EyeCare Professional Magazine July 2011 Issue

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SPORTS RELATED EYEWEAR / PAGE 6 ONLINE DISPENSING AWARENESS / PAGE 26 July 2011 • Volume 5, Issue 43 • www.ECPmag.com

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It’s important to have the right tool for the job

Make sure your patients have the tools they need: Everyday lenses and Sunwear lenses You need more than one pair of clippers for hedges and haircuts. And patients need more than one pair of lenses to provide comfort, convenience and protection for everyday and sunwear. Your patients need More Choices; Younger Optics is pleased to offer the largest range of both everyday and sunwear lenses.

EVERYDAY LENSES

SUNWEAR LENSES

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Younger Optics offers the broadest selection of TransitionsŽ XTRActive™ lenses, now available in 1.50 as well as TrilogyŽ, polycarbonate and 1.67 For your free More Choices booklet, go to www.YoungerOptics.com/Marketing Transitions and the swirl are registered trademarks and SOLFX and XTRActive DUH WUDGHPDUNV RI 7UDQVLWLRQV 2SWLFDO ,QF 3KRWRFKURPLF SHUIRUPDQFH LV LQà XHQFHG E\ WHPSHUDWXUH 89 H[SRVXUH DQG OHQV PDWHULDO Drivewear, NuPolar and Trilogy are registered trademarks of Younger Optics, USA.

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JULY 2011

EYECAREPROFESSIONAL

Vol. 5 Issue 43

Features 6

Courtesy of Cinzia Designs

Contents

Magazine

SPORTS RELATED EYEWEAR Offer the latest in Sports Eyewear and appeal to your active and fashion conscious patients.

by ECP Staff

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SPORTS PROTECTION Protect your patients against ocular injuries and increase your 2nd pair sales.

8

by Carrie Wilson, BS, LDO, ABOAC, NCLEC

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DISPENSARY STRATEGY Independent Dispensers can still succeed with the appropriate strategy and organization.

by Warren G. McDonald, PhD

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LETTING THE PUBLIC KNOW Publish an article in your local newspaper and let the public know about the dangers of online dispensing.

by Anthony Record, RDO

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EMAIL MARKETING Using email to communicate with patients is becoming an essential way to run an efficient practice.

by Lindsey Getz

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SOLVING GLAUCOMA Stem cell injections are just one of many new exciting treatments available to halt the spread of glaucoma.

by Elmer Friedman, OD

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On The Cover: RUDY PROJECT USA www.rudyprojectusa.com info@rudyprojectusa.com

Departments EDITOR/VIEW .....................................................................................................4 MOVERS AND SHAKERS.................................................................................22 MOBILE OPTICIAN .........................................................................................30 DISPENSING OPTICIAN .................................................................................32 FASHIONABLE ECP..........................................................................................40 ADVERTISER INDEX .......................................................................................46 INDUSTRY QUICK ACCESS............................................................................47 LAST LOOK .......................................................................................................50

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EYECAREPROFESSIONAL

Editor / view

Magazine

by Jeff Smith

Raising AR Awareness THE BENEFITS OF ANTI-REFLECTIVE COATING – both to the patient and the practice’s bottom line, appear to be readily apparent to the average ECP. But something is clearly getting lost in translation during the dispensing process.

This may not seem to be the case for your practice, but the numbers speak for themselves. According to The Vision Council, only around 30% of U.S. eyewear features AR Coating, compared to over 50% for the rest of the world.

Not too many years ago, the only coatings readily available were UV protection and scratch coat. With polycarbonate, and later many of the high index plastic lenses, these were either unneeded or considered a relatively expensive option.

Unfortunately, that caused the development of an attitude of presenting these options as not really necessary, if at all.

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

ADVERTISING & SALES

When AR was first introduced, there were several problems associated with it that gave the coating a bad reputation. They were prone to crazing (thin cracks), cratering (pits), and even peeling. They were difficult to clean and delicate, so special attention when cleaning the lenses had to be observed to avoid scratches. Advances in coating chemistry and manufacturing have all but eliminated these problems, and in some cases have exceeded the characteristics of even the best lens materials.

The benefits of the coating are obvious when compared to a non-coated lens. The coated lens appears cleaner and clearer, in most cases dramatically so. Because little of the light is reflected back, the lens appears to disappear, and with the proper frame selection, the appearance of wearing glasses is almost eliminated.

Another benefit, perhaps the most significant to the patient, is not so obvious until they actually wear the lenses. Because more light passes through the lens without being reflected off, overall vision is improved. Colors are more vivid, contrast is improved so reading is less tiring, and low light vision is improved.

But if all that is not enough to convince you to recommend AR, there is one more benefit: when driving at night, the dangerous glare of incoming headlights is all but eliminated. While the headlight will still be bright, it will be a bright spot rather than a blinding globe. Tell that to a long time eyeglass wearer and you’ve got a sale.

One of the keys to presenting these rather complex coatings is to keep the presentation simple, use language the patient can relate to, and take advantage of any demonstration aids you might have available. Of course, if you wear eyeglasses, they most certainly should have AR on them.

Wouldn’t it be nice to be able to offer your patient clarity, cleanability, and scratch protection with warranties that often cover all instances for up to two years? So, how do you sell premium AR? Simple – tell them the benefits!

4 | EYECAREPROFESSIONAL | JULY 2011

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

EDITORIAL OFFICES 111 E. Pennsylvania Blvd.

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

by OptiCourier, Ltd. Delivered by Third Class Mail Volume 5 Number 43 TrademarkSM 1994 by OptiCourier, Ltd. All Rights Reserved.

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

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

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

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

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

For Back Issues and Reprints contact Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com Copyright © 2011 by OptiCourier Ltd. All Rights Reserved

For Subscription Changes, email: admin@ecpmag.com

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Catch the and Optimize Patient Outcomes

OPD-Scan III The next in enhanced diagnostics, optimized refractions, and patient satisfaction Captured in 10 seconds: 1 SA Cornea for Aspheric IOL selection 2 Lenticular – residual astigmatism 3 Angle Kappa 4 Pre/Post Toric IOL measurements 5 Pathologies (Keratoconus, Pellucid) 6 Mesopic/photopic pupil size 7 Retro illumination image 8 Zernike Graphs: total, cornea, internal 9 Corneal Refractive Power map 10 IOL tilt or decentration

• Fully Automated ARK • WF Visual Acuity Map • Up to 9.5mm Measurement Area • CT Blue Light (1 sec) • EHR Compatibility

Manufactured by Nidek

www.marco.com

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email: info@marco.com

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800.874.5274

Connect with Marco on Facebook

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SPORTS Related Eyewear 1. Adidas The evil eye halfrim pro features the durable yet flexible SPX™ material making the eyewear extremely lightweight for the demands of both mountain biking on rugged trails and arduous road racing. The removable sweat blocker prevents sweat from running into the eyes, and a built in ventilation system and anti-fog coating on the lens ensures perfect vision. www.adidas.com/eyewear

2. Allison This is the first year that Zerorh+ has developed a ladies collection. Olympo XS RH708 features the perfect balance between ergonomics and beauty to achieve an eyewear model totally dedicated to athletes. Wraparound, lightweight, sturdy and above all technical eyewear suited to all types of sports and performance. www.allison.it, www.allisonamerica.com

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3. Under Armour Built strong for on-field performance and worn by world-class athletes, UA Core offers a wide selection of innovations that enhance athlete’s on-field performance while providing a comfortable fit.

Featuring nearly every frame and lens technology Under Armour Performance Eyewear has to offer, UA Core is truly a sport-driven sunglass. The molded “Cap-Gripper” allows for players to securely wear their sunglasses on the brim of their cap. www.UAeyewear.com

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4. KBL Eyewear KBL has teamed up with vintage inspired swimwear brand PRET-A-SURF to release these exclusive frames, a modern take on the classic cat eye shape and a bold matte red frame that picks up the trims and prints that Pret-a-Surf so carefully selects. The lenses are NXT polarized, offering full protection to the wearer. www.kbleyewear.com

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6. Rudy Project The new Kylix XY utilizes durable yet lightweight materials, cutting-edge technology and Italian Design and is perfect o for smaller faces. It incorporates pliable 360 adjustable temple tips, an amendable nosepiece, and interchangeable lens technology. The Kylix is also Rxable either through Optical Insert or Direct in Frame using Rear Surfaced Digital Free Form Tek lenses in a wide range of Rxes. www.rudyprojectusa.com

5. Bobster Style meets performance with the Informant part of the new Bobster速 Street Series. This flexible Grilamid TR90 frame is lightweight and stress resistant. The frame is low profile with an active wrap, increasing wind protection without reducing peripheral vision; smoked lenses are polycarbonate and provide clear vision. www.bobster.com

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Triton

Whether out on a surf adventure, fishing expedition, or competing in beach and ocean sports, Triton Premium Polarized Sunglasses provide comfort, performance, and timeless design quality. Lightweight yet rugged, they are carefully designed and manufactured to combine proven sun protection and optical clarity with precision craftsmanship. Each lens and frame is rigorously tested to ensure a comfortable grip and stable fit during active use and under harsh conditions. www.tritonsurfboard.com

Hilco

Cinzia Designs

The Cinzia Sport series offers 4 different looks, each available in three colors. All four metal styles are ideal for your sporty, active lifestyle offering full comfort and protection during your outdoor activities. Each style features a unique quality such as polarized and UV 400 protected lenses to eliminate glare and shield against 99-100% of the suns harmful rays.

In addition, their sleek wraparound design ensures full protection from the sun at all angles. www.cinziadesigns.com

L’Amy

The Metrix™ features a unique 6-base design that gives the illusion of an 8-base wrap-around sports goggle and is perfect for basketball, tennis, racquetball, squash, and soccer. The patented SprinGuard™ lens retention system outperforms standard “V” safety bevels. Metrix also meets ASTM F803 standards with standard “V” or SprinGuard edging and the patented LENS-LOK center opening eye rim simplifies lens insertion. www.hilco.com

Kaenon Clean, with intelligent details, Trade provides maximum eye coverage in an extremely comfortable fit due to its 8-base wrapped frame geometry. The tall and boxy design enjoys angular lines and ergonomically engineered load-spreading temple tips, while fusing Kaenon’s hallmark California design-sense and functionality. Variflex nose pads anchor the frame securely, offering a slip-free experience. www.kaenon.com

Columbia Sportswear introduces 4 new models designed for the outdoor-active lifestyle. The new “combo” models feature stainless steel metal fronts and our proprietary H90 (hyperlite 90) injection-molded temples. “H90” is an extremely durable and ultra-light material that provides featherweight comfort for long wear in what Columbia calls its Greater Outdoors. www.lamyamerica.com

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©2011 Intercast Europe S.r.l. All rights reserved. NXT is a registered trademark of Intercast Europe S.r.l. Trivex is a registered trademark of PPG Industries Ohio, Inc.

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Unrivalled technology. Unrivalled performance vision.

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

Ì>VÌÊÞ ÕÀÊ >À Ê<i ÃÃÊ6 Ã ÊÃ> iÃÊÀi«ÀiÃi Ì>Ì ÛiÊ ÀÊÛ Ã ÌÊÜÜÜ° ÝÌ Û Ã °V Éâi ÃÃÊv ÀÊ ÀiÊ v À >Ì °Ê 1- ÊÊ£ nää Îxn nÓxn

www.nxt-vision.com/zeiss

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Scheyden Precision Eyewear

Handcrafted from the world’s finest materials to offer superior quality, Scheyden offers both functional and comfortable sunglasses. Combining a cedar rolled composite frame with hypoallergenic NiHg temples and cloissone tips, the composite hybrids are the only full-coverage wrap to offer a unique custom fit. Available in four distinct styles — Revelstoke, Revelry, Jet-A and Panorama — and eight types of lenses. www.scheyden.com

Pilla

Live Eyewear

Cocoons are now available with Blue Mirror Polaré polarized lenses that feature a flash blue mirror coat designed to add both style and performance to the collection. The new lens option is available in all six frame sizes. In addition to helping reduce glare, the blue mirror adds a touch of style for those that want to minimize the fact that they are wearing sunglasses over their corrective eyewear. www.liveeyewear.com

Tifosi Optics

The Pilla ‘National’is sleek, light and provides the wearer with complete 180-degree peripheral vision and protection from wind, sun and dust or dirt. Pilla’s patented Ballistx lenses offer twice the clarity of the average competitors lens, reduce glare and increase usable light. The color enhancing properties improve performance and visual comfort, making the National perfect for any sporting activity and all day use. www.pillasport.com

McGee Group Maximum by Totally Rimless offers sport-inspired designs for men and women living an active lifestyle. These sporty frames are the ultimate in comfort, quality and styling. The “Edge” Collection includes three new frames: TR 177, TR 178 and TR 179. The frames are all titanium and extremely lightweight. Adjustable nose pads, spring hinges and rubber temple tips guarantee that the frames will stay in place. www.mcgeegroup.com

The 2011 Slip features a fully-adjustable hydrophilic earpiece and nose piece for even better grip as the wearer sweats.

Ventilated lenses on the Slip help to increase airflow and reduce fogging. Updated styling features also complement the technological improvements, and an aggressive lens cut and a lustrous, totally remodeled frame improve an already popular model. The frame is molded from Grilamid TR-90. www.tifosioptics.com

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

Sports Eyewear: An Important Second Pair SPORTS INJURIES account for around 40,000 eye injuries within the United States, with a significant proportion of them occurring in individuals under the age of 30. Children are probably the most susceptible group for ocular injuries due to their underdeveloped sense of depth perception and slow hand and eye coordination. A child may misjudge the speed and placement of a ball, miss it, and be struck in the face, resulting in an injury. The sports in which eye injuries are the most common every year are basketball, baseball, and racquet sports.

Eye injuries can vary from minor bumps and scrapes to major traumas that result in loss of vision that can be temporary or permanent. The following are common eye injuries that can result from recreational activities.

Corneal abrasion – A corneal abrasion is classified as a scrape of the clear portion of the surface of the eye, and can be extremely painful. Additional symptoms are a foreign body sensation, tearing, blurred vision or vision loss, photophobia and squinting.

Traumatic iritis – Traumatic iritis commonly occurs when blunt force trauma to the eye causes iritic bruising, iris sphincter tears, or, more seriously, iriodialysis, a condition in which the iris pulls away from the wall of the eye. Because the injury and resulting inflammation may prevent the iris from opening and closing properly, photophobia may result. Further symptoms include redness, acute pain, blurry vision and glare.

Hyphemas – Hyphemas are the result of blood in the anterior chamber after blunt force trauma to the eye. The blood can either present itself as a reddish tinge along the posterior surface of the cornea or as a pool of blood. Although it normally rectifies itself in time, it can lead to a complete or partial block

in vision. If the Hyphema takes an abnormally long time to heal, iron deposits on the cornea or a change in eye color may occur. An increase in ocular pressure is also not uncommon if the intra-ocular drainage system is blocked by blood.

Orbital Blowout Fractures – An orbital blowout fracture occurs when a blunt object strikes the eyeball itself, resulting in the compression of the globe. This sudden compression causes the globe to displace itself vertically which can result in a fracture of one or more of the seven bones that make up the orbital cavity.

Although the fracture may occur anywhere, it is typically seen along the orbital floor in the maxillary bone. If the intra-orbital pressure is immense, the orbital contents may go into the fracture sight and possibly into the sinus cavity.

Symptoms can range from asymptomatic, to facial pain and tenderness, blurred vision, bleeding, eye redness, swelling of the lids, ocular pain, drooping eyelid, and loss of motility resulting in double vision. The motility loss can be the consequence of nerve and muscle being pinched either from the bone itself, a hemorrhage, or edema. Typically, the patient is unable to rotate the globe upwards because the inferior rectus muscle becomes trapped in the bone fragments.

Lacerations – Lacerations, or cuts, can occur to the conjunctiva, sclera or cornea.

Foreign Bodies – Foreign bodies may present with different symptoms based on where the foreign body is in relation to the eye. Corneal foreign bodies may present with tearing, blurred vision and photophobia. The object itself may be seen in the Continued on page 14

12 | EYECAREPROFESSIONAL | JULY 2011

Photo: Adidas evil eye halfrim pro A167

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If We Don’t Understand Spor t s E y e w e a r S t a n d a rds, How Can We A d v i s e O u r P a t i e n t s ?

It seems like a new line of sports eyewear or sunglasses is introduced to the American market weekly; complete with fashion photos of athletes engaged in a variety of sports activities. While pictures and words may imply that products are acceptable to wear during sports activities, it is important to check labels to ensure the level of protection matches the correct activity. The ANSI Z87 is the industrial safety standard, while the American Society for Testing Materials (ASTM) provides standards for a variety of sports-related activities. It should be noted that section 2.1 of the most recently published ANSI Z87.1-2010 standard specifically excludes “sports and recreation.” ANSI Z87 impact testing involves either a small (1/4) projectile moving at high speed (high speed testing) or a pointed projectile moving at slow speed (high mass testing).

Hazards encountered during sports activities typically involve large, blunt masses like balls and elbows. Projectiles such as squash balls, lacrosse balls and baseballs exert massive forces sufficient to fracture all but the most robust, well-designed frames. Even when lenses are retained in a frame, the force can be severe enough to cause eye damage from frame and lens flexure (oil canning). For this reason, detailed eye protection standards for many ball sports activities are published by the ASTM. ASTM F803 standards

are specific to individual ball sports, or groups of sports, and products that claim to meet the standards must be labeled accordingly (i.e. “meets ASTM F803 for squash”).

It is important to understand how the products we dispense will be used in order to avoid unnecessary accidents and/or liability. Use the guideline below when discussing sports and/or protective eyewear with your patients: • ASTM* F803 is the recognized standard for Rx and

plano protective ball sports eyewear.

• ANSI Z87 is the industrial eyewear standard, which

excludes sports eyewear. ASTM F803 is sports specific. Testing protocols simulate the hazards of particular sports activities. Product labeling must define the sport(s) for which the protector was designed and tested.

• Select eyewear that meets the standard for the

appropriate sport, or a sport with similar risks.

• ASTM F803 testing protocols are not available for all

sports activities. Not every standard can be met with available Rx eye protectors (i.e: 55mph baseball).

• For maximum eye protection 3mm polycarbonate

lenses are recommended.

Protect Their Vision.

Diversify Your Revenue.

More than 2.5 million eye injuries occur each year. By using the “Inquire. Inform.

Introduce.” strategy you can help patients protect their vision, while at the same time expanding your patient base and diversifying your revenue stream.

To learn more about vision protection and how you can make a difference, visit www.thevisioncouncil.org/ecp or email info@thevisioncouncil.org.

helping you to grow your practice

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cornea. If the object is metal, a rust stain can occur. Intraorbital foreign bodies may be asymptomatic, especially at first, but decreased vision, pain and double vision may occur hours or days after the injury. Intraocular foreign bodies may initially have no symptoms as well, but eye pain and decreased vision may present itself later.

Although these eye injuries can be devastating, this is not always the case and luckily, 90% of all eye injuries are preventable according to Prevent Blindness America. One of the easiest and most efficient ways to prevent eye injuries is through the use of sports eyewear.

Making the Most of Impact Resistance The first step in providing the patient with superior sports glasses is picking the proper lens. Polycarbonate is the lens material of choice for sports eyewear, due to the inherent impact resistance of the material. Polycarbonate is still the gold standard for impact resistance.

Polycarbonate has been used in eyewear since 1979, although not commonly until the mid 1980’s. A strong, lightweight and highly durable lens, polycarbonate has a large market share within the United States for impact resistant eyewear. It does have some major drawbacks, however. Polycarbonate, with an ABBE value of 30, has the lowest ABBE value of any lens on the market. In addition, polycarbonate is very difficult to tint because of the hardness of the scratch coat that is needed to protect the soft, flexible, polycarbonate material. When tint on a sports lens is desired, if ordering polycarbonate, be sure to specify a tintable scratch resistant coating and use lower temperatures when tinting.

Trivex® is the latest advancement in impact resistant lens materials. Developed by PPG Industries in 2001 for the United States military, Trivex combines the some of the impact resistance and benefits of polycarbonate, with a higher ABBE value of 43.

Although Trivex is more expensive than polycarbonate, it can be easily tinted in a wide range of colors. Keep in mind that Trivex absorbs tint very quickly so the ECP should tint the lens at a lower temperature than standard and should check the color frequently.

Both materials are available in polarized, single vision, lined multifocal and progressive lens styles.

Enhancing the Lens through Color Although there are many different color combinations and tinting densities to choose from, some common colors that work well with athletic activities are:

14 | EYECAREPROFESSIONAL | JULY 2011

Yellow and Orange: These colors heighten contrast between objects and blue or green backgrounds. Sometimes marketed as “blue blockers,” yellow and orange tints are good for hazy, foggy or overcast conditions. Not an appropriate color for an activity that depends on accurate color perception, it is an excellent choice for low light and indoor activities. A word of caution, yellow and orange can cause discomfort to the eyes when used in extreme bright light conditions.

Rose and Red: Although these colors heighten contrast in partly cloudy and sunny conditions, they may cause significant color imbalances. The main benefit to these colors is that they allow the patients’ eyes to adjust quickly between alternating light conditions.

Purple: Commonly used as a fashion tint, dark purple can shade the eye while maintaining natural color perception.

Dark Amber, Brown, and Copper: These colors help reduce glare and perform best in hazy sunshine. They are especially advantageous in improving contrast on grass and against blue skies; as well as activities where glare and depth perception can be a deciding factor.

Green/Gray: A mild, contrast enhancing tint, green/gray is generally used to reduce eyestrain under bright lighting conditions.

As soothing tints, they offer the best contrast and visual acuity of all tints due to the fact that the visible spectrum will transmit through the lenses in the exact same manner that it does in the human eye.

When participating in the activities in which eye injuries are likely to occur, certain colors work better than others: • Hunting/Shooting- yellow/orange, rose/red, and dark amber, brown and copper, purple • Water sports- yellow/orange, rose/red, dark amber, brown and copper • Golf- dark amber, brown and copper, green/gray • Baseball and racquet sports- dark amber, brown and copper, green Deciding to go Polarized Tints, although an effective option in sports eyewear, are not as efficient as polarized lenses. Tinting only makes the lens darker, thereby blocking the amount of usable light entering the eye while allowing glare to pass through. Polarization on the other hand, acts as a filter. Polarization is a film that is inside the lens and acts like a Venetian blind, blocking reflected light that causes harmful glare. As a result, glare is eliminated and the wearer will experience increased comfort, visual acuity and contrast.

Continued on page 16

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WHAT’S MOST IMPORTANT ISN’T IN THE BOX.

Thank you for supporting X-Cel and allowing us to continue serving your needs.

©2011 X-Cel Optical Company, all rights reserved.

Transitions and the swirl are registered trademarks of Transitions Optical, Inc.

T H E

U LT I M AT E V I S I O N

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Dark Gray – 25% light transmission; truest color recognition and is ideal for bright sunny days and high glare activities such as deep water fishing and driving

Yellow – 80% light transmission; eliminates blue light which increases contrast significantly. The increased contrast makes the individual objects truly stand out from their background

Light Gray – 55% light transmission; ideal for being used with tints to create a custom colored polarized lens

Polarized polycarbonate lenses are available from Seiko, Younger Optics, Essilor, Hoya, and Shamir to name a few. The first Trivex polarized lens is the NXT Polarized Sunless by PPG. By confining the polarized film to the 0.9mm of the lens surface, PPG provides a lens that retains its color over time and remains uniform regardless of thickness and surfacing processes.

Dark Brown – 25% light transmission; as a semi-blue blocker, it is ideal for improved contrast, visual acuity and depth perception, and is useful in activities such as driving and shallow water fishing

Sports Frame Light Brown – 45% light transmission; ideal for being used with tints to create a custom colored polarized lens Melanin – 25% light transmission; a relatively new lens to the market, it contains the pigment that normally occurs in the body and is ideal for anyone with macular degeneration and works well in bright conditions and activities in which the light varies such as golfing Red – 55% light transmission; a high contrast lens that is ideal for low light fishing and as a shooting lens in bright light Orange – 50% light transmission; blocks blue light, increases contrast and is most commonly used for clay target shooting (depending on the skeet color), biking, and skiing Green – 60% light transmission; true color balanced lens that works well in varying light conditions such as golf and tennis Violet – 55% light transmission; increases contrast and darkens certain backgrounds so it works well with shooting in average to bright, golfing and for winter sports

Effective sports frames are lightweight and customarily made out of nylon, Kevlar or a nylon/polycarbonate blend to provide durability. Large, rubber nose pads evenly disperse weight to provide comfort and decrease slipping. The frame should be snug and form fitting to diffuse the impact of a blow over a larger area, away from the eyeball. A wrap fit is also desirable with a strap instead of traditional temples. All sport frames that the ECP recommends should be verified that they are ASTM approved for that sport and that the frame literature indicates that the frame has passed the F803.88 standard for sports protection.

Conclusion Eye injuries can not only occur due to an accident, but through professional negligence by the ECP as well. Ocular injuries can be incredibly painful as well and lead to short term or long term vision loss. Luckily, prevention is key with eye injuries. By providing the best in sports eyewear, a majority of injuries can be prevented. Ultimately the patient wins and the ECP has significant intrinsic pride in providing the best care for each of their patients. ■ With contributions from Brian A. Thomas, P.h.D, ABOM

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

Developing Strategy: The Path to Business Success The Nature of Strategic Management– What is it?

My outstanding colleague at Methodist University, Professor Michael Wayland and I, recently completed our first book together entitled Strategy Development for the Optical Industry and Beyond, now available through the Opticians Association of America. We feel strategy is extremely important to the life of any successful organization. For the next few months we will begin to evaluate the important place it must hold in our business and professional lives in today’s turbulent economy.

The health care marketplace is in flux now more than at any other point in my 58 years, and I suspect more than at any point in the history of the United States.

The Health Care Reform debate rages on, and as the plan is implemented, it will continue to evolve, making it difficult to keep up with the most current initiatives coming from Congress. Most agree reform is necessary, but the debate on the methods used is significant, and will require a continuing effort on the part of all health care providers to keep up with the myriad of changes to follow. That leads us to the tremendous need to a greater strategic focus for all ECPs...large and small. If we are to even survive, much less thrive, we must strategically view the landscape. We must prepare for changes even before they arrive, and strategy is how we accomplish that task. It is our “crystal ball.”

Strategic Management: The Beginning

Keep in mind that strategy is a management process that is future focused. I know that many of you have played some level of sports, and will remember your coach developing a strategy that would allow your team to be successful. That is what strategy does for your organization. It is a process of analysis and planning that will prepare you for the future, and while it does not guarantee success, it will give you the best opportunity to succeed.

Most ECPs receive little to no education in management, but are expected to run million dollar organizations by the seat of their pants. It takes more than luck to succeed in today’s competitive environment, and I hope by delving into this topic a bit, we can provide a better understanding of the processes involved in the strategic management. And always remember, it is a process, and not a one time activity.

Early on the term long-range planning was used. For many years, health care was a stable environment. Things did not change much. Hospitals did 10-year plans and often they saw little change, if any. After WWII, the economy became more volatile, and we looked more towards strategic planning.

The difference is simply this; long-range implies more of a time period approach, while strategic planning implies more of a “readiness for change” kind of view with periodic evaluation of the services and products we provide.

Then we began to view the process more as an organizationwide function, and the term strategic management took hold.

All facets of the organization, from accounting to engineering became a part of the strategic focus of the organization, versus just the planning department of old. Now this is not a new Continued on page 20

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term. In fact, it has been used in health care for over 20 years, but in today’s environment, we must remember that strategies are ultra-important to our staying power. Through this new series of articles, we will investigate the process of strategic management and hope that it provides some assistance to you in better managing your organization. Let us now evaluate some of the many tools from which we can develop effective strategies for success.

Strategic Management: Tips and Tools For the next few months, I want to describe some specific tips and tools that can be utilized in your practice or organization to better prepare your organization for the future. Some months back, I described a process called the S.W.O.T. Analysis.

We will look further at that as we move through this series of articles, but in brief, the acronym SWOT stands for: • Strengths– the organization evaluates its perceived strengths in the marketplace. What makes your organization stand out from the pack? What differentiates you from the competition?

Team Techniques for Strategy Development: Brainstorming Brainstorming is one of the most utilized techniques, but is often used ineffectively. “It is important to note that beginning a strategic plan with a vision of a desired future for an organization leads to a very different outcome than that obtained from ... an extrapolation of current business trends. Beginning with the present and planning a future very much like the present is a far cry from envisioning a desired future and planning how such a future can be achieved. Envisioning involves the conviction that our present actions can influence our future — we can help create our own future rather than passively accept whatever comes to pass. A powerful well thought out vision can become a magnet pulling an organization toward its ideal future.” –Nolan, Goodstein and Goodstein (2008).

This quote says volumes, and as an organization, we must plan for the future we visualize. Let’s take a look at how we can effectively use the ideas floating around in our own organizations to our benefit through brainstorming. Much of this topic is excerpted from our recent book, mentioned earlier.

Brainstorming

• Weaknesses– in what areas do you need some improvement? No organization is without weaknesses, and you must recognize them and improve in those areas.

Note that both of the topics so far are internal, and things we should consider as a team, including others beyond the CEO or owner are important to assure an objective evaluation. But that is only half the SWOT. Let’s now look to the external side of this equation.

• Opportunities– where are there opportunities to reach out to new markets? Can we add new products or services to an existing mix? Is there need for a new location to meet and expanding area of service we are not now reaching? In short, we must consider new opportunities to further grow and develop the organization.

• Threats– who is trying to attract our customers and patients? In this case we must be prepared, and always bring our A game. If you are the top dog, believe me, someone is always trying to reach your position.

Even Walmart has somebody trying to figure out how to topple them from the top retail spot.

The SWOT process can tell us a lot about ourselves and our marketplace. From that process we can develop a better understanding of the future direction our organization.

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Brainstorming is a process for generating ideas in a group. The underlying concept is similar to the old adage that “Two heads are better than one.” If everyone involved (stakeholders) in a project, issue, or problem can come together and generate possible solutions, the variety of ideas will be greater, and the opportunity for a superior outcome is increased. Furthermore, acceptance of the outcome is generally more likely to be obtained from the stakeholders because they had a hand in creating the outcome. Brainstorming is particularly useful when creative, out of the box, or non-apparent solutions are needed.

Often, corporate or national cultures create barriers to people sharing their ideas openly and freely. For example, in an autocratic culture where people only do what they are told to, employees are less likely to speak up and voice opinions or make suggestions. In a highly critical culture, or a culture that does not permit failure, people may be afraid to suggest a different way of doing things for fear of criticism.

Brainstorming overcomes these issues by creating an environment where it is not only safe, but also expected, that people contribute their ideas.

The concept of brainstorming was first introduced by advertising executive Alex F. Osborn in his book Applied Imagination: Principles and Procedures of Creative Problem Solving, (Charles Scribner’s Sons, 1963). His four main principles of brainstorming were to: focus on quantity instead of quality,

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not allow criticism, encourage off the wall ideas, and encourage the group to improve ideas by building off of other people’s ideas. These core ideas remain today.

To create that safe environment for idea generation in modern brainstorming, the brainstorming group typically begins by setting its own ground rules. The ground rules set the parameters and establish what the group finds to be acceptable and unacceptable.

Typical ground rules may include such things as: 1. No ideas are bad ideas; give any and all ideas you think of 2. Speak one person at a time; don’t speak over others 3. Criticism of other peoples ideas is not permitted 4. Everyone participates 5. Ideas will be evaluated only at the end, not as ideas are generated 6. Think out of the box

The purpose of brainstorming is to generate as many ideas as possible. Quality is not important, quantity is. The ground rules are usually developed so as to ensure that maximum ideas are generated. For example, if a group member suggests an idea and the other group members immediately begin to dissect it, evaluate it, and tear it appear, the person who put forward the idea may feel criticized and not give ideas like that again.

Further, the group’s time has been refocused on determining how “meritorious” the idea was instead of focusing on creating more ideas. The idea generation process is thus inhibited.

Brainstorming can be formal or informal. One person is designated the “scribe,” “facilitator,” or “leader.” It is this person’s role to write down every idea generated. Usually this is done on a flip chart. Alternatively, “sticky notes” or even a chalkboard can be used. Often the scribe role rotates so that no one person dominates the process. Many groups will establish the principle that the scribe does not offer ideas, but only writes. This is to prevent the scribe from exerting leadership that could direct or redirect the group’s efforts in a way that could lead them down a particular path.

Brainstorming begins by group members offering quick, brief ideas. Deep descriptions are not necessary. A brainstorm idea

may sound like “What if we did X?” As an example, imagine an executive team that is trying to cut costs for the business.

The first idea offered may be: “we could cut our workforce by ten percent.” Rather than judging the idea, the scribe jots it down and moves on to the next idea.

If the “workforce cut” suggestion is attacked by a team member, the scribe reminds the group to hold off on evaluations, and presses the group for more ideas. Even ridiculous and off the wall ideas are desired. Sometimes these “crazy” ideas have no value, but they spur another person’s mind to think of something new. Building off of other people’s ideas is not viewed as cheating, but rather as a great way to generate additional ideas.

In our cost cutting example above, the workforce reduction idea may lead to an idea to open the company’s union contract for early renegotiation, which in turn may spur someone else to think of renegotiating contracts with suppliers. This, in turn, may cause someone to suggest renegotiating contracts with customers. Someone else may suggest asking the leasing company that owns the headquarters office building to reduce the rent. Finally, someone remembers seeing that the government had recently designated the inner city area nearby as an enterprise zone which would allow for tax incentives and state subsidies if the company moved their headquarters there.

The idea generation just moved from laying off employees to relocating the company headquarters!

Conclusion There are many different tools we can use to help us develop an appropriate strategy for our organizations. Whether you are a small optical dispensary, a multimillion dollar practice, a laboratory or in reality, just about any kind of organization, there is a tool that can help you. In the coming months we will address several of those included in our book. We will not address them all, however, for space and time simply do not permit, but for those seeking to learn more about strategy, please go to the OAA website and purchase the book. It is designed in workbook fashion with many examples that will assist you in your efforts. I look forward to the next few months. ■

JULY 2011 | EYECAREPROFESSIONAL | 21

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Transitions Optical

Superior Vision

Transitions Optical has announced that Dave Cole, a long-time top executive with the company, has been appointed president, effective immediately. In his new role, Cole will assume full responsibility for the Transitions Optical David Cole business. Cole started with the company when it launched in 1990 and was named chief operating officer in 2010. In his expanded role, he will be accountable for effectively leveraging the regional and global leadership teams, and business strategy development and execution, while continuing to build strategic partnerships to drive the photochromic market.

Managed vision firm Superior Vision recently hired Jay Rausch as its vice president, strategic alliances. Rausch, who joined the company in May, has more than 20 years’ experience in insurance sales, most recently as VP of business Jay Rausch development for Dominion Dental. In his new role with Superior, he is responsible for developing strategic relationships with a variety of healthcare providers across the country, including medical carriers, dental plans, third-party administrators and other ancillary benefit companies.

American Optometric Association Dori Carlson, OD, was elected president of the American Optometric Association during Optometry’s Meeting last month, succeeding Joe Ellis, OD. Carlson, who practices in North Dakota, is the AOA’s first woman president.

Dori Carlson Carlson said her primary goal for the year ahead is working to make sure the pediatric vision benefit in the upcoming health care reform means eye exams, not just screenings, for young children.

Ronald Hopping, OD, of Texas is the new AOA president-elect. Mitchell Munson, OD, of Colorado was elected AOA vice president, David Cockrell, OD, of Oklahoma is the organization’s new secretary-treasurer. Newly elected AOA Ronald Hopping trustees are Hilary Hawthorne, OD, of California; Barbara Horn, OD, of Michigan; Steven Loomis, OD, of Colorado; Samuel Pierce, OD, of Alabama; Christopher Quinn, OD, of New Jersey; and Andrea Thau, OD, of New York.

Marchon Marchon Eyewear, Inc. has announced Micha Siebenhandl has been named to the newly created position of vice president, global house brands. In this new position, Siebenhandl will report directly to Mark Ginsberg, senior vice Micha Siebenhandl president, global marketing, with a dotted line to Claudio Gottardi, CEO and president of Marchon.

Siebenhandl has been with Marchon since 1997, first as a sales agent for Marchon Germany and then as the sales director for Germany, a position he took on in 2002. Since then he has held several senior positions including commercial director of Germany and Austria.

22 | EYECAREPROFESSIONAL | JULY 2011

Optometry Giving Sight Optometry Giving Sight has appointed Mary Anne Murphy, OD of Front Range Eye Associates, P.C., in Broomfield, Colo. to lead its efforts in the U.S. to raise funds for people who are blind or vision impaired due to uncorrected Mary Anne Murphy refractive error. She will replace Vic Connors, OD as the organization’s chair of the U.S. National Committee.

Murphy will help Optometry Giving Sight meet its goals over the coming years to procure funding for projects that will provide affordable and accessible eye care services to people in underserved communities.

Allison Allison S.p.A. has named Giorgio Antichi as chief executive officer and Michele Osti as vice president of worldwide sales. Antichi was appointed by the board of directors to his new role and succeeds Antonio Bortuzzo. He has Giorgio Antichi spent the past five years as investment director of Paladin Capital Partners. Antichi also has significant experience in finance, mergers and acquisition and investments as well as in consumer goods.

Michele Osti succeeds Giuseppe La Boria as vice president worldwide sales. Osti comes from Safilo Group where he was responsible for managing sales to distributors and international accounts, as well as managing the sales process Michele Osti and promotions, sales marketing, the development of new markets and structuring the sales force.

American Board of Optometry The ABO has elected two new optometrists to its board of directors. According to the organization, Robert P. Nyre, OD, and James M. Vaught, OD, were unanimously elected to serve on the ABO board after Thomas L. Lewis, OD, PhD, retired in May. Nyre, a graduate of Illinois College of Optometry, is Movers & Shakers continued on page 24

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currently in private practice in Minot, N.D., where he also serves as the president of the North Dakota Optometric Association and is a past president of the North Central States Optometric Council. Vaught graduated from the University of Alabama at Birmingham School of Optometry and practices in Conway, S.C., and is a former president of the South Carolina Optometric Physicians Association.

Vision West Vision West Inc., the ophthalmic practice management and buying group resource, has added Daniel Frutiger to its sales force as the representative for the company’s Southern California territory. He has a BS in Business Management Daniel Frutiger along with 15 years of experience in office management and executive directorship in the non-profit sector.

Additionally he has 13 years of previous sales experience in the ophthalmic industry serving as an Account Executive with Empire Optical, Express Lens Lab, Viva and CSC Group.

Will Be Missed...

Jonathan Balester, 56, a former president of Balester Optical Co., was found dead in his home in Shavertown, PA on May 26. His death was ruled a homicide and the Pennsylvania state police are investigating the murder. Jonathan was Jonathan Balester born in Wyoming, Pa., to Alison Garland McLeod-Sharpe and the late Fred J. Balester, Jr. A 1972 graduate of Wyoming Seminary, he was president of ABBA Advertising Products, which he operated from his home. He worked in the optical industry for the past thirty-eight years, in Rochester, N.Y. for Main Optical and briefly for Bausch and Lomb. In addition to serving as president of his family’s business, he also served on Balester Optical’s board of directors.

Donations may be sent to the Salvation Army, 729 Sans Souci Parkway, Hanover Township 18706; St. Vincent de Paul Kitchen, 39 E. Jackson St., Wilkes-Barre, PA 18701; Back Mountain Harvest Assembly of God Church, or to a charity of the donor’s choice.

Jacques Morel, 83, one of the driving forces behind the Morel frame company, passed away on May 21st. He was laid to rest at the church of Notre Dame in Morez, France on May 25th.

Although very active with the company, which Jacques Morel marked its 130th anniversary in 2010, Jacques Morel was retired. As a statement noted, Morel, like his ancestors before him and his children today, was “deeply passionate about 24 | EYECAREPROFESSIONAL | JULY 2011

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Open your eyes to Hyaluronate-Gel Technology his profession and totally devoted to his company, industry, family and region,” the latter including the forest of France’s Jura region. A well-known figure in the world of eyewear, Morel was an officer of the French Order of Merit and was involved in representative bodies such as the Syndicat des Lunetiers du Jura and Silmo.

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Hal Rothstein, 74, co-owner and president/CEO of Hirsch Optical, passed away in Melville, NY on June 6 following a lengthy illness. Rothstein was born in Brooklyn, N.Y. and received law degrees from Columbia University and New York University. He became a partner in the firm Rothstein & Weinstein in Melville, N.Y. from 1977 through 2000. He then served as counsel to Ruskin Moscou Faltischek, P.C. in Uniondale, N.Y. where he was a member of the firm’s corporate & securities department. In 1978, Rothstein became a silent partner in Hirsch Optical, a small wholesale laboratory in Farmingdale, N.Y. Hirsch Optical is currently managed by his son, Michael Rothstein and Ken Mittel, the lab’s longtime manager.

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Margaret Furman, co-founder and vice president of marketing for Magic Design/Visual Dynamics Inc., passed away in San Francisco on June 11 following a lengthy illness. She was 61 years old. Magic Design, one of the industry’s long-time retail dispensary display/design companies, was started by Furman and her husband Cy in the early ‘80s. Originally known as Magic Glass, the company specialized in glass showcases for retailers.

But it was in 1983 that the Furmans turned their attention to the optical industry and began to specialize in the design and merchandising business for retail dispensaries. Margaret Furman was a driving force behind the company’s growth which today offers retailers a “total package” design with client services ranging from lighting to flooring and furniture selections.

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Don Williamson, OD, a past president of SECO, died May 23 after a long illness at the age of 69. Williamson had practiced in Cape Coral, FL since 1973, after serving in Bangkok, Thailand, as the chief of eye services for the Diplomatic Medical Mission during the Vietnam War. He graduated from the Southern College of Optometry in 1967. Williamson was president of the Southern Council of Optometrists in 1998, and was also a past president of the Florida Optometric Association. He was recognized by the American Optometric Association as Optometrist of the Year in 1996, and received the AOA’s highest honor, the Distinguished Service Award, in 2005.

Donations in his memory may be made to the Moffit Cancer Center’s Foundation for Pancreatic Cancer Research, UTCFound, 12902 Magnolia Dr., Tampa, Fla., 33612.

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Managing Optician Anthony Record, ABO/NCLE, RDO

ITH VERY FEW caveats mentioned in them, I have read several articles over the last few years touting the benefits of purchasing eyeglasses online, the most recent being “Buy glasses with a click” which appeared in The St. Petersburg Times on June 9, 2011. In the interest of balance, here’s a view with many caveats and only one benefit.

If you or a loved one wears prescription eyeglasses I strongly encourage you to read on.

W

Let’s start with the law. According to Florida Statute 484.001, “the Legislature finds that the practice of opticianry by unskilled and incompetent practitioners presents a danger to the public health and safety [and] that it is difficult for the public to make an informed choice about opticians and that the consequences of a wrong choice could seriously endanger their health and safety...the sole purpose of enacting this [law] is for the protection of the public health, safety, and welfare.”

Buy Glasses With a Click?

Click “Cancel” This article was published in The St. Petersburg Times on July 2nd in response to recent articles written in favor of online optical retailing. The author felt compelled to reach out to the public via his local newspaper to educate them about the pitfalls on online dispensing. Hopefully it will inspire other ECPs to do the same.

A few paragraphs later, ostensibly in order to further protect our citizenry, FS 484.002 states that eyeglasses should not be transferred or dispensed to the wearer, “...until the optician has completed the fitting of the optical device upon the customer.”

This directive is contained in the statute’s very definition of “opticianry.” In the section on violations and penalties (484.013), “to prepare or dispense lenses, spectacles, eyeglasses, contact lenses, or other devices when such a person is not licensed as an optician in this state” is deemed unlawful. In Florida Administrative Code 64B12, which sets out specific disciplinary actions for people and organizations in violation of these rules, the penalty is up to a $10,000 fine and loss of licensure, that is, the person’s livelihood.

So the state of Florida, in all its infinite wisdom places all these restrictions (and more) on how its people purchase prescription eyewear. Meanwhile, anyone with a computer, Internet access, a credit card, and half a brain can circumvent all those laws and rules, and without consulting a professional licensed by the Department of Health, place an order for prescription eyeglasses at a myriad of websites. Due to the fact that most of these entities are headquartered out of the state or country, and that most of the glasses are made overseas, they are governed by the laws of Interstate Commerce only and fall between the cracks of the state’s authority. In plain English you can purchase your eyeglasses online, and from a legal standpoint probably Continued on page 28

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nothing bad is going to happen to you. Which begs the question: Just because you can do something should you? I think we’d all agree that the answer to that question often times is a resounding “no.”

There are many interesting things for sale on the Internet.

During a recent surfing session I discovered dozens of sites selling in-home, do-it-yourself Pap smears. I don’t know about you, but I would prefer my wife and daughter consult a licensed gynecologist when it comes to administering and interpreting a procedure designed to detect cervical cancer. Likewise, I saw an impressive site that was selling a do-it-yourself spine manipulation and Chiropractic booklet and DVD for $99. If I were suffering from chronic or intense back pain to the point I would consider that, I think a trip to my local, licensed chiropractor would be in order.

But seriously, let’s consider the wisdom of purchasing prescription eyeglasses online. In case you haven’t figured it out, I think it is a terribly bad idea. Before I lay out my reasons why, let me make two things perfectly clear. First, I DO have a horse in this race. In the interest of full disclosure, I have been a Floridalicensed optician for more than 25 years. I have a private practice in Pasco County (Max Optics), and my wife is also a Florida-licensed optician. In addition, I have been a lecturer and provider of continuing education for eye care professionals in this and many other states.

Second, if your ONLY concern is economic – purchasing cheaper eyeglasses regardless of the risks involved – read no further, you will probably not be convinced. Just promise me one thing: If and when something bad happens to you physically (God forbid, you damage or lose your eyesight) good luck finding someone to hold responsible other than yourself.

It would be awfully difficult to sue some nameless, faceless somebody operating somewhere deep within Thailand, for example. Second, if and when the glasses you receive get loose, need repair, adjustment, break, or if you’re not seeing as well as you hoped you would, do not consult a flesh and blood optician to assist you. Instead, wrap the glasses up with a note, and send them back to where you purchased them for assistance or repair. That seems like a fair enough request. After all, if you bring them to your local optician say for a screw, and while replacing it, the screwdriver accidentally slips and seriously scratches your lens – who is responsible? So here are a few reasons why I think you should think twice about Internet eyeglass purchases: Impact Resistance – Safety. In the United States there are strict OSHA (Occupational Safety and Health Administration) and ANSI (American National Standards Institute) standards when it comes to spectacle lenses. Minimum thickness guidelines to ensure maximum impact resistance are strictly adhered to.

28 | EYECAREPROFESSIONAL |JULY 2011

Many optical retailers and labs have applied even stricter standards (especially for kids), again, to ensure maximum protection. That’s not necessarily so in other countries. Last year I had a man in my shop who wished to purchase one lens to replace one that had shattered when he dropped his glasses on a linoleum floor. Upon inspection I noticed that the other, unbroken lens was incredibly thin – to the point that I could flex it so that the edges almost touched one another. Thank goodness the lens had broken when dropped, and not while he was wearing them in front of his eyes. If an object such as a small pebble had hit the lens while he was wearing them, I guarantee they would have shattered into many small pieces, some of which would have almost certainly damaged his cornea. He had purchased them online.

Comfort and Fit. Despite the technological allure of virtually “trying on” frames via a picture on your computer screen, without ever actually trying them on, you can never be sure of a comfortable fit. Although they might look attractive on screen, often when they finally arrive the frames are too loose or too tight. The temples (sidepieces) are too short or way too long.

Perhaps they’re too heavy - they slide down your nose. Those are just some of the chances you take. At that point, you have a few options: live with it, send them back, or try to adjust them yourself. Again, no self-respecting optician would want to do it for you. Why? First, it’s not fair to the “paying” customers who are also waiting for his or her service. Additionally, an initial consultation and initial personalized fitting, along with any necessary repairs and adjustments are part of the purchase price. Therefore, send them back to where you purchased them.

Comfort is not the only consideration when thinking about “fit.” When you order glasses from a qualified professional, part of the initial consultation is determining your pupillary distance or PD (the distance between your pupils in millimeters) and if you wear bifocals a multi-focal height or MFH (the distance from the deepest geometric point on the frame to your lower lid or middle of your pupil). If the PD is “off ” just a few millimeters, it will result in unwanted, un-prescribed horizontal prism. This problem could manifest itself in varying degrees of double vision, stress and strain, and general discomfort. The amount of prism and discomfort is compounded with regard to the overall strength of your prescription and just how far off the measurement is. I have personally seen PDs of glasses purchased online off by as much as 10 mm. To give you an idea of how far off that is, it’s like you ordered pants with a waist measurement of 32, and received pants with a waist size of 37.

Good luck with that fit.

Inexplicably, most online eyeglass sellers don’t even ask for the MFH measurement. Apparently they guess, or figure that onemeasurement fits all. Trust me, it doesn’t. I sold more than a dozen pairs of bifocals yesterday, and every MFH was different!

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As far as the PD is concerned, some of these sites give you instructions on how to do it yourself, or advice on how to weasel the information out of a local eye care professional.

By the way, neither the PD nor the MFH are considered part of your eyeglass prescription. They are considered ancillary measurements and again, accurately determining them is part of the initial consultation.

Final Inspection and Adjustment. Even after all that, assuming the measurements and frame fit are both perfect, unless the frames are personally fit to your head and ears after the lenses have been mounted, they will not perform optimally. This potential problem is also compounded by the severity of your prescription. But even with mild prescriptions, if you are wearing a progressive, no-line lens, this final fitting is crucial. If the fit is skewed 1 or 2 mm either way, your vision will suffer.

Additionally, before wearing them, it is critical that an eye care professional double check to make sure the prescription in the eyeglasses exactly matches what was prescribed by your eye doctor. If it doesn’t (and sometimes even the finest lab makes an error) they need to be remade before you begin to routinely wear them. Buying your glasses from a licensed professional helps to ensure that all this is done.

Quality and Service are Remembered Long after Price is Forgotten. Generally, when it comes to the countless number of online eyeglass sellers there are two categories: First, the ones that sell their products really, really cheap. For those websites I would remind you of an old cliché your mama taught you

many years ago: If it’s too good to be true, it is. In other words, saving a few bucks is one thing, but if a website is selling eyeglasses for what seems like pennies on the dollar, those are the glasses that are more likely to be dangerous. They’re the ones that probably have many of the characteristics explained above.

The second type of online seller offers products a little below what you would pay in a bricks-and-mortar establishment.

Now, I can’t speak for all the eye care professionals out there, but allow me to let you in on a little secret that is especially true in today’s economy: If you were to go into your local optical shop and say something like, “I saw this Vera Bradley frame online, and with the kind of lenses I want, when everything is considered, it would cost me $60 less than you’re asking if I bought them on the Internet. Is there anything you can do?”

I bet you most opticians would match the price or at least meet you in the middle. Now you have a win-win situation. You save a little money and get all the benefits of in-person, customized service, and the optical establishment gets the chance to establish a new-customer relationship.

In another old cliché, someone once proverbially said, “The eyes are the window to the soul.” In many ways, I think we’d all agree on that one. And in terms of all of our precious senses, which one would you be most devastated by if it were lost? For most of us, I think the answer would be sight. With all that in mind, think long and hard about what you allow to be the only barrier between your eyes and the outside world. I don’t know about you, but for myself and my loved ones...only the best. ■

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The Mobile Optician Ginny Johnson, LDO, ABOC

Walk me around the dispensary Sell me some glasses and contacts I don’t care if my insurance ever pays me back Let me spend, spend, spend all I want to If you don’t it’s a shame For it’s one, two, three strikes You’re out At the (eye)ball game It’s eyecare season, are you ready to get off the bench and play some ball?

Our team is determined to win the Most Valuable Practice (MVP) award this year which requires outstanding performance from every position.

New patient on deck! Batter up!

The first pitch of the game is thrown by our everybody friendly receptionist who loves to put a positive spin on communication. She’ll treat you like a

winner regardless of the position you play. She works hard to make sure we cover all the bases during practice and keeps up with the daily patient roster.

The first patient up to bat is watching very closely as his stats are entered into the computer. He knows nothing about the game or what to expect from our team. He is here today because lately he can’t see the score board without squinting. We will have this guy feeling like a champion by the time he leaves practice today.

We believe all of our patients should have a grand slam experience. It keeps them from being putout by playing around with those minor league teams online.

Disappointing patients that come out to support our team requires us to change our strategy from time to time. Patients are excellent score keepers and often like to play by their own rules. Every team will have curve

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balls to dodge in order to keep their rankings up and their patients on a winning streak.

Here are a few curve balls to watch out for: Be careful not to over promise on the expected delivery date of your patient’s eyewear order. Speak in terms of business days to patients. If you don’t practice on weekends, let them know their order may take a short stop until Monday morning when it resumes play.

Contact lens patients may be set up for automatic home plate delivery through your practice’s website. That way your patients will avoid those curve balls of running out of lenses and long line drives to the practice during rush hour.

Discovering that your patient’s frame is on backorder for whatever reason is a curve ball that can cause you to go down swinging. Most frame reps are designated hitters and will go to bat for you to find the exact frame and even do a nationwide search for it. Keep your patient in the know so they don’t walk and take their business elsewhere. Your last out is to look at another line up and pick a different winner. Do whatever it takes to keep the patient from getting choked up and backing you into a hot corner.

Before passing the new eyewear, put it through the visual white glove test.

Visual White Glove Test

• Make sure that the lab costs/charges/fees/bill plays well with your retail pricing • Check and tighten all screws • Inspect lenses closely for defects (scratches, gaps, crazing, waves, edged too large or too small, etc) • Check frames for scuff marks, stress or weak points, warpage • Make sure grooved and drilled lenses are mounted securely and are the correct shape and size • Adjust frames (four point alignment, face form, retroscopic tilt, pantoscopic angle and tilt, vertex distance) Give patients their Certificate of Authenticity cards for Transitions, progressive lenses, branded frames and sunglasses.

Make sure that the branded no-glare cleaning cloth being dispensed is the same brand that the patient is actually wearing.

Some players get a wall climbing feeling when there is a delay of game due to the whether.

Whether or not the coach will recruit more players always pops up on the list. If you are just sliding by with your current team, practicing without time outs, playing extra innings and overtime, then it’s safe to say you need to recruit.

Whether the patient will be cool or get warmed up when they discover their vision insurance plan has no real sweet spot. Play softball instead of hard ball with these patients.

• Match the lab invoice to your practice’s RX order form • Patient’s name • RX (from OD or MD coach) • PD (monocular, binocular) • Lens design (SV, bifocal, trifocal, progressive, occupational, anti-fatigue, computer, etc) • Seg height, fitting height, OC height, wanted or unwanted prism • Lens material (CR39, trivex, poly, hi index, glass) • Frame information (model number, name, color, A, DBL, B, ED, temple length) • Lens treatments (no-glare, photochromic, polarized, mirror, etc) • Special instructions (50/50 bevel, roll and polish, ET, CT)

Whether you should answer the office phone that is ringing or help a patient that walks in at the exact same time. I always root for helping the patient first and returning the phone call ASAP. If you can’t answer the phone by the fourth ring then let it go straight to the press box for further review.

Sometimes the coach may lose track of time or get stuck with a chatterbox patient.

Do your best to practice poised urgency when this happens.

Most patients will understand and not have a problem waiting if they see their favorite team is working hard. It’s worth the wait to them and there is no where else in the World Series they would rather be. If you have wild card or slugger that is getting impatient then you may need to tap on the coach’s door with your stopwatch and call him/her out.

Game over. ■

• The umpire at your lab will tell you it’s safe to trust them to verify those freeform lenses that are out of the league of your practice’s equipment

JULY 2011 | EYECAREPROFESSIONAL| 31

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Dispensing Optician Judy Canty, ABO/NCLE

Who’s Your Rainmaker?

A person who generates income for a business or organization by brokering deals or attracting clients or funds.

—GOOGLE DICTIONARY

T

HE CONCEPT of a “rainmaker” has traditionally been associated with large law firms or corporate entities. It’s that one person who has developed the skills, persona and reputation to bring business (rain) to a firm allowing it to grow.

Many business owners, and eye care professionals are no exception, believe that they can be their own rainmakers. Believing that clients or patients will flock to their offices for the sheer joy of being seen. They are wrong. Rainmakers don’t usually stay in one place long enough to become an owner. They are there to accomplish a mission and then move on to the next one.

John Sanders blogs at jobisms.com and has identified 5 characteristics of rainmakers.

1. They have a long “MSA” list.

MSA is an acronym for Made, Saved or Achieved. Rainmakers are proud of their accomplishments and will not hesitate to brag about them on a resume. Don’t be fooled by a list of accomplishments that seem too grand for the position held.

A rainmaker can do more with less in a shorter amount of time than the average employee.

and will bring that curiosity to the job, constantly investigating the why’s and how’s of the practice, constantly looking for ways to do things differently, faster, better—whatever. They not only know how to ask the tough questions, they know how to deliver the answers in terms of value.

2. They have a solid pedigree.

4. They look the part.

They have all the necessary certifications or licenses and continually upgrade their skills and knowledge. The rainmaker will have a solid network of professional associates and will have proved their skills in more than one location. Do not confuse them with “job-hoppers.”

3. Rainmakers will ask a lot of questions about the job, the future of the job and the practice during the interview.

The depth of the questions can be off-putting, but resist the temptation to go on the defensive. The rainmaker is curious 32 | EYECAREPROFESSIONAL |JULY 2011

Rainmakers thrive on accomplishment. They are professionals and will look the part. If you’ve checked their stats and verified their accomplishments, a true rainmaker will look almost too good to be true.

5. Rainmakers change jobs, but not industry or career.

A rainmaker is an expert in their chosen profession. They take the time to hone their skills and are constantly updating and expanding their networks within the profession. Rainmakers Continued on page 34

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bring a wealth of experience and best practices from their previous positions.

stream of challenges for them to meet. There is no joy in the status quo for a real rainmaker.

Rainmakers will join an organization and stick around as long as there are challenges and opportunities to meet. Some will become leaders, while others prefer to work in the background.

All of them want to make it rain and then call it a day.

“If you give them the status quo to manage, they will quit out of some Darwinian need to survive the doldrums of repetition or ignorance.”—JOHN SANDERS

If this sounds like (insert name here), is (insert name here) still working for you?

No, why?

This is an entirely new breed of employee. They live and die by their accomplishments and when there are no challenges or they are not allowed to do what they do well, they leave.

Because they accomplish so much, most managers try to get more and more from them, micro-managing until they become frustrated and disengage.

Smart managers give rainmakers a task and then get out of the way.

If (insert name here) is still on the payroll, count your blessings and start allowing him or her to flex those creative muscles.

Meet with your management team and decide what you can change, what you need to change and what you just have to live with. If you’re not tracking office statistics, it’s time to begin.

This could be the perfect way to get your rainmaker started. Use your computer system to throw up as much information as possible and allow (insert name here) to digest it. Allow him or her freedom to identify areas of improvement. Don’t take the information personally, becoming defensive will stop a rainmaker cold. Is there a single project that will have a positive impact on the entire practice? That’s the project that a true rainmaker lives for. Decide on the goal and then move out of the way.

Be mindful that rainmakers are not usually long-term employees. They may stay 1 or 2 years, occasionally 3, then leave for the next challenge, unless you can provide a steady

You may be asking yourself why. Why do I need a rainmaker?

My practice is fine, my systems are working, my staff is happy and the appointment book is pretty full.

“If you’re not moving forward toward your goals, you are moving backwards. There is no standing still.”—LLOYD IRVIN, WORLD CLASS MARTIAL ARTIST, COACH, MARKETER AND BUSINESSMAN. Current economic conditions require more than just cost-cutting and penny-pinching. It requires imagination, creative thinking and, above all, flexibility.

Think you can’t afford to hire this mystical rainmaker? Who on your staff meets Sanders’ 5 characteristics? Who meets most of them? Who has singular skills in a specific area? Use the staff you have, or begin to replace a complacent staff with new hires that have specific skills sets.

We are heading into the last half of the calendar year, traditionally our slowest season. The opportunity is now to examine your practice from the inside out.

Scary, right?

Of course it is.

No one wants to look too deeply, lest they discover too many mistakes or opportunities missed. However if you follow Eleanor Roosevelt’s advice and “Do something every day that scares you,” soon nothing you uncover will scare you, only push you towards the next challenge.

Hire a rainmaker, or grow one from within your practice. Allow him or her to flourish. Don’t be sad when the rainmaker leaves.

Now you know how to find or grow another one. ■

Progressivelenses.com 34 | EYECAREPROFESSIONAL | JULY 2011

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We use the highest quality lenses from the following manufacturers:

Today, it’s easier than ever to order all your RX’s from I-see Optical Just go to iseelabs.com, click on order now, click on i-see quick order, fill out RX, press click, and we process your order.

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You can also fax your order, to 1-800-348-isee(4733).

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Become a fan on Facebook.com/i-see optical lab. Also visit us on Twitter.

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The Technological ECP Lindsey Getz

Email is the Future of Practice Communication—Are You on Board?

At Manhattan-based Park Avenue Laser Vision, email allows the practice to provide timely responses. “People want things right away—not tomorrow, not next week, but now,” says King M. Harrison, Perfect Vision LASEK coordinator at the practice. “[With email] we are able to communicate in a fashion that is ideal for our busy market. The world is so fast-paced and everyone is so busy. The more effective way to communicate is by email.”

Email has also allowed Park Avenue Laser Vision to keep their patients up to date. The practice tries to send out email updates twice a month. It’s been a means for advertising some of the promotions and activities taking place at the office, such as monthly seminars where the public is invited to come watch a live LASEK procedure.

NOWADAYS IT’S PRETTY rare to find someone who doesn’t use email. Though some seniors may have been slow to adopt its use, over time it’s become a multi-generational form of communication. And now it’s becoming a form of medical communication as well. Whether it’s through email blasts or newsletters, or even one-on-one communication, there’s no doubt that more medical professionals are connecting with patients via email.

For Brooklyn, NY-based Park Slope Eye, email has become the main mode of communication. In fact, it’s how the practice even books appointments. If you call Park Slope Eye, patients will be directed to an online scheduler or to email the practice.

Since all of the staff is accessible via email, the patient gets almost an immediate response. Justin Bazan, OD, the practice’s owner and regional director of Vision Source, says he’s found that patients prefer this form of communication. “It’s all there in black and white,” he says. “There’s no more ‘What were my benefits again? Or ‘When did you say my glasses would be in?’”

But the practice wants to take their email efforts even further.

Currently Park Avenue Laser Vision is considering a move to Constant Contact, one of many email marketing solutions out there. “It’s a trusted service with a history of providing timely, legitimate email correspondence to multiple industries,” says Harrison. “By using Constant Contact, we feel we will be able to reach our patients efficiently and effectively, all the while respecting their space and not having them mistake us for SPAM.” Privacy and Security One of the considerations to keep in mind when using email is the patient’s security and privacy. It’s important that information transmitted via email remain safe. Tony Sterrett, practice administrator for Price Vision Group in Indianapolis, Ind., says that the practice takes these concerns seriously— occasionally even more so than patients do. “We sometimes get general questions posted to us through our Facebook page but Continued on page 38

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because of HIPAA concerns, we do not answer their questions publicly,” explains Sterrett. “Those people are directed to call our office.”

When it comes to email, Sterrett says the same precautions are taken. The practice uses an encrypted email service. “We recognize that many people prefer to communicate via email, but it is imperative to follow HIPAA regulations,” he says. “The only acceptable way to use email is if the communication is encrypted. We use a patient portal which can be accessed through our website. The patient clicks an ‘Online Clinic’ button on our main webpage and creates an account. Then they login and ask their question. Our portal also allows patients to enter their medical history, demographic information, chief complaint, medication list and insurance information. Certain staff members in our practice receive notification emails letting us know we have a request. We login to our account to read the message. It is a safe system but does add a step to the flow of communication.”

Sterrett says there are a variety of options on the market for practices seeking a patient portal with encrypted email. Price Vision Group utilizes a product by Sophrona. Sterrett says that encryption essentially works by “locking” information so that only authorized individuals can access it. “By creating an account the patient uses a unique ‘key’ that only we can decode,” he explains. “That way, in the unlikely event that a message in intercepted, it cannot be read by anyone other than that particular patient and our practice. If there are practices who are still communicating through standard email, it is only a matter of time before they have an unfortunate information leak.”

The Way of the Future As more practices move toward emailing, there are some benefits to be discovered. For one, Bazan says that using email as the primary mode of communication has eliminated the need for a person dedicated to answering the phones. That’s been a big time savings for the practice. And it’s also helped cut down on the practice’s “no show rate.” “We email our patients once they make the appointment which allows them to automatically add it to their iCal calendar [or other online application],” says Bazan.

Harrison also feels that email helps keep the practice on the cutting edge. He believes that practices that refuse to adopt new technologies are eventually going to become obsolete and that it’s important to embrace the same technology that patients are using. “Society has moved into an electronic age and communication has to be quick and efficient,” he says. “Email is the most efficient way to get information to our patients and they appreciate being updated in real time.”

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While there are certainly some important considerations to bear before using email as a primary form of communication, there isn’t much doubt that its usage will only continue to grow.

Still, it won’t replace the need for human interaction and faceto-face time at the office. “I think it is inevitable that practices will need to adopt email as one form of communication with their patients—but not the only form,” says Sterrett.“Obviously it will never replace a face-to-face visit with a doctor. Physicians or their representatives should be wary of dispensing medical opinions without stating that the patient should come in for an examination to confirm their diagnosis. There is also a customer service aspect. People will reward practices who offer encrypted communication by going into the practice and becoming patients. In many cases it is the beginning of the doctor/patient relationship. When they eventually take action, they’ll go where they feel welcome and appreciated.” ■

Increase Your Email Marketing Effectiveness Here are a few techniques that email marketers can do to increase their open rates. Removing non-responsive list members and fine-tuning the subject line can increase your open rates significantly.

Removing non-openers does not instantly mean more openers, but it does mean fewer non-openers, and the ISP’s will see this as improved engagement, which in turn may result in better inbox delivery. Better inbox delivery = more opens! Make a clean break from any list member who opted-in six months or more ago and who has not opened your message in the last six months. Now if this seems a little harsh, you can always put these members into a special list and from time to time send them a special message inviting them back by highlighting the value of your marketing newsletter or special email offers.

Anyone who opens these special mailings can be moved back to the openers’ pool. Pruning your list of non-openers is suggested by most of the ISP’s as a way to build engagement, which is a key to better inbox delivery.

Working on two aspects of an email’s subject line can convert a quick glance into an open with interest. Take a look at a subject line used in 2010. Draw a line after the 35th character, and ask yourself: in the first 35 characters did I identify the organization and did I build in some urgency? If the answer is not yes and yes, then chances are people are skipping over your message.

Keeping the subject line short and to the point will also help list members who are viewing your messages on mobile devices that sometime truncate subject lines. A great way to know if your new subject is effective is to give it a test with a small segment of your list. If you see an increase in the open percentage, then you have a winner.

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The Fashionable ECP Laura Miller

Roll out those Lazy, Hazy, SLOW Days of Summer Using “down” time to your profitable advantage

would normally use anyway, their loyalties may flee. This is a fantastic way to finally beat out the competition and create a new patient base.

2. Sun Specials: Offer a discount on sunwear. Explain the value of good eye protection and have a wide variety of sunglasses for purchase. How could your patients say no to fashionable and functional sunwear offered at amazing prices? Have plenty of 6-base frames in stock so your patients can easily Rx them, bringing more profits to your business. This is also a fantastic way to move your contact lens patients to your optical shop. Once they are there, they may see opportunities for fun and funky back-up glasses as well.

3. Offer Packages: People like things neat and clean and tied up with a bow. Find a deal on some frames and package them with lenses for one great price. Be sure to include in writing all that is offered in the package. Once they are in the dispensary, offer them some “add-ons” to stimulate more profits.

as it another summer of just “surviving” in the frame world? Did you see a lot of patients, but they were just not buying anything new? Did patients cancel due to summer vacations leaving your books less than full? Let’s face it, there are certain months in which business slows down and we need to work harder and smarter to keep our profits rolling in or just to stay “afloat.” If this sounds like your practice, here are some suggestions and promotions to get your business from “surviving” to “thriving” during the slow times.

W

1. Use the Internet: If frame sales are down, start a local marketing campaign on websites such as Groupon or Living Social. Offer half-off frames with eye exam and lenses. When people see “half-off ” of a service that they

40 | EYECAREPROFESSIONAL | JULY 2011

4. Get your Reps Involved: Many frame companies are offering summertime specials and promotions to help stimulate your business. Take advantage of these. Most frame companies have great ideas; your reps may get paid for them. For example, if your representative is having a free gasoline promotion; take it down to your patients. Freebies are attractive to everyone. Have you ever thought of offering a $50.00 gas card for every new order?

5. Have a Show: Ask your representatives about a trunk show. This is usually a low-cost way for you to get your current and prospective patients in the door. Invite a few representatives from your best lines, get some drinks and light snacks and send postcards to your patients. Have the representatives do all the selling and get your patients involved. Ask your rep if there are any incentives they can give away such as a free pair of sunglasses and offer a

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raffle for everyone who participates. A good trunk show can be planned and operated in as little as one month, depending on your client base.

6. Offer Education: With Back to School sales already here, children’s vision correction may be weighing on their parents minds. You might find many patients are asking about sun damage or signs that their children need to have their eyes tested. Ask questions and find some main concerns that your patients may be having and use that for the basis of your next ad campaign. Advertise in the local paper or send a letter to your patient base announcing a community service class at your office. Serve snacks and drinks and do not make it more than 1 hour. Offer specials such as $25.00 off an eye exam after the seminar to get these patients making an appointment. If this is successful, you might want to make this a quarterly event.

7. Go Crazy with Fashion: There are so many fashions out there in eyewear. You are cheating yourself if you don’t have some of them peppering your boards. Do you have any clear, zyl frames? These are hot right now and it seems that every company has a couple in their lines. Are your boards all brown, gunmetal and gold? Add some color. Bright reds and blues are big in the fashion world and they will be sure to attract patients to your optical. If you have more of a conservative base right now, try some matte colored-frames that will take away the shine and shimmer of bright colors for some more “wearable” looks. Don’t be afraid to try some fashion risks! They might pay off.

8. Redecorate: If you have some down time with fewer patients booked, think of the future and redecorate your

office. Whether you choose to use some extra marketing tools or completely renovate your office, anything new will attract patients. Even if your business is slow and money is tight, ask your reps if they have any displays, posters or marketing materials. Some of this may be free of charge or can be added with your regular orders. If you have been thinking about big time renovations, now is the time to do it so you can recharge for the busy fall months.

9. Keep Patients Informed: Do all your patients know each and every service your practice offers? Keep them informed by using table tents, signs and banners. Print up all your services on handouts that the patients can take home. The more information your patients have in hand and in writing, the better. Invest in some refrigerator magnets or pens for them to take home. Make a menu for all the services offered. If you are trying to get more children in the practice, let your patients know that your office enjoys seeing kids. Your patients will never know unless you tell them.

10. Get Out on the Town: Is your office involved in the local community? If not, get out there and get involved.

Service work is a great way to get your name out there and to show you care about the community. Offer free vision screenings for the elderly or get into some schools for children. Sponsor a local team and get your name on the t-shirts. Whether in a small town or a large city, the more people see your name, the more likely they will call you.

Don’t let the summer heat get you! If the business does not come to you, it may be time to go out there and find it! ■

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Second Glance Elmer Friedman, OD

How Do You Solve a Problem Like Glaucoma?

Among one of the newer ideas for glaucoma control is the concept of stem cell injections into the eye to halt or reverse this insidious disease. Researchers have already reported success in rat experimentation and hope to start trials in humans within the next five years. The method involves harvesting stem cells from the patient’s own bone marrow and creating a solution that enables the substance to be injected into the back of their eye. This prevents further degeneration of the optic nerve and retina. This method can also transform the tissues into new optic nerve cells, reversing damage and improving eyesight.

Professor Keith Martin, a neuroscientist at Cambridge University, U.K., said, “Finding treatments to reverse blindness is no longer in the realm of science fiction. We have concentrated on glaucoma because it is so common, but there are quite a few diseases that affect the optic nerve such as inflammatory diseases, so it can be used in those cases as well.” The team has had success in halting glaucoma in rats and reversing it to some extent. They are still working on the ultimate objective; how to cure blindness.

There are 300,000 people in England diagnosed with glaucoma.

However, the total number of sufferers is said to be double that size and the majority of victims are over 40 years of age.

The condition is described as the cause of damage to the optic nerve fibers and retinal tissue preventing normal transmission of signals to the brain. Loss of sight from the narrowing of the visual fields due to the increased intraocular pressure are the expected complications.

Professor Martin feels that this new technique would be of special benefit to two groups of glaucoma patients: those diagnosed with advanced glaucoma and those who developed it early in life. Existing treatment that lowers the ocular pressure works well for most people, but as a preventative measure was

ineffective with advanced glaucoma. Dr. Martin also added that lowering ocular pressure alone could not stave off the effects of glaucoma over years or decades.

Dr. Dolores Conroy, research officer for Fight For Sight says, “Advances in stem cell technology are likely to revolutionize treatments of diseases like glaucoma.

We must invest in this research field now so that treatments to save and restore the sight of millions of people are available in the future.”

To add to glaucoma treatment concerns, the 2010 issue of The Journal of Ophthalmology reported a study that states glaucoma patients who have lost some or most of their sight are not using their glaucoma medication eye drops properly. This leads to a waste of costly eye drops and possible bottle contamination. In a study of 204 glaucoma patients, all of whom were visually impaired and had already used eye drops for more than six months, the participants were videotaped while trying to administer a single drop into their worst seeing eye.

A survey was completed about their use of the eye drops. It was found that only 71 percent were able to get a drop into the eye.

Only 39 percent did so without touching the bottle to the surface of the eye. Of the 142 patients who said they did not touch the eye with the bottle, 24 percent actually did, according to the videotape evidence. Some were getting multiple drops in the eye instead of the one drop they were instructed to instill. Also, people over the age of 70 not surprisingly experienced more trouble than the younger participants. The authors recommended that more thought be given to the ability of a person to self administer eye drops before glaucoma eye drops are prescribed. They also recommended that better ways of instilling eye drops be found.

Taiwanese researchers have discovered yet another dilemma for glaucoma victims. They found that people with glaucoma are more likely to have additional serious health problems. The conclusion is based on a nationwide study in Taiwan that compared the medical records of 76,673 people with open angle glaucoma (OAG) with the records of 230,019 people without Continued on page 44

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OAG, matched for age, gender and other factors. Results showed that more than half of the people with glaucoma had elevated blood pressure and more than 30% had either diabetes or high levels of unhealthy fats in the blood.

Overall, the glaucoma patients had at least a 3% higher prevalence of these diseases plus strokes, liver disease and ulcers. One of the causes of glaucoma is thought to be as a result from abnormalities in the blood vessels and circulation that nourishes the optic nerve, the eyes and the brain as well as the remainder of the body parts. These abnormalities can also be linked to the other diseases found in the glaucoma patients.

The result of the Taiwan study appears on the American Academy of Ophthalmology website.

An advance in the attempt to control intraocular pressure was announced by Allergan in September of 2010 as the FDA approved Lumigan 0.01% treatment for OAG or ocular hypertension. Compared to the existing Lumigan 0.03%, the change is a reformulation that, in a three month patient study, lowered intraocular pressure (IOP) up to 7mm of mercury from a baseline (quite a significant drop in pressure), and this with only one third the exposures to the active drug, bimatoprost. A lower drug exposure often results in fewer complications from the drug. However, Allergan’s press release did not mention such reductions for the new formula. It is mentioned that the side effects from bimatoprost may include conjunctival hyperemia, eyelash growth and increased pigmentation of the iris, the eyelids and eyelashes.

corneal curvature. A similar procedure was covered in an EyeCare Professional article which appeared in our September, 2008 issue titled “Electronic Contact Lenses.” The article described a contact lens with circuit sensors that responded to pressure changes. The new concept utilizes sensors that respond to corneal curvature changes due to IOP increases.

This is accomplished by means of a chip that transmits the gauges readings wirelessly to an external receiver that is worn around the patient’s neck.

However, researchers believe that improvement is necessary to develop a contact lens chip circuitry that should be completely transparent. This technology does hold significant promise however. Normally, an eye doctor would take intraocular pressure measurements during a daytime appointment. Pressure tends to be at its lowest then, so that the overall picture of the patient’s condition is incomplete and doesn’t reflect the pressure spikes that may be occurring at other times during the day or night.

The contact lens chip transmits the readings throughout the day which would give the doctor much more detailed information on the patient.

The device may be able to monitor high risk people who do not as yet have glaucoma. This would possibly catch the disease in the early stages so treatment can commence promptly to minimize vision loss. Currently, the new device is available only in Europe.

Dr. Dolores Conroy, research officer for Fight For Sight says, “Advances in stem cell technology are likely to revolutionize treatments of diseases like glaucoma.

Results of a different sort were reported in the July 2010 issue of The Journal of Ophthalmology, authored by researchers from the University of Toronto. They state that a “head up” sleeping position may keep IOP from spiking at night. For those who have high pressure it is suggested that they try sleeping with an extra pillow under the head. In a small study of 17 glaucoma patients with controlled IOP and new disc hemorrhage, researchers compared their IOP at regular intervals while asleep and lying flat and while asleep and lying in a 30 degree head up position. They discovered a reduction in the IOP of 20 percent or more in 35 percent of the subjects, with 16 of the 17 patients having lower IOP in this position than in the lying-flat position.

Measuring and monitoring changes in eye pressure has a new twist via a European contact lens called Triggerfish. A Swiss company called Sensimed uses sensors that measure changes in 44 | EYECAREPROFESSIONAL | JULY 2011

Green tea lovers will be pleased to learn that recent documentation reports how the eye’s lens, retina and other tissues absorb antioxidants which are found in green tea. Until now, it was unclear whether green tea elements really did make their way from the digestive system to the eye tissues. A study was conducted in which laboratory rats drank green teas and were found to have significant amounts of individual antioxidants called catechins in their eyes. Researchers stated that the oxidative stress reduction that resulted from the antioxidant absorption lasted for up to 20 hours. The study was published in the American Chemical Society’s Journal of Agricultural and Food Chemistry in April, 2010.

It is easy to see that we have made great progress in the area of glaucoma detection and treatment. The road has not been an easy one and many bumps and barriers lie ahead of us. Many researchers have seen their efforts battered and bruised as the struggle ensues. It was Will Rogers who said, “Good judgment comes from experience, and a lot of that comes from bad judgment.” But in the end, the struggle of a few researchers will likely benefit us all. ■

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

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

The candidate must have a Master’s Degree, be ABO and NCLE certified and licensed in New York State in Ophthalmic Dispensing. Substantial experience in a responsible position in the field is a must. The ideal candidate will b e well qualified to teach Ophthalmic Dispensing, Business Management and Retail Organization, Ophthalmic Fabrication, Anatomy and Physiology of the Eye, and Optics. Prior teaching experience at a college level in opticianry is preferred, as well as excellent communication and computer skills. Experience in curriculum development, instructional technology and innovative pedagogy desirable. .

HOW TO APPLY E-mail cover letter and curriculum vitae to: ISR@citytech.cuny.edu Subject line must read: Vision Care Technology EQUAL EMPLOYMENT OPPORTUNITY The City University of New York is an Equal Opportunity Employer which complies with all applicable laws and regulations, and encourages inclusive excellence in its employment practices.

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—

Nova Optical Laboratory

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Essilor to Build New Technology and Innovation Center Essilor of America has broken ground on a new 43,000 sq.-ft Innovation and Technology Center in Farmer’s Branch, TX. Scheduled to open in April 2012, the facility will enable Essilor to combine its research and development and engineering resources under one roof, the company said. “By relocating the current R&D center with 50 employees in St. Petersburg, FL to Farmer’s Brand, Essilor will create a center that represents the company’s commitment to R&D,” a statement said.

Farmer’s Brand Mayor Bill Glancy and Chamber of Commerce president Fred Ferguson joined Essilor senior executives Essilor of America president and CEO, John Carrier, and Essilor International corporate senior vice president of Research and Development, Jean-Luc Schuppiser, among others, at the ceremonial groundbreaking of the new center last month.

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INDUSTRY QUICK ACCESS

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ACCESSORIES • CASES • CONTACT LENSES • DISPLAYS • DISTRIBUTORS • EDGING SERVICES • FRAMES / CLIP-ON SETS EQUIPMENT (NEW / USED) • HELP WANTED / BUSINESS SALES • INSTRUMENTS • PACKAGING • MANUFACTURERS OPTOGENICS Overnight Service on AR & Digital Jobs AR’s In House: Crizal, AR24, AR15, Zeiss

NOW AVAILABLE: Shamir Digitals

OPTOGENICS is a Full Service Surfacing and Digital Lab

UPS Shipping Overnight Saturday Delivery = NO Extra Charge

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• Photochromic Coating Technology • High Index 1.67 • Exceptional fading speed • Available in Single Vision and KODAK Unique Progressive Lens www.corning.com/ophthalmic

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

JULY 2011| EYECAREPROFESSIONAL | 47

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

Optogenics.com 800.678.4225 • Fax: 800.343.3925

The powerful, fast-reactive photochromic lens.

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INDUSTRY QUICK ACCESS

EYECAREPROFESSIONAL

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

The Premier Laboratory for

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In House Digital FreeForm Lenses

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

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

Preview our Collections at national-lens.com Please email your letter of interest to db@avglens.com or Call 954.730.9244 x221

Asia Pacific Trading Co. Inc. Wholesale of Sunglasses & Optical Frames

SALES REPS WANTED Experienced, Independent sales reps, for a high fashion optical frames & sunglasses line

FOR SALE Optical Dynamics Q2100 lens caster system. . . . . $500000 Optical Dynamics lens casting monomer . . 50% .OFF . . . . . . $25485 Ultra Optic Mini II scratch coater . .excellent . . . . .condition . . . . . . $799500 Chemalux AR coater (model 150A) . . . . . . . . . . . 8500 $

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EYECAREPROFESSIONAL

INDUSTRY QUICK ACCESS

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

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request info & sample www.safigel.com promo code EFIA

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Print too small?

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

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

Call 877.274.9300 for info and catalog.

CE

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Last Look Jim Magay, RDO

Empowering People with

EyeWriter SO LIFE HAS BEEN GOOD TO YOU. You’re middle aged and in good health – nothing that lightening up on cheeseburgers and beer wouldn’t take care of in a few weeks.

You have full mobility, you can drive, get yourself to work, and even have enough manual dexterity to straighten a pair of glasses that were stomped on by a very heavy foot. Imagine the alternative. Debilitating injuries, wasting diseases, the inability to walk, use your limbs, or communicate with the world.

For us ECPs that would be a near impossible thing to overcome and for Tony Quan – an LA based graffiti artist (also known as Tempt One), he thought the end of his career was signaled when he contracted ALS or as it is more commonly known – Lou Gehrig’s disease. All would be lost but for a group of dedicated software developers and an invention named the EyeWriter.

In 2003 Quan was diagnosed with the disease, leaving virtually every muscle in his body paralyzed except for his eyes. So Zach Lieberman of the Graffiti Research Lab and other developers started working on the EyeWriter (www.eyewriter.org) in an attempt to create low-cost, open-source hardware and software for eye tracking to help Quan draw again.

As Lieberman tells NPR’s Liane Hansen, eye tracking devices usually have hefty price tags. “Commercial eye-trackers, to get a device is $10,000-$15,000,” he says. The EyeWriter is estimated to cost about $50. He and his hacker colleagues have a do-it-yourself kit for building an EyeWriter that starts with a pair of sunglasses. For Lieberman’s prototype, he bought a pair from a vendor at Venice Beach.

50 | EYECAREPROFESSIONAL | JULY 2011

“Then we assembled a kind of wire frame that holds a Webcam, a small camera that we’ve mounted close to the eye,” Lieberman explains. “We’ve written software that tracks the eye, and then we calibrate with [Quan’s] eye movements and the computer screen.”

So for the cost of an iPod the artist can plot points and from that create letters, color them, extrude and shade them in many ways.

“EyeWriter is an ongoing research project from Graffiti Research Lab, a collective of artists, urban pranksters and hackers who stage multimedia interventions around the world,” says Maria Popova of Brain Pickings Newsletter. “Many of them were among Tempt’s closest friends, which made his diagnosis as much a devastation as it did an inspiration to intervene through innovation. To select a tool or color, he ‘clicks’ by holding his gaze over it for four seconds.”

“He also ‘clicks’ by pausing his gaze for four seconds over the desired tool, then draws by moving his gaze around the canvas screen,” adds Maria. “Rather than saving the artwork in traditional JPG or GIF image formats, which have a number of limitations, output is saved in a GML format – Graffiti Markup Language, a new open-source format developed specifically for EyeWriter. Tempt then uploads his work to a server, from which his supporters have pulled it wirelessly to digitally project Tempt One ‘eyetags’ onto everything from high rises in Los Angeles to Tokyo’s city halls to the riverbanks of Vienna.” ■

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EXPAND YOUR FIELD OF

THE COMPLETE EYECARE EVENT

EDUCATION: SEPTEMBER 21–25, 2011 | EXHIBITION: SEPTEMBER 22–24, 2011 Las Vegas, NV | Sands Expo & Convention Center | www.visionexpowest.com

LENSES & PROCESSING TECHNOLOGY

MEDICAL & SCIENTIFIC

EYEWEAR & ACCESSORIES

CONTINUING EDUCATION

BUSINESS SOLUTIONS

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