EyeCare Professional Magazine October 2010 Issue

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AFFORDABLE EYEWEAR & SUNWEAR / PAGE 6 OPEN LETTER TO A SALES REP / PAGE 20 October 2010 • Volume 4, Issue 34 • www.ECPmag.com

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OCTOBER 2010

EYECAREPROFESSIONAL

Vol. 4 Issue 34

Contents

Magazine

Features 6

AFFORDABLE EYEWEAR Stay ahead of the slow economy by offering your patients affordable, quality eyewear.

by ECP Staff

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HOW AND WHY OF AR COATING A strong grasp of AR Coating is a necessity for those who want to be effective dispensers.

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

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TELLING A PATIENT “NO” There are times when it is in the patient’s (and your) best interest to “Just Say No.”

by Judy Canty, ABO/NCLE

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OPEN LETTER TO A SALES REP The letter that every ECP has debated writing to their Sales Rep at one time or another.

Ginny Johnson, LDO, ABOC

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ARE OPTICIANS READY FOR CHANGE? Only through an increase in education and licensure can Opticianry reach its full potential

by Warren G. McDonald, PhD

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THE CIRCLE CONTACT LENS CRAZE Lady Gaga has helped spread the popularity of Circle Contacts from Asia to the rest of the world.

by Elmer Friedman, OD

On The Cover: CLARITI EYEWEAR 1-800-FRAMES-2 www.claritieyewear.com

Departments EDITOR/VIEW .....................................................................................................4 MOVERS AND SHAKERS.................................................................................12 MANAGING OPTICIAN...................................................................................28 DISPENSING OPTICIAN .................................................................................36 OPTICAL ANECDOTES ...................................................................................40 ADVERTISER INDEX .......................................................................................46 INDUSTRY QUICK ACCESS............................................................................47 LAST LOOK .......................................................................................................50

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EYECAREPROFESSIONAL

Editor / view

Magazine

by Jeff Smith

F

or those of you who experience theft at your practice – and are at times even worried for your safety – please refer to this news story from last month and consider how lucky you really are:

For the past week, a mischievous monkey has been stealing eyeglasses from employees at the Himachal Pradesh Power Corporation Ltd in northern India. The naughty little primate was responsible for five thefts just last week alone. And even the company director, A.C. Sharma, became a victim.

According to the Indo-Asian News Service, the monkey stealthily snuck into Sharma’s office and then ran off with his glasses. Unfortunately this story only gets worst.

On two separate occasions, the clever rascal pounced on employees, removed their eyeglasses, and them scampered off into oblivion.

“It is becoming a headache for employees here,” said employee Jagdish Chaudhary.

“We are advising visitors not to wear spectacles while coming to office.”

The irony is that this unusual behavior is somewhat common in India. Back in 2007, a South Korean tourist staying in Lucknow filed a formal complaint against a monkey after it climbed through his hotel-room window and then fled with his eyeglasses.

“He headed straight to the table where my glasses were kept and took it away,” said the tourist.

It would be quite a tall order to top that story (I guess you could say the monkey was eye-rate), but hopefully this month’s issue has something for everyone: We introduce the latest in affordable, quality eyewear and sunwear. Carrie Wilson illustrates the importance of understanding the “how and why” of AR Coating.

Telling your patient “No” is not always the worst thing in the world, as Judy Canty explains.

Ginny Johnson takes the time to write a long overdue, open hearted letter to the archetypal Sales Rep. Warren McDonald continues his longstanding analysis of the current state of Opticianry and makes some enthusiastic recommendations for the future.

Anthony Record explains the power that words have in finishing a sale. Elmer Friedman discusses the Circle Contact Lens fad that has taken over Asia and is beginning to grow in this country. Safety Eyewear can be an important driver of 2nd pair sales, as Lindsey Getz expertly describes.

New contributor Mary Armstrong shares some amusing anecdotes she has experienced over the years. And last but not least, Jim Magay describes the pros and cons of his new pair of Trufocal frames.

4 | EYECAREPROFESSIONAL | OCTOBER 2010

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

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

EDITORIAL OFFICES 111 E. Pennsylvania Blvd.

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

by OptiCourier, Ltd. Delivered by Third Class Mail Volume 4 Number 34 TrademarkSM 1994 by OptiCourier, Ltd. All Rights Reserved.

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

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

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

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

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

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

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CHC150 Foundation Hard Coating NOW AVAILABLE through FEA CHC150 FOUNDATION HARD COAT • 1 year unconditional scratch warranty (Excludes processing and intentional damage.)

• Non-tintable (The hardest coating available) applied to both sides of the lens • Only $10.00 per pair CHC15O FOUNDATION HARD COAT AND A/R The CHC150 foundation is now included in both the Natural Vision and Kodak CleARTM Anti-Reflective Coating at no extra charge. The CHC150 coating is index matched with the A/R and applied to both sides of the lens before the A/R coating. The result: a more durable and longer lasting product.

FREE SAMPLES AVAILABLE See for yourself the scratch resistance of the CHC150 Foundation Hard Coat. Upon request, we will send you a regular plastic lens with the CHC150 coating and a piece of steel wool.

FEA INDUSTRIES, INC.

(800)-327-2002 www.feaind.com

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

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Affordable Eyewear In the current economic climate, affordable eyewear is a popular option for consumers. There are many frame manufacturers that offer durability and quality at reasonable prices.

1. Stemick Optical Di Vittore Metal Optical Frames model DV3004 is made of stainless steel, with flex, and comes in 2 color selections: Pink and Brown. www.stemickoptical.com

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2. Viva International Group The BONGO Eyewear collection features a playful mix of temple treatments and floral designs. BONGO’S new Fall campaign, featuring The Hills and Dancing With the Stars Audrina Patridge, showcases B Layla with a flower-pattern motif, which decorates the frame’s handmade acetate temples. www.vivagroup.com

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3. Arnette The Fire Drill (AN4143) is a modern classic oozing with energy and attitude. It features a large square frame with oversized 8-base polycarbonate lenses and slick metal logo plaques on the temples. It comes in a wide range of rich and vivid frame colors with polarized lenses offered on select colorways. www.arnette.com

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4. Classique Eyewear T-Lite is a classic ultra Lite Titanium collection. Its modern design expresses style and sophistication.

Exquisite and sleek, T-Lite offers elegance and versatility.

Its ultra Lite structure, radiates beauty and confidence.

For those who seek comfort and quality, we invite you to...See The Lite. www.classique-eyewear.com

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5. KBL Eyewear KBL is made out of the finest materials sourced from Italy, Japan and Germany. The metals are handmasked and painted with plastic covered screws, stop hinge technology and silicon nosepads from Germany. KBL Eyewear is an independent NY based fashion lifestyle brand obsessed with impeccable quality, fit, fashion, and design. www.kbleyewear.com 4

6. Bobster Eyewear The Scarlet’s lightweight, foam-lined frame features a subtle floral detail for women who want protection from dust and wind without sacrificing comfort and style. The anti-fog, Z87 certified lenses ensure toughness and functionality without sacrificing femininity.

Available in 3 frame colors. www.bobster.com

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Eight to Eighty Eyewear

Global Optique

The Eight to Eighty Summer 2010 Optical Collection features the Aurora frame from our Affordable Line. It is available in three fashionable colors. It is very stylish with laser etched floral temples and rhinestone treatments. This highly in demand frame has become one of our top sellers. www.eighttoeightyeyewear.com

From the Pinnacle Eyewear Collection, M9026 is made of surgical stainless steel front with the combination of grilamid (TR-90) temples with an attractive stainless steel décor.

Eye Size: 54/18/140 and 56/18/145, in Colors: Gunmetal, Light Brown, Matte Black. www.globaloptique.com

Modern Optical Zyloware

IM 205 is a true representation of the iconic Natori design philosophy of “East meets West.” An Asian influence is portrayed in the milled stainless steel front with zyl temples featuring an artful bamboo pressed print. The IM 205 is destined to become the perfect day-to-night style in every woman’s eyewear wardrobe. Spring hinges provide comfort and optimal fit. www.zyloware.com

Rudy Project The Rudy Project Skyman is the ultimate sunglass/Rx frame for the value conscious patient looking for: quality Italian craftsmanship and fashionable sleak design, a lightweight Grilamid frame construction, superior optics, optical quality hinges and techno-geometric fit.

The Skyman boasts a classy, elegant style with foundations in a retro-cool design.

Match it with lifetime lens guarantee (RLG) and you have a total winner. www.rudyprojectusa.com

Modern Optical’s GLITZ Frame is part of the Genevieve Boutique Collection – Modern Optical’s finest and most exclusive women’s collection. The Genevieve Boutique Collection proudly embraces high fashion with eye-catching details, but never compromises quality or comfort. It comes in black, brown, gunmetal, and (brand-new) burgundy. www.modernoptical.com

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T H E

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

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Signature Eyewear

Michael Stars model Simply Sweet offers a contemporary fusion of gorgeous plastic hues and metal temples in complementary tones. This cateye has spring hinges and is lightweight on the face. Available in Colors: Ginger Rose (shown), Bayou, and Honeycomb. www.sigeye.com

Clariti Eyewear

LBI Eyewear

LBI’s WOMAN’S DAY 152 embodies elegance and functionability. Silicone nose pads provide added comfort. The laser engraved design, accentuates the detail of the temple that captures the essence of autumn. A nice transition from summer to fall, WOMAN’S DAY 152, is stylish frame yet conscientious for those who are on a budget. www.lbieyewear.com

Hilco

Clariti offers several high fashion value brands including the Giovanni Italy Eyewear, Smart (shown), and Star collections that come in a variety of shapes and colors for men, women, and children at truly affordable prices. www.claritieyewear.com

R & R Eyewear Imports The Blink collection features high end frame designs at an industry breaking price point. There are 88 models in the collection and a frame for every face. Shown here is the Blink 1084 which is a unisex stainless steal frame with unique temple openings. www.rreyewear.com

Hilco’s collection of FrameWorks® include both men and women’s styles and are available in memory metals, hand-cut laminates and rimless compression mounts. www.hilco.com

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INTRODUCTORY

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

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

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AND

Shakers

Revolution Eyewear Drew Donley has joined Revolution Eyewear as the company’s new chief operating officer.

Donley will oversee the sales and operations of the company. Donley is a veteran of the eyewear market, having served in senior manageDrew Donley ment and sales for many major companies.

Most recently, Donley was senior vice president of domestic sales for Viva International Group and prior to that, was vice president of sales for Marcolin USA.

VISTAKON VISTAKON® has named Giovanna E. Olivares, OD, FAAO, Director, Professional Education, responsible for developing strategies for the implementation of the company’s professional educational programs across a broad spectrum Giovanna E. of groups, including students, practitioners, Olivares Professional Affairs Consultants, and VISTAKON Sales and Marketing organizations. In her new role, she will report to Colleen Riley, OD, MS, FAAO, Dipl CL, Vice President of Professional Development.

The company has also named Carol Lakkis, BScOptom., PhD, Clinical Research Fellow, Contact Lens Products, responsible for research and development of innovative new products.

Dr. Lakkis brings nearly two decades of extenCarol Lakkis sive clinical research experience to the position.

She joins from Clinical Vision Research Australia at the Australia College of Optometry where she served as Research Director, overseeing clinical and laboratory-based projects.

Bausch + Lomb Bausch + Lomb has appointed Daniel Wechsler corporate vice president and global president of its pharmaceuticals business. In his new role, Wechsler assumes pharmaceuticals responsibility from Bausch + Lomb’s chief executive Daniel Wechsler officer, Brent Saunders, who had been acting as interim global president of that business for the past few months. Wechsler was most recently head of U.S. strategy, commercial model innovation and business development for Merck.

Optos Peter Kehoe, OD will join the Optos board as a non-executive director and at the same time Anne M. Glover will retire from the board as a non-executive director. Glover, CBE has been a Peter Kehoe, OD

12 | EYECAREPROFESSIONAL | OCTOBER 2010

non-executive director since 1996. She is chief executive and co-founder of Amadeus Capital Partners, a European technology investor. Peter Kehoe, OD, FAAO is a practicing OD and is a past member of the board of trustees of the American Optometric Association (AOA).

Gerber Coburn Gerber Coburn has announced the appointment of David Short as UK sales manager, replacing Paul Towers. Effective immediately, Short will manage the UK based sales activities and will report directly to Clement Patry, David Short executive director international sales. Prior to joining the company, David spent 26 years selling lens processing equipment and supplies for OMC Europe Ltd., the Norville Group Ltd. and Autoflow Engineering.

ZeaVision ZeaVision, which develops nutraceutical products for the eyecare market, recently promoted Chris Barber to president of the company; he also joined ZeaVision’s executive board.

Barber was previously vice president of sales Chris Barber and marketing for the firm. In addition, Betsy Ley has been promoted to director of marketing and customer service. She had managed the company’s customer service.

Optical Laboratories Association The Optical Laboratories Association has named polycarbonate lens pioneer L. Peter Frieder, president of Gentex Corp., as the recipient of its 2010 OLA Directors’ Choice Award.

The Award will be presented to Frieder on Oct. 6, 2010, at ceremonies during the Hall of Fame Banquet at The OLA 2010 Annual Meeting in Las Vegas.

Will Be Missed Marco Musa, Founder of Eyeglass World Chain, Dies at 48 Marco Musa—who with his brothers Max and Marc Andrea launched the Eyeglass World chain, which was acquired by National Vision early last year—died at his home in Highland Beach, FL on Sept. 8. He was 48.

Musa is survived by his parents, Mark and Isabella Musa; his widow, Karina; his sons, Alec and Evan; and his two brothers and their wives. Through his company Vision Care Holdings, Musa also headed the Lasik Vision Institute, which he retained after selling 64-store Eyeglass World.

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Looking Past the Purchase: Ensuring Compliance with Safety Eyewear JODI GROH, Marketing Director, Nanofilm

We all know the statistics about eye injuries – 42,000 occur each year during sports, 730,000 in the workplace and 125,000 involve common household products according to Prevent Blindness America. Chances are, as an eye care professional, you're already asking the lifestyle questions that could lead you to recommend high-impact lenses.

Still, the injury rates suggest, and recent research confirms, more can be done to ensure that patients not only purchase safety eyewear, but actually use them.

Eye care professionals can take the lead by addressing concerns about barriers to wearing protective eyewear in the office.

1. Make sure the eyewear has the right fit. Ninety percent of eye injuries that occur when a person is wearing safety glasses are caused by objects that enter around the frame, not because a foreign object broke the lens. So even when a person has chosen safety lenses, explore further. Are they around splashing chemicals? Small particles?

Consider recommending side shields for the glasses or a faceshield or goggles worn over them.

2. Help fight forgetfulness. Often, we don't take the same safety precautions in our hobbies and home

activities as we would in a workplace. How many of us don goggles to build a deck or wear protective eyewear when playing street hockey? Recommend that patients keep their safety eyewear in a place that they will easily remember to wear it, like with their tool box or in their equipment bag.

3. Clear up the fog. Fogging is the number one vision-related barrier for not wearing protective eyewear, according to research from the American Journal of Preventive Medicine. Anyone who works or plays in hot, cold, humid or high-exertion environments may have a fog problem, especially utilities, construction, mining, metal working, food or chemical processing, firefighting or law enforcement.

4. Offer more resources. You can find information on incidence of eye injuries, tips for prevention and emergency eye care do's and don'ts on The Vision Council's website at www.thevisioncouncil.org/consumers. In addition to sharing this information with your patients, you might even offer to speak to a company's human resources team, a sports booster group or other organization on preventing eye injury.

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 vision protection and how you can make a difference, visit www.thevisioncouncil.org/ecp or email info@thevisioncouncil.org.

helping you to grow your practice

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

The How and Why of AR Coating Most Likely, every eye care professional has heard of Anti-reflective coating and knows fundamentally what the coating is intended to accomplish.

HE BASIC DEFINITION OF AR COATING is that it is a coating that is applied to the surface of a lens to help eliminate reflections off the surface of the lens. It is a great benefit to the patient because it increases contrast, eliminates a majority of reflections, improves peripheral vision, improves night vision and eases eye fatigue. What the ECP may not know is exactly the how and why of AR coating.

T

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

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

Before Interference

During Interference

Before Interference

During Interference

The amplitudes do not have to be equal for destructive interference to occur. If one wave with an amplitude of 1 up meets a wave with an amplitude of 2 down, the destruction would be 1.

Before Interference

During Interference

Anti-Reflective coatings work by utilizing the theories of destructive interference.

Types of Anti-Reflective Coatings Index Matching

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

14 | EYECAREPROFESSIONAL | OCTOBER 2010

Index matching is the earliest form of AR coating and was discovered by accident. In 1886, English Physicist Lord Rayleigh discovered this coating when he was inspecting a few tarnished pieces of glass. Optical glass at the time tarnished due to chemical reactions between the glass and the environment, and when Lord Rayleigh was analyzing the glass he discovered that the lenses transmitted more light than the new, untarnished lens. Intrigued, Rayleigh began experimenting on the lenses and discovered that the tarnish creates two new lens interfaces: a

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tarnish to glass interface and a tarnish to air interface. Since the index of refraction of the tarnish falls in between that of the air and the glass, less reflection occurred at these interfaces than the air to glass interface.

Today, most traditional Index Matching (IM) AR coatings consist of a thin layer of quartz laid on top of an idium-tin oxide (ITO) layer. ITO is a colorless and transparent compound when applied in thin layers and it is normally deposited on the lens surface by a vacuum process. The oxygen in the atmosphere then produces stress in the low emissive coating and hardens it.

Magnesium-fluoride may then be applied to improve scratch resistance. Traditional IM ITO coatings are not commonly used in optics today due to the high cost of idium-tin oxide. Other chemical compounds, such as aluminum zinc oxide, have a similar transparency rate and are much cheaper so are more commonly found used in the optical industry. Of course, different companies utilize different materials and like to keep that information to themselves for proprietary reasons.

Single-Layer Interference Originally developed by Carl Zeiss in 1935, single layer interference is a single quarter-wave layer of a transparent chemical compound whose refractive index is the square root of the substrate’s refractive index. For example, crown glass has an optical index of refraction of 1.523. The square root of 1.523 is 1.234, so the optimum material for the single layer antireflective coating would have an index of 1.234. Unfortunately, no such optical quality material exists. The closest transparent material that is readily available for use would be magnesium fluoride (n=1.38). Magnesium fluoride is an excellent material for single layer interference AR coatings because it: • Works well on a wide range of indices, especially higher index materials because it is closer to the square root of the material.

broad band, or work over the entire visible light spectrum by utilizing pairs of wavelengths to establish the destructive interference. A multi-layer interference coating can outperform a single-layer interference coating by a factor of ten. Using magnesium fluoride as the example again, a single-layer AR coat may reflect about 2% at the light wave spectrum of 550nm. A multi-layer AR coat at the same central wavelength of 550nm may only reflect approximately 0.2%.

Improving the AR Coating Anti-Scratch A lot of patients had complaints about the strength and endurance of the earlier forms of AR coating. Previous forms of AR had several complications such as scratching, crazing, and peeling. To prevent this, many of the premium AR coats have a scratch coating applied to the top of the multi-layer AR coat.

The advance coats are a nano-composite varnish. Typically composed of silica along with other proprietary substances, nano-composite varnishes are hard enough to provide scratch coating while maintaining enough flexibility not to craze or peel when strained.

Anti-Smudge Low end and older AR coatings have a tendency to smudge.

These smudges break up the surface of the AR coating making the wave interference method less effective. To prevent this, oleophobic and hydrophobic top coats are applied to the AR coat. Oleophobic simply means that the layer repels oil. As a result, fingerprints do not adhere to the lens surface as readily.

Hydrophobic top coats allow water to bead up on the lens surface instead of spotting on the lens. The result is lenses that stay smudge free longer and are easier to clean because the surface has been sealed. The concept here is no different than that of waxing your car – the surface is sealed and water and dirt are repelled as a result.

• Is cheap.

• Gives good AR qualities across most of the visible band of light.

Other excellent chemical compounds are germanium, silicon, sapphire, zinc selenide and gallium arsenide. However, the effectiveness of the single layer interference AR coat is limited due to the availability of the suitable lens materials with the proper index. This can be rectified by utilizing a multi-layer interference AR coating which also increases the percentage of light transmitting through the lens.

Anti-Dust Dust scratches. The best way to prevent scratches is to prevent the particles that cause scratches to adhere to the lens. This can be achieved by utilizing an anti-static coating on the lens. Not only does the anti-static coat repeal dust, it also repels other airborne particles such as pollen and dander, thereby keeping the lens surface cleaner. In effect, creating a clearer visual surface and making cleanings required less often.

The Benefits to AR Coating

Multi-Layer Interference

Improved Night Driving

Common multi-layer AR coatings are composed of very thin layers, typically one-quarter to one-half the wavelength of light, or about 10 to 20 millionths of an inch. They are designed to be

AR improves the flow of light through a lens, thereby increasing visual acuity. How this especially helps with night driving is through the: Continued on page 16 OCTOBER 2010 | EYECAREPROFESSIONAL | 15

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OPTOGENICS Overnight Service on AR & Digital Jobs

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“AR coatings work by utilizing the phenomenon of wave interference. Wave interference occurs when two light waves meet while traveling along the same medium.”

• Elimination of ghost images.

• Reduction of the “rearview mirror effect”. This occurs when the light from behind the driver reflects off the patients lens back into the eye of the driver.

• Improved visual acuity because more light is entering the eye.

• Increased peripheral vision.

Enhanced Contrast When light doesn’t transmit through the lens and through the eye clearly, the quality of the image that reaches the retina is not as sharp as one would like. The lack of contrast can cause blurring, double vision and eye fatigue. Because of this, an AR coating is especially important for patients who: • Wear “flat surface” lenses such as higher powers in aspheric and/or high index lens designs.

OPTOGENICS = DIGITAL

• Work under artificial lighting.

• Drive for long periods of time.

• Work with computers.

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Lenses have a windowpane reflective effect when not coated with AR. Although it does not disturb the vision of the wearer, it does cause others to not be able to see the wearer’s eye. This can be a hindrance to individuals who work in sales, present themselves to the public, or are in an occupation in which they have to do a lot of public speaking. It can also be a problem for those who just want to look their best. AR coating helps with all these issues.

Conclusion Every patient appreciates an ECP who is well informed and knowledgeable about their products and is able to present lens information to them in an easy to understand manor. Patients are technologically savvy and want their glasses to represent their savviest choice. Another way for an ECP to meet or exceed the patient’s needs is with AR coating in their arsenal of recommendations. ■ With contributions from Brian A. Thomas, P.h.D, ABOM

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Davis Vision, Visionworks and Bess the Book Bus bring the gift of sight to Charlotte More than 175 children from the Salvation Army Boys & Girls Clubs in Charlotte are ready for the new school year thanks to Davis Vision, Visionworks and Transitions Optical.

Davis Vision and sister company Visionworks conducted free vision screenings while Transitions Optical’s Bess the Book Bus distributed free books, read stories and provided tours of the bus to each of the children in attendance.

Nearly one-third of the children who participated in the event required follow-up care and will receive a free comprehensive eye exam and, if needed, eyewear fitted with Transitions® lenses from their local Visionworks store. Many are without insurance and might not have received such care. The vision services provided are valued at more than $21,000.

Davis Vision’s Focus on America® program is committed to reaching out to communities in need all over the nation to provide free vision care, educate children and their families and raise awareness on the importance of routine eye exams. A literacy component was recently introduced to the program to highlight the connection between seeing clearly and reading clearly and to encourage school-age children to get a library card and develop a passion for reading.

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Patient Care Judy Canty, ABO/NCLE

Just Say NO? NO IS A SCARY WORD. It’s definite. It’s final. It shuts down communication and closes the door to further conversation.

IT’S OK TO SAY NO if saying yes would be illegal or unethical and it’s ok to say no if saying yes would fail to meet your practice goals.

Is it ever OK to say NO to a patient?

Well, yes it is. When you reach the point in a conversation where you realize that what the patient needs will never intersect with what the patient wants or what you can provide, it’s ok to say NO. I learned that very important lesson early in my career. A young lady was in my office to purchase a pair of sunglasses. These were the days of glass lenses, by the way. Her brother, who was “in the optical business”, had advised her that the very best sunglasses were grey 3 glass with a full mirror coating. She was a hyperope. I explained several times that grey 3 glass lenses were not a good base color for a mirror coating. It would be too dark to wear safely. She insisted and, not wanting to lose the sale, I gave in. Perhaps her brother knew more than I did. When the

18 | EYECAREPROFESSIONAL | OCTOBER 2010

sunglasses arrived from the lab, she was horrified. She couldn’t see anything through them. Well, if she looked at the ceiling, she could see the lines of the fluorescent lights, but absolutely nothing else. Perhaps her brother swept the floors in the optical business.

Yes, I remade the lenses for her (at half price). Yes, she learned her lesson, but more importantly I learned a valuable lesson. It’s OK to say NO to a patient.

How and when to say NO Learning how and when to say No is an important skill. You need to fine tune that skill so it won’t cost you a patient, or a friend. You need to be able to say no and satisfy your patient at the same time.

Know what you’re saying “no” to. If your patient is asking for a product or combination of products that you’re only vaguely familiar with or you’ve never heard of, or might be discontinued or you know has been discontinued, stop and look it up.

Call the lab, call the manufacturer, phone a friend, but never just say NO unless you KNOW you’re right. If your patient is asking for something you can’t do or something you can’t do well, then saying NO is the correct business decision. If you say no to a patient, and the patient discovers that the answer should and could have been yes, you lose your credibility and the patient.

How you drop the NO-bomb is critical.

Saying NO like a two-year-old will not work. It doesn’t even work for two-year-olds. Two-year-olds get put in “time-out” for saying NO. If you say NO to a patient like a two-year-old, they won’t put you in “time-out”; they will forget you were ever alive.

Victoria Koval, writing for The Sales Challenger™, describes four ways to say no to a customer (patient). But first, she advises, know what type of (patient) you’re talking to.

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1. The Controller—practical, concise and direct, this patient needs to know why your answer is no. She needs a clear and rational explanation for your response and will appreciate a specific and logical explanation of an alternative. She needs the rational NO.

considered a polite letter explaining the practice position and enclosing a copy of her current spectacle prescription and referrals to other ECP’s who carried the frame and lens selections she preferred. The patients’ husband returned, letter in hand and berated us once again. I stand by my decision to this day.

2. The Thinker—process – and detail-oriented, looks for root causes and likes to hypothesize, this patient needs to consider all the alternatives before choosing the best solution. He needs several options to choose from, with all the pros and cons associated with each one, but be clear about what you can and cannot negotiate. He needs the alternative NO.

Had I been paying closer attention to our initial encounter, I would have keyed in on her statement that she had multiple bad experiences in the past. Do not accept that challenge, no matter how confident you are in your skills as an eyecare professional. Her multiple bad experiences just means that your practice is the next stop on her path of unfulfilled demands.

3. The Entertainer—enjoys personal interaction, initiates small talk and openly shares personal facts. She enjoys the challenge of creating innovative solutions. She understands that her best solution is going to be a collaborative effort and should be encouraged to think outside the box. She responds to the innovative NO.

If you reach the decision that firing a patient is the only option, do it as amicably as possible. Explain calmly, rationally and respectfully why your practice is not able to meet that patient’s needs and offer to refer they to another practice.

4. The Feeler—diplomatic, patient and driven by emotions.

He’ll let you finish your thoughts and will appreciate real life examples of how various solutions will or will not work for him. Soothe him with the considerate NO. Additionally, Ms. Koval advises that “unless you’re running a charitable foundation, saying no is a critical skill, especially now. In the current economy, (patients) feel entitled to more discounts, more customization and less risk, and they don’t hesitate to ask for more.”

Trying to do everything a patient wants you to do can and will cause problems. The secret is to give them what they want in a way that makes good business sense, reduces the number of “no’s” and still satisfies the patients’ needs. If your patient wants or needs a product you can’t supply, then know your market well enough to direct him or her to someone who can. It’s ok, your patient will appreciate your honesty.

The ultimate NO—firing a patient As frightening as this may sound in the current economy, sometimes it’s the only logical and profitable solution to the situation. If a patient consistently pays late, demands more of your time and your staff time than is cost-effective, requires too much hand-holding or becomes verbally abusive, it’s time to take action.

I’ve only had to fire a patient one time in my nearly 40 years in this business and it was a painful decision. Not difficult, but definitely painful. The patient and her husband were verbally abusive to a staff member, not once but twice in the same week. I decided that their behavior was intolerable and wrote what I

It’s ok to say no if: • The patient is costing you your sanity, your profitability and your staff.

• You can offer appropriate alternatives, even if that means a referral to another practice.

• You know that it is the right answer. ■

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The Mobile Optician Ginny Johnson, LDO, ABOC

Signed, Sealed, Delivered...Write Yours Dear Sales Rep/Account Manager, At the request of my shrink I’m writing this tough love Sales Rep letter to you from the practice side of the dispensing table. After several appointments and working with you around your rotation schedule I realize that our lopsided relationship has to change for us to be passionate about the optical world together.

I know there are two sides to every story and we both struggle with entitlement issues from time to time. Each of us wants what we want when we want it. You want more board space and for me to use your latest preferred lab. Why should I? So you can make even more money. Meanwhile, I am the one dealing with all of this stuff day in and day out. Oh yeah I almost forgot, you did give me a discount on the frame that I wanted for myself. Woo-Hoo! You made it obvious the other day how mad you were for not getting into town sooner. It’s not my fault you had to change your appointment day. Do you really think that if you had gotten to the practice before *bleep* did, you could have rescued us from doing business with them? Give me a break. To make matters worse, you roll your eyes and talk under your breath while you peruse the POP and inventory. My shrink says that when this type of behavior surfaces you and I are only growing further apart from the ultimate goals of what is best for the patient and the practice.

I told the shrink that sometimes I feel like my working relationship with you is like an action game. Don’t you agree? I get a patient that is fired up and unloads on me. I take the heat and get the patient cooled down. I rush to relay back to you what I believe to be specific, important concerns this patient has with your product. You got my back, right? Before you became a Rep you said you worked in a private practice as an Optician. So how about I wiggle my nose and >zap< you magically appear as Super Optician Rep and take care of these concerns instantly? Bonk. Game Over. Try again. Instead if you could just listen and ask me how you can help. No need to always put your two cents in since you weren’t there in the first place.

It really does get aggravating at times trying to get in touch with you. I know you say it’s not intentional and your company is going through some changes. Maybe they should hire you some help since you have hundreds of accounts to service. Just try to remember that nothing puts you in the dog house quicker than not returning phone calls or sending us on a toll free number wild goose chase. BTW, we called the toll free number and they said they would email you and have you call us back. That is freaking insane.

I have been working with Dr. C. Clear and he wants me to let you know that his money doesn’t grow on trees. He must be referring to that promotion that expires at the end of the month that you have been calling him about. Please don’t call him on his cell phone anymore. He said you must be desperate for a sale. The minimum order requirements and your urgency are total turnoffs. He wants me to ask you (if I can ever get in touch with you) where the product is for his wife that you said you were sending two weeks ago? Between you and me I would do everything possible to get that here quickly. I’m running out of excuses for you. Every time he walks a patient into the dispensary he tells them about your product. Please don’t tell me it’s on backorder. He will freak out. I changed my mind, you can call his cell phone on this one.

Dr. C. Clear shared some crazy Rep stories with us the other day. Last year he was working around the clock to open a new practice and had taken some time out to meet with a few Reps. One Rep actually came back to pick up their frame catalog the next week. Something about he wasn’t sure if Dr. C. Clear was ever going to open an account but another practice in town had and he needed to give the catalog to them. One time a Rep came in and said that if Dr. C. Clear didn’t pay his bill in the next day or so the Rep would have to pay the company back for the commission on that sale. Dr. C. Clear boxed up all of the Rep’s products and shipped them back and closed his account with the company. Sometimes Reps aren’t the best bill collectors.

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If Dr. C. Clear catches a Rep talking negative about another Rep or company he will dial the competitor’s phone number and hand the Rep the phone before they even realize it. Why waste time talking behind each others back? If two Reps are in the practice at the same time he will sit down with both of them together. Even though they represent opposing companies he lets them debate while figuring out what will work best for his practice. His philosophy is why not kill two birds with one stone?

Whatever that means.

He loves telling the ones about the frame Reps that lug in gigantic sales bags with hundreds of frames and yet they are wearing a competitor’s brand. He asks them why he should buy their product if they obviously aren’t sold on it enough to wear it themselves. And unless you sell ready made readers don’t wear them and think he won’t notice and say something.

I know my shrink says not to live in the past but I sure wish things could get back to the way they were when we first met.

You would call and check in on us with no strings attached. You had no problems making something right even if it meant you had to jump through some corporate loop holes. You didn’t fault us for being one of your smaller accounts. You treated us like we were your biggest and the best.

Well I gotta run, my phone is ringing. I hope that’s you calling me back. If not, I’m sure once you read this you will be sending me an email. My email address is: owd.ginny@yahoo.com. I am also sending this letter around the world and look forward to sharing your two cents in the coming months!

Respectfully, Licensed Dispensing Optician

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

INTO THE NEXT CENTURY: Are Opticians Ready for Change?

THIS SERIES OF ARTICLES IS BASED ON THE QUESTION ABOVE, AND THIS IS THE FINAL ARTICLE ON THE SUBJECT. ARE OPTICIANS READY FOR CHANGE?

The author has taken a great deal of time to describe changes happening all around us, and unfortunately we are simply letting them take place with little voice in the matter. Let us look at change itself for a moment. Much of this comes from a research project conducted earlier, and offers the following: Supporting Theory of Change This research is based on two supporting theories and a construct from another to study the problems facing opticians. The theories of action were developed from earlier research by Chris Argyris and refined by Argyris and Schön in 1974. It’s actually two theories, theory-in-use and espoused theory. This study will apply the theory-in-use version. The theories of action (theory-in-use and espoused theory) developed by Argyris and Schön in 1974 and the Decisional Balance construct from the Transtheoretical Model support some of the important constructs in this study. Understanding these theories is important to grasp the study’s complexities which underlie the nature of the problem being studied.

Argyris and Schön considered three elements in their model: Governing variables, Action strategies, and Consequences.

Governing variables are described by Smith (2001) as values that people strive to keep within an acceptable range. This in turn has an effect on a person’s action strategy, the second element in the model. Action strategies involve a person’s actions to keep their governing variables within an acceptable range (Figure 1). This is a critical element in the model, particularly when there are conflicts between different governing variables.

For instance, in this study it may be found that there is a conflict between the governing variable “income” and “education” where an optician may be satisfied with their current income and disregards the need for more education although the consequences may be a loss of income. In this case the optician will

Part V

probably believe that the result of their inaction not to increase their education will not affect their income. Additionally, tradeoffs between governing variables are usually made when the action strategy is developed.

The third element in the theory-in-use model is the consequences of the action strategy used by the person.

When there is congruence between the governing variables as the action strategy is implemented, the consequence of the strategy is confirmed. In other words, the theory-in-use is confirmed. However, if the consequences are unintended, that is the action strategy worked against the governing values (variables) then the person must reflect on or “learn” how they can make the action strategy more effective. This is called single-loop learning.

Double-looped learning occurs when the correction of the unintended consequences result in the modification of a person’s or an organization’s values, goals, or underlying philosophy. In this case the person or organization questions the governing values and they must learn to develop a new action strategy.

Figure 1. Argyris and Schön’s Single and Double Loop Learning Argyris and Schön’s theory on congruence and learning directly applies to the problem confronting opticians in the United States. It is a group with varied educational, training, and licensure differences. Their governing variables differ significantly from person to person and the consequences confronting opticians if they make the wrong decisions are significant.

Continued on page 24

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The Decisional Balance construct of the Transtheoretical Model, as described by Velcier et al. (1998), is utilized in this study to explain the change that the study’s key constructs may be subjected to as opticians go through a process of change.

The Decisional Balance construct shows how an individual considers the importance of pros and cons of various decisions and how they change as they progress through the five stages of change (http://www.uri.edu/research/cprc/TTM/detailedover view.htm). Although the Transtheoretical Model and the Decision Balance construct is intended to explain individual behaviors, it is applied to organizational behaviors in this study.

It is further theorized that the behaviors of opticians as a group is actually the sum of the individual behaviors.

undergoing. The profession is at a place in time where there is recognition of the need to change and discuss the direction it needs to take in the future. (Opticians Association of America, 2002) This research will be a step towards helping to decide proper change strategies by providing some direction as to the education and training required of future practitioners.

The five stages of the process of change are as follows: Precontemplation — In this stage people do not have the intention to change or take action. They are characterized as being uninformed as to the consequences of their present condition.

Contemplation — People in this stage intend to change as they become more aware of the pros and cons of changing.

They may still be ambivalent to the situation.

Preparation — People in this stage intend to take action in the near future. They have an action strategy but it has yet to be implemented.

Action — In this stage people have implemented their action strategy.

Maintenance — In this stage Velcier et al. (1998) describe it as a stage where people are “working to prevent relapse but they do not apply change processes as frequently as do people in action” (Smith, 2001). This is where the construct as presented by Velcier, et al, is redefined for this study. For this study, the Maintenance Stage represents the stage where the person or organization is confronted with the consequences of their actions or action strategy. If the consequences are positive then efforts are made to maintain the positive consequences; however, if the consequences are not positive and go against the interests of the organization then “learning occurs” and a reconsideration of the actions previously taken have to be made in order to move forward. The modified Decisional Balance construct for this study is shown in Figure 2.

The Transtheoretical Model’s Decision Balance construct describes the stages of change from the early contemplation of the need for the intervention, to the recognition and discussion of the pros and cons, to the preparation to change, to implementation of the intervention, to measurement of outcomes.

This theory aptly describes the process opticians are currently

24 | EYECAREPROFESSIONAL | OCTOBER 2010

Figure 2. The decision balancing process with the five stages of change by Velcier, et al (1985).

Discussion and Conclusion I often wish I had a much greater amount of time to write on these issues, and will eventually turn my thoughts into a book on the subject. Unfortunately opticianry is a different kind of animal, as any talk of moving to a formal education system is met with great disdain from many, because it was the way they were trained. As I have shown, it is the Achilles heel many do not want to talk about. I have shown that we are far behind our international peers, and that the general public has much higher expectations of us than we can currently meet. Technology and changing demographics require we change, and the general lack of licensure requirements validates that we are not really recognized as a profession in most states in the United States.

We must improve and not only accept, but embrace new concepts to advance this field beyond where it now resides, or I, for one, feel it will be too late. My comments are not meant to offend anyone who trained as an apprentice. Far from it, I want the entire field to improve, and that will not only help the future optician, but will lift all boats! Think about it, and join me in the effort to advance opticianry through education. We need your help, the profession needs your help, and at the very least, I hope I have stimulated some thought and discussion on the matter. ■

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Managing Optician Anthony Record, ABO/NCLE, RDO

Words Words Words morning, may I help you?” That greeting would give the potential patient the opportunity to reply with a no. “No thank you, I’m just looking.” But asking how may I help you will stimulate more interaction. Generally speaking, 90% of the questions you ask your patients should be open-ended questions – questions that cannot be answered with a simple yes or no.

Perfect is a powerful word. For years I have urged opticians to use this singularly effective word to increase patient acceptance and satisfaction when it comes to progressive lenses. Imagine the following scenario: You place the glasses on your patient’s face and say, “Don’t worry, you’re not going to be able to see for a second. There are plastic decals on these Long before their phenomenal success with lenses to make sure that I measured them correctly Saturday Night Fever, the brothers Gibb, better and that the lab made them to our specifications.”

known as the pop group The Bee Gees, had a hit single with the deceptively simple title: Words.

I say deceptively simple because it was filled with sincere sentiments, infectious harmonies, and was commercially successful. In his unmistakably recognizable signature falsetto voice, brother Barry observed, “It’s only words, and words are all I have, to take your heart away.”

And so it is with an eye care professional. While many preliminary things are also important – things like appearance, experience, knowledge, the office environment – in the success or failure of the patient/professional relationship, once an ECP says, “Good morning, how may I help you?” all he or she has left is words. And while eye care professionals are not there to technically win the patient’s heart, in many ways they are. After all, the professional is seeking to establish trust and credibility in order that the patient will accept his or her recommendations; and the dispenser has a very limited time to achieve that lofty goal. Choose your words wisely.

Notice that even in the above example of a typical greeting, words were wisely chosen. What if the greeting had been,“Good 28 | EYECAREPROFESSIONAL |OCTOBER 2010

As you close your eye and say look here...now here...in a hushed yet audible voice you say, “Perfect!”

As you remove the decals and make any minor adjustments, the patient is awaiting her perfectly measured, manufactured, and adjusted eyeglasses. What if instead of “perfect,” the patient heard, “Look here...oh the reading area is a bit low; let me fix that for you.” First, the patient is wondering why you have to “fix” her $600 glasses, and in her mind, every time she has to raise her head to bring an object into focus, it’s because you made the progressives too low.

With apologies to any optometrists who read this, is it better at one...or two?

1) “Studies show that these Acme brand lenses are the best in the industry?”

2) “I’ve tried at least half-a-dozen different brands, and I have to say that I prefer these Acme lenses over all the others. They provide the sharpest and clearest vision I’ve ever experienced.”

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I hope you agree that #2 is far superior to number #1. Why? The simple word “I” makes it so. Whenever you can use first-person language to describe the efficacy of your products, patient acceptance levels will soar.

Using the right words to craft effective questions can literally make or break your success as an eye care professional. Here are a few classics: Where did you get your last pair of glasses?

This one gets answered fairly quickly, and must be followed with, “How come you didn’t go back there?” When you ask those two questions, the next step is shutting your mouth and listening...no...really listening. You are not listening with the intent to reply, you are listening with the intent to understand.

At that point, you have unique insight into what caused such patient dissatisfaction that the patient switched eye care providers. Another important question to ask is whether or not a patient has ever had to return to the examining doctor for a “re-examination.” This one is a little tricky and you should experiment with your own words to come up with effective verbiage. Finding out that there is a pattern of non-acceptance of prescriptions alerts the optician to the necessity of trial framing the patient. This could save you hundreds of dollars in unnecessary remakes.

Years ago in my first management position, my regional manager was on my back because my office’s accounts receivables was much higher than my apparently more experienced colleagues in our district. After speaking with him for a few minutes we decided the words I and my team members were using to conclude the dispensing process were the main culprit when

30 | EYECAREPROFESSIONAL |OCTOBER 2010

it came to my store’s unacceptably high receivables. The words we had been using went something like, “That comes to a total of $453. Would you like to pay for that or leave a deposit?”

Changing that to, “That comes to a total of $453...will that be cash or charge?” reduced our accounts receivable by 50% almost overnight! Ah, the power of words.

Sometimes when it comes to words the reason we are not effective is that we have never learned the right words to use in a given situation. In a recent leadership seminar I was facilitating, I asked the attendees to raise their hand if they felt they deserved a raise. As you might suspect, nearly everyone raised a hand. Then I asked how many people had actually asked their boss for a raise in the last few months. Not one hand was raised.

I felt obliged to share with the attendees powerful words I learned from one of my colleagues at Rockhurst University, Jordan Davis. Jordan’s audio presentation, The Power of Persuasion, is filled with almost magically persuasive words and phrases. Here’s the phrase he created to confidently ask for a raise: I believe it’s time my salary be raised to match my efforts and accomplishments. Wow! After sharing that sentence, I asked how many people were going to ask for a raise in the next few weeks. Almost everyone raised a hand.

Of course sometimes the shoe’s on the other foot. As a manager or practice owner, has an employee ever asked for a raise, but doesn’t really deserve one? As their boss, how do you handle that uncomfortable scenario? Here’s a suggestion: Your raise will become effective as soon as you do. See, not only are they powerful, sometimes words can be funny too. ■

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Second Glance Elmer Friedman, OD

Photo: Courtesy of The New York Times

Lady Gaga and the Circle Contact Lens

LADY GAGA is a singer/entertainer noted for her unusual approach to her profession. She wears exotic outfits like the one seen in her latest video, “Bad Romance”. In the much talked about bathroom scene she created a look with her dark, shiny, extra large anime cartoon like eyes that caused a storm of curiosity in the USA and all points overseas. Some commentators believe it was generated by a digital technique.

Nevertheless, teenagers and young women have grasped the circle lens as the latest item in their search for a different venue to express themselves.

Asian girls are notorious for wanting a change in their looks to make them look different. That means a whiter or fairer skin,

double eyelids and bigger eyes. This has produced a boom in the consumer’s demand for Asian cosmetic items. Korea has led the field, not only in cosmetics but also in their ethnic foods production and now the “big eye” contact lens. The lenses are imported from Asia and come in a dark color as well as violet, pink or lime for a special effect. The diameter of the lens is usually about 14mm. This is more than needed to cover the average cornea diameter. While it is not unusual as a standard soft contact lens size, the effect as a dark lens, edge to edge, is nothing less than spectacular. We thought that with the arrival of Halloween we would, once again, have to endure the traditional, scary fright lenses. But no! Now the “Circle” lens looms large on the horizon. The little beggars make the eyes look unusually large since they cover not only the cornea but also an extra margin of the sclera.

The country of Thailand refuses to be overlooked in this madness. It is not unusual to find a group of female college students in their cafeteria surrounding a tray containing tiny vials, the lenses are submerged in a saline solution labeled with color descriptions like, “Candy, “Magic Color”, or “Barbie”.

Many Thais are attracted to the big eye lenses since they believe that they achieve a cute, babyish look. One student, Darapan Wisutthiareeruk, says, “They make you look like a baby doll.”

Some young men have come under the spell of the anime cartoon look. Chaiwat Muangthong is one of them and claims, “I want to catch people’s attention.” He also sports a thornytousled lavender hairdo with matching lenses. “I match my hair color to my lenses,” he adds. He has run the gamut of lens colors from ocher to pink to blue to green. Thai youngsters see the cute look as a special prerogative. The subculture dictates that a girl must be doe-eyed. An extra added attraction is afforded to the wearer by the glistening, watery sheen appearance given to the big eyes.

Chantal George, age 19, has a collection of fourteen pairs of Circle lenses accumulated over the past three years. Even at $20 to $30 for each purchase, she just can’t resist. She states, “I’m hooked. It’s all for the fun of it. For the same reason I’d pick up a hoodie or a pair of jeans with a crazy design on them. It’s an Continued on page 34

32 | EYECAREPROFESSIONAL | OCTOBER 2010

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extension of fashion, Chantel says. “It’s not that the lenses make me look prettier, it’s a conversation starter and provides an aura of something interesting.”

These lenses might be considered just another fad; however they are imported as contraband. This gives the eye care provider serious concerns. It is illegal in the U.S. to sell any type of contact lenses, corrective or cosmetic, without a prescription. Yet, as in other cases of illegally distributed lenses, they are easily available via the internet. Message boards and YouTube videos are buzzing with information about these lenses spread by teenage girls and announcements where to buy them.

The price of the lenses includes plano decorative lenses as well as those with corrections. Acuvue, FreshKon and Clearvue companies are the chief manufacturers of this remarkable lens.

Knowledge of this lens has been talked about for seven or eight years. Only recently has its popularity reached unexpected proportions.

Wannabe celebrities and front page seekers are called “ulzzang girls”. They provide sexy head shots of themselves online, invariably sporting Circle lenses to call attention to their eyes.

Ulzzang means “best 14 mm Circle Contact Lenses face” in Korean but also means “pretty”. Voting and chatting are done on many sites. There are contest sites, both internet and real where the best Ulzzangs are selected. Some Ulzzangs are attractive and their gained popularity has skyrocketed interest in the Circle lens. To become a bona fide Ulzzang, young girls will use products like fake eyelashes, skin foundations, eyelid tape, etc. Some have become celebrity figures such as actors, singers or models.

“If it’s not getting enough oxygen, the cornea can develop an infection or an ulcer which may lead to permanent blindness.”

He adds that in addition to a proper fit the care and management of the lenses are important to prevent infections.

The other side of the coin is expressed by those who note that no reported case of damage due to Circle lens use exists. They argue that FDA approved lenses may also cause negative results in spite of the rigid restraints espoused by our national regulatory system. The YouTube video, “Lady Gaga Romance” has been watched more than 9.4 million times. It has been the single most significant thrust that accounts for the wide appreciation among our teenagers.

A young Japanese girl wearing the contact lenses.

The lenses are extremely popular in Japan, Singapore and South Korea. They are starting to make their appearance in American and Canadian high schools and colleges. Students and young women claim that wearing the lenses is akin to the use of mascara or eye liner. According to FDA rules, any website that sells contact lenses online is required to verify prescriptions with the customer’s eye doctor. In contrast, sites that are selling the Circle lenses allow the customers to indicate their prescription values as well as their choice of color. Karen Riley, an FDA spokesperson states, “Consumers risk significant eye injuries, even blindness, when they buy contact lenses without a valid prescription or help from an eye care professional.”

Some students were suspicious at first. However, a groundswell of satisfied users has convinced others that the Circle lens could be successful. Many have become addicted to the use of this new development. A video makeup artist states, “It’s all about the eyes, in makeup. They love that innocent look.” The popularity has spread to other races. For instance, students from Africa can achieve the “Avatar” look with the use of a gray tint to create that mystical, out of this world look. Overseas manufacturers are well aware that shipments to the U.S are illegal.

However, they state that they are sure of the safety. This is why, they add, that so many positive recommendations are made by customers to their peers. The situation provides a ready made market for the manufacturers. However, internet bloggers have described the lens as “an alien appearance”, “scary,” freaky”, “something from a Japanese horror movie”, “creepy” and “weird”. And those were the more conservative comments. ■

Another criticism comes from Dr. Mark Fromer, an ophthalmologist at Lenox Hill Hospital in New York State. He says,

Many a man wishes he were strong enough to tear a telephone book in half...particularly if he has a teen age daughter. –GUY LOMBARDO

34 | EYECAREPROFESSIONAL | OCTOBER 2010

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Dispensing Optician Lindsey Getz

Selling Safety SELLING SAFETY EYEWEAR can open more doors for you— just be aware of the critical education component that comes with carrying these frames.

More than 2,000 people injure their eyes at work every day and of those total work-related injuries, 10 to 20 percent will cause temporary or permanent blindness. Experts agree that more than 90 percent of these injuries could have been prevented with some simple precautions. That makes wearing the right safety eyewear critical. Unfortunately, those who tend to wear their safety eyewear the most often and keep up to date with their safety eyewear needs are usually people who have already had accidents. As eyecare professionals, selling safety eyewear should be more than a revenue booster—it’s also an opportunity to educate.

“It’s definitely true that people who have already suffered from an eye injury are the patients that are the biggest buyers of safety eyewear,” reports Terry V. Hulvey, optician and owner of Harrisonburg, Va.-based Colonial Optical. “If that person who has suffered a serious injury could use themselves as an example where they work, and tell everyone that they know first-hand the benefit of wearing safety eyewear, then it could help save a lot of eyes.”

It’s also the eyecare professional’s responsibility to help educate the patient. Patients should be taught how to properly wear

their eyewear and be instructed to wear them at all times in the field/workplace. Too many times workers wear them on top of their head, instead of over their eyes, or even worse, forgo them all together. There is often a, “It won’t happen to me” mentality.

But wearing safety eyewear is a simple way to prevent serious injury. According to Prevent Blindness America, the most common causes of eye trauma at work include flying objects, tools, particles, harmful radiation, and chemicals.

Hulvey says that he also likes to see some kind of ultraviolet filter on every pair of safety eyewear because even fluorescent lights in a place such as a factory, will put off a small amount of UV. “And UV protection is especially important for someone working out in the sun,” he adds.

Polycarbonate lenses are pretty much the standard today and they’ll protect eyes from not only debris (they’re about 10 times more impact-resistant than plastic or glass) but also UV light.

Today’s safety eyewear wearers also like the fact that the lenses are thin and lightweight. Of course the downside is that the lenses are not as scratch-resistant and since frames may get more “beat-up” in a work environment, this is sometimes a complaint. However, polycarbonate is less likely to fog, which is also a common annoyance for safety eyewear users. Regardless of what material is used, the lenses must meet or exceed OSHA requirements for eye protection.

Beyond the Workplace It’s important to help patients recognize that safety eyewear is not only for work. There are many circumstances where safety eyewear should also be worn at home such as mowing the lawn, working in the garage, or operating any sort of machinery or tools. “Honestly, even things like microscopic fiberglass particles that you can’t even see on nylon could be of danger,” says Hulvey. “If that happened to get in your eye and you rub it, it can actually cut the membrane of your eye.”

Hulvey says he makes a point to educate patients about wearing safety eyewear at home. For those who are purchasing their workplace eyewear, it could mean a second pair sale. “We don’t want the worker taking their safety eyewear off premises and using them at home for their everyday needs,” he says. “We encourage patients to have another pair at home. The workContinued on page 38

36 | EYECAREPROFESSIONAL | OCTOBER 2010

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place eyewear needs side shields, but you may not have that on the type of safety eyewear you’d wear for at-home tasks.”

Gary Kirshner, OD, owner of American Vision at the Court in King of Prussia, Pa., says that he also looks to get additional sales by encouraging safety eyewear patients to come to his practice for their everyday eyewear needs as well. And it’s also a way to reach out to family members that may have their own eyecare needs. Kirshner used to have some big contracts with a few local companies that required safety eyewear. He’d go on-site with a couple of his employees and the lensometer, and handle the eyewear for the entire workforce. “We’d come in with maybe 12 or 14 different styles and set up a sort-of assembly line to get everyone taken care of,” he recalls. “Then we’d go back two weeks later with the glasses.”

Kirshner admits that as a side business safety eyewear may not be that profitable—unless you secure a few contracts with large companies like he once had. Today he has found it hard to compete with other local companies that specialize specifically in safety frames. However, Kirshner does continue to carry safety eyewear and says he will still get patients who come in specifically asking for it.

Making the Sale Since they are a requirement for many jobs, and since companies often contract with a local eyecare practice to service their eyewear needs, safety eyewear is not a hard sell. “What is the hard sell is getting the employee and all their family members to also get their regular ophthalmic frames here,” says Hulvey. “And to drive home the message that safety eyewear is needed at home, too.”

Hulvey says that the right education and marketing is his best strategy. He has actually run “accident videos” in his waiting room to enforce how critical safety eyewear can be. Kirshner has also made some marketing efforts as well. At one point, he says, he read an article that had information stating that car dealerships could save on their insurance if employees wore safety frames. He wrote to local dealerships in his area to market his services.

If you decide to get into the safety eyewear arena, it would be wise to inform local companies that you’re doing so. Most industrial companies require that all of their employees wear OSHAapproved eyewear. Though they’re likely already contracted with someone, if you can bid a better price, you just may gain a whole new market of customers. And as Hulvey and Kirshner point out, those workers often come with a family who may also have eyewear needs. ■ Additional source http://www.preventblindness.org/safety/worksafe.html 38 | EYECAREPROFESSIONAL | OCTOBER 2010

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Optical Anecdotes Mary Armstrong, ABOC

Jokus Focus POptical Art “Good Opticians never die.

They just lose their S(p)EX Appeal.”

State of the Art At the conclusion of the in-store training session on a much anticipated new multi-focal lens with a much-in-demand, wider intermediary channel, we were informed of the price to the customer. One of my associates in front of me leaned over to the dispenser sitting next to him and said in a subdued voice, “They should call it the “Mercedes Lenz.”

Theme Song After a particularly hectic rush of customers in the second busiest location in the state of a Big Box mall optical store, all the frayed dispensers were trying to regroup, when in the returning quiet, the overhead music could once again be heard, an original rendition of Tracey Chapman’s. As I am a subscriber to the idea that there’s a theme song for every occasion, I poked my head down to the slot used to push eyewear job trays back and forth to the lab under the bullet-proof glass wall that separated the lab from the retail area.

The Lab Manager was performing a final inspection as I said to him, “Hey, Robert, What’s the (insert store name) Associate Theme Song? His face went blank as he stood poised with PD stick in one hand and a pair of eyeglasses in the other. He shrugged and his expression never changed as I replied, “Give Me One Reason to Stay Here (& I’ll turn right back around).”

Case Study My boss in a Mom and Pop independent optician office was 5’6”. I am 6’ barefoot, 6’3” in heels, which is where I towered over him from 9-5, M-F for 5 years, altogether. Our customers and other workers in the building never missed an opportunity to comment on these disparities: Male/Female; Older/Younger, Handsome/Pretty; More experienced/ Better at frame styling, etc. Being a career optician, he relished unexpectedly dropping one of his original observations on me, just when I thought I had heard them all.

We had just received an annual shipment of 1,000 assorted eyeglass cases, on which I had negotiated an attractive volume discount. The boxes were tightly packed and stacked on shelving in the lab and as I was retrieving the desired box from the top shelf (well out of his reach), arms fully extended upward, aided only by the heels of my shoes, he said to me, “Want me to get you a piece of paper to stand on?”

Stuck in the Middle with You The afternoon rush was upon us in a two-dispenser office, when a particularly needy customer came in complaining her frames were still sliding down. It was a hot summer day when she made this one of regular weekly appearances. She always rode the bus, worked up a sweat walking from the bus stop to the office and as her hygiene was remiss, her complexion oily, I was always reminded of the TV commercial of Andy Granatelli trying to hold onto a screwdriver dipped into STP engine additive.

As I was cementing a pair of build-up pads into the bridge of her frame with Super Glue I managed to cement my left hand to the frame and the thumb and forefinger of my right hand – together. I went down the hall to the contact lens fitting room where my boss was instructing a customer on lens insertion.

I knocked with my shoe. Although when he opened the door, my predicament apparent without explanation, my sense of urgency compelled me to demand, “I need you to help me – NOW!” It took ten minutes with a paint brush and acetone to get free.

The first few minutes as he daubed my right thumb and forefinger, he could not stop laughing. I was NOT amused. Using super glue when you’re in a hurry? “Don’t try this at work.”

Look me in the Eye An Optician explaining to his teacher customer, who was on the faculty of a pretty rough neighborhood school district, that he would be using the Pupilometer to determine the location of the optical centers for the new glasses - that it measures the distance between the pupils prompted this question: Continued on page 42

40 | EYECAREPROFESSIONAL | OCTOBER 2010

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1.586

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$

Thin & Lite® 1.6

1.596

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Thin & Lite® 1.6 Transitions® Gray

1.596

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Thin & Lite® 1.6 Transitions® Brown

1.596

-10 to +6

-6.00

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$

Thin & Lite® 1.67

1.660

-10 to +6

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$

Thin & Lite® 1.67 Transitions® Gray

1.660

-10 to +6

-6.00

Coated

$

Thin & Lite® 1.67 Transitions® Brown

1.660

-10 to +6

-6.00

Coated

$

$

69.98

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79.98

119.98 119.98 119.98 119.98 $

99.98

124.98 124.98 129.98 159.98 159.98

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Teacher: “Can I get one of these for my classroom?”

Optician: “Why?” Teacher: “So I can check the distance between my pupils.”

Getting the Short Stick An optical shop began experiencing complaints from customers about vision problems with their new glasses – manifested symptoms were those created by unwanted, induced prism. There was much investigation and rechecking attempting to isolate the reason for this mystery. The problem was solved when one optician observed another who was stirring his coffee with his PD stick. It had melted and shrunk on one end causing his PD readings to be about 2 mm too narrow.

The Doctor is Not In As a dispensing optician for ten years of my working life, I performed free eyeglass frame adjustments for all comers, whether they had purchased from my establishments or not.

Many took advantage, feeling good about getting something for nothing, or at least more than their money’s worth. I was particularly dismayed when they’d bring in their visiting guests, relatives, friends and neighbors, as Word of Mouth usually takes a long time to produce bankable results. When they’d launch into their problems, etc, totally non-related to the product we supplied and supported, I felt like I was being used as a “Discount Shrink.”

In the same manner that Lucy in the “Peanuts” cartoon strip playing Psychologist/ Psychiatrist for her peers, had the perspicacity to post her service fee: “5 cents,” I have seen in more than one car repair establishment, a sign stating the Labor Price Per Hour with prices that increase in increments “if you watch”, “if you ask questions” or “if you offer advice”, the latter being the most expensive. I created my own sign: Optical services fees: Order and delivery: Included with frame/lens price COD Eyewear Adjustments $2.00 up to 15 minutes; Non Optical Topicals: Psychological Counseling: $1 per minute Advice: $2.00 per minute Grousing: $3.00 per minute Griping: Dial 1-800-GETAGRP Payment in Advance

Opting Out Optypically Just as all who have booed and hissed are not Buddhists, not all Muslims wear muslin, not all Calvinists read Calvin & Hobbs, not all baptized converts are Baptists, not all method actors are Methodists, nor Catheters used exclusively by Catholics, Presbyopia is not a religious belief of Presbyterians. Nor is MACular Degeneration a decrease in craving for drive-thru fast food. ■

Transform a life this Holiday Season Living in a remote area of Malawi, Africa, John was placed in a class for blind children.

And yet a simple eye exam and pair of glasses was all he needed to see clearly.

“My life has changed because in class I have improved because I see enough. I’m very happy because so many things which I can’t see, I will now see.”

Please donate today and give the gift of vision this Holiday Season.

Transforming lives through the gift of vision

42 | EYECAREPROFESSIONAL | OCTOBER 2010

www.givingsight.org or 1888 OGS GIVE

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

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

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

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

44 | EYECAREPROFESSIONAL |OCTOBER 2010

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Advertiser Index ADVERTISER 6Calls 21st Century Optics

PAGE #

PHONE #

WEB SITE

29

763-522-6625

www.6calls.biz

41

800-221-4170

www.21stcenturyoptics.com

Balester Optical

INSIDE FRONT

800-233-8373

www.balester.com

Clariti Eyewear

FRONT COVER

800-FRAMES-2

www.claritieyewear.com

CNS Frame Displays

30

877-274-9300

www.framesdisplays.com

Cotton Club

11

866-923-5600

www.national-lens.com

Drivewear

25

888-807-4950

www.drivewearlens.com

Eyevertise

44

847-202-1411

www.EyeVertise.com

5, 37

800-327-2002

www.feaind.com

FEA Industries Grimes Optical

44

800-749-8427

www.grimesoptical.com

ICare In a Wink

47

574-277-0718

www.icareinawink.com

i-see optical

19

800-257-7724

www.iseelabs.com

K-Mars Optical

45

800-296-1551

www.kmarsoptical.com

LBI

43

800-423-5175

www.lbieyewear.com

Luzerne Optical

31

800-233-9637

www.luzerneoptical.com

Marlin Industries

47

805-473-2743

—

My Vision Express

46

877-882-7456

www.myvisionexpress.com

39, 46

866-923-5600

www.national-lens.com

National Lens Nellerk Contact Lens Cases

49

607-748-2166

—

Opticom

38

800-678-4266

www.opticom-inc.com

OptiSource

33

800-678-4768

www.1-800-optisource.com

Optogenics

16

800-678-4225

www.optogenics.com

SECO International

23

770-451-8206

www.seco2011.com

26, 27

800-235-LENS

www.seikoeyewear.com

SEIKO Eyewear Tech-Optics

47

Three Rivers Optical

35

800-756-2020

www.3riversoptical.com

BACK COVER

800-986-0010

www.revolutioneyewear.com

True Religion Eyewear

800-678-4277 www.techopticsinternational.com

US Optical

21

800-445-2773

www.usoptical.com

The Vision Council

13

703-548-4560

www.thevisioncouncil.org/ecp

Vision Preview

51

800-972-2698

www.VisionPreview.com

17, 48

866-934-1030

www.Patternless.com

9

800-747-9235

www.x-celoptical.com

Vision Systems Inc. X-CEL Optical

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EYECAREPROFESSIONAL

INDUSTRY QUICK ACCESS

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

The powerful, fast-reactive photochromic lens.

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

Introducing a new, interactive way to prepare for the ABO/NCLE exam Online ABO and NCLE modules provide you with comprehensive education and online quizzes help you monitor your progress

Assembly & Repairs in Half the Time....

Guaranteed

Visit ICareInaWink.com to view a sample course

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

Act now! The next ABO/NCLE Exam is November 21, 2010

Screw it in, Snap it off Exclusively Distributed by

Patent Pending

1-800-OptiSource (678.4768)

Optometrist Designed

FIXATION STATION/BREATH SHIELD Two designs, each with two blinking LED’s for fixation and shield protection from moisture and odor.

RANGE EXTENDER

TWEEZER KIT

Since 1979 For Pricing and Complete Catalogue, Call: 805-473-2743 or Email: marlinind@hotmail.com

Finally extra tips & proper storage, available with cone or round-end safety tips.

A “Must-Have”, for fitting keratoconus patients.

OCTOBER 2010| EYECAREPROFESSIONAL | 47

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

Are you ready for the ABO/NCLE exam?

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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

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

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

The Premier Laboratory

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

for

In House Digital FreeForm Lenses

OPTOGENICS sm

Quality Service Quickly AR on Digitals Overnight AR’s In House: Crizals, Zeiss, AR 24

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

sm

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

Optogenics In-House Digital Team In House Comfort Enhanced Hi Index

6 for 5 on Digital Lenses

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.

6 for 5 on Digital Lenses;

In House Varilux Digitals Definity PAL & Short Digital Lenses & AVANCE AR Definity PAL & short A Winning Combination DigitalIdeal Lenses &Advanced AVANCE AR Digital Accolade Freedom Digital A Winning Combination ses: In House Varilux Digitals

= DIGITAL IdealOPTOGENICS Advanced Digital Check our Prices and Specials Accolade Freedom Digital on Optogenics.com Open your Acct. at Optogenics.com Demo log-in username: “optouser” password: “loveit”

Get in the “O” Zone Today 800.756.2020 www.threeriversoptical.com

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

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

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

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

48 | EYECAREPROFESSIONAL | OCTOBER 2010

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

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

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

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

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

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

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EYECAREPROFESSIONAL

INDUSTRY QUICK ACCESS

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

WEBSITE www.feaind.com

TM

• Videos

INC.

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

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

Clamshell Cases Lowest Prices in the Industry

Your most cost effective merchandising tools!

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

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

Call: 800 249-1058

Print too small?

We sell PALs.

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

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

RECONDITIONED SPECIALS!!

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

Call 877.274.9300 for info and catalog.

CE

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

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

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

www.drivewearlens.com

SALES HELP WANTED

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

Experienced Sales Reps Top commissions • Many Territories Available • •

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

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

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

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

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

Increase your sales to athletes!

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

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

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

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

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

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

™

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Last Look Jim Magay, RDO

My Trufocals CAROL COULDN’T STOP LAUGHING as she came through my door.

She spluttered, “You look like Dave Letterman!” In retrospect I guess that is marginally better than looking like Harry Potter or worse – Harold Lloyd, as another pal said the other night. If only someone said you look like Phillip Johnson (the famous architect), or John Lennon I’d definitely feel better... Even Tom Daschle!

The occasion for all this hilarity is my new pair of Trufocals.

A pair of small round lenses mounted in a bold titanium frame with colored temples (in my case, blue). My wife hates them – she doesn’t want me to wear them out front, afraid it will hurt my image as a style consultant. But boy, are they comfortable both in fit and function. A simple slider on top of the bridge changes the focus from far to near by moving it from left to right. Unlike a progressive, the entire lens changes power as the mechanism moves.

Each “lens” is actually a set of two lenses, one flexible and one firm. The flexible lens (near the eye) has a transparent distensible membrane attached to a clear rigid surface. The pocket between them holds a small quantity of crystal clear fluid. As you move the slider on the bridge, it pushes the fluid and alters the shape of the flexible lens. Changing the shape changes the 50 | EYECAREPROFESSIONAL | OCTOBER 2010

correction. This mimics the way the lenses in your eyes used to perform when you were younger.

The outer lenses are magnetically attached and contain your distance Rx. Dr. Stephen Kurtin, a physicist and an independent inventor is the father of the Trufocal. He’s working hard to popularize this amazing invention by getting them on as many ECP faces as possible. These lenses have been in development for 10 to 15 years, and with other new alternatives like electronic lenses coming within 6 more months it probably was a great strategic move to get these to the market ASAP! Both Elmer Friedman and I have written about these in other issues but reading about them doesn’t prepare you for the experience of wearing them and seeing the change of focus as you slide the mechanism to adjust the lens.

Downsides, ah yes...they’re not without some negatives.

Appearance for one thing, (but engineers and techno geeks love them), I’ve noticed unusual reflections in certain lighting conditions, they seem a bit fragile – wouldn’t want to wear them doing yard work. Cleaning them is a bit complicated with magnetically attached outer lenses and a delicate membrane inside.

Peripheral vision is a bit limited for me due to the small lens size, about 40 mm. And of course the steep price – retail of $898.00 (though compared to the new free form PALs they aren’t out of line), and about 8 weeks for delivery means they aren’t for everyone. On the positive side, they work slick, you can interchange front lenses – Transitions® lenses are available as well as sun lenses, – and they do attract a certain amount of attention. ■

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Exceptional Optical Education & Exhibits

November 5-7

Fort Lauderdale Convention Center

Attend the Nation’s Leading Optician Event in a Fabulous Vacation Location • Convenient location, 8 miles from Fort Lauderdale International Airport with the host hotels directly across the street from the Convention Center • In a Scenic location on the beautiful Fort Lauderdale Intercoastal Waterway • Choose from over 45 hours of world class education with 3-4 courses options hourly • Presented by the Nation’s best optical educators & trainers • Full CE schedule & all the details available online at;

VisionPreview.com

updated regularly

NEW: A dedicated track of education for Optical Retailers on what you need to know to make your optical grow.

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Providing all opticians with the best and most affordable education available anywhere!

Attend the Largest Optical Exhibit in Florida • Over 100 of the optical industry’s leading suppliers • Preview the latest in international eyewear, sunwear and fashion accessories.

• Everything for the optical professional - labs, lenses, coatings, computer software, frames plus frame displays and office furnishings.

Exhibits Open Saturday - November 6th 12:00n-6:30pm Sunday - November 7th 10:00am-2:00pm

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