EyeCare Professional Magazine September 2011 Issue

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NEW RELEASES FOR THE FALL / PAGE 6 IS THE END OF MYOPIA IN SIGHT? / PAGE 38 September 2011 • Volume 5, Issue 45 • www.ECPmag.com

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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

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SEPTEMBER 2011

EYECAREPROFESSIONAL

Vol. 5 Issue 45

Features 6

Courtesy of Allison America

Contents

Magazine

FALL EYEWEAR RELEASES Usher in the new season with latest releases in eyewear and sunwear.

by ECP Staff

12

USING EBAY Online auction eBay can provide a great outlet for buying and selling obscure or unwanted merchandise.

6

by Anthony Record, RDO

14

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

by Warren G. McDonald, PhD

22

“VET” DISPENSING ECPs could learn a lot from the excellent customer service that veterinarians offer both animals and owners.

by Ginny Johnson, LDO, ABOC

24

22

DEALING WITH REMAKES Every practice needs a remake policy that is understandable, reasonable, and enforceable.

by Judy Canty, ABO/NCLE

38

MYOPIA MAY BE HISTORY Recent scientific discoveries could significantly decrease the prevalence of myopia worldwide.

by Elmer Friedman, OD

38

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

Departments EDITOR/VIEW .....................................................................................................4 INDUSTRY PROFILE........................................................................................18 PRACTICE MANAGEMENT.............................................................................30 THE FASHIONABLE ECP.................................................................................34 OPTICAL PHILANTHROPY............................................................................42 ADVERTISER INDEX .......................................................................................46 INDUSTRY QUICK ACCESS............................................................................47 LAST LOOK .......................................................................................................50

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EYECAREPROFESSIONAL

Editor / view

Magazine

by Jeff Smith

Patient Psychology very ECP dreads dealing with that select few of patients who make everyone’s life more difficult. The key when working with these type of patients is to slow things down and listen. Give them the lead and extra space if they need it. Many people find the buying environment stressful, and may manifest their anxiety in several ways. It is important to recognize these personality types and respond to them appropriately.

E

When dealing with a suspicious patient, they are going to try and find an ulterior motive no matter what you tell them. Because of their suspicious nature, they fear the failure in not seeing inflated claims and buying unnecessary or over-priced upgrades. It is important that this type of patient be shown the benefits in as concrete a form as possible. Let them hold the frames while you are discussing frame material, and bring out the demos when selecting lens options. Also, since their primary motivation is not monetary, be leery of offering excessive discounts which could make you seem anxious to make the sale.

There are two different types of controlling patients. Some patients are used to being in charge and will simply head for the frame boards to begin their selections in short order. Allow them to lead, as they are usually fairly easy to guide toward the appropriate frame styles. Offer general suggestions, and maintain a critical eye as they try on different frames.

The other type of controlling patient is much harder to deal with, since their behavior actually stems from a lack of confidence. Often they lack a sense of control in their everyday activities and over-react to the perceived control accorded a customer and may become unreasonably demanding. It is important they are treated with respect and gently guided to any suitable selections. Avoid direct confrontation, even when they demand an inappropriate frame or lenses, as this can lead to even more demanding behavior.

Then there is the angry patient who just seems mad at the world. If the reason is something that has occurred at the practice, such as a billing or appointment issue for instance, try to resolve the problem or offer a reasonable explanation before continuing. Quite often, the underlying cause has nothing to do with you or the practice, and may be something as mundane as having been cut-off while driving in to make the appointment. If the patient wants to talk about the incident, acknowledge the problem and move on, keeping things light and fun.

It is important to remain calm and professional when dealing with difficult patients.

Don’t rush through the process of selection and explanation of benefits. They may become impolite or even rude at times, but you must not let that upset you. Take the time to listen to their concerns and needs, look at their body language and respond appropriately, and work to gain their trust. Very often, once that trust is secured, they will become your most loyal patients.

4 | EYECAREPROFESSIONAL | SEPTEMBER 2011

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 45 TrademarkSM 1994 by OptiCourier, Ltd. All Rights Reserved.

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

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

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

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

For Back Issues and Reprints contact Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com Copyright © 2011 by OptiCourier Ltd. All Rights Reserved For Subscription Changes, email: admin@ecpmag.com Scan this barcode with your smartphone to go to our website.

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SEE US AT VISION EXPO WEST, BOOTH G24010!

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FALL New R 1. Allison The new Missoni Collection could be described as vintage flavor meets the striped touch, with bas-relieves on laminated details and personalized acetates switched on by colorful patches on temples. The color combinations are studied with the direct creative support of Margherita Missoni, looking to express the maison’s mood by the mix of materials, colors and pattern. www.allisonamerica.com, www.allison.it

1

2

2. Revolution Eyewear The Beatles Yellow Submarine Eyewear Collection from Revolution Eyewear features the new technology HDA – which stands for High Definition Acetate along with BMT – Beautiful Metallic Touch in the temples. www.revolutioneyewear.com

3. MYKITA Swiss architect Le Corbusier’s preference for thickset hornrimmed glasses inspired MYKITA and fashion designer Alexandre Herchcovitch to create two new sunglasses models for spring/summer 2012. Factors behind the evolution of REGINA and GOLDA were the new interpretation of the classic 1930s design and the finding of a new color palette. The colors are Vanilla, Rose, Stone and Black. www.mykita.com

3

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w Releases 4

4. Classique Eyewear The Lisa Loeb Eyewear Collection now includes new frame styles in larger eye sizes, with stronger cat-eye and retro inspired shapes. Richer tortoise shades are available in classic tortoise, warm tortoise chiraz, duo tones in vibrant turquoise, sky blue and lush lavender. Embellished temples include sprinkles of rhinestones and cloisonné designs. www.classique-eyewear.com 5

5. Mosaic Eyewear s.Oliver SELECTION combines stylish business looks with elegant fashion. This eyewear collection convinces with clean styles from conventional elegant up to fashionable sporty. s.Oliver SELECTION focuses on young modern men and women with a feel for quality and elegance. www.soliver.com

6. Zero G Eyewear Designed in California and handcrafted in Japan from flat sheet titanium – the lightest, strongest material in the world, Zero G Eyewear has become known in the industry for quality, durability, and style.

NOLITA’s bold, distinguished look takes inspiration from a timeless, plastic sunglass, while its titanium design provides ultimate lightweight comfort. www.zerogeyewear.com 66

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Marcolin

The Diesel Eyewear 2012 sunglasses collection features a new collaboration between Marcolin and Diesel. The contrast of shiny and matt material and the contrast colors on frame and temples emphasizes its multifaceted design. The black and blue Double Trouble is meant to be worn by men and the ivory and petroleum model by women, while the military colors are designed for both. www.marcolinusa.com

Mondottica USA

The Larger Fit Collection by Hackett London is a classic men’s eyewear collection which caters to men of all ages who wish to dress stylishly. In order to accommodate all Hackett gentlemen, the Hackett London eyewear collection offers a range of larger eye sizes on select models from size 58 to 62 with 150 temple length. www.mondotticausa.com

Jonathan Cate Eyewear The Rogue™ collection has always been the forefront of style and fashion in the Jonathan Cate lineup. Taking styling cues from the 1920’s 30’s & 40’s these frames are full of moxie and are truly the cat’s meow. The Dapper Dan has a classic 20’s look with an asymmetrical round eyeshape using beautiful hand-cut zyl and a Monel bridge and hinge engraved with beautiful filigree. www.jonathancate.com

adidas Eyewear

The TERREX FAST is distinguished by its light weight, modern design, simple handling and superior functionality.

This multi-tasking performance sport model easily transforms into a casual pair of sunglasses by removing the detachable Quick Shift Foampad. For those requiring visual correction, TERREX FAST can be fit with the adidas Eyewear optical Performance Insert™. www.adidas.com/eyewear/outdoor

Trevi Coliseum Eyewear Cotton Club 280 is constructed from the highest quality materials and defines the concept of style and luxury. Made of carbon fiber with rubberized temples for comfort and adjustability, it’s available in 3 colors with striking contrast. Made in Italy and backed by a two year warranty. Sold exclusively in North America by National Lens. www.national-lens.com

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LINDBERG 1237 . PATENTED

multi-adjustable 路 ultimate comfort 路 technology 路 47 design awards 路 danish design

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R & R Eyewear

The past meets the present with the new Bellagio 695. This stylish frame brings back a vintage eye shape with new European design and color. With its bright two tone colors, the Bellagio 695 is sure to turn heads. www.rreyewear.com

Scheyden Precision Eyewear

Spy Optics

The Vaughn, in matte black, features bold styling and is fashioned in rich handmade zyl acetate. Custom metal logo detailing and unique beveling along the temples speak to the SPY design aesthetic, while spring hinges ensure that the frame fits comfortably on your face. www.spyoptic.com

Baby Banz

Co-designed by founder Jeff Herold and industry veteran Patrick Hussey, the Albatross and Mustang (shown) styles provide the ultimate in optical clarity and comfort. Albatrossâ&#x20AC;&#x2122; aviator-like frames are ideal for nearly every face type, while the navigator-style Mustang better suits a medium to larger fit. Constructed with the finest materials, they feature an ultra-lightweight titanium frame front and temples for complete comfort. www.scheyden.com

Hilco The Leader Rx Sunglasses collection features sporty 8-base wraparound styling with the processing ease and optics of standard Rx lens mounting. Now, patients can choose a chic, classic white frame option in our popular Circuit and Elite styles.

Each Leader Rx Sunglasses product is supplied with plano polycarbonate sun lenses in standard Rx adapters, a deluxe carrying case, microfiber cleaning cloth, and sport strap. www.hilco.com

The new retro style Junior BanZ features UV400 polarized polycarbonate lenses and sturdy frames, while offering new shapes and temples for the protection and style older kids want. Junior BanZ also come with their own color coordinated neoprene carrying case complete with zipper clasp as well as a removable neoprene strap for active girls on the go. usa.babybanz.com

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LINDBERG The new LINDBERG 3Star line is rimless with a fuller and more visible front but without compromising the LINDBERG core values, comfort and lightness. LINDBERG’s unique universe of exciting LINDBERG 3Star surfaces and colors lays Titanium Color GT the foundation for yet another uncompromising eyewear frame system with unlimited possibilities. A typical feature of these frames is the possibility to select different bridge shapes and sizes which can be combined with several temple lengths to ensure the best possible customized fit. www.lindberg.com

Jee Vice

Jee Vice’s “A Sacrifice to Sophistication” is a preppy thin-rimmed frame with an intricate metal bridge, inset crossbar, and round metal rivets. This is a fun, vintage inspired frame that is flattering on all faces. When it comes to style and affordably, this frame makes no sacrifices. www.jeevice.com

Ronit Furst

Ronit Furst introduces its new collection of hand painted eyewear made from acetate and metal with acetate combination. This collection offers new exclusive colors designed for individualistic and self-confident stylish women and men. This exciting line, painted by Israeli artist Ronit Furst, brings vibrant color, fun, and sophistication to the wearer’s life. www.ronitfurst.com

LINDBERG 3Star Titanium Color 05

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Managing Optician Anthony Record, ABO/NCLE, RDO

Buying and Selling

on

IN THE INTEREST OF PRIVACY, and so as not to violate any HIPAA regulations, let’s call her Mrs. Williams. Mrs. Williams has been a loyal client whom I met more than 25 years ago when I was the manager of a For Eyes Optical in Clearwater, Florida. She and her husband have followed me from city to city and location to location. I am grateful for their patronage and loyalty – which is why I was a little frustrated and disappointed when, a few years ago, I had trouble fulfilling one of Mrs. Williams’ requests.

There’s something you need to know about Mrs. Williams. You, see, Margaret has not yet exited the early 1980s when it comes to her fashion sense. And when her Christian Dior model number 2056 finally broke, she made what to her was a simple, straightforward request: “I just want to get a new frame.” For those of you too young to remember, we used to affectionately refer to them as “Batman” frames. Size 61 or 63 (I can’t remember which), with a B measurement almost as big; shiny gold front – Optyl temples. After explaining to her that we’d probably have better luck finding spare parts for her Studebaker, she reluctantly picked something a bit more modern as a replacement. She left my shop a disappointed consumer.

That’s when I started thinking. Whenever I wanted to find something a bit obscure...something discontinued...something from my past...I always checked on eBay – and rarely was I disappointed. It seemed whenever I went searching for a particular item on the perennially popular auction site, somebody, somewhere in the world had one – and was willing to sell it.

Why then wouldn’t the same thing be true for these long 12 | EYECAREPROFESSIONAL | SEPTEMBER 2011

forgotten Christian Dior eyeglass frames? I called Mrs. Williams and asked her if she would settle for a “vintage” (used) pair of frames if I could locate one for her. Settle? She was ecstatic!

Even the possibility of a replacement seemed to make her happy. I told her not to get her hopes up too high, but that I would be willing to search for her. I never let on that my “exhaustive search” only required a few strokes of the computer keyboard.

Not one person was selling a Christian Dior 2056. No, not one...eight! That’s right, eight pairs were up for sale or auction.

After checking a few photos, I decided that one looked like it was in better shape than all the others. It was up for auction, but it also had a “buy now” option for $36. I clicked. For just over $40 (shipping and handling), and five minutes of time and effort, I found what turned out to be a near-new frame, complete with an original, shiny silver squeeze case. Everything arrived a few days later. After removing the old ophthalmic lenses, running the frame through the ultrasonic cleaner, and attaching a new pair of nose pads, even the most discerning eye would have thought it was brand new. I phoned Mrs. Williams

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and told her I had done it! I’d found a perfect replacement for only $149 (which was way less than she had paid 25 years ago).

It was a total win-win-win proposition. She had her favorite glasses once again. I had pocketed $100, and Mrs. Williams would tell many a friend of what had been accomplished. I don’t even think I could put an accurate value as to what that positive word-of-mouth advertising was worth.

Since then I have made more than one potentially disappointed patient a happy camper. In doing so, I’ve stumbled on a few incredible bargains as well. Several years back while trolling eBay, I discovered someone who had just over 100 Liz Claiborne 19 frames for sale. Again, a bit of a history lesson: huge (63 eye) zyl frame that originally came in a rainbow of different, bright colors. Long story short, I purchased every one for $1.25 a piece! Brand new, still in the original packaging, they were ready for sale! I only have a few pieces left. Vintage eyeglass frames are not the only optical opportunity when it comes to eBay. From time-to-time I’ll stumble on lots of eyeglass cases that are selling at auction. Once I successfully bid @$45 for a lot of 250 men’s clip cases. That worked out to about 18-cents per case!

Many of the office decorations that hang on my dispensary walls came via online auctions, including the five framed Snellen eye charts – English, Arabic, Greek, Chinese, and Hebrew. They have been great conversation pieces over the

years. Along the way I also purchased a few vintage magazine ads – some that are nearly 100 years old. Framed, these also make great display pieces. These things, along with countless other tchotchkes were all purchased at unbelievably bargain prices.

Some eye care professionals I speak with regarding the wonders of eBay are a bit hesitant. I try to allay their fears. I have found that the self-policing rating system of eBay is quite accurate. If you extend my purchases beyond optically related things to include personal items (books, CDs, toys, groceries, gifts, etc.), I have never had a negative experience. I’m sure some people have, but like the rest of life, 95% of the people who participate as buyers and sellers on eBay are good, normal, decent, honest people.

Notice I said buyers AND sellers. Never underestimate the power of eBay when it comes to unloading some of the slower moving items in your dispensary – frames, accessories, or equipment. Just two seconds ago I went to eBay and did a search for “eyeglasses.” The first thing listed was a pair of old tortoise “Challenger”—like frames that were probably sitting on some optician’s shelf for the past 15 years without selling, simply collecting dust. The auction is set to close in less than an hour. The current bid is $98 and change. Buyer or seller, optician or lay person: never forget the power of the eBay auction. ■

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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, Part II other positive attribute that can be identified or quantified. Does your organization have a strength that is obvious to all and allows for a competitive advantage in the marketplace? Is it location, price, or yourself with specific expertise no one else has? All of these and many other attributes should be considered strengths.

What is considered a Weakness?

LAST MONTH we started our review of a process called SWOT: an acronym for a review of organizational strengths, weaknesses, opportunities and threats. Last month we started with external analysis, and this month we take a look at the internal part of the process so important to our success. Keep in mind SWOT allows for our reflection. SWOT does not identify particular strategies, but rather identifies issues that may later need to be strategically addressed. Particular attention is paid to the critical success factors in the firm’s industry. The SWOT analysis looks at two dimensions of each of the four categories– “Internal” issues and “External” issues.

INTERNAL: EXTERNAL:

STRENGTHS OPPORTUNITIES

WEAKNESSES THREATS

What are considered Strengths?

Strength can be thought of as any internal attribute of the organization that is helpful in achieving the corporate objectives. Strengths positively impact your company’s profitability and competitive well-being. Positive impacts could include such things as a strong cash position, a strong corporate culture of success, superior manufacturing capability, or any

A weakness can be thought of as any internal attribute of the organization that is a hindrance in achieving the organizational objectives. Weaknesses pose obstacles to your business’s profitability and competitive well-being. Negative obstacles could be the same category of issues stated above such as poor cash position, weak corporate culture, weak manufacturing capability, or any other negative attribute. Is there something within your practice or dispensary that is not allowing you to meet your goals? Is there a weakness in staffing, location, or inventory? All of these must be considered weaknesses that need to be eliminated in order to maximize success.

Identifying Strengths and Weaknesses Our focus here is on several things: 1. Resources – what resources do we bring to the table to serve the needs of our target markets. I have seen many independent opticians sit and wonder what happened (myself included) when the typical referrals from ophthalmologists dried up many years ago with the advent of in-office optical dispensaries. If you do not compete favorably with other providers in your market, you must try to find some niche to fill that allows you to maximize your resources and make you a standout. Even though this is a simple concept, many find grasping the concept elusive.

Continued on page 16

14 | EYECAREPROFESSIONAL | SEPTEMBER 2011

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2. Competencies – are we up to date with the current trends in the field? I often hear supposed experts discuss the ills of new development in the industry. “By golly,” they say, “those new-fangled things are not nearly as good as my old school technology.” If Henry Ford felt the way many of our “experts” do, then we would all be driving horses and buggies. Embracing new technology and modes of practice are important in the turbulent eye care marketplace, and we must develop the competencies to provide those products or services.

3. Capabilities – do we have the capability within the organization to successfully compete? Are we capable of delivering excellent products and services that allow us to stand out in the marketplace? There are a million questions regarding our capabilities, and we must understand what our parameters for success are, and remain within the limitations of those parameters. For example, don’t promise things you may not be able to deliver on time. It is better to over-achieve than under-achieve, especially in the eyes of your patients.

4. Context – all the above items, our capabilities, our competencies and our resources must be matched with the market we serve. If we provide skills and/or services not valued, then we will not succeed no matter what. We must fit contextually within the marketplace.

The Process To begin the Strength and Weakness portion of your SWOT, first focus on the internal factors that either do now, or could in the future, impact your business. Consider the critical success factors that pertain to your business’s internal and external environment. Where does this information come from? It should draw upon your research about the company in particular, as well as the industry and external environment in general. Typically, the number of issues identified should be approximately ten for the Strength section and ten for the Weakness section. Although, the actual number of issues identified is unimportant. Rather, the depth of the research is far more critical. 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.

Again consider the following hypothetical example of the “all natural” soda company that was used in the external section last month: STRENGTHS 1. Marketing Philosophy 2. Social Responsibility 3. Creative Products 16 | EYECAREPROFESSIONAL | SEPTEMBER 2011

4. Diverse Product Line 5. Mass Customization 6. Product Specialization 7. Ethics Program 8. Quality Products WEAKNESSES 1. Inexperienced Mgmt Team 2. Expensive Retail Price Structure 3. Weak Marketing Processes 4. Limited Distribution 5. Limited Financial Capability 6. Small Company 7. Informalities of Company 8. Little Brand Recognition 9. Collection Practices for Receivables Now to move forward in the process, consider your strengths and weaknesses, and include all the staff and stakeholders so as to gather as much information as you possibly can. List your Strengths and your Weaknesses.

An important component to this process is understanding what to do with this information once it has been gathered. Are there implications for your organization? How can you use it to develop your organization’s strategy? Are there things you do well that can be emphasized in your marketing strategies? Are there things you need to improve? Hopefully the SWOT analysis, with key stakeholders contributing to the process, will allow those issues to become crystallized. Again, SWOT will not identify particular strategies, but will emphasize areas that need to be addressed. Take a look at the strengths and weaknesses you have listed. Are there areas of significance that stand out? If so, be sure to highlight them as well.

Conclusion To develop a clear understanding of our strengths and weaknesses requires a systematic process based on objective analysis, with the key word being objective. Often that is difficult to accomplish, because we naturally tend to think we are on the right path when in reality we may need substantial improvement to reach our full potential. We must overcome this tendency and really gain a clear picture of what our target population feels about how we conduct our business. How are we perceived in the marketplace? Are we seen as the first-line provider in our market, or are we somewhere back in the pack?

I can only hope that you will consider this article when developing strategies for your organization. It is imperative that we manage strategically in an economy like the one in which we currently find ourselves. Implementing strategy will not necessarily assure success, but it will allow us to have a better chance of maintaining that competitive advantage we seek. ■

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Interview with Coburn Technologies Curt Brey

EyeCare Professional’s Paul DiGiovanni speaking with Curt Brey, Vice President of Marketing and Business Development, COBURN TECHNOLOGIES. EyeCare Professional: Please provide a brief history of the company including how long they have been making finishing equipment and when they first introduced the patternless edging system.

Curt Brey: Coburn introduced its first edging system approximately 46 years ago in 1965. The first patternless edger and tracer duo was introduced in the early 80's.

For over 60 years, Coburn has supplied the optical industry with products and services that have literally reinvented lens surfacing and finishing methods.

Products like the 108 generator, Step One Blocking System, SGX, XRT Lensmaker and many more have been used to make the lenses people wear all around the world.

Coburn has a long history of bringing technology, innovation and automation to the lens processing industry and has continued to pursue products that meet and exceed customer expectations every year.

includes several affordable product levels from high value to high performance.

We have finishing systems starting from approximately $15,000 and offer 10 different system configurations to meet each customer’s specific requirements.

ECP: What does Coburn have to offer the experienced finishing shop?

CB: For experienced finishing lab professionals, Coburn recommends the Excelon XD. This advanced edging system includes a high speed, high performance finishing process and offers almost every edging feature the expert may need in his/her shop. Features like shape modification, grooving, and highly precise & repeatable drilling are standard in this popular Excelon model.

The Excelon Finishing System is Coburn’s latest introduction to the world of lens edging and follows the long-standing history of high quality lens processing systems.

For those ready to take the next step into lens surfacing, Coburn recommends The Premier Lab™; a complete in-house lens processing system. The affordable, modular design and small footprint solution provides customers with the ability to set up the whole lab at once or grow into the system in stages to best meet their business needs.

ECP: What does Coburn have to offer a start up shop or someone just looking to get into finishing?

ECP: In your opinion, what are the most important aspects of any finishing system?

CB: We hear from our customers that they are looking for advanced finishing products but with a lower overall cost of ownership. The new Excelon finishing line from Coburn Technologies addresses these needs and

CB: Reliability One of the greatest concerns in purchasing an edging system today is the product life span. New edgers are introduced every year and we often hear, “they don’t make them like they used to.” With the Continued on page 20

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Excelon systems, Coburn is changing this perspective entirely by being the only company to include standard comprehensive parts & labor 3-year warranty. This ensures no service concerns or surprise fees.

Intuitive User Interface Critical for those getting started or switching from one edger to another, a smart and user friendly touch screen or control panel is included on all Coburn edgers. This minimizes the learning curve for operators and Coburn provides complete training upon installation to make sure our customers can efficiently start using the system immediately after the installation.

Excelon EZ • Excelon EZ is ideal for an entry level and budget conscious buyer.

• Can easily process small “B” dimensions for the latest frame fashions.

• Offers polishing and is paired with CFR-3000 (included is EZ system) for simultaneous tracing, blocking and edging Excelon • Safety beveling and grooving • 8.25" LCD displaying an intuitive & user friendly software • Frame trace storage & barcode support

ROI Many companies talk about the “ROI” or “return on investment” of an edging system. However, none of them include the costs of spare parts, service charges plus downtime which will cause your profits to decline and push an ROI out even further. In addition, Coburn’s hassle free 3 year comprehensive warranty also helps to enhance your ROI.

Excelon XD/XQ • Highest performance, highest value, feature rich lens edgers in the Excelon product line • Dual CPU ensures faster processing cycle • Industrial-grade design ensures precise and repeatable drilling • LCD (10.4") with a touchscreen running an intuitive and user friendly software.

ECP: With the Excelon edging systems, is drilling something that can be done in-house or does it have to still be outsourced?

ECP: What is the pricing for each model?

CB: Coburn edging systems range from $15,000 to $45,000.

CB: Excelon XD has an automatic, integrated drill module which allows you to complete all easy and complicated drilling jobs in house with great precision and quality. Automatic drilling minimizes the risk of error and breakage.

CB: Comprehensive parts & labor, three (3) years – standard for all Excelon edgers.

Coburn’s Excelon XQ can also be upgraded to perform drilling at the customer site, adding future functionality for an already high-performance edging system.

Backed by Coburn Technologies global service & support team and our long-term 3 year warranty program, our customers can operate their finishing business with confidence.

ECP: What makes the Coburn Excelon edgers different from your competitors?

CB: We provide unsurpassed customer service and personally stand behind our commitment to customer service excellence. We firmly believe in providing our customers with superior client services; being unconditionally client-driven is an integral part of every job description for each of our employees.

ECP: What are the key features of each model?

CB: The key features of each edger are as follows:

20 | EYECAREPROFESSIONAL | SEPTEMBER 2011

ECP: What is the warranty for each?

ECP: Is there an extended warranty?

CB: Yes, a two (2) year extended warranty is available for a total of five (5) years of warranty coverage. Please contact your Coburn Technologies representative for more details.

ECP: How can someone get more information on Excelon edgers?

CB: Please contact us at 1-800-COBURN-1 or (1-800-262-8761) or www.coburntechnologies.com

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EXPAND YOUR FIELD OF

THE COMPLETE EYECARE EVENT

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

LENSES & PROCESSING TECHNOLOGY

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The Mobile Optician Ginny Johnson, LDO, ABOC

Who Let the Dogs Out? Woof.

Sit. Stay.

Read.

DO YOU EVER HAVE DAYS WHERE YOU’D LIKE TO ROLL OVER AND PLAY DEAD INSTEAD OF PLAYING ECP? Maybe you’re suffering from boredom or feel like you’re working in a lifeless practice. Whether you love dogs or not, a little obedience training never hurts. So I fetched some pointers to share after observing the way my veterinarian runs his practice. Who says a DVM can’t teach an ECP new tricks?

During the past month I have frequented Patrick Veterinary Clinic (PVC) with Pearl, my spoiled rotten, full blooded, almost 11 yr. old Maltese who was diagnosed with Diabetes. I would highly recommend PVC to any pet owner because of pure excellence.

PVC is 100% about animals. Always have been and always will be.

Pointer: Focus on being 100% about patients. They have and will always need trained ECPs. PVC operates on a first come, first serve basis with a sign in sheet. Appointments are not necessary, offered or scheduled. It’s not unusual for the 17 seat waiting area to be standing room only. You’ll find a combination of neighbors and strangers introducing themselves and their dogs to each other. Cats are hissing and meowing from their pet taxis and not really looking to make friends at the moment. It’s interesting to watch how humans relate and communicate when dogs are in the picture.

Throughout the noisy waiting room there is sense of calmness as clients patiently wait their turn.

22 | EYECAREPROFESSIONAL | SEPTEMBER 2011

Pointer: First come, first serve may work well for some ECP practices and it would keep staff from having to hound patients about keeping their appointments. Although dog biscuits may not be what it takes for your patients to get excited there are other treats to choose from. Specialty coffees and crumb free snacks might be the answer. Bringing in a Licensed Massage Therapist and offering complimentary chair massages to patients sounds like a doggone good idea to me.

Behind the front counter at PVC there’s an adequate number of cool, calm and collected staff members on task to help. With their happy, smiling faces the atmosphere is positively pleasant.

It’s obvious they work well together as there are no signs of bickering or whispering gossip going on. Clients are greeted and served promptly when stopping in to pick up their pets or products. If a dog marks its territory in the waiting room it is cleaned up immediately by staff.

Pointer: You must have adequate staffing to take care of your patients. Not having enough help really bites and will scar business growth. Priorities no longer exist when your staff is working in shift survival mode. Tired work is never effective. Treat staff well and they won’t run away and leave you a bunch of poop to clean up.

PVC believes that trust and comfort are mainstays on both sides of the medical relationship. They have a way of putting you at ease immediately no matter what the purpose of your visit is.

When they told me that Pearl had Diabetes and I would be giving her insulin shots daily, it was not presented to me as bad

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news. So it was not taken that way. I left their practice that day calling it Live-a-betes. It may have taken PVC many years to master this yet it starts over everyday.

Pointer: Make sure to verbally find out what your patient’s concerns really are. The patient history form is a starting point from which you will build on. The more down to earth you are with your patients the better the outcome. Don’t try to explain conditions or treatments to patients using opticalridiculitus words. Most patients will easily get lost and hear womp, womp womp when you use this type of terminology. You might as well tuck your tail and head to the doghouse until you train yourself to keep it simple.

At PVC you don’t ever have to worry about being judged as a pet owner. They won’t rub your nose in whatever happened in the past. They treat in the present/today/now and beyond. They don’t treat your dog based on a cost/fee/profit mentality. I have never seen or heard a client complain about their bill or the way they were treated at PVC. Pointer: Stay in the present with your eye care patients. Let go of any assumptions that you have about the decisions. If something you have to offer will help the patient have a better quality of life then don’t keep it a secret.

Have you let the dogs out at your practice?

Bulldog – a go getter, good on the phone with insurance companies Cocker Spaniel – loyal to a fault and will treat the business as their own Mutt – can be placed in different positions and will flourish Golden Retriever – won’t let the patient get out the door without the proper eyewear Boston Terrier – gets things done around the office before the deadline is even determined Beagle – stays on track and is nosy in a good way, the person to go to when you want to retrieve information Great Dane – appreciates attention, commanding demeanor with gentle personality Align your staff with job duties that they take great interest in.

Unleash all staff and take some of their advice and put it into play. They may work like dogs if it is their idea.

If you find you are having a ruff time fitting in at your practice then place an ad in the LOST & FOUND section of a publication.

Woof woof. I am not employed by nor do I have any pad pocketing financial affiliations with PVC. I just know that when it comes down to the well being of my best friend I will only trust the best breed of people. ■

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Dispensing Optician Judy Canty, ABO/NCLE

How Do You Solve a Problem Like...REMAKES? Remakes are a fact of life.

They are profit killers.

They play havoc with customer service.

They will make you old before your time.

The bigger question is “Can they be prevented?” The real-life answer is “For the most part, yes.”

The key to solving remake problems is...education, education and more education; education for the optical staff, education for the prescribing doctor and education for the patient.

First, education for the optical staff. Remember, there is a difference between excellent marketing and real education. It’s sometimes difficult to separate one from the other, but the more time spent on evaluating the information, the more apparent the differences become. It’s one thing to promote an anti-reflective treatment claiming a 50% increase in light transmittance and quite another to find that the actual transmittance is only increased by 0.5%. That’s good marketing, but not good education. The optical staff needs to understand what they are advising their patients to choose and what the real-life benefits those patients will experience are. Miss the mark and it becomes a remake and has eroded some of the trust patients have in the practice. 50% more light or 30% wider fields of vision may mean one thing to an ECP and quite another to a patient when justifying a hefty price tag. Take advantage of as many educational opportunities as possible, in trade publications, online and at live events like the Vision Expos, state association meetings and lab/manufacturer sponsored programs. There is always something new on the horizon as our industry changes and technologies advance. Ignorance is not bliss, nor is it an excuse for questionable advice.

Second, education for the prescribing doctor. ODs and MDs spend many years and lots of money learning the art and science of their respective professions. It is difficult, if not impossible, for them to keep abreast of the changes in lens and frame technologies. They often rely heavily on manufacturer’s reps for the latest information. Most of the time, that’s a good thing.

Unfortunately, sometimes it’s not. Again, there’s a big difference between good marketing and real education and most prescribers don’t have the time to discern the differences. Regular staff meetings, where new products and services can be presented and discussed are an important part of the education process. It is vitally important that every staff member be at

least conversant in the latest technologies and able to direct patient inquiries to the right staff member. The most powerful recommendation comes from the exam room. Patient trust is built on appropriate recommendations and solutions to visual needs based on conversations in the exam room and a confident “hand off ” from prescriber to optical staff. A hard sell in the exam room or an inappropriate recommendation may result in “buyer’s remorse” and a remake or worse yet, a refund.

Third, education for the patient. Patients, more often than not, hear what they want to hear. More often than not, warranty information is not what they want to hear, or choose to remember. Billie Taylor, a licensed optician at the office of Gordon Jennings OD in Wytheville, VA shared her remake policies with me. She carefully explains to every patient that the eyewear selected is a custom crafted item and as such cannot be remade for any reason other than a manufacturing defect, doctor’s change or limited warranty coverage. “I tell them that they can take the frame home and let friends and family see what’s been selected, but once the glasses are made, the patient owns them.”

The remake percentage at Dr Jennings’ practice is very low and their patient satisfaction is extremely high. Patients are accustomed to a high degree of professionalism, honesty and a firm and fair remake policy. That level of patient trust requires hard work and a commitment to quality, honesty and value.

Some big box retailers offer a “30-day no fault if you change your mind warranty.” That’s a difficult offer to compete with, but not impossible. The advantage to the private, independent practice is the personal relationship that develops with every patient. That 30-day no-fault warranty implies that the customer is not going to be happy with their first choice and is expected to return.

Remake policies and warranties should be simple and reviewed with every patient during the eyewear or contact lens selection process. If possible, the policies should appear on receipts and other similar office forms.

Last, but not least, creating a remake/warranty policy.

• Keep it simple. Most of the practices I work with limit warranties to 1 year from date of purchase and doctor’s changes to 30 days from date of purchase, regardless of any manufacturer’s warranty and/or return policies.

Continued on page 26

24 | EYECAREPROFESSIONAL | SEPTEMBER 2011

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Manufacturer’s policies are built around their bottom line and yours should be as well. We are all in business to make a profit, not to give away free eyewear.

• Put it in writing. Warranties and remake policies need to be explained more than once. Make them part of your office paperwork and review it with every purchase. Provide a written copy with every receipt. Don’t assume that every patient understands; ask for confirmation of that understanding.

• Be Flexible, but firm. Leave room for that hard case, the child with no glasses or the elderly patient who fell and broke theirs. But the “glasses turned dog-chew” twice in two months, not a chance. Eyewear abusers need to be someone else’s problem.

There is always an online discussion somewhere about warranties and remakes and I’d like to share one that appeared on OptiBoard.com in February 2011.

“I offer the same 1 year, 1 time no charge replacement for both frames and premium lenses to patients, even though the vendor and lab warranties to me are greater.

The manufacturer warranties are extended to the purchasing optical, not the patients, and we offer to patients whatever we want to do good business. If I truly “pass on” the full manufacturer warranty, then what the patient would have to do is pay in full for new lenses or frames, return the old, pay shipping, wait 30-60 days for reimbursement, and hope that the warranty is honored. But that’s not what happens. Since we do all the warranty work, there is nothing wrong with limiting the end user warranty.

Limiting it lets me be more flexible and generous too. If I have a sad case where the lenses are scratched more than once in a year, I can replace them if I like...I pretty much never have to say no to any reasonable case, but I always have the prerogative to decline patients looking to abuse my generosity...It is important to me that my patient(s) know and appreciate that I am doing the service of warranting and replacing their eyewear, not the manufacturers. After I have satisfied a patient, what happens between me and my vendors is my business...” DANLIV, OPTIBOARD 2-25-2011.

Makes sense to me.

Every practice must have a remake policy that is understandable, reasonable and enforceable.

It should be understandable, not only by your patients, but also by your staff. Everyone onboard should understand the impact remakes have on practice profitability and how that profitability affects each of them.

Remakes are not free. While your lab may offer a “free” remake, in reality they may only be reimbursed for the lens blanks, not the time and money it takes to actually produce the lenses. Those costs will have to be recouped through higher prices on other work. ■

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SEIKO Patented 100% Back Surface Free-Form Design sæ2EVERSEæPOWERæACCOMMODATIONæTECHNOLOGYæOFFERSæTHEæHIGHESTæLEVELæOFæOPTICALæPERFORMANCE sæ3UPERIORæTOæSINGLE VISIONæANDæNO LINEæBIFOCALæLENSESæFORæCOMPUTERæANDæDESKTOPæUSE sæ!VAILABLEæINæALLæMATERIALSæINCLUDINGæ æHIGHæINDEXæANDææ4RANSITIONS®æLENSES sæ3OFTWAREæTOOLæAVAILABLEæTOæSELECTæOPTIONALæCONlGURATIOns

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Shakers

Prevent Blindness America

The Kenmark Group

Prevent Blindness America (PBA) announced that Mary Blankenship Pointer, SVP of UMB Bank, and Cynthia Owsley, PhD., Nathan E. Miles chair of ophthalmology, professor, and vice chair for clinical research at the Mary Pointer University of Alabama at Birmingham, have been elected to the Prevent Blindness America board of directors. The vote was held on July 30 at the 2011 PBA Summer Board Meeting in Chicago.

The Kenmark Group has announced that David Duralde has been promoted to chief creative officer. Since 2005, Duralde has been the company’s vice president of creative development. As chief creative officer, David Duralde Duralde will report directly to Howard and add a new creative component to the existing executive team comprised of Mike Cundiff, COO and Michelle Clark, CFO. Duralde brings over 20 years of optical industry experience and will oversee the two creative departments, product design and marketing.

Blankenship Pointer has more than 30 years of experience working in the banking and finance industry. In addition, she has devoted countless hours to various philanthropic efforts serving on the board of directors of Cynthia Owsley Prevent Blindness Oklahoma for eight years, including serving two terms as Board Chair. In addition to her work as the vice chair of ophthalmology at UAB, Cynthia Owsley is an award winning researcher, published author and consultant on vision health issues.

CooperVision CooperVision Inc. announced executive leadership changes, effective Nov. 1. Dennis Murphy, president, Americas, will be promoted to executive vice president for global sales and marketing. Andrew Sedgwick, president, Dennis Murphy Europe, Middle East and Africa, will be promoted to president, Americas, including Latin America.

Juan Carlos Aragon, president, Asia Pacific and Latin America, will be promoted to president, Europe, Middle East and Africa, and will continue to be responsible for Australia and New Zealand. Fernando Torre, executive vice president, global operations, will add global distribution and packaging to his responsibilities.

Schneider Optical Machines Schneider Optical Machines has hired Kevin Cross, a ten-year optical industry veteran, as director of sales for North America. Prior to joining Schneider, Cross held the role of manager of U.S. ophthalmic sales and marKevin Cross keting for Leybold Optics. In this position, he played a key role in the strategy and fulfillment of AR coating equipment sales. He also held executive sales and operations positions for Carl Zeiss Vision and Northeast Lens.

NVISION NVISION Laser Eye Centers announced that Todd Cooper has joined the company as chief executive officer “to support the company’s continued growth as a premier provider of Lasik and cataract services.” Cooper recently Todd Cooper served as a general manager at Henry Schein, where he was responsible for a $400 million business, helping to drive strong growth even during the recession.

Previously, Cooper served as the senior vice president of Discus, an aesthetic-based dental company, where he played a role in growing an entrepreneurial based company from $60 million to $165 million in sales over a five-year period.

Salus University Long-time Salus University president, Thomas L. Lewis, OD, PhD, announced he is stepping down effective June 30, 2012. The institution’s second longest serving president, Dr. Lewis led the transition of the Thomas L. Lewis Pennsylvania College of Optometry from a single to multi-purposed institution with the addition of a variety of degree programs that built on PCO’s legacy of educating health care professionals. As a result of this growth, Salus University was established in 2008.

28 | EYECAREPROFESSIONAL |SEPTEMBER 2011

Will Be Missed...Thomas A. “Tom” Minkstein Thomas A. Minkstein, 64, of Manlius, NY passed away in July, surrounded by his loving family. Tom was employed for 18 years with Frank’s Nursery and Crafts in Detroit and Baltimore, was chief operating officer with Empire Vision and D.O.C. (Detroit Optometric Center), and before his retirement in 2008, he created his own consulting business, Minkstein and Associates. In lieu of flowers, please consider a gift in memory to the National Kidney Foundation of CNY, 731 James St., Suite 200, Syracuse, NY 13203.

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Practice Management Gary Fore, ABOC

Watch your Language!

Today, some people would call that child abuse but that’s another subject all together. Then, it was an effective reminder to “watch your language.” While today we probably won’t be threatened with that punishment, it is still necessary to “watch our language” as eye care professionals. This refers to several different things.

Easily the first consideration is what I would call ‘foul’ language.

What someone thinks is offensive, another thinks is just colorful or even ordinary. Either way, the best policy is never to use questionable language. This was brought home to me when I moved from one part of the country to another and used a word that was harmless at home but was considered crude by some and even swearing by others. The same thing happened in reverse, as well. Our family had to work on hearing some words used in normal conversation that we just never were allowed to utter.

As a professional, watching your language will make sure you don’t needlessly offend one of your patients. At our practice, swearing of any kind is never tolerated from the staff and, if a patient begins to use abusive language, they are warned and subject to being asked to leave. The door swings both ways. We cannot allow a patient to abuse our staff or our patients.

When I was a young boy, my mother made sure I watched the kind of words I used. I may have gotten away with some that weren’t allowed (okay maybe more than a few) but, if I slipped, the cure back in those days was getting your mouth washed out with a bar of soap.

Another facet of watching your language regards telling off-color stories or jokes. Patients do this and laugh it off.

However, others nearby will likely be offended. Train your staff not to tell those jokes and not to laugh at them. This is not being politically correct; it’s being respectful of others. Often, people get the message when we don’t laugh at their joke.

Stories that denigrate a certain race are not funny and may well cause a patient who hears them to leave your practice, not because your staff member told it (surely not!) but because it was silently tolerated or even laughed at. We know that, when a person is happy with our practice, they will likely tell someone else. If they are unhappy, they will likely tell ten others!

Don’t give them a reason to leave or talk negatively about your practice and staff.

Continued on page 32

30 | EYECAREPROFESSIONAL |SEPTEMBER 2011

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“At our practice, swearing of any kind is never tolerated from the staff and, if a patient begins to use abusive language, they are warned and subject to being asked to leave.”

A different twist to the caveat to ‘watch your language’ involves language skills. Many offices have staff that is of a language group different from the majority of their patients. That’s becoming more the norm as language groups immigrate to the U.S. and move to areas where their language is rarely spoken.

There’s nothing wrong with that. However, if your staff member’s primary language is different, the very least they can do is to learn the language of the majority of your patients.

Establish the language of your practice and make sure your staff members can speak that language well. Speaking well is not street slang. If their home language is Spanish and most of your patients speak English, your staff member needs to learn good English skills. This is not discrimination; it’s presenting a more professional image and a more confident staff member.

Difficulties arise where a patient gets frustrated trying to communicate with a staff member who cannot speak well, only to become an unhappy patient who needs to be dealt with by a supervisor to calm them down and help them with their needs.

This is an unnecessary waste of staff resources and frustration for your patients because effective communication was made unnecessarily difficult. Something as easy as having language training resources, like Rosetta Stone, available for your staff will result in a positive impression for your patients as they realize that your staff respects them and values their continued patronage.

As we make the effort to see the perspective of our patients we will notice things that are irritants to them but go mostly unnoticed by us. Try, for example, calling a customer help line where you are connected to someone who is in another country, speaking some form of English that you can’t understand. It’s not just an accent (we all have those); it’s often just the way they

32 | EYECAREPROFESSIONAL |SEPTEMBER 2011

put words together that makes it difficult to know what they mean. The level of frustration you have in those encounters can be multiplied by the number of patients in your practice who deal with your staff members who cannot communicate well.

Reward your staff for becoming bilingual or even trilingual.

After all, if they do that, they are truly more valuable to you.

I am very grateful for a volunteer who took the time to help me learn American Sign Language many years ago. While I don’t use it every day, when we have a deaf patient in the practice, they truly appreciate it when they have a staff member come over to sign with them so they don’t have to write everything down on paper.

I once surprised a patient by noticing that their name was obviously Germanic so I took a chance and, when I talked with him, I spoke German. He sat there for a few seconds and finally said, “I haven’t used my German for many years.” He said it with a smile on his face as his native language being used in our optical practice brought back many happy memories. Was it necessary? No, it wasn’t but it provided a happy moment for him and a laugh for both of us. All in all, it made a delightful experience in an unexpected place.

If your staff members tell you they can’t learn another language, point them in the direction of the Rosetta Stone videos or YouTube clips and have them try. You might also remind them that they learned another language when they learned your practice management software. Both of you will probably be happily surprised and it will go a long way to helping your staff “watch their language.” Then, watch the positive reaction of your patients as they realize that you value them enough for your staff members to be trying to speak their language. ■

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The Fashionable ECP Laura Miller

Keep your Eye on the Fall Hurrah....we made it out of the summer slump! The August doldrums are over and everyone knows that September sets the pace for the upcoming year...TV premieres, new clothes for cooler months ahead (even if the temperatures are still sizzling). Start fall with new patients, new promotions, new frames and yes, I dare to say ... new frame lines.

name? Do you see any celebrities wearing these frames and are these celebrities relatable to your patients? You obviously want the name to fit your patient demographic or it won’t sell, even if it popular with your competition.

Research the price: Is this a high-end line? Do your patients buy luxury brands? Do you see them accessorizing with expensive jewelry? Are you already selling high-end frames? If so, price should not be an issue. If you do not normally sell your higher end frames, don’t automatically think your patients will pay for a new, higher priced line. Do not bring the rep in expecting a low dollar price tag on a high dollar name. Know the price range of the frames and what you are willing to spend before you meet with the rep. They might have a deal for you, but the frame facts don’t lie.

How many times have you said to a rep, “I am not adding any lines right now. Try me again later in the year.” Technically, now is later in the year but not too late to add a line to freshen up your boards and give your staff and patients something to get excited about when they walk back into your office after sun and surf. Move into fall by investing in some new product.

Frame companies will be more than happy to send out their representatives with cookies, lunches and even iPads to get you to add their latest line. Take advantage of some of these offers and book a lunch with your rep. Reps need to work for your business and you should not feel obligated to buy just for looking, but make sure you have done some light homework before you waste everyone’s time. Here are some pointers: Research the name: It’s as easy as one, two...Google. You know your patients and their demographics. You want to add that hot name that everyone is buying. You want your new line to sizzle like it does in other offices. Before you even look at the line, research it on the web. How familiar are you patients with the name? Have you seen the logo before? Who is wearing the 34 | EYECAREPROFESSIONAL | SEPTEMBER 2011

Research the manufacturer: Kudos if you already have a fantastic relationship with this company and you want to expand by adding another one of their lines. A good business relationship is hard to find and you know what to expect when working with a company you already trust. If this is a new company for you, research it. Who are they owned by?

How long have they been around? Is the company insurancefriendly? When adding a new line, you want a solid company with a solid history. If you are an insurance-friendly office, you want to buy from an insurance-friendly company. You should be aware of the company’s business philosophy before you embark on this new relationship.

Once you have had lunch with their representative, seen the frames, researched the company, the manufacturer, and the price, it is now time for more specifics. You like the frame line and you think this product would sell in your office. But before you make a final decision, ask your representative some more specific questions about their line.

What is the buy-in? The minimum buy-in for a line can range from ten pieces on up to 50. If they don’t have a buy-in number exactly, you will still want to add at least 12 frames to promote Continued on page 36

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PATIENT ENGAGEMENT PLATFORM

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and display this new line. Don’t be shocked if the minimum purchase is between 20-35 frames. That seems to be a norm these days. You have already done your homework and are now pretty sure you can sell these frames. Don’t be afraid to invest and depending on the line, the minimum purchase is usually non-negotiable.

What is the return policy? You want to make the investment, but you are not sure your patients will want to buy these frames.

That is the uncertainty of business, but a return policy would be nice insurance. Some companies will let you return the frames with the original invoice for full credit within a certain amount of time. Some companies will only give credit within the manufacturer once you buy the frames. If this is the case, be sure the company has some other lines that will fit your office or you may be stuck with a large credit if the frames don’t sell.

What type of POP is offered with this line? To create a buzz for this line, point of purchase material is a must. Does this line just offer counter cards or does it have an entire floor display? You want to ask and see all the POP that is available for this line.

Your rep should have pictures on hand or quickly be able to show you on their website. How much does the POP cost? How much are you willing to invest? Remember, when POP is free of charge, it increases the value of your initial purchase. POP charges can sometimes be negotiated. If you don’t ask, you will never get.

What is the warranty? Frames break, stones fall out and temples get loose. The lab may even crack the frame when inserting the lenses. This is a part of business, but it is important to replace

the frame as soon as possible. Most warranties are for at least one year and the company can replace the frame free of charge if breakage is considered a manufacturer’s defect. Frames without a warranty are a risk. Patients become agitated when they pay big money for a lens and the frame breaks. Be sure the company will have that frame in stock for at least two years.

Your patient will be happier paying for a new frame than starting from scratch.

Who else has this line? This is not private information and your representative should be open and honest with you. If you are a high-end retailer, be sure this line is not offered at the local chain store. It is important to keep up your image. If every office in town has this line, make sure you offer it at competitive prices. The last thing you want to hear from a patient is that the same frame costs $20 less across the street. If you are trying to be exclusive with this line, get a written promise from your rep that they would not put in this line in an office in your proximity. If they can’t do this, do not think you are going to be exclusive.

Once you have asked all the specific questions and are content with your answers, then, and only then, pick out frames. You’ve gotten to the fun part! Get your staff involved to get everyone excited about the new line. Try on frames and see if you can get some freebies. If you actually wear the frames then they will sell better. The reps know this and they should give you a deep personal discount if not a free frame. Remember, adding a line is always a gamble but doing your homework and asking the right questions will increase your odds of success. Happy selling and Happy Fall! ■

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T R U E

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She’s got a full schedule.

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6:05AM 3-mile run 7:26AM Get kids to the bus stop 11:00AM Fit patient’s first bifocals 2:00PM Fit in quick workout 3:45PM Update patient database 6:15PM Pull together family dinner 9:05PM Read story to kids Even an ordinary day can place extraordinary demands on eyes. That’s why the eyewear that you prescribe for your patients—and yourself—starts with the lens material that will always be true to the ever-changing vision needs of everyday life. Only Trivex® material provides the perfect balance of precision optics, lightweight comfort, strength and protection for every patent.

Learn more about Trivex® material.

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© 2011 PPG Industries, Inc. All right reserved.

Trivex is a registered trademark of PPG Industries Ohio, Inc.

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Second Glance Elmer Friedman, OD

GLASSES for MYOPIA May Be History HOLY DIOPTERS! RUN FOR THE HILLS! THE SKY IS FALLING!

We are threatened with the cure for the scourge of our youth – myopia – by a gene that can change the destiny of eye care providers henceforth and beyond.

The idea of myopes being eliminated from our practices could certainly have far reaching consequences. In a nutshell, scientists from the four corners of the world have announced that they have pinpointed variations in DNA that make people more likely to develop nearsightedness, our most common refractive condition. The discovery could lead to treatment in the next

decade via eye drops or tablets that would halt the elongation of the eyeball, the usual source of myopia. This refractive condition has reached near epidemic proportions. Urbanization and increased near vision requirements, such as intensification of education levels and increasing dependency on hand-held electronics, have contributed to the serious regard that our scientists have relegated to this problem.

About one third of the people in both Britain and the U.S are affected by nearsightedness. In the Far East it is an even more formidable problem. Some say about the latter that this is caused by increased interests in technology at early age levels, being more prevalent there than in other parts of the world. In Japan, two thirds of teenagers are already myopic and in Singapore, eighty percent of 18 year old male army recruits are myopic compared with 25 percent only thirty years ago.

Successful applicants for fighter pilot positions were few and far between as a result of their nearsightedness.

For the past twelve years researchers knew that there was a strong hereditary or genetic element that influenced both the incidence and severity of myopia. Professor Terri Young of Duke University is one of the project’s leading authors. Dr. Young said, “The eye is a great subject for gene repair. It is an organ of choice because the eye’s small volume and self contained area allows the therapy to remain inside the eyes in a concentrated dosage,” she said.

“In addition, the eyes accessibility allows clinicians to observe the effect of treatment over a period of time with non invasive methods that can illuminate and test the retina and other eye structures.” Dr. Young has also led a team that found a different gene (CTNDD2) which is related to myopia in Chinese and Japanese populations.

As a result of the search for genes associated with myopia, scientists discovered a number of variations around the RASGRF1 gene. This gene is connected with eye growth and subsequently with the process of preventing myopia or protecting against it.

RASGRF1 provides a novel molecular mechanism to study so that we can work to prevent myopia. Linkage studies have identified 18 possible loci on 15 different chromosomes that are associated with myopia.

Continued on page 40

38 | EYECAREPROFESSIONAL | SEPTEMBER 2011

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Fashion Optical Displays’ New Cube Display Turn up the heat on merchandising with Fashion Optical Displays new Cube Display that beautifully highlights frames and accessories in a simple, uncluttered yet highly visible environment. With this display, two Cubes are incorporated into a single striking display pillar. This single pillar with dual cubes can be used as a standalone display or three pillars can be placed together to create a dramatic merchandising display center. Using exquisite halogen lights provides even lighting and more complete penetration of light within each Cube. Dual cubes are located one above the other, to ensure that the display accommodates tall and short patients.

The exciting Cube Display option is available with Fashion Optical Displays’ popular colonial American York Display Collection that is shown in the photo. The Cube is also optional with any of the company’s eighteen different Display Collections, which include a variety of display cases, dispensing tables, wall displays, and free standing islands.

For more information go to www.fashionoptical.com or call toll free 800/824-4106.

Please call for private showing at Vision Expo West SEPTEMBER 2011 | EYECAREPROFESSIONAL| 39

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However, none of these loci are part of the candidate genes that cause myopia. Instead of a simple one gene locus controlling the onset of myopia, a complex interaction of many mutated proteins acting in concert may be the cause. Instead of myopia being caused by a defect in a structural protein, defects in the control of these structural proteins might be the actual cause of myopia. Scientists created mice that were missing this special gene and as a result the mice showed distinct changes in their lenticular system. Researchers now hope to learn how the gene variations affect the growth of the eye and then develop treatments that produce the perfect mix of genes.

Dr. Christopher Hammond, of King’s College, London, is an eye surgeon who led the British research project. He said, “It is not quite the end of spectacles yet, but clearly the hope is maintained that we will be able to block the genetic pathways that cause nearsightedness. It will take at least ten more years before a treatment will be available.” Dr. Hammond believes that eye drops or tablets administered to children and adolescents could block those genetic pathways that send signals to stimulate eye growth. There must be serious testing to explore the possibilities of side effects. Dr. Hammond adds, “I think that certainly the number of people needing glasses would be significantly reduced. But I think that there will be some people that have rarer genes and they will still remain myopic. So to say we will eliminate eyeglasses may be overstating it. We’re never going to halt myopia in every case but we hope to have an impact on the majority.”

At birth the eyeball is usually of a farsighted dimension and assumes a more normal shape at about the age of seven years.

However, much of our youthful years are spent staring at screens and books which can cause a hypertonicity in the focal mechanism and set the stage for progressive myopia through increases in eyeball elongation. Treatment entails the use of corrective lenses in the form of spectacles or contact lenses.

Certain patients are candidates for refractive surgery. Lasik surgery can occasionally improve the vision to the point that further correction is unnecessary. There are other non surgical approaches to myopia such as orthokeratology, which is a procedure that reshapes the cornea and its curvatures. This also can occasionally eliminate the need for additional corrections.

One can make a comparison with the use of braces to realign uneven teeth.

There are varieties of nearsightedness which are considered pathological. These are often linked with retinal detachment, glaucoma and vision distortion that is not corrected by normal refractive measures. Most patients with this form of myopia encounter the condition around the early adolescent years.

Typically, pathological myopia is a progressive disease and may be accompanied by abnormal blood vessel growth in the retina.

About 2 percent of people are affected by this condition. There has been very limited treatment for pathological myopia. One therapy, photocoagulation, uses heat from a thermal laser to destroy abnormal blood vessels that are present. Unfortunately, it tends to damage adjacent healthy retinal tissue. It can result in some immediate and permanent vision loss.

Recently, new treatments include the use of an injectable substance to help treat this condition. A drug called Verteporfin (Visudyne) combined with laser application may help to stabilize the vision and prevent further degeneration. This is known as photodynamic therapy. However, the incidence of this advanced type of pathological myopia, fortunately, is very rare.

The following question is raised by an interested observer: “If we believe in evolution, how can you believe that millions of years of evolution led to a genetic defect that affects such a huge number of people? Eyeglasses came to the rescue to allow them to cope with their environment. More than half the people in our Asian countries are myopic. Is it possible that Nature has created a race of handicapped people? The idea that myopia has advanced so forcefully does not hold water. How does one explain that among hundreds of people of Eskimo origin only the young people were myopic. Old people and middle aged people in that geographical area had excellent vision. To appreciate this information we must consider that an important change occurred regarding the Eskimos in the decades before that study. Their young began to attend school. They began to abandon their traditional way of life and started to follow their neighbor’s modern life. Near vision tasks and the strain it causes is believed to be the real cause of myopia and not genetics.” ■

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Opti-Port and My Vision Express Align for Contact Lens Management Tool Opti-Port, LLC has integrated one of its products, Contact Lens Express, to the My Vision Express practice management system’s version 10.0. Jim Edwards, president of Opti-Port, said, “We are excited about the Opti-Port CLX/My Vision Express integration. Combining the CLX cloud technology with a feature rich system like My Vision Express will dramatically improve the eyecare provider’s ability to manage their contact lens business.”

CLX was developed by Opti-Port in 2005.

“With My Vision Express 10.0 and Opti-Port’s CLX, integration users are now able to import contact lens configurations with ease. This integration allows contact lens inventory to be managed dynamically, giving our users the ability to order, direct ship, and replenish contact lens inventory with ease and efficiency,” said Vipul Katyal, president of Insight Software, LLC, the maker of My Vision Express software.

Created in 2001, Opti-Port www.optiport.com is a national alliance of leading eye care providers that leverage the combined strength of its members to provide them with revenue growth strategies, cost saving, and market expanding opportunities. Opti-Port offers solutions in purchasing, technology, education and training, and marketing. Opti-Port’s Contact Lens Express, or CLX is part of Opti-Port’s technology solutions, uses cloud technology. Insight Software’s My Vision Express software is specifically designed for opticians, optometrists and ophthalmologists, available as a client-server and web-hosted solution.

North Carolina Drug Store Chain Launches Online Eyewear Store Kerr Drug, a 90-store, North Carolina drug store chain, has launched an online optical store, www.kerrdrugoptical.com. It features more than 8,000 designer frames, including private label and brand names, plus a variety of lens options, prescription sunwear and a virtual try-on feature, according to Diane Eliezer, director of marketing for Kerr. The site offers savings of up to 70 percent over traditional optical retailers, she said. As part of a grand-opening offer, Kerr is giving away the top 100 frame styles for free with a $49 lens purchase. Eliezer said the site is still under development and will be soon expanded to include contact lenses and other products.

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Optical Philanthropy Lindsey Getz

Reaching Out Getting involved outside of the office can be good for your community—and for you Lori Landrio, OD

YECARE PRACTICES that take the time to get involved with the community—whether it be through sponsoring local events, charity work, or speaking opportunities—not only do a good deed by promoting the “healthy eyes” message to the general public, but they do good for their practice too. It’s smart business to connect with the surrounding community.

E

Community involvement has always been important to Mary E. Boname, OD, co-owner and co-founder of Montgomery Eye Care in Skillman, NJ. In the 14 years she’s been in practice, she’s sponsored a variety of local sports teams. She says this is something that community members notice and value. “They see that I’m the sponsor of a team their child plays on and they’re inclined to want to support me as I’ve supported their child’s team,” says Boname. “Many of the young sports players are also my patients.”

Boname has also sponsored an annual run for charity, donated to the Rotary club, and done talks with her local Girl Scout’s troop and senior center. “At the senior center I did a little presentation that introduced myself and my practice and then gave an overview of ocular conditions that older patients need to be aware of including glaucoma, dry eye, and macular degeneration,” she says. “It promoted the importance of regular examinations.”

Looking Outside of the Practice The truth is many eyecare practitioners don’t get involved beyond the confines of their office simply because they’re too busy or they just don’t want to. But there are many opportunities to join local boards, associations, or even just give a talk. For Lori Landrio, OD, owner of Landrio & Dorman O.D., based in Merrick, NY, getting more involved and using her skills outside of the office has meant connecting with the NYS Optometric Association. Last year she became president of the Nassau County Chapter NYSOA. She says it was an opportunity for her to find ways she could help others as well as being connected within the eyecare community and making strategic decisions that would help advance the field.

Landrio says that getting involved allows eyecare practitioners to make a difference. She says that her own involvement outside of her practice has stemmed from a sense of community responsibility to her profession as well as her own personal desire to help others. She offers a personal example: “Our state is one of only two states that is not licensed to prescribe oral medications,” says Landrio. “This Continued on page 44

Mary E. Boname, OD, examines a patient with a slit lamp.

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is very disconcerting because sometimes an oral medication is what is required because its course of action is more effective than its topical counterpart. This year a group of more than 25 optometrists and optometric students went with members of the NYSOA to lobby for the ‘Orals Bill.’ Why do this? Because if we don’t do this, who will?”

Through the NYSOA, Landrio has participated in other events as well. “As a group we have attended health fairs and community-based vision screenings for children and adults,” she says.

“Our last program was on Long Island and organized through the efforts of the local senator’s office.”

But like Boname, Landrio has also been involved on her own time. “Although I don’t live in the community where my practice is located, it is my pleasure to extend myself to the local schools, churches, and other organizations that feel they can benefit from vision screenings or an educational session with me,” she says. “Recently I was invited by the PTA to a grade school learning fair during which time we spoke to five classes of elementary students about vision. We did exercises mimicking what it would be like to live without vision. We talked about how students can protect their vision and I incorporated the benefits of reading and how eyes influence learning by telling a story with and without the pictures to mimic visual deprivation. It was a great experience all around.”

Brian S. Boxer Wachler, MD

Organization involvement has also been key for Brian S. Boxer Wachler, MD, director of Boxer Wachler Vision Institute in Beverly Hills. He’s served on the medical advisory board for a non-profit Keratoconus organization.

“From as long as I can remember, I’ve been an advocate for prevention of disease,” says Wachler. “It is personally fulfilling for me to dispense the ‘ounce of prevention’ so people

can avoid the ‘pound of cure.’ For example, for Keratoconus, we educated people about the importance of wearing sunglasses outdoors since sun exposure has been shown to increase the free radical load in the cornea which can accelerate collagen damage in Keratoconus. Another example is discussing with parents the importance of their children to wear sunglasses to prevent ultraviolet light damage to the conjunctiva, which is a risk factor for a number of these kids later suffering from chronic bloodshot eyes as adults.”

Doing Good In the end, there’s no question that community involvement is not only a good thing to do, it’s also a strategic business move.

“Getting involved in the community is so important because that’s where my patient base is,” says Boname. “The more people you interact and connect with, the stronger your patient base and patient relationships become. Word of mouth advertising is the best kind and the way to get it is through community involvement.”

But Boname says that for her it’s not just about growing her practice. Her connection to the community and her connection with patients is what she thinks healthcare should be all about.

“Part of what’s missing in healthcare today is that personalized experience where you feel like your doctor really cares about you,” she says. “That’s easy for me to deliver because I’m a single doctor practice. Patients may come by just to show me pictures from their kids going to prom or a baby being born.

That’s very rewarding for me.”

And Boxer Wachler and Landrio agree it’s why they got into practice in the first place. “I became a physician to help people,” says Boxer Wachler. “To me it makes sense to be involved outside my practice to spread the message of how to have healthy eyes. I feel that I am fulfilling my obligation as a physician in going outside of my practice.” ■

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Advertiser Index ADVERTISER

PAGE #

PHONE #

Baby Banz

41

877-333-0074

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CNS Frame Displays

36

877-274-9300

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Coburn Technologies

19

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BACK COVER

800-821-2020

www.corning.com/ophthalmic

EastWest Eye Conference

51

800-999-4939

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Exact Eyes

48

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Eyevertise

46 29, 45

Corning

FEA Industries

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ADVERTISER Nassau Vision Group National Lens Nellerk Contact Lens Cases

WEB SITE

17

800-526-0313

www.Nassau247.com

32, 39, 43

866-923-5600

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49

607-748-2166

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Norwood Vision Group

25

610-278-1900

www.norwoodvision.com

26

800-678-4266

www.opticom-inc.com

www.exacteyes.com

OptiSource

33

800-678-4768

www.1-800-optisource.com

847-202-1411

www.EyeVertise.com

Optogenics

13

800-678-4225

www.optogenics.com

800-327-2002

www.feaind.com

PPG Industries

37

800-358-8258

www.nxt-vision.com/zeiss

FRONT COVER

888-860-7597

www.rudyprojectusa.com

27

800-235-LENS

www.seikoeyewear.com

48

800-749-8427

www.grimesoptical.com

Illusion Optical Displays

11

888-798-4988

www.iodisplay.com

SEIKO Eyewear

40, 43

800-257-7724

www.iseelabs.com

Signet Armorlite

5

949-542-4838

www.jeevice.com

Smile Reminder

Jee Vice

PHONE #

Opticom

Grimes Optical

i-see optical

PAGE #

Rudy Project USA

INSIDE FRONT COVER 800-759-4630

www.signetarmorlite.com

35

866-605-6867

www.smilereminder.com

Tabco Optical

44

800-394-9285

www.tabcooptical.com

800-678-4277 www.techopticsinternational.com

LINDBERG

9

+45 8744 4000

www.LINDBERG.com

Luzerne Optical

31

800-233-9637

www.luzerneoptical.com

Tech-Optics

47

www.marco.com

US Optical

23

800-445-2773

www.usoptical.com

Vision Expo West

21

800-811-7151

www.visionexpowest.com

Vision Systems

47

866-934-1030

www.Patternless.com

Marco

Marcolin My Vision Express

15

800-874-5274

INSIDE BACK COVER 888-MARCOLIN 47

877-882-7456

46 | EYECAREPROFESSIONAL | SEPTEMBER 2011

www.marcolinusa.com www.myvisionexpress.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

SEPTEMBER 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

Good Commissions • Many Territories Available

Contact: Dr Malcolm Kelly Jr

Please e-mail: APTCJOBS@gmail.com

49 South 2nd Street, Oxford, PA 19363 Ph: 610-932-9356 Email: drmkelly@zoominternet.net

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

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

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

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

•

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

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

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INDUSTRY QUICK ACCESS

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

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

the bio-lens that brings WHDUV WR SDWLHQWV· H\HV

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.

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

Increase your sales to athletes!

Preview our Collections at national-lens.com

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

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!

ONLY

9¢

EACH

12¢ per unit Printed!

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

Fax: 607-748-2273

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

RECONDITIONED SPECIALS!!

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Last Look Jim Magay, RDO

Jobs, Jobs, Jobs promotion. All the local stores are advertising this heavily and are expecting a huge influx of business. This begs the question – why have a sales tax at all if it only benefits neighboring states to the degree we need to declare tax-free weekends?

In 2005 Citigroup reported that, “America was composed of two distinct groups: the rich and the rest. And for the purposes of investment decisions, the second group didn’t matter; tracking its spending habits or worrying over its savings rate was a waste of time. All the action in the American economy was at the top: the richest 1 percent of households earned as much each year as the bottom 60 percent put together, they possessed as much wealth as the bottom 90 percent.” And the gap grows each passing year.

HOW’S BUSINESS? IF YOU ARE IN A REAL HIGH-END LOCATION – PROBABLY PRETTY GOOD. IF YOU’RE IN AN AVERAGE TO LOWER END NEIGHBORHOOD, I’D STICK MY NECK OUT AND SAY “NOT SO GOOD.”

F YOU LOOK at sales of luxury goods like automaker Ferrari’s products (starting price around $200,000) you see that the US and Canada account for nearly 30% of their global market. This indicates to me that the recession is truly over for the wealthy and ECPs that cater to that crowd are probably doing very well! Similarly, things like high-end watches, handbags, jewelry, etc. However, the lines at the Gulf station next door to our place of business when they take six cents off a gallon on Mondays and Wednesdays suggests not everyone is in that rarified market.

I

Average people (as in customers, clients, patients, whatever you wish to call them) are crazy for money saving deals. The big news this week is a tax-free weekend in Taxa—uh, Massachusetts, people who would have traveled to our neighbor New Hampshire for their stonking-big flat screen TV or new living room set are sticking around this weekend for the 50 | EYECAREPROFESSIONAL | SEPTEMBER 2011

According to Gallup from May 2009 to May 2011, daily consumer spending rose by 16% among Americans earning more than $90,000 per year; among all other Americans, spending was completely flat!

So what does this mean to folks like you and me with customers from all economic strata? It means we hope our customers stay employed, it means we hope they keep their vision care insurance, it means we find ways to compete with big box opticals, and internet eyeglasses. It means, ultimately we have to rely on our strength to change quickly and adapt to new conditions like the media claims we small businesses can do.

Above all – we need to send the message to our elected officials (of both parties) that they need to stop the BS, ignore the buffoons on the extreme edges of their respective parties and get to work on JOBS (which will get the economy back on track quicker than cutting social programs)!

How important is this? Our older relatives have told us stories about the Great Depression of the thirties; we’d better hope we don’t get in the position where we will be telling our grandchildren stories from the Great Depression of the new millennium. ■

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Corning and SunSensors are registered trademark of Corning Inc, Corning, NY - CopyrightŠ 2011 Corning Incorporated.All rights reserved

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7BMVF GPS UIF NPOFZ t Reliable t Quality

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