October 2013 Issue of EyeCare Professional Magazine

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AFFORDABLE EYEWEAR / PAGE 6

A LESSON IN FRAME MATERIALS / PAGE 12 October 2013 • Volume 7, Issue 70 • www.ECPmag.com

Instant Magnetic Attraction Every pair comes with matching polarized lens sunglass clip-on

AP6420

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R Magnetic Clip-On www.claritieyewear.com 800.372.6372

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Order your FREE poster and dispensing mat online at: www.signetarmorlite.com/colors

The Kodak trademark and trade dress are used under license from Kodak by Signet Armorlite, Inc. Š2013 Signet Armorlite, Inc.

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EYECAREPROFESSIONAL

OCTOBER 2013 Vol. 7 Issue 70

Features 6

Courtesy of XX2i Optics

Contents

Magazine

AFFORDABLE EYEWEAR Stay ahead of the challenging economic climate by offering affordable, quality eyewear.

by ECP Staff

12

A LESSON IN FRAME MATERIALS A lesson in all the types of frame materials and how they might affect your patients.

7

by Anthony Record, ABO/NCLE, RDO

16

SELLING YOUR PRACTICE Determining the value of your practice is the first step when considering a sale.

by Cliff Capriola, Practice Management Consultant

22

CAPTURE RATE Measure your Capture Rate and predict the long term viability of your practice.

by Renee Jaocbs, O.D., M.A.

26

32

OPTICAL RANTS After 40 years in the optical industry, here are a few things that bother me the most.

by Judy Canty, LDO

28

VALUE OR RIP-OFF? Avoid the dreaded “rip-off ” tag from patients by focusing on the perceived value of your services.

by Ginny Johnson, LDO, ABOC

46

On The Cover:

Departments

CLARITI EYEWEAR

MOVERS AND SHAKERS ..................................................................................20

1-800-FRAMES-2 www.claritieyewear.com

COMPANY PROFILE ..........................................................................................32 SECOND GLANCE..............................................................................................36 THE GLOBAL ECP ..............................................................................................40 INDUSTRY QUICK ACCESS..............................................................................44 ADVERTISER INDEX .........................................................................................45 LAST LOOK .........................................................................................................46

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EYECAREPROFESSIONAL

Magazine

Publisher/Editor. . . . . . . . . . . . . . . . . . . . . . . . . Jeff Smith Production/Graphics Manager . . . . . . . . . . . Bruce S. Drob Director, Advertising Sales . . . . . . . . . . . . . Lynnette Grande Contributing Writers . . . . . . . . . . . . . . . . . . . . Judy Canty, Cliff Capriola, Paul DiGiovanni, Gary Fore, Elmer Friedman, Lindsey Getz, Renee Jacobs, Ginny Johnson, Jim Magay, Warren McDonald, Corrie Pelc, Anthony Record, John Seegers, Jason Smith 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 7 Number 70 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 © 2013 by OptiCourier Ltd. All Rights Reserved For Subscription Changes, email: admin@ecpmag.com Scan this barcode with your smartphone to go to our website.

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Affordable Eyewear 1. Trevi Coliseum Clark 830 is constructed from the highest quality Mazzucchelli Zyl with Silver metal temple inlays for added style. It defines the concept of value, fashion and beauty.

Available in: Violet (shown), Red, Blue and Grey. Made in Italy and backed by a two year warranty. Sold exclusively in North America by National Lens. www.national-lens.com

1

2. Hilco

2

FrameWorks Premier Rimless Collection – fashion forward styling, great quality, at an unbeatable price.

Collection includes stainless steel metal components and hand cut acetate temples with trendy end piece and temple embellishments and treatments. Style shown – 602, available in Plum or Black. www.hilco.com

3. Cinzia Designs The Starlet collection is a new collection of women’s plastic readers consisting of 3 cat-eye variations; Beam, Glimmer & Twinkle. Each reader is embellished with a sprinkle of rhinestones on the front outer edge and comes in 2 rich, frosted color options. Each glitzy reader also comes packaged in a cute, translucent tube adorned with a touch of bling. www.cinziadesigns.com

3

4. Modern Optical Attempt is a combination acetate/metal frame that projects an ethereal vibe with its fusion of teal and brown hues.

The linear engraving on the metal temples anchors the design while the colorful acetate temple tips create a finished look. www.modernoptical.com

4

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5. Viva International Group 5

Presenting four new releases from the Savvy Eyewear Fall 2013 collection, consisting of two men’s and two women’s ophthalmic styles. It takes a modern approach by pairing refined metal fronts with innovative temple designs. Shown is Savvy 381. www.vivagroup.com

6

6. XX2i Optics Our polarized readers offer a versatile and discrete reader solution for anyone who may need a little magnification in their sports sunglass. Applied to the back of each lens in powers of +1.5, +2.0 and +2.5, this unobstructive magnification zone is paired with polarized technology. Shown is the France2. www.xx2i.com

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Marcolin

Kenneth Cole New York – KC7117 takes its inspiration from the subtle metal accents from the brands’ accessory and jewelry collections. The oversized, round frame in acetate is a modern interpretation of a retro style. The black to crystal gradient color way with gradient smoke lenses (SKU 03B) is urban and chic, and spring hinges provide additional comfort. www.marcolinusa.com

Signature Eyewear

Rough Justice Miss Sassy in White Mint features a fun pop of color, with the accent expressed on the temples. The sheer tones in the frame front accent eye colors beautifully.

Spring hinges ensure this style bounces back after removal. www.signatureeyewear.com

K-Mars

Eyewear by ROI

Undergram™ Eyewear – Guinness World Record lightest eyewear frame in the world. Although the frame is the lightest and therefore extremely thin, it has proven to be very durable. Made from 100% medical grade titanium. Available in 7 high quality colors and 3 different models (thickness). www.kmarsoptical.com The new Julie is a soft upswept Zyl frame that will be comfortable for every face. Notice the two part flower detail on the temple and frame front and you have a great look at an even better price. Colors: Black/Crystal, Tortoise/Pink. Size: 52-18-130. www.eyewearbyroi.com

Adlens The award winning Adlens ® Adjustables™ are the 2nd generation of variable focus glasses based on the Alvarez technology. They consist of 2 wave-shaped plates that glide across one another to change the power of each lens. They are continuously adjustable, robust and correct over 90% of spherical errors (lens power -6 to +3 diopters). www.adlens.com

Adlens® Adjustables™

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Rudy Project Launches Spinhawk Casual Sunglasses Rudy Project is proud to announce the latest addition to their casual sunglass line with the all new Spinhawk, a model that best expresses an aptitude for sport and perfect when chilling with friends.

Combining a number of timeless and unique Rudy Project design elements and ergonomic features, the Spinhawk is not only durable and lightweight, but ensures maximum protection from the sun while upholding supreme style. Plus the Spinhawk lenses are covered by Rudy’s Lens Guarantee.

“Rudy Project is well known for advanced Sport Sunglass, Helmets & Prescription solutions,” said Paul Craig, President and Co-Founder of R.A.C.E., exclusive distributors of Rudy Project in North America, “Now, you can up your game off the field.

The Spinhawk brings together the best of what Rudy has to offer in a relaxed form that exudes our athletic history and style. During testing, they’ve become a hit

with several of our biggest athletes and now they’re available to anyone who’s seeking a fresh look.”

For those who may need a prescription solution, the Spinhawk is completely RX-able with Rudy’s unbreakable ImpactRX™ lenses. Utilizing reeFormTEK™ digital backside surfacing, this prescription technology assures ‘edge-to-edge’ RX coverage to increase visual acuity and maximize field of vision.

The Spinhawk is available in 6 color variants: Matte Black, Camouflage Green, Orange Shade Matte, Frozen Brown, Crystal Ash & Frozen Ash – They’re available now from any authorized dealer or online at www.e-rudy.com

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Clariti Eyewear

Vincent Kaes

The innovative Konishi Acetate Collection offers a number of unique styles including the KA5738, presented in Dark Burgundy/Pink. This cutting edge frame will have you garnering attention with absolute ease. It is available in an array of color combinations including Brown/Blue and Black/Green. www.claritieyewear.com

BUCAREST: Inspired from the sobriety of the 60s, this old school frame is in perfect agreement with the comeback of the vintage tendencies. The sober and reassuring style of this product matches to the expectations of every sensitive person looking for authenticity and quality. www.vincentkaes.com

Baby Banz

Match Eyewear

Baby Banz is excited to announce a new specialty line of Junior Banz. These frames feature Swarovski crystals hand placed by Jimmy Crystal of New York. These fun frames are fashionable and protective – featuring 100% UVA/UVB protection as well as polarized lenses. usa.babybanz.com

AV Studio, the newly launched partner brand to Adrienne Vittadini, reinvents accessible luxury with fresh and sexy eyewear designed for young women at an affordable price point.

The launch collection includes 18 ophthalmic and 8 sun wear styles. Style AV-84S features a vintage wayfarer design updated with a splash of Swarovski crystals and a sleek metal logo emblem on tapered temples. www.matcheyewear.com

Continental Optical Precision Titanium is a sophisticated combination of distinctive aesthetics and premium components. All Precision Titanium styles are constructed with nickel-free titanium, quality is second-to-none and styling is geared towards wearable fashions that sell and sell through. A great example of this is the new Precision 123, a men’s semi-rimless combining fashion and function with value. www.continentaloptical.com Continental Optical – Precision 123

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Signet Armorlite Renews Lens Licensing Agreement with Eastman Kodak Signet Armorlite, Inc is pleased to announce the recent renewal of a 17-year licensing agreement with Eastman Kodak Company. Since 1993, Signet Armorlite has licensed the Kodak name in the marketing of ophthalmic lenses worldwide. With almost seventy years of optical innovation, Signet Armorlite recognizes a kindred spirit with Kodak in its commitment to touching lives through technology and innovation. The KODAK Lens name has allowed Signet Armorlite to attach a trusted name to its proprietary lens designs, treatments and materials. This partnership has been solidified with the recent renewal of the agreement.

As Kodak moves forward, it has restated its commitment to delivering imaging innovation with superior color quality based on its history of imaging and color science technology. In alignment with Kodak, Signet Armorlite offers KODAK Lenses with digital lens technology that focuses on color enhancement and

contrast sensitivity. The new “See the Colors of Life” campaign launching at Vision Expo West in Las Vegas this year will bring awareness of how significant color vision is in daily life.

“For the last twenty years, Kodak and Signet Armorlite have shared a goal of providing quality products and technology innovation to their respective customers,” states Brad Staley, President of Signet Armorlite, Inc. “The renewal of our contract with Kodak signals nothing but great success for both companies going forward.”

For more information about Signet Armorlite and KODAK Lenses, please visit www.signetarmorlite.com.

Signet Armorlite, Inc. is celebrating its 66th anniversary. The headquarters and lens technology center, Signetek™, are located in Carlsbad, California.

Signet Armorlite holds worldwide distribution for KODAK Lenses.

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MANAGING OPTICIAN Anthony Record, ABO/NCLE, RDO

gray. Because it is so resistant to corrosion, it’s a good choice for people with high skin acidity, or who spend a lot of time around water – especially salt water.

Some people worry that beryllium has toxic properties, so don’t be surprised if some patients react strangely if they learn their frame is made from it.

W

ITH APOLOGIES to my favorite Beatle, George Harrison, I probably should have entitled this article ‘Living in the Frame Material World.’

It’s been a long time since I’ve seen one of our journals delve into this topic, which can sometimes seem a bit esoteric. On the other hand, information is power.

Furthermore, the ability and the willingness to share information is power times ten.

Therefore, the more information an eye care professional (ECP) can amass, the more information she can share. And if nothing else, the next time a patient asks, “What’s the difference between beryllium and Monel?” or “Is beta titanium the same thing as titanium?” rather than responding with an uncomfortable pause and then an unprofessional “Umm...,” the response can be a confident and professional exchange of information.

The best way to start is to separate frame materials into two distinct categories: metal and plastic. While plastic is surging in sales, my anecdotal experience affirms that in the battle for frame material domination, metal is still king. Although they are generally thinner and lighter, metal frames are perceived as, and in fact are, usually more durable. Since metal frames are generally easier to adjust, and are not as affected by heat, they are more likely to maintain their original adjustment. Metal frames are more difficult to break than plastic frames, and are more easily bent back into shape when necessary. Metal frames won’t discolor when exposed to UV, at least not as readily as most plastic frames.

Additionally, metal frames are generally lighter weight overall, because less frame 12 E Y E C A R E P R O F E S S I O N A L

material is necessary than with a plastic frame. Ironically, on the other hand, some patients will complain that the thinner temples are actually less comfortable behind the ears. Let’s take a little closer look at some of the specific differences within the two categories.

Metal. One of the most misunderstood metals is Monel. It is usually capitalized because it is actually a trademark of the Special Metals Corporation, which mixes up to two-thirds nickel with other alloys like copper, tin, and iron to form it. Monel is extremely corrosive resistant, which is why it’s not only used in eyeglass frames, but also kitchen sinks. However, it is not corrosion proof; for some people, Monel can react negatively with their skin chemistry. But this is preventable if the right kind of plating, such as palladium or other nickel-free metals, is used.

Beryllium is a relatively rare element found in the Earth’s crust, nevertheless it is sometimes used in metal eyeglass frames. It can increase hardness when mixed with other metals, which is why its presence in nickel-rich frames is a plus. In its natural state it is lightweight and steel

Aluminum is the most abundant metal naturally found in the Earth’s crust. In fact it is the third overall most abundant element after oxygen and silicon. Frames made of aluminum are lightweight and corrosion resistant.

Years ago aluminum was a popular material choice, and these days it is making a comeback, especially among higher-end frame styles, as it creates a very distinctive and elegant look.

I like to refer to Stainless Steel frames as the poor man’s titanium. Stainless steel frames are light weight, have a low toxicity and are strong. Stainless steel frames are usually nickel-free and thus hypoallergenic. Stainless steel is readily available and usually much less expensive than titanium. It is an alloy of steel and chromium, which provides excellent resistance to corrosion, abrasion and heat.

On the other hand, it also is not corrosion proof. Under low oxygen and high salinity environments, it can degrade.

Titanium is probably the most (if not the only) patient-requested frame material – hands down. It is a low density, high strength metal that was discovered in the late 18th century, and named for the Titans of Greek mythology. It has the highest strength-to-weight ratio of any metal. It is as strong as most steels, despite it being nearly 50% lighter than most others. It is strong, hypo-allergenic, and flexible. Despite it being a silvery color in its natural state, with a little plating added, it is available in a wide array of colors.

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A real confusing issue for some ECPs is understanding the difference between titanium and Beta Titanium. Titanium alloys are generally categorized as either alpha alloys, beta alloys, or in some cases alpha/beta alloys. Alpha alloys are usually stronger and less likely to break. Titanium is categorized as alpha based on the temperature used to process it and the different alloys used in the process including aluminum and tin. Beta titanium is usually a more flexible finished product, which makes it perfect for an economical three-piece, drill-mount chassis. Also categorized based on the temperature at which it is processed, some of the alloys used include exotic-sounding molybdenum and vanadium, and the more familiar: copper and chromium. Flexon is a memory-metal titanium originally developed by Marchon. It is very strong and very flexible, always returning to its original shape when bent.

Plastic. For patients looking to make a bold, vibrant, colorful statement, Cellulose Acetate, aka Zyl, is the frame material of choice. Zyl, which is short for zylonite, is popular because it can assume such a wide array of color combinations, patterns, and textures. It is the most common plastic frame material. Frame fronts and temples can be cut from blocks of zyl extruded from sheets of cellulose acetate, or the zyl can be liquefied and then injection molded. The former method yields a stronger and more stable finished product, while the latter are less expensive and

do not hold their shape very well, especially at higher temperatures. In both cut block and injection-molded zyl frames, metal cores are usually added inside the core of the temples for greater stability and adjustability. If zyl frames are exposed to temperatures exceeding 150-degrees Fahrenheit plasticizers within the zyl begin to rise to the surface, turning the zyl an opaque, milky white color.

Additionally, perspiration, overexposure to ultraviolet, and even body oils and some make-up can cause zyl to degrade.

When combined with polycarbonate or Trivex™ lens materials, a finished pair of zyl eyeglasses can be lightweight and comfortable. A fairly recent innovation is adding laminate finishes to zyl frames which further expands available designs.

Unrelated fun fact: Cellulose acetate is also used in the manufacturing of cigarette filters and high-quality playing cards.

Nylon frames are a good choice for sports and safety. Introduced more than 75 years ago, the original nylon frames proved to be too brittle. To fix this problem, manufacturers began to switch to compounded or blended nylons using polyamides to decrease brittleness and increase flexibility. One drawback to nylon is it can only be made in solid, opaque colors, thus limiting it in terms of fashion.

Fiber Graphite, which is lightweight and durable. Optyl, which is made from an epoxy resin, is high in luster, and very hypo-allergenic. It also has “memory” in that if highly heated it will return to its original shape. To make adjustments on an Optyl frame it must be greatly heated and held in place while it cools in order for it to hold the adjustment.

Cellulose Propionate is produced by an injection molding process and can be made thinner than frames made of cellulose acetate. While it also has infinite color options, the coloring more readily fades than frames made of zyl – especially block zyl. Too much heat can shrink this frame material. A common mistake made by uninformed or inexperienced ECPs is heating this type of frame to insert the lenses. Manufacturers recommend these lenses be mounted using a cold-mounting technique. Cellulose propionate is hypo-allergenic to a degree, lightweight and durable.

While time and space does not allow us to cover all frame materials (after all we didn’t even mention gold, wood, buffalo horn, or even velvet-wrapped!) hopefully now it will be easier for front-line ECPs to have a well-informed, constructive conversation when it comes to the most common materials in their eyeglass frame arsenal. I

There are several other plastic frame materials available in varying quantities and styles. These include CFG or Carbon

When what to my wondering eyes should appear…

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STARS! in their Eyes

Bryan Cranston from the popular Emmy winning series Breaking Bad, in Valentino V2637.

Gwen Stefani wearing Tom Ford style TF5040 col. 182.

Actor James Franco wearing Gucci Bamboo – style GG 2235S, at the Palto Alto movie premiere last month.

Jennifer Lopez wearing Swarovski ‘Amazing’ sunglass SK 0002 01B, from the video of her new single “Live it up.”

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Save time and money!

Purchase your ticket online: www.opti.de/en/tickets

Find it all at a glance: www.opti.de

View what’s coming up. Encounter the inspiration.

Learn how to maximize your success: at opti 2014 the entire optical sector will meet again to bring the future to the forefront. Come and experience the dynamic flair that only this distinctive trade show can pull off!

January 10 - 12, 2014

Contact U.S. Office Francesca Novak Phone 646.437.1016 fnovak@munich-tradefairs.com

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PRACTICE MANAGEMENT Cliff Capriola, Practice Management Consultant

Selling your Practice As many of the baby-boomer, business-owning optometrists, ophthalmologists, and opticians face the likely end of their first careers, the concept of practice valuation is something most, if not all, will deal with at some point.

HETHER IT IS for estate planning and tax purposes, selling to another OD looking to expand, an associate wanting to buy in to the practice, divorce litigation, or selling to a new OD fresh out of school.

W

In this first article on the subject we will examine the options available to business owners wanting to sell in the next couple of years, and in the second article next month we will take a look at the ways to improve the value of your practice for sale five or more years down the road.

First, let’s take a quick look at the eye care industry from the perspective of independent practitioners. According to a 2013 Review of Optometric Business by Vision Source, independent eye care professionals (optometrists, ophthalmologists, and opticians) have been slowly increasing their market share in the last few years.

Here are the numbers:

extremely well as the numbers show.

(See Chart on page 18) According to David Greene, a broker at Medical Practice Brokers, LLC in Colorado, at any given time there are about 15,000 private eye care practices in the US. While the number of independent practices has been slowly shrinking, this translates to plenty of opportunities for the buying/selling of practices, whether you are a new graduate wanting to strike out on your own or a babyboomer pondering retirement.

Let’s say you’re that gracefully ageing optometrist with his own practice (sounds better than baby-boomer, doesn’t it). How do you even go about placing a value on your practice? Be careful here. According Vincent Brinly of the Practice Valuation Group in Washington, DC, it is natural for a doctor selling his practice to place a higher value on it than what the numbers call for. You’ve spent most of your work-

INDEPENDENT ECP MARKET SHARE Category

2008

2009

2010

2011

2012

Eye Exams

65.10%

67%

67.30%

67.50%

68%

Eyewear Sales

47.10%

49%

49.90%

50.50%

51%

55%

56%

56%

57%

57%

50.90%

51.60%

52.70%

53.60%

53.70%

Contact Lens Sales Total Primary Eye Care

Want some more good news? In a Jobson Research study conducted for VSP on patient loyalty, independents fared

ing life building the practice into what it is today, and it just makes sense that your efforts show up in the Continued on page 18

16 E Y E C A R E P R O F E S S I O N A L

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3. Goodwill – simply defined, it is the value in a business over and above the easily identifiable business assets. It reflects the synergy between the assets in the business used to produce income. In a well-run practice, the whole is greater than the sum of its parts.

C – the capitalization rate, based on the risk of the business. It can range from 1 to 5 and it is based on overall risk and business goodwill. Here is where the intangibles you can offer a buyer come into play: will the seller stay to assist in the transition, is the staff well-trained and able to operate on their own to a great extent, any community outreach programs the seller has established, whether or not the medical records are computerized, the established referral programs, the average value per patient on an annual basis, the overall growth curve, and all those everyday functions that separate successful practices from the ones just getting by.

Now, let’s start plugging some of these numbers in to the widely accepted formula used in valuing eye care practices:

Ex – expected excess earnings. Take an average of the past three years to get to this number.

The Valuation Formula

S – fair market value return on the owner’s time (how much did they take in salary) as a total of the compensation package.

valuation. What many doctors find, though, is that working hard does not pay off nearly as well as working smart.

1. Real Estate – any land and buildings should be appraised by a professional real estate appraiser.

There are many professionals in the marketplace that can help you place a value on your practice. A CPA can help you place a value on the physical components such as equipment, inventory, and building and land if you own it; but a CPA generally does not have the knowledge of the eye care industry to value the intangibles, such as a well-trained staff, a high-end patient base, and medical referrals. This is where an appraiser within the eye care industry can serve you better.

2. Tangible Property – in an eye care practice, this would include any equipment, inventory (lenses, frames, contact lenses, etc.), and any other assets used to generate income.

Let’s take a look at the different asset valuation methods and how they can affect your practice value: 1. Income Method – this utilizes the excess income produced by the asset – a capitalization rate based on the estimated long-term return on investment. The return is based on the type of asset and the returns in the marketplace for a similar risk factor.

2. Market Method – the asset’s value is determined by the selling price of similar asset’s in your marketplace. This method is mostly used in real estate and would not be good for other assets.

3. Cost Method – the replacement cost of an asset less depreciation.

4. Actual Cash Value – the most valuable method for eye care practices. It takes the replacement cost of an asset and multiplies it by a pre-determined factor, which compares the remaining useful life of an asset with the total useful life of that asset.

Translation – take care of your equipment! This method rewards practitioners who take care of their assets.

To get started with any of these methods, you first need to establish the value of your assets: Categorizing Assets The simplest way to categorize assets is to rank them in terms of the ease of valuing.

In a typical practice they would rank something like this: 18 E Y E C A R E P R O F E S S I O N A L

This formula was originally developed for the veterinary field, but is widely used for eye care practices because of the similarity of issues facing valuation: OV = T + WC + I + C (Ex – (S + R (T + WC ))) – L Before you hit the panic button, let’s simplify the formula in language you can understand, starting with the meanings of the abbreviations: OV – the value of the optical practice.

T – the fair market value of tangible assets, including equipment, real estate, and inventory.

WC – the working capital needed to operate the business; capital of $10,000$30,000 for accounts receivable, cash for operations, deposits, and the money needed to operate the business.

R – long-term expected return on investment.

L – long-term liabilities such as leases, etc.

Once the formula is understood and accepted by both buyer and seller, there is room for negotiation, usually on the capitalization rate. Obviously, the risk to the buyer would be significantly less in a practice located in a desirable area, with well-trained staff and a high-end inventory; than with a practice with an ageing, Medicare-based patient base in a rundown area with the doctor only in the practice three days a week.

Next month we’ll take a look on improvements you can make in your practice which will pay off if you plan to sell some years down the road. I

I – any further investment in the business above the working capital.

Patient Assessments of Independent and Corporate Eye Care Professionals % extremely satisfied

Independent ECP

Chain Store ECP

Overall patient satisfaction with eye exam

58%

45%

Likelihood of returning to same practice for next exam

71%

53%

Likelihood to recommend ECP to friend or relative

61%

39%

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Corning and SunSensors are registered trademark of Corning Inc, Corning, NY - Copyright© 2013 Corning Incorporated.All rights reserved

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[ The alternative photochromic ]

Value • Reliable • Quality

TM

www.ShoreLens247.com 1.888.547.4802

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MOVERS & SHAKERS Kenmark Kenmark has announced the promotion of Jay Higdon to Director of International Sales.

Higdon has been with Kenmark for 21 years and will be responsible for leading continued growth of international business, as well as the company’s export and sales teams. Currently serving more Jay Higdon than 50 countries worldwide, the international sales team will focus on building relationships in new markets, as well as strengthening existing territories.

The McGee Group

Joseph Cipriano

The McGee Group has hired Joseph Cipriano as Sales Director of Western States. Cipriano has worked in the optical industry since 1997, prior to which he played professional golf. Most recently, Cipriano worked as a Regional Sales Manager at the Kenmark Group. He will be managing the McGee Group’s sales force in the western U.S.

Adlens

®

Adlens® has promoted Rob Stevens, PhD to chief technology officer, a newly created role in the company. As CTO, Stevens leads a team of scientists, engineers and designers who have created two new variable focus products. Since joining the company in 2008 as technical director, Rob Stevens Stevens has been instrumental in the development of its two existing technologies: Fluid-Injection, currently in the John Lennon™ and Hemisphere® lines and Alvarez, currently in the Emergensee™ collection.

Superior Vision Managed vision care company, Superior Vision has appointed Brian Silverberg chief financial officer. For the past seven years, he has been vice president of finance and business development at EyeMed. Prior responsibilities include financial leadership positions at The Relizon Company and Brian Silverberg Ford Motor Company. Replacing Joanna Freeman who retired in 2012, Silverberg will be responsible for financial management and reporting, pricing and underwriting, and other duties.

Joint Commission on Allied Health Personnel in Ophthalmology The JCAHPO has named ophthalmologist Karl Golnik, MD, MEd, its 22nd president. He is succeeding Tyree Carr, MD, who served as JCAHPO’s president from 2011 to 2013. Dr. Golnik is a national leader in both ophthalmoKarl Golnik logical practice and education. He serves concurrently as a neuro-ophthalmologist at the University of Cincinnati Neuroscience Institute; a professor of ophthalmology, neurology, and neurosurgery at both the University of Cincinnati and the Cincinnati Eye Institute; and a professor of ophthalmology at the University of Louisville.

Johnson & Johnson Vision Care Johnson & Johnson Vision Care, Inc., has announced the appointment of Laura Angelini to the role of president, North America, Johnson & Johnson Vision Care, Inc. She will be responsible for the Vistakon U.S. and Canadian Laura Angelini businesses. Angelini has over 20 years of experience building business and brands at Johnson & Johnson. She has served in various sales and marketing leadership roles across the company’s Medical Device and Diagnostics segment. Early in her Johnson & Johnson career, she was responsible for introducing 1-DAY ACUVUE Brand Contact Lenses to the Italian market.

Foundation Fighting Blindness The Foundation Fighting Blindness has presented Kamal Majeed, PhD, CEO and founder of electronic medical records and practice management software developer, NexTech, with this year’s Outstanding New Trustee Award. For the Kamal Majeed past three years, Dr. Majeed has worked closely with the foundation as a sponsor and co-chair of the annual Tampa/St. Petersburg Dining in the Dark fundraising event. His personal experience of witnessing family members cope with vision loss has fueled his passion for supporting the foundation.

His mother was a victim of vision loss, and his mother-in-law also suffers from the loss of her eyesight due to age-related macular degeneration.

Essilor International Essilor International has named Frederic Mathieu as corporate senior vice president of Human Resources. A member of Essilor’s Executive Committee, he reports to Paul du Saillant, chief operating officer. Mathieu joined Frederic Mathieu the Essilor Group in 1996 and was successively responsible for Worldwide Logistics and Industrial Strategy. Prior to that, he was CEO of Essilor AustraliaNew Zealand, VP Northern Europe, and president of BBGR for the last three years.

Continental Optical Imports Continental Optical Imports has announced the appointment of David Jacobsen to National Sales Manager. He will manage and oversee all aspects of sales efforts for Continental. Jacobsen had served as Territory Manager for Continental David Jacobsen Optical since 2011. Previously, he was President of Global Optical Resources and Australian Optical Company.

He has held several sales and sales management positions since entering the optical industry in 1988.

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THROUGH THE LENS Renee Jacobs, O.D., M.A.

Manage Capture Rate: Earn Success by Growing Trust and Loyalty Most eye care providers acknowledge that they should measure Capture Rate. However, many are confused regarding how to take the measure, what it means, and why Capture Rate is important.

Capture Rate Predicts Business Viability Capture Rate is important because it predicts the long term viability of any eye care practice. Think of it as a measure of your ability to communicate in ways that most patients fully understand. Your words and actions can influence each patient’s healthcare and buying habits. Over time, Capture Rate becomes a measure of patient trust, loyalty, and commitment to your ongoing business relationship. Capture Rate will be high if most patients return annually for their comprehensive eye examinations, refer all of family members and friends, and purchase all eyewear products from you. Capture Rate will be stable or increasing, from one year to the next, if patients trust you to prescribe and provide top tier lens products for best possible vision, comfort, and safety. Capture Rate will be high when all products and services meet or exceed expectations. Capture Rate will be high when perceived value matches or exceeds the patient’s fees.

Healthy businesses enjoy a healthy capture rate. If Capture Rate trends downward, then your business viability is in decline.

How to Measure Capture Rate There are many forms of Capture Rate. In fact, Capture Rate can be defined and measured unique to each business management area. In each case, Capture Rate is the Number of Successful Encounters divided by the Number of Opportunities. If each management area can define both success and opportunity, and then increase their own Capture Rate, your business will thrive!

Most ECPs track a single kind of Capture Rate, their Spectacle Lens Capture Rate. This is because the optical is a major profit center related to the business mission of providing optical solutions for best possible vision, comfort, and safety. The Spectacle Lens Capture Rate indicates if your patients buy from you. It is a significant indicator of business viability.

Spectacle Lens Capture Rate = THE NUMBER OF SPECTACLE LENS PAIRS SOLD The Number of Opportunities Measuring Spectacle Lens Pairs Sold is relatively easy. Simply count the number of orders written in a day, or count the number of lens invoices listed on your monthly lab statement.

If you sell non-Rx eyewear, include those lens pairs too. Whether you measure daily or monthly, Lens Pairs Sold is a straightforward measure.

Understanding and then defining opportunity is the greater challenge, because there are so many different kinds of eyecare 22 E Y E C A R E P R O F E S S I O N A L

businesses. Because opportunity can be defined more than one way, Capture Rate can be confusing. In general, opportunity results either from your exam room or from walk-in customers.

Select a measure most appropriate to your business model.

Capture Rate for ECP Business with Negligible Walk-In Traffic and Negligible Non Rx Eye Wear Sales When walk in traffic is negligible and there is no effort toward non-Rx lens sales, this kind of business should target opportunity resulting from the exam room. This is where the doctor has the greatest influence. In these practices, opportunity can be defined as the number of patients who receive a spectacle Rx that can be used in any optical. These are your patients who own a valid prescription, they can make a purchase, you have an established relationship, and they are in your dispensary! Each patient is in the right place at the right time, and you know their needs. This is your opportunity! Your measure of Capture Rate becomes the number of lens pairs sold divided by the number of patients who received a fillable prescription from your doctor.

Spectacle Lens Capture Rate = THE NUMBER OF SPECTACLE LENS PAIRS SOLD Number of Patients with Fillable Rx from Your Exam Rooms When you measure Capture Rate using this method, your capture rate will not decrease from providing refractions during well care examinations for infants, school age children, and patients with family history significant for eye diseases like glaucoma or macular degeneration. This is because you are counting only the refractions that result in a fillable spectacle prescription.

When you measure Capture Rate using this method, your number will be high if most patients purchase eyewear from you. Your number will be high when you increase multiple pair sales too.

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Capture Rate for ECP Business with Significant Walk-In Traffic and Negligible Non-Rx Eye Wear Sales When walk in traffic is significant, then your definition of opportunity will include walk-in shoppers. You can fill their outside Rx or you can schedule them with your doctor for an eye examination.

Spectacle Lens Capture Rate = THE NUMBER OF SPECTACLE LENS PAIRS SOLD Number of Patients with Fillable Rx from Your Exam Rooms + Walk-In Shoppers When you measure Capture Rate using this method, your number will be high if most patients and walk-in customers purchase eyewear from you. Your number will be high when you increase multiple pair sales. Your Capture Rate will be lower if you cannot convert shoppers into buyers. Regardless of the actual Capture Rate method you choose, once you calculate a number you can proactively work to improve it. Identify barriers to growing sales. Tackle them one by one. Celebrate when the Capture Rate increases. If your Capture Rate trends into decline, then aggressively manage change within your optical.

Capture Rate for ECP Business with Negligible Walk-In Traffic and Significant Non-Rx Eye Wear Sales If your business model includes selling non-Rx eyewear, then your definition of Lens Pairs will include Prescription and Non-Rx eyewear. Moreover, opportunity will include refractions that do not yield an Rx. Spectacle Lens Capture Rate = THE NUMBER OF SPECTACLE LENS PAIRS SOLD Number of Comprehensive Eye Examinations This kind of business might sell non-Rx lenses to patients who receive well care. The optical might showcase a variety of sportswear to enhance vision for activities like mountain biking, shooting, or golf. Opticians might emphasize the importance of sun protection for infants. They might offer non-Rx sun wear for contact lens patients plus any patient who does not need prescription lenses. Opticians might suggest sports glasses for school age children, safety eyewear, and swim goggles too. If all of your business arrives through the exam rooms, and you sell eyewear to everyone – even those without a prescription – then opportunity can be defined as the number of comprehensive eye examinations.

Using this method, your capture rate will suffer unless you can sell eyewear to all patients who arrive for comprehensive examinations. As you might imagine, your capture rate will be highest if all patients schedule examinations only when they need new glasses. Your capture rate will be higher yet, if you can increase multiple pair sales too.

Capture Rate for Eye Care Providers without Eye Examination Services If all of your customers arrive through the front door, then your opportunity is Walk-In shoppers.

Continued on page 24

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Spectacle Lens Capture Rate = THE NUMBER OF SPECTACLE LENS PAIRS SOLD Walk-In Shoppers

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

If you are currently ordering lenses from any of the following participating vendors, you can create and submit your order using the Opticom website at no cost!

Augen Optics Bristol C&D Carl Zeiss/AO Sola Centennial Optical Limited Conant USA Essilor (Silor, Varilux & Gentex, Prio) Eye Solutions Eyenavision Eyewear by ROI Eyewear Designs Fantom Optics Hilco (Supplies) Hoya Lens I-Coat Kaenon Polarized KBco Lab-Tech L.B.I. Lenses Lensco Melibrad Nassau Lens

Nouveau Eyewear Optima/PFO Global Pixel Optics Polycore Polylens (Chandel Optical) Private Label Optical Rochester Optical Seiko Optical Shamir Insight Shore Lens Signet-Armorlite SOMO Optical Specialty Lens/iRx Xperio Techtran Lenses Titmus (Frames) UVCO/Chemilens Vision Dynamics Vision-Ease X-Cel Optical Younger Optics Zyloware (Frames)

If you own a walk-in optical, every shopper is a prospective sale.

Your Capture Rate goes up if you can convert shoppers into buyers.

Measure Capture Rate When You Implement New Sales Tools and Strategies Once you know your Spectacle Lens Capture Rate, you can become proactive to improve the measure.

Measure Capture Rate every month to observe trends over time.

Whenever you try something new, measure Capture Rate every day. For example, you can improve the identifying of patient’s lifestyle needs and then prescribing to improve vision, comfort, and safety in every life endeavor. Change might begin when the patient schedules their appointment. Remind them to bring every pair of eyewear they own or use. Upon arrival, request to see all eyewear. During the pre-test, discuss each pair, the use, serviceability, and condition. Consider adding technology-use questions to the history, as a strategy to identify those patients who spend hours using hand held digital devices. Inquire regarding symptoms of fatigue. You might set about improving patient education. You can implement explaining an optical treatment plan in the exam room. Explain the best multi-pair solutions, and then make the best possible hand-off to optical.

You can use newer and better visual aids, at the point of sale, to help patients understand lens benefits.

Every time you trial a new strategy, toward increasing your Spectacle Lens Capture Rate, measure daily and notice any change. If your new methods are effective, then Spectacle Lens Capture Rate will go up. If new methods make no difference, then your Capture Rate will stay the same. If your patients perceive that you are pushy, not sincerely concerned about them, then sales might drop. It is possible to try new communication strategies and actually decrease Capture Rate!

Measure Capture Rate When You Raise Your Fees If you raise your spectacle lens fees, and your Spectacle Lens Capture Rate remains stable, then patients perceive that the value is worth the price. If, on the other hand, eyeglass sales drop, then confirm that your additional profit margin is in excess of your loss.

Earn Success by Growing Trust and Loyalty Spectacle Lens Capture Rate is a powerful method to monitor if sales are trending stable, improving due to proactive patient communication strategies, or declining due to internal management challenges or economic market forces. If Capture Rate declines, take notice and implement positive proactive change.

Successful businesses grow trust and loyalty. Healthy businesses enjoy a healthy Capture Rate. I

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DISPENSING OPTICIAN Judy Canty, LDO

RANTS A DEAR FRIEND OF MINE sent me a text message entitled, “this should be your next rant.” Rant? My NEXT rant? Am I becoming one of those old people who scream “get off my lawn” at the neighborhood kids? One of the neighborhood kids mows my lawn, for Pete’s sake.

I don’t (think I) rant.

But if I did, here are a few things that are rant-worthy (in no particular order): 1. Christmas shopping ads that start in the second week of September. Seriously? I know there are people who wait until the last minute to shop, but do we really need to add the stress of holiday shopping to off-to-college, back-toschool, football season, cheer tryouts and the end of daylight savings time? Marketing people, I’m begging you, save it ‘til after Halloween.

2. Unprofessional attire. Leggings are not pants, even with a long sweater. Flip-flops are not shoes, and neither are Crocs, at least not in a professional office. Crocs and socks?

Still not professional footwear. Hoodies and other fleece lined shirts are neither blouses nor blazers. Fleece lined pants, pants with words on the back or pants that lost a fight with a Bedazzler are not professional garments. Pant hems that drag on the floor are not a labor-saving device.

I’ll talk more about this later. If your skirt hem is closer to your fanny than to your knees, it’s too short. Be better dressed than your patients. How’s this for an “end of day” routine: • Pour a glass of your favorite adult beverage. Sip. • Peruse your closet for tomorrow’s outfit. Sip. • Check for missing buttons or sagging hems. Sip. • Press what needs pressing. Sip once for the iron and again for the ironing board.

• Find your shoes and hosiery/socks that match. Sip. • Hang your completed outfit on the back of the closet door. Sip. • Sip. You’ll sleep better knowing that at least one person will have it together when the alarm clock goes off tomorrow morning.

26 E Y E C A R E P R O F E S S I O N A L

3. Gum at work. No. 4. Stickers, stickers and more stickers on entry doors and the little windows around the door. Just because the company, vendor, telemarketer sent it to you doesn’t mean you have to actually stick it on the door. You know that they’re too small to see unless you’re already at the door, right? Why not use that valuable space to advertise your business, your address, your phone number and hours? Sometimes the NAV system in the car can only get you so far and then you need an actual street number or a phone number because it’s after hours and you need to call for an appointment.

5. Dead, dying or overgrown plants. Not everyone has a green thumb and not every office space has the proper conditions for plants to survive. If you know this already and someone sends you a plant, take it home or give it to someone who has a green thumb. On the other hand, if you have one of those plants that turn into a long vine that gets looped around windows and doorways and begins to threaten small children, trim it. It’s probably a philodendron and practically impossible to kill. I know because I’ve

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tried. Also, no plants with attractive berries that look like candy. A curious child might decide to try one and that could be a small disaster. If you can afford to buy good quality artificial plants, remember that real plants don’t get dusty.

6. Now that I think about it, dust, especially dusty displays, frame bars, window sills and countertops make me crazy.

What you’re displaying is expensive stuff; it shouldn’t be dusty. Jewelry stores aren’t dusty. My doctor’s office isn’t dusty. Your professionally designed and decorated office should be dustless. Remember the pant legs dragging on the floor? NOT a dust mop. A vacuum works much, much better. Uh-oh, now I’m really losing it! Light bulbs!

Burned out light bulbs and flickering fluorescent tubes make me crazy. When I’m looking at dusty spaces and burned out bulbs, I wonder anyone is paying attention to the other stuff like final inspections and bench alignment.

7. Sharpie dots on demo lenses. Just clean them off before you put it back on the frame board. If you do this in front of patients, they can see how to properly clean their lenses.

8. Political ads. They never seem to completely disappear and they make me sad. Not because they never go away, but because they never say anything good or positive. I can find the mute button on my remote without even looking, regardless of the candidate. Thanks to the mute button, I’ve read 13 Inspector Lynley novels this summer and I’m part way through #14.

So far, this has become a 700+ word rant. I’m tired. I’ve been saving this up for most of my 40 optical years.

What I really wanted to talk about is why this is my favorite time of the year, optically speaking. For most of the country, the weather is changing and according to CBS Sunday Morning, fall is the favorite season for most of us. Beginning in October, there is a holiday every month until June. But October is the first one that doesn’t require a gift or a big family dinner. Halloween is for the kid in all of us. Some of us go to parties, some of us stay home. I’m a big stay-at-home Halloween celebrant. I enjoy little kids in costumes.

Optically speaking, the trade show season has begun. Silmo and Vision Expo West launch us into the holiday season. It’s like Halloween, a class reunion and your birthday rolled into two big exhibit halls. Why, you ask? Well, everyone is wearing their very newest, funkiest, trendiest eyewear; you get to catch up with long-distance friends over drinks and there are parties and food and free stuff all over the place. Plus, if you’re an eyeglass-aholic like I am, new frames and lenses abound as do new lens treatments, accessories and the like! These are the places and times to recharge your optical batteries.

Sadly, by the time this is published, Silmo and Vision Expo West will be fond memories.

But there’s just enough time to start planning for Mido (March 1-3, 2014), SECO (March 12-16), and Vision Expo East (March 27-30). It’s a good thing that February seems like it lasts forever, because we’ll need the rest to get through March!

Now that I’ve cleared my head to make room for the next 40 years, get off my lawn so the neighbor kid can mow it! I

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THE MOBILE OPTICIAN Ginny Johnson, LDO, ABOC

Perceived Value or Rip-off?

The sign on the vacant shopping center’s marquee reads:

HALF OFF OF FIRST TWO MONTHS RENT It’s probably going to take more than that to snag a prospective tenant’s attention and lure them in. Even though 50,000+ cars pass by this shopping center daily, the space has been vacant for over a year. I guess it did capture my attention and curiosity enough though to base an article around it.

So, what’s the big deal about this sign?

Which offer sounds better to you? Half off the first two months or one month rent free? If you think about it, that sign puts an interesting twist on effective advertising, in hopes to raise one’s perceived value of renting the property.

Recently I was experiencing some computer malfunctions so not wanting to hold my patient up any longer than I already had, I manually added up her total bill using a yellow sticky note. I apologized for not being able to present her with an itemized receipt and she didn’t seem to mind. Her total bill was over $2,000 and she paid without hesitation based on my sticky note calculations. How’s that for an

effective advertising twist on perceived value?

I guess that just goes to show you, it’s not always the power of the white coat, it’s the power of a sticky note. Just kidding Docs!

The patient and I quickly bonded and shared lots of positive thoughts on her having Rx designer eyewear and sunwear.

She fell in love with the sunglasses the moment she tried them on, so her perceived value was immediately on its way up.

Perceived value is the opinion of what a service or product is worth to the patient.

It’s what they’re wiling to pay which may have little or nothing to do with market price.

What would you call an ineffective advertising twist on perceived value?

I say rip-off.

I’m sure you’ve had at least one patient use that word around your practice.

Rip-off conversations can be somewhat challenging. Patients who don’t understand exactly what they are paying for might mention or mumble something about feeling ripped off.

How often do patients tell you they know how much optical goods are marked up and it’s a rip-off? The tone of your voice and your disposition might start to head in a different direction when a patient starts the rip-off talk.

If price rejection can be explained in a calm manner so the patient better understands it, then their perceived value can certainly be increased from rip-off. We know it takes more than pennies to make a pair of eyewear, even though some patients think otherwise. Price is the entire package including ECP staff expertise and superior level of patient care, the place or building provided to practice that care, the cost to manufacture the frame and lenses and have them delivered, advertising, and Continued on page 30

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anything else from start to dispense and beyond.

If your presentation and tone have a non-judgmental demeanor, hopefully you won’t ever have to bring up the start to finish process. Do your best work and if it’s meant to be, they will purchase eyewear from you.

Rip-offs aren’t just patient sided though.

I believe that whenever we lose our composure with a patient, it’s a self inflicted rip-off. Getting noticeably agitated or perturbed over their snide remarks and opinions, puts an ineffective advertising twist on one’s self in their ECP expertise role. If your professionalism and expertise are not self explanatory, is it really worth taking on a critical patient, which directly affects your livelihood, with hopes of improving that? No one should feel like they are getting ripped off, whether it be the patient or the ECP.

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Convenience also plays a part in one’s perceived value. There are two convenient stores near my house, within one block of each other, on opposite sides of the street.

Some days I will pay more for the same exact product to avoid dealing with the traffic drama of crossing over four lanes.

The convenience is worth the extra sixty cents to me.

I could see me walking in the more expensive store and saying I could get the same product across the street for cheaper and expecting them to do something about it.

What do you say to those patients who come in armed with phones that are smart, wanting to show you what their French date discovered about eyewear deals online? Bonjour, maybe.

I’ve definitely seen an increase in the number of patients that request complimentary help with eyewear they ordered elsewhere. A few free requests

came to mind as I was thinking about other industries.

Check out these Free Requests: Would you be able to have your car repaired at one auto repair shop and take it to another and ask them to make sure the repair was done correctly?

Could you have a filling put it at one dentist’s office and then go to another dentist and ask them if it was done properly and was it really true that you needed a filling?

Could you go to a jeweler and show interest in a specific piece of jewelry and then ask them to help you order the exact piece online for less?

Can you have a suit altered and then return it because you found the same suit online for less money including alterations?

I know they may not be appropriate to use on everyone, but you have to admit they make sense.

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Charging fees for services on eyewear purchased elsewhere is gaining popularity in the industry. Whether a patient comes in with a pair they purchased online or on land there should be consistency to how it’s handled. If not, that super nice lady that just needed a quick adjustment on a pair she purchased from Yo Momma Sells Eyewear online will probably wig out when her frame falls apart in your hand. Did I mention this happening on a day when your practice is full of patients?

Of course adjustment fees will vary depending on your demographics. Some practices may charge an adjustment fee and deduct it if the person ever returns to purchase eyewear. Some practices won’t touch eyewear purchased elsewhere. Others will tell the super nice lady they can’t be held responsible if something happens to the frame during the adjustment. Oh, and that’s done before they take the eyewear from her.

Here’s one of my favorite fee signs: We will be happy to troubleshoot your glasses purchased elsewhere, inspect or repair such glasses and even provide you with your very own personal monocular PD upon request.

The services we offer wouldn’t be possible without the proper tools, equipment, electricity, a brick and mortar building and our dedicated staff with many years of experience.

Troubleshooting $45.00 Adjustments $0.05 PD measurement $0.05 Repairs $5.00 and up Experience $24.95 We add experience to every service we provide. Thanks for placing your trust in us!

That’s just one clever way to post fees for outside purchases.

If you have one you’d like to share, please email it to: editor@ecpmag.com For the many patients who trust us with their eyewear purchases we want to make sure we provide them with a positive, memorable experience. Make it a priority to be prepared ahead of time for all eyewear dispensing. How many times are you having to search for a branded case, cleaning cloth or anything else after the patient arrives? Those duties should be checked off before notifying them their eyewear is ready. Dispensing should be a pleasant going away experience and as hassle free as possible. This is your last chance to make a good impression on the patient from their initial visit.

Having patients wait for more than a couple of minutes to pick up eyewear, can blow it, in my book. Patient’s perceived value can certainly decline over wait times. Waiting on eyewear that should have been ready days ago, waiting because you are understaffed, waiting to see the doctor who is running late again, waiting to get a return phone call...you get the picture.

Keep your eyes focused on perceived value so you won’t get ripped off! I

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COMPANY PROFILE John Seegers, M.Ed., LDO, owner – OpticianWorks.com

Adlens

AN ARCHITECT ONCE SAID, “form follows function.” In other words, in most cases, what an object is intended to do is reflected in its outward appearance.

T

HE SWEEPING, GRACEFUL, aggressive lines of a Formula 1 car are a perfect example. The car looks fast, even when it is standing still. Look at a chair, and you recognize its purpose. Every once in a while, you look at something new and see that its form follows function, but with a quirky twist.

The Adlens® series of variable power eyewear is like that. You take one look, and you know they are glasses. You can also immediately see that there is something, well, different about them. Adlens® offers three variations of glasses with single vision, spherical power lenses with a variable focusing mechanism. The John Lennon Collection™ and Adlens’s Hemisphere® series provide the Rx based on the mechanical variability of an ophthalmic membrane and fluid. Their Emergensee™ series provides the Rx through the variability of two lenses in contact based on Alvarez Lens Technology.

field who will sure to be crying about the availability of Adlens® eyewear on the Internet, Adlens® is careful to reinforce the need for routine vision health screenings with a doctor. Their main focus remains on providing their eyewear and technology to the public through eye care providers and eye care professionals.

Adlens® is positioning their current lines of eyewear as being perfect for emergency, back-ups, spares, and for anyone who just cannot wait for glasses. The current designs are slightly utilitarian in style, making them more of a choice for people who are meeting a need rather than looking for fashion. As with all developing products, things are bound to change. For the ever-present “Chicken-Littles” in our

However, Adlens® is future-forward in its dedication to cutting-edge technology, and is not a company to wear blinders to where the future of the industry is going.

The company is aware of the obvious market that the Internet provides. Oddly enough, much of the world lacks access to health care, eyewear, clean water and enough food, but not necessarily to the Internet!

32 E Y E C A R E P R O F E S S I O N A L

The John Lennon Collection™ is inspired by John’s iconic look, and even more by his commitment to making a better world. It features 11 different options available in a variation of clear and tinted lenses. The entire line is a single shape, modified round, and comes in Zyl. Frame size is 33/30/139mm with a fixed centration of 63mm.

The Hemisphere® series, which is the predecessor of the John Lennon Collection™, features six colors, each with lenses available in clear and sun tints. The entire line is a single shape and comes in Zyl with adjustable nose pads. Frame size is 34/29/135mm with a fixed centration of 66mm.

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This is what Adlens® says of its fluidinjection, variable focus lens technology: “Each variable focus lens comprises an elastic membrane held in a chamber between rigid front and back polycarbonate plates. When fluid is injected into the chamber the elastic membrane bows outwards or inwards to change the power of the lens.” Squeeze things one-way, and you are creating a bi-convex or plus lens; squeeze it the other way, and you create a bi-concave or minus lens. Squeeze a lot, get more power – squeeze less, get less power.

The Emergensee™ series looks like a modern pair of plano safety glasses. At the upper corner of each frame, there is an adjustment knob. Behind the lenses, the Alvarez Lens Technology comes in to play to provide adjustable power.

Frame size is 49/25/135 with a fixed centration of 66mm.

The updated, hip-styled Adlens® Adjustables™, based on the Emergensee™ technology, are coming this fall. This new line will feature fresh colors, new styles and smaller adjustment points.

Adlens® says: “Alvarez lens technology: Each lens comprises two wave-shaped polycarbonate plates that are able to slide across one another. The power of each lens can be varied by moving the plates relative to one another.” Picture the outer halves of a bi-concave and bi-convex lens, and imagine that they can be adjusted to overlap at varying degrees, and you get the idea of how it works. Imagine a working, fully three-dimensional model of the nominal lens formula, and you’ll get it.

Like other cutting edge technology companies like Dean Kaman’s DEKA, Adlens® sees scientific development in low-cost, simple solutions to complex problems as a way of creating a better world. Adlens® puts this idea to work through their Buy One Give One program.

Adlens® has committed to making its technology available to underprivileged 34

EYECARE PROFESSIONAL

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people worldwide through its Buy One Give One program. “Buy One Give One is an innovative programme established by Adlens® designed to contribute towards breaking the cycle of deprivation in less developed countries. For every pair of glasses purchased from The John Lennon Collection™ and Hemisphere® Sun and Optical ranges, Adlens® donates a pair of glasses to someone in the developing

Alvarez Lens Technology

world via the Buy One Give One initiative with our charitable partners Vision for a Nation.” Adlens’ “Vision for a Nation” program plans on expanding its global charity after their mission in Rwanda is completed.

Adlens® says, “Vision for a Nation’s mission is to make vision assessments and affordable eyeglasses available to all, starting in Rwanda. We are working in collaboration with the Government of Rwanda to provide the entire population of the country with immediate access to eye care by 2015. In order to achieve this goal, Vision for a Nation is training nurses across Rwanda to conduct vision assessments and provide eyeglasses to all who need them. Vision for a Nation will transform the lives of an estimated 1 million Rwandans.”

The company shines among competitors for achievements in design, workplace function, creativity, and social commitment. Adlens® was awarded the Stevie International Business award in 2013 for best new product for the Adlens® Adjustables™, an Edison in 2013 for Lifestyle & Social Impact, a LOHAS

Design award in 2012 for philanthropic roots, an Asian Innovation award in 2011 for innovations that break with conventional processes, and a Good Design award in 2011 for strong product design, communication design development.

Adlens® eyewear is currently restricted to spherical Rx delivery. However, the power ranges are a quite generous with the Hemisphere® -4.50 to +3.50 D, the John Lennon Collection™ -4.50 to +3.50 D and the Emergensee™ from -6.00 to +3.00 D. Dialing in a prescription can be as simple as focusing on the object and turning the adjuster dial until the desired level of clarity is achieved.

Another option is to dial the lens to an exact prescription with the lenses mounted in the lensometer. Either way, adjustments are made through the chassis mounted knobs in the frame. On the John Lennon™ and Hemisphere® series, after adjustments are made, the Rx is locked down and the knob is removed. On the Emergensee™, the adjustment knob remains in place.

The Adlens® website says, “Currently in development, Fluid-Compression technology has the power to truly transform the way people see the world.” Adlens® has the potential to be a world-changer, and is demonstrating creativity, commitment, and staying power in the world eyewear market.

As John Lennon™ states, “imagine.”

Imagine prescription eyewear that requires no surfacing or edging. Imagine delivering a prescription pair of glasses where there is no eye care specialist for a thousand miles. Imagine a pair of glasses that can change prescription as we age without the need for new lenses.

Imagine Adlens®.

Adlens®: New, exciting, innovative, altruistic, and, rumor has it, about to change the face of the industry. I

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Coburn Technologies Launches New Suite of Diagnostic Equipment

Coburn Technologies introduced a new portfolio of over a dozen diagnostic systems and products to the United States ophthalmic market at this year’s International Vision Expo West in Las Vegas, NV, (LP6075). This includes auto ref-keratometers, digital refractions, auto lensmeters, slit lamps and digital charts.

One product that stands out in this new offering is the HRK-8000A Auto Refractor/ Keratometer. This model utilizes a unique wavefront technology algorithm that has the ability to measure not just the basic refraction error of a patient, but to obtain a spatially resolved refraction map. It also offers the world’s first contact lens fitting function in an auto ref-keratometer which utilizes blue illumination to analyze and simulate the lens fitting status with automatic calculation and recommendation.

These new products will be manufactured and distributed through a strategic partnership with Huvitz Co., Ltd; the largest manufacturer of digital refraction systems worldwide. Coburn has been working with Huvitz since 2011 to develop and distribute the popular Excelon and Exxpert series of edgers and other in-house finishing equipment.

Wayne Labrecque, vice president of sales said, “Huvitz has done an excellent job building a reputation for quality and value through the many products they produce. The new line of diagnostic systems continues and expands that reputation through extraordinary ophthalmic diagnostic accuracy and performance. New customers of these systems will join thousands of other highly satisfied customers around the world and Coburn will be there to care for their needs as they care for their patients.”

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SECOND GLANCE Elmer Friedman, OD

“I venture to say that every famous celebrity, from presidents, to film stars, athletes or thieves, has a family eye care provider.”

Meeting the Icons of Optical Meeting the Icons of Optical AVE YOU EVER wondered what interesting experiences might arise from treating the “rich and famous?” Well known and popular optometrist, Dr. Robert Morrison, of Harrisburg, PA, numbered the royal family of Belgium among his more famous patients, which included a few movie stars of yesteryear.

H

And then there was home run king Mark McGwire’s California optometrist, Dr. C. Stephen Johnson, who successfully fitted the baseball star’s high astigmatism contact lenses. Dr. Johnson’s efforts were so successful that McGwire went on to break the home run record of the legendary Babe Ruth. Another optometric standout was Dr, Bob Kraskin, of Washington, D.C., who successfully treated President Lyndon Johnson’s daughter, Luci, for a developmental vision problem and earned the Johnson family’s respect and friendship for the rest of their lives.

Warren K. Gross, OD of the Miami, FL. Area, was photographed with the Dalai Lama, the spiritual leader of Tibet. I wish I could have treated the Dalai Lama. We would have exchanged new ideas, and weighty matters would be flowing from us and surrounding us with an aura of high minded profoundness that would attain a level of pure sublimeness. We would discuss religion, history, politics, the dynamics of mass movements, favorite recipes and why myopia is different from hyperopia. In return for my excellent care and expertise, the Dalai Lama

would probably reward me with a magical mantra and a tip on three herbs guaranteed to enhance my libido and provide sight without glasses. After all, anything can happen.

My venture into celebrity care consisted of examining a rock and roll recording star of the ‘60s who had a subconjunctival hemorrhage suffered during an altercation with his agent. Then there was that CEO of a world wide engineering firm who ordered eye wear, but then emigrated to Saudi Arabia without calling for the glasses. There was a priest who mentioned that he was the son of Edward Teller the nuclear bomb scientist. I fitted him with his first bifocals. Sorrowfully, he committed suicide in 1974. One day I had a visit from the famous baseball player Jimmy Foxx, who needed adjustments on his eye glasses. I asked for his autograph.

Sadly, he was quite past his prime and the autograph he rendered looked like a two-year-old’s attempt.

While I was on the staff of a local hospital in Philadelphia, I had the distinct pleasure of serving the eye care needs of comedian and late night TV host and member of the famous “rat pack”, Joey Bishop. Another showbiz celebrity I remember was Mickey Katz, the father of Joel Grey and grandfather of Jennifer Grey. He wanted a monocle for a bit that he was working on as an English lord. In order to please his needs and assume the vicarious pleasure of my work being part of a legitimate act, I destroyed a perfectly good frame to accomplish the “monocle look.” That’s show business.

I sometimes imagine, with relish, having famous celebrities of my choice in my exam chair. I would fantasize as to what I would say and do, as well as how my celebrity counterpart would respond during the course of the exam. I think that at the top of the list would be Ben Franklin: EF: Mr. Franklin.

BF: Call me Ben. EF: Okay, Ben. Do you realize how important you have been to eye care professions all over the world and to so many generations by way of your invention of bifocals?

BF: Frankly, it was just a lark. My common sense said to put the distance focus and the near focus in one lens. Of course, it was hard to find a proper diamond in those days to cut the lenses to fit. Everybody knew it Continued on page 38

36 E Y E C A R E P R O F E S S I O N A L

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but not one person tried it until I came along.

EF: What other larks did you have?

BF: One day, there I was flying my kite in the rain like I always do. My key got tangled in the flying line and BAM, the next thing I knew I invented electricity.

EF: Have you had many disappointments?

BF: Yes. I could have bought Bausch and Lomb when it was only 4 and a half.

Let’s go even further back in time and select a real standout, without question; Moses. If I had Moses in my exam room there are so many questions I would ask.

Can you picture it?

EF: I am honored to have a patient that was such a great leader and so respected as yourself.

MO: If you don’t untangle my robe from your hydraulic foot pedals I’ll arrange a plague for this office that you wouldn’t believe.

EF: Seriously, honored teacher and prophet, when you came down from the mountain with those tablets of stone and saw the golden calf and what was going on there, what ran through your mind?

MO: First of all, I was so angry, that without thinking I threw the tablets at my brother Aaron’s head. I missed and they broke into a million pieces.

EF: What happened then?

MO: I got a terrific headache and began to see double because I knew I would have to go back to the mountaintop again for duplicate tablets.

But luckily, Spinoza, the lens maker, lived in a cave nearby and promised

to have spectacles made for me in an hour. He made prisms to correct my problem and I was myself again.

EF: What did you do about those calf worshippers?

MO: I gathered those stiff necked hyperopes and astigmats on one side and the myopes and presbyopes on the other. Then I opened a huge chasm in the ground that swallowed the hyperopes and astigmats. Haven’t you noticed the heavy increase in myopes and presbyopes since that time?

The roster of famous people I would like to refract wouldn’t be complete without the presence of the one and only Albert Einstein. I would have loved to pick his brain before they pickled it in some museum.

EF: Mr. Einstein.

AE: It’s pronounced Einsteen and don’t forget to call me “Dr.” EF: Sorry, I apologize. What was the first thing you did when you escaped from Nazi Europe?

AE: I came to America and settled in Finster, NJ. After my first pair of bifocals were fitted for me I became interested in the optical business.

It looked like an easy way to make a living.

EF: I didn’t know that part of your history. How did you follow up this interest in the ophthalmic field?

AE: I thought and thought and thought about it and finally developed a sure fire formula for success.

I opened stores in Trenton, Camden and Newark. I called my company “Der Augen Sturmer (The Eyes Forward).”

EF: How did it work out?

AE: Terrible. It failed for three reasons: First of all, when people heard the name of my company they associated it with a phrase from a speech by Der Fuhrer. (May his name be blotted from the pages of history!)

He was not a popular guy in these parts. Consequently, they just ended up calling it “Al’s Place.” To add to the dilemma, I was concentrating on the cosmos at the time and forgot to get a telephone or order business cards.

Secondly: I was a little absent minded when I signed the lease. It was too late when I discovered that I was located on the sixth floor of a building with no elevator. This was not a plus factor. It was those new fangled progressive bifocals that did me in. I thought the six looked like a one in the lease. Finally, I discovered that an ophthalmic provider shouldn’t use a marketing formula that offers a free eye exam and free contact lenses and a second free pair for every pair of eyeglasses purchased.

EF: What was the formula that you used?

AE: Eyeglasses equal myopia times cornea squared, In other words E= MC2.

EF: But Dr. Einstein, that is your famous equation, describing the relationship between body mass, speed and time. It revolutionized how scientists looked at atomic structures and hailed you as the most brilliant man who ever lived.

AE: It did?

EF: Yes. Now what do you have to say about that?

AE: I guess it’s all relative. I

Progressivelenses.com 38 E Y E C A R E P R O F E S S I O N A L

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THE GLOBAL ECP Mary Armstrong, ABOC

OPTICS IN

BRITAIN The SPECted and the UnexSPECted

London Eye has nothing to do with the spectacle you’re thinking of and London Optical is in New York.

More easily recognizable establishments with names like Eye Level Opticians – Portobello

many American eyecare practice websites); Specsavers chain “twofors” and who wouldn’t want to see Anglo American Optical frames (since 1881) at The Big Optician, owned and operated (in 2 locations) by Dr. & Mrs. Little of NewcastleUpon-Tyne? To me, the most intriguing of them all is C4 Sightcare. With their huge selection of designer frames and special pricing on everything, I bet you’ll have a

Over Lands and Sees When your British Airways flight touches down on Heathrow tarmac, be prepared for the Brit’s penchant for applying deceiving business misnomers. An inquiry to a London Black Cabbie about the closest optical shop could curb you in front of “Boots”, “D & A” (not DNA), “Opera, Opera”, “Auerbach & Steele” or “36”. Then there’s “Butcher Curnow”, “Gore”, “Punch” and “Joy”. As you quickly check your Brit Slang dictionary, you’re wondering if you could have been more precise had you said, “Specs”.

Any one of these businesses could be offering a puzzling variety of products and or services, but are actually offering “something completely different” (or not) than their names suggest – opticianry.

Commonly accepted is the notion that language is what chiefly separates American culture and Anglotopia. On this trip we’re going on a side tour of AnglOptica, the England optical geography of UKlahoma. In case you think you’ll simplify things by asking if there isn’t just an “England Optical”, you should know that there is; it’s the largest optical franchise chain in Malaysia. The

Market, London; Vision Express (1 hr. lab) – Oxford Street; Optical Express (offering a free eye test, but few places to sit – a stand-up operation in the physical sense) in Essex may make you feel less dismayed.

But getting out of the capital you’ll find more optometrists with dispensaries who rely on the strength of their last name reputations, longevity and locations like Four Lane Ends Opticians.

Browsing the website Yell (the Yelp of the US), you’ll get into the spirit of the shires and villages finding some interesting practices and retailers with multiple locations that lend well to their fund raisers like “Cycling for Sight”. They each have their niche, like home visits to the elderly and housebound, which seem to rank high in service offerings (a big omission from

blast there whether you’re a customer or an employee. The prevailing national theme throughout is an “optometrist with an optometwist.”

The AH!s of the O’s Opticianry Just as the Opticians Association of America (OAA), founded in 1926, is the only US national organization representing opticianry’s business, professional, educational, legislative and regulatory interests, the General Optical Council is the statutory regulator for the optical professions in the UK. Voluntary UK regulation also began in 1926. Parliament empowered the GOC under the Optician’s Act in 1958, followed by legislation consolidation forming the 1989 act. In 2005, Continued on page 42

40 E Y E C A R E P R O F E S S I O N A L

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“The General Optical Council is the statutory regulator for the optical professions in the UK.” mandatory Continuing Education and Training (CET) for full registrants and registration for student optometrists and dispensing opticians was introduced.

Violations are considered criminal acts.

to “get on the (carrot) stick.” Has anyone in the US 3-O associations ever considered approaching American comedian, Carrot Top, about becoming a spokesperson in and for the eyecare industry?

Encompassing more than a century of achievements is the MusEYEum, British Optical Association Museum of the optical and eye care professions. Founded in 1901 by the BOA, the College of Optometrists was entrusted with the museum in 1980 when the BOA voluntarily disbanded. The collection contains over 1800 archival items, recognized as the oldest and one of the best in the world.

The profession of ophthalmic dispensing is over 250 years old. America will soon be casting a reflection on London’s MusEyeum when the Optical Heritage Museum opens this fall in Southbridge, Mass.

Insurance

Optometry Quality in Optometry (QiO), considered very high at this time, is largely dictated by the College of Optometrists’ Code of Ethics and Guidance on Professional Conduct. GOS contract compliance is where the clinical governance framework joins to define, audit with practitioner checklists and regulate to maintain standards for the public and the employees.

Several associations collaborate basing their tenets on “the 7 Pillars” concept.

Ophthalmology Stepping into the last “O” zone, the Royal College of Ophthalmology celebrated its 25th anniversary this year. They are renovating a new building to open in 2014.

Their on-line presence is state-of-the-art with Ophthalmopaedia.com: Ophthalmology encyclopaedia; Eye, an MD’s online journal; and Eye-Site, an e-learning portal. Their annual premier fund raiser, the “Carrot Nightwalks” to facilitate eye research, prevent sight loss and treat eye disease, occur simultaneously in Cardiff, Glasgow, London and Birmingham. It’s another way for the Brits 42 E Y E C A R E P R O F E S S I O N A L

Eye examinations and eyewear manufacture are provided by The National Health Service (NHS). Residency is the factor used to determine healthcare access and provides largely free, point-of-service care and is funded by government allocations and taxes. Income guidelines determine eye examination/eyewear voucher eligibility, much like the US Medicaid system.

Nearly all providers accept them, but the voucher value is determined by the provider, not the government and published pricing formula guidelines are furnished.

England is experiencing immigration growth; therefore, it’s becoming more and more difficult to obtain citizenship. With all the healthcare uproar in America, England is not looking to the US as a role model for procedures or services. Private UK healthcare insurance is available, expensive and in the minority. If you’d like to know about the feasibility of VSP in the UK, Roger England, Project Manager, would be the “go-to” person.

Comparing the US Affordable Care Act of 2010 implementation and the complexities of the UK system, reorganized in 2005, are beyond the scope of this overview article; explanations best left to someone involved directly rather than an observer like me.

Manufacturing As the UK is an island nation, eye care professionals tend largely to import their frames from mainland Europe and designer labels are in high demand. One local was located: Revered British frame designer Booth & Bruce – available at Spex in the City.

While many opticians and optometrists operate their own on-site finishing labs, there’s no shortage of large scale wholesale lens surfacing labs in the UK. Transport costs of outsourcing inter-country is not the norm.

Business Opportunities There’s a huge volume of optical-related jobs posted on the internet. If you’re interested in exercising your options, what better place to start to cross the Big Pond, than redgoldfish.co.uk, “The Big Fish in the Job Pool”. Many practices’ web sites list openings, and compensation, once you can translate the exchange rate, approximate that in the US. Qualifying for all the requirements and regulation adherence will require a significant amount of dedication and commitment; quite unlike working/ practicing in one of the 29 unlicensed US states.

Be prepared to undertake in-depth training to educate yourself on government and agency compliance, as well as boning up on the British way of doing things. As with any relocation search, a scouting visit is advised. Anglotopia.net and VisitBritain.com are enthusiastic places to start; there are ongoing contests to win free trips. At the very least you’ll enjoy the learning experience of living life in a monarchy, finding fun ideas to incorporate into your workplace and you may even become a fan. Britain’s Got Talent extends way beyond the telly. I

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Advertiser Index ADVERTISER

PAGE #

PHONE #

WEB SITE

Allergan

33

800-433-8871

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Balester

5

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CNS Frame Displays

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35

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Eyevertise

39

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FEA Industries

21, 29, 41

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Grimes Optical

43

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i-see optical

38

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K-Mars Optical

11

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My Vision Express

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Nanofilm

13

Nassau Vision Group

23

Clariti Eyewear

Marco

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PAGE #

PHONE #

WEB SITE

National Lens

4, 14, 45

866-923-5600

www.national-lens.com

Nellerk Contact Lens Cases

44

607-748-2166

—

Opti Munich

15

646-437-1016

www.opti.de

Optical Specialists

31

503-807-6674

—

Opticom

24

800-678-4266

www.opticom-inc.com

Optogenics

25

800-678-4225

www.optogenics.com

Optometry Giving Sight

43

888-OGS-GIVE

www.givingsight.org

P.O.G. Labs Rudy Project Signet Armorlite

INSIDE BACK COVER 800-497-9239 9

888-860-7597

www.poglabs.com www.rudyprojectusa.com

INSIDE FRONT COVER 800-759-4630 www.signetarmorlite.com/colors

Tech-Optics

44

800-678-4277 www.techopticsinternational.com

Three Rivers Optical

37

800-756-2020

www.threeriversoptical.com

www.myvisionexpress.com

Trevi Coliseum

30

866-923-5600

www.national-lens.com

800-883-6266

www.nanofilmproducts.com

US Optical

17, 39

800-445-2773

www.usoptical.com

800-526-0313

www.nassau247.com

43

866-934-1030

www.Patternless.com

Vision Systems

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LAST LOOK Jim Magay, RDO

Road Warriors The Ultimate Road Warrior – The Optical Sales Rep! We ECPs are fortunate that we have CE classes to attend. Not for the very valuable knowledge (and advertising) they impart; but for the beneficial social aspects of the meetings. We get an opportunity to network in a collegial fashion with our colleagues, who through distance and time constraints are not often available in a face-to-face manner.

Sharing a dinner, golf and/or grand children anecdotes, war stories about intractable customers, even the latest gloom and doom stories about how much longer independent ECPs will survive the onslaught of chains, internet sales, and insurance companies is a valuable thing.

It says, “We are not alone in this.” There is comfort in a commonality of experience and sharing.

Of course, we only attend these things once in awhile, the rest of the time we are looking at our own four walls, talking to our staff, and our customers. After a while this gets stale and thinking new creative thoughts slows to a crawl.

Enter a solution: What comes in every shape, size, age, sex, and color? What has answers to questions you wish you thought you asked? What source can you call for the very latest information about our wonderful optical world? What better source of gossip can there possibly be?

The Ultimate Road Warrior – The Optical Sales Rep! I absolutely love it when a trusted member of this great fraternity arrives.

I’m thinking that the products they 46 E Y E C A R E P R O F E S S I O N A L

present are just a good excuse to visit with these amazing people. Stimulating tips on when and how to dispense new variations in progressive lenses, how to maximize a sale by introducing a new second pair concept, thoughts on how to present a new collection, are all valuable.

I don’t mention Maria Paone from Kio Yamato, the gang from Aspex, and Tammy Berthiaume from Viva – Tammy is one of those people who looks younger every time I see her and is very active in supporting the Opticians Association of Massachusetts.

Just the other day – one of the founders of the Luxury Eyewear Forum popped in, the inspirational Aussie, Louis JL. Fullager, tattoos and all. We had a great conversation wherein I learned a whole lot about the state of the world and of Todd Berberian’s upcoming wedding! (And of course, the latest from Bevel – a fab handmade line that Louis reps).

Another person who helps in every way possible is Dave Metzger from US Optical; our commonality of background means Dave really understands our needs and desires – optically that is! In my life I have met so many wonderful sales reps, from Charlie Dyer to Rolf Sulzberger, from Rich White of Carl Zeiss to, well – this column would fill several issues of this magazine if I tried to list everyone.

Bob Holt, one of the consummate pros in our industry and who has been calling on us since I was a little kid, always brightens our day, as does Marc Hirsch.

Marc is always up and ready with a bright anecdote. Of course I’ll get into trouble if

There are lots of very fine folks out there on the road – welcome them in, listen to their advice, you can’t but take a nugget of information away from almost every visit. I

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Wavefront Optimized RefraXion Because it’s Time for Better We all know that ‘time is money’, but do you know how to ‘buy more time’?

OPD-Scan III wavefront system measures >20 diagnostics – and how cleanly light passes through the optical path. In less than 1 minute, Wavefront Optimized refraction can discern which patients will/will not require a full refraction to achieve 20/20.

you do.

TRS-5100 rapidly completes the required refraction with digital speed and accuracy.

Know who’s sitting in your chair in less than 1 minute: • Harvest more accurate data in less time • Understand each patient’s full optical pathway • Determine refractions needing minimal correction to achieve 20/20 • Save 5-7 minutes per patient • See an additional 3+ patients each day • Give every patient more quality time • Increase optical revenue up to 30+% • Validate Rx changes and increase patient satisfaction • Optimize cataract and refractive outcomes to 20/happy • Enjoy more patient loyalty Now that’s outstanding return on investment. It’s about time!

XFRACTION: WAVEFRONT OPTIMIZED REFRAXION

800.874.5274

www.marco.com *Data based on national averages.