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BACK TO SCHOOL EYEWEAR / PAGE 6
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ABC’S OF KIDS’ DISPENSING / PAGE 12 June 2014 • Volume 8, Issue 77 • www.ECPmag.com
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TS CONTENTS
JUNE 2014
Vol. 8 – Issue 77
12 ABC’s of Kids’ Dispensing Dispensing to children requires a different mindset and approach than dispensing to adults. by Lindsey Getz
16 Pediatric Contact Lens I&R How to face the challenge of successfully training children in contact lens insertion and removal. by Anthony Record, ABO/NCLE, RDO
20 The Children’s Eye Care Market
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Treat your kids like the important customers they are and watch your practice grow.
Latest in Kids’ Frames Excite your young patients with the latest in durable and trendy eyewear and sunwear. by ECP Staff
by Cliff Capriola, President, Focal Point Consulting
26 Collaborative Messaging Capture Rate and Revenue per Patient increase when management areas work together to raise awareness. by Renee Jaocbs, O.D., M.A.
30 Vision Therapy 101 Some tips on how to successfully implement therapeutic services to your optical practice. by Corrie Pelc
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32 Online Eye Test
On The Cover
A new internet company is offering refractive eye exams for consumers to take at home. by Ginny Johnson, LDO, ABOC
Marco 800.874.5274 www.marco.com
36 Stereotypes about Kids Glasses Child and teenage perception towards eyeglasses has changed dramatically over the years. by Elmer Friedman, OD
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EDITOR / VIEW Jeff Smith, Publisher
EYECAREPROFESSIONAL
Magazine
Making the Grade with Back to School Marketing THE BACK TO SCHOOL sales season is generally thought to be from July to September, but in the 24/7 media blitz that today’s marketing has become, it’s never too early to prepare. Below are some tactics I’ve come across for promoting pediatric eyewear. Without the vast advertising budget of the big chains, a more practical strategy is necessary. In order to get more children, teens, and their parents into your store, you must think outside the box. One effective way to increase pediatric sales is to target events that involve kids and teens. Try and become involved in school activities, either in an educational or recreational setting. Educational events could include a PTA discussion about children’s vision, an optical lecture in a science class, or providing education at a health fair. Gift certificates for school fund raisers are another good option.
Publisher/Editor. . . . . . . . . . . . . . . . . . . . . . . . . Jeff Smith Production/Graphics Manager . . . . . . . . . . . Bruce S. Drob
ADVERTISING & SALES VP, Advertising Sales . . . . . . . . . . . . . . . . Lynnette Blanton (215) 355-6444 • (800) 914-4322 Contributing Writers Mary Armstrong, Judy Canty, Cliff Capriola, Elmer Friedman, Lindsey Getz, Renee Jacobs, Ginny Johnson, Jim Magay, Corrie Pelc, Anthony Record, John Seegers, Jason Smith Opinions expressed in editorial submissions contributed to EyeCare Professional Magazine, ECP™ are those of the individual writers exclusively and do not necessarily reflect the opinions of EyeCare Professional Magazine, ECP™ its staff, its advertisers, or its readership. EyeCare Professional Magazine, ECP™ assume no responsibility toward independently contributed editorial submissions or any typographical errors, mistakes, misprints, or missing information within advertising copy.
EDITORIAL OFFICES 111 E. Pennsylvania Blvd. Feasterville, PA 19053 (215) 355-6444 • Fax (215) 355-7618 www.ECPmag.com editor@ECPmag.com
A free examination/presentation for local sports teams could also be worthwhile. Many local merchants, in all fields, have had success with sponsoring a little league team, so why should eye care be any different? It is generally quite cost effective and is a nice gesture in the community.
EyeCare Professional Magazine, ECP™ is published monthly by OptiCourier, Ltd. Delivered by Third Class Mail Volume 8 Number 77 TrademarkSM 1994 by OptiCourier, Ltd. All Rights Reserved.
Sports eyewear is more appealing than ever to kids, and a great way to reach them is through their parents. Over 40 percent of sports related eye injuries occur in children under 15 years old, yet 85 percent of children who play sports do not wear protective eyewear. Statistics like these provide a strong selling point to attentive parents.
No part of this magazine may be used or reproduced in any form or by any means without prior written permission of the publisher.
Also remember that young children don’t tend to view eyewear as a way to make a fashion statement like teenagers do, so including parents in your presentation is important. All of the above are great for pediatric advertising, but don’t neglect the more universal strategies for increasing traffic/sales. Finding a Pediatric MD within the vicinity for referrals is essential. Branding and repetition are crucial in standing out from the competitive optical crowd. And of course, every retail company should have a website with essential information, along with some kind of social media presence. I hope I have offered some useful tips and ideas. With just a few successful promotions, you could bring home an A+ in Back to School sales! I
OptiCourier, Ltd. makes no warranty of any kind, either expressed, or implied, with regard to the material contained herein. OptiCourier, Ltd. is not responsible for any errors and omissions, typographical, clerical and otherwise. The possibility of errors does exist with respect to anything printed herein. It shall not be construed that OptiCourier, Ltd. endorses, promotes, subsidizes, advocates or is an agent or representative for any of the products, services or individuals in this publication.
For Back Issues and Reprints contact Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com Copyright © 2014 by OptiCourier Ltd. All Rights Reserved For Subscription Changes, email: admin@ecpmag.com Scan this barcode with your smartphone to go to our website.
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KIDS
Eyewear
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1. TURA
2. MARCOLIN USA/VIVA
3. CLEARVISION
oio eyewear is known for its stylish shapes that are playful, colorful and textured. Style 830044 is a hip, semirimless frame with a sleek flat metal brow line, a memory metal bridge and spring hinges. This frame is colorful from front to tip! The two-tone plating with contrasting color inside the temples matches the acetate tips. www.tura.com
The GUESS Eyewear Tween collection features fun animal prints in vibrant colorations and epoxy and rhinestone accents that reflect her outgoing personality. Style GU 9124, shown here, is handcrafted in acetate and features the iconic GUESS triangle logo in metal accented by a 3D animal print detail. www.vivagroup.com
The Jessica McClintock Eyewear for Girls Collection offers feminine designs in soft colorations for young girls with a twist of attitude. Expect to see trendy eye shapes, bilaminate and trilaminate finishes, and fun patterned temple designs in flat metals, acetate, metal combos, and memory metal styles. www.cvoptical.com
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4. A&A OPTICAL
5. KAENON
6. RUDY PROJECT
Bright Point. A raised octagon pattern adds details to translucent acetate temples. Semi-rimless Applause is available in black (with translucent white temples), blue (with translucent teal temples), brown (with translucent red temples), and purple (with translucent pink temples). www.aaopticalco.com
407 is a small to midsize frame with a slight cat eye flair. Its finishes range from a sophisticated matte black to Italian hand-painted two-tone colors in Eggplant, Chocolate Blues and Passion Tea with beautiful depths that shift with the light. Hidden within the frames is our latest innovation, an invisible dual-action spring-loaded hinge that provides a custom fit for any wearer. www.kaenon.com
The new Spinhawk Washed is a cool and rugged update to one of Rudy’s all-time bestselling casual sunglasses. The frames of these lifestyle shades have been treated with multiple color layers, which are then distressed by hand to create a unique ‘worn’ look. Fully RX-able with unbreakable ImpactX lenses, it is the ultimate cool back-to-school eyewear. www.rudyprojectusa.com
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EYES OF FAITH
Mercy is made for trendsetting tweeners and ladies who want feminine colors in a perfect petite fit. Sleek, tapered temples connect to a softly-rounded square front, with a touch of flattering uplift. Mercy is offered in three distinctive colors, Tortoise Snow, Grape Sunset, and Crimson Midnight, and accented by rich, metal Eyes of Faith temple logos. www.eofoptical.com
MODERN OPTICAL
Topple: For the most active kids, a great style choice is Topple, a rubber-coated frame with CRT spring hinges that deliver maximum durability. Crisp inner and outer color contrasts of black/pink and navy/light blue give this frame broad unisex appeal. And by the way, parents will also love the two-year warranty! www.modernoptical.com
EYEWEAR by ROI
REM EYEWEAR
Converse Kids K011: Created for the cool kid, the acetate two-toned design offers up fun, flair and fashion for the new school year. The pair flaunt a dense square shape, and TR90 temples that feature the classic Converse All-Star stamp on the interior right temple. Available in two sizes, in Black/Red, Brown/Navy and Crystal/Green. www.remeyewear.com
B.U.M. Kids introduces two fun new designs for Back to School. “Far-Out” is a young girl’s version of the popular modified cat-eye shape worn by Mom. The zyl front is combined with a floral patterned, spring hinged metal temple design. “Far-Out” is the look that Mom wears but made to fit a young lady. Size: 47-13-130, Available Colors: Raspberry, Brown. www.eyewearbyroi.com
PAUL SMITH The perfect Back-to-School eyewear, Lockey is a design inspired by the frames worn by Dieter Rams, whose groundbreaking aesthetic was celebrated in an exhibition held at the Paul Smith Albemarle Street store. Hailed as the “master of minimalism,” his expressive eyewear is reinterpreted in this quirky design, featuring a unique stripe temple that provides a surprise shot of color. www.paulsmith.co.uk
Paul Smith – Lockey
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Vision Council’s Report Educates Consumers on Dangers of UV Exposure Many Americans are unaware of the vision damage caused by prolonged exposure to the sun’s ultraviolet (UV) rays, according to The Vision Council’s 2014 Sun Protection Survey. The Vision Council is working to educate consumers on the long and short-term eye benefits provided by the frequent use of UV-protective sunglasses— a habit that less than half of Americans (46 percent) are practicing, the survey said. The Vision Council’s latest report titled “Picture This: A Lifetime of UV Eye Protection” provides a detailed, easy-to-understand look at the damage sun exposure can inflict on the eyes at every age—from childhood into the senior years, and features information about eye protection habits, how to better protect the eyes, and which sunglasses to choose. Key findings of the report, based on research from the 2014 Sun Protection Survey, include: • 46 percent of adults report that they wear sunglasses only when it’s sunny outside—thus exposing their eyes to UV rays that are still present on partially cloudy and cloudy days. • Of the respondents wearing sunglasses when interviewed, 35 percent did not know if their eyewear provided UV protection; 10 percent said their shades did not have such protection. • 49 percent were unaware that prolonged exposure to UV radiation can accelerate the growth of cataracts. • Only 27 percent of respondents who wear sunglasses store them in a case; the majority toss them into handbags or on car consoles or countertops. The resulting scratches and scrapes can obstruct UV protection and warp lenses and frames. “Over the past four years, we’ve measured the public’s knowledge of UV exposure to unprotected eyes with our annual sun protection survey,” said Ed Greene, CEO of The Vision Council. “While our outreach has garnered almost 800 million impressions to date, and we are seeing an increase in consumer knowledge of UV-related eye damage, there is still work to be done to translate this knowledge into the action of wearing sunglasses and other UV-protective eyewear.”
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BABY BANZ
Beach Combers are now available in 3 new, funky colors that are perfect for back to school. Featuring signature BanZ protection, these frames offer 100% UVA/UVB polarized polycarbonate lenses along with a sport strap and neoprene carrying case. For ages 4-10, you can grab these in Tortoise, Purple Tortoise (pictured) and Tree Bark. usa.babybanz.com
ZIMCO
Zimco’s relaunched additions of the Kidco collection aims at making comfortable, safe, trendy eyewear for your littlest customers! With great fits, whimsical designs, and cool colors, kids love Kidco! So move over Mom and Dad—we want Kidco. www.zimcooptics.com
LIBERTY SPORT
SOLO BAMBINI
F8 Street Series, the top selling collectible F803 Sports Protective frame series have launched two new designs, Bright Lights (shown) for girls and Collegiate for boys. The collection was launched in 2010 and now features 14 authentic designs inspired by a fusion of sports performance and street art. www.libertysport.com
COTTON CLUB Cotton Club Teen Eyewear Collection consists of 24 different styles and color options (CC273 C3 shown). Constructed of the highest quality materials such as Mazzucchelli Zyl, with rubberized temple inlays for comfort and durability. Backed by a two year warranty, these Italian made frames are sold exclusively in North America by National Lens. www.national-lens.com
Cotton Club Teen Eyewear – Model CC273 C3
The ROOKIE frame from the Solo Bambini Infant & Children’s Collection is oval shape, available in three sizes: 38, 42 and 44, in fourteen colors. Indestructible and made in the USA. Shown is Plum #117. www.solobambini.com
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Kansas and Vermont Adopt Laws Restricting Managed Vision Care Plan Contracts with Optometrists Following the Georgia Supreme Court’s decision affirming the state’s 2010 Patient Access to Eye Care Act, two other states, Kansas and Vermont, have passed legislation with similar language restricting the latitude managed vision care plans have when contracting with optometrists, primarily disallowing insurance companies from requiring providers to give covered members discounts on non-covered materials and services. With Missouri, North Carolina and Rhode Island considering similar bills in the current legislative session, additional statutes may soon be written into law elsewhere. Similar legislation passed in Maryland and Texas last year and in Kentucky in 2012. While the Kansas statute, signed into law April 17, 2014, is more comprehensive than Vermont Bill S.281, which was passed by the House and the Senate on May 7, 2014 and is pending the Governor’s signature in early June 2014, both include language preventing vision insurance plans from requiring optometrists to
offer discounts to patients on non-covered services and materials. Kansas Senate Bill No. 285 goes further, also preventing insurance plans from requiring optometrists to use certain labs, allowing patients to buy materials such as contact lenses from any supplier not just those specified by the plan, and preventing insurance companies from requiring optometrists to participate in a specific vision plan in order to also participate in any other health benefit plan or vision care plan. In addition, the Kansas law also requires managed vision care plans to obtain written approval from participating optometrists when changing vision plan terms or rates. The new Vermont legislation, in addition to also disallowing vision insurance plans from requiring optometrists to offer discounts to patients on noncovered services and materials, also includes language that prevents health plans from discriminating against optometrists.
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MARKETING OPTICIAN Lindsey Getz
Appealing to Kids Many Eye Care Professionals automatically gear their practice to adults. While you may want to market your practice as one that is suitable for the entire family, you might be unknowingly discouraging parents from bringing their children there.
O
FTENTIMES PARENTS WIND up driving a great distance for a pediatric specialist instead of bringing their children to the practice they already use themselves. Certainly, special cases require a specialist but for routine eyecare there’s no reason your patients shouldn’t be bringing their children to you. The key is making your practice more welcoming to young ones. We’ve rounded up a few ways that you might be able to make your practice more kid-friendly. Promoting Comfort First off, recognize the fact that a trip to the eye doctor can be a frightening experience for a young child. Parents know this and are always looking for an environment that they believe will make their child feel comfortable. A cold, sterile arrangement is intimidating for children. In all honesty, it may not be incredibly appealing to adults either. This kind of environment is a constant reminder that they’re in a medical facility and there for medical procedures. While that may actually be the look and feel you were going for, it can sometimes raise anxiety levels. These days many medical facilities—even outpatient surgery centers and physician’s offices–are moving in the direction of a lounge-feel in their waiting rooms. They want an environment that will put their patients at ease. There may be cozy seating, attractive décor, and maybe even water features or plants and flowers. If you’re looking to cater a bit more to children, you’ll also want to add some 12 E Y E C A R E P R O F E S S I O N A L
décor that will appeal to them. It doesn’t have to be anything fancy. A few pieces of framed artwork that are meant for kids can be enough to do the trick. Even better might be the incorporation of some characters they know. A picture of some Disney princesses or a poster from the latest kid’s movie will help young patients feel a little more at ease. It also sends the message to parents that “Yes,” you do in fact see children at your practice. That may be all it takes to encourage them to bring their kids for an exam.
Going the Distance The next step toward attracting more kids is gearing a section of your waiting room to them. Remember that even if you aren’t seeing them as your own patients, many parents still have to bring their children with them to their own visit. Making your waiting room even more kid-friendly could be as simple as adding a child-size table and chairs for your littlest patients to sit at and color.
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If you really want to go the extra distance you might consider adding a toy box with some basic toys for children to play with while they wait. If you decide to go this route, you just need to put some thought into what toys you will include. After all, you do need to think about your other patients. Avoid toys that make loud noises and could be disruptive to others. This would include many electronic toys, trucks with sirens, instruments, or other “talking” toys. Also avoid any toy with a lot of small pieces. These are not only a choking hazard to the very young ones but are also bound to get lost or make a mess. Of course be sure to use your common sense. Anything that conveys violence or could make parents or other patients uncomfortable should obviously be avoided. These include toy guns, swords, war toys, or other weapon toys. Stick with simple, classic toys such as doodle boards, stacking toys, a doll house, or even an abacus. Don’t include too many toys or you’ll have too much of a mess to clean up and find it difficult to keep your waiting room looking tidy. It may also help to have a designated area in the exam room where kids can play. This allows them to stay busy while their mom or dad is being seen. It also gives them a place to go when their own exam is done. This way they can be less disruptive as you try to talk to mom or dad. This area can also be incredibly helpful if siblings are coming along. Consider a kid-sized seat and a toy or a couple books.
Marketing & Education Of course it’s not enough to just make changes to the office. If you’re serious about encouraging more families to bring their children to your practice, you’ll also want to think about making some changes to your literature, your website, and your overall marketing effort. Do these materials already sound welcoming to children? If they don’t, you may need to think adding to or re-wording your material. In fact, you may even want to dedicate a section of your website to your young patients. Practices can have fun with this “For the Kids” tab. Include educational information geared to kids’ eye health and eyewear that parents can share with their children. But also consider including something more fun such as games, quizzes, and printable coloring pages. You can also use your Facebook page or other social media efforts to promote the message. Think about offering a “healthy kids” tip each week that features helpful information on kids’ eye health. And make sure that any brochures, post-cards, and handouts also include information that shows parents kids are welcome. Working with Kids If you’re making the effort to get more kids at your practice, it makes sense that you consider your approach to actually working with them. Do you already feel comfortable working with kids or does it feel forced or awkward? There are certainly some do’s and don’ts to consider when it comes to working with little ones. DO speak at their level. Kneel down and get on their level instead of always
looking down when you’re speaking to them. It makes kids feel more comfortable and at ease. DON’T just talk to their parents. Actually speak directly to the child. Some parents will go with it and love that you’re involving their child. Others may feel a little strange about it if they’re always used to “speaking for” their kid. Just be up front and let them know you want to hear directly from the child if possible. DO give a little sticker or parting gift to the child at the end of the exam. Kids love a little treat or prize that comes along with the praise that they “did a good job.” It ends everything on a positive note and encourages them to come back. DON’T give out candy or food. These days with everything from food allergies to sugar sensitivities and other issues, many parents don’t appreciate their child receiving a sweet treat or food item. And then it gets awkward if you bring it out and the parent says no. Stick to a small toy or sticker to be safe. While it’s typically best to just avoid food, one eyecare practitioner says he gives out sugar-free lollipops and that has mostly been positively received. However, he always hands it to mom or dad for them to give the child at their discretion. Remember that working with kids does require both time and patience. If you are willing to put in that effort, you will be much more successful in attracting and welcoming the entire family into your practice. That can equate to building a lifelong patient base. I
Mitsui Chemicals Acquires SunSensors Business from Corning Mitsui Chemicals, a leading supplier of high-index plastic lens materials, announced last month that it acquired Corning’s SunSensors operations, which provides technology used to make the SunSensors brand of plastic photochromic lenses. The sale price was not disclosed. The move positions Mitsui as a direct competitor to Essilor, which recently acquired full control of Transitions Optical, the leading supplier of plastic photochromic lenses. Mitsui said in a statement that it intends to aggressively develop and sell competitive new photochromic lens materials.
“Our expertise in monomer technology coupled with Corning’s expertise in dye technology allows us an opportunity to reinvigorate the brand,” Woody Muire, marketing manager of Mitsui Chemicals America in Rye Brook, N.Y. Mitsui Chemicals offers high to low refractive index ophthalmic lens material and coatings including the widely used MR series of thin, light and durable high-index plastic materials. Corning pioneered photochromic glass lenses with the launch of its Photogray line in 1968. The company launched the SunSensors brand in the late 1990s.
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Photo: Courtesy of Transitions® Optical, Inc.
Kids are Important Too!
(insert practice or Dr. name) “Ask _______________________ about how we take care of our youngest patients with the latest in safe and sturdy eyewear and sunwear.“
6
Phone 800-756-2020
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MANAGING OPTICIAN Anthony Record, ABO/NCLE, RDO
The A B Cs of I&Rs I think I’m God’s gift to opticianry. Rather, I am honored and humbled that people take the time to read my words, and I always strive to have something worthwhile to share. Having said all that, in the prime of my dispensing career, there was one area of opticianry that damn it, I was really good at: conducting a successful I&R (Insertion and Removal) session with new contact wearers – especially kids! At one point we had 11 offices in the Tampa Bay area, and whenever an unhappy patient wanted a refund, the request would make its way to my desk. Occasionally the refund request was made due to the fact that the patient simply couldn’t get the contact in or out of the eye. On those occasions I would make a phone call to the person requesting the refund. The call would go something like this: “Hello, may I speak with Ms. Williams?”
W
HENEVER I STAND in front of the room teaching a continuing education class filled with ECPs, I am keenly aware of a few things: First, how lucky I am that I have reached the point in my career that other opticians feel I have something worthwhile to say; second, that the smartest person in the room is never as smart as the group as a whole; and finally, as I stand at the front of the room, I know for certain that there is always a whole lot more knowledge and experience on the other side of the room. Believe it or not, fundamentally I feel the same way as I write these monthly articles. I always hope that I don’t come across like
16 E Y E C A R E P R O F E S S I O N A L
“This is she.” “Hi, this is Anthony Record, and I was just about to send you a refund for the contact lenses, but I have a question for you.” “Yes...” “Does your son really want to wear contacts?” “Sure he does. He just couldn’t get them in. Your optician sat with him for more than an hour, the doctor’s assistant tried...he just couldn’t get them in his eye.” “Well, I got to tell you: I’m pretty good at helping people with contacts, so I’ll tell you what...let’s set up an appointment, and I’ll meet you at the office. I’ll bring the refund
check with me, and you will leave the office with the refund, or a kid who is happy because he can successfully wear contacts. What do you think?” As you can imagine, most of the time they would take me up on the offer, and guess what? I’m sure it might have happened, but I honestly can’t remember having to give up a check. To the amazement of the parent, and to the frustration of more than one employee (there’s nothing quite as embarrassing as watching your boss do something you assured him could not be done), the kid left my office a happy, successful, contact-wearing kid. So here are my guidelines for a short, effective, and professional I&R session – kiddy style. Rule #1: Get rid of the parent. Rule #2: Get rid of the parent, any siblings, and any friends. Even if, and especially if, any of them are contact lens wearers themselves. Trust me. The easiest and most successful I&Rs are the ones where it’s optician and kid – one on one. The kid will be more attentive, less whiny, and more serious if it’s just you on the other side of the table. Rule #3: The definition of a successful session is one in which the kid (or a first-time wearing adult for that matter) does a three and three – solo. That means he or she puts the contact lens in three times, and takes it out three times – all six times unassisted. Rule #4: Demonstrate proper hygiene. Notice I said demonstrate proper hygiene, not talk about proper hygiene. Even if I just washed my hands 30 seconds before the client arrived for the I&R, I will make sure that I thoroughly wash them again – in
Continued on page 18
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“In the prime of my dispensing career, there was one area of opticianry that damn it, I was really good at: conducting a successful I&R (Insertion and Removal) session with new contact wearers – especially kids!” front of the child and the parent – while I speak about the importance of good hygiene. I will then thoroughly scrub down the table top and mirror where we will work, while I tactfully try to get rid of mom and/or dad (see rules 1 and 2). Talk is cheap. People mostly learn from what they see; less from what they hear. Rule #5: Tell the child exactly what to expect, and demonstrate it. This rule and the next embrace the idea that for you to conduct a successful session, at this point you have to see your role as that of a coach. A coach doesn’t run out on the court and shoot the free throw. A good coach prepares the player to perform on his own. So, I would sometimes take my contact out and put it in a few times, just to show the new wearer how easy and painless it would eventually be for him. I would also sometimes tell the story about teaching my dad to wear contacts (see sidebar below). Here is the most priceless piece of advice I would give the wary wearer, and as trivial as it will sound to you, again, trust me: Communicating this to your patient will cut the time of the I&R in half. You need to make sure that this novice wearer understands that the contact lens is bigger than the colored part of her eye. Notice I said
colored part, not iris. A good coach uses language that players can understand. Now connect the dots: “What that means Johnny is that when you have that contact on your finger, and you’ve got your lids pulled apart, and you’re about to place the lens in your eye...if you can’t see a good deal of white all around the colored part of your eye, do not try to place the lens. Why? Because if you do, it will end up on your cheek, on your finger, or on the floor. Simply pull back, reopen your eye and start again.” (If you happen to have someone who is truly apprehensive about touching the eye, consider The Artificial Tears Exercise. Have them place a drop or two of artificial tears on the finger and practice with that a dozen times or so.) Rule #6: Talk them through it. Like any good coach, be positive, inspirational, and motivational. Offer encouragement. If you can’t see white, “Stop. Don’t bother...try again.” Be observant and share your observations with the kid. Do not be condescending by speaking in a kid’s voice. Watch your words (avoid jargon, technical terms, and use age-appropriate vocabulary), but be respectful with your tone of voice and body language.
At the ripe old age of 60, my dad decided he wanted to wear contacts. Up to that point he had always worn Photogray-Extra glass, Flat-top 28s. His Rx was something like this: OD +2.75 -1.75 x 135; OS +3.50 -2.50 x 045; add +2.50 OU. He was just sick and tired of wearing glasses for 50 years! My optometrist partner fit him with mono-fit, toric lenses, and I had the unenviable task of doing his I&R. It was the worst! I never realized my dad had such small eyes. Long story short, even though I followed all my own rules (although the coaching language was laced with a few expletives), it took
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Rule #7: Take verification of understanding as seriously as the rest of the session. Too often (especially if the session was a struggle) we rush this critical part of the session. We must make sure the client knows exactly when to take the contacts out, how to clean and care for them, when to throw them away, when to replace, etc. With regard to this, avoid too many closedend questions like, “Do you understand...or do you have any questions?” Instead, use open-ended questions like, “So Johnny, when will you take your contacts out tonight?” Eventually, mommy and/or daddy will return. They might not recognize their little Johnny at first; after all, they’re used to seeing him in glasses! Make sure you review the care and wearing instructions in front of Johnny, and maybe even consider having the parents and Johnny sign a handout that outlines everything you covered. Finally, make the follow-up appointment. Be sure you let everyone know that if the follow-up appointment is missed, the prescription will not be finalized and no contacts can be ordered. Congratulations. You did it! I
him nearly an hour to (finally) get the first lens in. But he did get it in. Maybe the second one took a half hour. Long story even shorter: Two weeks later he was at my house, and from across the room I heard him say he thought he had something on his contact lens. Without a mirror, he took the lens out, squirted it with saline, and placed it back in his eye, all in less than 10 seconds. Until the day he died many years later, I never saw him wear glasses again. The moral of the story: If Captain Byron L. Record can do it, anyone can.
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PRACTICE MANAGEMENT Cliff Capriola, President, Focal Point Consulting
The Children’s Eye Care Market Part I Children’s eyewear, formerly one of those “niche” markets that most ECPs paid little attention to in the past, can mean big profits for your practice.
As is far too often the case, the larger national chain stores were the first to see the opportunity in this market, and as a result they advertise heavily around back to school time. With a little creativity, however, the private OD or MD can easily compete with the chains. Many doctors simply complain that “I just don’t see enough children to warrant a children’s area and more children’s frames”. Unfortunately, we have found that attitude to be a self-fulfilling prophecy. Just as the ballplayer said to the farmer in the movie Field of Dreams, “If you build it, they will come”.
A
MERICAN DEMOGRAPHICS magazine recently reported that by the year 2015 the number of elementary school students will increase by ten percent, and middle school students – one of the hottest new markets for optical products – will grow by 20 percent. And right now, children of elementary school age through the teenage years—constitute 26 percent of the population, and thus a significant portion of the eyewear market.
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The investment is small and the payback is potentially large. Once you have a children’s area in place, use some creative marketing. If your state allows it, set aside a few hours at the end of some days for free vision screenings for children. Remember to focus your marketing efforts on Moms, since they usually make the purchasing decisions for their children. As with sports eyewear, opening a children’s area offers you a great chance to engage in outside marketing of your practice. Advertise your children’s frames around back-to-school time and offer discounts for parents who bring in a broken pair of children’s glasses – almost
every household have these lying around. Most families with children have more than one child; so offer discounts on the second child’s eyewear. And remember; when you bring children into your practice you usually end up with the whole family as patients. Many parents do price shop for children’s eyewear, so it is important to educate the parents on the difference between price and value. Make sure that both lenses and frame are backed by the best manufacturer warranty you can get. Don’t be afraid to offer a warranty of over a year if that is what you get from your vendor. Remember, over 90% of children will have a new RX in a year anyway. If parents try to complain about your prices by quoting prices from chain stores, ask them if those prices include warranties, free adjustments when (not if!) their child bends the frames, scratch warranties for the lenses (and ask how many remakes). Also ask if that low price is time-limited and will go up if the glasses are lost or have to be replaced in less than a year, and if they feel as comfortable with the doctor there. Never get defensive about your prices. You are selling the quality and professionalism of your whole practice, not just a pair of glasses. Children’s Only Areas: They Do Work Fifteen years ago in many practices, the only way to tell the difference between the adult frame section and the children’s were the signs. The frames were all at the same height, and from a child’s perspective looked pretty much alike at that distance.
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The few “children’s areas” that practices had usually consisted of a few out-of-date children’s magazines, some broken crayons, and maybe a couple of beat-up Barbie dolls with missing limbs. Doctors considered the parents, not the children, to be the consumers. Today, even though the parents still have the money, children are much more involved in the decision making process. The best way to make this work for your practice is to have a child-friendly area. Children are easily drawn to what makes them feel comfortable, and that usually means an area that looks like fun. As much as space allows, keep the area separate from the adult frames. Have you ever noticed that when an adult is choosing frames they don’t want to be bothered by their children? It’s no different for the children – they don’t want to be bothered by the adults! Furnishing the Children’s Area How you furnish your children’s area will to a large extent depend on the size of your dispensary and what amount of space you want to set aside for a “children only” area.
Once again, depend on your vendors and make them work for your practice. Many frame manufacturers provide excellent point-of-purchase displays and even
The investment is “ small and the payback is potentially large. ” kid-size furniture at little or no cost. If you have a play area in your practice, keep it separate from the children’s dispensing area. Play areas get messy very quickly, and while that won’t bother the children, it is a turn-off for their parents. Your frame selection should include frames that appeal to all ages. In too many practices, pre-teen and teenagers are thrown into the children’s area as far as frame selection is concerned. Remember back to when you were 13 or 14. Did you want to
be lumped in with fourth and fifth graders? Luckily, frame manufacturers have been quick to recognize the growing middle school market and are offering frames designed specifically for them. Often, only the size will distinguish them from the adult frames. Take Advantage of Brand Names Advertising almost from birth today overwhelms children. TV advertising, toys, clothes, and lunch boxes – all are trying to market their products. As a result, today’s children are drawn more than ever to brand names. What does that mean to you as an optical retailer? American Demographics magazine estimate that children spend about $8 billion per year out of their own pockets, and their parents spend about $140 billion on them. Also, children influence far more than simply what they spend themselves. American Demographics Magazine estimates that children influence $150 billion in parental purchase decisions every year. Keep in mind that from a child’s point of view, an appointment with an eye doctor Continued on page 22
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can be quite an intimidating experience. Because of that, they tend to gravitate quickly toward what’s familiar to them. If you give a child the choice between a frame with a manufacturers name on it and one with a well-known brand name, most times the child will choose the brand name. That doesn’t mean you should choose frames only by brand name. All the normal frame buying decisions -price, quality, warranties, comfort level with the company or rep – still come into play, but today there are enough choices of frames with brand names for you to make informed decisions as far as what frames to carry. And even if the child chooses a frame without a brand name, the fact that eyewear does come with all these cool brand names and superheroes available goes a long way towards making the children feel that wearing glasses can be fun and cool, too. Dispensing Children’s Eyewear One of the reasons a lot of dispensers and doctors have stayed away from actively promoting children’s eyewear is that dispensing to children is very different from dispensing to adults. In addition to choosing the right frame, lens material, and
lens design, you have to factor in working with smaller sizes and much rougher usage. And that’s only half the battle! Underneath the whole process is the fact that many times the child doesn’t even want to wear glasses. Luckily, today’s frames are much more child-friendly than the frames of even 5 or 10 years ago. There is a wide selection of both metal and plastic frames, and enough colors to please almost any child. As is the case with a lot of adult frames, many children’s frames are unisex designs with small round and oval shapes. Many parents favor plastic frames because they feel they will stay adjusted better than metal frames and children are notoriously tough on glasses. With the quality of today’s metal frames this may not be true. It is the dispenser’s duty to point out the pros and cons of plastic versus metal to the parent so they can make an educated decision on what is best for their child. It is also imperative for the dispenser to share their experiences with each frame being considered; “This is definitely a frame 10 year old boys wear” or “This frame holds its adjustment better than most frames in the same price range”. Children also need to have a
large part in the selection process. Try not to allow the parent’s attention to focus too much on one element such as price etc. as it is most important that the child be comfortable with the selection. Children should never be fit into frames that are slightly oversized to compensate for expected growth. Plastic frames should be fit so that the front of the frame extends to but not beyond the widest part of the face. Metal frames look best when fit slightly short of these limits. Remember that children usually have a new prescription every year, which requires a new pair of glasses. Too small a frame can also distort the size of the head in relation to the body. Some children even as young as ten years old with full, round faces can require adult eye sizes as large as 50 or 52. However, most adult frames are not shaped properly for a child’s face. Fortunately, some frame manufacturers have begun making children’s frames as large as 52 or 53. Next month: Duty to Warn, Lens Selection, and how to Market Children’s Eyewear. I If there is a Practice Management subject you would like to see addressed, email me at: cliff@ecpmag.com
2013 Project Highlights – Your Donations at Work! With your help, Optometry Giving Sight was able to allocate $1.8 million to 46 projects in 28 countries in 2013, impacting on tens of thousands of individuals. Thank you for your support.
Highlights: 34 students graduated from degree and diploma Optometry programs in Africa 12 Schools of Optometry received ongoing and new funding support* 2,440 people were given direct training and skills development 139,450 children were screened as part of Child Eye Health Programs 44,268 people received direct access to eye and vision care * Ongoing funding:
Argentina
Cameroon
Eritrea
New schools:
Haiti
Mexico
The first optometrists in Mozambique graduated in 2013! Photo credit: Mozambique Eyecare Project
Moldova
Malawi
Mali
Mozambique
Nicaragua
Vietnam
Nine students graduated from Universidade Lúrio in Nampula in 2013, becoming the very first degree-qualified optometrists in Mozambique. Four of the graduates have been employed at the university and will become the first local members of staff. Joel de Melo Bambamba graduated top of the class, he decided to study optometry because his grandfather was blind and his brother has serious vision impairment. “I am very happy to have finished,” he said. “To have reached a dream of mine, and for my parents.” Joel was also awarded the Jill and George Mertz Fellowship by the American Optometric Foundation and is currently studying for his Masters. For more 2013 highlights, check the news story on our homepage, givingsight.org
To donate visit
www.givingsight.org or call 1888 OGS GIVE 22 E Y E C A R E P R O F E S S I O N A L
Watch Video
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CrownView™ is the first progressive lens available in G-15® glass. ECP’s can differentiate themselves and gain a competive advantage with premium glass lenses. These lenses are great for sunglass wearers who appreciate the benefits of glass lenses found in the world’s best selling sunglasses.
G-15® is a registered trademark of Luxottica Group S.p.A.
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MOVERS & SHAKERS Johnson & Johnson Vision Care
World Council of Optometry
Johnson & Johnson Vision Care, Inc., announced the appointment of Charissa Lee, OD to the role of director, education, Johnson & Johnson Vision Care, Inc., North America (JJVCI). In this role, Dr. Lee will lead the development of programs supporting the schools and colleges of optometry Charissa Lee across the U.S. She will report directly to Millicent Knight, OD, head of professional affairs, JJVCI. Prior to joining JJVC, Dr. Lee served as a professional affairs consultant to the company, where she regularly educated optometric practitioners on clinical issues and practice management strategies across the country.
The WCO has named Natalie Briggs as its new chief executive. Briggs has worked at the executive level in education and management, most recently serving as chief executive of Vision Aid Overseas and prior as head of the Raven Department of Education at The Royal College Natalie Briggs of Surgeons of England. Briggs has served as a trustee on the Vision 2020: Right to Sight board, is currently a trustee with The Steel Charitable Trust and is also a Liveryman of the Worshipful Company of Spectacle Makers and a Fellow of the Chartered Institute of Personnel and Development.
American Optometric Association Super Systems Optical Super Systems Optical Technologies has named Jennifer Kammes Marketing Coordinator to develop new strategies and bring greater brand awareness to the Fast Grind systems. Kammes is a graduate of Roosevelt University in Chicago, IL, with a degree in Communications concentrating Jennifer Kammes on Public Relations. With several years experience in Customer Service, Public Relations, and Marketing she is hoping to utilize those skills to bring new ideas to the company while providing the same excellent service the customers have grown to expect from Super Systems Optical.
The AOA and Optometry Cares—The AOA Foundation have announced three AOA member doctors of optometry who have been selected for induction into the National Optometry Hall of Fame. The 2014 inductees include: Arol R. Augsburger, OD, of Chicago, Ill. is president and Arol R. Augsburger professor of optometry at the Illinois College of Optometry. Ron Fair, OD, of Brighton, Colo., who has served as president of the American Optometric Association, the Colorado Optometric Association and the National Academies of Practice. Karla Zadnik, OD, Ph.D. of Worthington, Ohio, who is associate dean of The Ohio State University College of Optometry and Glenn A. Fry Professor in Optometry and Physiological Optics.
ABB Optical Group Smith Optics
ABB Optical Group has announced that Nan Meehan has joined the company as vice president of eyewear. In her new position, Meehan will be responsible for overseeing the strategic direction and development of the company’s new eyewear division. Her role is integral to the company’s Nan Meehan operations as it prepares to expand its frame distribution services to offer eye care professionals a wide variety of new frame products. Meehan has more than 25 years of sales, marketing and management experience. Previously, she served as director of sales for ACCO Brands.
Smith Optics has named Brian Cotsonas Eastern Regional Sales Director for the brand, after serving as Sales Manager for the past ten years. Cotsonas’ responsibilities in his regional territory remain the same, while expanding his dedication and drive to increase sales in key markets. Smith Eric Stumpner Optics has also appointed Eric Stumpner to E-Commerce and Web Development Manager. He will continue to lead the e-commerce team and all web development projects on the hybris platform, under his new title.
PFO Global
Google X’s Glass
PFO Global has appointed Ken Elstad as director of sales for PFO Optima, a subsidiary division which manufactures and distributes Resolution polycarbonate lenses, Acuity progressive design lenses, Identity customized progressive lenses and Upgrade single vision design lenses. He will be Ken Elstad responsible for the sales growth of PFO Optima’s lens business and PFO Technologies’ eyeX3, the newest laser platform for the optical industry based of non-contact frame tracer capability. Prior to joining PFO Optima, Elstad worked at Pech Optical.
Ivy Ross, a high-level executive with an extensive background in design and marketing, has been named head of Google X’s Glass business. She succeeds Babak Parviz, who is now developing a smart contact lens for Google. Ross has held high-level management positions at Fortune 500 Ivy Ross companies including Gap, Disney Stores, Old Navy, Mattel, Calvin Klein and Coach. Most recently, she served as chief marketing officer at Art.com, a specialty retailer of high-quality wall art.
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With clarity & vision for all...
We cannot tell a lie: This will be the best Optometry’s Meeting® ever! There’s truly something for everyone in 2014, including more than 224 hours of continuing education featuring new speakers and interactive sessions showcasing the latest innovations in eye and vision care. Plus, an inclusive “town hall” session will offer a unique forum to discuss the hot topics facing our ever-changing industry. And of course, an unprecedented number of new networking opportunities will bring colleagues and friends closer together in America’s City of Brotherly Love.
Great registration discounts are available through June 24th! JUNE 25–29, 2014 • PHILADELPHIA
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THROUGH THE LENS Renee Jacobs, O.D., M.A.
MINI-WORKSHOP: Manage Collaborative Messaging to Achieve Business Success APTURE RATE AND REVENUE PER PATIENT increase when management areas work in concert. Most offices communicate product knowledge, concurrent with decision making, during the point of sale. However, great offices guide decision making long before each patient steps into the optical.
C
Take a moment to imagine the typical patient’s experience. Their involvement might begin with booking an appointment or responding to a recall message. Next, before ordering any optical solution, the patient will experience reception, pre-test, and the examination. This means that at least 4 management areas can raise awareness, inspire consideration, identify preferences and encourage decision making, before your patient encounters the optical. MANAGE COLLABORATIVE MESSAGING Management Area: Schedule the Appointment – Raise Awareness When you book the appointment, raise awareness. Influence each patient to evaluate the visual demands of their life, and whether or not they use the best products for their needs. One strategy, for raising awareness, is to communicate that you care. After all, your top priority is the patient’s best possible vision, eye comfort, safety, and ocular health. Furthermore, a thorough assessment includes evaluation of every pair of glasses. For this reason, convince each patient to bring all eyewear to their exam. Remind them about maintenance too. To successfully raise awareness, you must find your own words. There is no magic script that will be appropriate for every patient in every eye care business. Therefore, start with a sample script, and re-work it. Sample Script: We take pride in prescribing lenses for the best possible vision, comfort, and safety for your life activities. With this in mind, when you arrive for your appointment, bring every pair of eyewear that you use anytime during a year. Bring all prescription eyewear and non-prescription eyewear. These might include distance glasses, your back up glasses, computer glasses, sunglasses for gardening, driving, golf or other sports. To maintain comfort and serviceability, each pair of eyewear should be serviced annually. This might include tightening screws, adjusting the frame, cleaning the eye wire, and perhaps minor repairs like replacing nose pads. We can service eyewear for you. Also bring any glasses you desire to donate to charity organizations. If your office utilizes an automated telephone service to book or confirm appointments, then practice your words and delivery with live patients before you update automatic messaging. Confirm that the majority of live patients understand a positive message, before you change programmed communications. MANAGEMENT AREA: RECEPTION – CONSIDERATION If the management area of appointments convinces every patient to bring all eyewear to the comprehensive examination, then the management area of reception should ask to see the eyewear. This is the point of service when each patient will consider if you are sincerely
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interested in understanding their visual needs, and helping them care for their investments. You can restate concern and intent to serve. Explain that your top priority is that patient’s best possible vision, eye comfort, safety, and ocular health. In addition to collecting medical cards and an updated history, remind each patient that a thorough assessment will include evaluation of every pair of glasses the patient uses. Collect and prepare all eyewear for evaluation and maintenance. If your patient owns only one pair of eyewear, then express surprise. Explain that most patients own back up glasses, even if the prescription is outdated. If your patient wears contact lenses, and has no sunwear, be surprised. Most contact lens wearers enjoy sunglasses. Your responses communicate volumes. Done right, each patient will re-think and thoughtfully consider their lifestyle needs. Modify your words and actions until messages are well received. MANAGEMENT AREA: PRETEST – PREFERENCE When your patient moves from reception into pretest, handle their investments with care. Patients notice when you appreciate their multiple pair purchases from the past. Plus marvelous care and attention to service earns loyalty over
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time. Few businesses are great at multiple pair sales, followed by continuing service from one year to the next. Be that business. Help your patients own, use, and maintain multiple pairs of eyeglasses.
ing screws, adjusting the frame, cleaning the eye wire, and perhaps minor repairs like replacing nose pads. We can service eyewear for you. Also, did you bring any glasses you desire to donate to charity?
Ask questions to understand preferences. Notice what your patient loves. Notice what works great. Notice which eyeglasses have fallen out of favor, either because vision has changed or style has changed. Consistent messaging matters. Review the sample script, and then find your own words to communicate key messages.
As you discuss each item, help your patient notice scratched lenses, weight and thickness, and reflections. Notice needs for sunwear or media use lenses. Help your patient understand when better lens products will improve their vision. If you notice necessary repairs, be clear regarding any additional product or service fees.
Sample Script: At the end of today’s examination, you will have current prescriptions for best possible vision, comfort, and safety during your life activities. To achieve this, I need to understand how you use your eyes, which glasses are still suitable, which prescriptions need to be updated, and what might be missing in order for you to see your best in all circumstances.
MANAGEMENT AREA: EXAM – DECISION Provide all elements of a comprehensive eye examination with refraction. During the process, review each patient’s interests and life activities, plus every pair of eyewear they use and their preferences. Understand that patient’s pay for the doctor’s advice. As a trusted professional, in addition to documenting the new prescription, share product advice.
As we look at each pair, please explain how you use them. I’ll ask about vision and comfort. Also, together we will notice needed adjustments or repairs. To maintain comfort and serviceability, each pair deserves an annual turn up. This might include tighten-
At the minimum, name elements of a lens package for best vision, comfort, and safety. Name an index of refraction. Mention that top tier AR improves quality of vision
because lenses are smudge resistant and scratch resistant in addition to glare free. Explain that photochromic options are evolving. Adaptive everyday lenses help eyes adjust to changing light better than they would on their own. Identify patients who will benefit from Free Form lens technology, and advise them to make smart purchases. Every time you release a prescription that your patient can walk out and fill at any optical, make sure the patient knows what to buy. Document a detailed optical treatment plan. Use pictures and words to explain your professional advice, even if your patient insists they are not in the market for new eyewear. See Sample Script. Sample Script: Mrs. Jones, it is important to me that you understand exactly what to purchase if anything ever happens to your glasses. Due to weight and thickness of your prescription, I recommend an index of refraction at least this thin. (Write an index of refraction). We also have thinner and lighter materials too. You will see your best through lenses with top tier No Glare treatment. (Point to a picture that illustrates AR.) Adaptive everyday lenses
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help eyes adjust to changing light better than they adjust on their own. For best comfort, consider an everyday photochromic option. Just as telephones and computers technologies evolve, spectacle lens technology is evolving too. The best lenses are called ‘Free Form’, and some brands are significantly better than others. In our office, after your choose your frame, we take additional fitting measures, necessary to customize your lens order. Your optician will explain this in more detail. Because your vision quality, comfort, and safety are important, I’ve documented product recommendations in addition to prescription numbers. Before you leave today, your optician will explain the optical treatment plan and answer any questions. Knowledge is power. Don’t leave this office until you understand the lens products best for you. Stay current regarding the newest lens options. Treat each patient the way you desire to be treated. Communicate lens package information to the patient’s optician, and make an appropriate hand off.
MANAGEMENT AREA: OPTICAL – PURCHASE AND DISPENSE Every time a patient comes through the optical, after experiencing a refraction that results in a prescription the patient can fill in any optical, confirm thorough understanding of the optical treatment plan. If your patient does not purchase eyewear, provide documents for review in the event their glasses break in the future.
the optical to make a purchase. Increasing Revenue per Patient is great for business. However, real success is a patient who has all of the resources to explain lens technology to friends and relatives. Victory is a patient, delighted with their purchase. Triumph is a patient who is loyal because you have earned their trust during each encounter.
If your patient does buy glasses, provide documents the patient can use for “show and tell” with their friends and relatives. Your best referrals are generated by patients who can convey lens product knowledge in addition to excitement regarding their decisions. Finally, when the order arrives, review the optical treatment plan once more, including products purchased. Make the dispense a celebration!
MINI-WORKSHOP If you desire to ensure positive product messaging between your management areas, then consider sharing this article with managers. With this resource, each management team can review their responsibilities and notice opportunities for improvement. Together they can close any gaps between current practices and best practices. Then watch your numbers and celebrate success! I
ACHIEVE SUCCESS Capture Rate and Revenue per Patient increase when management areas work in concert to raise awareness, inspire consideration, identify preferences and encourage decision making, before your patient enters
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PATIENT CARE Corrie Pelc
VISION THERAPY 101 Tips for adding therapeutic services to your optometric practice.
IN THE WORLD OF OPTOMETRY, vision therapy sometimes takes a back seat to other services that optometrists are known for, such as refraction for glasses or being fit for contact lenses. However, that does not mean that ECPs should dismiss vision therapy as a viable service to offer in their practice. In fact, Dr. Leonard Press, developmental optometrist and owner of Family Eyecare Associates in Fair Lawn, NJ, says it’s important for ECPs to remember that vision therapy is “part and parcel” of optometry. He says the evidence for this is clear as the American Optometric Association (AOA) has clinical practice guidelines that all lead to vision therapy in at least four or five areas. “Learningrelated vision problems, strabismus, accommodative problems and amblyopia, and pediatric eye care all have clinical practice guidelines that embrace vision therapy,” he explains. And there’s evidence that there is increased interest in vision therapy by patients. Dr. Dominick Maino, professor of pediatrics/binocular vision at Illinois College of Optometry/Illinois Eye Institute and an associate at Lyons Family Eye Care in Chicago, IL, says he’s seeing an indication of this himself. “It used to be about two to three times a year I would get a call from a former student who wants to set up a vision therapy practice and would ask me for advice and information,” he explains. “Now about once a month I’m receiving phone calls or emails
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Binocular Reading in a Stereoscope asking me how they would set up a therapy office, so the interest in this area is beginning to grow exponentially.” NOT JUST FOR KIDS What could be leading to an enhanced curiosity in vision therapy by both current and potential patients? Maino says one of the reasons is that he’s been seeing an increase in the number of adults seeking out vision therapy services. “Our first big myth to dispel is that vision therapy is only for children — it is also appropriate for adults with a wide range of problems,” he says. Maino says his vision therapy patient base used to be 80% children and 20% adults, and now he’s seeing 60-70% children and 30% or more adults. He believes adults now have a greater access to information through websites, blogs and Facebook, which is allowing
them to find information about vision therapy and how it can potentially help them. “(They) collect all this information, and all of a sudden they realize the signs and symptoms associated with a binocular vision dysfunction is exactly the kinds of things that they’re experiencing,” Maino explains. “Then the adult would seek you out for intervention.” Press has also experienced an increase in the amount of adult patients seeking out his services. He believes another reason for the increase is because more adults are pursuing education — either to further their career or change it — putting a continual demand on their vision. “And of course now that computers and other electronic readers and devices are ubiquitous in the marketplace, the demands on your vision really extends throughout your lifetime,” he adds. And Press also believes the increase in adult patients is correlated to more focus being placed on the area of acquired brain injury. “Young kids recover relatively quickly from acquired brain injury, although they need guidance as well, but as the population ages, the older one is the more difficult it is to recover visual skills that have been impaired through brain injury,” he says.
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GETTING STARTED As the need for vision therapy is expanding, ECPs may be considering adding these services to their practice. What do they need to know to get started? Maino says a vision therapy program can be set up in several different ways. ECPs could elect to just have an at-home program where they provide materials — such as computer programs — to patients to take and use at home, in-office therapy program, or a combination of both. Regardless of which way you go, Maino says there will be some special equipment and tools that will be necessary to purchase. For instance, for an at-home program an ECP would need an inventory of computer programs to send patients home with. “Those you would actually sell to your patient so you could recoup your cost on that,” he says. For in-office therapy, Maino says the equipment and tools would be based on how aggressive the ECP wants to be when first starting out. And Maino says ECPs will need to carve out a space — such as a second exam room — to use for vision therapy.
Star Reward System with Amblyopia Computer Program
Maino also recommends COVD and OEPF as resources, and also suggests ECPs turn to organizations like the American Optometric Association (AOA.org) and American Academy of Optometry AAOPT.org) for resources and continuing education opportunities. He also advises ECPs review the optometric clinical practice guidelines on pediatric binocular vision and vision therapy set by the AOA.
Another option for ECPs to consider, Press says, is to hire a professional consultant to help guide them. “For me, I found it very valuable to work with a professional coach because vision therapy is a bit different if you haven’t done it before in terms of how one goes about practice management for it,” he explains. Maino even suggests ECPs consider hiring on an associate who has had a pediatric binocular vision/vision therapy residency. “These individuals spend an extra year gaining expertise in all the appropriate areas so that any private practice wishing to incorporate these services within their practice can do so very quickly,” he adds. “This would be one of the easiest ways to bring vision therapy into your office.” Once vision therapy services are set, it’s now important for ECPs to market the fact they have these new offerings and spread the word to both current and potential patients. Press says word-ofmouth marketing is still the best method out there, but also encourages ECPs to use office newsletters, which he says they have still found to be effective. He invites ECPs to check out copies of his office’s newsletters on his website, PressVision.com, for examples on how to disseminate information about vision therapy. I
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THE MOBILE OPTICIAN Ginny Johnson, LDO, ABOC
Inside VISION In ancient times some of the first eye tests were performed outdoors using the constellations and celestial bodies of the night sky. As an example, prospective Roman army soldiers were required to pass an eye test. This ancient eye test is still available to us today for no charge or co-pay!
Go outside on a clear night and look up at the sky. Find the Big Dipper in the northern hemisphere. In case you’ve forgotten, it has seven stars and resembles a soup ladle. Next look for Mizar which is the second star from the end of the Big Dipper’s handle. Here’s where the real test comes in. Look for a little starry point called Alcor, which is right next to Mizar. No cheating. This is a naked eye test. No that doesn’t mean you go streaking across your backyard. It means no binoculars or telescopes. Did you see both stars clearly? Congratulations! If we were living in ancient times you would have passed with flying stars. But we aren’t. We’re living in the age where you don’t even need to go outside for an eye test. At least not for a refractive eye exam, according to the founders of Opternative. This may be old news to some, yet it hasn’t even launched yet. Online refractive eye exams are on the way in Summer 2014. Your prescription will be signed by a licensed eye care professional and can be used anywhere (if you ask me, that sounds like self checkout using the honor system). This technology costs up to 75% less than a traditional refractive exam (maybe because traditional is in person using human to human eye contact). No appointments, driving, or waiting rooms. Hassle free online test takes just 10 minutes (until wham, bam, internet goes down or your shoes don’t fit).
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And note the fine print from their website: www.opternative.com: Opternative’s technology is only intended and suitable for use by licensed eye care professionals to perform online refractive eye exams on patients between the ages of 18-40 and in good health (e.g. patients must not have a history of diabetes, hypertension, glaucoma, cataracts, retinal detachment, brain injuries, neurological issues; or symptoms of acute eye pain, or flashes and floaters in their eyes, etc.). Our technology does not include a comprehensive health exam. Opternative recommends that users go to see their nearest Optometrist or Ophthalmologist at their earliest convenience to get a full health exam, and that eye care professionals using the technology to perform refractive eye exams also counsel patients on the need to obtain complete and full eye and health examinations.
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There’s a first time for everything and Opternative might be a real eye opener for things to come in the optical industry. The concept has certainly raised a lot of questions and concerns. Mitchell Munson, O.D., the President of the American Optometric Association is warning consumers about the possible risks associated with online refractive eye exams. “We believe that claiming to have performed an eye exam without physically examining a patient is offering misleading information and may contribute to a patient believing—incorrectly—that his or her eye health needs have been met.” The AOA is calling for a thorough evaluation of online eye-testing sites, and how they might affect patient health. They also plan to monitor these sites and play an active role in fact-checking their claims. Comprehensive eye exam information for consumers is available on the AOA website: www.aoa.org/patients-and-public/caring-foryour-vision/comprehensive-eye-and-vision-examination Take a look at what some ECPs around the online globe are saying about this new online refraction technology: “We need to keep warning our patients not to bypass eye health just because they found a way to get a written eyeglass prescription online.” “I want to know what happens when an RX is written and the patient has glasses made and they can’t see out of or adapt to the online RX? Do they have to go back online again and pay another 75% less than a traditional refractive exam for a recheck?” “Opternative doesn’t intend for its online test to replace a full comprehensive eye exam but it seems to me people looking to save money will decide this is enough.” Personally I’ve been trying to wrap my brain around this whole Opternative idea. I thought about the time a piece of filling fell out of my tooth on Friday afternoon when my dentist’s office was already closed. I wasn’t experiencing any pain and didn’t feel like it was an after hours emergency. However the missing filling was inconvenient when chewing and needed a temporary fix. What did I do? I went outside, got in my car and drove to the drugstore to purchase a filling repair kit until I could get an appointment to see my dentist. Which didn’t happen until the pain showed up. So I wonder who will sign up for online refractive eye exams?
I came up with a few possibilities: • Someone under the age of 40 who has Agoraphobia or Iatrophobia • A vacationer with an expired RX who got drunk and lost their eyeglasses in the ocean • A contact lens wearer who has ADHD and is on a tight schedule Do these people fit the criteria? We’ll just have to wait and see. Several years ago I was working with an OD who came out of his exam room and asked us to expedite the checkout process for the young lady he was getting ready to walk up with. We did as we were instructed and he told us the reason after the patient left. He was able to get her an immediate appointment with a Neurosurgeon because according to his exam findings he suspected she had a brain tumor. Later that day he received a call from the surgeon who professionally commended him while confirming his findings. She was 26 years old and came in for an eye exam because of reoccurring headaches. I spoke to an OD today who recently saw a new patient whose eyeglasses were duplicated by an optical shop. He said that although there are no laws against duplicating an RX, this patient had not had an eye exam for the past 15 years. He diagnosed her with severe glaucoma OU. This could have been treated earlier had she known the importance of annual eye exams. As ECPs we all have numerous examples of patients who have neglected vision care for reason or another. Patients with proven financial hardships can be difficult for ECPs to turn away unaided. If your office is in no position to donate services or products you still can make recommendations. Keep a list of local organizations and non-profits that may be able to provide assistance. Ask your labs and frame vendors if they are able to help. Let’s face to face it; there are no shortcuts to overall vision care for a better quality of life. Online vision care products and services will continue to grow in offering consumers convenience for less money. Look how far we’ve come since Big Dipper eye testing. Don’t look back too long though or you may miss out on an opportunity to put your inside vision creativity to work. I
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INDUSTRY PROFILE
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BROOKLYN SPECTACLES Not Playing Around With Kids Line
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The initial offering for the Brooklyn Spectacles 2012 eyewear launch began exclusively with fifteen styles of wood frames. After seeing a great response to the wood line, Brooklyn Spectacles has continued to grow this collection and has since added a classic series, a metal series and a kids’ series. Brooklyn Spectacles comes from the creative genius of Jenny Ma, the independent founder of Brooklyn Spectacles. Jenny grew up in familyowned optical businesses, and decided to branch out on her own to have creative freedom, and to make her own mark in the industry. Jenny combines her extensive optical industry experience with her love and knowledge of fashion to create unique eyewear inspired by her Williamsburg
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retail shop customers. Consistently speaking with customers gives Jenny great insight about what her customers truly need and want in a great pair of eyewear. Jenny is passionate about designing innovative, versatile frames for her customers, while maintaining a high level of quality. John says, “Brooklyn Spectacles might be one of the best things to come out of NY since the Ramones.” (From him, there is no higher praise.) John says, “Their attention to style, unique design and unique materials does not stop with their kids’ line. I caught them at VEE in March, and again when Kimberly, our local representative, stopped by and brought her display bags with her. After twenty years in the business, it takes something really special to catch my eye when a frame tray is opened. Brooklyn Spectacles kids’ line definitely caught my eye: catchy colors, bold looks, a wide range of sizes, and an infant-toddler line with a built in retention strap. In fact, I was so impressed with the line that we picked up several pieces.” Kimberly says, “As an independent frame rep, I am always looking for niche brands that I can offer the independent stores or practices so they have something unique for their patients. Many independents are finding that the only thing that sets them apart from the rest is having lines that no one else carries. I found that in the Brooklyn Spectacles line.” Scott Anthony the Director of Sales for Brooklyn Spectacles says, “Recognizing a need in the market, we (Brooklyn Spectacles) launched
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e (Kimberly Mullenax and John Seegers) looked together at the new Brooklyn Spectacles line, and we were delighted. We collaborated to bring the line to you, and we think you’ll be delighted, too. Susan Spiranovich, Marketing Director at Brooklyn Spectacles, says, “At Brooklyn Spectacles, our mission is to design eyewear that is interesting, fashion–forward and technologically advanced. We feel strongly about creating eyewear that will stand the test of time in both design and functionality. Brooklyn Spectacles, launched in 2012 and based in Williamsburg, Brooklyn, creates quality–crafted eyewear inspired by local independent artists, musicians and trendsetters. We want to bring a little bit of Brooklyn to everyone!” We think they succeeded.
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the Little Spectacles line of children’s eyewear. Initial and current offerings include frames in both the TR 90 and TR 100 materials. By using this special material along with incorporating trendy design and offering a colorful palette, the Little Spectacles line is bound to appeal to both kids and their parents too.” TR is a unique material called thermoplastic polyamide. TR frames are up to 20% lighter than acetate frames, and are extremely flexible, durable and light, making TR the perfect material for children’s eyewear. When John was a kid and heard the words “unbreakable” or “indestructible,” he heard them as a challenge – what do you expect from a Ramones fan? – but the TR materials are about as close as you can get to truly indestructible. The TR material is used throughout the entire frame, including nose-pads and temple-tips area. It is also impact-resistant and extremely flexible, providing unsurpassed durability in a child’s frame. Frames made from TR are less likely to lose their shape or adjustments because of the material’s resistance to extreme temperatures. With inherent UV blocking, the color richness and finish of the eyewear will be long lasting, even after being exposed to the sun. The TR100 material has a smooth finish and provides deep colors and even, translucent color-blending, while the TR90 material has a matte finish and actually grips better when wet – exactly when grip is needed most. For toddlers and young children, Brooklyn Spectacles offers the TRLS6. Each frame in this line features a unique, superflexible retention strap. The strap fits to the open temple ends, and is designed to be easily removed by a parent, but not so easily removed by a child. The strap coils like an old-style phone cord, and provides both a better fit and a way of reducing lost and damaged glasses. The wrap temple design also provides increased comfort and less slip. The TRLS6 comes in one size, 45/16/117, and in five colors: ice blue, cherry, ice pink, licorice and grape. All colors are available in TR100. To get a good idea of just how different this kids’ line is, look at the TRLS8. This
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modified rectangle shaped, translucent frame has rich colors and smooth lines. The temples seem to melt into a dark temple tip. The TRLS8 has Brooklyn Spectacles’ 180-degree hinge which opens, yes, 180 degrees! The hinge is attractive, sturdy and functional. Frames with the 180-degree hinge can be laid almost flat, with their temples open, and return right back to their original fit. The TRLS8 comes in one size, 47/15, and in four colors, graphite, amber, aqua-clear and matte black. The matte black is designed with the TR90 no-slip finish. The TRLS10 has a more European shape and style. This frame is perfect for fashionforward kids who are looking for a unique frame, the one that only they will be wearing. The TRLS10 comes in one size, 45/15/118, and in five colors: navy-clear, brown-clear, and black-clear in TR100 and in steel blue and crimson in TR90. The TRLS9 packs all the features of the TRLS6, including the retention strap, with the addition of the 180-degree hinge. Add on the pizzazz of a two-tone color scheme, and this frame stands out in a crowd. The TRLS9 comes in one size, 48/17/122, and in five colors, brown-tangerine, grayblack, melon-tangerine, powder-pink and apple-raspberry, all in TR90. With choices like these, even the pickiest child will find a winner.
from the kind of treatment you get from the “big guys,” isn’t it? Kimberly says, “Brooklyn Spectacles works with independent owners by supporting their practice with a handy website-based “Find a Retailer” list. Brooklyn Spectacles is just like your small practice, where the owners still have a 100% commitment to making your experience with them a great one. Every new location receives a free Brooklyn Spectacles limited edition tote bag.” POP includes the option of six easel cards, three postcard designs and two custom one-of-a-kind wooden block frame displays that are handmade by the Brooklyn Spectacles team. Why not follow Spike Lee down in Bedford Stuyvesant, “Do the Right Thing,” and take a good look at the lines from Brooklyn Spectacles? You will not be disappointed. I John Seegers, owner – OpticianWorks.com Kimberly Mullenax, Independent Frame Representative, Brooklyn Spectacles
The models that caught John’s eye were the Little Spectacles 1, 2 and 3. These offer a brilliant array of colors that practically shout out at you as walk past the board. The LS1 in color blue-yellow, for instance, is bright and beautiful. The LS 1, 2 and 3 come in one size and four colors. All Brooklyn Spectacles come with the now popular folding case and cleaning cloth, while Little Spectacles are furnished with a colorful hard case. Both Brooklyn Spectacles and Little Spectacles feature a one-year manufacturer warranty. All frames come with AR coated demo lenses, so they look their very best on the frame board. Every frame is hand-packaged by a Brooklyn Spectacles employee, who inspects it for final quality assurance and basic bench alignment. This is different
(L to R) Marketing Director Susan Spiranovich, Founder Jenny Ma, Director of Sales Scott Anthony
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SECOND GLANCE Elmer Friedman, OD
YO, KIDS – ANALYZE THIS! PERCEPTIONS CONTINUE TO CHANGE. However, eyewear today continues to define the personality and character of an individual as it always did. Actors have used eyeglasses as props for many years. The audience could surmise who the good guys were as opposed to the bad guys who earned our right to elicit boos and hisses.
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HO DOESN’T REMEMBER early theater when an actor was marked by the audience as a smart, intellectual type because he wore eyeglasses? Researchers have busted the myth that the people who wear glasses are introverted or have particular personality characteristics. Actually they tend to be agreeable and open rather than closed or introverted. How about those who sported the large, dark heavyweight zyl frames that gave the impression of power and strength? A carefree, casual attitude is easily achieved by the ever popular sunglass styles that are in demand and easily available. Today, unfortunately the image is not always good. A cult has arisen among some of our teenagers that extol the high IQ and unusual creative gifts. They set themselves apart from the herd and take pleasure in exploring exotic or dramatic frame styles that may be shunned by the others. Children today may seek eyewear to be different, even though they may not require them. On the other hand, a youngster may report no vision problems, but, we soon discover uncorrected V.A. levels well below normal ranges. And how about the ballad of the lost glasses sung often and in a minor key by the careless ones. There are those who
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repeat the tune of the glasses left behind in the school desk or report the glasses as broken or misplaced. I think that these young people should be convinced that they are joining an elite group whose glasses say to the observer, “Here is a person of value and deserving respect.” Hopefully the stigma of disability once connected with eye glasses can be removed.
There’s nothing wrong with kids today that a Gucci frame wouldn’t fix. They have convinced us that they are sophisticated and knowledgeable about the newest styles and designs. The new looks are perceived as cool and attractive. The youngsters have demonstrated good taste and are comfortable with roles as participants in their choice of frames. We must remember that many of the children are undergoing changes physically, emotionally and glandular. We cannot expect them to always conduct themselves as perfectly as we adults. They are bewitched, bothered and bewildered and sometimes, correctly or incorrectly, are accused of unfathomable behavior. And that doesn’t even include tattoos and flesh piercing. It is a well known fact that preteens and teenagers tend to emulate celebrities who wear glasses. Some names they mention are: Tom Cruise, Angelina Jolie, Bono and of course, Harry Potter. High fashion sunwear has been a revelation for the “waif ” and “scamp” groups. Children now are capable of expressing just what they want the doctor to order as they take a route that allows them to enjoy their eyewear. Assuming that the child has made a successful frame choice, a subsequent problem may rear its ugly head. I mean the cavalier manner with which they handle or treat the glasses.
Continued on page 38
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Coburn Ikuvu Ltd. Opens New Office in Danyang, China Coburn Ikuvu Ltd., a new joint venture between Coburn Technologies Inc. and Ikuvu Optical Equipment Co. Ltd., is opening an office in Danyang, China. This new office will store spare parts and aftermarket consumable items for local customers, and be a central hub for the company’s service in China.
“We are excited about this expansion of the team, and feel that this new location will greatly enhance the overall customer experience in the region,” said Alex Incera, CEO of Coburn Ikuvu and Coburn Technologies.
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Yes, flexible metal frames and safety lenses coated with all sorts of protection are commonly used today. However, in spite of all these advantages, the kids are inflicting severe damage to their eyewear. Vision is affected by improper placement of the glasses that results in discomfort and impairment of the accuracy of the prescription. Confessions are disclosed that reveal tales such as falling asleep on their glasses that were not removed to a safe place. When they awoke, the glasses were discovered somewhere beneath their buttocks and in an unrecognizable condition. Teens need to be made aware that nutrition plays an important part in the well being of the body, and the eyes, as well. Good eating habits during the teenage years helps decrease the advent of serious eye problems in the future. These may include cataracts, macular degeneration and diabetic retinal problems. A few important vitamins and supplements are: Vitamin A, which helps to control night vision activity, dry eye syndromes and pink eye conditions. Good sources of Vitamin A are beef liver, chicken liver, cod liver oil, milk and eggs. Carotenoids are also healthy for the eyes. They are found in kale, spinach, lettuce, tomatoes, sweet potatoes, broccoli, carrots, watermelon, pink grapefruit and apricots. Vitamin C is a very basic vitamin and is an important cog for antioxidant attention. Main sources are found in oranges, green bell peppers and strawberries. Many vision health articles will mention the use of bioflavonoids. They are found in berries, grapes, apples, oranges, yellow onions, soy foods, legumes, teas and dark chocolate. Most kids have pets. This screams out for special attention and precautions regarding eye injuries or other eye problems caused by household pets. Allergies to dog or cat dander are common. The most realistic way to combat this is to search for a pet that is hypoallergenic. Unusual pets such as snakes, lizards or spiders create special risks connected to the eyes. Many of these creatures possess salmonella on their skins which can result in serious illness from contact with them. Tarantulas are covered with tiny hairs that can penetrate the skin and eyes causing 38 E Y E C A R E P R O F E S S I O N A L
dangerous inflammation. The hairs are so small that they cannot be removed from the eye, even when viewed with a microscope. Let’s face it; the tarantula should not be near the top of the list for preferred pets. Its only equal is a rabid dog. Kids today are aware of the environmental influence on their actions and behavior. There are many things that can be done with old glasses other than a rude “throw away” tactic. Here are some: 1. Plastic lenses and frames can be recycled. 2. Donate glasses to a charity such as the Lions Club or Goodwill. Special collections are made for third world countries like Haiti. 3. Single vision plus readers could be handed over to a needy presbyopic recipient. 4. Old glasses could serve as an art project for the kids. Frames could be painted with exciting colors and rhinestones and may be added to make the old glasses look different and special. 5. A little whimsy is always helpful. The old glasses can be used as an ornament for your winter snowman on the front lawn. Also, take photos of your pet adorned with the old glasses. It would be amusing to send a copy to someone you know who is coping with that bothersome presbyopic age. Parents of autistic children report that their children’s vision defects often go undetected and unreported. Most examiners feel that the exam provides more problems than answers. Inadequate verbalization from the autistic child creates additional difficulty and weak results from a Snellen chart. It is felt that less attention is given to the autistic children than the unchallenged ones. Unfortunately the school chart does not check for eye tracking, ocular muscle coordination, depth perception or other visual skills. A further complication exists in the fact that eye care providers for autistic children are few and far between. Eye institutions have been the only reasonably
“Teenagers today may seek eyewear to be different, even though they may not require them.” accessible sites available for these special children. When my grandson was eight years old he required an eye exam in Los Angeles, where he lived. I assured him it would be fun, educational and beneficial for his sight. I admitted my own concerns when I first needed glasses. I was taken to a clinic where my eyes were flooded with drops. My vision was completely blurred for a few days and the doctor took only eight minutes to determine the kind of lens correction I needed. I mentioned the vast differences that exist with new testing procedures and equipment that is presently available. And how about the glasses? I emphasized that he will be shown frames of every color and style to suit the pickiest person. The labs do great things to make the lenses look thinner and act better. I remember that my eye glass lenses were thick, ugly and uncomfortable. The frame was a simple silver metal roundish eye shape. Today, I notice that youngsters are wearing frames that express their creativity and individuality and that’s really cool. I am amazed at the number of youths who are interested in eyewear for a style statement even though they don’t need glasses. It took two weeks for my glasses to be delivered. These days rapid delivery takes place. Some offices can fabricate the glasses in one hour or the same day service. Hang in there. Things are LOOKING up. Famous comedian, Red Buttons, summarized it neatly when he said, “Never raise your hands to your kids. It leaves the rest of you unprotected.” I
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Advertiser Index ADVERTISER
PAGE #
PHONE #
WEB SITE
ADVERTISER
PAGE #
PHONE #
WEB SITE
ABS Smart Mirror
28
888-989-4227
www.opticvideo.com
Match Eyewear
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Baby Banz
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usa.babybanz.com
40
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CNS Frame Displays
21
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33, 37, 39
866-923-5600
www.national-lens.com
EAG Labs
37
888-EAG-3696
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Nellerk Contact Lens Cases
40
607-748-2166
—
Eyevertise
39
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Opticom
17
800-678-4266
www.opticom-inc.com
INSIDE FRONT
800-561-6640
www.fatheadzeyewear.com
Optogenics
19
800-678-4225
www.optogenics.com
FEA Industries
5, 29, 43
800-327-2002
www.feaind.com
Optometry Giving Sight
22
888-0GS-GIVE
www.givingsight.org
Grimes Optical
41
800-749-8427
www.grimesoptical.com
Optometry’s Meeting
25
800-365-2219
www.optometrysmeeting.org
icare-usa
31
888-422-7313
www.icare-usa.com
Tech-Optics
40
800-678-4277 www.techopticsinternational.com
i-see optical
19
800-257-7724
www.iseelabs.com
Three Rivers Optical
Luzerne Optical
23
800-233-9637
www.luzerneoptical.com
FRONT COVER
800-874-5274
www.marco.com
Fatheadz Eyewear
Marco
My Vision Express National Lens
14, 15
800-756-2020
www.threeriversoptical.com
Trevi Coliseum
9
866-923-5600
www.national-lens.com
US Optical
27
800-445-2773
www.usoptical.com
Vision Systems
41
866-934-1030
www.Patternless.com
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LAST LOOK Jim Magay, RDO
Kids Kids Kids Or perhaps I should say, “Parents, parents, parents!”
ow often do you get families in your dispensary and suggest Transitions, anti reflective treatment, a sports pair, or digitally surfaced HD lenses and hear the parents say, “No thanks, we just want the basics” which is a variation on the theme of, “No thanks, we just want the free insurance glasses!”
H
This is dismaying because parents today spend a fortune on many other things like eating out, as the US restaurant industry tallies up around $650 billion in sales annually. Then there are pet expenses, the average American family spends $600 to $700 per dog per year and about an equal amount on each cat, heck, even a parakeet can cost up to $200 a year what with supplies, vet’s bills, and damage to personal property. Now I am totally sympathetic with the budget constraints on families and certainly don’t want to cause financial hardship to
my clients, but really folks, on top of eating out and pet related costs, there are – $150 LeBron James sneakers, $600 iPads, $200 Kindles, $450 video games, and $700 Hello Kitty smartphones – and you can’t buy Transitions to protect your kid’s delicate eyes!!? I read somewhere that 80% of exposure to UV and bright sun happens before we turn 18, so at the very least give the kids some coverage. The lens of a child allows 70% more UV rays to reach the delicate retina than in an adult. Most parents are aware of the critical need to protect their children’s skin from UV exposure with sun block, yet few insist their children wear sunglasses. “If it is bright enough outdoors for you to be wearing sunglasses, your child should also be wearing them,” says the Children’s Hospital Los Angeles. Two years ago my granddaughter started wearing glasses, she’s myopic with a minus 2.00 sphere. Cobbler’s kids aren’t in it – Amelia has 4 pair currently, a beautiful multicolored Europa with Trivex Single Vision High Definition lenses and Crizal Avance, and Aspex Easy Twist with a pair of
Trivex Transition Vantage SVHD ditto the Crizal, a Julbo wrapped sunglass with Trivex SVHD Wrap polarized lenses, and finally a Rec Spec with Trivex SVHD and regular Transitions. Amelia looks and sees great in all of these pairs of glasses, would she have such an extensive assortment of eyewear (at age 10!) if her Poppa (Me) weren’t in the optical business? Probably not! (Unless you are located in a very upscale demographic.) Not everyone has a Grandpa in the optical business, but at the minimum, poly lenses with Transitions would be a good basic solution, better yet would be a durable sunglass with poly Polarized lenses, best of all would be all of the above and a pair of sport frames and lenses. To me, it seems we have a mission to educate parents about their children’s needs where eyewear is concerned. I think the multi-billion dollar conglomerates that are intent on taking over our optical world should spend a few of their bucks on a multi year educational campaign aimed at protecting those young eyes. I
Photo: Jim’s granddaughter Amelia – wearing a Europa Retro
42 E Y E C A R E P R O F E S S I O N A L
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TM
Constitution HD 100% Full Back Side Design
Digitally Surfaced
Value-Oriented Free-Form Pricing and Availability Plastic
Polycarbonate
1.56 Mid Index
1.67 High Index
Clear
$15.99
$19.99
-
$59.99
Transitions® Signature 7TM
$49.99
$69.99
-
-
-
-
$39.99
-
$35.99
$45.99
-
-
DayNite NuPolar® Polarized
MFH ConstitutionTM HD TM
Constitution
HD Short
17mm 15mm
◆ Fitting Point: 4mm Above ◆ Decentration For Easy Cut-Out ◆ Add Range: +0.75 to +4.00
www.feaind.com ◆ 800.327.2002
Focused on Technology
Pricing is for one pair of uncut lenses. Orders must be placed via www.feaind.com to receive listed price. Listed price is a base price only. Orders may be subject to additional charges due to prescription, frame style selected, or other additional services. Pricing subject to availability.Nupolar is a registed trademark of Younger Mfg. Co. Transitions is a registered tradmark of Transitions Optical, Inc. Polarized available in Nupolar Gray and Brown only.
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SUN
SH IN E
800-876-EYES my d e s i g n g a l l e r y. c o m