EyeCare Professional Magazine December 2010 Issue

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RAVISHING RED EYEWEAR / PAGE 6 MAKE YOUR PRACTICE “GREEN” / PAGE 20 December 2010 • Volume 4, Issue 36 • www.ECPmag.com

REACH NEW PATIENTS WITH A CUTTING-EDGE WEBSITE PAGE 12

1-800-943-1411 WWW.EYEVERTISE.COM

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DECEMBER 2010

EYECAREPROFESSIONAL

Vol. 4 Issue 36

Contents

Magazine

Features 6

RAVISHING REDS Delight your patients by offering the latest in Red Eyewear and Sunwear.

by ECP Staff

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DISPENSING PALS Keep up with the latest in Progressives and help your presbyopic patients see their best.

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

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“GOING GREEN” AT YOUR PRACTICE The benefits in becoming environmentally responsible make it more than just a fad.

by Judy Canty, ABO/NCLE

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OPTICIAN EDUCATIONAL SUPPORT There are some well established and convenient programs for opticians who wish to further their education.

by Warren G. McDonald, PhD

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OPTICAL DISCOUNTS Arbitrarily discounting your fees does a disservice to your staff and your bottom line.

Ginny Johnson, LDO, ABOC

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THE E-BOOK CRAZE The explosion of digital book devices has been a godsend for both readers and presbyopes alike.

by Elmer Friedman, OD

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On The Cover: EYEVERTISE www.eyevertise.com

Departments EDITOR/VIEW .....................................................................................................4 MOVERS AND SHAKERS.................................................................................18 OPTICAL MARKETING ...................................................................................30 MANAGING OPTICIAN...................................................................................34 ADVERTISER INDEX .......................................................................................44 INDUSTRY QUICK ACCESS............................................................................47 LAST LOOK .......................................................................................................50

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EYECAREPROFESSIONAL

Editor / view

Magazine

by Jeff Smith

Rx for the Recession LAST SEPTEMBER the group responsible for officially marking the beginning and end of economic depressions and recessions – the National Bureau of Economic Research – made a significant announcement. Not only was the recession officially over, but it had in fact ended in June 2009. The indicators that economists use (manufacturing growth, GDP, etc) may say the recession is over, but I wonder if the average ECP feels that things are back to normal. In an AP poll from last month’s midterm elections, 80 percent of the general public’s main concern was the economy.

This month’s edition, as always, focuses on ways of increasing your profitability and quality of patient care. And in keeping with the ubiquitous issue on everyone’s mind, I would like to suggest some possible methods for dealing with the recession...

I mean “economic recovery”, and hopefully begin the New Year on the right foot.

It may seem like a cliché, but you just can’t say it enough – differentiate! Promote anything that the Chains don’t: “We repair your frame, we remove your scratched AR coating on the spot, we put new lenses in your current frame, etc.” Much of this work can be done yourself, without breaking your patient’s budget, and hopefully they will reward you when the economy really turns around.

Direct mailers/coupons (check out Groupon.com) offering $10-$20 off can be effective; often a specific dollar amount rather than a percentage discount has more appeal to people’s perception of a bargain. A lower cost alternative would be to call old patients, letting them know that their Rx is expiring or that their insurance coverage makes them eligible for a discount.

Using more POP materials can make the office look more stylish, while allowing you to display less frames. And if you need more inventory, ask your rep for quality, discontinued lines that cost a fraction of the original price, people will buy any good frame even if it is a couple years older than the newest models. If someone has insurance but they do not want new eyeglasses, offer them sunwear, readers or a spare pair for whatever price their insurance covers.

Contacting local businesses whose insurance you accept and offering them a discount for their employees can also be effective. When you get time, try doing free adjustments and repairs at senior centers. Bring promotional materials and set up appointments if you can.

I hope I have offered some useful tips. Be thankful that you work in an industry that not only helps people, but provides them with a necessity.

4 | EYECAREPROFESSIONAL | DECEMBER 2010

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

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

EDITORIAL OFFICES 111 E. Pennsylvania Blvd.

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

by OptiCourier, Ltd. Delivered by Third Class Mail Volume 4 Number 36 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 © 2010 by OptiCourier Ltd. All Rights Reserved

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Your patients’ vision is unique.

Why aren’t their lenses?

• Digitally-created backside progressives for most accuracy • Computer software selects from six corridor lengths for each patient’s Rx based on frame size • Extensive range of available lens materials • Fitting heights as low as 13mm • Versatile option for the majority of your progressive prescriptions

CALL TODAY FOR AGGRESSIVE PRICING!

1-888-557-LABS

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. ©2010 Signet Armorlite, Inc.

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RAVISHING

REDS 1. Trevi Coliseum Eyewear

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Clark 734 frames are constructed of the highest quality materials and feature genuine Swarovski Crystals and Mazzucchelli Zyl. It features spring temples for added comfort and durability backed by a two year warranty. These Italian made frames are available in 3 vibrant colors, Red Lilac (shown) Palladium and Light Brown. Sold exclusively in North America by National Lens. www.national-lens.com

2. Silhouette Introducing Titan Dynamics, the newest addition to its innovative and revolutionary collections. This understated and harmonious eyewear features a unique combination of natural lines and flowing airy design that contrasts between transparency and opacity. Like all Silhouette models, the Titan Dynamics collection is among the highest quality rimless eyewear in the world and is handcrafted in Austria with no screws. www.silhouette.com

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3. Arnette

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One of Arnette’s three new F/W 2010 releases, the Fire Drill (AN4143) is a vintage-inspired style with plenty of swagger.

It features a flexible Grilamid frame with oversized 6-base polycarbonate lenses, metal logo plaques on the temples, and a wide array of fun and vivid frame colors. Plus, it comes with polarized and non-polarized lens options, depending on colorway. www.arnette.com

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4. Jai Kudo Drawing from the natural world, artistic community and eyewear design archives, Jai Kudo’s F/W 2010 collection is comprised of 14 new styles and incorporates design influences ranging from the world of fine art to retro inspired models in both plastic and metal, all focusing attention on the wearer’s individuality, class and style. Shown is model 1814, in color P15. www.jaikudo.com

5. KBL Eyewear Silver City Aviator in Fiesta Red – This Aviator is an amazing shade of red that draws attention to the person who wears it.

It is a unisex frame that has a great fit for all faces. The colors of the KBL Aviators were inspired by vintage guitars. www.kbleyewear.com

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6. Revolution Revolution Eyewear’s Patented Bottom-Mounted Clip-Ons feature the auto-aligning “Mag-N-Socket” system that is now built into the frame, creating a sleek, streamlined appearance. Superior high quality, non-obtrusive spring hinges and the hottest styles and colors.

Featured is the REV693 in Red Lust. Other colors available are Cocoa, Black and Pink Sapphire.

Each set includes a polycarbonate polarized magnetic sun-clip-on. www.revolutioneyewear.com

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Theo

Jee Vice

Cinquante-deux features decorative rivets that give off a glazed appearance that contrasts with the frame. Although manufactured from titanium, the frames are visually heavy.

The corner-piece was folded with a special technique which means that the glasses acquire a plastic look. The side pieces can easily be adjusted for a perfect fit. www.theo.be

If you are looking for a fresh and modern interpretation of retro, you will literally fall in love with the Amoureuse, one of the latest 2011 Rx styles from Jee Vice. Hand made in Italy and available in red, black and deep brown. www.jeevice.com

Creations in Optics

Clariti Eyewear

Konishi Flex-Titanium frames take memory frames to another level. Konishi Flex is made of flex-titanium that gives just enough flexibility while still maintaining a rigid frame to ensure comfort. The line offers both traditional and embellished styles built with state-of-the-art technology making it possible to provide dramatic styles with seamless designs. www.claritieyewear.com

Alain Mikli For an intimate, luxurious experience, the matt collection covers the eyes with audacious restraint and dresses them with chivalrous camouflage, offering one’s gaze a ray as clear as a breath of private and reserved light. Alain Mikli draws an expressive style which frames the gaze strongly. The front is rimmed by two wide acetate bands, which suggests an assertive character for all those who do not suffer from vertigo. www.alainmikli.com

The Energie Tuxedo (ES014) boasts a retro-cool design. This Italian made sunglass/ RX frame is perfect for those looking for a classic shape with an edge. It is available in a variety of fun and dramatic colors. www.creationsinoptics.com

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R&R Eyewear

From the Bellagio Eyewear collection model 599 is funky and trendy with its bold red color and unique temple designs. This frame will add a touch of modern glamour to any woman’s wardrobe. www.rreyewear.com

Baby Banz

Adventure BanZ improve on our Original Baby Banz by adding an embedded silicone nose and brow piece for added comfort. The category 3 lenses offer high sun glare reduction and good UV protection. The frames feature durable, polycarbonate ophthalmic quality lenses, and have side adjustable Velcro, allowing for years of wear as the child grows. www.usa.babybanz.com

Hilco Real Kids Shades

Hilco has launched Leader Rx Sunglasses, a new line of fashion forward prescription sunwear, which feature 8-base wraparound styling with the processing ease and optics of 6-base lens mounting. The line includes eight styles, each supplied with plano polycarbonate sun lenses in 6-base adapters; over-molded temples for added comfort; deluxe carrying case; microfiber cleaning cloth; and sport strap. www.hilco.com

Corinne McCormack This new Corinne McCormack frame is bold and trendy. The chic-geek shape combined with the red and black front and transparent grey temples definitely makes a statement. www.corinnemccormack.com

Xtreme Chill® kicks it up a notch, delivering enhanced style and function; making it easier than ever for parents to protect their children with a complete line of RX able sunglasses that offer 100% UV protection. HighPerformance Xylex® frames are fitted with rubber-tipped temples that hold mirrored, extended shatterproof Revo lenses. Designed to fit children from when they’re infants through age 12, these styles are suitable for a full range of activities, from a pleasant day at the beach to the most demanding action sports. www.realkidshades.com

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Rudy Project

Luxottica

Made with pure carbon fiber, Kynetium, and our revolutionary ImpactX™ lens material, the new KarbonEye offers the best in terms of adjustability, optics, strength, comfort and performance. The KarbonEye features a revolutionary stainless steel temple core bonded with pure carbon fiber, an extremely light and durable material, and over injected with protective ergonomic megol. This unique piece is mounted to the new ImpactX™ photochromic shield, delivering both wrap-around protection and light management. www.rudyprojectusa.com

DY 4071 is part of the Sports Segment of DKNY. The frame is comprised of solid layers of colored acetate giving great depth to the color. The tear drop aviator inspired shape gives added sun protection and includes gradient APX lenses both for aesthetics and function. Metal inserts offer a unique triple brow effect by the bridge and, together with the DKNY dart logo plaque on each temple, give a modern twist to the style. www.luxottica.com

LISA LOEB EYEWEAR IS A HIT AND IS HERE TO STAY! Since the recent launch of the exquisite Lisa Loeb Eyewear Collection, a huge buzz has been created in the eyewear industry. Thousands of Lisa Loeb fans have eagerly awaited this collection, enthusiastically registering for information as to where they can go to purchase these frames at a location nearest them.

Lisa Loeb, Grammy nominated for her hit song “STAY”, is an artist well known for her iconic cat-eye frames. After years of requests from her fans, Lisa has partnered with Classique Eyewear to design and produce her first eyewear collection, inspired by her signature look.

The response to the collection has been overwhelming, from both eyecare professionals and frame wearers.

The Lisa Loeb Eyewear Collection is not only enticing because it is a celebrity endorsed collection, but also has current market appeal as the cat-eye, retro and vintage look hit runways this season. The collection can be worn from day into night, and has a look for every occasion.

The initial launch collection has thirteen frame styles, in up to four color palettes per style.

New and exciting styles in a variety of color combinations and sizes will be released throughout 2011, promising to meet the ever increasing demand from fans and various frame wearers in the US and worldwide.

To become an exclusive Lisa Loeb Eyewear stockist in your area, and be included on Classique Eyewear’s website store locator, call 1-866-604-5700 or go to www.classique-eyewear.com

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How Effective is your Practice Website?

By Joe Yogerst

“The times they are a-changin,” sang Bob Dylan, words that ring even truer today than when they were written more than 40 years ago. The Internet wasn’t even a twinkle in anyone’s eyes back in those days. But cyberspace has come to dominate modern life, especially when it comes to shopping and choosing a professional service.

No matter what your product, it’s no longer enough just to open shop along Main Street or at the local mall. You can no longer just advertise in the local newspaper or rely on word of mouth to attract new customers. Nowadays it’s all about having a presence on the web or getting left behind, because the times will continue to change with or without you.

■ Provide your client the ability to schedule an appointment online along with medical history forms to make your practice efficient.

■ Drive business to your practice.

Notice that selling something online is not one of those primary goals. That’s because most independent ECP’s and optical retailers have no desire to become the Amazon.com of the eye care world. But just because you don’t engage in actual Internet sales doesn’t mean you shouldn’t have an attractive effective website to drive new business and keep your current customers coming back for more.

More than 80% of Americans surf the web each day and more than 227 million Americans are active home Internet users. 75% have looked for health or medical information on the net.

In other words, more and more of your current and potential customers are letting their fingers due the walking (across a keyboard) rather than cruising Main Street or the mall in person.

For eye care professionals and independent optical retailers – the path ahead is crystal clear.

The only way to tap into this huge and everexpanding market is building and maintaining an effective website that gets results. But it can’t be just any website. A good decade into the internet generation, success online is achieved by having an active, dynamic website that provides your patients with these important features: ■ Introduces you and your business in a clear, concise fashion.

■ Acts as a research tool and information source on a range of eye care and eyewear topics along with educational videos.

Some ECP’s attempt to build their own template website and then find out that their competitor’s website ranks higher on search engines like Google. Study your competitor’s website. You may learn that your competitor is attracting new patients because their website makes a better first impression than yours.

Terry Adler, President of EyeVertise said, “The do-it-yourself template website approach can be a time consuming, frustrating process and the results are often substandard or abandoned.”

Others invest in the services of professional website builders like EyeVertise (www.eyevertise.com), which specializes in building optical websites and also hosts and manages sites once they are up and running.

Content provided by EyeVertise Inc.

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“After extensive research I decided to use EyeVertise,” says Dr. Evan Wolf (MD, PhD) of the Wolf Eye Center in Wasilla, Alaska. “They made it happen quickly, easily and affordably. Their expertise helped our website generate revenue and good traffic flow within two weeks of launch.”

AFFORDABLE OPTICAL WEBSITES EyeVertise’s professional graphics designers get it right! They will work with you to create a professional optical website that is informative and user friendly. Getting just the right look is critical as your website is often a patient’s first impression of your practice.

Template services may be cheaper but will cost you in the long run. They will cost you in time and reputation. Our solutions let you focus on what you are good at, eye care. While projecting an image that reflects your practice.

We don’t just build websites...we help you build your business!

Your website is equally as important as your practice brick and mortar location. Remember that your website is your new patient’s first impression and you have only one chance to reach out to them. Make it a good one!

• • • • •

Consultation by An Optical Professional Personal Graphic Designer Unlimited Modifications to Original Design Stock Photos Flash Design

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

PALs Selecting the Best Lens for You and Your Practice HERE ARE MANY PROGRESSIVE LENSES available for the eye care professional. With more than 200 lens designs to choose from, it is imperative that the ECP narrow down the choices to what works best for his or her practice, as well as the patient. The best way to do this is to select a lens that is easy for the ECP to fit and dispense and is easy for the patient to wear.

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Getting the Perfect Fit The most common problem with progressive lenses is not with the lenses themselves, or even with adaptation problems. The most common reason why a progressive doesn’t work for the patient is because of optician error. The most common optician errors are due to improper fit. These can be minimized or eliminated by keeping the following tips in mind.

Selecting the Frame The perfect frame will be lightweight and well fitted to reduce slipping. Adjustable nose pads are best to allow for fine tuned adjustment. The eyes should be well centered with an adequate B measurement and the overall width should not exceed the widest point of the patient’s features.

Frame Adjustment Always adjust the frame prior to taking the lens measurements.

Adjustments should be made just like they would be at dispensing. First, have the patient place the glasses on his or her face in the position in which it is normally worn. Now, look at the patient and observe how the frame fits. A proper fitting frame should have the following characteristics, if not make the necessary adjustments.

• The nose pads should lay flat against the bridge of the nose, exhibiting the proper splay angle to prevent digging or pinching on the delicate skin of the nose and inner eye.

• The frame front should have a pantoscopic tilt between twelve and fifteen degrees because you want the reading 14 | EYECAREPROFESSIONAL | DECEMBER 2010

area as close to the eye as possible to increase the reading width. Tilt changes the effective sphere, cylinder and axis of prescriptions, and an excessive amount of pantoscopic tilt can cause the patient to experience blurred vision and eye strain. There should be two degree’s of pantoscopic tilt for every one millimeter that the visual axis is above the datum line.

• The frame should have the proper face form wrap. This allows the frame to follow the natural curve of the face and enables the patient to have a wider field of view in the distance through increased peripheral vision. The same ratio applies here. For every one millimeter of decentration the frame should have two degree’s of face form.

• A close fitting vertex distance is important to prevent visual distortion. A proper vertex distance not only allows the patient to get the full benefit of the width of the lens corridors, but it is of extreme importance to patients who have prescriptions in the higher ranges. Changes in vertex distance change the effective power of the lens. The temples should be angled properly and well fitted at the temple bend and behind the ear.

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By pre-adjusting the frame, any fitting problems will be discovered early on and prevent the lens from being placed in an ill fitting frame. It will also minimize any fitting height errors that may result from measuring a pair of glasses that are fitting uneven, too tight or loose or exhibiting an “X” ing problem.

Taking the Fitting Height Eye care professionals should position themselves in front of the patient at eye level. Have the patient look off into the distance and with a marking pen, dot the center of the patient’s pupil. Remove the glasses and draw a one inch straight line across the dot. Next, have the patient put the glasses back on to verify where the fitting height is. The patient should be looking through the line. Now ask the patient to walk around the dispensary and then resume sitting. Observe the patient’s posture and stance in relation to the fitting height. Adjust the fitting height if necessary. Always verify the fitting height in this manner, even if you have the previous fitting height, because a patient’s posture and stance may have changed since the previous fitting as well as the vertex distance could be different, altering the segment position.

An alternate technique is to use a ruler and a penlight. This technique is similar to taking a PD with a ruler and a penlight, but the ruler is held vertically. You position yourself at eye level to the patient and have them look at the penlight which is next

to your eye. Using your free hand or a segment measure, measure from the bottommost part of the frame to the corneal reflection. This will be their segment height precisely.

One should note that a patient will normally have an uneven fitting height. Make sure that the uneven height is ordered. If it is not, the patient may exhibit distorted vision in each eye. This could be the result of: • one eye looking through the intermediate portion of the lens corridor while viewing the distance if both fitting heights are placed at the height of the higher eye.

• one eye not reaching maximum add power if the fitting heights are set to the height of the lower eye.

• uneven MRP causing a prism imbalance that may cause a problem when converging to near.

Pupillary Distance Monocular PDs should always be taken when fitting a patient with a progressive lens. The preferred way to measure the PD is using a corneal reflection pupilometer. This is the preferred method because they help eliminate parallax errors, they work very well on very dark irises, and are easy to develop accuracy with. The first step is to adjust the working distance dial to the distance setting which is infinity. Sitting across from the Continued on page 16

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patient, place the pupilometer on the patient’s nose with the forehead bar centered against the forehead. Ask the patient to look into the light and then move the paddle to the center position so that both eyes are open. Move the hairline to bisect the corneal reflex of each eye. The monocular PD is then displayed on the top of the pupilometer. As a side note, you only use the paddle to occlude one eye at a time when the patient is having trouble fixating with both eyes such as when they have strabismus. If you occlude one eye, the other will take up fixation and you can get a more accurate measurement.

Proper lens dispensing begins at the verification process.

Depending on the type of progressive chosen, the ECP may have to follow the manufacturer’s recommendations on how to verify the progressive. Some of the computer generated, free form lenses need to be verified using the company’s compensated prescription that they send back to the dispensary with the finished glasses. This is because the older technology of the focimeter, or lensometer, does not verify the advance design of these lens designs very well. If this is the case for the progressive lens that is chosen, be sure to follow the directions carefully.

To verify that this measurement is accurate, the machine should be calibrated at least weekly. In order to verify accuracy, you should set the PD to 32/32 and place a ruler against the hairlines. The measurement should be 64. If it is, then the calibration is complete. If it is incorrect, note the difference, measure again at 29/29 and 35/35. If the pupilometer is off the same amount in each case, remember to adjust the measurements taken to correct them until the pupilometer can be sent for calibration. If there is no consistency, stop using the pupilometer and send if off for repair.

In other cases, verify the lens as normal.

If the pupilometer is unavailable, the ECP can measure the PD by measuring from the center of the bridge to the pupil dot that was placed on the lens when determining fitting height or utilize the corneal reflection method to the middle of the bridge.

Taking additional measurements Some measurements are required for the newer, free form lens designs. These are: ■ FACE FORM WRAP – Frame wrap can be determined using a face form wrap protractor. This is a simple chart that you can get from many lens manufacturers.

■ VERTEX DISTANCE – Vertex distance can be measured very accurately with a distometer.

■ PANTOSCOPIC TILT – Lens manufacturers can usually provide a tool to help measure pantoscopic tilt. One such tool is the Zeiss Individual™ Panto and Vertex Tool.

When taking the pantoscopic measurement using this tool, it should be taken vertically, parallel to the face and perpendicular to the patient’s forward facing gaze.

The ECP should also verify that the selected lens will cut out by utilizing the cut out chart before submitting the order to the lab. This will prevent a patient from losing add power, having to come in for a frame restyle, or from having to issue the patient a patient satisfaction refund.

The Art of Dispensing the Lens Verifying the power 16 | EYECAREPROFESSIONAL | DECEMBER 2010

• Mark up the progressive using a lens cut out chart, if the lens was not received with markings already in place.

• Verify the distance prescription in the distance circle. This is the best place to check the power.

• Verify the near prescription. The easiest way to verify the near prescription is to utilize the engravings present on the lens but it is best to verify the prescription via the lensometer. If you use the near circle, be sure to place the front surface of the lens against the focimeter, verify the distance first, and then verify the add power.

• Check the prism at the Major Reference Point (MRP).

This is also called the Prism Reference Point (PRP). All progressives have a prism ground into the lens for thinning purposes. This helps reduce the overall weight of the lens and improves the appearance of the progressive. The prisms are usually an equal amount of vertical prism so therefore there are no prism imbalance or convergence issues to affect the patient. Therefore, this prism would never be seen in the lensometer. The MRP or PRP is to either verify the amount of prism that was prescribed or to determine that no prism has been mistakenly induced.

Double checking the fit After adjusting the frame to fit the patient comfortably, make sure that the fitting cross is fitting at the center of the patient’s pupil. Make minimal adjustments if necessary to ensure that the progressive is centered properly. If there is a centration problem with the lens that cannot be corrected and still maintain a comfortable frame adjustment, then remake the lens. Centration problems will result in a narrowed field of view, especially at the intermediate area. It will also cause the patient difficulty in transitioning from the distance to near portion of the lens.

Educating the Patient Once the patient has his or her glasses on, reiterate how a progressive lens works. Explain to the patient the limited peripheral view areas and how to lower the eyes, not the head,

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in order to see through the corridor properly. Also, demonstrate the head movements that are necessary (moving the chin) to see everything clearly. These are best analyzed by utilizing a reading card to display the near and intermediate areas of view and having the patient look off into the distance.

Making it easy to wear Most of today’s progressive are very easy for the patient to adapt to, especially when care is taken during the measuring and dispensing process. However, sometimes issues occur.

This is when trouble shooting must be done.

• Verify, verify, verify – This means you should double check everything.

• Ascertain what the patient is having difficulty seeing.

The general statement “I can’t see anything out of these glasses” can mean that the patient is having difficulty reading, working on the computer, or driving.

• Use active listening skills to help narrow down the problem, i.e. “I have to lower my chin to see in the distance,” may mean a fitting height that is too high due to an improper measurements or adjustments.

• Determine if there is a common adaptation issue that is creating the problem such as going from a lined bifocal to a progressive or a significant change in lens design or prescription.

• Is the patient the problem – do they have realistic expectations, do they have the ability to focus or converge properly, or do they know who how to use the lens?

If all of these issues have been looked at and eliminated as the causal factors for the patient’s problems, then refer the patient back to the referring physician. At this point the problem is either medical or an issue with the refraction.

Giving the patient the best experience Patients go to a practice because they expect the best, and it is the job of the eye care professional to give it to them. It is imperative that the patient be offered the best in knowledge and fitting skills. When an eye care professional takes the time and care to get it right the first time, it really makes an impression on the patient, enhances the ECP’s reputation, increases the patient base for the practice and significantly reduces the amount of spectacles that need to be re-made. ■ With contributions from Brian A. Thomas, P.h.D, ABOM

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Movers

AND

Shakers

Alcon

Marchon

The Alcon, Inc. board of directors elected Dr. Daniel Vasella as its chairman of the board, replacing Cary Rayment who had served as chairman since 2005. Dr. Vasella is also chairman of the board of Novartis AG, which Daniel Vasella became Alcon’s majority owner after it purchased 52 percent of Alcon’s shares from Nestle SA last August, bringing its total share ownership to approximately 76 percent. He has served on the board of Alcon since 2008. Rayment will remain on the board and will serve as its vice-chairman.

Marchon has announced the executive appointment of Mark Ginsberg to senior vice president of global marketing. In addition to his current responsibilities as senior vice president of fashion brands, design and prodMark Ginsberg uct development for the New York portfolio, Ginsberg will now also be responsible of the corporate global marketing services for Marchon. Ginsberg will report directly to Claudio Gottardi, president of Marchon and CEO of Marchon International.

Bausch + Lomb

VSP Global

Bausch + Lomb has named Mariano GarciaValino to the newly created role of corporate vice president and president, Latin America. He was most recently an operating partner with Advent International, a global private equity Mariano firm, where he focused on investment opportuGarcia-Valino nities in the Latin American health care industry. From 2001 to 2009, he served in multiple roles with Pfizer Inc., including a position as head of Pfizer’s largest operating group in Brazil.

PRIDE Industries, a leading employer of people with disabilities and a recognized service provider of manufacturing, supply chain, logistics and facilities solutions to business and government agencies nationwide, Rob Lynch announced the addition of Rob Lynch to its board of directors. Lynch is president and CEO of VSP Global, which includes VSP Vision Care, the largest not-for-profit vision benefits and services company in the U.S. with 55 million members.

Bausch + Lomb also announced that Joseph Barr, O.D., M.S., F.A.A.O., vice president, Global Clinical & Medical Affairs and Professional Services, Vision Care, has received the American Academy of Optometry’s 2010 Max Schapero Joseph Barr Memorial Award. The award is presented annually to a clinician, researcher or scholar who has made a significant contribution to the cornea and contact lens field by virtue of his/her publications, lectures or research efforts.

Wisconsin Vision Associates WVA (Wisconsin Vision Associates) has appointed Chad Moder as director of sales.

He formerly was a regional account manager for Bausch + Lomb. In his new role, Moder will oversee and help provide direction, marketing Chad Moder resources, and support to WVA’s 21 field reps.

WVA is a full service contact lens distributor and buying group, and was founded by Dr. Robert Fait in 1981 in Burlington, WI.

Prevent Blindness America Prevent Blindness America announced that Dr. Melvin D. Shipp, dean of The Ohio State University College of Optometry, has been named president-elect of the American Public Health Association (APHA). Jeff Todd, COO of Melvin D. Shipp Prevent Blindness America, has been named chair-elect of the Vision Care Section of APHA. Both men start their one year term in Nov 2011.

Dr. Shipp has worked with the Food and Drug Administration, the Health Resources and Services Administration, the National Eye Institute of the National Institutes of Health, and the Centers of Disease Control and Prevention. At Prevent Blindness America, Jeff Todd works to expand external partnerships and communication within the vision and eye health community.

18 | EYECAREPROFESSIONAL | DECEMBER 2010

Will be missed...

Brandon Moore, A&A Optical Vice President, and industry veteran, passed away at his home in Lubbock, Texas, on October 28, 2010, after a long progression of illnesses. Brandon joined A&A Optical in 2001 as a sales consultant and Brandon Moore had steadily built a distinguished career over 9 years with A&A, overseeing sales and marketing and holding a series of senior roles, which culminated in his partnership and minority ownership in the company.

Services were held on Nov. 1 at the Cumberland Presbyterian Church in Lubbock, Texas. Notes to the family can be directed to: The Moore Family, 8503 Salisbury, Lubbock, Texas 79424.

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Dispensing Optician Judy Canty, ABO/NCLE

GOING GREEN

temperature to be effective, yet leaving them hot all the time can cause the dyes to break down and compromise quality and consistency. Are there rooms that do not need lighting all day, such as stock rooms, break rooms or rest rooms?

Installing motion sensing light switches allow the lights to remain off until someone enters the room.

2. Green your IT. Shut down computers when they’re not in use and change settings so that they can enter “sleep” modes when inactive for a significant length of time. When purchasing new computers, consider ones that are EPEATcertified (Electronic Product Environmental Assessment Tool) and give some serious thought to replacing desktop computers with laptops. Laptops use 90% less energy than desktop units.

3. Keep your cool—and warmth—with maintenance.

Schedule regular maintenance on your HVAC systems, including new filters on a regular basis. Replace old equipment with newer Energy Star rated units to help reduce your energy bill.

What does “going green” mean to you and your practice?

Probably more than you realize. Even during an economic downturn, the business community has realized that the benefits of becoming environmentally responsible are more than just a trend. The benefits include increased profitability, increased positive consumer opinions, and a healthier workplace environment.

Cindy Olson, VP at Eco-Coach, Inc. offers 10 strategies that will help you decide where and how you can begin to “green up.”

1. Measure your energy use. If you don’t measure, you can’t change. Lighting, for example accounts for about 30% of electricity used in office buildings. You’re probably already using fluorescent bulbs in your overhead lighting, but there may be other light sources where CFL’s (compact fluorescent lamps) can be substituted. Are you using a bead pan in your lab, or a hot-air frame warmer? Bead pans need to be heated all day, air-warmers are “on demand.” Are you tinting in-house? Tinting units need to remain at a constant 20 | EYECAREPROFESSIONAL | DECEMBER 2010

4. Save water and money. Remind employees to conserve water when possible and consider installing motion sensor water faucets on every sink. At the very least, every faucet should be fitted with an aerator.

5. Recycle and use recycled products. Products made from recycled glass, plastic, paper and metal reduce carbon emissions because they take less energy to manufacture.

Scour your office supply catalogues and stores for recycled office supplies. Are recycled ink cartridges available for your printers/copiers? Consider using a recycling service to dispose of everything from shredded records to old electronics. And always follow the manufacturer’s directions when disposing of any and all waste material from the lab. You’ll feel better and won’t be bothered by those pesky OSHA inspectors.

6. Use less paper and recycled paper. 85% of all office paper is discarded annually. 85%! I thought this was the dawn of the paperless office! Use “print preview” when possible and purchase recycled printer/copier paper. Better yet, keep a tray next to printers and copiers to hold single side printed paper to reuse and if what you’re doing requires more

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than one printed page, use the double sided printing option.

Holding a big staff meeting or training? Project the agenda electronically.

7. Buy less and reuse. Purchasing supplies and inventory with recycled content not only encourages the recycling industry, it conserves energy and natural resources, saves energy and reduces solid waste, greenhouse gasses and air and water pollution, while creating new jobs.

8. Cut down on office transportation and business travel. Incentivize carpooling or use public transportation to get to the office. Consolidate those trips to the bank with other trips, like “breakfast/lunch/snack runs” or talk with your banker about electronic bank services that will allow you to deposit checks electronically along with your credit card payments. That may allow you to reduce trips to the bank to only those times when you must deposit cash.

9. Get staff involved. Your employees know best where savings can be made, so encourage and reward their efforts.

Start in- or inter-office competitions to maximize savings and increase the impact of recycling on your bottom line.

10. Provide leadership for “going green.” Nothing signals your commitment to going green than appointing an executive or senior level staff member to oversee your program. Keep everyone, from staff and patients, informed on your efforts and your progress in reducing costs and saving our planet.

How does the optical community address environmental responsibility? Here are a few of the companies who have made a significant commitment to the green movement.

Vision-Ease Lenses— Though the finished product is a small lens, the eyewear industry as a whole makes a large impact on the environment. Vision-Ease Lens is reducing its carbon footprint, maintaining its operating principle to be a good corporate citizen and setting new sustainability standards for lens manufacturers.

As of March 1, 2008, all VEL products manufactured in its Ramsey, Minn.–facility are being made with 100 percent renewable energy. Beyond setting a new standard in the lens industry, VEL commitment to sustainability marks one of the largest industrial companies with 100 percent renewable energy in Minnesota.

This effort builds on significant conservation and recycling efforts that VEL has had in place over the past several years, and sets the stage for a long-term, corporate-wide initiative...

Each pair of lenses produced at Ramsey using renewable energy eliminates 10.5 pounds of CO2 emissions. With renewable energy, the production of VEL lenses delivers the following comparable CO2 reductions: • Each pair of lenses is equivalent to the carbon sequestered by one tree seedling for one year • Two pair of lenses avoids the carbon release of one gallon of gasoline consumed • 100 pair of lenses is equal to the carbon release of one barrel of oil • 1,000 pair of lenses is equivalent to the reduction of one passenger vehicle for ten months • 10,000 pair of lenses equals the reduction of carbon release of the electricity to power six homes for one year Link Eyewear—Linkskin debuted in early 2008, and received the Silmo d’Or 2009 Special Prize, Environment for its use of recycled materials and its recyclable frames. Linkskin uses recycled plastic files and boxes made from .5 to .6mm translucent polypropylene, a thermoplastic polymer noted for its lightness, durability and resistance to chemicals to form the frame fronts and stainless steel or beta-titanium as a supporting structure for the fronts and temples. View the collection and read their story at www.linkskin.com.

Nouveau Eyewear—The Global ReLeaf Collection is designed for men and women using lightweight zyl and stainless steel materials in soft earth toned color themes. For every Global ReLeaf frame purchased, Nouveau will plant a tree through American Forests (www.americanforests.org), an organization formed in 1875 as a non-profit citizen’s conservation organization. See the collection and read their story at www.nouveaueyewear.com.

Why go green? According to the Environmental Management Assistance Program (www.askemap.org) the benefits include: ■ ■ ■ ■ ■ ■

Saving money Earning consumer and community trust Complying with government regulations Creating new market opportunities Increasing efficiency and productivity Cultivating employee trust and loyalty by creating a safer, healthier workplace ■ Reducing your carbon footprint by lowering greenhouse gas emissions For 2011, add this commitment to your strategic plan and watch your practice flourish! ■

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

Developing Support For Educating Opticians This past month, I described an exciting new opticianry organization, The Society for Advanced Opticianry (SAO).

HE SOCIETY has sparked a flame in many different segments of the country, and even has an ongoing discussion on OD Wire, a discussion forum for optometrists led by my good friend, Dr. Paul Farkas and his very capable son, Dr. Adam Farkas. These gentlemen have invited the leadership of the society to join OD Wire in one of their open threads to discuss the purpose of the organization. Most of OD Wire is open only to optometrists, but they do have open sections they offer for free dialogue, and have encouraged our joining and participating. I encourage you to join in. If we can develop a clear understanding between the Os, it may prove fruitful for both sides. I do offer this warning: as you venture into this forum, you will find a few ODs a bit unfriendly towards opticians. That is OK, and to be somewhat expected.

What I found interesting is that the folks there were largely concerned that this was merely a new path to allow opticians to provide refraction services. This seems to loom large in the minds of the general OD.

T

I want to emphasize here that while I believe that opticians can and should be allowed, with proper training and in the right clinical environment to perform refractions, the society does not list that in its mission statement. What we wish to do is provide some recognition for those who have gone the extra mile in educating themselves and gaining advanced-level certifications. This should be appreciated and supported by other professionals, because it will allow opticians to provide a better level of patient care. That is a positive for us all. If the contemporary optician can think more critically, and communicate more effectively, it will be a big step forward. We need to require all opticians to graduate from a formal program, and this is simply a step in that direction.

22 | EYECAREPROFESSIONAL | DECEMBER 2010

Developing the Framework There must be an educational framework developed that will allow those who want to be a member of this organization to gain a recognized degree if they do not have one. The society’s board of directors and executive leadership is working to do just that, and I hope, when it is developed, that many opticians without a formal education will want to upgrade their credentials. If not, that is OK as well, because our main focus is upon the future optician. However, allowing those currently in practice to improve themselves is a worthy goal. We want to provide the stimulus for new and existing folks to reach beyond the current educational quandary that currently exists in this field, and be able to move us into the future with a better understanding of the world of ophthalmic optics.

Many have said to me over the years that they would love to really learn the theory behind what they do every day, but simply cannot return to school and leave their jobs. That is completely understandable, and in today’s world you do not have to completely change your life to go back to school. There are a plethora of methods to accomplish that goal, and we will attempt to address several here, many currently available.

Technologically-Mediated Programs Online learning has been long debated for its efficacy in higher education. Many colleges and universities that embraced these programs in their infancy have now abandoned their online programs altogether, but some persist. It would appear that the most successful online programs are the graduate programs because the learner is generally highly motivated and already understands what they need to do personally to learn. In opti-

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cianry, the most appropriate place for online learning is where the traditional brick and mortar institution is simply unavailable. Even under those circumstances, the lecture portion of the curriculum is the area that is most appropriate to be taught via online. Laboratory classes that are taught online are simply substandard. Be wary of any program that does not require on campus testing because that is simply the only way that educational integrity can be preserved. The National Federation of Opticianry Schools (NFOS) long ago developed a degree program that can be offered at any community or technical college and they are willing and able to assist in the development of new programs whether that new program is a hybrid of online and traditional or all traditional education.

I hope there will be other opportunities for the eager optician in the future. Even an institution like Penn Foster College, a distance learning institution that has been around for many years, has now developed a bare-bones program to train opticians. I am not familiar with the program or its quality, but have seen some advertisements for it. We will see how it stacks up as time passes.

Experiential Learning Did you know that there may be formal recognition for what you already know, and can document? Some colleges and universities allow you to complete what many refer to as a Learning Portfolio that may be reviewed and appropriate college-level credits issued for those experiences. This is likely a standard approach at most every college and one that I used in completing my degree many years ago. It is certainly not new, and may

“If the contemporary optician can think more critically, and communicate more effectively, it will be a big step forward.” be available to you as well. There are also colleges that will build a degree around what you may have completed in college coupled with work or life experience. There can even be college credit given for some professional continuing education credits that you may have completed over the years. Charter Oak University in Connecticut is one such example specifically for ophthalmic science. Talk to your local college about these opportunities, and look to SAO for help as it develops.

Equivalency Examinations The College-Level Examination Program (CLEP) is a widely used program that allows one to test out of many different courses. I would encourage anyone who seeks to complete a degree to take a look at CLEP and use it as a short-cut to gain

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credit. Some may say this is “cheating”, but universities and colleges recognize them across the board for transfer credit and they are widely used. Information can be found at the following address online: www.collegeboard.com/student/testing/clep/about.html. As a side note, if you are successful with a CLEP examination, your college transcripts will show the credit as coming from Princeton University!

The Defense Activity for Non-Traditional Education Support (DANTES) was designed primarily for the military, but it is also available for civilians for a small fee. These tests cover a wide variety of subject areas and provide a second short-cut to academic credit. They can be found at: www.dantes.doded.mil/Dantes_web/DANTESHOME.asp.

There are others, but these are the primary examinations used.

If you feel confident, but still need to develop a deeper understanding of the process, go to: www.bain4weeks.com and see how a gentleman named Lawrie Miller completed his degree in four weeks by testing completely out of the 90 or so hours he had remaining. It is a worthwhile read if a degree is in your plans.

Recognition for Existing Credentials The American Council on Education is an organization that reviews existing programs and provides credit for those

24 | EYECAREPROFESSIONAL | DECEMBER 2010

activities deemed appropriate. The ABO/NCLE has been approached about having their examinations reviewed for such credit and hopefully we will see something like that in the very near future. In the past, Professor’s Raymond Dennis and Rene ‘Skip’ Rivard worked with Charter Oak State College in Connecticut to develop a Bachelor’s Degree completion program for opticians, which is still available. This degree utilizes some of the ABO and NCLE examinations for college credit along with some professional continuing education certifications that are also granted college credit. If these and the advanced-level examinations were officially reviewed, many opticians would have a substantial amount of credit already in hand towards a recognized baccalaureate or associate degree at the college of their choice. With the ABO/NCLE seeking an ACE evaluation at some point, there will be yet another avenue so that all opticians who pass these examinations will gain some level of recognized college credit.

Conclusion I offer this article as food for thought. I hope it makes you think about the needs of the profession in the future. Keep in mind, opticians still must have all of the technical expertise that qualified opticians currently possess, but gaining a solid educational credential should be required as well to allow us to secure a larger seat at the professional table. ■

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The Mobile Optician Ginny Johnson, LDO, ABOC

Another one bites the dust...

“Steve walks warily down the hall with his head tucked way down low.

Ain’t no sound but the sound of his feet , his belongings ready to go.

Are we ready? Hey , are we ready for this?

Are we hanging on the edge of your stools?

Out of the doorway the manager rips, to the sound of the beat , Yeah...

Another one bites the dust...

Every practice needs a good dusting from time to time.

Some practices probably need to clean house.”

F WE ONLY KNEW ahead of time some of the dirt on people before we hired them. That sure would save a lot of time and money. Not to mention relieve us from allergic reactions to co-workers. If all else fails we must dust ourselves off and try again. Seems we’re always in search of a spotless crew so the practice will sparkle.

I

What’s the grime scene looking like in your practice? You might need to clean up some of these common dirty areas:

The other day I was sitting in the reception area of an optometric practice and a patient was sitting across the room filling out paperwork. The patient asked how much their eye exam would be. The ECP responds, “He normally charges $90 but I can see if he will do it for $60, do you want me to ask him for you?”

The unnecessary trash talk of lowering prices or discounting fees because you assume the patient is going to experience sticker shock needs to be erased from your vocabulary. I understand that times might be tough right now but there is a fine line as to what is healthy for the practice. Remember that the practice’s rent, payroll and electric bill aren’t going to be discounted just because your products and services are. Offering a discount right off the bat looks like the price was inflated in the first place.

Are you kidding me? What kind of trash talk is that? Throwing away $30 of the doctor’s fees for no reason. If the ECP did that same scenario two times a day, it would cost that practice over $13,000 a year. That’s not something to just sweep under the rug.

Be careful when offering inconsistent discounts to your patients. You will find them waiting for your next big sale.

Seeing them on average every 2+ years doesn’t justify giving them a discount just because they walked in the door. You may run into a sticky situation if you give a patient a discount and

28 | EYECAREPROFESSIONAL |DECEMBER 2010

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Optical Marketing Lindsey Getz

Creative Sales Tools Contests, Promotions and other interesting sales efforts are a simple way to boost revenue and gain new clientele.

RR

UNNING CONTESTS, promotions, giveaways, and other special events in your dispensary is a great way to drive sales while generating customer loyalty and perhaps even bringing in new business. It can be a simple gesture or a big event—either way, the pay off will likely be greater than the expense.

At Lotus Vision in Alpharetta, Ga., office manager Danielle Norcross, COA, says that contests have helped the practice grow. In October 2008, when Ajit Nemi, MD, moved to the Atlanta area from Las Vegas, where he was previously practicing, he had no patients. But the business grew steadily from there and Norcross says that running contests and promotions has made a difference. “We’ve never had to advertise, other than the Yellow Pages or some flyers,” she says. “We have just done some little things to show our patients we care and it’s gone a long way.”

One of the successful giveaways that Lotus Vision ran was a drawing for a free three-month supply of contact lenses. As a practice that also offers aesthetics services, they’ve also done giveaways for free Botox treatments. Currently the practice is working on a drop-card box for business cards. “People can drop their business card in for a chance to win free Juvéderm,” says Norcross. “It’s a small investment to make to gain all of those contacts. And even if you develop just one long-term patient out of it, it’s worth the small expense. Dr. Nemi is the

30 | EYECAREPROFESSIONAL |DECEMBER 2010

one who really drives these ideas.

He has been a patient himself and understands the demographic. He knows that people need that extra kick in this economy.”

Even small prize giveaways really can make a difference. Nathan Bonilla-Warford, OD, FAAO, of Bright Eyes Family Vision Care in Tampa, Fla., says that patients enjoyed participating in a hot sauce giveaway he ran. Bonilla-Warford says he positioned a bottle of the hot sauce near the contact lens solution. There weren’t any promotions or announcements about it, but if patients happened to notice the bottle, and inquire what it was, they could get it for free. The only requirement was that they needed to have their photo taken with the bottle of hot sauce and by the Bright Eyes logo. Bonilla-Warford then had the photos posted online.

This simple giveaway packed a lot of benefits. It promoted the local hot sauce brand, which was sold by one of the practice’s patients, while also positioning Bright Eyes as a place that’s fun—but more importantly, as a place that’s memorable.

“We want patients to see us as more than your run-of-the-mill eyecare practice,” says Bonilla-Warford.“Doing fun contests like this generates interest. Some patients were really excited to get a free bottle of hot sauce and thought the idea was kind of cool.”

Of course larger scale efforts are sure to be memorable as well.

Fenton Family Eyecare in Fenton, Mo., recently ran a trunk

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show that office manager Mary Helton says had a big turnout.

As a new business, open only a little over a year, they saw a trunk show as an opportunity to open the practice up to potential new clients. The trunk show specials offered 40 percent off of retail price for frames and featured two vendors—Coach and Kenmark. Refreshments were provided and it ran like an open house, with people coming and going anytime between 3 and 7 p.m. “It was better that way and not as hectic, and with the later hours people could come after work,” says Helton. Sara Day, OD, the practice’s doctor, made the decision to not run patients during the event so that she could mix and mingle with the crowd and get to know potential future patients. It meant putting out some expense but Helton says it most definitely paid off and generated a lot of interest in the practice. They plan to make it an annual event.

Getting the Word Out Social media is a great way to promote an event or even be part of the contest itself. Tony Sterrett, practice administrator for Price Vision Group in Indianapolis, Ind., says he started a Facebook fan page for the practice about a year ago and currently has just under 3,000 fans. “Our latest Facebook campaign was an ‘Awesome Eyes’ contest,” explains Sterrett.

“We asked our fans to post their pictures in our ‘Awesome Eyes’ album so other fans could vote for them. The contest ran for one month; any longer and we wouldn’t have held their interest. The contest boosted our fan base because after entering their eyes, they would ask their Facebook friends to ‘Like’ our fan page so they could vote. We received 40 entries and added about 200 fans. The top three winners each received a pair of Maui Jim’s Sunglasses.”

Sterrett says the practice will also offer discounts and other specials to Facebook fans from time-to-time. Most recently they offered a Buy-One-Get-One (“BOGO”) offer on LASIK where patients could pay for one procedure and get a second at

half price. He says that while contests and promotions on Facebook can be a great success, that overdoing it can be a big mistake. “I think it is a mistake to alienate our fans by pushing too much marketing at them at once,” he says. “I monitor other fan pages and I see that mistake made often. If people see too many postings from me they may ‘Unlike’ us. Instead, we try to make it fun.” Sterett says he also tries to spread out contests and promotions. The timing is important!

Bonilla-Warford has also used social media to promote and run his contests. For a Coach sunwear giveaway he asked participants to post a comment on his blog or on Facebook and/or Twitter. The response yielded some highly creative comments.

Bonilla-Warford says he has found that Twitter can also be a great place for these types of efforts. One of the contests he ran was for a free pair of Tiffany and Co. sunglasses. For the giveaway, all tweet replies counted for one entry and all re-tweets counted for 10.

Bright Eyes also hosted the area’s first-ever “Tweetup,” which is essentially a meet-up where people who use Twitter can mix-and-mingle in person. Bonilla-Warford partnered with a local restaurant to also provide food and wine tasting.

While most of these types of events require very little cost, they can leave a lasting impression on participants. The winner is likely to become a loyal customer and refer his or her friends and family. Plus, contests and other promotional events generate interest and that alone can bring in new patients.

“In a nutshell, I think our idea has been to make everything as interactive and interesting as possible,” says Bonilla-Warford.

“We want to give people a reason to become engaged and to share what we do with their friends. We’re in tough times right now but putting out all this good will is an easy way to get people interested in what we’re doing. And it really doesn’t take much money. In the end it’s something that’s fun for everybody to participate in.” ■

Revolution Eyewear Wins Patent Case Filed by Aspex Eyewear Revolution Eyewear, Inc. announced last month that it won a total victory in a patent infringement case filed against the company and its president, Gary Martin Zelman, by Aspex Eyewear, Inc. The U.S. District Court for the Southern District of Florida granted Revolution’s motion for summary judgment of non-infringement of United States Patent RE 37,545 (‘545 patent) in Aspex Eyewear, Inc., et al. v. Marchon Eyewear, Inc., et al., No. 09-61515. The Court ruled that Aspex was legally barred from pursuing its patent infringement claims against Revolution’s bottom-mounting magnetic clip-on eyewear.

The Court also granted summary judgment in favor of Marchon Eyewear, Inc., which sells bottom-mounting eyewear under a license from Revolution.

The Court confirmed the ruling of other courts that Aspex’s ‘545 patent is limited to top-mounting magnetic clip-on eyewear. Aspex has filed a number of lawsuits against Revolution and other eyewear companies alleging infringement of patents acquired by Aspex.

Revolution is hopeful that the Court’s strong decision will finally stop Aspex from filing questionable lawsuits and instead allow fair competition in the clip-on eyewear industry. “My college motto was Je Maintiendrai, which means, I remain steadfast,” said Mr. Zelman. “We’ve had our challenges with Aspex, but we’ve remained steadfast and won the war by selling the industry’s best magnetic clip-on system.”

DECEMBER 2010 | EYECAREPROFESSIONAL| 31

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he gets on his soap box and tells his buddies who were all charged full price. Sometimes lowering your prices can get ECPs in hot water.

Pests can be very annoying. Keeping your crew members that are pests under control can be difficult without the proper exterminator. If not caught early enough, pests can breed and before you know it the practice can become infested with them.

Pests can be costly to the practice and they can quickly drain the life out of the rest of the crew. Pests are likely to be found wandering around the breakroom or exploring areas in the practice where they do not belong. They are sometimes hard to catch and when you finally do you just want to zap them. A reputable exterminator is able to balance the act of removing the cause of the pests without having to fumigate everyone.

Having a written list of duties might sound old school but the majority of our senses are through sight not memory. To help us polish up our act it is best to have in writing what needs to happen in order for the practice to sparkle. When we have a hard time delegating duties or our minds are over cluttered with pending work it is hard to get lasting results. Have each crew member write down what they believe to be their strengths and any of their not so strong points. Match strengths with job duties. How can crew members expect to shine without a written proven formula to follow?

It’s good to step out and get a breathe of fresh air though out the day. Even if you don’t break for lunch you should not stay

stuck at the same desk for hours on end. This can cause you to become toxic or ill with your work by the end of your shift.

Your toxic germs travel fast and patients can catch on to your virus and may never recuperate. If it has gotten to the point where the practice can’t survive without you right there every second then it’s time to ventilate the place. You better start circulating some of that knowledge before you are forced out or burn out and walk out.

Organize your practice so that all crew members are familiar with its layout and the whereabouts of all the tools needed to do their jobs. Try to keep the areas of the practice that are in the patient’s view as clutter free as possible. Go green and recycle.

Make sure to shred any confidential documents instead of throwing them away. Don’t forget to donate any excess or discontinued items to your favorite vision charity before year end.

Keep a checklist of frequently used office supplies in a common area for reordering. This saves time from having to go around the office to find out what everyone needs. As petty as it may sound, collect local restaurant menus and store them close to the landline. Deciding what is for lunch when ordering as a group can be a real time waster when having to call or surf the internet for menus.

There’s no “i” in “team” and we’re all in this together. Do your very best everyday. Now get back to work you awesome dust busters! ■

Transform a life this Holiday Season Living in a remote area of Malawi, Africa, John was placed in a class for blind children.

And yet a simple eye exam and pair of glasses was all he needed to see clearly.

“My life has changed because in class I have improved because I see enough. I’m very happy because so many things which I can’t see, I will now see.”

Please donate today and give the gift of vision this Holiday Season.

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Managing Optician Anthony Record, ABO/NCLE, RDO

Thriving While Surviving At the risk of stating the obvious, times are tough these days. In 2009, sales for small businesses in the United States were off by nearly 7%. In malls and shopping plazas across the country it seems the most visible sign is the one that reads “For Rent.” As a small, independent, retail optical owner/operator I knew we were in trouble in late 2008.

STARTED TO SEE A DISTURBING TREND: The prescriptions that were walking through my door, rather than being two or three days old, were three to six months old. Some were nearly a year old! People simply didn’t have any or were unwilling to part with their money.

The number of people who asked if they could put their new prescription into their old frame (to avoid purchasing a new one) soared. Despite all of these things, I am proud to report that in both 2008 and 2009, my optical shop realized not-too-shabby 10% and 12% increases in gross sales respectively over the previous years. So here are some thoughts for thriving while surviving what has been described as the toughest economic era since the Great Depression.

I

Be thankful you’re small. That’s right, thankful. Because you’re small, you are nimble. Once you decide what it is you need to do, you can do it! You don’t need to consult some board of directors or ask for permission from some out-of-touch regional manager. You can put your ideas into action immediately. That’s a great thing! Once you implement an idea, closely monitor its efficacy. After a month or two, if what you implemented is working (increasing sales, for example) keep on keeping on. If, however, you are seeing no positive effect on your business, you’ve just discovered a beautiful thing – your bright idea wasn’t so bright. Stop what you had been doing (and here’s a novel idea) try something new! That kind of analysis and action might take a behemoth corporation a year or more to discover. And don’t be afraid to try new things. Remember, if

you always do what you’ve always done, you’ll always get what you’ve always got.

Ask and you shall receive...usually.

In The 7 Habits of Highly Effective People, author Stephen Covey reminds us in his seventh and final habit to Synergize.

Simply stated, synergy means that together we are stronger than we are alone. Even in tough times, the Abundance Theory rules. There is plenty for all. For example, maybe you decide to offer a 25% discount on second pairs to encourage patients to buy that pair of sunglasses they might otherwise do without. You call your wholesale lab and ask if there’s anything they can do to partner with you and your promotion. Voila! Your lab rep asks if 50% off same Rx second pairs for 90 days would help. Yes it would!

You would like to put some new frame styles in your collection, so you agree to meet with your frame rep. There are 50 frames you’d like to purchase, but you’ll have to ask for some special consideration – 90-day billing, 10% off, consignment, etc.

I guarantee you one or two of those things will be authorized.

Your friend who owns his own optometric/optical practice calls you up. His practice manager wants to take advantage of a fantastic promotion that features Vera Bradley sunglasses at an amazingly low price, but a minimum number of pieces have to be purchased. You want to go in 50/50? Yes I would! By the way, all three of the previous scenarios are real. Remember that the organizations you deal with day in and day out – frame companies, labs, newspapers, leasing companies, etc. – are all made up Continued on page 36

34 | EYECAREPROFESSIONAL | DECEMBER 2010

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of individuals – individuals who have a vested interest in your continuing success. Talk to them straight. Ask for what you want. All they can do is say yes or no. My experience is they usually say yes.

Police Your Policies. Now is the time to reconsider every single one of your policies, and re-evaluate its necessity in these trying times. For example, maybe you have had a policy of not using patient’s old frames. Why not rethink that one? If the frame is in decent condition, tell your patient you’d be happy to accommodate them. Many of the large corporations in my area still refuse to do “lens only” jobs, or charge a ridiculously bogus “pattern charge” to do so. If you are willing to do it, perhaps you are cultivating a loyal, customer for life. Just today I was working on the front lines of my shop and a young man came in with a three-piece drill mount with the temples broken. He had purchased the glasses at a Wal-Mart Vision Center. He asked if I could help, and I said I probably could, However, I explained, it would probably be in his best interest if he returned to Wal-Mart.

After all, they would have the exact temples, parts, and bushings that he needed. His frustration was palpable when he explained, “Yeah...you’d think...right. I bought these only a few months ago, but they said they’ve been discontinued and short of a new pair they couldn’t help me at all. Can you fix ‘em?”

Yes I can! Fifteen minutes later, that young man had what looked like a brand new pair of eyeglasses back on his face. I had made $60 for a pair of temples that I had scrounged from

my parts box, and I have a new customer – one that I feel sure will be purchasing his next complete pair from me. Until recently, I expected payment in full at the time an order is placed. I’ve become more flexible on that rule. If I get at least a 50% deposit, I know my cost-of-goods on lenses is more than covered. About two years ago, I began to extend this flexibility, and my customers have been very grateful. Take a look at some of your policies and decide where you can be a little flexible too.

Spread the Word...or more accurately, ask your clients to spread the word. I always ask for referrals. I frequently remind my customers that “I have been in business at this same location for over 14 years, and I never advertise. I count on you to tell your family and friends, so I can hang around another 14 years.” I asked my former Wal-Mart customer to let anyone else who needs a repair know that I am willing to do it – a repair, an adjustment, a tint, and AR removal – for a fair, honest price.

I guess there are dozens of things we can do to ride out this wave of uncertainty but I’ll leave you with two final thoughts.

First, whatever works, go for it. If it’s not illegal and it’s not immoral and it helps you build your business over the next few months or years, you ought to do it. Second, (and this might sound a bit odd, given that I am not an overly religious or usually inebriated person) perhaps we small-business ECPs can take some inspiration from a prayer that is sometimes invoked by recovering alcoholics: God, grant me the serenity to accept the things I cannot change; courage to change the things I can; and the wisdom to know the difference; serenity, courage, and wisdom to not only survive, but thrive. ■

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Second Glance Elmer Friedman, OD

E-BOOKS Win the Hearts of Presbyopes (and everyone else)

course, not everyone sees it as a panacea for the literate world.

Some see a lack of sensitivity and coldness in the concept.

They ask, “Where is the feeling of intimacy with our books?

Where are the memories attached with the books that we loved, the persons that we were at the time compared to the persons we are now?” Nevertheless, librarians feel that e-books have stimulated the public’s reading habits.

BOOK LOVERS now have the option of reading electronically.

Technology afforded by the e-book craze has made it possible for those over 40 years of age to enjoy comfortable, clear vision as never before. Millions of people already own a Kindle, Nook, Sony Reader, iPad, or another e-reader. Sales are estimated to be as high as 2.8 million e-readers sold as of this date.

Spokespeople for Sony and Barnes and Noble agreed that the first target groups were heavy readers. However, they add that as the e-book prices become more affordable, a more general audience is expected.

Amazing stories have been recorded regarding success via e-books. For instance people with vision disabilities can check out titles on the instrument without assistance and can regulate the size of print on any given page. Plans are being formulated at this very moment by e-book makers to allow users to access others around the world who are reading the same book in order to discuss and exchange ideas with one another. Of 40 | EYECAREPROFESSIONAL | DECEMBER 2010

In June, 2010, my wife bought a present for me. It was a Kindle (as in kindling the desire to know and firing up the curiosity factor). She knew I loved books and reading. It was easy to transport, being lighter and thinner than most of the burly books I carried back and forth. I can save 1500 books within this remarkable instrument, which solved my old problem of not enough space for all my physical books. There are many varieties of subject matter and 250,000 titles connected to every topic. Almost any book that has been published can be accessed by the e-book owner’s sponsor and in seconds be made available to you. The Kindle is much more comfortable to carry on a trip than a 600 page book.

Many books are free and the paid ones are more affordable than one may suspect. Your credit card will reflect your purchases.

An error in ordering can be solved by an easy cancellation method. A feature that is appreciated and allows one to make a better judgment before ordering the item is the ability to request a sample of a chapter or two of the book in which you are interested. All this without a trip to your local library. On the other hand, some book lovers look forward to the trip to a library, and find comfort with the smell and atmosphere that can only be created by books. You just can’t install this warm, intimate feeling inside a flat electronic object that tends to intimidate us.

Continued on page 42

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The quality of the printed books is maintained but many features are added that are made available through the digital technology such as dictionary capacity. You may wish to listen to music while reading your material. Of special interest to our eye care providers is the knowledge that text size can be changed according to individual preference. Some e-readers provide a choice from six or more sizes. Readers can change the number of words per line. However, this may result in an increase or decrease in the margin size.

Studies have been made regarding the effect of page and font size and summarized with these findings: Reading speed increases with more words per screen. Reading speed will increase with the size of the screen. The size of the letters is important for legibility. After the letters are deemed readable, their size does not seem to affect reading speed. Older readers seem to prefer font size 14 over size 12. Children below age seven prefer font size 24, those aged seven or eight prefer font size 18. Dyslexic students need a critical font size to be able to reach their highest reading speed and this is higher than for non-dyslexic students. Research revealed, unsurprisingly, that black characters on a white background produces the best readability. Others state that black letters on yellow paper are best. E-reader paging is better than scrolling. Increased space between the lines improves clarity of the content. Text can be converted to speech for visually handicapped users. This is of particular assistance to MS or stroke patients who find it difficult to hold a heavy book with page turning tasks.

Visual aids such as lenses, spectacles, refractive surgery and similar products form a huge industry that is already devoted to helping many people affected by deficient vision. It was estimated that in 2002 there were 161 million visually impaired people in the world, of whom 124 million had subnormal vision and 37 million were blind. These figures will increase as the population rises. It is easy to understand why there has been such an increase in demand for large print books. The Kindle font size dynamics provides all vision categories with improved opportunity to read with relieved eyestrain and comfort.

The best known players in this high tech competition for viewer loyalty are: Kindle, Nook, Sony Reader, iPad, Kobo, and Aluratek Libre. There is no doubt that others will want to engage themselves with this new field that is becoming substantial. Sony reveals that since the introduction of their product to the marketplace, over 10 million books have been sold. Amazon reports that during the frenzy connected with Christmas purchases, more e-books were sold than conventional published books. The Association of American Publishers say that in 2009 regular book sales dropped by 1.8 percent, however e-book sales increased 176.6 over the prior year. Sales in 2009 reached an astonishing $169.5 million. This

42 | EYECAREPROFESSIONAL | DECEMBER 2010

figure threatens to be outdone in 2010 since figures recorded only until April have already reached a heady 118 million.

Researchers have noted the gender differences regarding their reading habits. The first surge of Kindle customers were women. Furthermore, it appears that woman e-book readers are forming a larger percentage than men. It was discovered that women were 11% more likely than men to become e-book readers. However, studies show that 20% of men were more likely to read magazines and another 19% more likely to have read a newspaper. Economic factors will influence readership numbers and their likes regarding themes and topics. Statistics demonstrate that e-book users tend to earn more than $100,000 per year. This group is well educated and has an easy familiarity with computer language, Web navigation and the influence of the media in this area of interest. It is thought that a member of that group may spend a minimum of 20 hours each week involved in internet activity. In 2003 the first e-book check out system for libraries was established, and hundreds of e-book libraries across the land have been created. They checked out a record 1.2 million books and other associated items here and overseas in the month of June, 2010.

Publishers have been paying attention to the astonishing inclination of the public for e-books. Once they overcame their initial resistance to the trend, publishers moved to board the gravy train. Harlequin Enterprises claim to be the first publisher to render all their books to electronic form. Their commitment to this new phenomenon indicates their confidence in the future for e-books. They feel that they are creating a community by announcing special offers, author appearances and other newsworthy items of interest to this special group.

The conventional book is still considered the better way to go but now we witness its place being contested. One of the reasons may be sensitivity to the global environmental conditions and the desire to save our trees.

This new, sensational development is still in the throes of birth and development but there are uncertainties that may prove to be obstacles for the future of e-book success. On the other hand, consider younger aged readers who read fewer books and prefer handheld devices that have become a natural activity for their generation. The iPad offers a great deal of opportunities for change and improvement. Google will soon introduce an e-book system that will lock horns with Amazon and others. In this age of high tech communications – what we imagine – no matter how strange and remote, can be regarded as possible. ■ “I heard about the greatest book club. You send in fifteen dollars a month for a year – and they leave you completely alone.” —GROUCHO MARX

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LOWER 6 to 10

19.95

19.75

18.95

1 to 5

6 to 10

11 & Over

22.50 14.50 17.95 19.95 47.95

21.75 14.25 17.75 19.75 47.25

21.25 13.95 17.50 19.50 46.75

Bausch & Lomb

1 to 5

6 to 10

11 & Over

PUREVISION SOFLENS 38 SOFLENS 66 TORIC SOFLENS MULTIFOCAL SOFLENS 59

25.95 11.95 19.25 28.95 9.25

25.75 11.75 19.00 28.75 8.95

23.95 10.95 18.95 27.95 8.75

CooperVision

1 to 5

6 to 10

11 & Over

18.95 24.50 15.95 21.95 12.45 23.49 37.95

17.95 22.50 13.95 20.95 12.35 21.49 37.50

15.49 20.50 11.75 19.95 12.25 19.49 36.50

1 to 5

6 to 10

11 & Over

26.74 36.95 40.95 39.95 12.95 33.25 14.95 14.45 24.50 15.75

24.74 34.95 39.50 38.50 12.75 31.25 12.95 14.25 23.75 15.25

22.74 32.95 38.49 36.95 12.50 29.25 10.95 12.95 22.75 14.75

IMPRESSIONS COLORS Available in Rx!

Johnson & Johnson ACUVUE OASYS ACUVUE 2 ACUVUE ADVANCE ACUVUE 1 DAY MOIST ACUVUE 1 DAY MOIST 90 PACK

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

CIBA VISION AIR OPTIX AQUA AIR OPTIX FOR ASTIGMATISM AIR OPTIX NIGHT & DAY AQUA DAILIES AQUA COMFORT PLUS 90 PK FOCUS DAILIES 30 PK FOCUS DAILIES 90 PK FOCUS MONTHLY FRESHLOOK LITE TINT FRESHLOOK COLORS/COLORBLENDS O2 OPTIX

FINISHED OPHTHALMIC LENSES LENS TYPE PRICE PER PAIR 1.20 3.20 Please Call $ 7.00 for Volume $ Discounts 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 Standard Shipping (when available) • Same Day Shipping • We Do Not Backorder Lenses

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Advertiser Index ADVERTISER

PAGE #

PHONE #

35

800-221-4170

www.21stcenturyoptics.com

INSIDE FRONT COVER 866-604-5700

www.classique-eyewear.com

21st Century Optics Classique Eyewear

WEB SITE

CNS Frame Displays

24

877-274-9300

www.framesdisplays.com

Corning

29

800-821-2020

www.corning.com/ophthalmic

Cotton Club

33

866-923-5600

www.national-lens.com

Drivewear

25

888-807-4950

www.drivewearlens.com

EyeBase–Mountain Computer

17

800-364-3930

www.eyebase.net

FRONT COVER, 13

847-202-1411

www.EyeVertise.com

FEA Industries

Eyevertise

19, 45

800-327-2002

www.feaind.com

Grimes Optical

48

800-749-8427

www.grimesoptical.com

Index 53

INSIDE BACK COVER 800-328-7035

Kowa Optimed

BACK COVER

800-966-5692

— www.kowa-usa.com

LBI

41

800-423-5175

www.lbieyewear.com

LensWorks

5

888-557-LABS

www.lensworkslab.com

26, 27

800-233-9637

www.luzerneoptical.com

47

877-882-7456

www.myvisionexpress.com

37, 43

866-923-5600

www.national-lens.com

Luzerne Optical My Vision Express National Lens Nellerk Contact Lens Cases

49

607-748-2166

—

Optical Specialists

36

800-313-6627

www.opticalspecialists.com

Opticom

44

800-678-4266

www.opticom-inc.com

Optogenics

23

800-678-4225

www.optogenics.com

Revolution Eyewear

9

800-986-0010

www.revolutioneyewear.com

Tech-Optics

47

800-678-4277 www.techopticsinternational.com

Three Rivers Optical

39

800-756-2020

www.3riversoptical.com

US Optical

15

800-445-2773

www.usoptical.com

Vision Expo East

38

800-811-7151

www.visionexpoeast.com

Vision Systems Inc.

47

866-934-1030

www.Patternless.com

SIGNET ARMORLITE announces the availability of three new KODAK Digital Progressive Lenses, each carrying a globally recognizable and trusted brand name. KODAK Precise® Digital Lenses, KODAK Precise Short Digital Lenses and KODAK Concise® Digital Lenses are created in Signet Armorlite’s advanced technology optical lab, Signetek™.

Signet Armorlite’s Digital Design Technology™ creates a complex, precise three-dimensional back surface, which improves the optical performance of each of these front-surface progressive designs. Based on typical wearing conditions, this Technology provides more consistent optical performance over the range of prescription powers. With a reduction in wavefront errors, wearers can expect sharper vision in the principal viewing areas of the lens. The Digital Design Technology also allows flatter base curves, providing lenses with a more appealing cosmetic appearance without sacrificing optical performance. The lenses are available in a wide range of lens materials, including clear, photochromic and polycarbonate.

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CHC150 Ultra Tough Hard Coating NOW AVAILABLE through FEA CHC150 Ultra Tough HARD COAT • 1 year unconditional scratch warranty (Excludes processing and intentional damage.)

• Non-tintable (The hardest coating available) applied to both sides of the lens • Only $10.00 per pair CHC15O Ultra Tough HARD COAT AND A/R The CHC150 Ultra Tough is now included in both the Natural Vision and Kodak CleARTM Anti-Reflective Coating at no extra charge. The CHC150 coating is index matched with the A/R and applied to both sides of the lens before the A/R coating. The result: a more durable and longer lasting product.

FREE SAMPLES AVAILABLE See for yourself the scratch resistance of the CHC150 Ultra Tough Hard Coat. Upon request, we will send you a regular plastic lens with the CHC150 coating and a piece of steel wool.

FEA INDUSTRIES, INC.

(800)-327-2002 www.feaind.com

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

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VISION SYSTEMS THE INDUSTRY LEADER IN PRE-OWNED OPTICAL & OPHTHALMIC EQUIPMENT Vision Systems Inc. (VSI), based in Tarpon Springs, FL, offers eye care professionals a one-stop shop solution for all their equipment needs. From complete patternless system packages to exam lane, pre-test and diagnostic equipment, VSI continues to offer the highest quality, value and support on pre-owned optical and ophthalmic equipment. Throughout many years of working with all major brands of equipment, VSI has developed a refurbishing process so detailed most consumers cannot tell the used product from the new. Using a comprehensive level of knowledge regarding equipment makes and models, VSI provides eye care professionals with an unbiased assessment of their needs.

Refreshingly, phone support is not handled at a call center that forwards information for a follow up callback. When you call VSI, you will speak to an equipment technician who specializes in the refurbishment and repair of your make and model.

With a commitment to sell only what can be supported, Vision Systems, Inc. has experienced steady and carefully calculated growth throughout its existence. VSI has proven to the industry that in any economic climate, pre-owned equipment, when handled correctly, is a smart choice for eye care professionals looking to start or expand their practice.

“As a business owner, I think one of the greatest challenges is to find a way to ‘let go’ a little and not micromanage the operation,” says Jeff Wheaton, co-owner and President. “As we approach our 10-year anniversary, I am truly blessed to have an incredible partner and team who take pride in every aspect of our business and continue to exceed my expectations! From day one, the goal has always been to be the best at what we do, and with the combined talents of every employee I believe we have achieved that.”

Vision Systems’ booth at Vision Expo West 2010.

Initially a patternless edger company, VSI opened its doors in the spring of 2001, and over the past decade has placed more refurbished edging systems in the field than all other patternless edger companies combined. By the end of 2002, VSI streamlined its refurbishing process and expanded it to include traditional lane and pre-test equipment. In addition to this comprehensive approach to the industry, growing support and referrals from eye care professionals enabled VSI to emerge as the largest sales, service, and support center of its type.

In 2005, VSI built a 21,000 sq. ft. facility to accommodate its continually expanding inventory. At the end of 2009, a large renovation project was undertaken and by mid 2010, a new state of the art technical service center was completed which included integrated workstations for each technician as well as dedicated areas for specific types of equipment. The completed development also incorporated a customized shipping and receiving department to ensure that the standard of transporting the equipment is equal to its quality.

“What I love most about VSI is our excellent reputation,” says Leo Hadley Jr., Sales and Marketing Manager.

“Our customers know we stand behind everything we sell 100%. It feels so good to stand in our booth at a trade show and have our prior customers come in to thank us.

With the support of our highly experienced technicians, and the recommendations from our customers, my job has become very easy.”

Vision Systems Inc. can be reached at 866-934-1030 or on the web at www.patternless.com

Vision Systems’ warehouse in Tarpon Springs, Florida.

Content provided by Vision Systems Inc.

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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

Assembly & Repairs in Half the Time....

Guaranteed • Eyewires • Self Taps • Hinges • Includes Stay Tight • Spring Hinges Thread Lock • Self Aligns

Screw it in, Snap it off Exclusively Distributed by

Patent Pending

1-800-OptiSource (678.4768)

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

DECEMBER 2010| EYECAREPROFESSIONAL | 47

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

www.corning.com/ophthalmic

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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

Balester Optical is a full service independent family-owned wholesale optical laboratory. We maintain an in-house Digital Processing center and 3 anti-reflective coating systems.

Balester Optical provides expert objective advice & consultation regarding the best lens for each Rx. We pride ourselves on using the most up-to-date technologies in the industry!

The Premier Laboratory

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

for

In House Digital FreeForm 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.

(800) 221-4170 www.21stcenturyoptics.com

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

OPTOGENICS Overnight Service on AR & Digital Jobs AR’s In House: Crizal, AR24, AR15, Zeiss

Exciting New Digitals See ECP Cover Next Month

OPTOGENICS is a Full Service Surfacing and Digital Lab

UPS Shipping Overnight Saturday Delivery = NO Extra Charge

Orders Received & Shipped Overnight VSP & VCP & VBA Approved

Contact Information:

On Page 23 See Ad

Interested in sharing your Optical insight with fellow ECP’s?

If you would like to write for the fastest growing publication in the industry, email a brief description about yourself and your areas of expertise to: editor@ecpmag.com

HOW OFTEN 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.

Get in the “O” Zone Today 800.756.2020 www.threeriversoptical.com

National Lens America’s Leading Discount Contact Lens Distributor Phone 1-866-923-5600 Fax 1-866-923-5601 www.national-lens.com

DO YOU GET A LINE THAT’S PERFECT FOR ALMOST EVERY ECP OFFICE? ATTENTION: West Coast and Midwest sales reps looking for outstanding products to sell– Independent sales reps interested in selling MLB, NFL, and Collegiate Readers, Cases, and Accessories please contact Ed McGinn at (201) 303-9420 or email ejmcginn1@aol.com

HELP WANTED FRAME SALES Independent sales representatives needed for a High Fashion Italian Frame Line — TreviColiseum distributed by National Lens offers three distinct collections at moderate prices. If you’re highly motivated, experienced and have a following we would like to talk to you. We have several territories currently available.

Preview our Collections at national-lens.com Please email your letter of interest to db@avglens.com or Call 954.730.9244 x221

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

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

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EYECAREPROFESSIONAL

INDUSTRY QUICK ACCESS

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

WEBSITE www.feaind.com

TM

• Videos

INC.

LOW PRICE LEADER SINCE 1949 Factory Direct Savings on Fully Stitched Slip-in Cases

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

Clamshell Cases Lowest Prices in the Industry

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

Molded Plastic & Children’s Cases Huge Saving on Microfiber Cleaning Cloths and Spray Cleaner

Call: 800 249-1058

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

RECONDITIONED SPECIALS!!

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

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

www.drivewearlens.com

SALES HELP WANTED

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.

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!

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

Increase your sales to athletes!

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

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

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

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

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

™

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Last Look Jim Magay, RDO

Where It All Began BACK IN 1912 a young optician trekked down to Southbridge for a training class in refracting. Albert Wells of American Optical was teaching eye exam techniques as part of the arrangement when you bought an American Optical trial case. Said trainee was then known as a trial case optician in the language of the time, meaning he could examine clients for eyeglasses — no medical problems please!

glass lenses, and concurrently a myriad spectrum of optical, coating, and instrumentation advances as AO went forward to meet the future.

The “Spectacular AO” sculpture in Southbridge, MA is a tribute to the town’s pioneering American Optical Company.

The young fellow went back to Worcester with his trial case, and a workbench soon to be delivered, along with a room full of surfacing equipment.

The young fellow; of course, was my grandfather — James O. Magay.

These thoughts were rolling through my mind as I drove the same route my grandfather’s Stanley Steamer would have taken nearly 99 years ago.

AO is now but a fond memory in today’s world. A hotel and museum reminding one where our occupation started in the USA (in a philosophical sense), with so many amazing optical inventions and technological advances coming out of this park like campus near the river in Southbridge.

Things like the first steel spectacles made in America in 1843, toric lenses in 1893, kryptok bifocals in 1910, 2.5 million lenses produced for the military in WW1, progressive lens patent issued to AO in 1924 (and you thought it was an new idea!), in 1925 the Tillyer (named for its inventor Dr. Edgar Tillyer) lens revolutionizes the industry by correcting astigmatism and power, flattop fused bifocals were introduced in 1931, 18.5 million pairs of lenses for WW2, skipping ahead to 1950 saw the introduction of the Tempross safety heat treating process for 50 | EYECAREPROFESSIONAL | DECEMBER 2010

It seems fitting then that over 275 opticians were heading to American Optical, or at least the beautiful Southbridge Hotel and Conference Center on the site of this famous company for the 2010 OAM conference (Optician’s Association of Massachusetts).

Diane Matuck and Dick Whitney put the event together. For her tireless efforts on this event (and a career of many great accomplishments), Diane was named Optician of the Year.

Dick, of course, is a former AO lens designer and now Director of the American Optical Museum (www.dickwhitney.net), Blair Wong our OAM Executive Director – along with outgoing OAM president Tom Merrill, gave Dick a well deserved special Presidential Award.

In other news Denise Cook – former “everything” in OAM received a Lifetime Achievement Award, while Kirsten Morrissey succeeded Tom Merrill as President of OAM. Our corporate sponsors seemed delighted with the turnout as well. The event took place over two days and couldn’t have been more successful with all attendees hoping the venue could become one of our regular meeting places in the future.

Was everything perfect? Well Diane and Dick could have asked the New England Patriots to delay the start of their game on Sunday – I noticed a few people (but only a few) slipping out after lunch to make the Kickoff. ■ Jim (still got my AO workbench) Magay

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The BEST Packages Come From: -Your Independent LabFRAME & LENS PACKAGES NOW AVAILABLE THROUGH INDEX 53: “KIDS PAC”

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Choose from Single Vision, Flat-Top, or Progressive Lenses in the following materials: SunSensors®, Polycarbonate, Trivex, Standard Resin or Glass

“SAFETY”

Choose from OnGuard™ and Titmus® safety frames, and Single Vision, Flat-Top, or Progressive Lenses in SunSensors or Trivex materials

“SUN PAC”

Choose a KODAK Progressive Lens in a photochromic or polarized lens material.

All lenses available with KODAK CleAR™ $QWL 5HÁHFWLYH /HQV &RDWLQJ Ask about KODAK Unique Progressive Lenses!

Call us today!

(800) 328-7035

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. ©2010 Signet Armorlite, Inc.

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