VCPN March 2019

SPECIAL SECTION

Sun, Sport + Safety with ABO CE P23

vision care

product news MAR 2019

EXPO INSIDER

Vision Expo East Special Offers P14 WEBSITE DESIGN

Your 24/7 Employee P16

Classic Shapes, Signature Prints KENMARK LILLY PULITZER SUNS P34 P RODU CT

I NFORMATION

FOR

O P TIC A L

P E O P L E

•

V ISIO NCA RE P RO D U C T S . C O M

SEE WHAT’S NEW FROM YOUNGER OPTICS! AT VISION EXPO EAST BOOTH LP4413 David Rips, CEO

{Come see us at Vision Expo East (March 22-24th, 2019) Booth #2754 to learn more.}

©2019 Maui Jim, Inc.

On her: 2207-05B On him: 2412-2M

Crafted Elegance Comfortable wherever you are.

THE MAUI JIM EYEGLASS COLLECTION

#KLiiKWITHUS

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VISION EXPO EAST | BOOTH 2637 1.855.455.0042 | WWW.WESTGROUPE.COM

Contents.

VC P N M A R C H 2 019

ON THE COVER The Danica is the “fan favorite” of Kenmark Eyewear’s new Lilly Pulitzer suns, defined by her signature prints, which this feminine aviator features on both the temples and the front rim.

16 UPFRONT FROM THE PUBLISHER 8 VIEWS 10 THINK ABOUT YOUR EYES 11 Guest Editorial by Taylor Benton and Alexandria Wiss, OD

38 BUSINESS SOLUTIONS

SUN, SPORT + SAFETY

YOUR 24/7 EMPLOYEE 16

HOW TO CREATE AND ADVANCE A SPORTS VISION PRACTICE 24

by Perry Brill

CONTENT IS KING 18

by Courtney Myers

SUPPORTING A SUSTAINABLE CAUSE 20

VCPN INSIDER 12

by Stephen R. Rice, OD

EXPO INSIDER 14

NEW 21

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44

by Alex Andrich, OD, FCOVD

SUNWEAR TO MANAGE LIGHT 26

by Mary Seguiti Continued on page 6

V I S I O N C A R E P RO D U C T N E WS . C O M

IN STANT

1 00

2 PA I R S . M O R E C H O I C E S .

ZERO HASSLE.

P R OV I D E A N I N S TA N T D I G I TA L R E B AT E *

when patients purchase two pairs of qualifying Essilor lenses.

100*

Paid instantly

First Pair

Second Pair

Essilor Ultimate Lens Package™ Single Vision or Progressive

50*

Paid in 4-8 days

Any Any OR Varilux® & Crizal® Eyezen™+ & Crizal®

Any One of Our Premium Brands: Varilux®, Crizal®, Transitions®, Xperio UV™, or Eyezen™+

*Valid 2/1/19-12/31/19. Rebate in form of gift card. May combine with select lenses and coatings. Visit essilorusa.com/lnstant100 for full Terms & Conditions.

Learn more and enroll at www.essilorusa.com/Instant100 ©2019 Essilor of America, Inc. All rights reserved. Unless indicated otherwise, all registered trademarks and trademarks are the property of Essilor International and/or its subsidiaries in the United States and in other countries.

Transitions is a registered trademark of Transitions Optical, Inc. used under license by Transitions Optical Ltd. Photochromic performance is influenced by temperature, UV exposure and lens material. These products may be protected by one or more patents listed at www.essilorusa.com/patents. 40401_OTH_OTH DIG/HB 02/19

Contents.

VC P N M A R C H 2 019

MARCH 2019 VOL 19, ISSUE 2

EDITORIAL STAFF VICE PRESIDENT, EDITORIAL John Sailer JSailer@FVMG.com

EDITOR Cara Aidone Huzinec CHuzinec@FVMG.com

CREATIVE DIRECTOR Kat McBride KMcBride@FVMG.com

PRODUCTION + WEB MANAGER Anthony Floreno AFloreno@FVMG.com

p g. 23

Chec k out o ur special sect ion on Sun, Spo rt + Safety

CONTRIBUTING WRITERS Alex Andrich, OD, FCOVD, Taylor Benton, Perry Brill, Richard McCoy, BA, LDO, ABOC, NCLEC, Courtney Myers, Stephen R. Rice, OD, Mary Seguiti, Alexandria Wiss, OD

EDITOR EMERITUS Ed De Gennaro, MEd, ABOM EDeGennaro@FVMG.com

Continued from page 4

PROTECTIVE EYEWEAR: SUN, SPORT + SAFETY ABO CE 28

by Richard McCoy, BA, LDO, ABOC, NCLEC

EYEWEAR + FASHION 360 : ON THE BRIGHT SIDE 34 O

Kenmark Lilly Pulitzer Sun Styles

TRENDS: ‘LIVING CORAL’ 36

VISION CARE TECHNOLOGY AN ALTERNATIVE LENS 44 NEW 46 20 QUESTIONS 47 With Mike Cundiff, CEO, Kenmark Eyewear

BUSINESS STAFF PRESIDENT & PUBLISHER Terry Tanker TTanker@FVMG.com

EXECUTIVE VP Shawn Mery SMery@FVMG.com

VICE PRESIDENT, MARKETING Debby Corriveau DCorriveau@FVMG.com

REGIONAL SALES MANAGER Eric Hagerman EHagerman@FVMG.com

Pantone’s Color of the Year

NEW 38

VISIONCAREPRODUCTNEWS

VCPN_MAGAZINE

VISIONCAREPRODUCTNEWS

SHOWCASE/VCPN

For subscription information email Sub@VisionCareProducts.com VCPN (ISSN-1549-6716) is published 11 times per year by JFT Properties LLC, 31674 Center Ridge Rd., Suite 104, North Ridgeville, OH 44039. phone (440) 731-8600. Periodical Postage paid at Cleveland, OH and additional mailing offices. Postmaster: Send address changes to VCPN, 31674 Center Ridge Rd., Suite 104, North Ridgeville, OH 44039.

SUBSCRIPTIONS: 31674 Center Ridge Rd., Suite 104, North Ridgeville, OH 44039 or online at visioncareproducts.com. Distributed to qualified optical dispensing locations, chain store headquarters, and optical laboratories. Other U.S. subscriptions are available for $85 for one year; $160 for two years. Contact publisher for overseas rates. Copyright © 2019 by JFT Properties LLC. No part of this publication may be reproduced without written permission of the publisher.

The publisher’s acceptance and publication of any advertising or editorial materials does not constitute endorsement of any product, service, or company by JFT Properties LLC. Throughout this publication, trademark names are used.

Instead of placing a trademark or registration symbol at every occurrence, we are using the names editorially only, with no intention of infringement of the trademark.

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V I S I O N C A R E P RO D U C T N E WS . C O M

© 2019 Fossil Group. Eyewear produced and distributed exclusively by Safilo USA, Inc.; 1.800.631.1188. All rights reserved. Style: FOS 7042

From the Publisher.

3 Keys

O TERRY TANKER PRESIDENT/PUBLISHER

ver the last several years, I’ve seen a dramatic shift in the expectations of advertisers. And, for those of you who advertise a little or a lot, I don’t want you to repeat some common mistakes I’ve seen. Specifically, unrealistic beliefs that one ad placement will produce immediate sales. Unfortunately, it doesn’t work like that. Much of this paradigm shift is related to the internet.

As an advertiser you cannot apply one metric to all programs across the board. The most common is applying eMedia metrics to print programs. This is a oneway street to disappointment and failure. You’ll need two strategies that are tied together to achieve the desired result.

WHAT ARE THE RIGHT STEPS TO FOLLOW? DISCIPLINE AND FOCUS: Let’s start here because in the age of instant gratification, discipline and focus separate success from failure. Setting the focus on a specific goal or set of goals without deviation is essential for building your practice and your brand. Discipline is where most programs fall apart. Too many marketers simply want to jump in and hit a quick home run, and 99.9% of the time it doesn’t work.

What does work is knocking out a lot of singles. That’s what really builds your practice and your brand and wins customers.

TO MARKETING SUCCESS

CONSISTENCY OF MESSAGE If there’s one thing that distinguishes great, well-known brands, it’s consistency. It’s your message consistently delivered to potential customers over time. In the case of optical products, customers may not need the new glasses or contacts at the time you send the message out. They will respond to your brand when they are ready, and when it fits their needs and timing. That makes the consistency and continuity of your message essential. You want to be considered when the customer is ready to buy. The vision care industry has a secret weapon to help bridge this gap — the eye exam.

FREQUENCY Without frequency, communication programs have no hope of success. Over the years, more research than I can count has been conducted on the importance of frequency to build brands.

I won’t get into it here, but if you would like specifics, please email me or do an internet search on “advertising frequency.”

QUALITY OF PRODUCT OR SERVICE. This should be common sense but you would be surprised at how many companies don’t put an emphasis on the quality of the product or service they are capable of delivering. This is critical to offset the “I want it now” culture of speed and instant gratification.

One of the best advertise-

ments ever created was for the business-to-business publishing house McGraw–Hill. (And yes, I did pick this ad specifically because it’s a call to action for advertising).

A rather serious studious gentleman is pictured.

The copy reads: “I don’t know who you are.

I don’t know your company.

I don’t know your company’s product.

I don’t know what your company stands for.

I don’t know your company’s customers.

I don’t know your company’s record.

I don’t know your company’s reputation.

Now-what was it you wanted to sell me?

Moral: Sales start before your salesman calls — with business publication advertising.”

And, until your patients, customers and prospects can answer these simple questions you’ve got more work to do to build your brand. n

Email me at TTanker@FVMG.com 8 | VC P N M A RC H 2 019

V I S I O N C A R E P RO D U C T N E WS . C O M

Views.

SPORTING

I JOHN SAILER VP, EDITORIAL

f you want to build a sports vision practice you don’t have to start with all the bells and whistles. You might start with just one bell and one whistle in the form of a question about sports participation in your history questionnaire and discussing specific lens and tint options that relate to their sport, for example.

That’s what Alex Andrich, OD, FCOVD, suggests in “How to Create and Advance a Sports Vision Practice” on page 24.

He should know. In addition to serving as the president of the International Sports Vision Association, he is a vision coach for the Cleveland Indians baseball team, the Cleveland Monsters hockey team and the Cleveland Gladiators arena football team.

Tips like these are found throughout this month’s special section on Sun, Sport + Safety. Andrich also suggests adding sport-specific vision skill testing using equipment already in your exam lane to take your sports vision practice to the next level. Then you can begin using training modules such as the Senoptec Sensory Station to improve hand-eye coordination, and you’ll be well on your way to adding vision coach to your specialties.

Of course, the International Sports Vision Association that

advice

Andrich is president of is also full of relevant advice about how to start from scratch to build a sports vision practice and gradually add expertise and equipment to go from novice to expert in training a wide range of patients, everyone from weekend warriors to professional athletes. The organization has an annual conference with presentations, exhibitors from both within the vision care community as well as training technologies that can be applied to an eyecare practice. Membership levels include student, associate and professional members. (Check out SportsVision.Pro) Sports vision wouldn’t be complete without the eyewear itself, and another vision care organization, The Vision Council, tracks consumer trends related to the category. The latest statistics available from the May 2018 Vision Council VisionWatch Sports Sunglass Report indicate that almost 17% of respondents (16.5%) said they had purchased sunglasses or goggles specifically to be used for sports activities.

Younger respondents and male respondents were more likely than older respondents and females to have ever purchased sports sunglasses. Over 20.7% of younger adults and 23.6%

of men had purchased sports sunglasses, while only 12.4% of older adults and 9.8% of women had. While some demographics represent better market share than others, there is clearly room for improvement here.

However, the percentages do improve when the participants were asked, “Do you primarily use sunglasses or goggles when participating in sports activities?” The large majority of respondents (71.3%) stated that they primarily use sunglasses when participating in sports.

Just over 15% of respondents said that they use sunglasses and goggles equally. (The full report is available at TheVisionCouncil. org/Research.)

Beyond sport sunwear, as the name of the Sun, Sport + Safety section would imply, it doesn’t stop with advice on how to build a sports vision practice. There’s also an ABO CE that covers it all—sun, sport and safety—with a large amount of information about safety eyecare and eyewear, and because it’s a continuing education course, you get more than just the good advice found throughout this issue; you also get two hours worth of credit for reading it and going online (VisionCareProducts.com) to take the test. n

Email me at JSailer@FVMG.com 10 | VC P N M A RC H 2 019

V I S I O N C A R E P RO D U C T N E WS . C O M

Think About Your Eyes.

Sports Success STARTS IN THE EXAM CHAIR

No matter the sport, there is a technology that can assist in wearing glasses while playing.

COURTESY OF LIBERTY SPORT

By Taylor Benton and Alexandria Wiss, OD

A

s advocates for our patient’s visual health, we need to know about many facets of their life—diet, medical history and daily habits.

The last item is one of interest, particularly in terms of time outside in the sun and playing sports. Too often patients consider protecting their bones and not their eyes, yet the eyes are often the most vulnerable part of the body when playing sports.

Patients in need of vision correction can be especially risky when playing sports.

Glasses do not provide enough protection for the eyes, and not all lenses are impact resistant. Patients with correction needs can get prescription goggles specially fitted for certain sports such as swimming or skiing.

Eyewear protection is recommended for athletes even if they don’t need vision correction—any contact sport or sport with the risk of a flying projectile should require vision protection. Examples of sports that people often don’t think of as needing protection include bicycling, where rocks could “kick up” V I S I O N C A R E P RO D U C T N E WS . C O M

into one’s eye, or beach volleyball, where sand and sun are risks to the eye.

Vision protection in sports has many more options than simply a helmet or a pair of goggles. First, patients and doctors should ensure that all sports protective eyewear meet the impact standards of the American Standards for Testing and Materials (ASTM). Patients who choose to wear glasses while playing sports should use polarized glasses or lenses with anti-reflective coating to reduce glare and visual fatigue. Color-tinting of lenses can add greater clarity and contrast to equipment and field conditions. Photochromic lenses that adjust tinting for both indoor and outdoor wear are beneficial for people who play outdoor sports in the daytime. Anti-fog coating can be helpful for goggles used for swimming, basketball, skiing and other sports. No matter the sport, there is a technology that can assist in wearing glasses while playing.

In addition to protecting the eyes from sports injuries, optometrists play a role in concussion prevention and treatment. Helmets should be worn during practice for contact sports as well as during games. If a player

sustains a concussion, an optometrist should be part of the follow-up appointments to monitor vision changes and any long-lasting effects.

Optometrists should be at the forefront of every athlete’s visual needs as we can not only prescribe acuity correction but can play a role in understanding and improving an athlete’s tracking, focusing, periphery and eye-hand coordination, among other visual abilities. The best way to learn more about your patients’ sports participation is through the annual eye exam, which is why the Think About Your Eyes campaign plays a vital role in sports vision safety. Raising awareness of this basic health check-up opens the door to a bigger role in the patient’s vision health practices and protecting it for years to come. n Taylor Benton, sports vision therapist, and Alexandria Wiss, OD, practice at Hellerstein & Brenner Vision Center PC. They are members of the Colorado Optometric Association and one of the 24,000 doctors listed on the Think About Your Eyes online locator. First Vision Media Group is a media partner of Think About Your Eyes.

M A RC H 2 019 VC P N | 11

Insider.

LAUNCHES, PROMOTIONS, MERCHANDISING, EVENTS AND OTHER THINGS TO KEEP YOU IN THE KNOW ANGELS IN THE EYEWEAR

CELEBRITY STYLIST KATE YOUNG JOINS BCBGMAXAZRIA For its spring/summer 2019 styles, BCBGMAXAZRIA worked with the stylist Kate Young for its “Modern Goddess” campaign. Featuring model Rosie Huntington-Whiteley, styled by Young and photographed by Zoey Grossman, the campaign depicts the brand’s feminine creativity. Young also serves as creative consultant for spring/summer 2019, working with BCBGMAXAZRIA’s creative director Bernd Kroeber.

800.645.3733 CVOptical.com

Marcolin Group and L Brands, owner of Victoria’s Secret and Victoria’s Secret PINK, have partnered to create an eyewear collection able to quickly respond to digital trends, according to Marcolin. The first collection was unveiled at the Victoria’s Secret Fashion Show in November 2018, and subsequent eyewear will launch as flash collections— releasing new product waves every two to three months at key times throughout the year. Styles will be available for purchase on VictoriasSecret.com as well as through Victoria’s Secret and PINK’s Instagram profiles. The worldwide licensing agreement will be in effect until the end of 2023, and global distribution will begin this year.

800.345.8482 Marcolin.com

DRAGON ALLIANCE CAMPAIGN IS ‘DESIGNED FOR ALL’

Noteable.

L’Amy Am erica anno unces the formatio n of a new luxury company U ltimate Visio n USA with the acquisi tion of Mad Vision. The company w ill offer McL aren, Chris Craft, Henry Jullien and Plein Le s Mirettes eyewear b rands.

Dragon Alliance debuted its latest image campaign and refreshed website, which builds upon the brand’s history while advancing Dragon ahead into a new era of growth. Entitled “Designed for All,” the new spring 2019 campaign follows a free-spirited pair on a road trip through Palm Springs, CA, by way of storytelling. The campaign features two of Dragon’s signature eyewear styles—the popular “Hype” sunglasses and the new “Shay” optical style—worn interchangeably by both the male and female models.

844.276.1280 DragonAlliance.com

To stay informed subscribe to the VCPN INSIDER e-newsletter here: d3data.net/vision 12 | VC P N M A RC H 2 019

V I S I O N C A R E P RO D U C T N E WS . C O M

vision care

product news

Insider.

L’AMY CELEBRATES CHAMPION CENTENNIAL As Champion begins its 100th year as an athletic wear company, L’Amy America marks the occasion with a new series of ophthalmic and sun frames featuring designs inspired by key decades in the brand’s history. “From The Vault” is a limited edition production run of three ophthalmic and three sunglass models, each with a modernized twist on the round shape and details such as filigreed stainless steel metals and imitation horn acetates. A complete range of visual merchandising options such as a six-piece countertop display, counter cards, wall decals and logo blocks supports the collections.

800.243.6350 LamyAmerica.com

MAY THE (TASK) FORCE BE WITH YOU In response to a a dramatic increase in myopia in the U.S. in in recent years, Essilor of America has formed the Myopia Taskforce by partnering with 14 leading eyecare professionals. It is estimated that nearly half of all Americans are expected to suffer from myopia by 2020 if appropriate steps aren’t taken to curb its rise, according to Essilor.

Introduced at Essilor’s annual national sales meeting in January, the Myopia Taskforce consists of Thomas Aller, OD, FBCLA; David Anderson, OD; Craig Brawley, OD, FAAO; Mark Bullimore, MCOptom, PhD, FAAO; Alan Glazier, OD, FAAO; John Lahr, OD, FAAO; Maria Liu, OD, PhD; Pamela Lowe, OD, FAAO; Moshe Mendelson, OD, FIAO; Pamela Miller, OD, FAAO, JD, FNAP; Yi Pang, MD, OD, PhD, FAAO; Earl Smith, OD, PhD, FAAO; Long Tran, OD, FAAO; and David Troilo, PhD. 250.427.8183 Essilor.com

SAFILO GOES NICKEL FREE Safilo introduces 100% ‘nickel-free’ production processes at its Longarone, Italy, facility. Two years after the first nickel-free laboratory experiments, Safilo developed nickel-free and non-cyanide galvanic processes that have already been tested and are currently in use across all production lines.

LICENSES + AGREEMENTS Safilo and Levi Strauss & Co. have announced a multi-year global licensing agreement for the design, manufacture and distribution of Levi’s branded eyewear. The agreement goes into effect January 2020 with collections hitting the market for the spring/summer 2020 season.

The deal runs though November 2024 and is renewable for an additional five years.

Inspecs USA and Classique Eyewear have reached an exclusive distribution agreement for the O’Neill and Superdry ophthalmic and sunwear collections to independent ECPs in the U.S. Kering Eyewear and Balenciaga have announced a partnership for the development, production and worldwide distribution of Balenciaga sunglasses and ophthalmic frames. The first collection will be launched this spring.

Marchon Eyewear, Inc. and G-III Apparel Group, Ltd. have entered into a long-term exclusive global licensing agreement for DKNY and Donna Karan New York eyewear. Product introductions will begin with DKNY sun and ophthalmic eyewear and will rollout globally in March 2019. Plans are to extend the offering to include Donna Karan New York sun and ophthalmic eyewear shortly thereafter. Marchon previously held the eyewear licenses for DKNY and Donna Karan New York from 1999 through 2004.

HIRES + PROMOTIONS Coburn Technologies Inc. has promoted David Kilfoil to marketing manager.

Former United Nations executive Dennis Norris has joined OneSight as head of global programming.

Revo has made two additions to its executive team: Gabor Kereszturi as managing director, Europe and Linda Laube in the newly created role of senior vice president, business development.

Santinelli International has named Chris Sharkey as sales consultant for the New York-Long Island Sound territory.

Victoria Hallberg was appointed as Safilo North America’s chief marketing officer, a newly created position. She will serve on the Safilo Group’s extended global leadership team.

800.631.1188 Safilo.com

V I S I O N C A R E P RO D U C T N E WS . C O M

M A RC H 2 019 VC P N | 13

Insider.

MAKE THE MOST OF YOUR VISION EXPO EAST EXPERIENCE WITH THESE SPECIAL OFFERS. Mad for Men Booth 2637 To celebrate “A Decade of Evatik,” WestGroupe is offering the ultimate grooming experience for men: Stop by to receive a complimentary shave or hot towel shave.

855.455.0042 WestGroupe.com

expo A New Generation Booth LP4133

Try Your Luck

Transitions Optical’s new GEN 8 photochromic technology is “faster than ever” and will be demonstrated at the company booth during VEE. Following five years of research since the company’s last photochromic iteration, GEN 8 activates in 35 seconds (30% faster than before) and fades back in four minutes and 40 seconds (up to three minutes faster).

Booth 2727

Place an order for 24 pieces or more at Charmant to enter the raffle for a 65-inch Vizio high-definition TV (retail value of $700). The lucky winner will be chosen Sunday, March 24 at 5 pm.

800.645.2121 Charmant.com

800.848.1506 Transitions.com

Denim Days

Do Some Damage at De Rigo REM Booth 1452

Make a qualifying order at Tura to receive a Buffalo Jeans denim jacket that can be customized with embroidered and sequined patches. Book an appointment before the show to view Tura collections to receive a Buffalo David Bitton wallet.

Take advantage of De Rigo REM’s five different buy-in levels (ranging from 15 to 72 frames) and select incentives such as extended billing terms, American Express gift cards, free frames and gift-with-purchase packages. Stop by Friday, March 22 for a Converse brand takeover and again Saturday, March 23 for a Men in Black: International x Police Eyewear experience.

Booth 1509

800.242.8872 Tura.com

Buy Software; Get Lenses or Frames

800.423.3023 DeRigo.US

Learn From a Pro

Booth G823

View Morel’s new 3D-printed frames with a sales rep for a chance to win a 12-piece kit that includes a display, P-O-P material and a “Lunch and Learn” with a Morel product expert.

800.526.8838 Morel-France.com

Suns Out at Modern Booth 2921

Purchase Eyefinity Practice Management and Eyefinity EHR and receive a $1,000 credit per doctor toward Marchon frames or Unity lenses.

Enter the Modz Sunz Raffle for a chance to win a tote bag filled with beach items plus two Modz Sunz styles of your choice. No purchase necessary to enter. All new Modz Sunz orders receive a tote bag while supplies last.

800.269.3666 Eyefinity.com

800.323.2409 ModernOptical.com

Booth 1235, MS5125

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V I S I O N C A R E P RO D U C T N E WS . C O M

Insider.

Anniversary Appeal Booth #1621 ClearVision turns 70 and is celebrating with plenty of specials: Buy 24 pieces; receive three free; buy 36 and receive nine free; buy 48 pieces and receive 12 free (excludes Aspire, BluTech, Revo and Steve Madden); plus receive three additional frames free by adding a new collection.

Use CVO’s online scheduler for a chance to win an iPad. Open or reactivate an account at the show and receive a $100 gift card.

expo

800.645.3733 CVOptical.com CVOpticalVisionExpo.com/appointment/

A 3D View

Booth LP4147 Pop in to Luxexcel’s booth for a chance to try on 3D-printed lenses and learn more about them at “All About 3D-Printed Lenses” presentations at the booth on Friday, March 22 and Saturday, March 23 from 11-11:30 am.

Line Up at L’Amy America Booth 2441

Receive a free custom-embroidered Champion sweatshirt at the booth while supplies last and watch Bronx-born artist Andre Trenier create a new work of art each day of the show.

32.14.49.02.96 Luxexcel.com

Try, Then Buy

800.243.6350 LAmyAmerica.com

Booth G861

Stop by Thema and experience its Virtual Eyewear Assistant, which uses specially designed hardware and applications to choose frames and personalize them. Look for show specials on iGreen Eyewear, Valmassoi 1971 and Philosophye collections.

786.803.8881 ThemaOptical.com

Show Souvenirs Booth 2141 Stop by Kenmark Eyewear’s booth and play “winko” plinko to win fun prizes or screen print your own tote bag and take a picture in the photo booth with a New York backdrop 800.627.2898 KenmarkEyewear.com

A Very Varilux Xperience Booth LP4233

See how Essilor’s R&D process led to Varilux X Series by trying the Varilux X Series R&D Simulation. Interact with different objects within arm’s reach, and the simulation will define your own volume of vision.

800.542.5668 EssilorUSA.com

Kick Back at Costa Booth 1853

Arrive at Eastern States Eyewear and place an order before 11 am for an American Express gift card.

Stop by for happy hour Saturday, March 22 and Sunday, March 23 from 4-6 pm for light refreshments and live music. ECPs can also enter to win a trip for two to Vision Expo West 2019. Costa is also highlighting its Kick Plastic Ambassador Program by encouraging ECPs to join the movement.

800.645.3710 ESEyewear.com

800.447.3700 CostaDelMar.com

Early Bird Special Booth G323

V I S I O N C A R E P RO D U C T N E WS . C O M

M A RC H 2 018 VC P N | 15

Website Design.

YOUR 24/7 Employee HOW TO BUILD A WEBSITE THAT KEEPS YOUR DOORS OPEN DAY AND NIGHT DRIVING TRAFFIC TO YOUR BUSINESS WITH ENGAGING CONTENT.

By Perry Brill

I

n today’s fast digital economy, businesses are open around the clock. Even though brick-and-mortar stores close their doors at night, online doors are always open. When it comes to websites, some people view them as expensive digital brochures, while others see them as a 24/7 marketing employee. The good news is this employee doesn’t mind working all day and all night to drive traffic to your location and increase brand awareness.

Like any great employee, they must constantly grow their skillset and improve their performance. Great websites, like great employees, aren’t just developed overnight, though. Have you ever thought critically about how to build this dream marketing machine, or do you have that “hire someone, set it and forget it” mentality?

FIRST IMPRESSIONS Websites create first impressions for businesses more than anything today. Websites are not just a digital brochure to showcase our hours and location. Their impact is the biggest deciding factor whether patients will visit your office after doing a quick Google search for phrases such as “eye exam” or “cool glasses.”

Keeping websites alive also means they require constant updates, not just for aesthetics but also to ensure up-to-date content—words, pictures and videos. This constant cycle of updating requires a monthly investment. As you plan a new website, pretend you are building one that will look great five years from now. It’s easier to stay ahead of the curve than to catch up, so be sure to plan ahead.

16 | VC P N M A RC H 2 019

STEP 1: RESEARCH Building a website is a journey. Our day-today lives in optometry and optical are very tasks based. However, websites are all about the long-haul. Plan on spending six months to a year to build one you will be proud of.

Anything less than that and you will just be getting a templated cookie-cutter site.

I recommend researching big brands with stunning designs and strong branding you adore. Make a list of design elements, color schemes, marketing materials, imagery, video, flow and the way products are presented.

Make a list of all these items so you can draw inspiration for later. Imagine you could be one of these next big brands! While being a momand-pop shop can be cute, it’s best to develop something more professional for the web.

Once you have some ideas of what you like, it’s time to go interview a minimum of five agencies that build websites. Think of this hiring process like a marriage. You want it to last.

Simply Google a phrase such as “website agency” to find a list of local agencies.

Make sure to set up in-person meetings after your initial phone interviews. It’s not like shopping for a commodity or clothing online. Come prepared with a list of questions and discuss your business goals. The agency should not just be concerned with building a fast and beautiful functioning website but how you can monetize it.

You will have the choice of hiring an agency that just focuses on eyecare or choosing an agency that has experience in lots of different industries. Depth of website experience is important. Sometimes as ECPs we

get too narrowly focused on our professions and forget to incorporate other strategies that have worked in other fields. Lastly, establish a budget after the interviewing process.

STEP 2: CONSTRUCTION Once you have chosen a comfortable partner to help you build a custom website, it’s time to lay the foundation. This is where you need to decide what your brand image, voice and vibe will be. You have one chance to decide on your vision for your practice and your optical. If you want to be the luxury flagship optical in town or the medical practice catering toward aging baby boomers who expect medical care the caliber of the Mayo Clinic, this is your time to build that portrayal into your website design and functionality.

First off, make sure to sign a detailed contract that sets clear expectations and costs from your website agency. Accountability is everything.

Your first foundational building step is building what’s called a sitemap. This is how the flow of a website is established. There’s a road map on websites that helps patients find the information they need quickly. Have you ever had trouble finding information on a website? It probably had a poorly designed sitemap. If patients can’t find what they need, they tend to hit the back button and leave, increasing what’s known as your bounce rate.

Google lowers your ranking when this happens. You will need to think critically about what services you believe need to be front and center and what can be more “hidden.”

The next step is to build what’s called a wireframe. This is the actual layout of the V I S I O N C A R E P RO D U C T N E WS . C O M

Website Design. website. Every picture, video, heading, subheading, paragraph of text, menu, etc. is established. Think of this as the final blueprint of a house before pouring the concrete.

Every screw and piece of wood is accounted for before being built.

After getting your website architectural plans together, the site will go into a stage of development. This is the technical part where it’s coded. This part is important to create a website that is fast, has no errors and is user friendly.

STEP 3: CONTENT CREATION Content is king today. The more impressions online you can make the better. Social media platforms such as Facebook, Instagram, Snapchat and YouTube bring brands from ground zero to huge successes by having content creation strategies. Your website needs content, content, content! We underestimate how much information the public wants to consume. They are always looking for more.

When you start to write and prepare imagery and video for your website, remember it needs to be 100% authentic. This means that you need to either hire a copywriter or write yourself what your brand provides differently than someone down the street. It’s no longer acceptable to just say you do eye exams in a time where people have the internet to compare the price and value of different providers. People are more willing to spend more money on exceptional experiences.

Next, make sure to have a professional photo/video shoot done. Stock photos scream boring. People love supporting small businesses, so show them how cool you are and how you differ from corporate culture. Your content should all be focused around having calls to action. We are in business to make money, right? Give patients the guidance they need to make decisions about healthcare and eyewear. Lastly, always produce five times more content than you need at the beginning.

STEP 4: TESTING AND LAUNCH Congratulations on building an awesome website! Before you do the big launch and notify your patients via email (yes, everything you do online should be about marketing opportunities), make sure the website functions well. This means clicking every button possible to make sure it sends you to the right V I S I O N C A R E P RO D U C T N E WS . C O M

place. It also means proofreading the content to make sure your brand message will be correctly interpreted. It’s pretty embarrassing when you visit a website and there are errors.

Having a website that is easy to browse reflects on how great the experience will be in person. While you might be anxious to go live with a site, spend the time to test every feature and make the necessary modifications.

TEMPLATE OR NOT Should I build something custom or use a template such as Wix, Squarespace, GoDaddy or an eyecare-specific template found at a conference?

Websites are marketing machines. If you feed them traffic, they send you leads.

Websites should be built not bought as templates. Give your website the flexibility to be changed as the internet algorithms change and style preferences of facilities change.

How would you feel if you wanted to remodel your practice or optical and the landlord said, “No, you need to move facilities to do that.”

Templates are not built for speed and feature lots of bad website code. The Google bots that scour the internet have the sophisticated ability to recognize when people use poorly coded websites and duplicated content. Remember, online is all about first impressions and standing out from the crowd. People recognize the inauthentic nature of templates. They might be cheap, but they are also not profit-generating machines. Think in terms of five-year online strategies and not saving a few hundred bucks monthly.

OMNICHANNEL MARKETING There are lots of media to spread your marketing message. Online, television,

word-of-mouth and print all still work today. However, we live in an omnichannel environment. This means that patients are finding businesses through lots of different media. The one thing in common, though, is that patients do their final research on the web to justify credibility through online reviews and website presence.

Dollars go a lot further on the internet. A billboard in a decent sized city could easily run $5,000 a month. That same budget allocation or even less on the internet could dominate a city and help grow a small business to new heights.

Websites are marketing machines. If you feed them traffic, they send you leads. It’s pretty simple. Your long-term strategy needs to be based on generating content on your website in the form of words, pictures and videos. You can direct people to your website to view this content through organic and paid social media campaigns, Google Adwords, mass emails and blogging. That’s why it’s necessary to always develop five times more content than you need.

If you spend more money now on website and content development, you will spend less later.

By now, you might start feeling overwhelmed about the intricate process of building a website.

Don’t worry. A professional website agency will guide you through each step and give you homework. This is not your time to figure things out yourself. Let someone manage you like you manage patients. As small business owners and employees, we try to figure things out ourselves too often.

Upon completion of building a website from scratch, you will feel great about your investment. Your 24/7 employee will work hard every day to grow your business. Patience is really important when it comes to seeing financial rewards from building a website and then marketing your services and products. We are all so used to seeing viral videos and big brands dominating the arena. However, brickand-mortar locations should be seeking longterm authoritative approaches online. Going viral for one day is fun, but it doesn’t equate to long-term business sustainability. What are you waiting for? Go begin your journey to build the next great eyecare website. n Perry Brill is an optician with Brill Eye Center in Mission, KS. M A RC H 2 019 VC P N | 17

Website Design.

content

is KING

LEARN HOW TO DEVELOP BOTH QUANTITY AND QUALITY CONTENT TO DRIVE TRAFFIC TO YOUR WEBSITE.

By Courtney Myers

C

ontent is key for search engine optimization (SEO). The more content the better, but of course it needs to be high quality and relevant. There are SEO benefits of building up the content on your website. The more pages you have the more opportunities there are for people to find you through search engines. On the flip side, high-ranking content will bring in more traffic than pages and pages of irrelevant information.

WHERE TO START You want potential patients to visit your practice’s website who want the type of information you have to offer, so think about what information they might be interested in that you can provide. Beyond the basic information about your practice and services, your focus might be on fashion and eyewear style trends, or you might choose to focus on eye health and special categories of patient groups such as kids or sports vision. The more content you can provide that attracts your target market the more opportunities a reader has to find you through search.

Make sure the keywords on your website are relevant for your target audience. Find the right visitors by focusing on keywords that meet their interests and the vision challenges they have.

Consider using separate landing pages for sign-ups, promotions and giveaways that change frequently, and think about adding a blog page for regular advice and articles.

COMMIT TO A CALENDAR If you are going to blog, make sure to blog.

Nothing looks worse then going to a site and

18 | VC P N M A RC H 2 019

seeing a series of blog posts that are out of date. Make sure you are posting new content at least once a month. It’s easy to start out strong and then taper off. Plan ahead, make a calendar for the year with seasonal advice, and augment that with unplanned posts about current events and trends. Share the work by having different team members add their perspective to topics they are passionate about.

Annual eye health observances are a great place to start for building your content calendar: • January – Glaucoma Awareness • February – Age-Related Macular Degeneration Awareness • March – Workplace Eye Wellness • April – Sports Eye Safety • May – Healthy Vision • June – Cataract Awareness & National Sunglasses Day (June 27) • July – UV Safety • August – Children’s Eye Health and Safety • September – Healthy Aging • October – Halloween Safety • November – National Diabetes Month & Diabetic Eye Disease Awareness • December – Safe Toys and Celebrations LEVERAGE EXISTING CONTENT You don’t have to start from scratch. Industry associations and companies have a number of free resources that can help with website

content. The American Academy of Optometry, the American Optometric Association, Think About Your Eyes, The Vision Council and the National Eye Health Educational Program, among others, all offer content for eye awareness. Leverage the content they have already created to enhance your own.

Keep it visual with images. There are a number of websites that offer royalty-free images that you can use. Make sure you are using proper credits for the content you are sharing.

If your website isn’t generating interest, it’s time to fix that. Sometimes a complete redesign is not warranted; creating new and timely content will refresh your site and help with your SEO. n Courtney Myers is senior vice president of Havas PR US and a member of the communications committee of the Optical Women’s Association (OWA). Founded in 1997 as a non-profit, the OWA is committed to supporting and promoting the professional development of women involved in all facets of the optical industry. The OWA continues to focus on enhancing and encouraging the leadership role of optical women through networking, education and peer support. This article is a collaboration between the OWA and Vision Care Product News. To learn more about the OWA, please visit OpticalWomen.com.

V I S I O N C A R E P RO D U C T N E WS . C O M

WE’RE TURNING THE TIDE ON

OCEAN POLLUTION. FRAMES MADE WITH RECYCLED FISHING NETS.

We’ve joined forces with Bureo and Chilean fishermen to recycle discarded nets into high performance optical frames. For new account inquiries or to order Costa Optical frames, please call 1-800-447-3700.

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PhilanthrOptic.

Supporting A SUSTAINABLE CAUSE MISSOURI-BASED VISION CLINIC RAISED $7,000 FOR OPTOMETRY GIVING SIGHT PARTICIPATING IN THE ANNUAL WORLD SIGHT DAY CHALLENGE WITH A 5K/10K/1 MILE FUN RUN.

By Stephen R. Rice, OD

B

enevolence. Community involvement.

Making a difference. Service above self. Not just random words, but the core of a culture. Fortunately for me, it is a culture that I am proud to be a part of. I am an optometrist and CEO of Vision Clinic, a five-location private practice in southwest Missouri. We celebrated our 50-year anniversary last year, and as part of our year-long celebration, we reflected on all that we had accomplished and the impact we had on our surrounding communities. When each staff member was asked to list their top three notfor-profits, a compilation revealed that, collectively, we supported more than 100 different causes! Prominently among those causes was Optometry Giving Sight, our international charity of choice.

Like many optometrists, I had participated in a number of VOSH (Volunteer Optometric Services to Humanity) trips to South and Central America. As most would attest, these trips are impactful and life-changing.

Witnessing and experiencing the enormous unmet need of eyecare was very top-of-mind when, in 2007, I first heard Professor Brien Holden describe his Optometry Giving Sight vision. The saying, “Give a man a fish, and you feed him for a day. Teach a man to fish, and you feed him for a lifetime,” resonated

20 | VC P N M A RC H 2 019

with me that day. As rewarding as VOSH trips were, I always felt like we were putting a Band-Aid on a gaping wound. Professor Holden’s vision made all the sense in the world to me. Bringing the global optometric community together to help end avoidable blindness and vision impairment was a cause that truly hit home. When I brought this message back to my doctors and staff, they wholeheartedly embraced Optometry Giving Sight and World Sight Day. Vision Clinic has enthusiastically contributed to, and participated in, World Sight Day since 2007. We started out small, but we have grown in our involvement and commitment. Our staff has embraced this fundraising initiative, and they have gone above and beyond in helping us increase our yearly contribution. In fact, our 7th Annual Optometry Giving Sight/Vision Clinic 5K/10K/1 Mile Fun Run raised more than $7,000 to help bring eyecare to those who are desperately in need. In addition to raising funds, we raised awareness. Community sponsorships, registration fees, and fun fundraising ideas throughout the month allowed our patients and our community to contribute to the cause.

I often hear from my colleagues that they are “not-for-profit weary.” Sadly, the worthy

causes that need our help seem limitless, but we choose to do what we can do to help.

Locally, my benevolent staff amazes me every day in the countless causes in which they are involved. They truly are inspiring, and that ever-present inspiration leads us to come together for World Sight Day to collectively contribute to an international cause that seems tailor-made for an optometry practice’s participation. We feel good about the difference we are making in the fight to end avoidable blindness and vision impairment by partnering with Optometry Giving Sight and participating in the annual World Sight Day Challenge. To say that I am proud of what my amazing staff and doctors do to make a difference on this front is an extreme understatement! n Stephen R. Rice, OD, is an optometrist and CEO of Vision Clinic, a five-location private practice in southwest Missouri. For more information about Optometry Giving Sight and how you can participate in the World Sight Day Challenge, a fall campaign focused on the second Thursday of every October, please go to GivingSight.org or call 303.526.0430.

A collaboration between Optometry Giving Sight and Vision Care Product News, this article is the beginning of series leading up to World Sight Day 2019.

V I S I O N C A R E P RO D U C T N E WS . C O M

New.

CORPORATE OPTOMETRY

BY MARIA SAMPALIS Maria Sampalis, OD, founder of Corporate Optometry on Facebook, recently published Corporate Optometry. The book provides practical information such as on business metrics and how to start a sublease and partner with regional managers.

CorporateOptometry.com

POLICE EYEWEAR VIRTUAL TRY-ON TOOL Created with software by FittingBox, De Rigo REM’s Police virtual try-on tool enables a wearer to see all Police eyewear styles in every collection directly on the face to allow them to pick the model best suited for their features. The tool is compatible with PCs and mobile devices and is designed to make the “browsing experience on the website even more engaging and interactive,” according to the company.

800.423.3023 DeRigo.US

CHEMISTRIE FRAME SUBSCRIPTION BOX FROM EYENAVISION

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Eyenavision’s frame subscription box program is available to independent ECPs and includes three best-selling frames plus one to three eyewear-themed mystery surprises for office staff designed by Eyenavision’s design team. Each box is shipped monthly for a flat, discounted rate that includes free shipping. To register, contact Info@Eyenavision.com.

Featuring an ultra-thin lens with 2.5x (6D) magnification, the visoPOCKET magnifier from Eschenbach Optik provides a wide field view with its large 2.9 in x 1.9 in diffractive aspheric lens. The visoPOCKET includes a built-in leather case and is available in three colors: black, brown and bordeaux. A cut-out tab on the case’s corner allows for the lens to be pulled out quickly and folded back when not needed.

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V I S I O N C A R E P RO D U C T N E WS . C O M

M A RC H 2 019 VC P N | 21

For work play and a

special day Patients want multiple pairs of eyewear to enhance the way they live. Help make them easier to purchase from your practice with promotional financing options* available through the CareCredit credit card.

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VCPN0318OA

SUN, SPORT + SAFETY

Building a

SPORTS VISION PRACTICE P24 Fitting Patients with PROTECTIVE

SUNWEAR P26

SUN, SPORT + SAFETY ABO CE P28

A Continuing Education Supplement to VCPN, March 2019. Approved for one ABO credit hour of continuing education, Technical Level II. vision care

product news

Cover image: Oakley Forager Eyewear

HOW TO CREATE AND ADVANCE A SPORTS VISION PRACTICE

HOW TO CREATE AND ADVANCE

A SPORTS VISION PRACTICE

Start small and simple with tints and safety glasses, then gradually add testing using existing equipment, and eventually you’ll be treating athletes at all skill levels.

COURTESY OF OAKLEY

Alex Andrich, OD, FCOVD

O

ptometry is a unique profession in that it can offer the optometrist many opportunities to practice a large variety of specialties. It is very common to hear that a practice specializes in dry eye or specialty contact lenses. Sports vision is a unique area that can be offered as a valuable service in your office.

A common misconception is that doctors who offer sports vision services only work with professional/semi-professional teams.

While it is true that many of us do work with high level athletes and professional teams, the field of sports vision encompasses any athlete at any level from baseball players on a youth travel team to “weekend warrior” golfers.

According to the Physical Activity Council’s 2017 Participation Report, 72% of the U.S. population ages six and older were active. This means that there is a large opportunity to offer this type of service in your practice.

The concept that “vision” can be improved is a relatively unknown and often misunderstood concept. If we look at vision as just a measure of static visual acuity, we will significantly limit ourselves in our ability to help an athlete. “Vision” is a global process that includes many visual skills such as acuity, contrast sensitivity, stereopsis, visualization, etc. When we talk about vision, we must also understand that vision is a key component in a complex network

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of sensory skills. Vision must integrate with our other sensory systems such as vestibular and proprioceptive when competing. On the field or court, our visual system tells our hands and feet what to do. Enhancing visual skills such as eye-hand coordination and peripheral awareness can make a significant difference in performance for the athlete who is looking for that extra edge.

GETTING STARTED One of the biggest hurdles in any new venture is getting started. Adding sports vision to your practice can seem like a daunting task at first, but with careful planning and execution it will be very rewarding. Just like any other specialty, becoming well versed in the concepts of sports vision will take some time.

The very successful glaucoma practice did not have all their equipment and knowledge on day one. The same is true for sports vision.

You can very easily start by making a few additions to your current process. Including a question about sports participation in your history questionnaire is a great start. It will allow the dialogue to begin during your case history. Discussing specific lens and tint options at the conclusion of the vision examination that relate to their sport is another great way to continue the discussion.

Depending on the sport, a special tint may make a significant difference in performance. It is also very important to discuss eye safety and offer a great selection of sports frames in your optical dispensary.

THE NEXT LEVEL Adding sport specific vision skill testing will take your sports vision practice to the next level. This type of testing can begin with just the equipment already in the exam lane. For example, if a competitive archery athlete comes to your office, you can test their accommodative skills to see how efficiently they can shift their focus from near to far and far to near. There are a growing number of companies in the market that offer functional vision skill testing.

These skills include: visual acuity (static and dynamic), contrast sensitivity, depth perception, multiple object tracking, eye-hand coordination and eye tracking to name just a few. A typical system will test 10 to 12 vision skills and include a report with normative data showing how your athlete compares to other athletes in same age group and/or sport. Included in these systems are training modules with drills to improve the vision skills that show deficits.

To continue growing your sports vision practice, reach out to members in your community who are involved in sports, such as athletic trainers for local high school or semi-pro teams. Most of these professionals have heard of or seen some type of sports vision training but often do not know of anyone in their area that offers this service.

Providing an in-service for them to demonstrate some of the testing and training drills is a great way to educate them on the benefits of sports vision training. Athletic trainers would also be very eager to hear about vision and concussions. Most concussions

MARCH 2019 | SUN, SPORT + SAFETY | VCPN

HOW TO CREATE AND ADVANCE A SPORTS VISION PRACTICE

will have some associated visual symptoms. Many of us who specialize in sports vision also offer visual rehabilitation after concussions. Optometrists, working collaboratively with other professionals, have many tools at their disposal to help in the diagnosis and treatment of concussion.

RESOURCES As your sports vision practice grows, you will want to continue furthering your knowledge base. There are many opportunities to attend seminars both regionally and nationally. Some good resources for functional vision are The College of Optometrists in Vision Development (COVD.org) and The Optometric Extension Program Foundation (OEPF.org). They will provide an excellent starting point in the testing and training of functional visions skills.

Concussions and sport have received a significant amount of attention in recent years. The Neuro-Optometric Rehabilitation Association (NORAVisionRehab.org) is an organization focused on educating optometrists working with patients who have suffered a head injury.

The International Sports Vision Association (ISVA, SportsVision.pro) is an organization dedicated to improving athletic performance through visual skill enhancement. Attendance at an ISVA event is an opportunity to interact with colleagues practicing sports vision and an opportunity to see the latest in vision training technology.

Sports, just by their nature, are competitive. Giving an athlete that extra edge can help them reach the podium or beat their best friend on the golf course. Adding sports vision to your practice will differentiate your practice from others and is a very rewarding way to help your athletes. n

Cleveland Gladiators player conducts hand-eye coordination training on the Senaptec Sensory Station.

Costa’s sweat management system has evolved in 2019 with the addition of new ventilation ducting airflow through the endpiece.

Alex Andrich, OD, FCOVD, is a graduate of The Ohio State University College of Optometry and is in private practice in North Royalton, OH. In addition to serving as the president of the International Sports Vision Association, he is a vision coach for the Cleveland Indians baseball team, Cleveland Monsters hockey team and Cleveland Gladiators arena football team. The International Sports Vision Association is an interdisciplinary group of professionals dedicated to advancing the field of vision training for athletes of all ages and levels to help them achieve peak athletic performance. Visit SportsVision.pro, email Info@SportsVision.pro, or follow ISVA on Facebook and Twitter (@SportsVisionDrs).

VCPN | SUN, SPORT + SAFETY | MARCH 2019

COURTESY OF LIBERTY

5 SPORTS VISION PRACTICE TIPS 1. Include a question about sports participation in your history questionnaire.

2. Discuss lens and tint options at the conclusion of the vision examination that relate to their sports participation.

3. Offer a great selection of sports eyewear.

4. Reach out to local athletic trainers to make them aware of your services.

5. Participate in continuing education courses.

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SUNWEAR TO MANAGE LIGHT

Sunwear to

MANAGE LIGHT Understanding the many elements that impact vision is the first step toward prescribing and fitting patients with the right protective sunwear.

COURTESY OF TIFOSI

By Mary Seguiti

L

ight is key to vison, without it we would not see. The part for eyecare professionals is to help our patients manage light to provide the best visual acuity, comfort and protection. Changing light conditions can cause a great deal of discomfort, and this is where we need to provide direction for our patients to address their specific needs with tailored and customized glasses. The goal is to present a solution that provides protection, visual acuity and comfort from morning to night.

UNDERSTANDING THE SPECTRUM Many are not aware of the dangers of UV and blue light to their eyes. First, you should have an understanding of the electromagnetic spectrum. The entire visible light spectrum is 380-780 nanometers.

UV is the part of the spectrum from 100380nm. The UV range of 280-400nm is what is most damaging to the eyes.

• UVC at 200-275nm is mostly absorbed by the ozone layer. In areas where this is being depleted there is a higher incidence of skin cancers and cataracts.

• UVB at 280-315nm causes sunburn and can damage lids, conjunctiva and the cornea. This can increase the chance of developing a pinguecula and ptergiums.

• UVA at 315-380nm will penetrate the cornea and can have effects on the crystalline lens and the interior segments. This can cause an increase in cataracts and macular degeneration. The World Health

26

Organization estimates that up to 20% of cataracts are from overexposure to UV. • HEV High Energy Visible light at 380500nm is the violet/blue part of the visible spectrum and can cause harm and discomfort to the eye.

UNDERSTANDING YOUR PATIENTS ECPs need to ask their patients if they work indoors or outside, if they are on a computer or other digital devices all day, if they hunt, fish, ski, golf or bike or pursue any other activities that will expose them. Provide solutions with photochromic lenses, anti-reflective lenses, blue light filters, mirrors, polarized lenses, tint colors and more.

The color of the lens is very important to the type of activity or sport and overall eye health. Present tinted lens samples to your patients. Even the same sport such as deep sea fishing (gray) or fishing the flats (brown) will require a different lens color for premium visibility. Yellow/orange provides the best contrast and filters blue.

Gray allows for the most normal color recognition. Golfers prefer a lens color with contrast to enable them to see the course better, such as amber, brown and rose.

Lenses with variable/changeable tints can be helpful as lighting conditions change throughout the day.

When trying to find the proper balance, it is seldom a one-lens-for-all approach.

Photochromic lenses are a great replacement for clear lenses, but they will not solve all light issues. Tinted lenses are fashionable once again, and technology now provides different color options in

photochromic lenses along with coordinating mirror coatings.

UNDERSTANDING GLARE Focus on glare! Determine whether it is distracting glare, discomforting glare, disabling glare or blinding glare. Addressing the areas where patients are experiencing glare will be helpful to determine the best lens choice. Find out if the glare is coming from headlights at night and is distracting, or if it is blinding glare from looking directly into the sun during a morning or evening commute. Polarized lenses block the horizontal light reflected off a surface such as the road, snow or water. Light reflected off a horizontal plane causes glare. This could be disabling or blinding glare. Educate and show patients a demonstration of glare reduction.

Patient education is the key to providing the best option to control light. Work with your labs and vendors as they have many tools to assist with educating your patients. Stay abreast of new technology and provide in-office training. Focusing on protection will benefit you and your patients by providing the best visual experience, comfort and protection. Your office staff should wear premium lens products to help with communicating the many resources and options available when deciding the right lens for your patients. n Mary Seguiti is on the faculty of the Hillsborough Community College Opticianry Program and serves on the executive board of the National Federation of Opticianry Schools.

MARCH 2019 | SUN, SPORT + SAFETY | VCPN

ABO TECHNICAL LEVEL II

Protective Eyewear

SUN, SPORT+ SAFETY

APPROVAL: ABO APPROVED FOR 2 HOURS, TECHNICAL LEVEL II COURTESY OF WILEY X

ONLINE COURSE: STWFVM003-2 ISSUE DATE: MARCH 1, 2019 EXPIRATION DATE: FEBRUARY 6, 2022 APPROVAL: This course has been approved for two hours of Technical Level II continuing education credit by the American Board of Opticianry. NOTE: This course is only available with online testing.

Please see instructions at the end.

COURSE DESCRIPTION: Eye injuries in industry and in sports continue to be a major concern with risk to vision and millions of dollars spent in emergency rooms and physician visits. This course will teach eyecare professionals how to identify and interact with patients who may be at risk and help them choose proper eye protection for work or play.

By Richard W. McCoy BA, LDO, ABOC, NCLEC

S

afety and sports eyewear represent two significant categories of eyewear sales that ECPs can capitalize on for increased revenue and patient satisfaction. In addition, these categories do not suffer price pressure related to managed care and various insurance plans.

Furthermore, these two categories of eyewear represent a continuity of vision care that complements traditional dress eyewear, sunwear and contact lens sales.

Workers’ health and workplace safety concerns grew so much that the Williams-Steiger Occupational Safety and Health Act (OSHA) was passed and signed into law on Dec 29, 1970, by President Richard Nixon. An important aspect of OSHA is that it is attached to the Department of Labor, thereby having law enforcement powers

28

over employers. This is one of the primary drivers for safety eyewear whether plano or Rx use.

The eye is a critically exposed organ and can suffer a montage of injuries including abrasions, contusions, corneal lacerations, abrasions and detached retinas as a result of blunt force trauma. Eye injuries are common in the workplace with over 2,000 injuries occurring each day.

Of these injuries approximately 1 in 10 will require a minimum of one day recovery time. Of the total of work injuries, 10-20% of affected workers will suffer temporary or permanent vision loss. Eye injuries have a monetary downside, resulting in $300 million in losses per year attributed to lost revenue, medical bills and employee leave.

Common causes of workplace eye injuries include but are not limited to: • flying objects & debris • chemicals • tools • a co-worker doing work in the same vicinity • harmful radiation • a combination of these hazards and (welding) and others Experts agree that 90% of eye injuries could have been prevented or lessened in severity with proper eye protection.

Proper eye protection include the following: (In many cases more than one eye protection product can be worn in conjunction with another).

• goggles • non-Rx & Rx safety eyewear • face shields • welding helmets A number of factors come into play when selecting safety eyewear. They must be functional for the job at hand and must be fit properly by an ECP. Fit is critical as the individual may be using safety eyewear in conjunction with a face shield, hearing protection or chemical goggle. In addition, the working environment itself can be a challenge with conditions ranging from everything from a hot shop or factory area to breezy conditions on a 10-story building under construction. Poorly fitted eyewear that fogs and needs constant attention will quickly be discarded by the employee. A major concern for all company safety officials and risk managers is acceptance and compliance of issued safety equipment.

MARCH 2019 | SUN, SPORT + SAFETY | VCPN

VCPN | SUN, SPORT + SAFETY | MARCH 2019

ABO TECHNICAL LEVEL II

Fortunately, for the ECP, frame manufacturers have responded with a number of innovative designs that rival the appearance of today’s dress eyewear. ANSI Z87-certified frame offerings include updated designs in zyl and other plastics, metal, titanium and rimless. Frames can have optional side shields added where there is a risk of flying debris or particles in the area. Side shields are further divided into two categories, permanent and detachable. The permanent side shield, as the term indicates, is fixed to the frame and cannot be removed easily by an employee. A detachable side shield gives the employee the option of wearing standard safety glasses and adding side shields when in an area where flying debris hazards exists.

Another innovative design that safety frame manufacturers offer are wide temples. What has been long fashionable in dress eyewear frames are now used in safety frames for the added function of acting as a side shield.

Furthermore, depending on the frame design, the tops of the zyl frames are sculpted to function as a brow guard to help protect a worker’s eyes from a debris hazard above the worker. The major change that has allowed manufacturers to create these breakthrough frame designs is the American National Standards Institute (ANSI) change in 1989 where frames were now certified as to performance as opposed to design. The two major performance tests are: • High Velocity Impact Test • High Mass Impact Test High Velocity Impact Test: A series of ¼-inch steel balls traveling at 150 feet/second are directed at 20 different parts of the glazed frame.

High Mass Impact Test: A pointed conical tipped projectile, 1 inch in diameter weighing 17.6 ounces is dropped 51.2 inches through a tube onto the eyeglasses.

• The lens must not break or become dislodged from the frame.

The ECP’s role in eyecare often revolves around the educational aspect of a product or service. Non-compliance regarding the wearing of safety eyewear may simply be that the worker does not understand the difference between dress and safety eyewear and protection values.

The major component of safety eyewear is the lens itself utilizing a number of different materials. Lens materials have been segregated by updated ANSI Z87.1 standards.

The two basic categories of lens materials are Basic Impact and High Impact material.

COURTESY OF TIFOSI

BASIC IMPACT • 3mm minimum thickness (crown glass and CR-39 plastic) • 1-inch steel ball dropped from 50 inches for impact test (glass) • must have safety markings/monogram or trademark on lenses • warning that lenses are not recommended for high-impact exposure HIGH IMPACT • minimum thickness 2.0mm polycarbonate and Trivex • must pass impact of ¼-inch steel ball traveling 105 feet/second • must have a plus symbol (+) on lens in addition to monogram or trademark Each material has positive and negative attributes and should be discussed with the patient. Employers at times will dictate what lens materials, frame styles and lens options the employee will have. In other cases, they will leave this to the discretion of the ECP. Due to liability concerns, many practitioners will default to high-impact materials.

• crown glass: crisp optics, very high scratch resistance, heavy material • CR-39: lighter in weight, resistant to weld spatter, inexpensive • polycarbonate: high-impact material, lighter weight • Trivex: high-impact material, lighter weight, better optics The ECP has a rich montage of lens styles and options that can be chosen for the patient. They include plano, single vision, bifocal/trifocal, progressive

and occupational lens designs. The plano lens option is an under-prescribed lens option. Although plano safety eyewear is a mass produced “commodity” product there are many patients who would appreciate the choice to upgrade to good prescription-quality plano-based eyewear made for them. These patients include hospital, nursing staff where blood-borne pathogens are of concern. In addition, first responders, EMTs, firefighters and law enforcement would all benefit from plano safety eyewear.

All conventional lens designs can be made into an Rx safety eyewear product selected by the ECP and the patient. An “old school” lens design that continues to be an effective occupational choice is the occupational bifocal or double “D” style.

The profile of the lens includes a flat top 28mm segment at the bottom of the lens and a 28mm segment at the top. Segments (depending on the manufacturer) are separated at least 13mm to 13.5mm. This separation contains the distance portion of the Rx. To fit a lens of this type, the dispenser positions the frame on the patient’s face where they are accustomed to wearing their eyewear then takes the appropriate measurement for the bifocal. A piece of frosted tape is then applied horizontally across the glazed lens where the measurement was taken. The dispenser then measures from the top of the tape 13mm to 13.5mm vertically and applies a second piece of frosted tape. This easily simulates to the patient where the different segments 29

ABO TECHNICAL LEVEL II COURTESY OF LIBERTY SPORT

will be and enables the patient to give feedback to the dispenser as to positioning. If the patient prefers a different height, the measurements are simply retaken, tape applied and a new simulation can be experienced by the patient. Once the final height has been selected, the patient is fully aware of the location of the bottom and top segments and the area for distance viewing in the new eyewear. The same process can be utilized if the dispenser is fitting an occupational quadrifocal. The dispenser simply positions the tape on the bottom segment to account for the trifocal line. This lens is an effective choice for a multitude of people working in various trades and occupations such as auto mechanics, electricians, carpenters and drywall hangers.

In the continued evolution of the modern workplace, new eyewear has been developed to counter serious computer vision syndrome or CVS. Computer eyewear has long been considered the “occupational eyewear of the 21st century.” Although not safety eyewear in a physical sense, the ECP has a multitude of lens solutions for these visual problems in the workplace.

Breakthroughs by lens manufacturers in digital surfacing and lens designs have provided the ECP with modern progressive lens designs that are “task specific.” That is, a much wider intermediate corridor for computer use. Distance vision is very limited; therefore the eyewear functions well in the office work space or cubicle. Standard bifocals and single vision lenses are additional choices when the Rx is compensated for the patient’s working distance.

In addition to prescribing the proper safety or occupational eyewear the ECP can function as a “light manager” by building the lenses with the appropriate tints. Depending on the occupation, variable tints may be added to control harsh sun, or polarized lenses 30

can be worn when the patient may spend working hours near the water in intense sun for long periods of time. In respect to computer eyewear, anti-reflective coatings effectively inhibit glare from computer screens, harsh environmental lighting and light emanating from building windows.

Not only do ECPs provide goods and services to patients, they can also provide services for potential employers as a practice outreach. To have a strong safety eyewear practice the ECP should consider “partnering” with employers to create a win/win scenario for all involved. An excellent tool a practice can utilize for employers is a sight or vision screener. Today’s vision screener or “battery instrument” can easily test potential employees and paid staff for a number of vision issues. Once found, they can be directed for a full exam and the appropriate Rx correction can be made. Many screeners have data link capability that allows test results to be downloaded to a printer to become part of the employee’s file. Depending on the practice location this is a valuable service that can assist the industrial nurse, safety director and human resource initiatives. In addition, the screener can be taken to health fairs and various other public events to act as an additional business driver for the practice.

The vision screener offers a battery of tests and is much more effective than the common Snellen chart. Depending on need, tests can be added as necessary. Basic primary vision skills tests include the following: • Central Visual Acuity: at a simulated 20foot distance • Central Visual Acuity: at 13-16 inches • Central Visual Acuity: at intermediate for computer users and equipment operators who operate machinery with computer controls and displays • Depth Perception Test: important for workers who operate forklifts and specialized

vehicles in the course of their job.

• Peripheral Vision Test • Color Vision Test • Muscle Balance and Eye Coordination These tests cover a broad spectrum of occupational groups summarized here: Group I: engineering, administrative and clerical workers Group II: vehicle operators Group III: inspectors, precision machine workers and assemblers Group IV: machine operators Group V: mechanical trade workers Group VI: general labor With each of the tests that can be performed with the vision screener a pass/fail answer key is provided, thereby eliminating any guess work on the part of the testing.

By using an instrument of this type, potential employees receive immediate feedback as to whether a comprehensive eye exam is called for. In the case of an existing employee, it shows a red flag in which their ocular health and prescription need to be reviewed.

The operation of the instrument is relatively simple with a variety of staff being able to use it in a short period of time. The instrument is lightweight and only requires a small space on a tabletop. Finally, after testing, this gives the ECP or staff member a further opportunity to educate the potential or veteran employee as to the importance of good safety eyewear and that standard dress eyewear does not have the protection factor in an industrial climate.

Safety and sports eyewear share a close brother-and-sister relationship with respect that eye injuries occur in both categories for different reasons, however, the solution is germane to both, quality fitted protective eyewear.

Eye injuries are the leading cause of blindness in children in the U.S., and most injuries occurring in school-aged children are sports related. These injuries account for an estimated 100,000 physician visits per year at a cost of more than $175 million. Three out of four American families with school-aged children have at least one playing in an organized sport, approximately 45 million children.

One in four adults in the U.S. play one or more sports. Sports have been classified by the National Eye Institute into three categories according to risk—High Risk, Moderate Risk and Low Risk. The chart below illustrates the sports in these categories:

MARCH 2019 | SUN, SPORT + SAFETY | VCPN

MODERATE RISK

LOW RISK

baseball

football

bicycling

basketball

golf

diving

boxing

badminton

skiing

hockey

soccer

swimming

paintball

tennis

wrestling

racquetball softball squash

The human factors are significant in eye injuries when playing sports. These factors include: • experience in the particular sport • athletic ability • level/intensity of play • maturity (With respect to children, abilities, physical strength and maturity can differ widely in a group.)

Sports can be further broken down into two categories: Dynamic Sports, which involve considerable movement, and NonDynamic (static) Sports.

DYNAMIC SPORTS

NON-DYNAMIC SPORTS

baseball/softball

golf

basketball

archery

cycling

target shooting

racquet sports

In order to safely and fully enjoy a sporting activity the individual should have an updated eye exam and ocular health examination. The vision screener can be utilized for basic testing, and examinations can be scheduled promptly. Once the eye examination has been completed the ECP can review the corrective options for the patient. These options include: • dress eyewear • contact lenses • computer eyewear • sunglasses • sports sunglasses • goggles With the diverse lifestyle of the patient and the vast number of products available, the ECP may wonder how to effectively present a plan to suit a patient’s needs. An effective tool developed by the late Paul Berman, OD, FAAO, director of professional relations and education for Liberty Sport, is very helpful to the ECP and support staff: “Use the three I’s to protect eyes.” This tool

is not only effective for sports eyewear, it can be used with equal success with regard to industrial safety eyewear. The three I’s are Inquire, Inform, Introduce.

• Inquire by using the lifestyle questionnaire filled out by the patient so the ECP can review the various sporting activities the patient participates in now and what sports may be planned for the future.

• Inform the patient of the possible ocular risks involved with activities and the corrective vision solutions available.

• Introduce various products that can suit the patient’s visual needs for a particular sporting lifestyle. It is not unusual for a customer to require several different options past traditional dress eyewear and or contact lenses.

As a business driver, the ECP may offer financial incentives in the way of discounts or package pricing to help ensure the patient is getting the best eye protection value.

When the ECP makes a recommendation for a goggle-type product for the customer, whether plano or Rx, the particular device must meet the standard for the intended sport. The recreational standard for eyewear falls under the American Society for Testing and Materials (ASTM). The specific standard is F-803 and covers the following sports: • racquet sports (badminton, tennis, paddle tennis, handball, squash and racquetball) • soccer • basketball • cycling • paintball (ASTM F1776) An important consideration when dispensing these products relates to the hang tags and or warning labels that are attached to the product. They are to be read and removed by the user so the customer completely understands the capability of their newly purchased ophthalmic body armor.

Because of revised gudelines on sports eyewear designs the ECP has a rich selection of sport goggles to present to the customer for consideration. The ECP should have a good selection of sizes in adult and youth designs for proper fit and functionality.

A major consideration in goggle use is fogging. Due to physical exertion, fogging can easily occur if the goggle is too tight against the face or lacks proper vents to circulate air.

Another consideration is protective padding inside the goggle itself. These pads should make comfortable contact on the sides of the temples and bridge area of the face.

VCPN | SUN, SPORT + SAFETY | MARCH 2019

ABO TECHNICAL LEVEL II

HIGH RISK

These help dissipate the force of a glancing blow or a direct impact to the individual.

A further breakthrough for goggle selection is the Rx range capability. With the advances in digital surfacing and lens-beveling techniques many patients now enjoy the stylish wrap look of 6.00D and 8.00D base curves and panoramic vision that was all but impossible years ago. Manufacturers of goggles will provide information to the ECP as to the Rx parameters their goggles can accommodate.

Digital surfacing and beveling techniques have advanced sports sunwear as well. More patients enjoy wrapped sunwear in Rx versions than ever before. Additional shielding from harsh sunlight is an important environmental consideration. Stylish wide temple designs have found a place in sports sunwear as well and serve two additional benefits.

Wide temples block out harsh sun and glare from the sides and act as a wind dam to help eliminate dry eye issues. This is an important advantage for the contact lens wearer, cyclist, boater or motorcyclist. Manufacturers of sports sunwear also include snap-in brow guard inserts to further block sun and wind from above. Finally, many companies provide matching straps or lanyards to ensure the eyewear will not slip off in rigorous conditions.

Lens options and materials are quite varied and provide the ECP a diverse selection to their patients with respect to their sports lifestyle. Modern lens-manufacturing techniques continue to make glass a very popular choice for today’s sports sunwear. Lens tints in glass include traditional gray, green, G-15 and brown.

Variable tints are available as well as polarized options. Although heavier than modern resin lenses, glass has an advantage of crisp optical clarity and superior scratch resistance, highly valued features in sunwear. The material itself lends itself well to two other upgrades for sunwear, mirrors and anti-reflective coatings. The ECP acts as a “light manager” with these two additional add-ons. The mirror coating adds an additional layer of protection by blocking harsh sunlight multiplied many times when the customer is around water or a sunny day on a hard-packed snowy ski slope. Colors include blue, green and copper mirror coatings, all with the distinct advantage of helping the user with comparison and contrast in different environments. The longevity of these coatings is considerable as they are able to be applied to the glass material at a much higher temperature than resin lenses. Digital surfacing allows a much broader selection of 31

ABO TECHNICAL LEVEL II

Rx’s in high wrap frames utilizing 6.00D and 8.00D base curves. Resin lenses, due to their light weight and impact resistance, continue to be popular in single vision, multifocal and progressive sunwear.

For the ECP who has post cataract/LASIK patients, high risk and current macular degeneration patients and contact lens wearers, a lens with a blue-light-filtering lens can be prescribed to aid the patient. This lens will filter out +/- 20% of the blue light spectrum in the 415-455 nanometer wavelength. Lens type with this filtration property is available in polarized for outdoor use. This is a true sun lens with an added medical benefit.

For the ECP who has a number of contact lens wearers, sport goggles and sunwear continue to be important aspects for the patient. Although Rx eyewear may now be partially eliminated, it must be emphasized that the possibility of an eye injury is not. They do, however, now have better functionality with safety equipment as the inserted lenses are now planos. In addition, the patient may want sport contact lenses in addition to regular lenses. Sport contact lenses are tinted and in many cases give the patient better visual comfort and help with reaction time to moving objects. Popular tint options include amber for baseball, tennis and soccer and gray-green tints for golf.

THE SUCCESSFUL SPORTS AND SAFETY EYEWEAR PRACTICE The modern eyecare practice has multiple opportunities to capitalize on these two niche markets and create consistent income generators. Consistency and commitment are the keys to long-term success. Have tasteful displays of top quality sports and safety eyewear products featured around the practice. Provide financial incentives to the patient with bundling packages in addition to their dress eyewear and contact lens purchases. Have quality literature on sports and safety eyewear with business cards attached and given to patients after completed transactions. Make follow-up calls to perspective customers two weeks after the initial sale to answer any possible questions.

Have staff meetings on a regular basis and bring in lens and frame representatives

who sell sports and safety eyewear products to educate and train staff. Add additional training as needed to make sure everyone is delivering a clear consistent message to patients, children and parents.

Have patients fill out a lifestyle sheet and detail their sports, hobbies and occupations.

Computer use should be noted and addressed when presenting eyewear options.

With respect to safety eyewear needs, ask the patient how many people use safety eyewear at work. By contacting the owner of the company, safety director or risk manager, the ECP could have an opportunity to put together a safety eyeglass program for the company that could include the following: • discounted eye exams • discounts for dress eyewear and sunglasses and contact lenses • specials on children’s eyewear Establishing a professional relationship with a small company can result in a number of long-term revenue streams. Assign a staff member to do a business outreach to local businesses within a 5- to 10-mile radius of the practice, and provide them with information regarding services. The local library is one very effective tool to get pertinent information regarding local businesses. Simply access the industrial or business directory located in the resources area of the library, and look up the businesses in the county where the practice is located and the surrounding areas as well. Contact phone numbers, addresses and names of current management will be available. An important tool that can be utilized by the ECP is an employer data sheet, which can be customized to suit the needs of the

practice. It essentially is a fact sheet with all the pertinent information regarding the business, including the type of business, number of employees and if a safety eyeglass program could be started. If one is already in place the ECP can drop off practice information with the prospect of being a secondary vendor Trunk shows have long been popular for dress eyewear products, and the same concept can be used by the ECP to promote sports eyewear and sunwear. In addition, to inviting the existing patient base, teachers and coaches from nearby and surrounding schools as well as concerned parents could attend. Finally, employees from various sports and golf shops could attend and be educated on the newest technology in sports and sports sunwear.

Public outreach by the ECP can reap enormous positive results for the practice in the eyes of the public. Write a short article on an eyewear topic for publication in the local free paper and or newspaper. Have lectures prepared to present to schools, colleges and civic clubs on the importance of eye safety and products for sports and eye protection.

Further outreach incentives can include health fairs set up by the health departments, schools, hospital outreach programs and others. Brochures can be distributed as needed at the venue, and the vision screener can be put into service to make people aware of the importance of getting an eye exam and/or updating their existing prescription. n Richard W. McCoy, BA, LDO, ABOC, NCLEC, was an instructor for the Hillsborough Community College Opticianry Program in Fort Myers, FL.

This course is ONLY available for online testing.

TO TAKE THE TEST ONLINE: Go to VisionCareProducts.com/Education 1. Under the black Log-In Bar, – log in (Note: Use the “register” link to register for online education, and record your user name and password for future access.)

2. Click on the course you would like to complete.

3. Review the course materials.

4. Take the test, and at the end of the course, after you submit your answers, your results will automatically appear on your screen!

5. All passing tests will automatically be submitted to ABO at the beginning of each month. You may print a copy of your certificate for your records.

This content is subject to change without notice and offered for informational use only. You are urged to consult with your individual business, financial, legal, tax and/or other advisers [and/or medical providers] with respect to any information presented. CareCredit, Synchrony Financial and any of its affiliates (collectively, “Synchrony”) make no representations or warranties regarding this content and accept no liability for any loss or harm arising from the use of the information provided. All statements and opinions in SUN, SPORT AND SAFETY EYEWEAR are the sole opinions of the author, Richard W. McCoy BA, LDO, ABOC, NCLEC. Your receipt of this material and/or participation in this presentation constitutes your acceptance of these terms and conditions.

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THIS COURSE IS SUPPORTED BY AN UNRESTRICTED EDUCATIONAL GRANT FROM CARECREDIT.

MARCH 2019 | SUN, SPORT + SAFETY | VCPN

| 800.423.3023 WWW.DERIGO.US | VEE BOOTH #1452

on the

BRIGHT SIDE THREE NEW CLASSICALLY SHAPED SUNS WITH LILLY PULITZER SIGNATURE PRINTS ARE JUST WHAT THE OPTICIAN ORDERED.

360º.

DANICA

KENDA STEVIE

The fan favorite right now is Danica.

It’s the perfect style to let Lilly-lovers wear their favorite prints with pride.

— Laura Howard, Designer, Kenmark Eyewear

ith the addition of three new Lilly Pulitzer sun styles, Kenmark Eyewear has delivered on at least one optician’s request. “When I was at Vision Expo last year and talked to my rep, I said, ‘Where are your new sunglasses?’” said Barry Jackson, LDO, a buyer for Triangle Visions Optometry’s 23 locations in North Carolina. “So I’m excited that they’re going to have some great new sunglasses coming out.”

The three new Lilly Pulitzer sun styles are Kenda, a full acetate cat eye, Danica, a feminine aviator, and Stevie, a clubmaster-inspired metal/acetate combination.

While the Stevie features signature Lilly

Pulitzer prints on the temples and the Danica features them on both the temples and the front rim, the Kenda has rivet detailing on the front and the signature Lilly Pulitzer logo on the temple. Both the Kenda and Danica sport flash lenses.

“The latest sun offering is a small collection of classic shapes in a delightfully colorful palette,” Kenmark designer Laura Howard told VCPN. “The fan favorite right now is Danica, the aviator with custom Windsor Rims covered in signature Lilly Pulitzer prints. It’s the perfect style to let Lilly-lovers wear their favorite prints with pride.”

Kenmark Eyewear has a specific Lilly-lover in mind with its new sun collection: “The Lilly lady is optimistic, confident and lives her life

on the bright side. She loves to entertain, travel, and her family is very important to her. She is both a ‘planner’ and a spontaneous shopper.

The eyewear collection offers resort chic styling in fun, playful, feminine shapes featuring custom created Lilly Pulitzer colors and signature hand-drawn limited edition prints designed exclusively by Lilly Pulitzer.”

Optician Barry Jackson added his own description of the Lilly Pulitzer woman: “She is very sophisticated but youthful at the same time. You don’t have to be a mature woman to wear them, although you can be.

It fits so many different age groups, which is one reason I like the brand so much. The bright colors that she uses are very vibrant, and I love the fact that she has petite sizes.” n

Kenmark Eyewear 800.627.2898 KenmarkEyewear.com Info@KenmarkEyewear.com V I S I O N C A R E P RO D U C T N E WS . C O M

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Living

CORAL PANTONE’S COLOR OF THE YEAR HAS BEEN INFLUENCING MULTIPLE INDUSTRIES, INCLUDING FASHION, GRAPHIC DESIGN AND MUCH MORE, FOR 20 YEARS.

1

2

3

4

5

6

7

1. Marcolin Guess 2700 800.345.8482 Marcolin.com InfoUSA@Marcolin.com 2. Charmant Group ELLE 13467 800.645.2121 Charmant.com 3. Ogi Eyewear 9127 888.560.1060 OgiEyewear.com CSR@OgiFrames.com 4. WestGroupe FYSH 2036 855.455.0042 WestGroupe.com Info@WestGroupe.com 5. Kering Stella McCartney SC0195S 844.790.9165 StellaMcCartney.com KeringEyewear.US.cs@Kering.com 6. Modern Art Collection A397 800.323.2409 ModernOptical.com CustSVC@ModernOptical.com 7. Zyloware Leon Max 4029 800.765.3700 Zyloware.com Info@Zyloware.com 8. L’Amy America Glamour 201503 800.243.6350 LAmyAmerica.com Support@LAmyAmerica.com 36 | VC P N M A RC H 2 019

V I S I O N C A R E P RO D U C T N E WS . C O M

Trends.

8

9

“Color is an equalizing lens through which we experience our natural and digital realities, and this is particularly true for Living Coral.”

— Leatrice Eiseman, Executive Director, Pantone Color Institute

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11

12

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9. Inspecs USA Radley Mina 102 844.771.7710 InspecsUSA.com Sales@InspecsUSA.com 10. Safilo USA Tommy Hilfiger 1598S 800.631.1188 Safilo.com Info@Safilo.com 11. Mondottica USA Pepe Jeans 3320 866.666.3662 MondotticaUSA.com CustomerService@Mondotticausa.com 12. Alternative/Plan “B” Eyewear Glacee 6905 888.399.7742 AlternativeEyes.com 13. Marcolin Emilio Pucci 0111 800.345.8482 Marcolin.com InfoUSA@Marcolin.com 14. Marchon Eyewear Salvatore Ferragamo 185S 800.645.1300 Marchon.com CS@Marchon.com 15. ic.berlin America The Ingénue 866.634.8990 ic-berlin.de America@ic-berlin.de 16. ImageWear Betsey Johnson Jazz 800.414.7656 ImageWear.com V I S I O N C A R E P RO D U C T N E WS . C O M

M A RC H 2 018 VC P N | 37

New. Launch

CONFIDENT

A&A OPTICAL RACHEL Rachel Roy Rachel Roy, founder and creative director of her eponymous brand of ready-to-wear and accessories, launches a line of 16 ophthalmic frames for women.

Styles are crafted of stainless steel and handmade acetate with unique prints and come in shapes such as classic round, aviators and slight cat eyes. Models are named to reflect the brand’s philosophy of empowerment and inspiration, such as Bliss, Confident, Devoted, Dream, Grateful, Playful and Wanderlust.

800.492.4465 AAOpticalCo.com

WANDERLUST

PLAYFUL

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V I S I O N C A R E P RO D U C T N E WS . C O M

New.

OAKLEY

MONDOTTICA

MAUI JIM

AUTHENTIC PRESCRIPTION

BLOOM PETITES

SUNNY DAYS

EASTERN STATES EYEWEAR

STYLE: 529

COCO + BREEZY

STYLE: METALINK

STYLE: APRIL

Metalink is a sport ophthalmic frame with a lightweight NANOMatter front combined with stainless steel for durability. Metalink is available in matte amber, matte orange, satin black and satin gray smoke.

Created for women with smaller face shapes, the temple, bridge and effective diameter (ED) sizing are in scale to accommodate petite features. This modified cat eye is made of handmade acetate and is available in burgundy, blue, purple and tortoise colors.

This unisex classic round-shaped frame is constructed of Italian acetate with a stainless steel elevated brow bar, adjustable, non-slip silicone nosepads and a traditional hinge. Color choices are blue horn, gray horn, honey smoke and espresso smoke.

800.403.7449 Oakley.com

866.666.3662 MondotticaUSA.com

800.848.3644 MauiJim.com

V I S I O N C A R E P RO D U C T N E WS . C O M

STYLE: CLARITY

VUARNET DISTRICT ROUND STYLE: VL1909

With an upswept rectangular shape, Clarity features a metal layer on its upper corners and a subtle pattern with coloration that matches the frame but adds a color element. Temples have a metal core showcased halfway down the length and tortoise tips to add style.

This new men’s style reinterprets the brand’s popular Ice style with a more urban sensibility.

The round acetate frame features a cut-out center bridge and is available in five color choices. Vuarnet’s signature mineral glass lenses provide protection, clarity and durability.

800.645.3710 ESEyewear.com

914.495.3701 Vuarnet.com

M A RC H 2 019 VC P N | 39

New. Launch

ALTAIR

DJ5008

DJ5009

DJ5007

DJ5002

DRAPER JAMES

Launched in 2013 by founder and creative director Reese Witherspoon, Draper James is a Southern-inspired lifestyle brand featuring ready-towear clothing, accessories and home dÊcor. Along with Altair Eyewear Inc., a division of Marchon Eyewear, Draper James unveils a collection of 12 women’s ophthalmic styles in a wide range of designs and eye sizes. The line focuses on two key collections, developed in a mix of acetate and metal frame shapes. The first group is composed of squares, modified rectangles, cat eyes and rounds in shades of merlot, rose gold, indigo, turquoise and black. Styles incorporate stripes and floral prints in different design executions, including on the temples and interior frame front. The second group includes four whimsical, modern styles: a cat eye with a gradient floral front; a thin frame hexagonal; a soft cat eye in gradient shades of blush, indigo and merlot; and a thin, rectangular frame made of metal and handmade acetate. The latter two both feature pearlized, laminated temples with a metal flower and pearl bead detail on the temple.

800.505.5557 AltairEyewear.com

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New.

ZYLOWARE EYEWEAR

MODERN OPTICAL

WESTGROUPE

COSTA

LUXOTTICA

BEACH LIFESTYLE

VOGUE

MODK KIDZ

KLIIK DENMARK

DAISY FUENTES

STYLE: PANGA

STYLE: VO4111S

STYLE: PLACIDA

STYLE: HELLO

STYLE: K-638

This lightweight, squareshaped acetate frame is available in two color options: black, which features a black over transparent purple front with demi purple sparkling temples, and navy, which has a transparent navy front with demi amber and blue sparkle temples.

This kids unisex model features a TR90 front and stainless steel temples with rubber endpieces. Two studs on the front serve as a design element while also adhering the spring hinges. Available colors are black matte, cherry matte and grape matte.

This women’s semirimless cat eye features a bold multi-colored laser cut pattern along the top rim. Matching matte-finished metallic temples add a hint of shine and are available in feminine hues of rose, gray, teal and gold.

This large, feminine rectangular model features tri-fusion bio-resin nylon construction, integral spring hinges and Hydrolite nose and temple pads. Color options are shiny tortoise/ white/seafoam crystal, matte gray tortoise, matte seafoam crystal, shiny taupe crystal and shiny black/crystal/fuchsia.

Mirrored, gradient lenses reinvent this cat eye/ butterfly hybrid model that features polished metal braid temples. Color combinations are silver with violet mirror gradient silver, gold with gray gradient, silver with violet lenses, light gold with brown gradient and prink/gold with pink mirror silver gradient.

800.765.3700 Zyloware.com

800.323.2409 ModernOptical.com

855.455.0042 WestGroupe.com

800.447.3700 B2B.CostaDelMar.com

800.422.2020 Luxottica.com

V I S I O N C A R E P RO D U C T N E WS . C O M

M A RC H 2 019 VC P N | 41

New. Special Collections

DESIGN EYEWEAR GROUP INFACE SUN COLLECTION

The Inface Sun Collection takes its inspiration from the minimalistic lines of Danish design with added elegance and color. IF9789 is a round women’s model with a slight cat eye and IF9790 is a classic round shape. Both styles employ a two-tone colored front to accentuate the wearer’s eyes, according to the company. IF9791 and IF9792 are round, acetate frames that feature art deco-inspired details and a color block detail on the front. Finally, IF9795 and IF9796 are classic rounds with an elegant keyhole and an array of colors, including havana and a gray tortoise.

IF9789

800.654.6099 DesignEyewearGroup.com

ES049 IF9795

SAFILO

ELIE SAAB This ready-to-wear eyewear collection complements Elie Saab’s existing haute couture eyewear line. The collection, which has a total of 14 styles—seven ophthalmics and seven suns—is designed for a youngminded, trendier consumer. Focusing on lightness and wearability, ophthalmic frames range from sophisticated metals and combination constructions to easy-to-wear, oversized and RXable sun styles. The collection is broken down into four distinct product families: Le Jardin, Torsade, Chaine and Monogramme. Torsade is defined by sophisticated shapes made of high quality acetates and lenses. Monogramme is characterized by refined, multi-faceted acetates embellished by graphic lines that frame the eyes. The Le Jardin family contains just one offering: an oversized, lightweight, gold-plated sunglass with the house’s iconic Le Jardin temples. Finally, the Chaine family is characterized by the brand’s chain pattern, which uses leaves as an inspiring natural element.

ES037S

ES052

800.631.1188 Safilo.com

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DIY Lenses.

AN ALTERNATIVE Lens GOING ‘UNBRANDED’ IS ONE WAY FOR INDEPENDENT EYECARE PROFESSIONALS TO DIFFERENTIATE THEIR PRODUCT OFFERING WHILE SIMULTANEOUSLY BENEFITING THEIR BOTTOM LINE.

D

anville Eye Center changed the conversation from discussing lens brands to simply explaining the features and benefits of lenses in general when they installed Super Optical’s FastGrind system. Not only did this simplify the lens-selection process, but by producing lenses in-house the optical practice was also able to save the money it had previously spent outsourcing.

By dropping brands from the lens conversation, the practice’s opticians could then instead discuss single vision, bifocals and progressive lenses, as well as the differences between clear and AR, photochromic and traditional sunglasses.

THE SURFACING SYSTEM Super Systems FastGrind in-house lab is a self-contained lens-surfacing system that fits within a 2- x 2-foot space. It can surface a pair of lenses in 12 minutes. The machine requires only standard electric, water and a drain. A recirculation option can be used when water and a drain are not available.

Using just one FastGrind system, Danville Eye Center lab manager Denise Wilson

produces all the lenses required for the practice’s headquarters in Danville, KY, plus three satellite offices (except those that managed vision care requires be produced elsewhere).

“When a prescription comes in it simply specifies either progressive, bifocal or single vision along with any additional lens features the patient requested,” Wilson said. “The ADDvantage Plus progressive is offered in long and short corridor along with photochromic and AR options. The ADDvantage Plus lens is the same quality as any of the premier name brand designs we receive from our lab . . . but at a fraction of the cost.”

Practice manager Misty Campbell estimates that about 80% of jobs are completed on the FastGrind system. She’s confident that with the “unbranded” lenses produced in-house that they are able to provide their patients with the quality they need without even discussing lens brands. “Very rarely do we have a patient who has a lens preference,” she told VCPN, “and we know that the FastGrind quality is good, otherwise we wouldn’t put our name anywhere near it in a small town.” n

Super Optical International/FastGrind 800.543.7376 SuperOptical.com Bert@SuperOptical.com 44 | VC P N M A RC H 2 019

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SAPPHIRE

AMETHYST

Transitions SignatureÂŽ lenses from Younger Optics are now available in two vibrant new style colors for your fashion-conscious patients to express their cutting-edge style.

SAPPHIRE

FOR A DEMO, VISIT YOUNGER OPTICS AT VISION EXPO BOOTH # LP4413

AMETHYST

March 22-24, 2019

Transitions and Transitions Signature are registered trademarks, and the Transitions logo and Transitions Light Intelligent Lenses are trademarks of Transitions Optical, Inc. used under license by Transitions Optical Limited. Photochromic performance is influenced by temperature, UV exposure and lens material.

New.

VSP ONE PROCESSES SHAMIR GLACIER PLUS UV MAUI JIM BLUE LIGHT PROTECT LENSES REDUCE EYE STRAIN Maui Jim’s Blue Light Protect Lenses are “virtually clear” and block 100% ultraviolet light, 78% of high energy visible (HEV) light at 420nm and 14% of HEV at 440nm to help reduce eye strain and fatigue, headaches and blurred vision as well as “potential retinal damage from digital devices and artificial lighting,” according to the company. Blue light protection is built into the lenses, which come with Clearshell scratch protection, hydrophobic and oleophobic treatments and front and backside AR coating.

Shamir has added VSP One Technology Center to its network of labs that will process Glacier PLUS UV AR coating. This scratchresistant and dirt-repelling coating provides UV protection with an oleophobic surface and a matte finish. Glacier PLUS UV is available to order on all Shamir lens designs from VSP One. 877.514.8330 ShamirLens.com

888.666.5905 MauiJim.com

OPTISOURCE ADDS THINOPTICS FRONTPAGE

RAY-BAN’S EVOLVE LENSES ARE PHOTOCHROMIC

OptiSource has added two full-framed readers to its Frontpage collection of unisex readers. The “Always with You” line of readers are lightweight for comfort and include a thin aluminum case that fits on the back of cell phones, tablets and other mobile devices.

Evolve lenses from Ray-Ban feature color-to-clear gradient shades that are flat and light sensitive. Lenses are available in two models: RB3548N in pink, blue, yellow, green and brown; RB3547N in pink, blue and yellow.

800.678.4768 1-800-OptiSource.com

800.422.2020 Luxottica.com Ray-Ban.com

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20 Questions

WITH

MIKE CUNDIFF

Mike Cundiff is CEO of Kenmark Eyewear, a Louisville, KY-based employeeowned company that designs, markets and distributes eyewear and sunwear and accessories. Joining the company directly from college, he’s been with Kenmark Eyewear for 38 years. it turn it into an ESOP? It was Mark Kerman,

the owner. He was trying to sell the company but couldn’t come to terms with equity groups. Then his lawyer said, “Well, you know there’s this program called an ESOP.” It’s really a win/win for everyone.

1. How did you end up in eyewear? I was going to school, at the University of Louisville, playing music. I used to play music six nights a week while working at McDonald’s too. I graduated, and the placement office sent me to a place called Kenmark Optical, which is now Kenmark Eyewear. I had an interview with Don Howard and Mark Kerman, they’re both since gone now, but Don had also been in the music business with a lot of mutual friends. I don’t know if I got the job because of that, but if it was between me and somebody else that might have been the deciding factor!

2. What’s your position with the company now? I’m the CEO. It’s an ESOP company,

so everybody in the company owns part of it.

They get their ESOP statement at the end of the year, and it’s better than any 401K. 3. What is your management style? Treat peo-

ple like you want to be treated, with respect. I always listen to everyone’s ideas and make sure people feel included in decisions. Jack Welch, previous CEO at General Electric, advocated walking around talking to employees at all levels. You can get a lot of insight and a glimpse into reality about what is actually happening and what the successes and challenges are.

6. What plans do you have for the company? Expand us first, internationally and

domestically. We’re looking for new distributors, trying to add a few more sales reps in the United States to build our sales force, we’re at about 70 now. We want to continue to grow as well as try new things, such as our new brand launching this year.

7. Anything else? We’re also starting to cre-

ate a digital team that helps with our website and analytics, which has been really interesting, seeing how people buy and being able to meet them where they are and service them.

Customer service is really important to us, so being able to know what the customer wants and needs more quickly is helpful for us and them.

8. What is your overall strategic plan? I want to continue to strengthen the company, we’re always looking for interesting new brands. We’ve spent the last year trying to brand our own name as well as our licensed brands. We’re launching our own brand later in the year, which has been really fun and exciting to work on.

9. What marketing goals are in store?

4. How long have you been with the company?

38 years. I’m one of the rare people who have stayed in one place.

5. But now I bet a lot of the people want to stick around because it’s an ESOP. When did V I S I O N C A R E P RO D U C T N E WS . C O M

The main thing is branding us as Kenmark Eyewear. We do an amazing amount digitally. We have a lot of followers on social media, and we’re working to grow and build that more within this year. We have our customer portal online set up for doctors to

order from. We also focus on having a nice end consumer website so they can browse our product and see where to buy at optical shops.

We probably get 35% to 40% of our orders on a daily basis by doctors buying through the website instead of calling on the phone.

Most are re-orders. The reps still go show product, especially, new product, but it’s good to get those re-orders in between visits.

We do some private label brands, we work with a Philippine designer named Monique Lhuillier. We also did a really cool collaboration with Gemma Styles, an influencer from London, and it ended up being really successful for us in a lot of ways. Those opportunities come through connections and building relationships; the person who runs our marketing department has so many connections.

10. What is your favorite aspect of the eyewear business? I like all the people I work

with! Steve Jobs once said, “Hire smart people and let them tell you what to do.

Don’t tell them what to do.” Just hire smart people and listen to what they have to say.

I turned 64 the other day, and I can’t stay abreast of everything.

11. What are the biggest challenges in the eyewear business today? Consolidation.

The ECPs are all confounded by the equity groups. They’re wondering, “Do I want to sell? Do I want to be a part of this? Do I want to get bought up by one of these big groups?” There’s still a lot of opportunity, though. There are still 10,000 to 12,000 mom-and-pop pharmacies in the United States that you would never think exist. It’s the same in the optical industry. If you keep the focus on what you’re meant to do that no one else can provide the customer then you will stay successful. For example, there M A RC H 2 019 VC P N | 47

20 Questions

WITH

MIKE CUNDIFF

are good people in these shops who want to make sure your frames are fitted, and you can see, who just want you to be comfortable in the eyewear.

12. Do you have any specific examples? A

friend of mine in Louisville, he has a great shop, Korrect Optical, and he has a lady who works for him. I walked in the other day just to see him, and she said, “Mike, come here.

I need to adjust your glasses.” I said, “Don’t worry.” She said, “No. It’s not right.” And she takes it, adjusts it, puts it back on, and I said, “Oh, my God. No wonder the progressive wasn’t working!” People like that will be here no matter what.

13. There are a lot more independent eyecare professionals left than there are independent pharmacies at this point. How will they survive? ECPs need to find a path for

themselves, something that they do that’s different from the big stores and online. Carry some different brands, don’t carry the same stuff that everybody has. Believe in yourself, decide what you want to be and be it. Also, show what you can do within the shop that online and others can’t do, share information about yearly fit and exam, make the customer comfortable in the eyewear, and show your customer service. People can’t get that through other avenues, only you, so that’s how optical shops can stand out.

14. What advice do you have for those ECPs to make their frame boards more appealing? Figure out who your clientele is,

what you want your store to be about and concentrate on that. Make sure you have the right product for your customer and display the product nicely in the store. Have product that’s different and a good variety of brands and styling so the customer feels like they have a nice selection. Make sure your people know you love what you do.

15. How do you choose? What’s the first step? First you have to figure out what you

want your store to be—look at the magazines, 48 | VC P N M A RC H 2 019

look at what people are wearing, check out brands and keep looking at new brands. Do you want all designer brands? Do you want all niche brands? Know what you want to be but have a good variety for your customer.

There’s a guy in our town with nothing but European brands. He’s been in business for 25 years. Nobody touches him because people in town know, “If I want this, or this, or this, I need to see this guy.”

16. What advice do you have for eyecare professionals facing competition out there?

It’s a mistake when people have all the same product as the big boxes. It’s difficult to beat their prices because they are so large. How do you differentiate yourself? How are you different? Is it the service, is it the product?

Is it your location? Is it your advertising?

Are you the first on the block to go digital?

17. Do you deal mostly with independents?

We’re about 75% independents. We do sell to some of the big boxes too. We also started an online website (baxterandbonny.com) where we sell our high-end runway sunglasses and special collaborations.

18. What type of information do you think is most needed by eyecare professionals?

How to stay relevant in the marketplace and how to use digital to their benefit. I think hearing about this more will help them differentiate themselves in the marketplace.

Back to the lady who grabbed me and adjusted my glasses, she does it with everybody who comes in there if she thinks something’s wrong. The guy who owns the place says, “She’s the best office manager I’ve ever had. She’s the best optician I’ve ever had because she believes in this, and she wants it to work.” People have to find that within themselves or their employees and instill what they want to project to the community: “Here’s what we are.”

19. What about the American eyewear market in general? What are its strengths, its weaknesses, and where is it headed? It’s

growing, the population is aging, and people are buying glasses. There are a lot of customers out there. There are a lot of big boxes, yes, and a lot of consolidation, but there are also a lot of customers out there.

In Louisville, I don’t know how many independent guys there are out there. There are probably 20 if I drove around town, which is a lot for our population. But they’re all staying in business, and they’re all different. There’s potential out there for it to work just like there always has been. The reps that are very successful are the guys I call at seven in the morning, and they’re sitting in their car. They’re driving somewhere, and they’re successful because they get up and service their customers. Overall, I would say strengths are being able to provide a service you can’t get at the big boxes or online. For weaknesses, I would just say to make sure you don’t get left behind. As a shop stay up to date with technology and what is happening in the digital landscape, and be sure you are getting yourselves out there and evolving with the customers. That will ensure the customers keep coming back for the service you can provide at the shop that they can’t get elsewhere—it will ensure you keep being their trusted source regarding their eyes!

20. Anything you want to add? I think this is a great industry, it’s been really good to me. It’s always interesting, always changing.

Contact lenses were going to kill the industry. Certain surgeries were going kill the industry. Everything was going to kill the industry, but yet we can still survive. And we’ll still be here 50 years from now because people will always be wearing glasses. Eyewear will probably all look different as time passes, but it always stays interesting and keeps us on our toes to evolve and change with it. n V I S I O N C A R E P RO D U C T N E WS . C O M

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