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STYLISH SPORTS EYEWEAR / PAGE 6
ALL ABOUT APPS! / PAGE 18 July 2013 • Volume 7, Issue 67 • www.ECPmag.com
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EYECAREPROFESSIONAL
JULY 2013 Vol. 7 Issue 67
Features 6
Courtesy of Cotton Club
Contents
Magazine
SPORTS EYEWEAR AND SUNWEAR Offer the latest in sports eyewear and appeal to your active and fashion conscious patients. by ECP Staff
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SELLING SPORTS EYEWEAR Protect your patients against ocular injuries and increase your practice’s bottom line.
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by Cliff Capriola, Practice Management Consultant
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OPTICAL APPS Stay on top of all the latest in optical and dispensing apps for smartphones and tablets. by Lindsey Getz
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BUYER’S REMORSE Help your customers avoid buyer’s remorse by balancing each sale with patience and empathy. by Ginny Johnson, LDO, ABOC
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BACK TO SCHOOL PROMOTIONS From kindergarten to college students, a coherent Back to School plan is essential for every practice. by Judy Canty, LDO
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MONSTER EYEBALL The unique case of the mysterious monster eyeball that washed up on a Florida beach in 2012. by Elmer Friedman, OD
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On The Cover:
Departments
RUDY PROJECT USA
SPORTS EYEWEAR BENEFITS............................................................................4
www.rudyprojectusa.com info@rudyprojectusa.com
MANAGING OPTICIAN.....................................................................................16 MOVERS AND SHAKERS ..................................................................................26 EQUIPMENT FOCUS .........................................................................................28 OD PERSPECTIVE..............................................................................................38 LAB CORNER ......................................................................................................42 INDUSTRY QUICK ACCESS..............................................................................44 ADVERTISER INDEX .........................................................................................45 LAST LOOK .........................................................................................................46
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Understanding Rx Sports Eyewear Benefits Will Greatly Improve Your Sales and Your Customer’s Appreciation. by The Vision Council’s Vision Protection Committee (Courtesy of Hilco)
SPORTS EYEWEAR is designed to provide protection and excellent vision whether for Rx or plano wearers. Sometimes, however, the products that are offered to eye care professionals do neither. As an eye care professional, it is important to have a clear understanding of what sports eyewear is intended to do and how you can be sure what you offer to your patients is the “real deal.” Purchasing your sports eyewear from established and trusted sources is one of the best ways to ensure the products you offer your customers have been tested by an established and accepted standards body such as the American Society for Testing and Materials (ASTM). It is also critical for sports eyewear to provide attributes that will maximize visual performance for the end user while participating in sports-related activities. In some cases, the actual visual requirements of the sport itself are overlooked in the sport frames. One of the most important considerations, which should not be forgotten, is peripheral vision. When talking with your customers, find out which sports they participate in and ask leading questions to determine their unique visual requirements. This process will allow for a natural lead-in to the significance of peripheral vision and its role in providing a wider field of view – whether on the basketball court or the soccer field. With so much going on today in the marketplace it can be confusing to ascertain the products that meet the performance requirements of an accepted standard. It seems like a new line of sports eyewear or sunglasses is introduced to the American market weekly; complete with fashion photos of athletes engaged in a variety of sports activities. While pictures and words may imply that products are acceptable to wear during sports activities, it is important to check labels to ensure the level of protection matches the correct activity. The ANSI Z87 is the industrial safety standard, while the ASTM provides standards for a variety of sportsrelated activities. It should be noted that section 2.1 of the most recently published ANSI Z87.1-2010 standard specifically excludes “sports and recreation.” ANSI Z87 impact testing involves either a small (1/4”) projectile moving at high speed (high speed testing) or a pointed projectile moving at slow speed (high mass testing).
Hazards encountered during sports activities typically involve large, blunt masses like balls and elbows. Projectiles such as squash balls, lacrosse balls and baseballs exert massive forces sufficient to fracture all but the most robust, well-designed frames. Even when lenses are retained in a frame, the force can be severe enough to cause eye damage from frame and lens flexure (oil canning). For this reason, detailed eye protection standards for many ball sports activities are published by the ASTM. ASTM F803 standards are specific to individual ball sports, or groups of sports, and products that claim to meet the standards must be labeled accordingly (i.e. “meets ASTM F803 for squash”). It is important to understand how the products we dispense will be used in order to avoid unnecessary accidents and/or liability. Use the guideline below when discussing sports and/or protective eyewear with your patients: What you need to know about protective sports eyewear: •
ASTM* F803 is the recognized standard for Rx and plano protective ball sports eyewear.
•
ANSI Z87 is the industrial eyewear standard, which excludes sports eyewear. ASTM F803 is sports specific. Testing protocols simulate the hazards of particular sports activities. Product labeling must define the sport(s) for which the protector was designed and tested.
•
Select eyewear that meets the standard for the appropriate sport, or a sport with similar risks.
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ASTM F803 testing protocols are not available for all sports activities. Not every standard can be met with available Rx eye protectors (i.e: 55mph baseball).
•
For maximum eye protection 3mm polycarbonate lenses are recommended.
*ASTM – American Society for Testing and Materials The Vision Council’s Protection Committee utilizes marketing, public relations, training and education to inform eye care professionals and consumers about the importance of protective eyewear. The committee tracks government issues, standards and regulations and also conducts research. For more information, please visit: 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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Dynamic Performance
Versatile Cool
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Styli Spo Eyew
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1. Fatheadz Eyewear
2. REM Eyewear
3. ClearVision
Knuckledusters are designed to provide enhanced performance whether you’re fishing, biking, boating, and will protect your eyes as well as improve your vision for almost any adventure you may undertake. The all-aluminum polarized sunglasses are available in both XL and Standard widths as well as offering smoke or amber lenses. www.FatheadzEyewear.com
Enhance your game with the classic wraparound style and striking color palette of Bounce Pass. This sports-inspired frame is ready for action at every turn and features rubberized nose pads and inner temple tips that keep them comfortably on your face. Choose between a matte or shiny finish for the ultimate statement in sunwear. www.remeyewear.com
For the active, outdoorsy man who spends his weekends on the golf course or boat, check out IZOD performX-518. He’ll love this clean design, featuring a memory metal bridge and temples for greater durability and flexibility. With its sleek, aerodynamic-like front, colorful rubber sleeves and contoured end pieces, PFX-518 has an “in-motion” feel. www.cvoptical.com
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ylish orts wear 5
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4. Hilco
5. Rudy Project
6. Tifosi Optics
The new Leader C2 goggle is an exciting new option in ASTM F803 Rx protective sports eyewear. It was designed as the ultimate defense against sports eye injuries. The C2 delivers superior vision, styling, comfort and fit. It also features a customization option so any athlete can match C2 to uniform colors, team initials and/or jersey numbers. www.hilco.com
Utilizing hallmark Rudy Project features like 360-degree fully adjustable temples and the similarly fully adjustable ErgoIV™ nosepiece, the Genetyk allows for a custom, precise fit. When paired with the green tinted golf/tennis 100 lenses which increase contrast and visual acuity on the range or court, the Genetyk becomes the ultimate tool to up your game. www.rudyprojectusa.com
The Podium XC offers an unobstructed range of vision with a frameless, fullshield lens design. The high quality mirror lens features consistent color to eliminate lens distortion, is hydrophobic, and filters a high level of blue light, sharpening contrast. The reflective properties cut glare and the lens shields the eyes with 100% protection from UVA/UVB rays. www.tifosioptics.com
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Salt Optics
Kaenon
The Ledford, shown here in Matte Asphalt Grey, is a classic men’s handmade 6 base wrap. Designed from the fit out, this frame was made for comfort. PFV Polarized lenses are used in every pair of Salt sunglasses. www.saltoptics.com
The result of innovative materials and a “function first” focus, Hard Kore™ is the ultimate performance sunglass. 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. Broad spectrum UV protection, impact-protection and unmatched clarity are offered through Kaenon’s proprietary SR-91® lens www.kaenon.com
Cotton Club
Revolution Eyewear
Revolution Sport for optical continues to raise the bar on magnetic clip-on styles. A rubber temple coupled with our patented bottom mounted magnetic sun clip-on will surely help your game. Featured is the REVS01 in Shiny Bronze. All Revolution magnetic clip-ons can be special ordered for 3D viewing and specialty lenses for hunting, fishing, golfing, skiing and driving. www.revolutioneyewear.com
Cotton Club Polarized sunglass collection is constructed from the newest materials that defines the concept of style, quality and luxury at affordable prices. This new line of 30 sunwear frames consists of men’s, women’s, unisex and sport models (Cotton Club 1042 C2 shown). Sold exclusively in North America by National Lens. www.national-lens.com
Studio Optyx DERAPAGE MOLECUBE: Studio Optyx unleashes the new Molecube hinge in sunglasses in the US. The lenses are a nylon grooved lens with 7 layers of mirror coat to give the sporty flavor. The thin stainless steel creates an almost weightless pair of glasses that has more flexibility than any metal out there. The durability for this sporty line is like no other. www.studiooptyx.com
Studio Optyx
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EYECAREPROFESSIONAL
Magazine
Publisher/Editor. . . . . . . . . . . . . . . . . . . . . . . . . Jeff Smith Production/Graphics Manager . . . . . . . . . . . Bruce S. Drob Director, Advertising Sales . . . . . . . . . . . . . Lynnette Grande Contributing Writers . . . . . . . . . . . . . . . . . . . . Judy Canty, John Dick, Paul DiGiovanni, Gary Fore, Elmer Friedman, Lindsey Getz, Renee Jacobs, Ginny Johnson, Jim Magay, Warren McDonald, Corrie Pelc, Anthony Record, John Seegers, 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 7 Number 67 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 © 2013 by OptiCourier Ltd. All Rights Reserved For Subscription Changes, email: admin@ecpmag.com Scan this barcode with your smartphone to go to our website.
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Oliver Peoples
The Evason is a very masculine frame handcrafted of bold acetate in rich colors Workman Grey, Matte Moss Tortoise, Amber Tortoise/Buff Gradient, Black and Cocobolo. The classic sunglass features vertical pins on the frame front, adding simple detail to this handsome style. VFX polarized or photochromic glass lenses offer great protection from the sun. www.oliverpeoples.com
Spy Optic
Miro Optix
When bodies in motion collide, you want your frames to withstand even the toughest hits. Enter DIVISION1® and its (M)FORCE™ technology. Based on the principles of acceleration and force, (M)FORCE was engineered to meet the needs of today’s athlete. Every Division1 frame has the ability to perform as a temple with strap or as a wide head strap. This convertible option allows athletes to meet eyewear requirements for multiple sports. www.mirooptix.com
Silhouette
Libra: When it came to making a women’s specific performance frame we didn’t just “pink it and shrink it,” we designed and built this lovely thing from scratch. Libra’s smaller fitting frame built from high quality Grilamid® still manages to pack in a plethora of technical features including 8-base Victory™ lenses, patented Scoop® ventilation system, 100% UV protection and comfortable Hytrel™ temple tips. www.spyoptic.com
Evatik Evatik Sunwear is a collection of models that join casual luxury and versatility to deliver unrivalled style. Featured is E-1031, a model with an acetate front and acetate wood grain finish on the temples. This model is a sporty new sunglass model available in black red and tortoise in size 60-19-140. Dually inspired by fashion and performance Evatik Sunwear perfectly blends modern, masculine styling with superior lens capabilities. www.evatik.com, www.classique-eyewear.com
With a mix of Performance Steel™ and SPX™, compose features a bridge and hinge design with color combinations to excite even the most stylish of wearers. The temples are encased in ELAST-X, a non-stick traction grip polymer material, used widely in the sporting goods industry, in sport equipment such as ski boots and climbing aids. www.silhouette.com
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[ The alternative photochromic ]
Corning and SunSensors are registered trademark of Corning Inc, Corning, NY - Copyright© 2013 Corning Incorporated.All rights reserved
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Value • Reliable • Quality
www.polycore-usa.com 888-645-7788
www.corning.com/ophthalmic
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MARKETING OPTICIAN Cliff Capriola, Practice Management Consultant
Sports Eyewear – Get in the Game The numbers do not lie, and the numbers say that the sports eyewear market is huge and growing every day. According to the Sports & Fitness Industry Association (SFIA), nearly $1.2 billion worth of sports eyewear merchandise was shipped from manufacturers to retailers worldwide in 2010. new patients, and the recognition of preventing eye injuries in your community. Do you still think there is no community interest in sports eye safety? A survey of Michigan high schools in 2010 revealed the following startling findings: • 97% of Michigan high schools have no sports vision program • 98% of high school coaches would be interested in a sports vision program Professional Golfer Edoardo Molinari wearing Rudy Project’s Genetyk Golf Sunglasses.
That’s the good news. The not-so-good news is only about 18% of that number was shipped to optical retailers. Where did the rest go? To sporting goods stores, sunglass specialty stores, and online retailers. In other words, your competition. What makes this even more disturbing is that more than any other optical market segment, private eyewear retailers are uniquely qualified to be the leaders in this market. The growth in the sports eyewear market has been largely fueled by the demands of today’s active consumer combined with tremendous advances in technology. In addition, growing health awareness, the demand for performance and specialty styles, and the introduction of more fashionable products have all played a role. Why did I say that private optical retailers should be market leaders in sports eyewear? Allow me to use one quick illustration to demonstrate the advantage
private optical retailers have over sporting goods stores... Properly trained optical dispenser: “The wraparound style of these golf glasses not only block glare but offer a wide field of view with no distortion. The golf-specific lenses allow long-wavelength blue light to improve ball visibility while allowing red wavelength light to pass through, which helps in reading the grassy contours of the greens.” Sporting goods store employee, who yesterday was selling Stair-climbers: “Wow, those look great on you!” Who would you prefer to serve your patients? Your patients are currently purchasing their sun and sports eyewear somewhere...why not in your practice? No other segment of your optical shop offers as much room for creative outside marketing. The benefits can be substantial in terms of optical shop profits, adding
• 99% of Michigan high schools have never been approached regarding the establishment of a sports vision program Sports Eye Injuries According to the good people at the Raleigh, NC office of the Society to Prevent Blindness, more than 600,000 sports-related eye injuries occur each year in the US. More than 90% of them could be prevented with the use of appropriate protective eyewear. About 40% of the eye injuries in a given year occur in children age 14 and under. Why? First, participants in this age group have less control over their bodies and their strength and coordination can change from week-to-week. Also, coaches speculate that the level of sports expertise of children in this age group is lower than in older participants, causing children to hesitate and think before reacting in a given situation. Other factors adding to risk are pre-existing eye conditions and the sport you are playing. Low risk sports usually do not involve equipment and are generally Continued on page 14
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individual sports such as swimming and track and field. Higher risk sports are generally team sports involving equipment such as baseball, softball, football, etc. The Game Plan In consulting with private ODs & MDs over the past 18 years, it has always amazed me how they are so quick to come up with reasons why anything different simply will not fly in their practice.... • There’s no money in this community. • My patients aren’t interested in that. • My staff doesn’t have time to discuss anything new. • Who will train my staff? • No one in this town really needs that. • I tried that once and it didn’t work. • I know my patients and they can’t afford that. Hmm...if I remember correctly those were some of the popular arguments against anti-reflective lenses fifteen years ago. Well, according to the numbers your patients are purchasing sun & sports eyewear somewhere, and it’s up to you to ensure they do it in your practice. You will be stepping out of your comfort zone as both you and your staff venture out into the community to publicize your sports eyewear program, but after a short amount of time you will find the program to be very profitable and self-sustaining through word-of-mouth advertising (the best and cheapest kind!). So let’s get started! Visibility In order for your patients to take sun & sports eyewear seriously, you have to show them that you are serious about it by devoting a significant amount of your display and board space to the products. Both sports eyewear and sunwear displays are eye-catching and manufacturers can supply you with merchandising materials. It’s also easy to set up displays using baseball bats & balls, football helmets, local sports jerseys, etc. You do not need large amount of sport frames and goggles, just enough of the
14 E Y E C A R E P R O F E S S I O N A L
most popular styles for the primary recreational and sports activities in your area. Manufacturers have attractive online catalogs showing all of their products; with a laptop you can easily show them to patients at the dispensing tables. Another idea is to have staff members wear sports jerseys one day out of the week. When patients ask them why, it’s a perfect leadin for them to talk about the importance of sports eyewear to eye safety. Internal and External Marketing You will find your staff to be an integral part of your internal & external sports vision marketing plan. I suggest a staff meeting to brainstorm for ideas and to find out the current level of community involvement by the staff in youth & adult sports activities. Here are some suggestions: • Contact local community/civic groups and offer your services as a speaker on the importance of eye safety in youth and adult sports. Your local Society to Prevent Blindness will help by providing statistics and may offer someone to speak at the meeting. There is also a speaker’s guide to sports related eye injuries at the National Eye Health Education Program: www.nei.nih.gov/sports/pdf/SpeakersGuide.pdf
• Do the same with local youth sports groups/teams. Some practices go as far as providing free sports eyewear for a local youth team; this will cost you some money but think of the families you are reaching! Also, think of the community goodwill you can build. • Hospitals and clinics often have a community speaker series. • Make sports eyewear part of your exam room conversation. When you hand the patient off to the dispenser, repeat what you spoke of to the dispenser so there is continuity. • Have a trunk show for sports eyewear fashions (you will be amazed how it has changed since Rec-Spec goggles!). • Work with other retailers to provide referrals for each other: sporting goods stores, scuba shops, surf shops, cycling shops, and skateboard shops are possibilities if they are not already selling sports eyewear. If they are, offer to work
with them if they direct their customers to you if they need an Rx in their frame. • Get to know the local golf pros and offer them a free pair of golf glasses. If they like them, they will tell everyone. Again, think of the families you are reaching! • Work with the schools. While the school system will not recommend a specific doctor in today’s liability-oriented society, you can get to know the coaches, trainers, and parents of the team members. Offer to speak to the teams about eye safety and offer discounts for sports eyewear. • Have weekly staff meetings if you do not now to discuss the progress of the preceding week and formulate a game plan for the next. Your staff has families, children, and relatives who participate in sports. Have them talk about your program! • Print up business cards and/or brochures with your logo and your sports eyewear program on them. • If you have a newsletter, publicize the program in it. If you don’t have a newsletter, start one. If you are collecting e-mail addresses of your patients, an electronic newsletter is inexpensive to create and send. If you’re not collecting e-mail addresses, why not?? Get Off the Bench and Get Moving Too many private ODs and MDs feel that a combination sun/sports eyewear program entails too much work and money. Initially, it does require extra work both inside and outside the practice and a small outlay of money. However, the program is self-supporting once the referral systems, the relationships with youth sports leagues, and the vendor relationships are established. In addition, it provides tremendous community exposure. One last question: How many pairs of sport eyewear did you sell last year? Then, why are you still sitting there? For more information, including a guide to polarized lens color by sport or activity, please email me at focalpoint@mindspring.com I
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AccuLab Finding the Secret to Success for ECPs across the Nation
Cindy Kopis, Lab Tech, Joe Colton, Director of Sales and Marketing, Chris Brundies, CEO, Brock Mohler, Lab Tech, Matt Jordan,Production Manager (L to R)
HAPPY WEARERS WILL RETURN. Conventional PALs are being phased out more and more as Digital FreeForm is rapidly taking over the market. The question we should all be asking ourselves is what will happen if we just keep giving the wearer the same lens year after year? He or she may be happy and have no complaints, but are they overly excited? Nope, it’s just another *normal* trip to the eye doctor for Sally Sue. Do they really love their glasses? Are they going to tell their family and friends or even that cashier at the grocery store? Again, chances are slim. Word of mouth will always be the number one key to any successful business whether it’s cutting hair, building homes, or in our case supplying the best quality vision care. If the problem is getting people to spread the word to generate more business, then why are so many offices still using outdated technology? I get it, the cost! It can be expensive to put someone in a FreeForm lens. We understand that some people just cannot afford the lenses their eyes deserve. Acculab has the solution! We offer FreeForm lenses at a cost everyone will be happy with. A lot of our Digital FreeForm lenses are actually priced at a lower cost than the majority of the conventional lenses out there. Improve your wearer satisfaction, your wallet, as well as the patients’ wallet, and have expert service on hand. How often do you call your lab and get put on hold or not have them be able to answer your questions? That is frustrating, isn’t it? We have the right staff, the right quality, and the right price at the right time. Wouldn’t that be the right decision for you? Give us a call, make the switch and watch the growth of your dispensary today.
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MANAGING OPTICIAN Anthony Record, ABO/NCLE, RDO
Somebody Had to Say It Recently, I was teaching a seminar entitled How to Communicate With Diplomacy, Power, and Tact. But guess what? I don’t necessarily think there is any shame in fitting a patient with a $29 frame, using clear CR-39 lenses and Flat-top 28 bifocals...and dare I say it...with no other treatments whatsoever. There, I said it. Somebody had to, so I did. As an ophthalmologist, optometrist, or optician, we are all members of a timehonored profession. As state-licensed professionals we are governed by state statutes that claim the sole reason we are licensed is for the health, safety and welfare of our fellow citizens. In the Florida statutes (under which I am licensed) it goes even further by saying that it is difficult for citizens to make an informed decision regarding eye care products and choosing eye care professionals, therefore...the guidelines for licensure and renewal exist.
wanted to make a point, but at the same time I didn’t want my attendees to think I was a fuddy-duddy. I made sure they knew how much I love and embrace new technology. I used my iPad to register them, and my iPhone to play music before the class began. I even incorporated live-response texting into my PowerPoint presentation.
I
Therefore, if an attendee truly desired to improve his or her communication skills, changes would have to be made in one or more of those areas: in what they read, in how they write, in how they speak, or how they listen. Sometimes, getting back to basics is what makes us most effective these days. And so it goes with an eye care professional (ECP).
But then I made what for some was an almost unbelievable yet undeniable statement: “Regardless of what high-tech, fancy-schmancy device we use – even in the twenty-first century – if we are communicating with one another we are reading, writing, speaking, or listening.”
Now don’t get me wrong, when I’m on the front lines my first thought is to get every presbyope I meet into a titanium frame, with polycarbonate or Trivex® lenses, using a high-tech, premium, digital multifocal, with Transitions® lenses and the best anti-reflective treatment available.
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I have always taken that charge seriously. How? By always acting as an advocate for the patients. Showing some empathy. What would I want this woman to walk out of my dispensary wearing the wrong lenses if she were my mother...or sister...or daughter? Approach dispensing from that vantage point and you create win-win-win relationships – for you, the patient, and your practice. With that in mind, I believe there are three things a professional ECP (redundancy intended) must sometimes do that at first glance may seem contradictory to providing stellar patient care. 1) Just say no, 2) Say yes when you want to say no, and 3) Bend the rules. Let’s look at each one.
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Just Say No. Before you’re comfortable saying that little word, perhaps it would be helpful to reconcile some of the reasons why some ECPs have a difficult time saying it. First, since most dispensers do feel they are there to help, no (a negative word) seems contrary. Not necessarily. Sometimes we just want to come across as agreeable, and saying no seems disagreeable. Nobody likes confrontation; saying no when someone wants to hear yes is almost the definition of confrontation. One of the biggest reasons I think we don’t like to say no is we feel as if we’re burning bridges with the patient – like it’s a point of “no” return. Nothing could be further from the truth. If you keep the concept of empathy primary in your dispensing, sometimes saying no is a way of saying, “yes...I will make sure you get what’s best for your optical needs.” Some examples: Despite the technological advances inherent in the finest progressive lenses out there, guess what? They will not work as well as a standard single-vision, or flat-top bifocal will for someone who works on a computer eight or ten hours a day. The just won’t. Even a Near Vision Focus (NVF) lens will probably not work as well. I base this on years of empirical testimony. Even if a patient came in practically begging for the latest AR lens because he saw it advertised on television, I would feel obligated to say no for many different reasons: The patient has unreasonable expectations, inability to pay, occupational contraindications, and an unwillingness or inability to properly care for them...just to name a few. Say Yes When You Want to Say No. When a patient arrives at your dispensary, prescription in hand, that is a golden opportunity for a new frame sale. But then the patient utters those words that no business owner wants to hear: “I just wanted to put new lenses in these frames.” Some companies and practices actually have a policy against this. Others do everything in their power to convince the patient that putting new lenses in the old frame is a really bad idea. You explain that
you’d have to keep the old frame for at least a week. Oh and by the way, we can’t be responsible if the lab breaks your frame. On and on and on. Never mind that one of the selling points the optician who sold the frame a couple of years ago was that it was made of titanium and would last for years. Just ignore the fact that the date on the prescription is more than six months ago - maybe the patient simply couldn’t afford to make any purchase until today. My opinion? Unless there is a compelling reason why they absolutely shouldn’t (like the frame is very old and in utter disrepair), a patient should have the option and right to use it – and as an advocate for the patient we should do whatever we can to facilitate that decision. For example, most wholesale labs now archive all of the trace information necessary to duplicate previous orders. And at least from personal experience, that information is usually sufficient to produce new lenses to perfect size. Therefore a patient could wear the frame while the new lenses are being produced. It’s then just a few minutes to install the new lenses. But what if it’s a new patient, and you do not have that previous information. Why not offer to “loan” the patient a frame while their old one is sent in to the lab? Having done this many times, I can assure you that this option is a real lifeline for people who simply cannot afford a new frame but need to update the lenses. Likewise, many times the accommodated patient will want to actually purchase the frame they borrowed so that it can act as a spare pair. Another win-win-win transaction. And finally, sometimes a professional is put in the position of having to Break the Rules...or not. Now don’t get me wrong. The rules and laws must be followed. But what if those rules and laws seem contradictory? There are many examples of this, but I’ll leave you with one, that should at the very least serve as food for thought.
An optician told me that a 6-diopter myope once arrived at her dispensary because she had lost one of her contact lenses and had no spare glasses. The optician discovered that the patient’s prescription had expired about two weeks before! Now, on the one hand an optician can’t sell a consumer contact lenses without a valid prescription. On the other hand the statute says that an optician is there for the health and welfare of the citizenry. By the way, the client informed the optician that one way or the other she would have to drive to work – even if it meant doing so with only one contact lens. What’s a professional to do? Now I’m not saying this is the right or wrong thing to have done, but in a spirit of advocacy for everyone involved, the optician’s response was at the very least, creative. This is what she did: She made an appointment for the patient to have an eye exam early the next week (she was a previous patient and the ECP trusted she would keep the appointment, which she did). She then placed a trial contact lens on the desk and said to the patient, “Listen... I cannot give you or sell you this contact lens because your prescription has expired. Now...I have to go use the restroom, and when I get back, I expect that contact lens will be right there...don’t you dare take it!” You won’t believe it...the patient actually stole that contact lens! I
Now Available ON the GO!
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TECHNOLOGICAL ECP Lindsey Getz
There’s an App for That! Ophthalmology i-pocketcards
T
THESE DAYS almost everyone has a smartphone or a tablet, making the usage of mobile applications more popular than ever. According to the Jackson & Coker Industry Report entitled “Apps, Doctors and Digital Devices,” published by physician job recruit firm Jackson & Coker, 80 percent of doctors use smartphones and medical apps in everyday medical practice. The researchers say it’s not surprising that practitioners rely heavily on iPhones, iPads, and other computer tablets, as well as the mobile apps available for them, considering the movement toward “digitizing as much of the healthcare process as possible.” The usage of these apps appears to be increasing among eye care professionals as well. Of course, there is no shortage of mobile app choices for healthcare professionals who want to download apps. In fact, there’s almost too many to choose from. According to a 2011 report from MobiHealthNews, a leading provider of news and research for the global mobile health community, there are approximately 3,660 medical apps available to iPhone users. But that’s not to say all of them are necessarily helpful. “App overload is a real problem,” says Brian Dolan, editor-in-chief and co-founder of MobiHealthNews. “Only a small percentage of the apps available will actually be used by medical professionals. Sifting through them all can be time consuming. I equate it to the early days of the Internet and websites—doctors didn’t know which websites they could rely on for good info.”
There are quite a few apps that can assist today’s eye care professional. We rounded up a few that might pique your interest
Dolan believes that medical professionals are filtering apps the old-fashioned way— talking to each other about what works and what doesn’t. “With 80 percent of physicians using smartphones, you have to imagine they’re talking to each other about which apps they do and don’t like,” he says. Since narrowing down what apps might be right for you is a time consuming process, we rounded up a bunch that eye care professionals might want to consider for their practice.
This app offers great views of the brain and allows the user to easily rotate and zoom around 29 interactive structures. VisionSim by Braille Institute Braille Institute, Free The Braille Institute’s VisionSim was designed to foster understanding and compassion for the millions of people affected by leading eye conditions. Users are able to simulate many leading eye diseases including macular degeneration, retinal detachment, and retinitis Continued on page 20
18 E Y E C A R E P R O F E S S I O N A L
EyeDock
3D Brain Cold Spring Harbor Laboratory, Free
Hoyanet
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pigmentosa, and are able to get detailed information about each condition.
Included are dry eye, diabetic retinopathy, age-related macular degeneration.
EyeDock Todd Zarwell, OD, Free (with paid subscription to website) Creator Todd Zarwell, OD, says he came up with the idea for EyeDock after finishing his residency and finding himself in situations where he didn’t have his favorite reference materials handy— particularly his contact lens catalogues. “I was lucky enough to have Internet access everywhere I went,” remembers Zarwell. “I kept thinking how nice it would be if I could always access the information I needed from the computer instead of having to bring it with me everywhere.” EyeDock is exclusively for the iPhone and is a clinical reference guide that includes searchable databases and a contact lens prescribing calculator.
Medical Lab Tests Medicon, $2.99 Medical Lab Tests covers the most common laboratory tests and their interpretation, providing quick and handy information. Categories include red blood cells, white blood cells, coagulation, electrolytes and metabolites, arterial blood gas, enzymes and proteins, ions and trace metals, cardiac tests, liver and pancreas, lipids, hormones, and immunology.
Eye Handbook Cloud Nine Development, Free Eye Handbook is a multi-faceted application that includes equipment reference, testing, coding, pharmacopoeia, and even a media center for patient education. It’s an incredibly helpful tool, says Rohit Krishna, MD, one of the app’s chief editors, and director of glaucoma service and associate professor of ophthalmology at the University of Missouri-Kansas City School of Medicine. “One area that users like is the reference section where you can see all the key studies done on any condition,” explains Krishna. “You can also view photos of any disorder. It’s a handy source with a lot of information congregated into a single source.” LUMA Vision Simulator Eyemaginations Inc., Free This helpful tool allows eye doctors to better explain eight common diseases of the eye to patients by giving them visualization. Disease progressions are showcased in up to eight anatomical views and four corresponding POV scenes.
Medscape WebMD, Free
the most relevant ophthalmologic medical conditions with this easy-to-use reference guide. Highlights include eye anatomy, refractions errors and their management. Optics Clinical Calculator Regular Rate and Rhythm Software/ Evan Schoenberg, $4.99 Optics Clinical Calculator provides access to calculators used daily in prescribing lenses and understanding optics. Results are provided instantaneously and explanations of the formulas and their application are just a tap away, perfect for learning and review. For the Frames Many of the frame manufacturers have also come out with various apps that allow patients to virtually “try on” frames and get an idea of what styles suit them best. Silhouette, for instance, offers the Silhouette iMirror for iPhone or iPad that turns the screen into a mirror and allows users to try on various Silhouette rimless glasses and sunglasses. The Seiko Digital MultiTool is an application exclusive for opticians who are SEIKO authorized distributors. It offers demonstrations that help patients understand the ophthalmic technologies. Other frame companies are offering apps that simplify frame purchase orders. The Hoyanet application, for instance, allows opticians to log into their existing Hoyanet account from their smart phone, allowing them to track the status of orders or just get HOYA news.
Medscape has been used by more than 1.4 million healthcare professionals and was the #1 most downloaded free app in the medical category in iTunes in 2010. It includes medical news and critical alerts as well as the ability to save, e-mail, or share medical articles. Clinical reference data includes information on more than 8,000 brand and generic drugs as well as 4,000-plus evidence-based articles on diseases, conditions, and procedures. Recently, a medical calculators feature was added and includes 129 different medical formulas, scales, and classifications.
Depending on what frames you carry in your dispensary, you might want to look into some of the apps available from those manufacturers. They are often helpful tools and another way to engage patients. Do a little bit of research to find the apps that are best for you. I
Ophthalmology i-pocketcards Börm Bruckmeier Publishing, $5.99 Users can find vital information about
Seiko Digital MultiTool 20 E Y E C A R E P R O F E S S I O N A L
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OptiSource Expands OptiPets Eyeglass Holder Lines
OptiSource International has expanded its offering of OptiPets, the United Kingdom born eyeglass holders that are creative, collectible, and fun. The OptiPets line includes a variety of cartoonish animals and artful noses that uniquely hold eyeglasses when not in use. The newest additions to the product line are a set of six dinosaurs, and breed-specific dogs. Over twelve popular dog breeds are available in a premium, heavy-weight cerama-stone. Each hand painted piece has a cradle designed to hold the folded temples of eyewear. For more info: www.1-800-optisource.com
Luzerne Optical Releases iPad Digital Fitting System
Luzerne Optical Laboratories, Ltd. has released the iPad-based fitting and dispensing system, iFDS (iFit Dispensing System™). The system works with the most current iPad and iPad Mini tablets. iFDS is more than just a tool for taking the POW (Position Of Wear) measurements required for today’s most sophisticated lens designs. It offers ECPs the ability to help their patients with frame selection using either still or video photography, lens material and lens treatment selections utilizing a fully augmented reality platform. The unique system will allow both simulated and real-time demonstrations of lens options. For more information, contact your Luzerne Optical sales representative.
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THE MOBILE OPTICIAN Ginny Johnson, LDO, ABOC
BUYER’S REMORSE CRASH COURSE who was watching every move I made with pupils the size of China.
WHEN WAS THE LAST TIME you experienced buyer’s remorse? For me it was a round trip airline ticket that I booked and then decided the dates weren’t going to work. I had purchased an airfare & hotel package which added in a third party company.
I invited Hannah to have a seat and tell me what was going on with her nose pads and asked how she liked her new eyewear so far. She said the nose pads were very comfortable and that she loved her glasses.
I should have known better. I went through a series of phone calls only to find out it’s not as easy as it once was to change flight reservations. It felt like I was being reprimanded for something I knew was best for me. The fee was so inflated to make the flight change and the customer service supervisor sounded like a broken record with broken English. As I asked her to please explain to me how she came up with the new rate I was following along on my computer. Flights that she mentioned were full were showing open seats. The difference in the airfare on the flight I wanted to travel on was going to cost me an additional $298, she said. According to their website’s prices, I was showing that they owed me money. I thanked her and said I would not be showing up for my return flight because I was going to hang up and buy a one way ticket for $229. Was the price I paid for changing my mind was worth it? Buyer’s remorse can have a real effect on the way people see things. Things like how the seller handles the buyer’s regrets and how the buyer feels about doing business in the future with the
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For a split second I thought, what am I missing here? Before I could say anything Hannah said the kids at school had been making fun of her new eyewear. I acted like I was going to stand up and go after those kids.
seller. You really have to watch your dispensing table manners when buyer’s remorse sits across the table from you. Yesterday I was helping a couple select frames for their 4 yr old daughter, Kelly, when buyer’s remorse tried to show up. Their 9 yr old daughter, Hannah, had just gotten new eyewear from us a couple of months ago. She kept whispering to her mom and finally her mom said, “I don’t know honey, I will ask Ms. Ginny in just a minute.” I stopped what I was doing to find out what they wanted to ask me. They were wondering if it was possible to get different nose pads put on Hannah’s new eyewear. Absolutely I could do that. I finished up with Kelly
She giggled and then I said I wanted to hear more. Her mom told me they were teasing her because the frames weren’t pink like her last pair. One kid said her nose pads looked retarded and a group of kids started laughing. Wow, this sounds like way more than just changing out the nose pads to me. We needed to do whatever we could to help Hannah feel better. I asked her what she thought we should do. We decided to order the same frames in a pinkish color with and without the nose pads, which we both agreed were brilliant, not retarded. I was happy to see Hannah jigging up and down with excitement by the time they left.
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Hannah is one confident kid and she definitely knows what she likes. But no one wants to be the brunt of the joke. Thank goodness they voiced their concerns with me. I thought about how much worse it could have been for Hannah if they hadn’t spoken up. I hope she doesn’t stop being the cool kid with cool taste in eyewear and recovers fully from any self-esteem damage. How many times have you purchased frame inventory that you thought was awesome and would fly off the shelves, only to have buyer’s remorse on a larger level? Selecting frame inventory for your practice can be an ongoing source of buyer’s remorse. Make sure you don’t lose focus on purchasing those frame styles that your practice is lacking. Reps will always be knocking on your door wanting you to help them represent a line that is pleasing to your patients. Everybody isn’t eye candy like you, so you’ll probably need a variety of frames for geeks, macho men, preppies, pimply faced teens, big wigs, thugs, athletes, conservatives, grumpy old men and more. It’s best to figure out what you need to order before sitting down with homemade dessert carrying frame reps, “just to look”. (wink, wink) How can we make sure patients avoid buyer’s remorse? We can’t. What we can do though is make sure they are aware that we don’t want them making any purchases they aren’t comfortable with. We also want to make sure they understand what they are purchasing before the exchange of money. Without their trust we have nothing of any real value to offer them. If we take their money and they have trust issues with us then be prepared to be the brunt of a bad joke.
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How can we help them better understand their purchase? Say it in their terminology. Ask your patients that currently wear OTC readers if they are willing to commit to wearing multifocal lenses full time. If they aren’t then it doesn’t do a bit of good to sell them a pair. For those patients that don’t see any frames that they would be happy wearing, don’t let them settle for one. Throw some optical humor their way. Tell them you don’t want them coming back pointing a finger at you because they don’t like the frames they purchased.
When you have patients tell you they are super picky about what they will tolerate in frames or lenses, try to relate to them. Agree it’s an important decision and a purchase that affects their quality of life. Find out as much as you can about what they are wearing now and be careful trying to persuade them past their tolerance level. Offer to take some pictures of frames to send to their spouse, relatives or picky friends for approval. Their final decision may take more than one visit or multiple phone calls to you. You may not have a warranty for buyer’s remorse but keep in mind that
“You really have to watch your dispensing table manners when buyer’s remorse sits across the table from you.” If you have a patient that prefers the frame style opinions of another staff member over your opinion then welcome it. Everybody deserves a chance to be wrong. If your patient is convinced that they don’t need something then make a note that they declined what was prescribed or recommended. Let them know you know they know you know they know. I know that sounds confusing so read it until it makes sense. It’s about as confusing as to why some patients think they know more than you do in your area of expertise as their ECP.
adverse circumstances may become growth opportunities for your practice. How you handle a patient’s post purchase behavior speaks volumes about your business. Do you want happy or mad volume? Beware and be aware of those situations that may turn into buyer’s remorse by balancing patience and empathy with each sale. After all, the worst type of buyer’s remorse has got to be the one that we never hear about. Talk about speaking volumes. I
Progressivelenses.com
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.ATURALLYĂŚ3MOOTHĂŚ6ISION sĂŚ!NĂŚOPTIMIZEDĂŚUNIVERSALĂŚCHOICEĂŚFORĂŚALLĂŚWEARERS ĂŚALLĂŚADDĂŚPOWERSĂŚANDĂŚ2X S sĂŚ$ESIGNEDĂŚUSINGĂŚTHEĂŚNEWĂŚ $ĂŚ6IRTUALĂŚ2EALITYĂŚ3YSTEMĂŚFORĂŚREALISTICĂŚSIMULATIONĂŚEVALUATION sĂŚ.ON LINEARĂŚPROGRESSIVEĂŚPOWERĂŚCHANGEĂŚINCREASESĂŚCLEARĂŚVISIONĂŚAROUNDĂŚTHEĂŚlTTINGĂŚPOINTĂŚBYĂŚ sĂŚ!UTOMATICĂŚSEMI VARIABLEĂŚINSETĂŚBASEDĂŚONĂŚTOTALĂŚ2X sĂŚ!DVANCEDĂŚASPHERICĂŚCOMPENSATIONĂŚIMPROVESĂŚCLARITYĂŚANDĂŚVISUALĂŚCOMFORTĂŚINĂŚALLĂŚZONES sĂŚ-ULTI POLARĂŚASTIGMATICĂŚCORRECTIONĂŚIMPROVESĂŚPANORAMICĂŚIMAGEĂŚSTABILITYĂŚFORĂŚASTIGMATISM sĂŚ,ARGEĂŚVARIETYĂŚOFĂŚMATERIALS ĂŚCOATINGSĂŚAND
#USTOMERÌ3ERVICE Ì WWW SEIKOEYEWEAR COM Transitions and the swirl are registered trademarks and Transitions Adaptive Lenses and Vantage are trademarks of Transitions Optical, Inc. Š2012 Transitions Optical, Inc.
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MOVERS & SHAKERS American Optometric Association
Hoya Vision Care
The American Optometric Association (AOA) held its annual award presentation Thursday June 27 at the opening general session of Optometry’s Meeting held at the San Diego Convention Center. OD of the Year was presented to Neil W. Draisin, OD, working in Neil W. Drasin, OD private practice in Charleston, S.C. He serves as an adjunct professor for the Pennsylvania College of Optometry, the Southern College of Optometry and the University of Alabama College of Optometry. Sandra Fortenberry, OD, FAAO, was named Young OD of the Year. She is Sandra Fortenberry, OD the assistant professor at the Rosenberg School of Optometry of the University of the Incarnate Word.
Hoya Vision Care has appointed Gregg Fowler as vice president of sales and marketing. Fowler will manage and lead the HOLA (Hoya Optical Laboratories of America) sales and marketing efforts. Fowler will be taking over for Gregg Fowler Rich Montag, who is retiring in July after a distinguished 40-year career in optical. Fowler previously worked at Alcon Laboratories, serving in a variety of cross-functional roles that spanned sales, sales management, marketing, managed markets leadership and executive sales leadership. He began his career at Procter & Gamble, where he held various sales positions.
Freedom Meditech Scientific
The Optometric Educator of the Year award was presented to Michael J. Earley, OD, PhD, assistant dean for clinical services at the Ohio State University School of Optometry. Amy Godeaux, CPOT, president of the Louisiana Paraoptometric Association, was named Paraoptometric of the Year. The Distinguished Service Award was presented to Thomas L. Lewis, OD, PhD. A 1970 graduate of Pennsylvania College of Optometry (PCO), he has held various administrative and teaching positions at PCO, including dean of Academic Affairs from 1980-1989.
Freedom Meditech, a medical device company commercializing non-invasive ophthalmic technologies for the detection of disease and management of patient health, has announced the appointment of Paul M. Karpecki, OD, Paul M. Karpecki, OD FAAO, to the Scientific Advisory Board. Karpecki received his doctor of optometry degree from Indiana University and completed a fellowship in cornea and refractive surgery at Hunkeler Eye Centers in affiliation with the Pennsylvania College of Optometry.
Safilo
National Optometry Hall of Fame
Safilo Group has announced that Luisa D. Delgado will be appointed as the new CEO of Safilo Group and Safilo Spa, effective October 15, 2013 in a succession plan for current CEO, Roberto Vedovotto. Vedovotto will maintain his position on the Safilo board of directors Luisa D. Delgado as a non executive at that time. Delgado, 46, is currently a non executive Safilo board member. She is also currently a member of the global executive board and chief human resources officer of SAP AG and a non executive director at INGKA/IKEA. Before SAP AG Delgado spent 21 years at Procter & Gamble.
John F. Amos, OD, was inducted last month into the National Optometry Hall of Fame during a ceremony at Optometry’s Meeting. Amos received his BS and OD from the Illinois College of Optometry and his MS from Indiana University. In 2004, he was named the UAB John F. Amos, OD National Alumni Society Honorary Alumnus of the Year. He received honorary doctorate degrees from the Southern California College of Optometry and Salus University in 2010. He was the recipient of the Life Service Award from the American Academy of Optometry in 2012.
Legacie Legacie Accessories, the luxury house of B. Robinson, has announced the appointment of Nick Gelabert to the position of director of international sales covering the Caribbean, Central America and South America. Gelabert joins Legacie with an extensive luxury Nick Gelabert background in those markets and will be based in Miami. Legacie’s exclusive holdings include Betsey Johnson Eyewear, Judith Leiber Eyewear and Kata Eyewear. Legacie also has a partnership for the distribution of David Yurman Eyewear.
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Prevent Blindness America Prevent Blindness America, the nation’s oldest volunteer eye health and safety organization, has announced the recipient of its 2013 Investigator Award. This year’s selected recipient is Lyne Racette, PhD, assistant professor at the Eugene Lyne Racette, PhD and Marilyn Glick Eye Institute, Department of Ophthalmology at Indiana University in Indianapolis, Ind. The 2013 Investigator Award has been presented for the study, “The effectiveness of motivational interviewing to improve adherence to glaucoma treatment in patients of African descent.”
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EXPAND YOUR FIELD OF
THE COMPLETE EYECARE EVENT
EDUCATION: OCTOBER 2–5, 2013 | EXHIBITION: OCTOBER 3–5, 2013 Las Vegas, NV | Sands Expo & Convention Center | www.visionexpowest.com
LENSES & PROCESSING TECHNOLOGY
MEDICAL & SCIENTIFIC
EYEWEAR & ACCESSORIES
CONTINUING EDUCATION
BUSINESS SOLUTIONS
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EQUIPMENT FOCUS John Seegers, M.Ed., LDO, owner – OpticianWorks.com
MAINTENANCE: The Silent Killer Kurt Vonnegut, my favorite author, wrote, “Another flaw in the human character is that everybody wants to build and nobody wants to do maintenance.” Such a true statement. Maintenance is just so important. ou go out and buy yourself a nice new car. The years pass by, and you drop it off at the mechanic for state inspection. She calls to tell you that the shocks are gone, the brakes all need to be replaced, the CV joints are shot and the clutch is about to give out. You stop and think, how could I have not noticed all that? The answer to that question is simple: it is because those things wear out over time, they do not just “give up.” When things wear at a slow rate, we tend not to notice it.
Y
The daily wear on your office or practice is the same as it was for that car, except you don’t have to take your office in for a yearly inspection. Maybe you should. Read through this article, grab this magazine, and, either on your own or with a co-worker or staff member, take a walk around your entire office. Use the checklist. You might be surprised. Walk outside. • Is the parking area free of trash? • Are the bushes trimmed and healthy? • Is your sign still in good shape? • Does your storefront look inviting? • Can people even tell you are open? • Is the sidewalk safe? • Is it clear which door they are supposed to go to? No? Then FIX IT. Start where a patient or customer enters your store.
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• Is the “Welcome” mat clean and in good shape? • Is the front door clean? • Is the window or glass free of fingerprints? • Is the doorknob or push bar clean? • Is the door free of any old peeling paint or old decals? • Are your posted hours correct? • Does the door open easily?
• Is there a logical place where your patient should go next, or is the patient in purgatory, waiting for directions? • Is it too warm or cold? • Is the space well lit? • Is the area free from fall and trip hazards? No? Then FIX IT.
No? Then FIX IT. Open the door, step inside the front door and STOP. Now, look around and see what your patients see when they enter your practice. • Is this an inviting space? • Is the floor clean? • Is your front desk staff welcoming?
Now, step forward to the reception area. How does the reception area look to your patients? • Is the counter top clean, no scratches, no gouges? • Do the staff areas behind the counter look neat, or like a disheveled mess? • Is there room for a patient to approach the counter?
Continued on page 30
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Focused on Technology
FEA Industries, Inc. (800) 327-2002 • www.feaind.com
* Actual prescription range available may vary depending on chose frame and material. Higher prescriptions may require lenticularization.
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• Is the counter large enough for the patient to set down their bag? • Are there too many (or too few) brochures, signs and accessories? • Is the paperwork ready to be filled out? • Is there a pen ready for use?
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• Clinical but not medicinal? • Does your equipment look modern, or like something out of Frankenstein’s lab? • Does everything work like it is supposed to?
No? Then FIX IT.
No? Then FIX IT.
Now step back and take a seat in the waiting area.
Grab your optician, because now it is time to sell some glasses.
• Is there actually room enough to sit down? • Are the chairs clean and comfortable? • Is the reading material fresh? • Are the magazines patient-friendly or are they copies of Modern Yachting from 1997? • Are the seats facing the wall or the display boards? • Do patients have a place to hang a jacket? • Could a child entertain themselves for twenty minutes? No? Then FIX IT It’s exam time! So, walk down the hall and into the preliminary exam room. • Is it inviting? • Clinical but not medicinal? • Does your equipment look modern, or like something out of Frankenstein’s lab? • Does the physical patient work flow smoothly between instruments? • Does everything work like it is supposed to?
• When was the last time you dumped and restocked your POP items? • Are the displays clean? • All frames current and fashion-correct? • No broken parts or pieces? • Is the lighting flattering to the merchandise? • Does the board have some color? No? Then FIX IT. You have been working hard. It’s time for a bathroom break. Ask the magic question: Would you want to be locked in your bathroom for more than a half hour? • Is the toilet clean? • Does the toilet flush like it should? • Ample toilet paper and paper towels available? Soap? • Does it have a trashcan with a lid? No? Then FIX IT. Finally, it is break time, so let us head to the break area. Pet peeve areas for me here... again, ask yourself the magic question: Would you want to sit down and eat here? The rules are:
No? Then FIX IT. Preliminary tests are complete, so now head to your exam room. • Is it inviting?
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EYECARE PROFESSIONAL
• No microwave popcorn – it stinks! • No full course meals prepared in the microwave • No left over food and empty soda and drink containers
Now, just one last step to go. Retrace your steps and look at your office from floor to ceiling. Do you see: • Chipped paint? • Broken or stained ceiling tiles? • Torn carpet? • Chipped wallboard? • Lights that are out? A check in this column is a red flag! FIX THEM. Owning and operating a business is no different than owning a home; something is always in need of repair. Every office should have a toolbox with some basic tools to do general repairs. Every office should have a vacuum, broom, dustpan, sponge, cloths and glass cleaner. In case of an emergency like a burst hot water heater, be sure to have the phone numbers clearly posted for your rental property maintenance people (if applicable), a plumber and a handyperson. You may want to mark and review with staff where things like the water cut off valve and main electrical panel switches are. Your business is a direct reflection of you and the old saying still holds true: “You never get a second try at a first impression!” Be sure that all staff understands that it is their job to fix what they can and notify you if something needs attention. If it is your job to assure that the office looks good then avoid a negative response when something is brought to your attention. Also make it clear that no one in the office is above putting away a magazine, picking up a piece of trash, wiping down a counter or cleaning the front window. This includes you whether you are the doctor, office manager, optician or desk clerk. I
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DISPENSING OPTICIAN Judy Canty, LDO
Courtesy of Transitions® Optical, Inc.
BACK TO SCHOOL ALREADY? If you have not planned your Back to School promotions by now, you’re late! cases available from several accessory vendors. I know you can’t carry them all, but you know what the most popular schools are in your area, so highlight them. I’m in Virginia, so I know that my chances with UVA, VA Tech and VCU are pretty solid. y now, many college-bound students are winding up their summer jobs and packing for the new semester. So what should you be highlighting for them?
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• Eye exam • Contact lens exam • Yearly supply of contact lenses • Eyeglasses • Sunglasses • Sports eyewear • Computer glasses • Cleaning supplies • Cases Like college expenses aren’t high enough, parents will appreciate your ability to create a personalized package of some or all of these items. It pays to be creative, perhaps by packaging the eye exam/contact lens exam with the yearly supply of lenses and a discount on back-up eyeglasses. Or hip eyeglasses with a magnetic clip-on and a semester’s worth of cleaning supplies. You might even want to take a “buffet” approach and allow your young patient to select from a group of items for a single package price. QUICK TIP: Boost your sales by featuring collegiate-themed cleaning cloths and
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Next in line are high-schoolers, specifically seniors and freshmen. Seniors will be making some life decisions early in the fall, including college campus visits, military service commitments or directly into the workforce. In any event, appearances are important. Incoming freshmen are making that huge leap from middle school to high school. They are often desperate to fit in and hip eyewear can help them make that transition. Products and services to highlight for them should include: • Eye exam • Contact lens exam • On-trend eyeglasses • Yearly supply of contact lenses • Sport-specific eyewear • Sunglasses • Cleaning supplies for backpacks and lockers QUICK TIP: Help Mom and Dad understand how important it is to allow their youngsters to take the lead in selecting their eyewear. You might even want to put together a “look book” featuring clothing trends and the appropriate complementary eyewear.
You could also take a couple of quick photos of students in their new looks, suitable for posting on their favorite social media sites...even better, post them on your practice sites as well. There is no such thing as too much publicity. I don’t mean to ignore sophomores and juniors, but really, at this point they’re just keeping their heads down and waiting for that golden summer between junior and senior status. Indeed, they still need eye exams and contact lens exams, contacts, eyeglasses, sports glasses, sunglasses and supplies. Middle school means 6th, 7th and 8th graders, whose personalities are just beginning to shine. It’s an awkward age, somewhere between little kids in elementary school and big kids in high school. They are growing, sometimes at an alarming rate, so fitting them properly can be a challenge. My son grew 6 inches in one summer during middle school. That was my lesson in waiting to buy school clothes and shoes until the very last minute and even then not in bulk, not even socks. Back to School promotions for middleschoolers could include: • Eye exam • Age-appropriate eyeglasses • Sport-specific eyewear • Sunglasses? Maybe, but perhaps a variable tint lens in regular eyeglasses would be easier. • Durable case
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QUICK TIP: Middle-Schoolers are often sensitive about wearing glasses. Convince parents to let the kids take the lead in selecting their look. Also, kids don’t “grow into” eyeglasses anymore than they “grow into” shoes. A bad fit is a bad fit, not a money saving strategy. Elementary school kids are usually the most fun and most exasperating patients you’ll ever work with. They love color and have their own sense of style. They recognize favorite TV or music characters and frames with those logos and complementary cases are almost always a hit. Children either love glasses or hate them. There’s no middle ground. The best Back to School promotions will include: • Eye exam • Eyeglasses (a durable, properly fitted frame is a must, because recess isn’t for sissies.) • Sturdy case • Cleaning supplies for backpack and home QUICK TIP: Remind parents that if their child doesn’t like the glasses, their child won’t wear them. In fact, they’ll probably be lost or broken in no time at all. Parents
and their children must agree on frame selection for success. So, where do you start to build your promotions? Check with your frame vendors for any special pricing or Back to School specials. Take cues from your own children or young relatives to determine what’s on trend and what’s not. Knowing what not to buy is as important as knowing what’s in style. You might be able to turn a slow-moving frame into sunglasses for adults, but it really won’t work for kids, especially young kids. Check with your labs. Every lab I know of has some kind of children’s frame and lens package. The prices are usually very competitive and the frame selections are usually pretty popular brands. Make sure that there are lens options as well, including polycarbonate, Trivex, photochromics and anti-reflective treatments. If the children’s package isn’t going to fill every need, ask about any special pricing they might be willing to offer for a limited time. Believe me, it never hurts to ask. Once you’ve decided on the nuts and bolts of your promotion including the beginning and ending dates, get the word
out...quickly! Use every media source you can afford to, from targeted mailings to website pages to Facebook announcements. Create a sense of urgency, by reminding families that summer may seem to last forever, but appointment slots have a tendency to fill up as the beginning of the school year approaches. Check with your local law enforcement departments or the local AAA for any information or giveaways they could supply for your promotion, because every kid loves a goodie bag! After it’s all over...breathe. Then meet with your staff to talk about what went well and what didn’t. This “after action” meeting will help everyone understand the importance of planning well in advance of an event. If you intend to make Back to School a regular event, pick your dates as soon as possible so that everyone is available to help with the preparations and the execution. With some advance planning, you can involve the local schools and parent organizations as well. This can be an excellent opportunity to establish your practice as the local children’s vision expert as well as the place to go for the best eyewear available for any age. I
y? r o t a r o b a L l tica p O n a n i r o ok f o l u o y o d t Wha RVICE FAST SE ODUCTS R P Y IT L A U URDAYS) TE, Q T A S G IN D U ACCURA PING (INCL IP H S Y A D T NEX IN HOUSE L A IT IG D IN HOUSE S G IN T A O C CRIZAL RODUCTS P F O E IN STAFF L E L L IC V U F R E X S U R IL E VAR LY CUSTOM D N IE R BOVE F , A D E E C N H IE T R E F P EX ALL O
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SECOND GLANCE Elmer Friedman, OD
The Case of the Curious Monster Eyeball ONE OF THE MOST BIZARRE AND CURIOUS EVENTS OF 2012 TOOK PLACE AT POMPANO BEACH NEAR FT. LAUDERDALE, FLORIDA.
MARINE ANIMAL LIFE and other miscellaneous items are commonly found washed ashore onto our many beaches. But churned stomachs, queasiness and aroused imagination prevailed when Gino Covacci, according to the Sun Sentinel, discovered something on his morning walk on the beach. He was accustomed to staring out at the ocean as one of his favorite pastimes. But this was the first time it stared back at him. He came upon an eyeball. But not an ordinary eyeball as might be expected. It was a huge eyeball the size of a softball. It appeared at the tide edge and was strikingly different. It looked like some kind of a ball to Covacci. Accustomed to his regular discovery of seaweed, cigarette butts and empty beer cans he was astonished at what he saw. He kicked the object a few times and finally recognized with restrained horror that he was involved with the biggest eyeball that he had ever seen.
situation where an eye would be found independent of any other body part.” A representative of the committee visited Covacci’s home in South Florida and packed the bluish eyeball in ice. The eyeball would next be preserved in a mixture of formaldehyde and water and finally shipped to the Fish and Wildlife Research Center in St. Petersburg, Florida. Once safely ensconced there the giant orb had a chance to be identified.
When he realized what he had found he snatched the eye up and placed it in a plastic container and hurried it to his refrigerator for safe keeping. Covacci told the Sun Sentinel that “it was still bleeding and was very fresh.” A police officer advised him to contact the Florida Fish and Wildlife Conservation Committee. They said “This is definitely an unusual
Carli Segelson, a spokesperson for the research center, said, “It is probably an eyeball from a marine animal such as a giant squid or a very large fish.” Marine expert Heather Bracken-Grissom said that the lens and pupil of the Pompano Beach specimen are similar to the same structures of a deep-sea squid’s eye. She added the startling information that a squid’s eye
can be as large as a soccer ball and can be easily dislodged. Tuna, swordfish and sharks also have equally large eyes and whales have smaller eyes. She noted that large squids and swordfish are noted for their large eyes in order to gather what little light that exists at the deep depths where these large animals live. One blogger suggested that it may have come from a very large tortoise. Another blogger suggested that it was an eye of a Kraken (whatever that is). Other commentators suggested that it must have come from a titanic mutant monster caused by nuclear testing. Blogger James Nash said, “I have no eye-dea.” Such curiosity and interest by the experts as well as the public reveals their concern about the mysteries of the deep and our lack of understanding about the world’s largest environment. For instance, many observers reporting on the internet thought the eye belonged to a giant female squid. Experts state that the females grow to an estimated 13 meters long and are known to have one of the largest eyes in the animal kingdom. In addition to their parrot like beaks and long arms they possess advanced brains and nervous systems and can communicate by color changes. Their eyes were advanced through the evolution stages as they developed an iris, lens and retina structured much like Continued on page 36
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PLASTIC POLARIZED GYC/BNC
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mammalian eyes. Squid eyes can be as large as a dinner plate and easily dislodged which could explain how the mystery eyeball was washed ashore. However, the tissue surrounding the Floridian eye were also attached to bone fragments, The giant squid is an invertebrate and does not possess bony skeletons, which suggests that the squid theory adherents may not be attuned to the true picture. The majority of the experts now agree that a swordfish, probably more than 10 feet in length, with its strong bony sockets, has received the winning votes as the prime suspect. Swordfish spend much of their daylight hours swimming in water that varies between 800 to 2000 feet deep. They feed in the dark and move closer to the water surface at night where they sometimes attain speeds clocked at 50-60 miles per hour. Some wags offered the idea that the eye belonged to an undiscovered sea serpent. A little imagination can conjure a scene as two gigantic swordfish battle each other, much like the duels between Errol Flynn and Basil Rathbone, who were popular film swashbucklers.
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Apparently the victor was able to enucleate the eye of the vanquished fish and it appeared later on the Pompano Beach. Now the experts have a clue in searching for the celebrated one eyed fish. They merely have to examine the Florida coast for a huge fish with an enormous eye patch. As for me, I am of the opinion that some South Florida sword-fisherman performed unusual surgery on one of his catches and is laughing himself sick over the media frenzy. The eye’s popularity continues to spread in the media and has become viral on the internet. A Canadian newspaper reported that a Facebook page featuring the “mysterious eyeball” had received 1,000 likes and shares in less than 24 hours. David Kerstetter is a professor of Oceanography at Southeastern Nova Center in Dania, Florida. He states, “Because swordfish feed in the dark, to further enhance their low light vision they have specialized organs that heat the eyes in cold water depths which helps speed reaction and improve resolution.” Joan Herrera, curator of FWC research Center said that experts found that the eye’s color, size, and structure, as well as the bone around it helped to document the findings to prove that it was definitely a swordfish. Cuts around the eye suggest it had been removed by a knife and either discarded or lost. Genetic testing will be conducted to confirm the analysis. Sports anglers target the hard fighting fish, which is a very desirable table fare. Removing the eye from a swordfish is time consuming and not a common practice among fisherman. Kerstetter claimed that some old timers would collect the small capsule of bone around the eye and use it as an ashtray. Swordfish
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specimens may reach a weight of more than 1,100 pounds and a length of more than 14 feet. The professor added, “The eye might have come from a 200-250 pound fish.” And in a moment of ill timed humor offered the pun: “Of course, I’m just eyeballing it”
I befriended a few optometry students at Southeastern Nova University and asked for further details regarding the mysterious eyeball. They sent me a message via special overnight delivery. “Your monster was a 5 diopter myope with about a 0.62 D of against the rule astigmatism, off axis.” You can never
underestimate the capabilities of an optometry student. Unfortunately, the Florida Fish and Wildlife Conservation Committee has not responded to the refraction breakthrough that the students discovered. We can only hope that the optometric input to this famous incident will receive its just reward. I
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OD PERSPECTIVE Jason Smith, OD, MS
Prisms
PRISMATIC LENSES are sometimes forgotten when eye care professionals discuss refractions, refractive errors, and the ability to correct the optics of the human visual system.
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ye care professionals should be doing micro (small) and macro (large) muscle tests in order to determine if an eye turn does exist. Sometimes the small eye turns are not noticeable to the ECP until certain tests are completed. How often have eye care professionals found a visual acuity in one eye of 20/25 or 20/30 and have stated, “that is as good as it will be?� If prism tests or muscle tests have been performed, the reduced visual acuity may possibly be improved to 20/20 as has happened in my practice on numerous occasions. If you look up the definition of prism in the Dictionary of Visual Science, there are 5 pages and 87 different definitions and descriptions of prisms. These definitions include Abbe prism, dissociating prism, Fresnel prisms, Maddox prisms, slab off prism, and rotary prism. The basic definition of a prism is that it is a transparent body bounded in part by 2 plane faces that are not parallel. The apex
of the prism is the point where the 2 plane faces or refracting surfaces meet and the base is the location of the greatest thickness. The power of any prism depends upon the angle between the 2 refracting surfaces and the index of refraction of the material. A prism is an optical element or system which deviates or bends the path of light but does not focus the light. Since the two surfaces of a prism are flat, the direction of the light rays is altered. An object viewed through a prism appears to be displaced in the direction of the apex of the prism. The focus is not affected and there is no magnification nor minification when looking through a prism. Many eye care professionals use slab-off prism which is represented in a lens by way of grinding a prism on the lower portion of the lens in order to compensate for an unequal prismatic effect which is produced when looking through the
bifocal portions of anisometropic lenses. Fresnel prisms may be effective in temporary situations such as when a patient has a sixth nerve (Abducens nerve) or fourth nerve (Trochlear nerve) palsy. The Abducens nerve controls the lateral rectus muscle which allows the eye to turn outward or to abduct. The Trochlear nerve allows the superior oblique muscle to move in various directions of horizontal, vertical, or rotary movement depending upon its starting location and position. The unit of measurement for a prism in optics and eyeglasses is the prism diopter. One prism diopter will deviate a ray of light by 1 centimeter for each meter of distance that it travels. An object seen through a 1 prism diopter lens will appear displaced in the direction of the apex of the prism by 1/100th of the distance between the object and the prism. When an object is viewed through a prism, the rays that reach the eye are bent towards the base of the prism and the object Continued on page 40
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appears to be displaced towards the apex. Rotary prisms or hand held prisms are used during refractions in order to determine if a patients’ vision, visual acuity, or eye comfort can be improved. The prismatic power at any point in a lens is calculated with the use of a formula: prismatic power equals the distance to the optical center in centimeters times the dioptric power of the meridian in question. Prism power = (distance in cms.) X (D). As an example, if a ray of light strikes a point 12 mm above the optical center of a -3.00 D lens, the ray will be deviated by 3.60 prism diopters. This is the same as if the ray of light would pass through a 3.60 diopter base up prism. Eye care professionals can prescribe prismatic corrections when it is appropriate or necessary in order to correct a muscle imbalance. Prisms are usually prescribed when the eye has a noticeable or measurable eye turn. These eye turns can be unilateral or bilateral and can be present and be different in various positions of gaze. Prisms are usually prescribed to help a patient who has an extraocular muscle imbalance. The use of a prism may help the patient achieve single binocular vision, there may be an improvement in visual acuity in the affected eye or simply relieve their symptoms of visual discomfort. When I see any patient in my office, I always do a simple penlight test that is called the Hirschberg Test. This test can determine the approximate positions of the visual axes under binocular conditions and can identify a strabismus when other more precise methods cannot be used. There are several classifications of strabismus. Esotropia is where the eye or eyes turn inwards towards the nose. Exotropia is where the eye or eyes turn outwards towards the temples. Hypertropia is when the deviation turns upwards and hypotropia is when the deviation turns downwards. Cover tests should be done with every patient in order to determine if a phoria or a tropia is present in one or both eyes.
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Maddox rod tests can be done in order to determine the amount, direction, and the extent of any muscle problem. Hand held prisms can be used with a patient in order to determine if there is a visual acuity improvement. Sometimes it is obvious to an eye care professional that a muscle problem may exist before actual tests are completed. Some patients may present with their head turned, tilted or their eyes may not be properly aligned. These external examination analyses may give the eye care professional some hint that there may be more that needs to be done during a refraction which would include prism testing and muscle analysis. Other tests that should be done include phoria, duction, and vergence testing at distance and close. Macro (large) and micro (small) muscle turns must be properly evaluated and documented. When children are being evaluated, all therapies and exam information must be thoroughly explained to the parents in order to ensure their cooperation. I have been surprised many times when a patient enters my office wearing glasses and the best corrected visual acuity in one eye is 20/30 or worse. The patient may have some memory that their previous eye care professional mentioned that “some problem” existed, but they are usually not aware of the specifics and have come to accept the reduced vision. Quite often, I have done my trial frame refraction and tried prisms in order to see if the visual acuity can be improved. When I do achieve a visual acuity improvement of 1 line or more, I will always “try” to use this prescription with prisms in order to benefit the patient. Occasionally, I have heard the patient exclaim, “I have never seen so clearly out of this eye.” At other times, the use of prisms in conjunction with a prescription may not provide any improvement in visual acuity. In the case where there was an improvement, I explain to the patient that one lens may look slightly thicker depending upon the amount of prism. I try to stay away from rimless glasses or large frames. I also mention to the patient that we will
“try” this for a few weeks in order to determine if the patient can adjust and is visually comfortable. Sometimes the prism therapy creates some visual effects that result in the patient not being comfortable. I compare their visual system to a rod that needs straightening. “We are going to try to straighten something that is bent slightly. Nothing is broken, but it may take some time to see the results.” Some patients have become so “used” to seeing the way that they have, that any type of prism therapy may not be of any help. Their amblyopia may not be correctable. But our jobs are to try, so we must. At the very worst, you may have to change a lens and remove the prism. Another important point concerning the use of prisms is that some prism therapy is simple and straight forward. Using base up prism to correct a hypotropia or base in prism to correct an exotropia would be good examples. But some muscle turns can be quite complicated. Some eye turns are up and out, down and in, down and out, or up and in. Combination prisms may be necessary and using trigonometry, vectors, and angle formulas may be required by the examiner or the optician. The eye care professional may need to describe on a prescription sheet for a laboratory, 3 prism diopters at 120 degrees OD, down and in, as an example. Eye care professionals should not forget that they have more lenses available to them than those that correct myopia, hyperopia, astigmatism, and presbyopia. We should embrace the possibilities that prisms may be a useful therapy to help that patient who perhaps has not received the appropriate, corrected prescription in the past. Or, a small eye turn may have recently developed which we can now resolve by prescribing a small amount of prismatic correction. In either instance, the patient deserves that we strive for their best visual acuity and comfort and not settle for what has been done in the past. I
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LAB CORNER Ted Weinreich, MBA
Does Your Customer Service Department Keep Loyal Customers – or Chase Them Away?
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uring my past 25 years of lab rep experience for two labs that specialized in different lens manufacturers, I have had many eye care professionals who would turn away salespeople representing other labs while saying, “I am satisfied with my rep’s service and the lab he represents – don’t even try to convince me why your lab is better.” But I have seen such a customer leave abruptly if the lab does not react promptly when “the job from hell” happens. When a loyal customer complains that their expectations are not being met, if there is no swift and appropriate communication from the lab, that loyalty can go south in hurry. Can a relationship built over years be wrecked so quickly? You bet it can. How can these exit triggers be avoided? It all starts with an appropriately trained and organized customer service department. Are the customer service people (CSRs) trained to be order takers, or do they also have the knowledge to give an informed guess about how long a job might take? Do they understand that the more processes involved in a job, the longer the turnaround time? Not everything can be done “overnight.” Some AR’s, tintings, and lens types take longer to process than others. Are some jobs sent to other specialty labs for processing – and has the CSR notified the customer of this? If a practice requires a shorter turnaround than the one quoted (“but my customer is leaving for Europe this weekend!”), is the CSR trained to suggest a product or process that will achieve the turnaround demanded, or do they just say, “we will do our best.” CSR statements such as, “it should go out today” or “we’ll do our best,” can end up being costly to
the lab, either in credits given or in a good customer lost to another lab, when a practice does not receive the job “as promised.” Most labs do not hire lens manufacturing experts, nor licensed opticians, for their CSR positions. Therefore CSRs need to be trained that it is vital that they refer customers to these in-house experts to avoid making promises that the lab can not keep. All CSRs, and especially the in-house experts, need to understand the capabilities of their lab, including knowing the work schedules of all critical manufacturing personnel. Is the most efficient and skilled drill person on vacation, so a delicate drill job may take longer? Has there been turnover so there is new employee training time occurring in the AR department, or is equipment down for repair, so AR’s are taking longer? A practice may ask for the impossible. These CSRs and in-house experts must have the authority to suggest a different lab that might specialize in the requested Rx (for instance, wrap sunglasses, certain 3-piece mounted drill lenses) or just refuse to do the job. In spite of customer insults (“I count on your lab to do all my work!” or “You mean you won’t do this job?”), the in-house lab representatives should explain that the lab’s primary goal is to keep the confidence of the practice that all jobs received will be done correctly and on time. “Attempting to do a job that may not be done to the practice’s expectations of quality or timeliness,” the in-house representative might say, “will probably not serve to maintain the relationship of trust we have developed between our two companies.” All CSRs should have a procedure to follow if the practice does not give all the information needed for the job to be started (pd, seg height, etc.), or they
request a lens that is not available in the Rx. Often the person at the practice is on lunch break, with a customer, and will call back. No call comes, the job sits, and everyone gets angry. What to do? My suggestion would be to send two forms of communication that grab the attention of the practice. By voice mail or email and by fax, announce: “Your job for Patient Smith may not go out on time – please give us the necessary information listed below so we can promptly start this job.” Customer service personnel are the lab’s face to the world. Every word they say is judged by your valued customers. Therefore it is especially important to give them proper training in anger control, and a procedure to follow when a customer is so upset about a job that conversation turns to a personal verbal attack on the CSR. “It’s not what you say, it’s how you say it,” becomes critical at such times. A CSR request to, “please calm down so I can help solve this problem” will not do the trick. “Let me research where this job is now, and see what we can do at this point. Would you prefer to hold on, or may I call you back as soon as I have an answer this morning?” Just by involving the customer in making a decision about whether to accept a call back, starts the necessary process that there may be decisions that need to be made jointly. When a customer complains that a job arrived too thick or too thin, our lab insists that the practice gives the center or appropriate edge thickness of the lens received. Manufacturing then puts in the parameters for calculation to verify that the remake will achieve the customer’s expectations. If the CSR does not receive this measurement, and if it is not verified that the lab will make the lenses differentContinued on page 45
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ly, the customer may receive the remake with the same defect as before. Inconsistency in having jobs arrive correct the first time, and especially on a remake, is another cause of a practice searching for a new lab, and proper customer care can help a lab mitigate that problem. While I have told all my customers to call me if a job is still not acceptable on the second remake, I still get calls, “Your lab did this job five times and it is still not right.” By this time, everyone is angry. Even if the lab now makes acceptable lenses, they have been paid only once for six lens pairs made and may even need to credit that payment to assure that the practice does not look for another lab. I believe there is a sensible solution that might mitigate such outcomes: If a lab attempts to do an Rx three times and still has not satisfied the lab’s customer, then the president or lab manager should call
that customer. “We value the business you send us and we do not want this Rx for your patient Smith to affect our good relationship.” The lab might also say to the customer, “We don’t want your patient annoyed by any longer delay. Can we find a solution together, possibly by choosing a different frame or lens, that will satisfy your patient’s taste and visual needs?” Hopefully by involving the customer, and the patient if the optical practice chooses to do so, the Rx will not become a catalyst for causing the practice to look for another lab.
promptly after customer consultation. And do whatever it takes to reduce CSR turnover. These are all factors that ECPs have told me are highly valued, and are especially annoying if a lab does not manage them effectively. All this costs money. So what are the most important factors in keeping an ECP loyal to a lab? Much ECP and lab management time has been spent on low price and fast turnaround. Note that lab advertising focuses on these factors, but how important are they in creating ECP loyalty? Many say that giving the lowest price will garner a lab the most customers, but if price were the determining factor in lab success, the low priced labs would drive the others out of business – which has not happened. Price, turnaround, and competent customer service – each lab, each ECP, must determine what balance of factors will make for loyal business relationships. I
What is the bottom line? CSRs are a vital link to keeping loyal lab customers, but are often not rewarded with the prestige that their power represents. The lab should take care to have the department staffed so there is no “phone tree,” or a minimal time on it, that keeps an optician away from a patient. If the lab employs a cadre of CSR experts, there should be sufficient staff that the job can be started
Advertiser Index ADVERTISER
PAGE #
PHONE #
WEB SITE
Acculab
15
800-688-3904
www.acculab.net
Corning
11
888-645-7788
www.corning.com/ophthalmic
CNS Frame Displays
31
877-274-9300
www.framesdisplays.com
Eyevertise
43
847-202-1411
www.eyevertise.com
Fatheadz
INSIDE FRONT
800-561-6640
www.fatheadzeyewear.com
13, 29, 41
800-327-2002
www.feaind.com
FEA Industries Grimes Optical
45
800-749-8427
www.grimesoptical.com
19, 23
800-257-7724
www.iseelabs.com
BACK COVER
800-874-5274
www.marco.com
My Vision Express
44
877-882-7456
www.myvisionexpress.com
Nanofilm
31
800-883-6266
www.nanofilmproducts.com
9, 30, 43
866-923-5600
www.national-lens.com
44
607-748-2166
—
i-see optical Marco
National Lens Nellerk Contact Lens Cases
ADVERTISER
PAGE #
PHONE #
WEB SITE
Opticom
36
800-678-4266
www.opticom-inc.com
Optogenics
33
800-678-4225
www.optogenics.com
Rudy Project
FRONT COVER
888-860-7597
www.rudyprojectusa.com
24, 25
800-235-5367
www.seikoeyewear.com
INSIDE BACK
800-759-4630
www.KODAKLensPromo.com
Seiko Eyewear Signet Armorlite Tech-Optics Three Rivers Optical
44
800-678-4277 www.techopticsinternational.com
35, 39
800-756-0034
www.threeriversoptical.com
Trevi Coliseum
21
866-923-5600
www.national-lens.com
US Optical
37
800-445-2773
www.usoptical.com
Vision Council
5
800-811-7151
www.thevisioncouncil.org
Vision Expo West
27
800-811-7151
www.visionexpowest.com
Vision Systems
37
866-934-1030
www.Patternless.com
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LAST LOOK Jim Magay, RDO
“Optical Dispensing Assistant” Doing a good imitation of Chevy Chase doing a good imitation of Gerald Ford is never an impressive way to start off with a new customer (patient, client, whatever) but there is just no good way to hold an iPad, shake hands, and walk the person to a fitting table. Measurement of vertex distance and pantoscopic tilt is currently only supported with the iPad cameras. My friend Bill Eichold (a well known optician from Boston) put me on to it while we were looking at a $12,000 unit from one of the major suppliers at an OAM (Optician’s Association of Massachusetts) conference. Beautiful technology – but a bit out of my budget – whereas the app was under $30.
THE IPAD TOOK FLIGHT from my hands, and I tried a footsie; you know, where you attempt to deflect something from smashing to the ground and destroying itself, a hacky sack kind of save. Thanks to carpeting and a durable case the iPad wasn’t destroyed. My ego, well that’s another story. I use an app called Optical Dispensing Assistant (Optical Directions Consulting V1.4.1.) Using the camera on the iPad 2, you can view up to four images at once of a customer to aid in frame selection. Once taken, these images can be emailed, printed or saved to the camera roll of the iPad. Use it as a marketing tool so your customer can email their friends to show them their great new glasses, or take a printed copy home to show family.
Once your customer has chosen their frame, the brilliance of Optical Dispensing Assistant for the iPad comes to the fore. Take a photo of the customer wearing the frame, using the specially developed guides to ensure accuracy, and then measure heights and mono PDs for progressive lens ordering. Select the side view guides, take a photo and you can then measure pantoscopic tilt and vertex distance. Optical Dispensing Assistant uses specific knowledge of the iPad’s camera to ensure near PDs are accurately calculated. A camera such as the iPhone can also be used (with Photo Stream adding the photos to your iPad), however this increased accuracy is lost.
46 E Y E C A R E P R O F E S S I O N A L
$30...you’re probably thinking – I’m going to get one of those! Well, they aren’t perfect (but what is?). It takes time – and patience to get the focus just right. Many of us have been doing this optical dispensing for so long we take many of these measurements in our sleep. And really, how onerous is it to pull out the distometer to check a vertex, or mark a sample lens with a progressive height? It does impress our younger customers (patients, clients, whatever) and it forestalls a smartphone photo session while getting a group consensus on which nerdy black plastic frame looks best. HOYA now has the Spectangle App and Shamir will soon be out with the Spark App, all will have their supporters I’m sure, and all have impressive pros and cons. I went to an unveiling of the Shamir Autograph III and Spark the other night, and I saw the Spectangle a while ago. Like any new technology there is a learning curve, but it sure is an exciting time to be an ECP! ■
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Wavefront Optimized RefraXion Discernment at the Speed of Light In less than one minute, can you discern which patients have uncompromised optical paths?
you can. L HOA [μm]: @4.00mm / Order = 4 T. Sph T. Coma T. Tre HO Total: 0.020 0.040 0.025 0.059 Cornea: 0.061 0.108 0.073 0.155 Internal: 0.041 0.085 0.091 0.156 Refraction: VD = 13.75mm Sph Cyl Axis WF@4.00 +1.00 -0.50 105 WF@5.42 +0.75 -0.50 111 -0.25 0.00 6 Diff
The OPD-Scan III shows you, and your patient, a clear image of their optical pathway. 2520 data points provide over 20 wavefront diagnostics in 20 seconds. Combined with the TRS-5100, either rapid refinements or full refractions complete the picture of their total visual system.
RMS 0.07D 0.19D
When the OPD-Scan III indicates ‘WF’, only a basic refinement is required – saving 5-7 minutes per patient.
In addition, you’ll know: • Which percentage of your patients will still need a full refraction – and why • Which patients have night driving issues and may require a second Rx • Which patients have higher-order aberrations that may not be correctable • How to successfully elevate the total patient experience
XFRACTION: WAVEFRONT OPTIMIZED REFRAXION
800.874.5274
www.marco.com
*Data based on national averages.