EyeCare Professional Magazine July 2012 Issue

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SPORTS RELATED EYEWEAR / PAGE 6 MY ONLINE BUYING EXPERIENCE / PAGE 12 July 2012 • Volume 6, Issue 55 • www.ECPmag.com

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DON’T CALL IT A NEW PROGRESSIVE DESIGN. Saying this is a new progressive design would CF BT NJTMFBEJOH BT TBZJOH UIF TNBSUQIPOF XBT just a new phone.

Hoyalux iD MyStyle progressive lenses are revolutionarily better. Patient issues are caused by the add power being placed entirely on one side of the lens and forcing individual adaptation to pre-existing designs. iD MyStyle are the only progressive lenses to: t 4FQBSBUF BOE PQUJNJ[F UIF BEE QPXFS UP UIF GSPOU BOE CBDL surfaces of the lens t /PU CFHJO XJUI PS NPEJGZ B QSF FTUBCMJTIFE MFOT EFTJHO t #F VOJRVFMZ EFTJHOFE GSPN UIF XFBSFST QSFGFSFODFT history and experiences

Let your patients make the call with

'PS NPSF JOGPSNBUJPO DPOUBDU ZPVS )0:" SFQSFTFOUBUJWF PS WJTJU XXX UIFIPZBGSFFGPSNDPNQBOZ DPN

2012 HOYA Corporation. HOYA and HOYALUX iD MyStyle are registered trademarks of HOYA Corporation. The HOYA Free-Form Company is a trademark of HOYA Corporation.

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JULY 2012

EYECAREPROFESSIONAL

Vol. 6 Issue 55

Features 6

Courtesy of Kaenon

Contents

Magazine

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

by ECP Staff

12

MY ONLINE BUYING EXPERIENCE Every ECP should have a better understanding of the threat that online dispensers pose to their business.

6

by Anthony Record, RDO

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SELLING SPORTS EYEWEAR Protect your patients against ocular injuries and increase your practice’s bottom line.

by Lindsey Getz

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CONTACT LENSES FOR ATHLETES The great majority of patients that you fit for contacts are involved in some sort of athletic activity.

by Corrie Pelc

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MAXIMIZING YOUR POTENTIAL Some practical tips on building and maintaining a successful practice in this challenging environment.

by Judy Canty, LDO

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DINING IN THE DARK A popular restaurant features diners eating in the pitch black while being served by blind waiters.

by Elmer Friedman, OD

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

Departments EDITOR/VIEW .....................................................................................................4 INDUSTRY PROFILE........................................................................................22 MOBILE OPTICIAN .........................................................................................26 THROUGH THE LENS .....................................................................................38 MOVERS AND SHAKERS.................................................................................40 INDUSTRY QUICK ACCESS............................................................................42 ADVERTISER INDEX .......................................................................................44 LAST LOOK .......................................................................................................46

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EDITOR VIEW Jeff Smith

EYECAREPROFESSIONAL

Magazine

Winning with Sports Eyewear!

IT MAY BE SUMMER NOW, but the trend towards healthier living trend means that sports eyewear and sunwear still has its place in every dispensary, no matter what time of year it is. But before selling any niche product like sports frames, it is important to come up with a plan on how to reach your target market.

For instance, do your athletic customers tend to be older golfers or tennis players; do you get many little leaguers, or how about cyclists and scuba divers? The best way to find out the athletic activities of your clientele is simply to ask them. If everyone working at the dispensary is on the same page, you should be able to find out the needs of your patients.

Even for the non-active patient, sporty clothing is always in style, so it’s only natural for people to choose accessories that complement the athletic looking clothes they buy. Sports eyewear is one piece of an accessories wardrobe for patients, and appealing to the many aspects of daily life is an effective sell. People tend to want a sporty look, and then a separate pair of dressy frames, which provides a great avenue into multiple pair sales.

It’s always good to offer products that your competition doesn’t, so please refer to our EyeStyles section on page 6 to see the latest in Sports Related Eyewear. Once you have decided which lines you want to sell, it’s time to think about advertising. The standard strategies would include marketing in local or national media outlets with print or online promotions, coupons, etc.

But the key is to entice those who have already ventured into your store. Take advantage of the POP materials made available by the various manufacturers.

Posters and displays of famous athletes modeling a particular eyewear line can be especially effective.

Sponsoring a local little league team is a great way to help your community and promote your name and products. Some sports teams even require protective eyewear, and you could offer a team discount, which would certainly bring people in for other potential purchases. Check around at your local country clubs and gyms, and see if you can provide sports eyewear specific to their requirements. Even if they already have athletic eyewear, they may be in need of Rx assistance.

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

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

EDITORIAL OFFICES 111 E. Pennsylvania Blvd.

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

by OptiCourier, Ltd. Delivered by Third Class Mail Volume 6 Number 55 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.

For Back Issues and Reprints contact Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com Copyright © 2012 by OptiCourier Ltd. All Rights Reserved For Subscription Changes, email: admin@ecpmag.com Scan this barcode with your smartphone to go to our website.

Helping the community, keeping your dispensary hip, attracting younger patients, increasing your bottom line – sports eyewear is a market well worth exploring.

For more on the subject, please see Lindsey Getz’s “Sports Eyewear for the Generations” on page 14.

4 | EYECAREPROFESSIONAL | JULY 2012

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SPORTS Related Eyewear 1. REM Eyewear The new Converse Star Chevron Eyewear Collection is crafted for maximum impact with bold styling, riveting color contrasts and the Star Chevron graphic logo on the temple. The Buzzer Beater sports the new Star Chevron design concept, with temple tips and nose-pieces crafted in a comfort-grip rubber in contrasting colors and a solid rectangle with a curvilinear wrap. www.remeyewear.com 2. Kaenon The result of a “function first” focus, HARD KORE™ is the ultimate performance sunglass — a testament to the company’s commitment to Kore Performance™ design and engineering. This fresh design is lightweight, incredibly durable, and intuitively integrates with the natural form of the wearer’s head shape while accommodating different facial features. www.kaenon.com

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3. Eyeking The UA Core S – powered by SWITCH patented magnetic interchange lens system® – uses high-energy magnets embedded in the lens and frame to allow you to swap lenses quickly. The unique air flow technology directs air flow through the lens to keep the wearer cool. UA Core S offers a premium secure fit through adjustable temples, the adjustable nosepad, three-point grip and cushioned hinge. www.eyeking.com

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Cutting Edge Performance & Style

4. Rudy Project Rudy Project’s new mask-style sunglass, the Revenge, is perfect for dynamic sports that require comfortable, reliable and lightweight eyewear. The semi-rimless, shield platform design gives you unobstructed view while maintaining maximum protection and the Quick Change™ system ensures perfect visibility in all light conditions, making it quick and easy to interchange lenses to suit specific weather conditions. www.rudyprojectusa.com

5. OGI Frames The executive style of the Jefferson Sun was inspired by the legendary look of European Formula One race car drivers, looking for optimum coverage as they maneuver the countryside. The Jefferson Sun boasts an impressive color palette including Black, Dark Tortoise, Butterscotch Tortoise, & Antique Crystal. Jefferson is also available as an ophthalmic. www.ogiframes.com

6. ic berlin! “wegweiser” is a new frame from our current “winterreise” collection, which contains 14 frames (sun and prescription). The screwless wegweiser combines ideas and perfectionism: the glasses are elementary and naked. In the same way, they are as much off the wall as suitable for everyday use, precisely manufactured and nearly unbreakable as they are flexible, and in addition, light as a feather. www.ic-berlin.de

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EYESTYLES

SPY

Engineered for every shade of long haul, the Rivet offers a convertible ride with more options that a Belgian ale house.

The Rivet offers a semi rimless hybrid design combining fashion and technology and features SPY’s Patented Scoop® venting system, 8-base ARC® lenses with anti-fog, hydrophobic and oleophobic coatings and a flexible Grilamid™ frame. www.spyoptic.com

Pro Design Denmark

Charmant

PUMA Eyewear PU15146P – This high performance sporty sun style has a unique special feature. Each frame comes with not one but two pairs of lenses. The black-rimmed mounted lens has polarized lenses. The spare lens is trendily mirrored and rimmed in the same color as the frame body. Rubber inlays and the dynamic PUMA logo complete this exclusive, dynamic style. www.charmant-usa.com

Kenmark Optical

The award-winning Zense series now comes in four new colors for model 7343 and eight colors for model 7350. The front itself is quite classical in shape, the temples are slender and hand-polished to achieve the completely streamlined look that is in harmony with the rest of the frame. The long end tips are made of rubber in vibrant, sporty colors. www.prodesigndenmark.com

Revolution Eyewear Revolution Eyewear continues to raise the bar on magnetic clip-on styles with the REVOLUTION SPORT for optical. A rubber temple coupled with our patented bottom mounted magnetic sun clip-on will surely help your game. Featured is the REVS01 in Bronze Brown. All magnetic clip-ons can be special ordered for 3D viewing, and soon to come, specialty lenses for specific sports. www.revolutioneyewear.com

The TMX Pylon is a modern metal style with integrated spring hinges and double injected rubber temples, featuring dual tone colorations. Available in colors: Black, Gunmetal, and Navy, in sizes: 49-15-135 and 51-15-140. www.kenmarkoptical.com

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EYESTYLES

Mykita

The first MYKITA MYLON collection marks the foundation of a new product segment in the eyewear sector: luxury sports fashion. These are glasses that redefine the border between the worlds of fashion and sports. All MYLON models boast extreme stability, low weight and outstanding durability. The key is a polyamide-based patented material that can be individually adjusted to the wearer. www.mykita.com

Liberty Sport

Allison America

Logo is a performance sporting eyewear in which Zero RH+ continues blending a mix of avant-garde technologies, lightweight materials and modern design. This style, weighing less than an ounce, features the new polarized lenses POLAR HD Zero RH+, which offer a superior high-definition contrast and color enhancement. The new polarized lenses POLAR HD offer 100% UV protection and come with an antireflection treatment as well as an internal and external hydrophobic and oleophobic coating. www.allison.it

FGX

One of the newest additions to the Liberty Sport F8 Street Series line, the “Daydream” features authentic design inspired by a fusion of sports performance and street art. Most F8 frames are tested to withstand the ASTM F803 impact resistance standards for basketball, handball, paddleball, racquetball, squash, lacrosse, and tennis when fitted with the appropriate polycarbonate lenses. www.libertysport.com

Adidas Eyewear Original style meets modern comfort with the new conductor model from adidas. Like all adidas Eyewear, the conductor is fashioned from high quality material to ensure perfect fit and comfort.

Lightweight materials are used to maintain minimum weight for maximum comfort.

Polycarbonate lenses provide 100% UV A, B and C protection and are scratch-resistant. A unique temple design and adidas original logo print on the lens finish off the original look. www.adidas.com/eyewear

Field & Stream – Redfish: A classic rectangle frame front meets slender acetate temples with a matte finish. The “F&S” logo is subtly engraved for added texture. Camouflage and tortoise are nature-inspired finishes. Perfect for the weekend warrior or avid outdoorsman. Available in Satin Black with Matte Black/Camo Temples, or Satin Brown with Matte Tortoise Temples, in Size: 53-17-135. www.fgxi.com

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Sports Related Eyewear can help provide an edge to athletes who are looking for ways to increase their performance, while looking fashionable.

Dragon Alliance

Bollé

The Chrome H2O is a performance lifestyle sunglass made of floatable materials. It is the perfect sunglass for water-sports including surfing, stand-up paddle surfing, fishing and active sports lifestyles. It has a universal fit for a large variety of faces and is a perfect mix of style and performance. www.dragonalliance.com

Designed for elevation enthusiasts, the Alpine series is Bollé’s newest sport-specific collection. Rainier, one of the four initial Alpine models, features: b-Clear (Trivex) lenses, vented frame, and Thermogrip nose pads and temple tips. It’s Rxable and available in colors: Holographic Silver, Shiny Red, Shiny White, Satin Dark Gray. www.bolle.com

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MANAGING OPTICIAN Anthony Record, ABO/NCLE, RDO

My Online Buying Experience AS SO MANY THINGS DO, IT STARTED OUT INNOCENTLY ENOUGH. I WAS TEACHING A CONTINUING EDUCATION SEMINAR ENTITLED “OPTICIANRY ONLINE.”

sually I present the latest and greatest apps and learn about some new ones from attendees. We discuss the best educational, occupational, and informational websites related to the practice of opticianry. We then spend a few minutes during the class doing what I’ve been advising ECPs to do for the past ten years. We went web surfing for a few minutes, thinking like a patient or customer.

U

So...we did an Internet search for “prescription eyeglasses...”

Our attention was immediately drawn to a pop-up ad that touted, “As seen on CNN...your first pair is free!” That was quite different from the other “free” offers, which were mostly BOGO (Buy One Get One Free) ads. Someone in the back of the class shouted, “Click on that...that’s what a layperson would do.”

I agreed, so I did. Remember, this is all taking place in a CE class with my computer screen being projected on a 10’x10’ screen behind me, and nearly 100 ECPs participating.

Sure enough, there was pretty, smiling girl saying that “buying glasses from Coastal.com was awesome!” and that indeed, “Get your first pair of glasses FREE!” So I clicked on the “Frames for Men” link. There were 317 frames from which to choose. In the interest of time I chose the first one to catch my eye (pun intended), which was a style I’d never heard of. It was retro-looking zyl frame called Derek Cardigan 7004. We became a bit incredulous because underneath the picture of the frame it read “Your low price: $98.” Hmm. Still, we kept going.

Rather than just going to a particular website, we opened our browser (Yahoo) and did a search for “prescription eyeglasses.”

What happened from there I believe is something every ECP should experience, so I will try to recreate the experience for you in the following paragraphs. Although I’m sure my personal opinions may creep into and be obvious between the lines, I will strive to be as impartial and factual as possible. It is my hope that you ponder the implications of this experience for you, your practice, and our industry...and govern yourself accordingly.

12 | EYECAREPROFESSIONAL | JULY 2012

(I should also tell you that the site continually gives you the option of trying the frames on virtually {by superimposing them over a photo}, and giving you the option of “trying them on at home.” When you click on that link it simply explains that you have 365 days in which to return the glasses if you don’t like them – and they’ll even pay for the shipping.)

It was available in seven different colors, but I chose basic black.

I then clicked the “Continue” button. The site then sought to educate me so that I could interpret and read my prescription, and PD. They provided a list of Eyeglass Rx Terms, as well as the following information, and we even watched a video explaining the nuances of the prescription:

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How do I measure my pupillary distance (PD)?

If your eyeglasses prescription does not indicate your PD, you will need to measure it yourself since PD is a required measurement when making eyeglasses.

Follow these simple steps to measure your PD at home: 1. Place a millimeter ruler up against your eyes, resting it on the bridge of your nose.

2. Line up the starting point, 0 mm, with one of your pupils.

3. Look straight ahead in a mirror or have someone else read the ruler. If someone else is reading the ruler, they should be at the same height as you.

4. Write down the measurement in front of your other eye – that’s your PD! 5. Repeat these steps 2 or 3 times to ensure accuracy.

Have questions? We’re here to help at 1-866-XXX-XXXX Although I was offered many premium options such as more “durable” lenses for an additional “$19.95, compare at Lens Crafters for $215,” or “Thin air lenses” for “$29.95, compare at Lens Crafters for $215,” or “Ultra Thin Lenses” for “$49.95, compare at Lens Crafters for $415,” I went with standard lenses for “free.” I was offered many other options such as sunglasses and Transitions.

Interestingly, I could have added a “Premium Anti-Reflective Coating,” UV protection, or scratch-resistance for $9.95 each, or $19.95 for all three. I declined them all. (Note: Where I live in Florida, a valid prescription must be presented to order glasses or contacts in any optical establishment. The website never asked if I possessed this. I could have typed anything at all in the Rx boxes.)

After typing FIRSTPAIRFREE in the promotional code box, sure enough the totals readjusted to $14.90 for shipping and handling. I entered my credit card number and we were done.

That was a Sunday at about 3:00 pm. On Tuesday, at about 1:00 pm my doorbell rang. It was my friendly UPS delivery man. My glasses had arrived! They came in a hard case, they fit fairly well.

The prescription and PD was perfect. Although I had ordered “standard” lenses these seemed like polycarbonate lenses and they definitely had an AR coating. Included also was a cleaning cloth and a screwdriver/repair kit.

Perhaps the most interesting part of this whole transaction was the information on the enclosed invoice. Underneath Coastal.com’s logo was the tagline “The World’s Largest Optical Store.” There was also a street address in Blaine, Washington, and a toll-free phone number. So I called to get directions to the “store.” A woman named Rhea answered and explained there

wasn’t actually a “real store.” That address was simply for “admin and insurances purposes. We are an online seller only.”

The backside of the invoice was most interesting. It listed customer service contacts by giving an email address, toll-free numbers both domestic and international, and toll-free Fax numbers both domestic and international. The return and warranty policy (which was pretty liberal) was clearly explained.

Perhaps the most interesting thing was listed under “Eyeglasses Care.” Here’s what it said: A screwdriver is provided to tighten the screws of your eyeglasses.

Should you need to make further adjustments call: 1-866-XXXXXXX or take them to a local optical store. Most stores will adjust eyeglasses free-of-charge!

As I said, I think every ECP should have an online experience of their own, to more effectively and professionally position themselves to co-exist with the internet retailers. If that’s a little too much effort, I would at the very least encourage you to re-read the last eight words of the last paragraph. By the way, the exclamation point at the end of the sentence is theirs, not mine. If that’s too much effort, here they are again: “Most stores will adjust eyeglasses free-of-charge!” ■

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Sports Eyewear and Sunwear

MARKETING OPTICIAN Lindsey Getz

Sports Eyewear for the Generations The ic! berlin, winterreise is entering its 2nd round. the first glasses were launched in january. the 2nd part of our current collection follows at milano’s mido. inspired by schuberts famous song cycle influenced by our musical company culture including an own choir. the whole ic! berlin winterreise sounds just like that… frozen tears (“gefrorne tränen”) on the river (“auf dem flusse”) waiting for the flood (“die wasserflut”)... the weather vane ("die wetterfahne"), signpost (“der wegweiser”), will-o’wisp (“irrlicht”). out of the delusion (“täuschung”), into the dreamo f spring (“frühlingstraum”). a stormy morning (“der stürmische morgen”) have the courage (“mut!”) to rest (“rast”) don’t risk to look back (“rückblick”) look! the parhelions (“die nebensonnen”) relaxation. good night (“gute nacht”)! the mix of acetate and sheetmetalglasses looks fabulous and ...also sounds just like that! poetic. tuneful. rough.

Each generation has their own sports needs, but with the right approach you can reach them all.

If you want your patients to think of you when it comes to getting their sports eyewear—and not the local sporting goods store—then there are some key considerations to take into account. Sports eyewear is certainly not a “one size fits all” product.

With not only so many different athletes participating in a variety of sports, but also varying needs for each generation, selling sports eyewear to your entire patient base can be somewhat of a large undertaking.

But it can also pay off.

For the Little Ones Sports eyewear for kids is a critical area. If you want to focus on one specific area of sports eyewear instead of carrying frames for everyone, this might be the ideal place to focus. According to the National Eye Institute, sports injuries are the leading cause of blindness in children. In fact, every 13 minutes an ER in the United States treats a sports-related eye injury. It is an eye care professional’s duty to remind parents that their kids should be wearing protective eyewear. It’s believed that sports eyewear may prevent as much as 90 percent of sports-related eye injuries. For example, in Canada, eye injuries related to ice hockey were decreased by 90 percent after certified full-face protector and headgear became mandatory in organized amateur hockey.

Basketball and baseball have been said to cause the most eye injuries, followed by water sports, racquet sports, and hockey.

Acceptable eye protection for athletes playing sports like racquetball, baseball, or basketball is made of polycarbonate and has closed lenses and sports frames. According to the Wills Eye Institute, it’s not the ball causing so many injuries in basketball (basketball causes about 2,500 eye injuries in children ages 5 to 14 and is responsible for 32 percent of eye injuries in teens and young adults) but rather the fingers or elbows of players. These types of injuries can typically be prevented altogether with the right eyewear.

Selling sports eyewear to kids needs to be done through the parent. The parents are the ones who are making key decisions for their kids and they need to be educated on the importance of encouraging their kids to wear eyewear. Children may be more reluctant or even forgetful about wearing eyewear so it has to be encouraged through the parent. Wearing sports eyewear each and every time that child steps on to the field should become as common as wearing a helmet every time he or she rides a bike.

Teens & Young Adults With self-conscious teens and young adults, sports eyewear can sometimes be a tougher sell. Fortunately, many of the products on the market today are attractive and even selfconscious teens don’t mind wearing them.

And since this population is typically active in sports—both for fun and for school—it’s another critical area. Unlike young children,

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musician - wearing ‘die nebensonnen’

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the parents of teens and young adults aren’t always making their decisions and may not be as influential in selling sports eyewear. However, this generation is smart and pitching the benefits of sports eyewear directly to them can be beneficial.

When selling to teens and young adults, safety is obviously important. But this population also cares about looking good in their eyewear. They might be more interested in brands like ic! berlin, Rudy Project, Oakley, or Bolle that have that name recognition factor. And fortunately, all of these brands carry a great variety of products for different sports needs.

And remember, even if your patients are no longer in school, they may still be active in sports. Just-graduated patients in their 20s and adult patients in their 30s are often actively involved in recreation clubs and other organized sports opportunities including softball leagues, volleyball, and basketball. There’s also been a resurgence of “playground sports” with adults, such as kickball, and these types of recreational leagues are forming throughout the U.S. Ask your young adult patients what types of sports they participate in on the weekends and after work and you may be surprised to find out just how active your patients are staying. Pitch them eyewear that will not only protect their eyes, but will also enhance their game. Even though it’s typically just “for fun,” this generation still cares about competing at a high level.

Boomers & Seniors It’s not at all uncommon nowadays for individuals to stay active well past retirement. And today’s baby boomers and seniors aren’t just golfing. They’re playing tennis, doing water sports, skiing, and even playing in leagues for sports like basketball and

volleyball. For some eye care practices, the older generations are bringing in the most sports eyewear business. Seniors in particular have a lot of time on their hands. They’re typically retired and they’re using that retirement to stay active and participate in a variety of recreational activities.

Like other generations, this group does care about remaining competitive. Sell your patients on a product that will improve their game. Boomers might be interested to know that a polarized lens will help take the glare off the water and increase their ability to participate in water sports. A senior might like to know that certain frames will provide protection from the wind while they play tennis and that photochromic lenses will increase the perception of contrast, helping them to follow the ball better.

A lot of seniors are spending much of their time outdoors— particularly in the summer and in regions with year-round warmer climates. These patients may have a problem with cataracts and will be particularly aware of protecting their eyes from the sun.

Know your Patient Obviously making a sales pitch for sports eyewear is easier for anyone when you know what your patients participate in, so consider surveying them. Ask each patient to fill out a quick questionnaire that will help educate you on their interests. Even if they’re not an active sports participant you may find out that they have other outdoor recreational interests like gardening or boating that would make sunwear a great pitch for them. Get to know your patients a little bit better and it may pay off in helping you target a great sales pitch. ■

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CONTACT LENS CORNER Corrie Pelc

Prescribing Contact Lenses for Athletes WHETHER YOU REALIZE IT OR NOT, NINE TIMES OUT OF 10 THE PATIENT YOU ARE PRESCRIBING CONTACT LENSES TO RIGHT NOW IS AN “ATHLETE.”

“Roughly defined, just about every patient is an athlete in some way or another,” explains Dr. Steven Hitzeman, clinical associate professor, director of residencies, and director of the Sports Vision Program at Indiana University School of Optometry. “Most of the people who come in are walkers, bikers, they play golf, they might play tennis, they might throw horseshoes. So really the vast majority of the people that you see could be defined as athletes in some respect.”

Dr. Donald Teig – who practices in Richmond, CT, and sees patients ranging from dancers from the Joffrey Ballet to aviators – agrees and says in the society we live in today, people are involved in athletics and recreation to a huge degree. “When they have a passion for a sport or something recreational ... those people have a demand for high performance vision,” he adds. “(And) it runs the gamut from the professional elite athlete to the 7 or 8 year-old kid who’s playing baseball or ice skating – it’s that all encompassing.”

Setting Up To find out just how active your patient is to determine what type of contact lens would fit their needs the best, Dr. Fred Edmunds, who runs a sports-vision only clinic in Rochester, NY, and is secretary-elect for the American Optometric Association’s (AOA) Sports Vision Section, says it’s simple – just ask.

“I ask most people if they play any sports and it opens up the discussion,” he explains. “You’d be amazed how many people participate in some type of sport, even if it’s working out, and they may never have thought or considered contact lenses.”

Dr. Hitzeman agrees, saying this is where the importance of a case history comes in. “The most important part is to determine what this person does in their free time and determine

what kind of performance-enhancing things you can do with a contact lens to make them better at whatever they do,” he adds.

Dr. Teig recommends adding more sports and recreationspecific questions to the patient questionnaire to help get the answers you may need, such as what are the particular demands of the sport the patient plays, such as daytime or nighttime play, and do they find that their vision fluctuates early in the sport to later in the competition. “Just ask a variety of questions that are more relevant, more pinpointed to sports that should not be overlooked,” he says.

Know Your Play Regardless of what type of sport or activity a patient is involved with, when it comes to prescribing contact lenses, Dr. Hitzeman says visual acuity and contrast sensitivity – which he refers to as the base building blocks of the vision pyramid – need to be taken care of first. “If you don’t have good visual acuity and good contrast sensitivity, you’re not going to be able to perform at your maximum abilities in any endeavor,” he explains.

Continued on page 20

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“YOU’D BE AMAZED HOW MANY PEOPLE PARTICIPATE IN SOME TYPE OF SPORT, EVEN IF IT’S WORKING OUT, AND THEY MAY NEVER HAVE THOUGHT OR CONSIDERED CONTACT LENSES.” Dr. Edmunds goes one step further by stating that contact lenses can help improve a performance in regards to eye-hand coordination, dynamic visual acuity, sphere reaction and response, anticipation timing, and peripheral awareness.

Dr. Teig also says convenience is a factor to consider. “Athletes, especially those that travel like college and professional athletes, need lenses that can be take care of conveniently and not be too cumbersome to deal with,” he says.

Dr. Edmunds adds that contact lenses can give active patients the benefit of a more real-world image size, plus not having something in front of the eyes that may get dusty, foggy, sweaty, or could break. “I am very adamant that if they truly want to improve their performance in their sport and they have a refractive error, they need to get the glasses off of their face,” he says.

For Dr. Hitzeman, he tries to put as many people in daily disposable lenses as he can because this way they get a fresh lens every time they put them on. “I don’t have to worry about protein build up (or) debris on the lens,” he explains. “I also don’t have to worry about their contrast sensitivity going down because they have a fresh lens in their eye every day.”

Going for Gold

And there can be visual needs specific to different sports and activities that ECPs should be aware of. For example, Dr. Teig says if a patient is a mountain climber, they will need a contact lens that will maintain great oxygen permeability in a high altitude. Or if they are an archer, high performance vision is a must. “On the other hand, if you are an offensive lineman on a football team, the ability to see crystal sharp may not be as important as a lens that’s not going to come out of the eye considering the contact that takes place in that type of sport,” he adds.

Score Big So what characteristics should ECPs look for in a contact lens when prescribing for active patients? Dr. Edmunds suggests prescribing a contact lens that will not dehydrate quickly, will be very stable on the eye, will not “gunk up” quickly, and will offer excellent optics.

“The key thing in fitting contacts lenses, particularly for competitive athletes, is that the lenses have to be invisible – the athlete can’t know that they’re wearing contacts,” Dr. Edmunds explains. “I don’t want them out on the field, on the ice rink, or tennis court poking it back in place or rubbing their eye because it’s getting a little bit dry.”

20 | EYECAREPROFESSIONAL | JULY 2012

For ECPs that want to add sports vision as a specialty to their practice, Dr. Teig suggests reading up on the specialty, and become aware and knowledgeable about the specific demands of different sports.

“If you start seeing people who play a particular sport, you want to go out to the playing field and see what it’s like to play that sport and be aware of what goes on from a vision standpoint in that sport,” Dr. Teig adds.

Dr. Edmunds suggests ECPs that are members of AOA join the Sports Vision Section. “It’s a group of highly motivated practitioners and most of us are very happy to talk about sports vision,” he says.

And Dr. Edmunds says to recognize that anytime you’re fitting contact lenses, you’re doing sports vision. “I tell people I’m fitting you with contact lenses because you’re an athlete and here’s why you’re going to like wearing contact lenses for your sport, and here’s what I’m doing maybe just a little bit differently than what I might do for your average contact lens wearer,” he explains. “And there you go – you’ve become a sports vision provider, so it’s pretty easy.” ■

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MARCOLIN EYEWEAR Frame Your Style with the Marcolin Difference EyeCare Professional’s Paul DiGiovanni, LDO, speaking with Maurizio Marcolin, Style & Licensing Officer, Marcolin Eyewear.

Please explain how the Marcolin family evolved into the optical giant they are today?

Marcolin was founded in 1961 by Giovanni Marcolin Coffen when he opened the “Crafts Factory” in Cadore, Italy. The company quickly established a reputation for its distinctive style and innovative design. By 1968, “Marcolin Ochhiali Doublé” as it was now known, began to market its eyewear in the United States. As frames were making their mark in the 1990’s as a fashion statement, Marcolin expanded their product selection to include the sunglass market. Today, Marcolin employs more than 1,000 employees and has a distribution network in 80 countries.

What are the major differences between the lines?

The Roberto Cavalli collection offers a fantasy of color, print and style that comes together as a mirage of elegance, refinement and sophistication, inspired by cultures far and wide, while the Kenneth Cole line shows an accessible designer with a conscience, inspired by people, culture and the spirit of New York City. Tom Ford demonstrates a true luxury brand with a reputation of being a trend setter, not a fashion follower. Mont Blanc conveys luxury, allure and exclusivity with attention to detail, drawing inspiration from the colors and trends found in the Mont Blanc accessories collection.

Briefly describe the frames from each of these collections.

Roberto Cavalli’s optical collection offers feminine modified rectangular shapes, along with pillow shapes, bow tie and a few vintage ones. Sunglasses bring many oversized recs and slightly rounded fronts in many variations. The details and embellishments for sun and optical encompass crystals, monogram logos, and metal decorations. Colors range from rose, gold, bronze, gunmetal and ruthenium for metals and black, tortoise, olive green, plums and horn effect for acetate styles.

Kenneth Cole offers mostly classic and vintage shapes for men and women in a variety of ways: wayfarer, cat-eye, rectangular, round, pillow and butterfly shapes to name a few. Colors are muted with matte, brushed and a few shiny finishes for metals. Acetates range from classic colors like black, tortoise and browns to horn, double laminates and gradient shades done top to bottom or from the bridge to the sides. Sunglasses and optical frames mimic each other in color and design, but are different when it comes to shapes.

22 | EYECAREPROFESSIONAL | JULY 2012

Tom Ford offers true vintage shapes with an updated look for men and women. You can find variations of wayfarer styles, soft to extreme cat-eyes, aviators and navigators, club masters, round, rectangles and exaggerated shapes in both the optical sunwear lines. Metal colors vary, offering shiny and matte metal finishes that range from rose gold and brown, to gunmetal, ruthenium and nickel tin. Acetates encompass true vintage shades in dark and light Havana hues, translucent colors with pearl finishes, and special striped and horn effect colors that are specifically developed for Tom Ford.

The Mont Blanc collection provides classic shapes with exclusive designs inspired by its jewelry and writing instruments. Mostly geared towards men on the optical side, the frames come in totally rimless, semi rimless and full rim styles with modified rectangular shapes. Designed for men and women alike, the sunwear styles provide rectangular shapes, aviators, and navigator for the male audience, as well as, large recs and modified rounded shapes for women with the Mont Blanc star as a trademark on every design. Specialized hinges, leather inserts, wood temples and filigree weaving are just some of the sophisticated details that are part of the collection.

What kind of POP is available to ECPs once they purchase the line?

Counter cards, logo blocks and 3 piece displays are available for each brand. In addition with some brands [Tom Ford, Mont Blanc] we offer free standing displays.

We also offer a window display program for each brand which can be tailored, depending on the size of the practice, but usually contains museum mount, glass topped pedestals and a large seasonal image.

What is your target market for each line respectively?

While each brand has core specific demographics, we try not to ‘define’ each brand by age demographics but rather by lifestyle. For example, Tom Ford appeals to a customer who is bold, classic and aware of different trends while Mont Blanc appeals to a consumer who appreciates authentic and well crafted styles and demands exclusive product. Kenneth Cole on the other hand appeals to the socially aware and politically minded looking for a sophisticated yet uncomplicated style. ■

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DISPENSING OPTICIAN Judy Canty, LDO

A verb meaning: 1. To increase to the greatest amount or degree possible: to look for ways of maximizing profit.

2. To represent at the highest possible estimate; magnify: He maximized his importance in the program, minimizing the contributions of the other participants.

3. To make the greatest or fullest use of: Maximize your time by planning ahead.

businesses to prosper in a very challenging marketplace. But what does that mean really? Does it mean a return to the “lean and mean” 1980’s? Or is it the logical way to recover from the excesses of the early 2000’s?

For years, eyewear has been considered an affordable luxury; less than a new house or car, but more than a new suit or some fine jewelry. For most of our patients, the purchase of new eyewear is a luxury, period.

So, the goal may be to maximize your business plan so that your patients can maximize their purchasing power, but how?

1. Become a leader, not just the owner. Brian Tracy (www.briantracy.com) defines this requirement in these terms: “The job of the leader is to establish the vision, values, mission, purpose and goals of the company...The leader’s job is to make the critical decisions that determine the fate and future of the business...The leader must be goal-oriented...The leader must be result-oriented...The leader must be people-oriented, solution-oriented, salesoriented and cash flow-oriented.” Stephen Covey describes them as WIGs and PIGs—Wildly Important Goals and Pretty Important Goals and additionally limits those to 3 of each. His premise being that more than 3 of each is not realistically attainable within a year. (YES, this is a yearly process, just like doing your taxes.)

Maximize may be the word of the decade. We are asking and being asked to maximize our profits, our productivity, even our vacations.

We’re being asked to do more with less, to get the most “bang for our buck”, to develop a strategy that will allow us and our

24 | EYECAREPROFESSIONAL | JULY 2012

2. Develop or re-visit your business plan. You must be absolutely clear about the critical numbers in your business. A business without a plan is a business that will not grow and prosper, simply because there is no attention being paid to its basic foundation. There is always one number, according to Tracy, that is more indicative and predictive of your success than any other and you must decide what it is. Analyze where your money is being spent and its relative value to your overall goals. Review your pricing structure. As costs rise, can you pass them through to your patients in their entirety, or must you accept a lower profit margin to Continued on page 26

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retain your patient base? These are not easy decisions, but they are an everyday reality.

3. Surround yourself with the best people. “The best companies have the best people. The second best companies have the second-best people. The third best companies are on their way out of business. Sometimes, the selection or de-selection of a single person can [make] a major difference on your business results,” Tracy writes. Is a licensed/certified/experienced employee more expensive? Probably. Will the level of training, knowledge and experience he or she brings be an asset?

Without question. Knowledge is power and profitability. Keep in mind that the “free remake” is never really free. It will be reflected in higher initial costs. Cheap labor can be very expensive.

4. Know your demographics and provide them with the best products and services. This is where the rubber meets the road, where you differentiate your practice from your competitors. If you and your closest competition are selling the same products, you have limited options. You can keep lowering your prices or you can lower your costs. No one wins a price war. Not even patients who will eventually become willing to pay more for better products and services.

Differentiate your product offerings, your service levels, even your office décor from your competition. Does your practice need a face lift? Some studies show that remodeling, even with a limited budget, can increase business by about 20%. On a personal note, I used to rearrange my frame boards on a monthly basis and most of my patients believed that my inventory was all new. Even changing displays and office artwork can make a significant difference in your patients’ perceptions. You can offer products that may not be the most recognizable brands, but are ones that you can trust and that you can confidently recommend to your patients if you are willing to investigate your options.

5. Develop a solid marketing plan. So far, you have the best business plan, the best people and the best products and services. Now, how will you drive patients to your door?

How do you position your products and services as the best, most attractive, most desirable available in your area? You and your staff are the living, breathing, embodiment of your practice all day, every day, at work or not. Every staff member should have their own business cards, with their names, certifications and titles.

Work together to develop a one or two sentence description of your practice when anyone asks about it. Every staff member should have the most flattering eyewear, including sunwear. They should know what they’re wearing and why it’s the best.

26 | EYECAREPROFESSIONAL | JULY 2012

If you don’t have a website, get one. Use the services of a good web design service to ensure that your site remains current and is on page one of every Google search.

Embrace social networking, via Facebook, Twitter and Linkedin. You and your staff must be absolutely excellent every single day, at getting the phone to ring, at getting more people to call you and contact you to learn more about you, your products and services. Your patients should be able to recommend you without a moment’s hesitation.

6. Perfect a positive sales process. Too often “sales” is considered a dirty word in a professional practice. In reality, the process of selling is a part of everyday life.

Everything from the Bose radio that wakes you in the morning, to the comfort of the mattress you sleep on at night involved sales. The first key is to be able to create value out of thin air and never be afraid to ask for money. The second is to provide unparalleled service before, during and after the entire process. Steve Wynn, the great Las Vegas developer, has this wish, “that my employees would relate to people not as a customer with an employee, but as two human beings talking to one another...If somehow we could harness that energy, we could change the history of the enterprise and achieve total market dominance in any service business in the world.”

His solution? Storytelling. At the Wynn Resorts, before each eight-hour shift, employees meet in small groups to share their experiences from the preceding day. They answer the question, “Anything happen yesterday that’s interesting?” Each of the stories is published on the Wynn intranet and printed up and posted on the walls of the service areas in the back of the house. “Now”, says Wynn, “everyone goes to work looking for a story the next day.”

You and your staff must be excellent at establishing rapport, identifying needs accurately, presenting persuasively, answering objections, closing the sale, and getting referrals from happy patients.

Maximize your practice potential by becoming a leader, not a boss. Pay attention to your business plan. It’s not a one-anddone, but a living document that needs regular attention and careful grooming. Build the best staff, period. Your staff is the face of your practice. They have more interaction with patients than you ever will. Know your demographics and cater to their needs, not your wants. Be willing to walk away from old marketing techniques and embrace newer technologies for reaching your audience. Stop believing that sales are a bad thing.

Maximizing is really just common sense business practice; knowing what your patients need and how to help them satisfy that need with your services. ■

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Court Upholds Law that Prevents Opticians and Optical Shops from Selling Eyewear and Providing Exams in the Same Location After a 10-year legal battle, a federal appellate court last month upheld a California law that prohibits opticians and optical stores from selling eyewear and providing eye examinations in the same location. The state's business codes permits only ophthalmologists and optometrists, considered health care providers, to provide such one-stop shopping for their patients That law was challenged by three entities representing “dispensing opticians”—Luxottica Group’s LensCrafters chain, Highmark’s Eye Care Centers of America Inc. and the National Association of Optometrists & Opticians—who said that the law violated the commerce clause of the U.S. Constitution, which gives Congress the sole power to regulate interstate commerce.

These restrictions apply to all opticians and optical stores whether the companies are based in California

or elsewhere. In addition, the laws prohibit opticians and optical stores from furnishing, employing or maintaining optometrists and ophthalmologists on their premises, and it prevents them from advertising that glasses and examinations are available at the same location.

In December 2006, U.S. District Judge Lawrence Karlton in Sacramento agreed that the laws were discriminatory and would have allowed opticians and optical chains to offer (and advertise) eye exams in the same space in which eyewear is sold, but a three-judge federal appeals court of the 9th Circuit overturned that decision in 2009. The case was returned to Judge Karlton to decide whether the laws interfered with interstate commerce without being discriminatory. He found they do not, and this decision was confirmed in last month’s unanimous ruling.

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What Can I do to Prevent the Greatest Risk to my Younger Patients’ Vision?

by PAUL BERMAN, OD, FAAO

EYE INJURIES are the greatest risk to our young patients’ vision, according to the National Eye Institute (for persons less than 40 years old). A good percentage of these injuries occur during sports activities. While we spend a lot of time helping to keep our patients’ vision safe, we should be asking how we can better address this most important issue by helping to prevent sports-related eye injuries.

Follow the 3 I’s to protect your eyes.

Inquire. Ask all appropriate patients, “What sports do you play?” Approximately 55% of children are involved in organized sports, according to the Centers for Disease Control and Prevention. For all children with a significant refractive error, the next question is a natural: What do you do in order to see? Suprisingly, in a study

by VSP, 43% of these children take their glasses off.

(Probably so they do not break them.) Think about that.

They are probably less safe now since they cannot see.

This is a great conversation starter. You can also have a one-piece frame holder with point of purchase (available from manufacturers) that shows how sports protective eyewear has transitioned from geeky goggles to eyewear that kids do not mind wearing.

Inform. After asking initial questions, we then complete the exam and prescribe solutions to meet their visual needs. It’s at this time that the doctor tells their patient about the need for sports protective eyewear and answers any questions in relation to the prescribed products’ necessity and value. I find it helpful to prescribe this as protective gear and compare it to shin guards, elbow pads, and correct footwear while asking the rhetorical question “which is more tragic - a bruised shin or a blind eye?” I am not afraid to use the “B” word because there are many cases where we can prevent blindness resulting from sports-related eye injuries.

Following a discussion with my patient, the information is entered into our EHR system as an additional prescription, which also helps to protect you legally if someone does not follow your prescribed eyewear solutions. You may also choose to write it on a prescription pad and use one of the stampers provided by a manufacturer which states, “Recommended Rx Certified Sports Protective Eyewear That Meets ASTM F803 Standards.”

Introduce. The patient is then taken into our dispensary where a member of my staff “introduces” sports protective eyewear at our Sports Eye Injury Prevention Center.

We have many styles and colors to choose from so our patients can select the eyewear that best suits their personal preference and activities. We also recommend

a photochromatic lens as sports are played both inside and out and the frame does look better as light conditions darken. In our office, the objection of “I won’t wear that” has decreased substantially due to improved styles by all manufacturers.

If my staff senses an objection (usually because the patient and his or her parent had not planned on this purchase), they are trained to reinforce the doctor’s prescription for sports protective eyewear. When using the concept of protective gear, we highlight the fact that every 13 minutes a child goes to the E.R. due to a sports-related eye injury. We also mention that 90% of those eye injuries could have been avoided according to Prevent Blindness America.

So, you and your staff have followed the 3 I’s. What else can be helpful? During the introduction stage, have brochures available from reputable organizations like the American Optometric Association (AOA) as well as product information from manufacturers.

At our office, we train our staff using a combination of training videos, an ABO course, and articles about sports protective eyewear. We are also starting a new project where we take digital pictures of our patients wearing protective eyewear to display in our Sports Eye Protection Center while promoting a contest on our Facebook page featuring these patients doing what they love while wearing their glasses. Following the contest, we will feature-post the winner who receives a gift certificate.

Protecting our patients’ eyes during sports activities is not complicated but, unfortunately, is often overlooked.

Have an office meeting and advise a staff person to contact your sports protective eyewear vendor to ask for copies of their training materials/educational resources that you can then use in your office. There is no reason not to. Your patients trust you to tell them what they need. Do not violate that trust. On an ethical, moral, legal and even financial level there is no reason not to prevent the needless loss of sight and blindness that occurs from children going out to play.

For more information: www.thevisioncouncil.org/ecp or email: info@thevisioncouncil.org

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INQUIRE. INFORM. INTRODUCE.

Protect Their Vision. Diversify Your Revenue.

As sports participation statistics continue to climb, the number of athletes who fall victim to eye injuries has the potential to grow at alarming rates. School-aged competitors are particularly prone to eye injuries since their athletic skills (hand-eye coordination, balance, reaction time and speed) are still being developed. Under most circumstances, at least 90% of sports-related eye injuries are preventable with the proper use of protective sports eyewear.

By using the “Inquire. Inform. Introduce.� strategy, you can help young athletes 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 thevisioncouncil.org/ecp or email info@thevisioncouncil.org.

helping you to grow your practice

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THE MOBILE OPTICIAN Ginny Johnson, LDO, ABOC

RECOVER YOUR ROLE Spare your house Save your goals Don’t drag your staff across the coals Find your feet And your fortune can be sold Release, relax, let go And hey now let’s recover your role It’s been 3,836 days since I’ve had a drink.

But who’s counting?

Hitting rock bottom is only defined when it happens to you.

The road to self destruction was becoming more familiar to me until that sunny day in 2002 when I answered my front door to find a dear friend standing there with her drunk, toasted, wasted employee who was wearing pajamas. I had only consumed a few beers so it was obvious to me that pajama momma had a major drinking problem. She walked right past me grabbing my right cheek (face not rear) and squeezing it while slurring words that no one understood.

Here’s what I discovered about addiction in those next few hours: Friend: Would you let her borrow your bathroom since she tried to use my passenger’s seat as a toilet?

Me: Yeah, sure.

Pajama momma: Ha aha, I dids snot.

Friend: I’m sorry to stop by with her but I couldn’t think of anyone else close by that owns a pet taxi.

Me: A pet taxi for what?

Friend: I picked her up from her house and if she doesn’t go to an AA meeting the owners of our company are going to make me fire her. The only way I could get her to agree to go was to bring the cat with us.

Me: She’s going to an AA meeting wearing pajamas and taking her cat?

Friend: Yes, she has no choice.

From the other room I could hear pajama momma bumping into things and yelling that if she needed to go a meeting I did too.

Friend: Do you want to go with us?

Me: LOL! I can’t go to a meeting after I’ve been drinking.

Friend: Sure you can.

Me: No, I can’t but I will follow you outside and help you get her cat in the pet taxi.

Fast forward 5 minutes later and I am sitting in the backseat of my friend’s car next to a pet taxi.

I couldn’t believe that pajama momma thought it was early in the morning at 6 o’clock in the evening.

Continued on page 32

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The meeting was totally disrupted by her obnoxious behavior and I was trying to act like I’d never seen her before in my life.

She fired up a cigarette lighter in an attempt to smoke and screamed as she threw the lighter because it singed her hair. At one point she was in fetal position on the floor. On the way out she was babbling about how she forgot to pick up her chip so she could keep her job. I thought she was joking since she had one in her hand.

After the meeting I agreed to go grab a bite to eat at a neighborhood deli. I guess I hadn’t finished learning my drinking lesson from pajama momma at that point. In all my partying days I had never seen this side of alcohol. I kept thinking about how she’d ruined her life and I would never want to end up like her. By the time we left the deli I realized if I didn’t stop drinking I might end up living in a pet taxi and wearing pajamas in public.

Owning a brick and mortar optical business should come with a warning label: May Drive One to Drink. Looking back on my business I remember at times feeling trapped inside those four walls, six days a week with no way out. With financial support from a higher power (an O.D.) I was able to transfer the patient charts and all of the stress over to him.

4. Has your office become a pile of “who cares” or “where do I start”?

5. Do you walk around like a mall walker looking over everyone’s shoulder when business is slow?

6. Do you have to wait for staff to let you in the building because you don’t own a key?

7. Do you ignore sound advice from the people closest to you?

8. Are you afraid to have meetings because of what you might hear?

9. Do you have patients waiting while you are riding the clock?

10. Do you want to punch the clock when you look at your payroll?

If you answered yes to any of these questions, then let’s work on recovering your role as a business owner by using my never heard of baby steps program. Here’s how it works: The Ten Baby Steps Program 1. The key to your success belongs on your key chain

Today in my work as a self employed Mobile Optician I am given the chance to help other business owners with their brick and mortar business denial. It’s normal to slip up or relapse from what your sponsors or consultants taught you. Admitting that you need help so you can get with the program is half the battle.

2. Be humble

Take this quiz to see if you need to recover your role:

6. Take turns chairing staff meetings

1. Do you find yourself fixating more and more on petty matters?

2. Do you fail to “work direct” your staff and then get angry when things aren’t done the way you think they should be?

3. Have you trained your staff to automatically make up excuses for you when you don’t feel like dealing with patients or messages?

3. Take one day at a time and remember your decisions affect many lives 4. Let go and let staff help make decisions 5. Create fun goals with serious meaning

7. Pay your staff before you pay yourself 8. Know your inventory and how to work the office equipment 9. Keep a For Sale sign handy 10. Don’t drink the kool aid That’s my story, thanks for letting me share. ■

Progressivelenses.com 32 | EYECAREPROFESSIONAL | JULY 2012

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Coburn Technologies Opens its First Free-Form Lab in Colombia

Coburn Technologies, formerly Gerber Coburn, a leader in providing innovative, end-to-end customer solutions to the world’s ophthalmic lens processing industries, has completed the successful installation of the first Coburn free-form capable lab in Colombia at Labocosta S.A. To commemorate the event a plaque was presented to the owner of the company, Mr. Teodoro Tarud, and later to the Labocosta laboratory team.

The new laboratory provided by Coburn includes popular ALPS (Advanced Lens Processing System) installation which is made up of the DTL200 dry-cut free-from lens generator and the MAAT100 soft-tool free-form polisher. This industrial-strength solution will allow Labocosta to produce high quality traditional (sphere and toric) and backside digital and free-form lenses in plastic, high-index and polycarbonate materials.

“The whole system is easy for operators to learn and calibrate,” stated Mr. Teodoro Tarud, owner of Labocosta in Barranquilla, “and produces excellent high quality free-form lenses.”

For smaller volume free-form jobs, Labocosta is also taking advantage of Coburn’s new LaunchPad— free-form process which allows for free-form polishing on a traditional Coburn cylinder machine though use of dry-cut foam laps and special polishing pads.

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SECOND GLANCE Elmer Friedman, OD

A FRENCH RESTAURANT which features customers staring into pitch black darkness has been a big success in Europe, and will soon be opened here in the U.S.A. It has been very popular in Paris, London, Moscow, Barcelona and St. Petersburg (Russia). The restaurants are staffed by blind waiters and are soon to be welcomed in New York’s Times Square.

At first the idea was received as an outrageously bizarre concept, but surprisingly became popular as patrons discover what it is like to be blind and how skillfully the blind servers adapt to their conditions. Edouard de Broglie, the chain’s founder, relates, “I wanted to show that a company where 50 percent of the staff are handicapped can be productive and thrive.”

While “Dining in the Dark” is not the first of its kind, it has spread the fastest. They have served more than one million people at their restaurants. They also have locations in Warsaw, Geneva and Bangkok. The first restaurant originated the title “Blindkuhe” which could mean “blind cow” or “blind man’s buff ” in German. You may take your choice. It opened in 1999 in Zurich, and started a trend in blind dining that spread to France and was copied all over the world. They usually use impaired waiters to guide the customers past heavy black curtains into a pitch black dining room where they are served 34 | EYECAREPROFESSIONAL | JULY 2012

a surprise two or three course menu. One patron said after a birthday dinner at the Paris restaurant, “It’s quite brutal.

You have no idea what’s on your plate and your senses are completely confused. You tend to speak louder. It is very surprising.”

The Paris restaurant opened in 2004. The British press was very harsh. They reported that it was “gimmicky” and that the food was not good. De Broglie responds, “Today, it’s our most profitable restaurant and it is constantly packed.” The New York eatery will offer four surprise menus. One will be entirely secret and the others will be special for meat eaters, vegetarians or fish and sea food lovers. A three course meal with wine will start at $56.00 per person. A typical staff worker is Mohand Touat, who has worked at the Paris location for the past four years.

He starts off for work very carefully, using his white cane to guide him.

Continued on page 36

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Julie, We have an opening today at 3:00 pm. Please call ASAP if you would like to see Dr. Chamberlain. Thank you!

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However, once inside the restaurant he flits from one table to another as the diners shout things like, “Help me, I dropped my fork.” Touat states, “In the dark we’re the ones serving as guides to a sighted public, so we’re switching roles. I feel good here.”

Siegfried Saerberg, from the Department of Sociology at the Universitat Dortmund, Germany is a world class expert in the area of the human element in relation to blindness. He says that the “Darkness Movement” feels that this is a new way of informing sighted people about the needs, wishes and lifestyles of the blind. But neither the blind persons involved nor their sighted visitors assume that blindness can really be simulated by any example or exhibition. Rather, they set the stage for practical contact and communication. The stage acts as a mediator between blindness and sight.

One blind server is quoted as observing, “Sometimes it’s very stressful but it’s also fun, especially when you have really nice guests. That’s kind of wild. There we are the bosses. We are, in a way, superior to the guests. The patrons are impressed how capable we are when working in the dark,” said the server.

“Sometimes there are people who feel strange under the circumstances and feel that the event will not work. We ask them to take a seat and try, anyway. We find that they will feel differently when seated rather than battling in the darkness when just entering the area.”

The act of speaking in the darkness is very important. Blind servers routinely talk to guests about their blindness. Blind servers can tell when the guests are interested in talking about blindness. One employee reports,“You can hear from a distance when people at your table remark that they cannot understand how I can find the plates. If there are only a few at the table, we frequently sit beside the guests.”

One of the most successful presentations of blindness is the staged exhibition called, “Dialogue in The Park.” It presents activity in every day environments, such as parks, streets, a drugstore, a bar and other similar situations. Sighted people carry canes and are led through a course, on foot, in small groups, by blind and visually handicapped persons.

As an example, a young blind woman was introduced as a “blind barkeeper.” Her skills created a sensation and generated admiration. If the exhibition seeks to educate visitors about blindness, it is the purpose of the restaurants to enable guests to “enjoy blindness.” (The quote comes from the restaurant itself. It is not a joke.) Most of the restaurant’s guests have witnessed the exhibition in the park but now arrive to enjoy an outstanding gastronomic event. A blind employee describes it thusly. “This is for those seeking an extraordinary culinary treat and a challenge for the palate.”

36 | EYECAREPROFESSIONAL | JULY 2012

Payments at the bar in “Dialogue in The Park” and in all the dark cafes take place in the dark. At the dark restaurants, payment always takes place outside the dark areas. The blind and visually disabled workers show off their skills in identifying money by the difference in shape and size of the coins and bills.

Touching the coins with their hands reveals the denominations, or they may use an instrument called the “cash test.” This is a special template invented so that notes can be differentiated according to their respective values. This ability shifts the usual expected roles and stereotypes that the sighted and the blind have of each other since, in darkness, sighted people become dependent on the blind for help.

While “Dining in the Dark” is not the first of its kind, it has spread the fastest.

They have served more than one million people at their restaurants.

In each location the servers guide the guests into the dark areas to their tables and chairs. The blind person leads a single file and each person places his/her hands on the shoulders of the person before him/her. Usually guests are warned to stay in their seats to avoid collision between the servers and the customers. Guests who need to use the restrooms are requested to ask the blind guide for assistance. Late in the evening when the dining rush is over, servers will occasionally walk around with the guests who wish to become more familiar with the room. Many employees observe, “People say that in the dark they rely more on taste because they are not distracted and thus can relish their food.” And so we see that when vision is no longer the dominant sense, the diners are free to intensify their attention to taste and smell.

In contrast to blind people, most sighted diners tend to lose their table manners in the darkness. They try to eat with standard cutlery but find themselves eating with their fingers in order top pick up things or pushing things onto their forks or spoons. Some people, in total frustration, often forego the cutlery altogether. Drinking seems to be less of a problem than eating. Servers bring the first drinks to the table. The next few are poured, with good success by the patrons themselves.

Surprisingly, there are few spills. Furthermore, guests do not seem to have a problem in identifying their drinks.

For blind individuals there is the added value of the experience itself. It reaches far beyond simple conversation. The role reversal in power status created by theses events is the real purpose of these ritualized performances. Looking at it with a practical eye can help blind people learn job skills and sighted people form more realistic opinions of blind people who perform in the workforce. With our new and growing knowledge, we can hope to develop a supportive society with common goals. ■

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THROUGH THE LENS John Dick, ABOC, FNAO

How Do I Calculate That?

Having been a dispensing optician for over 15 years, there are very few things that surprise me anymore. Constant turnover in the optical business, patient complaints, doctor complaints, managed care, lens spoilage, etc. I’ve worked in retail optical, an optical lab and finally as office manager of an optometry practice.

One thing that really amuses me is when the patient has vertical imbalance and we need to recommend bicentric grinding — otherwise known as slab-off. My amusement stems from the fear in the eyes of the average optician when they need to calculate slab-off. It is certainly a complicated topic, but not one that should be overwhelming. Since it is a topic that we will all encounter, and since we do not want anyone else to do our calculations for us, what follows is a review of the vertical imbalance subject.

Why Slab-Off? To understand why slab-off is sometimes required, a little background information is needed. It’s important to remember viewing an object is a team effort. Working in pairs, the eyes produce a fairly extensive visual field, fuse an image stereoscopically (in 3-D) and converge when looking at an object closer than twenty feet. This is simply known as binocular vision or stereopsis. When a patient sees normally, the images focused on the retina appear approximately the same size, shape and 38 | EYECAREPROFESSIONAL | JULY 2012

location. However, when the prescription that is required for each eye has a significant difference problems ensue.

When the patient has the same refractive error in both eyes but with a significant difference in power it is a condition known as anisometropia. In optical terms, anisometropia is typically a difference in refractive value of 1.00D or more. These patients will generally present one of three ways: congenitally, post-trauma or after cataract surgery. A similar condition is known as antimetropia. Antimetropia occurs when there is a substantial difference in which one eye requires a concave, or “minus” prescription, while the other is corrected using a convex, or “plus” prescription.

When the prescription is the same or similar between the two eyes the patient will experience no prismatic effect as they move their eyes behind their lenses. The prismatic effect that one eye gets as the eye moves away from the optical center will be canceled out by the prismatic effect that the other eye receives.

For instance, if one gets base out, the other will get base in and the net result is no prism and no problem for the patient.

However, if there is a large difference in power between the two eyes, one eye will develop much more prism than the other eye and now the patient will have displacement of the image. When they are pre-presbyopic the patient simply learns to turn their head to view objects. This keeps their eyes at the optical center of their lenses and they will not induce any prism. Once they become presbyopic though, we now advise them to move their eyes down into the segment and the prism returns!

Now that they have a segment for their presbyopia they can no longer rely on looking through the optical centers in order to avoid the prismatic problem. Now they must drop their eyes into the segment to get the benefit of the reading prescription.

This simple act creates the prism and the result for the patient is a splitting of the image as they try to read. The patient will also feel uncomfortable trying to read for any prolonged period of time. They will frequently feel strained, sometimes nauseous and occasionally get headaches from the prism.

Our mission is to correct the vertical imbalance in their prescription so that they will be comfortable in their new multifocals. We have six methods of correcting this imbalance: Two pairs of glasses – one for reading and another for distance, dis-similar segments, r-compensated segments, Fresnel press-on prisms, prism segments and of course, slab-off.

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Slab-Off Slab-off is also known as bicentric grinding. Bicentric grinding is a type of lens fabrication process in which base-up prism is ground on the lower portion of the lens to redirect light as a patient gazes downward. This technique allows the patient to fuse the images and prevent prism as the eye travels down the vertical meridian of the lens. The term slab-off came about because the technique makes the finished lens look as if someone removed a small section of the bottom portion. Of all the ways to correct vertical imbalance, slab-off is by far the most common technique used —-but it is not always the best understood.

Choosing Sides Patients with anisometropia or antimetropia and who have presbyopia, needing bifocals or trifocals to see up close, will require slab-off in order to see comfortably up close. Since they require multifocal lenses, they must drop their gaze from viewing objects at a distance to utilizing the multi-focal area of their lens. Therein lies the problem and the need for slab-off.

Slab-off can be ground on the front or back of the lens or molded into the front in the case of reverse slab-off. Regular slab-off is ground base up on the most minus or least plus lens in the 90th meridian by the lab. This is done to correct vertical prismatic imbalance that results in diplopia when looking at

something at the near point. Reverse slab-off is molded base down on the least minus or most plus lens in the 90th meridian at the segment line of the multi-focal lens. Since the slab-off correction is already in the lens blank, a lab will only need to cut the back curve for distance which is something that can be done easily and is less prone to error. Reverse slab off is used more extensively than regular slab off for this reason.

Typically, slab-off is done on a flat top bifocal because it provides reasonably good cosmetics.

How Much Slab-Off Do I Need?

Never leave this question to the lab! You are the trained professional and you are the one responsible for what is dispensed!

NEVER trust anyone to calculate anything for your patient.

Calculating the amount of slab-off required is relatively simple.

Since we’re most concerned with the vertical balance of the lens, we need to determine how much power resides in the 90° meridian. Consider the following prescription: OD -4.00 -2.00 x 030 OS -1.00 -2.50 x 045 Add +2.50 We need to find the power at 90°. You’ll need to follow these steps to determine powers in the 90° meridian for each eye: Continued on page 45

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MOVERS AND SHAKERS Johnson & Johnson Vision Care

Southern California College of Optometry

Following a 23-year career with Johnson & Johnson Vision Care, Phil Keefer has announced his decision to retire, effective Sept.

1, 2012. He joined Johnson & Johnson Vision Care in 1989 as executive vice president sales, Phil Keefer marketing, professional affairs and strategic planning, where he oversaw the initial launch of the ACUVUE Brand and helped grow the product line to its current leadership position. In 1993, he was appointed vice president, new business development, and he served as managing director/president of multiple regions, including Asia Pacific, the Americas, Latin America and Japan.

SCCO has honored Ronald L. Hopping, OD, MPH, with its Award for Distinguished Service.

Hopping, president-elect of the American Optometric Association, a private practitioner in Houston, and a 1978 alumnus of SCCO, was Ronald Hopping recognized for his service and contributions over time that have advanced the stature and integrity of the optometric profession. He received the award at SCCO’s 108th commencement exercise, following the presentation of his commencement address, “The Family Secret.”

CooperVision CooperVision, Inc. has announced a new president, a new general manager for China, and expanded responsibilities for a current member of the Asia Pacific leadership team. Ed Northup has joined CooperVision as president, Ed Northup Asia Pacific region; Weilin Jin has been named general manager of CooperVision China, and Guy Whittaker, vice president of marketing for the Asia Pacific region, adds responsibility as general manager of Singapore, Malaysia, India, Hong Kong and Taiwan. Northup brings to the company both extensive international and general management experience in the medical device industry.

Vision Source Vision Source has promoted Tracy Moody from chief operating officer to president and chief growth officer. Moody joined Vision Source in 2000 as the vice president of growth and development and became senior vice president Tracy Moody of growth and development before taking the role of COO for the past five years. Before joining Vision Source, Moody was director of professional relations with Alcon. Vision Source is currently searching for a new COO to fill the vacancy left by Moody’s promotion.

Aetna Aetna has announced that Karen S. Rohan will be joining the company as executive vice president and head of specialty products. In this role, she will be responsible for the dental and vision, group insurance and consumer financial Karen S. Rohan solutions businesses. She also will have responsibility for leading the company’s distribution strategy.

Rohan joins Aetna from Magellan Health Services, where she has served as president since 2009.

40 | EYECAREPROFESSIONAL | JULY 2012

Cornea Society Donald Tan, FRCS has been appointed as the new president of the Cornea Society. Dr. Tan will bring his expertise as a cornea specialist to the organization, which devotes its efforts to research about the cornea and external eye. He Donald Tan is currently the medical director of both the Singapore National Eye Centre (SNEC) and the Singapore Eye Bank, chairman of the Singapore Eye Research Institute (SERI), and professor of ophthalmology at the National University of Singapore.

Eye Centers of Racine and Kenosha The Eye Centers of Racine and Kenosha have announced that R. Krishna Sanka, M.D., has joined the practice. Dr. Sanka graduated from the Duke University School of Medicine following an undergraduate degree in Electrical R. Krishna Sanka Engineering and Computer Science from MIT. He completed an Ophthalmology residency at the Emory University School of Medicine in Atlanta and a fellowship in Cornea, External Disease and Refractive Surgery at the University of Illinois Eye and Ear Infirmary in Chicago.

Super Systems Optical Technologies Super Systems, a Cincinnati based company that manufactures and distributes optical lab equipment including the Fast Grind lens surfacing technology, will be welcoming a new face to their Marketing Department. Hugh Hugh McManus McManus comes to Super Systems after success as a freelance marketing consultant. With experience in advertising agencies, as well as the Marketing Department of The New York Times, Hugh brings knowledge and vision to the company.

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

National Lens America’s Leading Discount Contact Lens Distributor Phone 1-866-923-5600 Fax 1-866-923-5601 www.national-lens.com CALL FOR OUR PRICE LIST

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.

Safety bevels and Grooves!

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

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

HELP WANTED FRAME SALES

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

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

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.

Preview our Collections at national-lens.com

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

Edgers Briot Accura CX RC . . . . . . . $13,950 Essilor Gamma RC . . . . . . . $12,950 Essilor Kappa RC . . . . . . . . . $17,950

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

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

WANTED Old Plastic (Zyl) Frames Dear old timers, clean out your old frame cabinets. Give us your old, your dusty, your frames that don’t sell and we will pay for it. Call us and tell us what you have and we will pay in advance, including pick up.

Cedarhurst Fashion Opticians, Cedarhurst, NY Email: lbgoptix@netscape.net Phone: (516) 569-2888

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

ONLY

NELLERK CONTACT LENS CASES 42 | EYECAREPROFESSIONAL | JULY 2012

9¢

EACH

12¢ per unit Printed!

607-748-2166

Fax: 607-748-2273

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INDUSTRY QUICK ACCESS

EYECAREPROFESSIONAL

ACCESSORIES • CASES • CONTACT LENSES • DISPLAYS • DISTRIBUTORS • EDGING SERVICES • FRAMES / CLIP-ON SETS EQUIPMENT (NEW / USED) • HELP WANTED / BUSINESS SALES • INSTRUMENTS • PACKAGING • MANUFACTURERS OPTOGENICS Order Today, Dispense Tomorrow In House Digitals & ARs: Varilux®, Shamir® & Crizal®

OPTOGENICS LAB UPS Shipping Overnight No Xtra Cost for Saturday Shipments VSP,VBA,VCP Insurance Rx’s To You in a Week or Less ORDER ON: Optogenics.com Each Invoice = 2 or 3 Rebate $

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

Print too small?

We sell PALs.

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

$

Tel: 800.678.4225 Fax: 800.343.3925

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

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

EYECAREPROFESSIONAL Magazine

To advertise, call 800.914.4322, or visit www.ecpmag.com JULY 2012 | EYECAREPROFESSIONAL | 43

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ADVERTISER INDEX ADVERTISER

PAGE #

PHONE #

WEB SITE

Allergan

19

800-433-8871

www.allerganoptometry.com

Balester Optical

25

800-233-8373

www.balester.com

ADVERTISER

PAGE #

PHONE #

WEB SITE

Nellerk Contact Lens Cases

42

607-748-2166

—

Opticom

33

800-678-4266

www.opticom-inc.com

31

800-678-4768

www.1-800-optisource.com

CNS Frame Displays

11

877-274-9300

www.framesdisplays.com

OptiSource

CV Digital Optical Labs

13

800-475-3628

www.chematvision.com

Optogenics

27

800-678-4225

www.optogenics.com

Eyevertise

45

847-202-1411

www.EyeVertise.com

Precision Optical Group

17

800-497-9239

www.poglabs.com

FEA Industries

21, 37

800-327-2002

www.feaind.com

Grimes Optical

44

800-749-8427

www.grimesoptical.com

Hoya Free-Form

IFC

800-423-2361 www.thehoyafreeformcompany.com

ic! berlin

15

49 30 247 27 200

www.ic-berlin.de

Index 53

IBC

800-328-7035

—

i-see optical

32

800-257-7724

www.iseelabs.com

Luxvision

9

888-881-1122

www.luxvision.net

BACK COVER

800-874-5274

www.marco.com

Marcolin

23

888-MARCOLIN

www.marcolinusa.com

My Vision Express

43

877-882-7456

www.myvisionexpress.com

16, 20

866-923-5600

www.national-lens.com

Marco

National Lens

44 | EYECAREPROFESSIONAL | JULY 2012

REM Eyewear

Rudy Project USA

5

800-423-3023

www.remeyewear.com

FRONT COVER

888-860-7597

www.rudyprojectusa.com www.solutionreach.com

Solutionreach

35

866-605-6867

Tech-Optics

43

800-678-4277 www.techopticsinternational.com

Trevi Coliseum

9

866-923-5600

www.national-lens.com

US Ophthalmic, LLC

43

888-334-4640

www.gilohr.com

US Optical

39

800-445-2773

www.usoptical.com

Vision Council

29

800-811-7151

www.thevisioncouncil.org

Vision Expo West

41

800-811-7151

www.visionexpowest.com

Vision Systems

44

866-934-1030

www.Patternless.com

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1. Subtract the axis for each lens from 90. For the right eye, we have 60. For the left, 45.

2. Now you need to find the sine of each angle. For the right, we have .8660 For the left, 0.7071.

3. Squaring these results with the x2 function, this will yield .75 for the right, 0.4999 (or 0.5) for the left.

4. Taking this result, we multiply it by the amount of cylinder in each lens yielding -1.50 D for the right and -1.25 D for the left.

5. We will now add these amounts to our spherical power and yield -5.50 D for the right and -2.25D for the left.

These are the powers of each lens at 90°.

Since most labs use reverse slab-off, we want to use the lens with the least amount of minus power, or most plus. This criteria, designates our left lens as the “carrier” lens — the lens taking or “carrying” the slab-off.

Next, we need to take into account the reading depth of the lens. This is determined by simply using 8 mm. Why 8 mm?

This has been studied many times over the years and the average amount that a human being drops their eyes to read is 8 mm.

Now we have the power and the reading depth for each eye.

We will need to apply Prentice’s Rule to determine the amount of prism for each eye. We determined the right eye had a power of -5.50 D at 90° and the left -2.25 D. First we subtract the difference between the two eyes and then apply Prentice’s Rule, we yield the following: 3.25 D X 8 mm/10 = 2.6 ▲ base down OD = the imbalance between the two eyes. If we can provide slab-off of the same amount in the opposite direction we will eliminate this prismatic imbalance and the patient will be able to read comfortably for any length of time they wish. Or as in the case of reverse slab-off, we will put the same amount of prism and base direction in the other eye and this to will balance the two eyes. For this example we would order 2.5 ▲ base down in the OS in reverse slab-off. Note: Reverse slab-off is only available in certain quantities (1.5, 2, 2.5, 3, 3.5, 4 & 5) which is why we rounded this answer from 2.6 to 2.5.

Hopefully, the next time your patient needs slab-off, you will feel more comfortable performing the calculation. Not only is that rewarding in and of itself, but you will also have a better understanding as to why it’s needed to help our patients see their best and maintain their comfort. With a little questioning of your patients you will be surprised how many of them have issues with vertical imbalance that have gone uncorrected in the past. ■ With contributions from Brian A. Thomas, P.h.D., ABOM

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LAST LOOK Jim Magay, RDO

THOUGHTS ON TURNING

100

No, not me! – our company – Magay & Barron Eye Center!

hen my grandfather James Oliver Magay and his friend and partner Ralph Barron started out in business, the loudest noise on Main Street in Worcester, MA was the clip clopping of horseshoes on cobble-stoned streets.

W

Women were wearing long full skirts and carried parasols against the sun, while men wore suits and ties. (They might change into work clothes when in the backroom lens grinding shop at 368 Main Street as long time employee Henry Anderson did, but when they went out the front door, on went dress clothes.)

Lens grinding was dirty business in those days. Lots of grit and dust in the air, glass chips, shards, and grindings all about.

The heavy lens blanks would be scored with s cutter to a shape and then a cribbing tool applied carefully would let the lens shape form and then a long final grinding on a primitive whetstone to apply a rimless edge or a v bevel. Then, of course, the application of a diamond tipped drill for the rimless holes – touchy job that!

Needless to say we think of those days as the “Good Old Days.”

In an innocent sense I guess they were – there were no iPhones, no computers, no talk radio, no Google. How did they live?

Actually, very well; Skip (my Granddad) would walk the length of Main Street each morning and converse with everyone on the way to Harrington Corner to get a newspaper (remember those?) and fill his pockets with his favorite cigars at a place called Easton’s.

Conversations with shoeshine boys, cops, bankers, merchants, lawyers, doctors, ordinary folks walking on the very busy thoroughfare in the heart of the Commonwealth were all part of Skip’s day.

46 | EYECAREPROFESSIONAL | JULY 2012

Jim Magay and his wife Eddi, receiving a key to the city from Worcester’s mayor Joe Petty

Skip had one of the first cars in town – it was a Stanley Steamer and he purposely parked it 1⁄2 mile from his office just so he could enjoy the stroll down Main Street. I guess we’d call it “networking” today!

It was an exciting time to begin a life and a business – 1912.

There must have been something in the air that year. Not only did Magay & Barron open their doors on April 1st, but they were in good company as they were joined by the likes of LLBean, Woolworth, Oreo Cookies, The Girl Scouts, Worcester Rotary Club, Fenway Park, and oh yes... the Titanic!

Our Spring OAM (Opticians Association of Massachusetts) meeting was held recently, and it struck me how sophisticated things have become (not since Skip’s day but just in the past 10 years). The Visioffice system by Essilor was being demonstrated

by Fran Lynch and Denise Brady, with parameters being measured that we never would have considered just a few years ago; eye rotation, monocular pd’s, frame wrap, vertex distance, pantascopic tilt, uh...weight of wallet...just kidding! Obviously a necessity for us who wish to sell the most advanced progressives on the market.

So it seems these are the “Good Old Days” just as much as they were 100 years ago when two young men began their new venture! ■

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Photographic demonstration simulated. Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. CleAR is a trademark of Signet Armorlite, Inc. Š2012 Signet Armorlite, Inc.

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hear more “WOW!” WOW! From better than 0.20D accuracy–consistently, between multiple users WOW! From far more efficient refractive examinations WOW! From immediate comparisons of old and new Rxs WOW! From the ease of remote, automated testing, and immediate EMR data streaming WOW! From a staff that appreciates superior flow, and leaving on time WOW! From your patients, as an audible expression of a totally positive experience!

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