EyeCare Professional Magazine August 2011 Issue

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LATEST IN DESIGNER EYEWEAR / PAGE 6 INSIDE A HORSE’S VISION / PAGE 38 August 2011 • Volume 5, Issue 44 • www.ECPmag.com

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Picture This...YOU at The Big Game

Grand Prize Trip for Two to The Big Game For a list of participating labs, promo details or

to register visit www.signetarmorlite.com/promo Abbreviated Promotion Rules: You must be enrolled and redeem through PracticePlus to participate. To enroll in PracticePlus, call 800-950-5367 or YLVLW ZZZ SUDFWLFH SOXV QHW <RX PXVW KDYH SHUPLVVLRQ IURP DQ RZQHU RIĂ&#x20AC;FHU RU GLUHFWRU RI \RXU SUDFWLFH D ´3UDFWLFH 3ULQFLSDOÂľ LQ RUGHU WR UHJLVWHU DQG participate in this promotion. The promotion consists of an incentive program for the PracticePlus member to earn a $50 gift card and a sweepstakes for the *UDQG 3UL]H %LJ *DPH WULS WR EH DZDUGHG DW WKH GHWHUPLQDWLRQ RI WKH 3UDFWLFH 3ULQFLSDO WR HLWKHU D SUDFWLFH SULQFLSDO WKH 3UDFWLFH3OXV PHPEHU RU DQRWKHU RZQHU RSHUDWRU RI WKH SUDFWLFH DV ZHOO DV UXQQHU XS SUL]HV WR EH DZDUGHG WR WKH ZLQQLQJ 3UDFWLFH3OXV PHPEHU 1R SXUFKDVH QHFHVVDU\ IRU WKH VZHHSVWDNHV and a purchase will not improve your chances of winning the sweepstakes. Open only to PracticePlus members that are legal residents of one of the 50 8QLWHG 6WDWHV H[FOXGLQJ 97 RU ' & DQG \HDUV RI DJH RU ROGHU 7KLV SURPRWLRQ LV YRLG WR PHPEHUV DQG SUDFWLFHV WKDW DUH SUDFWLFLQJ RU ORFDWHG LQ WKH VWDWH RI 9HUPRQW 6XEMHFW WR RIĂ&#x20AC;FLDO UXOHV DYDLODEOH DW ZZZ VLJQHWDUPRUOLWH FRP SURPR

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. Š2011 Signet Armorlite, Inc.

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AUGUST 2011

EYECAREPROFESSIONAL

Vol. 5 Issue 44

Features 6

Courtesy of LINDBERG

Contents

Magazine

DESIGNER EYEWEAR Keep your patient’s cool with the latest in Designer Eyewear and Sunwear.

by ECP Staff

14

STAR 12 EDUCATION STAR 12 offers affordable and effective seminars and training to help make you a better manager.

6

by Anthony Record, RDO

18

PRACTICE EVALUATION Perform a SWOT Analysis on your practice to identify opportunities, weaknesses and external threats.

by Warren G. McDonald, PhD

26 30

TEENAGE MARKET Selling frames to unpredictable teens requires constant insight into current fashion trends.

by Laura Miller

18

AR COATING 101 A thorough understanding of AR Coating is necessary for those who want to be effective dispensers.

by Carrie Wilson, BS, LDO, ABOAC, NCLEC

38

HORSE’S VISION Our understanding of the unique world of horse vision is constantly evolving.

by Elmer Friedman, OD

38

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

Departments EDITOR/VIEW .....................................................................................................4 DISPENSING OPTICIAN .................................................................................22 MOBILE OPTICIAN .........................................................................................24 PRACTICE MANAGEMENT.............................................................................34 CONTACT LENS CORNER...............................................................................42 ADVERTISER INDEX .......................................................................................46 INDUSTRY QUICK ACCESS............................................................................47 LAST LOOK .......................................................................................................50

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EYECAREPROFESSIONAL

Editor / view

Magazine

by Jeff Smith

Waking Up to the Online Threat The danger that online eyewear vendors pose to brick and motor dispensaries is nothing new to the average ECP. This publication’s writers have extensively explained the need for dispensers to focus on quality of service and to even stop offering free adjustments/PDs. I ran across a new online company that ECPs should be aware of, as their business model appears to put even more pressure on traditional dispensaries. The following was taken from www.cbsnews.com This is Warby Parker, a new web-based company that has opened the eyes of the bespectacled world. After just a year this start-up has already sold more than 60,000 pairs of glasses!

“The basic premise was that glasses are fun, but they’re un-fun when they cost $500,” said co-founder Neil Blumenthal. “So we thought there had to be a better way, and we found a way to provide the same quality glasses, with prescription lenses, for $95.”

“It’s a couple pieces of plastic,” explained co-founder Dave Gilboa. “We always joke that there’s no reason that glasses should cost more than an iPhone. It’s just absurd.”

To keep prices low, Warby Parker creates its own eyewear designs, and sells directly to its customers primarily on its rather unique website, where shoppers can upload pictures of themselves and try glasses on virtually.

The secret to the company’s success is quite simple: Its web-based sales approach allows Warby Parker to cut out the middleman. According to Gilboa, that’s not the case for the company’s brick-and-mortar competitors: “What most consumers don’t realize is that they see 30 different brands of glasses; they don’t realize that all those 30 brands are owned by the same company, and were probably made in the same factory,” said Gilboa. “These guys are literally marking glasses up between ten and 20 times what it costs to manufacture.”

It’s an innovative business model that’s raising eyebrows. But the company’s founders have a vision that goes far beyond profit and a fashion statement. They also want to make a difference, by donating one pair of glasses to a person in need for every pair sold. So far, Warby Parker has given away more than 60,000 glasses - most recently in Guatemala.

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

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

EDITORIAL OFFICES 111 E. Pennsylvania Blvd.

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

by OptiCourier, Ltd. Delivered by Third Class Mail Volume 5 Number 44 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.

The following paragraph is taken from Warby Parker’s FAQ section on their website:

For Back Issues and Reprints contact Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com

So what can you do if your prescription doesn’t include a PD? You can return to your eye doctor to have it measured. While it only takes a moment, it may be worth calling ahead of time to ensure that your eye doctor is willing to measure it for free or a nominal fee. You can also try to walk into an optical shop and ask for a PD measurement. In the past, most optical shops provided PD measurements for free, but now we’re finding that many are no longer doing so in a vain attempt to maintain control of the market and prevent people from buying online.

Copyright © 2011 by OptiCourier Ltd. All Rights Reserved

I’ll let you decide the ethical implications of the above statement, but the company’s growth speaks for itself. This social media driven business model, which offers consumers cheap prices, convenience, and the feel good factor of philanthropy, is looking more and more like the future. What can ECPs do to combat this?

4 | EYECAREPROFESSIONAL | AUGUST 2011

For Subscription Changes, email: admin@ecpmag.com Scan this barcode with your smartphone to go to our website.

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Designer 1. LINDBERG Acetanium is a combination of acetate and titanium.

The front of the frame and the temples are made from acetate, while titanium has been used for reinforcement â&#x20AC;&#x201C; of the temples, bridge and lugs.

This allows for a minimalist design, resulting in a light and elegant frame. Furthermore, the reinforcement of the bridge forms the basis for the flexible and adjustable nose-pad arms. www.lindberg.com 2. Marcolin The Roberto Cavalli eyewear collection is full of styles that are exotic and sensual, and one of the signature details seen throughout the collection is the serpent, which is used as an embellishment on many temples and frame fronts. The RC595s incorporates the serpent along with the RC monogram on the temples, giving this style a unique look without going over the top. www.marcolinusa.com 3. Luxottica DG 3063M from Dolce&Gabbanaâ&#x20AC;&#x2122;s Lace eyewear collection is an acetate model with a solid colored frontal frame, coupled with graceful authentic lace temples. The temple features the Dolce&Gabbana logo inserted on the exterior as well as the interior.

Available in black with black lace temple, white with white lace temple, and red with red lace temple. www.luxottica.com

1

2

3

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r Eyewear 4. Morel Eyewear The Copenh-al collection from ÖGA, soon to be released at Vision Expo West, features an aluminum assemblage that incorporates the use of materials adopting a creative approach for men’s eyewear. Available in rimmed or browbar versions, the aluminum front defines the eyes while the temple, also fabricated in aluminum is imposingly simple. www.morel-france.com

4

5. L’Amy The Chloe Marcie sunglass is a theme completely inspired by Chloe’s best selling Marcie handbag, thanks to the metal end piece which embellishes the temple of this frame.

Available in a rounded, glamorous shape, or a squared and contemporary shape, the sunglass features the Chloe logo discretely engraved on the top of the metal temple detail. www.lamyamerica.com

5

6. Allison Aviator style GF980 – by Gianfranco Ferré – is made of titanium with polarized lenses always clean and comes in two elegant colors (Palladium and Gold/Brown). Lenses are made of polycarbonate material with high resistance to impact, abrasion and high temperatures. Lenses are 100% UV absorbing and treated with the “Always Clean” process. ww.allisonamerica.com, www.allison.it

6

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Zyloware

Natori Eyewear’s IM 209 is a bold, full rim metal front frame that leaves a lasting impression. The softened, rectangular front compliments the metal endpiece, which features a raised epoxy-filled Natori crest logo. Handcrafted zyl temples complete the look, while spring hinges and snap-in nosepads provide long-lasting comfort to the wearer. Available in: Black and Brown, in Size: 51-16-135. www.zyloware.com

Signature Eyewear

REM Eyewear

John Varvatos’ V765 is an architecturally-inspired, serious zyl sunglass which has incredible beveled temples, angular style and custom-end pieces in rich variety of horn, in which the blue reigns supreme. For his latest ad campaign, John Varvatos has chosen four-time-Grammy-winning group The Roots, currently the house band on Late Night with Jimmy Fallon.

Lead singer ?uest love sports the V765. www.remeyewear.com

FGX International

The DELFINA is a delicate design in monel material with non-corrosion coatings and hand-painted detail. The alluring style of 1970’s sunwear inspired this retro, Rx-able style.

The CR-39 lenses offers maximum UV protection is femme, gradient tones. www.signatureeyewear.com

Mykita The AVRUM frame – jointly designed by MYKITA and Alexandre Herchcovitch – will introduce a new look and way of looking in spring/summer 2012.

The frame front boasts distinctive corners and tapered sides, a nod to the classic bold styling of 1950s Nylor frames.

While the top line of the hand-painted frame comes in Red, Violetblue, or Black, the lower rims have skin tone finishes. www.mykita.com

The Wembley handmade zyl frame from the Jeff Banks Optical collection represents everything that is current in contemporary men’s eyewear. Full-rim handmade zyl frame with floating metal end piece and spring hinges. Available in Tortoise, and Black/Crystal. Jeff Banks, twice British designer of the year, has been at the forefront of British design since opening a boutique in 1964. www.fgxoptical.com

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Kenmark

Inspired by the runway, Vera Wang fuses unexpected materials, shapes and colors to create a lifestyle brand that goes beyond core bridal and ready-to-wear. Her exquisite taste and artistic approach to design creates vintage inspired shapes and imaginative color combinations for women who aspire to the glamorous lifestyle of Vera Wang. www.kenmarkoptical.com

Modo

Creativity and inspiration are the real essence of the Phillip Lim collection. “It's about these chic women who ride bikes to work, to brunch, to a cocktail party” Phillip Lim said. Style Gilles is both sophisticated and casual. An oversized unisex acetate frame with a retro feel. Colors available are Black Wood, Tortoise, Plum and Forest. www.modobiz.com

Jee Vice Tura Eyewear

Jee Vice’s latest release, the Mini Red Hot, shown in purple, is a mini twist to Jee Vice’s best selling Red Hot frame. Designed for women with imagination, discovery and fun, this frame is the must have fall accessory. www.jeevice.com ZIGGY by Cendrine O.

Ted Baker style B841 (shown in purple) Aura has acetate inserted into stainless steel temples with Ted Baker logo laser etched and color filled to match Zyl color on front. Offering a color palette for everyone, from subdued to as bright as you want to be. Aura is part of the DecontrucTED line within the Ted Baker collection. It focuses on material combinations that apply a nice little twist to the eyewear. www.tura.com

Revolution Eyewear

Fashion meets functionality in this unique design by French designer Cendrine Obadia. ZIGGY model 1061 creates an industrial look with nearly 40 solder points on the temples.

The open sides give increased peripheral viewing, making these frames a customer favorite. www.zig-eyewear.com

The new Ed Hardy just released from Revolution Eyewear features new technology on the temples called HDA – High Definition Acetate and BMT – Beautiful Metallic Touch. The detail is 3D and spectacular. www.revolutioneyewear.com

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YOUNGER OPTICS Improves Clear Trilogy Lens Blank to Ease Digital and Conventional Processing

California-based lens innovator Younger Optics has improved its Trilogy® Semi-Finished lens blank to meet the changing need of the optical industry. The lens blanks have been thickened in the lower base curves in order to ease processing for both digital and conventional surfacing methods. This change affects clear Trilogy lenses, bases 0.50 to 4.25, but does not apply to Trilogy lenses with 5 through 8 base curves.

Trilogy lenses, made with the revolutionary Trivex™ material by PPG Industries, offer the best combination of being thin and light, while also offering excellent optics and impact resistance. Trilogy is an ideal choice for 3piece drill-mounted frames, due to its excellent resistance to small fractures at the drill points.

“We are pleased to improve the clear Trilogy lens blank to meet the needs of our customers. This is all part of our pledge to be the easiest company to do business with,” said David Rips, CEO of Younger Optics. “Trilogy lenses continue to receive great interest in the marketplace as the rimless frame category grows through all channels of the industry. Laboratories can offer eyecare professionals a product with premium features with the assurance of a lifetime warranty against lens cracking.”

For more information, go to www.youngeroptics.com

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1-800 Contacts Launches Online Eyeglass Site, Glasses.com 1-800 Contacts launched www.Glasses.com last month – a new website to sell prescription eyeglasses. John Morgan, vice president and general manager of Glasses.com, said the initial target customers for the site are 1-800 Contacts existing CL customer base. “We surveyed our customers, and a strong majority of them told us they wanted to buy eyeglasses online as well as contacts,” he said. And although parent 1-800 Contacts has an ongoing relationship with Walmart on the contact lens side of the business, Walmart is not involved in Glasses.com.

Glasses.com sells only complete pairs of eyeglasses.

The site currently offers 11 women’s frame brands and eight men’s brands. Lenses offered on the site are exclusively single-vision at this point, all in polycarbonate with AR coating. The lenses are supplied by Carl Zeiss Vision, whose lab network also does the site’s eyeglass production, according to Morgan.

The website includes a “virtual try-on” feature as well as a printable PD ruler, which consumers can use to take

12 | EYECAREPROFESSIONAL | AUGUST 2011

their own measurements. Customers can transmit their eyeglass prescriptions to the company by scanning the prescription and emailing it to Glasses.com, faxing it, or providing the Rx over the phone.

“We don’t intend to offer the lowest-priced glasses you can find,” added Morgan. “We’re interested in building brands, not eroding them.” That said, Morgan noted that if customers find a lower price online for the identical frame and lenses, Glasses.com will match that price.

The site also offers a 30-day “no questions asked” return policy, as well as a one-year frame warranty covering manufacturing defects and a 50 percent off a replacement pair in case glasses are damaged during the first year of ownership.

What’s ahead for Glasses.com? In addition to adding progressive lenses down the road, Morgan said the company plans to expand its eyewear offering. “By the end of this year, we expect to double both our number of SKUs and our vendor roster.”

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Movers

AND

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Shakers

Global Optics Global Optics has appointed Barbara Vitchus as general manager. She takes over the organization’s leadership from Tex Williams, who, with his management team, has built Global Optics’ structure and operations for the past Barbara Vitchus 40 years. Vitchus has an extensive background in operations management, finance, labor relations and contract negotiations. She has held management positions in a variety of industries, most recently serving as general manager for G&K Services, an apparel industry supplier.

Pro Fit Optix Pro Fit Optix (PFO) has appointed Brigitte Bazelais as chief financial officer. She is responsible for overseeing all financial and accounting aspects, as well as helping to manage human resources. Prior to joining Brigitte Bazelais PFO, Bazelais was the accounting manager for SourceCorp TBG, LP, a specialized tax accounting firm, in the areas of LIFO, cost segregation, energy tax savings, and research and development.

REM Eyewear REM Eyewear has appointed Mitch Sebolsky as director of marketing. In his new role, Sebolsky is tasked with “infusing creative ingenuity into Mitch Sebolsky REM’s advertising and awareness techniques and tailoring traditional, digital and guerilla campaigns to each brand’s unique DNA,” according to the company. He will also be responsible for strategizing highimpact outreach, utilizing social media, product placement and key partnerships.

Stanley Pearle Passes Away Vision care pioneer and optical industry icon, Stanley Pearle, OD, founder of Pearle Vision, died in Dallas last month at the age of 92. According to a stateStanley Pearle ment from the company, Dr. Pearle passed away peacefully at home, surrounded by family and friends.

By combining quality eyecare, friendly service and savvy marketing strategy, Pearle became a

nationally recognized brand name and the first optical retailer in America to sell eyewear coast-to-coast.

Pearle founded Pearle Optical in 1961 with a single store in Savannah, Georgia. In 1981 he began offering franchises, and in that same year he established the Pearle Vision Foundation – a non-profit now known as the OneSight Research Foundation. The OneSight Research Foundation supports eye health research and invests in students pursuing a Doctor of Optometry degree via the Dr. Stanley Pearle Scholarship Fund.

Dr. Pearle is survived by three of his four children, 10 grandchildren and 11 great-grandchildren. In lieu of flowers the family requests donations be made in his memory to the OneSight Research Foundation to benefit the Dr. Stanley Pearle Scholarship Fund.

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Managing Optician Anthony Record, ABO/NCLE, RDO

ideas that I could immediately implement back at the office.

Inevitably, those techniques reduced stress, and simply made me more effective in all of those non-technical areas. Usually it’s those areas that make or break an eye care professional’s success in anything he or she tries to accomplish.

STAR 12 EVERY ONCE IN AWHILE something comes along that seems too good to be true. It could be that perfect girl or guy. You meet and everything seems to click – you were made for each other!

You interview for and land what seems to be your absolute dream job. You start work, meet the optometrist and the rest of the staff, and the dream turns out to be a reality – you actually look forward to going to work! Such was my experience when I began what has turned into a 10-year relationship with Rockhurst University Continuing Education Center, a Jesuit institution in Kansas City, Kansas, which operates under the name National Seminars Group. Allow me to explain.

Years ago, when I first began my own business, I quickly realized that while I felt supremely confident when it came to my “technical” abilities (I could take a PD or neutralize a pair of glasses with the best of them), I had never received the training that would help me become a good manager, or ultimately, a successful business owner. That’s when I sought help. I began to attend one and two-day seminars to gain the knowledge and expertise I was lacking. Usually held in conference centers or better hotels, they usually cost between $150-400. It was money well spent. At the time, there were several providers to choose from, but the classes presented by National Seminars were consistently head and shoulders above their competition. I consistently left the seminar with several tips, techniques, and

Later in life, after I had closed most of our offices, downsized to one small practice, began writing and teaching optical continuing education classes, I was privileged to become an adjunct instructor with Rockhurst and National. From my vantage point, it was one of those serendipitous perfect fits. I certainly agreed with the philosophy of the Jesuits: a zealous dedication to the importance of continuous, life-long learning. To this day, I believe if you’re not learning something new, you’re falling behind. The executive team is comprised of people of integrity – if they tell you something, you can take it to the bank. The staff and most of the other instructors are talented, dedicated professionals. I am honored to be a member of the National family – and to my knowledge its only optical professional.

Although the management, leadership, and communication classes I teach are attended by people in all walks of life, I have been amazed by the diverse members of the optical professions that show up all the time. Over the years I have taught lab workers, lab managers, style consultants, salespeople, opticians, ophthalmic technicians, optometrists, ophthalmologists, receptionists, and front-desk personnel. You name it. Every type of ECP can benefit from the classes offered by National.

So would you have thought after putting in more than 10 years, teaching hundreds of seminars for thousands of attendees, National Seminars could create something that even surprises me? Something that on the surface seems too good to be true, but it’s really not. Well they did, and that something is called STAR 12.

STAR 12 is an acronym that stands for Seminar Training And Rewards; the 12 stands for 12 months. For a nominal fee ($299), enrollees become a part of the STAR 12 family for one full year.

What that means is that for one whole year the enrollee may Continued on page 16

14 | EYECAREPROFESSIONAL | AUGUST 2011

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BALESTER ADVANCED ™ — an in-house digital lens from Balester.

When Performance and Price are most important and Brand is of less concern!

A

BALESTER ADVANCED ™ design lens with User Power optimization recalculates the design for the user’s eye movement

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any Crizal Brand AR when applied to any Balester digital progressive lens design

Compensated vs. Conventional Viewing through the Optical Center of a Conventional Lens

Errors in a Conventional Lens

The Effects of Compensated Power ©

IOT 2009

2.00 + 1.00 Axis 90

2.00 + 1.00 Axis 90

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attend an unlimited number of seminar and training events anywhere in the country for NO additional charge.

Unbelievable! For about 82 cents a day (365 x .82 = $299.30) you can gain virtually unlimited knowledge in an almost unending array of classes. STAR 12 “members” also enjoy many other benefits. Not only can they attend as many “live” seminars for 12 months, they can also participate in any of the hundreds of teleconferences and webinars that are presented during the year. These classes usually last between 60-90 minutes and are presented over the Internet or via telephone. When presented they are recorded, and then become part of our permanent library of webinars that can also be accessed by STAR 12 members. They can then virtually “attend” all these seminars at their leisure – any time of the day or night. They can burn them to a CD or download them to their iPod. Listen on their morning commute or maybe while they’re exercising. The possibilities are limited only by your imagination.

Another benefit of STAR 12 is the website itself. It contains hundreds of video clips, quick tips, and a virtual library of helpful resources. Recently, they even added 26 Franklin-Covey programs (such as the 7 Habits of Highly Effective People) that can be accessed for no additional charge. Members also receive a 10% discount on all resources in National’s library of textbooks, business manuals, CDs, DVDs, and software.

Here is a list of only some of the classes offered for STAR 12 members. Imagine how they could improve your performance or the performance of your eye-care staff:

How to be an Effective Communicator, How to Handle Difficult People, Super Techniques for Collecting Accounts Receivable, Conducting Employee Performance Evaluations, Time Management and Organizational Skills, Interviewing and Hiring Skills, Legally Terminating People With a Bad Attitude, How to Manage Emotions and Excel Under Pressure, How to Manage Your Boss, Going Green at Work, How to Plan Successful Office Events, Strategies for Ending FMLA Abuse, Customer Service the Disney Way, How to Deal with Unacceptable Employee Behavior, Essentials of Managing the Front Desk, Building a Positive and Motivated Team, 52 Tips for More Effective E-Mail, Diffusing Negativity in the Workplace, Strategies for Building Trust and Cooperation Among Employees, Delegate for Results, Getting Staff to More Readily Implementing Change, Managing People Who Are Older or More Experienced Than You, How to Effectively Ask for a Raise in Tough Economic Times, and Secrets for Selling Over the Phone.

This is just a very small sample of the wealth of knowledge and wisdom that is available for pennies a day by enrolling in STAR 12.

If you would like to join STAR 12 or would simply like more information, follow the links at National Seminars’ website: natsem.com, or call the Customer Service line: (800) 258-7246.

Be sure to tell them Anthony Record sent you! ■

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

Developing Strategy: The SWOT Analysis continuous quality improvement program, and should be completed regularly as a component of the strategic planning for your organization. Let’s take a careful look at this process.

E CONTINUE on our path to business success this month by reviewing a tried and true process that produces great results. Individuals and organizations have to strategically align themselves with their target markets to maximize success, and this process, called the SWOT Analysis will help you achieve success in several ways:

W

1. It allows us to review what is good about ourselves and our organization 2. It allows us to analyze our competitors, and 3. It allows us to do that across the organization so that all involved will be on the same page, thereby focusing the total assets of the organization towards the strategic goals established. I hope you find this interesting and can use it as a tool to help you in developing strategy.

An Overview of the Process The SWOT analysis: Strengths, Opportunities, Weaknesses and Threats. This important activity should be part and parcel of a

First, we look at strengths. What makes us great?

What makes us successful? What are the things we do correctly, and what we should capitalize on to make us competitively viable as an organization? These and other questions should be done as objectively as possible to really gain an understanding of our strengths. They should be based on value, rareness of our services and offerings, imitability – can what we do be easily imitated, and sustainability – can we continue to perform at the same excellent level day in and day out.

Second, we look at weaknesses. They are things we may not do so well. What areas do we need to improve upon, and what are we doing incorrectly. No one individual or organization is the “best” at everything they do, and we must understand where we are weak to be able to key on strengths and minimize damage from the weaknesses and improve upon them.

Next we need to evaluate opportunities. Are there opportunities for expansion, new markets, increasing sales revenues with the addition of new products or services, and finally is there room for improvement?

Finally we must look at the threats organizations face, and they are many. Outside sources always want what you have and you must remain on your toes to be competitively viable in today’s health care market, and in particular the eye care industry. Can someone imitate us and do it cheaper? Can someone else do it more efficiently? Is a competitor’s training and/or education better?

Continued on page 20

18 | EYECAREPROFESSIONAL | AUGUST 2011

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Notice that the strengths and weaknesses are internal in nature.

These are things we have some control over, and can improve or focus upon rapidly. For example, if we have expertise in a specific area, say contact lenses, and it is a real strength, why not focus upon that in our marketing efforts. We may be weak in the lab, so consider hiring someone to do that for you, or farm it out. Work on your strengths, but at the same time, try to improve constantly in areas in which you are weak.

Opportunities and threats are external, and we may not have control over them. We can however affect them by gaining an understanding of the forces involved.

The SWOT analysis will be used as the basis for two different lines of analysis. The first will be to develop an Internal Factor Evaluation (IFE) and an External Factor Evaluation (EFE) which leads to an I/E matrix that suggests some very broad strategic directions. The second use will be to form the basis of a T.O.W.S. matrix that will be used to develop some very specific strategies.

SWOT: The External Analysis Let us begin by looking outward first at the opportunities and threats to our organization. An opportunity can be thought of as any market possibility for your business to be positively impacted by an action that it takes. Opportunities positively impact your business’s profitability and competitive well being.

Positive impacts could include such things as company growth, market share increase, potential new market entry, increased profits, chance to exploit the weakness of a competitor, or any other positive outcome.

A threat can be thought of as any possibility for your business to be negatively impacted by an external action of the market or a competitor. Threats negatively impact your business’s profitability and competitive wellbeing. Negative impacts could include such things as competitor plans to introduce new products, economic forces, the potential of a hostile takeover, the chance of a new entrant entering into your market, or looming price wars.

To begin your SWOT, first focus on the external factors that either do now, or could in the future, impact your business.

Consider the critical success factors that pertain to your business’s external environment. Where does this information come from? It should draw upon your research about your company in particular, and the industry, and external environment in general. Note that you are not proposing strategies or solutions here. You are identifying critical issues that will need to be addressed in subsequent strategy development sections.

20 | EYECAREPROFESSIONAL | AUGUST 2011

It is important to think broadly here. Consider the Automotive industry in the 1990s and the early 2000s. The industry was highly dependent on trucks, SUVs and minivans. These types of vehicles had larger engines and lower fuel economy. It is unlikely anyone could have predicted that 9/11 was going to happen or the effects that followed, such as war, gas price increases, and economic recession. How effective would strategists in the automotive industry have been, however, if they had identified the threat of a sustained oil price spike and a resulting shift in customer preference for fuel efficient vehicles, and then developed a corresponding strategy? This type of external threat is not dependant on a single event like 9/11, but rather could have evolved from a multitude of issues.

The strategist is not expected to have a crystal ball and be able to predict the next 9/11, but rather should be considering questions like “What if oil and gas prices spike due to some unforeseen event?”

As a further example, let’s look outside the optical industry for a moment to a hypothetical small “all natural” soda company.

Look at this organization and exchange it for your business and see if you can use them as example of external analysis for your organization.

Opportunities 1. Products expansion 2. Stock growth 3. More exposure 4. Move towards globalization 5. More stadium contracts 6. Expand target market 7. License agreements 8. Company growth Threats 1. Multiple competitors 2. Dependency on sugar cane 3. Suppliers have the power 4. Recent lawsuit 5. License agreements 6. Seasonality of sales 7. Dependence on suppliers 8. Dependence on contract packers 9. Dependence on distributors We will continue with the SWOT Analysis from the internal perspective next month. I think you will find it a useful tool.

Can you find opportunities for improvement or growth? Are there threats you can foresee? By using this process, the organization can and will improve its opportunities for success. ■

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Kibbutz Shamir and Essilor Complete Acquisition of 50 Percent of Shamir Optical by Essilor Shamir Optical Industry Ltd., Kibbutz Shamir and Essilor International announced last month that they have completed the acquisition of 50 percent of Shamir Optical by Essilor, a deal first announced by the companies on Oct. 15, 2010. The closing follows the approval of the transaction by Shamir Optical’s shareholders at a special meeting held on April 26, 2011 in accordance with Israeli law and the satisfaction of all closing conditions, including the approval of the Nazareth District Court in Israel and required regulatory approvals.

Shamir Optical, which will continue to be led by its current management team, will be fully consolidated in the accounts of Essilor beginning July 1. Shamir Optical

reported 2010 revenues of $158 million, generated mainly in Europe and in the U.S. “The venture with Essilor will bring a significant acceleration in the development of Shamir Optical,” said Amos Netzer, chief executive officer of Shamir Optical.

“The addition of Shamir Optical is fully consistent with our strategy of expanding our product offering in the mid-tier segment. We welcome the completion of this important acquisition, which will strengthen our growth profile,” said Hubert Sagnières, chief executive officer of Essilor.

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Dispensing Optician Judy Canty, ABO/NCLE

This is a Test!

Because machines can’t do everything and because sometimes machines malfunction, this is a test of your optical knowledge.

OCULAR ANATOMY Why do we need to know this stuff? Because we all (Opticians, Optometrists and Ophthalmologists) need to speak and understand the same technical language. Our patients assume that we already do.

1. The eye is made up of three layers. They are the: A. Sclera, Choroid and Retina B. Fibrous tunic, Vascular tunic and Nervous tunic C. Iris, Choroid and Retina D. Cornea, Iris and Retina 2. The term for the refractive condition where light comes to a focus directly on the retina is: A. Hyperopia B. Myopia C. Emmetropia D. Astigmatism 3. The term for the refractive condition where light comes to a focus behind the retina is: A. Hyperopia B. Myopia C. Emmetropia D. Astigmatism 4. The term for the refractive condition where light comes to a focus in front of the retina is: A. Hyperopia B. Myopia C. Emmetropia D. Astigmatism 5. The term for the refractive condition where light comes to a focus on 2 different points is: A. Hyperopia B. Myopia C. Emmetropia D. Astigmatism 6. When the eye has a tendency to turn from its normal position, it is called: A. Tropia B. Exotropia C. Phoria D. Exophoria 22 | EYECAREPROFESSIONAL | AUGUST 2011

7. When the eye has a definite or obvious turning from its normal position, it is called: A. Tropia B. Exotropia C. Phoria D. Exophoria 8. Phorias and tropias are further defined by their direction of movement; outward, inward, downward and upward.

Place them in the proper order: A. Eso, exo, hypo, hyper B. Exo, eso, hyper, hypo C. Hypo, hyper, exo, eso D. Exo, eso, hypo, hyper 9. The index of refraction of the cornea is: A. 1.33 B. 1.37 C. 1.49 D. 1.58 10. Accommodation is defined as: A. Light rays entering the eye B. The act of the crystalline lens changing its shape to focus for objects at varying distances C. The refracting power of the cornea D. A reduction of visual acuity with no apparent cause BASIC OPTICAL PRINCIPLES The title says it all. This is the foundation for everything we do to create the best lens designs for our patients. Formulae you should know include: Focal length Formula: D= 1/F where D=Diopter and F=Focal length in meters.

Prentice’s Law: P=dD/10 where P=Prism power in diopters, d=distance from the optical center in millimeters and D=the dioptric power of the lens.

1. Using Prentice’s Law, a -4.00 lens must be decentered ____ to induce 1.00 prism diopter.

A. 1.0mm B. 2.5mm C. 10mm D. 2.0mm

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2. When the direction of light changes as it passes from one medium to another, it is called: A. Reflection B. Refraction C. Diffusion D. Retraction 3. The focal length of a +2.00 diopter lens is: A. +2 cm B. +5 cm C. +50 cm D. +2 meters 4. A +3.00 diopter lens has the following prismatic effect 8 mm below the optical center: A. 2.4 base up B. 2.4 base down C. 2.4 base out D. 2.4 base in 5. A +5.00 diopter lens decentered 2 mm creates ____diopters of prism.

A. 0.10 B. 0.25 C. 2.50 D. 1.00 LENS MATERIALS This is the meat and potatoes of good dispensing. As eye care professionals, we have never had the variety of materials we now enjoy. Knowing what to advise will make the difference between “just new glasses” and “look at my new glasses!” You need to know: Refractive Index: The refractive index of a lens material indicates how much the chosen material will bend (refract) light as it enters the material from air. The higher the index of refraction, the more light will refract. The greater the ability to refract light, the less curve is needed to produce a specific power.

Abbe Value: Light passing through a prism is bent towards its base and has a tendency to break into its varying wavelengths, called chromatic aberration. This separation is measured by its Abbe value and it is inversely proportional to the chromatic aberration. So, the higher the Abbe value, the lower the chromatic aberration, or the higher the Refractive index of a lens material, the lower the Abbe value.

Yes, this was only a test and a fairly easy one at that. However, the principles are the foundation of what we must know as ECPs. We use them every day, often without thinking about it.

Lens manufacturers throw facts and figures at us like specific gravity and Abbe value, so it’s critical that we know what those numbers mean. A little education is a dangerous thing and can get us into hot water with our patients. Continuing education is absolutely necessary in our ever-expanding industry. ■ ANSWERS: OCULAR ANATOMY: 1-B, 2-C, 3-A, 4-B, 5-D, 6-C, 7-A, 8-D, 9-B, 10-B BASIC OPTICAL PRINCIPLES: 1-B, 2-B, 3-C, 4-A, 5-D

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The Mobile Optician Ginny Johnson, LDO, ABOC

I Guess That’s Why They Call It Confuse Time on EMR webinars, could be time spent with you Laughing with patients, helping them discover If their prescription is even worth the bother And I guess sometimes we all feel confused DO YOU EVER HAVE DAYS when you expect to turn around and see the camera crew from Punk’d or Candid Camera standing behind you?

Susie is all set to purchase doctor prescribed progressive lenses after her examination. Dr. Smart wants her wearing the best performance no glare progressive lenses for her RX. Susie admits she’s been nervous about driving the kids around town, especially after dusk. On rainy days she pretends she’s not feeling well to avoid carpooling duties. Last week she was ticketed for driving too slow. The neighborhood kids plastered it all over Facebook. Throughout the day Susie is constantly searching for her OTC readers which end up being on top of her head. She is sick of living such a dishonest, time wasting lifestyle. She loves the idea of wearing progressive lenses that are designed from the ground up. The frames she chose could not be more perfect for her.

Suddenly her accompanying friend, Pam Pessimist, brings up a negative progressive lens experience she had 20 years ago. Susie listens to Pam’s dramatic story about how she almost crashed her husband’s car into an IRS building. Pam goes on to tell Susie that she wouldn’t dare get those awful progressive lenses if it were her eyes. Susie quickly decides that her OTC readers aren’t that bad after all and she can always pay a taxi driver to get around town. She turns to Pam and thanks her for such good advice and tells you to please cancel her eyewear order.

What would you do?

A) Tape Pam’s mouth shut using your best lens blocking pads.

24 | EYECAREPROFESSIONAL | AUGUST 2011

B) Tell Susie it is impossible to void eyewear orders once they are entered in your new and improved EMR system.

C) Pull out a piece of white paper and draw an hour glass shaped progressive lens from 20 yrs ago and one from today and explain how technology has advanced.

D) Be courteous to Pam and acknowledge her outdated progressive episode. Stay focused on Susie and revisit her vision complaints, constraints and annoyances. Bring her peer pressured decision to Dr. Smart’s attention.

E) Some or none of the above.

Scott has a new RX and just wants to purchase lenses for his current frame which shows very little signs of wear. His RX is written for full time wear which brings up the question of whether or not he owns a pair of back up eyeglasses. He says he’s a risk taker and not worried about not having back ups.

His girlfriend, Tina, reminds him of an ugly spare pair of eyeglasses in his glove compartment. Scott agrees to sign a frame release waiver. You explain that if something were to happen to his frame during or after his lenses were manufactured, you couldn’t promise identical frame replacement.

When the transaction is almost complete Scott changes his mind and decides he will purchase a new frame. Scott and Tina select a frame based on your bragging about the frame’s exceptional quality and how well it fits and looks on him. Scott pays in full and you thank him and send him on his way. A week later he is back to pick up his new eyewear. What is about to happen

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seems to be one of the worst ECP situations to have to recover from. While you are in the process of dispensing this awesome pair of eyewear that you spoke so highly of, you hear a *snap* and the frame breaks right in front of Scott’s eyes. You stare at each other in disbelief as you break out in a cold sweat.

What should you do?

What should you do?

A) Quit your job on the spot and let them figure it out.

B) Tell Tim that Dr. Missit needs to retire soon and the eye exam was probably a waste of time and money. You recommend that he buy some band-aids for his nose and just keep the eyeglasses that he has.

A) Some or none of the below.

B) Laugh at Scott for buying a new frame and not using his own frame. Tell him that the new frame really didn’t look good on him. You just told him it did because Tina liked it. If he wants, you will help him find a different frame that probably won’t fall apart.

C) Apologize (more than once) and let Scott see and hear how you are going to handle this never happens situation.

Immediately place a call to your frame rep or customer service and explain what just happened and ask them what can be done yesterday/now/ASAP. Express your feelings of disappointment and embarrassment. Assure Scott that you and the company will do what it takes to make the situation right.

D) Give Scott a refund and order the same frame again and call him when the new eyeglasses are ready.

Tim is handed off to you with his RX and Dr. Missit states that there is very little change a.k.a. not much change at all a.k.a. slight change from his old RX to the new one. Dr. Missit says that Tim can decide what he wants to do about updating any eyewear. Should we flip a coin? Obviously Dr. Missit overlooked your EMR notes in BOLD letters regarding Tim’s broken frame and pitted lenses. You’re confused as Dr. Missit walks off and you ask Tim if you can hold his eyeglasses for a moment. He says sure but he doubts he will change them since the doctor doesn’t really think he needs to.

C) Take Tim’s SV CR39 eyeglasses and the progressive lens identifier to Dr. Missit. Use the identifier to show the good doctor how Tim’s lenses are pitting and how the frame’s nose pad arm is broken off which explains the open wound on the left side of Tim’s nose. Go back and tell Tim that Dr. Missit has prescribed new no glare polycarbonate lenses and new frames.

If Tim seems confused then state the obvious about his current eyewear. If necessary ask Dr. Missit to join in on the conversation with Tim. If Dr. Missit refuses to, then remember it’s not too late to change your answer to (A) or (B).

D) Some or none of the above.

Now that you have finished the Opti Pop Quiz, let’s find out how you scored and see if you are even smart enough to be an ECP. Ah-ha! Gotcha! Guess what? You’ve just been CONFUSED! And from one ECP to another, I hope you stay that way.

Courteous hOnest Nice Fun Understanding Smart Empathetic Determined ■

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The Fashionable ECP Laura Miller

A Vision into the Teenage Frame Market

imitate their favorite celebrity style. While teens may see glasses as a statement accessory, parents know that proper vision correction is of the upmost importance. Having said this, your optical shop may be one of the few places where parents let their teens “be creative” with their money.

Converse Foxing by REM Eyewear

HOW DO WE MARKET TO TEENAGERS? Some want to stand out from the crowd with their own unique style while others are just trying desperately to fit in. Their minds, fashions and needs are always changing. They have their own ways and know what they want, but are sometimes stifled by their parents’ discretion and pocketbooks. Teens want choices in fashion and are always up to date with the latest trends. They want to look like adults and act more mature.

The average U.S. teenager has more than $90.00 per week of disposable income and companies have been marketing heavily to teens for decades. Though they may not be spending their own money in your office, they will still want and expect the same attention they would get in their favorite clothing store.

Frame companies have clued into this trend and expanded their vision statement to include catering to a fiscally-enhanced teenage market.

Because the teen is always changing, your office should be ready and equipped with the latest fashions in eyewear. Thankfully for us, teens now see their favorite celebrities wearing glasses again, so many of your teen patients will want to buy a frame to

To take full advantage of this market, your practice will have to cater to teen sizes, styles and of course, parents’ wallets. Many frame companies are finding great opportunities within this market and it is time to let in you in on some of the most popular and economical frames available. Your patients’ insurance plans should cover most of these frames so you can make more profit by upselling on the lenses. These frames are winners for all involved.

Bongo Eyewear by Viva International Group was created in 1982 to please the teen market based on their denim wear and accessories. The styles are young and vibrant for the teen that wants to be sexy, carefree (not careless) and does not want to take life too seriously. The brand wants to represent young Hollywood using young celebrities from popular television show such as The O.C. and The Hills to market the product. www.vivagroup.com

Bongo Eyewear Melissa by Viva International

Op Eyewear by ClearVision also uses the West Coast style to create frames for the teenage market. It blends the carefree, surfing lifestyle with stylish designs. Op frames are fresh and fun for the young and young at heart. The collection includes male and female with frames with smaller sizes for a better teenage fit. www.cvopticalcom Continued on page 28

26 | EYECAREPROFESSIONAL | AUGUST 2011

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Anti-Reflective and Mirror Coating Information Sheet Warranty

Ultra Tough Scratch Resistance

Hydrophobic

Oleophobic

Anti-Static

Applied to customer Own Lenses

Reflex Color

Customer Care Kit

Tintable

Price per Pair

Basic AR

None

Green

$13.95

Basic Plus

One Year

Green

$17.95

Lifetime

Green *Blue Gold

$39.95

Mirror

One Year

Variable

$44.95

Flash

One Year

Variable

$44.95

Green

$54.95

Independence

Kodak Clear

Lifetime

Proprietary

Proprietary

Proprietary

Proprietary

*Blue coming May 1st, 2011

Basic A/R

Basic Plus

Independence A/R

• General purpose A/R • No Warranty • Lens may be tinted prior to A/R • Strip and Recoat

• Premium A/R • One Year A/R guarantee • One year lens replacement guarantee for scratches and A/R

• Lifetime guarantee for scratching and A/R Lens replacement if a failure occurs • Super tough scratch resistance • Super oil and water repellent top coat • Anti-Static dust repellent layer

Mirror

Flash

Kodak CleAR

• One Year A/R guarantee • Strip and Recoat

• One Year A/R guarantee • Strip and Recoat

• Lifetime guarantee for scratching and A/R • Lens replacement if a failure occurs • Lens may be tinted • Proprietary process

Definitions Hydrophobic is water repellent coating. (Easy Clean) Oleophobic is oil repellent coating. (resists finger prints and smudges) Anti-Static is dust repellent – eliminates stat charges in the lens that attract dust.

Reflex color is the residual reflective color of the coated lenses. All coated lenses reflect some color.

Depending on how it was done, the residual color is controlled (usually in the green or blue wave length of light)

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

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Europa International has introduced 10 new teen frames in their David Benjamin Collection. These frames are funky and fashion forward, creating a special look for teens separate from their adult line. The brand is known for its combination of cutting-edge technology and up-to-the-minute styling with frames for teens who want looks from sleek-sophisticated to sporty-slick. Each style has three different colors to choose from (bright and neutral hues) so teens can decide to stand out or blend in. Eye sizes are from 47mm to 51mm for both your male and female patients. www.europaeye.com The teen that thinks she’s hot as a pepper will want Jalapenos

by A & A Optical. The brand focuses on teens who are highglamour fashionistas and who like the freedom of selection.

With several unique choices for conservative and outrageous teenagers, Jalapenos offers freedom and independence for the teen patient. They focus on bright colors that are certain to spice up a teenage life. Price points are very competitive. www.aaopticalco.com

Thalia Girls FIERA by Kenmark Optical

Kenmark Optical has introduced nine Thalia Girls frames to target younger teens. Inspired by the Latin singer/actress, Thalia, these frames are hip and trendy and cater to the young Latin/Hispanic market who wants to exude a combination of style, confidence and glamour. The collection uses materials such as matte and stainless metals, plastic and combinations of both in trendy shapes such as the bow tie and the cat eye. Two sizes are available in each style. www.kenmarkoptical.com

TMX makes metal and plastic frames designed for the active teen. Known for the reliability of Timex watches, these frames are parent pleasers.

For the athletic teen, REM Eyewear distributes Converse frames.

The brand is famous for its strength and clarity and aims to specifically create frames for the young and style-conscious.

The line use energetic colors and textures for their frames without outshining the personality behind them. With fun, urban names and alternative fits available, these budget-friendly frames should have a style for all your young patients. www.remeyewear.com You want to keep your teenage patients happy with your selection, but don’t ignore basic fitting facts just to comply with style. Though the teenager might want an oversized frame for fashion, be sure the bridge fits. A lot of the poplar chunky plastic frames in style may come with a larger bridge and no teen will wear a pair of glasses if they have to keep pulling them up.

If their bridge is too small for a plastic, suggest a frame with nosepads. Explain that the frame simply doesn’t fit and be sure to have alternatives available. Offer stylish, progressive-friendly frames for the teen that does not have single vision. They may have fun trying on all different frames in your office, but make sure your teen is aware of their selected options available to ensure the most precise vision correction.

Every teen is different and it is almost impossible to predict the next big trend that will mesmerize teens. Who and what are cool changes daily. As ‘clever’ adults, we need check the internet and read the latest fashion magazines to stay hip with the latest and greatest trends to continue our winning relationship with teenagers and their parents.

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

Kenmark also manufactures TMX by Timex. These frames are more traditional, durable and stylish. Created for boys and girls,

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

Providing Clearer Vision through

Anti-Reflective Coating ANTI-REFLECTIVE (AR) coating is commonly seen on an eye care professional’s glasses, but not seen as often on the lenses of their patients. According to the Vision Council, only 28.5% of eyewear dispensed in the United States in 2009 had AR coating on the lenses. This is far behind the foreign market rate of 50 to 99% penetration. Why is this? Common reasons may be the ECP is wary of the new coatings due to past failure rates of AR coatings, an incomplete understanding of the way AR works and the benefits it provides, or they are unsure how to present the product to the patient in an effective manner.

What is Anti-reflective Coating?

Anti-reflective (AR) coating is a series of layers that is applied to the back and front surface of a lens, or just the back if the lens is polarized, to help reduce the amount of reflections on the lens surface and to increase the amount of light passing through the lens. Consisting of metal oxides, each layer is a thin film that is designed to block a specific wavelength of light. The more layers of film applied on the lens, the more wavelengths that are blocked. AR works by the destructive interference principle.

The principle causes the light that reflects from the inner and outer surfaces of each film layer to become opposite of each other and thereby cancel out.

How Does AR Coating Work?

AR coatings work by utilizing the light phenomenon of wave interference. Wave interference occurs when two light waves meet while traveling along the same medium. There are two types of interference: constructive interference and destructive interference.

Constructive interference occurs at the location where the two light waves have a displacement in the same direction. The two waves are either peaking or falling at the same place causing the wave pulse to be greater than each wave pulse on its own. The result is greater reflection on the lens medium.

Destructive interference is the opposite. It occurs when the two waves of light displace in opposite directions. By achieving complete amplitude while at opposites, the two light pulses completely destroy each other.

Coatings of Today Gone are the days of single layer AR coatings that craze, scratch or smudge easily. Today’s premium AR coatings have extra hard coatings that increase its scratch resistance, as well as oleophobic, hydrophobic and antistatic layers that help repel oil, water, and dust. Not only do these layers decrease the amount of smears, debris and dirt that stick to the lens, but they also make the lenses easier to clean and thereby reduce surface scratches from excessive cleaning.

• Oleophobic layers are especially important with the multilayer coatings because the more effective the coating, the more likely it is to show smudges.

• Hydrophobic layers are thin layers of silicone that are placed on top of the AR. It provides a smooth surface that decreases the wetting angle of the lens. The result is that liquids form small beads and can be easily removed from the lens.

• When oleophobic and hydrophobic layers are used together, they create a seal that acts as a secondary scratch coat.

• Anti-static or Electro Magnetic Interference (EMI) layers are placed on the lens to prevent static build up. By reducing static on the lens, airborne particles are a lot less likely to be attracted to the lens and adhere to it.

• Premium AR coatings are actually bonded to the lens surface, becoming one with the lens. This decreases the likelihood of crazing that was a problem with earlier generations of AR coatings.

Continued on page 32 30 | EYECAREPROFESSIONAL |AUGUST 2011

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Reaping the Benefits Now, how does all this scientific data actually help the patient?

Well, AR allows 6.5% more light to enter the eye for a standard CR-39 lens. For lenses with a higher index of refraction, the AR would increase the amount of light entering the eye by an even larger margin. The result is clearer, sharper vision and reduced eyestrain, which would benefit everyone, however in some situations, the benefits are more noticeable.

• Occupational – Florescent lighting, computers, cash registers and such, all cause an increase of reflections in the workplace. This increase in reflections causes eyestrain, headaches, fatigue and a decrease in work productivity.

• Night driving – External reflections are a major problem when it comes to driving safely at night. The reflections from oncoming headlights, streetlamps, and the road can cause distractions and discomfort to the driver. Internal reflections can cause ghost images and result in a decrease in reaction time. Peripheral vision is also increased with the utilization of AR coatings.

• Sunwear – The annoying image of your own eye reflected onto the back of the lens, as well as distracting mirror effect of a dark lens on the back surface, is eliminated by a back surface AR coat. Be sure not to place AR on the front surface of a polarized lens because it affects the polarization process and can reduce the darkness of the polarized lens by as much as 8%. This may not be desirable to some.

• Cosmetic – Shakespeare once said, “The eyes are the window to the soul.” If reflections are inhibiting eye contact and eye visibility, much can be lost. AR coating enhances not only the appearance of the patient but can increase the effectiveness of communication by enabling better eye contact.

Recommending AR to the Patient Although some surveys show that 60% of patients would purchase AR coated lenses, only about 25% of them do. It is up to the ECP to bridge this gap. The easiest way to prove the benefit of AR coating is to demonstrate it. With this in mind, everyone

32 | EYECAREPROFESSIONAL |AUGUST 2011

in the dispensary should be wearing the product. It is hard to tell a patient that the product will benefit them if the ECP doesn’t believe in the product enough to wear it themselves.

Also, seeing is believing when it comes to a product, so be sure that there are multiple types of AR displays available in the practice. These displays should show a specific benefit of the product. Very effective types of displays include: • The doughnut. The doughnut is a plano lens with AR coating applied just to the center. When placed against a dark background, it is very easy to see the difference in the amount of light reflected between the coated and uncoated portions.

• Glasses with a coated lens and a non coated lens. This display is very effective for the fashion conscious consumer because it really highlights the cosmetic benefits to the patient, so be sure to place it in a stylish frame.

With this display, the patient can see how the coating will actually look when being worn.

• An oleophobic/hydrophobic lens and a permanent marker. Patients are familiar with permanent markers so they are impressed when the ink of the marker beads up on the coating and is easily wiped off without leaving a mark.

A word of caution, although everyone can benefit from AR coated lenses, AR coating does not work well under certain environmental conditions. If a patient works in an extremely dusty environment, it would probably benefit them to buy a second pair of occupational glasses without AR coating applied to the lenses. Also, be sure to explain proper care and cleaning, as detailed by the manufacturer, to the patient so that he or she can get the longest possible life out of the lenses.

AR coatings are the icing on the cake when it comes to lenses.

They enable the wearer to see things clearer, reduce eyestrain, increase productivity as well as participate in activities more safely. With all these benefits, it is important to recommend AR to every patient. By believing in the product and showing the benefit, the ECP can provide the best to the patient. ■ With contributions from Brian A. Thomas, P.h.D, ABOM

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Practice Management Lindsey Getz

Customer Service: Going Above and Beyond IN TODAY’S ECONOMY where many are struggling and continue to maintain a tight reign on their purse strings, businesses are finding that they need to go above and beyond to keep their customers happy—and keep them coming back. The same is true of eyecare practices. Patients have a lot of choice as to where they go and where they spend their dollars. It may take exceptional service to help keep them coming to you.

“Customer service goes beyond just sales skill,” says Svetlana Fisher, OD, owner of Optometric Specs Appeal in Los Angeles, who has long been going above and beyond for her patients.

“So many doctors in the healthcare industry are caught up with diagnosing, remedying, or even billing that they forget to connect with their Dr. Svetlana Fisher, OD patients on a higher level.

It is easy to forget that although we run a medical practice, at the end of the day, it’s still a business.”

Offering top-notch customer service can be one of the best ways to compete in today’s competitive marketplace. In fact, good customer service can even trump price. That’s what Missouri-based Fenton Family Eyecare has found. “Customer service has always been a number one focus for us,” says office manager, Mary Helton. “And in this economy, it’s the only way we can set ourselves apart. We have a large optometry chain in our area and we just can’t compete with their prices. But every customer who has tried the chain comes to us complaining about their lack of customer service. So we know how impor-

tant customer service is to maintaining customers—even in a bad economy.”

Helton says that the practice focuses on personalizing each patient’s visit. They are able to give that feeling of going above and beyond with a variety of efforts that don’t take a lot of time or money but make a difference to the patient. “We Mary Helton, Fenton Family Eyecare immediately greet everyone the minute they walk in the door,” says Helton. “We try to call everyone by name and offer various refreshments to our customers while they wait. We change TV channels in the waiting area for families or children. Overall, we try to make the whole experience as personal as we can.”

A Variety of Efforts There are many ways that eyecare practices can make an effort to ensure each and every patient feels special. For Optometric Specs Appeal, that has meant running a bilingual office so that patients who don’t speak English as their first language still feel comfortable and welcome. Fisher strategically staffs associates who are fluent in a second language in addition to possessing sales and professional skills. “A bilingual office creates a diverse dynamic among us all,” she says. “A bilingual staff allows us to reach out to our patients faster and relay messages more clearly. Sometimes we get older men and women who can’t speak English well. We have to utilize secondary languages to make sure they understand us. Doing this also creates a sense of trust and loyalty.”

Discounts and good works are another way to keep patients happy and Cary M. Silverman, MD, owner and chief eye surgeon of Hanover, NJ-based EyeCare20/20 has found a way to Continued on page 36

34 | EYECAREPROFESSIONAL | AUGUST 2011

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combine the two. As an avid “giver” himself, he rewards patients who make donations by offering them discounts on out-of-pocket procedures. In one recent fundraising effort, Silverman asked patients to donate $50 to charity in return for which he reduced the price of bilateral LASIK by $1,000 as a thank-you.

helping people and that has huge implications for those of us in medical fields,” he says. “Social media allows medical practices to serve as a trusted resource for users—not just patients. By posting breaking news or tips and information, inviting employees and patients to national and local events, sharing exciting or informative photos and videos, etc., we have the ability to serve and connect more directly with our employees, patients, and influencers in the medical world.”

Silverman has also helped many of his patients in need. Extending a helping hand is not only a good thing to do, it’s something that patients recognize Cary M. Silverman, MD and appreciate. Once a year, Silverman offers a The use of social media has also helped free cataract surgery to patients without insurance Silverman to connect with more patients. “Social or the means to pay for the procedure. “We are able to partner Media has allowed me to have instant interaction with my with other ophthalmologists, optometrists, drug companies, patients,” he says. “Although I do ensure legal boundaries equipment vendors, anesthesiologists, and internists who remain intact, Eyecare 20/20’s Facebook Page and my Twitter provide medical clearance, and our surgical center, in order to account, @TheLASIKDoc, have served as direct lines of provide these services,” says Silverman. communication between me and my patients. They can ask me questions, share their own experiences, or find quick updates Social Media Connection posted from our blog to reduce time spent searching online.

Social media is a true resource for medical patients—not just in Connecting with patients is also important in offering excellent terms of expert information, but peer reviews and experiential customer service. Fisher says she started getting more involved information that is so much more real for people. With the with social media to connect with her patients. And social development of a highly-detailed and personalized social media has also helped her associates offer better customer media policy, it’s in the best interest of a medical practice to service in the office by freeing up their availability. “I used to allow multiple employees have access to social media channels have my staff spend countless hours calling patients, leaving in helping to monitor and post updates.” them messages, and sometimes even emailing with no response,” says Fisher. “Because of this, their time was spent off Whether it’s using social media to connect more personally, the sales floor and away from the reception area. I quickly creating first-name relationships with patients, or other extra learned that people are more inclined to check a ‘post’ or a touches like offering refreshments or discounts, the bottom line ‘tweet’ before they listen to a voicemail.” is that customer service can go a long way. “Customer service is the heart of every small business,” says Helton. “Good customer Silverman has also found social media to be incredibly helpful service is what feeds our business and gains us referrals and in boosting his customer service. “Social media is all about new patients.” ■

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Second Glance Elmer Friedman, OD

If all those myths were true a horse would never be able to jump a fence as well as barriers of different heights, widths, approaches or landings. How do we explain the fact that they can slam on their brakes and come to a remarkable sliding stop sometimes inches from an obstacle? How is it possible to exhibit such hoof-eye skills that enables them to “cut cattle,” run barrels or do any of the many things we ask horses to do?

We are learning more about horse’s vision all the time. We are able to use the same instruments to compare the anatomy of the horse’s eye to the human eye. Carefully controlled experiments are performed to study equine vision and to eliminate possible errors. Horses actually see very similar to the manner that humans see. But there are some important differences between the species.

Pam Fisher at the Equestrian Team Selection Trials.

The Curious World of

Horse’s Vision MYTHS ABOUND REGARDING HORSE VISION. There are questions that commonly arise about whether or not a horse sees his world only in black and white sans color.

Can they see well at night? Are they nearsighted? How do they manage vision with an eye on opposite sides of the head? And what about depth perception? These are all good questions that could cross a horse optometrist’s eyes. If this was all true then how do we explain how horses object to certain colors?

How would they be able to graze at night in pastures with uneven surfaces without bumping into things? They wouldn’t shy at a kite that may be flying a half mile away. They wouldn’t recognize you or their feed bucket if seen from a different direction than they normally view it.

38 | EYECAREPROFESSIONAL | AUGUST 2011

The horse’s eyes are placed on the sides of the head, in common with most open-space herd animals. This permits the horse to view nearly a full circle of visual field. It is believed that a horse can see in a full circle with the exception of immediately behind them or directly in front. It is like a wide angle panoramic view of their world. Dr. Evelyn Hanggi, president of the Equine Research Foundation in Aptos, California explodes the myth that horses see with one eye at a time with no connection between the two. She explains that the myth of no communication between the two eyes would be bizarre in the animal kingdom. She notes that like nearly every other mammal, horses have a structure in the brain called the corpus callosum which connects both hemispheres of the brain, thus sharing information back and forth.

To prove the eye connection theory, Dr. Hanggi established tests using images that the horses had never seen before. No humans were nearby to give inadvertent signals. The horses were given a choice of pictures to touch with their noses and receive food rewards. The horses were trained to respond to one of two choices while one eye was blindfolded. When the blindfold was switched to the other eye, the horses had no trouble selecting the correct image. These results maintained a consistency throughout the entire test series.

Some have observed that a horse will shy at a mailbox when approaching it from an unfamiliar direction. There are many thoughts and answers surrounding this problem. One obvious Continued on page 40

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answer is that horses just do not have the skill to recognize objects when seen from a new angle. The results of Dr. Hanggi’s experiments reveal that a horse may recognize a target if it is rotated but may not recognize all orientations. She believes that training may be more of an influence than vision, per se. They need to be encouraged to examine their surroundings in a more careful manner. It is important to note that horses who have been exposed to many objects in different situations and have developed a trust in their riders will tend to react more calmly and efficiently when confronted with a new or unusual stimulation.

Other reasons that a horse may suddenly stop and will shy from an object can range from changes in lighting, contrast and shadows. Also, one must be aware that the horse may be seeing something that you do not. It could be a mouse or a snake in the grass or even a tin can that rests in a different position than it did just one hour ago.

We think nothing of the trail hiker or rider who will look behind and about him to utilize landmarks that may be unrecognizable when returning from an opposite direction. And so the horse, also, may not recognize a potentially scary object on the way home from a different direction, so he needs to investigate the situation all over again to convince himself that what he has just encountered is not a threat to his survival. For instance, if you are crossing a creek for the second time but from the opposite bank for all intents and purposes, that will be a different creek for the horse. If he has crossed this and many other creeks before this it probably wouldn’t be a big deal to the horse. But if he is just learning to navigate stream beds, it would be wise to allow him the time to adjust to the new task.

There is the myth that because horses have an eye on each side of the head that depth perception is impossible. It is true that a monocular view of objects does not afford depth perception.

Adherents to this viewpoint have some issues with the concept.

While true monocular depth perception may not be perfectly achieved there are many other clues that raise the perceptual skills utilized in replacing true depth perception. For instance, the size of the objects, shading and distinctness of the targets and even sound clues are also useful where true stereopsis is lacking. Humans with one eye often become quite proficient in this regard.

More importantly is the knowledge that a horse possesses a 5565 degree overlap in his vision field which affords him true depth perception in that area of binocularity. Horses have a natural inclination to refine their depth perception by raising, 40 | EYECAREPROFESSIONAL | AUGUST 2011

lowering or tilting their head. If a horse is asked to jump, cut or maneuver closely around or through something, he is going to do better with a loose rein and the freedom to move his head to enable him to better judge distances. Dr. Hanggi points out, “Humans tend to have tunnel vision and concentrate only on what is in front instead of being aware of the whole environment.”

Dr. Alison Harmon of the University of Western Australia reports that the small blind spot in front of the horse’s nose may provide difficulties for some riders during dressage requirements.

Horses have been seen cantering around the arena in a freestyle routine and collided head on. Their vision was directed down their noses towards the ground so they simply didn’t see each other. Dr. Harmon used an ophthalmoscope to examine the horse’s eyes in order to determine the retinal field of vision. She discovered that in a frontal position the visual eyes run approximately down his nose. The blind spot exists in front and slightly above eye level and occupies an area about equal to the horse’s width. If a horse is ridden “on the bit” with his forehead vertical to the ground, or “behind the bit” with his nose pointed toward his chest, he will see only the dirt beneath his nose. The peripheral vision is still performing but he is handicapped in regard to his field of vision just in front of him.

Some experts say that a headset which positions the horse’s head vertical to the ground is a positive indication of the horse’s softness or submission to the rider. Their thinking is that the horse may be more attentive to the rider with his head in such a position, because his ability to see is limited and he must place his trust with the rider to avoid being in harm’s way. Riders are persuaded to look up and ahead, not down the horse’s neck to compensate for the horse’s lack of skill in this regard. A horse may exhibit uneasiness and resistance when asked to comply with an unnatural headset.

Experiments have been conducted to evaluate the quality of a horse’s visual acuity. A group of horses were trained to choose between pictures of vertical black and white stripes of different widths. The researchers kept narrowing the width of the stripes until the horses showed they could no longer detect the difference. Findings were obtained by measuring brain activity during the testing. The average V.A. was determined to be 20/30 Snellen level. This is the same requirement that humans must pass in order to obtain a driver’s license in most states. In comparison, a dog’s vision is 20/50, a cat, 20/75, and rats, 20/300. A horse’s night vision may not be as sharp as an owl, for

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instance, but is probably better than a human. Horse’s eyes are sensitive to low or dim light which enables them to see reasonably well at night. There are many accounts of horses in the wild that gallop through rough terrain at night with no difficulty. Also, horses can adjust to major differences in brightness and shadows quite efficiently.

Unfortunately, specific situations may affect their reactions to a great degree. The reason a horse may hesitate on entering a darkened doorway or confused by a log on the trail as the rider is passing from a bright field into an area consisting of darkened trees might be because his sense of dark adaptation may not be very keen. That horse may need more training to develop more confidence in such situations. The retina of a horse, as in humans, contains a distribution of rods but not as many cones that exist in humans and other animals.

Researchers ascertain that horses do seem to see some colors but they are color blind to many colors that humans can detect.

Dr. Hanggi, in a soon to be released thesis, feels that horses have a red/green deficiency. She states that “they are capable of seeing particular objects themselves even if the color of the object is the same as the background color. Color deficiencies do not make objects invisible.”

Pam Fisher is a young lady of my acquaintance who has been involved in equestrian events since the age of twelve. Her entire adult life has been dedicated to the good and welfare of horses as a rider, trainer and therapist. As a result of recent qualifica-

tion contests, Pam will be a finalist in the coveted Rolex International Equestrian Competition which will take place in 2012. Our readers are invited to peruse her web site at: www.ruffianstables.com.

Pam tells me of an instance wherein a well bred mare was born blind. “She was so well bred to race that her owners decided to breed her,” said Pam. “They dug a ditch around the perimeter of her pasture so that she would know not to cross the ditch which prevented her from running into the fence. When she was a foal, her mother taught her the boundaries of the field.

She could run full speed and never hit the fence or fall into the ditch. She went on to breed and have her own babies. One of the breed that I was aware of was a very successful race horse called ‘Songlines.’” Pam’s narrative can only serve to strengthen our belief in the world of horses and their ability to adapt.

In a dark corner of some stable, somewhere, equine aficionados ask the hard questions: “How do horses see us? Are we their friends or foes? Are we considered their leaders or subordinates? Do they see us as predators or partners? Do we place them in constant danger or can we be trusted? In addition to Dr. Hanggi and Dr. Alison, there are a number of equestrian journalists who continue to pursue the answers to those questions regarding both the horse’s behavior and vision. Time and the tide of ever increasing knowledge promises to unravel the mysteries that exist in the relationship between the horse and human. ■

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Contact Lens Corner Jason Smith, OD, MS

Caution is Key with

COLORED CONTACTS MANY PEOPLE are coming into the offices of eye care professional’s wanting to change their eye color. Whether these patients are former contact lens wearers, new contact lens candidates, or people looking for a cosmetic enhancement, there are many colored contact lenses to choose from in today’s marketplace.

CIBA Vision Wild Eyes Collection

Soft colored contact lenses should not be confused with pupil enhancement contact lenses, color vision deficiency contact lenses, or gas permeable colored contact lenses. Soft colored contact lenses are available as a specific color, opaque, or as a color enhancing soft lens.

Enhancement colored contact lenses cannot change the color of your iris. They simply can enhance or deepen the existing color. If someone has light blue eyes, a blue enhancer will change the shade of blue to a darker blue. The “visi-tint” or visibility tinted lenses do have a slight blue tint to them.

The effect upon eye color or eye shade is usually minimal. The “visi-tint” is applied to increase ease of handling for the patient.

With the slight blue tint the lens is much easier to locate when resting in a solution. Opaque colored lenses can change the color of your iris completely.

42 | EYECAREPROFESSIONAL | AUGUST 2011

The color of your eyes is determined by the pigmentation that develops within the iris. According to Wolff ’s Anatomy of the Eye and Orbit, “Most Caucasian babies are born with blue irides. This occurs because the dark pigment on the posterior aspect of the iris seen through the translucent stroma appears blue. As time goes on, pigment is deposited in the anterior limiting layer and the stroma and the color changes. If little pigment is deposited, the eye remains blue or grey. If there is more pigment deposited, the eye becomes brown. In darker races, the iridial stroma contains pigmented melanocytes at birth and this pigmentation increases. In these individuals the iris is not blue at birth.” However, not everyone is pleased with the choice that nature has provided to them. As a result, the colored contact lenses have grown in popularity because technology can now over-ride nature.

There are several contact lens companies that are manufacturing soft colored contact lenses including Advanced Vision Technologies, Alden Optical, CIBA Vision, CooperVision, Marietta Vision, Metro Optics, Preferred Vision Group, United Contact Lens, and Vistakon. These companies are manufacturing soft colored contact lenses with various base curves, different diameters, and varying Dk values. There are 1-day disposable, daily, and toric soft colored lenses that are available. Colors include hazel, green, grey, royal blue, aqua, evergreen, turquoise, honey, amethyst, gemstone green, brilliant blue, violet, pacific blue, sea green, Caribbean aqua, blue topaz, amber, slate grey, chestnut brown, violet rose, ocean blue, topaz, sapphire, cappuccino, yellow, ocean blue, emerald green, jade green, and hazel green. Since the primary fitting characteristics of any soft contact lenses will be affected by the base curve, thickness, prescription, and the diameter, there is a wide variety available for ECP’s to choose from in order to obtain the optimal fit for their patient.

CIBA Vision has a product line called “Wild Eyes” that would probably fall under the heading of colored contact lenses.

However, these lenses are not intended for routine wear for most patients. They are specialty lenses that are quite unique.

These lenses have a variety of names including wild fire, white Continued on page 44

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EXPAND YOUR FIELD OF

THE COMPLETE EYECARE EVENT

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out, zoomin, hypnotica, cat eye, red hot, ice fire, knockout, zebra, blackout, and jaguar (see previous page). These lenses are most likely more appropriately termed costume colored contact lenses, novelty lenses or theatrical contact lenses. Halloween parties and actors or actresses trying to make an on-screen fashion statement are the likely market niche for these lenses.

It is important to note that someone wearing these lenses could have a visual field loss and driving with these lenses should absolutely be discouraged to be on the side of caution.

Naturally, all of the usual standards of care apply to fitting colored contact lenses just as with any other lens. Even if it is a novelty choice, the health of the patient is the ECP’s primary concern. Proper management of contact lenses and appropriate education concerning every contact lens patient should include at a minimum insertion and removal training, proper use of solutions, wearing schedule, and “do’s and don’ts” of contact lens care. Providing online sites such as YouTube can further enhance the educational process for today’s patient. There are 50 sites on YouTube that explain how to “Insert and Remove Contact Lenses.” There are 2,580 links on YouTube that describe “Contact Lens Problems.” These YouTube posts can be modified or streamlined to fit a particular office’s needs. Of course, ECP’s should preview these sites in order to be certain that they meet the necessary standards of care.

Although the internet and technology can provide enhancements to patient education today, that is not always the case.

There are sites that operate that are a concern to the public eye health.

Unfortunately, several sites on eBay do not have the protections that are necessary to safeguard the public. Another site on the Internet called “Turtle Contacts” states that “no prescription is needed” in order to purchase contacts on their website. One of the primary concerns is that children will be able to make purchases from these less than reputable locations and put themselves unknowingly in harm’s way. Children who purchase these lenses sometimes exchange them with others to try or to use. The infections and misuse that can result are an obvious consequence with the potential for massive ramifications. And, there is always the problem that contact lenses are provided to consumers without a valid prescription or with a prescription that has expired. An ECP should always be following every contact lens patient for annual examinations and eye health evaluations.

A recent example of serious ocular problems was published by a European eye journal, Acta Ophthalmologica, on March 15, 2011. This is one study of many that have described some problems associated with colored soft contact lenses worldwide that also implicates unregulated internet sites:

44 | EYECAREPROFESSIONAL | AUGUST 2011

“Wearers of costume contact lenses, special colored contacts that dramatically change the appearance of the eye, are significantly more likely to experience contact lens related eye infections, according to a European study. Researchers in France conducted the study at 12 university hospitals between July 2007 and July 2009 to evaluate the risk of eye infections among individuals who wore costume color contacts (also called theatrical contact lenses) compared with people who wore conventional (non-costume) contact lenses. All patients with contact lens-related eye infections anonymously completed a questionnaire to determine their contact lens wearing habits and other information associated with their contact lens wear. The study revealed that costume contact lenses were rarely dispensed by eye care professionals in France, and the risk of contact lens-related eye infections for people wearing theatrical lenses was more than 12 times greater than that of individuals who wore conventional contact lenses. The researchers also found that people wearing costume contact lenses tended to be younger than people wearing conventional lenses (average age: 21 vs. 27), and people wearing costume contact lenses were less likely to receive proper instructions about contact lens care, handling, and basic hygiene. The study also revealed that people wearing theatrical contact lenses tended to have more severe lens-related infections. 60% of eye infections among those who wore costume lenses resulted in a final visual acuity worse than 20/200 due to corneal injury and scarring, compared with 13% of eye infections associated with wearing conventional contact lenses.”

When not properly supervised by an ECP, do these companies provide educational information concerning the time of use for colored contact lenses? Are cleaning, disinfecting, and storage handouts provided to these people in order for them to properly care for these lenses? Unfortunately, the truth is oftentimes, NO. The public and the companies that are providing contact lenses online think that some contact lenses are novelty items instead of the medical appliance that they truly are today.

What these companies should see are the corneal infections and corneal transplants that ECP’s have to deal with as a consequence to their behavior. These companies also need to be aware that they are placing the public at-risk in the name of profits.

It is our job to inform and to educate the public as to why annual eye exams are important and to create a bond with our patients so that they do not have to visit us for pain and infections that improper contact lens usage can create. When used properly, under appropriate vision-care supervision, the colored contact lens experience should be one that compliments the user’s needs and does not threaten their health. ■ With contributions from Brian A. Thomas, P.h.D, ABOM

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Your Frames...Our Stock Lenses...

One Low Price Log on to www.feaind.com and order a pair of our stock lenses at the low FEA price. Pay for a finishing charge and SAVE! Lens Type Plastic Plastic A/R Poly

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To SAVE on your finished single vision lenses, 1. Log-in and click “order online” 2. After entering your Patient Name, choose “stock lenses” as your lens type.

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

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NYC College of Technology/ City University of New York

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

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

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

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

Advertiser Index ADVERTISER

PAGE #

PHONE #

WEB SITE

Baby Banz

23

877-333-0074

www.babybanz.com

Balester Optical

15

800-233-8373

www.balester.com

CNS Frame Displays

25

877-274-9300

www.framesdisplays.com

Coburn Technologies

21

800-262-8761

www.coburntechnologies.com

Corning

29

800-821-2020

www.corning.com/ophthalmic

Exact Eyes

48

888-807-4950

www.exacteyes.com

Eyevertise

39

847-202-1411

www.EyeVertise.com

FEA Industries

27, 45

800-327-2002

www.feaind.com

Grimes Optical

48

800-749-8427

www.grimesoptical.com

Illusion Optical Displays

13

888-798-4988

www.iodisplay.com

i-see optical

28, 35

800-257-7724

www.iseelabs.com

Jee Vice

9

949-542-4838

www.jeevice.com

Luzerne Optical

31

800-233-9637

www.luzerneoptical.com

Marco

37

800-874-5274

www.marco.com

Morel

11

800-526-8838

www.morel-france.com

47

877-882-7456

www.myvisionexpress.com

12, 32, 39

866-923-5600

www.national-lens.com —

My Vision Express National Lens Nellerk Contact Lens Cases

49

607-748-2166

Nova Optical Laboratory

19

800-668-2411

—

Optical Women’s Association

51

972-233-9107

www.opticalwomen.com

OptiSource

17

800-678-4768

www.1-800-optisource.com

Optogenics

16

800-678-4225

www.optogenics.com

5

800-235-LENS

SEIKO Eyewear

Signet Armorlite

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

46 | EYECAREPROFESSIONAL | AUGUST 2011

Smile Reminder

INSIDE FRONT COVER 800-759-4630

www.seikoeyewear.com

www.signetarmorlite.com

BACK COVER

866-605-6867

www.smilereminder.com

Tabco Optical

46

800-394-9285

www.tabcooptical.com

Tech-Optics

47

800-678-4277 www.techopticsinternational.com

US Optical

FRONT COVER, 41

800-445-2773

www.usoptical.com

43

800-811-7151

www.visionexpowest.com

Vision Expo West Vision Systems

47

866-934-1030

www.Patternless.com

Younger Optics

33

310-783-1533

www.youngeroptics.com

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INDUSTRY QUICK ACCESS

EYECAREPROFESSIONAL

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

NOW AVAILABLE: Shamir Digitals

OPTOGENICS is a Full Service Surfacing and Digital Lab

UPS Shipping Overnight Saturday Delivery = NO Extra Charge

Orders Received & Shipped Overnight VSP & VCP & VBA Approved

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

Optogenics.com 800.678.4225 • Fax: 800.343.3925

AUGUST 2011| EYECAREPROFESSIONAL | 47

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INDUSTRY QUICK ACCESS

EYECAREPROFESSIONAL

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

The Premier Laboratory for

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

In House Digital FreeForm Lenses

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

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

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

00

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Please e-mail: APTCJOBS@gmail.com

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(800) 221-4170 www.21stcenturyoptics.com

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

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INDUSTRY QUICK ACCESS

EYECAREPROFESSIONAL

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

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

WEBSITE www.feaind.com • Videos

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Balester Optical provides expert objective advice & consultation regarding the best lens for each Rx.

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

We pride ourselves on using the most up-to-date technologies in the industry!

ECP Guarantee: sold through your office, NOT online.

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

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

Print too small?

We sell PALs.

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

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

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

Call 877.274.9300 for info and catalog.

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

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.

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

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

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

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

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

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Last Look Jim Magay, RDO

Price List

for

ECP Service be reasonable and come up with a win win solution. A small fee for service and the promise to check the Internet glasses when they arrive.

Okay, I get that – you may turn a few into loyal customers, and you aren’t burning bridges. With the sales of online glasses now being pushed by the giants in the field and the popularity of all thing online increasing I wonder if enough will be back?

35.00 to take a PD $ 50.00 to select a frame $ 50.00 to verify an Rx $ 65.00 to adjust a frame $

(Print large and post in the waiting room)

WHADDYA THINK?

A person (can’t call them a customer) walks in and you go through the whole routine, look at their facial shape, assess their Rx needs, check out their clothing, personality, show them frame after frame and finally they settle on one or two. You feel great and start talking lens options and pricing. Then they say, “Well, I’m just shopping now – can you write all of this down and give me my PD while you are at it?”

Simmer, simmer, burn, burn...bite your tongue, snatch your order card off the desk, and say, “We’ll hold that information for you.”

Today, asking for “My PD” is like saying, “Zenni Optical is my optician sucka!” I talk with ECPs who try to be proactive about this. If they realize the ..., er client is ‘playing them,’ they try to 50 | EYECAREPROFESSIONAL | AUGUST 2011

The July 2011 Consumer Reports mentions, in an article about refrigerators, that consumers should “consider buying online.

The internet has been the place to shop for small appliances for years, and in 2010, 8.7 percent of people who bought a refrigerator did so online...We suggest you always visit a showroom first (italics mine) to see how the fit, finish, and features compare in real life...”

So – get thee to a brick and mortar place, where someone has paid for inventory, pays their help, pays taxes, insurance, heat, and utilities, so freeloaders can paw over his inventory and BUY IT ELSEWHERE!!! Makes sense, no?

Hey Consumer Reports, that is a big slam against local merchants who are the backbone of our American communities. You know the litany – this from The TimesPicayune: “Every $100 spent at a locally owned business on Magazine Street recirculates an average of $32 through the local economy, according to a study released Tuesday. The same amount of money spent at a national chain recirculates an average of $16 back into the local economy. Conducted by retail analysis firm Civic Economics, the study also showed that local businesses generate four times the economic impact of national retailers on a per square foot basis.”

So I guess we have to ask whose side is Consumer Reports on, many reports over the years by this group (including a study on customer service in the same issue!) suggest that local place are better places to buy – could this be a seismic shift in their sensibilities? Needless to say – I’ll be forwarding this article to them – stay tuned. ■

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SUPPORTING AND PROMOTING THE PROFESSIONAL DEVELOPMENT OF WOMEN IN THE OPTICAL INDUSTRY SINCE 1997

PLEASE JOIN US FOR THE UPCOMING OWA EVENTS AT VISION EXPO WEST THE PROFESSIONAL OPTICAL WOMEN’S WORKSHOP PRESENTS

PATHWAYS TO SUCCESS An interactive panel discussion featuring OWA members who have achieved success in various segments and positions. Moderated by Christie Walker, Editor of Labtalk Magazine and OWA member.

Wednesday, September 21, 2011 4:30 – 6:00 p.m.

Venetian/Palazzo Congress Center Level 1 Casanova Room 606 Light refreshments will be served prior to the start of the program

No charge for OWA members $35 for non-members Registration required. Register in advance at www.opticalwomen.com

ANNUAL NETWORKING RECEPTION Raffle items from various designers

Friday, September 23, 2011 5:30 – 7:30 p.m.

Location details soon at www.opticalwomen.com Free admission Everyone welcome, including non-members

Thank you to our sponsors for their belief in, and generous support of our mission to advance and promote the leadership role of women in the optical industry.

PLATINUM SPONSORS

SILVER SPONSORS

GOLD SPONSOR

FRIENDS OF OWA

For more information on the OWA and/or to become a member please visit our website at www.opticalwomen.com Our thanks to EyeCare Professional for providing this space for OWA’s message.

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