EyeCare Professional - October 2009 Issue

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EYECAREPROFESSIONAL

OCTOBER 2009 Vol. 3 Issue 22

Features 6

Courtesy of Hoffman Natural Eyewear

Contents

Magazine

STAY TRENDY WITH RIMLESS EYEWEAR Keep your practice trendy with the latest in rimless and semi-rimless eyewear.

by Amy Endo, ABOM, CPOT

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MANAGEMENT FOR OPTICIANS Opticians who adapt and evolve can take active roles in Administration and Management.

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by Warren McDonald, PhD

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EYECARE AND ATHLETICS Michael Peters, OD, helps professional and amateur athletes achieve optimal sporting performance.

by Lindsey Getz

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COMPUTER VISION SYNDROME Education about the affects of CVS is important as computers become increasingly ubiquitous.

by Carrie Wilson, BS, LDO, ABOAC, NCLEC

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ANISOMETROPIA Anisometropia is the condition in which the two eyes have unequal refractive power.

by Anthony Record, RDO

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UNDERSTANDING DIGITAL LENSES See the future by keeping up with the latest technological advancements in lenses.

by Timothy Coronis, ABOC-NCLE

On The Cover: RUDY PROJECT 888-860-7597 www.rudyprojectusa.com

Departments EDITOR/VIEW .....................................................................................................4 DISPENSING OPTICIAN .................................................................................18 SECOND GLANCE ............................................................................................34 MOVERS AND SHAKERS.................................................................................38 ADVERTISER INDEX .......................................................................................46 INDUSTRY QUICK ACCESS............................................................................47 LAST LOOK .......................................................................................................50

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EYECAREPROFESSIONAL

Magazine

Editor / view

by Jeff Smith

Publisher/Editor . . . . . . . . . . . . . . . . . . . . . . . Jeff Smith Production/Graphics Manager. . . . . . . . . . . Bruce S. Drob Director, Advertising Sales . . . . . . . . . . . . Lynnette Grande Contributing Writers . . . . . . . . . . . . . . . . . Thomas Breen, Judy Canty, Dee Carew, Harry Chilinguerian, Timothy Coronis, Amy Endo, Bob Fesmire, Elmer Friedman, Lindsey Getz, Jim Magay, Warren McDonald, Anthony Record, Ted Weinrich, Carrie Wilson 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 3 Number 22 TrademarkSM 1994 by OptiCourier, Ltd. All Rights Reserved.

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

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

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

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

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

For Back Issues and Reprints contact Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com Copyright © 2009 by OptiCourier Ltd. All Rights Reserved

4 | EYECAREPROFESSIONAL | OCTOBER 2009

Trying Your Patients While the vast majority of people are reasonable, there is always that select few who want to defy even our best intentions. The key to working with these difficult 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.

Whatever you might tell a suspicious patient, they are going to try and find an ulterior motive. 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 complete 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 the lead, but 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. Often, though, 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.

lindberg 1126 路 PATENTED

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STAY TRENDY with RIMLESS EYEWEAR RIMLESS FRAMES are the latest trend in today’s optical fashion world. Lightweight, comfortable and nearly invisible, rimless glasses are the next best thing to not wearing glasses at all. Exclusive temples, with a detail on the flexible nose bridge, make eyeglasses reliable and as lightweight as you can imagine. Semi-Rimless frames only cover half the lens, and a wire or screw connects the lenses to the temples. SemiRimless eyeglasses provide a good balance between durability, weight and style.

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1. Jee Vice The Fantasy’s classic rounded shape is one of the brand’s signature silhouettes from the Desire collection. These sleek frames are cast in hued Titanium, which comes in Silver, Gold, Blue, Black, Red and Eggplant. Molded nose pads and tips at the end of the temples make these frames comfortable enough to wear all day, while Swarovski crystal accents make them stylish enough to wear into the night. www.jeevice.com

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2. Maui Jim Big Beach is a gorgeous, undeveloped beach in South Maui and extends for about 2/3 of a mile. The lightweight and durable beta-titanium Big Beach frame will allow for all day comfort for your face, and the amazing PolarizedPlus2 lens technology will give you unsurpassed clarity and comfort for your eyes – all day long. www.mauijim.com 3. Hoffman Natural Eyewear HORN & ROSES – the combination of ß-Titanium for the bridge, pure titanium for the end-pieces and natural horn temples gives flexibility and extremely comfortable lightness to the frame. The innovative, 2mm thick, half-transparent ornaments on the temple are a beautiful addition. www.natural-eyewear.com

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4. LINDBERG LINDBERG Spirit model 2121/59 is one of the most lightweight and well known rimless frames available with endless opportunities in shapes, temples and colors. www.lindberg.com 5. Revolution Eyewear “Ed Hardy Lites” are made from Grilamid TR90 material, the temple’s artwork resists staining that might be caused by make-up on other frames. Ed Hardy Lites are adorned with Daniel Swarovski Crystals, and yet are incredibly lightweight. www.revolutioneyewear.com 6. Tura Tura’s TE55 is an easy “cut & press on” compression mount system for secure lens fixing and a clean clutter free back lens finish. Shape A is a modern rectangular shape perfect for round and oval faces.

Available in Light Antique Brown (BRN) in Size: 51-18-140. www.tura.com

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Marchon

Feminine accents taken as an inspiration from FENDI’s Fall Winter 2009 runway show have been incorporated into the FS5083. Beautiful beveled lenses and a subtle Fendi Logo running down the temples create a captivating fashion forward frame. Trendsetting color choices of Dark Gun, Pink and FENDI Gold are available. www.marchon.com

Luxottica

The DG 1184 is a women’s monel/zyl frame that is rimless and boasts the DG signature logo on the temple. This frame comes in Silver, Gold and Copper. www.luxottica.com

Charmant Group

Safilo Group

The Chesterfield XL collection now offers six metal ophthalmic styles all of which include larger features to accomodate the larger man. The CH05XL is a flat metal, semi-rimless style with a rectangular shape. It features attractive acetate temples with comfortable flex hinges in classic masculine tones including Satin Black, Opaque Brown, and Dark Ruthenium Semi Matte. www.safilousa.com

Viva International Group Royal heirloom luxe best describes the look of GU 6525, both featured in this vintage inspired trend from the women’s sunglass collection. The focal point of these styles is the fine rope detailing that adorns the frame’s bridge, showcasing an intricate three-dimensional scrollwork design.

This classic aviator is presented with the perfect feminine touch. www.vivagroup.com

The Lacoste LA12039 is a men’s classic aviator-style half rim metal frame with modern double bridge design. Available in Sizes: 53-16-145 & 55-16-145, and in Colors: Black, Brown, Light Gold. www.charmant.com

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Promotion runs from 9/1/09 through 11/15/09. All cards must be submitted by 12/5/09 to be eligible for grand prize drawing. Drawing to be held 12/15/09. One scratch card for each pair of SunSensors HPC 1.67 index. For details, visit www.corning.com/ophthalmic.

For information on placing an order, call 1-800-950-5367.

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LBI Eyewear

An appreciative clientele admire the clean, scalloped line accentuating the temple of SMT 2025 by St. Moritz Eyewear.

A titanium frame in a full-suspension nylon rimless mounting, this is a great choice for sophisticated petite females, offered in Size 49-18-139, in colors: Black, Coffee, and Red. www.lbieyewear.com

Silver Dollar Optical

Enni Marco

Enni Marco Crystal Style IV 04061 is a classic feminine frame. This lightweight semi-rimless style features 22 ct gold coating for exceptional feel and look, luxurious yellow and white gold color combination, signature Sworovski crystal embellishment, and soft, feminine, progressive-friendly silhouette. www.ennimarco.com

Teka Eyewear

The cafĂŠ 367 is a modern flat metal front, semi rimless combination frame for women who seek glamour and value.

Wide laminated zyl temples have an etched design and spring hinges. It is offered in Size 51-17-135 with two toned color combinations of Nutmeg/Pearl, Mauve/Wine and Onyx/Lilac. www.silverdollaroptical.com

Rudy Project The Slicer is available in a half-rimless design made of lightweight aluminum in two slightly different shapes to ensure a perfect fit and look. The Slicer also features Flex Hinge™ optical-grade hinges and, for a perfectly customized fit, 360-degree fully adjustable temples.

A flip-up sunglass lens may be purchased separately as well as replacement temple tips and logo plaques in three colors. www.rudyprojectusa.com

The stainless steel AH102 is extremely lightweight and features an innovative hinge. www.tekaeyewear.com Be sure to offer rimless and semi rimless frames in ophthalmic, sunglass and reading glasses. Due to the fragile nature, we strongly recommend high impact polycarbonate or Trivex lenses to ensure durability of these delicate frames.

Amy Endo, ABOM, CPOT amy@ecpmag.com

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

MANAGEMENT...

A Legitimate Role for the Optician Opticians assume many shapes and sizes across the depth and breadth of America. The landscape was at one time dotted with independent Opticians in most jurisdictions and they seemed to be quite successful.

O

NE CONSTANT was that all Opticians, no matter the

state or region, provided the basis for competition; we were the business side of eyecare, filling Rx’s and participating in the dreaded “S” word, sales!

Ophthalmologists were our “partners,” referring patients to us because the American Academy of Ophthalmology deemed it unprofessional to dispense the products they prescribed. We did most of the contact lens work for them as well. At the time that consisted of PMMA lenses only... soft lenses did not come on the scene until the early to mid-seventies. ODs had not yet gained their new medical direction, and were not the force they have become today.

Changing Landscape The landscape has dramatically changed for the profession.

Ophthalmologists now dispense eyewear regularly as a replacement for reductions in reimbursement for cataract surgery and other services, and ODs and MDs work closely together in comanagement relationships. ODs have generally become the primary eyecare providers in the country. While the ODs strategically planned to improve their lot by first educating themselves at a higher level, and then legislatively enacting laws that allowed a significant increase in their scope of practice, Opticians sat on the sideline and did little, if anything, to improve. Apprenticeship is still utilized as the primary training method, and the debate continues over the value of education.

The independent has slowly slipped into oblivion in many places, and while market forces had a major role in that change, Opticians themselves could and should have played a primary role in a more controlled transformation. Now we find ourselves wondering about the future.

Where Do We Go From Here What role will Opticians play, if any, in the future of the eyecare delivery system in the United States? Technological changes may completely eliminate the need to a “skilled” Optician, as many of my colleagues on a popular Internet discussion board, Optiboard, like to refer to themselves. Much of the skill level of the old Optician is now unnecessary with these new, advanced technological laboratory systems, and may eliminate the need for those who see the role of the Optician as only manufacturing a nice pair of spectacles. These new edging “systems” even drill and safety-bevel for you!

While the superior skills of the Optician of the past still exist, they are slowly dying as these new kinds of technological innovations take hold on the market. Look in most newspapers, and ads for employment seek optometric assistants...no experience necessary, will train, rather than seeking a “skilled” Optician.

Ophthalmologists and ODs, for the most part, do not want to pay for an Optician when someone else can, perceptually at least, do the same work for significantly less money. Can you blame them?

New Roles The Optician must improve to survive and seek new roles to play in the eye care delivery system. In the next few months we are addressing several of those roles. Last month it was contact lenses. This month, we will address management. All of Healthcare is seeking people with skills in management, and Opticians can assume the role of manager/administrator in eyecare facilities with their knowledge of eyecare and some additional coursework. A friend commented on this topic and thought Opticians would never be interested in administrative Continued on page 14

12 | EYECAREPROFESSIONAL | OCTOBER 2009

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The Vision Council Makes Vision Protection a Priority Adding vision protection to your practice is not only a way to ensure the eye health and safety of your patients, but also a way for you to diversify your revenue. This year, The Vision Council has educated both eye care professionals and consumers about the importance of vision protection. Activities conducted include: Consumer Outreach: In conjunction with The Vision Council’s Vision Summit on Eye Protection, which brought together leaders in the field of vision protection, media outreach was conducted to educate consumers about the need to protect their eyes. The Phoenix Suns forward Amar’e Stoudemire served as a spokesperson for the Summit, sharing his recent personal experience with a season-ending sports-related eye injury. With a press release, television and radio media tours, The Vision Council garnered over 3,000 placements reaching 200 million consumers.

Continuing Education: Two continuing education courses were sponsored by the Vision Protection Committee, one at International Vision Expo East and

West. The courses reviewed how to communicate the need for vision protection to both staff and patients.

Eye Care Professional Outreach: To reiterate the importance of promoting vision protection, advertisements and e-blasts were developed for eye care professionals. These advertisements directed ECPs to The Vision Council’s website, where they can learn about the “Inquire. Inform. Introduce.” strategy to learn how to ask the right questions, provide their patients with the accurate information and recommend the best solutions.

“We know that eye injuries are the leading cause of vision loss in one eye and the second in two eyes. The simple act of wearing eye protection can save a lifetime of hardship. It’s up to the ophthalmic community to be responsible and promote vision protection to all patients,” said Tom Goeltz, The Vision Council’s Vision Protection Committee liaison.

To learn more about how you can promote vision protection in your practice, visit: www.thevisioncouncil.org/ecp

Protect Their Vision.

Diversify Your Revenue.

More than 2.5 million eye injuries occur each year. By using the “Inquire. Inform. Introduce.” strategy you can help patients protect their vision, while at the same time expanding your patient base and diversifying your revenue stream.

To learn more about the vision protection and how you can make a difference, visit www.thevisioncouncil.org/ecp or call (703) 548-4560.

helping you to grow your practice

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duties, but in reality, we have always been the catalyst for the “business” side of eyecare as we discussed in the beginning of this article. Is there support in the field for this new role? I can tell you resoundingly, yes! In a study we completed some time back, the study population overwhelmingly supported this role as something the Optician could and should do. We asked Opticians to respond to the following statement:

To be effective in management and administration, Opticians must also gain additional expertise in general education and critical thinking. We asked our study group to respond to the following statement:

Opticians Should Assume a Broader Role in Administration of Eye Care Facilities

Eighty-seven point five (87.5%) support this issue while 6% did not. 6.5% were neutral. Statistically, this showed a mean response of 1.16, a very positive response to the statement.

This is a huge response, and clearly indicates support for the statement. See the graph below for the actual breakdown.

The data indicated 80.5% agree with this statement, while 14.5% are neutral and 5% disagree. Support is indicated for this statement, with 80+% positively responding. As Opticians look for new roles, the administrative/management area is one that can be developed and is not medical in any way. Here is the actual breakdown of the respondents Opticians Should Assume a Broader Role in Administration of Eye Care Facilities Strongly Disagree Disagree Undecided Agree Strongly Agree Total

Frequency 2 8 29 112 49 200

Percent 1.0 4.0 14.5 56.0 24.5 100.0

A second related statement also received positive responses: Coursework in Business/Management would be an Asset for Future Opticians Data showed that 93.5% indicate a positive response to this question, with the mean value at a positive 1.28. This response further validates the profession’s evolvement into administration. The important thing to note here is that they did not say they would take courses, but thought the concept was good for future Opticians. Interestingly, 61.5% of the study population indicated that they already spend 2 or more hours on administrative duties daily.

Coursework in Business/Management Would be an Asset for Future Opticians Strongly Disagree Disagree Undecided Agree Strongly Agree Total

Frequency 3 3 7 109 78 200

14 | EYECAREPROFESSIONAL | OCTOBER 2009

Percent 1.5 1.5 5.5 54.5 39.0 100.0

Required Courses in General Education/Critical Thinking Skills Better Prepare Future Opticians to Deal with Patients/Customers

Required Courses in General Education/Critical Thinking Skills Better Prepare Future Opticians to Deal with Patients/Customers

Strongly Disagree Disagree Undecided Agree Strongly Agree Total

Frequency 5 7 13 101 74 200

Percent 2.5 3.5 6.5 50.5 37.0 100.0

Interestingly, there is support from the field for educating our future workforce in administration and management. What needs to be done? First, we must look to the leaders of the profession to assist in developing a solid direction for the future.

What will tomorrow’s Optician look like? That must include a significant review of the education and training of future Opticians. Courses that provide the background and skills needed to successfully manage an eyecare facility would be very helpful in establishing the Optician in that role.

As a Professor of Health Administration, as well as an Optician, I can tell you that managing providers is a difficult task. It takes great negotiation skills, and an understanding of what makes them tick. We must learn to do proper scheduling of providers, along with the very important task of coding and billing. There are many other significant activities that make any practice, large or small, successful, and a good manager is worth their weight in gold!

Conclusion Administration and management is something to consider. As an Optician, there really are a lot of different roles you can play if you just look positively at the marketplace. Think about where you may fit in the eyecare delivery system of tomorrow.

The corporate giants are looking for managers, and so are many medical and optometric practices. The future can be bright for Opticians if we begin to embrace the changes that have taken place around us, and prepare for those not yet here. ■

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Athletics and Optics Lindsey Getz

One doctor’s own struggle with poor eyesight and athletics has helped him become a star in the field of sports vision.

JUST LIKE STRENGTH, agility, or speed, vision is an important facet of athletic performance. But for many athletes, finding an eye care professional that specializes in sports vision—or one that even offers some type of sports vision service— can be a challenge. It’s a segment of the industry that Michael Peters, OD, has recognized a need to fill ever since his early days in optometry. But his fervent interest in sports vision was sparked even earlier, by some of his own personal experiences.

“When I was a high school football player back in the early 80s, they didn’t have good contact lenses available. You had to wear a one-size-fits-all type of pair,” he recalls. “By the time I made the jump to college ball I was really struggling with my lenses fitting correctly and it made it difficult for me to keep up my level of performance. I made it my quest to become an eye doctor and work with athletes at optimizing their vision.”

Today Peters helps direct the sports vision program at Eye Care Associates, a practice with multiple North Carolina locations, where he also serves as the team eye doctor for the Carolina Hurricanes. Over the years he has also consulted for players from the Atlanta Braves, Colorado Rockies, Pittsburgh Pirates, Tampa Bay Devil Rays, Philadelphia Flyers, some other teams, and even some professional golfers.

While he has had amazing experiences working with pro athletes, Peters says that sports vision isn’t only about the elite.

“One thing I tell other doctors who want to get started with sports vision is that you have to get involved and get out there to build your experience,” he says. “There seems to be this misconception that sports vision has to mean working with elite athletes or becoming a team doctor for a professional team, but that’s not all it’s about. Start working with kids. I’m the team eye doctor for the local high school. I love football Fridays. I’m out 16 | EYECAREPROFESSIONAL | OCTOBER 2009

Dr. Peters holding the Stanley Cup with the Carolina Hurricanes.

there on the sidelines with the physical therapists and orthopedic specialists every weekend.”

In fact, Peters says that most of the time the sports vision program at Eye Care Associates is working with the weekend warrior, not the professional athlete. “We’re in a relatively fit area and we work hard with tennis players, hockey players, soccer players, men and women in softball leagues, and golfers who are in various leagues and associations, or just playing on the weekends,” he says. “Whatever we’re able to do to tweak their vision for their sport, will also improve their everyday life too. It’s important to remember that while sports vision is obviously focused on optimal vision for sports, that the best vision possible is helpful for the computer and other parts of life too.”

Peters adds that the goal of sports vision should be achieving the absolute best vision possible for each athlete. He says that’s where some doctors go wrong. They don’t focus on pushing their patients further. “If the athlete has to blink to really clear

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their contacts than that’s not acceptable,” he says. “You cannot have a 90 mile-per-hour fast ball coming at you and need to blink.

Doctors who want to succeed with sports vision need to ask more questions and really work at perfecting that athlete’s sight. Each eye is unique and that may mean finding a different contact that best suits each eye.”

What also keeps the field of sports vision interesting is that not only every athlete, but every sport, has very different visual demands. It can make one day quite different from the next considering Peters works with such a variety of athletes. He says that the variety of ages he works with also keeps the job exciting. “It’s actually important to first see an athlete around the age of three,” he says. “That may sound funny, but consider the fact that vision forms between ages three and six. If a parent thinks their kid is going to be an athlete, then we should be looking at their eyes as early as possible. So now you’re talking about sports vision incorporating athletes from ages three to 100.” It’s certainly a bigger field than many may have realized!

Beyond Sight Tweaking eyesight toward perfection is obviously a key component of sports vision, but Peters says that there’s more to it than that. “We also work with athletes who have eye muscles that don’t move right,” he says. “We figure out the problem and then give them exercises that will help improve it.”

Peters adds that there’s something to be said for the “mind’s eye” as well, and this is a concept that eye doctors specializing in sports vision can discuss with their patients. “Larry Fitzgerald [Arizona Cardinals receiver] has talked a lot about how visualization has improved his performance,” he says. “A lot of players actually have their performance rehearsed in their mind, and that can help. There are different ways of practicing—physically is obviously important, but mentally and visually are too.”

And besides optimizing performance, Peters says sports vision may also incorporate components of rehabilitation for an injured athlete. For instance, concussions are a common but serious sports injury that may also require vision therapy. “That’s what’s on the forefront for sports vision right now,” says Peters. “We’ve helped train athletes who have had vision problems from a concussion. It’s something we’re really starting to get involved with and I believe will be a big part of the future of the field.”

From the excitement of working with a big name athlete to helping a young kid achieve their best on the field so that they can pursue a potential future in athletics, sports vision has been incredibly rewarding for Peters. But he says in addition to the satisfaction of helping athletes perform better, one of his favorite aspects of the job has been the community of medical care. “I’ve become good friends with orthopedic specialists, physical therapists, neurologists, athletic trainers and others,” he says. “I care for the eyes of the athlete, but there are so many other parts. It becomes a community working together. It’s definitely been a lot of fun.” ■

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Dispensing Optician Judy Canty, ABO/NCLE

Scary Patients and...

It was a dark and stormy night... I’ve always wanted to write that, but in our business it’s never a dark and stormy night. It’s either high noon or a full moon. The hair on the back of your neck stands up when the door opens. No, it’s not a rep without an appointment, it’s one of THESE patients.

THE ENGINEER: He’s been wearing photogray glass executive trifocals for years. They’re in a Universal Cambridge because it has that top-bar for added structural support and cable temples so the frame never slips. The frame never slips because the weight of the lenses has allowed the nosepads to create permanent divots in his bridge, but don’t tell him that. He knows it’s the cable temples. He’s here to see you because his wife just loves the new no-line bifocals you fitted her with. Your eye starts to twitch and you’re hearing the soundtrack from “Jaws” from somewhere deep in the lab. He wants progressive lenses and his wife says you’re the only one to see. He wants progressive lenses that work exactly like his old lenses, just without the lines. Your eye has stopped twitching, because you can’t see out of it anymore. He wants photogray glass progressive lenses that work just like his execs in a frame that will last as long as that Cambridge he’s been wearing for fifteen years.

It’s gonna be a long day.

THE FASHION MAVEN: She’s 4’11” and has her hair cut short enough to make the Marine Corps happy. It’s her “look.” She gets her frames from a friend on the West Coast who has “impeccable” taste. He’s been sending her frames since sometime in the 1970’s. They’re all 58 eyes with rhinestones and engraving. The bridge doesn’t come anywhere near her nose because the frame is so large and her head is so small. She wears progressive lenses with tinted lenses that must match the frame.

You tell the lab to give you the best decentration and seg height they can and be close to what you order. It doesn’t really matter.

She loves the frames so much that she makes herself see out of them. You pray silently that she never tells anyone who makes her glasses, just who gets her the frames.

You’re thinking that you might need a cocktail before dinner.

THE DEMON SPAWN: He’s 10, the apple of his father’s eye. He plays “WrestleMania” in the backyard with his brothers. His parents are on a first name basis with the ER staff. You see him monthly, every time with a new and different way to destroy his glasses. His father doesn’t understand why eyeglass frames are so flimsy. You keep simplifying the definition of “normal wear and tear” but it’s still not simple enough. DS is picking his nose while his father is asking about contact lenses.

The word cocktail implies a mixed drink; you’re thinking that something “on the rocks” is a better option. It’s certainly quicker.

THE RESEARCHER: He’s internet savvy and determined to get exactly what he wants for exactly the price he’s willing to pay.

He’s spent hours, maybe days or weeks, searching the internet for information on the best possible lens solution for his vision.

He’s comparison shopped all over the world via the net and, since “they’re all coming out of the same place anyway,” he’s not paying one penny more than he should. He wrote it all down and now he’s conducting his own little inquisition. He’s Torquemada and you’re the poor unsuspecting Optician who asked “How can I help you today?”

“On the rocks” means you have to use a glass. Right out of the bottle is even quicker. ...Things That Go BUMP in the Lab You’re back in the lab. It’s your refuge on days like this. What could possibly go wrong here? There’s a little rumbling sound from somewhere near the old generator, but it’s probably just traffic outside.

You need to touch off a lens that’s just a tiny bit large, so you’re concentrating on keeping the bevel even when your co-worker decides that you need a pat on the back for working with the Continued on page 20

18 | EYECAREPROFESSIONAL | OCTOBER 2009

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You’re watching the clock tick closer and closer to the end of the day. ...and Why You Love This Job The Engineer understands that no progressive lens is going to give him the same wide field of vision that those old execs did, but the benefits of a digitally surfaced progressive lens will eliminate those annoying image jumps he doesn’t like. Plus the high index Transitions lens with the glare reducing treatment will be so much more comfortable.

The Fashion Maven is thrilled with the newest addition to her eyeglass wardrobe and she can see everything just beautifully.

You took a picture of her in a new smaller frame on her cell phone camera. Maybe, just maybe, she’ll get some compliments on that look and we can start over again.

The Demon Spawn thinks that a pair of black sports goggles just might give him the intimidating look that a world-class wrestler needs. His mother agrees.

The Researcher ran out of questions and was forced to listen to your recommendations. You found evidence in his research material to back up your choices. You explained the services and guarantees you provide free of charge that he can’t get from a guy on the internet.

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20 | EYECAREPROFESSIONAL | OCTOBER 2009

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Gripping Eyewear launches the PARIS HILTON Sunglass Collection “It’s no secret that I adore sunglasses, and I am incredibly excited to finally have a collection of my own,” says Paris Hilton about her new venture with Gripping Eyewear Inc. (GEI), the worldwide licensee of the Paris Hilton Sunglass Collection. EyeCare Professional spoke with Jimmy Jongebloed, President and CEO of GEI, about the line’s development and marketing plans. The collection features unique eyewear designs, a lineup of patented fashionable lens wraps and playful vision clips.

ECP: Paris Hilton seems a natural for a sunglass brand, how did you capture her personal style in the collection?

JJ: Without a doubt, sunglasses are an iconic accessory for Paris. The Paris Hilton Sunglass Collection features designs that reflect the many facets of Paris—from red carpet glamour to classic sophistication to casual and playful everyday wear. They embody her fashion sense and trend-setting recognition in the U.S. and abroad.

Paris Hilton as a brand represents beauty, elegance and, above all else, an exquisite fashion sense. The sunglass collection embraces these values with the unsurpassed quality, technology and production expertise of GEI.

JJ: Yes. We are really excited about the creative way we were able to include our exclusive technology by placing magnets into the temples of each sunglass style.

The magnets allow the glasses to be secured to almost any metal surface but most importantly to the Paris Hilton visor clips, eyewear stands and retail displays.

The clips attach to a car visor, allowing the wearer to safely secure their sunglasses at all times.

ECP: What other exclusive features will the collection offer?

JJ: The wrap is also a GEI exclusive. It is our unique soft case technology that wraps only the lenses, protecting them from scratches or any other damage. For the Paris Hilton Sunglass Collection, the wraps are high-fashion: beautiful textiles accented with jewels, gold, lace, leather and other detailed elements. Customers can choose a wrap for every occasion from an outstanding selection of different fashion looks. The patented stands are a practical and fun way to secure and display the sunglasses.

The retail presentation will be the most unique in the industry.

ECP: Was Paris involved with the development?

JJ: Absolutely. Paris guided every stage of the collection’s development. She personally worked with GEI designers on each concept and closely directed the look for the collection. She prides herself on knowing her fan base and wants to meet her fan’s every expectation.

ECP: How is GEI integrating their breakthrough magnetic technology into the Paris Hilton Sunglass Collection?

For more information on the Paris Hilton Sunglasses Collection go to: www.grippingeyewear.com

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Through the Lens Carrie Wilson, BS, LDO, ABOAC, NCLEC

Computer Vision Syndrome

Computers are both a blessing and a curse to the eye care provider.

Not only do they help a practice become more efficient and enable better customer service, but they also cause severe strain for our patients.

IT IS A VERY COMMON COMPLAINT. “I can see everything but the computer.” “I’m getting headaches when I’m at work.”

“I have to keep moving my head around.” Since it is the responsibility of the ECP to provide the patient with the best visual acuity possible in all situations, it is imperative that the root problems be determined and corrected.

What is Computer Vision Syndrome?

Computer Vision Syndrome (CVS) was first described by OSHA in 1999 as “a complex series of eye and vision problems that are experienced during and related to computer use.”

Affecting up to 90% of the workforce in the United States, CVS is complicated and often under diagnosed because many of its symptoms are universal to other vision related problems. These symptoms include dry eyes, blurred vision, headaches, and difficulty changing focus from near and distance.

These symptoms occur for a number of reasons. One, the human eye is designed to focus on clear, solid images. The computer screen however, utilizes pixel images. Pixels are dots that are arranged to form an image. Because of this, the eye works harder to make the image appear solid when interpreted by the brain. Also, the eye is designed to maintain focus on far away objects for long periods of time more easily than near images.

Determining if it’s CVS To help determine when the symptoms are related to computer use or related to another problem, it is helpful to provide the 24 | EYECAREPROFESSIONAL |OCTOBER 2009

patient with a questionnaire. Some questions that should be asked are: • Do you have dry, tired, or sore eyes?

• Do you have headaches while on the computer?

Shortly after?

• Do you need to interrupt work frequently to rest your eyes while on the computer?

• Is driving or night vision worse after working on a computer?

• Does squinting help when looking at the computer?

• Do you have body fatigue or pain in the neck, shoulders, or back?

• How often are you on the computer a day?

If the patient answers yes to a majority of these questions or works on the computer for longer than three hours a day, then the patient is likely suffering from CVS and needs treatment.

Computer Lenses One of the easiest ways to treat CVS is to provide the patient with computer lenses. By providing glasses formulated just for computer distance, accommodation relaxes, eyestrain and blurred vision is reduced, and the patient can maintain a more natural posture which decreases the amount of pain in the neck, back and shoulders. This results in the patient’s work productivity and accuracy increasing. There is a wide range of options available to the ECP and patient to help with computer use.

Continued on page 26

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Intermediate only single vision This computer lens is designed to have only the prescription for computer distance throughout the whole lens. Computer distance, also known as intermediate distance, is typically 20 to 26 inches away. It is important for the ECP to know how to convert a prescription into an intermediate prescription if the prescriber has not provided one to the patient. Use the following prescription for an example.

OD -2.00 -1.00 x 180 OS -2.50 sphere 1.50 add power Step 1 – determine the intermediate power. To do this, 50% of the add power is added to the sphere power of the distance prescription.

OD +0.75 + -2.00 = -1.25 OS +0.75 + -2.50 = -1.75 Step 2 - leave the cylinder and axis the same.

OD -1.25 -1.00 x 180 OS -1.75 sphere This will provide the final intermediate prescription to use in a single vision lens. The benefits are the widest intermediate area possible with no image jump or possibly distracting lines. The main drawback is the lack of a near area. This can be a serious problem because many who work on a computer usually have to look at a near distance also.

Occupational lined bifocal A modified flat top is a very popular method of treatment for CVS. The portion of the lens that is usually reserved for distance is modified for intermediate use and the bifocal portion remains for near use. To do this, the ECP must perform an additional step to the previous example. The ECP must create a new add power that is 50% of the original add power. This is important; otherwise the near power will be too strong. The final modified Rx will be: OD -1.25 -1.00 x 180 OS -1.75 sphere 0.75 add power Although all bifocal widths can be used, the flat top 35 is usually the most effective choice. The benefits to using a flat top 35 are very wide, useable areas, the least amount of distortion, and two powers in one lens. The drawback is a line that some patients will find unflattering.

Customized Occupational Progressives Since presbyopic computer users are growing at an exponential rate, many lens companies have developed progressives just for computer use. Customarily designed for distances of 12 to 48 26 | EYECAREPROFESSIONAL | OCTOBER 2009

inches, these lenses offer numerous benefits to the fashion conscious patient. The distracting line is removed, image jump is eliminated, and the patient may already be accustomed to progressives in their dress wear. Some of the best occupational progressives on the market today are: • Shamir – Shamir uses what they term “Eyepoint Technology” to create a line of lenses for a small range area called Office™. A way of utilizing free form manufacturing techniques, Eyepoint Technology creates a wide, edge to edge, clear visual path from the intermediate to near areas.

• Zeiss – Carl Zeiss Vision manufactures lenses under the Zeiss and SOLA names. The two lines marketed under the Zeiss name are the Gradal® RD and Zeiss Business.

The Gradal RD is designed a little differently than other computer lenses. Instead of being developed for a distance of approximately 4 feet or less, the Gradal RD is developed for what the company calls “room distance” or 10 feet. It provides clear vision for all indoor activities and eliminates the head bobbing that commonly occurs with traditional progressives.

The Zeiss Business lens is designed for distances up to 4 feet and is available in short corridors to allow a wider range of frame choices. The SOLA Access® lens is designed for distances up to 7 feet. It has an extremely wide near area as well as a wider intermediate area than a traditional progressive. The intermediate width however is dependent upon the strength of the prescription.

• Essilor – Essilor USA has recently announced a computer lens that is designed to address visual fatigue. Named the Essilor Computer lens, it will offer a larger full distance power than any other computer lens. In addition, it has a larger intermediate and near area to create a more ergonomic environment for visual tasks.

Anti-Reflective Lens Treatment Florescent lighting and computers all cause an increase of reflections in the workplace. This increase in reflections causes eyestrain, headaches, fatigue and a decrease in work productivity. By combining the AR coating with a specialty computer lens, the ECP is providing the best possible solution to CVS. Computer Vision Syndrome is a serious problem in the United States and will only get worse as computer use increases and the population ages. The ECP can help the patient feel better, reduce stress and muscle fatigue, increase productivity, and improve vision all by recommending the correct product for the patient’s needs. Computer lenses are an excellent way to help the patient and increase second pair sales. ■

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EyeCare Disorders Anthony Record, ABO/NCLE, RDO

Anisometropia With Halloween approaching, I felt it appropriate to discuss something that sounds a little scary: Anisometropia. After all, some of us probably go all day without uttering a seven (count ‘em, seven!) syllable word.

AS CHALLENGING as the word appears, if we break down its four Greek elements, we find it’s not so mysterious after all.

“An” (not), “iso” (same), “metr” (measure), “opia” (eye).

Therefore, we can define anisometropia as a condition in which the two eyes have different refractive errors. From a practical point of view, this condition should be something eye care professionals should consider taking corrective measures for if the patient meets three criteria; the key word being “consider.”

First, the patient is wearing some type of multifocal. Second, the patient must be experiencing fairly good visual acuity in both eyes with the new prescription. And third, there must be 1.5 diopters or more of vertical imbalance at near. The first two criteria are easy to determine, the third requires that we remember a couple of things we learned in Opticianry 101 – Prentice’s Rule, and how to determine the total power in the 90th (vertical) meridian. Once it is determined if there is a significant enough vertical imbalance, the ECP must then determine the best way to correct for it.

This issue faces us more than we realize because sometimes just a quick glance at the prescription does not enable us to notice 28 | EYECAREPROFESSIONAL | OCTOBER 2009

the imbalance. Second, as more Baby Boomers require IOL (intralocular lens) surgery – one eye at a time – the complaints surrounding anisometropia increase proportionally. Perhaps the best way to delve further into this issue is to review Prentice’s Rule, how to determine the power in the vertical meridian, and then applying that information to a couple of case studies.

Prentice’s Rule: One way of describing an ophthalmic lens is as curved surfaces made up of short straight lines, each angled a bit more than the next, which means that we could also describe a lens as a series of prisms with their apices or bases angled toward the OC (optical center). A plus lens’ prisms have their bases oriented toward its OC – which is why a plus lens is thicker in the middle and thinner toward its periphery. A minus lens’ prisms have their apices oriented toward its OC – which is why a minus lens is thinner in the middle and thicker toward its periphery. When looking through the OC, a patient experiences no prismatic effect. As the eye deviates from the OC, prism occurs. While there are several different ways to express it, the most practical form of Prentice’s Rule is: P = dD/10, where P = the amount of prism at a given point on the lens; d = the distance of that given point from the optical center of the lens; and D = the total dioptric power of the lens.

Remember, for the sake of these case studies (as in real life) we will only be considering this effect in the 90th meridian with multifocal wearers who have good VA (visual acuity) in both eyes. Why? Anisometropia is not a problem with single vision users, since regardless of the difference in lens power, all they need to do is physically move their heads (as opposed to just their eyes) so that they are always look-

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ing through both OCs, thus not experiencing a prismatic effect.

Anisometropia is also not a problem if the corrected VA is significantly lower in one eye. Why? The weaker eye is sublimated, and the good eye “takes over� most of the work.

For example, what amount of prism is a wearer experiencing if the optical center is moved 5mm out (toward the temple area) on a -6.50 lens? Using the formula: P = 5 x 6.50 = 32.5 / 10 = 3.25â–˛. The OC is out. Since it is a minus lens the apex is where the OC is, and the base is in the opposite direction. So the answer is 3.25â–˛ base in.

That formula is straightforward and simple with a spherical correction. If cylindrical power is also present, determining the power in the 90th meridian is just a little bit trickier. With a handy cheat sheet, it becomes almost a treat. Therefore, consider the following reference chart: 0 degrees away from the axis of the Rx, there is 0 times the cylinder power.

30 degrees away from the axis of the Rx there is .25 times the cylinder power.

45 degrees away from the axis of the Rx there is .50 times the cylinder power.

60 degrees away from the axis of the Rx there is .75 times the cylinder power.

90 degrees away from the axis of the Rx there is 1 times the cylinder power.

Now, let’s consider another example. OD: +1.75-2.50 x 135; add +2.00. OS: -4.00-2.50 x 180; add +2.00. We will assume that the drop when reading is consistent for both eyes, so that is not a factor. We need only determine the imbalance, by determining the power in the 90th meridian using the above information and formula. The right eye’s cylinder is 45-degrees away from axis 90, so the cylindrical power is -1.25. Added to the +1.75 sphere, the power in the 90th meridian is +.50D. Add +2.00 and the power when reading is +2.50D. The left eye’s cylinder power

is 90-degrees away from axis 90, so the cylindrical power is 100%. -2.50 added to -4.00 means the total power in the 90th meridian is -6.50D. Add +2.00 and the power when reading is 4.50D. Assuming a 10mm drop to read, the patient will experience 2.5â–˛base up OD, and 4.5â–˛ base down OS, for a total imbalance of 7â–˛. Assuming the corrected VA in both eyes is 20/20, some correction for the imbalance must be considered.

If not corrected, the patient will experience major problems resulting from dissimilar image sizes and superimposed images.

Years ago, opticians might consider using dissimilar segment styles to neutralize the prismatic effect, but these days not so much. Additionally, with as much imbalance as is present above, the OC properties of dissimilar segments would not be enough to overcome such a significant imbalance. If you asked, most ECPs would say that the best or only way to correct for this amount of imbalance is by “slabbing off � the lens.

While the methods of applying this kind of bicentric grind to a lens are varied and quite exacting, its computation is best left to lab professionals. However, in the example above, a slab off would not be indicated, as it is only effective up to 6 diopters of imbalance.

So...in the case listed above there is only one solution. What is it? The only practical solution for the patient’s problem is single-vision reading glasses. If the patient wears single-vision readers and simply glances down to read, she will still experience problems. That is why the eye care professional must instruct the patient to lower her head, so that she is reading through optical centers of the lenses at all times. Although the patient may still feel some discomfort due to the magnification of the right eye and the minification of the left eye, it seems to be the best, if not only, practical solution.

With these types of issues increasing every day, hopefully ECPs on the front lines will revisit all of the challenges related to these issues. The goal for this article was to pique your curiosity and motivate you to reconsider your approaches in dealing with them. â–

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Lens Corner Timothy Coronis, ABOC-NCLE

See the Future in Digital PALs

Digital PALs promise to more accurately deliver the prescription to the surface of the lens, and to account for and minimize higher order aberrations. Wave front technology from corneal mapping has lead to a leap in PAL technology. By measuring the waves reflected from a surface, a sort of topographic map is created, as reflected waves reveal imperfections on a surface.

Digital PALs Deliver Improved Optics to the Wearer

THE RX WAS TOUGH, a high minus with oblique cylinder.

The patient needed to use the progressives for a full range of distances. This demanding situation called for a progressive in its best form: a digital PAL. But which digital PAL? The office used a number of suppliers, and each manufacturer made “digital” claims about a few of their PALs. There were several price points.

Traditionally, lenses have been surfaced by generating the back of the lens to cut the power into the lens blank. This ground the power, but left irregularities needing to be smoothed out. The next step took care of this, where the lenses were fined and polished, using a lap tool determined by computer. Lap tools are accurate to within .10 Diopters.

Some discussion took place about which PAL was really the best. Things began to get confusing. The Optician called the supply lab. All agents were busy assisting other customers.

Potential drawbacks to conventional surfacing have included the amount of space taken up by a rack of lap tools and that fact that several lens blanks need to be stocked.

Have you ever called the supplier with the patient waiting, only to find no one available to answer your question? It certainly feels like Murphy’s Law. Calling the supplier and coming back without an answer never instills confidence in anyone.

Instead of assigning prescriptions to a series of limited base curves, (and stocking these lens blanks in a supply lab) digital PALs can be made on a much wider range of base curves, sometimes even on a base curve unique to the particular prescription.

More proactive measures are in order. A better relationship with the Sales Consultant assigned to the office might have avoided the problem. Most lens companies support their customer well, and that customer is you, the eyecare professional. It only makes sense to keep in contact with your sales consultant (lens rep), and to learn all you can about progressives, particularly digital designs. It’s a safe way for you to voice any uncertainty about the best match of a lens.

Traditional surfacing produced only spherical or toric surfaces on the lens blank. Digital methods produce aspheric, complex curves, using a small diamond tip tool. The older methods applied only simple curves to the back of aspheric blanks.

Progressives, or PALs experience refinements every few years.

Presently, we are all experiencing the effects of a leap in PAL technology on a grand scale. Digital progressives involve a new process.

New technology, applying CNC (computer numerically controlled) machining to Ophthalmic lenses allows optics to be applied to the surface of the lens more accurately, and truer to the correction called for by the prescription.

In some instances, there is a point-by-point mapping of the lens surface, reducing imperfections, enhancing the design for each individual prescription, and delivering a more true prescription.

30 | EYECAREPROFESSIONAL | OCTOBER 2009

Just what is a digital PAL? Digital PALs Involve a Combination of Three Processes: • Lens designs • Software, for digital manufacture • CNC machining, involving as many as five axes Premium Digital PALs Digital lenses are made on a free form generator and polisher.

The cutting tool can be thought of as operating like a stylus.

Flexible tools, instead of laps are used to polish. This equipment measures three or more planes, and complex curves can be produced on the lens surface. There is a reduction in imperfections on the lens surface from the lap tool drifting during conventional methods.

Continued on page 32

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It’s UNIQUE Like You.

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Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. Clean’N’CleAR is a trademark of Signet Armorlite, Inc. ©2009 Signet Armorlite, Inc.

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Important Distinctions

Machining

As you begin to separate all lenses “digital,” you will enhance your own understanding of the manufacturing process, something essential before you can separate the very good/better/ best. There are several forms of digital technology working to improve PALs. It’s important to understand which improvement is at work.

CNC machining tracks the stylus across the lens surface in a spiral motion, while the lens rotates. The whole procedure is more complicated than back and forth and up and down, and may involve as many as five axes. Surfaces are as accurate as .01 Dipoters. Again, “digital” technology may refer to digital lenses, or may mean molds for PALs surfaced conventionally.

Digital Improvements to Conventionally Surfaced PALs

Putting it All into Perspective

All things labeled “digital” are not equal. Sometimes, conventionally surfaced progressives benefit from the fact that they were made in a digitally created mold, improving the front surface of a PAL, which is surfaced using traditional methods.

By reviewing the criteria of digital PALs, software, design, and machining, it’s apparent that the three are strongly interdependent. By separating digital PALs from conventional PALs that have been improved by digital steps, it’s easier to make informed decisions and select the right lens for the job.

When you hear claims that digital manufacturing will replace conventional methods, remember that this has already begun: for example, some progressive lens blank molds which were once made by slumping are now made digitally.

In the slumping process, glass is heated to melting, or “slumped” over a ceramic lens “puck,” to create the mold, whereas a lens mold formed digitally and CNC machined produces a more accurate mold.

Digital Processes: Software Digital designs use software that accurately takes into account index of refraction. The software creates a map of the lens surface, so digital lenses account for beams of light, not just single rays, hence the reduction in higher order aberrations.

The software calculates complex curves on the lens surface, reducing unwanted astigmatism in the intermediate zone. The polishing process for digital PALs accounts for the paths taken by the polishing pad on the lens surface.

Design Digital PALs may be CNC machined on the front and back of the lens, an uncompromising feature of the best digital PALs. Add powers may be backside, and closer to the wearer’s eye, or split front and back of the lens, both strategies work with software to reduce the astigmatism as the eye moves through visual zones.

Digital PALs account for vertex distance, pantoscopic angle, and angle of frame (degree of wrap/ flatness). Sometimes, manufacturers provide proprietary measuring devices for obtaining these subtle measurements more accurately than any felt tip pen. Manufacturers may refer to their digital PALs as “wavefront,” “W.A.V.E.,” “free form,” “direct to surface,” or “digital.”

32 | EYECAREPROFESSIONAL | OCTOBER 2009

Verification Remember that we verify PALs through several points on the lens surface. Most of us are still doing so with trusty equipment, that could honestly be called “antique.” As a result, there are going to be some instances where verification is an issue.

Suppliers may send you a compensated Rx for a digital PAL, as they do for a wrap frame. The reason is that digital PALs are optimized for the particular prescription.

Conclusion Digital lenses are considered new technology at present, and it’s hard to think of them as anything other than dramatic and exotic. Manufacturers are assuring eyecare professionals that in the near the future, all lenses will be produced digitally, but that may sound far off.

There are at least two ways to consider digital manufacture. The old method may have been fine, but over time things evolve, and it’s important to recognize the latest opportunities to provide patients the best. On the other hand, it’s important to also recognize when “new” is becoming the norm. Be sure to take advantage of the best and new while it is still just that. And don’t be surprised — like the day the LP left the record store—when the latest technology becomes the current technology.

Optometrists openly refer to the standard of care in their profession as a changing, rising thing. Technology in our daily lives has gone from expensive to ubiquitous. Consider all the things patients do, the devices they use, the cars they drive, and the technology they routinely enjoy. Take notice of the patient, investigate their needs, and be instrumental in showing the best solutions. You’ll empower yourself, support the patient, and provide them the best vision. ■

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Drivewear, NuPolar and Image are registered trademarks of Younger Optics, Torrance, CA. Transitions and the swirl are registered trademarks and SOLFX is a trademark of Transitions Optical, Inc.

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Second Glance Elmer Friedman, OD

Halloween Contact Lenses can be Scary We know that the production of opaque lenses by well known, established companies has been very successful and desired by the public.

looking lenses are purchased at any place other than a qualified, professional eye care provider. Costume contact lenses are sold illegally at various outlets by unlicensed vendors such as beauty salons, video stores, the internet, gas stations and flea markets.

They are also referred to as “scary”, “Gothic” or “monster” designs. Teenagers have been the most frequent victims.

Bacterial infections, corneal abrasions and allergic reactions head the list of the most reported conditions. Other effects, such as blurred vision, reddening and light sensitivity result from costume lens mismanagement.

A survey conducted by the American Optometric Association reveals that more than half of all Americans would consider changing the color of their eyes via colored contact lenses.

Contact lenses have proven to be a safe correction for vision.

The public thinks that the costume lenses can be purchased and worn in the same haphazard manner as over the counter plano sunglasses. Unlicensed vendors give no instructions as to care and cleanliness of the contact lenses nor are they versed in the skill necessary to properly insert and remove the contacts. The people take risks. They don’t clean or disinfect the lenses. They sleep in them and swap them with their friends. An especially flat or steep cornea has special requirements that are not met by the over the counter lenses. The FDA issued a warning last month concerning potential eye injuries that can cause permanent eye damage which may eventually lead to blindness. The late, lamented Senator from Mass., Edward Kennedy, helped to introduce a bill to recognize and regulate both corrective and non corrective contact lenses, describing them as medical devices. It is hoped that costume contacts will be brought under this purview and control.

However, the sinister Halloween costume contact lenses that can turn human eyes to monster eyes and other sensational Hollywood effects could be dangerous to eye health and safety.

Celebrants should be aware that risks are high when these crazy

A significant number of teenagers have been guilty of noncompliance in the matter of contact lenses. Those who purchased the costume lenses illegally were never warned of the importance of proper care and cleanliness or wearing time regulations. They Continued on page 36

34 | EYECAREPROFESSIONAL | OCTOBER 2009

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use tap water, which contains bacteria, to rinse the lenses and carrying case, thereby increasing the risk of problems. Ragweed pollen begins to bloom about Halloween time. It is particularly offensive to the wearers of the “scary” contact lenses since it exacerbates the problems of an ill fitting lens. Advertising campaigns by the contact lens manufacturers have caused people to think of those lenses as beauty or style enhancements instead of the medical devices which they are.

Hollywood has been using costume contact lenses for years to transform the appearance of actors. The eyes are where most of us first look when meeting someone. Changing the appearance of the eyes can make an actor seem more handsome, beautiful, dangerous, magical, inhuman or any other impression the designer wishes. Consequently, there is a feeling that a person could be anything he/she desired by inserting unusual lenses into the eye. The normal, round, shape of the lens is most common. There are sclero-corneal lenses that are quite large and give the entire eye a red or green glow. Perfect for a Halloween costume party, but very dangerous if not fitted professionally.

Too many wearers who should have a contact lens prescription have gambled on a plano lens.

Apparently, the users of these “scary” lenses feel that sacrificing good vision for the few hours of wear at a party is worth it to them. High visual impact is also afforded by “hard” contact lenses. The designers claim that this type of lens gives them more scope to produce extraordinary variations not capable with soft lenses. Hand painted special effects are available at an increased cost. There are disputes as to whether these paints are toxic or can cause corneal sensitivity or worse. The “hard” lenses have a longer lifetime and can be used during the year and perhaps still usable for the next Halloween. Most makers of theses lenses recommend that it is essential for a professional examination and fitting.

Tips for safe and sane Halloween contact lens wear: 1. Make sure that your soft lenses have a decent life span before using.

2. Always wash hands with soap before inserting or removing the contact lenses. Use a plain soap that does not contain extra moisturizers, as they may coat the lenses.

3. Never share or exchange lenses with your friends. It is very easy to pass infections through contact lenses.

4. Remove the lenses before sleeping. Halloween lenses are not designed for extended wear.

5. Even if the wearer has perfect vision the actual fit should be done professionally, no matter the design or color to be ordered.

6. Use an accepted, recommended lens care system. Some lenses may be ruined by non compatible solutions.

36 | EYECAREPROFESSIONAL | OCTOBER 2009

7. Buy Halloween lenses from a reputable source. Never consider untrusted sources, as mentioned previously in this article. We never really know if those lenses have been sterilized and stored properly.

8. When not using the lenses, the fluid should be replaced every few weeks and the lenses cleaned properly.

9. Remove the lenses before swimming or entering a hot tub.

Zombie Contact Lenses

Trick or treat accessories, like swords, axes and wands should be checked to make sure that no harm comes to the eyes. Some Halloween masks may interfere with vision and make it difficult for children to walk about safely without impairment to the vision field.

It has been suggested that a safer alternative to masks would be make-up. A careful inspection of the contents is advised. It should indicate that the contents can be used safely near the eyes and on the face. Another tip frequently suggested for the holiday is for the celebrant to carry a flashlight. The children ought to use iron-on reflective fabric or tape strips on costumes and clothing for easy recognition by motorists.

We have been accenting the role that our young people have exerted on the use of costume lenses, especially at the Halloween season. It seems that our oldsters had best leave it to the youngsters to celebrate the holiday in their own way. The picture of an oldster in costume, trick or treating, conjures a scenario that brings a smile to the lips. I once accompanied my preteen daughter on a neighborhood canvas with her collection bag.

One man greeted us with a remark to me that he admired my scary, bloodshot contacts. But, I wasn’t wearing any such thing.

My favorite story concerns the cute, innocent, blue eyed blonde little girl who knocked on a door and said, “Twick or tweat?”

The housewife thought it was so precious that she called her husband to the door and asked the child to repeat the request.

The cute little girl repeated, “Twick or tweat?” The housewife was so entertained that she carefully polished an apple and dropped it into the child’s trick or treat bag. The child said, “Thanks a lot. You just broke my @#%^&*x cookies.” ■

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AND

Shakers

Essilor

American Board of Optometry

Essilor announced that Hubert Sagnières, chief operating officer, will be appointed chief executive officer as of Jan. 1, 2010. He will replace Xavier Fontanet, who will continue as chairman of Essilor’s board of directors.

Hubert Sagnières Fontanet has served as CEO and chairman of the board since 1996.

The AOA announced that a joint memorandum of understanding has been entered into by the American Paul Ajamian David Cockrell Tom Lewis Academy of Optometry (AAO), the American Optometric Student Association (AOSA), the Association of Schools and Colleges of Optometry (ASCO), and the AOA regarding formation and organization of the American Board of Optometry (ABO).

The various organizations have also named representatives to the ABO board of directors. Representing the AOA on the ABO board will be David Cockrell, OD, of Stillwater, Okla., and Paul Ajamian, OD, of Atlanta. Tom Lewis, OD, a past president of the AAO, will be that organization’s representative to the ABO board. ASCO has named David Health, OD, president of the State University of New York’s State College of Optometry as its representative.

Representing the AOSA will be member Mary Phillips, OD.

Sagnières has been chief operating officer of Essilor International since August 2008. Two years prior to that, he was appointed president, North America and Europe. Between 1998 and August 2006, he was president of Essilor of America, and in 1997, he served as president of Essilor Laboratories of America.

Luxottica Group Luxottica Group announced that Scott Olivet has stepped down as CEO and has been named to the newly created position of chairman of Oakley. Colin Baden has Scott Olivet Colin Baden been named CEO, he will also retain his title as president. As president and CEO of Oakley, Baden will report directly to Luxottica Group CEO Andrea Guerra and will oversee all key areas of Oakley’s core business.

Baden joined Oakley in February 1996 as director of design and served as vice president of design from February 1997 to February 1999 when he was named president. Olivet, who as CEO of Oakley presided over the 2007 $2.1 billion sale of the company to Luxottica Group, joined Oakley in October 2005 as CEO and as an Oakley director.

Kelly Carter

Johnson & Johnson Vision Care’s Vistakon division has named Colleen Riley, OD, its vice president, professional development. In her new role, Riley now leads Vistakon’s continuing efforts to develop and implement strategies and Colleen Riley programs that focus on professional and practice development for eyecare professionals. She also will oversee all activities for The Vision Care Institute. Riley takes over responsibilities previously held by Pat Cummings, OD, who died in a plane crash in July.

Transitions Optical

HVHC

Sherry Lay

Vistakon

Highmark’s HVHC vision company has named two experienced optical-industry executives— Sherry Lay and Kelly Carter—to key positions at its Viva International eyewear group and Eye Care Centers of America retail chain. Lay is now Viva’s executive vice president and chief merchandising officer, a new position in which she oversees merchandising, brand management, marketing business development and inventory planning. Carter has been named ECCA’s VP of merchandising and sales development.

38 | EYECAREPROFESSIONAL | OCTOBER 2009

Transitions Optical has announced two appointments to Transitions® SOLFX™, the company’s global sunwear brand. Roland Allen will assume the role of director, sunwear – EMEA (Europe, Middle East and Africa) and Asia Pacific, and Roland Allen Catherine Rauscher has been appointed marketing manager, sunwear. Both are newly created roles to help drive accelerated growth in the sunwear business. Allen, who joined Transitions in 2001, previously held the position of business director for Northern Europe. Rauscher, who Cathy Rauscher joined Transitions in 2004 as a production engineer, held various marketing positions within the company.

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ONE SUNLENS FOR THE WAY WE DRIVE AND LIVE ™ So advanced they even activate behind the windshield, Drivewear® Transitions® SOLFX™ lenses provide drivers with the best visual acuity for the driving task. Drivewear cuts glare and bright sunlight in both driving and outdoor conditions.

OVERCAST

Combining NuPolar® polarization and Transitions® Photochromic Technology, these lenses make the driving task safer and more comfortable for all your patients. Available in single vision, Image® progressive and new Flat Top 28 lenses.

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For more information for your patients, look for the Drivewear Owner’s Manual with each prescription. Today’s best driving lens is Drivewear.

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Drivewear, NuPolar and Image are registered trademarks of Younger Optics, Torrance, CA. Transitions and the swirl are registered trademarks and SOLFX is a trademark of Transitions Optical, Inc.

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Movers

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Mark Travis, OD, a Wal-Mart Optical veteran who was most recently senior director of the retail giant’s health and wellness division, has joined 1-800 Contacts in a new position, vice president Mark Travis of store operations. In his new role, Travis’ responsibilities include providing insight and leadership in defining areas where 1-800 Contacts can work more closely with Wal-Mart affiliated ODs. Wal-Mart and 1-800 announced an alliance for contact lens sales earlier this year.

Lighthouse International Mark G. Ackermann has been chosen as the new president and chief executive officer of Lighthouse International, the 104-year-old non-profit organization that provides vision healthcare, research, and services for the visually Mark G. Ackermann impaired. He takes over the position from board member Ted Francavilla, who has served as acting president and CEO since May 2009. Ackermann served in various senior management positions at St. Vincent’s Hospital and Medical Center beginning in 1983, and held the position of Chief Administrative Officer of the hospital’s successor corporation.

Will Be Missed...

Calvin Howell passes away

Calvin Howell

Digital Lenses & AVANCE-AR A Winning Combination for Your Patients & For Rebates e-application & specials & rebates at Optogenics.com Tel: 800-678-4225 • Fax: 800-343-3925

40 | EYECAREPROFESSIONAL |OCTOBER 2009

Shakers

1-800-Contacts

Daily Equipment Recalibration: Speed and Accuracy

DIGITAL SURFACING

AND

Longtime optical sales executive Calvin Howell died of a heart attack on Sunday, August 30.

He was 49 years old and lived in Orlando. Howell began his career at Younger Optics, later holding sales positions at Orcolite and Polycore.

Most recently, he was vice president of sales at Polylens, a N.J.based polycarbonate Korean lens company. He was an avid musician and played electric bass in a jazz band in Orlando.

He was also a founding member of the EyeRock Band and was featured among the optical industry musicians in the group’s benefit concerts for various vision-related causes.

Howell is survived by his wife, Diana, sons Askia Howell, Larnell Marion and Calvin Preston, daughter Seslee Howell, sisters Linda Zollicoffer, Kathy Howell and Charlayne Davis, brothers Robert Howell and Howard Howell, and mother Lorena Howell.

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Advertiser Index ADVERTISER 21st Century Optics Arch Crown Balester Optical CNS Frame Displays Carl Zeiss

PAGE #

PHONE #

WEB SITE

35

800-221-4170

www.21stcenturyoptics.com

INSIDE BACK COVER 800-526-8353

www.ArchCrown.com

19

800-233-8373

www.balester.com

11

877-274-9300

www.framesdisplays.com

INSIDE FRONT COVER 800-821-2020

www.vision.zeiss.com

ADVERTISER Nellerk Contact Lens Cases

PAGE #

PHONE #

WEB SITE

49

607-748-2166

—

OLA 2009

42

800-477-5652

www.ola-labs.org

OpticalDisplays.com

47

610-489-7620

www.opticaldisplays.com

Optical Specialists

44

800-313-6627

www.opticalspecialists.com

Opticom

20

800-678-4266

www.opticom-inc.com

40

800-678-4225

www.optogenics.com

FRONT COVER

888-860-7597

www.rudyprojectusa.com

Corning

9

800-821-2020

www.corning.com/ophthalmic

Eyevertise

44

847-202-1411

www.EyeVertise.com

Rudy Project USA

FEA Industries

27, 37

800-327-2002

www.feaind.com

Safe-Lite Optical

11

800-342-9339

www.safe-lite.com

Grimes Optical

46

800-749-8427

www.grimesoptical.com

SEIKO Eyewear

21

800-235-LENS

www.seikoeyewear.com

Sunburst Optics

33

800-836-2020

www.sunburstoptics.com

Tech-Optics

47

800-678-4277 www.techopticsinternational.com

23

800-756-2020

Index 53

Optogenics

15, 39

800-328-7035

—

K-Mars Optical

41

800-296-1551

www.kmarsoptical.com

LBI

43

800-423-5175

www.lbieyewear.com

Three Rivers Optical

LINDBERG A/S

5

+45 8744 4000

www.LINDBERG.com

US Optical

Luzerne Optical

25

800-233-9637

www.luzerneoptical.com

My Vision Express

47

877-882-7456

www.myvisionexpress.com

Nassau Vision Group

31

800-668-2411

www.nassau247.com

17, 45

866-923-5600

www.national-lens.com

National Lens

46 | EYECAREPROFESSIONAL |OCTOBER 2009

www.3riversoptical.com

29, 46

800-445-2773

www.usoptical.com

The Vision Council

13

703-548-4560

www.thevisioncouncil.org

Vision Systems Inc.

48

866-934-1030

www.Patternless.com

BACK COVER

800-500-LENS

www.vogue-eyewear.com

Vogue Eyewear

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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 powerful, fast-reactive photochromic lens.

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

TEL. 1-800-386-9196 / +45 7021 5530

To advertise please call 800.914.4322, or visit www.ecpmag.com OCTOBER 2009 | EYECAREPROFESSIONAL | 47

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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

OPTOGENICS we make eyeglasses ➧ $2 Credit for ALL e-orders placed on Optogenics.com ➧ $3 Credit for ALL AR e-orders placed on Optogenics.com ➧ 24/7 extra e-order $$ Good through Dec. 31st

OPTOGENICS = In House ARs

Balester Optical is a full-service, independent wholesale optical laboratory. We are committed to providing you with quality products and excellent customer service.

We maintain a state-of-the-art laboratory, including two in-house anti-reflective coating systems.

Tel: 800-678-4225 Fax: 800-343-3925 VSP, VCP, VBA approved Free UPS pick-up (min. 3 Rx’s)

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

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

Go to Optogenics.com for more special offers!

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

TRANSITIONS® PREMIUM ELITE LAB Our Specialty — UnCuts Approved VSP Lab UNCUT CR-39 TURNAROUND: In By 12 Noon Out By 4pm SAME DAY!

800-360-5367 215-289-2480

FAX: FAX:

888-360-5367 215-289-4046

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

48 | EYECAREPROFESSIONAL | OCTOBER 2009

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

Get in the “O” Zone Today

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.

800.756.2020 www.threeriversoptical.com

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

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

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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

RECONDITIONED SPECIALS!!

TM

INC.

LOW PRICE LEADER SINCE 1949 Factory Direct Savings on Fully Stitched Slip-in Cases Clamshell Cases Lowest Prices in the Industry Molded Plastic & Children’s Cases Huge Saving on Microfiber Cleaning Cloths and Spray Cleaner

Call: 800 249-1058

Your most cost effective merchandising tools!

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

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

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

Print too small?

We sell PALs.

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

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

National Lens America’s Leading Discount Contact Lens Distributor

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

Call 877.274.9300 for info and catalog.

CE

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

Increase your sales to athletes!

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

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

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

Phone 1-866-923-5600 Fax 1-866-923-5601 www.national-lens.com National Lens, a leading independent distributor of Contact Lenses is pleased to announce their Exclusive Distribution rights of Impression Colored Contact Lenses in the U.S.A. According to the director of sales David Roberts, these Opaque Lenses are extremely comfortable are available in nine colors and offer a major price advantage over the leading competitor’s lenses.

For more information they can be reached Toll Free: 866.923.5601 or you can go the website: www.national-lens.com

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

SALES HELP WANTED Experienced Sales Reps Top commissions • Many Territories Available • •

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

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

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 OCTOBER 2009 | EYECAREPROFESSIONAL | 49

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

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

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

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

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Last Look Jim Magay, RDO

What Would Dad Think?

THIS MORNING I’m sitting at the 97-year-old workbench in my shop. It was an American Optical adaptation of a jeweler’s bench with bins for cribbing glass. You don’t remember glass lenses? You young kids! My dad (Bob Magay) and my grandfather worked at this bench for many a year – through the glass lens eons into the dawn of the plastic lens era.

HE BENCH now serves as a reminder of where we’ve come from, is a great repair station, and not a bad computer desk and ordering area. My Dad lived a good long life and saw a lot of changes in the business and in society. He was a staunch Republican (Eisenhower style) and thought Rush was terrific – he also thought Richard Nixon got a raw deal!

T

Rachel Maddow, Glenn Beck, Nancy Grace, and you get my drift.

Show business has taken over the news networks, pretty girls (and pretty boys) with drama training as opposed to journalism, flashy news sets, an abundance of stories about the most ghastly events taking place that news cycle. Variety is the spice of life they say – a trip around the various cable channels at any time of the day brings a truly spicy variety Dad was the kind of guy who carried a two of points of view and many bombastic ways of faced coin in his pocket – so when a sales rep presenting them. Right or left, it makes no difwanted to pay for lunch (I told you this was Bob Magay was one of the first 100 ference – the same story or factoid can be in the good old days!) Dad would flip him licensed Opticians in Massachusetts. reported to suit the politics of the target for it and always “Lost” the toss. He always audience.

Repeating it loudly and often makes it true, or at least wanted to pay his own way! a good sound bite!

I wonder what he, a kind and gentle man, thoughtful and considerate to a fault, would think of our public conversation In our daily life in the real world, as opposed to the echo chamtoday. Kanye West, Tea baggers, birthers, religious fundamental- ber of today’s TV world, we hear a surprising bit of people’s ists, foaming at the mouth cable news talking heads, Even his points of view. Not so much in our stores because we try not to idol Rush seems to have slipped beyond the pale, substituting talk about politics, religion, or sex in our business dealings with customers – if a customer wishes to expound on one of invective for intelligence. the above and I don’t agree, I usually can gracefully change the I know this is not a political forum so I’ll confine this to a subject. discussion of style not substance. I think what Dad would miss would be the moderation that used to prevail. Edward R. At home or out with friends it’s another matter, people insist on Murrow, David Brinkley, Walter Cronkite, Eric Sevareid, and confessional style discussions about everything! Money, others of that ilk were the dignified and impartial newsmen of personal health, family problems, etc. but what are friends for? the day; contrast them with Michelle Malkin, Keith Olbermann, Still, I wonder what my dad would think? ■

50 | EYECAREPROFESSIONAL | OCTOBER 2009

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DON’T BE ‘SHORT-SIGHTED’ ...

ARCH CROWN OP-TAGS™ & LABELS DO MAKE A DIFFERENCE! Non-Slip Plastic Op-Tags™ designed to fit ‘wide-to-narrow’ style frames. ctual Size Shown A

$97.50 SO835

0

per 100

NEW! Our latest style, the 835 NON-SLIP OP-TAG™ features a tapered design with a snug fit that follows the contour of ‘wide-to-narrow’ style frames.

No messy glue residue, durable, easy-to-use, neat and safe.

Custom printing available.

Available in 14 colors: Silver, Green, Light Green, Black, Tan, Light Blue, Blue, Yellow, Red, Pink, Lavender, White and Gold, Frosted Matte Clear, available but not shown.

A personal touch that’s sure to get noticed...

‘If Found, Please Return To’ Labels!

Create goodwill by adding ‘IF FOUND, PLEASE RETURN TO’ labels on every eyeglass case that leaves your practice.

Your patients and customers will thank you with our ‘IF FOUND, PLEASE RETURN TO’ custom printed labels. Create goodwill by adding professional identification pressure sensitive labels to every eyeglass case that leaves your practice.

Affordable custom printed labels will pay for themselves with repeat sales.

Call our sales department for a price quote and ask about our special offer on custom printed combination sets.

TM

INC.

Building Positive Images for Business

460 Hillside Avenue, Hillside, NJ 07205 l Tel: 973-731-6300 l Fax: 973-731-2228 l Op-Tag™ is a registered trademark of Arch Crown, Inc.

orders@ArchCrown.com l ArchCrown.com l FREE SAMPLES l NEW CATALOG l 800-526-8353

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