (amblyopic, other causes of decreased vision) are 15 times more likely to go blind. One-half of these eye injuries are the results of trauma.

So what can we do to protect our patients?

We can follow the three I’s to protect their eyes: Inquire: Ask your patients, "Do you play sports?"

Inform: Describe the sport-specific risks of eye injury, as well as the strong recommendations regarding the use of protective eyewear by organizations such as the American Academy of Pediatrics.

Introduce: Present your patients with protective eyewear alternatives that are appropriate for their activities.

Continued on page 17

A Little Protection Goes a Long Way In 2007, 212 million people participated in at least one sporting event and more than half of them did not wear any type of eye protection. That’s why someone visits an emergency room with a sports-related eye injury every 13 minutes.

You can help protect the vision of your sports enthusiast patients. To learn more, visit www.thevisioncouncil.org/ecp or call (703) 548-4560.

helping you to grow your practice

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WHENEVER THERE IS A HOT FASHION TREND, it comes with a designer label.

Ask your family and friends about what is currently “happening� in eyewear in your part of town, by shopping at your local malls, reading various fashion magazines, and reviewing designer trends. Here are some fabulous designer brands: 1

2 1. Marchon The Fendi Rose Sun FS5014 has delicate rose detailing, finely etched in zyl, which is then given a flawless hand painted finish. The glamorous sun style is perfectly proportioned with a flattering rectangular shape and chic colorations of black, Havana, beige and Bordeaux. www.marchon.com 2. Tura Lulu Guinness has something for every Glamour Girl this upcoming spring season. Putting her twist on each frame to give you a set of three sister styles that showcase a custom designed and casted metal endpeice. The endpiece features two half-circles connected with two hinges. Models Hannah, Cassandra & Ivy are all 8 base with gradient CR-39 lenes. www.tura.com 3. Charmant The Lacoste 12238 is a soft rectangular frame that is deceptively simple. The front is crafted from solid acetate, but the temples feature a unique stripe effect achieved by using a layered acetate material. Colors are available in black, crystal, brown, red and violet.

Sizes include 49-16 and 51-16. www.charmantusa.com

3

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4 4. Morel Eyewear The new Orchid collection from Koali emulates exotic beauty with its delicate lines and a sense of airy fragility.

The use of allergy resistant, stainless steel gives the consumer sculpted temples with plenty of volume that are nonetheless ultra-light. The broad selection of shapes and systematically colored three-tone finishes mirror the diversity of this flowering species itself. www.morel-france.com 5. Jee Vice Paris Hilton has been seen sporting The Egoist in Brown Corduroy – wrap around shades that are paparazzi-proof and provide full coverage to the face.

This is one of the latest styles in Jee Vice’s 2009 collection and is availabe in six color ways. www.jeevice.com

5 6. Modo Modo’s 3.1 phillip lim collection covers an array of shapes and inspirations – from retro to oversized, flat to curved, round and square. Colors are an integral part of the collection, as shades of pink and purple give the collection a vivid character. Another unique addition is the translucent frame Judith in crystaltaupe, a chromatic effect which adds to the uniqueness of the shape. www.modobiz.com

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7

7. Allison Usa This Missoni women’s MI17701 is comprised of acetate, enamel, and Swarovski Crystals. This frame really shows off the aspects that are Missoni, by incorporating many different colors in a fun way. This frame is transparent brown, but it is also available in, honey, and transparent grey. www.allisonusa.com

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McGee Group

Satisfy your craving for color with the perfect look from the newest release in Vera Bradley Sunglasses. VB-3517S is a lightweight full-rim metal frame front featuring deep warm color tones and a large square eyeshape. This frame design features handmade acetate temples with the Vera Bradley Bali Gold and Hope Garden patterns featured on the inside. www.mcgeegroup.com

Kenmark

The Kenmark Group is releasing the Interchange System in its Jhane Barnes collection, an innovative way for people to customize their frames with interchangeable temples.

Interchange 3 features an oval shaped 3-piece compression mount, with 3 sets of coordinating temple options: wide colorful translucent plastic temple; wide plastic temple with a laser engraved Jhane Barnes signature pattern. www.kenmarkoptical.com

L’amy America

Nina Ricci NR2551, Beethoven is an elegant handmade Italian acetate frame. Available in a modern eyeshape with delicate petals engraved on the temples.

Color availability includes: black, brown and red. www.lamyamerica.com

Luxottica Ralph Lauren Model RL 6045 is a young and sporty shape in fresh colors in red, black, crystal clear, transparent pink and dark Havana tortoise. www.luxottica.com

Eastern States Eyewear The new Jaguar collection features styles that range from classic to sporty in shape, while all are marked by Jaguar’s penchant for sophisticated design, exceptional layered detailing, and intricate coloration. In addition, Jaguar has again catered to men with wider faces by introducing three styles with eye sizes of 57 and above. www.eseyewear.com

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GRANT, Italia

Gold & Wood

Gimmi Baldinini, has always been known for his fanciful, beautifully handcrafted shoes as well as handbags, attaches and since last year also jewelry. The Eyewear and Sunglasses, made in Italy by Sover, compliment the collection with fine detailing and textures. www.grantitalia.com

Enni Marco The concept of Kit N marks the mix of opposites with transparent front highlighting the solid temples of extremely sophisticated alloys. The warm feel of wood confronts the harshness of the aluminum, in innovative lamination sealing authentic nature and industrial era in an indestructible blend. www.gold-and-wood.com Your individual tastes are reflected by your fashion sense and recommendations, from sophisticated and cool to relaxed and casual. Your designer eyewear should fit your style, and look great too. Then you will able to choose designer eyewear that will complement your customer’s personality. Select numerous designer name brands that will accentuate their individuality and style.

Amy Endo, ABOM, CPOT amy@ecpmag.com

Enni Marco eyewear is unmistakably recognized for its daring designs, vibrant colors, and exquisite details combined with the finest materials and innovative technology. The IV 01-381 is a soft, feminine yet modern shape. It features luscious yet delicate color swirls and captivating filigree-like embellishment. www.ennimarco.com

Revolution Eyewear Ed Hardy Lites use the Vintage Tattoo designs of Don Ed Hardy. Temples are made from Grilamid TR90 – a transparent material with good heat resistance and fatigue behavior.

Crystals from Daniel Swarovski adorn the frame and create a mood of excitement and individuality. www.revolutioneyewear.com

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

Educating and Training the American Optician

This month’s article continues the examination of the education and training of the American Optician. The series includes a very brief history, and discusses educational opportunities for those currently in the field, as well as those who seek to enter. This month, we compare Opticianry with other professions in health care, and I hope you find it interesting.

To get right to the meat of the article, let’s evaluate other allied health professions in some state of transition. When this research was conducted, this author saw some striking parallels.

See what you think!

Nursing The American Association of Colleges of Nursing suggested sweeping changes in nursing education in recent years. Nursing Education’s Agenda for the 21st Century (1993, 1999) provides a blueprint for the expansion of nursing education to include a number of things well beyond the technical skills needed for nursing practice. Critical thinking, ethics, research capabilities, management skills and others are included in the treatise developed by nurse educations primary organization. They go on to claim the baccalaureate degree as the minimum standard for professional nursing practice due to the broad roles played by the professional nurse in today’s health care environment. They separate the technical nurse trained in an Associate Degree program from the professional nurse because of the critical thinking and additional skills that the 4-year programs include.

Curriculum building for nursing education began in 1917 with the Standard Curriculum for Schools of Nursing. This curriculum was revised many times during the years following, but in 1950, there was a move to place nursing education into 2-year community and technical colleges. This was the first move away from nursing education tied to service in hospitals. Nursing curricula became focused around the standardized content, and still today many nurse educators teach from that idea of “covering the content” much the way they were taught. The focus of the August 2003 Position Statement of the National League for Nurses calls for drastic reform in the concepts of teaching nurses. They see a need for more innovative programs that are geared more toward today’s fast-paced team approaches to health care, and away from the traditional hospital stays of the past. This position statement, entitled Innovation in Nursing Education: A Call to Reform (2003), makes it clear that reform is necessary for nursing to meet the needs of the health care market place of the future.

Therein lies the correlation to Opticianry. Nursing and Opticianry are different in many ways, but both are health care professions that require significant knowledge and skills that serve the betterment of their patients. It is important to note that while all levels of nursing licensure and training require some educational component, many, and in fact most, jurisdictions require no formal education for Opticians. In states where there is a license required, most Opticians are trained through apprenticeship training that is more like on-the-job training with no educational requirement other than the level of knowledge the trainer provides. Opticians need to follow the lead of nursing to generate new ideas and paradigms for education and training.

Continued on page 16

14 | EYECAREPROFESSIONAL | JUNE 2009

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now available in polycarbonate image

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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

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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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Pharmacy Opticians are very similar to Pharmacists in that they both fill prescriptions written by doctors, and provide a source of information to the public on matters related to health care issues.

Patients often can go to the optical shop for advice on eye care, while the pharmacist is widely recognized as a source of general health information.

But the similarities end there. Training for pharmacists is very well defined in every state in the union and requires a significant level of education and training, as well as a license to practice. The Pharmacist of today completes a rigorous academic program of study and has to pass difficult licensing examinations in every state. The typical entry degree today is the PharmD, or Doctor of Pharmacy degree (Campbell University School of Pharmacy, 2004). It requires a minimum of six years of study; 2 years of required courses in the sciences and general education electives and 4 years of Pharmacy school, and additional degree programs are available in clinical studies and research. According to the Occupational Outlook Handbook (2002-2003) the job prospects are strong and should continue through 2010. The University of Southern California, School of Pharmacy (2004) describes the timeline of their educational history as beginning in 1905 with a 2-year degree program, and the 4-year Bachelor of Science degree in 1918. The school continued to progress educationally and today is an example of academic excellence.

Ongoing research in many areas of the country indicates a continuing need for additional pharmacists. In Texas, state sponsored research shows the need to be great; even though Texas graduates a high number of Pharmacists (second to California) and that there is a significant need in rural areas (Projecting the Need for Pharmacy Education in Texas, 2nd Draft, January 2004). The demand for Pharmacists is high all over the country, and unlike optical prescriptions, a licensed person must fill all prescriptions. Many optical prescriptions are filled by unlicensed personnel in eye doctor’s offices. This simply could not happen in the case of pharmaceutical agents, because it is clearly illegal except it special situations. While there are similarities in Pharmacy and Opticianry, the professions appear to be taking different paths. Pharmacy recognized the need to expand education and training, while Opticianry still trains via apprenticeship. Pharmacy income continues to rise sharply, while Opticians seem to maintain static levels. Could this not change by recognizing new opportunities for Opticians and providing a solid educational base to reach these goals?

Conclusion There are other professions, such as radiography, respiratory therapy and dental hygiene that have some correlation to this topic. All are in an upheaval and attempting to find the balance that will maximize their abilities in practice and allow for the 16 | EYECAREPROFESSIONAL | JUNE 2009

continued success of their profession. Nursing and Pharmacy appear to have been successful in advancing their level of education and training and increasing their scope of practice.

Opticians are struggling to find the path that will allow their profession to practice at their maximum level. The Center for Health Statistics at the University of California at San Francisco (Pew Health Commissions, 1995) issued a report that is appropriate for this research. It states the following: Because health care is a labor-intensive enterprise, the next stage in our present cycle of change will demand a rapid transformation in: • How health professionals are prepared for practice • How that practice is regulated • The educational programs that prepare them for practice The knowledge, skills, competencies, values, flexibility, commitment and morale of the health professional workforce serving the systems of care will become the most important factors contributing to the success or failure of the system. In response to these circumstances, the system that produces health professionals and the structures in which they work will shift away from its supply orientation and toward a demand-driven system. This situation will create four challenges to the ways health professionals practice and are educated and trained: CHALLENGE 1: Redesigning the ways in which health professional work is organized in hospitals, clinics, private offices, community practices, and public health activities.

CHALLENGE 2: Re-regulating the ways in which health professionals are permitted to practice, allowing more flexibility and experimentation, but ensuring that the public’s health is genuinely protected.

CHALLENGE 3: Right-sizing the health professional workforce and the institutions that produce health professionals. For the most part this will mean reducing the size of the professions and programs.

CHALLENGE 4: Restructuring education to make efficient use of the resources that are allocated to it.

The report suggests some specific issues for Allied Health professionals that would include Opticianry. Among those is a change in the way allied professions are educated and trained to more efficiently practice; for example, expanding the role of physician extenders (Pew Health Commissions, 1995). In the case of Opticianry, refraction could provide a method to reduce health care costs by allowing Opticians to perform that function under the supervision of a physician. Low Vision is another role we could easily play in the future. Opticians could become the mid-level practitioners in eye care, and I propose that with appropriate levels of training, not some new multiple-choice examination, we can not only survive but thrive.

Think about it! ■

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So what else can you do? Have your patients complete a lifestyle questionnaire. Explain the risks to your patients who play sports. Do not just suggest sports protective eyewear but actually write a separate prescription for sports protective eyewear.

Patients will be more likely to a fill prescription. We all know how often a patient will say “yes” to the doctor and then change their mind. Educate your staff so they will have the appropriate information in case a patient changes his or her mind.

It is amazing, when you think about it, that we protect shins more than eyes, seemingly putting more effort into preventing bruises than blindness. It is essential that sports eye protection becomes part of the standard protective gear that is included in all our patients' athlete bags.

As I speak to non-eyecare groups they are amazed that we have not done a better job with edu-

cating the public and our patients about the need to protect their eyes when playing sports. However, with a position statement from the American Academy of Pediatrics, The American Academy of Ophthalmology, The American Public Health Association, and the National Eye Institute and the American Optometric Association, this is improving.

So let’s move out of this blind spot by using the three I’s and decrease the needless loss of sight that occurs during sports. Let's do this one patient at a time. The last thing that you want to do is to treat someone for an eye injury that you could have avoided.

The Vision Council's Vision Protection Committee is dedicated to expanding the protective eyewear market on behalf of all segments of the industry, from sports and industrial safety eyewear to computer vision lenses to home eye and sun protection.

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

Don’t Hand Me a Line!

Getting to Know Progressive Addition Lenses

Since a progressive is the first choice for most patients, it is best to define exactly what a progressive is. Many individuals call it a no-line bifocal, but this is actually a misnomer. The closest thing to a no-line is actually a blended or Ultex bifocal. Instead, a progressive is a lineless multifocal that is designed in such a way that the add power gets progressively stronger the closer to the bottom of the lens it gets.

T

HE WORLD OF PROGRESSIVES is complex. There are

hard designs, soft designs, combination designs, short corridors, long corridors, and now free-form or digital surfacing. At last count, there were over 200 different types of progressives on the market. Ugh! It’s enough to make eye care professionals pull their hair out. How is an ECP to muddle through the lens maze and decide what is best for the patient?

Thinking Progressively It is easy to see why progressives are the lens of choice for most presbyopes. Cosmetically, it appears to be a single vision lens without the age revealing lines of flat top bifocal or trifocal.

Visually, progressive lenses are the closest to natural vision.

With a progressive, there is a prescription for all the field of vision in front of the patient. Therefore, a progressive meets most of the visual needs for most patients.

Now, a progressive lens is designed to reach maximum add power by utilizing a corridor. A corridor is the small, hour glass shaped area of the lens that the eye follows to get from the distance prescription – through the intermediate – to the reading prescription. It allows the eye to seamlessly and comfortably change focus without “image jump.” It is the corridor that lens designers focus on when creating the optimum progressive.

Is it better to be hard or soft?

The hard or soft debate has been going on since the first soft lens design was introduced in the 1970’s by Varilux. Originally, this was a huge issue in the optical field and with good reason.

Hard designs have a high level of precise blending in the unused, or distorted, portion of the lenses. This gives a much clearer reading and distance portion, but can cause more of that upset, dizzy feeling when the eye travels through the corridor.

Not a good idea for someone with vertigo, balance problems, or people who are sensitive to motion. Some of the traditional characteristics of a hard lens include: Continued on page 20

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Large and stable near and distance zones Spherical curves in the distance Shorter progression corridors High astigmatism on the surface

On the other side, soft designs have the blending more spread out and the blends enter the corridor more, resulting in the “soft” part of the design. An aspheric blend, this helped eliminate dizzy and distorted feeling, but it sacrificed some of the crispness of vision in the corridor. A soft lens design is the opposite of the hard in terms of traditional characteristics.

Today, the debate continues, but it doesn’t really need to.

In actuality, most lenses today are neither hard nor soft, but a combination of the two blending designs. Myopes need clearer vision at the distance so the distance part of the lens has harder blends and softer blends at the near to help with the distortion. Hyperopes need clearer vision at near so the opposite is done. So, hard design, soft design, it really doesn’t matter since neither one is usually produced in its true original form anymore.

Be Free From It All With Digital Free-Form is a way of digitally surfacing a lens, not an actual lens design. In conventional lens surfacing, a semi-finished blank is placed in a generator and the back of the lens is ground away. The resulting rough surface then goes through a process of fining and polishing, utilizing either a soft or hard lap.

Because there is limited ways that a lens can be processed, traditional lenses can only have spherical and cylindrical surfaces and can only be produced with accuracy up to +/-.12 diopters.

However, Free-Form lens surfacing has changed this.

In Free-Form surfacing, a computer numeric controlled (CNC) generator is controlled by a point file software system. This software can apply over 10 million calculations to create a data file that includes the patient’s prescription, parameters and desired lens material. The data file is then sent to the CNC generator and the lens surface is cut into the lens using a natural diamond point cutting tool. An additional factor in the lens grinding process that is unique to Free-Form surfacing is that the front as well as the back surface of the lens can be ground.

“A progressive is a lineless multifocal that is designed in such a way that the add power gets progressively stronger the closer to the bottom of the lens it gets.”

The Long and the Short of It Traditionally, a long corridor was the only lens option available.

Initially, this was not a problem because the styles of the seventies and eighties were larger. In the 1990’s this all changed when frame styles became smaller and smaller. Since the average corridor at the time was 17mm, this forced the ECP to do one of two things: cut off the reading area or “bump up the add” to prevent the strongest reading area from being removed. This resulted in either a loss of near vision from the add removal or a distorted intermediate because of the extended transitional area that the longer corridor lenses have. Fortunately for the ECP and the patient, this changed with the development of the first short corridor progressive in 1999.

With the introduction of the AO Compact, the progressive began another change. Though many manufacturers initially just dropped their minimum fitting height to compete, this resulted in a 15% loss in add power. Realizing that in some prescriptions the loss was unacceptable, within three years most of the major lens manufacturers had their own short corridor lens designs. Today, many lenses have an average corridor length of 10 to 20mm, a much shorter height than the average corridor length of 17mm just a decade ago. The end result is a wider group of lenses to fulfill the patient’s visual and cosmetic needs.

20 | EYECAREPROFESSIONAL | JUNE 2009

As a result of the dual surfacing as well as the exact nature of the cuts, almost any type of lens surface can be cut into the lens.

After completing the time in the generator, the lens can proceed directly to the polisher, skipping the fining process. A soft pad polishing system is then applied to the lens to safeguard the new curves on the lens surface that usually has only about 1 micron variation in depth. The effect for the patient is: • Wider fields of vision • Clearer vision while looking down • Greater prescription accuracy at distance, intermediate and near • Smoother transition through the corridor Seeing Clearly Progressives are the visual and cosmetic choice for most patients. They provide a wide range of designs that enable presbyopic patients to see and look their best, regardless of lifestyle and frame choice. It is the responsibility of the ECP to work with the patient to decide which progressive will work best for the patient’s needs. By being up to date on the latest technology, knowledgeable of current and past designs, and by actively listening to the patient, the ECP can navigate the progressive muddle and pick the best lens possible. ■

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Signet Armorlite announces first winners of the Kodak Lens Puzzle Challenge Expo East 2010. There will be 4 winners in all for Grand Prize New York Trips. The remaining three winners who will have completed the puzzle will be drawn in August after the end of the promotion.

The promotion details for ECPs are as follows: For every 10 pairs of KODAK Progressives dispensed, the ECP earns a piece to the puzzle. There are 4 pieces in all. First piece is free and can be obtained from a trade publication ad or directly from a participating lab. Every time an ECP collects all 4 pieces, they receive a $50 gift card and will be entered in a drawing for trips to Vision Expo East and KODAK Digital Video Recorders. There is no limit to the number of puzzles they can put together.

Promotion Dates: April 1, 2009 to July 31, 2009 The first Grand Prize from Signet Armorlite’s Kodak Lens Puzzle Challenge – a new promotion through Signet’s Co-op Lab Partners – was rewarded to the first practice to turn in a completed puzzle. 20/20 Vision Associates of Riverside, CA participated in the puzzle challenge through Empire Optical lab in North Hollywood, CA and was the first to win an all expense paid trip for two to New York City during Vision

Prizes: 1) Grand Prize Drawings: Trips for 2 to New York City (Vision Expo East) 2) Add’l Prize Drawings: pocket size KODAK Digital Video Recorders 3) For every puzzle solved: $50 Gift Card

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Movers

AND

Shakers

Safilo Group Ross Brownlee, a 12-year veteran of Safilo Group, has officially assumed his role as the new president and COO of Safilo North America. Brownlee, who recently relocated from Hong Kong and previously served as Ross Brownlee managing director of Safilo Far East, is now based in Safilo USA’s headquarters in Parsippany, NJ. His responsibilities now include the management and operations of Safilo USA, Safilo Canada, and Smith Sport Optics. As president/COO, he also now oversees optical and retail sales, product planning and development, licensing and marketing, operations, quality control, new business development, accounting and finance.

Luxottica Group Luxottica Group has announced the appointment of Vittorio Verdun to senior vice president of sales. Verdun’s successor as vice president of marketing is Victor Melendez, who will assume marketing responsibility for Luxottica’s Vittorio Verdun brand portfolio. Verdun responsibilities in his new role include managing the sales teams for all of the company’s channels of trade, including independents, department stores and key accounts.

Bausch & Lomb Bausch & Lomb has named Peter Valenti III as corporate vice president and global president, Vision Care, effective July 1. He joined Bausch & Lomb in January 2009 as president, North America, Vision Care. Valenti replaces Stuart Peter Valenti III Heap, who has chosen to step down from his current role with Bausch & Lomb for personal reasons effective June 30. Heap will remain an active strategic advisor to Bausch & Lomb.

Viva International Group Viva International Group has named Sal Rianna chief financial officer and chief administrative officer. Rianna most recently served as chief operating officer for luxury linen purveySal Rianna or Frette North America, Inc. Additional past roles include vice president of finance and operations for DKNY, where he worked with brands including Giorgio Armani, Calvin Klein and Emanuel Ungaro.

The company has also promoted Mick Kunish to the position of executive vice president and chief marketing officer. He will be responsible for overseeing brand design, marketing, creative development, business development Mick Kunish and public relations. Kunish joined Viva in 2001 as the company’s director of business development.

Drew Donley

Drew Donley has been named senior vice president, domestic sales. In this newly created position, Donley will oversee the areas of retail sun, specialty retail, domestic optical and Canada.

Match Eyewear Match Eyewear has appointed Philip Turnage to the new position of president of sales. His main objective will be to significantly increase the sales force of Match Eyewear and develop new business. Prior to joining Match, Turnage Philip Turnage served as vice president of sales for Viva International Group and was responsible for the total U.S. sales across all divisions of that company.

The McGee Group The McGee Group has announced the appointment of Bart Floyd to senior vice president of sales. Floyd has 28 years of experience in the optical industry, most recently as vice president of sales for the Bart Floyd Kenmark Group. In his new role Floyd will be responsible for expanding McGee’s retail chain business and independent ECP business, as well as have involvement in new licensing opportunities and product development.

REM Eyewear REM Eyewear has announced the appointment of Nicolas Roseillier to creative director.

Roseillier will oversee the product design and development of all REM brands, including Converse, Jones New York, Lucky Brand, Barbie Nicolas Roseillier and John Varvatos, as well as the company’s luxury division, Base Curve. Roseillier was most recently creative director at Modo Eyewear where he spent over three years designing and also undertook a major rebranding effort.

Movers & Shakers continued on page 24

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Live Eyewear has announced the appointment of Trish Bellrose to the position of Product Manager. In her new position, Bellrose is responsible for the company’s brand management, product development and forecasting. She comes Trish Bellrose to the company with 18 years of product management experience, with the past five years specifically dedicated to the eyewear industry.

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24 | EYECAREPROFESSIONAL | JUNE 2009

U.S. Safety has announced the addition of Bob Egan to its executive team as vice president of sales and marketing. Egan previously held management positions at VWR International, Metron Technologies, Tecnol Medical Products, and Baxter.

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TLCVision’s wholly owned subsidiary Sightpath Medical has named James Tiffany, president and chief operating officer of TLCVision, effective immediately. Tiffany had been president of TLCVision’s MSS subsidiary since 2003; the subsidiary’s name was changed to Sightpath

last summer.

VSP® Vision Care VSP Vision Care has announced the appointment of Dr. Boy-Juergen Andresen to the VSP Board of Directors. Known as a leading Human Resources professional in his native Germany, Dr. Andresen has written and published numerous articles and Dr. Boy-Juergen books on pensions and labor law, and is a Andresen frequent speaker and chair at many national and international pension conferences.

Eyewear by ROI Eyewear by ROI has announced the addition of Dominic Parisi to their executive team in the role of vice president of sales.

Parisi is a certified continuing education speaker and joins Eyewear by ROI after 17 years with Balester Optical, which was named Essilor, Transitions and Crizal’s 2008 Lab of the Year.

Movers & Shakers continued on page 33

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Dispensing Optician Bob Faktor, ABOC

“Stop Thief!”

As a business owner or manager, it’s hard to think of two words that make you feel more vulnerable or powerless. Unfortunately, by the time you have to shout these words, it is already too late!

CCORDING to the National Association for Shoplifting Prevention (NASP), more than $13 billion worth of goods are stolen from retailers every year.

That is more than $35 million per day! That means that those hot, new designer frames on your board are prime targets for thieves.

A

What can you do to stop these bandits from making off with your livelihood? First, get rid of the image you have in your mind of what a shoplifter looks like.

There is no profile for a shoplifter.

Shoplifters can be men or women, young or old. Shoplifting is usually a crime of opportunity, done for the thrill, not a planned event.

Second, stay with your customers!

Make sure there is someone observing your sales floor all the time. Most shoplifters will not

steal if they are being watched.

This will stop approximately 95% of all shoplifters.

The other 5% can be classified as professional shoplifters. These thieves steal for the resale value of the merchandise they take.

Professionals will usually have a plan of attack and may use accomplices to divert your attention from the theft. This is where additional security measures will come into play.

There are many high and lowtech methods for protecting your business. As mentioned before, the simplest way to prevent theft is to have an observant staff. Other forms of security include locking displays, cameras, and security tag/sensor systems. These are the methods we will cover here.

Continued on page 28

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Locking displays can range from a glass front cabinet all the way to custom made towers with individual locks for each frame location. Most of us in optical retail tend to shy away from locking our frames up. The same security that prevents a frame from being stolen also prevents your patients from trying on the frame. This again leads back to the need for an attentive sales staff. If an employee is readily available to unlock the display for a customer, sales will increase and theft will decrease.

It just doesn’t make sense to lock up all the frames in your dispensary. The cost of purchasing locking display cases to store your budget or closeout frames will be much greater than the profit you will make selling them. It is recommended to choose a price point, either retail or wholesale, and locking up any frames at or above that point.

The cost of locking frame displays can range from around $300 for a simple glass display case to $2,500 and beyond for custom-made wood and glass frame displays. Obviously you will need to choose what works best for your business.

The next item we will cover is security cameras. Cameras come in an almost unlimited variety. You can choose from traditional wall mounted cameras or ceiling mounted dome cameras.

Most cameras will send a live feed to a TV somewhere on the premises, usually at the front desk or manager’s office. These work well for direct surveillance of an area, but are most effective when paired with either a VCR or DVR. You should choose your cameras carefully. Some will take an image every 1-2 seconds, which is best for systems recording to tape. Others will send a live stream to the recording device. Streaming cameras work best when paired with a DVR (digital video recorder) or hard drive. You may also be able to monitor the cameras over the internet for those times when you cannot be in the office.

Regardless of which type of camera or recording device you choose, make sure that the cameras cover the entire sales floor and any adjacent hallways. This prevents the thief from taking merchandise off camera to hide. For additional coverage, you may choose to add an outdoor camera to cover the parking lot.

That way, if someone does make off with a frame, you have a chance of getting a license plate.

If a full camera system is not in the budget, you can still benefit from the deterrent power of dummy cameras. Dummy or fake cameras are actual camera housings without the camera ‘guts’ inside. Most dummy cameras will have a battery powered LED to add to the realism, while others will have an automatic pan feature to cover a wider area. For those offices where theft is not a major issue, a few well-placed dummy cameras will help to keep most people honest.

28 | EYECAREPROFESSIONAL | JUNE 2009

The cost of security camera systems can vary greatly, depending on the features needed. Dummy cameras can be as little as $15-$20 each, while a full wi-fi camera system with infrared capability and 500GB hard drive can cost over $10,000. Adding security cameras to your office will also help deter internal theft. An employee is much less likely to steal from the business when they know they are being watched!

The final product we will discuss here is the security tag/sensor systems. You have seen these systems in nearly every type of shop, from the big chain discount stores to your local record store. These systems use special tags affixed to merchandise that set off an alarm when passed by a sensor loop. This loop can be the traditional figure-8 shaped stand you usually see on either side of an entrance or can be built into an existing doorframe.

The tags used by these systems can either be affixed directly to the frame or used in conjunction with rip-resistant Mylar labels. With sensor type systems, it is necessary to also purchase a tag de-activator. This prevents the alarm from going off every time the trash is taken out or when you ship a frame to the lab.

New innovations in RFID (radio frequency identification) have improved the sensor systems and allow for each individual frame to be coded with a unique ID. This makes inventory management much easier. By simply passing a hand-held scanner within a few inches of each frame, the computer can take an accurate inventory in a matter of minutes and alert you to any missing frames.

While sensor systems are the most expensive option, ranging from $2,000 for a basic system to well over $15,000 for a full RFID system, they are also the most effective way to stop shoplifters with a minimum of employee involvement.

Any steps that are taken to prevent theft must be coupled with increased employee training. The best theft deterrent, by far, is exceptional customer service. By being constantly attentive to your customer’s needs, you will not give a thief the chance he needs to steal from you and he will then seek out an easier target elsewhere. ■ Email any comments to: editor@ECPmag.com

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OAA Selects Mark Cloer as State Leader of the Year honor the association can bestow upon an individual.

Tom Hicks, OAA President said, “Mark Cloer exemplifies leadership, love and commitment to our profession and his dedication to opticianry in Mississippi and OAA has been selfless and inspiring.”

Mark Cloer has been involved in the optical industry for over 30 years. Mr. Cloer is a past President of the Opticians Association of America, served two terms as President of the Mississippi Association of Dispensing Opticians, is the current owner and President of EYE2EYE, Inc., serves as an instructor and director for the Contact Lens Service at the University of Mississippi Medical Center in Jackson, MS, is an OAA Honored Fellow, has spoken on the national level, and has had several articles published in ophthalmic trade journals.

OAA’s State Leader of the Year, Mark Cloer (seated), is pictured with several past recipients of the prestigious award

The Opticians Association of America (OAA) is pleased to announce that Mark Cloer, HFOAA of Jackson, Mississippi has been named OAA’s State Leader of the Year. Presented annually at the Opticians Association of America’s State Leadership Conference, the award represents the highest

The recipient of this prestigious award must meet the following requirements: involved in state leadership, past or present; attended at least two OAA State Leadership Conferences; promoted the advancement of opticianry in own state or other state(s); be ABO, NCLE certified, or State Licensed; and be a member of a state association for a minimum of five consecutive years.

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Managing Optician Anthony Record, ABO/NCLE, RDO

Professional Telephone Skills Some experts claim that a client begins to form a first impression in as little as four seconds after meeting a new person.

LIKEWISE, LONG BEFORE a patient ever walks through your door, she has begun to form an impression about you, your doctor, and your practice. And contrary to what you may think, that impression is forming before your phone is even answered.

Answer it too soon and a caller may assume that your practice is unpopular – that your staff was sitting around just hoping the phone would ring. Let it ring too many times and the caller may think you are not interested in her business at all. She has already begun to dial the next practice listed in the Yellow Pages.

Traditionally, conventional wisdom said the “correct” time to answer a business phone is immediately following the third ring. In this multi-tasking, short-staffed, time crunching society we live in, answering the phone between the second ring and the end of the third ring is perfectly acceptable. Answering by using the Four Courtesies will create a professional, welcoming impression. The Four Courtesies include: 1. Greeting 2. Identify the Organization 3. Identify Yourself 4. Offer to Help After reading that, it may seem too much, but with a bit of practice your staff members will be able to fluidly deliver a Four Courtesies greeting in less than three seconds.

For example: “Good morning, Max Optics, this is Andrea, how may I help you?”

If you want to know what to stress as you deal with patients over the phone, simply ask yourself what you expect when you call a business. A recent, informal

survey of Eye Care Professionals I conducted at the last Vision Expo East yielded the following responses: courtesy, friendliness, professionalism, competence, knowledge, promptness, preparedness, enthusiasm, confidence, sincerity, and a seriousness of purpose. So if you want to create a positive first impression, stress those attributes and characteristics in all the people who staff your phones.

By taking phone etiquette seriously your business should experience more referrals, repeat business, and an enhanced practice image. But what would improving phone skills do for you personally? By improving your telephone skills you might decrease your stress levels, increase respect and confidence, improve efficiency, and increase your job security and job satisfaction.

Did you ever wonder where all your callers have gone...why some people quit calling and coming to your practice? One study rates the following as the reasons why people no longer pick up that phone and call: 1%- Die 3% - Move Away 5% - Develop Other Loyalties 9% - Lost to Competitors 14% - Product Dissatisfaction 68% - A Feeling of Indifference by Staff Members As you can clearly see, “Indifference” outranks all of the other reasons – combined - by more than two-to-one. What is indifference?

Indifference in a staff member is best described as not caring Continued on page 32

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one way or the other. Remember: Patients don’t really care how much you know; they want to know how much you really care.

Patients will readily forgive incompetence and mistakes; they will rarely forgive someone who just doesn’t care.

Therefore, your most important tool over the phone is your positive attitude.

Your attitude toward your patients is reflected over the phone (and despite what you think, you cannot always mask your true feelings). Your attitude affects your callers and is clearly reflected in your tone of voice. You are 100% in control of your attitude over the phone.

One of the critical characteristics for phone success is preparedness. Do you ever have to scramble for something? Can you answer most questions within a few seconds? Here are some of the “tools” that will help raise your level of preparedness: Pens and Pencils Message Pads Phone Directories Price Lists/Fee Schedule Calculator Appointment Book Frame Facts Clock With everything we have discovered, perhaps the A.S.K. Theory might be your best chance for telephone success. A.S.K. stands for Attitude...Skill...and Knowledge.

In The 7 Habits of Highly Effective People, author Stephen R. Covey writes about the dynamics of communication, and breaks it down as follows: 60% visual, 30% vocal, and 10% verbal. On the phone, we lose all of the visual cues, so the dynamics of telephone communication are 82% vocal (the tone and quality of your voice) and only 18% verbal (the actual words you use).

There are seven things you can do to improve vocal aspect of your phone skills. 1)Research. Ask a trusted friend or co-worker if you have any annoying habits. 2)Warm up. Take care of Instead of this...

You have to...

I’ll try to send that to you today.

What do you want me to do about your problem?

I’ll call you back as soon as possible.

She’s not here. Call back...

It’s company policy!

That’s impossible.

I don’t know.

I’ll have Mrs. Williams call you.

I’m sorry you had to hold.

Who is this?

I am only the front desk receptionist.

32 | EYECAREPROFESSIONAL | JUNE 2009

your voice. 3)Call your own voice mail and record a message for yourself. Assess and analyze. 4)Put a smile in your voice.

Patients can “see” a smile over the phone, just as they can sense disgust or a roll of the eyes. 5)Practice. 6)Strive to create rapport with your caller by “mirroring” in terms of tone, rate, pitch, and volume. 7)Use positive, as opposed to negative, phrasing. For example, instead of saying to a patient, “Don’t be late for your appointment,” why not try, “Please be on time.”

What a difference! See the box at the bottom for a few more.

And here are a few phrases you should avoid at all costs: • She’s at the doctor’s office. (It’s no one’s business) • He is on vacation. (They’re on the way to burglarize his house) • He’s in the bathroom. (Really?)

• He’s in the bathroom...and he took the paper.

(This could take some time) • She’s no longer with us. (May she rest in peace) • She’s tied up right now. (Is there video available?)

• He’s out to lunch. (I knew he wasn’t playing with a full deck!)

With challenging callers there are a few tips that might help. For example, to get a “rambler” to get to the point, interject with their name. If you have an overly inquisitive caller or someone who asks inappropriate questions, say “I only discuss business during business hours.” Do not answer silly, stupid, or obvious questions with sarcasm or humor; instead, give a straight, short answer. For example, once I answered my phone with the Four Courtesies (“Good afternoon, Max Optics, this is Anthony, how may I help you?”) The caller said, “Is this Max Optics?” I said, “Yes sir.” He said, “Is Anthony there?” I said, “This is he.” Simple; to the point.

Finally, in closing the call, consider the following five suggestions: 1. Thank them for calling.

2. Summarize the action you plan to take.

3. Say “goodbye,” not “bye, bye,” or “okay.”

4. Avoid terms of endearment. (Honey, sweetie, dear, etc.)

5. Let them hang up first. ■ Why not this...

Will you please?

I will send that to you today.

How may I assist you?

I’ll call you back by...(be specific).

May I take a message for you?

Most times we...

Here’s what we can do...

Let me find out. I will call you...

I’ll give Mrs. Williams the message.

Thank you for holding.

Who may I say is calling?

I am the front desk receptionist.

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Shakers

Shamir Optical Industry Shamir Optical Industry Ltd. has appointed Amos Netzer, age 53, as its new chief executive officer, replacing Eyal Hayardeny who has resigned from the position. Netzer’s appointment becomes effective on July 1. Netzer currently serves as the chief executive officer of Spirit Economic Consultants Ltd. He served as an external director of the Shamir board of directors until April 26, 2007.

Marcolin USA Marcolin USA has named Riccardo Cadorin as its new vice president of sales for the optical channel. Cadorin will oversee management of the U.S.-based sales force, representing Marcolin’s casual/trend and luxury eyewear lines. Cadorin has extensive operations and management experience, with past positions managing sales channels in Europe, Latin America and U.S. markets.

Shopko Mike Bettiga, who heads Shopko’s retail health division— which includes the mass merchant’s optical operations—has been promoted to executive vice president and chief operating officer of the company. Bettiga now assumes responsibility for store operations, legal, real estate and logistics, while continuing to lead the company’s retail health division.

Michael DiSanto passes away Renowned optical writer and educator Michael R. DiSanto passed away May 25, 2009 at the age of 60 in Hudson, Ohio. Michael spent much of his influential career teaching basic and continuing education courses to thousands of Mike DiSanto opticians, optometrists, ophthalmologists, lab personnel, customer service personnel, and vendor representatives. His educational materials and two books, TOPS and ABO Review Course, offered through the National Academy of Opticianry, help hundreds each year to prepare for certification.

He is survived by his beloved wife, Jennifer R. DiSanto; dear son, Michael Nicholas DiSanto; and dear daughters, Misty (Robert) Anderson and Lindsay (Joseph) Yanock; and his grandchildren, Carson and Kennedy Anderson. Michael had been diagnosed with Stage IV pancreatic cancer, and was selfemployed at the time. His family has incurred major expenses, and in lieu of flowers, please send any donations to Jennifer DiSanto, 2211 Jesse Drive, Hudson, Ohio 44236.

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Second Glance Elmer Friedman, OD

Optometric Dynasties Industrial and banking dynasties, as examples, have left us a colorful and often dramatic history.

Now, for the first time, we will reveal a little known phenomenon that, in the world of optometry, is likened to the legacies of world famous families.

David Millis in front of his Philadelphia store around the turn of the century.

would like to introduce the family names of Eger, Bennett, Winston, Millis, and Rosemore/Greenberg.

These are the people who have added depth and breadth to the history and advancement of optometry. At least three generations were required for them to qualify for this testimonial. I may be taken to task for omitting others but I ask forgiveness since it is an unintended error. I also would like to point out that lack of space is the only reason we were not able to list the myriad of kudos, awards, elected offices, community leadership citations, testimonials and prizes that each family has accrued over the generations.

I

Dr. Elmer Eger was the progenitor of the Eger clan in Coraopolis, PA. He graduated from Pennsylvania College of Optometry in 1941 and served in the air force during WWII as a hospital commander at Peterson Airfield in Colorado.

Following his stint in the service he returned to Coraopolis and started a practice there with his cousin, Dr. Milton J. Eger.

Others followed them into Optometry. Dr. Ronald Solomon, class of ‘62, is Dr. Elmer Eger’s brother-in-law. Dr. Milton Eger’s son is Dr. Arnold Eger, class of ‘62 and there is a cousin, Dr. David Sherman ‘84. Dr. Elmer is credited with inventing the Eger Stressometer and LogMar Comparison Pocket Screener.

He held a position on the faculty of Nova Southeastern Univ. from 1993 to 1998. His work with low vision and geriatric care has been widely published. Dr. Eger admits that his restrained

view of self importance was challenged when he received word that he had been conferred with a Life Fellow by the American Academy of Optometry.

(L to R): Elmer H. Eger, Mark W. Eger, Noah M. Eger

Dr. Elmer Eger’s son, Mark, received his degree in optometry in 1968 from Ohio State College. He became an optometry officer at Keesler Air Base in Biloxi, Miss. He returned to civilian life and joined his father in their practice in 1971. Dr. Elmer Eger retired in 1983. Mark was elected to the Academy Board of Directors in 1998 and assumed the presidency in 2008. While we were able to discover an endless liturgy of his accomplishContinued on page 36

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ments, too numerous to mention here, he has never divulged his golf handicap. Their son, Dr. Noah Michael Eger is currently a partner in the practice. Another son, Jason Aaron is a Director of Project Management for an international software company in Pittsburgh, PA. Dr. Noah Eger joined his dad in the family practice in 1997 and is the third generation optometrist in the family. He graduated with honors from PCO in 1997. He is a Fellow of the American Academy of Optometry and a member of the AOA. Dr. Irving Bennett is one of the most well known and respected optometric personalities in the nation. He graduated from PCOS in 1944. His brother came out of the army then and attended Columbia University College of Optometry and graduated in 1947. He offered to help with Irv’s college tuition with a proviso that a four year college course in one of the Dr. Irving Bennett professions would be selected. It narrowed down to podiatry, pharmacy or optometry. We are grateful that he chose optometry.

Irv Bennett remains as one of the most significant influences on American optometric journalism. He edited “The Pupil” at PCO and then rose to the editorship of the Pittsburgh Society newsletter, the POA official magazine “The Pennsylvania Optometrist” and finally became only the second editor in chief of the Journal of the AOA for a period of six years. He was the creator and publisher of the Optometric Management magazine. Also, he was the creator and producer of the Vision Expo concept then known as Optifair.

At PCO, The Irving Bennett Business and Practice Management Center was named in his honor. Bennett has been a long time supporter of education and has endowed an annual academic rewards program in his home town of Beaver Falls, PA. The AOA has honored him with a Distinguished Service Award, its highest honor. He was inducted into the Optometric Hall of Fame a few years ago. Currently he is president of the AOA Foundation, which is a charity organized, after Katrina took place, to assist optometrists in jeopardy due to events beyond their control. He is also president of the newly organized “Optometric Historical Society.”

Linda Bennett, Irv’s daughter opted to change from a teaching career to optometry and followed in her father’s footstep. She graduated from NECO in 1980 and presently conducts a very successful practice in Belmont, MA. Irv’s son, Donald attended the Univ. of Wisconsin and graduated from Optometry School

of Indiana Univ. in the mid seventies. After a two year stint working with an ophthalmologist he matriculated at the Univ. of Cincinnati School of Medicine. He now practices secondary and tertiary ophthalmology in Louisville, KY. The third generation is represented by Rebecca Huey Maida, Linda’s elder daughter. Rebecca also graduated from the University of Michigan and followed her mother’s footsteps by changing to an optometric career after two years as a teacher. She graduated from the New England School of Optometry in 2008 and joined her mother’s office the following summer. Irv Bennett’s daughter and granddaughter have continued to emulate Irv’s example and are standout personalities in their profession and community.

Dr. Martha Rosemore Greenberg, of Huntsville, Alabama, is a 1974 graduate of Southern College of Optometry, and has been named O.D. of the South by the Southern Council of Optometrists. In 2006, Dr. Greenberg was honored with SCO’s Lifetime Achievement Award, the highest honor bestowed by the college upon Dr. Martha Rosemore Greenberg a graduate. She is serving a five year term on the Alabama Board of Optometry and on the Alabama Medicaid Optometric Peer Review Board. The family legacy of optometry is passed on to her son, Dr. Stuart Greenberg who is a 2001 SCO graduate. Dr. Mindy Greenberg Jacobs is the elder daughter and graduated from Nova Southeastern University. The second daughter is Dana Greenberg Biederman who graduated from SCO in 2005. Dr Martha and her daughter were featured in an article that appeared in Women in Optometry magazine. Dr. Greenberg is the daughter of Dr. Frederic Rosemore (deceased), a 1948 SCO graduate who received SCO’s Lifetime Achievement Award in 2001.

This became the historic event since it is the only time in SCO alumni history that a father and a daughter each received the award. They were also the first father and daughter alumni elected to the presidency of the Alabama Optometric Association. Dr. Greenberg, upon the occasion of accepting a recent honor, was quoted as saying, “With all three of my children being optometrists, their professional future is dependent on our actions now. By example, my father encouraged a responsibility to always ‘give back’ to our profession. Considering the many outstanding optometrists who have shared the distinction of ‘O.D. of The South,’ I am both humbled and honored to join their ranks.”

Continued on page 41

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Practice Management Harry Browne, Vice-President The Advanced Strategies Group, Inc. HBrowne@AdvancedStrategiesGroup.com

9 Tips to Beat the Recession GOOD IDEAS are never late in arriving, especially if they bring with them something that can add value to your BUSINESS & BOTTOM LINE. I’ve decided to shift away from the business succession & estate planning ideas I’ve covered in the past and move instead towards giving optical retailers some ideas to survive (if not thrive) during a recession. So I put together a quick list of some of my strongest ideas and offer them to you in the hope that you will find an idea or two that will add value to your business.

1. Focus on cash flow rather than paper profits.

Cash flow seems like a simple concept, but it’s not. Cash is king in business, and no optical retailer can survive for very long without generating positive cash flow. Cash flow is defined as a company’s cash inflows minus its cash outflows over a given period of time. Most closely held optical business owners think of cash as revenue less expenses. This is simply not the case. To comply with generally accepted accounting principals (GAAP), financial reports and filings generate a great deal of “accounting static.” It’s quite difficult to tell from an income statement or balance sheet how a company’s cash is actually utilized and the condition of the company’s current and future cash flows. A profitable company doesn’t necessarily have positive cash flow, and a company with positive cash flow may not necessarily be profitable.

Cash flow is one of the most commonly used terms in business, but it’s generally not very well understood – even by financial professionals – and it can get pretty confusing. In hard times, cash flow is paramount. Sales may flatten or even fall while fixed costs remain static. If sales fall below the point where the com-

pany is able to produce a paper profit, it still may not be time to panic if the company has strong and stable cash flow. Can a company stay in business while showing operating losses if they have strong cash flow?

Absolutely! Optical retailers need to get ahead of the curve in hard times and intimately understand and predict their cash flows.

2. Know your break even point.

A retailer’s break even point is the point at which a product or service stops costing you money to produce and sell and starts to generate a profit for you. It tells you at what sales volume the variable and fixed costs of producing your product or providing your service is recovered. In hard times, you have to know what your break even point is because that is, in a sense, your floor level of sales. If sales fall below the break even point for an extended period of time, you’re in trouble. Every time you change the parameters in break even analysis, the break even sales volume changes. The parameters, then, are the factors which must be controlled by family and closely held business owners and managers.

3. Know your burn rate.

Burn rates tend to be associated with newer or high tech companies. But in hard times, your burn rate is an important feature for mature optical retailers who are struggling or are burdened with large amounts of debt. If a retailer burns cash too fast, they run the risk of going out of business. Burn rate analysis can tell owners and stakeholders whether a company is selfsustaining going forward or if the signals indicate that there is a need for shareholder or outside financing. Burn rate is a subset of break even analysis, and it asks the question, “At minimal levels of sales activity, at what rate will I go through my available working capital?” It’s a more “skinnied down” number than Continued on page 40

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break even; burn rate assumes that sales have dropped through the floor and that you’re facing a worst case scenario.

4. Forecast a rolling 13 week cash flow projection.

Cash flow budget worksheets can be adapted to any business of any size. Assuming one has a pretty good handle on future inflows and outflows of cash (and this might take a bit of homework), it’s reasonably easy to forecast future cash flows and anticipate potential problems. Unfortunately, this tool is incredibly underutilized in most entrepreneurial companies.

Protecting yourself in tough times means that closely held optical retailers must become intimately familiar with the concept of cash flow and must be able to predict it with stunning accuracy. A cash flow statement is sort of a compressed corporate checkbook analysis. The resulting cash flow projection is a management tool which helps a company anticipate and avoid liquidity problems.

5. Borrow money from the corporation’s cash value life insurance policies.

Suppose a retailer undertakes the 13 week rolling cash flow projection and finds that they have a need for liquidity in four month’s time. Given the turmoil in the financial services industry today, it may not be feasible to go to the hometown bank in order to secure a loan. Many closely held companies have cash value life insurance policies which have accumulated significant value over time. It’s possible to borrow some or a great deal of the cash from those policies – and best of all you don’t have to qualify. For companies who worry that in hard times they may not be able to qualify for a commercial loan, cash value life insurance may be a real opportunity, and it may solve pressing cash flow issues. But before you call the insurance company; be sure to speak to your accountant and/or financial advisor.

6. Negotiate terms with vendors and suppliers.

In a recession, it may be necessary to negotiate terms with your vendors and suppliers. If you are in a solid, stable cash flow position, you may actually have extra bargaining power with your vendors for the simple reason that they too may be experiencing a cash crunch, and your ability to pay quickly is most valuable to them. Be careful with generous dating programs from vendors as those Net 90 day terms have a terrible habit of coming due quite quick, especially if you haven’t set aside funds.

7. Avoid internal communication failure.

Most closely held optical retailers are people of relatively few words, the strong, silent, Gary Cooper types. There is nothing 40 | EYECAREPROFESSIONAL |JUNE 2009

wrong with that style of communication and leadership.

However, during these tumultuous times, it’s important for the optical store owner to make sure they are communicating to the rest of the team what the plans are. How is the company going to weather the current economic crisis? What changes need to get made? What marketing ideas are in the pipeline?

Are there any reasons for optimism? Failure to communicate regularly with the team during difficult times increases fear and anxiety. On the other hand, communicating regularly and honestly helps calm their fears and reassures the team that the leaders understand the current economic mess, have plans to deal with it, and that there is a realistic hope that the company will emerge from this period stronger than ever.

8. Don’t lose focus on your core business.

Several years ago a young man who was successfully operating his father’s business came to me in frustration mentioning that Dad - quite the entrepreneur - had handed the reins of the original business over to the son and started a new enterprise. The son was frustrated because he was responsible for producing profits in the original company, yet Dad’s new entrepreneurial venture was sucking profits and cash out. What was a frustration a few years ago could be a full blown crisis today. Back then, the company was making sufficient money to be able to support both businesses. However, in times of recession, that is a luxury you probably can’t afford. Define what it is that constitutes your core business and STICK TO IT! 9. Developing a marketing plan with accountability.

It seems that in every recession we get calls from companies that say, “I need to put together a marketing plan right now.”

The best time to have created a marketing plan was actually two years ago, but since we can’t do anything about changing history, developing a plan now is better than not having a plan at all.

A good marketing plan is based on formal or informal customer research. Your customers, suppliers, and advisors may have insightful things to tell you that may surprise you about your business and your core competencies. A second component of a good marketing plan is to analyze current market outreach—including your website—for its return on investment (ROI). No marketing plan is complete without assigning accountability; someone on the team should be giving you weekly progress and status updates on the implementation of the marketing plan. ■ Harry Browne, Vice President The Advanced Strategies Group 330 Madison Ave, 9th Floor New York, NY 10017 Toll Free 877.ASG 0 TAX

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Optometric Dynasties continued from page 36

Southern College of Optometry continues to contribute to our optometric dynasty theme by offering the story of the Winston family of Knoxville, Tennessee. Harold Winston, O.D. ‘41 and his sons, Jerry, O.D. ‘67 and Barry, O.D. ‘74, practice together.

Barry’s son, Sam is a third year student at SCO. Dr. Harold Winston has been active in several gubernatorial and U.S. Senate races in Tennessee. His other civic and professional interests include local and national president of the Junior Chamber of Commerce and activity involving the U.S. Chamber of Commerce. Jerry Winston, O.D. says, “Watching my father enjoy working with people got me interested in optometry.” Dr. Jerry has also served as past president of the Junior Chamber of Commerce, as well as his temple and is active in politics. Barry Winston, O.D., is also currently involved in politics. He recruits students and provides generous financial support to SCO causes.

Dr. Shay Millis Another optometric pioneer was David Millis. He was born in Russia and moved to Philadelphia as a young man. By all accounts, he was a kind man with a great sense of humor.

He practiced in west Philly and died several years before his son, Shay, entered PCO. Shay practiced in Reading for some years before settling in Elizabethtown, PA in the late forties.

Active in the local Rotary Club, he also was a local optometric society president. Those who remember Shay always talk about his wit. He died in 1966, a year before his son, Barry, started at PCO. Barry Millis, OD graduated from PCO in 1971, and started practicing in Carlisle, PA until 1985 when he moved with his young family to Philadelphia. He had a special interest in visual training and spent ten years working on a computerized vision testing and training program that earned a patent. Barry now has a full time nursing home practice. It was not until several years after college that Barry’s son Adam decided to follow the family’s footsteps. After two years of night school to get his science credits, Adam entered PCO where he found his calling. He now practices with his dad, the first son of the four generations to enjoy this distinction.

The merits that the members contribute to their respective dynasties is best described by Dostoyevsky when he said, “It is not the brains that matter most, but that which guides them...the character, the heart, generous qualities and progressive ideas.” ■

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OF THE

Teresa Slay, ABOC East Texas Eye Center, P.A. Dr. K.Ray Shrum M.D.

Month

What level of formal education have you achieved in Opticianry?

doctors recommend, so why not a referral to a Refracting Optician/Technician after the initial exam?

My opticianry career began unexpectedly in 1994. A local lab manager was avidly trying to recruit me for about a year.

Fifteen years later here I am – a Certified Optician since 1997, Lab Technician and Ophthalmic Technician – all from hands on training and self studying and CEC classes.

Remember, you will need to prove your ability to the local doctors first. The benefit for doctors to outsource the routines means they can focus on medical; but if you do poorly, you are wasting everyone’s time and money. You can bet you’ll lose all your referrals. Simply, I believe success comes from the team effort of doctors and Opticians working together for the needs of the patient, in the same or separate offices. I firmly believe education, training and licensing are extremely important and should be mandated, if approved.

Humble, Texas & Cleveland, Texas

Looking back, I feel I am one of the lucky few who were completely surrounded by the best and most experienced Opticians under one roof. I like to think I absorbed some of their best traits, making me the Optician I am today.

What do you think the future holds for independent dispensaries?

I do believe that if you have the experience and license/certification requirements, you should definitely be allowed to open your own optical dispensary. Take a look at radiology/medical technicians, physical therapists and nursing jobs that have independent companies. So why not the Optician field? Opticians cannot fill an eyewear or contact lens order without the aid of a doctor’s Rx, so networking with local doctors is what will make or break you. Producing a successful business and marketing yourself against the competition – even with excellent customer service – well that’s a whole different conversation.

Should Opticians be allowed to expand their scope of practice if educational levels are increased?

I must agree, with mixed emotion, as this is still a very controversial topic. My concern is Refracting Opticians/ dispensaries. I am aware there are many excellent Opticians and Medical Technicians out there currently refracting under a doctor’s supervision and could be very successful independently. I myself am looking into a refracting course next year.

If unregulated, I fear that if patients begin going to an Optician for refraction and eyewear only, a serious medical condition could be overlooked. We all know that early detection is crucial. Patients don’t always realize that medical conditions like diabetes, tumors, stroke, MS, glaucoma, etc. can be detected in a thorough eye exam.

There are plenty of eye sub-specialties in this field that 42 | EYECAREPROFESSIONAL | JUNE 2009

How is the economic downturn affecting your practice?

I don’t feel the current economic downturn has affected our business that much. Our volume is holding its own, but I can say premium upgrades are a harder sell and have dropped slightly. People still need eyewear to see and a doctor to take care of their eyes. Patients who need a routine exam, have a medical condition, an unexpected injury or just to replace lost or broken glasses are plenty to keep any practice busy in a big city. I find that patients also like having all their needs met in one office. Smart business sense for tough times I think. Now, for the local economy as a whole, all I can say is our incoming resumes have at least tripled.

How has co-managed care with LASIK and Cataract Surgery affected your practice?

Well, I have the benefit of working for an excellent Ophthalmologist who does both Lasik and Cataract Surgery and really cares about his patient’s needs. Seeing the patient through each step of the process is very satisfying. I am able to build a rapport with them long before they need me.

When it is time for their eyewear, I believe they are at ease through the selection process, knowing I am there as an extension of their continued care; whether it’s 1-month Post Operative Cataract Surgery or adjusting their sunglasses at the annual Lasik follow up.

What is your method for deciding which frame suits a particular patient?

My method is quite simple. First and foremost are the prescription and patient’s measurements, PD, etc. Then we can choose the proper size, shape and colors that compliment the patient and their Rx. An Optician’s biggest obstacle is when we have to explain why some strong prescriptions will not work well with some frames, or when a patient has picked out a wrong size. Be courteous, keep it simple and your patient will come around.

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Luxottica Entering South American Retail Market Luxottica Group plans its first entry into optical retailing in South America through a new agreement to acquire a 40 percent interest in Multiopticas Internacional, which operates 393 eyewear stores in Chile, Peru, Ecuador and Colombia. The stores operate under the retail brands GMO, Econoptics and SunPlanet in those countries.

The transaction—expected to close by the end of June—is valued at approximately 40 million euros, according to Luxottica, which currently has a wholesaleonly presence in the South American marketplace.

Under terms of the deal, Luxottica will have an option to acquire the remaining 60 percent of Multiopticas, exercisable between 2010 and 2014 at a price to be determined on the basis of that company’s sales and EBITDA values at the time of the exercise.

Multiopticas, based in Spain, has 193 stores in Chile, 100 in Peru, 39 in Ecuador and 61 in Colombia; together those locations did about 60 million euros in sales in 2008. The company plans to open 90 additional units in the region this year.

Describing the transaction as “strategically important in two ways” for Luxottica, Andrea Guerra, the company’s chief executive officer, said, “It enables us to establish from day one a meaningful position in retail in this key region with an established network and a well-defined growth plan.” In addition, Guerra said, the deal “provides us with an opportunity to strengthen the positioning of our brands and Luxottica’s business overall across the region.”

FDA Sends Public Letter to ECPs on Laser-Surgery Advertising In a letter sent last month and addressed “Dear Eye Care Professional,” the U.S. Food and Drug Administration reminded ECPs, laser-surgery clinics and others who promote laser vision correction that their advertising must include a consumer alert about possible risks from the procedures.

advertising of LASIK procedures and FDA-approved lasers used in LASIK procedures.” The FDA “has received complaints that eyecare professionals’ advertisements” for some procedures and lasers “failed to inform consumers of the indications, limitations and risks” associates with laser eye surgery.

Signed by Timothy Ulatowski, director of the Office of Compliance for the FDA’s Center for Devices and Radiological Health, the May 22 letter said the agency has received “information, comments and complaints from interested persons regarding the promotion and

The letter referred recipients to a list of approved lasers on its Web site, www.fda.gov, and asked that any laser-surgery advertising thought to be in violation of the Federal Food, Drug and Cosmetic Act be reported to the Office of Compliance.

44 | EYECAREPROFESSIONAL | JUNE 2009

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4 Natural™ . . . . . . . . . . . . . . . . . . . $4700 VIP® . . . . . . . . . . . . . . . . . . . . . . . $3900 Transitions® All Stock Powers . . . . . . . . $2400/pr.

Image / Transitions® . . . . . . . . . $7500/pr.

CR-39 Compact™ . . . . . . . . . . . . $5000 Poly Compact™ . . . . . . . . . . . . . . $4600 Kodak® . . . . . . . . . . . . . . . . . . . . . $5000 ®

AO Sola Poly

All Stock Powers

.......

$

50/pr.

SunSensors™ Navigator . . . . . . .

Solamax™ CR-39 . . . . . . . . . . . . .

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

21st Century Optics

27

800-221-4170

www.21stcenturyoptics.com

B&G Optics

45

800-360-5367

—

Baby Banz

17

877-333-0074

www.babybanz.com

ADVERTISER

PAGE #

PHONE #

WEB SITE

Morel

11

800-526-8838

www.morel-france.com

My Vision Express

47

877-882-7456

www.myvisionexpress.com

Nassau Vision Group

INSIDE BACK COVER 800-668-2411

www.nassau247.com

Cherry Optical

15

800-537-2831

www.cherryoptical.com

CNS Frame Displays

44

877-274-9300

www.framesdisplays.com

EastWest Eye Conference

31

800-999-4939

www.eastwesteye.org

23, 37

800-327-2002

www.feaind.com

Gator Stock Lenses

29

888-428-6711

www.gatorlens.com

Grimes Optical

46

800-749-8427

www.grimesoptical.com

PPG Industries

Harbor Optical

25

888-251-2040

www.harboroptical.com

SEIKO Eyewear

19

800-235-LENS

BACK COVER

800-257-7724

www.iseelabs.com

Tech-Optics

47

800-678-4277 www.techopticsinternational.com

JW Engineering

46

845-354-8025

www.jtac.com

US Optical

FRONT COVER

800-445-2773

www.usoptical.com

Long Range Systems

41

800-250-8189

www.pager.net/eye

The Vision Council

7

703-548-4560

www.thevisioncouncil.org

5, 35

800-233-9637

www.luzerneoptical.com

Vision Systems Inc.

39, 48

866-934-1030

www.Patternless.com

13

352-92-05-35

www.gold-and-wood.com

FEA Industries

I-See Optical

Luzerne Optical Monterey Symposium 2009

21

800-877-5738 www.montereysymposium.com

National Lens

43

866-923-5600

www.national-lens.com

Nellerk Contact Lens Cases

49

607-748-2166

—

OpticalDisplays.com

47

610-489-7620

www.opticaldisplays.com

Opticom

24

800-678-4266

www.opticom-inc.com

Optogenics

33

800-678-4225

www.optogenics.com

Wood Group

INSIDE FRONT COVER 800-323-2487

www.ppgtrivex.com www.seikoeyewear.com

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

Machines designed for specialists in the field of Physical and Occupational Rehabilitation / Therapy, Optometrists Sport Vision, and Vision Training.

THE ROTATION PEGBOARD MACHINE (R.P.M) IS A VARIABLE SPEED PEGBOARD ROTATOR. • Oculo-motor pursuit movement. Providing visual reso- • Additional training can be done by positioning the rotating table in a variety of angles - 0 to 90 from lution training. Perception of stereoscopic effect with only monocular vision and visual tactile training. the horizontal position.

• The front disc can be replaced or the red/green • Dynamic visual activity measurements can be discs can be added so training can be done with accurately recorded and reproduced. Eye-hand red/green goggles. Improvement can be monitored coordination is also enhanced and can also be by increasing speed from 1-99 revolutions per monitored. minute.

Call/Fax: Rotates in clockwise and counter-clockwise mode, and can be used in the testing or training.

845-354-8025 • E-Mail: Jtac1@aol.com

Additional instruments may be found at the company web site:

www.jtac.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

WEBSITE www.feaind.com • Videos • 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!

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

JUNE 2009 | EYECAREPROFESSIONAL | 47

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

RECONDITIONED SPECIALS!!

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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 Dec. 31st

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 | JUNE 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 JUNE 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

What the..., it’s Memorial Day weekend, the start of Summer! How did I miss Spring? It seems like just a few days ago we were in a crazy ice storm – no power for 11 days, followed by Christmas, and then suddenly its 90 degrees and the flowers are blooming.

relate) the show was still huge, 6 multi-story buildings with 1,722,000 square feet, 36 miles of corridors, 1,952 exhibitors and 93,900 visitors. As you can imagine with offerings from Timex to Patek Philippe and prices ranging from a few dollars to ...gasp, over $600,000 – for a watch! A single watch!

An oddity at Baselworld for which I doubt there is an optical counterpart, there is now a pig shaped Wake ‘n’ Bacon alarm clock that wakes you up with the scent of a sizzling slice of bacon (which you load the night before) now there is something we couldn’t do without!

There is a parallel between watches and glasses. Low end to middle of the road frames are like simple watches – utilitarian, necessary, do the job, eminently forgettable (Sort of a “grudge” purchase like socks or paper towels). High-end frames, well, that’s another story, no one needs to spend $500 to a $1,000 on a frame. They don’t do the job (of holding lenses) any better, but psychologically they reward the wearer by imbuing them with an elevated sense of worth. Exclusivity in any product is fleeting but a high-end frame or watch can be truly unique in comparison to a new computer, or say a new car – new models will supersede the old before you blink an eye, whereas only an optician could tell if your frame is discontinued, er...retired!

Frames and luxury watches therefore are true status symbols, toys, eye candy, and a personal statement as well.

Where did the last five months go?

It’s been crazy up here in the Northeast, with Vision Expo being the biggest optical news. I’ve heard many exhibitors say it was down this year, others remarked they opened more new accounts than usual. Who do you believe, with the depress recession; maybe the good reports are just whistling past the graveyard. While we were ogling eyewear in New York, our jewelry industry counterparts were looking at watches and jewelry in Basel Switzerland. Baselworld is indisputably the largest watch show in the world. Even with luxury watch sales down 30% last year (sounds familiar, I’m sure most of us can 50 | EYECAREPROFESSIONAL | JUNE 2009

LGI Network, a luxury goods data gathering organization notes that Luxe products at the lower end of the price spectrum are still doing well, or less badly. Lessons? How did Waterbury Clock (now called Timex) survive the depression – think The Mouse – through the 1930’s they churned out millions of Mickey Mouse watches at $1.50 each. New ones today are $20.00 and as a collectible can bring over $6,000 in an eBay auction (in 2005), but they pulled the company through the Great Depression.

So go forth and prosper, while you’re selling all those Mickey Mouse glasses remember there is still a customer for luxury out there – but you’ll have to be sharp to interest them! ■ Jim (mmm, bacon) Magay

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It’s UNIQUE Like You.

Customized for your patient’s UNIQUE vision.

• Digitally-created backside progressive • Design selected for frame size & shape • As low as 13mm fitting height • Available in 34 lens materials • Available with KODAK Clean’N’CleAR™ Lens Coating

Nassau Lens Company Northvale, NJ 800.526.0313

Nassau Lens Florida Miami, FL 800.432.2202

Nassau Lens West Los Angeles, CA 800.433.2974

Nassau Lens Midwest Chicago, IL 800.323.8026

Nova Optical Laboratory Orangeburg, NY 800.668.2411

Nassau Lens Southwest Dallas, TX 800.441.2546

Nassau Lens Southeast Atlanta, GA 800.241.9048

Nassau Lens Mid-Atlantic Greensboro, NC 800.253.4271

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. Clean’N’CleAR is a trademark of Signet Armorlite, Inc. ©2009 Signet Armorlite, Inc.

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www.iseelabs.com