EyeCare Professional Magazine November 2010 Issue by ECP Magazine

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LUXURIOUS EYEWEAR & SUNWEAR / PAGE 6 “HAIR SALON” DISPENSING / PAGE 24 November 2010 • Volume 4, Issue 35 • www.ECPmag.com

Guillaume Leblon Artist

PRODUCED AND DISTRIBUTED BY LUXOTTICA GROUP - MOD. PO 2971V

Paris, France

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CLEAR VISION. CLEAN LENSES. CRISP VIEWING.

The Ordinary ClearLenses Choice For Your Patients without Anti-Reﬂection

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KODAK CleAR™ Lenses feature optical coating technology which makes it easier for patients to care for their lenses. Even oily smudges and grime wash away with ease. Available on most manufacturers’ lenses including all KODAK Lenses.

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Call 800-328-7035. THE ONLY IN-HOUSE KODAK CLEAR LENS FACILITY IN MINNESOTA! In-house production ensures consistent quality and rapid turn-around. Photographic demonstration simulated. Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. CleAR is a trademark of Signet Armorlite, Inc. ©2010 Signet Armorlite, Inc.

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NOVEMBER 2010

EYECAREPROFESSIONAL

Vol. 4 Issue 35

Features 6

Courtesy of Grant Italia

Contents

Magazine

LUXURIOUS EYEWEAR Appeal to your most fashion conscious patients by offering the latest in Luxury Eyewear and Sunwear. by ECP Staff

HERE COMES THE SUN Sunglass development has come a long way and sunwear now has something to offer every patient.

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

NEW ORGANIZATION FOR OPTICIANS The Society for Advanced Opticianry aims to elevate the profession through advanced education. by Warren G. McDonald, PhD

“HAIR SALON” DISPENSING ECPs could learn a lot from the pampering experience that beauty salons offer their customers. Ginny Johnson, LDO, ABOC

PRACTICE CONSEQUENCES Without the threat of real consequences, employees will not change their unproductive behavior. by Anthony Record, RDO

OAKLEY AND THE MINERS Oakley sunwear was broadcast to the whole world during the rescue of the 33 Chilean miners. by Elmer Friedman, OD

On The Cover: PERSOL® www.persol.com

Departments EDITOR/VIEW .....................................................................................................4 MOVERS AND SHAKERS.................................................................................14 DISPENSING OPTICIAN .................................................................................30 OPTICAL PHILANTHROPY............................................................................34 OD PERSPECTIVE ............................................................................................38 ADVERTISER INDEX .......................................................................................46 INDUSTRY QUICK ACCESS............................................................................47 LAST LOOK .......................................................................................................50

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EYECAREPROFESSIONAL

Editor / view

Magazine

by Jeff Smith

Practice Successful Selling

hatever type of practice you are engaged in, you must achieve patient satisfaction to succeed, which is inevitably going to involve some type of selling.

One of the simplest methods of selling is through the use of comparison. If it’s a new product or procedure, then a comparison is made between what it would be like without it and what it will be like with it, in other words the benefit to the patient. This usually involves educating the patient so that they will understand the difference. But be careful, they only need enough information to judge the value, and going beyond that point may at best bore the patient, or at worst make them more confused. A good approach is to state general principles and then relate them to everyday experiences. For example, you have determined that AR coating would benefit your patient. You’ve explained that the coating allows all the light to go through the lens resulting in much better aesthetics, but they still are not convinced of the value. You might then explain that reflected light is lost and unusable, which is like sitting down to read and turning the lights down – while the coating makes all the light available, so contrast is much improved – a point easily understood by most people. Frame sales is a major area of potential patient satisfaction, and the varying costs makes frames more susceptible to price shopping. If your patient doesn’t understand the value difference between a $200 frame and a $50 frame, then cost is going to be the primary factor. While style is easily demonstrated, many benefits of premium frames are hidden and must be pointed out. Always start out showing the best quality frames that meet the requirements of the patient, and as you move down in price, the differences in quality will become apparent. When showing frames, always put them into the patient’s hands. Doing so not only lets them feel the material, weight, and quality, but also gives a sense of possession and ownership. For example, when explaining the benefits of titanium in a high quality drill mount frame, hand it to the patient. When another frame of lesser quality is handed to the patient, they recognize the weight and quality difference immediately. Enthusiasm is the key to successful selling. If you’re not excited about your products or services, how do you expect your patient to be excited and receptive? Know your products and know you’re giving your patient the best in quality and satisfaction.

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

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

EDITORIAL OFFICES 111 E. Pennsylvania Blvd. Feasterville, PA 19053 (215) 355-6444 • Fax (215) 355-7618 www.ECPmag.com editor@ECPmag.com EyeCare Professional Magazine, ECP™ is published monthly by OptiCourier, Ltd. Delivered by Third Class Mail Volume 4 Number 35 TrademarkSM 1994 by OptiCourier, Ltd. All Rights Reserved. No part of this magazine may be used or reproduced in any form or by any means without prior written permission of the publisher.

OptiCourier, Ltd. makes no warranty of any kind, either expressed, or implied, with regard to the material contained herein. OptiCourier, Ltd. is not responsible for any errors and omissions, typographical, clerical and otherwise. The possibility of errors does exist with respect to anything printed herein. It shall not be construed that OptiCourier, Ltd. endorses, promotes, subsidizes, advocates or is an agent or representative for any of the products, services or individuals in this publication. Purpose: EyeCare Professional Magazine, ECP™ is a publication dedicated to providing information and resources affecting the financial well-being of the Optical Professional both professionally and personally. It is committed to introducing a wide array of product and service vendors, national and regional, and the myriad cost savings and benefits they offer.

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Snap it off For the same price or less than other premium frame screws, Snapit turns dreaded repairs into a simple task. Why use anything else? • Extra-long feeder tab makes handling screws a cinch • Feeder length snaps off cleanly with just your fingers

Patent Pending

• No more clipping or filing means no more damaged frames or lenses • Cuts assembly and repair time in half – guaranteed • Works in all hinges and eyewires • Self aligns, self taps, includes Stay Tight thread lock

1-800-OptiSource (678.4768) www.1-800-OptiSource.com

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1. Tura Style is always an expression of taste and isnâ&#x20AC;&#x2122;t limited to one individual area. This is our perception of the active BOGNER lifestyle: Enjoying inspiration at the same time as using all oneâ&#x20AC;&#x2122;s senses to learn, experience and grow. The BOGNER eyewear collection offers distinctive designs and uncompromising quality. www.tura.com

2. Silver Dagger With uncompromising attention to detail and quality in our clothing and jewelry designs, The Silver Dagger Eyewear collection continues that tradition with intriguing style and sophistication of extraordinary luxury. www.silver-dagger.com 2

3. alain mikli Available Jan 2011, the MATT sunglass collection covers the eyes with audacious restraint and dresses them with chivalerous camouflage. The AL1070 is made from cellulose acetate, which is unique and exclusive to alain mikli. A fashion accessory that can host any prescription lenses to fit your vision while featuring the same gradienttint mirror effect. www.mikli.com

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4. Revolution Eyewear Christian Audigier Eyewear pays tribute to the same hip â&#x20AC;&#x153;Rock and Roll with a soulâ&#x20AC;? attitude that his clothes portray. There are 12 styles that come in two colors each. Each frame comes with an embroidered hard case with micro cleaning cloth enclosed. Eight of the styles come with a polarized lens, the rest are Nylon Shields. www.revolutioneyewear.com 5. Villa Eyewear X-Ide introduces 7 new styles, including Drill, which features an acetate front and temples which are a combination of laminated and stainless steel with engraved logo. Available in 4 color combination from bold black to striped blue to a translucent raspberry. www.villaeyewear.com 6. Creations In Optics The Braccialini Occhiali collection offers a new way to perform fashion and style while always in pursuit of details. Using Mazzuchelli acetate, genuine Italian leather, and Swarovski crystals, this feminine collection is designed for the stylish customer who is looking to be different, yet chic and trendy. www.creationsinoptics.com

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Silhouette

Theo

Silhouette’s stunning Metal Look collection, crafted with exquisite high tech titanium, skillfully combines pure design and superior comfort lending to this collection’s light, airy feel and distinctive look. Beautifully designed with a dramatic “look-through” split temple design that lends the collection its name, Metal Look is a modern classic perfect for the discerning consumer. www.silhouette.com

The spectacles catch your eye through the combination of a metal frame with genuine horn accents. The horn comes from the Indian water buffalo, which means that it is of outstanding quality. The horn is collected at abattoirs so no animals were killed for the horn. The combination of steel and horn ensures that the frame is flexible, light and robust. The ear tips are also in horn. This gives a really pleasant feel to the ears. www.theo.be

Ultra Palm Grant Italia

The new Caviar Collection 5568 features hand set crystals offering unique wearable designs. The fronts and temples are embellished by radiant crystals highlighting the detailed workmanship and open end piece designs. www.ultrapalm.com

Morel Eyewear

With its light and comfortable frame, the new ÖGA: Kälke plays with volume and subtle contrasts. Made from titanium and combined with injected materials, the line is characterized by exciting shapes and excellent comfort. The Kälke concept is produced in discreet blue, grey, black and brown tones and is available in a range of 4 color combinations for the 2 metal brow-bar shapes, and 3 color combinations for the injected front shapes. www.morel-france.com

Alviero Martini 1A Classe is renowned for their beautiful yet functional handbags and luggage with the old world map motif, great for traveling around the globe. The Alviero Martini 1A Classe Point of View Eyewear, also made in Italy, incorporates this motif using leather detailing in their collection. They used leather inlays into this plastic wraparound, Model MK0152 color VKLP (polarized lenses) which is the signature piece for the Italian reality show www.donnaventura.it. www.grantitalia.com

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The alternative photochromic for every profile

In-Mass technology. Mid-Index (1.56). Lighter than polycarbonate. Excellent value for money.

www.corning.com/ophthalmic

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Evatik

Luxottica

State of the art materials is key for men’s luxury eyewear and model E-9028 from the Evatik Collection combines titanium with acetate in a specialized wood grain finish. Two-tone coloring, a double bridge and a subtle metal cutout on the temples add a touch of modern edge style. Available in Size: 57-18-145. www.evatik.com

The new Tiffany key sunwear designs are inspired by the fanciful key pendent chains of the Tiffany & Co. jewelry collections. Tiffany TF 4043B features a bold square eye shape offset by the feminine, graceful appeal of a jeweled key created with individually set Swarovski crystals. The key is designed as an integral part of the hinge and temple. This style features APX lenses in gradient grey and brown complimenting frame colors of Black, Dark Havana, and Tiffany Havana. www.luxottica.com

REM Eyewear

LBI Eyewear

New sunwear additions to the men’s John Varvatos collection include V759 (shown), a squared aviator with “metal wire” wrapped temples for a raw rock ‘n’ roll look inspired by a John Varvatos belt buckle prototype. The V756 is small and circular in rich tortoise with a slightly suspicious style, indicative of a vintage racer or mad scientist. V758 is a metal and acetate modified aviator with JV signature integrated spring hinge, while the V757 has a sleek architectural line that runs from tip-to-tip, perfect for driving. www.remeyewear.com

Trevi-Coliseum National Lens announces the introduction of Coliseum 95, part of Trevi-Coliseum’s luxury wood frame line. Constructed of the finest quality of materials including spring temples for added comfort. Available in 3 Premium Woods, Mahogany Wood (Meliaceae family, Dark colored hard wood), Bubinga Wood (Leguminosae family, African Rose wood, medium Red-Brown color) and Ebony Wood (very dense Black wood) Frames are backed by a two year unconditional warranty. www.national-lens.com

ST. MORITZ Ice 220 is the favored frame for feminine fun and fantasy. A full-suspension stainless steel and nylon wire front, gentle on the face, yet easy on the eye, is Ice 220’s invitation to a world of luxury. A dazzling, jeweled accent covers the frame hinge. The décor is an intricate combination of rhinestones and sparkling ornamentation suggestive of a butterfly. Beautiful in colors Grey, Ebony and Rose, Ice 220 also features soft nose pads and is provided in Size: 54-18-135. www.lbieyewear.com

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INTRODUCTORY

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

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

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Classique Eyewear Launches the Lisa Loeb Eyewear Collection Classique Eyewear announces the launch of the Lisa Loeb Eyewear Collection, inspired by Grammy-nominated singer/songwriter Lisa Loeb’s signature cat-eye glasses, following years of requests from her fans. The initial collection launches with thirteen frame styles for every look and occasion, in up to four color variations per style. The Lisa Loeb Eyewear collection includes classic pieces in black and tortoise shell as well as embellished temples accentuated with rhinestones and etchings. Each frame is named after one of Lisa’s songs and constructed in two & three color zyl laminates. Colors range from neutral tones to eloquent bursts of rich turquoise, lavender, lemon ice and cherry red.

For more information call Classique Eyewear at 1-866-5700 or go to www.classique-eyewear.com

Clariti Eyewear Wins Aspex Patent Infringement Lawsuit May 24, 2010 the federal appeals court upheld the lower court’s dismissal of Apex’s lawsuit against Clariti Eyewear. Dominique Yonemoto, Clariti’s President, said, “We are very gratified that the U.S. Court of Appeals for the Federal Circuit affirmed the lower court ruling. The decision is a vindication of our long stated position that our AirMag® brand magnetic eyewear cannot be held to infringe Aspex’s patents.”

Clariti Eyewear, Inc., a California based distributor of eyewear frames, was recently awarded a victorious ruling from the United States Court of Appeals for the Federal Circuit. Clariti had been sued by Aspex/Contour in March 2007 for purportedly infringing two patents for magnetic clip-on eyewear, held under license by Aspex. Clariti markets and distributes AirMag®, an auxiliary sun lens that magnetically attaches to a spectacle frame. On

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Clariti initially was granted summary judgment by the U.S. District Court for the Southern District of New York, which dismissed the case by holding that Aspex was equitably stopped from pursuing their infringement claims against Clariti. The federal appeals court affirmed that ruling.

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Movers

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AND

Shakers

American National Standards Institute Industry veteran Dick Whitney of Carl Zeiss Vision has been named chairman of the American National Standards Institute (ANSI) Z80 subcommittee on prescription spectacle lenses. In this new role, Whitney will lead Dick Whitney industry representatives in continued development of the Z80.1 standard. He succeeds Daniel Torgersen of the Optical Laboratories Association, who served the committee for many years. Whitney currently serves as global standards manager, corporate research and development for Carl Zeiss.

Davis Vision Davis Vision recently named Dave Merwitz its director of retail relationships. In his new role, Merwitz—based in Latham, N.Y.—serves as the primary liaison to contracted retailers, responsible for “maintaining and enhancing Dave Merwitz strategic working relationships with all retail providers.” Merwitz, a 22-year veteran of the health care industry, has spent 13 years with Davis Vision.

Emerging Vision Sam Herskowitz has been named president of Emerging Vision’s buying group division. Herskowitz had been president of Emerging Vision’s franchise division since July 2007; before that, he was chief marketing officer. He Sam Herskowitz joined the company in January 1996. In his new position Herskowitz reports directly to Glenn Spina, Emerging Vision’s president and chief executive officer. The company’s buying group division includes Combine Buying Group in the U.S. and The Optical Group in Canada.

Eyenovate Eyenovate, Inc. announced that Joseph Zewe has joined the company as the president and chief executive officer. Additionally, the company has changed its name to Eyenavision. Zewe takes over from his brother, David Zewe, Joseph Zewe who has served as the interim president and chief executive officer since December of 2009. David Zewe will continue as the chairman of the company’s board of directors.

Transitions Optical

Dave Cole

Transitions Optical has named company veteran Dave Cole chief operating officer. In this role, Cole will provide regional and global leadership, and business strategy development

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and execution, reporting to CEO and president, Rick Elias. Cole, who started with Transitions Optical when the company launched in 1990, most recently served as general manager for the North American and Australia and New Zealand markets. He will continue to fulfill these responsibilities in an interim role.

Opticians Association of America At the recent National Opticians Convention, the Opticians Association of America reelected Diane Charles of Washington State as President of the Association. Ms. Charles is the third female to be elected President in the organizaDiane Charles tion’s history and her term of office runs through September 2011. Charles is a licensed Optician and State Examiner in the State of Washington and is a former President of the Washington Opticians Association. She has been an active member of OAA since 1990.

Guild of Prescription Opticians At the recent National Opticians Convention, the Guild of Prescription Opticians (Guild) elected Kathryn Ring, owner of Eye Services of Jackson in Michigan, as Chair of the Guild Council. Ring is a Guild Optician who has been Kathryn Ring actively involved in the organization for many years and currently serves as the Guild’s representative on the Opticians Association of America’s Board. She has been honored with the 1994 Distinguished Service Award from the Opticianry Association of Michigan and has been practicing Opticianry since 1976.

Briot USA Optical sales veteran Matt Cevasco has been named president and general manager of Briot USA. He reports to Marc Abitbol, PhD, CEO of Luneau Technology, a France-based supplier of ophthalmic diagnostic systems, which acquired Briot USA’s parent company, Briot International, in June, 2010. Cevasco replaces Tom Pfledging, who has left the company to pursue other interests. Most recently, Cevasco worked outside the optical industry from 2007 to 2009, serving as vice president of sales and marketing at Gateway Energy Services.

Luxottica USA Brittany Bender has been appointed the new Trade Communications Manager for Luxottica USA. She will play a critical role as she takes a lead position with trade media, press relations and the management of the website LuxandMe.com. Bender has a degree in journalism from the University of Colorado, and joins from Rooney & Associates Communications, a public relations agency located in New York City.

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Safigel™ Signs First U.S. Distributor Agreement with Optical Distributor Group

OPTOGENICS Overnight Service on AR & Digital Jobs

AR’s In House: Crizal, AR24, AR15, Zeiss

6 for 5

Digital Lenses

All Varilux and Definity lenses

OPTOGENICS Safigel™ has signed an agreement with Optical Distributor Group (ODG) for distribution of its Safigel 1-Day daily disposable contact lenses. As the second largest distributor of contact lenses in the United States, ODG will distribute Safigel to Eyecare Practitioners. ECPs will also have the option of having ODG ship directly to the patients for whom they are prescribing Safigel lenses. Eric Sharvelle, Safigel President, says that “ODG is an ideal fit for Safigel because they can offer full-circle service to ECPs combined with an outstanding sales team.” Safigel is the world’s only hyaluronate contact lens. Positioned at the cutting edge, these contact lenses have the same natural bio-polymer, sodium hyaluronate (HA), used in many leading dry-eye drops. In keeping with Safigel’s mission to provide new, groundbreaking alternatives to ECPs who fit patients with contacts, ODG also looks to carry innovative products as one of the largest and fastest-growing independently owned contact lens distributors. Jeff Rems, ODG President, asserts, “We’re excited that Safigel chose ODG to help introduce eyecare professionals to the new generation in contact lens technology. With the integration of sodium hyaluronate into their contact lens manufacturing process, Safigel contacts are a perfect addition to an ECP’s armament and ideal for patients seeking all-day comfort.” For more information, contact Scott Orphanos, VP of Sales, 877-SAF-IGEL, Ext. 2, scott@safigel.com, or visit www.safigel.com

is a Full Service Surfacing and Digital Lab

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

Here Comes the Sun: The Beauty of Sunglasses SUNGLASSES are attractive, popular and multifunctional. They can protect the eyes from ultraviolet radiation, decrease glare and light transmission, and make a fashion statement. Whether they are gray or brown, large or small, expensive or cheap, sunglasses make a statement about the person who wears them.

Hollywood stars were photographed in their sun wear, the public began emulating them and sunglasses became more popular with the general public. Foster Grant fanned these flames later on when they starting using the movie stars to advertise their sun wear. The 1930s saw the development of sunglasses for specialized outdoor activities. Bausch and Lomb was commissioned to develop sunglasses that would protect pilots from the high altitude glare that resulted in temporary blindness. The result was a dark green tint that absorbed the harmful ultra-violet and infra-red radiation while allowing the individual colors of the spectrum to pass through in order to maintain color trueness. This color, G-15, was placed into a specially designed frame that had a slightly drooping eyewire. The extra room in the frame allowed more coverage for the pilot’s eye when they glanced down at the instrument panel. The sunglasses became available to the public in 1937 as the Ray-Ban Aviator.

Early Sunglasses Although there have been spectacles with dark lenses around for centuries, early darkened glasses were never used for sun protection or outdoor activities. These early glasses were primarily used to block the expression of a judge’s eyes during judicial proceedings, to denote societal status or used in experimenting with certain visual impairments. The sunglass as it is known today is actually a twentieth century invention. The development of the modern sunglass is multifaceted. Sam Foster first introduced mass produced sunglasses to the general population in 1929. He sold glasses on the boardwalk in Atlantic City, NJ in a Woolworth store. When the sunglasses became extremely popular with beach going crowd, the brand Foster Grant was born. Hollywood stars of this era began wearing the sunglasses to hide their likenesses when in public and to also hide themselves when they were not at their best. Once the 16 | EYECAREPROFESSIONAL | NOVEMBER 2010

The development and popularity of sunglasses stagnated until the 1960’s and 70’s when Foster Grant once again influenced the sunglass market with the very popular advertising campaign, “Whose behind those Foster Grants?” By using film icons such as Raquel Welch, Peter Sellers, Mia Farrow and Vanessa Redgrave, Foster Grant created a desire among the American public to imitate their favorite icons by wearing sunglasses.

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How to Choose the Best Sunglass Color

• Golf – dark amber, brown and copper, green, gray

Today, the average American spends more time than ever pursuing outdoor sporting and leisure activities. Just as one shoe is not suited to all activities, neither is every sunglass. There are several different color combinations and densities for the eye care professional to choose from. Some of the most common colors as well as the outdoor activities that they are best suited for are:

• Winter sports – low light conditions: yellow/orange; normal lighting conditions: dark amber, brown and copper, gray

Yellow and Orange: These colors heighten contrast between objects and blue or green backgrounds. Sometimes marketed as “blue blockers”, yellow and orange tints are good for hazy, foggy or overcast conditions because they eliminate blue wavelengths of light. Not an appropriate color for an activity that depends on accurate color perception, it is an excellent choice for low light and indoor activities. A word of caution, yellow and orange can cause discomfort to the eyes when used in extremely bright light conditions. Rose and Red: Although these colors heighten contrast in partly cloudy and sunny conditions, they may cause significant color imbalances. The main benefit to these colors is that they allow the patients’ eyes to adjust quickly between alternating light conditions. Purple: Commonly used as a fashion tint, dark purple can shade the eye while maintaining natural color perception. Dark Amber, Brown, and Copper: These colors help reduce glare and perform best in hazy sunshine. They are especially advantageous in improving contrast on grass and against blue skies; as well as activities where glare and depth perception can be a deciding factor. Green: A mild, contrast enhancing tint, green is generally used to reduce eyestrain under bright lighting conditions. A soothing tint, it offers the best contrast and visual acuity of all tints due to the fact that it allows all of the colors of the spectrum to pass through the lens with the same percentages that pass through the human eye. This means that there is complete color accuracy when viewing objects through a dark green lens.

• Baseball – dark amber, brown and copper, green, gray Upgrading to Polarized Tints, although an effective option in sports eyewear, are not as efficient as polarized lenses. Tinting only makes the lens darker, thereby blocking the amount of usable light entering the eye while allowing glare to continue to exist. Polarization on the other hand, acts as a filter. Polarization is a film that is inside the lens and acts like a Venetian blind, blocking reflected light that causes harmful glare. As a result, colors can be used in a wider range of outdoor activities with greater efficiency. Dark Gray – 25% light transmission; truest color recognition and is ideal for bright sunny days and high glare activities such as deep water fishing and driving. Light Gray – 55% light transmission; ideal for being used with tints to create a custom colored polarized lens. Dark Brown – 25% light transmission; its blue blocker properties are ideal for improved contrast, visual acuity and depth perception, and is useful in activities such as driving and shallow water fishing. Light Brown – 45% light transmission; ideal for being used with tints to create a custom colored polarized lens. Melanin – 25% light transmission; a relatively new lens to the market, it contains the pigment that normally occurs in the body and is ideal for anyone with macular degeneration and works well in bright conditions and activities in which the light varies such as golfing. Red – 55% light transmission; a high contrast lens that is ideal for low light fishing and as a shooting lens in bright light.

Common athletic activities that work well with tinted lenses and the best colors for them are:

Orange – 50% light transmission; blocks blue light, increases contrast and is most commonly used for clay target shooting, biking, and skiing.

• Hunting/Shooting – yellow/orange, rose/red, and dark amber, brown and copper, purple

Green – 60% light transmission; true color balanced lens that works well in varying light conditions such as golf and tennis.

• Cycling – yellow/orange, rose/red, dark amber, brown, and copper, gray • Fishing/water sports – Gray, rose/red, dark amber, brown and copper

Violet – 55% light transmission; increases contrast and darkens certain backgrounds so it works well with shooting in average to bright, golfing and for winter sports. Continued on page 18

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Yellow – 80% light transmission; lets in the maximum amount of light so it is good for low light situations such as night hunting and shooting. Giving Sunglass Lenses the Finishing Touch Ultraviolet Coating UV protection, if not inherent in the material, must be applied to every pair of sunglasses. This is not an option. Providing a dark lens without proper protection can cause a greater amount of ultraviolet radiation to enter they eye due to the patient’s pupil enlarging behind a dark tint, resulting in damage to the inner structures of the eye. It is the ECP’s responsibility to protect the patient by providing this option to the patient. Anti-Reflective Coating Light bouncing off of a dark lens creates a window pane, mirror like effect that causes distortion and eye fatigue. To prevent this, an AR coating can be applied to the back of the lens. This works best with polarized lenses, however, if the patient requests a tinted lens to be coated there are a few things an ECP should keep in mind. Due to the nature of tinting, AR coating can cause a tint to look lighter than intended. To prevent this from happening, the ECP should send a sample of the desired color to the lab so that the post coated lens will be of the same density. Alternately, the ECP can tint the lens darker than desired and neutralize it back to the desired color. This will prevent the lens from fading in density during the multiple lens washings the AR lab will put it through. Mirror Coating Mirror coatings are a highly reflective coating that is applied to the front surface of the lens. It can help reduce eyestrain by blocking an additional 10 to 60 percent of light transmission to the eye. This can be especially helpful when participating in highly reflective outdoor activities such as water or snow skiing, driving, or at the beach. The ECP should be mindful of the combination of mirror coating and tinting that the lens will receive. Conclusion Sunglasses are a perfect option for every patient. Just as everyone needs different outfits to fulfill the needs of different occasions, everyone needs sunglasses to aid in their various outdoor activities. By matching the perfect sunglass to the patient, the ECP combines fashion, function and protection to the patient so that they can achieve optimal vision in all surroundings. ■ With contributions from Brian A. Thomas, P.h.D, ABOM

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VisionWeb Lab of the Year Honorees are Luzerne Optical, US Optical, and Meridian Optical VisionWeb, a premier provider of technology services to the optical industry, announced last month their honorees for 2010 Lab of the Year. The VisionWeb Lab of the Year program, now in its fifth year, rewards spectacle lens laboratories that have shown exemplary results growing and maintaining customer loyalty using VisionWeb. This yearâ&#x20AC;&#x2122;s honorees are Luzerne Optical, Wilkes Barre, PA; US Optical, East Syracuse, NY; and Meridian Optical Laboratory, Phoenix, AZ.

Home of Luzerne Optical Labs

To determine the honorees, VisionWeb measured the ability of the lab to retain and grow VisionWeb usage among their customers, and their willingness and ability to promote VisionWeb to their customers. In addition, the votes each lab received from VisionWeb members were incorporated into the final calculations. Labs interested in learning more should contact Customer Service at (800) 874-6601 or email: customerservice@visionweb.com.

Home of US Optical Labs

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

The Society for Advanced Opticianry As I was thinking about what I was going to write about this month, some really exciting things happening in the industry caused me to pause for reflection...

WHAT ARE THE THINGS I have written about for this great audience for the past year or two? Do I really have anything else to add? Does my continuing discussion of the need for improvement mean anything to opticians? I think, from the many comments I have received from hundreds across the country over the last couple of years that many agree with my ideas, but we have some major work to do! So today, I submit to you something new and exciting, and I am sure a bit controversial. I am going to use my entire column this month for a discussion of a new opticianry organization, The Society for Advanced Opticianry (SAO). Now, I know what comes immediately to mind, “Oh no, another organization. That is all we need.” But I am here to tell you, this one is JUST what we need. I hope you agree with my assessment. The Genesis of the Concept The idea for a new and different organization developed after I read an announcement from the Certified Professional Accountants (CPAs) who were trumpeting the new, increased requirements to sit for their very rigorous certification examination. I marveled at this idea, because it is so foreign to opticianry. Today, to sit for the CPA exam requires a minimum of 150 semester hours of academic credit. This is now 30 semester hours beyond the bachelor’s degree. Wow! This said to me that these folks were serious about assuring that anyone who achieved this lofty status was well educated and trained. I really appreciated that fact, and realized that there are many accountants out there, but only those with the finest credentials could actually use the CPA title.

Ergo, my pause for reflection! I immediately thought of the various requirements opticians face across the country (or in 27 states, the lack thereof). In my ongoing research, I find 22 states that require a state license. Each state varies in what they require and many hold their own requirements as sacrosanct. Few of them will work with another to make licensure across state lines easy to achieve and I have often pondered as to why this is the case. Is dispensing a pair of spectacles different in North Carolina and South Carolina? If not, then allow me to use those states as examples. Why does my home state of NC require a 9-part, 2-day exam, while SC only requires the ABO and a 3-hour practical? Disparate requirements are like that in all of the 22 licensed states. It is ridiculous...even bordering on silly in some cases. Also of concern is the real impetus for this work to start with, the ABO/NCLE. In the past, these national board certification examinations required a year of experience prior to sitting for them. Applicants also were required to pay a fee. Now, rather than improving the overall quality of the applicant, the ABO/NCLE has made it less stringent. Now all that is required is a pulse and a fee and boom, you can take the examinations. What affect has this had on the individual taking the exam? Pass rates are just slightly over 50%. In the past, those rates were in the 65% range. What affect has it had on the profession? You be the judge. The Discussion Began I am a long-time user of Optiboard, an online discussion forum for opticians. This is a very popular sight, owned by optician Steve Machol. He has done a marvelous job with the site, and I typically enjoy the material and banter found there. I had been Continued on page 22

20 | EYECAREPROFESSIONAL | NOVEMBER 2010

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a member for some time, but had never started a thread, if memory serves me well, until I started one on this subject entitled Entry Requirements. My argument has always been that opticians should be educated formally, and should do far more in practice than they typically can do now. Comparing CPAs and opticians, I asked if we needed to increase our entry requirements. A simple question, it would seem, but not the case in this vast thread. The discussion drew the ire of many, and took off in some weird directions during its 30 pages, and some of it was not supportive. Many were angered by my position of requiring an education for opticians, which has always been confusing to me. Why would anyone fight education? I had folks get on the thread and tell me they could never have entered this “profession” if not for the “apprenticeship” route they took to get here, and it would be a shame to do so now. Many forget that physicians and almost every other profession began this way, but have long since abandoned it as an ineffective mechanism to train professionals. For the future of opticianry, my position is that we can no longer allow that kind of training to suffice, and in this world of advanced technologies, we must better prepare to serve the consumer. I stand by that concept, and every other health-related profession must agree, based on their long-ago change to formal education. It appeared that those without an education were the loudest against it, which indicates they may have some trepidation about their future effectiveness if others were better prepared. But something else happened that encouraged me tremendously. A huge number of people wrote to me privately, and on the thread indicating their support! I felt very good about that, and appreciated their comments. Several of the folks wanted to hold a meeting, which we did, at the Southeastern Opticians Conference in Atlanta this summer. The Initial Meeting This initial meeting brought together opticians from across many parts of the country. South Carolina, Georgia, Ohio, Texas, Pennsylvania, and others were there, and the discussion was stimulating to say the least. Those who were there listened to my ideas, as well as those of my close friend and colleague, Dr. Roy Ferguson, regarding the need for a new breed of optician. Each individual there provided great insight and clearly indicated a need for change, and I felt the best about the future I had felt in many years. Important to note here is that Diane Charles, president of the Opticians Association of America, was a guest of the Southeastern and joined us, along with the Executive Director, Chris Allen. Some in the group were very anti-OAA and did not 22 | EYECAREPROFESSIONAL | NOVEMBER 2010

want them in the room. These two national leaders knew that, but listened intently to the discussion, taking in stride the negative feelings towards the national organization, and offering their support for the concept. Another national leader, ABO Chairman, Curt Duff joined us as well, and provided much insight into the ABO and NCLE and their role in the national scheme of things. He is a man of great patience and understanding, and despite some tense moments, saw great value in the discussion. We found a great deal of common ground in Atlanta, and a second meeting was scheduled at the ABO/NCLE National Opticians Conference in Cincinnati, Ohio in September. Again, there was great dialogue, and we left Atlanta with the organizational support of the OAA and the ABO Chair! Cincinnati and Beyond Once the group got to Cincinnati, we met all day Saturday in a room provided by ABO/NCLE. Further dialogue followed a great deal of work completed on the Internet in-between meetings, and a new entity took shape. It was called the Society for Advanced Opticianry (SAO), and is a group of like-minded people who see a need for change in opticianry. It will offer memberships to qualified applicants that will be spelled out completely as they take shape. You will be receiving announcements in the professional journals and trade publications regarding this new group, and I hope you enjoy reading about it. Generally, to be a member will require a minimum of an Associate Degree for the initial few years, and a bachelor’s degree beyond that cut-off date. Member must be state licensed, if required, and certified by ABO or NCLE at the advanced level, or a Fellow of CLSA or hold the Master’s Certificate from ABO. Membership will be reviewed by a credentials committee, and we will begin to market the membership to the public, the industry, and the other Os as the benchmark for excellence, much like that CPA accountants. Enough of dumbing down the field...let’s move ahead and elevate the field. This will have no affect on licensing or other individual state requirements, but will share similar education and training requirements across the country. We will market that to the public. Opticians must have studied every facet of the field, not just bits and pieces, so there will be common backgrounds among the membership, unlike our current situation. If someone aspires to membership, and has no degree, we can show you how to get one, using many of the Opticianry credentials they may already have in place. It is an exciting concept, and one I hope unfolds very rapidly. Look for the announcements regarding this exciting new group. ■

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Essilor to Acquire 50 Percent of Shamir Optical Shamir Optical Industry Ltd., Kibbutz Shamir and Essilor International announced last month that they have signed an agreement whereby Essilor will, through a series of transactions, acquire 50 percent of Shamir Optical. As a result of these transactions, Kibbutz Shamir and Essilor will each own 50 percent of Shamir Optical. Headquartered in Kibbutz Shamir, Israel, Shamir Optical is a leader in the fast growing freeform lens technology sector. The company reported 2009 revenues of $142 million, generated mainly in Europe and the U.S., and has approximately 1,400 full-time employees. Essilor, based in Charenton-le-Pont, is the leading ophthalmic lens manufacturer worldwide. Under the terms of the agreements between Essilor and Kibbutz Shamir, the existing management team of Shamir Optical will remain in place. The transaction, which is subject to regulatory approvals, rulings, the approval of Shamir Optical’s shareholders in accordance with Israeli law and the approval of the district court of Nazareth, Israel, is expected to close in mid 2011.

Amos Netzer, chief executive officer of Shamir Optical said, “This venture places Shamir Optical in a position to accelerate the development of new products and to strengthen its presence in the market place by using Essilor’s R&D capabilities, notably in coatings, and its worldwide distribution network. The transaction will create synergies and provide Shamir Optical with additional resources to invest in its development.” Hubert Sagnieres, Essilor’s chief executive officer said, “This joint venture represents a strategic addition to Essilor’s business and will strengthen our offer to the midtier segment with additional high-quality products. Shamir Optical’s range of products fits closely with Essilor’s. Thanks to our existing network, respective expertise and the potential for vertical cost synergies, our partnership will allow us to grow the worldwide optical business with innovative, new value-added products and services and to expand our offer to eyecare professionals around the world. Shamir Optical will continue to produce and promote its brands, products and services as a separate business entity.”

NOVEMBER 2010 | EYECAREPROFESSIONAL| 23

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The Mobile Optician Ginny Johnson, LDO, ABOC

HEAD GAMES Head games it’s you and me maybe Head games they can help us learn much more Head games we wanna play the...head games

When was the last time you paid for a professional haircut? Did it turn out to be an awesome experience or a bad hair day? Have you ever noticed how hair stylists seem to be able to gather personal information and bond so quickly with clients? It’s like they conduct a verbal lifestyle questionnaire similar to what ECPs use to determine what is best for the patient, but I doubt they have to role play it. As soon as you sit down in the chair at a professional hair salon, BAM, it’s all about you. They don’t waste time getting to know all sorts of details about your life and how they can help you look your very best. Maybe it’s the fact that a state approved licensed professional is circling the chair holding a razor to your neck or sharp scissors over your head that does the trick. Let the head games begin. So, how did you like your last haircut? That’s super. How do you feel about trying something a little different this time that I believe you will like even better? You mentioned earlier that your hair feels dry at times. What brand of hair products have you been using? I can help you with that. So what else has been going on? Wow, are you serious? Aren’t you married? That’s so good. How many children do you have? You have one child that has four legs. Ha ha, what your dog’s name? Fido. I bet Fido is spoiled. Do you have a family photo with you? I’d love to see it. What type of work do you do anyway? You must travel a lot. Sounds like you stay very busy 24 | EYECAREPROFESSIONAL | NOVEMBER 2010

with all you’ve got going on. Before you leave today we will make sure we schedule your next appointment earlier in the day. Now, I’m going to be sending you home with a product that will reduce your split ends and make your hair vibrantly healthy. It’s not cheap but it’s well worth the money. If you would like to relax in that comfortable chair right there while I go in the back and get Jane. Jane goes to the doctor that you were thinking about switching to. Would you like a different magazine and something else to drink? Wait until you see your hair you are going to absolutely love it. Here are your eyeglasses back. By the way, where did you get them? They look fantastic on you. I realize that some of you may not be familiar with salon excellence. Maybe you are bald, cut your own hair or think that salons are for sissys. The reality is that everyone wants to feel special, like there is no other and be pampered from time to time. So what’s the word on the street, wall, or blog about your dispensary? Hopefully patients are bragging about you and would never go anywhere else for their eyecare. To keep them bragging you might want to try playing some of these head games: Pamper Them What does pamper mean? To treat someone with extreme or excessive care and attention. It doesn’t matter what the purpose of their visit is, pamper them. Let them know that you really appreciate the opportunity to serve them. It’s all about them.

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Deliver their new eyewear to their office or home. Compliment them. Make them laugh. Offer valet parking. When they leave your practice they should feel great about the way they were treated regardless of the results of their vision health report. Show Them Empathy Be sensitive to their feelings and thoughts. Everybody has a story. Listen to them without interruption. Let them know that you can relate to what they are saying. Nod your head up and down. Something may seem like a big deal to them that you can easily help them with. When you do your very best to help them, it shows, so you won’t have to toot your own horn. Pick Their Brain Find out what they like and dislike about their current vision, eyewear, sunwear, contact lenses etc. If they say everything is fine then try asking a few questions. You might find out that everything is not fine. Maybe your practice needs to do away with any standardized lifestyle questionnaires. Try using some brain picking questions: Mr. Mark, do the frames with or without nose pads feel more comfortable to you? Mrs. Picky, what did your better half have to say about your new eyewear? Mr. Bore, when was the last time you went to see a good movie? Mrs. Glare, what time of day do you do most of your driving? Mr. Worm, have you read any good books lately? How often do you sit outside and read them? Mrs. Homemaker, I bet your precious little angel tries to grab your eyewear every chance she gets. Let’s keep that in mind when we begin looking at frames. Mr. See, how are your golf lessons going? What time of day do you practice? Thanks so much for referring two more of your golf buddies to us. It won’t be long before you will be sporting a well deserved free pair of sunglasses. Optical head games can be played during business hours. There’s no limit to the number of players. To be able to play you must be able to talk. Ages 3-103. The rules of these head games may vary from practice to practice. This will depend on if the owner likes to think outside the box. Please don’t be a loser and play head games that are unethical. Head games are not meant to harm anyone’s reputation. No cheating is ever allowed. The ECP’s goal when playing head games should be to make sure that you let the patient win and no one will call you a sissy! ■

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Managing Optician Anthony Record, ABO/NCLE, RDO

Practice Consequences that truth and/or consequences is indeed a fact many practice managers and eye care professionals in ownership, leadership, and supervisory roles simply cannot face. Allow me to explain. As an adjunct instructor for Rockhurst University and National Seminars Group, I frequently teach a 2-day seminar entitled Leadership Skills for Managers and Supervisors. It is a very popular class (for information when this seminar is coming to your town, call 800-258-7246) that is attended by managers and business owners from all walks of life. Early during the first day, I ask the attendees to share with the rest of the class their challenges – areas of frustration and concern in their supervisory roles. As you can imagine, the challenges are numerous and varied. Some complain about a lack of resources, dealing with difficult people, managing a bullying or clueless boss, time management, delegation, finding good people, getting employees to embrace change, and on and on...Often though I’ll start to hear very specific challenges; for example, employees who:

For all the marbles, here is your final question: What is Truth or Consequences? a. A small town in New Mexico b. An old TV game show c. A fact many practice managers just can’t face d. All of the above F YOU guessed “d,” congratulations you are our new champion! In fact, the answer is all of the above. In 1950, Ralph Edwards hosted the wildly popular radio game show Truth or Consequences, and he announced on the air that he would air his program from the first city in America that renamed itself after his show. Hot Springs – a small spa city in New Mexico actually took him up on his offer, and renamed itself Truth or Consequences. Additionally, after 17 years (1940-1957) the radio program evolved into several different TV shows, the most popular incarnation hosted by Bob Barker from 1956-1975. Of most interest to us though is the fact

Make too many personal phone calls Conduct personal business on the phone Send text messages during business hours Are guilty of email or Internet misuse Treat patients or co-workers rudely Do not follow the practice dress code Arrive late for work Perform their job duties below acceptable standards Call in sick – even though all their sick time has been used. And on and on... Those specific challenges could all fall under the headings of “Substandard Work Performance” or “Inappropriate Behavior.” Sometimes when these challenges are verbalized, if I’m feeling a little frisky or sarcastic, I’ll ask the attendee, “Why do you think that happens? Why are they late all the time?” Some of the answers that are offered include: She’s a single mother, traffic jams, personal problems, had to get the kids ready for school, illness, or she knows that her co-workers are there to cover Continued on page 28

26 | EYECAREPROFESSIONAL |NOVEMBER 2010

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for her. Those are all possible explanations for the tardiness (or for any of the other transgressions listed above) on any given day, but I didn’t ask for an explanation. I asked why. A 2008 Harris survey revealed employees call in sick for the following reasons: Illness Family Issues Personal Reasons Stress Felt Entitled

35% 24% 18% 12% 11%

This study shows that nearly two-thirds of all absences are for reasons other than illness! A manager needs to be sensitive to the stress of mere day-to-day survival in the challenging, complex world in which we live. Managers who truly are sensitive to those needs, and are able to communicate that sensitivity by their day-to-day actions will have less absenteeism to deal with.

lady asking the question could not fathom that her employee had not responded to twenty-three write-ups. Why? Because the woman at my seminar was a normal, decent, kind human being who would have responded to the first write up. I was left with the daunting task of answering her question by saying there is nothing she can do. Her “Problem Child” is simply waiting for twenty-four. Her real problem is not with her employee, it is with the owner/doctor who has decreed he will never fire the offensive employee. He is trying to hold his practice manager accountable for not being able to change the employee’s behavior, yet he has not given the manager any real authority to accomplish it. Because I’ve got news for you: That employee knows the doctor will never fire her. The only effective tool: consequence.

“A manager needs to be sensitive to the stress of mere day-to-day survival in the challenging, complex world in which we live.”

Which begs the question: Why does that doctor refuse to fire the offensive employee? There could be dozens of specific reasons. Let’s examine a few.

Additionally and anecdotally, I believe 90% of your employees will respond positively to your caring concern, and when appropriate, counseling and coaching. Behaviors will change and life will go on. But with some people (the other 10%) the TRUTH of the matter is that the only thing they understand is real CONSEQUENCE. In fact, I also believe that many managers are blind to another truism: The people who are in most need of change will not change until they feel uncomfortable. May I humbly suggest that the reason why those people whose behavior is in most need of change never change is simply because nothing bad ever happens to them! There is no real (say it together) consequence for not changing.

She has a family. The economy is so bad. Really? If that employee cared as much about her family as apparently the doctor does, and actually valued her job, perhaps she would respond to the real consequence of potentially losing her job.

By the way, writing them up...again, setting up a meeting with you, them and the doctor...again, talking to them, asking them to change, idle threats, cajoling, ignoring, looking the other way, holding a meeting with the entire staff to discuss expectations, rewarding other employees, etc....all of those things may or may not be appropriate actions. But guess what? They all lack any real...consequence!

She may sue me if I fire her. Possible? Yes. Likely? No. And if you document your conversations, and keep good records you have nothing to fear on this front.

Once during a conference, one of the attendees raised her hand to ask a question. “Anthony...I got this one employee...the doctor said I can’t ever fire her...and I done wrote her up twentythree times...what can I do?” Her frustration was palpable. When she said that she had written her up twenty-three times, I thought she said that in the same way I might say, “I wrote her up a million times.” So I asked her, how many times have you actually written her up. Her response was astounding. “I done told you Mr. Anthony – twenty-three times!”You see, the young

28 | EYECAREPROFESSIONAL |NOVEMBER 2010

Trying to be a “nice guy.” Really? Why not think about being a “nice guy” for all your other employees who strive to do a good job and have a positive influence on your practice.

It’s so hard to find employees these days. When did being vertical and having a heart beat become the only requirements to keep a job? I don’t like confrontation. I wouldn’t want to fire her myself. Nobody likes confrontation...grow a backbone. Better yet, learn how to handle conflict, appropriately counsel, and if necessary, how to legally and professionally terminate an employee. No question about it...sadly...sometimes...the truth is: all we have is consequences. ■

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Dispensing Optician Judy Canty, ABO/NCLE

InfantSEE

and more... What is InfantSEE® and why should we care? • 1 in 10 children is at risk from undiagnosed vision problems. • 1 in 30 children will be affected by amblyopia (lazy eye)—a leading cause of vision loss in people younger than 45 years of age. • 1 in 25 will develop strabismus (crossed-eyes)—a risk factor for amblyopia. • 1 in 33 will show significant refractive error such as nearsightedness, farsightedness and astigmatism. • 1 in 100 will exhibit evidence of eye disease—e.g. glaucoma. • 1 in 20,000 children have retinoblastoma (intraocular cancer), the seventh most common pediatric cancer. —American Optometric Association

The InfantSee program is the product of a partnership between the American Optometric Association and The Vision Care Institute of Johnson and Johnson Vision Care, Inc and is managed by Optometry’s Charity™ – The AOA Foundation. Its mission is to provide all children in the United States with a free, comprehensive eye exam before their first birthday, though 9 months is considered the ideal age. Data compiled from the 2009 InfantSee Weeks, where more than 1,000 comprehensive eye and vision assessments were conducted revealed that: • 1 in 4 premature or minority infants displayed cause for concern. • 1 in 4 infants in households with an annual income of less than $25,000 and 1 in 3 infants in households with annual incomes of less than $15,000 also displayed cause for concern. Additionally, 2 cases of retinoblastoma were diagnosed. Especially alarming since the usual occurrences are 1 in 20,000.

Since many eye conditions have no visual symptoms, early detection by a parent or a pediatrician during a well-baby checkup may prove difficult. InfantSee assessments are complementary to well-baby exams and Optometrists are trained to identify areas of risk that are critical to vision development. In late December 2009, President Obama signed into law a measure that provides nearly $600,000 in new federal resources to help expand the scope and impact of the InfantSEE program. The first direct appropriation was sponsored by the late Senator Robert Byrd (D-WVA) totaled $500,000. “Many parents of newborns do not know that the most dramatic development of a child’s visual system occurs within the first year of life,” said Sen. Byrd. “And it is through early detection and treatment of potential problems that parents can help ensure poor vision and eye health does not severely affect their child’s ability to learn and place them at a disadvantage in education and in life.” The second direct appropriation of $90,000 was sponsored by Senator Tom Harkin (D-Iowa) and will support program expansion through outreach in Iowa. “InfantSEE is doing much more than identifying and treating risk factors that may cause eye and vision problems later in life,” said Sen. Harkin. “They are taking prevention to a new level to ensure healthier, thriving children and lower health care costs down the road.” Family history also plays a role in an infant’s visual assessment and factors that may indicate significant risk include: • Premature birth, low birth weight, or oxygen used following birth. • Family history of eye diseases such as retinoblastoma, congenital cataracts, or metabolic or genetic disease. • Drug or alcohol use during pregnancy. • Sexually transmitted diseases, cytomegalovirus, or HIV. • Difficult or assisted labor, which may be associated with fetal distress or low Apgar scores. In a 2008 survey conducted by the American Optometric Association, only 13% of parents made sure that their children received a comprehensive visual assessment in their first year and more than 7,600 participating Optometrists have offered to see every baby in this country, free of charge, during their first year of life. Continued on page 32

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Optical Options...after the exam According to Julbo (www.julbousa.com), manufacturers of protective eyewear for all ages, children’s eyes absorb much more harmful solar radiation than adults, due in part to a totally transparent crystalline lens and a very large pupil. Protective sunwear is just as important for young eyes as it is for their parents. As an ECP, the best baby shower gift you can give or suggest is sunwear specifically designed for infants. You might consider including these very specific and sometimes difficult to find products in your sunwear displays. How do you judge the quality of sunwear for infants and toddlers? Again according to Julbo, small children, up to age 3, look up to see everything so they need: • Substantial coverage around the eyes. • Flexible frames and strong lenses. • Dark lenses that provide protection from UV A, B & C. Julbo’s unique design allows their sunglasses to be worn upside down or right side up. They fit no matter what! That’s a great help when Mom is grappling with an active child. Baby Banz (usa.babybanz.com) offers both polarized and nonpolarized lens options for infants and toddlers. The frame has been redesigned to include an embedded silicone nose and

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brow piece for added comfort. Their testing and development was done in Australia, one of the most demanding UV environments and have passed the most stringent standards for sunglasses in the world including ASTM compliance. Baby Banz can also be ordered with clear UV-absorptive lenses for children who need extra eye protection including children with low vision, blindness, Stargardt’s Disease, eye injury/surgery recovery and other similar conditions. Baby Banz are RX-able. Whatever happened to...Como frames for babies? Still available through several outlets, most notably at www.solobambini.com, the Como frame has been a favorite of ECPs for many years. Como Infant frames are made in Italy from soft plastic. The frame is hinge-less and is held on the child’s face using either a stretch or woven adjustable band. Available in sizes from newborn (31-15) to baby (36-14, 38-14, 41-16) and in a variety of transparent colors, they are an excellent choice for comfort, safety and function. Solobambini also offers its own frame line of RX-able eyewear for children of all sizes from infants and preemies to youngsters. While there are many frame manufacturers who offer frames for young children, I’ll admit a preference for soft, flexible frames with a minimum of moving parts for infants. I dispensed them for many years with great success. ■

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