EyeCare Professional Magazine August 2010 Issue

AUG2010_Cov.qxd

7/22/10

11:09 AM

Page 1

LATEST IN DESIGNER EYEWEAR / PAGE 6 “ENDING FREE SERVICES” FEEDBACK / PAGE 16 August 2010 • Volume 4, Issue 32 • www.ECPmag.com

JUNE2010_Xcel.qxd

7/21/10

10:49 AM

Page 2

I N T R O D U C I N G T H E U LT I M AT E C O N T R A S T E N H A N C I N G L E N S WITHOUT AUTUMN GOLD

WITH AUTUMN GOLD

™

™

ÂŽ

™

ARIS AUTUMN GOLD TRANSITIONS SOLFX

AU T U M N

G O L D™

Exclusively from X-CEL, Aris Autumn Gold Transitions SOLFX sun lenses enhance clarity and contrast while automatically adjusting to whatever light conditions the day may bring.

LOW LIGHT

A contrast-enhancing yellow lens with blue blocking properties, Autumn Gold changes to a rich brown lens in bright light, blocks 100% of harmful UV rays, and passes ANSI Z-87.1 high velocity

BRIGHT LIGHT *Color simulates actual performance and is for representation only.

impact standards.

Premium Features r .BEF PG 5SJWFYÂĄ NBUFSJBM r 3FEVDFT HMBSF BOE IB[F r &OIBODFT DPOUSBTU r *NQSPWFT WJTVBM BDVJUZ in low light conditions Preferred by Outdoors Enthusiasts r Target and skeet shooters r "SDIFST r )VOUFST r (PMGFST r .PUPSDZDMJTUT

For more information, call Customer Service at (800) 747-9235

ÂĽ 9 $FM 0QUJDBM $PNQBOZ BMM SJHIUT SFTFSWFE "SJT BOE "VUVNO (PME BSF USBEFNBSLT PG 9 $FM 0QUJDBM $PNQBOZ 5SJWFY JT B SFHJTUFSFE USBEFNBSL PG 11( *OEVTUSJFT Transitions and the swirl are registered trademarks of Transitions Optical, Inc., SOLFX is a trademark of Transitions Optical, Inc.

T H E

U L T I M A T E V I S I O N.

AUG2010.qxd

7/27/10

2:03 PM

Page 3

AUGUST 2010

EYECAREPROFESSIONAL

Vol. 4 Issue 32

Features 6

Courtesy of Christian Roth

Contents

Magazine

DESIGNER EYEWEAR Stay cool at the beach with the latest in Designer Eyewear and Sunwear.

by Amy Endo, ABOM, CPOT

16

ENDING FREE SERVICES See the reader responses to our recent series of articles about ending free services.

7

by Anthony Record ABO/NCLE, RDO

22

ASPHERIC LENSES Aspheric Lens Designs have many features that can offer superior optics to patients.

by Carrie Wilson, BS, LDO, ABOM, NCLE-AC

24

ARE OPTICIANS READY FOR CHANGE? The professions of Nursing, Pharmacy, and Naturopathy share some interesting parallels with Opticianry.

by Warren G. McDonald, PhD

30

16

BRANDING YOUR PRACTICE Keep up with the current marketing trends and create an enduring brand for your practice.

by Judy Canty, ABO/NCLE

38

STEM CELL REMEDY Corneal burn patients have experienced restored vision through stem cell transplants.

by Elmer Friedman, OD

34

On The Cover: US OPTICAL LLC 800-445-2773 www.USOPTICAL.com

Departments EDITOR/VIEW .....................................................................................................4 MOVERS AND SHAKERS.................................................................................12 MOBILE OPTICIAN .........................................................................................32 OPTICAL PHILANTHROPY............................................................................34 ADVERTISER INDEX .......................................................................................46 INDUSTRY QUICK ACCESS............................................................................47 LAST LOOK .......................................................................................................50

AUG2010.qxd

7/26/10

12:28 PM

Page 4

EYECAREPROFESSIONAL

Editor / view

Magazine

by Jeff Smith

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

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

EDITORIAL OFFICES 111 E. Pennsylvania Blvd.

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

by OptiCourier, Ltd. Delivered by Third Class Mail Volume 4 Number 32 TrademarkSM 1994 by OptiCourier, Ltd. All Rights Reserved.

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

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

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

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

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

For Back Issues and Reprints contact Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com Copyright © 2010 by OptiCourier Ltd. All Rights Reserved

4 | EYECAREPROFESSIONAL | AUGUST 2010

Multiply Profits with Multiple Pair Sales HEN IT COMES TO INCREASING your dispensary’s income, there are really only three viable options for you to consider: see more patients, increase your fees, or increase the revenue from each patient you see. Getting more people in the door is always a challenge, and raising prices is especially daunting in this economy, so why not focus on increasing revenue per patient?

W

How about through second pair sales? Sunglasses? Accessories? The key to second pair sales is listening. Ask the patient about their lifestyle, and what kind of work they do. Spend a little time before starting to select frames to get to know what’s important to them. Selecting the right ophthalmic frame to match their needs is obviously important, but it will also give you a clue as to what to suggest for additional pairs.

One of the most neglected areas of additional sales is in home safety eyewear.

Most people don’t think of the home as a place for safety glasses, yet there are now more accidents in the home than at work, largely due to the impact of OSHA regulations and efforts by the insurance industry. If your patient enjoys hobbies that use power equipment - safety glasses or shields are a must. This is also an important consideration for contact lens wearers, who may need extra protection to keep airborne debris from getting in their eyes. With the new safety frame styles now available, safety eyewear doesn’t have to be bulky or ugly.

Sunwear has been the staple of multiple pairs since their invention, but how many times have you had to tell your patient that the sun frame they just fell in love with won’t accept their prescription? Now, what happens when that same patient is fitted with contacts? Every contact wearer should be shown sunglasses, but especially the first time wearer. They may not be thinking about sunwear at that particular moment, but you can bet they will the first time they see a sunglass display at the local grocery store.

Introduce them to your sun selection and watch their eyes light up. Most dispensaries have a separate section devoted to sunglasses, but all too often it’s tucked away in some corner. Ask anyone who has been an Optician for any length of time, and they will tell you the surprising number of people who don’t even realize they can have prescription sunglasses made. And with all the new lenses now on the market, relatively high minuses can be accommodated in fashionable sunwear.

Finally, don’t forget accessories. A screw kit, extra lens cleaner, or a deluxe case are all convenient to help your patient enjoy their new eyewear. Remember, the key to second pair sales is to offer them to every patient, every time.

7/21/10

11:25 AM

Page 1

INTRODUCTORY

SPECIAL! Purchase 50 Frames Get 30% Off Purchase 20 Frames Get 20% Off Purchase 10 Frames Get 10% Off Exquisitely Hand Crafted Italian Eyewear by TreviColiseum® Distributed exclusively in North America by National Lens. Tel: 866.923.5600 www.national-lens.com

Featuring: Women’s CC #194, Men’s CC #211

AUG2010_TREVI.qxd

AUG2010_eyestyles.qxd

7/23/10

12:21 PM

Page 2

Designer Eyewear Designer Eyewear can project a modern look for trend-makers with multifaceted lifestyles, as each designer has a certain image they portray through clothing and accessories.

1. Robert Marc Robert Marc’s new collection is influenced by the lush, organic scenery of Harbour Island, Bahamas.

Nature-inspired motifs paired with soft pastels allude to the muted, sun-faded colors of the Colonial-style cottages that dot the island. An intricate, asymmetrical cross-hatch pattern brings to mind the seductive sight of palm leaves being interwoven by the oceanic breeze. www.robertmarc.com

1

2. Morel Eyewear Since its inception, the Lightec range has been synonymous with lightness and technology in the service of comfort. Lightec Carbon, fitted with the screwless “alpha” spring-hinge, is made up of high-tech composite materials using carbon fiber or glass fiber. Combined with stainless steel and polyurethane rubber, the temples are flexible, solid and comfortable.

Available in 2 semi-rimless versions with a brow-bar and 2 rimless frames. www.morel-france.com

2

3. Safilo

3

Giorgio Armani GA 775/S – These injection molded sunglasses reflect a sheer feminine charm and entice with their broad, square shape that is emphasized by the small metal fork that frames the lenses. The metal GA logo is seen on the corner of the temples. This model also features elegant variations in color, including black-ruthenium with shaded grey lenses, shown here. www.safilo.com

AUG2010_eyestyles.qxd

7/23/10

12:22 PM

Page 3

4. Christian Roth For its 25 year anniversary, Christian Roth has relaunched the Series A design. Revamped with today’s technologies, the 14035 Les Annees 80 features an acetate injected bar with titanium trim, handmade acetate temples and invisible spring hinges. www.christian-roth.com (Iconography by Rene Habermacher and Jannis Tsipoulanis.)

5

5. Luxottica The Material Girl has designed her first sunglass collection in collaboration with Domenico Dolce and Stefano Gabbana under the MDG logo. The first six sunwear styles presented are oversized, sexy and feminine, representing Madonna’s unique point of view and very much in keeping with D & G fashions. The collection marks Madonna’s premier performance into the world of eyewear. www.luxottica.com 4

6. Alain Mikli

6

The Alain Mikli AL09110009 is an oversized sun frame from the Idyl Collection, a firework of colors.

Idyl is a true alliance between color and black crystal, and is a reminder of both stained-glass windows and pop art. It features material in 3 patterns: striped, chimera and cubic. Idyl collection offers a variation of 6 color combinations all combined with black crystal. www.mikli.com

AUG2010_eyestyles.qxd

7/27/10

3:12 PM

Page 4

Revolution Eyewear

Zyloware From the Natori eyewear collection comes the IM 205, a true representation of the iconic Natori design philosophy of “East meets West.”

An Asian influence is portrayed in the milled stainless steel front with zyl temples featuring an artful bamboo pressed print. The IM 205 is destined to become the perfect day-to-night style in every woman’s eyewear wardrobe. www.zyloware.com

Affliction the brand has been recognized around the world for its unique design aesthetic. Affliction Eyewear has set the bar high in fashion which is evident in its collection’s ...indulgence of style and design, ...focus on unsurpassed quality... all, while keeping aim at the apparel lines trademark series of divinely executed dark and powerful themes. Featured is the Angelina in Antique Gold/Bronze. There are 5 Women’s and 7 Men’s styles. www.revolutioneyewear.com

Kenmark

Eastern States Eyewear

The Thierry Mugler ophthalmic collection features four new models, with a bevy of new colors and progressive treatments designed with an original, French European flair that adds a whole new dimension to this exciting collection. The TM 3826 (shown) is a model featuring an elegant front shape with beautiful acetate temples with a marble finish. Not to be missed is the layering of stones running from the style’s endpieces through its temples. www.eseyewear.com

Base Curve Eyewear The John Varvatos Eyewear Collection has something for every man, in shapes that look as natural in the office as they do after-hours, with frames in classic metal or trendy matte black zyl. Quality is a priority and therefore the frames are hand made in Japan, with CR-39 lenses, giving them a high abrasion resistance with superior optics. The gradient colors and subdued style make it not about who, but what you are wearing. www.basecurveeyewear.com

Taking inspirations from her Spring 2010 Ready-to-Wear collection, Vera Wang combines modern, vintage inspired shapes with a bold, yet feminine color palette to create a signature accessory in fashion. The optical collection showcases Vera Wang’s artistry through the use of color, temple decor and laying textures. www.kenmarkopt.com

AUG2010_Rev.qxd

7/26/10

10:35 AM

Page 1

AUG2010_eyestyles.qxd

7/23/10

12:22 PM

Page 6

Signature Eyewear

Nicole Miller’s modern design influence is shown in this geometrically, carved style. The “Shattered” is a beautiful example of Nicole’s vision for chaotic glamour. Perfect for contemporary, edgy women of any age. This style is launching in August 2010. www.signatureeyewear.com

MODO

Altair Eyewear

Meet the new JOE, the perfect balance of style, value and substance. Designed to fit the lifestyle of the confident, selfassured guys-guy, the Summer 2010 optical collection features four full-rim models with a geek-chic aesthetic. Shown is the JOE520, available in color: Carbon. www.altaireyewear.com

L’Amy

Modo for Jason Wu introduces its first optical collection which consists of 5 styles. The optical collection carries on the tradition established with the launch of the sun collection: a focus on subtle design details, matte finishes, understated branding and fashion forward yet wear-able shapes. The materials include handmade Japanese plastic with double-brushed stainless steel details. www.modobiz.com

Emilio Scolari Model 310 – Swarovski Temple Decoration Glasant Crystal beads – Composition of crystals in different colors: white, red, orange, beige, green, blue, light blue, turquoise, pink, purple and black. We insert the crystal beads manually creating a very innovative collection which let you invent your own style to express your personality in the best way you can. www.emilioscolari.it

Nina Ricci’s NR2557 frame is in acetate with a jewel theme and featuring a beautiful metal piece. The metal ring is twisting and is made rich with the enhancement of many strass.

The Nina Ricci logo is engraved on a metal trim near the ring, and located inside the tips. www.lamyamerica.com Individual tastes are reflected by your fashion sense and recommendations, from sophisticated and cool to relaxed and casual. Your designer eyewear should fit your style, and look great too. Select numerous designer name brands that will accentuate your customer’s individuality and style.

Amy Endo, ABOM, CPOT

AUG2010_FEA.qxd

7/21/10

10:54 AM

Page 1

Help Your Patients See CleARer Than Ever Before!

Coating ENGINEERED FOR PERFORMANCE • The super-hydrophobic top coat seals the lens to help resist dirt and smudges, making it easier to clean.

Available from FEA Industries Everything you want in an AR coating

• Protective layers provide durability and scratch resistance.

• Several microscopic layers of minerals effectively reduce UHÁHFWLRQV RYHU D EURDG EDQG RI ZDYHOHQJWKV &RPSDWLDEOH ZLWK PRVW PDQXIDFWXUHUV· OHQVHV including all KODAK Lenses.

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. CleAR is a trademark of Signet Armorlite, Inc. ©2010 Signet Armorlite, Inc.

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

AUG2010.qxd

7/23/10

9:43 AM

Movers

Page 12

AND

Shakers

Transitions Optical Transitions Optical has named Alexis Cardona as its chief marketing officer. Drawing from his experience in consumer marketing for numerous well-known brands, Cardona will develop and integrate the company’s global marketing Alexis Cardona and branding strategies. Cardona joins the Transitions team with 17 years of marketing experience, 15 of which were with Procter & Gamble.

The company has also announced that Peter Kehoe, O.D., will now serve as a professional relations advisor. He will work closely with Transitions Optical’s professional development team to help strengthen the company’s proPeter Kehoe grams. Kehoe is a partner in multiple practices in Illinois, and is a past president of the American Optometric Association (AOA), as well as a past president of the Galesburg Noon Lions Club.

Salem Vision Group Salem Vision Group has named Michael Willard as president. He brings 25 years of glass sales management experience to his new position, the last 11 years of which he served as Salem’s national sales manager and executive Michael Willard vice president. As Salem’s executive vice president, Willard directed 23 field salespeople located throughout the U.S. and Canada and managed the company’s strategic diversification throughout the past decade.

Revolution Eyewear Revolution Eyewear, Inc. has appointed Robert Cecere to the position of national sales manager of its Revolution sales division. Cecere is a 27-year veteran of the optical industry.

He began his career at CooperVision/Aquaflex Robert Cecere in 1983. His sales and management experience includes regional manager roles at Allergan Humphrey, Coastvision and Revolution Eyewear, VP of sales and marketing at Westcon Contact Lens, and most recently CooperVision in marketing and national account sales.

Liberty Sport Les Rookstool has joined Liberty Sport as the vice president of field sales and national accounts. Prior to joining Liberty, Les was the director of sales in the Western region for Bushnell Outdoor Products, managing all Les Rookstool

12 | EYECAREPROFESSIONAL | AUGUST 2010

channels of trade for sales distribution in eyewear.

He previously worked in the eyewear division of Bausch & Lomb and at Luxottica for 12 years in various sales management positions.

Mike Morrison has been promoted to national field sales manager for Liberty Sport, due to an internal reorganization to support the growth Liberty Sport is experiencing. Morrison joined Liberty Sport in 2009 as the New England sales Mike Morrison representative and was promoted to national field sales manager for the Maine to Florida region of the U.S. from in January 2010.

EUROM I Mido and Anfao president Vittorio Tabacchi has been elected the new president of the European Federation of Precision Mechanical and Optical Industries (EUROM I). Tabacchi replaces Antoni Olivella, who will remain the Vittorio Tabacchi federation’s vice president, as the head of the association which represents interests shared by European companies operating in the eyewear sector and whose members include major European countries, as well as aggregate member, the U.S.

LENSCO LENSCO has appointed, Richard Chesney to National Field Manager. He will be responsible for assisting in the daily operations of the sales division, covering all U.S. Sales Territory Regions for LENSCO. Richard joined LENSCO Richard Chesney in 2006 as a Territory Manager and has been instrumental in growing the sales volume in the state of Arizona. Richard’s 25 years of sales and management experience has played a vital role in his success of various sales channels.

Arizona College of Optometry Donald Jarnagin, OD, has been appointed the interim dean of the Arizona College of Optometry. Jarnagin follows Hector Santiago, OD, Ph.D., who served as the founding dean of the College until his retirement in June.

Donald Jarnagin Jarnagin received his Doctor of Optometry degree from the Southern California College of Optometry and has served as president of the Arizona Optometric Association. He is also a past president of the American Optometric Association.

MAY2010_Younger.qxd

4/23/10

4:17 PM

Page 3

AUG2010.qxd

7/23/10

11:11 AM

Page 14

Luxottica Unveils Interactive ‘Eye Hub’ Store in Australia with Possible Applications for U.S. Luxottica Group opened a new concept store in the Melbourne suburb of Hawthorn on July 21, with interactive features company officials said may also be used in the U.S. and other global markets.

The new location, called OPSM Eye Hub, opened as part of Luxottica’s OPSM Australian retail segment. The 16,000square-foot store showcases more than 2,000 “unique” SKUs of ophthalmic frames and sunwear, according to Luxottica. It includes an Oakley Air Simulation machine so customers can check various sunglass styles’ wind resistance; 41 touch screens that serve as both mirrors and cameras, allowing consumers to photograph themselves wearing different eyewear styles for posting on social media sites; and a machine that can replicate sun glare on snow or water to check the power of sun lenses to block that glare.

A Luxottica announcement describes the new store as “a retail outlet where every customer dictates and personalizes his or her own shopping experience.” A concierge at the door greets customers to ask what they are looking for; the store also includes a dedicated kids’ area so children can learn about vision while their parents shop. The store, designed in the shape of an eye, includes an in-store lab offering quick eyeglass service.

The Eye Hub features the largest product range of any Luxottica store in the world, according to the company, including the largest selection of premium eyewear as well as the largest choice of Ray-Ban and Vogue branded merchandise, and “the largest range of children’s glasses in [the] Southern Hemisphere, if not the world.” Luxottica expects to open up to 15 stores outside Australia over the next two to three years, although there are no formal plans for the U.S. at present.

JUNE2010_Pech.qxd

5/27/10

11:00 AM

Page 1

AUG2010.qxd

7/21/10

1:30 PM

Page 16

Managing Optician Anthony Record, ABO/NCLE, RDO

“And You Thought I Wasn’t Listening” SOMETIMES SOMETHING I have written about will motivate you to send me comments or reactions.

Once in awhile it is anger, other times agreement. For better or worse something that was written actually motivates you to make a phone call, mail a letter, or fire off an email. Whether positive or negative – agree or disagree – I am always grateful and impressed when a reader takes the time to engage in a dialogue and interact about the positions we share as ECPs. It tells me that you care.

BASED ON THAT, I must assume that we all “care” more about the issue(s) I wrote about in the previous two months than anything else in our industry. They lamented in general the goods and services we too easily give away for “free,” and more specifically encouraged all ECPs to proactively formulate a strategic policy with regard to how they approach getting involved with consumers who choose to purchase their eyeglasses over the Internet.

In a few short weeks I received over 100 comments – and I therefore thought it worthwhile to share some of them with you. I even received notes from optometrists and ophthalmologists. To summarize, 98.2% of respondents “agreed” with my position – some of you vehemently agreed; 1.8% disagreed on some level. (All of the words in the remaining paragraphs are the actual words of the ECPs who wrote to me. In the interest of practicality, I have not bothered with quotation marks, or identifying the writer’s last name or location. I also decided to correct a few misspelled words and grammatical errors – sorry it’s the OCD kicking in.)

Gary said: Excellent article! If you say, “no charge” enough times, you start to think that what you do has no worth. You then become more resentful of the people that you provide the service to. Therefore, there really is a price – the price of a happy staff and an efficient business. Anything that is provided for free ends up being abused and again the price will be the more abbreviated service that you will have to give to the good patients, for the sake of those just stopping by for their freebies!

Mark wrote, in part: At our Optical Shop, when a patient takes up our professional time only to end the transaction with a

request to “write it down,” it drives me crazy. What we do is to tell the patient that we don’t give out that information but we have a “Hold/Information” file and would be happy to write it down and keep it for when they return. Most people are embarrassed that they even asked and politely leave. Others are offended and rudely ask why. I have many stock answers. If they are really rude, I usually tell them that this is not a library and, after taking up my professional time, I’m not going to make it easy for you to purchase these exact frames for $5.00 less somewhere else. If they’re nice, I have the most success for getting them to return to buy when I give them enough information to shop the line, like tell them it’s a Prada women’s plastic frame, and impress upon them that our prices are very fair and competitive and I will try and match anyone’s price for the same item.

Debbie shared: As an optician we have all had those no charge circumstances come up everyday. We do charge for some of the repairs that you mentioned in your article but for the minor repairs we actually have a donation jar to the children’s hospital and we match the donations at the end of the year. At least it makes me feel better that the money is going to a good cause.

Customer’s actually love the idea & don’t mind putting a few bucks in. You get what you pay for or purchase over the Internet. Most people do appreciate the service that you provide for them.

Barry was certainly entitled to his opinion: I strongly disagree with your position. It was very broadly-brushed. It wouldn’t work for me (no Doc, no Insurance, no “carrot” other than my “convenience” to the neighborhood.) Methinks a rethink would better express your true intentions.

Continued on page 18

16 | EYECAREPROFESSIONAL | AUGUST 2010

AUG2010_SEIKO.qxd

7/23/10

12:29 PM

Page 3

Newly Patented Free-Form Technology

SEIKO SURMOUNT

™

The Thinnest Progressive Addition Lenses Competitive ive Free-Form m Lens

Seiko Surmount Free-Form Lens Free-Fo

Up to 25% Flatter than Alll Other Competitive Free-Form Progressives gressives +3.00 sph + +3 +3.00 3.00 .0 00 ad add a dd dd

Transitions and the swirl are registered trademarks and XTRActive is a trademark of Transitions Optical, Inc., Pinellas Park, FL 33782

Seiko Optical Products presents the latest advancement in free-form lens design with new Seiko Surmount, the thinnest progressive addition lenses available. Utilizing newly patented free-form technology (No. 7,341,344), Surmount offers the highest levels of optical performance and comfort, especially in Rx’s with high spheres, cylinder or add power.

WEARER COMFORT, IMPROVED COSMETICS - Surmount lenses use Convex AddPower Curve Technology to create lenses that are up to 25% flatter than competitive back surface lenses.

WIDER INTERMEDIATE & READING AREAS - Automatic variable inset placement provides the best binocular vision for reading tasks.

IMPROVED DISTANCE & PANORAMIC VISION - Advanced aspheric compensation and multi-polar astigmatic correction optimize the Rx to provide the best optical performance in the as-worn position.

CHOICE OF MATERIALS & OPTIONS - Available in 1.74, 1.67, 1.60 and Trivex® materials. Options include polarized, Transitions® XTRActive™, and Transitions VI lenses (index varies).

SEIKO Optical Products of America, Inc. 575 Corporate Dr., Mahwah, NJ 07430 • www.seikoeyewear.com

AUG2010.qxd

7/21/10

1:30 PM

Page 18

OPTOGENICS Overnight Service on Surfaced AR Jobs Optogenics Digital In-House Team Varilux

®

®

™

NEW Comfort Enhanced Digital Back Side

™

SV 360˚

Full Back Side

FT-28 360˚

Digital Back Side

Varilux

®

®

™

Physio Enhanced ˚

®

Ellipse 360

Physio 360˚ ®

Definity

®

Definity

™

Digital Back Side

™

Digital Back Side

®

Digital Back Side

®

™

Definity Short

Accolade Ideal

®

®

Digital Back Side

®

Digital Back Side

Freedom

Digital Back Side

Regular

Full Back Side

Short Advanced

Full Back Side Full Back Side

Check our Prices and Specials on Optogenics.com

DIGITAL SURFACING Digital Lenses & AVANCE-AR A Winning Combo for Patients & Rebates

OPTOGENICS = DIGITAL Open your Acct. at Optogenics.com Demo log-in username: “optouser” password: “loveit”

Tel: 800-678-4225 Fax: 800-343-3925

Tommy emailed: In my office, I now attach a memo to every glasses and contacts lens prescription, with a list of services and value-added services provided by my office when you purchase materials through us, and list of services not included when you choose not to. I think that a mixture of pre-warning, awareness, shame, and a feeling of possible future abandonment can keep orders in house. For now, I have a menu of service prices for glasses purchased elsewhere, but I plan to stop servicing outside glasses all together in the future. I look forward to the next installments in your series and getting more ideas on this important topic.

Dr. Dan said: I loved your editorial in the May 2010 EyeCare Professional. Thank you for eloquently stating what many of us have been thinking. ODs are the slowest learners sometimes....

“We do charge for some of the repairs that you mentioned in your article but for the minor repairs we actually have a donation jar to the children’s hospital and we match the donations at the end of the year.”

Colleen was fired up: Oh don’t get me started! I have to deal with walk-ins, carrying in printouts from online eyewear suppliers, looking to try them on before they order online!

Thank God for my loyal clients who remain and refer. That’s the name of the game now! In fact I’ve stopped any advertising except for yellow pages. Only when we Opticians collectively treat our profession as it IS...EXPERTS IN ALL THINGS OPTICAL, will we receive what we DEMAND, respect and proper compensation. Money paid for service is an exchange of energy, nothing more. When we are always giving away our talent, we diminish its worth. I read your monthly articles and always enjoy. This one had me jumping out of my dispensing seat yelling...” HECK YEAH! FINALLY, somebody says it like it is in these times of change!

Dr. BP said: ...In my opinion, ECPs will keep on dishing out “No Charge” until they learn to respect their optical skills and know how and learn to put value on what they do to earn a living. In my office, I charge $10.00 for taking a pupillary distance to patients who request eyeglasses prescription that they will bring someplace to buy their eyewear. Additionally, I tell them measuring a PD is really the responsibility of the person who is filling the prescription. It is a risky endeavor, but, as a player of the optical industry, I have to risk losing patient in order that optical business does not go to the dogs.

Continued on page 20

18 | EYECAREPROFESSIONAL | AUGUST 2010

JULY2010_Balester.qxd

6/23/10

5:17 PM

Page 1

with

Balester

15% off invoice on EVERY pair of Clear, Polarized, or Transitions® Polycarbonate or Trivex™ lenses* for kids!

50% off any In-house Anti-Reflection Treatment when we supply the frame!

15% off invoice on EVERY kids’ frame* supplied on Rx —

even with UNCUT lenses! Check out our kids’ styles!

Avatar B.U.M. Equipment Dora the Explorer Get It Mayhem

Moxie Nickelodeon Nick, Jr. SpongeBob SquarePants Umbro Youth

your Balester Statement Discount for total savings of as much as 23%!

Add

Offer good from July 6, 2010 to October 1, 2010. *Frame discount only on manufacturers we represent. Lens discount does not apply to stock lenses.

Go Back to School with Balester and SAVE! Phone: 800-233-8373 570-824-7821

www.balester.com

Fax: 800-548-3487 570-825-4275

AUG2010.qxd

7/21/10

1:31 PM

Page 20

Stephen articulated his disagreement: I have been an optician for over 50 years and have owned my own dispensing business for more than half that time... I was struck by the passion that the writer had for eye care professionals and the welfare of our industry. I, too, share this passion. I believe that the Internet is a tool that cheapens eye care much like frozen TV dinners cheapen home cooked meals. There must be some reason why we started doing this (giving away free things) in the first place, right? There’s got to be a logical explanation for our unified counter-cultural act of giving something away for free. Well folks, there is. It benefits us; simple yet true. It is worth it for us to provide these things to our clients (and non-clients). Not only are these services implicitly included in the mark-up prices of our products, but they are also a form of advertising.

Especially for smaller businesses, these services can be crucial to maintaining a solid client base. We could collect the $10, $15, or even $25 for services rendered, but we would just turn around and spend that money on other forms of advertisement. Now, I’m not entirely opposed to the idea of reframing the way we as ECPs operate. It may behoove us to implement an alternative method of advertising - perhaps one that utilizes the very source of our grief (the Internet). The writer of “Food for Thought” states that he plans to explore how ECPs can “tactfully and skillfully deny your services.” I beg to change our paradigm. Let us shift our motives slightly and explore how we can tactfully and skillfully create clients from non-clients,

without jeopardizing the integrity of our profession. Thank you, Anthony Record, for bringing this very important issue to the forefront of our minds and creating the space for us to discuss it. I hope it generates positive and fruitful changes.

Finally, Kate chimed in: Kudos, kudos, kudos! I have been practicing many of the things you’ve suggested in my practice for the last several years. AND (you’d be proud of me) I have been charging a reprocessing fee for doctor’s remakes. When eyewear started to hit the $800-$1,000 mark, I began using a sales agreement and warranty form that the patient/client signs when they order their eyewear. We go over our warranty, remake policies, etc. Among the various things that we mention, is the charge to remake a pair of lenses when the doctor’s office issues a remake RX. I have had no resistance from this charge from my clients. The only blowback that I’ve gotten is from one referring M.D. that has chosen to let his “tech” do the refractions for the past several years. He mildly suggested that he was reluctant to send his patients to me because of this charge. Apparently, one of my clients charged this doc the $35.00 he paid me because the client knew who was responsible for the error. After 38 years in this business (24 of which have been as a business owner) I’m glad to see one of my fellow brethren with the nerve to say that we need to start charging for our labors. ■

JULY2010_Luzerne.qxd

6/23/10

1:41 PM

Page 3

'ZENWUKXG VQ .W\GTPG 1RVKECN .CDQTCVQTKGU &WTC%WTXGŝ KU .W\GTPG 1RVKECNŎU WPKSWG PGY CURJGTKE ICU RGTOGCDNG NGPU FGUKIP &WTC%WTXGŝ KU EQORWV GT OCPWHCEVWTGF WVKNK\KPI VJG NCVGUV CFXCPEGOGPV KP %0% VGEJPQNQI[ 6JGUG NGPUGU CTG GCU[ VQ HKV CPF VJG WPKSWG CURJGTKE FGUKIP OCZKOK\GU RCVKGPV EQOHQTV #NN &WTC%WTXGŝ NGPUGU CTG OCPWHCEVWTGF YKVJ VJKP NGPU FGUKIP RCTCOGVGTU 6JKU KU RQUUKDNG DGECWUG QH VJG WPKSWG HNGZWTCN TGUKUVCPEG CPF UVCDKNKV[ CVVTKDWVGU QH $QUVQPs '1 '5 :1 CPF :1 ŝ #PF DGECWUG CNN &WTC%WTXGŝ NGPUGU CTG EQORWVGT IGPGTCVGF VQVCN TGRTQFWEKDKNKV[ KU GPUWTGF &WTC%WTXGŝ KU OCFG GZENWUKXGN[ KP $QUVQPs '1 '5 :1 CPF :1 ŝ CFXCPEGF #'4%14ŝ EJGOKUVT[ YJKEJ CNNQYU HQT GZEGNNGPV QZ[IGP RGTOGCDKNKV[ YKVJQWV EQORTQOKUKPI UWTHCEG QT UVTWEVWTCN EJCTCEVGTKUVKEU $QUVQPs '1 '5 :1 CPF :1 ŝ KU VJTGG VKOGU OQTG RGTOGCDNG VQ QZ[IGP VJCP QVJGT )2 NGPUGU CUUWTKPI [QWT RCVKGPVUŎ OCZKOWO EQTPGCN JGCNVJ CPF UWRGTKQT EQOHQTV

&WTC%WTXGŝ '1ŝ &WTC%WTXGŝ '5ŝ &WTC%WTXGŝ :1ŝ &WTC%WTXGŝ :1 ŝ

.KUV 2TKEG

/CZ &KUEQWPV

#NN &WTC%WTXGŝ NGPUGU KPENWFG 'ZVGPFGF 9CTTCPV[

#NN &WTC%WTXGŝ NGPUGU EQOG YKVJ C PQ TKUM IWCTCPVGG YJKEJ KPENWFGU HTGG GZEJCPIGU CPF HWNN ECPEGNNCVKQP RTKXK NGIG 1WT 5GTXKEG )WCTCPVGG KU VJG DGUV KP VJG KPFWUVT[ #NN &WTC%WTXGŝ NGPUGU QTFGTGF D[ PQQP '56 YKNN DG UJKRRGF QWV VQ [QW VJG UCOG FC[ 5VCPFCTF FGUKIP RCTCOGVGTU CTG CXCKNCDNG WRQP TGSWGUV

V OHQ G U H H S DUUDQW O\ : )XO

6SHFLDO ,QWURGXFWRU\ 2IIHUV ŕ $W[ C &WTC%WTXGŝ NGPU DCPM CV RGT NGPU CPF IGV &WTC%WTXGŝNGPUGU (4'' QH EJCTIG 6JCVŎU NGPUGU HQT RGT NGPU HWNN[ YCTTCPVGF

1NE=H 0AP ,BBAN =JG !QTC%WTXGŝ YCTTCPVGF NGPUGU CV RGT NGPU CPF IGV C (4'' !QTC%WTXGŝ NGPU FKCIPQUVKE VTKCN UGV RCEMGF KP C YGV ECUG

1HHGTU NKOKVGF VQ QPG QHHGT RGT NQECVKQP

ZZZ /X]HUQH2SWLFDO FRP Ŗ & #FU &WTC%WTXGA#F KPFF

AUG2010.qxd

7/21/10

1:32 PM

Page 22

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

Aspherics: Learning the Curve of the Lens

N TODAY’S TOUGH MARKETPLACE, it is important to differentiate the professional optical dispensary from one in which just orders are taken. One way to do this is to offer premium products to the patient. In order for this to happen, one must be knowledgeable in lens design and technology.

Aspheric lenses incorporate some of the most effective and efficient lens designs.

I

the prescription. This problem results in a blurred image. Since this is a wide beam aberration, and the pupil filters some of the distortion from reaching the retina, it is not as much of a concern to lens designers as the narrow beam aberration, marginal astigmatism. However, in higher prescription powers spherical aberration is still a considerable issue and is the reason that aspheric lenses were designed initially.

Spherical Lenses

Marginal astigmatism, also known as oblique and radial astigmatism, is the result of narrow parallel beams of light passing obliquely through the lens. Because the rays are narrow, the pupil does not filter them as well and lens design becomes more of a factor. The narrow oblique beams, entering the lens at opposing meridians, cause the rays to come to focus at two different points. The difference between the two points is the amount of marginal astigmatism that is found in the lens.

Most lenses are spherical lenses. A basic lens in terms of design, spherical lenses have the same curvature throughout the front surface, or base curve, of the lens. To create the prescribed power, the back surface has layers ground off of the lens, resulting in correction needed by the patient. Spherical lenses are the easiest way a transparent material can be utilized to aid in vision through the process of grinding and polishing. It does have some issues though.

One such issue with spherical lenses is an optical phenomenon called spherical aberration. Spherical aberrations occur because not all points of the lens refract the incoming light the same amount due to the continuous curvature of the lens. The optical center of the lens has an imaginary axis that passes through it and is at right angles to the lens surface. This axis is called the optical axis. It is the point on the lens where the incoming light is not deviated.

However, as the lens curves, light rays entering the periphery of the lens are bent more than rays closer to the optical axis. This causes the rays to come to focus at multiple points sooner than the location that they would be expected to focus based upon

22 | EYECAREPROFESSIONAL | AUGUST 2010

If the power of the lens is minimal, the mind overcomes the distortion. If the power of the lens is higher, the more marginal astigmatism becomes an issue. This is because marginal astigmatism is heavily affected by the relationship between the front curve and back curve of the lens. The effect of marginal astigmatism is also greater the farther away from the optical axis the eye travels. This is one reason why a patient wearing single vision lenses may complain of peripheral distortion when glancing out of the side of his or her glasses.

When using spherical lenses, lens designer handle the issue of marginal astigmatism by selecting the appropriate base curve utilizing Tscherning’s Ellipse. It uses plot points to determine the best curves for a lens. Tsherning’s system prefers fairly steep base curve to eliminate the most marginal astigmatism but the

AUG2010.qxd

7/21/10

1:32 PM

Page 23

flat base curve is more cosmetically appealing. The lenses designed with this process are called best form lenses because they are the most optically and cosmetically appealing lens available using spherical curves. Unfortunately, these lenses are also thick, heavy and steeply curved for many prescriptions.

To remedy this, lens designers introduced aspheric lenses to routine prescriptions in 1989. Previously, aspheric curves were only available on high plus aphakic lenses.

Aspheric Lenses Aspheric lenses addressed the two main issues lens designers have when developing a lens: marginal astigmatism and appearance. Aspheric, or “non-spherical” lenses, are lenses in which the front surface powers gradually change from the center of the lens to the edge of the lens. The resulting minor changes in lens curvature minimize, or may even eliminate, the blurry images created by spherical aberration when the eye rotates away from the optical center of the lens. The asphericity of the lens also allows the lens to be flatter without compromising optical quality. The result is a lens that: • Fits closer to the eye.

• Is flatter and thinner.

• Fits better in most frame designs.

• Has reduced magnification and/or minification of the eyes in higher powers.

• Has reduced magnification and/or minification of the retinal image size in higher powers.

Aspheric Lens designs Computer programs are needed to create the gradually changing, multi-curve surface of an aspheric lens. These computer programs use a polynomial, mathematical equation to determine the rate of flattening the lens surface will have. The reason each lens manufacturer has a different asphericity in their lens design is because each one uses different coefficients in their polynomial equation. Most aspheric lenses are either a true aspheric or semi-aspheric. In a true aspheric lens the change in curvature begins at the optical center. The curvature can begin steep or it can begin at a more gradual rate. In a semi-aspheric lens, the lens has a spherical center in widths varying from 10mm to 45mm. Although a semi-aspheric lens is not as cosmetically appealing as the aspheric lens, it is still thinner than a spherical lens and is more forgiving if the fit is off.

Fitting Aspherics Although accuracy is important when fitting any patient, aspheric lenses are not as forgiving as some other lens designs.

Therefore, it is important that the ECP brush up on his or her fitting skills when designing a pair of glasses using aspheric lenses.

Rules to fitting aspheric lenses include: Following the manufacturer’s recommendations– Because each manufacturer designs their own proprietary computer systems to create their lenses, each one has unique fitting guidelines.

Know and utilize the guidelines for each aspheric lens that you use.

Use a pupilometer– Take monocular PDs. Center the eye– The frame selected should have the eye in the center of the lens, both vertically and horizontally, as much as possible. Be sure that the faceform and pantoscopic tilt match the eye’s location in the frame. The closer the eye is to the center of the frame, the less face form and tilt that is needed.

Adjust, adjust, adjust– Good frame adjustment is key, both at the fitting and the dispensing. Ensure that the frame fits properly, is comfortable and has the correct amount of pantoscopic tilt and face wrap according to the placement of the eye in the frame.

Measure the optical center– This is the point most ECPs either forget to do or perform improperly. First, dot the pupil just as one would do when measuring a progressive lens. Measure, and then drop the height 1mm for every 2 degrees of tilt, but do not exceed 5 mm. If it exceeds 5mm, refit the patient with a better frame for him or her. The alternative method is to have the patient raise his or her chin until the glasses are perpendicular to the floor, have the patient look at the ECP and then dot the pupil while the patient remains in that position. Both of these methods are done to help reduce the amount of induced spherical or cylindrical power in the lens from unneeded tilt.

Use Anti-reflective Coating– Most aspheric lenses are a created with a high index material (which has higher amounts of reflections) so the use of AR coating can bring the amount of light transmission into the eye to 99.5%. Also, AR coating reduces the amount of reflections that can occur from the flatter back surface of the lens.

Conclusion Patients go to a practice because they expect the best, and it is the job of the eye care professional to give it to them. It is imperative that the patient be offered the best in lens technology to fit his or her needs. Aspherics are an excellent tool for the ECP to use to give the patient the thin, lightweight and visually superior lens he or she desires. ■ With contributions from Brian A. Thomas, P.h.D, ABOM

AUGUST 2010 | EYECAREPROFESSIONAL| 23

AUG2010_21OPT.qxd

7/21/10

3:25 PM

Page 2

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

INTO THE NEXT CENTURY: Are Opticians Ready for Change?

Part III

This is the third part of this series of articles on the changing face of Opticianry.

There are some parallels in other allied health professions as well. Opticianry is not alone, but has been slow to make positive changes. Let us review other professions in transition.

Nursing The American Association of Colleges of Nursing suggested sweeping changes in nursing education.

Nursing Education’s Agenda for the 21st Century (1993, 1999) provides a blueprint for the expansion of nursing education to include a number of things well beyond the technical skills needed for nursing practice. Critical thinking, ethics, research capabilities, management skills and others are included in the treatise developed by nurse educations primary organization. They go on to claim the baccalaureate degree as the minimum standard for professional nursing practice due to the broad roles played by the professional nurse in today’s health care environment. They separate the technical nurse trained in an Associate Degree program from the professional nurse because of the critical thinking and additional skills that the 4-year programs include.

Curriculum building for nursing education began in 1917 with the Standard Curriculum for Schools of Nursing. This curriculum was revised many times during the years following, but in 1950, there was a move to place nursing education into 2-year community and technical colleges. This was the first move away from nursing education tied to service in hospitals. Nursing curricula became focused around the standardized content, and still today many nurse educators teach from that idea of “covering the content” much like the way they were taught. The focus of the August 2003 Position Statement of the National League for Nurses calls for drastic reform in the concepts of teaching nurses. They see a need for more innovative programs that are geared more toward today’s fast-paced team approaches to health care, and away from the traditional hospital stays of the past. This position statement, entitled Innovation in Nursing Education: A Call to Reform (2003), makes it clear that reform is necessary for nursing to meet the needs of the health care market place of the future.

Therein lays the correlation to Opticianry. Nursing and Opticianry are different in many ways, but both are health care professions that require significant knowledge and skills that serve the betterment of their patients. It is important to note that while all levels of nursing licensure and training require some educational component, many jurisdictions require no educational component for Opticians. In states where there is a license required, most Opticians are trained through apprenticeship training programs that is more like on-the-job training with no educational requirement other than the level of knowledge the trainer provides. Opticians need to follow the lead of nursing to generate new ideas and paradigms for education and training.

Pharmacy Opticians are very similar to Pharmacists in that they both fill prescriptions written by doctors, and provide a source of inforContinued on page 26

JULY2010_East/West.qxd

7/27/10

3:22 PM

Page 1

October 7-10

2010

eastwest eye conference cleveland convention center cleveland, ohio

t Premier Optometric Conference in the Midwest

t Exclusive Friday Night Party at the Rock and Roll Hall of Fame

t 175 hours of education for Optometrists with Drs. DePaolis, Fingeret, McGreal, Onofrey, Sowka, Thimons and more.

Tracks: Glaucoma, Low Vision, Neuro-optometric Rehabilitation, Contact Lens, Pediatrics, Sports Vision

t Exhibit Hall featuring optometry’s vendor friends t Education for Opticians and Allied Eye Professionals t Sponsored by Ohio Optometric Association with all proceeds going to advance the profession

for registration information 800-999-4939 t info@ooa.org t www.eastwesteye.org EastWest Eye Conference t P.O. Box 6036 t Worthington, OH 43085

AUG2010_21OPT.qxd

7/21/10

3:28 PM

Page 4

mation to the public on matters related to health care issues.

Patients often can go to the optical shop for advice on eye care, while the pharmacist is widely recognized as a source of general health information.

But the similarities end there. Training for pharmacists is very well defined in every state in the union and requires a significant level of education and training, as well as a license to practice. The Pharmacist of today completes a rigorous academic program of study and has to pass difficult licensing examinations in every state. The typical entry degree today is the PharmD, or Doctor of Pharmacy degree (Campbell University School of Pharmacy, 2004). It requires a minimum of six years of study; 2 years of required courses in the sciences and general education electives and 4 years of Pharmacy school, and additional degree programs are available in clinical studies and research. According to the Occupational Outlook Handbook (2002-2003) the job prospects are strong and should continue through 2010. The University of Southern California, School of Pharmacy (2004) describes the timeline of their educational history as beginning in 1905 with a 2-year degree program, and the 4-year Bachelor of Science degree in 1918. The school continued to progress educationally and today is an example of academic excellence.

Ongoing research in many areas of the country indicates a continuing need for additional pharmacists. In Texas, state sponsored research shows the need to be great; even though Texas graduates a high number of Pharmacists (second to California) and that there is a significant need in rural areas (Projecting the Need for Pharmacy Education in Texas, 2nd Draft, January 2004). The demand for Pharmacists is high all over the country, and unlike optical prescriptions, a licensed person must fill all prescriptions. Many optical prescriptions are filled by unlicensed personnel in eye doctor’s offices, which could not happen in the case of pharmaceutical agents. While there are similarities in Pharmacy and Opticianry, the professions appear to be taking different paths. Pharmacy recognized the need to expand education and training, while Opticianry still frequently trains via apprenticeship.

Naturopathy Naturopathic Medicine is an emerging profession facing similar challenges to Opticianry. Training of the Naturopathic health practitioner is rapidly changing as the profession finds higher levels of acceptance in mainstream medicine. There is some similarity in this field to Opticianry. Both have been around for many years, and both need to justify and solidify their education and training pathways to solidify their position in the health care delivery marketplace. There are currently four recognized schools of Naturopathic Medicine in the United States and Canada. They have received accreditation from the Council of Naturopathic Medical Education (2004). They include: 26 | EYECAREPROFESSIONAL | AUGUST 2010

National College of Naturopathic Medicine

Portland, Oregon

Bastyr University

Bothell, Washington

Southwest College of Naturopathic Medicine

Tempe, Arizona

Canadian College of Naturopathic Medicine

Toronto, Ontario Canada

The University of Bridgeport in Connecticut has opened a College of Naturopathic medicine, which is a candidate for accreditation, and should be added to this list upon final accreditation.

The course work required to become a Naturopathic doctor from the above schools include prerequisites in the sciences (chemistry, physics, biology) as well as English and other general education components. The student must have completed at least 90 semester hours of credit to enter the program, including the above requisite courses. Once matriculating in the professional program, the student is immersed in traditional coursework in anatomy and physiology, biochemistry, embryology, histology and others. The student is trained didactically the first two years, with the second two years being clinical, with dispersed coursework in radiography and other diagnostic techniques (Bastyr University, 2003).

These students prescribe some homeopathic agents and even do minor surgery in some jurisdictions, which is included as part of their training.

According to the American Association of Naturopathic Physicians (2003), which recognizes the schools listed above as the acceptable educational institutions, Naturopathic training and education assumes a similar structure to that of the medical doctor, with an emphasis on disease prevention and wellness. They state on their website that twelve states currently license naturopathic physicians, including the following: Alaska Hawaii Montana Utah

Arizona Kansas New Hampshire Vermont

Connecticut Maine Oregon Washington

US Territories: Puerto Rico and Virgin Islands Washington, DC requires the Naturopaths register to practice, but does not require specific educational requirements.

Continued on page 28

AUG2010_6calls.qxd

7/23/10

1:43 PM

Page 1

AUG2010_21OPT.qxd

7/27/10

3:18 PM

Page 6

A competing professional organization, the American Naturopathic Medical Association (2004), recognizes a wide variety of educational and training backgrounds as vehicles into the practice of Naturopathy. They see natural medicine practitioners in more of a consultative role in the wellness of patients, versus the AANP whose members are trained in the diagnosis and treatment of disease. Many members of the ANMA received their training in distance-learning institutions like Birmingham, Alabama-based Clayton College of Natural Health (2004). Clayton College of Natural Health is a distancelearning organization and delivers its content in a variety of fashions, including their correspondence program and now through web-based instruction. This institution offers degrees and certificates through the doctoral level and has graduates all over the country practicing some form of natural medicine.

Many of these practitioners have no license to practice and fall under a similar situation as the Optician.

However, their graduates and graduates of other non-traditional institutions are eligible for registration in the District of Columbia. The clear division between the groups of naturopathic practitioners provides some similarity between the states that license Opticians as professionals and those that don’t.

Naturopaths seek the ability to be recognized as primary care providers, while Opticianry is a secondary or ancillary provider. This is a significant difference between the two professions, but it is clear that naturopathic medicine is divided and needs to find some direction. Opticianry is in a similar position.

There are other professions, such as radiography, respiratory therapy and dental hygiene that have some correlation to this topic. All are in an upheaval and attempting to find the balance that will maximize their abilities in practice and allow for the continued success of their profession. Nursing and Pharmacy appear to have been successful in advancing their level of education and training and increasing their scope of practice.

Opticians, Naturopaths and others are struggling to find the path that will allow their respective professions to practice at their maximum level. The Center for Health Statistics at the University of California at San Francisco (Pew Health Commissions, 1995) issued a report that is appropriate for this research. It states the following: Because health care is a labor-intensive enterprise, the next stage in our present cycle of change will demand a rapid transformation in: • How health professionals are prepared for practice • How that practice is regulated • The educational programs that prepare them for practice The knowledge, skills, competencies, values, flexibility, commitment and morale of the health professional workforce 28 | EYECAREPROFESSIONAL | AUGUST 2010

serving the systems of care will become the most important factors contributing to the success or failure of the system. In response to these circumstances, the system that produces health professionals and the structures in which they work will shift away from its supply orientation and toward a demanddriven system. This situation will create four challenges to the ways health professionals practice and are educated and trained: CHALLENGE 1: Redesigning the ways in which health professional work is organized in hospitals, clinics, private offices, community practices, and public health activities.

CHALLENGE 2: Re-regulating the ways in which health professionals are permitted to practice, allowing more flexibility and experimentation, but ensuring that the public’s health is genuinely protected.

CHALLENGE 3: Right-sizing the health professional workforce and the institutions that produce health professionals. For the most part this will mean reducing the size of the professions and programs.

CHALLENGE 4: Restructuring education to make efficient use of the resources that are allocated to it.

The report suggests some specific issues for Allied Health professionals that would include Opticianry. Among those is a change in the way allied health professions are educated and trained to more efficiently practice. An example of this would be expanding the role of physician extenders (Pew Health Commissions, 1995). In the case of Opticianry, refraction could provide a method to reduce health care costs by allowing Opticians to perform that function under the supervision of a physician. Opticians could become the mid-level practitioners in eye care and fill a large void in the eye care delivery system.

More to follow next month! I

U.S. Optician Earnings Median annual wages of dispensing opticians were $32,810 in May 2008. The middle 50 percent earned between $26,170 and $41,930. The lowest 10 percent earned less than $21,250, and the highest 10 percent earned more than $50,580. Median annual wages in the industries employing the largest numbers of dispensing opticians in May 2008 were: • Other general merchandise stores $40,080 • Health and personal care stores $34,700 • Offices of physicians $34,090 • Department stores $33,750 • Offices of optometrists $30,460 (Source: Bureau of Labor Statistics)

AUG2010.qxd

7/23/10

11:13 AM

Page 29

Younger Optics Introduces Adage™ Short Corridor Progressive Lens Some progressive lenses with a longer minimum fitting height do not appeal to patients who wish to wear a smaller frame. The new Adage lens, with a minimum fitting height of only 13 mm, is ideal for smaller, fashionable frames.

Benefits of Adage Lens:

ECP’s can now offer patients a progressive lens that fits into smaller, more fashionable frames, with some of the widest usable zones on the market! Younger Optics is pleased to announce the release of the ADAGE™ shortcorridor progressive lens in clear polycarbonate, with a NuPolar polarized lens to follow soon.

•

Minimum fitting height of 13mm (great for smaller frames)

•

Very wide near zone (generous reading area) for a short design

•

Large, functional zones (clear view in all areas)

•

90% of add is reached at only 11mm below pupil

•

An effective blank size of 76mm

•

No secondary calculations necessary for use

For more information go to: www.youngeroptics.com.

Your support will help deliver long-term vision care and glasses to those in need.

Accept the Challenge September 1 thru October 14 by: Becoming a donor: Contribute monthly, annually or make a single gift or donate one day of your eye exam fees.

Inviting patients to donate by using our “Giving” poster in your practice.

Celebrating World Sight Day in your office on Oct 14. Look for fun ideas in your practice kit.

Take the Challenge so children can see a better future

Register today and request a free practice kit: www.givingsight.org or call 1888 OGS GIVE

Photo courtesy of ICEE (Dean Saffron)

We support the VISION 2020 theme for World Sight Day 2010: Countdown to 2020

AUGUST 2010 | EYECAREPROFESSIONAL| 29

AUG2010.qxd

7/21/10

1:33 PM

Page 30

Dispensing Optician Judy Canty, ABO/NCLE

WE ARE ALL FANS of something. We follow college or pro sports teams. We create our own “fantasy” teams. We become fans of someone or something on social networking sites like Facebook or we create our own personal advertising on MySpace.

WE JOIN FAN CLUBS, fantasy leagues, hit that “like” link because, according to a study from the University of Buffalo in New York, it increases our self-esteem and improves our interpersonal relationships.

Think back to the first time someone asked to be your friend.

You were probably in kindergarten or elementary school. How great was that feeling?

How great would it feel to have raving fans of your practice?

Is your practice fan-worthy?

“Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me, Inc. To be in business today, our most important job is to be head marketer for the brand called You. ...You’re every bit as much a brand as Nike,

30 | EYECAREPROFESSIONAL |AUGUST 2010

Coke, Pepsi or The Body Shop... To start thinking like your own favorite brand manager, ask yourself the same question the brand managers at Nike, Coke, Pepsi or The Body Shop ask themselves: What is it that my product or service does that makes it different?

Give yourself the traditional 15-words-or-less contest challenge. Take the time to write down your answer. And then take the time to read it. Several times.”—TOM PETERS FOR FAST COMPANY MAGAZINE

Take the idea of branding yourself or your practice a step further; challenge your staff to the same 15 words-or-less contest.

I guarantee that you’ll find as many points of difference as you have staff members...maybe more. That could be a big problem.

Your practice must have a defined identity...a recognizable brand to which every one, from owner to staff to patient can relate. Use the information that your staff provided and develop the phrase or phrases that define, in simple terms, your practice identity. Use that phrase or phrases everywhere...on

AUG2010.qxd

7/27/10

2:04 PM

Page 31

your letterhead, your business cards, your advertising...even as wall art in your office. To see that phrase is to immediately recognize it as your practice brand.

Still not convinced that this is time well spent? At the Summer Sales Camp held by The Vision Council, industry expert Mike Karlsrud of the Karlsrud Company (www.karlsrudcompany.com) and Rene Soltis, Senior Director of Meetings and Education, developed a list of 30 taglines to identify in less than 5 minutes. The list included oldies like: • It Takes a Licking and Keeps On Ticking • Plop Plop Fizz Fizz, Oh What A Relief It Is • A Little Dab’ll Do Ya And newbies like: • Just Do It • Tastes So Good, Cats Ask For It By Name • Everywhere You Want To Be Our group missed one. We identified the wrong luxury automobile brand. In our defense, we did relate the tagline to a luxury brand.

This is exactly the reaction you need to create in your market.

There are a lot of eyecare practices out there; yours needs to be the one with an easily identifiable brand.

Making your brand come alive Bringing your brand to life doesn’t necessarily cost buckets of money. It does, however, require consistency. You and your staff can’t be committed to it on Monday morning and sick of it by Friday afternoon.

As the practice owner, you represent your brand 24/7/365.

It must be reflected in your life, your relationships, your friendships and business relationships within your community.

There are a few simple steps that will help you and your staff create a FAN-tastic practice.

• Go the extra mile. What does that mean in our business? An extra cleaning cloth or a package of pre-moistened wipes? Perhaps the offer to “tune up” a spare pair or a pair of sunglasses? Make a quick note in a patient’s file to remind you to ask about a new grandchild or a big vacation, an anniversary or a birthday.

According to Ken Langone, founder of Home Depot, “The two most powerful things in existence (are): a kind word and a thoughtful gesture.”

• Follow up for complete satisfaction. I have often recommended following up with new progressive lens wearers to head off any adaptation issues that may arise.

I’ve now expanded that follow up recommendation to

encompass nearly every interaction between staff and patient and every interaction between practice owner/manager and staff members. Tom Peters, author of “In Search of Excellence”, advises business owners that “The magic formula... successful businesses have discovered is to treat (patients) like guests and employees like people.” Using 65 lb. card stock and your office printer, you can create simple “thank you” postcards for staff members to sign and send to their patients. It’s a simple and relatively inexpensive way to show your patients that you care about them after they’ve left your office. Each sheet of 65 lb card stock makes 4 postcards, a package of 250 sheets at about $13.00 makes 1,000 cards and postcard stamps are roughly half the cost of a first class stamp. Your recall cards let your patients know that you care enough about their vision to remind them to schedule a visit. A thank you card lets them know that you appreciate their business.

“The deepest human need is the need to be appreciated.”— WILLIAM JAMES

• Keep in touch. This can be done simply and effectively with a well designed website. Websites are a very visible representation of your practice. Hire the best designer you can afford and pay that person to keep your site current. Most sites I visit have professionally done pictures of the doctors accompanied by skillfully written bios.

Remarkably few of them have any information about the staff. As the practice owner, you may spend 15 or 20 minutes with each patient. The majority of your patients visit will involve the receptionist, tech, Optician and billing specialist. They deserve at least as much attention on your site as the frame/lens/contact lens products you can supply.

“People want to be part of something larger than themselves. They want to be part of something they’re really proud of, that they’ll fight for, sacrifice for, that they trust.” —HOWARD SCHULTZ, STARBUCKS

• Challenge your staff. While you can set guidelines for how the office functions, challenge your staff to be creative within those guidelines. Most staff members know what works in the office and most importantly, what doesn’t work. Allow them the freedom to solve problems and develop procedures that add value to the practice and to their ability to work effectively and efficiently.

Challenge them to reach professional and educational goals as well as sales goals and capture rates.

“Groups become great only when everyone in them, leaders and members alike, is free to do his or her absolute best.”— WARREN BENNIS AND PATRICIA WARD BIEDERMAN, ORGANIZING GENIUS ■

AUGUST 2010 | EYECAREPROFESSIONAL| 31

AUG2010.qxd

7/21/10

1:34 PM

Page 32

The Mobile Optician Ginny Johnson, LDO, ABOC

Life in the Optical Lane, “Surely makes you lose your mind, Life in the optical lane, Huh Are you with me now?”

HERE’S A LOT OF GROUND to cover with new patients who travel to us for exceptional vision performance. Our new patient’s concerns, wants, and needs are all necessary pit stops we take along the way. In the end, the goal is for everyone to celebrate in the winner’s circle.

T

Is your practice on the right track?

On your mark, get set...

Start Your Engines • Do your best to answer the office phone within the first three rings.

• Don’t walk off from a patient to take a call without first excusing yourself. Use your common sense on which calls to accept when you are with a patient.

• Have a pleasant phone voice. Fake it if you have to. It’s not the new patient’s fault something mood altering happened to you right before you answered the phone. So don’t take it out on them.

• When the patient calls and reserves a seat, confirm as much information as possible. Leave no room for information surprises when they show up for their appointment. Let them know in advance what they need to bring with them.

Green Flag: Accelerating • The entire crew should do their best to refrain from and eliminate any inter-office road rage. If a crew member is constantly causing road rage, get rid of the lemon. The practice can’t afford severe defects.

• Treat patients with the utmost respect.

• Keep a vision friendly practice. Not a cluttered, messy site for sore eyes.

32 | EYECAREPROFESSIONAL | AUGUST 2010

• If you offer food or beverages, keep that area tidy and stocked or don’t showcase it at all.

• Have a trunk show in the parking lot and call it tailgating.

Yellow Flag: Slowing Down • Problem: Patients arriving late for appointment.

• Repair: Be sincere. Don’t be curt with them or lay on the guilt, reschedule if absolutely necessary.

• Problem: Patients waiting more than 15 minutes (especially the ones with ADD or ADHD).

• Repair: Value your patient’s time. Determine reason for delay and make adjustments to the schedule, equipment, staffing.

• Problem: Staff exhaust issues.

• Repair: Have tune up meetings to avoid staff burnout. Do whatever it takes to get positive people working in your practice. If the leaders are always negative, zip it and do whatever it takes to get out and work somewhere else.

Red Flag: Dead End Crash • “The economy is so bad and so patients can’t afford eyecare.”

• “We have tried to sell sunglasses but it doesn’t ever work.”

• “I told them we could sell them a cheap pair of eyeglasses that we keep under the cabinet.”

• “I told the patient to go elsewhere and pick up a pair of dollar readers.”

• “I’m leaving in a few minutes; I hope they brought someone with them to help pick out eyewear.”

• “Her husband is our patient and he is the biggest pain, I bet she probably is too.”

AUG2010.qxd

7/21/10

1:35 PM

Page 33

• “I’m not teaching anybody how to do my job, they might take it.”

• “I bet you they aren’t buying anything today, they never do.”

Driver’s Seat • Doctor takes driver’s seat and patient relaxes in the passenger’s seat.

• They listen and relate to each other.

• They agree on the best vision performance treatment to get to the winner’s circle.

• Work orders written for spectacles, sunwear and contact lenses.

• Costs of vision repairs and maintenance are not discussed.

Pit Stop: Dispensary • • • • • • •

Must have ambiance to attract patients.

Highly qualified service crew.

Honest recommendations.

Show and tell without overkill.

Latest frame and lens technology.

Work order tickets are placed.

POP, brochures and business cards are current.

Practice Turbo Boosters • Praise in public, criticize in private.

• Work on boosting staff morale to increase your capture rate.

• Don’t automatically assume patients aren’t going to purchase because of pricing.

• Patient transactions should be as painless as possible.

Don’t make them feel like they have to go through a college course to do business with you. Avoid the deer in the headlights look and keep it positively simple.

• It’s not who you know, it’s who knows you. Your present reputation determines your future growth.

• Come up with a niche to set yourself apart from other practices. Custom made chocolate business cards work well as long as you don’t leave them in your car on a hot day.

Checkered Flag • At check out the patient is automatically pre-appointed for next year.

• Patient pays their ticket.

• Thank them for their business and give them a receipt.

• Post mydratic sunglasses are dispensed.

• Make sure the patient has a designated driver if they do not feel safe driving after any procedure. Keep shrubs trimmed to avoid hindering anyone’s vision going in and out of the parking area.

• Give the patient a timeline of when their eyewear will be ready. If there is going to be a delay, we need to call the patient. We dread making those calls and so we put them

off which makes it worse. Just do it. Dial the number and put on your empathy hat. Most of the time they understand as long as they know you are keeping them in the loop.

Winner’s Circle • Call patient when the eyewear is ready and in flawless condition.

• Handle and present the eyewear with great care to the patient.

• Compliment them on their new look.

• Make sure frames fit properly.

• If necessary give them vision wearing instructions.

• Make sure they have a cleaning cloth and an eyewear case.

• Expressions of gratitude including hi-fives may be exchanged.

• Make follow up calls 7-10 days after dispensing.

• Make right any wrongs.

• Request referrals from patients.

Congratulations, I commend you for not switching lanes but keeping a one track mind! ■

AUG2010.qxd

7/21/10

1:35 PM

Page 34

Optical Philanthrophy Lindsey Getz

A Bigger Vision LCA Vision joins forces with the Wounded Warrior Project to help returning soldiers Wounded Warrior Project (WWP) is one of the great non-profit organizations out there assisting our nation’s veterans. Through a variety of different programs, they help honor and empower wounded soldiers. “We raise awareness and enlist public aid for our nation’s warriors,” says Natalia RankineGalloway, WWP public relations coordinator and spokesperson. “We also help them help each other. Our logo is a soldier carrying another and we try to get our participants to a point where instead of being a guy on top, they’re now the guy on bottom.”

WWP has 13 programs and services that help take returning soldiers through the entire process of recovery. For instance, the backpack program, “WWP Packs,” offers all of the essential care and comfort items that an injured solider would need—all designed to make their hospital stay more comfortable. The backpacks are provided to severely wounded service members arriving at military trauma centers. “When a solider is injured, their clothes are cut off, so the backpacks contain essentials like underwear, socks, and tee-shirts,” explains Rankine-Galloway.

“They also include items like phone cards and playing cards.”

The Project also offers a program called “Soldier Ride,” a WWP initiative that provides adaptive cycling opportunities for wounded warriors. Typically three to five days long, rides are geared toward warriors for all abilities. In addition to physical benefits, the program also raises public awareness of the issues warriors face through public events held throughout the ride.

“Warriors to Work” is another program, which assists warriors in their transition into the workforce. The program offers warriors a complete package of employment assistance services including resume help, interviewing skills, networking, and job training.

One of the soldier’s from the Wounded Warrior Project.

These are just some of many services and programs offered through WWP. And now, in addition to many of these essential recovery opportunities, WWP has partnered with LCA Vision Projects to also offer LASIK services to wounded soldiers and their primary caregiver. LCA wants to do their part in helping these men and women alleviate one less daily burden and enhancing their quality of life.

“It’s been a wonderful alliance,” says David Thomas, COO of LCA Vision, who announced the partnership last December.

“The recipients of the procedure have been extremely happy with the results.”

One such recipient that Thomas shares the story of is a Captain who had become a left leg amputee. He and his wife were given the opportunity to receive LASIK. His wife went through the procedure first. “She was overcome with emotion at the results,” says Thomas. “She told us that because of her poor vision and her husband’s wheelchair and prosthetics, she was often bumping into him or tripping over things while trying to tend to their two small children. That issue is now eliminated and she’s able to better care for him and her family.”

And the Captain has seen an improvement in his quality of life as well. “He is in a lot of pain and still undergoing additional surgical treatments,” explains Thomas. “But he’s found that the Continued on page 36

34 | EYECAREPROFESSIONAL | AUGUST 2010

APR2010_3Rivers.qxd

3/31/10

1:13 PM

Page 1

WE

ARE

DIGITAL

What does that mean for you? It means our in-house, state-of-the-art digital surfacing equipment allows us to create everything from one-of-a-kind bifocal designs to backside progressives from SOLA, Carl Zeiss Optical and Shamir Insight.

For your patients who have had difďŹ culty adapting to progressive designs, prefer bifocals to progressives or have special requests such as segments for golf, step into the “Oâ€? Zone with our patented “Round Segâ€? technology.ÂŹ

Are You Ready to Take the Plunge into Digital?

TR O Seg

and TR O Blended Seg are patented lens designs created to ďŹ ll a void in the optical industry. Features include: s Customizable seg size from 10mm to 45mm s Add range from .50 to 5.00 s Available in polycarbonate and all resin materials

Call us today at 800.756.2020

Get in the “O� Zone today. Call Us Today for Your Patient’s Bifocal Needs.

7KUHH 5LYHUV 2SWLFDO ‡ ‡ ZZZ WKUHHULYHUVRSWLFDO FRP

AUG2010.qxd

7/21/10

1:36 PM

Page 36

best place to achieve comfort is in the water and he loves to scuba dive. Now that he’s had the treatment, and can see properly, he’s able to scuba dive much more easily. That’s the kind of story that motivates us—when we’ve had an impact on a soldier’s quality of life.”

arms and have a difficult time using their contacts or glasses.

We want to provide them with the ability to fully function, particularly visually, and with this modern technology we can do that for them.”

Thomas also decided that he wanted to help primary caregivers through the program as well. “Helping caregivers to function visually allows them to better care for their spouses or children,” he explains. “Our desire is to help soldiers with their transition into a new life with as few handicaps as possible.

Vision is something we have the technology to improve, so it’s our way of helping.”

Cyclists taking part in the Soldier Ride Program.

While the stories of returning soldiers who have been helped with LASIK are an inspiration, Thomas says that he’s actually driven by a bigger vision—one where soldiers would have perfect eyesight before even stepping on to the battlefield. “It’s a vision of mine that no soldier should be on the battlefield without being able to see 20/20 or better—especially considering we have the technology available to do this,” he says. “It would be a huge advantage against our enemy that our soldiers have perfect sight. I want to eliminate glasses on the battlefield.

So I saw the Wounded Warrior Project as a stepping stone toward that much larger goal. We are helping those that come back to improve their quality of life. Some are missing hands or

LCA’s involvement in this program has had a positive impact all around, says Thomas. The soldiers and their caregivers are grateful and happy with the procedure. But the providers are impacted as well. “Our people are moved by these soldiers’ stories,” explains Thomas. “They feel good that they can provide a procedure that can help change and enhance these warriors’ lives. Our surgeons agree to do this work pro bono, and with the help of some of our partners, we’re able to provide this service completely free for the solider and their primary caregiver.”

Thomas says there’s no question the alliance with WWP has been a wonderful experience for everyone involved. He adds: “It’s a good feeling to be able to give back in some way to those who have given so much for us.” ■ Photos: Courtesy of Wounded Warrior Project

APR2010_LBI.qxd

3/31/10

2:02 PM

Page 3

The Only Company in America offering 10 Finished Stock Extended Range Lenses!

9.95

$

NEXT DAY DELIVERY * UP TO 1 LB

Continental USA only Higher weights add $3.00 per pound Orders picked and shipped the same day they are received before 3:00 pm PST

FINISHED SINGLE VISION Extended Range Lenses CR-39: 65 mm 65 mm 65/70 mm

Single Vision Uncoated (-4.00 cyl) Single Vision Uncoated Super Extended (-6.00 cyl) Single Vision Anti-Reflective (Hard Coated) (-4.00 cyl)

Per Pair $ 2.75 $ 6.95 $ 5.95

CR-39 Uncoated super extended range: + or -6.00 sph, -4.25 to -6.00 cyl POLYCARBONATE: $ 65/70 mm Single Vision Hard Coated (Tintable) (-4.00 cyl) 7.95 $ 65/70 mm Single Vision Anti-Reflective (-4.00 cyl) 14.50 $ 65/70 mm Single Vision Polycarbonate Photochromatic (Grey) (-4.00 cyl) 26.00 65/70 mm Single Vision Polycarbonate Photochromatic (Grey) A/R (-4.00 cyl) $32.00 HIGH INDEX: $ 65/70 mm Single Vision 1.56 Index (-4.00 cyl) 6.95 $ 65/70 mm Single Vision 1.56 Index Anti-Reflective (-4.00 cyl) 9.95 $ 70/75 mm Single Vision 1.67 Super High Index Anti-Reflective (-4.00 cyl) 21.50

LBI offers over 45 different kinds of 1st Quality lenses, All at Tremendous Savings! * $10.00 MINIMUM INVOICE

Call Toll Free

800.423.5175 (press 3)

AUG2010.qxd

7/21/10

1:37 PM

Page 38

Second Glance Elmer Friedman, OD

onto the injured cornea in a manner similar to a contact lens.

New cells are further created which allows the cornea to start to return to normal.

The researchers created enough cells in a lab culture and then performed the transfer to 112 patients. Reports say that the treatment was successful in 76.6% of the patients and a partial success in 13.1% of the patients. Guidelines for success indicate that all symptoms of light sensitivity, itching and pain will have disappeared and a new, healthy, transparent cornea will have developed. In those cases in which there was no success (about 10.3%) failure was due to surgical complications, or the profound severity of the injuries.

Corneal Burns Successfully Treated with Stem Cells Patients who were suffering with caustic chemical burns were able to achieve restored vision through transplants derived from their own stem cells. This is a solid breakthrough in the blossoming field of cell therapy, according to a new Italian study. The process involves a graft of healthy, laboratory grown stem cells attached to the damaged cornea. They call it a biological contact lens. Some causes of severe damage to the cornea that may respond to this revolutionary treatment are: firecrackers, boiling fluid, battery acid, chemicals used in industry and food explosions due to improper use of microwaves. Minor corneal burns respond well to this therapy.

However, more profound burns may damage the limbal stem cells from which the newest treatment derives its usage. For those patients for whom stem cell therapy is not an alternative the prognosis for these cases can be very poor.

Graziella Pellegrini, co-author of the study is in charge of the cell therapy unit at the Center for Regenerative Medicine at the University of Modena and Reggio Emilia in Modena, Italy. She claims that the new treatment involves harvesting stem cells from the patient’s healthy eye or from the eyes of a relative or a friendly donor. Stem cells from the patient’s own eyes did not require the use of anti rejection drugs. The corneal scars are removed and the cultured material is transferred or grafted

The procedure succeeded after a single application in 69% of the cases. A second procedure was needed for some patients.

Pellegrini said that half of those with deep damage to the eye were able to enjoy restored vision. All of the others were completely cured. The color and appearance of the eye were normal in every respect. Her patients were followed for an average of three years and some for as long as a decade. Although there were no complications during the grafting, postoperative adverse episodes in a few of the patients included hemorrhage and residual fibrin on the third postoperative day. There were also incidents of inflammation, blepharitis with epithelial involvement and herpetic keratitis.

The successful patients were euphoric and felt that the results were miraculous. Dr. Pellegrini replies, “It was not a miracle. It was simply a technique.” One of the successful stories involved a man who had severe damage in both eyes as a result of chemical burns suffered in 1948. Stem cells grafted from a small section of the left limbal area were used to graft both eyes. His vision is now close to normal.

The treatment may cost about $20,000 to $30,000. One drawback to be considered is the unknown period of time that the treatment will last. Some patients in this study did well for a period of ten years. Currently, the stem cell treatment is not approved in the U.S., but it is in use in other countries.

Pellegrini estimated that the new technique may help 1,000 to 2,000 patients in Europe. Some areas in Europe and developing countries are threatened by the lack of regulations regarding the use of dangerous chemicals. Therefore, the incidence of ocular accidents is most likely to be higher in these locations.

Continued on page 40

38 | EYECAREPROFESSIONAL | AUGUST 2010

JULY2010_Luzerne.qxd

6/23/10

1:40 PM

Page 1

6$9( 6$9( 6$9(

´7+,1 LV ,1 µ 2TQOQVKQP

.W\GTPG 1RVKECNŎU

$VN IRU +LJK ,QGH[ IRU \RXU 6LQJOH 9LVLRQ 5[¶V 7KHVH OHQVHV DUH VXUIDFHG ,Q +RXVH IRU LPSURYHG VHUYLFH DQG TXDOLW\ 8QOLNH VRPH RWKHU 8OWUD +LJK ,QGH[ SURGXFWV WKDW PXVW EH VRXUFHG RXW IRU SURFHVVLQJ

)URP -XO\ WKURXJK $XJXVW HYHU\ WLPH \RX RUGHU D SDLU RI 6LQJOH 9LVLRQ +LJK ,QGH[ /HQVHV E\ 3RO\FRUH \RX ZLOO VDYH ZKHQ \RX XVH WKH FRXSRQ EHORZ &RXSRQ PXVW EH VXEPLWWHG E\ $XJXVW

8OWUD 7KLQ $EEH 9DOXH RI ([FHOOHQW IRU 'ULOOLQJ 89 3URWHFWLRQ

H Y D 6 /HQV 6W\OH 8OWUD +LJK ,QGH[

+L ,QGH[ /HQVHV DUH FRPSDWLEOH ZLWK WKH IROORZLQJ ,Q +RXVH 3UHPLXP $5 7HFKQRORJ\ 7UHDWPHQWV

(9& ± HQKDQFHG YLVXDO FODULW\

=HLVV 6XSHU (7

=HLVV *ROG (7

.2'$. &OH$5

%DVH &XUYHV $YDLODEOH 3RZHU 5DQJH &DQ VXUIDFH PLQXV WRWDO SRZHU RU SOXV WRWDO SRZHU

PITNN 1((

2CKT QH 2QN[EQTG 58 *KIJ +PFGZ .GPUGU HTQO .W\GTPG 1RVKECN Ŗ )QQF HQT QTFGTU RNCEGF DGVYGGP ,WN[ CPF #WIWUV Ŗ Ŗ %QWRQP OWUV DG UWDOKVVGF D[ #WIWUV Ŗ 2JQVQEQR[ CU PGGFGF ETGFKV YKNN DG CRRNKGF VQ KPXQKEG QT ETGFKVGF VQ CEEQWPV '$7$ (175<

&5(',76 &

14&'4 7NVTC *KIJ +PFGZ .GPUGU HTQO .W\GTPG 1RVKECN 6QFC[ ZZZ /X]HUQH2SWLFDO FRP

AUG2010.qxd

7/21/10

1:38 PM

Page 40

The Italian study and presentation was praised by Dr. Ivan Schwab, an ophthalmology professor and stem cell expert at the Univ of California, Davis. He claimed, “The Italian method is a roaring success.” Unfortunately, there are reports that some researchers were not having the same success as Pellegrini.

Their experience did not provide an enduring time of cure for their patients. She feels that the stem cells extracted from the limbus should be cultured in a proper mix with differentiated cells that make up corneal tissue. If stem cells are too few there will be no reserve to form the new cells needed in the recycling mode that will enable the results to last.

The stem cell culture increased and grew into healthy tissue within a period of two weeks. Some regained sight in two months. The deeper burns usually required a second procedure and patience was rewarded after a year when sight was finally restored. Dr. Schwab adds that a hospital in India has joined the small group involved with limbus derived stem transplants. He further states, “The applications of this work may extend to other organs. This is bigger than just the surface of the eye.

Pellegrini may be making a model for how to regenerate livers and other organs.” The study was partly funded by the Italian government. The U.S. research is centering attention on new ways to use self supplied stem cells but feel that the work is still preliminary. In the year 2008 there were 2,850 work related chemical burns to the eye according to the US Bureau of Labor Statistics.

For decades, adult stem cells have been used to treat leukemia and sickle cell anemia. Other stem cell studies involve researching therapy for diabetes, bladder, liver and heart failure, but

have been met with limited success. Dr. Schwab, with a twinkle in his eye, says, “After all, we are not talking about regenerating the entire liver or heart. The concept that you have to grow a whole liver or a whole heart is a result of wild imagination and should not be taken seriously.” It should be pointed out that adult stem cells are derived from different parts of the body.

Embryonic stem cells are found in human embryos. The latter activity has caused much ethical concern. Until this time the common therapy for significant corneal burns is to utilize a corneal transplant procedure.

However, complications have been recorded regarding infection and glaucoma. A case of last resort involves the use of stem cells obtained from a cadaver. This is not considered a prime choice of treatment by our doctors, as well as the patients. Dr. Sophie Deng is a cornea expert at the UCLA’s Jules Stein Eye Institute. She observed that the Italian procedures created a big advantage in their amazing progress since they were able to increase the number of cells in the lab. This is less invasive and lowers the chance of injury to the eye.

Dr. Ivan Schwab concludes, “Despite recent successes in Italy, it’s likely to be years before American doctors again try to restore people’s eyesight with stem cell transplants. To those who have suffered with chemical burns of the cornea, I don’t want to give the false hope that this will be the answer to their prayers. There are steep regulatory and financial requirements for doing stem cell corneal transplants. I just don’t think that these techniques are going to be available to patients in the United States for a bit... maybe a decade.” ■

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

40 | EYECAREPROFESSIONAL | AUGUST 2010

21cent_0610.qxd

5/27/10

10:58 AM

Page 1

®

An Advanced Essilor® Design in a Full Back Side Digitally Engineered Format.

Material

Index

Range

Cylinder

SRC

Price

Plastic

1.5

-8 to +6

-6.00

Coated

1.5 Transitions® Gray

1.5

-8 to +6

-6.00

Coated

$

1.5 Transitions® Brown

1.5

-8 to +6

-6.00

Coated

$

1.5 Xperio™ Gray

1.5

-4 to +6

-4.00

Coated

$

1.5 Xperio™ Brown

1.5

-4 to +6

-4.00

Coated

$

Airwear®

1.586

-10 to +6

-6.00

Coated

Airwear® Transitions® Gray

1.586

-10 to +6

-6.00

Coated

$

Airwear® Transitions® Brown

1.586

-10 to +6

-6.00

Coated

$

Airwear® Xperio™ Gray

1.586

-10 to +6

-6.00

Coated

$

Airwear® Xperio™ Brown

1.586

-10 to +6

-6.00

Coated

$

Thin & Lite® 1.6

1.596

-10 to +6

-6.00

Coated

Thin & Lite® 1.6 Transitions® Gray

1.596

-10 to +6

-6.00

Coated

$

Thin & Lite® 1.6 Transitions® Brown

1.596

-10 to +6

-6.00

Coated

$

Thin & Lite® 1.67

1.660

-10 to +6

-6.00

Coated

$

Thin & Lite® 1.67 Transitions® Gray

1.660

-10 to +6

-6.00

Coated

$

Thin & Lite® 1.67 Transitions® Brown

1.660

-10 to +6

-6.00

Coated

$

$

69.98

109.98 109.98 109.98 109.98 $

79.98

119.98 119.98 119.98 119.98 $

99.98

124.98 124.98 129.98 159.98 159.98

For Ambiance® lenses with a fitting height of 16mm or less, the maximum add power is +3.00 For Ambiance® lenses with a fitting height of 17mm and above, the maximum add power is +3.50

21st Century Optics 47-00 33rd St., Long Island City, NY 11101 (800) 221-4170 53 Brown Ave., Springfield, NJ (800) 672-1096 www.21stcenturyoptics.com / www.quickcareframerepair.com Ambiance® is a registered trademark of 21st Century Optics. Essilor is a registered trademark of Essilor International.

JULY2010_VEW.qxd

6/23/10

1:48 PM

Page 2

MORE THAN A FASHION EVENT, IT’S A

MEDICAL MEETING Vision Expo educates more optometrists than any other medical meeting in the world. Why? Because you’ll find the science, business solutions and continuing education that matter most to you and your medical practice only at Vision Expo. VISION EXPO DELIVERS: The largest, most ALL-INCLUSIVE OPHTHALMIC CONFERENCE in the world. 91% of ODs rate Continuing Education as their top priority at Vision Expo.

Dollar for dollar the BEST NATIONAL VALUE of all CE. Flexible pricing tiers mean you can educate your whole team for less with Total Office Packages.

The largest collection of ADVANCED MEDICAL EQUIPMENT in the country. 96% of attendees confirm the new product debuts are critical to the growth of their business.

DEDICATED MEDICAL & SCIENTIFIC PAVILION show specials, speakers and networking events.

Plus, FREE CE in the Medical & Scientific Theater.

OVER 60 HOURS OF EXCLUSIVE COURSES you will only find at Vision Expo.

LEARN MORE at www.visionexpowest.com Join more than 2,600 optometrists for 300 hours of continuing education and special programs developed exclusively for ODs.

Conference: October 6 – 9, 2010 | Exhibition: October 7 – 9, 2010 Las Vegas, NV | Sands Expo & Convention Center ENDORSED BY:

STAY CONNECTED TO THE GLOBAL VISION COMMUNITY

AUG2010_FEA.qxd

7/21/10

10:57 AM

Page 1

FEATURED PRODUCT

Lenses 1.50 Spheric Hard

1.50 Spheric Uncoated

CR-39 Finished Single Vision Hard Coated

CR-39 Uncoated Finished Single Vision

Only $1.49 Per Pair!

Only 99¢ Per Pair!

1.50 Spheric AR CR-39 Finished Single Vision Hard Coated with AR Coating

Only $2.99 Per Pair!

1.61 Spheric AR 1.61 SP AR Finished Single Vision with Impact Resistance Primer AR Coating

Only $8.39 Per Pair!

800.327.2002 Local: 215.876.2002 Fax: 215.876.6140

Toll Free:

INDUSTRIES

FEA is a Platinum Distributor of Norwood VisionTM products.

Offers good thru August 31, 2010 • Minimum 10 pair stock lens order

JULY2010_East/West.qxd

7/21/10

11:15 AM

Page 2

AUG2010_National.qxd

7/21/10

11:25 AM

Page 1

National Lens America’s Leading Discount Lens Distributor Phone 1.866.923.5600 • Fax 1.866.923.5601 • www.national-lens.com SUMMER ‘10 Color

LOW 1 to 5

LOWEST 11 & Over

LOWER 6 to 10

19.95

19.75

18.95

1 to 5

6 to 10

11 & Over

22.50 14.50 17.95 19.95 47.95

21.75 14.25 17.75 19.75 47.25

21.25 13.95 17.50 19.50 46.75

Bausch & Lomb

1 to 5

6 to 10

11 & Over

PUREVISION SOFLENS 38 SOFLENS 66 TORIC SOFLENS MULTIFOCAL SOFLENS 59

26.00 11.95 19.25 28.95 9.25

25.25 11.75 19.00 28.75 8.95

24.50 11.25 18.95 27.95 8.75

CooperVision

1 to 5

6 to 10

11 & Over

19.95 26.00 15.95 21.95 12.45 24.00 37.95

19.50 25.75 13.95 20.95 12.35 23.50 37.50

18.95 24.75 12.25 19.95 12.25 22.00 36.50

1 to 5

6 to 10

11 & Over

25.75 40.95 39.95 13.95 12.95 33.95 15.95 14.45 24.50 15.75

24.95 39.50 38.50 12.00 12.75 32.95 14.25 14.25 23.75 15.25

23.75 38.75 36.95 10.95 12.50 31.95 13.25 12.95 22.95 14.75

IMPRESSIONS COLORS Available in Rx!

Johnson & Johnson ACUVUE OASYS ACUVUE 2 ACUVUE ADVANCE ACUVUE 1 DAY MOIST ACUVUE 1 DAY MOIST 90 PACK

AVAIRA BIOFINITY BIOMEDICS PREMIER, XC, 38% & 55% EXPRESSION OPAQUE-PLANO FREQUENCY 55% & ASPHERICS PROCLEAR PROCLEAR 1 DAY 90 PK

CIBA VISION AIR OPTIX AQUA AIR OPTIX NIGHT & DAY AQUA DAILIES AQUA COMFORT PLUS 90 PK FOCUS 1-2 WEEK FOCUS DAILIES 30 PK FOCUS DAILIES 90 PK FOCUS MONTHLY FRESHLOOK LITE TINT FRESHLOOK COLORS/COLORBLENDS O2 OPTIX

FINISHED OPHTHALMIC LENSES LENS TYPE PRICE PER PAIR 1.20 3.20 Please Call $ 7.00 for Volume $ Discounts 4.40 $ 7.00 $ 18.00 We’ll Meet or Beat Any Competitors Price on Any in Stock Lens

CR-39, 70 MM – 1.49 Uncoated Polycarbonate, 65/70 MM – Tintable Polycarbonate, 65/70 MM – AR Coated Mid Index, 70/75 MM – 1.56 AR Coated High Index, 70/75 MM – 1.61 AR Coated Super Hi Index Aspheric, 70/75 MM – 1.67 AR Coated

$ $

Business Hours 8:30 AM - 5:30 PM EST • Prices Subject to Chang e Without Notice Free Standard Shipping (when available) • Same Day Shipping • We Do Not Backorder Lenses

AUG2010.qxd

7/27/10

1:23 PM

Page 46

Advertiser Index ADVERTISER

PAGE #

PHONE #

WEB SITE

6Calls

27

763-522-6625

www.6calls.biz

21st Century Optics

41

800-221-4170

www.21stcenturyoptics.com

ABO-NCLE Conference

44

574-271-0886

www.abo-ncle-conference.com

Baby Banz

INSIDE BACK

877-333-0074

www.babybanz.com

Balester

19

800-233-8373

www.balester.com

CNS Frame Displays

40

877-274-9300

www.framesdisplays.com

Cotton Club

5

866-923-5600

—

Drivewear

13

888-807-4950

www.drivewearlens.com

East West Conference

25

800-999-4939

www.eastwesteye.org

Eyevertise

36

847-202-1411

www.EyeVertise.com

FEA Industries

11, 43

800-327-2002

www.feaind.com

Grimes Optical

47

800-749-8427

www.grimesoptical.com

ICare In a Wink

47

574-277-0718

www.icareinawink.com

i-see optical

33

800-257-7724

www.iseelabs.com

LBI

37

800-423-5175

www.lbieyewear.com

21, 39

800-233-9637

www.luzerneoptical.com

Luzerne Optical My Vision Express

46

877-882-7456

www.myvisionexpress.com

14, 45

866-923-5600

www.national-lens.com

Nellerk Contact Lens Cases

49

607-748-2166

—

Opticom

46

800-678-4266

www.opticom-inc.com

Optogenics

18

800-678-4225

www.optogenics.com

Pech Optical Corp.

15

800-831-2352

www.pechoptical.com

Revolution Eyewear

9

800-986-0010

www.revolutioneyewear.com

National Lens

Rudy Project USA

BACK COVER

888-860-7597

www.rudyprojectusa.com

SEIKO Eyewear

17

800-235-LENS

www.seikoeyewear.com

Tech-Optics

47

800-678-4277 www.techopticsinternational.com

Three Rivers Optical

35

800-756-2020

FRONT COVER, 20

800-445-2773

www.usoptical.com

42

800-811-7151

www.visionexpowest.com

48

866-934-1030

www.Patternless.com

INSIDE FRONT

800-747-9235

www.x-celoptical.com

US Optical Vision Expo West Vision Systems Inc. X-CEL Optical

46 | EYECAREPROFESSIONAL |AUGUST 2010

www.3riversoptical.com

AUG2010.qxd

7/22/10

2:48 PM

Page 47

INDUSTRY QUICK ACCESS

EYECAREPROFESSIONAL

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

The powerful, fast-reactive photochromic lens.

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

Introducing a new, interactive way to prepare for the ABO/NCLE exam Online ABO and NCLE modules provide you with comprehensive education and online quizzes help you monitor your progress Visit ICareInaWink.com to view a sample course Act now! The next ABO/NCLE Exam is November 21, 2010

Assembly & Repairs in Half the Time....

Guaranteed • Eyewires • Self Taps • Hinges • Includes Stay Tight • Spring Hinges Thread Lock • Self Aligns

Screw it in, Snap it off Exclusively Distributed by

Patent Pending

1-800-OptiSource (678.4768)

AUGUST 2010| EYECAREPROFESSIONAL | 47

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

Are you ready for the ABO/NCLE exam?

AUG2010.qxd

7/23/10

9:35 AM

Page 48

INDUSTRY QUICK ACCESS

EYECAREPROFESSIONAL

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

OPTOGENICS overnight service on surfaced AR jobs digital AR jobs: AVANCE or Zeiss SET

Digital Facts Ideal - surfaced in house at Optogenics - full backside Choose one of 3 designs - 17mm regular classic design - 14mm short and wide - 17mm advanced large distance vision

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

Prices & Specials on Optogenics.com DIGITAL SURFACING Digital Lenses & AVANCE-AR A Winning Combo for Patients & Rebates OPTOGENICS = DIGITAL Open your Acct. at Optogenics.com Demo log-in username: “optouser” password: “loveit” Tel: 800-678-4225 Fax: 800-343-3925

The Premier Laboratory for

In House Digital FreeForm Lenses

Step into Three Rivers Optical’s “O” Zone.

Our “Free” Lens Series offers one-of-a-kind bifocal designs that fill a void in the optical industry. With our unique, patented “Round Seg” technology, your patients will experience the best in bifocal lenses.

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

Get in the “O” Zone Today

(800) 221-4170

800.756.2020 www.threeriversoptical.com

www.21stcenturyoptics.com

Interested in sharing your Optical insight with fellow ECP’s?

If you would like to write for the fastest growing publication in the industry, email a brief description about yourself and your areas of expertise to: editor@ecpmag.com

National Lens America’s Leading Discount Contact Lens Distributor

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

Balester Optical provides expert objective advice & consultation regarding the best lens for each Rx. We pride ourselves on using the most up-to-date technologies in the industry!

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

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

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

Phone 1-866-923-5600 Fax 1-866-923-5601

48 | EYECAREPROFESSIONAL | AUGUST 2010

www.national-lens.com

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

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

AUG2010.qxd

7/23/10

9:36 AM

Page 49

EYECAREPROFESSIONAL

INDUSTRY QUICK ACCESS

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

WEBSITE www.feaind.com

TM

• Videos

INC.

LOW PRICE LEADER SINCE 1949 Factory Direct Savings on Fully Stitched Slip-in Cases

Op-Tags , Labels & Bar Code Systems...

Clamshell Cases Lowest Prices in the Industry

Your most cost effective merchandising tools!

Arch Crown, Inc. 460 Hillside Avenue Hillside, NJ 07205 Toll Free: 1-800-526-8353 Fax: 973-731-2228 e-mail: orders@ArchCrown.com www.ArchCrown.com

Molded Plastic & Children’s Cases Huge Saving on Microfiber Cleaning Cloths and Spray Cleaner

Call: 800 249-1058

Print too small?

We sell PALs.

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

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

RECONDITIONED SPECIALS!!

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

Call 877.274.9300 for info and catalog.

CE

Edgers Briot Accura CX RC . . . . . . . $13,950 Essilor Gamma RC . . . . . . . $12,950 Essilor Kappa RC . . . . . . . . . $17,950 Safety bevels and Grooves!

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

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

www.drivewearlens.com

SALES HELP WANTED

Drivewear lenses uniquely combine two of the most advanced technologies found in the industry today: Transitions™ Photochromic Technology and NuPolar® polarization. Drivewear is the first polarized photochromic lens to darken behind the windshield of a car.

Experienced Sales Reps Top commissions • Many Territories Available • •

If you are tired of working for a company who doesn’t appreciate what you do then give us a shot.

Fax a Resume to 800-756-0034 Attn. Steve Seibert

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

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

Rudy is Sport RX. Rudy Project is Italian for cutting edge technology and innovations in plano & RX eyewear/sunwear.

Increase your sales to athletes!

Contact us. www.rudyprojectusa.com or 888-860-7597

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

ONLY

9¢

EACH

12¢ per unit Printed!

NELLERK CONTACT CONTACT LENS LENS CASES CASES 607-748-2166

Fax: 607-748-2273

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

See our complete case catalog at: http://www.LBI.biz

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

™

AUG2010.qxd

7/21/10

1:39 PM

Page 50

Last Look Jim Magay, RDO

Conflict of Interest “Well Ma’am, as your Eye Care Physician I’d suggest you try the Optical out front because if I made a mistake in your Rx they’ll make them over for just a small co-pay.”

“As your Doctor sir, I’d like to assure that your lenses are made to my exacting specifications, and the shop out front is the only one I would trust with your Rx!” “Well Helen, of course you can take your Rx anywhere; however, we won’t be responsible for the accuracy of the lenses...”

“Mrs. Smith is a client of XYZ Optical up the street, would you quote her the (wink, wink), special price for their customers.”

Ad infinitum, ad nauseum, so the battle goes on between the dispensing MDs and the independent eyeglass shops that fed them the referrals that helped get them started.

A recent article by “The Ethicist” Randy Cohen in the NYT mentions a specialist who recommended a CT scan for a patient at a lab that he had an undisclosed financial interest in. Randy’s take essentially was, “... That’s why a physician should not send patients to facilities in which he has a financial interest. It is neither prudent health policy nor good medical ethics to put a doctor or a patient in such a position,” and he follows, “worse still, apparently the physician was cagey about owning a piece of the action” Not for nothing do doctors own pharmacies, imaging labs, blood labs, and surgical facilities of all types. Why not eyeglass shops?

The Federal Anti-Kickback Law prohibits the offer, solicitation, payment or receipt of anything of value (direct or indirect, overt or covert, in cash or in kind) that is intended to induce the 50 | EYECAREPROFESSIONAL | AUGUST 2010

referral of a patient for an item or service that is reimbursed by a federal health care program, including Medicare or Medicaid.

As a result, virtually any financial relationship in which a health care provider is a referral source, as is the case here, has potential anti-kickback implications. To the extent that ophthalmologists may profit from referrals of patients to optical shops in which the ophthalmologists have a financial interest, theoretically the Federal Anti-Kickback Law may be triggered.

In practice; selling eyewear by doctors has been glossed over, (well under the radar) perhaps it is too hard to police and establish how a given consumer could be harmed.

“There will be a charge for a redo on glasses not purchased here– even if the Rx needs to be, er... refined.”

“We really have to dispense glasses because of insurance requirements...”

“We are not liable for a do-over if this Rx isn’t filled in our shop.”

I guess it just grinds when I hear clients telling me what their Doctor said while attempting to hold on to the eyeglass sale after the exam is over. (Especially with all the interesting fees that get tacked on to the insurance tab for “diagnostic tests.”)

Anyhow, have a great Summer. Get some golf or fishing in, then join your state society and get active – it could help. ■

JULY2010_BabyB.qxd

6/21/10

10:10 AM

Page 1

AUG2010_Rudy.qxd

7/21/10

11:28 AM

Page 2

THE WORLDâ&#x20AC;&#x2122;S BEST FREE-FORM DIGITAL RX DELIVERED TO YOU IN 7 DAYS - GUARANTEED!

Itâ&#x20AC;&#x2122;s simple â&#x20AC;&#x201C; hereâ&#x20AC;&#x2122;s how it works: t :PVS QBUJFOUT DIPPTF GSPN PG PVS CFTU TFMMJOH GSBNFT t 5IFZ TFMFDU GSPN 'SFF'PSN 5&,Â&#x2122; *NQBDU 3YÂ&#x2122; MFOTFT JO TJOHMF WJTJPO PS QSPHSFTTJWF t :PV FOUFS ZPVS QBUJFOU T 3Y PO UIF 3Y 0SEFS 'PSN BOE GBY JU UP VT BU

RUDY PROJECT GUARANTEES THE RX ORDER IN 7 DAYS! (or your patient gets a FREE $75 Team Rudy Backpack and you get a 35% credit on the RX portion)

FreeForm TEK HORUS

TM

SKYMAJOR

RYDON II

ULTIMATUM

RYDON

EKYNOX SX

6-Piece Locking Display

ImpactXâ&#x201E;¢ Photo chromic

Clear

Red

Green

ImpactXâ&#x201E;¢ Polarized Photochromic

Grey

Grey

Brown

SPECIAL 6.6.7 BUY-IN OFFER Purchase the six frames included in the 6.6.7 Rx Program (see above) and receive: EJTDPVOU t EBZ EBUJOH t EJTQFOTJOH NBU 0õFS FYUFOEFE VOUJM "VHVTU Contact Rudy Project Customer Service at 888.860.7597 or your Rudy Rep today!

1 9 8 5 - 2 0 1 0

www.rudyprojectusa.com | info@rudyprojectusa.com