EyeCare Professional Magazine October 2011 Issue

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AFFORDABLE EYEWEAR & SUNWEAR / PAGE 6 A NEW SOCIETY FOR OPTICIANS / PAGE 14 October 2011 • Volume 5, Issue 46 • www.ECPmag.com

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

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OCTOBER 2011

EYECAREPROFESSIONAL

Vol. 5 Issue 46

Features 6

Courtesy of Danish Eyewear

Contents

Magazine

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

by ECP Staff

14

SOCIETY TO ADVANCE OPTICIANRY The goal of the SAO is to recognize and allow advanced opticians to promote their credentials.

7

by Warren G. McDonald, PhD

18

DO CLOTHES MAKE THE ECP? Our appearance as medical professionals is crucial in building our patientâ&#x20AC;&#x2122;s trust.

by Judy Canty, ABO/NCLE

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OPTICAL FIRING Managers should handle the unpleasant action of firing in an efficient and sympathetic manner.

by Anthony Record, RDO

34

30

DISPENSING SOUND AND VISION Profile of EyeCanHear, who provide comprehensive hearing programs for ophthalmologists.

by Lindsey Getz

36

HALLOWEEN SAFETY TIPS Colored contact lenses are just one of the potential dangers children face on October 31st.

by Elmer Friedman, OD

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

Departments EDITOR/VIEW .....................................................................................................4 INDUSTRY PROFILE........................................................................................24 MOBILE OPTICIAN .........................................................................................28 THE FASHIONABLE ECP.................................................................................30 OD PERSPECTIVE ............................................................................................38 PRACTICE MANAGEMENT.............................................................................42 ADVERTISER INDEX .......................................................................................46 INDUSTRY QUICK ACCESS............................................................................47 LAST LOOK .......................................................................................................50

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EYECAREPROFESSIONAL

Editor / view

Magazine

by Jeff Smith

Rx for Recession ’ve just returned from Vision Expo West in Las Vegas, and the one topic on everyone’s mind was the economy. I heard varying accounts of how the recession/slump/downturn is affecting independent practices across the country. It seems the most diversified dispensaries are doing ok, although it appears a number of high-end practices are still struggling. The attendance at the Expo was actually pretty good, and the consensus among our writers is that the eye care industry is better positioned than most to weather this period of slow to no growth.

I

Eyecare Professional Magazine would like to hear how you are coping in these challenging times, so please email editor@ecpmag.com and let us know how the current climate is affecting your practice.

Aside from the ubiquitous “R” word, this month we have the usual assortment of entertainment, editorial, and education: We are featuring the latest in affordable eyewear and sunwear, an area of the market which is more important than ever. Warren McDonald describes how the new Society to Advance Opticianry isn’t just another organization, but a group committed to promote opticians who have advanced credentials. Judy Canty illustrates the importance of a professional appearance in the modern optical dispensary.

Anthony Record alerts managers on the correct way to terminate an employee, sympathetically but also with the practice’s best interests in mind. If your practice is hiring and is suffering from a lack of qualified applicants, Ginny Johnson has the solution. Paul DiGiovanni interviews Rick Norwood of web-based optical vendor Norwood Vision Group.

First impressions are everything in this competitive marketplace, and your dispensary should reflect that, states Laura Miller. Halloween – as Elmer Friedman aptly explains – is the time of year to be weary of colored contact lenses and other potential hazards. Lindsey Getz profiles EyeCanHear, a company that provides comprehensive hearing programs for ophthalmologists.

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

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

EDITORIAL OFFICES 111 E. Pennsylvania Blvd.

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

by OptiCourier, Ltd. Delivered by Third Class Mail Volume 5 Number 46 TrademarkSM 1994 by OptiCourier, Ltd. All Rights Reserved.

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

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

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

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

For Back Issues and Reprints contact Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com Copyright © 2011 by OptiCourier Ltd. All Rights Reserved

Jason Smith discusses a difficult case study that provides a cautionary tale for ECPs everywhere. Gary Fore describes the importance of teamwork and customer service, and Jim Magay offers some unique views on dealing with the economic crisis.

This is only part of what this month’s issue has to offer, and please remember that all of our articles are also available online at: www.ecpmag.com. We also have an interactive, digital version of the complete magazine – advertisements included – on the website. Also check out our OptiBlog, which enables readers to post comments at the end of each article.

4 | EYECAREPROFESSIONAL | OCTOBER 2011

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

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Affordable 1

1. Viva International Group This fall, CANDIE’S Eyewear introduces two new women’s optical styles, inspired by the intricate metal detailing found in the CANDIE’S apparel and accessories collection. The styles fuse together handcrafted materials and striking color combinations to create fashion runway-inspired designs for the trendy lifestyle of today’s CANDIE’S girl. www.vivagroup.com

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Eyewear 2. Morel Eyewear LIGHTEC is now available in 6 new rimless models (3 for men and 3 for women) with a slim stainless steel temple over-molded with colored polyurethane rubber (latex-free).

Consistent with the LIGHTEC range: 100% stainless steel products fitted with an exclusive screwless “alpha” spring hinge. www.morel-eyewearusa.com

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3. XX2i – Visionary Optics Affordable eyewear for our times, the XX2i line is fully Rxable and offers dealers 66.7% margin and a unique configuration – two frames, two lens cloths, 5 lenses and a beautifully engineered hard case to hold it all. Most patients won’t believe the price and quality of the eyewear, bumper to bumper lifetime warranty is standard. www.xx2i.com 4

4. Danish Eyewear The Danish Eyewear collection of UNITY, Cph-Stage and Danish Eyewear is dominated by plastic and metal frames in the latest colors – the frames are international collections with the touch of Scandinavian look. www.danisheyewear.com 5. Jee Vice Handmade with love and passion, each Jee Vice frame is designed specifically to fit the contours of a woman’s face.

Reminiscent of the glamour of old Hollywood, the Jammy is a stylish frame with a fantastic fit and is available in a variety of innovative colors, such as the featured Jammy Burgundy Silk. www.jeevice.com

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5

6. Modern Optical A woman’s eyes are one of her most important features, and they deserve to be accessorized at an affordable price.

The Modern Art Collection debuts with 20 stunning styles projecting a fresh, distinctive air of sophistication. Feel the elegance of Modern Art while enjoying such practical features as French Comotech spring hinges and handmade zyl temples. www.modernoptical.com

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Trevi Coliseum Eyewear

Scheyden

Featured is the Scheyden frame called “Panorama.” This frame comes in both Black and Havana Tortoise colors. Lenses are made from 8-layer Mineral Glass or CR39 and come Polarized and Non-Polarized in either Bronze or Grey tints. All frames are hand-made in Japan. www.scheyden.com

Alpha Viana

Clark 773 frames are constructed of the highest quality materials, including Mazzucchelli Zyl and spring temples for added comfort and durability, backed by a two year warranty. Made 100% in Italy at price points that maximize your bottom line.

The 773 is available in 4 stunning colors, Ivory (shown) Pink, Cognac and Light Brown. Sold exclusively in North America

by National Lens. www.national-lens.com

This wonderful kid’s collection features a wide selection of styles that combine bright and bold colors with unique 180degree temples, perfect for active kids who test their eyewear to the limit. Our design features include duo-color combination and striking colored temples. Spring hinges and handcrafted acetate guarantees the durability of the frames. www.alphaviana.com

LBI Eyewear

Clariti Eyewear

ADINA is a sassy little ladies plastic frame from the Limited Editions collection. It’s a rectangular frame with spring hinges, and the temples are a main attraction with their playful crackle design. ADINA is available in black, brown, and plum, in size 52 x16 x 136. Patients with high-end taste and a limited budget will find it a refreshing alternative to the wallet. www.lbieyewear.com

Zyloware Sophia Loren M229 is a semi-rimless metal frame in a rounded shape that will compliment any face shape. The metal endpiece and temple feature a delicately subtle floral motif that adds a bit of sophistication to this frame. The handcrafted zyl temple tips provide an extra splash of color.

Spring hinges and snap-in nosepads give the wearer additional comfort. www.zyloware.com

Clariti Eyewear frame SMART S7108 is affordably priced without compromising its intricate and bold style. The S7108 frame is made of plastic and comes in three crystal accented colors: burgundy / pink (shown), brown / honey, and champagne. The S7108 is sure to make you look like a million bucks without denting your wallet. www.claritieyewear.com

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

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Hilco

The Leader® Rx Sunglasses collection is one of the fastest growing lines in the business, for good reasons. All styles feature sporty 8-base wraparound styling with the processing ease and optics of standard Rx lens mounting. Affordable frame and lens pricing attract an entirely new, broader group of sunglasses buyers to the practice. www.hilco.com

Baby Banz

Junior BanZ feature UV400 Polarized polycarbonate lenses and sturdy frames, while offering new shapes and temples for the protection and style older kids want. Each pair comes with its own matching patterned carrying case, complete with zipper clip, and a removable neoprene strap for use by kids on the move. usa.babybanz.com

Bobster Marcolin

You’ll look dangerously fashionable in the Criminals from Bobster’s Street Series line. The glossy charcoal finish and sleek design will have the cops chasing you for other reasons. www.bobster.com

Revolution Eyewear The Beatles Yellow Submarine Eyewear collection features HDA™ “High Definition Acetate.” technology, which excels in displaying patterns and graphics more sharply and vividly than ever before. Furthermore, the HDA™ Technology can be combined with creative BMT, “Beautiful Metalic Touch” technique. BMT allows ultra-sharp cutting for all patterns with strong metallic touch, making the realization of any imaginable pattern possible. www.revolutioneyewear.com

Cover Girl Eyewear’s CG396 features a modified rectangular shape that gives this style a chic and youthful look. The circular cuts on the temples bring forth the back laminate color, giving this style a young feel. Spring hinges provide additional comfort, and the metal foil logo insert on the temple tips offers brand recognition. www.marcolinusa.com

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Continued Success and Optimism at International Vision Expo West

Preliminary unaudited attendance figures for International Vision Expo West, held last month at the Sands Expo and Convention Center in Las Vegas, indicate that 12,359 eye care professionals attended the show, down 436 individuals from 2010 audited attendance numbers. A final complete thirdparty audit of International Vision Expo West will be available approximately six weeks after the show.

Record number of organizations partnered with Vision Expo West. Members from more than 25 vision industry groups, including The Optical Laboratories Association (OLA), Prevent Blindness America, American Board of Opticianry (ABO)/National Contact Lens Examiners (NCLE), American Optometric Student Association (AOSA), and the National Academy of Opticianry (NAO).

A Fab Four cover band perform at the Beatles Eyewear Launch.

“Vision Expo West 2011 was one of our most successful shows to date. Although the attendance was down, the amount of traffic in our booth was up considerably. The growing trend among attendees is to cut down the amount of frame lines that they carry and focus on the brands that best suit their practice. Many of our new accounts stressed the importance of high quality products, affordable price points and reliable customer service; the three pillars of Ogi Eyewear,” said Joseph Tallier, VP of Global Sales for Ogi Eyewear.

12 | EYECAREPROFESSIONAL | OCTOBER 2011

Marie Osmond greets fans at Revolution Eyewear’s booth.

There was also more than 388 hours of world-class education for every area of interest (an increase of more than 80 hours from last year).

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L e t ’s C l e a r t h e F o g a b o u t S a f e t y E y e w e a r In the time it takes to read this article three people will suffer an eye injury requiring a doctor’s attention. Two of the victims are probably at work. The other is likely a child or adult playing sports, or a home do-it-yourselfer.

In all, there are nearly 2500 eye injuries a day – 2000 in the workplace, 340 at home and 110 on the sport field. Ninety percent of which could have been prevented with proper eye protection. What’s the barrier?

According to research published in Accident Analysis & Prevention magazine, a key problem may be fogging. In focus group studies, fogging was cited in 100 percent of work groups as a barrier to wearing safety eyewear – #1 among vision-related causes. More proof? Over 55 percent of respondents suggested an anti-fogging solution to increase protective eyewear use.

As eyecare professionals, we can help decrease eye injuries at every exam and fitting by addressing the importance of safety eyewear and uncovering any barriers to wearing it.

You’re buying safety lenses…why? The prescription itself is the opening to discuss the issue. A work environment where heat, cold, humidity and exertion cause a serious fogging issue may be the cause of a safety problem. Construction, mining, utility work, food service, first responders and the military are prime suspects.

by JODI GROH

What about athletics and sports? For youth sports, safety eyewear is often required but it should be a priority for all athletes, from basketball to hockey, racquet sports to snow sports, hunting to cycling. Exertion and temperature change can trigger fog. Take off the eyewear or squint through the haze? Neither one is a safe choice.

Do you wear safety eyewear for DIY projects?

Approximately 125,000 eye injuries occur at home each year.

Remind patients that safety eyewear is recommended by manufacturers of power tools, lawn equipment and many household chemical makers. Talk about safety glasses and confirm fogging is not a problem.

Make safety comfortable, attractive and easy. When prescribing or advising on safety eyewear, remember that comfort is crucial. If it pinches, slides or rubs, it’ll be taken off. You can make safety fashionable, too, with today’s more stylish safety eyewear designs. And remember to recommend eyeglass cords, cases or clips that keep safety eyewear in easy reach.

Educate in the workplace, locker room and schools. Be a safety advocate. Volunteer to talk to workers, athletes and parents. There are many resources available for your presentation, including some at our website, www.defogitworks.com.

INQUIRE. INFORM. INTRODUCE.

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

Announcing the Society to

Advance Opticianry The Society to Advance Opticianry, which I am pleased to announce, is now officially open for membership. Now, I know what comes immediately to mind, “Oh no, another organization, that is all we need.” But I am here to tell you, this one is JUST what we need. I did an article on its early development last year and it is now officially taking applications for membership. It is not the typical association, but a society of like minded professional opticians from across the country who want to see the profession advance. It officially “opened for business” at the ABO/NCLE Conference in Cincinnati and support for the concept was just outstanding.

The Genesis of the Concept The idea for a new and different organization, now termed a “society,” developed after I read an announcement from the Certified Professional Accountants (CPAs) who were trumpeting the new, increased requirements to sit for their very rigorous certification examination. I marveled at this idea, because it is so foreign to opticianry. Today, to sit for the CPA requires a minimum of 150 semester hours of academic credit. This is now 30 semester hours beyond the bachelor’s degree. Wow! This said to me that these folks were serious about assuring that anyone who achieved this lofty status was well educated and trained. I really appreciated that fact, and realized that there are many accountants out there, and that only those with the finest credentials could actually use the CPA title.

Ergo, my pause for reflection! I immediately thought of the various requirements opticians face across the country (or in 27 states, the lack thereof). In my ongoing research, I find 22 states that require a state license. Each state varies in what they require and hold theirs as sacrosanct. None of them will work with another to make licensure across state lines easy to achieve and I have often pondered as to why this is so. Is dispensing a pair of spectacles different in North Carolina and South Carolina?

If not, then allow me to use those states as examples. Why does my home state of NC require a 9-part, 2-day exam, while SC only requires the ABO and a 3-hour practical? Disparate requirements like that exist in all of the 22 licensed states. It is ridiculous...even bordering on silly, that there are such differences among the licensing boards of the various states.

14 | EYECAREPROFESSIONAL | OCTOBER 2011

Also of concern is the reduction in admission requirements by the ABO/NCLE. In the past, these national board certification examinations required a year of experience prior to sitting for them. Now, rather than improving the overall quality of the applicant, the ABO/NCLE has made it less stringent. All that is required is a pulse and a check that clears and boom, you can take the examinations. What affect has this had on the individual taking the exam? Pass rates are just slightly over 50%. In the past, those rates were in the 65%- 70% range. What affect has it had on the profession? You be the judge. While it is true that the ABO/NCLE now offers several advanced certification exams none of those higher level exams have been adopted for state licensure requirements yet.

The Discussion Continues Optiboard is an online discussion forum for opticians. This is a very popular site, owned by optician Steve Machol, that allows opticians to have a place to discuss topics in cyberspace. My argument has always been that opticians should be educated formally, and should do far more in practice than they typically can do now. Comparing CPAs and opticians, I asked if we needed to increase our entry requirements into the profession.

The discussion was fast and furious, with no real consensus reached. Many feel that apprenticeship is adequate to train opticians, while many others see the need for formal education.

But from that initial discussion the idea for the SAO was born.

There were a large number of folks in that discussion who had similar ideas and wanted to meet to discuss them, which they did. After meetings in around the country, the organization made plans to move forward, and was introduced at the 2011 ABO/NCLE meeting in Cincinnati.

Society Membership The overarching goal of the SAO is to recognize opticians who have advanced credentials, and allow them to advertise those to the public, much like the CPA. Those who meet the requirements for membership in the SAO, and it is not based on dues, but on qualifications, will receive the professional title, Ophthalmic Optician. It is not an open membership, but reviewed by a credentials committee. It is an honor that must be earned, and not bought. I asked Gary McArrell, the organization’s secretary to comment on those qualifications, and his response is the following: Continued on page 16

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Requirements for the Society to Advance Opticianry’s Ophthalmic Optician Designation Applicants for the Ophthalmic Optician designation must be currently ABO and NCLE certified and state licensed if they live in a licensed state. Additionally, they must hold at least an AS/AAS degree in optical sciences from an accredited or approved college or they must hold at least an AA/AS degree in any field of study from an accredited or approved college plus an advanced certification from the ABO or NCLE. Upon application and approval, opticians who have met the higher education, certification and licensure requirements will be designated Ophthalmic Opticians and be members of the Society to Advance Opticianry.

The SAO was established by a diverse group of opticians that believe formal education is necessary for opticianry to grow and flourish as a profession.

Opticianry is the only field of the three O’s that has no formal education as an entry point. Only twenty two states require licensure or registry of opticians. The remaining twenty eight don’t have even minimal standards to work as an optician.

Those that do require licensure generally require passage of the National Opticianry Competency Exam (NOCE) administered by the American Board of Opticianry (ABO) and the Contact Lens Registry Exam (CLRE) administered by National Contact Lens Examiners (NCLE).

One of the goals of the SAO is to increase mobility and reciprocity between states for opticians. That will necessarily include standardization of licensure requirements among states and will certainly include passage of both of these exams.

Those who have earned a degree of some type have shown they have a certain level of critical thinking ability demanded by our ever changing ophthalmic marketplace. When they have completed an advanced certification from the American Board of Opticianry or National Contact Lens Examiners they have demonstrated a higher level of knowledge and skill than an optician that hasn’t earned those certifications.

A student who has earned an associate degree or associate in applied science degree in opticianry has likewise demonstrated a higher level of learning and skill.

Someone that desires to be recognized as an expert in ophthalmic optics should have a well rounded knowledge of all the disciplines in our field. That includes keeping current with the ever changing technologies in spectacles and contact lenses.

16 | EYECAREPROFESSIONAL | OCTOBER 2011

Our purpose isn’t just to recognize those that have met these goals, but to help those who desire to achieve a higher level of education get there as well. If you meet these qualifications, join us and help others get there as well. If you haven’t, we are here, ready to help.

I also asked SAO president Laurie Pierce for comments on the organization: The first gathering of like-minded opticians met in Atlanta at the SEOC July, 2010. Little did we know that we would be officially launching the new organization, The Society to Advance Opticianry at the National Opticians Conference in Cincinnati, Ohio a little over one year later. Many of the board members worked extremely hard, donating their time to gain legal status, create membership certificates, write press releases, create a booth, banner, and took their own time and money to fly to the conference to spread the word. The positive feedback we received exceeded my expectations. All of the opticianry organizations were there, and we had a chance to communicate our mission and goals for them. It can be hard for new opticians to navigate the optical waters. It can be equally hard for veteran opticians to be motivated to go back to school and to earn higher optical credentials.

The SAO is dedicated to acknowledging those who have achieved a place where they are certified in all aspects of opticianry and have completed formal education. Additionally, the SAO is dedicated to mentoring those who wish to join this movement by means of Candidate member. We will meet again at the Opticians Association of America’s Leadership meeting in January. I am very pleased and excited to be working with such a great board of directors, who come from all areas of opticianry and help advance our profession further.

The Society to Advance Opticianry will not be offering continuing education hours or political support for opticians.

Other organizations perform those tasks. The SAO will do only a couple of things they feel are important to recognizing the efforts of those with advanced credentials, the CPAs of opticianry, if you will: 1. The SAO will offer those with appropriate credentials as spelled out above the opportunity to market themselves as someone with advanced credentials to solve the hard cases... someone a cut above the competition!

2. The SAO will offer a mentoring process, whereby those who wish to become an Ophthalmic Optician can do so with the guidance and support of those who have already achieved this lofty status.

I am excited to report the organization is now formed and accepting members. Please contact them at their website, www.advanceopticianry.org ■

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Dispensing Optician Judy Canty, ABO/NCLE

Do Clothes Make the ECP? pajamas are very nearly the same thing? Go to your nearest fabric store, open a pattern book and find the patterns for scrubs. Yup, they’re right next to the patterns for pajamas.

Pose the question of workplace attire online, and you get a number of different answers.

Some like scrubs, because it makes the daily “what to wear” question easy. Scrubs. For variety, scrubs in different colors for every work day. But, still scrubs.

Scrubs are not flattering to anyone...ever. Now, throw on a lab coat, drop a couple of pounds of optical junk in the pockets and it’s “Captain Kangaroo” time. You thought your hips were a little wide before? Back up to a mirror in scrubs AND a lab coat with pockets full of stuff.

IN 1975, JOHN T. MOLLOY wrote “Dress for Success.” It was an instant bestseller. In 1978, he wrote “Women’s Dress for Success,” another hit. We cringed at stories of careers derailed by a poorly sewn shirt button or a badly chosen tie. Our hearts ached for jobs lost over improper skirt lengths or inappropriate footwear. We learned, however, the difference between fashion and style. We learned that our appearance tells our story before we say the first word.

According to Kim Zoller at Image Dynamics, 55% of another person’s perception of you is based on how you look.

55%!

So, what does your work wardrobe say about you?

When asked, my ECP friends were horrified at the prospect of wearing anything approaching a uniform. “Judy,” said one, “I have a wardrobe from Ann Taylor. Why would I want to come to work in pajamas?” Her new boss was asking her to wear scrubs, like the other staff members. The other staff members are not helping patients design fashionable and functional eyewear. She is.

I am of the mind that it is nearly impossible to sell fashionable eyewear while wearing pajamas. Don’t believe that scrubs and 18 | EYECAREPROFESSIONAL | OCTOBER 2011

The first time I was required to wear a lab coat, I was confused.

I wasn’t working in the lab. I was one of three licensed opticians working with clients. What was I protecting my clothing from?

Lens cleaner? Lunch? It was, I suspect, an attempt to have us all in a uniform of some kind.

Going from the fat to the fire, my next company required wearing a navy blue blazer. A step up from the lab coat, I thought, until I got the blazer. I will swear the fabric was made from recycled grocery bags. Hot, heavy and it repelled water.

Did I mention that it needed to be dry cleaned? An expense not covered by my employer. However, the blazer did differentiate the retail staff from the lab staff. The lab staff wore...lab coats.

Imagine that. They needed the pockets and the protection from water, polish, slurry, alloy and tint dyes.

Scrubs are great in hospitals and in medical offices where any manner of fluids may launch in your direction, but they do not belong in a professional retail dispensary. I feel the same way about visible tattoos. Tattoos that show through your lightweight summer shirt are visible. Wear a sweater or an undershirt. But I digress.

So, what is proper attire for a professional optical dispensary?

The majority opinion, both online and in conversation, is this:

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FOR MEN: • A collared shirt, either a dress shirt or a polo shirt, clean and pressed.

• Trousers and a belt or braces, clean and pressed.

Sorry beach guys, shorts just don’t cut it professionally speaking.

• A tie, also clean. Don’t like ties? Tough. Women like ties on men and women spend more money on eyewear than men. Not being an unreasonable person, a tie and a polo shirt are not a good look.

• Nice shoes, clean and polished. Athletic shoes? Only if you go the polo shirt route. Athletic shoes and dress clothes are too “high school prom” rebellion.

• Hair should be neat and clean. The “Rob Ryan” look is fine for football sidelines, but not in a professional office setting. Believe me, Tom Landry must be spinning in his grave.

FOR WOMEN: Ok, I’ll be honest here. Women’s clothing is much more difficult to work with. There are about eight different collar styles, 5 different sleeve lengths and I can count 5 different cuff treatments. That’s just for shirts and blouses. There are at least that many variations on skirts, trousers, dresses and jackets.

There are, however, a few points to make.

• When choosing a top, be it a shirt, blouse or shell, sit down in front of a mirror and make the kinds of movements that you would make while fitting and adjusting eyewear. If you’re looking at too much cleavage, change.

Women spend more money on eyewear than men and women don’t want to see that and the first time they think that their significant other is enjoying the view, everybody will leave.

• If you can’t walk comfortably or sit down without displaying your “Day of the Week” undies, whatever you’re wearing is either too short or too tight or both.

Remember, you’re an eyecare professional, fitting and dispensing fashionable eyewear. Make sure that first 55% of your story is the right one.

• I love to sew. I made a beautiful silk top with an asymmetrical hemline that came to long points at both side seams. I got so many compliments on the top that I decided to wear it to work. When I sat at my dispensing table, those lovely long points got caught in the wheels of my chair and we became one. I could not get up without tearing the hem in my beautiful, but not work appropriate silk top. It was relegated to stand up parties and places without wheels on the chairs. We all have wardrobe malfunctions. Some of us learn from them, some don’t.

• Women’s shoes are another minefield. Before you invest in those 3-inch stilettos, make sure you can walk in them all day. It is almost impossible to make a favorable impression, let alone be friendly if you can barely take a step without searing pain. There was a time where I could spend the day in a pair of high heels, but no more. When that day comes, acknowledge it and find cute shoes that don’t hurt. Stockings? Some wear them, some don’t. Keep in mind that Kate Middleton wears them and she looks comfortable and polished.

FOR EVERYONE IN THE OFFICE: • Wear great eyeglasses, even if you don’t need them. And for heaven’s sake have more than one pair. Your eyeglasses are the most important part of that 55% perception.

It’s what you do. I haven’t been in a dental practice yet where everyone didn’t have the whitest, straightest teeth possible. However, I have been in many practices where the staff had some of the most unflattering, poorly fitted eyewear ever made. Every patient should want to ask about the eyewear that is being worn in the office. Every staff member should be able to tell a patient what they are wearing and why, from designer and material to lenses and lens treatments. It’s part of your office “uniform.”

I realize that office attire is a touchy subject and that I’ve probably stepped on a few toes here. I don’t want to “diss” those of you who prefer a more casual look at work or are required to wear something less than fashionable for the sake of uniformity and office harmony. I simply feel very strongly that our appearance as eyecare professionals is crucial to our acceptance as eyecare professionals by the patients we assist. I’d love to hear your thoughts on this subject and you can email me here at: editor@ecpmag.com ■

Progressivelenses.com OCTOBER 2011 | EYECAREPROFESSIONAL | 19

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Movers

AND

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Shakers

Adlens

Prima Eye Group

Adlens, the UK based optical manufacturer and developer of self-adjustable eyeglasses, has appointed Michael Ferrara to the new post of executive chairman. Ferrara will be responsible for leading the Adlens group of Michael Ferrara companies into a new phase of growth, coinciding with the first commercial market launch of Adlens’ products in Japan this spring. Formerly chairman of VICA, now known as The Vision Council, Ferrara was a highly-visible executive in the optical industry and was CEO of Marine Optical Ltd., a CitiCorp Venture Capital equity company.

Jerry Hayes, OD, CEO and founder of Prima Eye Group has announced that Neil Gailmard, OD, MBA, FAAO has joined the company as a founding partner and will serve as president and COO of the group, a new Neil Gailmard alliance for optometrists in private practice.

Gailmard is the founder and CEO of Gailmard Eye Center, Munster, Ind., one of the largest eyecare practices in the U.S.

Bausch + Lomb Bausch + Lomb has named Sheila A. Hopkins global president of the company’s vision care business. Additionally, B+L said that two of the company’s senior executives, Peter Valenti III and Steven Robins, have assumed new Sheila A. Hopkins roles within the organization. Hopkins will oversee the company’s contact lens and lens care product offerings, which include such brands as Biotrue, PureVision and renu. Valenti will lead North American vision care as president and Robins has been named VP and chief marketing officer, global vision care.

Safilo Group Safilo Group has appointed Nicola Giorgi as the new global head of house brands, reporting directly to Roberto Vedovotto, CEO of Safilo Group. Giorgi joins Safilo from Tod’s Group where he was general manager of Nicola Giorgi Hogan, heading the brand’s international expansion. Prior to that he was in the automotive industry, most recently as general manger of the Mini brand for the BMW Group.

1-800 CONTACTS 1-800 CONTACTS announced that Joel Sodano will fill a new senior management position as vice president of merchandising in its Glasses.com division. As vice president of merchandising, Sodano will lead the compaJoel Sodano ny’s efforts to develop new eyeglass and sunglass assortments while targeting online consumers. Prior to joining Glasses.com, Joel spent 18 years at Luxottica Retail, most recently as the senior vice president of product development, planning and selection.

20 | EYECAREPROFESSIONAL | OCTOBER 2011

Coastal Contacts Coastal Contacts Inc. the online retailer of eyeglasses and contact lenses, has named Aaron Magness vice president, marketing, USA. Magness brings more than 10 years of senior marketing, brand and business Aaron Magness development experience from Zappos.com and Williams-Sonoma. Most recently, Magness held the position of senior director of brand marketing and business development at Zappos.com.

Advantica Advantica has appointed Robert Elsas as vice president of marketing. In this new role, Elsas will direct marketing and brand strategies, in addition to managing social media initiatives for Advantica’s vision and dental business. Elsas was with Davis Vision for over 13 years as vice president of business development and public relations. Most recently, he served in the capacity of director, sales and marketing for Classic Laboratories in Youngstown, Ohio.

OWA Ann Englert has been named to fill the two-year term as the OWA’s next president. A member of the association for more than a decade, she brings numerous years of OWA board experience to her new role, including her service as communications committee chair. Englert owns Solutions, a Miami-based consulting company which provides management resource services and specializes in evaluation of sales efficiencies, development of sales tools, collection rollouts, recruiting and training.

Eyewear by ROI Eyewear by ROI has announced the appointment of Katie Loughran to creative director, where she will be responsible for designing eyewear for the company’s portfolio of brands.

Loughran has an extensive background in eyewear and sunwear design, working for many years at Viva International where she designed eyewear for licensed brands such as Tommy Hilfiger, Guess, Gant and Skechers.

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Managing Optician Anthony Record, ABO/NCLE, RDO

The Optical Ax necessarily ever needs to see that notebook or computer file, but when matters become serious, it’s there to be accessed.

MANY OF US HAVE RECEIVED IT, AND MANY MORE WILL. SOMETIMES IT’S DESERVED, OTHER TIMES NOT SO MUCH. IT GOES BY MANY NAMES: CANNED, FIRED, LET GO, LAID OFF. It usually catches us by surprise when...we get the ax!

Unfortunately, as a practice manager or business owner sometimes you have to wield it. Let’s make sure that when you do have to cut someone loose from your team you do it with forethought, integrity, and professionalism.

When the time finally comes, if your staff member is surprised (truly surprised) by your decision to fire him or her, you have not been doing your job. A professional manager documents on a regular basis, and shares that documentation with staff members. Whenever an extraordinarily good or bad event occurs with an employee, a manager should comprehensively document it in a permanent file. Some managers who take their responsibilities seriously will actually make a daily habit of documentation.

Even if nothing good or bad happens with an individual employee, the manager will write a sentence or two about something that happened that day around the office. Nobody 22 | EYECAREPROFESSIONAL | OCTOBER 2011

Serious means matters have progressed to the point that if the staff member’s behavior or performance doesn’t improve, his or her job will be in jeopardy. For that to be fair (and in some cases legal) the practice better have clear, promulgated policies and procedures in place. Policies should be clearly explained at the time of employment, and the employee should sign a document that attests to the fact that the policies have been read, understood, and agreed to. If that has occurred, and documentation has been carefully tended to, even if the person who gets the ax happens to fit into one of the federally protected classes (i.e. age, race, gender, national origin, religion, disability, or familial status) you can terminate without fear of reprisal.

Of course, all that is true, assuming one other critical thing, which is consistency. Even if you have all your ducks in a row with regard to all of the above, if someone can show inconsistency on your part, you might find yourself paying unemployment benefits that you think are unjustified, or worse, the proud recipient of a judgment due to discriminatory practices. Consider the following example: You hired Julia six months ago as a front-desk receptionist.

After five or six “friendly reminders” about her tardiness, you start the write-up process. You give her a verbal warning, a written warning, a one-day suspension, and then (because she was late for the ninth or tenth time) you guessed it – she gets the ax. You’re glad to finally be rid of her, until a couple months later when you receive a notice that she is suing you for discrimination based on race. (Julia was the only AfricanAmerican in the office.) You would certainly cry “foul!” I let her go simply because she couldn’t get to work on time, you would correctly claim. You produce the documentation, policies, and write-ups.

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Unfortunately, when the work records of all the other employees are subpoenaed it shows that two other employees (who happen to be white) were each late at least half-a-dozen times during the year. You had let them slide because they were longterm employees and do a fabulous job with regard to sales.

Julia’s lawyer alleges that you looked the other way because of race. I hate to invoke a tired, old cliché here, but that’s exactly what a judge or jury might do...if it looks like a duck, and walks like a duck...some people are going to assume it’s a duck.

Get ready to pay up, and all because of inconsistency.

If the reason you have to give someone the ax is not due to poor performance, inappropriate behavior, etc. make sure you do the right thing. If someone is losing their job through no fault of their own (downsizing, business slow down, position eliminated, etc.) try to follow the Golden Rule – treat that employee the way you would expect to be treated. Give plenty of notice.

Offer whatever severance you can afford and is appropriate based on tenure and performance. Write a reference letter.

Point them in the direction of other opportunities if possible, and offer assurances that you will in no way stand in the way of them receiving unemployment benefits. Ask them to participate in an exit interview. Part as friends and on as good terms as you can.

Finally, here is some advice that might actually save your life.

After all, we’ve all read or heard one of those tragic accounts where an employee has gotten the ax, only to return with a gun.

Not only do they shoot the person who did the firing, many times they also kill anyone who happens to be there that day. All of the other employees are (in their twisted mind) accomplices to the firing. You should first realize that while those workplace shootings do occur from time-to-time, they are rare. When it happens it’s splashed on every news channel, the radio, and the Internet, but it is rare. Interestingly, many of those rampages occur on a Monday. Why? It’s because most managers fire people late in the day on a Friday afternoon. Why? That can be explained two ways.

First, most managers put off distasteful things as long as they can. Second, managers figure if they fire the person Friday afternoon they won’t have to worry about them coming back to complain – after all your office is closed on weekends. There’s the problem. Because they have no outlet, the fired employee now has all weekend to stew about it, their rage ever increasing.

They drink, they plot, they plan. Come Monday morning, everything explodes. You want them to be able to call you later that day or the next day to scream at you and tell you how unfair you’ve been. Let them complain. Let them vent!

So what’s the advice? Fire late in the day...but early in the week.

Like I said, it might save your life. ■

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Interview with Norwood Vision Group Rick Norwood

EyeCare Professional’s Paul DiGiovanni speaking with Rick Norwood, President of NORWOOD VISION GROUP. EyeCare Professional: Please provide a brief history of the company.

Rick Norwood: Norwood Vision Group was founded over two years ago to help level the playing field for independent ophthalmologists, optometrists, and opticians. Having been in the optical industry for 20 years working with diagnostic and finishing equipment, as well as the frames/accessories/consumables, I saw a need to help the independents better compete with the large retail chains. I saw the potential for them to get squeezed out due to the buying power of the larger chains and their ability to obtain lower priced products.

I also saw the need for them to buy smaller quantities of product – versus ordering large, bulk orders.

That’s why we created the approach we have: easy and fast online ordering; the ability to order all products from one source including equipment, accessories, and lenses; personalized service; and competitive pricing for the same high-quality products that can be ordered through the large distributors that dominate our industry.

ECP: What efficiencies were realized by both you and your customers as a result of the web based ordering system that was implemented a few years ago vs. traditional phone orders which you still offer to your customers?

RN: About 50% of our customers order online vs. traditional phone. The percentage increases over time as customers try it and see how easy it is to use and track orders online. When we started over two years ago, the majority of our customers just wanted to order by phone.

It is an ongoing focus and education of ours with our customers. In the end, ordering over the internet is a win-win for both Norwood Vision and our customers – it provides efficiencies for both. For our customers, it is 24 | EYECAREPROFESSIONAL | OCTOBER 2011

faster, it is more accurate, and we can provide faster service.

Also, they can track their order so they know where they stand – and they also can see a history of their orders to help them with better inventory management and budgeting. Ultimately, using the online ordering system helps Norwood Vision provide the most competitive pricing possible since it helps us keep our expenses down and passes on the savings to our customers.

However, the equipment side is 90% ordering the more traditional way via phone and talking to a sales professional as it is a larger purchase and most customers want to discuss it. I don’t see that changing unless it’s for additional units or re-orders.

ECP: Why would ECPs want to do business with Norwood Vision versus competitors?

RN: Norwood Vision obtains its product from the same large optical manufacturers as the largest US distributors in South Korea, Hong Kong, and China. We offer the exact same product with the same quality.

However, what differentiates us versus our competitors is that we are a smaller and more nimble company that can adjust our products and services quickly based on the needs of our customers and the market.

As a small and growing company, our success is based on servicing our customers. Also, historically, the optical industry has multiple suppliers for needed products –

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ECP: What plans does Norwood Vision have for expanding their product line?

RN: We are constantly evolving. A lot of our expansion has been dictated by our customer base, but we are also aware of industry trends and can act quickly when needed. We added over 50 product offerings this past year.

equipment, accessories, and lenses. Therefore, customers have to maintain separate relationships and deal with separate ordering and fulfillment processes. Norwood Vision provides one stop shopping as we have strategically sourced products from all these three primary areas and we also provide automated ordering and tracking – and the value that this brings to our customers.

Customers can obtain all their products to meet most of their ophthalmic needs from Norwood Vision Group.

Lastly, we are committed to service. We even offer a better standard warranty in the industry – two years parts and labor on all our equipment. We’re a small company. You get a more personalized experience – we care.

ECP: What is the advantage and value to your customers of using the electronic commerce ordering and tracking system?

RN: When customers order online, due to the efficiencies for our fulfillment process, we are able to extend a 10% electronic commerce discount on every purchase – on top of the already best-in-class low pricing that we offer. For customers who don’t want to order monthly, bi-monthly, or weekly, they can order as needed on a daily basis, but they are billed on a weekly basis which does include the shipping for each order.

However, every customer has an active credit card on file so that we don’t have the overhead of handling outstanding receivables – everything is charged. This is another way we try to keep our expenses down so we can pass the savings on. This helps streamline a customer’s ordering and inventory process as they can order items as needed. As I said before – the online ordering system is a win-win for both our customers and Norwood Vision. We both get benefits – and it helps us pass on savings through our increased efficiency.

Currently we ship 98.3% of our products the same day (before 2:00 PM EST) or the following business day. We offer Ground, 2-Day, and Next Day services.

ECP: What are the typical savings Norwood Vision can offer its customer compared to its competitors?

RN: We offer on average a 10-20% savings on exam equipment products like the ARK, Auto Lensmeter, Acuity Charts and between 25-65% saving on consumable finishing products like nose-pads, screws, and edge pads.

ECP: In your opinion, where is web-based ordering in the optical industry headed?

RN: This is an exciting time in the optical industry. Just look at the number of independent practices that now have their own websites. Ten years ago not many had email addresses, five years ago few practices had their own websites, and almost no one ordered anything online. I believe that web-based ordering will continue to grow into the foreseeable future.

ECP: It appears that Norwood Vision is utilizing a Cost Leadership Strategy approach?

RN: Exactly. Everything is based around this business model and coupled with our commitment to online ordering, allows Norwood Vision to provide the best-in-class products, highest customer service, and most importantly, our pricing structure. ■ Prior to founding Norwood Vision Group in 2009, Rick Norwood spent 20 years in the eye care industry with companies such as Paragon Optical, Viva Optique, Santinelli International, and Visionix, Inc. He held a variety of positions including regional, national, and general manager responsibilities. Through these positions, he worked with all segments of the eye care industry which led him to focusing his company on offering a full range of services as a one stop provider and incorporating an ecommerce platform to introduce more cost effective and efficient service delivery and affordable product alternatives.

Norwood Vision Group is located in Blue Bell, Pennsylvania, a northwestern suburb of Philadelphia. Mr. Norwood resides there with his wife and two sons. Though he has lived in the Philadelphia area for 12 years, he is a Texas native and is still a die hard Dallas Cowboys and Texas Longhorns fan.

OCTOBER 2011|EYECAREPROFESSIONAL|25

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Anti-Reflective and Mirror Coating Information Sheet Warranty

Ultra Tough Scratch Resistance

Hydrophobic

Oleophobic

Anti-Static

Applied to customer Own Lenses

Reflex Color

Customer Care Kit

Tintable

Price per Pair

Basic AR

None

Green

$13.95

Basic Plus

One Year

Green

$17.95

Lifetime

Green *Blue Gold

$39.95

Mirror

One Year

Variable

$44.95

Flash

One Year

Variable

$44.95

Green

$54.95

Independence

Kodak Clear

Lifetime

Proprietary

Proprietary

Proprietary

Proprietary

*Blue coming May 1st, 2011

Basic A/R

Basic Plus

Independence A/R

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

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

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

Mirror

Flash

Kodak CleAR

• One Year A/R guarantee • Strip and Recoat

• One Year A/R guarantee • Strip and Recoat

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

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

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

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

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

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The Mobile Optician Ginny Johnson, LDO, ABOC

Help, We Need Somebody Help, Not Just Another Body Help, You Know We Need Someone, Help! asking you when they can expect some help. It’s nerve wracking and stressful thinking about all of this. Why is it so hard to find help, especially in this economy? What if the applicant impresses you and you hire them only to have them resign after a few months? What if their personality clashes with the rest of the staff? You can’t forget the fear of hiring someone and then business slowing down. You know the fourth quarter of 2011 is upon us and the optical business has been known to be iffy.

The day is finally over and it’s time to go home. Tomorrow looks like a good day to call your colleague back and have a staff meeting to discuss hiring someone for the umpteenth time.

You’ve just set out to find the best ECP candidate for your optometry practice and none of the applicants are really what you had in mind.

Out of hundreds of resumes only three applicants followed the specific instructions from your classified ad. The first applicant currently works for your biggest competitor, the second one can’t work on even numbered days and the third is an established patient whose rejected insurance claim left her with a delinquent bill.

You really want someone that can step in right away and pick up the pieces. What pieces? You know, the pieces. Any pieces.

The more pieces the better. At this point just having another person around would be helpful. Or would it?

A colleague knows someone with experience that is looking for a change and they are supposed to be calling you. That sure sounds better than hiring someone without any experience. On second thought, maybe it would be better if they didn’t have any optical experience. At least you would know they wouldn’t be bringing any optical baggage with them. Your staff keeps 28 | EYECAREPROFESSIONAL |OCTOBER 2011

The fear of hiring or what I like to call Hirephobia is coming to a practice near you. I’m not afraid to tell you that Hirephobia can be a tricky phobia to work with. Statistics may indicate that your practice is over or understaffed. However, it’s the day to day operations of the practice that usually determines the severity of Hirephobia.

If your practice has been booming with business and all of a sudden you have a few off days then Hirephobia will go to work.

Just when you thought it was safe to hire someone you are unsure again. Hirephobia can be kept under control with frequent doses of common sense. If fear is holding you back from hiring then you need to work through the fear. Your everyday actions could be costing you the new hire’s paycheck.

What common sense steps can your practice take to generate income for your Hirephobia fund?

A lined bifocal to progressive conversion a day? That can add up to a few paychecks in no time. Remember that even Benjamin Franklin was a progressive thinker.

Paying the monthly buying group bill on time to qualify for discounts? That can save you a few dollars to hundreds of dollars a month.

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Negotiating for lower product costs? You never know until you ask. Also, if you self warrant your products you can lower your wholesale costs.

Cutting out the constant work interruptions about hiring? Save money and hire someone already instead of paying staff to talk about it.

Turning any lights off that aren’t being used? Fifty cents here and there adds up.

Bartering with other business owners that offer cleaning services, carpet cleaning, landscaping? Make sure you are retail bartering.

Why keep throwing money right down the drain? Fix that noisy john or leaky faucet.

Cutting out toilet paper since you’re a paperless practice? (just kidding) Keeping a sharp eye out for vendor’s billing errors and any credits that you are owed? That’s money that is sometimes overlooked in practices.

Placing a jar on the front counter to collect money for your Hirephobia Fund? (not) Instead of worrying about the most popular practice fear of not being able to afford to hire any help, worry about these: • Worry about the noticeable signs that your staff is becoming less engaged in their work.

• Worry about your patients being taken care of to the highest degree.

• Worry about word of mouth advertising.

• Worry about what patients think when you don’t spend adequate time with them.

• Worry about service after the sale.

• Worry about referrals from patients.

• Worry about the attitude of your staff.

• Worry about treating others like you would like to be treated.

It doesn’t matter if your practice has been in business for 6 months or 60 years, practice growth is reflected by your reputation. Reputation is gauged on the inside of the practice as well as the outside. The inside being how well the staff is treated and the outside being your patients, clients or customers.

Don’t let your reputation suffer from Hirephobia. Take these doses of common sense and call me in the morning.

While you were helping Sally Sue, a potential patient got tired of waiting and left. Who has time to stand around unacknowledged and wait when in their mind you should have enough help? Every person that walks through the door should be greeted within seconds. First impression losses could be cut with adequate help.

You missed a phone call that was a new patient trying to schedule an appointment so they called the next provider on their list. That answering service might not be a bad idea after all.

Take good care of staff that made the Hirephobia cut. Catch them doing something right more often than wrong. Some of them are doing their work and picking up the slack of unfilled positions. Make sure you are giving them a good return on their investment to the practice. You get more productivity out of your help when people matter more than profits.

I hope this cures some of your Hirephobia for the sake of your patients, your staff and your sanity. ■

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The Fashionable ECP Laura Miller

Make an Optical Impression YOUR EXCELLENT SERVICE, skills, acceptance of most insurance plans and even your “easy payment plans” may not be the immediate factors in attracting new patients.

In this tough, competitive economy it’s all about getting new patients as well as nurturing the old.

Although your reputation is oh so important — word of mouth is priceless! The word on the street is that you care about your patients and products. You want each of them to leave your office feeling that he or she was treated as an individual, (not a number) by you and your staff. As a result of your hard work and attention, your appointment books are full and your business is on the up.

Obtaining new patients is a challenge and keeping them is increasingly difficult. First impressions are a must. Your receptionist with the pink hair and the facial piercings may be the first thing a patient notices about an office. Before they even see the doctor, an opinion is formed. Even with less drama, is your office welcoming? Is your staff well-dressed? Are they wearing scrubs? Do the scrubs match? Too many times, the answer is no.

Though you may have been in business for years, competition is fierce and even the slightest thing that is “off ” (including room temperature, quality of air, odor, etc.) will leave a lasting “first” impression...that is not favorable. More than you think, patients value your service by their overall office experience.

Therefore, you want to maintain a pleasant and professional appearance. That goes for everyone and everything that your patient interacts with. Without spending a fortune or calling in a professional make-over team, you can make your office more

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professional, stylish and welcoming. But remember, outward appearance should never be a substitute for the inner-worth of your practice.

Decide what type of image you want your office to convey. Are you an upper-scale office who wants to exemplify style and class? Are you a progressive office who wants to show your cutting-edge technology? Are you trying to stay conservative? No matter what style of office you choose to have there is no excuse for lack of professional appearance. From your reception area to your exam rooms, the optical staff and the doctor need to maintain a professional image to your patients. Here are some guidelines: Create a dress code. Invest in some new and matching scrubs for your staff if you choose to go the medical route. Scrubs should be clean and well-fitting and bottoms should always match the tops. If you are establishing your optical shop as a boutique, set some guidelines for dress. Skirts and dresses shouldn’t be too short and jewelry should flatter the outfit. Too much jewelry can look messy and be distracting. Implement a handbook to include detailed and official dress code so there will be no misunderstandings.

Look in the mirror. Many times, doctors get comfortable in practice and position. You may forget to wear a tie or get accus-

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Smile Reminder Changes Name to Solutionreach

Smile Reminder, which markets appointment reminders and other e-messaging products for eyecare practices, has changed its name to Solutionreach. The Los Angeles-based company said it changed its name “in recognition of its evolution from patient-to-practice communication to a comprehensive engagement platform with a new brand identity.”

Over 10 years ago, the company began offering patient communications such as email and text-based messages delivered through the cloud as a subscription-based service. The company’s product line has expanded to include what it called “a suite of comprehensive patient and customer engagement tools” including confirma-

tions, reactivation, referrals, birthday wishes, holiday wishes, surveys, newsletters and customized promotions.

“We have literally revolutionized the way healthcare practices are run today,” said Jim Higgins, founder and CEO of Solutionreach. “With the new branding of Solutionreach, we are taking the next step in bringing these same business-changing solutions to new industries while we maintain our exceptional services in the healthcare fields.”

For more information, please call (866) 605-6867 or go to www.smilereminder.com

OCTOBER 2011 | EYECAREPROFESSIONAL| 31

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tomed to wearing sandals to the workplace. Remember, you have an advanced degree. Dress like it. Men should come to work in pressed slacks, button-down shirt and a tie. Make sure it matches and your wardrobe is from this decade, preferably the last couple of years. Women should wear closed-toe shoes.

Your patients don’t want to see your pedicure. The same rules apply to you as they do to your staff.

Cover the tats. Tattoos have become almost mainstream in today’s society...well almost. You can’t control what your staff does with their bodies during their own time, but during your time, make sure visible tattoos are covered with long sleeves, pants or makeup. No matter how avant-garde your office style may be, you are still a medical facility. Tattoos do not always give off a clean image. Also watch for body piercings. Ask your employees to take out facial and tongue jewelry.

Now that doctors and staff have a clean, professional look, it is time to look around your office. Does it give the same professional image? Here are some points to examine: Start at the beginning. The reception area is normally the first thing a patient sees. New paperwork needs to be filled out and patients hate to wait. Make your office welcoming and comfortable. Make sure you invest in good chairs with a stylish look and a comfortable feel. Use tables, magazine racks and plants to open up the room and add warmth. Your reception desk should be sleek and stylish since it is the focal point of your reception area.

Do your walls talk? If so, what do they say? Do you have POP on your walls? If so, make sure the banners are current and appropriate. If your office is conservative, you may want to double-check your POP. All will look stylish and chic upfront, but may be seen as provocative upon closer examination. Sex sells

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in fashion but not at conservative medical practices. If there is any provocative material in any of your counter cards or posters, your patients will find it. Before you put out any merchandising material, have your entire office staff examine it thoroughly. They might see something that you don’t.

Are your exam rooms as comfortable as your reception? Many offices choose to invest heavily in their reception area, but skimp on the examination rooms. Patients, especially new ones, are usually uncomfortable during their first examination with you. If you have a modern reception area, have a modern exam room. Let your style flow through the entire office. Many patients base their opinions on you from their entire office visit.

Keep the flow going until the end.

Are you sharing your lunch? Too many times employees leave open food containers lying around the office. Meals should be eaten in a designated break room. Your patients don’t want to see a half-eaten sandwich or containers of open food. It looks unsanitary. Your reps may bring you goodies to snack on in a casual office; you may be tempted to share it with your patients.

Unless the food is wrapped, leave it for the employees. If your employees need to snack, keep the food in the break room or be sure it is thrown away immediately. This is something we too often forget in these days of rushed lunch hours.

All of the above considerations will improve and enhance both your office and your patients experience while under your watch. As patients think back about their visit to your office, the devil is always in the details.

This means that fine-tuning the setting is a must in creating an overall positive response. Putting your best foot forward is not just an adage intended for podiatrists! ■

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Practice Profile Lindsey Getz

Seeand Hear Combining vision care with hearing solutions makes good sense— but it’s not the right match for every practice N ESTIMATED 1.7 million adults age 65 and older report both vision and hearing loss. This dual sensory loss makes it increasingly challenging to communicate and can impact the mental and physical health of patients. With so many experiencing this simultaneous loss of two vital functions, it makes sense that some practices are adding a hearing solution for their patients. Patients already come in annually for an eye exam—now they can get their hearing checked in the same location.

patients seeking elsewhere that they may be able to receive at their eyecare practice? The answer was hearing.

Starting at 35 years old, people begin to have a decline in both visual capabilities and hearing wellness. Dual sensory loss is a very real issue and presents a potential opportunity for eyecare practices.

A

But although these two services certainly make sense together, Ron Greenberg, co-founder and CEO of EyeCanHear, a company providing custom designed and comprehensive hearing healthcare programs for ophthalmology and selected specialty physicians, says there are definitely some things to consider before taking that plunge.

Greenberg, who co-founded the practice with Sean O’Donnell, says that there are many reasons why vision and hearing make sense together. The whole idea for EyeCanHear came about by Greenberg’s effort to stay on top of the “next trend.” “As the LASIK market became challenged based on the economic situation and increasing insurance pressure, it became imperative that we start looking for the next biggest trend,” he says. “Practices were no longer spending major dollars on advertising and were trying to understand what they could do to leverage the patients that walked in every day.”

Looking primarily at ophthalmic space, Greenberg says he knew that today’s waiting room is typically full of patients 50 and older. So the question became: What services are those 34 | EYECAREPROFESSIONAL | OCTOBER 2011

Though dual sensory loss is quite common, getting patients to acknowledge hearing loss poses a challenge.

Many patients tend to be in denial—largely because they see it as a sign of old age. “What they think about when it comes to a hearing solution are those large hearing devices of yesteryear that basically say ‘I’m old,’” Greenberg says. “They don’t realize the options that are out there today.”

Ron Greenberg, co-founder and CEO of EyeCanHear

When paired with an annual eye exam, making hearing testing just another routine part of a visit, some patients may be more willing to get their hearing checked. Instead of them having to make the first move and book an appointment for a hearing test, it can be suggested to them during their routine visit to the eye doctor—a service they’re already seeking.

Obstacles to Implementation There are many things to consider before integrating this type of service into your practice. Practices often assume they can just use their own employees for the hearing services but Greenberg says that managing hearing patients’ experience and integrating hearing well-being into the workflow can cause a lot of disruption. For one, hearing screenings are handled much different than vision care—including even the way they’re handled by insurance. Coverage is quite different.

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Since EyeCanHear provides a comprehensive solution to integrating hearing services, they also set the practice up with licensed Beltone Hearing Care Practitioners (HCPs). The Beltone HCP represents your practice while working with your patients. The EyeCanHear team also takes on the responsibility of integrating the marketing and communication tactics needed to get the program up and running. The one-time business start-up package includes a complete suite of hearing evaluation equipment; a comprehensive in-office marketing package of posters, brochures, and collateral tailored to your practice; integration of hearing care services into your web strategy; and state-mandated hearing sales contracts for your patients. The company also offers a “Meet & Greet” with your new “Hearing Care Team,” which includes “Lunch & Learn” seminars for physicians and staff on hearing care services.

But while the marriage of vision and hearing solutions makes good sense, there are also some legality issues to be considered outside of the operational challenges that can arise. Greenberg advises that any practice considering this kind of integration do their homework. One thing that Greenberg does know is that integrating into an ophthalmic practice is much different than an optometric one.

“In the optometric community there’s something called ‘Scope of Service,’ and in most states it’s limited to refraction and dispensing of vision correcting products,” Greenberg says.

“Outside of that scope is anything to do with hearing. So the ability of an optometrist to promote a hearing service is definitely an obstacle, but there are still some practices where they’re finding ways to make it happen. If you hire a licensed hearing instrument specialist to do the screenings and deliver the solutions, it could work, assuming the optometrist isn’t promoting it as part of their services and as far as they aren’t benefiting financially. This is an area where I’d strongly advise legal and health care counsel. Optometrists need to do their research and know what they’re getting into.”

Making it Work While there are some obstacles to consider, those ophthalmic practices that are able to incorporate a hearing solution into their practice are finding it to be a perfect match. Like vision solutions, hearing solutions have the opportunity to greatly improve one’s well-being. “Even safety is affected by sound,” says Greenberg. “Patients should be able to hear someone screaming or hear a siren—those are important things. But it’s also just the day-to-day function. There’s a quote from Helen Keller that sums it up very well: ‘When you lose your eyesight, you lose contact with things. When you lose your hearing, you lose contact with people.’ Hearing wellness makes all the sense in the world being paired with eyecare. Dual sensory loss is very real and treating both of these needs for the patient can lead to a huge improvement in their quality of life.” ■

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Second Glance Elmer Friedman, OD

SAFETY TIPS FOR

Ghouls, Vampires or Witches For instance – while those scary colored contact lenses that can replicate the eyes of a devil, ghoul, or tiger have become a popular element of the costumes and can add some fun and flourish to a costume – they can also result in severe eye injury if used without ECP advice. These decorative lenses are sometimes sold illegally to children and others who may suffer from devastating eye disorders such as scarring, infections or even blindness. Many people do not realize that contact lenses are classified as medical devices and can only be obtained through a licensed eye care professional.

OCTOBER IS A WONDERFUL MONTH for celebrations.

We have Columbus Day, Oktoberfest, Boss Day, United Nations Day and the most anticipated of all, Halloween. Columbus Day is a quiet, safe day and the only danger that confronts us on Boss Day is to forget to send the boss a congratulatory card. The perils of Oktoberfest lie in the manner in which a celebrant can handle his beer.

Halloween, on the other hand, is memorable for tampered fruit and candy and wrenching stomach aches from too much candy consumption by little people with big eyes. This is not to mention chalk night and mischief night when anything intolerable will be tolerated. Igniting horse manure at the door of a neighbor who refused to offer a treat is one of the more distasteful activities some will endure. However, the supposed care-free costumes and Halloween cosmetic changes that transport us to the “monster” side of the celebration leads to the riskiest holiday tradition for Americans.

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In spite of repeated warnings regarding the special contact lenses that seem to be popular during this holiday, troubles still remain to be solved. Statistics show that in 2003 there were nearly 1,100 eye injuries related to contact lenses treated in U.S. hospital emergency rooms. These lenses come in a wide variety of patterns and colors. A popular variety, well known in contact fitting circles, are those that make you look scary, such as cat’s eyes. They can make a very cool fashion statement, especially on Halloween. But they are not toys nor should they be treated as such.

Over the counter purchase of these lenses can lead to serious eye complications. These problems include decreased flow of oxygen to the cornea, bacterial infections, swelling, eye pain, sensitivity to light, conjunctivitis, corneal abrasions, corneal ulcers and loss of clear vision. If untreated, these conditions can lead to permanent eye damage and loss of sight. To prevent loss of vision and avoid painful eye injuries, the Opticians Association of Ohio and the Ohio Optical Dispenser’s Board offer the following tips: • Always visit a licensed eye care professional to be fitted for cosmetic contact lenses.

• Never buy contact lenses without a prescription.

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• Always clean and disinfect lenses according to instructions.

• Always use water soluble cosmetics or those labeled safe for use with contact lenses. Do not apply skin creams or moisturizers too close to the eyes.

• Never wear opaque lenses if you have any trouble with night vision.

• Never share or trade your contact lenses with anyone.

• Be vigilant about older children’s appearance before letting them leave the house. If they are wearing cosmetic lenses, question them as to where they got them.

• Never wear costumes that could block vision, such as some masks, wigs, hats, or eye patches.

• Always wear hypoallergenic or non toxic makeup. Only adults should apply the make-up to children and remove it with cold cream or make-up remover instead of soap.

• False eyelashes should only be applied and removed according to the manufacturer’s instructions on the product’s package.

• Avoid props or accessories that have sharp edges or pointed ends such as pitchforks, spears, knives, swords or wands.

Yes, eating sweet treats is also a big part of the fun on Halloween. If you’re trick or treating, health and safety experts say you should remember these rules: 1. Don’t eat candy until it has been inspected at home.

2. Trick-or-treaters should eat a snack at home before starting out, so that they will not be tempted to nibble on treats that haven’t been inspected at home.

3. Tell children not to accept or eat anything that is not commercially wrapped.

4. Parents of very young children should remove any choking hazards such as gum, peanuts, hard candies or small toys.

5. Inspect commercially wrapped treats for signs of tampering, such as an unusual appearance or discoloration, tiny pinholes or tears in wrappers. Throw away anything that looks suspicious.

Most people consider apple bobbing a jolly Halloween tradition that poses a danger no graver than getting a squirt of water up your nose. But now, apple bobbing has fallen foul of the health and safety police. They have advised participants of this seemingly harmless event to wear goggles and use bottled water and remove the stalks from the apples. A hospital eye consultant said that “a high velocity impact with an apple” had

the potential to cause serious eye injury, while dirty water could lead to infection or even blindness.

He also recommended disinfecting water containers, using bottled mineral water and turning on lights so the apple bobber can see what he is doing.

An ophthalmologist, Parwez Hossein, from Southampton General Hospital, even suggested contestants remove the apples by hand instead of by mouth. The youth of America will eternally consider the doctor’s dictum as a defeat of the whole object of apple bobbing fun. Dr. Hossein also added glow sticks which contain an irritating substance if splashed on the eye to the Halloween danger list. He states that casualties on school or community bonfire nights have been reduced due to increased public awareness.

However, this is not true of Halloween night. Adrian Barlow, chief executive of English Apples and Pears, which represents apple growers, said, “Health and safety can be taken too far and in this case is ludicrous in the extreme. I have never heard of anybody suffering an injury as a result of apple bobbing.”

Ophthalmologist Majid Moshirfar from the Moran Eye Center addresses safety rules as the participants walk on the streets at night and are exposed to traffic. He warns, “Wear reflective clothing or patches somewhere on the costume to be easily seen by others. It is important on this night for pedestrians and drivers alike to obey traffic signals and signs. Younger children should be accompanied by an adult while traveling about the neighborhood. Older children should trick-or-treat in groups.

Participants are urged to use common sense. Never dart out between parked cars or hidden corners such as alleys. Don’t trick-or-treat in busy commercial areas or where there is heavy traffic. Avoid streets that are under construction. Daylight trick-or-treating is safer than going out after dark and Halloween parties safest of all.

Prevent Blindness America offers the following additional tips: Make sure that shoes fit well and costumes are short enough to prevent tripping and falling. Select costumes that are flame resistant. A final warning states that tripping hazards (hoses and potted plants) should be removed from your porch or walkway. Place jack-o-lanterns well out of the way of celebrants. We ought to keep danger and risks out of this holiday, but retain the fun. Follow the recommendations of our experts. ■

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OD Perspective Jason Smith, OD, MS

Visual Acuity, Visual Perception, Adaptation, and Tolerance: A Case Study that Perplexes As eye care professionals, our main focus for our patients is to improve their vision. Naturally, this improvement can be by optical aids, medications, or by surgical means. I am sometimes surprised by the patients who come to us unaware that they have significantly reduced vision.

This case study should be enough of a reminder as to why we care for human eyes. What you hear or what you see as an ECP sometimes can make no sense until you unravel the mystery. It is a lesson in why visual acuity, patient perception, adaptation, and tolerance can really surprise you.

I

AM NOT TALKING about a patient who has waited a year or two in order to get new glasses in order to correct a small amount of nearsightedness, farsightedness, astigmatism, or presbyopia. There are plenty of people functioning well with 20/30 or 20/40 uncorrected vision even though their vision can be improved with glasses or contact lenses. What I am referring to are those people who walk into your office after they have failed the driver’s license eye examination. These are the people with 20/400 vision in one eye and 20/80 in the other. They are people who are driving or operating machinery or equipment. They have never bothered covering one eye to compare the vision between their eyes.

After the driving test, they realize that it is clearer in one eye and blurry out of the other. There are certainly some “neurological comfort zones” that people adapt to with their vision. There are adaptation and tolerance issues when prescriptions are prescribed or when it comes to ranges of clear vision. But when a patient’s vision is so out of focus and so blurry, we have to scratch our heads sometimes and ask, “How can they think it is clear when it is not?”

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I received a phone call from Mr. Jones concerning his wife. Mr. Jones was a patient of mine while his wife was not. Mr. Jones said that his wife had noticed some irritation during the prior evening in her left eye. The left eye was swollen and Mrs. Jones had used some GenTeal drops and cool compresses during the night, but it was still bothering her. Mrs. Jones is a 78 year old white female with hypertension. She had last seen an ECP three years ago and there was nothing remarkable concerning her eye history, according to her. She was wearing photo grey extra glass progressive lenses.

When she entered the exam room, it was obvious that her left upper eyelid was swollen and the left cornea appeared to be slightly cloudy. Her pupils seemed to be unequal with a larger OS pupil. Mrs. Jones’ presenting visual acuity with her glasses was OD: 20/80 and OS: Light Perception! Her examination under the biomicroscope showed cortical cataracts and nuclear sclerosis cataracts in both eyes, a cloudy cornea OS, very narrow angles OU, a swollen, ptotic eyelid OS, and her left pupil was fixed and dilated. There was the presence of granular material present on the capsule of the left lens. There was little to no view of the posterior poles. Upon checking her intraocular pressures with a non-contact tonometer, her IOP’s were OD: 18 and OS: 60 mm Hg @ 12:30 PM. This was an obvious emergency situation. I immediately made a phone call to an ophthalmologist who saw her an hour later.

As I escorted the Jones’ to their car, I advised Mr. Jones to keep Continued on page 40

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Mrs. Jones near to him. Falls among visually disabled elderly people are quite common and Mrs. Jones had a major vision problem. She did not need a hospitalization for a broken leg or hip to compound her vision problems. My instructions to her were, “take baby steps and be extra careful with everything until I see you again. And absolutely no driving!”

As ECPs, we usually care for and manage primary care problems. Many questions entered my mind concerning Mrs. Jones including: what happened at her eye exam 3 years ago, what was her visual acuity 3 years ago, was she advised that her angles were narrow and that there may be a risk of narrow angle glaucoma, what were her intraocular pressures 3 years ago, would a laser iridotomy within this 3 year period have saved her vision in her left eye, and how bad were her cataracts 3 years ago?

I was also startled by the fact that this intelligent woman allowed her vision to get so bad in one eye without noticing it.

She was shocked when I covered her right eye and she could not see the eye chart out of her left eye. Not only could she not see it, but she could not count my fingers at 3 feet, and could not see my hand move in front of her. And, how does one function safely with 20/80 vision out of the better-seeing eye? She was literally one step away from having no light perception or blindness in her left eye and was oblivious to that fact.

I spoke to the ophthalmologist during her appointment. He indicated that her problems included a closed angle with a brunescent cataract, and pseudoexfoliation of the lens capsule of the left eye. A B-scan was performed showing no retinal detachment or tumors present in the posterior segment of the left eye. Cosopt, atropine, and pred acetate drops were prescribed for the left eye BID. She will be following up with the surgeon in order to determine the next course of action as the left eye quiets down. She will also be going back to the ophthalmologist in November for another medical/surgical evaluation of both eyes.

I saw her again in order to improve her vision in the right eye.

Her refraction was OD: -0.25-2.25 X 180/ Add +2.50. Her visual acuity OD was 20/60, J1 corrected. I plan to update her prescription with polycarbonate Transitions lenses and place a temporary balance lens in front of her left eye. We discussed the fact that cataract surgery will be in her future for the right eye.

The decisions for the left eye are on hold for now. She did indicate to me that her left eye felt much better now that the pressures have come down into the 30’s, which is still too high.

It was certainly an improvement from pressures of 60! Cataract surgery on the left eye may help reduce the IOP and may allow more light to enter the eye. The visual outcome may be “guarded” at best, but I am hoping for some improvement in her left eye.

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One’s visual acuity and visual perception are inter-related when it comes to seeing and vision. According to the Dictionary of Visual Science, visual acuity is defined as “acuteness or clearness of vision which is dependent on the sharpness of the retinal focus, the sensitivity of the nervous elements, and the interpretative faculty of the brain. Visual acuity varies with the region of the retina stimulated, the state of light adaptation of the eye, general illumination, background contrast, the size and the color of the object, the effect of the refraction of the eye on the size and the character of the retinal image, and the time of exposure.”

The Dictionary of Visual Science also defines perception as “the appreciation of a physical situation through the mediation of one or more senses.” Awareness, experience, and cognition will affect visual perception. There are some psychological affects that will affect visual perception. According to the Webster’s Dictionary, adaptation is defined as “adjustment of a sense organ to the intensity or quality of stimulation.” Tolerance is defined as “the relative capacity to endure or adapt physiologically to an unfavorable environmental factor or the allowable deviation from a standard.”

In this case, visual acuity, perception, adaptation, neurological abilities, and psychological behaviors played a role in Mrs. Jones ability to “function” until she reached a point where these connections eventually broke down and she sought help. Some questions for this case will remain a mystery. As human beings, we are able to adapt to situations that under other circumstances would be totally unacceptable. Why did Mrs. Jones suddenly one night become aware that there was a problem in her left eye? If there was not the problem of her pressures and glaucoma, how could she have seen through 3+ cortical cataracts and nuclear scleroic cataracts? How could she have thought that her vision was “ok” when the pressures in the left eye were damaging the optic nerve? And she was “functioning,” watching TV, reading, and driving! At least, she thought that she was “functioning.” For anyone else, this situation would have meant a call to the ECP years ago.

This is still the most dramatic case that has ever entered my office. It was dramatic because there were so many problems within one eye. A significant cataract, by itself should have been enough of a problem that the patient sought care. Corneal swelling by itself should have been the same. Intraocular pressures of 60 mm Hg should have been an even more urgent problem than either of the above two issues. Yet, this patient needed all three significant problems in order to seek help and even then the help was sought by her husband. I wish that I had seen Mrs. Jones several years ago. It may have prevented the problem that she now will have for the rest of her life.

Education, awareness, and preventative care presumably could have gone a long way on the part of her previous ECP. ■

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Practice Management Gary Fore, ABOC

Every Play, Every Way, Every Day WHEN TEAM SPORTS are played, the desired outcome depends upon the players knowing the play that’s coming, knowing how to execute that play, and knowing their part in the play being called. When the play is called and the team members start to execute it, another factor enters in: every member of the team must actually do what they’re expected to do and to the best of their ability.

Imagine a football team being in the huddle where the quarterback calls the play. Every player in the huddle hears the play but thinks about another way to execute that play. Instead of the receiver running downfield for ten yards and cutting to the left, he decides that he’ll just go downfield for fifteen yards and cut right. The linemen hear the pass play called but decide to block for a running play.

The backfield players decide to run in circles so the defense will be distracted. The outcome would be disaster! The opposing team would be more likely to score!

The same can happen in an optical practice. Our goal may be excellent, even legendary customer service, but our outcome may be disaster unless every player does their job to the best of their ability every time. As a way to help this become a reality in your practice, this article is designed to provide you with: a) A memorable phrase – “Every play, Every way, Every day” and b) A brief discussion of the essential nature of each element.

Every Play(er): Okay, I changed the phrase a little. It takes every player on your team to provide excellent customer service.

If every player except one gives excellence, you can almost bet that the very customer you don’t want to be mishandled will be mishandled by that one team member who doesn’t give excellent service. It’s a form of Murphy’s Law (If something can go wrong, it will go wrong, and at the worst possible time.)

The one patient you mishandle will be the one who Tweets, Yelps and Facebooks every contact they have about your poor customer service. Electronic communication about poor customer service is faster by far than word-of-mouth.

My daughter, our practice business manager, can post something on her Facebook page and her brother in Germany, her sister in Illinois, as well as her “friends” all over the country will be able to know about it in seconds! Okay, so all her friends in California or Illinois may never be turned off to our practice in Texas but do we really want that out there? No! When a bad experience at your practice gets posted, it’s out there for potentially everyone to see – possibly forever! Every player on your team must keep this in mind.

Every player must also have an attitude of excellent customer service. Your daily attitude is your choice. You can choose to have a bad attitude because you have problems or because you don’t feel well. You can also choose to have a great attitude, one that decides to overcome the difficulties being faced. It’s your choice but your practice needs for you to choose to have a great attitude that will deliver excellent customer service.

Sports players who have a poor attitude – anything other than a winning attitude – pull their team down. Attitudes are contagious so make yours a positive one.

The second part of this first phrase is Every Play. Just like the team on the field, every play must be done with excellence.

If one player decides to let down and goof off on one play, that could possibly be the play that dooms the team to losing on that day. Every team member must be committed to excellent customer service and they must be executing it with every patient. One letdown can become a lost patient and every lost patient represents at least $300 per year in lost revenue.

Continued on page 44

42 | EYECAREPROFESSIONAL | OCTOBER 2011

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How many of those can your practice stand? If you multiply that one, unhappy, lost patient by the number of people they tell about their bad experience, you have a very unhealthy return for that one letdown. Excellence on every play comes from excellent practice.

Every Day: Excellent customer service is created by every player, on every play in every way giving their best every day.

Your practice may be open every day and not observe a day of rest but there truly is no day of rest when it comes to customer service. Recently, I had a great customer service experience.

Do you realize how many hours are expended by players on a team practicing each play? They train in the ‘off season,’ in the pre-season and during the regular season. They get coached by those who know the player’s position. They have team drills, position drills and situation drills. They do weight training, quickness training and reaction training. They practice intersquad drills. They scrimmage. They’re training all season long, practicing every play in the book just to be able to be good enough to win the game.Does your practice have coaches for your position? Does your practice take training that seriously?

Having excellent customer service does not come by accident.

To the contrary, it comes by dedication, practice, training and great execution on every play by every player.

I went to a local store regarding the battery for my wife’s Smartphone. The woman there recognized us and asked how we were doing (even though we hadn’t seen her for several months.) When we explained the problem we were having with the battery, she responded with an assurance that, since we had purchased the protection plan, it was a simple fix. As she finished recalling our information from the computer, she told us that she would print out the information, call the company first thing the next business day and have the new battery shipped directly to our home without shipping or handling charges. We thanked her and, while walking away, I commented, “Now, that’s the way it’s supposed to work!”

Every Way: Good teams find a way to win. This is true for team sports and optical practice teams. They do everything they have to do so that the outcome is favorable. That’s an optical practice team finding a way to win on every play.

Is one player not in the best health that day? Others help out. Is there a missing player? Others fill in the gap. Is something not going well? Someone steps in to make the play that’s needed.

Most sports teams will have what’s called ‘skill’ position players.

It’s not that every position doesn’t require skill to play it. They all need that. However, some positions need people with a special set of skills to handle the job at that position. The same is true in an optical practice.

It takes a special set of skills to run an edger, diagnose why the patient “can’t see” with their glasses, or make sure the database is correct and up to date. In like manner, in your practice there will be people who have that special skill of being able to handle patients who bring all their troubles with them. Yes, I’ve heard that there are no difficult patients, only patients with difficulties. I also think the one who originated that phrase has never met the patients who seem to be able to find something wrong with the time of day!

But then, that’s another subject. When those patients come in, turn them over to your skill player who hasn’t met a person who rattles them or gets them upset. This skill player seems to be able to take a curmudgeon and turn them into a smiling, satisfied patient who says, “Thank you” as they leave. That’s a valuable skill player. Use them where they’re valuable to the practice.

Find a way to deliver excellence on every play and you will have a winning team.

44 | EYECAREPROFESSIONAL | OCTOBER 2011

Admittedly, we didn’t ask her to do something that wasn’t covered, as some of our patients do. We also didn’t ask for something free to which we weren’t entitled which, again, some of our patients do. The point is that we had excellent customer service by a friendly agent of the company without hassle. Our battery problem disappeared in our minds, knowing that it was solved and was solved in an excellent way.

A couple of days later, I received a message from the agent saying that the battery was out of stock so, to keep us from waiting, they were sending a check for the cost of a new battery.

We could either wait for the check or go online and order one from a web site she recommended at a savings of about 50% and then deposit the check when it comes. If we had any other questions, she gave us her number and when she could be reached. Great follow-up!

In our practices, we must ensure that we are giving every day what will become legendary customer service. There simply is no letup allowable. Yes, there are days when your car didn’t start and you had to get to work some other way. Yes, now you have a repair bill gnawing at you. Yes, there are cranky coworkers, cracked coffee carafes and a host of other things weighing on your mind. Mostly, your patients could care less. They want excellent customer service in spite of your throbbing headache.

That’s just life in the customer service lane, isn’t it?

All our personal struggles won’t go away with that patient who came in with a frown and left with a smile and a “thank you,” but, at the end of the day or week, you will know that you did your best to give excellence on every play, in every way every day. That will produce a long term success and build legendary customary service where people will want to come where you work. Now, go long and I’ll throw you one to win the game. ■

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PHONE #

WEB SITE

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15

800-233-8373

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CNS Frame Displays

32

877-274-9300

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Coburn Technologies

35

800-262-8761

www.coburntechnologies.com

EastWest Eye Conference

43

800-999-4939

www.eastwesteye.org

Eyevertise

33

847-202-1411

www.EyeVertise.com

FEA Industries

27, 45

800-327-2002

www.feaind.com

Grimes Optical

48

800-749-8427

www.grimesoptical.com

i-see optical

19

800-257-7724

www.iseelabs.com

LINDBERG

5

+45 8744 4000

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Marcolin

11

888-MARCOLIN

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MJ Optical My Vision Express National Lens

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PAGE #

PHONE #

WEB SITE

BACK COVER

610-278-1900

www.norwoodvision.com

Opticom

23

800-678-4266

www.opticom-inc.com

Optogenics

31

800-678-4225

www.optogenics.com

Precision Optical Group

41

800-497-9239 www.precisionopticalgroup.com

PPG Industries

17

800-358-8258

www.nxt-vision.com/zeiss

FRONT COVER

888-860-7597

www.rudyprojectusa.com

9

800-235-LENS

www.seikoeyewear.com

Norwood Vision Group

Rudy Project USA SEIKO Eyewear

Signet Armorlite

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Smile Reminder

21

866-605-6867

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Tabco Optical

39

800-394-9285

www.tabcooptical.com

www.mjoptical.com

Tech-Optics

47

800-678-4277 www.techopticsinternational.com

US Optical

39

800-445-2773

www.usoptical.com

47

877-882-7456

www.myvisionexpress.com

29, 33, 46

866-923-5600

www.national-lens.com

Vision Council

13

800-811-7151

www.thevisioncouncil.org

—

Vision Preview

26

800-972-2698

www.VisionPreview.com

Vision Systems

47

866-934-1030

www.Patternless.com

Nellerk Contact Lens Cases

49

607-748-2166

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OCTOBER 2011 | EYECAREPROFESSIONAL | 47

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Last Look Jim Magay, RDO

I had to run to the post office yesterday to mail a package. I was too late for the window service but in the lobby was a line of people waiting to use an automated scale and postage dispenser.

Yes, you could insure, register, and get delivery confirmation all by yourself with the swipe of a credit card and the pressing of a few buttons on a touch screen. Another afternoon a week or so later I visited Staples to get some flyers made up for a fundraiser we were participating in. The young clerk in the print shop directed me to a huge copy machine in the corner, showed me how to insert my credit card, select the number of copies I needed and press the appropriate button – and then get a receipt from another machine across the room.

Automation, a wonderful thing – no sick days, no labor strife, theoretically accessible 24/7, eliminates all those jobs with their attendant human problems, no need for a water cooler ‘cause there is no one to stand around it in the AM talking over the latest episode of 30 Rock.

But what are we losing? The President and Congress pay lip service to “JOBS,” but their corporate backers are off-shoring what jobs there are to foreign countries while our unemployed ranks continue to grow.

A website called whywork.org has many thoughtful ideas relating to jobs and unemployment that differ remarkably from Washington’s (and our own) point of view. Many farseeing social thinkers have suggested intelligent and plausible plans for adapting to a society of rising unemployment. Here are some examples.

50 | EYECAREPROFESSIONAL | OCTOBER 2011

1. The National Dividend. Invented by engineer C. H. Douglas and revived by poet Ezra Pound and designer Buckminster Fuller. The basic idea (although Douglas, Pound, and Fuller differ on the details) is that every citizen should be declared a shareholder in the nation, and should receive dividends on the Gross National Product for the year. A share would be worth several times as much, per year, as a welfare recipient receives — at least five times more.

2. The Guaranteed Annual Income. Urged by economist Robert Theobald and others. The government would simply establish an income level above the poverty line and guarantee that no citizen would receive less; if your wages fall below that level, or you have no wages, the government makes up the difference. This plan would definitely cost the government less than the present welfare system, with all its bureaucratic red tape and redundancy: a point worth considering for those conservatives who are always complaining about the high cost of welfare.

3. The Negative Income Tax. Devised by Nobel economist Milton Friedman and is a less radical variation on the above ideas. The Negative Income Tax would establish a minimum income for every citizen; anyone whose income fell below that level would receive the amount necessary to bring them up to the standard.

What do you think? A Utopian vision where every person could choose their own path to self fulfillment without fear of poverty, or a Darwinian struggle where only the fittest survive? ■

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As a provider of premium eyeglass lenses, MJ Optical Group is please to announce that we are now an Authorized Varilux® Distributor.

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