EyeCare Professional Magazine June 2011 Issue by ECP Magazine

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BACK TO SCHOOL IN STYLE / PAGE 6 PEDIATRIC FITTING & DISPENSING / PAGE 16 June 2011 • Volume 5, Issue 42 • www.ECPmag.com

EYECAREPROFESSIONAL Kids Issue

Magazine

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JUNE 2011

EYECAREPROFESSIONAL

Vol. 5 Issue 42

Features 6

Courtesy of Modern Optical

SAFE AND STYLISH KIDS FRAMES Take care of your youngest patients with the latest in safe and sturdy eyewear and sunwear. by ECP Staff

CHILDREN’S LENSES Open up the world to your kids by offering them the safest and best possible lens options.

by Carrie Wilson, BS, LDO, ABOAC, NCLEC

Courtesy of Transitions Optical Inc.

Contents

Magazine

POP – NO KIDDING AROUND Use eye-catching and cost effective Point of Purchase materials to increase your pediatric sales. by Laura Miller

PEDIATRIC DISPENSING Dealing with parents can be just as challenging as dealing with their children. by Anthony Record, RDO

PRACTICE PROFILE Profiling Martin C. Wilson, MD, of Pediatric Eye Physicians and Surgeons. by Lindsey Getz

LASER POINTER DANGER The prevalence of laser pointers has led to an increase in eyerelated ailments in children. by Elmer Friedman, OD

On The Cover: HILCO 800-955-6544 www.hilco.com

Departments EDITOR/VIEW .....................................................................................................4 MOBILE OPTICIAN .........................................................................................26 DISPENSING OPTICIAN .................................................................................32 INDUSTRY PROFILE........................................................................................36 MOVERS AND SHAKERS.................................................................................40 ADVERTISER INDEX .......................................................................................46 INDUSTRY QUICK ACCESS............................................................................47 LAST LOOK .......................................................................................................50

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EYECAREPROFESSIONAL

Editor / view

Magazine

by Jeff Smith

Kids and Computer Vision Syndrome IKE IT OR NOT, our children are increasingly dependent on computers, smartphones, video games, basically anything with a monitor. These devices have become a ubiquitous part of society and have enriched our lives in many ways. But too much of anything can be a problem. Like adults, children who spend considerable time in front of a digital screen have a greater risk of developing Computer Vision Syndrome (CVS), which affects 70-75% of adults who regularly work on the computer (Journal of the AOA).

Prolonged viewing may cause symptoms such as eye discomfort, fatigue, blurred vision, and headaches. Some studies have even shown that excessive computer use can lead to progressive myopia in children. These problems are more noticeable with computer tasks than other near work because letters on the screen are formed by tiny dots called pixels, rather than a solid image. This causes the eye to work a bit harder to keep the images in focus. It is therefore essential for the ECP to help protect their youngest and most vulnerable patients. CVS symptoms to watch out for include eye redness, eye rubbing, awkward posture, or complaints of blurriness or eye fatigue. Kids aren’t always forthcoming when they have a problem, so alert the parents to keep an eye out for these symptoms. Parents should also supervise their child’s time on the computer, watching for signs of fatigue. Encourage them to take frequent breaks, as a 10-minute break every hour will allow the eyes to rest, minimizing the development of eye irritation caused by constant focusing and reduced blinking. People tend to blink less often when concentrating, especially when working on a computer. Proper ergonomics are important as well, so it’s crucial that the child’s workstation is suited for someone their size and not an adult. Ideally the monitor should be around 2 feet away, and should be positioned approximately 15 degrees below eye level. There should also not be any glare from windows or any other light sources in front of the screen. When dispensing to the child (or people of any age, for that matter), AntiReflective Coating is a must. Justifying the price for premium coatings with parents can be tricky, so be sure to emphasize the benefits, like scratch resistance, low maintenance, and warranty. Eye-drops are another obvious way to treat the dry eyes that can result from staring for long periods at a monitor. Last but not least, a comprehensive eye exam should be undertaken regularly to ensure good eye health. Take care of young eyes and put their parent’s fears at ease. You’ll have happy, productive little patients who’ll hopefully become lifelong customers.

Publisher/Editor . . . . . . . . . . . . . . . . . . . . . . . Jeff Smith Production/Graphics Manager. . . . . . . . . . . Bruce S. Drob Director, Advertising Sales . . . . . . . . . . . . Lynnette Grande Contributing Writers . . . . . . . . . . . . . . . . . . . Judy Canty, Paul DiGiovanni, Gary Fore, Elmer Friedman, Lindsey Getz, Ginny Johnson, Jim Magay, Warren McDonald, Laura Miller, Anthony Record, Jason Smith, Carrie Wilson Technical Editor . . . . . . . . Brian A. Thomas, P.h.D, ABOM Internet Coordinator . . . . . . . . . . . . . . . . . . . . Terry Adler Opinions expressed in editorial submissions contributed to EyeCare Professional Magazine, ECP™ are those of the individual writers exclusively and do not necessarily reflect the opinions of EyeCare Professional Magazine, ECP™ its staff, its advertisers, or its readership. EyeCare Professional Magazine, ECP™ assume no responsibility toward independently contributed editorial submissions or any typographical errors, mistakes, misprints, or missing information within advertising copy.

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

EDITORIAL OFFICES 111 E. Pennsylvania Blvd. Feasterville, PA 19053 (215) 355-6444 • Fax (215) 355-7618 www.ECPmag.com editor@ECPmag.com EyeCare Professional Magazine, ECP™ is published monthly by OptiCourier, Ltd. Delivered by Third Class Mail Volume 5 Number 40 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 Subscription Changes, email: admin@ecpmag.com

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Unrivalled technology. Unrivalled performance vision. A prescription shouldn’t stand between your patients and an incredible visual experience of the world around them. And it won’t with NXT® Rx lenses featuring: ÊÊÊUÊ `Û> Vi`Ê } ÌÊ/À> Ã >Ì Ê/iV }Þ ÊÊÊUÊ1 Ì >ÌiÊ ÌÀ>ÃÌ]Ê >ÀiÊ> `Ê Þ > VÊ À } Ì iÃÃÊ ÌÀ ÃÊ ÊÊÊUÊ >`iÊÜ Ì ÊÕ ÌÀ> ÊV i>À]Ê`ÕÀ>L i]Ê } ÌÜi } ÌÊTrivex® material Now you can offer the premium performance of NXT lenses in many customized lens `iÃ } ÃÊvÀ Ê >À Ê<i ÃÃÊ6 Ã °Ê Available in the complete range of NXT lens treatments to meet every sun lens need: ÊÊUÊ* >À âi`ÊÊÊÊÊUÊ* Ì V À VÊÊÊÊÊUÊ* >À âi`Ê« Ì V À VÊÊÊÊÊUÊ Ýi`ÊÌ ÌÃÊÊÊÊÊUÊ ÀÀ ÀÃ

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www.nxt-vision.com/zeiss

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Going Back to School! 1. Lindberg Thanks to the extreme flexibility and strength of the titanium wire, the LINDBERG kid/teen frames are so strong that they will hardly ever cause any problems. Children barely feel the glasses, thanks to their lightness, flexibility and adaptability. LINDBERG kid/teen is also hypoallergenic as the frames are nickel-free. www.lindberg.com 2. Viva International Group The SKECHERS Eyewear Summer 2011 collection features four new optical styles for girls. A flower and butterfly detail playfully accents a metallic logo banner on the handmade acetate temples of Model SK 1502, which also features a metal front in satin finishes, including blush, teal, plum and violet. www.vivagroup.com

3. REM Eyewear The handmade Lucky Kid collection features color conscious acetate or metal, providing durability for kids and tweens on the move. Every frame sports signature details, including Lucky Brand’s four-leaf clover on temple tips, “Lucky” logo on the temple, and “Lucky Me” hidden on the inside for a bit of cheekiness. www.remeyewear.com

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4. Hilco “Little Ones” from the Leader® Collection feature thin plastic frames in attractive colors. The styles include a wide flared saddle bridge appropriate for the child’s nasal fit and the cable tips feature a comfortable, no pinch design. Low profile spring hinges reduce temple thickness without compromising safety and durability. Each frame comes with a free Gund® bear. www.hilco.com 5. Kenmark Lilly Pulitzer Girls offers grown-up shapes for little girls. Frames are available in an assortment of Lilly Pulitzer’s signature colors and feature limited edition prints and laser etched patterns. The shapes are fun and the frames burst with color and excitement. Perfect for the little Lilly lover. www.kenmarkoptical.com

6. Revolution Eyewear The new Wizards of Waverley Collection features 5 dazzling styles WWP002-WWP006. Lightweight frames composed of zyl and metal equipped with European spring hinges. Temples are embellished with creative designs depicting the image of the show with additions such as engravings, screenings, metallic epoxy and Swarovski crystals. Colors will include Matte Light and Dark Brown, Matte Pink, Matte Burgundy, just to name a few. www.revolutioneyewear.com

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Zyloware

Peace.Love.Daisy 409 features a full rim metal front and an open metal endpiece. The modified rectangular frame is light on the face and compliments all face shapes. The metal temple features a peace symbol near the endpiece as well as a charming design of cutout and epoxy-filled hearts. The zyl temple tips and spring hinges provide additional comfort. www.zyloware.com

LBI Eyewear

The Shrek & Friends Eyewear collection embodies fit, durability, quality and comfort, for both girls and boys that are ogre-tough. Ginger is a metal-plastic combination frame, with laser–cut engraving ogre head design. Ginger is available in sizes 44-17-120 and 46-17-125, in colors Black, Blue and Brown. All Shrek frames are designed for children with ages ranging from three to ten years old. www.lbieyewear.com

Modern Optical Kliik: denmark

KL-450 is a stainless steel, tween-teen frame with a full rim vintage profile available in a blend of intriguing color combinations such as purple coral, red putty, brown blue and black lime. This model is available in size 49-17-135. www.kliik.com Modz Kids frames are the answer to parents looking for durability and affordability. Kids love the frames for their cool styles and vibrant colors, not to mention their comfort. Modz Kids is a very wise choice for active youth! www.modernoptical.com

Clariti Eyewear Design meets practicality, at a parent-friendly price: Clariti Eyewear introduces a new take on memory metal frames with our Konishi Flex-Titanium kid’s line. Lightweight yet durable, they’re available in over 100 styles, at unbeatable prices. So every kid can have a pair to flatter their face – and Mom or Dad’s pocketbook! www.claritieyewear.com

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Peeps Eyewear

Peeps Eyewear makes glasses fun and creates eyewear children love and won’t want to take off. The company provides optical quality frames, motivational storybooks and dress-up accessories for preschool children. Peeps dress-up eyewear and accessories enable visually impaired pre-school children to correct their vision and have fun. www.peepseyewear.com

Trevi Coliseum Eyewear

Cotton Club Teen Model #215 is constructed of the highest quality materials with Mazzucchelli Zyl and spring temples for added comfort and durability. Backed by a two year warranty, these Italian made frames are available in 3 youthful colors, Black, Blue and Pink. Sold exclusively in North America by National Lens. www.national-lens.com

Baby Banz

FGX International

The Body Glove Boys optical collection offers sporty, playful designs that provide form, fit and function combined with total comfort for today’s sport-minded youth. FGX’s Back to School promotion will include a six-piece miniature surfboard display, a Body Glove branded beach towel, and a Body Glove branded backpack to merchandise the collection. www.FGXoptical.com

Liberty Sport F8 Slam Style – Since sports eyewear is fast becoming standard sports gear – it’s important to follow the same new color trends as the sports industry, but still make sure it is wearable. For this Back to School season we are introducing Shiny Navy with Bright Green over mold and Shiny Grey with Red/Orange over mold. www.libertyoptical.com

Baby Banz sunglasses are constructed with polycarbonate frame and UV400 lenses, a neoprene wrap style strap, are Rxable, come in 24 cool colors and fit ages 0-5 years. Doctors who choose to giveaway Baby Banz in their practice will now receive press and free frames! Contact us for details. usa.babybanz.com

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Vision Council Report Highlights Importance of Protecting Eyes from UV Damage The Vision Council’s recently released report, Hidden Dangers of UV: Keeping Your Eyes Safe, outlines the factors that exacerbate exposure risks, highlights forecasts that show the intensity of solar UV in U.S. cities and offers tips for preventing the vision problems that can be caused by UV exposure. With the approach of the summer season when UV levels peak, without protective measures, residents’ eyes and skin in some U.S. cities are at very high or extreme risk of exposure to the sun's ultraviolet (UV) radiation at least one day out of every four. Yet despite the danger, less than one in three Americans makes the link between UV rays and eye damage, according to the report. “It’s important for people to understand both how to shield their eyes from dangerous UV radiation and the UV intensity of the places they live,” said Ed Greene, CEO of The Vision Council. “With this report, we want to help people recognize the dangers of UV radiation for their eyes and motivate them to protect themselves and their families.” The report notes that many of the 58 cities for which UV levels are indexed by the National Weather Service have very high or extreme UV radiation levels more than 20 percent of the year. “From Cheyenne, Wyoming, to Oklahoma City, to Charleston, West Virginia, this type of UV intensity causes eyes real harm, including cancer, growths on the eyes and other serious conditions,” said W. Lee Ball, Jr., OD, Chairman of the Better Vision Institute, the medical advisory board to The Vision Council. “Children are particularly vulnerable, because they tend to spend more time outside and because their eyes aren’t able to filter UV rays as effectively as adults’ eyes.” The Vision Council has partnered with the U.S. Environmental Protection Agency's SunWise Program, an environmental and health education effort to teach children and their caregivers how to protect themselves—and their vision—from overexposure to the sun. Hidden Dangers of UV: Keeping Your Eyes Safe is an important element of The Vision Council’s ongoing commitment to help consumers stay safe in the sun.

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THE HOTTEST

KIDS ACCESSORIES Hilco’s Leader® KIDs multi purpose eyewear holders offer your customers more wearing options, with less inventory for you! Unique “patent pending” end piece design accommodates all size temples and can be worn multiple ways as conventional holder or sport holder. The stretch nylon/polyester blend material is washable and comes in 6 different color selections. The 9” (22.8cm) length is specially sized for kids. www.hilco.com

Baby Banz has the coolest accessory for your Baby, Kidz, Retro or Ski Banz! Keeps your glasses protected when you're not wearing them. The cases are 6 x 3 x 2.5 inches and are designed to hold Baby Banz, Kidz Banz and Ski Banz. The material is a durable, stiff cardboard shell covered in smooth nylon fabric, in Blue or Pink Train Car (Blue) or Bear (Pink) styles. Clip them on for easy and convenient attachment when on the go. usa.babybanz.com

LBI proudly introduces the EVO Case for children. The exterior finish of each case is attractive and every component of the case has been independently tested and approved by an FDA laboratory to be compliant with CPSIA. We are not aware of any case manufacturer more on the leading edge of child case safety than LBI. www.lbieyewear.com

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Ficklets are the first patented, interchangeable eyewear charms designed to adorn children’s eyeglass frames. Ficklets can update any frame and give eyeglasses a fresh, stylish and fun look, enabling children to match their Ficklets charms to their clothes, mood or individual sense of style so children can feel more comfortable and confident in their glasses. www.ficklets.com

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GELLensCleaner A Revolutionary NEW concept in lens cleaning designed to work on HYDROPHOBIC lens coatings!

Introducing... California Accessories’ CalClear GELLensCleaner º California Accessories has developed a proprietary gel cleaner formula that is speciﬁcally designed for safe and highly effective cleaning of today’s lenses featuring sophisticated coatings such as hydrophobic AR.

º Traditional lens cleaners run off of most lenses especially those with hydrophobic coatings. CalClear Gel’s viscous formula does not run like a liquid. Spray it and it stays on the lens! The result is more cleaning agent on the lens surface while cleaning.There is less mess, less effort and more effective cleaning.

º C alClear Gel Lens Cleaner is more efﬁcient and cost effective because it uses up to 30% less liquid during an average cleaning.

The result is sparkling, super clear lenses every time! Adheres BETTER to lenses and doesn’t run like most cleaners! AVAILABLE IN: 1 oz spray 8 oz spray 1oz cleaning kit with micro ﬁber cleaning cloth

CALIFORNIA ACCESSORIES For more information or to order please call

California Accessories at 800.523.5567

Colts Approved

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Industry Profile

THE HILSINGER COMPANY an Eye Wear, Eye Care Company

Since 1956 tens of thousands of eye care professionals have come to rely on Hilco® for smart solutions to common business problems, and for innovative products and programs that promote business growth. The company’s extensive product range – more than 20,000 strong – and its focus on innovation, service, and value have strengthened its market position. Today, Hilsinger, through its Hilco®, Wilson Ophthalmic, and Leader® Sports businesses, is the leading supplier of eye wear and eye care accessories, supplies, and equipment in N. America, the United Kingdom, and Australia and serves numerous major customers in continental Europe and S. America. The company has strong market positions in professional and consumer eyewear accessories; protective eyewear – sports and industrial safety; and eye care products. Hilco’s Leader brand Rx sunglass line is one of its fastest growing categories. History Hilsinger was founded in 1956 in Attleboro, MA by Arthur Hilsinger Sr., 14 | EYECAREPROFESSIONAL | JUNE 2011

Arthur Hilsinger, Jr., and Herbert P. Nelson. In its initial phase the company’s business was the design and manufacture of decorative aluminum and plastic parts for eyewear frames. Soon thereafter, the company began to manufacture molded plastic nose pads for metal frames and developed a series of optical accessories products, repair parts, and tools for eye care professionals. In 1961 the company acquired the Evans Case Company, a manufacturer of gift products and accessories, and operations were relocated to the company’s current headquarters facility in Plainville, MA. In 1975 it began manufacturing aluminum eyeglass frames under the Evans brand. During the 1980’s the company transitioned away from the decorative eyewear components, gift products, and frames product lines and became focused exclusively on consumer and professional optical accessories, categories that remain important components of the modern Hilco business. The business has grown and diversified substantially over the past 15 years through a combination of internal growth and several key business acquisitions, most notably Wilson Ophthalmic (1998); Shield Lens Care (1999); Leader Sports (2001); Quality Accessories (2006), OnGuard Safety (2007), and Sadler Optical Tools & Findings (2007). With each acquisition Hilsinger has increased its value to existing customers, capitalizing on numerous product synergies and operating efficiencies.

Present Hilsinger supplies more than 20,000 products to a very large and diverse group of customers (25,000+). The company trades under five primary brands: Hilco® – professional products; Leader® – consumer eyewear accessories, sports eyewear, sunwear, and swim products; Quality Accessories – premium, personalized lens care products; OnGuard® Safety – industrial safety eyewear; and Wilson Ophthalmic – eye care supplies and accessories. Hilsinger customers are serviced through company-operated facilities in the US, Canada, the UK, Australia, and France. Hilsinger has demonstrated an uncommon ability to innovate new products across many different, yet contiguous categories; to manage the supply of those products efficiently; and to deliver them with unparalleled speed and accuracy. The company has been granted a number of patents for various accessory and eyewear products and has won numerous industry awards for innovation. It has also earned an excellent reputation with its customers for systemization – bringing order to complex programs such as replacement eyewear parts and consumer accessories – and for delivering comprehensive solutions that extend beyond products to merchandising programs, training aids, and dispensing tools. ■

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Through the Lens Carrie Wilson, BS, LDO, ABOM, NCLE-AC

Pediatric Eyeglasses: Opening Up a New World for Children

Common vision problems seen in children are: • Refractive Errors – these occur when the light entering the eye doesn’t bend properly and a blurred image results on the retina. Hyperopia, or far sightedness, occurs when the light entering the eye focuses behind the retina. The result is blurred images when viewing things up close. Myopia is near sightedness and occurs when the light entering the eye focuses in front of the retina. With this error, far images are blurry. Astigmatism is when the light entering the eye comes into focus at two separate points in the eye. Usually caused by an unevenly shaped cornea, the different foci result in a blurred image at all distances if the error is significant. • Strabismus – also called “crossed eyes” or “wall eyed” by layman. This condition occurs when the eyes do not align properly when under normal conditions. With this condition, one or both eyes may turn in (eso), out (exo), up (hyper), or down (hypo). If the turning happens on a consistent basis, it is called a tropia. If the eyes align normally most of the time, but has a tendency to turn during times of fatigue or stress, the turning is called a phoria. Therefore, someone whose eyes turn inward on occasion would be labeled as having esophoria. Someone whose eyes turn outward consistently would be labeled as having exotropia.

VISION IS THE SENSE THAT CHILDREN rely on the most to discover the world around them. It is reported that approximately 80% of learning occurs through the visual system. If something occurs early in a child’s life to upset the working of the visual system, learning and visual functions can be permanently impaired. Luckily, early detection of problems and proper vision care can correct a situation before it progresses. The first person that a parent or teacher comes to with questions about a child’s visual health is the ECP. Therefore it is important to know the signs of visual discomfort and the most common reasons for them. The most frequent signs of vision problems are headaches, squinting, frequent blinking or winking, and closing one eye, especially in bright sunlight. When these symptoms occur, it is important to refer the parent and child for an eye examination.

• Amblyopia – About 5% of children have Amblyopia. Also called “lazy eye” by laymen, it occurs when the visual pathway is shut down by the brain due to confusion in processing the images received by both eyes. This confusion can be caused by misaligned eyes or poor vision in one eye causing a distorted image. Since the visual pathways need to become strong at an early age, the amblyopia must be detected and treated early in order to preserve vision for the child. If the pathway remains closed until the age of seven, then the visual system is complete and the child will likely have poor vision for life. It’s all in the Material Correcting a child’s vision is crucial for the life-long well being of the child. The most common method of vision correction for children is eyeglasses. When designing lenses for children, Continued on page 18

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Photo: Courtesy of Transitions Optical, Inc.

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safety is crucial. The safest materials to use for children’s eyewear are polycarbonate and Trivex®. Polycarbonate: • Advantages • Very light weight; 10% lighter than CR-39 • The most impact resistant lens • At least 10% thinner than CR-39 • Excellent UV protection that blocks 99.99% of UV at 380 nm

help eliminate parallax errors; they work very well on very dark irises, and are comparatively easy to develop expertise with. The first step is to adjust the working distance dial to the distance setting which is infinity for a distance only prescription. Sitting across from the patient, place the pupilometer on the patient’s nose with the forehead bar centered against the forehead. Ask the patient to look into the light. Move the hairline to bisect the corneal reflex. Repeat with the other eye. The monocular PD is then displayed on the top of the pupilometer. If the patient has trouble fixating with either or both eyes, the ECP should use the paddle switch to occlude one eye at a time. Occluding one eye will force the other eye to take up fixation so that the ECP can get an accurate pupillary distance.

• Superior scratch resistance • Disadvantages • A low ABBE value of 32 which increases chromatic aberrations if fit improperly • Lower light transmittance like all high N lenses without AR coating • Trivex • Advantages • Extremely impact resistant • Superior scratch resistance • A high ABBE value of 43 to 45 so there are lower incidences of chromatic aberrations • Lightweight • Blocks UV transmittance • Disadvantages • Slightly thicker and heavier than polycarbonate • Expense It is imperative that measurements are taken properly when working with polycarbonate and Trivex so that incidences of aberrations are decreased. Both lens materials should be fit with monocular pupillary distances, vertical optical centers, and a very close vertex distance to give the child the best possible vision.

To verify that this measurement is accurate, the pupilometer should be calibrated at least once a week. In order to verify accuracy, you should set the PD to 32/32 and place a ruler against the hairlines. The measurement should be 64. If it is, then the calibration is complete. If it is incorrect, note the difference, measure again at 29/29 and 35/35. If the pupilometer is off the same amount in each case, remember to adjust the measurements taken to correct them until the pupilometer can be sent for calibration. If there is no consistency, stop using the pupilometer and send if off for repair. Optical Center Height Whereas the PD is taken to insure the correct horizontal placement of the MRP of the lens, the height is taken to insure accurate vertical placement of the MRP. The OC is the point where the light is not deviated when it passes through the lens. The MRP is the point on a lens that matches the amount of prism prescribed. If no prism is prescribed, the MRP and the OC are at the same location. The OC is usually placed along the optical axis. Contrary to popular belief, this is not in front of the pupil. The rule of thumb for OC height is to place the measurement 1mm below the pupil for every 2 degrees of pantoscopic tilt had by the frame. Since most frames are worn by the patient with 10 to 12 degrees of pantoscopic tilt, an average OC height would be 5 to 6mm below the pupil. Lens manufacturers can usually provide a tool to help measure pantoscopic tilt. One such tool is the Zeiss Individual™ Panto and Vertex Tool. When taking the pantoscopic measurement using this tool, it should be taken vertically, parallel to the face and perpendicular to the patient’s forward facing gaze.

Taking the Proper Measurements Lens Options for Kids Pupillary Distance Anti-Reflective Coating Monocular PDs should always be taken when fitting a child. The preferred way to measure the PD is using a corneal reflection pupilometer. This is the preferred method because they

Anti-reflective coatings (AR) have come a long way from the easily scratched and smeared coatings of the past. Intended to Continued on page 20

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ease eye fatigue, increase visual acuity and contrast, as well as make the lenses more cosmetically appealing, AR is less effective if dirty or scratched. Luckily, current coatings have technologically advanced to repel water, oil, dust particles as well as resist scratches. AR coatings are applied to a lens using a multilayer process. Using the principle of destructive interference, alternating layers of high and low index layers eliminate surface reflections. Since each layer interferes with one color range, the more layers that are applied, the more reflections that are eliminated. Premium AR coatings have up to seven layers, one for each color in the spectrum. In addition, on top of the AR coating itself, premium AR coatings have the extra benefit of oleophobic, hydrophobic, and antistatic treatments. Oleophobic, or oil repellent treatments, allow the lens to be cleaned easier and minimize scratching. Hydrophobic treatments cause water to bead on the lens, allowing it to be patted dry without smudging. When the two treatments are combined on the same lens, it acts as a scratch resistant coating by sealing and protecting the AR layers. Anti-static treatments repel dust and dirt by eliminating static buildup and preventing more build up from occurring. Photochromic Lenses Photochromic lenses are lenses that change from a lighter state to a darker state when exposed to ultraviolet radiation. Designed as comfort lenses, photochromics help the eye care professional provide clear, comfortable vision indoors and out to his or her patients. Although not a replacement for sunwear, photochromics can provide an added benefit of simplicity for a patient with a busy lifestyle by having one pair that can meet multiple visual needs. Polarized Lenses Although a tinted lens is always an option, for superior glare protection, there is no comparison to polarized sunglass lenses. Polarized lenses:

horizontally aligned so that the horizontally reflected light is absorbed. This can be demonstrated by viewing light reflected off of a flat surface through a polarized lens. Rotate the lens 90 degrees so that the changes in the intensity of the reflection can be observed. The horizontal alignment of a polarized lens is crucial. Misalignment during the fabrication process will cause the lens to be less effective. Choosing an Appropriate Frame Children’s frames are stylish, well made, and durable. However, there are some features that the ECP should recommend for young or especially active children. • Spring Temples – springs enable the temple to be spread 90 degrees or more allowing the frame to maintain adjustment and prevent some forms of breakage. However, spring hinges may be a poor choice for any athletic activities. Oblique blows to the frame/head of the child can cause the hinge to expand and be driven into the eye socket • Flexible alloys – hypoallergenic, lightweight, and corrosive resistant material that can be twisted or bent without breaking or losing most of its adjustment. It is not unbreakable, but it can stand up to a lot of accidents • Stainless steel – less expensive than titanium, it is corrosive resistant and has a very strong tensile strength • Cable temples/riding bow temples – these temples wrap around the ear and provide a more secure fit than a skull temple • Deep eye wires – Deep grooves along the eye wire allow for lenses to be inserted more securely in the frame to prevent lenses from popping out or slipping axis within the frame • Titanium frames – strong, lightweight and hypoallergenic these frames tend to hold up well to rough use

• Enhance contrast

Conclusion

• Eliminate dangerous glare

Pediatric fitting and dispensing is a rewarding part of an ECP’s practice. How a child sees today affects his or her whole life. If the visual process is disrupted at an early age it can lead to a permanent loss of vision if not corrected in a timely manner. It is a blessing that ECPs can open a whole new world for a child who is not seeing correctly and preserve a lifetime of quality vision simultaneously. ■

• Reduce eyestrain • Increase depth perception, particularly around water • Enhance visual clarity The easiest way to describe polarization is to compare the polarized filter to a micro venetian blind. Like the venetian blind on a window, a polarized filter blocks light coming in at a certain angle, while allowing light to be transmitted through the lens at an angle 90 degrees away. The filter in the lens is 20 | EYECAREPROFESSIONAL | JUNE 2011

With contributions from Brian A. Thomas, P.h.D, ABOM

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respectively) than to have their children wear them (54% and 11%, respectively). • Parents were more likely to agree that they would keep using or re-enroll/enroll in their vision benefit if it included premium lens options such as Transitions® lenses (79% vs. 70% of non-parents). • Less than 4 in 10 parents selected “hearing about eyewear options to help their child see better and protect their eye health” or “UV protection for their child’s eye health” as topics they would like more information about from their employer. • 42% of parents are unsatisfied with the steps their employer takes to make sure employees understand their vision benefit.

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The Fashionable ECP Laura Miller

POP (Pizzazz Our Products) db4k POP from Europa International

education. Depending on your finances or insurance plan, your children will want to pick out their own frame. You may be losing business if you do not have your children’s frames on display with eye-catching POP (Point of Purchase) with the correct merchandising. You obviously can’t buy every line out there, but it is nice to give your patients a substantial selection. Pick out lines that are fun and bright and don’t be too concerned about name recognition. Small children really don’t care. Ask about the POP and use it. It’s usually free and your rep will set it up. Here are some of the best:

Do you remember the days when only one or two of the kid’s in your class wore glasses and that those poor children were called four eyes?

From Soccer to Surfing-Europa International has a db4k line with 17 unisex styles. To add to these bright styles, the line comes with a colorful mirror and tiny arrow stands to highlight the frames. Lead the display with the brightly colored frames and drape the more practical colors around the mirror. This is sure to catch a child’s eye and lead them away from the boring brown frames. They even have cables for boys and girls that come is sizes as low as 40.

n those days your entire stock of children’s frames were tucked away neatly in some drawer and seldom saw sunlight. Well, gone are those days...and thank goodness. Today, many children do not simply squint to see better; they correct their vision and we get to sell them glasses! Since we all know that children, from toddlers on, rich or poor, want to look good, the corrected vision is almost put aside; it’s looking “cool” that counts.

A Magic Kingdom-Marchon’s Disney Collection has fantastic POP that focuses on Belle from Beauty and the Beast with a three piece display and mirror to match. This collection features several of the Disney princesses that are completely recognizable by children. Ask the representative merchandising your optical to imitate the Disney Store by displaying some Disney postcards in some picture frames.

According to the Vision Council of America, one in four children has a vision problem that can interfere with his/her

Chocolate-Every child likes chocolate and can identify with M&M’s™. Eyewear Designs has a variety of unisex kid-friendly

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frames with wonderful POP. Hershey’s™ Eyewear appeals to the sweet tooth in all children. The frames are vibrant and fun and the displays look like the candy. They even have a Hershey’s Kiss™ with a place for a frame at the top. Many children will gravitate towards these frames as they “are pulled” towards the candy in the aisles in the grocery stores. With parents’ ok…add some candy to sweeten the deal. Simple Fun-ClearVision makes Koodles, a more economical line for children, with bright colors and the POP that features kids playing. “I wish I could be one of the kids in the POP.” They have a “Back to School” fabric poster with the happiest kids you have ever seen partaking in the simple joys of life. They also offer a fun counter card and a Koodles ID card. They may not recognize the name, but the free POP creates a fun fantasy world where children are happy just having fun at the park. From your favorite boutique-Lilly Pulitzer is famous for matching outfits for mothers and daughters. The same is true for its eyewear. Kenmark makes delightful “Lilly” POP for this collection. With the purchase of 6 frames, the company offers a girly tray with a floral insert. There is also a one-piece floral display and each frame comes with a small Lilly hand bag that acts as a case. Not bad for the little princess of the family. Imitate the cool-Juicy Couture by Safilo has introduced a children’s line to compliment their adult line. The girl line has butterflies and bright colors with Juicy logos. Though there is no official POP for the children’s line, your rep can do a lot at the dollar store. Order the 8-piece Juicy display and make it for children by having your rep add feather boas, sparkly confetti and children’s bright jewelry.

Graffiti-It always gets attention. Signature Eyewear makes a great sport line for the Gen Y kid by Dakota Smith. This frame is plugged-in, complementing the plugged-in child. The computer, Facebook and portable video games are the essentials for this boy. Y-Sport by Dakota Smith is a collection of eyewear designed specifically to compliment these hobbies. It has great styling for the active young guy with flexible memory metal and 180 degree spring hinges. The POP includes a graffiti-style dispensing mat, a folded mirror, several sport counter cards to choose from, and one piece riser all featuring the Y-Sport logos. Y-Sport stickers are available and the case is soft and flexible for boys “on the go.” A vintage-style candy store-PEZ® Eyewear by A & A Optical offers plenty POP to choose from. Use it all if you have room. They have 8-piece display, a vintage lunch box for the nostalgic parent, a large poster and a logo plaque. Each child gets a free PEZ® mouse pad for frames purchased until August. Each frame comes with a colorful, candyshaped case that children will love to flaunt around. This is for the sweet tooth in all of us. Hershey’s Eyewear from Eyewear Designs

The post-script to POP as a marketing technique is of course the reminder that the P – Pizzazz should always be subordinate to the O P – our product. That means the quality of the frames always comes first. Although the children may be smitten by the glitz and what’s “cool,” the responsible adults involved, (whether it’s the doctor, the optical staff, sales reps and manufacturers) know that the construction, durability and fit of the frames is what really counts. That’s “the stuff ” that sound business is made of and what keeps us in business long after what’s “cool” becomes passé. ■

Progressivelenses.com

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Managing Optician Anthony Record, ABO/NCLE, RDO

KIDS say the Darndest Things Let’s just get it out of the way. If the title of this article rings a bell for you, one of two possibilities exist... The first possibility is you’re a Bill Cosby fan. In the mid-1990s he hosted a TV special and then a couple of full seasons of a show of the same title. The second possibility is you’re getting old. Why? Because Cosby’s show was based on a segment of Art Linkletter’s radio show, House Party; this began in 1945, and moved to television through the 1960s. It featured, oddly enough, kids saying the darndest things. While that concept made for great entertainment and high TV ratings, opticians saying the darndest things while dispensing to children will not have similar, positive results. Sometimes the first thing out of an eye care professional’s mouth sets the stage for disaster. Imagine a really exaggerated, high-pitched whine, speaking far too slowly, “Good morning young man...are you here to pick out some glasses?” Trust me. In this day and age if you speak to a kid in that tone and in that way (assuming the kid is 8 years of age or older) he or she is thinking, “First of all, I’m not a young man, I’m a kid. Second of all, what do you think I’m here for...a pastrami sandwich?” The point being kids today are just a little more sophisticated than we were at their age. To establish credibility with parents, and rapport with the pediatric patient, speak respectfully to both, using the same respectful tone and manner.

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Having said that, an effective pediatric dispenser is wise enough to know that what is most important to the parent or guardian is not necessarily what is most important to the child. Realizing what is most important to both parties, and clearly communicating how the features and benefits of your recommendations fulfill those respective desires will ensure your success. So what is most important to the parents? What is it the kid cares about most? Before we delve into and answer those questions, let’s put first things first. Over the last 30 years, I have discovered that the most challenging parents to deal with are the ones who lack a real appreciation of exactly how their little darling sees without the prescribed correction. This phenomenon does not only apply to kids who are wearing glasses for the first time. You would be amazed at how many parents have kids who have worn glasses for years, but they still do not have a true understanding of what their kid’s vision is like without glasses. I believe it is our responsibility to show them. It’s very easy to do. For example, imagine the kid’s Rx is -3.50 OU. Ask the non-glasses-wearing (emmetrope) mom or dad, “By the way, do you know how Johnny sees without his glasses?” They usually stutter some response that clearly indicates they do NOT have an understanding. “Let me show you,” I say. That’s when I grab a couple of +3.50 lenses from the trial lens kit, or a pair of +3.50 over-the-counter readers. I place them in front of mommy or daddy’s eyes and say, “That’s pretty much how Johnny sees if he doesn’t wear his glasses.”

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Over the years, I have brought more than one parent to the verge of tears with this simple but dramatic demonstration. I always do it with kindness and respect, in a non-sarcastic manner, but I think it’s important – especially for parents like the one who bitterly complained about the kid breaking his frame and said, “Hell...school’s out in about 6 weeks...you’re going to have to wait ‘til the end of summer before I get you new ones!” This kid was a 4-diopter myope. Uh-oh...time for a demonstration! What’s most important to a parent? Parents want to know that the money they are spending on their kid’s eyeglasses is money that’s being well-spent. Physically demonstrating the strength and flexibility of a Flexon®-like material can go a long way to doing just that. Verbally explaining and then showing in writing the terms of your warranty can also add value to the transaction. Consider extending as generous a warranty as you can when it comes to kids. Maybe you normally offer a 90-day or 1-year manufacturing defects warranty. Why not offer a 1-year unconditional warranty for kids? After all, most of your frame vendors extend a similar warranty to you. Over the years, I can count on one hand the number of juvenile patients who “abused” this policy. Other than protecting their investment, most parents also want to feel they are protecting their kid. If a parent ever balks at the price of eyeglasses (assuming your prices are fair) even after explain the replacement policy...guess what? It’s time for another demonstration! Explain that the lenses you are using are designed to fully protect their child’s eyes and overall eye health. Not only do these lenses filter out 100% of the sun’s harmful ultraviolet rays (which can lead to early onset of things like macular degeneration and cataracts), check this out. That’s

when you take your optical hammer, shatter a plastic demo lens, hand them a polycarbonate or Trivex® lens, and ask them to do the same. Have fun with this one. “Hit it harder!” Maybe even let little Johnny try. A brief conversation explaining how this relates to flying projectiles like baseballs, rocks, and BBs might be in order at this point of the demonstration. In case you haven’t figured it out yet, the kid himself doesn’t give two hoots about money or safety. Sophisticated or not, at this stage of development, from their point-of-view, they are absolutely certain of two things: 1. Money, in fact, does grow on trees, and 2. They are impervious to pain and are going to live forever. So what pushes their buttons? While there might be few other “minor” considerations like improved vision and comfort, they primarily care about one thing: “I’m not going to look like a nerd.” By the way, in terms of ultimately helping them accept the idea of glasses and effectively establishing some rapport and trust, I have found it helpful to describe poor frame choices using a few words and phrases that get their attention. Things like, “I don’t know...those look a little nerdy.” Or, “I’m sure we could find a frame that looks prettier.” If you are brutally honest with the not-so-good looking frames, they’ll eagerly believe you when they try on the perfect fitting frame and you say, “Now those look cool!” Or, “Now those are really pretty.” A phrase like, “Those are very popular this year,” also works well. Embrace some of these ideas and you will become a more effective ECP in the area of pediatric dispensing. And when it comes to dispensing to children I’m a big believer in “Whatever Works.” So long as it’s not illegal, and it’s not immoral...and it works...you ought to do whatever it takes to see that the patient whose vision and eye care is in your hands gets the best all-round frames and lenses to best serve his or her needs. ■

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The Mobile Optician Ginny Johnson, LDO, ABOC

Kids Just Wanna Have Fun That’s all they really want Is some fun...

DEPENDING ON DEMOGRAPHIC DATA and what’s in the tap water, your practice may be situated in the middle of Toddlerville while you are playing more hide than seek. If your practice is not yet kid approved then these baby steps may help with your separation anxiety. Kids play a constant role in how big your practice grows up to be. Not being willing or prepared to have some fun could cost you. Kids should not dread nor be scared to come in for an appointment. Work on ways to make the experience as painless as possible. Remind parents to avoid scheduling any appointments during meal times or nap times if possible. All welcome forms are not created equally. Kids should have a welcome form of their own that they can relate to. Encourage parents to have their kids write down vision questions or concerns for the doctor and staff.

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Your reception area doesn’t need to look like a toy store, it should be kid welcoming though with kid size chairs. If square footage permits, create a kid’s vision room with eye catching décor and stimulating vision activities for all ages. Make sure the rules of the room are posted and point them out to the parents and kids. Become that Wii friendly practice. Kids can be working on their eye-hand-body coordination while waiting to see the doctor. Come on doc, an ECP supervised sports vision workout could have a huge positive impact on a kid’s life.

Do everything possible to help kids feel normal if they are getting their first Rx. Kid’s self esteem can be as fragile as fine china. Parents often shatter it when they see little Johnny trying on frames for the first time. Some parents will even act like kids and make fun of little Johnny. You might not have much of this if your doctor decides to trial frame the parent with the kid’s Rx in the exam room. The doctor should set the dispensing table with a menu that includes no glare lenses in Trivex® or polycarb material. Mind your dispensing table manners. Don’t go through the parents to talk to a kid that is sitting right there in front of you. You will never know what can come out of the mouths of babes if you ignore them. Sitting on the floor with toddlers might be the answer to bonding more quickly with them. Come up with fun ways to talk about products and tools. If you dispense photochromic lenses, tell the kids that the lenses are magic and super smart because they change from light to dark when you need them to. When measuring a kid’s PD you need to be quick and accurate. Have them look into your big pair of binoculars to see if they can look straight ahead and find a circle and tell you what color it is. Props can help get kids on board with choosing new frames. A super hero frame section can be good for those imaginative kids that can be convinced their new eyeglasses will give them

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super power vision. For your little princess patients let them wear a tiara and pick out frames from your castle boutique. Do a frame pinkie promise. Get kids to promise you that they will never try to bend or fix their own eyeglasses. The same pinkie promise should probably be used on their parents also. Let them know that you are there for them if they need you. When kids are trying on frames the look down and shake your head back and forth test is not for everyone. It’s time to kick it up a notch. Have the kid do some jumping jacks and sit ups to see if the frames stay in place on their face. Offer to take pictures of the kid modeling different frames and instantly send them to the mom or dad that couldn’t be there. Note to parents: If kids don’t like the looks of their eyeglasses they are more likely to lose them, break them or come up with every excuse not to wear them. When all is said and done and you are dispensing the eyeglasses give the kid a copy of your practice’s kid eye contract similar to this one: I, ___________, will do my very best to take good care of my new eyeglasses. I will need to wear my eyeglasses _________. I will take my eyeglasses off with both hands and put them in my hard case when I am not wearing them. When I brush my pearly whites, I will clean my super sight glasses. I am not allowed to

share my eyeglasses with my friends. My eye doctor is Dr. C. Kidz. His phone number is (888) 123-4567. The next time I visit Dr. C. Zidz’s office I will bring in my report card and pick up my surprise. Make sure that pediatricians in your area know about you (in a good way). Have a networking drop in and invite local medical professionals specializing in other fields. Make the theme be kid focused. Word spreads quickly about businesses that are kid friendly. Parents avoid and kids can sense when they aren’t welcome somewhere. As ECPs we should work harder to get the word out that vision screenings are not the same as vision examinations. Visit the local schools and nurseries and talk to them about the importance of vision care for kids. Take something in print to hand out to parents that explains the services your practice offers. Attend health fairs and make sure you have something special to hand out to the kids. Every kid’s perception of your practice will be different and ECPs should be constantly asking for feedback from parents as well as kids. You can’t go wrong if you remember that kids just wanna have fun. Let’s take that a step further and include all of the big kids that are our patients. There’s no age limit that defines a kid. Age is just a number so everyone should wanna have fun. ■

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Practice Profile Lindsey Getz

Helping KIDS to See Pediatric Eye Physicians and Surgeons has built a successful practice specializing in Kids. When Martin C. Wilson, MD, finished his fellowship training at the Children’s Hospital of Philadelphia (CHOP), he was asked to stay on as faculty. While it was a huge honor to be a part of such a prestigious hospital, Wilson had his own dreams of starting a private practice. After eight years with CHOP, those dreams became a reality. “It’s a great hospital and I had a great position, but I always wanted to have my own practice,” says Wilson of Pediatric Eye Physicians and Surgeons in Paoli, Pa. “Since opening [in 2000], it’s been a lot of fun. There’s definitely a fun side to being in private practice and I’ve really enjoyed it.” One of those enjoyable aspects for Wilson was selecting the right equipment and putting thought into the way the office was not only decorated, but laid out. Wilson wanted to be sure he tailored everything to kids. The waiting room has toys to keep active kids occupied and the exam rooms are kid-friendly and even complete with a child-sized exam chair and other age-appropriate equipment. But in the end, a successful appointment comes down to the physician and Wilson has mastered the ability to keep kids engaged during an exam. He comes prepared with toys in his pocket and an upbeat attitude with each patient—no matter how many he may have seen that day. Wilson knows that from the minute he walks in the door, his young patient is already

deciding whether he or she is comfortable or not—and that time frame to win them over can be short. That’s why Wilson directs his initial attention to the child. “It’s important to pay close attention to the child and to talk to them directly,” explains Wilson. “That’s something that kids appreciate. There’s this limited opportunity to make a connection with the child so I make sure they know I’m there for them. You always have an opportunity to talk to the parent later, but you want to make sure you win over their kid. Parents are typically understanding of that fact. They’re okay with you talking to the child as the patient, and explaining things to them later.” The ability to distract the child with a toy or some other object that will hold their attention is one of the keys to success, says Wilson. That’s why he goes right into action the minute he enters an exam room. “The reality is that the majority of what we do in the office is not really painful or uncomfortable—so it doesn’t have to be frightening,” he says. “If you can keep the child distracted and keep them busy, then they don’t even have the time to think about being scared. But if you stop too long and talk to the parents, you may lose that window of opportunity. As the child waits they start to get antsy and look around at all the equipment and may start to get scared.” And even though he loved his job at CHOP, Wilson also admits that keeping kids happy is easier in private practice. “At a large and prestigious facility like CHOP, patients may end up waiting longer and also tend to see a range of professionals. The patient is visited by the medical student, then the resident, then the Continued on page 30

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Call Today! (800) 221-4170 21st Century Optics 47-00 33rd. St. Long Island City, NY 11101 (718) 392-2310 or (800) 221-4170 53 Brown Ave. Springﬁeld, NJ 07081 (973) 379-2020 or (800) 526-4942 ©2011 Essilor of America, Inc. All Rights Reserved. Unless indicated otherwise, all trademarks are the property of Essilor International and/or its subsidiaries.

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fellow and by the time you’re in the room, the child’s attention span may be used up and they’re falling apart,” explains Wilson. “That’s been one of the benefits of a private practice. I’m able to limit the waiting time, which helps make it a comfortable and a fun place.” Wilson loves working with kids so much that he finds each day in the office to bring new joys. But that’s not to say it’s without its unique challenges. One of the things that Wilson says is a special challenge to working with kids is keeping simple procedures, simple. Something that would be a quick fix on an adult can turn into a larger scale procedure for a young child. “If you have Dr. Wilson’s array of kid’s frames. an adult patient with a stye you need to drain, it’s a simple in-office procedure,” says Wilson. “But with a child, as soon as you pull out a needle, you’ve lost the child’s ability to stay calm. A lot of times things that could have been done in the office for an adult have to be done in an operating room and with anesthesia for a child.” Another example, says Wilson, is when a child comes in with a foreign body on their cornea. “For an adult, you’d just ask them to hold still and you’d take it off,” he says. “But working with a young patient who has a foreign body on their cornea is when you’ll see the biggest challenge to your skills of distracting. While you may only need 15 seconds of cooperation, those 15 seconds may be impossible to achieve. You may try everything possible but still wind up having to put them under anesthesia and take it off in the operating room. That’s tough knowing it’s a 15 second procedure turned into such a big deal, but it’s just one of the challenges that comes with working with kids.” While Wilson specializes in kids, he does see adult patients as well. Like general practices that sometimes get the occasional young patient, Wilson has the opposite scenario. “In most oph-

30 | EYECAREPROFESSIONAL |JUNE 2011

thalmology practices you have an adult office that you try to make work for kids,” he says. “We have a kids’ office that we try to make work for adults. I do end up getting a lot of adult eye muscle surgery cases since muscle surgery is a common procedure for a pediatric surgeon. Other local ophthalmologists refer their patients to me. It’s funny to see the patients’ reactions when they come in, but most end up liking it. I always tell the patient that I’m used to seeing kids and I may treat them like a kid; But they never seem to mind and in fact, most patients seem to feel comfortable and at ease here.” Wilson says he’s gotten so used to seeing kids that he does find adults more challenging. Most young patients only have one chief complaint but as adult patients age, their list of health concerns often grow. “When we get an 80-year-old patient in here who has a long list of printed medication it’s a little overwhelming,” he says. “Most kids are healthy with just a singular eye problem like itching or pain. But we do have some cases where kids have complex medical issues, as well.”

The refracting room at Pediatric Eye Physicians and Surgeons.

As someone who’s really built his expertise working with kids, Wilson offers the following advice to his fellow doctors who may see the occasional young patient: “If it’s not something you’re used to, it can be scary or intimidating, but try to look at it as a fun opportunity. Working with kids can be a real joy. If you try to look at it that way, having a young patient come in may be the high point of your day!” ■

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Dispensing Optician Judy Canty, ABO/NCLE

When WANTS Become NEEDS As a parent with 40 years of parenting experience, I have learned a few important lessons. 1. Kids eat dirt with very few, if any dire consequences. 2. The first word kids learn to use with authority and conviction is NO. The second is MINE. 3. The first phrase kids learn is “I want...” 4. Pick your battles wisely. Just so you know, this is our “kids” issue. In the past, I’ve written about marketing to kids, making your office kid-friendly and I may have written about teens and ‘tweens. It’s time to talk about parents. All parents want the best for their kids, but are often cashstrapped and convinced that spending money on something that will likely be lost or broken is a bad decision. In my experience, kids want cool sunglasses, contact lenses and, if they must wear glasses, something that makes them unique. Parents need something that is durable and cost-effective. So how do we balance the wants with the needs? Education. Sun protection is arguably the easiest place to begin. Even before an infant is old enough to have a vision screening, parents should be made aware of the importance of visual sun protection. UV damage is cumulative. We are very aware of the relationship between UV exposure and skin cancer, but according to a recent survey only 24% of us link UV exposure to eye damage. Another survey of 2,000 US adults revealed that only 1/3

required children to wear sunglasses, yet 80% required sunscreen. Children are exposed to 3 times as much UV as adults, but their young lenses cannot filter those damaging rays. The National Weather Service lists the top 50 cities in the US by the number of days per year each has “very high” or “extreme” UV risks. At the top of the list are San Juan, PR (279), Honolulu (227), and Miami (210). However, you probably didn’t know that Charleston, WV (123) is just slightly behind Phoenix (136). I’ll say it again, UV damage is cumulative. Display and promote sunwear for kids from infants to teens. Recommend polycarbonate or Trivex® lenses in a comfortable, properly sized and hypo-allergenic frame with cable temples or a sport strap to prevent slippage. Young eyes are more sensitive to high energy visible (HEV) and UV rays, so suggest amber or copper tinted lenses. Place a small whiteboard in your sun and sports area and update it daily with the local UV index. It will help drive home the idea that sun protection is necessary regardless of age or season. Continued on page 34

32 | EYECAREPROFESSIONAL |JUNE 2011

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Anti-Reflective and Mirror Coating Information Sheet Warranty

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Definitions Hydrophobic is water repellent coating. (Easy Clean) Oleophobic is oil repellent coating. (resists finger prints and smudges) Anti-Static is dust repellent – eliminates stat charges in the lens that attract dust. Reflex color is the residual reflective color of the coated lenses. All coated lenses reflect some color. Depending on how it was done, the residual color is controlled (usually in the green or blue wave length of light)

FEA Industries, Inc. (800) 327-2002 www.feaind.com

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By the way, a small display of infant sunwear could trigger the best baby shower gift no one ever thought of. My 7 month old grandson looks pretty sporty in his red shades and he’s already very comfortable wearing them. Young children learn by imitation, so remind parents to wear their sunglasses as well. Non-prescription sunglasses are one thing, prescription sunglasses are quite another. Many parents simply can’t justify the extra expense of a second pair. They need an alternative suggestion, perhaps in the form of a photochromic lens. There was a time when photochromic lenses were such a new and novel development, that eyecare professionals advised against dispensing them to children. The conventional wisdom was that the photochromic properties would somehow disrupt the young eye’s ability to react properly to changes in light conditions. We are much wiser now, and photochromic technology is much more advanced. Photochromic lenses are available in both polycarbonate and Trivex, the recommended materials for children’s eyewear. They have the requisite “cool-ness” factor for kids and are a less expensive alternative to 2 pair of glasses. Add in a polarized clip-on (or two) and parents can see the real value. Put these cool lenses in a very cool frame and kiddo might just actually wear them. For the younger set, both SpongeBob SquarePants and Dora the Explorer are still among the most recognized brands, as are Barbie and Disney Princesses. Many of the major mature brands, Oakley, Ray Ban and Ralph Lauren are actively courting younger eyeglass wearers. Your youngest patients can have the coolest eyeglasses in town with photochromic lenses to provide the protection parents want and the individuality kids crave.

34 | EYECAREPROFESSIONAL | JUNE 2011

In our quest to provide the best protection for young eyes, we would be remiss in not suggesting an anti-reflective treatment for every pair of children’s glasses. Don’t panic! As an industry, we’ve spent too much time talking about the fragility of these treatments, ignoring the fact that the technology used to create and apply them has changed and improved dramatically in the past few years. We almost always want the treatment for our personal eyewear and then take that choice away from our patients, fearing dissatisfaction and refunds. AR treatments are far tougher and easier to care for than ever before and some of the major manufacturers are actively promoting their use on children’s eyewear. The fact is that children spend an average of 7 hours 38 minutes (53+ hours per week) watching TV, playing video games and in front of a computer screen. That doesn’t include texting on tiny cell phone screens. That’s an increase from 6 hours 21 minutes in 2004. Remember, that’s personal time, not including the time in class where computers and “smart boards” have replaced some textbooks and traditional black boards. Glare and uncomfortable reflections are an all day, everyday occurrence and kids need the protection whether they want it or not. We have, perhaps, reached a point in society where we know the price of everything and the cost (or value) of nothing. That’s also a service we provide to today’s concerned parent and the advantage we have over online retailers. We can have that face to face conversation with parents about the need to provide their children with the best possible protection with the greatest possible value at the most reasonable price. If all this good advice seems to be falling on deaf ears, remind parents that these precious (and properly protected) children will be the ones who select their nursing homes! ■

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INTERVIEW WITH REVOLUTION EYEWEAR

Gary Martin

Bringing the Magic of Disney to Life with Wizards of Waverly Place and Toy Story

WWP 007-9628

DTS 005

EyeCare Professional’s Paul DiGiovanni speaking with Gary Martin, President/CEO, REVOLUTION EYEWEAR.

quality construction, unprecedented originality, and come with a premium brand name behind them. As the old saying goes…you get what you pay for.

EyeCare Professional: Disney has many popular tween shows. How did you select Wizards of Waverly Place for this new line?

ECP: Is this the first time Revolution Eyewear will have two new kids’ collections being launched at the same time? If so, is the company planning on marketing them individually or jointly?

Gary Martin: Two things led us to choosing Wizards of Waverly Place. The fact that it is the #1 rated show on the Disney Channel, along with the cross gender appeal of Selena Gomez, was enough for us to want this project. ECP: Same question for the Toy Story collection. With all of the popular Disney movies how did you decide to create a frame line based on Toy Story? GM: Toy Story is the single most popular animated movie of all time. We wanted to do a SPECIAL line for young children full of tremendous creativity and originality. It seemed like the perfect marriage. They are different. They are special. For those little ones with a larger than life, playful personality.

GM: We are launching them within 8 weeks of one another. The Wizards line aimed at kids 6 to 14, is already out there. Toy Story targets little ones 2 to 10, and is here July 1st…both in time for Back to School. Both are simply sensational, profit making, smile creating collections. ECP: Tell me a little about each collection. How many frame styles are available for each line? GM: The Wizards of Waverly Place collection presently has 5 styles available (3 girls & 2 boys), with 2 more (1 girl and 1 boy) scheduled to be released shortly.

ECP: What are your overall feelings on parents’ spending habits as it relates to purchasing premium eyewear for their children? GM: It’s Disney. This collection is not just made up of frames with 2 holes, 2 sticks with a thing in the middle. These collections are created with premium 36 | EYECAREPROFESSIONAL | JUNE 2011

Continued on page 38

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sunglass collections. Is there any consideration to adding a sunglass line to the Wizards or Toy Story collections? GM: Unfortunately, Disney already has a different source other than Revolution Eyewear for all of their branded sunglass needs!

DTS 001

The Toy Story collection has 6 styles which will be available mid-June (3 girls & 3 boys) & 6 additional styles available in mid-July (2 girls & 4 boys).

ECP: What is the recommended average retail cost for the frames? GM: The suggested retail price for both WOWP and Toy Story is $119.95.

ECP: What color options are available? GM: The Wizards of Waverly Place collection are available in a wide array of eye popping colors including matte light and dark brown, matte pink, blue and red, grey, silver, pearl red, olive, sky blue, and amethyst to name a few. The temples on these frames show images from the show and feature other embellishments such as crystal flowers. The Toy Story Collection is also available in a wide range of colors with unique names such as Candy, Chocolate, Nassau Blue, Strawberry, Blueberry, Pretty Pink, Candy Red and Sky. Temples on these frames feature pictures of the popular Toy Story characters such as Woody, Buzz Lightyear and Jessie. Some frames also feature cable temples which also depict these characters. ECP: What eye sizes are available for each line? GM: The frames are available in eye sizes ranging from 45 – 49 eye. ECP: What materials are the frames available in? GM: The frames are made of zyl and metal. ECP: Revolution Eyewear is known for their popular

ECP: What type of POP is available to help optical retailers sell the Wizards and Toy Story line?

WWP 005-9604

GM: We will have available Counter Cards and Window Vinyls for both collections, as well as a 3-piece display for either collection. ECP: As the frame lines grow, will you consider looking for other joint ventures outside of the Disney family to keep up with the creative and innovative style that Revolution Eyewear is known for and create a division dedicated to children’s eyewear? GM: We started our relationship with Disney several years ago with That’s So Raven. Now we have taken on WOWP and Toy Story. We are fortunate and successful enough to have Disney continue to want to partner with us and I would be delighted to oblige them as long as possible.

Revolution Eyewear was started by Gary Martin in his Fatherin-law’s garage in 1993. From the beginning, Revolution was the first company that offered a free clip-on with every frame purchased and was the first company to offer a full line of barless clip-ons.

WWP 002-9565

38 | EYECAREPROFESSIONAL | JUNE 2011

Paul DiGiovanni, LDO, is a practicing optician who resides in New Jersey.

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OptiSource Introduces the Cobalt King Blocking Pad

OptiSource International is introducing the Cobalt King, an exclusive edge blocking pad designed to work in today’s diverse edging environments. The Cobalt King material is made from a unique blend of foam rubbers and coated with a high tech adhesive with outstanding performance that has proven to be successful on lenses that are: hard coated, standard anti-reflective coated and (most) hydrophobic anti-reflective coated. “The unique foam thickness, construction, pliability and adhesive properties allow for optimal adhesion to both the edge block surface and lens surface, regardless of its base curve”, states Daryl Squicciarini, vice presi-

dent of OptiSource. “The advanced adhesive on the Cobalt King works equally well on dry or wet edgers, and removes cleanly without leaving ghosting or residue behind. Our last blocking pad sensation was the Crimson King released back in 2005 and has been a trusted brand and best seller ever since. The new Cobalt King promises to continue the legacy and will be offered in more shapes and sizes (including the ‘Mr. Blue’ block shapes) than any of our other blocking pads.” Squicciarini also states, “While labs prefer our 1,000 count rolls of blocking pads, the Cobalt King will also be available in ECP-friendly rolls of 250 pads.” For more info, go to www.1-800-optisource.com

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Movers

Page 40

AND

Shakers

Viva International Group

Legacie Accessories

Viva International Group has appointed Jan Cory as senior vice president of domestic sales. In her new role, Cory will oversee both the U.S. and Canadian sales forces, and will report to Frank Rescigna, president of Viva. Reporting Jan Cory to Cory will be Robert Dunn, Viva’s director of East Coast sales; Kelly O’Grady, director of West Coast sales; William Munch, general manager, Viva Retail Sun Division; and Don Fatula, manager of corporate accounts. Cory joins Viva from Luxottica where she recently led the optical sales team as vice president of independents and sun specialty. Previously, she was vice president of department stores and special markets.

Legacie Accessories, the Luxury House of B. Robinson, has appointed Mike Morrison to national sales manager. Morrison has more than 20 years of industry experience and prior to joining Legacie was national sales manager Mike Morrison of Liberty/Switch Vision. Before that he was a regional manager for Silhouette.

REM Eyewear REM Eyewear has named Kevin Hundert manager of new business development. Hundert is the third generation to work for REM; his father, Mike Hundert, the company’s current CEO and co-owner, was brought on by Kevin Hundert his father, Gerry, 30 years ago to energize new business and marketing. A 2010 graduate of Babson College in Boston, Kevin Hundert will help expand the REM brand by modernizing remeyewear.com and launching an aggressive internet marketing campaign, while overseeing the launch of REM into the B2B and B2E (business-to-employee) channels.

Tura Debbie Forstenzer has been appointed vice president of Product Development for Tura. Previously, Forstenzer had been consulting for Tura since 2009. In her new role, she will direct all phases of design and product development Debbie for licensed products as well as corporate Forstenzer brands and will be responsible for developing strategies and achieving bottom-line results. Her background in fashion and the arts includes an MA in Museum Education and a BFA in Graphic Design.

VisionSpring VisionSpring has appointed Kevin Hassey as president. In this new role, Hassey will oversee global operations and lead the implementation of VisionSpring’s growth strategy across Asia, Africa and Latin America. Hassey is a 20-year Kevin Hassey veteran of the optical business and previously led retail and brand marketing for Luxottica Group’s LensCrafters’ business unit and subsequently served as president of LCA-Vision. 40 | EYECAREPROFESSIONAL | JUNE 2011

ORBIS International ORBIS International has announced the appointment of Barbara DeBuono, MD, MPH, as its new president and CEO. According to the global health organization, DeBuono is an expert in public health innovation, health Barbara policy, education and research. In her new role, DeBuono she will develop ORBIS’ future vision and strategy and provide leadership of the organization’s programs, aircraft operations, fundraising, communications, and marketing.

AMD Alliance International Hugh R. Parry, president and CEO of Prevent Blindness America (PBA), has been named chairman of the board of AMD Alliance International (AMDAI), the only international organization in the world dedicated exclusively Hugh R. Parry to macular disease. Parry joined PBA in April 2002, after 20 years in not-for-profit management. PBA is the oldest voluntary eye health and safety organization in the U.S. engaged in the prevention of blindness through comprehensive programs.

Optometry Giving Sight Optometry Giving Sight will undergo a change in its leadership structure in the USA with the departure of Dr. Vic Connors, who has resigned as Chairman and CEO. Acting Country Manager and Global CEO, Clive Miller said the organizaVic Connors tion remains deeply indebted to Dr. Connors for the incredible contribution that he has made to all levels of the organization since it was launched in the USA in 2005.

Fashion Optical Displays Fashion Optical Displays announced its sale to three of the company’s veteran executives. Long-time employees, Lori Estrada, Elizabeth Henton and Matthew Kiraly purchased the company from retiring owners, Katherine Maxwell and Ed Muehlberger. Henton and Estrada have been with the company since 1983. Henton will retain her current position as CEO and Estrada as design and sales manager.

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Second Glance Elmer Friedman, OD

Laser Pointers + Children = Danger

The use of laser pointers has become fairly widespread. The pointers are useful tools for educators in the classroom and for lecturers at conventions and meetings. However, due to the low cost and plentiful supply, these pointers are now being purchased and used by the general public, including children, and used in a way not intended by the manufacturers. As a result, serious concerns about the hazards of laser pointers have surfaced. Adding to the dilemma and potential harm is the fact that not all laser pointers are labeled properly. The lack of proper labeling makes it difficult to discern if you have a pointer that could create serious damage. One sure way to know if a laser pointer is potentially dangerous is to test it and see if it is capable of burning holes in paper, lighting matches or popping balloons. If it is capable of any of these actions it is most likely able to harm human eyes. While the majority of the laser pointers contain low to moderately powered diode lasers, more powerful lasers can be found on the market. They are usually imported from other countries that may have deficient or non-existent standards for safe operation of lasers. These pointers can present a significant potential for eye injury and are often not properly labeled according to FDA regulations. There are currently no restrictions for purchasing laser pointers in the USA. However, the FDA has issued a warning for laser pointers, urging that they be used as intended, not as toys, and not by children unless under adult supervision. As usual, this ethical standard will eventually turn into a law if the public does not abide by the recommendation. The FDA warning has stated specifically that exposure for 10 seconds or longer endangers the human retina. In May, 2005, 42 | EYECAREPROFESSIONAL | JUNE 2011

ophthalmologists at the Mayo Clinic reported that green laser light will damage pigment cells in the retina with as little as 60 seconds of exposure. The misuse of lasers takes many forms. They are sometimes used to annoy, distract and even intimidate other people. Lasers are being flashed at athletes during games to impair their performance and at movie screens in theaters as a general distraction. They are used to mimic a gunâ&#x20AC;&#x2122;s laser sight. A red beam is often projected to aim high powered weapons at their targets. This particular action has caused alarm in police departments and communities across the country. For example, police officers have reportedly drawn their weapons when the light from laser pointers is mistaken for a gun sight. Laser beams projected into airspace to intercept aircraft have caused distractions and temporary vision impairment to pilots. Most of these incidents are considered malicious and demonstrate a lack of understanding of the potential consequences of laser illumination. Unfortunately, as the availability of these devices has increased, so have the reports of their misuse. Momentary exposure from a laser pointer can cause discomfort and temporary visual impairment, such as glare, flash blindness and afterimages. The symptoms may last only for a few seconds or minutes but can be extremely dangerous if the exposed person is engaged in a vision critical activity, such as driving a car or flying an aircraft. The light energy that some laser pointers can deliver into the eye may be more damaging than staring directly into the sun. For example, a 15 year old Swiss boy attempted to create his own laser light show using a laser pointer which he bought on the internet together with a mirror. Instead he inadvertently beamed the laser into his eyes, creating permanent damage to his vision. Continued on page 44

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Dr. Martin Schmid, head of the retina unit in the Department of Ophthalmology at Lucerne Cantonal Hospital in Switzerland, is one of the authors of the case report detailing the young boy’s eye damage in the New England Journal of Medicine. The teenager noticed immediately that his vision was blurry but was fearful of informing his parents of the incident. Two weeks later he couldn’t hide the problem any longer and sought the help of a doctor. The vision in his left eye was only fingers at three feet. The right eye also showed severe acuity loss. Dr. Schmid reported that the boy could barely see newspaper print. A hemorrhage was noted in the right eye and several retinal lesions in the left eye. After four months his vision showed some improvement but remained moderately impaired. The doctor concluded that laser pointers are a “legitimate public menace.” The laser pointer used by the young Swiss victim produced an output of 150 milliwatts, which is far above the maximum output of 5 mw that is expected from a laser pointer that is sold to the public. It is worth noting that it’s possible to purchase laser pointers as strong as 700 mw, and such a device may not look any different than a lower powered laser. Dr. Schmid adds that there are instructions on the internet for changing low powered devices into high powered ones. Eye specialists concur, “Children shouldn’t have access to laser pointers. They are not giving presentations, so why would they need to have them?” Dr. Roy Chuck, chair of Ophthalmology and Visual Sciences at Montefiore Medical Center and Albert Einstein College of Medicine, New York City, states, “When it comes to laser toys buying a well known name brand may be helpful in this case. But when you’re buying off the internet, it’s not as regulated and you just can’t tell what the strength of the laser may be.” Lasers used in toys are labeled as Class I, but the products aren’t always labeled properly. It is stressed that even at a safe level, if the child stares into the beam long enough it can cause eye damage. One may purchase a “safe” laser toy, but it’s possible that a creative child may turn to the internet and figure ways to boost the power of the laser. Listed under “burning laser pointers” there are a huge amount of videos showing dangerous experiments that can be done with the lasers. Moreover, there are an increasing number of home pages and videos that demonstrate how to turn legal, low power lasers into burning, high power lasers. There have been reports of more powerful laser pointers imported from Russia and China that lack the appropriate warning labels. Some of these laser pointers emit green beams from frequency doubled Nd:Yag lasers operating at 532 mw and have emissions significantly exceeding the maximum permissible exposure. One of the lasers has a filter in the cap, which, if removed, allows the laser to emit both 532 mw and 1064 mw beams. This places the laser in excess of 15 mw making it an 44 | EYECAREPROFESSIONAL | JUNE 2011

even more hazardous Class III B laser as opposed to the currently allowed class III A laser. All laser pointers should have a small sticker on them with either a yellow “caution” or a black and red “danger” designation. The experts say that it would be prudent not to purchase or use unlabeled laser pointers. Why should we be worried about a lowly 5 mw laser that is 5 thousandth of a watt which is less than one percent of one percent of the power of a 60 watt incandescent bulb? First, the numbers are used differently. Light bulb wattage measures the power it uses. It only converts about 10 percent of that electrical power into light. In a laser, the power is a measure of the light output. Second, the light bulb gives light in all directions, so you only see a small part of the whole at any one time. As you move away from the bulb, you see a quarter of the light every time the distance is doubled. A laser pointer gives all the light energy in one small, concentrated beam. If it gets into the eye, you receive all of the laser’s energy, not just a fraction of the energy as in the ordinary light bulb. Third, a light bulb gives off light at many different wave lengths. A laser is monochromatic; it is only one, concentrated wavelength with no loss of energy. The resulting light energy is more potentially damaging as a result. The acronym Laser stands for Light Amplification by Stimulated Emission of Radiation. The common red laser pointer is a diode laser. This is really just a special type of transistor, or diode that creates the wavelength used in the pointer. Because of the unique features of laser light, it is magnified 100,000 times as it passes through the eye. The light energy not only passes through to the retina, but the eye focuses the light on the retina. The combinations of these two features increase the likelihood of ocular damage through misuse of the laser pointers. The eye actually sees a small part of the electromagnetic spectrum that runs from cosmic ray energies to long radio waves. We see only the wavelengths from violet to red. Infrared and ultraviolet are just outside our ability to see. The eye is most sensitive to yellow light (550nm). Meaning we will see the color yellow faster than any other color. That is why so many hazard devices (fire trucks, fire hydrants, etc.) are converting to yellow. At the same power, 670 nm red light is only 3 percent as bright as the equivalent in yellow. When determining safety limits for the laser pointer values must be chosen. As with most safety boundaries, the limits on lasers have been chosen to err on the side of caution. Misuse of the lasers or altering the laser is simply foolish and can have life altering consequences as with that 15 year old Swiss boy. In life many factors contribute to something becoming harmful. And so it is with laser pointers — different conditions determine when retinal damage will actually occur. ■

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America’s Leading Discount Lens Distributor

Phone: 1.866.923.5600 • Fax: 1.866.923.5601 • www.national-lens.com

Finished Ophthalmic Lenses

LENS TYPE CR-39, 70 MM – 1.49 Uncoated Polycarbonate, 65/70MM – Tintable Polycarbonate, 65/70MM – AR Coated

PRICE PER PAIR $1.20 $3.20 $7.00

LENS TYPE PRICE PER PAIR Mid Index, 70/75 MM – 1.56 AR Coated $4.40 High Index, 70/75 MM – 1.61 AR Coated $7.00 Super Hi Index Aspheric, 70/75 MM – 1.67 AR Coated $18.00

Low

Lower

Lowest

2011

Low

Lower

Lowest

Bausch & Lomb

1 to 5

6 to 10

11 & over

COOPERVISION

1 to 5

6 to 10

11 & over

PureVision SOFLENS 38 SOFLENS 59 SOFLENS MULTIFOCAL

25.95 13.95 9.25 28.95

25.75 12.95 8.95 28.75

23.95 10.95 8.75 27.95

AVAIRA BIOFINITY BIOMEDICS PREMIER BIOMEDICS XC, 38% & 55% EXPRESSION - OPAQUE PLANO FREQUENCY 55% or ASPHERIC PROCLEAR 1 Day 90 Pk PROCLEAR

18.95 24.50 16.15 16.15 21.95 14.95 37.95 22.95

17.95 22.50 13.95 13.95 20.95 12.95 37.50 21.00

15.45 20.50 11.75 11.75 19.95 12.25 36.50 19.25

Johnson & Johnson

1 to 5

6 to 10

11 & over

ACUVUE 1 DAY MOIST 90 PACK ACUVUE 1 DAY MOIST 30 PACK ACUVUE 2 ACUVUE ADVANCE ACUVUE OASYS

47.95 20.50 15.00 18.25 22.50

47.25 20.25 14.75 17.75 21.75

46.75 19.50 13.95 17.50 21.25

2011

CIBA VISION

1 to 5

6 to 10

AIR OPTIX AIR OPTIX NIGHT & DAY Air Optix for Astigmatism COLOR & COLOR BLENDS Dailies Aqua Comfort Plus 90 FOCUS MONTHLY FOCUS DAILY 90 PK O2 OPTIX

26.74 41.25 38.95 25.95 38.90 14.75 33.40 16.25

24.74 39.95 37.95 25.25 37.90 12.95 32.95 15.95

IMPRESSIONS COLORS

19.95

19.75

RX NOW AVAILABLE

11 & over 23.74 38.75 35.95 23.75 36.95 10.95 29.95 15.50

18.95

We’ll meet or beat any competitors price on stock lenses.

Please call for a full product and price list.

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presents

Advertiser Index

Recession Buster Progressive Lenses. 1st Quality for Less, for Way Less

Varilux & Essilor Lenses AO Pro and Omni’s Silor, X-Cel and more! Great names at great prices. All you do is order. Let us know that you want i-see’s Rbuster lenses to fill the order. Then we go through our inventory and pick out what we have to fill the order. Your customer gets a 1st quality progressive lens for less.

Prices start at $22.95 for CR Just $42.95 for Poly Just $51.95 for Hi Index slightly more for 1.60 & 1.67

ADVERTISER

PAGE #

WEB SITE

21st Century Optics

800-221-4170

www.21stcenturyoptics.com

Baby Banz

877-333-0074

www.babybanz.com

California Accessories

800-523-5567

www.calaccessories.com

CNS Frame Displays

877-274-9300

www.framesdisplays.com

Corning

800-821-2020

www.corning.com/ophthalmic

Exact Eyes

888-807-4950

www.exacteyes.com

Eyevertise

847-202-1411

www.EyeVertise.com

FEA Industries

33, 51

800-327-2002

www.feaind.com

Grimes Optical

800-749-8427

www.grimesoptical.com

Hilco

Easy as that – you can request a brand involved but we only guarantee it’s a name brand from our inventory. If we are out of bases and add, we will let you know. Note: Minimum Seg Ht 18.

PHONE #

i-see optical

FRONT COVER, 15

800-955-6544

www.hilco.com

23, 37, 46

800-257-7724

www.iseelabs.com

LBI Eyewear

800-423-5175

www.lbieyewear.com

Rules: Offer good while supplies last. Must mention Rbuster when ordering for proper price! All prices net, no further discounts apply. If a base and add are not in stock in any of the lenses we have, we will let you know and try to fill the order the best we can.

Luzerne Optical

800-233-9637

www.luzerneoptical.com

My Vision Express

877-882-7456

www.myvisionexpress.com

We cannot substitute for these prices any lenses that are not listed. Some limited warranties do apply: No Drs. change credit or C&E etc. as we do not have inventory to change.

Nassau Vision Group

All Sales Final! Offer can be withdrawn at anytime. *Based on Availability

National Lens Nellerk Contact Lens Cases

800-526-0313

www.Nassau247.com

866-923-5600

www.national-lens.com

607-748-2166

—

BACK COVER

800-668-2411

—

Opticom

800-678-4266

www.opticom-inc.com

OptiSource

800-678-4768

www.1-800-optisource.com

Optogenics

800-678-4225

www.optogenics.com

800-358-8258

www.nxt-vision.com/zeiss

Nova Optical Laboratory

www.iseelabs.com • fax: 1-800-348-isee (4733)

5 27, 30, 45

NYC College of Technology/ City University of New York

PPG Industries

Assistant Professor – Vision Care Technology

Tabco Optical

Tech-Optics

800-678-4277 www.techopticsinternational.com

US Optical

800-445-2773

The Vision Care Technology department seeks a full-time faculty member. This program, the only one of its kind in the CUNY system, prepares students for a career in eyeglass dispensing, ophthalmic fabrication and contact lens fitting. The curriculum includes a balance of theory and clinical practice in all aspects of the eye care profession. A graduate of the program may become a proprietor of an optical dispensing business or may secure a position as an ophthalmic dispenser, contact lens fitter, manager, ophthalmic assistant, ophthalmic sales representative or optical research technician. Our faculty is made up of licensed opticians who are active in the field. Responsible for teaching a range of vision care technology courses, academic advisement, curriculum development, and research leading to publication and professional presentations. Committee and departmental participation is required, as well as professional development activities. The candidate must have a Master’s Degree, be ABO and NCLE certified and licensed in New York State in Ophthalmic Dispensing. Substantial experience in a responsible position in the field is a must. The ideal candidate will b e well qualified to teach Ophthalmic Dispensing, Business Management and Retail Organization, Ophthalmic Fabrication, Anatomy and Physiology of the Eye, and Optics. Prior teaching experience at a college level in opticianry is preferred, as well as excellent communication and computer skills. Experience in curriculum development, instructional technology and innovative pedagogy desirable. . HOW TO APPLY E-mail cover letter and curriculum vitae to: ISR@citytech.cuny.edu Subject line must read: Vision Care Technology EQUAL EMPLOYMENT OPPORTUNITY The City University of New York is an Equal Opportunity Employer which complies with all applicable laws and regulations, and encourages inclusive excellence in its employment practices.

46 | EYECAREPROFESSIONAL | JUNE 2011

SEIKO Eyewear

INSIDE FRONT COVER 800-235-LENS 800-394-9285

www.seikoeyewear.com www.tabcooptical.com

www.usoptical.com

X-Cel Optical

800-747-9235

www.x-celoptical.com

Vision Expo West

800-811-7151

www.visionexpowest.com

Vision Systems

866-934-1030

www.Patternless.com

Younger Optics

310-783-1533

www.youngeroptics.com

Rudy Project North America has launched its totally redesigned website, www.rudyprojectusa.com. The new site includes a unique “Click to Brick” feature which enables consumers to build and place orders for a custom Rudy Project frame and prescription and have it delivered to their independent eye care professional to be dispensed. The “Click to Brick” feature gives the consumer the choice of having their Rx sports eyewear delivered to a Rudy ECP listed on the Dealer Locator or directly to their ECP’s office even if they are not an authorized Rudy Dealer. The Rudy Click to Brick feature allows ECPs to earn a 100 percent markup on both the Rudy frame and Rx lenses. Rudy Project is supporting this new web feature with consumer advertising in Men’s Health, Outside Magazine, USA Triathlon Life, VeloNews, and other sport and active lifestyle magazines.

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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

The powerful, fast-reactive photochromic lens. • Photochromic Coating Technology • High Index 1.67 • Exceptional fading speed • Available in Single Vision and KODAK Unique Progressive Lens

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

JUNE 2011| EYECAREPROFESSIONAL | 47

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

www.corning.com/ophthalmic

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EYECAREPROFESSIONAL

INDUSTRY QUICK ACCESS

The Premier Laboratory for

In House Digital FreeForm Lenses

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.

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

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

OPTOGENICS Overnight Service on AR & Digital Jobs AR’s In House: Crizal, AR24, AR15, Zeiss

HELP WANTED FRAME SALES

NOW AVAILABLE: Shamir Digitals

Independent sales representatives needed for a High Fashion Italian Frame Line — TreviColiseum distributed by National Lens offers three distinct collections at moderate prices. If you’re highly motivated, experienced and have a following we would like to talk to you. We have several territories currently available.

OPTOGENICS is a Full Service Surfacing and Digital Lab

UPS Shipping Overnight Saturday Delivery = NO Extra Charge

Preview our Collections at national-lens.com

Orders Received & Shipped Overnight

Please email your letter of interest to db@avglens.com or Call 954.730.9244 x221

VSP & VCP & VBA Approved

Contact Information:

See page 21

FOR SALE National Lens

Optical Dynamics Q2100 lens caster system. . . . . $500000

America’s Leading Discount Contact Lens Distributor

Optical Dynamics lens casting monomer . . 50% .OFF . . . . . . $25485 Ultra Optic Mini II scratch coater . .excellent . . . . .condition . . . . . . $799500 Chemalux AR coater (model 150A) . . . . . . . . . . . 8500 $

Phone 1-866-923-5600 Fax 1-866-923-5601 www.national-lens.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!

Contact: Dr Malcolm Kelly Jr 49 South 2nd Street, Oxford, PA 19363 Ph: 610-932-9356 Email: drmkelly@zoominternet.net

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

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

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INDUSTRY QUICK ACCESS

Soothe with Balester Optical is a full service independent family-owned wholesale optical laboratory. We maintain an in-house Digital Processing center and 3 anti-reflective coating systems.

the bio-lens that brings WHDUV WR SDWLHQWV· H\HV request info & sample www.safigel.com promo code EFIA

We pride ourselves on using the most up-to-date technologies in the industry!

ECP Guarantee: sold through your office, NOT online.

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

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

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.

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

FULL SERVICE LABORATORY A/R AND MIRROR COATINGS

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

GREAT OPPORTUNITY CLOSEOUTS:

Optical frames Brand Vogue design ONLY $2.00 A PIECE. In stock about 2400 pieces. Contact Yvette yvettegaussen@earthlink.net or 954-614-7773, 954-773-8340

ABO/NCLE APPROVED CONTINUING EDUCATION Dry Eyes and Its Effects on Contact Lens Wear $ 12.99 for 1 NCLE Credit Hour

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

Rudy is Sport RX. Rudy Project is Italian for cutting edge technology and innovations in plano & RX eyewear/sunwear. Increase your sales to athletes! Contact us. www.rudyprojectusa.com or 888-860-7597

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

We sell PALs.

F E A Industries, Inc.

Fax: 607-748-2273

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

RECONDITIONED SPECIALS!!

Framedisplays.com

www.feaind.com • Videos

Balester Optical provides expert objective advice & consultation regarding the best lens for each Rx.

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.

WEBSITE

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Last Look Jim Magay, RDO

Tots, Tweens, and In-Betweens! So I Googled the title of this article and came up with 2,190,000 references. A very popular phrase (I thought I was being unique – huh!) and by extension a very important market segment for everyone from Amazon to Pixar. Kids from five to 15 years old are considered a very powerful consumer group and little wonder since there are more than 42 million of them. Somewhere between $175 and $225 Billion Dollars are spent on them each year. In this group boys outnumber girls, half of all kids live in the suburbs, and most of them are in two parent households. (In fact most live in households of four or more persons). Most have two parents working, but sadly 25% live in poverty. One in five are in households of over $50,000 income. About half of all kids receive an allowance. Necessities, however, are usually paid for by parents. Kids would rather save their cash for a bike or an iPad than necessities (wouldn’t you?). In other words, kids just want to have fun! Are they affected by marketing? Don’t be silly – they are marketed to a fond fare thee well by food merchandisers, filmmakers, clothing purveyors, toy pushers, electronic gadget makers, and all and sundry in between, it would be unreal if they weren’t. Brand conscious? Oh my yes, you’ve seen it every time a kid sits in front of you and agonizes between two nearly identical frames except for the decal on

the sample lens extolling the input of SpongeBob, Scooby Doo, or the currently hot Disney princess. The buying decision – the marketing gurus will tell you all about it in expensive courses and fancy books – but where glasses are concerned, and you can take it to the bank – if classmates/best friends/worst enemies make a cruel remark about your carefully selected example of the frame-makers art, you will probably get those lovely imported glasses with Transitions lenses and A/R coating right back! Of course you must also deal with parents. Tiger Moms, Helicopter Parents, and Black Swan Mothers, after all – they are holding the purse. They all mean well but the kid’s needs are not always observed (financial constraints?). When you opine that 80% of lifetime UV and brightness exposure occurs before the age of 18 and that Transitions lenses might be a good option, we usually get a dumb stare and the question, “Does the insurance cover that?” if not then it is followed, of course, by a lot of evasion – (It’s all about the money!). Thank goodness for poly lenses being a standard item for all kids in our shop, we want to protect those precious eyes from injury as well as UV. Most important advice – keep in mind both parent and child must be pleased after all is said and done. ■

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8IZ 4UJDL UP $POWFOUJPOBM 8IFO :PV $BO (P Digital at an Affordable Price?

Advanced full-backside digital progressives

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165 Route 303 Orangeburg, NY 10962 800.668.2411 (P) 800.311.6682 (F)