EyeCare Professional Magazine December 2009 Issue

DEC2009_Cov.qxd

11/24/09

3:14 PM

Page 1

LUXURIOUS EYEWEAR / PAGE 6 3RD PARTY INSURANCE GUIDE / PAGE 16 December 2009 • Volume 3, Issue 24 • www.ECPmag.com

DEC2009_FEA_ice.qxd

11/30/09

10:41 AM

Page 1

DEC2009.qxd

11/24/09

5:14 PM

Page 3

DECEMBER 2009

EYECAREPROFESSIONAL

Vol. 3 Issue 24

Features 6

Photo: Courtesy of PPG Industries

Contents

Magazine

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

by Amy Endo, ABOM, CPOT

12

REFRACTING OPTICIANS Refraction skills can enable Opticians to evolve beyond their traditional dispensing role.

22

by Warren McDonald, PhD

18

LOW VISION DISPENSING Profiling a number of practices that cater specifically to low vision patients.

by Lindsey Getz

22

THE ART OF SPORTS TINTS Tinted lenses offer various colors, design options, and benefits to your patients.

by Carrie Wilson, BS, LDO, ABOAC, NCLEC

26

30

DEALING WITH 3RD PARTY INSURANCE Successfully integrating and operating insurance plans is essential in keeping a profitable practice.

by Ginny Johnson, LDO, ABOC

30

OPTICAL DISORDERS,

PART II The modern, well-informed ECP should have a general grasp of the most common eyecare disorders.

by Anthony Record, RDO

On The Cover: RAY-BAN 866-472-9226 www.ray-ban.com

Departments EDITOR/VIEW .....................................................................................................4 MOVERS AND SHAKERS.................................................................................24 PATIENT SERVICE............................................................................................34 SECOND GLANCE ............................................................................................38 ADVERTISER INDEX .......................................................................................46 INDUSTRY QUICK ACCESS............................................................................47 LAST LOOK .......................................................................................................50

38

DEC2009.qxd

11/25/09

3:03 PM

Page 4

EYECAREPROFESSIONAL

Editor / view

Magazine

by Jeff Smith

Publisher/Editor . . . . . . . . . . . . . . . . . . . . . . . Jeff Smith Production/Graphics Manager. . . . . . . . . . . Bruce S. Drob Director, Advertising Sales . . . . . . . . . . . . Lynnette Grande Contributing Writers . . . . . . . . . . . . . . . . . Thomas Breen, Judy Canty, Dee Carew, Harry Chilinguerian, Timothy Coronis, Amy Endo, Bob Fesmire, Elmer Friedman, Lindsey Getz, Jim Magay, Warren McDonald, Anthony Record, Ted Weinrich, Carrie Wilson 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 3 Number 24 TrademarkSM 1994 by OptiCourier, Ltd. All Rights Reserved.

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

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

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

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

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

For Back Issues and Reprints contact Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com Copyright © 2009 by OptiCourier Ltd. All Rights Reserved

4 | EYECAREPROFESSIONAL | DECEMBER 2009

Patient Empathy think we can all agree that people are generally good-natured and receptive to logic. But anyone with experience in retail – optical or otherwise – will tell you that there are always those who are seemingly intent on making everyone’s life difficult in a sales environment. Below is advice that I hope is helpful in dealing with these inevitable situations.

I

Firstly, it is important to remember that most people don’t cause problems on purpose. There is a danger in branding someone “difficult” without fully understanding their position. Try and put yourself in their shoes and discover the cause of their discontent. They may have had bad experiences in the past, unrealistic expectations regarding insurance/co-pay costs, or apprehension about their vision condition. They could even have been mistreated by someone else at your dispensary just moments before!

Showing empathy doesn’t necessarily mean that you agree with them, but it should help confirm to them that you are mindful of their concerns, which should also help diffuse any argument.

In any environment in which business is transacted, perception is crucial. Be upfront and straightforward when responding to patients. If a challenging patient is given any reason to question your motives, then it will only make the situation worse. Any possible solution should be offered in a calm and collected manner, especially regarding refunds, returns, or replacements. Showing the patient a written company policy related to a problem can help reassure them that the correct action will be taken.

In order to avoid any similar confusion in the future, it is wise to post these policies in a prominent, visible location in the waiting area. If the patient becomes agitated, leaving the room for a moment or asking for help from a colleague are techniques that can be effective.

There is of course a point where you must accept that the patient will not be satisfied, despite your continued efforts. No matter how distressed you may feel – the best solution is still to apologize and wish them a good day – while acknowledging to yourself that you did your best and cannot please everyone. Remember that one difficult experience does not change the fact that you have had many appreciative patients, who will continue to grace your dispensary with their presence.

DEC2009_Custom.qxd

11/23/09

11:34 AM

Page 1

50 Reasons to Celebrate KODAK Unique Lenses!

The introduction of KODAK Sun Lenses with NXT® Technology is a cause for celebration because now when you select KODAK Unique Lenses you can choose from 50 different lens materials/colors! More choices allows you to ÀW PRUH SDWLHQWV ZLWK HDVH

Kodak Sun Lenses With NXT® Technology

NXT Lenses are available in KODAK Unique Lenses and Single Vision. They are made using Trivex and are available in: • Photochromic • Polarized • Photochromic Polarized

• Mirror • Fixed Tint

LEARN MORE CALL US TODAY!

Riverdale, GA (800) 241-5322

Macon, GA (478) 742-2615

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. NXT is a registered trademark of Intercast Europe Srl. ©2009 Signet Armorlite, Inc.

DEC2009_eyestyles.qxd

11/24/09

3:03 PM

Page 2

LUXURY EYEWEAR THESE STUNNING pieces of eyewear and sunwear are for those with discriminating tastes and an appreciation of superb details and unmistakable splendor.

LUXURY EYEWEAR spotlights fluid visuals of sculptures and structural design to make gorgeously fine-looking frames.

2

1

1. Revolution Eyewear The new True Religion couture line takes aim at the hippie, bohemianchic-flare, with a vintage-feel-vibe that their jeans emit while boasting the use of the industry’s highest standard for frame materials. Pictured on top is the “Cheyene” in Blonde with a G-15 lens, which is a ladies full frame zyl that features a textured inlay on the temple and the endpiece. On the bottom is the “Georgi” in Olive with a G-15 lens, which is a ladies full frame made of zyl. www.revolutioneyewear.com 2. BBH Eyewear The new SUN sunglasses collection from BOGNER Eyes 2010 engenders much enthusiasm with its wide variety of designs. The collection plays with elegant shapes and stylish elements, as top quality acetate combined with progressive tinted sun lenses – this season’s insider tip for women. These glasses flatter any woman’s face and are light enough not to have to be taken off indoors. www.bbheyewear.com

3

3. Silhouette The Silhouette Leatherdrops’ artfully designed ornamental elements are masterpieces that nearly make us forget it is actually eyewear. The temple’s soft leather is shaped like a drop and gives the rimless eyewear its name. An open buckle holds the lenses – available in a variety of shapes – and these, in combination with the soft, embossed leather, really make Silhouette Leatherdrops the most beautiful piece of jewelry for the face. www.silhouette.com

DEC2009_eyestyles.qxd

11/24/09

2:52 PM

Page 3

4. Ottica Veneta Inspired by Venice, the Sospiri collection is Ottica Veneta’s signature line expressing the ultimate in Italian luxury.

Through a rich combination of elegance and innovation, Sospiri frames are defined by their superior use of Austrian crystals and unique artistic embellishments. Metals, acetates, ophthalmics and sunglasses, Sospiri is truly breathtaking. www.otticaveneta.com 5. Robi Horn by Robert Marc The semi-rimless Robi Horn style 5006 is a clean, minimalist titanium frame available with hand-laminated horn temples, where layers of horn in contrasting colors are overlaid to create an even, horizontal stripe pattern. This unique use of horn is a playful alternative to the striation that occurs naturally in horn. The semi-rimless styles are available in Gray, Brown and Black. www.robertmarc.com

4

5

6. Gripping Eyewear Luxury, elegance, sophistication from fashion icon Paris Hilton seen here in classic oversized white/crystal sunglass with a quilted temple design. A charming Paris “signature,” the heart shaped magnetic icon embedded in the temples of this sensational sun. Distinctly feminine, the blue/pink lenses reflect the Paris Hilton Sunglass Collection’s fabulous, fashion forward sense of style. www.grippingeyewear.com

6

DEC2009_eyestyles.qxd

11/24/09

2:53 PM

Page 4

Boucheron

Dedicated to Ava Garner, the Ava line from Boucheron Paris dedicates the free and independent personality of the actress in frames with light features and hanging geometry, creating an amazing effect. It is the interior piece of polished wood, held only by two tiny fastening points, which seem to give the frame subtlety and grace, to transport it to the clouds. www.boucheron.com

Jee Vice

Silver Dagger

Silver Dagger is an emerging leader in the eyewear industry, and produces premium sunglasses and ophthalmic frames, like the PERGE C1 shown here. The company employs an unconventional approach to its designs, incorporating polished metal icons, leather temples and top quality lenses.

This collection is known for its deliberate edginess and clean crafted frames. www.silver-dagger.com

Ultrapalm

The Moody frame is a perfect head-turning accessory for the strong woman who goes from one extreme to the next. Its edgy shape is sharp but the upward angle of the frames is amazingly complimentary to a woman’s soft features. In addition, the frames are made with TR90 technology—a unique grillamid blend that ensures your shades can stand the heat without getting bent out of shape. www.jeevice.com

Morel KOALI pays tribute to this poetic plant species called Ivy. The concept is based around three shafts colored separately then interlaced up to the end-piece to form ornamental and sophisticated temples. The interlacing extends on to the front, giving perfect harmony to the frames. The visual perfection can be found on all models; what’s more, the acetate models are milled right up to the rims to increase this harmonious feel. www.morel-france.com

Hand-crafted by Italian artisans, CAVIAR’S Champagne Series bubbles over with excitement. Ornate, often fanciful, end-piece designs embellish larger-than-usual fronts to make this series the “toast of the town.” The Caviar Champagne series 6321 is set with a delicate crystal floral pattern – this ladies metal rimless sunglass is a work of art. www.ultrapalm.com

DEC2009_silo.qxd

11/24/09

11:52 AM

Page 3

S o c l e a r.

So light .

So limitless.

zenlight I n p e r f e c t h a r m o n y w i t h y o u.

Discover the eyewear that guides you to inner harmony.

Experience the feeling of complete freedom, openness and pure comfort.

Contact your Silhouette Brand Representative or call Customer Service at 800.223.0180 www.silhouette.com

DEC2009_eyestyles.qxd

11/24/09

2:53 PM

Page 6

Grant Italia

Baumvision

The Alviero Martini 1A Classe Point of View collection is handmade with leather detailing by Sover, srl Italy and is distributed in U.S.A. and Canada by GRANT, Italia-USA exclusively. Throughout the ophthalmic and sunglass collection you will see the map motif that you find on their handmade bags and luggage that Alviero Martini 1A Classe is famous for in Italy and which are collected by travelers from around the world. www.grantitalia.com

Bye Bye Blues from Paul Frank is a midsized rectangular shape with cut out facade and prismatic detailing around the end pieces. Stunning in color with multidimensional concepts, it creates energy, good symmetry and a perfect fit. www.baumvision.com

Modo

Oliver Peoples SACHA is a feminine sunglass handcrafted of lightweight metal, featuring elegant pearl cloisonnĂŠ along the top bar and temple. Tonal gradient lens colors compliment skin tones and matching colored temple tips provide a polished, decorative look. Additionally, the frame includes silicone nose pads for exceptional comfort and fit. www.oliverpeoples.com

Ronit Furst Passion, creation and elegant designs with amazing attention to detail, this hand painted collection is as unique as each person who wants their eyewear to be distinguished and memorable. www.ronitfurst-usa.com

The new Saki embraces the finest materials and richest level of detailing with the goal of providing the ultimate sophistication in eyewear to a selected bunch of affluent, educated and discerning individuals. This new inspiration originates from Art-Nouveau decorative motives, applied to the frame through metal inserts and engravings. Artisan elements include signature weave details, and unique titanium inlays. www.modobiz.com LUXURY EYEWEAR is symbolized by unconventional sensuality and cutting-edge design. Frame manufacturers painstakingly provide additional details, materials and exquisiteness. This is one of many reasons why frames are loved by people with distinctive tastes.

Give them a choice that will turn people’s heads!

Amy Endo, ABOM, CPOT amy@ecpmag.com

younger_1209.qxd

11/23/09

3:45 PM

Page 3

now available in polycarbonate image

®

DRIVEWEAR EFFECT The human eye is a wonderfully designed instrument to collect visual information.

Drivewear’s three different “stages” have all been designed to maximize the eye’s natural abilities in each of the different light conditions encountered both outside in direct light and behind the windshield of a car.

OVERCAST LOW-LIGHT

BRIGHT LIGHT BEHIND WINDSHIELD

BRIGHT LIGHT OUTDOORS

YELLOW-GREEN CONTRAST-ENHANCING COLOR

COPPER COLOR HIGHLIGHTS THE REDS AND GREENS, ENHANCES THE VISUAL COMFORT OF THE DRIVER

DARK BROWN COLOR PROVIDES HIGH CONTRAST PLUS MAXIMUM EYE PROTECTION AND COMFORT

ONE SUNLENS FOR THE WAY WE DRIVE AND LIVE ™

Drivewear, NuPolar and Image are registered trademarks of Younger Optics, Torrance, CA. Transitions and the swirl are registered trademarks and SOLFX is a trademark of Transitions Optical, Inc.

DEC2009.qxd

11/23/09

3:41 PM

Page 12

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

REFRACTION/REFRACTOMETRY

A New Role for the Contemporary Optician moving against the direction the scope is moving, minus lenses are employed.

If the streak moves with the observer, plus is required.

If there is no apparent motion, neutrality has been reached. The streak will vary in different meridians if astigmatism is present.

LAST MONTH, we started our discussion on refraction. We described pre-testing and subjective tests. This month we will move into Objective Testing.

Rather than spending This procedure sounds inordinate amounts of simple here, and it basically time doing strictly subjecA Patient Using a Phoropter is, but it is difficult to tive procedures, most master. It takes time and refractionists utilize objective (what we see...something that practice to become proficient. It is also important to remember does not require a response from the patient) testing to stream- that when one is scoping, the eye is “chained” to the scope. The line the process considerably. In today’s high tech world, most refractionist is only about 67 centimeters away from the eye. offices now use auto refractors, which are objective machines, The focal point measured at that point is on the scope. An extra but we will describe the most widely used manual objective –1.50 diopters must be added to the retinoscopy finding to procedure, the neutralization technique using a retinoscope. I move the focal plane into infinity, or the retinoscopy lens on the hope you find the material interesting and of use in the office. phoropter may be employed. Again, this topic is difficult to Objective Procedures Refraction is also performed using a variety of objective tests.

As mentioned, today, many offices utilize an auto refractor, which can provide a fairly accurate estimation of the refractive error. While an auto refractor is a great machine, we will focus our attention to a much simpler device, the streak retinoscope.

The streak retinoscope is a device invented by Jack Copeland around 1920 (Corboy, 1989). While others had defined streak retinoscopy, Copeland’s scope is the basis for all others today.

In streak retinoscopy, the refractionist sweeps across the pupil with the scope, watching the movement of the streak of light from the scope in the eye. If the streak appears to be

present, and must be seen and done to fully understand.

Once the objective procedure is completed, the subjective refinement procedures described earlier are employed.

The significance of objective procedures is evident with illiterate patients, children, or others who can’t subjectively respond.

It is also much faster than a strictly subjective procedure.

Reading Adds To find the correct reading add is a difficult task. Most refraction errors come from improper add power. We will not attempt to discuss a great deal of theory here, but you should know that a patient can comfortably utilize 1⁄2 of their available Continued on page 14

12 | EYECAREPROFESSIONAL | DECEMBER 2009

21cent_0909.qxd

8/25/09

12:58 PM

Page 1

Has just added a

™

3rd Choice!

28.98

$

includes

Two Year Warranty ™

CLEANABILITY

★★★★★

★★★★

★★★★

SCRATCH RESISTANCE FRONT

★★★★★

★★★★

★★★★

SCRATCH RESISTANCE BACK

★★★★★

★★★★

★★★★

DURABILITY

★★★★★

★★★★

★★★

AVAILABILITY

★★★★

★★★★

★★★★★

21st Century Optics 47-00 33rd St., Long Island City, NY 11101 (800) 221-4170 53 Brown Ave., Springfield, NJ (800) 672-1096 www.21stcenturyoptics.com / www.quickcareframerepair.com Xtreme AR™ is a registered trademark of 21st Century Optics. Crizal, Crizal Alizé, Crizal Avancé are registered trademarks of Essilor International.

DEC2009.qxd

11/23/09

3:42 PM

Page 14

amplitude of accommodation (the amplitude of accommodation is the reciprocal of the near point). Amplitude diminishes with age.

For example, researchers claim we have, at age 10, between 11 and 14 diopters of accommodative amplitude; at age 40, it is between 4.5 and 5.5 (Borish, Vol. 1, 1970, pp. 169-170). It takes +2.50 diopters of accommodation to focus at 16 inches, which is the normal reading distance. If we only have approximately +5.00 available, then it is easy to see why we need bifocals around age 40. Unfortunately, all people are not the same.

Some need a +1.00 add at 40, while others prefer a +1.25.

A fairly simple, but effective, way to determine the correct add power is to utilize an Egger’s Chart for near. A rule of thumb that works well states that at age 40, a +1.00 – +1.25 add will be required. Add +0.25 for every 5 years of age. For example, if at age 40, a +1.00 add is required, a +1.25 would be expected at age 45.

Always test subjectively. Ask patients about their reading requirements. Some like to read at 20 inches, others at 14.

Computer use should be discussed, and an approximation of the computer screen distance should be formulated. Using the near point rod on the phoropter it is relatively simple to check the range through the reading add. Some compromises may need to be made, or specialty glasses for computer use required.

Communication is extremely important in refraction.

Discussing the patient’s needs and expectations is the most important thing the beginning refractionist must learn.

Additional Testing Procedures There are a multitude of functional tests that would be performed at the end of the basic refraction that are beyond the scope of this article. Tests for phorias and tropias may be the topic of the next article on refraction.

Discussions Refraction is an exciting adjunct to Opticianry. As you can see, it is something you can effectively do with the proper training.

There are job opportunities available for Opticians trained in refraction, or Ophthalmic Opticians, as they are known in Europe. I encourage you to take a course in refraction if you have not; and if you have, keep up to date with continuing education seminars. I encourage you to get involved, even if you don’t want to refract. I guarantee you will learn a great deal!

One concern many have about learning refraction is the steep political curve Opticians will have to face to actively utilize this knowledge. In reality, that is far from the truth. Many offices are looking for trained refractionists to practice with the Ophthalmologist or Optometrist. Even beyond that, I have 14 | EYECAREPROFESSIONAL | DECEMBER 2009

never had a student leave a class that did not become a better Optician based on what they had learned.

If you can truly understand how those numbers we call a prescription are developed, then you can more effectively assist patients who come back with problems or concerns, and you will save both the OD/MD and patient time and energy. You can help them, and really know what you are doing. Many Opticians claim to be great problem solvers, but in reality only take a stab in the dark. To really know, you must understand the process of refraction.

“In today’s high tech world, most offices now use auto refractors, which are objective machines, but we will describe the most widely used manual objective procedure, the neutralization technique using a retinoscope.”

The Future People regularly ask if I feel Opticians will ever gain the “right” to refract. Quite frankly, I do not see it as a right, but a skill set, and I believe in the right environment, Opticians can and do refract today, and very successfully I might add. Will we ever gain a license to do so independently? Until we make some major changes, I can emphatically say NO! We must mandate a formal education and additional clinical training prior to undertaking that goal. We must learn more about anatomy and physiology, and believe it or not, optics. But we can, in the right setting now, work with MDs and ODs as mid-level practitioners like Nurse Practitioners and Physician Assistants. We can make their lives easier, and provide our full scope of dispensing services at the same time.

Conclusion I hope you have found this article of interest. I am passionate about improving the lives of Opticians all across America, and believe strongly our best days are ahead of us, but only if we all want them to be. It is imperative that we move towards new goals and reach greater heights, and then we will see our profession blossom as never before. ■

DEC2009.qxd

11/24/09

5:15 PM

Page 15

Corning and its Lens Casters Celebrate 10-Year Anniversary of SunSensors®

Bruno Salvadori, President and CEO of Signet Armorlite, Inc. – On Right, Lyle Rubin, North America Sales Manager of Corning – In Center, John Bradshaw, Director of Materials at Signet Armorlite, Inc – On Left

Corning Incorporated announced last month the 10-year anniversary of SunSensors® monomer, the company’s first photochromic monomer used by its customers to manufacture plastic photochromic lenses.

Corning first manufactured the monomer in its Corning, N.Y. facility – and continues to manufacture the in-mass monomer there today.

“Corning has shown dedication to the photochromic market since introducing its first photochromic glass in 1968,” said Pierre-Jean Baron, general manager, Corning Ophthalmic. “With millions of pairs of SunSensors lenses sold worldwide, Corning has expanded its plastic photochromic lenses product line, continuing to push this fast-growing technology forward.”

The SunSensors plastic photochromic in-mass technology provides a light mid-index material with proven photochromic performance. The new SunSensors highperformance photochromic coating technology comes in a high index lens and is now available for those that need a fast reactive photochromic that can get even darker.

Corning is also offering a new benefit to its SunSensors customers. The company will now support its lens manufacturers by designating them as certified SunSensors casters.

DEC2009.qxd

11/24/09

5:16 PM

Page 16

Seiko Optical Announces the Super MV 1.67

Seiko Optical Products of America, the pioneer and global leader in free-form lens design technology announces the launch of new Seiko Super MV 1.67, the world’s most advanced free-form single-vision lenses.

Mike Rybacki, Seiko Optical Senior Vice President of Sales & Marketing stated, “Our new Super MaxVue 1.67 are double-sided aspheric single-vision lenses that combine Seiko’s patented aspheric front design technology with advanced free-form lens processing on the back.

The result is a high index lens with unequalled levels of optical performance, thinness, lightness and comfort.”

The unique combination of a patented low base curve and free-form aspheric back-surface design virtually eliminates power error, distortion and marginal astigmatism. Mr. Rybacki explained, “The front surface includes Seiko’s exclusive 10mm spherical fitting button.

The free-form back surface provides precise aspheric/atoric compensation calculated for the patient’s individual Rx. Unlike traditional aspheric lenses, which compensate for the primary aberrations in the spherical power, Super MV lenses correct these aberrations throughout the entire cylindrical axis, virtually enabling the edged lens to have ‘optical center vision’ everywhere. The result is exceptional clarity of vision throughout the entire lens, even in Rx’s with high power and cylinder.”

DEC2009_VSI.qxd

11/24/09

11:58 AM

Page 3

DEC2009.qxd

11/23/09

3:43 PM

Page 18

Independent Dispensers Lindsey Getz

How to Better Serve Low Vision Patients Patients with low vision often have many special needs that may require you to re-think the way you practice. their needs. For patients who are used to ordering from a catalog, the ability to experiment with various devices is welcomed.

“I use the analogy of comparing low vision devices to shoes,” says Kogler. “Everyone wears a different size, likes a different style, and has different needs. We allow patients to try out the devices like they’d try on shoes. And if they bring it home and it doesn’t work, we have a return policy so they can bring it back.”

Deborah Kogler helps a patient at her store.

WHETHER YOU SERVE only a handful of low vision patients, or specialize in this subset, there are important considerations that need to be taken when dealing with this group of clientele.

Due to their vision problems, these patients have many struggles in their daily lives. But the eye doctor’s office should be a place where they feel comfortable.

Deborah Kogler, LDO, ABOC, NCLE, has taken this mantra to a whole new level by creating a space that is completely catered to low vision patients. She says she wanted her practice to feel “warm and fuzzy” and not at all like a doctor’s office. Kogler is a low vision specialist and the owner of Magnifiers & More, Inc., which is the only brick and mortar store of its kind in the Midwest area. Here, people can come in and actually try and compare a wide selection of devices to find one that best fits 18 | EYECAREPROFESSIONAL | DECEMBER 2009

But many patients don’t need to return their devices because what’s also unique about Kogler’s office is that it was designed to look and feel like home. This way when patients try out the devices, they can actually get a sense of what they’ll be like once they take them out of the office. “We have a kitchen table, a lounge chair, a desk, and even a little kitchenette with some countertops and cupboards,” explains Kogler. “These are things that patients would normally encounter in their everyday life so that when they’re testing out the products, they can get a true sense of what they’ll be like at home. We encourage them to emulate the same tasks they’d do around their house. So if they’re sitting at our desk, they should practice putting their coffee cup down where they’d normally set it.”

Kogler says she also took the layout of the space into consideration when planning for her practice. “We have 1,800 square feet, 1,500 of which is dedicated to showroom space,” she says. “I did not want a typical set up with disContinued on page 20

Magnifiers & More storefront in Mentor, OH

NOV2009_Luzerne.qxd

10/29/09

1:55 PM

Page 1

DEC2009.qxd

11/23/09

3:44 PM

Page 20

penser tables. We kept things open and I took into consideration that a lot of my clients are seniors and use walkers or wheelchairs so everything is ADA accessible. I also used a color scheme throughout the office that would show off the contrast—delineating different areas. The main colors are black, white, and yellow, which are the colors that are easiest for the visually impaired to see.”

Good lighting is also key. In addition to having plenty of overhead lights installed, Kogler’s practice also makes use of a lot of natural light. “Having a lot of daylight come through the windows can even help in showing patients how glare products work,” she says.

Similarly, these patients often need help being led down the hallway and getting situated in the exam room. And when the exam is over, Nicola says the doctor can’t just walk out and leave them. “You can’t just say, ‘See you next time,’ and leave the room like you might with another patient,” she explains. “That patient might not be able to find their way out of the room and back to the check-out area. It’s important to have a technician assist them to the front when it’s time to get checked out.”

Nicola adds that the practice allows Seeing Eye dogs to accompany patients throughout the office as well.

At Kogler’s practice, her Golden Retriever, Murphy, who is also a trained service dog, is part of the prac“Murphy” the CEO—Canine Executive Officer.

When the Minor Details Count tice and has become a sort of mascot.

Though low vision is a specialty to Kogler and every single “He greets people as they come in,” she says. “We call him the aspect of her practice is focused on better serving this clientele, CEO—the canine executive officer.” Kogler also puts out a anyone can make important changes that would make a big quarterly newsletter which includes a dedicated page in which difference to low vision patients. Even if you only see a handful Murphy always ‘writes’ something. “We sometimes get more of low vision patients, making them more comfortable is calls about Murphy’s page than the rest of the letter,” she laughs. not only responsible, but is good business. Paula Nicola, MD, of the practice Seal Lawrence & Nicola in Chattanooga, Tenn., says that over the years she’s learned a lot of ways that she can make the practice more accessible to low vision patients—even though only around five percent of her clients meet that criteria.

“The first thing we always do is make sure they don’t have any transportation issues,” she says. “When you’re dealing with low vision clients, they can’t always drive themselves. If a patient has missed an appointment, we think it’s important to find out why. There are state agencies that can help them and we can aid them in getting that information.”

Nicola says that catering to low vision patients is often just common sense. Things like making sure there aren’t obstacles in the hallway and that the waiting room is easy to navigate seem minor, but make a big difference. She says it’s also important to pay attention to the parking lot. “We have a ramp for people to come down, making it accessible not only for those who are visually impaired, but have other disabilities as well,” she says. “We also have a bright yellow line on the steps so that you can see the edge easily.”

In addition, Nicola says that communication is also important when working with low vision patients. “Once they come to check-in, they might need assistance getting to their seat,” she explains. “You may need to tell them where the seat is, or even physically help them sit down. So making sure your staff communicates well with these patients is also critical.”

20 | EYECAREPROFESSIONAL | DECEMBER 2009

In addition to the newsletter, Kogler also caters to low vision clients through her website. In fact, she even uses extra large typeface and specific colors that make her webpage easier to read. She also uses large print for appointment cards.

These are all small details, but they make a huge difference in the long run.

You can start small to better serve your own low vision patients by making minor changes like lighting or reorganizing your waiting area if it’s difficult to navigate. Or you can even make sure your staff takes the extra steps to help patients to and from their seats or with any other special needs. Kogler admits that working with low vision patients can take time and heart. But it’s important to realize how frustrating it can be for these patients to do even the simplest daily tasks. Putting yourself in their shoes is critical for understanding.

“Sometimes better serving these patients means something very simple, but it’s easy to get stuck in a certain way of doing things,” says Kogler. “I think we need more places like [my practice] throughout the country. I do a lot of consulting and have helped set other businesses up. It may not be a dedicated low vision practice, just a mini low vision clinic within a larger practice, but special considerations still need to be made. If you’re dealing with low vision patients at all, it’s important to know what they need.” ■

DEC2009.qxd

11/24/09

5:17 PM

Page 21

OLA & Vision Council Consider Co-Location for OLA Annual Meeting and Vision Expo West 2010 Optical Laboratories Association (OLA) and The Vision Council have announced they are exploring ways that the two associations can combine their efforts and activities for the benefit of their respective members, including combining the annual OLA meeting with International Vision Expo West.

“OLA and The Vision Council have always worked together on projects of mutual interest,” said J.Larry Enright of Perferx Optical, president of OLA. “It just makes sense to look at the full range of our memberships and activities to determine how we can each best serve the ophthalmic industry.”

An open forum to discuss the collaboration between OLA and The Vision Council will be held during the December 4 General Session at The OLA 2009 Annual Meeting in Washington, D.C. with representatives from both organizations.

“We realize the first question on everyone’s mind would be regarding the combining of the OLA annual exposition with International Vision Expo West,” said Mike Daley, chairman of The Vision Council. “However, there are various other considerations for OLA and The Vision Council, including overlapping memberships, activities within the organizations and the priorities of each organization. It is our responsibility as memberdriven organizations to take time to consider every opportunity for actions that will benefit our membership.”

Vistakon to Begin Layoffs The layoffs announced last month by parent Johnson & Johnson will impact the company’s Vistakon operation along with other segments of J&J’s business.

“We have notified employees at Vistakon about the decision to eliminate certain positions as part of the overall restructuring plans that Johnson & Johnson announced on Nov. 3,” a spokesperson said. J&J said early in November it plans to eliminate jobs representing from 6 percent to 7 percent of its global workforce, which would affect an estimated 7,000 to 8,000 positions worldwide.

OPTOGENICS overnight service on surfaced AR jobs

DIGITAL SURFACING AT OPTOGENICS PHYSIO 360 COMFORT 36O ELLIPSE 360 DEFINITY Accolade Freedom Manufactured IN-HOUSE

at OPTOGENICS

OPTOGENICS = DIGITAL Precise to 0.1 micron Daily Equipment Recalibration: Speed and Accuracy

DIGITAL SURFACING Digital Lenses & AVANCE-AR A Winning Combo for Patients & Rebates Optogenics.com for e-application Trial log-in username: “optouser” password: “loveit” Tel: 800-678-4225 • Fax: 800-343-3925

DEC2009.qxd

11/23/09

3:47 PM

Page 22

Through the Lens Carrie Wilson, BS, LDO, ABOAC, NCLEC

Colored to Win: Using Color to Enhance Sports Eyewear WE HAVE ALL HEARD that clothes make the man. Well, in the case of performance, eyewear can make the athlete. By supplying the proper lens color for a given activity, the ECP can give the patient an edge over the competition.

Safety First According to the Rhode Island Journal of Medicine and Health, 100,000 eye injuries occur each year. Many of these injuries require hospitalization, with some resulting in permanent loss of vision. A majority of these injuries would be prevented if the proper eyewear was worn. The first step in providing the patient with superior sports glasses is picking the proper lens. Trivex® or polycarbonate is the lens material of choice for sports eyewear, due to the inherent impact resistance of the materials.

Polycarbonate has been used in eyewear since the 1970’s.

A strong, lightweight and highly durable lens, polycarbonate has a large market share within the United States for impact resistant eyewear. It does have some major drawbacks, however.

Polycarbonate, with an ABBE value of 29, has the lowest clarity value of any lens on the market. In addition, polycarbonate is very difficult to tint because of the hardness of the scratch coat that is needed to protect the soft poly material. When tint on a sports lens is desired, if ordering polycarbonate, be sure to specify a tintable scratch resistant coating. Tintable polycarbonate lenses are available from every manufacturer; however, the two largest manufacturers are Essilor and Vision-Ease.

Vision Ease markets tintable polycarbonate lenses under the Continua® name.

22 | EYECAREPROFESSIONAL | DECEMBER 2009

Trivex is the latest advancement in impact resistant lens materials. Developed by PPG Industries in 2001 for the United States military, Trivex combines the impact resistance and benefits of polycarbonate, with the ABBE value and clarity of CR-39. Although Trivex is more expensive than polycarbonate, Trivex can be easily tinted in a wide range of colors.

Keep in mind that Trivex absorbs tint very quickly so the ECP should tint the lens at a lower temperature than polycarbonate and it should be checked frequently.

Both materials are available in polarized, single vision, lined multifocal and progressive lens styles.

Coloring the World Although there are many different color combinations and tinting densities to choose from, the following are common colors that work well with athletic activities.

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. Yellow and orange are not appropriate colors for an activity that depends on accurate color perception, but they are 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.

Photo: Courtesy of PPG Industries

DEC2009.qxd

11/25/09

4:02 PM

Page 23

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 human eye being most sensitive to green light wavelengths.

Light Gray – 55% light transmission; ideal for being used with tints to create a custom colored polarized lens Dark Brown – 25% light transmission; a true blue blocker it is 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

Here are some common athletic activities that work well with tinted lenses, along with the best colors for each of them:

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 • Fishing/water sports – yellow/orange, rose/red, dark amber, brown and copper • Golf – dark amber, brown and copper, green • Winter sports – low light conditions: yellow/orange; normal lighting conditions: dark amber, brown and copper • Baseball – dark amber, brown and copper, green Enhanced Polarized Lenses 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 pass through. Polarization on the other hand, acts as a filter.

Polarization is a film that is applied to 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 athletics in a more proficient manner.

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

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 Blue – 60% light transmission; lets in the maximum amount of blue light so it works well with sports activities against green backgrounds, for example tennis and golf 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 Polarized polycarbonate lenses are available from Seiko, Essilor, Hoya, Shamir and Zeiss, to name a few. Polarized Trivex material lenses are available from Intercast Europe (NXT® lenses) and Hoya (Phoenix lenses). They are available in a growing range of colors, including polarized photochromic versions.

Sports eyewear is an excellent way for the ECP to help the patient live a more fulfilling life as well as to help the dispensary improve their bottom line. An excellent option for a second or third pair, a proper pair of sports eyewear may help the patient exceed his or her performance goals. ■

DECEMBER 2009 | EYECAREPROFESSIONAL| 23

DEC2009.qxd

11/24/09

5:18 PM

Page 24

Movers

AND

Shakers

Healthy Eyes for Life Foundation The Healthy Eyes for Life Foundation, a newly created organization, has named optical industry veteran Michael Daley as its president.

Daley will be responsible for working with the foundation’s marketing committee to formuMichael Daley late the vision health care message and to develop strategies to create public awareness for the need for vision health care. He will also collaborate with the funding committee to develop and execute a fundraising strategy.

Daley began his career in the optical industry over 40 years ago. He was president and COO of Essilor of America’s United States Lens Division, known as Essilor Lenses and retired in 2008. He currently serves on numerous boards and councils, including The Vision Council, Prevent Blindness America and the American Optometric Association Ophthalmic Council.

Bausch & Lomb Bausch & Lomb has announced that Fred Hassan has been elected to its Board of Directors. Mr. Hassan was chairman and CEO of Schering-Plough Corporation from 2003 until its acquisition by Merck last month.

Fred Hassan Before joining Schering-Plough, he served as CEO (from 2000 to 2001) and as chairman and CEO (from 2001 to 2003) of Pharmacia Corporation until the company was acquired by Pfizer Inc. in 2003. From 1997 to 2000, Mr. Hassan was CEO of Pharmacia & Upjohn, Inc., which merged with Monsanto Company in 2000 to become Pharmacia Corporation.

In other news, B&L Vision Care recently named Mohinder Merchea, OD, the new director of medical affairs – North America, Vision Care.

Mohinder continues to report to Joe Barr, OD, vice president of global clinical and medical Mohinder Merchea affairs and professional services, and adds a direct reporting relationship to Steven Robins, president of vision care – North America, as part of that business segment’s leadership team. Mohinder, who has more than 12 years’ experience in medical device clinical research, joined B&L in 2002 as manager of clinical research in refractive technologies.

Transitions Optical, Inc.

Manuel Solis

Transitions Optical has promoted Manuel Solis to the position of multicultural marketing manager, North America. In his new role, Solis will continue to expand Transitions Optical’s successful Hispanic and multicultural

24 | EYECAREPROFESSIONAL |DECEMBER 2009

initiatives through the development of new marketing strategies, programs and resources to further drive business growth.

Solis joined Transitions in 2005, and most recently held the position of regional sales manager for Mexico, Central America and the Caribbean.

Optical Laboratories Association

Brian Barns

The Optical Laboratories Association has named eight honorees to be inducted into the OLA Hall of Fame for 2009. The eight industry veterans will be honored at the 10th annual OLA Hall of Fame banquet, which will be held in Washington, D.C. on Dec. 3, 2009. The 2009 Hall of Fame Honorees are Edward A. Dietz, III, James W. Drain, Morley Gwirtzman, Don Rahn, Henry Shyer, Ralph L. Woythaler, Brian Barns and Mike DiSanto. The latter two are being honored posthumously.

Mike DiSanto

The OLA Hall of Fame began as The Optical Pioneers in 2000, for the purpose of “recognizing the contributions of those who participated in the establishment of the wholesale optical industry in its founding years.” Over time, the recognition has progressed to persons from any era and any part of the optical lab industry, and the name was changed to the Hall of Fame.

Allison S.p.A Allison S.p.A has named Giuseppe La Boria as their new senior vice president of worldwide sales. With this appointment, La Boria also joins the company’s board of directors with powers over worldwide sales. The 51 years-old Giuseppe La Boria La Boria most recently worked for Luxottica Group’s wholesale division and before that was the Italian sales manager for the Safilo Group, where he helped implement the worldwide launch of Diesel Eyewear with responsibility over both trade and marketing aspects.

Switch Vision Al Gleek, President of AG Vision Consulting LLC, has joined Switch Vision™ in an advisory capacity to assist in the advancement of the Switch Vision™ Prescription Sun program.

Gleek is a seasoned veteran in the optical industry, with over 35 years experience working with the world’s leading ophthalmic and sunglass brands, lens manufacturers, optical retailers, and industry organizations.

He is a pioneer in prescription sunglasses and wrap lens technology and developer of proprietary sunglass lens tints.

Al Gleek

Movers & Shakers continued on page 42

DEC2009_PPG.qxd

11/30/09

9:53 AM

Page 1

DEC2009.qxd

11/25/09

1:50 PM

Page 26

Managing Optician Ginny Johnson, LDO, ABOC

“It’s Third Party, You Can Cry If You Want To...”

Working as a mobile Optician in dispensary consulting, the topic of “third party insurance” is inevitable.

WHILE OBSERVING OD and MD practices in motion, I hear the daily woes of ECPs and how time-consuming insurance can be, in comparison to its allotted reimbursement. It is extremely important for ECPs to frequently monitor quality-of-care and insurance verbiage. Misery loves company and if you aren’t careful, your practice could end up singing the insurance blues.

alities. With the rapid changes in insurance, practices need to keep updated and well organized provider materials on hand.

A common mistake is a practice that is “handicapped” due to insurance staff being out on sick leave, vacation, or simply, out to lunch. Cross training or job trading may be the answer (stay tuned for a future article).

In the perfect optical world, every patient would know his or her pertinent insurance information. It is not always easy to convey to the patient that the direct insurance relationship is between them and the insurance company. In reality, ECPs verifying and explaining the different insurance plans to patients can sometimes lead to the unfortunate: patient disservice. Fixating on the patient’s insurance can be so distracting that ECPs lose sight (no pun intended) of the health-related aspects of vision care.

There is a popular theory that states it takes 21 days to break a habit. If you catch yourself using these types of phrases, try the 21-day theory and STOP using them:

A one and a two and...”It’s third party, you can cry if you want to...” However, before you cry, you should determine your practice’s “Insurance Tolerance Level.” Do you have empty chair time for insurance patients to fill? Does the plan require sending orders to a contracted lab? If so, is the lab reputable? How many patients do you estimate losing by not taking the plan? If the plan requires using certain frames, do the frames measure up to your standards? How quickly are services paid from the date of claim submission?

A word of advice to insurance participating practices: Hire staff that have exceptional attention to detail and inquisitive person26 | EYECAREPROFESSIONAL |DECEMBER 2009

• You aren’t “eligible” at this time for new lenses. (eligible is defined as “worthy” in Webster’s dictionary) • You don’t qualify for a frame until next year.

• Your plan only pays for an eye exam every two years, so call us back when you are ready.

• Do you want to use your own frame since your insurance won’t pay for a new one?

• Progressive lenses are not covered with this plan, do you want them anyway?

• If you want the lenses that change, you know you have to pay more.

• You have to pick from this selection of frames.

• Do you want to order what your plan covers?

• Your plan only covers contact lenses or eyeglasses. You have to choose one or the other.

Who are we to dictate or predict what a patient with vision insurance can or cannot do? We are ECPs, not insurance psychics. Patients will find a way to pay for something that offers them a better quality of life. They will also find a way to Continued on page 28

younger_1209.qxd

11/23/09

3:45 PM

Page 5

ONE SUNLENS FOR THE WAY WE DRIVE AND LIVE ™ So advanced they even activate behind the windshield, Drivewear® Transitions® SOLFX™ lenses provide drivers with the best visual acuity for the driving task. Drivewear cuts glare and bright sunlight in both driving and outdoor conditions.

OVERCAST

Combining NuPolar® polarization and Transitions® Photochromic Technology, these lenses make the driving task safer and more comfortable for all your patients. Available in single vision, Image® progressive and new Flat Top 28 lenses.

BEHIND WINDSHIELD

BRIGHT LIGHT

For more information for your patients, look for the Drivewear Owner’s Manual with each prescription. Today’s best driving lens is Drivewear.

One sunlens for driving, and for living.

Visit www.drivewearlens.com

Tel: 800-257-7724 • Fax: 800-348-ISEE (4733) www.iseelabs.com

now available in polycarbonate image

®

Drivewear, NuPolar and Image are registered trademarks of Younger Optics, Torrance, CA. Transitions and the swirl are registered trademarks and SOLFX is a trademark of Transitions Optical, Inc.

DEC2009.qxd

11/23/09

3:50 PM

Page 28

Click, click, click,

your lens order is done.

Use one website to order all of your stock lenses electronically.

With no usage or ordering fees!

Check it out. Visit www. opticom-inc.com, click on Web Connect Ordering / Matrix Display Ordering, enter TEST for a user name and 999995 for a password.

THE OPTICOM SYSTEM Opticom’s Matrix screen ordering is easy, The Opticom system offers convenient and fast. electronic ordering of optical lens products sold by partici- of your lens orders electronically in one convenient step. pating lens manufacturers.

Our services, supported by these manufacturers, are By ordering through available at no cost to you.

Opticom, you can place all 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!

Arch Vision (Tejin Lenses) Augen Optics Avada Eyewear Bristol C&D Carl Zeiss / AO Sola Conant USA Cunningham Lens Dagas Optical USA Essilor (Silor, PRIO Varilux & Gentex) Eyenovate Fantom Optics Gator Lens Hilco (Supplies) Hoya Lens

I-Coat ILENCO J G Lens Kaenon Polarized KBco LBI Lenses Lensco Melibrad Nassau Lens NXT Sun Lens Optima Oracle Lens Pixel Optics Polycore PolyLens Rodenstock

RSE Optics (Tokai Lenses) Seiko/Pentax Shamir Insight Shore Lens Signet-Armorlite SOMO Optical Specialty Lens/iRx Polaroid Titmus (Frames) Vision-Ease X-CEL Optical Younger Optics Zyloware (Frames)

pay for what they really want. It’s all about the patient’s perception of value. Our words can help or hinder our patients and make or break our practice.

ECP Practice Tips New patient with XYZ insurance calls your practice for an appointment.

• ECP collects information and schedules appointment.

• Patient reminded to bring photo ID, insurance cards, current eyeglasses, sunglasses on appointment day.

• Upon their arrival, SMILE and welcome them to the practice.

• Make sure you do not verbally exchange any confidential, insurance information across the front desk into the reception area.

• If this happens, otherwise settled patients, start to get anxious about their visit and show symptoms of insurance paranoia. Without invitation, they jump on board the conversation. Suddenly you are answering their same questions again while wishing you could hide under your desk.

Loose lips will SINK ships! So will HIPAA! I see you nodding your head up and down, you know exactly what I mean. Keep reading.

• Technician records patient’s visual health history, chief complaint, current medications, allergies, visual requirements.

• The punctual doctor provides a thorough eye health examination and prescribes optimal visual solution.

• She/he stays out of the insurance loop all together.

Now it is time for the “hand off ”, “baton pass” or maybe an “ECP intervention”.

• Doctor escorts patient to the dispensary and transfers authority to ECP. • ECP asks patient about current eyewear likes, frustrations of daily vision obstacles, what hobbies they have ...etc.

• If patient states they only want what is “in plan”, let them own that option.

• Cordially advise them on what you recommend based on what the doctor has prescribed.

• It is your obligation as an ECP to offer optimal vision health solutions.

Avoid technical overkill and insurance babbling

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

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

28 | EYECAREPROFESSIONAL | DECEMBER 2009

• Patients don’t want to hear a confusing spiel on: lens index of refraction, ABBE values, seg heights, cutout charts, which progressive lens category they need (N,F,J,K,L,M), etc.

• Patients want to hear see good, look good, feel good spiels:

DEC2009.qxd

11/24/09

3:36 PM

Page 29

superior vision, gorgeous frames, closest lens design to natural sight, lenses that are preferred for driving at night...etc.

• The more composed and attentive you are, the more receptive they are.

Now it’s time to let them decide.

• Let them process the conversation. Shhhhh.

• If the decision is a YES: Make sure to take all of the proper measurements.

• If the decision is a NO: Remain composed. Don’t back pedal. Respect NO to avoid buyer’s remorse.

• Our reaction to NO will be remembered by the patient.

• Don’t be surprised if they return saying YES after they sleep on it.

Patients should always leave the dispensary pleased and confident about their purchase decision.

• Show a side-by-side itemized comparison of U&C charges without insurance and adjusted pricing with insurance.

• Price comparison aids in eliminating visual sticker shock.

• Never apologize to the patient regarding your prices or fees.

• Some practices attach branded product brochures to the patient’s receipt.

• Pre-appoint patients for next year, regardless of insurance.

• Lastly, find out if they have any final questions, if not; thank them for the opportunity to serve them.

That was easy.

Now the beginning of the middleman end of the rest of your insurance transaction cycle is ready to take place.

Say what?

• As ECPs we should discipline ourselves to process each patient’s insurance promptly and in respective order. If time does not permit, begin the following business day where you left off.

• Many times ECPs are guilty of picking and choosing the easier plans to work with and processing those first.

• So what happens next? We end up trying to rush the lab order, disappointing the patient by extending the order turnaround time, delaying the EOB, creating bogus excuses for the delay etc.

• We wonder why everyone is acting so uptight? Face it, no one wants to work with a “third party pooper.”

So, remember to treat patients and co-workers the way you want to be treated, change those bad third party habits, and think before you speak.

Until next time, “Party On”! ■

DEC2009.qxd

11/23/09

3:51 PM

Page 30

EyeCare Disorders Anthony Record, ABO/NCLE, RDO

Opias and Itises and Phobias Part II

Last month we learned of the causes, signs and symptoms, and usual treatments for some of the most common maladies that patients ask front-line ECPs about every day.

ARMD, glaucoma, allergies, styes and chalazia, pterygia and pinguecula, cataracts, and diabetic retinopathy were among the topics covered. By way of reminder: In no way is this information promulgated in an effort to encourage a dispensing optician to exceed the scope of his or her practice. Rather, it is intended to help us more intelligently discuss, offer further insight to, and ultimately refer our patients to optometrists or ophthalmologists when appropriate. This month we will delve into the more obscure...

One of the most common inquiries I receive on the front lines of opticianry comes from people who are obviously suffering from some form of conjunctivitis, more commonly referred to as pink eye. The pink eye itself, along with a feeling of grittiness, itching, burning, and light sensitivity are all common symptoms.

Contagious forms of conjunctivitis are caused by viral or bacterial infections. Non-contagious forms of pink eye are usually caused by things like dust or smoke.

While adults can also suffer from it, pink eye will usually spread like wildfire in schools – it is that contagious. While there is no special treatment for the viral form (it will usually clear up on its own within a week or two), bacterial forms usually require treatment with topical antibiotics.

Since we can never be sure what has caused it, an ECP faced with a “pink” eye should strongly recommend the patient see an eye doctor as soon as possible.

Here in the Sunshine State, many of my clients are senior citizens. Though they do not call it ptosis, at least once a month I am asked about it. It is usually something like, “Is there anything I can do about these drooping eyelids?” Fifty years ago an eye care professional might have suggested a ptosis crutch – an appliance attached to the patient’s eyeglass frame that would physically lift the lid, thus allowing in more light and achieving better visual acuity. These days, minor surgery would be a more acceptable way of correcting this physical and cosmetic problem. Although it can be congenital, usually with age the muscles that lift the eyelids (levators) lose their ability to function.

A front-line optician who can inform the patient that the Continued on page 32

30 | EYECAREPROFESSIONAL | DECEMBER 2009

DEC2009_HB.qxd

11/23/09

4:31 PM

Page 1

DEC2009.qxd

11/23/09

3:52 PM

Page 32

procedure is not solely cosmetic, but will also provide a visual improvement, will perhaps motivate the patient to seek further medical consultation.

If a patient is experiencing an ability to blink one eye, if the lower lid is starting to turn out, and/or she is having difficulty controlling the lips and face on the affected side, she may be experiencing a bout of Bell’s Palsy. While the cause of Bell’s Palsy is a mystery, in most cases (80% or more) the patient will fully recover with no special treatment in less than six months.

namely a retinal detachment. These never-before-seen floaters will usually be accompanied by spots or flashes of light, and perhaps decreased or blurry vision. Seeing what appears to be a curtain moving across (or more likely, descending upon) the eye is another classic sign of a detachment.

While there is usually no pain involved, this is a serious, referable event. This event can be caused by an injury to the eye or face, extreme myopia, and can even be triggered by other

This can be a scary experience for a patient, as they sometimes think they have suffered some form of stroke. This patient should always be referred to a physician, because without proper care and management of symptoms by patching lids during sleep, applying ocular lubricants, addressing the ectropion (the turning out of the eyelid) unnecessary, permanent consequences may be suffered.

A patient suffering from Ptosis

Dermatitis, poor hygiene, allergies, bacterial infection, and lice may all be causes of blepharitis. If your patient has eyelids that are red, swollen, itchy, or crusty, or complains of the feeling of sand or grit in the eye when blinking...congratulations he has probably won the blepharitis sweepstakes! Believe me, this is not his lucky day.

Loss of eyelashes may also occur, and if left untreated, styes, corneal ulcers, chalazia, and scarring may appear. Very diligent daily eyelid cleansing and scrubbing with baby shampoo or other specialized cleaners is often recommended, although this should be performed under the care of an OD or MD, who may also prescribe antibiotic ointment to help control the bacteria.

Unfortunately, blepharitis is usually a chronic condition that is very difficult to control.

If you are ever faced with a patient who has a red, painful eye that is accompanied by a mild to severe discharge, immediately refer that patient to an ophthalmologist or even an emergency room. Why? This patient may be developing a corneal ulcer, which is due to a localized infection of the cornea, not unlike an abscess. This phenomenon is usually the result of a bacterial infection that invades the cornea following a traumatic event or eye injury.

If poor hygiene is involved, contact lens wearers are much more susceptible. Fungi and other parasites may also be the culprits.

Depending on its cause, a physician may treat the ulcer with antibiotics or antifungal medications. A quick referral is indicated because if left untreated, permanent, irreversible damage to the cornea may occur. If that happens, the only possible treatment is a corneal transplant.

While many people have harmless vitreous floaters, their sudden appearance may be the sign of something more serious – 32 | EYECAREPROFESSIONAL | DECEMBER 2009

optical procedures such as IOL surgery or LASIK. The eye surgeon must somehow attempt to reattach the retina, with either surgery or a process known as photocoagulation. With a detached retina, time is of the essence – the sooner it is treated, the more likely that the damage can be reversed. Waste no time in referring this patient to an eye doctor.

Sometimes customers will complain of a foreign-body sensation, persistent dryness, burning, or itching, along with insufficient tear production. Though it is not our place to diagnose, this sure appears to be a classic case of Dry Eye Syndrome.

Ironically, another symptom of this ailment may be “watery” eyes. In an effort to deal with the lack of tear production, the eye begins to overproduce other ocular liquids, as an ineffective way of dealing with the problem. D.E.S. can be a side effect of many medications, caused by age, environment, and especially may be caused by long-term contact lens wear.

If an optician is faced with this condition in one of his or her patients, a referral is in order. The eye doctor has many options to deal with this problem: altering the patient’s environment, artificial tears, punctal or lacrimal plugs, and a relatively new drug, Restasis, that actually encourages production of natural tears. Without addressing the underlying causes, the patient will sometimes suffer unbearable irritation.

Armed with the information provided last month and herein, you should feel more comfortable discussing these conditions with your patients, and more confident and forceful in urging them to seek further treatment to avoid any serious consequences to their vision, eye health, or overall well-being. ■

AUG2009_3Rivers.qxd

2/13/09

2:19 PM

Page 1

WE

ARE

DIGITAL

40th ANNIVERSARY

What does that mean for you? It means our in-house, state-of-the-art digital surfacing equipment allows us to create everything from one-of-a-kind bifocal designs to backside progressives from SOLA, Carl Zeiss Optical and Shamir Insight.

Our “Free� Lens Series of digitally surfaced lenses are: s !CCURATE TO TH OF A DIOPTER s !VAILABLE ON ANY LENS STYLE s )NCLUDES YOUR FAVORITE !2 COATING from Three Rivers Optical

For your patients who have had difďŹ culty adapting to progressive designs, prefer bifocals to progressives or have special requests such as segments for golf, step into the “Oâ€? Zone with our patented “Round Segâ€? technology.ÂŹ TR O Seg and TR O Blended Seg are patented lens designs created to ďŹ ll a void in the optical industry. Features include: s Customizable seg size from 10mm to 45mm s Add range from .50 to 5.00 s Available in polycarbonate and all resin materials

Get in the “O� Zone today. Call Us Today for Your Patient’s Bifocal Needs.

7KUHH 5LYHUV 2SWLFDO ‡ ‡ ZZZ WKUHHULYHUVRSWLFDO FRP

DEC2009.qxd

11/25/09

11:02 AM

Page 34

Patient Service Judy Canty, ABO/NCLE

How to Talk Regular We’ve had this discussion before. You know, the one about eliminating jargon from your patient interactions. It’s just so hard to do. All that thinking about how you can make your patient understand what you’re trying to say. So I decided to let “Google” help me to help you.

There are 394,000 results for progressive lenses and 989,000 for progressives. I took the time to look it up and so will your patients. There is no simple one or two-word description for progressive addition lenses. The concept and the technology are just too complicated for that. However, there are some key phrases to consider when offering these lens designs to your patients.

Phrases like: Designed to help your eyes focus smoothly at multiple distances or Individually designed to incorporate your prescription and your visual needs.

Be wary of trying to describe a progressive addition lens as “making a smooth transition from distance to near vision.” If your patient wants Transitions® progressive addition lenses, it may start to sound like an Abbott and Costello routine, a la “Who’s on first?”

Patient: I want those transitional lenses.

You (smiling, because you’re the smart one): You mean Transitions®?

Patient (smiling): Yeah, transitions.

“GOOGLED” AR. There were 525,000,000 results.

Everything from accounts receivable to AR-15 rifles to Arkansas. Our AR...the optical one? I gave up after the first 15 pages of results. So, the first thing that won’t pop into your patient’s brain when you say AR coating is Anti-Reflective. Call it something else. Glare-reducing is a good one. It accurately describes the problem and its solution in a couple of simple words. Just don’t start referring to it as GR. There are 268,000,000 results for that one.

I

34 | EYECAREPROFESSIONAL | DECEMBER 2009

You (smiling, because this is going to be a good sale): Great!

Your doctor has also recommended progressive lenses.

Patient (confused): Ok, isn’t that what I just asked for?

You (still smiling): No, you asked for Transitions®.

Patient (not smiling and thinking you’re an idiot): No, I asked for those transitional lenses. The ones with no lines and I want them to get dark in the sun.

Continued on page 36

DEC09_LBI.qxd

11/23/09

4:36 PM

Page 3

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

Special Price Up to 1 pound (Continental U.S.) Overnight Delivery just $4.00 – CA, WA, OR, NV and AZ

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

Single Vision Uncoated (-4.00 cyl) Single Vision Uncoated Super Extended (-6.00 cyl) Single Vision Anti-Reflective (Hard Coated) (-4.00 cyl)

Per Pair $ 2.75 $ 6.95 $ 5.95

CR-39 Uncoated super extended range: + or -6.00 sph, -4.25 to -6.00 cyl POLYCARBONATE: $ 65/70 mm Single Vision Hard Coated (Tintable) (-4.00 cyl) 7.95 $ 65/70 mm Single Vision Anti-Reflective (-4.00 cyl) 14.50 $ 65/70 mm Single Vision Polycarbonate Photochromatic (Grey) (-4.00 cyl) 26.00 65/70 mm Single Vision Polycarbonate Photochromatic (Grey) A/R (-4.00 cyl) $32.00 HIGH INDEX: $ 65/70 mm Single Vision 1.56 Index (-4.00 cyl) 6.95 $ 65/70 mm Single Vision 1.56 Index Anti-Reflective (-4.00 cyl) 9.95 $ 70/75 mm Single Vision 1.67 Super High Index Anti-Reflective (-4.00 cyl) 21.50

LBI offers over 45 different kinds of 1st Quality lenses, All at Tremendous Savings!

Call Toll Free

800.423.5175 (press 3)

DEC2009.qxd

11/25/09

11:01 AM

Page 36

You (still smiling, but it’s getting forced): I’m sorry. I wasn’t doing a very good job of explaining these different technologies to you. Let’s start over.

of authenticity. If you choose not to give said certificate to your patient, keep it as part of their record so everyone knows what treatment was used.

Sound familiar? It should, because that scenario has played itself over and over again when we resort to jargon rather than using descriptions that patients can understand. Manufacturers spend millions of dollars designing and distributing patient-friendly literature to help you with these important touch-points, yet most of us either refuse or forget to use them.

Resistant or Proof? What’s the difference? If you don’t tell your patients what the difference is someone else will and the chances of your patient being mislead or outright lied to are pretty high. Ophthalmic lenses are neither scratch-proof nor shatterproof. No matter that I found a website describing plastic lenses as both economical and shatterproof. Yes, these were lenses for magnifiers and projectors, but they look like eyeglass lenses and your patient can’t tell the difference. Tell your patients that whatever-resistant lenses are less likely to do whatever and that whatever-proof lenses will never do whatever.

Nothing is scratch-proof and nothing is unbreakable. We’ve all seen evidence of that.

The newest addition to our family of jargon is “high definition”.

There are about 343,000,000 Google results for that phrase, including something called high definition wallpaper. Silly me, I thought that was something for my office walls. How cool would that be? An Optician’s office with high definition wallpaper.

A search for high definition lenses resulted in a paltry 4,690,000 places for your patients to find information. You need a simple and direct explanation of how digitally surfaced lenses differ from conventionally surfaced lenses. Talk to your patients about precision and clarity and the benefits of staying on the cutting edge of lens technology. Tell them that it’s the difference between the old TV and the new flat-screen TV. Just make sure they understand that it’s not the lens itself, but how the lens is produced for their individual prescription that makes the real difference.

Is it a coating or is it a treatment? What’s the difference?

Coatings come off. Treatments don’t. Old technology glarereducing (ok, anti-reflective, but only because we’re friends) coatings were applied to lens surfaces usually by dipping them in the necessary chemicals. The newest and most durable treatments are applied with enough force to actually bond with the lens surface. Effectively creating a single surface, resistant to the chipping and peeling of years past. These treatments are best described to your patients by using the names their manufacturers gave them, even the in-house varieties from your local lab. Most of these treatments come with some sort of certificate

36 | EYECAREPROFESSIONAL | DECEMBER 2009

When a new product or a new technology hits the market, get all the information you can and study it. Your patients are doing just that when they start the buying process and the amount of information and mis-information is astounding.

Use your lens, frame and laboratory representatives to help you develop ways to effectively communicate these new products and services to both staff members and patients. Take the time to read trade publications and both print and online education courses. There are a multitude of venues you can take advantage of to become the best informed eyecare professional in town.

You owe your patients an accurate and honest explanation of every bit of technology they are receiving. And as I have said so many times before, take the time to listen to your patients concerns to help them navigate an increasingly complex variety of options.

Remember, NO JARGON. Talk regular. It’s not an easy task, but you and your patients will benefit from your efforts with increased patient satisfaction, reduced buyers remorse and those very valuable patient referrals. ■

younger_1209.qxd

11/25/09

10:30 AM

Page 1

The Future is Bright...

®

Choose DriveWear So advanced they even activate behind the windshield, Drivewear® Transitions® SOLFX™ lenses provide drivers with the best visual acuity for the driving task. Drivewear cuts glare and bright sunlight in both driving and outdoor conditions.

OVERCAST

Combining NuPolar® polarization and Transitions® Photochromic Technology, these lenses make the driving task safer and more comfortable for all your patients. Available in single vision, Image® progressive and now hard resin Flat Top 28 lenses.

BEHIND WINDSHIELD

BRIGHT LIGHT

For more information for your patients, look for the Drivewear Owner’s Manual with each prescription. Today’s best driving lens is Drivewear.

One sunlens for driving, and for living.

Visit www.drivewearlens.com

8990 Summerford Ln. El Paso, TX 79907

800-351-2287 Fax: 800-331-2287 Tel: 915-859-3415 Fax: 915-858-0220 Tel:

now available in polycarbonate image

®

Drivewear, NuPolar and Image are registered trademarks of Younger Optics, Torrance, CA. Transitions and the swirl are registered trademarks and SOLFX is a trademark of Transitions Optical, Inc.

DEC2009.qxd

11/23/09

3:54 PM

Page 38

Second Glance Elmer Friedman, OD

Dame Mary Perkins: Britain’s Top Optician

In 1984 they started up Specsavers, which has surpassed their original company by a huge margin. The decision to start over again was caused by government deregulations of professional practitioners. However, a new angle was added. The Perkins’ planned to open shops as joint ventures with partnered owners who would operate their own business and receive a stake in their particular store. Specsavers receives a management fee for handling such duties as: marketing, fixtures, auditing, training and other connected matters.

The Specsavers Corporation is Britain’s largest and most successful chain of optical businesses.

Dame Mary Perkins is the founder of this unparalleled business venture.

A reporter was quoted as saying, “You know what you are, mate? ...Glasses for the masses.” She replied that his rhyme wouldn’t agree with her style. She would prefer to say that her immense success is due to, “Affordable eye care for everyone.”

Perkins, now age 65, was one of the few women of her generation who trained as an optometrist.

After her graduation she took over her father’s practice, which was located in one room over a bakery shop in Bristol, England. Her father was originally a chemist. In response to post war changes the government offered him an optician training program. He was a solo practitioner. However, his daughter, Mary would often help when she had time off from college studies. After her father retired, he moved to Guernsey, a small island located in the English Channel. She trained as an optometrist at Cardiff University where she met her future husband, Doug. She and her husband built the business into a chain of 23 shops and subsequently sold it to a conglomerate for 2 million pounds ($3.4m).

38 | EYECAREPROFESSIONAL | DECEMBER 2009

Today they are the largest chain in Great Britain with 1,318 locations including sites in Ireland, Holland, Sweden, Norway, Finland, Denmark, Spain, Australia and New Zealand. They have captured 39% of the UK market. The company owns manufacturing plants in the UK, Hungary, the Far East and Australia.

This has given it a competitive advantage, as they are able to move quicker with new products and control costs.

At one point Dame Mary and her husband visited the US to learn how the franchise model for optical outlets operated.

However she was not keen on the results, as she remarked, “The franchisor was charging the franchisee a fee, but not doing much for them. We wanted to keep a ‘hands on’ philosophy to make sure that success would be guaranteed.” The same model is being used by them to gain a major position in the hearing aid market. The company’s current estimated worth is around 500 million pounds.

Dame Mary recalls,“It was a great temptation to venture into the field of opticianry. Before, opticians had been banned from advertising products and services and now they were permitted to do so. We were the first to advertise, have showrooms and let people know what our prices were. Buying eye glasses, at that time, was quite expensive. People were not visiting opticians.

Continued on page 40

AUG2009_SIGNET.qxd

6/24/09

6:28 PM

Page 1

It’s UNIQUE Like You.

For your patient’s UNIQUE vision.

• Digitally-created backside progressive • Design selected for frame size & shape • As low as 13mm fitting height • Available in 36 lens materials • Available with KODAK Clean’N’CleAR™ Lens Coating

Nassau Lens Company Northvale, NJ 800.526.0313

Nassau Lens Florida Miami, FL 800.432.2202

Nassau Lens West Los Angeles, CA 800.433.2974

Nassau Lens Midwest Chicago, IL 800.323.8026

Nova Optical Laboratory Orangeburg, NY 800.668.2411

Nassau Lens Southwest Dallas, TX 800.441.2546

Nassau Lens Southeast Atlanta, GA 800.241.9048

Nassau Lens Mid-Atlantic Greensboro, NC 800.253.4271

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. Clean’N’CleAR is a trademark of Signet Armorlite, Inc. ©2009 Signet Armorlite, Inc.

DEC2009.qxd

11/25/09

1:51 PM

Page 40

We wanted to get people into the stores on a regular basis and provide more affordable glasses for everyone.”

Her main competitors are supermarkets since they are able to drop their prices to a ridiculously low level. There is contention between Specsavers and the smaller independent opticians who are unable to compete on price. Observers have noted that a solo independent practice in a small town is in jeopardy if Specsavers moves into the area.

Our readers ought to know that many people in the UK, as in the US, do not know the difference between the “Three O’s”. In the UK, there are about 12,000 registered optometrists. They may work as solo practitioners or with an optician or at a hospital. A four year course is required as well as approval by the General Optical Council (GOC). However, a doctorate is not awarded. To be called “doctor” requires a medical or philosophy degree. Sometimes, qualified dispensing opticians are accepted for optometry degree courses. Membership in the G.O.C. is compulsory for all optometrists.

In the UK the term “optician” is used to include optometrists and dispensing opticians. However, they are not the same. Dispensing opticians do not perform eye tests and cannot prescribe glasses and contact lenses. Their primary function, as in the US, is to fit glasses and dispense contact lenses. No experience or background is required to become a dispensing optician. If one is working as a dispensing optician but is not a member of the GOC then they are not permitted to dispense to patients under the age of sixteen, or to the partially sighted, or prescribe specs for contact lenses.

Dame Mary was able to work with the new modifications of the profession. She changed the model of how opticians worked.

Previously, the patient would enter a large showroom where different styles of frames were available. One wandered around and finally saw a receptionist who seated and introduced the person to the optician for the eye tests and frame selection. It was often an unhappy experience. Perkins enabled the patient to select from a larger assortment of frames and presented the experience as a fashion purchase rather than a medical necessity.

As a rule, opticians were seeing only a few patients per day.

Specsavers aimed for a large volume business, bringing the prices down and giving an image of affordability to everyone.

During depressed economic times the business widened its low end frames and increased marketing activity and promotions.

As a result their revenues have continued to grow. They note that business is more competitive as they face the problems of supermarkets and mergers.

40 | EYECAREPROFESSIONAL |DECEMBER 2009

Dame Mary didn’t always aim to be an optometrist. “I would have loved to be a librarian. I adore books,” she explained. “Or else I would have been a maternity nurse. If my father hadn’t been an optometrist I would possibly never have thought of it, since it was a male dominated profession years ago and that would not have suited me and who I am.”

The uniformity among businesses in the market place is highly criticized. But she calmly accepts the fact that this is the way the world is going. Dame Mary personally carries out an undercover shopping activity to ensure quality of service. In order to keep an eye on things she has been known to resort to disguises involving different wigs and eyeglasses, a warm-up suit and a backpack. She thinks they are catching on to her but believes that people just don’t pay attention to anyone over the age of sixty. “We’re invisible,” she concludes.

Dame Mary feels that the success of the business is due to “differentiation” and staying one step ahead of the competition.

She feels it is essential to know your customer and know the needs of the masses. She feels that a retailer can’t run a business behind a desk in an office, the successful ones realize that service and value are also important. She adds,“If you try to lead on price alone, that’s a recipe for disaster.” She enjoys working and has a strenuous fitness regimen.

Dame Mary was asked to comment about her wildly successful business and whether it has changed her behavior. She points out that she has not really changed. Observers say that she is the most unassuming multimillionaire that one is likely to meet.

As a matter of fact she has resisted suggestions to take the company public. She states, “I was poor a long time ago, but not now. I have the advantage of being able to replace my washing machine if it breaks or purchase a new car in case my twelve year old car wears out. Those are the things that matter to me. After all, you can spend just so much money.”

She has no plans to retire. Four years ago, she required knee replacement surgery. The most profound side effect that she complained about was that the incident interfered with her cycling and yoga. Dame Mary Perkins remarks, “If the optical industry changes, we will change with it. You never finish a job because the goal posts always move. But, it’s fun.” She tells her interviewers (they are frequent and many) that she will not just sit at home. She loves coming to work. With such an attitude, is it any wonder that she has achieved the notoriety and success that she now enjoys? Mary Lesley Perkins was made a Dame Commander of the order of the British Empire in 2007. ■

DEC2009_KMARS.qxd

11/24/09

2:32 PM

Page 1

DEC2009.qxd

11/25/09

Movers

1:49 PM

AND

Page 42

Shakers

European Sunglasses Association

Essilor Vision Foundation Honored

Francesco Pellegrini has been named the new president of the European Sunglasses Association (ESA). Pellegrini expressed his aim to improve the ESA’s reach by supporting the growth and development of the European sunglass sector and protecting the European sunglass industry. With an active involvement in such topics as European and International standards for sunglasses, ESA will continue to assist members and all interested groups with professional and objective information on all sunglass related matters.

Pellegrini is global sales and marketing director for sunlenses at Intercast Europe, part of the PPG Group.

The Essilor Vision Foundation has received the Excellence in Mission Achievement Award for organizations with operating budgets under $1 million by the Center for Nonprofit Management in Dallas. The foundation was recognized for its success in its efforts to eliminate poor vision and its lifelong consequences at the “A Night of Light” annual awards dinner, held in Dallas on Nov. 12.

Carl Zeiss Meditec Jack Regan has been promoted to vice president of USA ophthalmic sales for Carl Zeiss Meditec. Regan, formerly senior regional sales director, succeeds Bob Padula, who will continue to work closely with Carl Zeiss Meditec as founder of a new company, Eye Care Alliance, which will sell certified pre-owned Zeiss equipment. Regan joined the company in November 1988 as a regional sales manager from Abbott Laboratories-Diagnostics Division.

OptiCare Managed Vision David Lavely, OD, has been named president and chief executive officer of OptiCare Managed Vision. Lavely succeeded Jason Harrold, who was promoted to senior vice president of the specialty business unit of Centene Corp., OptiCare’s parent company. Harrold had been president of OptiCare Managed Vision for nearly 10 years. Lavely is a 15-year veteran with OptiCare; he was most recently the company’s senior vice president of business development.

42 | EYECAREPROFESSIONAL |DECEMBER 2009

The Excellence in Mission Achievement $5,000 award honors an organization that has developed and implemented a program, project or technique clearly focused on advancing its mission. The program or process must be tied to an articulated mission statement addressing a critical community need.

AOA Paraoptometric Section Seeks Nominees The America Optometric Association’s paraoptometric section is now seeking nominees for its annual Paraoptometric of the Year Award, to be presented at next year’s Optometry’s Meeting on June 24. The award, funded

by CIBA Vision, will go to the optometric assistant or technician judged to have made “the most outstanding and worthwhile contributions to the profession of optometry, paraoptometry and the general public,” according to the AOA. Nominations must be received by the AOA on or before Feb. 1. For more information, contact the AOA paraoptometric section at 243 N. Lindbergh Blvd., St. Louis, MO, 63141; call (800) 365-2219, ext. 4222; or email JVMurphy@aoa.org.

DEC2009_National.qxd

11/23/09

11:18 AM

Page 1

Happy Holidays from America’s Leading Discount Lens Distributor

National Lens Phone 1.866.923.5600 • Fax 1.866.923.5601 • www.national-lens.com WINTER ‘10 Color

LOW 1 to 5 HOT NEW ITEM! Rx Now Available!

LOWEST 11 & Over

LOWER 6 to 10

19.95

19.75

18.95

Johnson & Johnson

1 to 5

6 to 10

11 & Over

1 DAY ACUVUE ACUVUE OASYS ACUVUE 2 ACUVUE ADVANCE ACUVUE 1 DAY MOIST

19.50 22.50 13.90 17.95 19.95

19.25 21.75 13.75 17.75 19.75

18.75 21.25 13.50 17.50 19.50

Bausch & Lomb

1 to 5

6 to 10

11 & Over

PUREVISION SOFLENS 38 SOFLENS 66 TORIC SOFLENS MULTIFOCAL SOFLENS 59

26.00 11.95 19.25 28.95 9.25

25.25 11.75 19.00 28.75 8.95

24.50 11.25 18.95 27.95 8.75

CooperVision

1 to 5

6 to 10

11 & Over

19.95 26.00 15.95 21.95 12.45 24.00 37.95

19.50 25.75 13.95 20.95 12.35 23.50 37.50

18.95 24.75 12.25 19.95 12.25 22.00 36.50

1 to 5

6 to 10

11 & Over

25.75 40.95 39.95 13.95 12.95 33.95 15.95 14.45 24.50 15.75 15.25

24.95 39.50 39.75 12.00 12.75 32.95 14.25 14.25 23.75 15.25 14.95

23.75 38.75 37.95 10.95 12.50 31.95 13.25 12.95 22.95 14.75 14.50

IMPRESSIONS COLORS

AVAIRA BIOFINITY HOT NEW ITEM! BIOMEDICS PREMIER, XC, 38% & 55% EXPRESSION OPAQUE-PLANO FREQUENCY 55% & ASPHERICS PROCLEAR PROCLEAR 1 DAY 90 PK HOT NEW ITEM! HOT NEW ITEM!

CIBA VISION AIR OPTIX AIR OPTIX NIGHT & DAY HOT NEW ITEM! DAILIES AQUA COMFORT PLUS 90 PK FOCUS 1-2 WEEK FOCUS DAILIES 30 PK FOCUS DAILIES 90 PK FOCUS MONTHLY FRESHLOOK LITE TINT FRESHLOOK COLORS/COLORBLENDS O2 OPTIX PRECISION UV

FINISHED OPHTHALMIC LENSES LENS TYPE PRICE PER PAIR 1.20 3.20 $ 7.00 $ 4.40 $ 7.00 $ 18.00 We’ll Meet or Beat Any Competitors Price on Any in Stock Lens

CR-39, 70 MM – 1.49 Uncoated Polycarbonate, 65/70 MM – Tintable Polycarbonate, 65/70 MM – AR Coated Mid Index, 70/75 MM – 1.56 AR Coated High Index, 70/75 MM – 1.61 AR Coated Super Hi Index Aspheric, 70/75 MM – 1.67 AR Coated

$ $

Business Hours 8:30 AM - 5:30 PM EST • Prices Subject to Chang e Without Notice Free 1st Class Deliver y (when available) • Same Day Shipping • We Do Not Backorder Lenses

DEC2009.qxd

11/25/09

1:36 PM

Page 44

Younger Optics Offers New Polycarbonate Flat Top 28 Polarized polycarbonate Flat Top wearers can now enjoy the quality and benefits of NuPolar, the world’s most trusted and prescribed polarized RX lens. NuPolar® Flat Top 28 polycarbonate lenses are now available in gray and brown.

These new lenses are the most recent addition to the NuPolar family, which includes hard resin, polycarbonate and high index 1.67. The new Flat Top 28 polycarbonate NuPolar lenses feature an exclusive 8 base offering,

44 | EYECAREPROFESSIONAL |DECEMBER 2009

resulting in a wider Rx range than any other polycarbonate polarized flat top lens, and is perfect for wrap frames.

Polarized lenses do what no other lens or lens treatment can: block blinding glare. In addition, NuPolar polycarbonate Flat Top 28 lenses are manufactured with all the features that make NuPolar unique: superb adhesion characteristics ensuring the lenses will not delaminate or separate, consistent true curve control (perfect for today’s digitally processed free-form requirements), and high polarization efficiency. NuPolar lenses are unrivaled in color uniformity and color consistency.

With world headquarters in Torrance, CA, Younger Optics is recognized as the world leader in prescription polarized lenses with its NuPolar® brand. For more information about Younger Optics, NuPolar lenses and other products, visit the company’s web site at www.youngeroptics.com.

DEC2009_VSI.qxd

11/24/09

11:56 AM

Page 1

DEC2009.qxd

11/30/09

10:10 AM

Page 46

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

Advertiser Index ADVERTISER

PAGE #

PHONE #

WEB SITE

21st Century Optics

13

800-221-4170

www.21stcenturyoptics.com

Astucci

15

800-291-8528

www.astuccicases.com

CNS Frame Displays

42

877-274-9300

www.framesdisplays.com

ADVERTISER

PAGE #

PHONE #

WEB SITE

16, 43

866-923-5600

www.national-lens.com

Nellerk Contact Lens Cases

49

607-748-2166

—

Optical Dimensions

11

800-878-5367 www.opticaldimensionslabs.com

National Lens

Custom Optical Laboratories

5

800-241-5322

—

Optical Specialists

44

800-313-6627

www.opticalspecialists.com

EyeBase–Mountain Computer

29

800-364-3930

www.eyebase.net

Opticom

28

800-678-4266

www.opticom-inc.com

Optogenics

21

800-678-4225

www.optogenics.com

PPG Industries

25

800-323-2487

www.ppgtrivex.com

Eyeego

49

518-487-1550

www.eyeego.com

Eyevertise

46

847-202-1411

www.EyeVertise.com

FEA Industries

INSIDE FRONT, 51

800-327-2002

www.feaind.com

Grimes Optical

47

800-749-8427

www.grimesoptical.com

HB Optical

31

877-272-5367

www.hboptical.com

SEIKO Eyewear

I-See Optical

27

800-257-7724

www.iseelabs.com

Silhouette

K-Mars Optical

41

800-296-1551

www.kmarsoptical.com

Tech-Optics

47

800-678-4277 www.techopticsinternational.com

LBI

35

800-423-5175

www.lbieyewear.com

Three Rivers Optical

33

800-756-2020

Luzerne Optical

19

800-233-9637

www.luzerneoptical.com

My Vision Express

47

877-882-7456

www.myvisionexpress.com

Nassau Vision Group

39

800-668-2411

www.nassau247.com

46 | EYECAREPROFESSIONAL |DECEMBER 2009

Ray-Ban Robertson Optical

US Optical Vision Systems Inc. Wilson Optical

FRONT COVER

866-472-9226

www.ray-ban.com

17

800-929-2765

www.robertsonoptical.com

BACK COVER

800-235-LENS

www.seikoeyewear.com

9

800-223-0180

www.silhouette.com

www.3riversoptical.com

36

800-445-2773

www.usoptical.com

45, 48

866-934-1030

www.Patternless.com

37

800-351-2287

—

DEC2009.qxd

11/24/09

3:10 PM

Page 47

INDUSTRY QUICK ACCESS

EYECAREPROFESSIONAL

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

The powerful, fast-reactive photochromic lens.

• Photochromic Coating Technology • High Index 1.67 • Exceptional fading speed • Available in Single Vision and KODAK Unique Progressive Lens TEL. 1-800-386-9196 / +45 7021 5530

DECEMBER 2009 | EYECAREPROFESSIONAL | 47

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

www.corning.com/ophthalmic

DEC2009.qxd

11/30/09

10:34 AM

Page 48

INDUSTRY QUICK ACCESS

EYECAREPROFESSIONAL

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

OPTOGENICS we make eyeglasses ➧ $2 Credit for ALL e-orders placed on Optogenics.com ➧ $3 Credit for ALL AR e-orders placed on Optogenics.com ➧ 24/7 extra e-order $$ Good through Dec. 31st

Go to Optogenics.com for more special offers!

OPTOGENICS = In House ARs

The Premier Laboratory

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

Tel: 800-678-4225 Fax: 800-343-3925 VSP, VCP, VBA approved Free UPS pick-up (min. 3 Rx’s)

for

In House Digital FreeForm Lenses

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

Our “Free” Lens Series offers one-of-a-kind bifocal designs that fill a void in the optical industry. With our unique, patented “Round Seg” technology, your patients will experience the best in bifocal lenses.

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

Get in the “O” Zone Today

(800) 221-4170

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

www.drivewearlens.com

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

800.756.2020 www.threeriversoptical.com

www.21stcenturyoptics.com

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

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

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

Balester Optical is a full-service, independent wholesale optical laboratory. We are committed to providing you with quality products and excellent customer service.

We maintain a state-of-the-art laboratory, including two in-house anti-reflective coating systems.

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

48 | EYECAREPROFESSIONAL | DECEMBER 2009

WANTED

SALES REPS WANTED NATIONWIDE (Except for Southern California)

K-Mars Optical is seeking regional sales representatives for a rapidly growing product line – Our Frame and Lenses Packages.

Contact: Dan, 1-800-296-1551 x121

Old Plastic (Zyl) Frames Dear old timers, clean out your old frame cabinets. Give us your old, your dusty, your frames that don’t sell and we will pay for it. Call us and tell us what you have and we will pay in advance, including pick up.

Cedarhurst Fashion Opticians, Cedarhurst, NY Email: lbgoptix@netscape.net Phone: (516) 569-2888

DEC2009.qxd

11/24/09

3:17 PM

Page 49

INDUSTRY QUICK ACCESS

EYECAREPROFESSIONAL

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

RECONDITIONED SPECIALS!!

TM

INC.

LOW PRICE LEADER SINCE 1949 Factory Direct Savings on Fully Stitched Slip-in Cases Clamshell Cases Lowest Prices in the Industry Molded Plastic & Children’s Cases Huge Saving on Microfiber Cleaning Cloths and Spray Cleaner

Call: 800 249-1058

Your most cost effective merchandising tools!

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

Safety bevels and Grooves!

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

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

National Lens America’s Leading Discount Contact Lens Distributor

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

Call 877.274.9300 for info and catalog.

CE

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

Increase your sales to athletes!

Phone 1-866-923-5600 Fax 1-866-923-5601 www.national-lens.com

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

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

Print too small?

We sell PALs.

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

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

SALES HELP WANTED Experienced Sales Reps Top commissions • Many Territories Available • •

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

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

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

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

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

ONLY

9¢

EACH

12¢ per unit Printed!

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

Fax: 607-748-2273 DECEMBER 2009 | EYECAREPROFESSIONAL | 49

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

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

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

Edgers Briot Accura CX RC . . . . . . . $13,950 Essilor Gamma RC . . . . . . . $12,950 Essilor Kappa RC . . . . . . . . . $17,950

DEC2009.qxd

11/25/09

1:48 PM

Page 50

Last Look Jim Magay, RDO

An Innocent Era Paul Alony popped in yesterday. Paul who? Back in the day, Paul, a Worcester based optician, bought a small group of retail optical stores between Worcester and Springfield from the Meyerowitz Group and did really well. young we were. It truly was an innocent era, pre-3rd party, pre-chain stores, pre-Wal Mart, Target, flat panel anything, no computers, prosperous newspapers. American Optical, Bausch & Lomb, Univis, and Shuron Continental were running strong.

Providence, Attleboro, Rochester, and Southbridge housed a large percentage of the world’s frame manufacturing capacity.

And yet a look at the headlines from that long ago age and on the surface, maybe things haven’t changed too much. A look at the headlines from 1975 is revealing:

Jim Magay and Bob Evans at OAA Meeting— circa 1975.

Paul liked to give back and was very active in an association called MARDO (Mass Assoc of Retail Dispensing Opticians) and he also helped form the Opticians Association of America.

In time Paul tired of the retail business and sold off his stores and moved to Tel Aviv. That was 35 or so years ago, His hair has since turned grey but he is just as lean and keen as ever.

As a result of Paul’s impromptu visit, emails have been buzzing around between Rolf and Patt Sulzberger, a couple who mentored a lot of us young eye care providers in the Worcester area.

Paul had kept in touch with them and shared their contact info in Florida with me. He also brought some pictures of early OAA meetings we attended as MARDO delegates. I can’t believe how 50 | EYECAREPROFESSIONAL | DECEMBER 2009

1. Haldeman, Erlickman, Mitchell Convicted of Conspiracy 2. President Ford Announces Recession Policy 3. Saigon Falls to North Vietnamese, Thousands Flee By Boat 4. Teamster Leader Jimmy Hoffa Disappears Foul Play Suspected 5. Patty Hearst Arrested By FBI 6. Ford Escapes Shot Fired by Sara Jane Moore 7. OPEC Increase Oil Prices 10% 8. Unemployment reaches 8.9%, highest since 1941 9. President Ford rejects Federal bail out of NYC 10. CIA acknowledges plots to kill undesirable heads of state 11. Died: Cannonball Adderly, Aristotle Onassis, Casey Stengel 12. VCR Betamax makes first appearance 13. Disposable razor introduced Basically nothing new under the sun (except the technology – Betamax, and disposable razors?) – the same headlines are running today with different names, President Obama instead of President Ford, unemployment high, OPEC raising prices, political corruption, no bail out for NYC, CIA and assassination, etc.

Even so it did seem a much more innocent era. Nixon was gone, we were finally out of Vietnam, and you could buy cars from more American manufacturers – remember American Motors?

In fact most of the products we bought were from America.

Not outsourced to Mexico, China, or any other country!

Imagine that, American workers actually making the products we were buying. ■

SEP2009_FEA.qxd

8/28/09

12:22 PM

Page 1

WHEN A S N E L R O D I R R O C T R O H S IT F T S E B E IS TH

Choose the award-winning design of KODAK PreciseÂŽ Lenses adapted for small frames. The design is digitally added to the lens mold for accuracy. It provides ample distance and reading areas with smooth power progression for a more natural wearing experience.

$YDLODEOH LQ ÂżWWLQJ KHLJKWV DV ORZ DV PP DQG QRZ LQ ,QVWD6KDGHV

CONTACT US TODAY! FEA Industries, Inc. (800) 327-2002 www.feaind.com

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. Precise Short is a trademark and Precise is a registered trademark of Signet Armorlite, Inc. Š2009 Signet Armorlite, Inc.

NOV2009_HB.qxd

10/26/09

3:45 PM

Page 2