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SPORTS RELATED EYEWEAR / PAGE 6 TAKING A “LENSES FIRST” APPROACH / PAGE 20 February 2009 • Volume 3, Issue 14 • www.ECPmag.com
EYECAREPROFESSIONAL Magazine
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Introducing ImpactRx™ FreeForm TEK™ Lenses... ...a revolution in rx sports! Exclusively from Rudy Project.
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Visit us at SECO Booth #734
888.860.7597 | rudyprojectusa.com | info@rudyprojectusa.com
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EYECAREPROFESSIONAL
FEBRUARY 2009 Vol. 3 Issue 14
Features 6
Courtesy of Transitions Optical, Inc.
Contents
Magazine
SPORTS RELATED EYEWEAR AND SUNWEAR Appeal to your active and fashion conscious patients by offering the latest in Sportswear. by Amy Endo, ABOM, CPOT
12
THE ART OF TINTING Tinted lenses offer various colors, design options, and benefits to your patients.
12
by Carrie Wilson, BS, LDO, ABOAC, NCLEC
16
COMPETITIVE ADVANTAGE IN ACTION Profile of a successful Independent Optician – John Bruening. by Warren G. McDonald, PhD
20
FINDING THE RIGHT LENS Take a “lenses first” approach by offering your patients a variety of lens packages. by Judy Canty, ABO/NCLE
22
22
THE LOST ART OF ADJUSTING Frame adjustment is one of the most crucial – and overlooked – aspects of dispensing. by Anthony Record, ABO/NCLE, RDO
28
OPTOMETRIC STATISTICS Manage more effectively by closely monitoring specific statistics from your practice. by Thomas Breen, Breen & Associates
38
On The Cover: CENTRAL OPTICAL 800-322-6678 www.centraloptical.com
Departments EDITOR/VIEW .....................................................................................................4 INNOVATOR OF THE MONTH.......................................................................26 DISPENSARY MARKETING ............................................................................32 MOVERS AND SHAKERS.................................................................................36 SECOND GLANCE ............................................................................................38 PRACTICE CARE ..............................................................................................42 ADVERTISER INDEX .......................................................................................46 INDUSTRY QUICK ACCESS............................................................................47 LAST LOOK .......................................................................................................50 FEBRUARY 2009 | EYECAREPROFESSIONAL | 3
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EYECAREPROFESSIONAL
Editor / view
Magazine
by Jeff Smith
Publisher/Editor . . . . . . . . . . . . . . . . . . . . . . . Jeff Smith Production/Graphics Manager. . . . . . . . . . . Bruce S. Drob Director, Advertising Sales . . . . . . . . . . . . Lynnette Grande Contributing Writers . . . . . . . . Thomas Breen, Judy Canty, Dee Carew, Alvaro Cordova, Harry Chilinguerian, Amy Endo, Bob Fesmire, Elmer Friedman, Paul King, Jim Magay, Warren McDonald, Mark Morris, Anthony Record, Samantha Toth, Ted Weinrich, Carrie Wilson Internet Coordinator . . . . . . . . . . . . . . . . . . . . Terry Adler Opinions expressed in editorial submissions contributed to EyeCare Professional Magazine, ECP™ are those of the individual writers exclusively and do not necessarily reflect the opinions of EyeCare Professional Magazine, ECP™ its staff, its advertisers, or its readership. EyeCare Professional Magazine, ECP™ assume no responsibility toward independently contributed editorial submissions or any typographical errors, mistakes, misprints, or missing information within advertising copy.
ADVERTISING & SALES (215) 355-6444 • (800) 914-4322 lgrande@ECPmag.com
EDITORIAL OFFICES 111 E. Pennsylvania Blvd. Feasterville, PA 19053 (215) 355-6444 • Fax (215) 355-7618 www.ECPmag.com editor@ECPmag.com EyeCare Professional Magazine, ECP™ is published monthly by OptiCourier, Ltd. Delivered by Third Class Mail Volume 3 Number 14 TrademarkSM 1994 by OptiCourier, Ltd. All Rights Reserved. No part of this magazine may be used or reproduced in any form or by any means without prior written permission of the publisher.
OptiCourier, Ltd. makes no warranty of any kind, either expressed, or implied, with regard to the material contained herein. OptiCourier, Ltd. is not responsible for any errors and omissions, typographical, clerical and otherwise. The possibility of errors does exist with respect to anything printed herein. It shall not be construed that OptiCourier, Ltd. endorses, promotes, subsidizes, advocates or is an agent or representative for any of the products, services or individuals in this publication. Purpose: EyeCare Professional Magazine, ECP™ is a publication dedicated to providing information and resources affecting the financial well-being of the Optical Professional both professionally and personally. It is committed to introducing a wide array of product and service vendors, national and regional, and the myriad cost savings and benefits they offer.
For Back Issues and Reprints contact Jeff Smith, Publisher at 800-914-4322 or by Email: jeff@ECPmag.com Copyright © 2009 by OptiCourier Ltd. All Rights Reserved
Gearing up for Vision Expo East
I
think that most people on the wholesale side of the industry will agree that this is generally the busiest period of the year. If there is an ideal time to beat the 2009 recession, this surely is it. The biggest event of the year – Vision Expo East – is in New York at the end of March.
For those exhibitors who wish to increase booth traffic, there is still time to advertise in our special Vision Expo East Edition, which is distributed exclusively in and around the convention. Even if your company isn’t exhibiting, our Guide provides an effective means to promote your products and services to a vast array of attendees from all over the world. Back to the present, as this month we have the usual assortment of entertainment, editorial, and education: Amy Endo introduces the hottest new releases in sporty eyewear and sunwear. Offering the latest in sports frame/lens technology is a surefire way to keep your most active patients satisfied. Speaking of lenses, Carrie Wilson shares her considerable knowledge of lens tinting. Be sure to offer your patients the various colors, design options, and benefits that tinted lenses have to offer. Dr. Warren McDonald continues his profiles of successful Independent Opticians with an insightful interview with John Bruening. This Ohio based, multiple store owner shares his experiences and methods that have enabled him to gain a “competitive advantage in action.” Judy Canty advocates a “lenses first” approach, which basically means offering a variety of lens packages to patients who may not be in the market for eyewear. With the constant technological advancements in frames and lenses, the essential art of frame adjustment is sometimes overlooked, as Anthony Record reveals. Thomas Breen describes how the accumulation and analysis of specific optometric statistics can lead to a more efficiently run practice. Our resident lab expert Ted Weinreich reports on some dispensaries that actually increased their sales in 2008, and he provides some suggestions on how labs and dispensaries can work more effectively together. This is only part of what this month’s issue has to offer, and please remember that all of our articles are also available online at: www.ecpmag.com I encourage anyone attending the Expo next month to come by our booth and share your thoughts on the industry.
4 | EYECAREPROFESSIONAL | FEBRUARY 2009
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When the Rx calls for the highest optical performance in a polycarbonate lens, the choice is DiamondClear
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SPORTS RELATED AND SPORTY SUNWEAR ITH THE INCREASING requests for sport eyewear, manufacturers have put aside additional capital for the testing of sport specific products, together in the industry and out in the field. The result has been product enhancements specifically addressing the concerns of athletes. Eyewear manufacturers are able to reproduce circumstances such as wind, rain, cold, and heat to conclude the short-term and long-term effects these elements can have on the performance and lifespan of their goods. Technologically advanced refrigeration and/or heating units are used to establish how the glasses will perform in radical conditions.
W
Rudy Project Noyz™ – rimless photochromic designed for athletes
Rudy Project Exowind ™– ideal for cycling
An extensive assortment of sports glasses and sporty sunwear are available, as well as goggles for swimming, skiing, snowboarding, scuba diving, snorkeling, biking and windsurfing. These specialty glasses are perfect for both adults and children. Eye safety concerns are met with non-prescription and prescription sports glasses, prescription goggles, and prescription adapters.
Adidas Eyewear
Luxottica Prada Linea Rossa’s model SPS04I1AB-3MI is an ultra-light weight model in injection-molded nylon, with a grained rubber nose pad and a striped metal decoration that starts from the side of the lenses, ending in the unmistakable red line. www.luxottica.com
The golf-specific adivista was designed to address the four challenges golfers face when it comes to eyewear: Vision, Protection, Fit and Durability. It features Light Stabilizing™ Technology (LST) lens tints – three different lens tints including: LST Golf, LST Golf Light and LST Vario. It also features de-centered Vision Advantage™ PC lens, a Class-1 Optical Quality Distortion-Free polycarbonate Lens that guarantees natural depth perception and clear, precise vision within total range of sight. www.adidas.com/eyewear
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Marcolin
Sport and fashion are embodied in the Ferrari FR 46 col. 66D, a style where the ongoing research for hi-tech material such as aluminum on the front is combined with the aluminum and acetate temple. There is a visible silver prancing horse on the end piece for brand recognition, in addition it features a spring hinge with select style also coming with polarization. www.marcolinusa.com
L’Amy
Combining clean and casual with masculine and sporty, the IZOD 746 is versatile, all acetate sunglass design with staying power. The silhouette is a sporty wrap design with the ability to be Rx’ed. Offering a beveled end piece and an inset “IZ” metal Izod icon trim, these elements add a bold, masculine touch. www.cvoptical.com
Marchon
This new wave of all-polarized Core Columbia sunglasses add visual spice, and trend consciousness to our highly successful new collection. Big Sage provides that dramatic, oversized look in classic Columbia colorations like metallic grappa. The new models address both the male and female consumer, who are looking for fashion edge as well as sport performance. www.lamyamerica.com
ClearVision Optical Infusing modern, masculine design with premium metals, the new IZOD 744 Sport model is a great athletic sunglass look with an edgy sense of style. It’s is a sleek metal/acetate combination with a contoured stainless steel metal front, complemented by a minimal semi-rimless sunglass construction that allows for optimal peripheral viewing.
Perfect on or off the field, the Nike Fuse sun style is inspired by the heritage of sport. Versatile for everyday wear, Fuse allows for a relaxed fit with an 8 base frame design. Nike Lens Technology provides precise visual information viewed at all angles and the ventilated rubber nose bridge improves airflow for reduced slippage and fogging. www.marchon.com FEBRUARY 2009 | EYECAREPROFESSIONAL | 7
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Dustin Johnson PGA Tour Professional wearing adivista with LST Vario Lens
Š2008 Silhouette International Schmied AG, adidas global licensee. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
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SUPPORT YOUR VISION™
IS YOUR PRACTICE UP TO PAR? A recent study conducted by the National Golf Foundation reports that there are over 27 million IQNHGTU KP VJG 7PKVGF 5VCVGU 1H VJCV PWODGT OKNNKQP CTG ENCUUKŽGF CU ¤EQTG¼ IQNHGTU 6JGUG core golfers play a minimum of 8 and an average of 37 rounds per year. They also account for 87% of all golf-related purchases. They are predominantly male, have a median age of 44 and are walking through the doors of your practice every day. The market for high-performance golf eyewear has been overlooked by many optical professionals. However, those who recognize the potential are capitalizing on this opportunity by offering the DGUV G[GYGCT CXCKNCDNG HQT VJGKT IQNŽPI ENKGPVGNG #PF PQ YQPFGT +V KU PQV WPEQOOQP HQT VJGUG golfers to spend $500 for a TaylorMadeŽ driver that may get them 15 – 30 yards more distance off the tee, or $180 for a pair of adidasŽ Tour 360 golf shoes. Golfers want equipment that is attractive, comfortable and improves their performance...and they are not afraid to invest in a pair of UWPINCUUGU VJCV ECP QHHGT VJGO ICOG GPJCPEKPI DGPGŽVU adidas Eyewear offers the best golf sunglasses available in the market. Their patented LST Golf and LST Vario lenses intensify the subtle variances of green and white that allow for better reads on the green. The LST Golf lens also harmonizes the varying light levels that golfers encounter on the course. This results in more relaxation, less fatigue and enhanced concentration. For golfers requiring vision correction, adidas Eyewear offers a range of Rx solutions including Rx adapters, performance inserts and in-frame glazing. Add to that an Austrian-made SPX frame that allows for EWUVQO ŽVVKPI OCZKOWO FWTCDKNKV[ CPF WPUWTRCUUGF EQOHQTV CPF [QW ECP RTQXKFG [QWT RCVKGPVU YKVJ OQTG VJCP C RCKT QH UWPINCUUGU [QW ECP QWVŽV VJGO YKVJ ¤'SWKROGPV HQT 6JGKT '[GU ¼
Performance Insert
Rx Optical Adapter
adidas.com/eyewear 800.626.8684
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Eastern States Eyewear
A front venting padding system helps to minimize fogging. Both styles meet or exceed ASTM F803 impact resistance standards for several sports. Slam is available in sizes 49 and 52 to fit Children to Teens. Slam XL is available in size 55 to fit adults. www.libertysport.com
7EYE
Police’s Vintage Sunglass style, titled the 1587, is influenced by classic, 1950’s design. Featuring a metal front accented with plastic, it sports a classic “Clubman” look. The release also features two sleek new optical models that are set apart by their modern, hip styling with sleek temple designs. A common trait throughout this release is the mixing of materials and cleverly placed streaks of color that add panache to each item. www.eseyewear.com
Live Eyewear
The name may come from the beach, but the Shaka is way too cool to be confined to the shoreline. This sleek, authoritative frame with its crisp corners and close-fitting wrap set the style agenda in Mahogany, Bronze Crystal and the surprising Black C-Note, with Benjamins plastered all over the inside of the frame. www.7eye.com
Wiley X Cocoons OveRx (over prescription) Sunglasses are ideal for anyone who wears prescription eyewear; they are designed to isolate the eyes from a number of harsh outdoor elements, such as damaging UV light, making it possible for someone who wears prescription glasses to enjoy outdoor activities. Cocoons are available in 6 sizes and feature optically correct, scratch resistant polarized lenses. www.liveeyewear.com
Liberty Sport Slam and Slam XL are two new styles added to the F8 Collection, an Rx’able premium protective sports eyewear brand centered on protection and performance. These styles offer a dramatic two tone over molded color treatments.
Wiley X Eyewear introduces Zak™, the latest addition to the company’s popular Active Series. It’s perfect for fresh or saltwater anglers, with rugged, comfortable frames designed to be worn all day and state-of-the-art polarized lenses that allow wearers to read the water like an open book. The Wiley X Zak frame features comfortable rubberized nose pads, and is made of ANSI-certified triloid nylon, so light, you’ll forget they’re on your face. www.wileyx.com
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Zeal Optics
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!
Zeal Optics Limited Edition DETONATOR Spherical PPX Photochromatic and Polarized Goggles are one of a few photochromatic and polarized lens combinations, which really works for outdoor sports. This lens changes from dark to light and light to dark, depending on conditions. With “no-fog” lens treatment and triple-density foam for all day comfort and secure fit, they’re perfect for snowboarding and racing in all winter conditions. A prescription insert is also available. www.zealoptics.com
Hilco
Check it out. Visit www. opticom-inc.com, click on Web Connect Ordering / Matrix Display Ordering, enter TEST for a user name and 999995 for a password. THE OPTICOM SYSTEM Opticom’s Matrix screen ordering is easy, The Opticom system offers convenient and fast. electronic ordering of optical lens products sold by partici- of your lens orders electronically in one convenient step. pating lens manufacturers. Our services, supported by these manufacturers, are By ordering through available at no cost to you. Opticom, you can place all If you are currently ordering lenses from any of the following participating vendors, you can send your order using the Opticom Website at no cost!
Leader® sports eyewear from Hilco® is a smart optical solution. A great product line, outstanding service, and affordable prices make dispensing sports eyewear easier and more profitable than ever. Leader® T-Zone, Jam’n and Zoom sport goggles meet ASTM F803 standards with either v-bevel or SprinGuard™ bevel edging. Patented LENS-LOK™ technology makes lens insertion/removal a snap. www.hilco.com Even though sports eyewear is supposed to offer the best protection available, there is always the risk that the wearer may sustain an eye or facial injury due to severe contact or because of the nature of the sports activity. Make sure to carry sport related and sporty suns in your dispensary. ■
Arch Vision (Tejin Lenses) Augen Optics Avada Eyewear Bristol C&D Carl Zeiss / AO Sola Conant USA Cunningham Lens Dagas Optical USA Essilor (Silor, PRIO Varilux & Gentex) Excelite Eyenovate Fantom Optics Gator Lens
Hoya Lens I-Coat ILENCO J G Lens Kaenon Polarized KBco LBI Lenses Lensco Melibrad Nassau Lens NXT Sun Lens Optima Oracle Lens Pixel Optics Polycore
Green Bay, WI 54308 800-678-4266/Fax 920-965-3203
PolyLens Rodenstock Seiko/Pentax Shamir Insight Shore Lens Signet-Armorlite SOMO Optical Specialty Lens/iRx Polaroid Titmus (Frames) Vision-Ease X-CEL Optical Younger Optics
email: info@opticom-inc.com www.opticom-inc.com
FEBRUARY 2009 | EYECAREPROFESSIONAL | 11
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Through the Lens Carrie Wilson, BS, LDO, ABOAC, NCLEC
Photo: Courtesy of Transitions Optical, Inc.
Looking Through Rose Colored Glasses:
The Art of Tinting as a lens option, the eye care professional must first discuss with the patient what he or she is looking for. Is the patient wanting to cosmetically enhance the appearance of the glasses or is the patient planning to wear the eyeglass for a specific purpose? If the main reason is cosmetic, what look is the patient trying to achieve? If the desired outcome is to help with a specific activity, what is the intended activity? Tinting for an activity usually falls within three general categories: occupational, sports, and sunglasses. WHEN DISCUSSING TINTING
Dedicated Follower of Fashion Some patients are true fashionistas and want a certain look for his or her eyewear. For these individuals, fashion tints, also called cafĂŠ tints, are available in a wide range of colors and designs. Usually tinted in ranges of 10 to 20 percent darkness, the most common fashion tints are pink, blue, yellow, purple, and gray. In the lightest hues, these tints do not provide much, 12 | EYECAREPROFESSIONAL | FEBRUARY 2009
if any, protection against the negative effects of bright, outdoor light. Nevertheless, if applied effectively, fashion tints will enhance the appearance of most eyewear. There are three methods of applying tint to a lens; solid tints, gradient tints, and double gradient tints. A solid tint, as the name implies, covers the whole lens in a uniform color. A gradient tint refers to a lens with a darker tint at the top that fades gradually to little or no tint at the bottom of the lens. This provides additional protection from light coming from above, without inhibiting much light transmission from the middle and bottom of the lens. A double gradient tint describes a lens with a darker tint at the top and bottom of the lens, and a medium tint in the center of the lens. A double gradient tint can be applied utilizing the same color for both the top and the bottom, or by combining two colors, such as blue and pink. In addition, a mirror flash coat can be applied to fashion tints to enhance the colors.
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Working 9 to 5
Winner Takes It All
Tinting for occupational use is something that is commonly overlooked by the ECP, but increased knowledge of lens tints can greatly benefit the patient. Many common visual tasks can be improved by the proper tint. Accurate tinting can increase visual acuity and depth perception, thereby reducing eyestrain and fatigue as well as increasing productivity. Common activities that may benefit from a tint are computer use and industrial tasks. For most ECPs, computer use is going to be the most prevalent occupational activity that can be aided by the proper tint.
When it comes to sports, patients have a winner take all attitude and they want their glasses to reflect that by giving them an edge. The ECP can help by supplying the proper tint for the given activity. Although there are many different color combinations and tinting densities to choose from, the following are common tint colors and some of the sports that they work best for:
The most common computer tints are: • Rose or pink– A light tint that can be used to soften bright, fluorescent lighting and may help reduce eyestrain, glare and headaches. • Amber– A color that helps eliminate blue from the visible light spectrum, amber may help reduce eyestrain by reducing the amount of blue light emitted from fluorescent lights that enter the eye. • Gray– At a darkness of 10 to 15 percent, gray provides a good reduction of blue light without altering colors. Although the color of the tint is mostly patient preference, all computer tints should be accompanied by ultraviolet (UV) and anti-reflective (AR) coatings. These coatings provide greater protection for the eye from harmful radiation and superior glare protection. When using an outside lab to apply the AR coat, communication is very important to ensure the desired outcome for the patient. It is crucial that the lab know the exact color and density that is preferred to achieve a positive result and the easiest way to communicate this is to provide a sample. By providing a sample, the discrepancies in the way people perceive different tint shades under varying lighting conditions is eliminated. Tinting for industrial professions can be challenging. When providing a tint for an industrial purpose, it is very important to note that a tint that may be wonderful for one type of visual occupational task may cause harm to the patient when used for another task. Great resources for the optician that provides tinting guidelines for common occupations are OSHA and the American National Standards Institute (ANSI). These organizations outline what is appropriate for use within certain industries and occupational professions and can be of great help when deciding which tint would be the most advantageous to the patient.
Yellow and Orange These colors heighten contrast between objects and blue or green backgrounds. Sometimes marketed as “blue blockers,” yellow and orange tints are good for hazy, foggy or overcast conditions. Not an appropriate color for an activity that depends on accurate color perception, it is an excellent choice for low light and indoor activities. Sports that work well with this tint are cycling, hunting, shooting, indoor basketball, handball, racquetball, tennis. When used during extremely low light conditions, the lens can be helpful in skiing, snowboarding, and snowmobiling because of the color makes it easier to see slight bumps or ridges on the snow or ice. A word of caution, yellow and orange can cause discomfort to the eyes when used in extremely bright light conditions. Rose and Red Although these colors heighten contrast in partly cloudy and sunny conditions, they may cause significant color imbalances. The main benefit to these colors is that they allow the patients’ eyes to adjust quickly between alternating light conditions. As a result, sports that work well with rose and red are cycling, fishing, hunting, and shooting. Purple Commonly used as a fashion tint, dark purple can shade to the eye while maintaining natural color perception. Accordingly, this color can work well for hunting and shooting. Dark Amber, Brown, and Copper These colors help reduce glare and perform best in hazy sunshine. They are especially advantageous in improving contrast on grass and against blue skies; as well as activities where glare and depth perception can be a deciding factor. For example, racing, fishing in waters with grassy bottoms, hunting, skiing, water sports, cycling, baseball, and golf are all sports in which the previous conditions can be a factor. Green A mild, contrast enhancing tint, green is generally used to reduce eyestrain under bright lighting conditions. A soothing tint, it offers the best contrast and visual acuity of all tints due to the human eye being most sensitive to green light wavelengths. Sports that work well with green tints are baseball, golf, flying, and tennis. Continued on page 14
FEBRUARY 2009 | EYECAREPROFESSIONAL | 13
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Specially Made Sunglasses Sunglasses are the most common choice for tinted lens and for good reason. If fitted by the ECP properly, sunglasses combine fashion and utility into great package. The most common tint colors for sunglasses are brown, gray and G-15 and are found in color densities ranging from 60 to 85 percent. Because brown tint is discussed in the previous section, gray and G-15 tints will be covered here. Gray is the most popular color for sunglasses in the US. Sometimes referred to as a true color tint, gray reduces light intensity without altering object color. It provides good bright light protection and is an excellent choice for all purpose sunglass use. G-15, or the Ray-ban tint, was first developed by a pilot for pilots during the late 1930’s and made popular during World War II. A combination of a gray and green tint, the tint transmits 15% (blocks 85%) of the light, thereby giving the color its name. The combination of colors reduces glare and eyestrain in bright sunlight while enhancing contrast better than gray alone.
It is important to note that although dark sunglasses lenses may reduce light transmittance, they do not remove glare as effectively as polarized lenses. Furthermore, wearing dark lenses without UV protection can cause more damage to the patient’s eye than wearing nothing at all. Dark lenses cause dilation of the pupil, allowing more UV to enter the eye if there is not a filtering agent within or added to the lens. Polarized lenses automatically solve this problem since they are inherently UV protective; however, UV coat can be added to tinted lenses and solve this problem just as efficiently. Also, since dark lenses can cause reflections off the back of the lens, backside AR may be applied but be sure to follow the AR recommendations given earlier. To tint or not to tint, that is the question; or at least part of it. With all the colors, design options, and benefits that tinted lenses offer, the ECP has a wide range of decisions to make along with the patient. By discussing all the tinting varieties with the patient, along with the outcomes that he or she desires, the perfect pair of custom tinted glasses is just a shade away. ■Email any comments to: editor@ECPmag.com
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The 21st Century Optician Warren G. McDonald, PhD Professor of Health Administration Reeves School of Business / Methodist University
The Competitive Advantage in Action Our subject this month is clearly an example of someone with vision. From his vast experiences in many facets of Opticianry, to his continuing demand for excellence, John Bruening is someone we can learn from. John M. Bruening Geauga Vision Middlefield, Ohio
His responses to our questions are as follows:
Provide the reader with a bit of your personal background, including your education, training and professional history. I was born in Ohio, and was one of 7 children. My parents enjoyed taking the family on long car trips, which instilled in me the desire to travel. Upon graduating from high school, I joined the Air Force, and upon completion of my military commitment, I enrolled in the Ophthalmic Dispensing program at Hillsborough Community College in Tampa, Florida. The head of the program at the time was Dr. Norman Ross, whom I found to be a great educator, as well as a mentor to many students, including myself. Upon completion of the program, and passing the Florida Optical Dispensers boards, I returned to my home in Ohio. Back in Ohio, I began my career working for chain stores such as Pearle Vision and Sears, as well as a local chain named Vision World. Working at chain stores left me disenfranchised with the optical field, so I applied for, and was hired as a sales representative for Marchon/Marcolin Eyewear. This was a great opportunity to see the optical field from a different vantage point, and gave me invaluable insight into some of the differences between practices that were successful, and those that were not. Selling frames not only allowed me to be a part of my clients’ buying process, but also made clear to me the consequences of improper purchasing. 16 | EYECAREPROFESSIONAL | FEBRUARY 2009
After 3 years as an independent sales representative, the frame companies, including the one I was with, began to break their sales forces into separate divisions to compete against each other. I decided at that point to take what I had learned on the road and apply it to my own optical practice. So I opened in a small town, and as business was slow the first year, I also started a small frame distributorship that I named Encore Eyewear. I would sell frames on the phone, as well as through independent reps, and ship them from the back office of my optical. I made many contacts with factories that I still maintain and use to this day. All went well and soon I moved to a larger retail location. In the new location, retail sales quickly outpaced the wholesale, so I decided to sell Encore Eyewear to a local lab. As I realized the discounts that could be obtained by buying high volume, I soon found that in order to lower my cost of goods, I would have to open another store to have an outlet for the large quantity of frames I was purchasing. I added a store every other year, to where I now own 6 retail locations. Each of the stores has a unique look, and with the help of local Amish craftsmen, I was able to do all the build-outs myself. The offices/stores go by the name “Geauga Vision,” named after the county in which most of them are located. We have independent optometrists at each location that work on a “fee only”
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if the opportunity presents itself to make a large frame purchase, I’ll have minimized the risk of getting stuck with a lot of product that won’t sell. What do you see as your biggest strengths and weaknesses? My practice’s biggest strength is to attract and retain patients/customers in difficult markets. I believe our service is legendary, and our ability to make volume purchases has allowed us to keep fair prices, while still offering the warranty, which has become our trademark.
John Bruening taking a patient’s PD.
basis. We provide all the examination equipment, as well as the support staff, and marketing, and they in turn, attract much of our clientele. I like this arrangement, and let the patients know that the doctors are independent of our optical, so it is obvious that the doctor has nothing to gain by what is or isn’t prescribed. Of the prescriptions that are written, more than 98% choose to purchase eyewear from our optical. Describe your practice, and the services provided. Our optical offices are full service dispensaries that offer frames, contact lenses, eye examinations, repairs, and consulting services. Our main office, where the central lab is located, is in an area that has the 4th largest Amish population in the world. We offer a shuttle service, as well as free delivery to their home, schools, and their workplaces. We also offer a two year, unconditional warranty on all frames, and a one year unconditional warranty on the lenses. These policies have become some of our best marketing tools. Will you please describe your organizational philosophy, including any mission statement, vision, goals, etc.? My organizational philosophy is very basic: Hire good people, and let them do what they do best. Although I own 6 stores, I spend most of my time at the main office. Because the employees have been empowered to make decisions, and they usually make good ones, I visit some of the offices only a few times throughout the year. Our mission statement is also very basic: “Serve all. Have fun. Make money.” It doesn’t get any simpler than that, but when it comes down to it, business doesn’t have to be complicated. Find something that you like to do, do it well, and charge a fair price for it. Everything else seems to fall into place.
My practice’s biggest weakness is the same weakness of most relationships -poor communication. While we have made great strides this past year, there is always room for improvement when it comes to communication. Are there specific opportunities and threats in your local marketplace? If so, how do you effectively deal with them? Although I don’t think that there is such thing as a “local” market these days, I do see many threats to the market place, and in particular the field of Opticianry. Living in an age of internet commerce, big box retailers, and new surgical procedures, I don’t have to look far for something that could pose a threat to my business. I deal with any new threat as an opportunity to educate. I lay out the facts, show the options, and let the consumer make the decision. I don’t lose sleep over losing a customer, so long as I know I presented them with all the facts. Where do you see your organization in the next 10 years? The optical industry? I think that the next 5 years will bring monumental changes to our organization, as well as the field of Opticianry. I feel that the largest threat to our industry is the increase of third party vision plans, and the continued decrease in the rate of compensation they are willing to pay. Consumers are being directed by these plans to utilize providers that are willing to address Continued on page 18
Do you have a Strategic Plan for your practice? I don’t have a set strategic plan, other than I try to stay ahead of the latest trends, without getting too caught up in them. I have made it a point to study and know my markets to the point that
John Bruening fitting one of his many Amish patients.
FEBRUARY 2009 | EYECAREPROFESSIONAL| 17
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OPTOGENICS we make eyeglasses
the patients’ vision needs with only the practices’ financial gain in mind. Lower reimbursements by third party carriers often don’t allow for the best available products to be utilized. Because of these changing policies, my organization will most likely step even further away from such plans that limit our ability to serve our customers to the best of our ability.
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Can you describe your competitive advantage? What do you think makes patients come to you, and remain in the practice? When considering any competitive advantage my company might have, I would have to say it is our ability to make volume purchases, which allows us to offer the best warranties in the business. In the area of the country where our offices are located, it is very rare for an optical to offer any warranty, let alone one that is in effect for two years. This has really allowed us to stand apart from any of our competition. Are there tidbits of advice you might share with the readers? I’m not a big spender, but I sometimes like to shop, just for the experience of shopping. I enjoy walking into a store and taking note of the music that’s playing, the way the merchandise is displayed, textures of the floor and wall coverings, the color tones used, and even the aromas that may be lingering in the air. I take note as to how the sales people greet me, and if they appear to truly enjoy their job.
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18 | EYECAREPROFESSIONAL | FEBRUARY 2009
I like to compare these different elements to our stores, and see how I can use some of these to enhance the shopping experience of our customers. Many optical offices don’t like to refer to themselves as stores, but I am not embarrassed to refer to myself as a retailer. After all, how many people go to their podiatrist office to browse for shoes? I am in the business of educating, but ultimately, I want to sell eyewear that will be so pleasing to the customer, that they’ll want to tell everyone they know how much they enjoyed dealing with my organization. When I see other businesses struggling, I often notice that they spend much of their resources reacting to what their competition is doing, or plans to do. I would offer the advice that rather than looking over your shoulders at the competition, look ahead and focus on what you do best as a company. Focus on your strengths and what you are really good at, and highlight those positive aspects of your business to your customers. Don’t be afraid to ask your customers what they want, and be especially sure to thank them when they choose to do business with you.
I want to thank Mr. Bruening for his excellent responses. Please review them, and learn from his experience. He is surely a benchmark upon which others may measure themselves and their organizations. ■
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Managing Optician Judy Canty, ABO/NCLE
It Is the (Good, Better, Best) of Times IT’S ALL ABOUT CHOICES in the marketplace today. Our patient’s disposable income has been affected by the downturn in the economy and the savviest of us will craft a proper response. That response should, rather must, contain choices for those patients, not only in frames and in lenses, but also in add-ons and multiple pair or contact lens/eyewear package options. he latest data compiled by Jobson Research for The Vision Council indicates a 2.5% drop in the total vision care market in the U.S., excluding contact lens sales. The data reflects the marketplace during 12 months ending in September 2008. So, if you’re feeling a little pinch, there it is. The bigger question, bigger even than how much more it will drop, will be how do we react to these numbers?
T
Every lens manufacturer offers a good, better, best product line, either utilizing lens materials or lens designs or a combination of both. This is the time to carefully evaluate the choices you have and can offer your patients. Don’t shy away from offering your patients the best in design, material and treatments, but do be ready with options that you and your patients can live with comfortably. By and large, your patients will appreciate your honesty and consideration.
Still, the same report shows that of the respondents, 24.8% were either very likely or extremely likely to purchase a complete new pair of eyeglasses within the next 6 months. That’s very good news for us all. But there is another statistic that represents even greater potential for increasing sales...lenses only purchases.
So, how do you begin to make these decisions?
During the 6 months ending September 2005, 17.5% of respondents were very likely or extremely likely to purchase lenses only for their eyeglasses. In the 6 months ending September 2008, that number had increased to 21.7%. That’s a pretty healthy jump in “lenses only” and a big opportunity to offer an expanded menu of lens options to our cautious patients.
• If your practice is committed to a single lens manufacturer, work with the manufacturer’s rep to compare the features and benefits of individual designs, their availability and their compatibility with lens treatments. • If your practice is committed to a single laboratory, work with your lab rep to design a menu of lens designs, materials and treatments that will give you and your patients enough choices. • If your practice uses a number of labs based on lens prices then you’re probably already getting the best price, but
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you may be sacrificing the in-depth knowledge that either a manufacturer or lab rep can provide. As some of your returning patients may have discovered, there is a risk associated with shopping for price alone. Choose the lens that will populate your “best” tier and build a series of packages around that lens, including materials and treatments. This is the top end of the price/value scale and where all your sales conversations should begin. Create a script for yourself and your staff that describes the features and benefits of this choice. In a tight economy, this level can be a tough sell, so you and your staff need to be prepared to describe the package in specific detail to reinforce its value. Next, choose the lens that will populate your “good” tier. This lens should not be the least expensive lens you can find, but should be the best value lens in terms of material, availability and compatibility with lens treatments. You and your patient should be confident that it meets more than just a basic need. You should be confident enough in the lens to offer it to your very best customer if and when it addresses a need. Most labs have a “go to” or a “house brand” lens. It’s usually one that provides good quality at a very good price with a wide availability in materials. You have now determined the top and bottom end of your packages. The most difficult tier to populate is the “better” one. There are an astounding number of excellent lens manufacturers with mid-range products to choose from. These are the lenses that you may have relied on as your top tier just a few years ago. You should be prepared to explain why this lens is no longer on the top of the stack. You and your patient can be confident in the performance of this tier since it already has a good
track record with many, if not most, of your patients. Build some attractive packages around this middle tier and make it the bread and butter of your dispensary. Pricing the “good, better, best” tiers is a critical decision. You should know what percentage of your patients purchased which lenses and lens treatments. The tiers should be designed, described and priced so that your patient can see and understand the value in each step up. You should know what combinations were most attractive or popular and how frequently your patients returned for additional eyewear purchases. For instance, if they are returning within 30 to 60 days, is a multiple pair package a viable idea, even if it means new lenses for an old frame and a new pair? Or, in these tight times is a “family package” going to keep a family of patients from looking elsewhere for more affordable options? These times require creative thinking and a willingness to push some boundaries that have become untenable. Every practice has a style or manner in which lenses and frames are presented to the patient. Most agree that the “lenses first” approach is the most efficient and effective. Some prefer to use a patient questionnaire to determine lens needs and wants. Others prefer open-ended questions and active listening. Still others use a combination of both, but the end result is still the same...providing the right lens for the right need while addressing the want. ■ “It was the best of times, it was the worst of times... it was the spring of hope...” Charles Dickens, A Tale of Two Cities
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Dispensing Optician Anthony Record, ABO/NCLE, RDO
THERE IS A COMMERCIAL
currently running on local TV which is enough to make proud opticians of days gone by roll over in their graves. THE VOICE IN THE COMMERCIAL
is informing about the “...best value in eyeglasses... two pair for $99...” while we view the action on screen.
The Lost Art of Eyeglass Adjustments PICTURE THIS: A young, female patient/customer is sitting at a dispensing table, awaiting delivery of her eyeglasses. The dispenser brings the glasses to the table, hands them to the customer, who places them on her head. The “optician” seems to ask a question of the customer, who smiles, shakes her head yes, stands up and makes her exit. That, apparently, is the end of dispensing process. But should it be? WHEN MY WIFE, Andrea, graduated from Opticianry School in the 1980s, personalizing the fit and adjusting eyeglasses was a huge part of the curriculum. Likewise, while I was completing my three-year apprenticeship, more time was spent teaching me the intricacies of adjusting eyeglass frames than any other aspect of opticianry. Fast forward thirty years later and I am afraid that the approach to adjustments (in terms of schooling) has taken a back seat to nearly every other aspect of opticianry. Apprentice sponsors gloss over the topic. Saddest of all, before attempting any adjustment whatsoever, many eye care professionals feel the need to ask patients a question that no dentist, chiropractor, or other caregiver would even think of: “Is it okay if I touch you?”
I am also a big believer in giving credit where credit is due, so I would be completely remiss if I did not inform you of the inspiration for this article. It came from a dedicated colleague for whom I have much respect – Hari Bird, a proud, dispensing optician since 1958. The quote on the website he created says it all: “It is how well the eyewear makes contact with the patient that ultimately defines ophthalmic dispensing, whether it be spectacles or contact lenses.” I would encourage anyone interested in a good refresher course or for people who are studying the profession to check out his website and the home-study course he has created at www.opticianrytoday.com. Unfortunately, an article of this nature cannot adequately address the problem, nor effectively teach the methods and techniques that must be mastered to be an effective adjuster and dispenser; but we can point out the various things that must be known and the problems that must be addressed on a day-today basis in the dispensing world. Ask yourself, are you and your staff members able to adequately deal with some of the following issues? The challenge/problem is listed and in parentheses are some possible causes. Continued on page 24
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• The glasses do not stay in place. (Temples spread too widely; temple adjustment behind ears is too loose or incorrect; pads spread too far; bridge too wide; doesn’t fit nose; eyeglasses are too heavy.) • The frame sits too high. (Bridge is too narrow; distance between nose pads too small; pad arms too low; poor overall fitting.) • The frame sits too low. (Bridge is too wide; distance between nose pads too far; pad arms adjusted incorrectly; angle incorrect.) • The frame touches the eyebrows. (Temple angle is too retroscopic; poor overall fit.) • The outer ear hurts. (Temple rides too high on ear; temple touches ear cleft; temple touches lobe of upper ear; temple tip touches outer lobe of ear at the bottom of the lobe.) • The head hurts behind the ear. (Contact area is too narrow or small; temple tips “dig in”; temples too narrow or tight against head; temples are too short.) • Temples wobble or flop open. (Patient has a screw loose {☺}; rivets loose; rivets broken; internal spring mechanism broken or about to break.) • The temples are too long or short. (Poor fit; lazy fitter.) • Vision seems “off,” but was acceptable at initial dispensing. (Prescription filled incorrectly; prescription ordered incorrectly; error in vertex fitting in strong prescriptions; base curve incorrect; defective and/or warped lenses; pantoscopic tilt is incorrect; face form is incorrect; unwanted waves present in lenses; scratches.) • Vision problems occur at near – especially with progressives. (Prescription incorrect; frame too high or low; O.C. placement incorrect vertically or horizontally; reading area is too small; fitting height incorrect; incorrect brand was chosen for patient; objects “swim” or move when wearer turns head. • Wearer is having problems in adapting to the prescription (Incorrect prescription; fit does not match old eyewear.)
• Wearer is having problems adapting to the frame/adjustment. (Wearer is switching back and forth between the new glasses and the old; not wearing the glasses long enough to adapt; bifocals located in different place than old pair.) • Vision is unclear at specific working distances. (Patient needs bifocal, trifocal, or progressive lenses; wearer’s visual needs have changed; glasses not being used for prescribed purpose; segment or fitting height is incorrect; the near addition power is incorrect.) • Wearer is experiencing unwanted reflections and/or ghost images. (Glasses need more or less pantoscopic or retroscopic tilt; base curve needs to be changed; lenses are uncoated (AR), especially in polycarbonate and highindex lenses.) • Wearer is experiencing “vague” problems and has unclear complaints. (Optical cause; wearer has changed his or her mind about frame selection; family members or friends do not like glasses; after finally seeing the glasses, the wearer does not like them anymore; patient is experiencing buyer’s remorse because of the high cost of the eyewear.) These are just some of the challenges that face dispensers every day on the front lines of ophthalmic dispensing. Ask yourself if you and all your dispensing staff members possess the ability to professionally and effectively “diagnose” the cause of these problems and effectively and efficiently correct them. If not, there are many resources that can help in “hands-on” training. For example, Hilco and Vigor both offer videos and DVDs that feature in-depth tutorials with many tools and their purpose, showing how they are to be used in a close up, hands-on fashion. While lenses evolve, and new frame and lens materials become available, some things never change. Many of the techniques needed with frame adjustments today are the same ones used a hundred years ago. System for Ophthalmic Dispensing by Clifford W. Brooks and Irvin M. Borish is still a great resource, as is the website I mentioned earlier. ■ Email any comments to: editor@ECPmag.com
NATIONAL VISION ACQUIRES 64-STORE EYEGLASS WORLD CHAIN National Vision – whose retail operations include the America’s Best Contacts & Eyeglasses chain as well as leased optical departments inside Wal-Mart and Fred Meyer stores – acquired the Eyeglass World chain from Vision Care Holdings last month. The Eyeglass World stores will continue to operate under the same name. The 20-year-old freestanding chain consists of 64 budget optical stores, most with in-store lab capabilities. 24 | EYECAREPROFESSIONAL | FEBRUARY 2009
Prior to this acquisition, National Vision operated more than 500 retail locations in 44 U.S. states. Its retail divisions include America’s Best, Vision Centers inside select Wal-Mart stores, Optical Shoppes inside Fred Meyer, Optical Centers on select military bases and now the Eyeglass World chain. Vision Care Holdings, based in Lake Worth, Fla., will continue to operate The Lasik Vision Institute, its lasersurgery division.
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EYECARE INNOVATOR OF THE MONTH: HOYA VISION CARE How is HOYA an innovator? HOYA is a global technology company and the leading supplier of innovative and indispensable high-tech products and services based upon its advanced optics technologies. Since its establishment in 1941 as Japan’s first specialty manufacturer Barney Dougher of optical glass, HOYA has diversiPresident, Hoya Vision Care fied into new business areas that North America exploit the potential of advanced optics technologies. The company has continued to grow as a global enterprise through the expansion of its diverse business activities, which encompass Information Technologies, Eye care, Medical, and Imaging Systems. HOYA’s corporate mission is about the dedication to innovation.
How does the focus of innovation benefit the Eye care Industry? Hoya focuses on developing and manufacturing the finest quality ophthalmic lenses and the most advanced coating techniques and lens designs available to correct ophthalmic imperfections. Combining state-of-the-art technology with extensive knowledge and experience, Hoya offers its customers the perfect solution for any type of correction or fashion trend, meeting any budget. Exciting developments occur frequently and the Hoya product range is expanding all the time.
The two major components of the progressive design are separated and designed individually to address the specific needs of the wearer Rx and frame parameters. The vertical component of the design is digitally-surfaced (or molded in the case of iD Lifestyle) on to the front surface of the lens and the horizontal component is digitallysurfaced on the back. There is no other lens that uses this approach where the design is separated into these two elements and then distributes them separately to the front and back surface of the lens.
What are your free-form lenses? We have two progressive lens products that use Integrated Double Surface Technology: HOYALUX iD and HOYALUX iD LifeStyle (HOYALUX iD LifeStyle cd). HOYALUX iD is surfaces on both the front and back while HOYALUX iD LifeStyle has a standardized front surface. Both are available in a range of materials and anti-reflective coatings for any patient’s needs HOYA also has a free-form single vision lens ~ Nulux ep. Nulux ep is HOYA’s bi-aspheric single vision lens design made possible through HOYA Free-Form Design Technology. Nulux ep delivers: • Clear vision from edge to edge • Calculated visual acuity at every point on the lens • Visual optimization for all powers
How are HOYA’s anti-reflective coatings different?
Our motto is, “We care about your eyes.” This is not just something we plucked out of the air. It is a statement we like you to take literally because everything we do, we do for our customers.
Thanks to HOYA’s technology our AR coatings offer advantages other AR lenses can’t. HOYA’s Super HiVision offers superior scratch resistance, smudge resistance, and maximum anti-reflective performance.
The expertise we’ve accumulated and our attention to research and development – hi-index materials advanced grinding and coating technologies, functional spectacle lens designs – are our guarantee for ‘value-added’ spectacle lenses, which not only correct eyesight but also offer a natural field of vision and maximum comfort.
We also exclusively include Substrate Matching Properties. This means we match the index of refraction of the coating with the lens materials.
How are HOYA’s free-form lenses different than other lens manufacturers? Hoya Free Form incorporates both free form design and lens manufacturing elements. The design is called Double Integrated Surface Technology.
26 | EYECAREPROFESSIONAL | FEBRUARY 2009
This way each lens material has a specific coating formulation and provides a customized fit. This process delivers superior chemical and heat resistance and improved lens clarity. ■
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Practice Management Thomas Breen Principal, Breen & Associates
Executive Dashboard – Keeping Stats & Monitoring your Business
STOP FOR A MOMENT if you will and imagine you’re in the driver’s seat of your favorite rig. Now imagine to your surprise a dashboard without any functioning gauges or monitors. No fuel, temperature or battery status, not even a speedometer or tachometer. Could you drive? Of course you could. Now, how far down the road you’d get without a challenge would be, well, a challenge.
Now stop for a moment and think about your business and its gauges. How do you know if your practice is functioning on all cylinders? Are you maximizing production and increasing revenues? As we address part three of this series on practice management, we will look at how practice statistics and figures play a vital role in building and maintaining a successful business. Like most people who drive a car or truck, I’d venture to say the two most observed gauges are the speedometer and the gas gauge. Now take a look at the business of eyecare. I’m certain the two most observed stats are the revenues in and revenues out. But there is much more data available just waiting to be accumulated, analyzed and affected. Keep in mind that these “three A’s” of statistical management don’t necessarily have dollars signs in front of them. If you can’t Measure it, you can’t Manage it. Keeping track of a business’ statistics is nothing new. However, an interesting trend has taken place over the past decade or so – sharing your stats with your team. Indeed it’s not the accountant who is going to come up with new ideas to increase patient flow or fill the appointment book. Heck, the accountant 28 | EYECAREPROFESSIONAL | FEBRUARY 2009
might have trouble advising you how to increase revenue. As a business owner, getting the staff involved can really pay dividends. We will explore the staff issue later on but for now pull out your number 2 pencil and let’s take a look at which statistics to track and how to evaluate them. As you might imagine, there are many numbers that can be collected, so it’s important to keep the number of stats limited in order to not overwhelm yourself or your team. I recommend the following stats be kept on a regular and consistent basis. 1. Adjusted Gross Sales 2. Patient Volume (New & Established) 3. Revenue Per Patient 4. Appointments or Production Booked 5. Accounts Receivable One of the key elements to keeping stats is consistency over a period of time. There are two factors to consider here. First, a stat keeper must be diligent over an extended period of time. Second, each stat kept should not be changed. In other words, keep your formula the same. For example, we’ll use income that’s collected vs. revenue billed. Either number is fine to stat, pick one and just be sure to not switch midstream from one to the other. Keep it consistent. It’s also important to remember that the benefits may not show themselves in the short term, but over time, say six months or more, the ability to compare and contrast will become invaluable as a management tool. Continued on page 30
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The Benchmarks Stat management wouldn’t have the impact it does if you didn’t have targets to shoot for. A great place to find production targets is to review last year’s production. Today’s practice management software typically has the capability of tracking the aforementioned stats and more. Over-the-counter financial software is another source for stat information. Once you have established your stats they become the baseline and provide the best resource for strategic management and marketing decisions. The following numbers are made available as ball park numbers and fluctuate according to the demographics and/or geographic traits across the country. • Adjusted Gross Sales • New patients • Production booked • Revenue per patient
90-95% 25-33% 90-95% $250-$350
(revenue generated) (of total patients) (of available slots) (service & product fees)
“Perfection is not attainable. But if we chase perfection, we can catch excellence.” VINCE LOMBARDI Stat Management & Team Participation It has been my experience that getting your eyecare team to participate not only in patient care but in the operations of the business brings tremendous value. By sharing the numbers we’ve been discussing today, your staff has a better understanding of how the practice operates and functions on a day to day basis. Your front line reception team can now take ownership and manage a stat like production booked. Your dispensing
Statistics
team can take pride in knowing that they influence revenue per patient. The entire team can now track and improve an essential statistic like new patients. The following graphic illustrates how the entire practice team can track and stat the practice’s progress. I encourage you to use this tool. It is quite simple and straightforward. Hitting on All Cylinders Unfortunately, the winds of change are blowing harder than ever. It takes more than just providing good services and good products. All too often we can become complacent with our actions and become comfortable with the established environment. Successful ECP’s are embracing the concept of working smarter, not harder. As they reach for the next level of success, they understand where to apply the right resources using the right people using the right strategies. Taking the time to manage by statistics can truly take your practice to the next level. And Finally ... An old and dear colleague of mine, who is an excellent industry speaker by the way, often quoted a great truism from his college days as it relates to today’s topic. “There are lies, damn lies and then there are statistics.” If you are looking for a effective online resource to track optometric statistics, you might check out www.ODStats.com. They have taken stat management to the web with some great features that allow you to compare and contrast your own eyecare business with similar practices across the country. ■
Format
Monthly Goal
Actual Weekly
Monthly to Date
1. Adjusted Gross Sales (=Total Charges - Adjustment)
$
________
________
________
2. Receipts (= Amount Collected)
$
________
________
________
3. Total Patients # of New Patients # of Established Patients
# # #
________ ________ ________
________ ________ ________
________ ________ ________
4. Adjusted Gross Sales $ (Adjusted Gross Sales Total Patients)
________
________
________
5. Adjusted Gross Sales % (# of Filled Exams Exam Slots Available)
________
________
________
30 | EYECAREPROFESSIONAL | FEBRUARY 2009
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Dispensary Marketing Ted Weinreich, MBA Regional Sales Manager, Optogenics Lab
Recession Repression: Some Opticals Increased Sales in 2008 From Fort Lauderdale to Tampa, there were accounts that increased their annual Lens and Anti-Reflective protection lab purchases by 40%-75% as compared to the volume they did in 2007. Other practices from South Miami to Jacksonville consolidated their lab business, and so increased their Lens and AR purchases by 100% to 400%. Was there a common course of action, a magic bullet or potion, to guarantee success? Fortunately, and unremarkably, there is not: there are as many roads to success as there are human brains to imagine them. One practice focuses on selling second and third pairs of glasses to a patient. Their mantra is, “The patients who sit in front of you want to pick your brain – educate them.”
Now the story can be told: while many of us bemoaned the economic downturn of 2008, there were practices that paid no attention to the newspaper story outside their doors, and just attended to business, serving their patient’s visual needs. They knew that the power was in their hands, and they used it to great effect.
The successful Office Manager/Optician put it this way. “The patients who come to this practice are not optically educated. If you don’t tell them it exists, how are they going to know that they want it, and that there is an optical product designed to enhance their overall and visual health?” One Optician at another practice said, “With so many people interested in the Presidential elections this year, and fear especially among retirees that absentee ballots might not be correctly counted, more ‘snow birds’ who have made Florida their legal residence came here to prove their residency by voting in person,” he said. “The first thing many of our patients do, upon returning to their Florida home, is get their annual eye examination.” Another Optician said it differently. “Our practice is next to the University, and each semester there is an influx of new and repeat patients. Our Optometrist has his appointment book filled weeks ahead, and his client base believes in the frames and lenses we offer them.” Continued on page 34
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Can Opticians Reduce the Cost of Doctor Changes? Doctor changes are also costly to all parties involved in the sale of eyeglasses. The patient is annoyed that, “the Optician made my glasses wrong.” The Optician is upset because his reputation has been affected, even when his skills might not be the cause of the problem. If the Rx is wrong because, “the Ophthalmologist or Optometrist wrote the wrong Rx,” the Optician must tacitly hold accountable the prescribing skills of the Doctor the patient has faith in, since the only way to have the prescription changed is to ask the patient to return to the Doctor to ask her/his advice on how to correct the Rx. And of course the lab is annoyed that there is another Rx they will manufacture, ship and not get paid for. This is another warranty that cries out for a change of procedures to reduce the cost to all concerned. Here is one suggestion. Opticians often know that the offices of certain doctors have a high incidence of incorrectly prescribed Rx’s. Often the Optician can predict that the change from a previous prescription is drastic, and may cause patient adjustment difficulties. In such instances, the Optician would proceed with the normal process of choosing lenses and frame for the new Rx, and then might say, “I want to make sure that you feel comfortable wearing this new prescription before we order these eyeglasses. I will make you a pair of glasses in any of these frames at no charge. Wear them for a week, let me know how this new prescription is working for you, and I will then order these glasses you have chosen. If the prescription is not working for you, just return to the Doctor for him/her to do any correcting to the prescription that might be necessary.” The Optician has now given the power to decide whether to return to the Doctor for a prescription change in the hands of the patient – before s/he is annoyed that, “these eyeglasses you
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made don’t work.” Might this be a way to get out from being the bad guy, and being caught between the rock of your referring doctor and the hard place of an annoyed patient? The frames you offer for this test will be ones that have a low cost or are old frames you can’t sell. The lenses should be clear SV or FT just to test the Rx. If the prescription works for the patient, you have the option of making a gift of “these second pair – emergency pair of eyeglasses,” or offering to sell them at a very low price to cover your cost. Even if the patient rejects this prescription, the cost to the practice is greatly diminished. Lens Returns for Credit Take Profit from Both Labs & Opticals The costs of the current warranty system to both the lab and the optical practice are obvious. Both parties have a profit motive to change this system in 2009. Some practices have chosen to do business only with labs that will ship warranty, Non-Adapt, and Doctor changes to an Rx at no charge, so there is no need to go through the credit process at all. Some labs have chosen to issue credits, but not require the return of lenses, while other labs have offered a significant discount on some Rx’s or AR’s in exchange for not offering any lens or AR warranty. Let’s say that a practice knows that scratch warranty returns happen to only 10% of the Rx’s they dispense. Non-Adapts probably occur less frequently than that. An incorrect prescription might be the cause of some Non-Adapts, and therefore both of these causes for remakes, returns, and credits might be reduced by making a change in how “suspect Rx’s” are filled in the first place. If the “no warranty” discount is greater than the percent of returns for Rx change that the practice experiences, there is a clear profit motive for a practice to use the “no warranty” lenses and AR’s offered by the lab. ■ Email any comments to: editor@ECPmag.com
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Safilo Group
Alcon
Claudio Gottardi, a long-term executive with the Safilo Group, whose most recent responsibilities were CEO of the company’s North & South America business, has resigned from the company. The company issued an announceClaudio Gottardi ment that said he had resigned from the group “to pursue new professional opportunities.”
On April 1, Kevin Buehler will take over as president and chief executive officer of Alcon succeeding Cary Rayment, who retires on March 31. Rayment Kevin Buehler Cary Rayment will continue to serve as a director and non-executive chairman of Alcon’s board. Buehler will also be nominated as a board member, which shareholders will vote on at the company’s annual general meeting May 5.
The company also reported that James Ross Brownlee, a 12year Safilo executive with wholesale and retail experience with the Group, would assume responsibility for the American markets. Responsibility for the Asian market formerly held by Brownlee will be assumed by Nicola Zotta, who during his 10 years in the Safilo Group has gained experience in European markets.
Carl Zeiss Vision International
Buehler, a 24-year Alcon veteran, is currently senior vice president, global markets, and chief marketing officer of Alcon subsidiary Alcon Laboratories. He joined Alcon in 1984 as a regional sales manager in the consumer products division. Rayment joined Alcon when it acquired Coopervison Surgical in 1989; he has been president and chief executive officer of Alcon since October 2004, and chairman since May 2005.
Carl Zeiss Vision International GmbH announced that its CEO, Dr. Norbert Gorny has left the company for personal reasons. Arne Frank, chairman of the advisory board of Carl Zeiss Vision, is acting as interim CEO and is Norbert Gorny leading the company together with the executive board members Klaus Leinmüller and Dr. Raymund Heinen, until a new long-term CEO has been appointed. Gorny was named CEO of Carl Zeiss Vision in October 2006. He was responsible for the integration of SOLA International, which Carl Zeiss Vision acquired in 2004.
VSP has appointed industry veteran Warren Meyer as vice president of laboratory operations, and will oversee the operations of VSP’s four wholly-owned optical laboratories. Meyer has been involved in the optical lab Warren Meyer industry for more than 36 years. As an entrepreneur, he co-founded CustomEyes in 1989 and Perfect Optics in 2006. Meyer also served as vice president of operations for the western region of Essilor Labs from 2000-2003.
Transitions Optical
Charmant USA
Transitions Optical, Inc. has appointed Eric Zaretsky as chief financial officer. In this new role, Zaretsky will provide strategic leadership and direction related to finance and purchasing, and will become a key member of the Eric Zaretsky Transitions Optical Global Leadership Council. Zaretsky joined Transitions from PPG Industries Inc. in 2007 as manager, business development.
Charmant USA has appointed Chris Allen as South East Regional Manager. Allen has over 15 years’ experience in the optical industry, most recently as a sales consultant for Essilor. Chris previously held sales positions at the Chris Allen Charmant Group with the most recent as a District Manager. At Charmant, Chris also earned the Rep of the Year award in 2006 and Rookie of the Year award in 2005.
Michael T. Ruggeri, most recently chief financial and administrative officer, Transitions, was named as business controller for the Optical and Specialty Materials segment, PPG Industries. In his new role, Ruggeri will provide Michael T. Ruggeri leadership to financial planning and strategic business initiatives focused on profitable growth across the Optical and Specialty Materials segment of PPG Industries.
Davis Vision
36 | EYECAREPROFESSIONAL | FEBRUARY 2009
VSP
Davis Vision has named Michael Ehrle divisional vice president of sales for its northern division. In this new position, based in Chicago, Ehrle will contribute to Davis Vision’s national new business development. Before Michael Ehrle joining Davis Vision, Ehrle was national VP of specialty sales for UnitedHealth Group. He also worked for Spectera Vision for six years as regional vice president.
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Kenmark Sales Representative of the Year has been awarded to Carla White for her dedication to Kenmark and strong performance in sales throughout the year. The Sales Representative with the Most Sales Volume was awarded to Pat Gantt. The Consistent Exceptional Performance was awarded to Steve Mount. Kenmark’s Rising Star went to John Carla White Mancine. The Rookie of the Year was awarded to Dave Janssen for an outstanding first year at Kenmark.
DiSanto, who is self-employed, will be suffering a major loss of income while he fights for his life. A fund has been established to help him pay for medical and critical living expenses. Contributions can be made to: Michael DiSanto Fund, c/o Opticians Association of Ohio, 1100-H Brandywine Blvd., Zanesville Ohio, 43701-7303. Checks should be made payable to: Opticians Association of Ohio and the memo on the check should state: Michael DiSanto Fund.
Fritz Balester Passes Away
Fund Started for Mike DiSanto Mike DiSanto, a well known eye care writer and educator, has been diagnosed with Stage IV pancreatic cancer. He has spent much of his long career teaching basic and continuing education courses to thousands of opticians, Mike DiSanto optometrists, ophthalmologists, lab personnel, customer service personnel, and vendor representatives. His educational materials and two books, TOPS and ABO Review Course, offered through the National Academy of Opticianry, help hundreds each year to prepare for certification.
Fritz Balester
Fred (Fritz) Balester, former president and chairman of wholesale lab Balester Optical died on Tuesday, Jan. 13, at the Golden Living Nursing Center in Wilkes-Barre, PA. He was 85 years old.
Balester was born on Dec. 14, 1923, in Wilkes-Barre. He served in the Marine Corps during World War II, and fought in the Pacific, including Guadalcanal and New Britain. After returning from military service, he joined Balester Optical in WilkesBarre, which was founded by his father, Fred J. Balester, Sr., in 1934. Initially, Balester was involved in sales, and later in his career served as president and chairman of the board. His daughter, Heather, currently serves as president of the lab.
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Second Glance Elmer Friedman, OD
I’ll Never Forget What’s His Name LET’S ASSUME that you have an enthusiastic patient who has sent you a significant number of referrals. You follow your habit of developing good patient relationships. A thank you note and a red rose are given with each referral. Then, one day, you are chatting with a neighbor while shopping in a nearby Costco. Suddenly, a familiar face, covered in smiles, approaches you with an extended hand. That person calls you by name and shakes your hand vigorously. There is an awkward moment or two as you flounder about, searching your memory and uncertain as to your next step. Your new arrival waits expectantly for a sign of recognition and your neighbor, sensing that no introduction is forthcoming, asks to be excused because of an important appointment. Flop beads of perspiration are developing on your forehead and upper lip. The smile on the face of your confronter begins to wane. You are embarrassed beyond words. By this time, your confronter has adopted a cynical smirk as the identity is revealed. It turns out that this is the very person who has been one of your supporters and referral sources. You feel small enough to fall through a crack in the floor. Practice management specialists have estimated that a successful practice is based on 15% knowledge and 85% in knowing
how to deliver our services to the patient. We eye care providers are frequently called upon to appear before audiences and engage in social activities that bring us into contact with groups, large and small. It is incumbent upon us to remember names and faces. It is one of the best ways to make a favorable first impression and helps us to improve our practice growth and social comfort. Although lapses in memory are associated with growing older, almost anyone can benefit from memory boosting tactics. Memory, like muscular strength, is a “use it or lose it” proposition. Our name is one of those hardwired words in our subconscious (like “free” or “sex”) which has an intrinsic trigger to get our attention. You are more likely to react and respond to the sound of your name than any other word. We can make people feel important. It wins their goodwill and opens the door to a successful relationship. It has been stated that novelty and sensory stimulation are the foundations of brain exercise. If you break your routine in a challenging way, you are using brain pathways that you weren’t using before. Examples are: brushing your teeth with your opposite hand or showering and getting dressed with your eyes closed. It is also suggested that one should take a course in an Continued on page 40
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unfamiliar subject, learn a new game involving strategy or cook up some recipes in a different or exotic cuisine. These suggestions tend to keep the synapses firing. Here are some memory improvement steps to follow: 1. Give it your best effort. Decide to make a conscious commitment to remember people’s names. You must apply yourself to work at it. Before attending a meeting or a social event, say to yourself, “I will make my best effort to remember the names and faces of the people that I meet.” 2. Pay attention while you observe. If you are distracted or not concentrating, you won’t register the person’s name and thus it is not likely you will remember it. Pay attention to the person’s name when you first hear it and try to form an impression of the person. If you miss hearing the name or find that a few moments later you have already forgotten it, say, “I’m sorry. I missed your name. Can you give it to me again?” If you still have trouble with it, say, “I’m sorry but would you please spell it out for me?” Pray that they won’t say “Smith.” Just be diplomatic and graceful. Try not to appear like a dolt. The more vividly you observe people’s physical characteristics, the more likely you are to remember them. Use all your senses to get the most striking impression. 3. Repetition helps to engrave the name in your memory. Use the name immediately and repeat it silently to yourself. Use it occasionally in the conversation and when taking your leave. Write it down afterwards. 4. Make an association between the person’s face and an image that the name suggests. Exaggerate the image. Make it larger or give it movement connected with some feature of the person’s face. This makes the image more memorable. You might remember visual images easier. Link the name to some physical characteristic of the person. Be careful! If you are remembering Mr. Oates’ name and associate it with his horse like facial appearance, don’t address him as Mr. Horseface. If you are more efficient with sounds, you might use a rhyme or a song lyric that associates the person’s name with your impression. Examples of this are: Michelle-ma belle (remember the Beatles?) or Alice’s chalice or Dave needs a shave. There are sensory feelings, instincts and reactions to bring into play to help us to remember names. Examples are: “Al Decker is a pain in the necker,” “Joe is a rogue,” or “Fannie is canny.”
40 | EYECAREPROFESSIONAL |FEBRUARY 2009
Exaggerate the sound of the name. Prolong the syllables. The funnier, the more exaggerated or disturbing it becomes, the better it will be for remembering. Break the name into several distinguishable parts. Associate parts of the name with words you are already familiar with and can easily pronounce. If you can create a little story containing familiar words to serve as memory stimulating cues, this can be highly visual if the story sounds silly and provokes laughter. In addition to forgetting a face or a name, our memories are also challenged by trying to remember a birthday, a social date or wondering if we forgot to lock the front door. And finally, the unkindest cut of all, “What was I looking for in this room?” Some experts have hypothesized that diet and exercise also directly influence memorization. Some foods that are considered helpful are certain fruits such as oranges, bananas, blueberries and avocados. Also, salmon, eggs and spinach are considered helpful not only in body health but in the area of memory skills. We are cautioned to avoid alcohol and sugar loaded soft drinks. Water and natural fruit or vegetable juices are recommended in their stead. Add broccoli, asparagus, strawberries, melons, black beans, soy beans, sweet potatoes, tomatoes, green tea, nuts, seeds, liver and whole grains to the memory assistance list. Did we forget to mention the healthy fats, vitamin B6, B12, folic acid, antioxidants, vitamin E, and beta carotene? We mustn’t forget Omega fatty acids, the lowly herring, tuna, halibut, mackerel, walnuts, flaxseed and the various and sundry supplements sought by senior citizens. Exercise can boost our memory power. Routine exercises increase the level of oxygen in the blood and thus to the brain. Many people claim that they are more clear minded during and after exercise routines. The need for adequate rest is coupled with any exercise regimen. A good sleep each night is very effective toward memory improvement. One should try to schedule a regular bed time for each night and aim toward eight hours of uninterrupted sleep. Another offshoot of this program is in regard to meditation. Time to think alone is important. One could try yoga, relaxation response methods, soaking in a tepid bath and long solitary walks. These activities provide relaxation and clear the mind. Now we have a complete dossier on memory improvement. It behooves us to remember “what’s his name.” That patient will appreciate it and the practitioner will reap the rewards of an ideal doctor-patient relationship. It was Dale Carnegie who said, “A person’s name is to him or her, the sweetest and most important sound in any language.” ■
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Patient Care Sonja R. Taylor, ABOC
Body Language – Positive or Negative? IT’S 11:58 AM, my stomach is growling and my phone is
vibrating in my lab coat. Dr. X walks into the shop with a patient that needs some serious help. Broken glasses and a new Rx. I have about 10 seconds to make a good impression. I thank Dr. X for the potential patient, check my watch and read a text message on my phone. It’s now 12:01 pm. What impression have I made so far with my new patient? That I am hungry and have a lunch date? I ask the patient (let’s call her Jane) to have a seat. Jane sits down at the dispensing table and wonders what’s going to happen now. “Do you want new glasses? Or do you want me to just fix the old ones?” Jane answers in a shy voice that she would like to see some new frames, and I let out a huge sigh. I point to the designer board and the budget board and say, go ahead and look for a minute, I have to take this call on my cell phone. At this point I have not impressed Jane with my tactics and she becomes very uncomfortable with me. Jane picks out a few frames and returns to her seat at the table; I notice her and wave from across the shop, shouting, “Give me a second.” I return to my chair, cross my arms, and say, “These are going to be heavy and thick. Do ya want to spend the extra money for thin lenses?” Jane is confused as she is not aware of new thin and light lenses, so she is hoping that I educate her on what is new and what is going to give her the best vision. But Jane politely says, “I have another appointment that I have to go to, I will be back.” Do you think Jane is going to come back? Doubt it. I hope this is not a normal, everyday occurrence in your professional shop. Be aware of what you or your staff is telling patients when they come in for new eyewear. Your body language and verbal communication is a reflection on the quality of your service. Smile, even if you have to fake it. A scowl or frown on our face tells the patient we are not interested in them. Pointing to the 42 | EYECAREPROFESSIONAL | FEBRUARY 2009
frame boards and telling a patient to look alone is a HUGE mistake. Patients are usually not aware of what would be best for them, especially concerning the Rx they hold. Letting out a sigh or checking your watch tells the patient that they need to hurry. Think how frustrating it must be for a new or even existing patient not to have the care they deserve in a professional practice. How can you try to sell a product, service or fulfill a medical prescription without a full understanding of body language? When trying to persuade people, you have two tools; words and actions. Your body either adds strength to your position or weakens it. Take note of what you are saying and doing during each situation throughout the day at the office. Positive Body Language Walk briskly Head up Hold shoulders upright Keep posture erect Firm handshake Steady eye contact Open arms/palms Plant both feet on the floor Negative Body Language Feet dragging – implies lethargy Head down – suggest timidity, again not a positive impression Shoulders drooped – could imply lethargy and weariness Slovenly posture – implies boredom Weak handshake – implies meek and ineffectual personality Shifty eyes – suggests nervousness Arms crossed on chest – a defensive posture Fidgeting – implies nervousness Hands in pockets – implies you have something to hide Jingling object in pocket – nervousness A series of negative body language from you will almost certainly result in the loss of the patient’s confidence. It doesn’t take much these days to make a bad impression and lose the patient. When Jane is approached in the correct manner, she feels valued as a patient and could add value to your practice as a lifetime customer. ■
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ESSILOR TO ACQUIRE LENS MAKER SIGNET ARMORLITE Essilor International’s U.S. subsidiary, EOA Holding Co., has signed a share purchase agreement to acquire ophthalmic lens maker Signet Armorlite. The acquisition is subject to regulatory approval in Signet Armorlite’s main host countries and is expected to be completed in the first half of the year, according to Essilor. Signet Armorlite is owned by a private investment group. Headquartered in San Marcos, Calif., Signet Armorlite has revenues of over $130 million, approximately 900 employees, one manufacturing plant in Mexico, four prescription laboratories in the U.S. and Europe, and three distribution centers in Canada, Portugal and the Netherlands.
Signet Armorlite specializes in entry-level and midrange products for independent eyecare professionals and integrated retailers. It manufactures lenses under the Kodak brand, for which it is the exclusive licensed manufacturer and distributor. Signet Armorlite was formed in 1983 through the merger of Armorlite, founded in 1947 in Burbank, Calif., and Signet Uptown, which began as a wholesale lab in San Diego, Calif. in 1960. Beginning in 1947, the company pioneered plastic lens casting in North America. The company is also an authorized distributor of 3M optical supply products in the U.S.
U.S. SENATE AND HOUSE INTRODUCE VISION CARE FOR KIDS ACT Congressmen Gene Green (D-TX), Bill Pascrell (D-NJ), John Sullivan (R-OK), Elliot Engel (D-NY) and Ileana RosLehtinen (R-FL). Introduction of legislation with the same language on the same day by the U.S. Senate and House of Representatives is a rare occurrence and with identical language, the bill is more likely to move quickly through the legislative process, according to an announcement from the Vision Council. “This early introduction gives us the entire congressional timeline to try and get this legislation passed. It’s a very positive sign,” said Eve Zartman-Ball, senior director, Public Affairs & Advocacy for The Vision Council.
With bipartisan support, the “Vision Care for Kids Act of 2009” was introduced on Jan. 16 in the U.S. Senate and House of Representatives. The bill, S. 259/H.R. 577, aims to provide children with follow-up care needed after being identified with a potential vision problem by a comprehensive eye exam or vision screening. The bill is sponsored by Sens. Christopher “Kit” Bond (R-MO) and Christopher Dodd (D-CT), as well as
The legislation is supported by an alliance of industry organizations: The Vision Council, the American Academy of Ophthalmology, the American Optometric Association, the American Association for Pediatric Ophthalmology and Strabismus, the Better Vision Institute, the National Association of Vision Care Plans, the National School Nurses Association, Prevent Blindness America, Reading Is Fundamental and Vision Service Plan.
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Advertiser Index ADVERTISER
PAGE #
PHONE #
WEB SITE
21st Century Optics
33
800-221-4170
www.21stcenturyoptics.com
adidas Eyewear
8, 9
800-626-8684
www.adidas.com/eyewear
ADVERTISER
PAGE #
PHONE #
WEB SITE
Nellerk Contact Lens Cases
49
607-748-2166
—
OCuSOFT
19
800-233-5469
www.ocusoft.com
B&G Optics
45
800-360-5367
—
Optical Women’s Association INSIDE BACK
972-233-9107
www.opticalwomen.com
Balester Optical
15
800-233-8373
www.balester.com
Opticom
11
800-678-4266
www.opticom-inc.com
Central Optical
FRONT COVER
800-322-6678
www.centraloptical.com
Optikam
14
888-356-3311
www.optikam.com
21
877-274-9300
www.framesdisplays.com
Optogenics
18
800-678-4225
www.optogenics.com
FEA Industries
25, 41
800-327-2002
www.feaind.com
37
800-877-5738
www.optowest.com
Grimes Optical
34
800-749-8427
www.grimesoptical.com
Rudy Project USA
INSIDE FRONT
888-860-7597
www.rudyprojectusa.com
HOYA Vision
27
800-423-2361
www.hoyavision.com
SECO International
39
770-452-0600
www.seco2009.com
29, BACK COVER
800-233-9637
www.luzerneoptical.com
SEIKO Eyewear
5
800-235-LENS
www.seikoeyewear.com
23
800-634-9461
www.mjoptical.com
Tech-Optics
47
800-678-4277 www.techopticsinternational.com
47
877-882-7456
www.myvisionexpress.com
43, 46
866-923-5600
www.national-lens.com
CNS Frame Displays
Luzerne Optical MJ Optical Group My Vision Express National Lens
OptoWest 2009
Three Rivers Optical
35
800-756-2020
www.3riversoptical.com
Vision Expo East 2009
31
800-811-7151
www.visionexpoeast.com
Vision Systems Inc.
44
866-934-1030
www.Patternless.com
1.20 $ 3.20 $ 7.00 $ 4.40 $ 7.00 $ 18.00 $
46 | EYECAREPROFESSIONAL | FEBRUARY 2009
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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
Inside/Outside Sales Position Excellent opportunity for a qualified sales representative at our corporate office in St. Petersburg, FL Responsible for seeking new customers and expanding existing accounts utilizing inside sales skills via phone and face to face skills. Professional sales experience and proven closing abilities are a must. Resumes can be mailed or emailed to: IcareLabs, Human Resource Coordinator, kbrady@icare.com, 4399 35th Street North, St. Petersburg, FL 33714
• Videos • Invoice Lookup • On-line Ordering • Real time job tracking • Account Statements and balances • Technical & Processing Information And more....... Print too small?
We sell PALs.
F E A Industries, Inc. FULL SERVICE LABORATORY A/R AND MIRROR COATINGS
Tel: 800-327-2002 Fax: 800-955-7770
We feature IN HOUSE CRIZAL TD2 OC2 (house A/R), Varilux, Kodak, Drivewear and Younger and stock lenses. We participate in VSP, VBA, VCA and Eyemed. CENTRAL OPTICAL 6981 Southern Boulevard, Boardman, Ohio 44512 Tel: 330-783-9660 • Fax: 330-783-9721 Toll Free: 800-322-6678
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.
NOW FEATURING
(800) 221-4170
IN-HOUSE CRIZAL PROCESSING!
www.21stcenturyoptics.com
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
New York City College of Technology The City University of New York 300 Jay Street Brooklyn, NY 11201
40th Anniversary Alumni Reunion Thursday, March 26, 2009
SAN DIEGO BOUTIQUE FOR SALE. Well established optical boutique store. Fabulous opportunity in sunny San Diego, California. Turnkey operation. Huge inventory of frames and single vision poly lenses, latest finishing lab equipment. Owner has other interests. Call: (619) 326-0334.
Past, Present and Future will come together, with our friends and supporters to celebrate and reminisce, and visit the department where it all began For more information, please contact: Professor Robert J. Russo, Chairman Phone: 718.260.5298 or email: rrusso@citytech.cuny.edu
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 FEBRUARY 2009 | EYECAREPROFESSIONAL | 47
To advertise please call 800.914.4322, or visit www.ecpmag.com
RECONDITIONED SPECIALS!!
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EYECAREPROFESSIONAL
ACCESSORIES • CASES • CONTACT LENSES • DISPLAYS • DISTRIBUTORS • EDGING SERVICES • FRAMES / CLIP-ON SETS EQUIPMENT (NEW / USED) • HELP WANTED / BUSINESS SALES • INSTRUMENTS • PACKAGING • MANUFACTURERS
OPTOGENICS we make eyeglasses ➧ $2 Credit for ALL e-orders placed on Optogenics.com ➧ $3 Credit for ALL AR e-orders placed on Optogenics.com ➧ 24/7 extra e-order $$ Good through March 31st
OPTOGENICS = In House ARs
Balester Optical is a full-service, independent wholesale optical laboratory. We are committed to providing you with quality products and excellent customer service. We maintain a state-of-the-art laboratory, including two in-house anti-reflective coating systems.
Tel: 800-678-4225 Fax: 800-343-3925 VSP, VCP, VBA approved Free UPS pick-up (min. 3 Rx’s)
Toll Free: 1-800-233-8373 Fax: 1-800-548-3487 www.balester.com
To advertise please call 800.914.4322, or visit www.ecpmag.com
Go to Optogenics.com for more special offers!
www.drivewearlens.com
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.
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.
Get in the “O” Zone Today 800.756.2020 www.threeriversoptical.com
CE
ABO APPROVED CONTINUING EDUCATION A Tale of Ocular Anatomy $ 12.99 for 2 ABO Credit Hours
Available at: www.ecpmag.com/CE Take the course online and receive your certificate within 5 days!
EYECAREPROFESSIONAL
Similasan specializes in over-the-counter (OTC) products for the eyes, ears and nose. Similasan products are safe for the entire family, contain no harsh chemicals and are found at all major retailers. www.SimilasanUSA.com.
Serving the optical marketplace for over 80 years. We carry a full line of finished and semi-finished lenses, lab supplies and small instruments. sales@rozinoptical.com www.rozinoptical.com Toll Free: 877-470-LENS Tel: 305-715-7165 Fax: 305-715-9917
Fact: Advertising in a troubled economy increases sales!!
Click, click, click,
Call now for special rates on advertising and the Vision East Expo Show Guide
Use one website to order all of your stock lenses electronically. With no usage or ordering fees!
2009 is Here!
Magazine
your lens order is done.
March 2009 – Material deadline is February 20, 2009 Contact: Lynnette Grande Director, Advertising Sales 800-914-4322 ext. 2 lgrande@ecpmag.com 48 | EYECAREPROFESSIONAL | FEBRUARY 2009
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
ACCESSORIES • CASES • CONTACT LENSES • DISPLAYS • DISTRIBUTORS • EDGING SERVICES • FRAMES / CLIP-ON SETS EQUIPMENT (NEW / USED) • HELP WANTED / BUSINESS SALES • INSTRUMENTS • PACKAGING • MANUFACTURERS
TM
LOW PRICE LEADER SINCE 1949 Factory Direct Savings on Fully Stitched Slip-in Cases Clamshell Cases Lowest Prices in the Industry Molded Plastic & Children’s Cases Huge Saving on Microfiber Cleaning Cloths and Spray Cleaner
Call: 800 249-1058 See our complete case catalog at: http://www.LBI.biz
INC.
Op-Tags™, Labels & Bar Code Systems... Your most cost effective merchandising tools!
National Lens America’s Leading Discount Contact Lens Distributor
Framedisplays.com is the leading provider of optical frame displays for ophthalmic dispensing professionals. Products include optical eyewear and sunglass displays in addition to lockable, rotating, standing, wall mount and slatwall frame displays. Call 877.274.9300 for info and catalog.
Exquisite design with distinct Italian flair, wide range of styles and colors, exceptional quality, and comfort – all this with prices set to please.
www.newlineoptics.us TEL/FAX:
866-648-2661 (TOLL FREE)
“Independent Sales Rep Wanted”
Rudy is Sport RX. Rudy Project is Italian for cutting edge technology and innovations in plano & RX eyewear/sunwear. Increase your sales to athletes!
Phone 1-866-923-5600 Fax 1-866-923-5601 www.national-lens.com
Contact us. www.rudyprojectusa.com or 888-860-7597
TRANSITIONS® PREMIUM ELITE LAB Large Stock of Optical Cases ON SALE Metal Clam Shells, Slip In Pouches, Flip-Top and Plastic Cases Large Sunglass Cases Fashionable Cases and Accessories.
1-800-291-8528 www.nyopticalcase.com
Our Specialty — UnCuts Approved VSP Lab UNCUT CR-39 TURNAROUND: In By 12 Noon Out By 4pm SAME DAY!
800-360-5367 215-289-2480
FAX: FAX:
888-360-5367 215-289-4046
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 FEBRUARY 2009 | EYECAREPROFESSIONAL | 49
To advertise please call 800.914.4322, or visit www.ecpmag.com
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
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Last Look Jim Magay, RDO
Surviving the New England Ice Storm of ‘08 The red berries on our burning bush were rimmed with ice and looked like a dessert in a fancy restaurant. Branches breaking in the forest sounded like rifle shots. A dazed 6-point buck wandered through our field looking lost and confused. Naturally my chainsaw broke as I started to clear a large maple tree that had fallen across our driveway. The Ice Storm of December 11th 2008 will be remembered in New England for a long time. The sub prime meltdown, the huge government bailouts, the housing crisis, and Obama’s election, all paled into insignificance compared to the loss of electricity in my town for 11 days.
Getting reacquainted with our neighbors was a bonus. Candle light suppers (potluck) got rid of food before it spoiled in unpowered refrigerators, and snow-banks proved handy for chilling beer and other beverages.
The night the power went out seemed like a lark, a momentary novelty. Everything would be fine in the morning. Nope! Morning came and we could view the extent of the devastation. The surrounding countryside looked as though an airburst atomic bomb had gone off. Tops of trees were all over the ground, power and communication lines in shreds, the sound of generators and chain saws everywhere.
16 miles away, our store was doing well, no problems with the power, no danger of frozen pipes, but we were storm central. Customer after customer arrived with tales of trees crashing through roofs, crushing cars, and breaking wires. Stories of husbands working 19-hour shifts for National Grid and other utility providers abounded. Horror stories about blowing delicate electronics with improperly hooked up generators and extension cords from one house to another. One couple’s odyssey of flying to New York in their private plane and buying two generators, then renting an SUV for the wife to drive them home while the husband flew back with the kids.
We didn’t have it too bad – at least we had a cell phone and a battery operated radio to keep up with the news on our local station. Our wood stove and gas range were working fine. A nearby stream provided water for flushing. Places to go for showers and washing clothes made everything comfortable.
As I look up the street behind our store I can still see high piles of debris piled in yards waiting to be removed. Making matters worse, we are in a quarantine area because of a local infestation of the Asian long-horned beetle. (Only licensed tree removal specialists can handle the debris.)
No television or computer at home was a novelty, old-fashioned conversation and reading good books was very pleasant, especially after we bought little LED headband lights that left the hands free to hold a book.
Recession, pestilence, and war, we can deal with those, just please, PLEASE, no more ice storms! ■
50 | EYECAREPROFESSIONAL | FEBRUARY 2009
Jim (Nanuk of the North) Magay
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PRESENTS ADVANCING AND PROMOTING THE ROLE OF WOMEN IN THE OPTICAL INDUSTRY
THE 10TH ANNUAL PLEIADES AWARD Please join the Optical Women’s Association in recognizing a shining star in the Optical Industry
Rene Soltis Director of Training and Education The Vision Council
ALL ARE WELCOME TO CELEBRATE THIS EVENT!
FRIDAY, MARCH 27, 2009 6:00 PM – 8:00 PM
Marchon Showroom, New York City 8 West 40th Street, 21st Floor (between Fifth and Sixth Avenues)
6:00 PM – 8:00 PM COCKTAILS AND SILENT AUCTION Bid on various items from leading international designers
6:45 PM: AWARD PRESENTATION RSVP by March 13, 2009 to www.owa@opticalwomen.com OWA would like to thank its Professional Development Fund sponsors for their belief in, and generous support of, our mission to advance and promote the leadership role of women in the Optical industry. PLATINUM SPONSORS
For more information on the OWA and/or to become a member please visit our website at www.opticalwomen.com or contact us at OWA@opticalwomen.com
GOLD SPONSOR
0HONE s &!8 Our thanks to EyeCare Professional Magazine for providing this space for OWA’s message. With special thanks to Marchon for providing the venue for this event.
SILVER SPONSORS
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There’s Something New with DEFINITY® lenses AN EVEN WIDER OPEN WORLD s Improved design symmetry to see wider the distance s Superior alignment to see wider in the intermediate s Dynamic inset variation to see wider in the near
©2009 Essilor of America, Inc. All Rights Reserved. Essilor, DEFINITY, and DUAL ADD are registered trademarks and Crizal Avancé is a trademark of Essilor International. Scotchgard is a trademark of 3M. Used under license.
Coupon effective February 1 through April 30, 2009
$10
OFF
Purchase of DEFINITY® from Luzerne Optical Please photocopy as needed. Unlimited uses until April 30, 2009. Please submit coupon at time of order.