EyeCare Professional Magazine October 2010 Issue by ECP Magazine

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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

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

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

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

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

ARE OPTICIANS READY FOR CHANGE? Only through an increase in education and licensure can Opticianry reach its full potential by Warren G. McDonald, PhD

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

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.

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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

2. Viva International Group The BONGO Eyewear collection features a playful mix of temple treatments and floral designs. BONGOâ&#x20AC;&#x2122;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 frameâ&#x20AC;&#x2122;s handmade acetate temples. www.vivagroup.com

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

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 Scarletâ&#x20AC;&#x2122;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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I N T R O D U C I N G T H E U LT I M AT E C O N T R A S T E N H A N C I N G L E N S WITHOUT AUTUMN GOLD

WITH AUTUMN GOLD

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

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

T H E

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

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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.

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. Cosmetic

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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. 20 | EYECAREPROFESSIONAL | OCTOBER 2010

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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

22 | EYECAREPROFESSIONAL | OCTOBER 2010

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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.” Continued on page 30

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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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