VCPN April 2019

Art-Inspired Frames P24

vision care

Supplies

product news APR 2019

BUILD YOUR BRAND P14

Prescribing Creativity with Lenses P38

A Natural Inclination Toward Lightness LOOK OCCHIALI MATERIKA 2019 P22

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

NUPOLAR® MIRRORS NOW AVAILABLE David Rips, CEO

THREE POPULAR COLORS • ASK YOUR LABORATORY!

A PHOTOGRAPHIC JOURNEY ACROSS THE USA Celebrating Elasta and Emozioni Eyewear

Dr. Peter Tacia, O.D. wearing Elasta and Heidi Dancer, Optician, wearing Emozioni.

Drs. Seals, Tacia, Bartz, Zainea, Whitmore, Lark - Alma, MI

Trusted brands of American opticians for over 40 years.

Featuring the exclusive Safilo Elasta ® spring hinge. Made in Italy. Designed in the U.S.A.

See the 2019 American Eyes story at www.mysafilo.com

© 2019 Safilo USA, Inc 1.800.631.1188. All Rights Reserved.

Contents.

VC P N A P R I L 2 019

ON THE COVER Defined by its light weight and inspired by styles found throughout the world of design, the new Materika collection from Look Occhiali reinterprets the 1980s. “For the 2019 season we have identified some suggestions coming from the 1980s, such as square and large shapes, reinterpreted in a completely personal style,” designer Augusto Valentini told VCPN.

16 UPFRONT FROM THE PUBLISHER 6 VIEWS 8 THINK ABOUT YOUR EYES 10 Guest Editorial by Michael C. Vitale, ABOM

VCPN INSIDER 12

24

44

BUSINESS SOLUTIONS

MAKING DREAMS COME TRUE 20

OPTICAL ARTIFACTS 14

NEW 21

by Evan Kestenbaum, MBA

10 ESSENTIALS FOR YOUR ONLINE PRESENCE 16

by Daniel Rostenne

by Kristin White, OD

EYEWEAR + FASHION

EHR IMPLEMENTATION 18

360 : INCLINED TOWARD LIGHTNESS 22

by Nitin Rai

Look Occhiali Materika Collection

O

Continued on page 4

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

A P R I L 2 019 VC P N | 1

Contents.

VC P N A P R I L 2 019

APRIL 2019 VOL 19, ISSUE 3

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

EDITOR Cara Aidone Huzinec CHuzinec@FVMG.com

CREATIVE DIRECTOR Kat McBride

p g. 28

Chec k out h ighlights from Vision Expo East in NYC .

KMcBride@FVMG.com

PRODUCTION + WEB MANAGER Anthony Floreno AFloreno@FVMG.com

CONTRIBUTING WRITERS Perry Brill, Evan Kestenbaum, MBA, Nitin Rai, Daniel Rostenne, Michael C. Vitale, ABOM, Kristin White, OD

EDITOR EMERITUS Continued from page 1

SUITABLE FOR FRAMING 24

VISION CARE TECHNOLOGY A UNIQUE LENS RECIPE 38

by John Sailer

by Perry Brill

PICTORIAL REVIEW OF VISION EXPO 28

PARADIGM SHIFT 42

by Kat McBride

TRENDS: SOCIAL BUTTERFLY 30 The Latest Butterfly Frames

NEW 32

Transitions Signature GEN 8

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

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

A PURPOSEFUL LENS 44

VICE PRESIDENT, MARKETING

EnChroma Cx3 Sun SP Lens

Debby Corriveau

COATING MADE EASY 45 NEW 46 20 QUESTIONS 47

DCorriveau@FVMG.com

REGIONAL SALES MANAGER Eric Hagerman EHagerman@FVMG.com

With Harvey Ross, OPTYX Luxury Eyewear

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.

4 | VC P N A P R I L 2 019

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

EVERYTHING TODAY’S MODERN PRESBYOPE IS LOOKING FOR.

Varilux® progressive lenses provide sharp vision at every distance — even in dimly lit conditions — eliminating the blurriness and low-light issues of ordinary progressive lenses.

Learn more at www.essilorusa.com

©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, and the Transitions logo is a trademark of Transitions Optical, Inc. used under license by Transitions Optical Limited. 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. 24817_PRO_VAR FKQ/SSX 07/18

From the Publisher.

Listen TO

COMPETITORS

I TERRY TANKER PRESIDENT/PUBLISHER

read an article a while ago, “Listen to Competitors — Not Customers” by Adam Hartung on Forbes.com, and he has a compelling argument.

As Henry Ford once said, “If I had asked my customers what they wanted, they would have told me a faster horse.”

Hartung contends the voice of the customer via research projects is the hallmark of many companies and why not, especially when Pareto’s law tells them 20% of their customers produce 80% of their revenue.

“There’s no reason those customers are particularly perceptive. In reality, customers rarely know what they want beyond more, better, faster and cheaper—sound familiar?

Often they would simply like to tilt the customer/supplier relationship more to their advantage, hoping to save money all the while you simply want to sell them more stuff.”

According to Hartung, most often, customer insight is about short-term tactics that lead to deeper discounts, price matching, improved service, less inventory and more automation—all in exchange for larger or more profitable orders.

All of those reinforce short-

term business. And, most managers won’t rock this boat. So, be careful you aren’t falling into this trap with vendors providing you products and services for your practice.

None of this prepares you for significant market shifts— the kind that wipe out customers, revenue, profit and your practice. Not possible—think again. Let me give you an example or two. Most major newspapers struggle for two reasons: they underestimated the ability of the web to deliver “local” news, and they turned their product into a commodity, eliminating editors who were thought leaders in favor of syndicated columnists, further alienating local readers.

Remember Blockbuster? They simply wanted a store on every corner where you could walk in and rent a movie.

Sadly, the bulk of their revenue was made up of late fees.

When opportunity and innovation knocked on their door in the form of Netflix, they didn’t answer.

Netflix founders were struggling and set a meeting with Blockbuster. They offered to sell the company for $50 million. Blockbuster, with a

“If I had asked my customers what they wanted, they would have told me a faster horse.”

— Henry Ford market value of billions at the time, declined. Customers wanted easier access, cheaper rental rates and better movie selection.

To address this, Netflix eliminated their mailing fees, as well as late fees, and started to make significant inroads. When they went digital, it sounded the death knell for Blockbuster.

They ignored their competitor and it cost their company.

Hartung says, “To win higher returns over anything beyond the short term, listen a lot less to your customers, especially those focused on the cheaper, bigger, better faster mantra. (And remember try not to fall into this trap with your suppliers and vendors.)

They’ll tell you mainly what you already know. Instead, pay a bit more attention to competitors, especially those on the fringe.” n

Email me at TTanker@FVMG.com 6 | VC P N A P R I L 2 019

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

KEEPING PLASTIC OUT OF LANDFILLS and WATERWAYS

ONE LENS AT A TIME Proud to be first in the Optical industry to tackle the problem of plastic lens waste, Costa has partnered with Piedmont Plastics to recycle discarded plastic lenses. Join us by collecting all brands of plastic lenses and returning them to one of the locations below.

FLORIDA 2175 Mason Ave. Daytona Beach, FL 32117

CALIFORNIA 17000 Valley View Ave. La Mirada, CA 90638

To learn more about Costa’s Kick Plastic Ambassador Program, please email us at lensrecycle@costadelmar.com.

READERS’ CHOICE 2018 Social Purpose Brand: Costa

Views.

BIT by BIT

A JOHN SAILER VP, EDITORIAL

rt isn’t easy. Every minor detail is a major decision. Have to hold to your vision. Don’t forget that zyl is expensive.

Inspiration comes in many forms. In the case of our cover story, eyewear designer Augusto Valentini’s styles were inspired by other realms of the design world: “We do not limit our interest to the world of eyewear, but we observe the changes in style in accessory, fashion, graphic, interior and environmental design.”

Sometimes it’s the style of decades past that influences today’s designers, sometimes it’s another form of art (perhaps the lyrics from a Sondheim song in a Broadway play) and sometimes it’s artwork itself that is the source of inspiration.

That’s the topic of “Suitable for Framing” (page 24), art-inspired frames, campaigns and optical shops. In it, we cover not only frames influenced by famous painters, but we also include an optical shop that doubles as an art gallery and a promotional campaign shot by a world famous photographer based on the work of a painter whose work sold for the highest amount at auction for a living artist.

These are far from the only examples of art-inspired eyewear. Last year, Maui Jim collaborated with Maui artist Charlie Lyon on a capsule collection in which each frame features the artist’s triptych paintings of animals, nature and Maui’s ocean lifestyle. “As an artist with an active lifestyle, I’ve always been inspired by nature,” Lyon said. “My painting in each frame tells the story of the rhythm and vibes of life in the islands.”

Other frame companies have also taken this art-inspired direction. Montreal-based BonLook teamed up with four Torontobased artists to represent different neighborhoods in that city—a designer in Yorkville, an artist and author in Kensington Market, a creative producer in Scarbourough and a photographer in Leslieville.

Brooklyn-born classic:specs has its own Artist Collaboration Series, in which this frame company partners with artists from around the world to create one-of-a-kind and limited-edition eyewear and sunwear.

Of course, collaborating with artists is a daily experience in the eyewear business, in which creative individuals develop the styles that stand out on opticians’

boards and ultimately wind up displayed on people’s faces.

Much like this magazine is a day-to-day collaborative artistic effort. It’s been a little over a year now since our redesign by Kat McBride, our creative director, so by now you’ve likely noticed the results of this artistic collaboration you hold in your hands (or view online). This month, in addition to her signature style leaping off the pages of VCPN, you’ll also find the results of her distinctive eye on our pictorial review of Vision Expo East (page 28).

Among the pictures in her creative director’s review of Vision Expo, you’ll find another artist, Andre Trenier, who himself has been collaborating with L’Amy America by creating original works of art at their Expo booths for the past few shows.

Whatever your inspiration in this business we call vision, it is just that, the vision itself that is key. Be sure to hold to it, your vision, and after taking some time and perseverance dealing with details along the way the only way you’ll make your own work of art, in whatever form it manifests, is putting it together . . . bit by bit. After all, a vision’s just a vision if it’s only in your head. n

Email me at JSailer@FVMG.com 8 | VC P N A P R I L 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.

Communicating

LENS COATINGS TO PATIENTS

COURTESY OF ICOAT

Michael C. Vitale, ABOM

U

nderstanding the options and availability of lens coatings/treatments is as important as the lenses and frames themselves. However, the patients who benefit from advances in lens coatings are often uninformed about the types and advantages of different coatings. It’s our job as advocates for vision health to ensure they’re educated and utilizing the best lens for their specific correction needs.

Today, less than 5% of all prescription eyeglasses in the U.S. are made of glass. The other 95% are made of plastic. Plastic lenses need a coating applied to them to make them more scratch resistant. The good news is that almost all plastic lenses come with a scratch-resistant coating, which are very durable these days.

However, there are additional coatings that can be applied to lenses based on the wearer’s specific needs. Anti-reflective (AR) coatings virtually eliminate reflective glare, thus allowing 99% of light to pass through the lens.

This is especially helpful when driving at night. Today’s premium AR coatings include a hydrophobic and oleophobic finish to repel water, fingerprints and smudges, making the lenses easy to clean and maintain.

10 | VC P N A P R I L 2 019

The patients who benefit from advances in lens coatings are often uninformed about the types and advantages of different coatings.

Most lens materials also offer some UV protection. Materials such as polycarbonate and high-index materials do a good job blocking UV radiation, but others, such as regular glass and some basic plastic lenses, must be specifically treated to provide protection against UV light.

Mirror coatings are primarily used for sunglasses. Mirror-coated lenses reduce the amount of light by partial reflection so the light that is not transmitted is reflected.

Mirror coatings can create back surface reflections, so it is highly recommended to add an AR treatment on the backside of the lens to eliminate those reflections.

High energy visible (HEV) light is the light on the low end of the visual color spectrum, also referred to as blue light.

A primary source of HEV or artificial blue

light comes from electronic devices and energy-efficient lighting, such as LEDs. A lens coating or treatment to filter some of this blue light may help minimize the symptoms commonly associated with digital eye strain from prolonged screen use.

As the above types illustrate, it’s important to know about a patient’s daily habits when recommending a lens coating. Annual eye exams are the first step to determine what vision correction solution is best suited. Increased awareness of an annual eye exam is vital—which is why Think About Your Eyes is doing important work by positioning annual eye exams as crucial health check-ups necessary for overall wellness.

Scheduling regular visits from patients ensures we’re treating issues in a timely manner and catching future issues early. n Michael C. Vitale, ABOM, is the senior technical director and Lens Division liaison for The Vision Council, one of a growing collective of industry partners supporting Think About Your Eyes. First Vision Media Group is a media partner of Think About Your Eyes.

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

GIVE YOUR PATIENTS THE BEST OF THEIR VISION

For many years, subjective refraction techniques have hardly changed.

The Vision-R 800 phoropter ushers in a new era of refraction: • More precise refraction, delivered by measurements up to 0.01 D • Easier exam to perform, using unique algorithms to optimize the exam • More comfortable experience for the patient, due to smooth, continuous power changes

REINVENTING REFRACTION 855-393-4647

essilorinstrumentsusa.com

info@essilorinstrumentsusa.com

Insider.

LAUNCHES, PROMOTIONS, MERCHANDISING, EVENTS AND OTHER THINGS TO KEEP YOU IN THE KNOW RUNNING WILD Revo has partnered with world-renowned adventurer Bear Grylls on a line of co-branded sunglasses launched this spring. ClearVision Optical will be the exclusive distributor of the sunglasses to eyecare professionals. Best known for his television series Running Wild with Bear Grylls and Man vs. Wild, Bear Grylls is also a best-selling author. The sunglasses feature signature Revo lenses and are made of an innovative flexible plastic material that ClearVision Optical describes as “almost unbreakable.”

800.645.3733 CVOptical.com

REDUCE, REUSE, KICK PLASTIC In its continuing efforts to reduce plastic waste, Costa has launched the Kick Plastic Lens Recycling Program to address the fact that the optical industry discards 210 million plastic lenses each year. To encourage ECPs to collect, recycle and repurpose plastic lenses, Costa has partnered with Piedmont Plastics to implement the first-ever program to recycle optical plastic lens waste to repurpose into a variety of products, such as safety glasses, motorcycle helmet shields and scuba masks. Participating ECPs are designated as a Kick Plastic Ambassador on the Costa dealer locator website and receive water bottles for their staff and communication materials to encourage patients to join the #KickPlastic movement. Email LensRecycle@CostaDelMar. 800.447.3700 B2B.CostaDelMar.com

SPREADING THE ALOHA SPIRIT Maui Jim has announced two new partnerships, one with VSP Global and another with Manchester United. Through the VSP partnership, practices participating in the VSP Global Premier Program have access to exclusive savings, dedicated customer service, complimentary staff training and a money-back guarantee on Maui Jim prescription eyewear.“We are thrilled to have VSP join our ‘ohana’ (family) and to offer their members a truly premium choice,” said Walter Hester, owner and CEO of Maui Jim. In the multi-year partnership with Manchester United, the Hawaiian-born eyewear company will supply the team with glasses from its sun and optical collections. They will also commemorate the partnership by launching a co-branded eyewear collection designed with fans in mind later this year. “Maui Jim is a revolutionary global eyewear brand that is one of the largest and most innovative producers of sunglasses in the world,” said Manchester United’s group managing director, Richard Arnold. “I’m delighted that they will be joining the United family and creating a range of exclusive eyewear pieces specifically for our fans.”

888.666.5905 MauiJim.com

To stay informed subscribe to the VCPN INSIDER e-newsletter here: d3data.net/vision 12 | VC P N A P R I L 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.

NINE DECADES STRONG Liberty Optical was founded in 1929 by two brothers who emigrated from Italy. Mass market success came in the 1950s, Liberty Optical became one of the largest U.S. optical manufacturers in 1964. The 1980s saw Liberty’s Rec Specs protective goggles worn by professional athletes, and according to the company,over the last four decades, nine out of 10 sport protective eyeglasses sold in the U.S. have been Rec Specs.

800.444.5010 LibertySport.com

3D TO GENERATE OVER 3B

Noteable.

U.S.-based optical sup ply manufactur er Dynam ic Labs has acquire d VisiChem Technolog and its line y of UltraVue products, including le ns cleaners , antireflective fo g stoppers and coatin gs.

A new report from SmarTech Analysis, “Markets for 3D-Printed Eyewear 2019-2028,” forecasts revenues generated by additive manufacturing through 2028. The report predicts that the overall business opportunity for 3D-printed eyewear will total $3.4 billion in 2028. This figure includes both additive manufacturing industry segments (hardware, materials, services and software) and additive manufacturing applications (prototyping, tooling/casting and final parts).

Companies in the report include Fuel 3D, Glasses USA, Hoya, Luxexcel, Luxottica, Monoqool, Safilo, Seiko, Specsy and others. The report is available here: https://bit.ly/2FnVbMI

VSP TO OPEN EYECONIC STORES VSP Global has announced plans to expand its retail strategy by opening three brick-and-mortar Eyeconic stores in the Chicago market and with the launch of VSP Ventures, a doctor-governed alternative to private equity.

An extension of VSP’s ecommerce site, Eyeconic.com, the stores will open throughout 2019. Each store will be wholly owned and operated by VSP with a sublease model for VSP network doctors. Market selection was strategically focused on regions that have shown high numbers of out-of-network claims at optical chains and mass retailers.

VSP Ventures will facilitate practice transitions for doctors looking to retire or evolve to a different model. Steve Baker, president of Eyefinity, has been named to lead the doctor-governed alternative to private equity. Leadership of Eyefinity will transition to Earnie Franklin, VSP Global chief technology officer. “While specific acquisition models will be defined in the coming months, cash payouts won’t be contingent on future exit events,” according to a company statement.

LICENSES + AGREEMENTS Marcolin Group and Max Mara Fashion Group signed an exclusive worldwide licensing agreement for the design, production and distribution of sunglass and eyeglass frames for women, under the Sportmax brand. Effective Jan. 1, 2019, the agreement is valid until December 2023.

Mondottica International has renewed the global eyewear licenses for Hackett London and Pepe Jeans through the end of 2024.

Marchon Eyewear, Inc. and Cutler and Gross Ltd. have entered into an exclusive agreement for Marchon to distribute Paul Smith sun and optical eyewear throughout the U.S. In September 2018, Marchon Eyewear became the exclusive distributor of Cutler and Gross eyewear in the U.S. Mosaic Eyewear has been named the U.S. distributor for Zen Barcelona eyewear.

HIRES + PROMOTIONS The board of directors of VSP Global has named Gordon Jennings, OD, as chairman of the board for a two-year term.

Rev360 has promoted Scott Filion to CEO, and Corey Crawford has been named vice president of operations for RevolutionEHR. Filion was formerly president and COO of Rev360, and Crawford was formerly director of product management. Filion will oversee Rev360’s three business units: RevolutionEHR, cloud-based electronic health record and practice management software platform for eyecare; the Professional Eye Care Associates of America (PECAA) doctor alliance group; and Visionary Partners, a partnership between Rev360 and ECPs to sustain and grow independent eyecare practices. Rev360’s founder and former CEO, Scott Jens, will assume a senior advisor position to the Rev360 board of directors.

WestGroupe USA has named Brad Miller to the position of Western regional sales director, bringing more than 30 years of sales management experience.

Santinelli International has named Chris Yarborough as sales consultant for New York City.

888.867.8867 VSPVentures.com

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

A P R I L 2 019 VC P N | 13

Supplies.

OPTICAL Artifacts INVESTING IN SUPPLIES FOR YOUR PRACTICE IS MORE THAN JUST STOCKING SHELVES; IT’S BUILDING YOUR BRAND WITH EACH AND EVERY DECISION YOU MAKE.

By Evan Kestenbaum, MBA

M

y wife and I recently had a house built from the ground up, and I had never before anticipated the number of decisions that go into creating a place that feels like home.

Obviously, I knew we would have to decide on paint colors, carpets and countertops, but cabinet knobs? Curtain rods? I’m guilty of having rolled my eyes on more than one occasion over the past few months, but the finished product reflects not just our design choices but who we are as a family.

SUPPLIES BUILD YOUR BRAND The same principles of design apply when you’re buying supplies for your eyecare practice . . . err, I mean building your brand.

The choices you make should reflect who you are as a practice, and though you may want to roll your eyes, in the end even the seemingly simplest choice related to supplies can make your patients feel more comfortable and connected.

If you log onto the website for OPTIX

Family Eyecare (OptixEyecare.com), you’ll see various shades of steel blue and light gray. Color psychology would have you believe that those hues inspire honesty, elegance and quality. Secretly, I really like these colors too, and it’s a good thing because they are everywhere. If you walk into our practice, you’ll find the same is true.

From the water bottles and coffee mugs we hand you while you wait, to the shopping bags you leave with, you’ll forever associate our trademark steel blue and light gray with OPTIX Family Eyecare.

You may be thinking to yourself: “Wait a second, this seems a little over the top. I don’t want to be obnoxious.” On the contrary, while you may feel inundated by your brand, your patients are collecting it in bits at a time.

While practice supplies are often overlooked, I really believe that they are an opportunity to broadcast your brand. Do the coffee cups have to match the gift certificates? What’s wrong with plain white business cards? Does it really matter which font I use on our Rx pads?

The answers are simple: yes, everything, and it

Though you may want to roll your eyes, in the end even the seemingly simplest choice related to supplies can make your patients feel more comfortable and connected. does matter. I know, business cards, shopping bags, gift certificates and prescription pads all seem like small details, not business building blocks. They’re the artifacts your patients carry around in their purses and pockets.

Why hand out a plain bottle of AR cleaner when a branded one might garner some patronage? While glasses and contacts dispensed to your patients are pre-branded and can be purchased anywhere—from competing opticals (for shame!) to online stores (even worse!)—it’s through the careful branding of your practice supplies that you can gently remind them to keep coming back.

Hilco Vision 800.955.6544 HilcoVision.com CustomerService@Hilco.com OptiSource International 1-800-OptiSource (678.4768) 14 | VC P N A P R I L 2 019

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

COURTESY OF OPTISOURCE

Supplies.

Do you work closely with an ophthalmologist or two?

Drop a few personalized pads off at their office so that when they make patient recommendations, they’ll be doing so on something branded with your signature font, colors and possibly even a map to your practice.

BRANDING A NEW PRACTICE When you open a practice, something you must consider is the multitude of opportunities you have to put your name out there. Everyone is always asking, “Do you have a cleaning cloth?” Glasses get dirty. Even if we don’t touch them, they somehow seem to smudge. A cleaning-cloth keyring customized with your colors and brand is a perfect passive advertising tool. Maybe you throw a mouse pad in with someone’s care-kit. Now, when they sit down at their computer they will think about your practice.

Everything from a pen to a bottle of water becomes an advertisement opportunity, so why would you want to miss out? When you think about who you’d like to bring into your office, consider the ways you can get into your patients’ pockets . . . and I’m really not talking about money.

PARTNER WITH AN MD Passive advertisement doesn’t only extend to your patients. Doctor’s recommendation

pads, too, are a great way to get your name out there. Do you work closely with an ophthalmologist or two? Drop a few personalized pads off at their office so that when they make patient recommendations, they’ll be doing so on something branded with your signature font, colors and possibly even a map to your practice. Potential patients become aware of where you are without ever having seen a commercial on TV. Whether you’re just getting your practice started, or you’ve been around for years, your brand is something you will continue to grow and nurture. Paying attention to the big stuff is important—the inside of your practice should be clean and well-maintained, your website should be kept up-todate—but what’s the point if no one sees it? Your brand needs to live beyond your storefront. Your practice supplies and “optical artifacts” are what can keep it alive, especially if you’re providing excellent service on top of giving out optical goodie bags. You want to be recognized from the inside out, and that means putting your

colors, your font, your brand on everything you send into the world with your patients.

BRANDED SUPPLIES SOURCES Feel free to roll your eyes at me, but whether it’s a pen, a mouse pad or a shopping bag, they’re all opportunities for your patients to interact with your practice. They’re reminders of the quality and service you provide, and when your brand is easily recognized, your patients are more likely to keep coming back. Some good sources for branded supplies that you can order for your practice are Hilco Vision, OptiSource International and Stormin’ Normans.

You don’t want to be a fossil found in the dust. You want to be out there, in the world, alive and thriving. The big guys are already doing it. Don’t find yourself left behind! n Evan Kestenbaum, MBA, is co-founder and chief operating officer of GPN Technologies, providers of EDGEPro eyecare industry analysis software and co-owner and business manager of OPTIX Family Eyecare in Plainview, NY.

1-800-OptiSource.com Info@1-800-OptiSource.com Stormin’ Norman’s 800.288.4512 StorminNormans.com Info@SNOptical.com V I S I O N C A R E P RO D U C T N E WS . C O M

A P R I L 2 019 VC P N | 15

Website Design.

10 Essentials FOR

YOUR ONLINE PRESENCE

SIMPLY HAVING A WEBSITE IS NOT ENOUGH; HERE’S WHAT YOUR PRACTICE MUST BE DOING TO MAINTAIN A STRONG ONLINE PRESENCE.

By Daniel Rostenne

A

ssuming you already have a great website—a must for years now— you will ensure its success by accomplishing these ten goals.

1. GOOGLEMYBUSINESS With a single, verified and accurate GoogleMyBusiness listing linked to your website, your practice can be front-and-center when potential new patients search on Google for an eye doctor. It’s the online listing that matters most.

2. GOOGLE REVIEWS If you don’t have lots of recent, positive reviews and a great average rating, you’re

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going nowhere fast. First impressions are everything, and Google reviews are the online reviews that count for more.

3. VIDEO Practice videos are golden. They are a fantastic way to personalize your site and introduce potential new patients to who you are and what your practice offers and stands for. Videos also offer search engine optimization (SEO) benefits worth considering.

When posted on YouTube (especially with tagging such as “eye doctor [city]”), videos will show up in Google searches and are another way for people to find you. What’s more, video substantially increases website

engagement, which increases the likelihood of a visitor staying on your site and booking an appointment. Recent data strongly suggest that this engagement makes Google more likely to give your website a higher search ranking. Last, but not least, video is great for effective social media, and it’s way more likely to get views, shares and likes than static content.

4. TOP-NOTCH SEO If you aren’t doing decent SEO, you are very likely missing out. A lot! A bit of basic SEO will go a long way toward having your site rank more prominently on Google searches for terms such as “eye doctor,” “optometrist” V I S I O N C A R E P RO D U C T N E WS . C O M

Website Design. and pretty much any other term you can think of that’s directly relevant to your practice. When it comes to SEO, there’s a lot to master. Don’t worry though, there are plenty of resources out there. The basics of good SEO include proper use of alt-tags, headings and internal website structuring and linking.

This is just the beginning, however, because content is what will make your website get you noticed.

5. SEO+: CONTENT FOR HIGH-REVENUE SERVICES The best basic SEO is essential but not enough. What you need is great content.

Lots of practices invest substantial time and money into the training and equipment required for medical specialties such as custom contact lenses, vision therapy and dry eye treatment. However, if you want patients to actually learn about these services, you need more than just a bullet list stating that you offer them. Not many people search for “scleral lenses” online, but they might search for “special contacts for keratoconus.”

Compose detailed and authoritative content on your website that responds to the actual searches potential patients are making. Set yourself up as the local and trusted expert on your specialty. Educate and engage first, then you can bring in those high-revenue patients from far and wide.

6. LOCATION PAGES Google strives to provide searchers with locally relevant results. If your practice is in a competitive environment, it’s important to be as competitive as you can within your area. Think local! Unless your practice is in a rural area, most people won’t drive more than ten minutes for a general eye exam. This means focusing on your specific location, not the entire city. Build yourself a location page. This should be full of the local neighborhood or community search terms that people might actually plug into Google, combined with terms such as “eye exam,” “eye doctor” and “optometrist.” This approach gives you an edge over the competition when it comes to fighting your way to the top of the Google search results for your specific locality. This is even more important when you have multiple locations. Each location V I S I O N C A R E P RO D U C T N E WS . C O M

page should hone in on the locality of the specific practice, almost like a homepage.

as conversion rate and time spent on pages, etc. To do this properly, see #10.

7. PAGE SPEED Is your website slow to load? If you find that annoying, you had better believe that potential patients do too. People are impatient. If your website is slow to load, people abandon it in droves before it even finishes loading.

This is especially true for mobile because the internet connection tends to be slower.

A slow page means lost revenue. Worse, a drastically slow load speed can result in penalizations from Google. Compress images, avoid clutter and make sure your website is optimized and built well.

10. CALL TRACKING AND ONLINE SCHEDULING Ultimately, your main marketing goal is to schedule more patient appointments.

To figure out whether your investment is worthwhile, you want to measure your return on investment (ROI). It can be challenging to figure out the exact impact of any given marketing channel on your bottom line, but there are a couple of things you can do to capture at least some of the patients who book an appointment as a result of your website. A call-tracking number is pretty much what it sounds like.

It’s a different phone number that directly forwards to your regular practice number but can be digitally tracked through the call-tracking software. It can come with a cost, but it’s definitely worthwhile.

They are so important, in fact, that here at EyeCarePro we provide call-tracking to all our marketing clients at no additional charge. Combined with click-to-call mobile data, call tracking is the only way to calculate your website conversion rate in a way that accounts for phone calls. An added benefit of call tracking is that it also allows you to record calls, which can help you identify problems with the way calls are handled in-house.

Another tool you want on your website is an online appointment scheduler or schedule-request form. This doesn’t have to be a sophisticated real-time scheduler, just a simple form that website visitors fill out. You can even differentiate between new and returning patients, which is pretty key. Having an online schedule of some kind will definitely improve your website conversion rate. There are lots of people who prefer an online option in any given scenario. If your competitor has it and you don’t . . . well, you understand. n

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

8. MOBILE OPTIMIZATION This one goes hand-in-hand with page speed.

Making sure your website loads quickly on mobile is very important, but there is more to it than that. Lots of websites look alright on a desktop but are a total mess on mobile.

If your potential new patient can’t read the text or navigate, let alone book an appointment, it’s a total write-off. Make sure your website is optimized for a clear and easy user experience on mobile.

9. TRACKING DATA This isn’t just about numbers. It comes down to money in your pocket . . . or not. If you aren’t tracking key metrics, you have no idea if your website is working for you and where improvements can be made. Using tools such as Google Analytics, you’ll want to have a solid sense of your website traffic and key performance indicators (KPIs) such

Daniel Rostenne is CEO of EyeCarePro, a provider of digital and traditional new patient acquisition strategies for optometry and eyecare professionals. Email him at DanielR@EyeCarePro.net or visit EyeCarePro.net.

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EHR.

EHR

IMPLEMENTATION: IT’S ABOUT MANAGING PEOPLE THE STAFF YOU PUT IN PLACE TO CHOOSE AND LAUNCH YOUR ELECTRONIC HEALTH RECORDS SYSTEM IS NEARLY AS IMPORTANT AS THE SOFTWARE ITSELF.

By Nitin Rai

W

hen you’ve decided to implement a practice management and electronic health records (EHR) system in your eyecare practice, don’t forget to focus on one of the most important requirements for a successful outcome—selecting your EHR implementation project team.

By choosing the best internal leadership team, focusing on good communications, creating a detailed project plan, setting realistic measurable goals and devoting sufficient time for deployment and training, your move to a new practice management and EHR system can be a smooth transition for your eyecare practice.

Moving to a new EHR system takes time, patience and commitment. As with any new process, it often requires a change in employee attitudes and behaviors. Even though your staff may agree with the concept, several may have a low tolerance for change.

“People don’t resist change. They resist being changed,” said Peter Senge, author and business strategist.

Poor planning, poor communication and poor training can lead to unwelcome results if you set unrealistic expectations and close communications with your staff. W. Edwards Deming said, “Individuals don’t accomplish anything, teams do.”

Three critical steps—planning, communi-

18 | VC P N A P R I L 2 019

cation and training—will guide you as you select your team and transition to a new EHR system.

EHR IMPLEMENTATION STEP 1: PLANNING • Designate a project manager (doctor, office manager or office administrator). This person should have the skills, training and time to form, lead and facilitate groups. The project manager should develop the project plan, coordinate and track the implementation issues, deficiencies, decisions and tasks assigned by your team members.

• Form a project team/committee with people who will embrace change, contribute enthusiastically and have the respect of their peers. Implementing an EHR system should not be driven solely by IT. Implementation requires the involvement and commitment from every level of your practice.

• Define and set realistic measurable project goals and objectives. Prioritize them based on what will provide the most value to your practice.

• Identify what resources you need, including budgets, people and timelines.

Develop a clear definition/goal of what you want the EHR system to accomplish. Make decisions based on the process that supports your goals and objectives.

• Analyze every function of every job to understand how your staff accomplished those tasks with your old EHR and practice

Three critical steps— planning, communication and training—will guide you as you select your team and transition to a new EHR system. management system.

• Develop a comprehensive data map of office workflows and processes, including office modifications, hardware installations, software configurations, ophthalmic equipment and image management integrations, backup systems and entering old patient data into the new EHR system.

• Decide if you want to move to a cloudbased or cloud-hosted environment. Ask the EHR vendor if your data will be encrypted on your own database and not shared with other practices. Does the software have multi-platform capabilities? Will the software scale from a small office to a large multi-physician, multi-location practice? You never know when your business may expand.

• Talk with at least one or more practices that implemented the software you are considering. Meet with doctors and high-level users and talk about their experiences.

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

EHR. 10 EHR SOFTWARE STATS TO ADVANCE YOUR EYECARE PRACTICE • Play around in the software vendor’s EHR sandbox (working demo of the software). Ask the vendor to allow you to enter data. This can be done with the vendor giving you control during the online demo.

EHR IMPLEMENTATION STEP 2: COMMUNICATION • Energize your staff. Always maintain momentum and enthusiasm or you might see some resistance from staff.

• Listen to your staff, and let them help you develop a solid plan. People will support what they create.

• Communicate with your staff. Ongoing communication is essential, so meet with your team at weekly staff meetings. Use email to develop and refine the implementation plan, discuss issues and update the progress.

• Resolve conflicts effectively by setting goals. Let your team be honest about their concerns and recommendations. People want to be heard. Agree to disagree—healthy disagreements can build better decisions.

• Reinforce that you can’t do this alone.

Offer incentives to your staff and address “what’s in it for them.” If you commit to a successful EHR rollout, your staff will move forward with a more positive approach.

EHR IMPLEMENTATION STEP 3: TRAINING • Invest in your staff and prepare them for change. Keep an open mind that everyone may not be able to or willing to adapt to change.

• Assess computer skills because some staff may need to attend a basic computer class.

• Give your staff time to learn the new software. Introduce new modules over a four- to six-month period. If you try to do too much too soon, people will get frustrated and give up.

• Invest in onsite software training for you and your staff. This is not an area where you want to scale back and save money. Make sure your staff knows where to find answers to their questions. n Nitin Rai is founder and CEO of First Insight Corporation, providers of MaximEyes EHR software.

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

Electronic health record (EHR) systems have evolved over time, thanks to advances in cloud-based and cloudhosted technology. When it comes to improving productivity at any eyecare practice, EHR software is the answer for modern eyecare professionals.

You might find that you struggle with daily inefficiencies. Maybe you haven’t adopted EHR software yet, and therein lies the solution to your administrative challenges. Or, maybe you implemented EHR software but haven’t achieved the level of results you expected.

This dissatisfaction may have already sent you into the arms of another solution that has the potential to suit your needs.

However, it’s also important to ask yourself whether you are getting the most out of your existing system.

Here are 10 intriguing EHR stats worth knowing when you’re moving your EHR system to the cloud, optimizing your existing one . . . or if you’re on the hunt for a better solution.

EHR SOFTWARE CHALLENGES 1. “73% of practices were not using EHRbased functionalities to their full capability, and nearly 40% were classified as health information technology (IT) under-users.” – The American Journal of Managed Care (AJMC), Jan. 16, 2018 2. “58% of healthcare professionals said their current EHR system lacks the ability to be customized easily.” – ModernMedicine Network, 2017 3. “Less than half (48%) of ophthalmologists said their EHR was easy to use.

Respondents reported the worst characteristics of their EHRs included: cumbersome data entry; lack of linkage with diagnostic equipment; poor drawing capabilities; inability to customize at the user level; and lack of good technical support from the vendor.” – The Academy Committee on Medical Information Technology (MIT), The American Academy of Ophthalmology, Nov. 2015

EHR SOFTWARE DATA SECURITY 4. “The average global cost of a data breach per lost or stolen record was $141.

However, healthcare organizations had an average cost of $380.” – Ponemon Institute, June 2017 5. “56% are not concerned about the security of the data contained in their EHR system and the potential for a breach.” – ModernMedicine Network, 2017 EHR SOFTWARE BENEFITS 6. “In 2015, 64% of physicians had an EHR with the capability to exchange secure messages with patients, an over 50% increase since 2013.” – Office of the National Coordinator for Health Information Technology, 2015 7. “About half (52%) of ophthalmologists stated their EHR system had a positive or neutral effect on their patient volume. Users listed the following attributes among the best features of their EHRs: remote access to records, capability for better documentation, legibility, ability to share notes with other physicians, ability to see notes from other physicians, and e-prescribing.” – The Academy Committee on Medical Information Technology (MIT), American Academy of Ophthalmology, Nov. 2015 EHR SOFTWARE ADOPTION HABITS 8. “24% of practices use only manual methods to chart and track patient information, schedule appointments and bill patients. And a significant number—16%—of practices have no system in place at all.” – Software Advice, 2018 9. “Since 2008, office-based physician adoption of any EHRs has more than doubled, from 42% to 87%, while adoption of Basic EHRs has more than tripled from 17% to 54%.” – Office of the National Coordinator for Health Information Technology, 2015 10. “99% prefer cloud-based deployment over on-premise deployment for their practice management software.” – Software Advice, 2018

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PhilanthrOptic.

Making DREAMS COME TRUE

THROUGH ESSILOR VISION FOUNDATION’S CHANGING LIFE THROUGH LENSES PROGRAM, WE PROVIDE THE NATIVE POPULATION AS WELL AS MEDICAID PATIENTS WITH FREE EYECARE AND EYEWEAR.

By Kristin White, OD

M

y optometrist husband and I moved to rural northern California, where we were presented with our dream job opportunity to open an eye clinic within MACT, a group of non-profit community health centers with tribal affiliations. MACT receives grant money from Indian Health Services to care for the native population in this area. We also see many non-native patients.

The majority of our patients have Medi-Cal (Medicaid in California). There is only one other eyecare provider in our county that accepts this insurance, and they are not taking new patients, so there is definitely a need for our services. Since we live in a rural area, many of our patients travel quite far—sometimes up to two hours each way—to get an eye exam.

Despite not having a huge patient volume yet, we see a lot of ocular disease of all types: diabetic retinopathy, glaucoma, uveitis (anterior and posterior), ocular infections, amblyopia.

We also see some rare cases, especially given the fact that many of our patients have not had routine medical care in quite some time. That is one of the many reasons we love working in a community health center, because we always have the opportunity to connect patients with the general medical care they need.

CHANGING LIFE THROUGH LENSES HELPS PATIENTS When I first moved to California, I was looking for ways to be involved in the community.

Of the 155 students we examined, 123 needed glasses, which we were able to provide thanks to Changing Life through Lenses.

I came across Changing Life through Lenses in an online search for options to provide glasses for kids in schools. This program from Essilor Vision Foundation lets philanthropic eye doctors and non-profits help people in need with a free complete pair of glasses, including lenses, lab services and frames. We used the program at our kids’ vision events last fall, and it was extremely beneficial.

The students we examined had failed their vision screenings with the school nurses, were at or below the poverty level, and their families were unable to take them to get an eye exam.

During these school events, we saw some routine

myopia and hyperopia, of course, but we also saw many students with amblyopia. Several kids also had ocular trauma and blindness in one eye.

Of the 155 students we examined, 123 needed glasses, which we were able to provide thanks to Changing Life through Lenses.

We also use Changing Life through Lenses at our clinic. We have many patients who are very low income. If they cannot afford our glasses (which are quite inexpensive by comparison to most places), we work with them to determine their eligibility for glasses through Changing Life through Lenses. Our patients are so grateful because many of them know they need glasses but have not been able to afford them for quite some time.

One patient was homeless and looking to apply for a job, but she couldn’t see with her current glasses that were at least 10 years old and very scratched. She knew that because of her vision she wouldn’t be able to pass the typing test.

She nearly cried when we got her two pairs, one for distance and one for the computer. She was so excited to be getting her life back on track!

Changing Life through Lenses has been an invaluable way that we can provide glasses to patients who really need them in our rural, low-income community. n Kristin White, OD, of MACT Health Board, Inc. in northern California is a 2013 graduate of the New England College of Optometry. She worked with Indian Health Services in New Mexico and more recently opened an eye clinic in northern California for Native Americans and Medicaid patients.

Changing Life through Lenses Essilor Vision Foundation ChangingLifethroughLenses.org 20 | VC P N A P R I L 2 019

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

New. 3DNA INTERACTIVE COMPACT KIOSK This interactive kiosk that enables ECPs to customize eyewear for their patients now comes in a smaller size to hold 10 frames.

Updated software includes features such as personal engraving and cloud integration. Each kiosk also includes a 3D scanner, sample frames, a 32-inch curved glass touch screen computer and an 80-piece swatchbook.

412.567.2980 3DNA.org

‘SMART SHOPPER’ FROM LUXOTTICA LETS CUSTOMERS VIRTUALLY WEAR ANY MODEL Luxottica’s “smart shopper” solution “elevates the experience of picking out frames.” Users can explore Luxottica’s collections through easily navigable categories (brand, style, color, etc.). The virtual interface is accessed through a life-sized screen or iPad, both of which incorporate virtual mirroring. Consumers can virtually wear any model even if they’re not available in the store.

The actual screen/kiosk can be personalized for each wholesale customer in terms of graphics and logo.

SOLUTIONREACH’S GUIDE IMPROVES PATIENT EXPERIENCE

800.422.2020 Luxottica.com

Learn how to improve the office experience for patients with this checklist from Solutionreach. This guide offers the top 10 practical solutions to stand out from the competition. The checklist is available to download at Solutionreach.com/Checklist/10Tips-for-Patient-Engagement.

866.605.6867 Solutionreach.com

CHILD LOCATOR FRAME FROM ALTERNATIVE EYEWEAR Nanovista’s Nanofinder ophthalmic model for kids is equipped with a built-in GPS receiver and Sigfox transmitter at the end of the temples to locate a child. An app is available to download on both Google Play and the iTunes App Store. Frames are available in three sizes for children 4 to 12 years old and come with one mini strap, one headband and an extra pair of temples without the locator device.

888.399.7742 AlternativeEyes.com

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

A P R I L 2 019 VC P N | 21

INCLINED TOWARD

lightness

DEFINED BY ITS LIGHT WEIGHT AND INSPIRED BY STYLES FOUND THROUGHOUT THE WORLD OF DESIGN, THE NEW MATERIKA COLLECTION FROM LOOK OCCHIALI REINTERPRETS THE 1980s.

360º.

70560

70567

70561

For the 2019 season we have identified some suggestions coming from the 1980s, such as square and large shapes, reinterpreted in a completely personal style, — Augusto Valentini, Designer

nfluenced from both within the world of eyewear as well as from the design community at large, Look Occhiali’s Materika 2019 collection maintains the brand’s “natural inclination toward lightness,” according to designer Augusto Valentini.

“For the 2019 season we have identified some suggestions coming from the 1980s, such as square and large shapes, reinterpreted in a completely personal style,” Valentini told VCPN. “We do not limit our interest to the world of eyewear, but we observe the changes in style in accessory, fashion, graphic, interior and

environmental design.” All influence Materika’s styles.

In keeping with Materika’s heritage, lightness is achieved through the use of special and proprietary materials. These include Look Occhiali’s magnesium and aluminum alloy, Alumix, and its iron and carbon alloy, Xinox, along with Japanese pure and beta titanium as well as Italian acetate.

Designing and manufacturing in Italy for more than 40 years, “allows us to guarantee a complete and thorough care of each of our glasses from concept to realization,” Valentini said. “We are creators, developers and producers.” n

Look Occhiali 855.302.1792 509.251.5192 Doug.Hinton@LookOcchiali.it V I S I O N C A R E P RO D U C T N E WS . C O M

A P R I L 2 019 VC P N | 23

SUITABLE

FOR

framing

ART WORKS ON MANY LEVELS IN EYEWEAR, AMONG THEM THESE ARTIST-INSPIRED FRAMES, CAMPAIGN AND OPTICAL SHOP THAT DOUBLES AS AN ART GALLERY.

By John Sailer

PORTRAIT OF AN ARTIST

Continuing its #BeAnArtist campaign that started with eyewear that paid homage to artist Jean-Michel Basquiat and continued with a campaign inspired by classic artists Boticelli and Raphael, Etnia Barcelona has now reinterpreted David Hockney’s universe. In the spring/summer 2019 campaign, world-renowned photographer Miles Aldridge draws his inspiration from this artist whose work is characterized by light, color, swimming pools and portraits of his friends, Following Etnia Barcelona’s direction, the campaign is inspired by the swimming pool straight out of Hockney’s famous A Bigger Splash painting. The campaign features the eccentric Smith family as if they had just stepped out of an American comedy series from the late seventies.

According to Etnia Barcelona, “Our glasses celebrate this attitude and encourage those who wear them to see life in their own way like in this pool party parody. This SS19 campaign exudes irony, emotion and lots of color, thanks to Miles Aldridge’s equally bold vision.”

Each member of the Smith family represents one of the four latest

collection segments by the brand for spring/summer 2019, described by the company as not “only updates from the brand: new combinations of acetate and exclusive metals on the front pieces, daring new shapes, and futuristic end pieces that are full of personality. Color, character, tradition and modernity all combine in these new models.”

One eyecare professional familiar with fitting patients in artist-inspired eyewear, Brooke Hawley of Pearle Vision in Maple Grove, MN, explained how the back story lends to the frames’ distinction: “We select a frame that will work for them look-wise, allow them time to see for themselves and then tell them why this piece is not only amazing on them but has a unique story different from the average frame.

We tell them why, and nearly every time that will make the frame the standout for them because of its story. The customer feels as though they are wearing something special that’s truly a piece of art. They can put a story with their frame, and typically when it’s a limited collection, the customer enjoys knowing they have something that only a few others have.”

Etnia Barcelona 800.553.8642 EtniaBarcelona.com CustomerAmerica@EtniaBarcelona.com 24 | VC P N A P R I L 2 019

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www.tura.com

Art Inspired.

ART-INSPIRED DISPENSING

MATTISSE EYEWEAR

Eisenbrei Plaza Optical 330.492.0038 PlazaOpticalCantonOhio.com

Mattisse Eyewear 212.288.5827 MatttisseEyewear.com Sam@ MattisseEyewear.com

To promote local artists while encouraging customers to find Eisenbrei Plaza Optical of Canton, OH, optician and owner Mark Eisenbrei sponsors #EyesOnArt. Artwork is exhibited and available for sale, and 100% of the proceeds go to the artists.

“We wanted to support local artists,” Eisenbrei told VCPN. “I read about an optical in California that showcased a local photographer. It was a great way to raise awareness of that photographer and support local art. Because of the growing art scene in downtown Canton, when I read this I wanted to do something similar.”

Not only has #EyesOnArt made Eisenbrei a part of the local art community, but it has helped business as well. “Many artists have become patients and referred friends,” said Eisenbrei. “Just as important, we’ve carved out for ourselves a true space in the downtown Canton community. We feel more a part of the fabric of the downtown art scene and business life. The artists love the opportunity to showcase their work for free with the opportunity to sell, and our patients enjoy checking out the new art on the walls around the optical.”

For other optical shops considering launching something similar, Eisenbrei has the following advice: “Don’t be tentative. Just go for it. There are artists in your community who are eager for support and willing to embrace new opportunities to showcase their work. To get started, set your objectives and then reach out to your local artists’ guild, galleries and Facebook groups to share about your initiative and recruit artists to participate.”

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Frames inspired by legenary artists are designed in the U.S. and handpainted in Italy by Mattisse Eyewear, husband-and-wife Samuel and Meryl Tomashover. Meryl creates the designs, and Sam produces.

Meryl sketches her designs on paper to later be handpainted onto acetate frames. “I’m influenced by museums, library books, fabrics, colors. One inspired by Mondrian has yellows and reds and blacks.”

Sam then brings Meryl’s sketched designs to Italy, where three different facilities are necessary for the entire production process. Sam explained the process: “The acetate is cut into the frame front and the temples. Then I transport the cut pieces to the workshop where artists complete the painting process in two- or three-week intervals. Each coat must dry before they can paint on the next color. When the painting is complete we bring it to the next workshop where they apply a laminate over the handpainting. This makes the finished product durable enough to withstand labs and dispensing.”

The company’s name comes from Meryl’s favorite artist, Henri Matisse. “Matisse is my favorite artist,” Meryl said, “and it was his use of color that first inspired me.” The extra letter “t” in its name is intentional. At their first SILMO, Sam said “A lady approached me and asked, ‘How can you call the company that? Matisse’s granddaughter is my customer.’ I explained to her that we added the ‘t’ because we didn’t want to pretend that we’re an actual Matisse painting on eyewear. She ended up selling our frames and has been our customer for the past five years.”

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

Gary Clark Jr. Austin, TX 2019

Style: V533

| 800.423.3023 | WWW.DERIGO.US

Events.

A KAT’S EYE VIEW of Vision Expo East TECHNOLOGY AND NEW PRODUCTS ARE ALWAYS AT THE FOREFRONT OF EVERY EXPO; OUR CREATIVE DIRECTOR, KAT MCBRIDE, PERUSED THE SHOW FLOOR IN SEARCH OF EXTRAS THAT MADE THIS YEAR SPECIAL.

LIVE ACTION

“I’m always excited to see what kind of live events are presented at the show.

They’re so interesting, draw a crowd and drive a lot of interest to the booth.”

L’AMY/CHAMPION: LIVE PAINTING WITH ANDRE TRENIER

WESTGROUPE/EVATIK: IN-HOUSE BARBER

It’s always a pleasure to see what Andre comes up with. I was able to see some of his work last year at VEE. He’s one to watch. I love his work.

This was a fun surprise. WestGroupe had a treat for all of the men at the show complete with a razor shave. It was a huge hit.

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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

Events.

CUSTOMIZED FUN

“I’m a sucker for giveaways! Who isn’t?

This years trend was on-site customized goods.”

KENMARK: SCREEN-PRINTED TOTE

TURA/BUFFALO: CUSTOM PATCHES

MARCHON/DRAPER JAMES: TOTE

I was lucky enough to snag a tote from Kenmark that was screen-printed on-site in record time.

The denim jackets were so cool! If you happened to grab one they were customized with equally cool patches.

This tote was customized with the cutest patches. I may be a city girl, but I’m rocking this country gem.

BOOTH STYLE

“There are so many clever booth designs. It was very hard to narrow it down to just a few choices. I found things I loved at almost every booth.

RAY-BAN: NEXT STOP

ETNIA BARCELONA: NEON LIGHTS

SHIRE: FAUX PARK

I’m a huge fan of the juxtaposition of the art and neon.

This park was complete with a food truck and games.

This subway replica was so convincing it was genius.

ARTICLE ONE: PAPER PLEASE

SAFILO: LARGER THAN LIFE

ESSILOR: UNEXPECTED ART

This entire booth was made out of a paper-like material.

The huge circular screen was breathtaking.

This lens sculpture was so clever and unique.

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

A P R I L 2 019 VC P N | 29

Trends.

social

1

BUTTERFLY

THE TRADITIONAL BUTTERFLY FRAME IS AVAILABLE IN THESE NEW STYLES.

2

9

8

3 6

7

5

4

1. Marchon Eyewear Calvin Klein19701S-743 800.645.1300 Marchon.com CS@Marchon.com 2. Luxottica Dolce & Gabbana 1308 1754 800.422.2020 Luxottica.com CustomerService@US.Luxottica.com 3. De Rigo REM Lucky Brand D116 800.423.3023 DeRigo.US CustomerService@DeRigo.US 4. Safilo USA Max Mara 2019150DDB70 800.631.1188 Safilo.com Info@Safilo.com 5. Zyloware Eyewear Via Spiga 422-SC 800.765.3700 Zyloware.com info@Zyloware.com 6. Inspecs USA Radley ADA 844.771.7710 InspecsUSA.com Sales@InspecsUSA.com 7. Modern Optical A396 800.323.2409 ModernOptical.com CustSVC@ModernOptical.com 8. Tura, Inc. Kate Young 140 800.242.8872 Tura.com Orders@Tura.com 9. Mondottica USA Christian Lacroix 1084 866.666.3662 MondotticaUSA.com CustomerService@Mondotticausa.com 30 | VC P N A P R I L 2 019

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New. Launch

DK1001

MARCHON DKNY Ophthalmic and sun models are “streetwear-inspired” in sporty shields, oversized shapes, aviator, butterfly and semi-rimless shapes. All styles incorporate adjustable nosepads for everyday comfort and feature the signature “DKNY” logo. Colorways are on-trend with hues of teal, blush, gunmetal and burgundy plum, as well as a neutral palette of black, navy, taupe, bone and mink.

DK506S

800.645.1300 Marchon.com

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New.

ALTAIR ANNE KLEIN

ESE INTERNATIONAL

STYLE: AK5072

JAGUAR

Three ophthalmics are offered in both regular and petite sizing.

AK5072 features an uplifted round shape with tortoise horn colorations and thin metal temples.

All models come in three colors each, such as merlot, smoke and rose gold.

800.505.5557 AltairEyewear.com

MODO

OGI EYEWEAR

BROOKLYN MADE

SERAPHIN

KENMARK EYEWEAR

STYLE: ELLERY

STYLE: MARIGOLD SUN

ORIGINAL PENGUIN

This retro round sun model includes matte and wood finishing for a detailed touch. A keyhole bridge, colored brow bar and temple tips complement the polarized, mirrored lenses to create a sporty look.

Two men’s and one women’s ophthalmic models are handmade in Brooklyn, Modo’s hometown. Each frame is constructed with slim titanium temples and acetate fronts available in four colors each, such as gray crystal/shiny gold, black/gun titanium and gray tortoise.

Five sun styles incorporate glossy and matte materials combinations, double brow bars and flat profiles. Marigold Sun takes inspiration from 1980s style with an oval shape, extra shielding and two-toned inner temples.

800.645.3710 ESEyewear.com

800.223.7610 Modo.com

888.560.1060 OgiEyewear.com

STYLE: 37179

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STYLE: THE SONNY

Four sun styles incorporate elements such as nylon strung acetate and open space between the lenses and frame. The geometric The Sonny model has a metal bar with acetate around the top rim and on the temples and comes in black, gold and gunmetal.

800.627.2898 KenmarkEyewear.com

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New. Launch

MOSAIC EYEWEAR ZEN EYEWEAR Six distinct collections comprise this line of eyewear (Barcelona, Gaudi, Loop, Osaka, Tecnomol and Xtra Thin). Frame materials vary from surgical grade bio titanium, TR-90 and grilamid to stone-polished acetate. Several models are available in each collection, with the Barcelona offering 72 styles each in four colorways. Zen’s Xtra Thin collection features acetate reinforced with a stainless steel “skeleton” that measures between 2.8mm and 3.0mm for a thin profile that is lightweight and durable.

855.934.7370 MosaicEyewear.com

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New.

MOREL

MAUI JIM

SILHOUETTE

LIGHTEC DRILL MOUNTS

STYLE: MONGOOSE

SPX ILLUSION NYLOR COLLECTION

Both men’s and women’s models offer a screwless and springless hinge, stainless steel temples and one-piece post solder points. Shapes range from butterfly and panto for women to aviator and rectangle for men. Color choices include rose gold, black, silver, red and blue.

Available with MAUIGreen, bi-gradient mirror or blue mirror lenses, the unisex Mongoose model is constructed of nylon with rubber-coated temple tips, a saddle-style bridge, rubber nosepads and spring hinges. Mongoose is available in four colors: translucent gray, gloss black, matte black and tortoise.

800.526.8838 Morel-France.com

888.666.5905 MauiJim.com

STYLE: 30098L

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KERING EYEWEAR

L’AMY AMERICA

PUMA CALIFORNIA

ANN TAYLOR, TAILORED FIT

STYLE: 1585

STYLE:PU0227S

STYLE: AT408

Four semi-rimless styles (two for men; two for women) are made from the company’s patented SPX material that is hypoallergenic and lightweight for a “pressure-free” fit. Each model comes in three colors from black and gray to red and purple in both matte and glossy finishes.

Four styles for spring/ summer 2019 are retro inspired to recreate a “cool California vibe.” Geometric shapes in pastel colors hearken back to the 1980s and 1990s, while a vintage feminine cat eye features a 3D motif drawn from the sole of the Puma sneaker.

Two models feature lightweight nylon fronts and gradient ombré colorations.

Model AT407 includes metal rivets on the frame front and detailing on the temples, while AT408 includes metal details on the hinge break. Both come with spring hinges and adjustable nosepads.

800.223.0180 Silhouette.com

844.790.9165 Kering.com

800.243.6350 LAmyAmerica.com

A P R I L 2 019 VC P N | 35

New. Special Collections

PR 59VS 429/5JO

LUXOTTICA PRADA, ORNATE SPECIAL COLLECTION A linear, metal frame includes decorations in the form of two-tone flames that frame the front. Two models combine stainless steel frames with black and orange or black and white flames; unadorned models come in stainless steel and pale gold with black and white, gray, garnet or white inserts.

PR 59VS 4275/00

800.422.2020 Luxottica.com

TH ZENDAYA II

TH ZENDAYA

SAFILO TOMMY HILFIGER X ZENDAYA Two sun models, TH Zendaya and TH Zendaya II, were designed by Tommy Hilfiger in collaboration with actress and brand ambassador Zendaya. With a distinct 1970s feel, styles are meant to celebrate “strong, iconic women” of the era’s pop culture and style. The pilot-shaped TH Zendaya is constructed of Safilo’s Optyl material in light brown with dark brown lenses, while TH Zendaya II is a rimless metal frame with signature dot screws and a double bridge.

800.631.1188 Safilo.com

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New.

MONDOTTICA CHRISTIAN LACROIX

MODERN OPTICAL

STYLE: CL 1090

MODERN ART

Colored enamel and vintage engravings add detail to two ophthalmics. Model CL 1090 features exposed rim-wire Mazzucchelli acetate and a chevron design with colored enamel on the temples. CL 1092 incorporates wire detailing on the temples with an acetate front and temple tips.

866.666.3662 MondotticaUSA.com

ØRGREEN

ZYLOWARE

WESTGROUPE

TITANIUM TRIBE

INVINCILITES

KLIIK DENMARK

STYLE: YUMA

STYLE: ZETA 111

STYLE K-642

Spring hinges and silicone nosepads are included on six women’s ophthalmics.

Models combine handmade zyl and stainless steel with details such as gemstones and textural patterns. Color choices include matte black/ gold, matte plum/gold and matte fuchsia/gold.

Five ophthalmic styles constructed of Japanese titanium feature a roundededge for a soft, smooth look.

An extensive color palette combines earth tones such as chocolate, Spanish Brown and Coffee Black mixed with rich shades, plus subtle tones of cream for a monochrome look.

This geometric-shaped rimless model has a compression plug mount system. Available in rose, Zeta 111 features a slim metal bridge, lightweight metal temples with an exposed laser pattern on the outside, zyl temple tips and snap-in nosepads.

Three styles for women and three for men feature treatments such as laser etching, glitter epoxy and layering. Men’s model K-639 incorporates a cutout design on the browline. The semi-rimless women’s style K-642 has stainless steel in between layers of TR-90 material at the top rim.

800.323.2409 ModernOptical.com

844.796.4623 OrgreenOptics.com

800.765.3700 Zyloware.com

855.455.0042 WestGroupe.com

STYLE: A604

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Personalized Lenses.

A UNIQUE LENS recipe COMBINE THESE INGREDIENTS TO WHIP UP ONE-OF-A-KIND LENSES.

SILHOUETTE ESSENCE COLLECTION

MARCHON, CHLOE

By Perry Brill

L

enses are like cuisine: There are different flavors, styles and methods of creating food. When you walk into a fine restaurant that has five-star reviews, you expect a superior dining experience and unique ingredients to “wow” your palate.

Eyewear consumers are adopting the same expectations by choosing their optical shops based on the lens options they offer.

It’s a given patients want to see well. If opticians can add value to themselves through being chefs in the cuisine of optics and design, they will forever build that block of clientele they dream of.

with standard options. Necessities such as anti-reflective treatments and high-index lenses have become the gold standard and no longer set optical dispensaries apart. The last thing you want are patients telling you they can buy that clear piece of plastic lens online for a cheaper price.

Any ECP can prescribe a lens, adjust a pair of frames and measure a seg height and PD. Opticians can add value by being artists in optics and design. Pretend that lens customization is the dessert you order at your favorite restaurant. The meal wouldn’t be complete without it.

PRESCRIBING CREATIVITY Every patient expects to be prescribed lenses to help them see clearly, but it’s essential opticians go above and beyond designing lenses

CREATING THE MENU Many of us have heard about the Starbucks secret menu of items that aren’t listed but can be ordered by special request. Patients,

38 | VC P N A P R I L 2 019

like many Starbucks customers, are not aware of creative lens options! You must demonstrate and show them how to create beautiful lenses people are proud to showcase in their fancy frames.

Creative lens add-ons boost optical revenue. The incremental income may seem small, but this dessert menu or hidden optical menu adds up.

GARNISH WITH COLOR A proper fine dining plate of food is always garnished with a pop of color.

Lenses need the same to complement frames. The understated elegance of adding small details to lenses through the use of color will amaze your patients and give them a reason to come back and see their favorite optician.

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Personalized Lenses.

SILHOUETTE ESSENCE COLLECTION

THE COLOR MENU Indoor Tints: Indoor tints create a subtle edge and celebrity look. Plus, tints can be used therapeutically for conditions such as photophobia and migraines. Light transmission should be 50% or less. Create examples with tints for people to try on—you can’t sell what people can’t experience.

Advanced Tinting: Be a tint master by offering the unseen.

• create fine lines of separation between two colors • reverse gradient for indoor use • tint over polarized lenses for that fancy look with ultimate sun protection • light tint with a mirror for a “celebrity look” that’s great for indoors Semi-Rimless Nylon Color: Pairing an accent of color with simple semi-rimless frames adds minimalistic style. Instead of using the traditional clear nylon string, replace it with a colored version. The frame will look like a full-framed model but with the simplicity of a semi-rimless style.

Change the color of the nylon by dipping it in a lukewarm lens tint.

Groove Colors: You can make any semirimless or rimless frame one-of-a-kind by adding special paint into the groove, which is applied using special pens and application methods. The paint sinks deep into the groove giving the frame a full appearance and a bold look. For full-rimless frames, you will need to cut a groove around the entire circumference of the lens. Then, you can proceed to add the paint before mounting the chassis. This is great for people who want a full frame look without the weight.

FOR THE DISCERNING PALATE Rimless geometric shapes: Nothing screams bespoke today more than designing custom geometric shapes in rimless eyewear. Adopt obscure shapes that look normal from afar but create a look of excitement when viewed

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LINDBERG

up close. Create a dodecagon round shape using 12 sides. It’s visually stunning up close but looks round in appearance.

Use Color To Hide Thick Lenses: High myopes are all well aware the edges of lenses are thick and cast a glare that exacerbates the condition. Using a lens color edge pen, you can color the thick edges to blend in with the frame and reduce glare.

Match the color of the frame to the color of pens as best as possible.

Monogram Your Lenses: It feels good to have clothing with your initials monogrammed on it. You can do the same with lenses through laser engraving. Whether it’s your brand logo or initials or artistic design, you draw it and it can be done! Computer design makes it easy today.

Custom Sun and Occupational Clips: Sun clips have become an extension PRÕFILO of lenses. The bespoke options to create them from scratch are abundant today, and you don’t have to sacrifice comfort and style. A handful of companies offer innovative ways to customize eyewear while providing excellent UV protection. You will find clip options using either a pronged or magnetic method that blends right into the frame using today’s color-matching technology. Clips can be painted to precisely the color

LINDBERG

If opticians can add value to themselves through being chefs in the cuisine of optics and design, they will forever build that block of clientele they dream of. of the frame to create a seamless look. Clips also can offer more than sun protection. Think of them as a second pair of glasses. With clips, you can create lenses for 3D movies, reader lenses or even an upside down bifocal over a progressive lens for pilots and mechanics who need that overhead vision.

Being a chef of lenses is easier than you think. The first step is to jot down your ideas and create your menu. Decide the cuisine of lenses you want to provide. Are you going for a funky ‘70s vibe or a sophisticated suit-and-tie look? Your menu should reflect the ambiance of your shop and provide patients with excitement when they get to custom tailor their lenses. You can have great frames, but you must pair them with truly remarkable lens options. Anyone can provide a clear piece of plastic. Remember, you will need to show and tell people about your lens menu. People don’t know custom is an option! n Optician Perry Brill is with Brill Eye Center in Mission, KS.

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NEW

Download free resources at

TransitionsPRO.com/Freestyle

Transitions is a registered trademark, and the Transitions logo and Transitions Light Intelligent Lenses are trademarks of Transitions Optical, Inc. used under license by Transitions Optical Limited. Light Under Control is a trademark of Transitions Optical Limited. Š2019 Transitions Optical Limited. Photochromic performance is influenced by temperature, UV exposure and lens material.

Extreme Closeup.

SPONSORED CONTENT

ACUVUE OASYS with TRANSITIONS LIGHT INTELLIGENT TECHNOLOGY

DETAILS ACUVUE OASYS with TRANSITIONS LIGHT INTELLIGENT TECHNOLOGY, a first of its kind contact lens, provides wearers with vision correction and a dynamic photochromic filter that helps to continuously balance the amount of light entering the eye.

These contact lenses seamlessly adapt to changing light while reducing exposure to bright light indoors and out, filtering blue lightμ and blocking UV rays1.

ACUVUE OASYS with TRANSITIONS LIGHT INTELLIGENT TECHNOLOGY begin to darken as soon as they’re exposed to UV or HEV light, thanks to Transitions Light Intelligent Technology, becoming dark in about 45 seconds—and typically fade back from dark to clear in 90 seconds2 when going from outdoors to indoors.

BACK STORY This innovation was born out of deep research into consumer lifestyle needs and numerous clinical trials involving more than 1,000 patients.

Bringing together two of the optical industry’s leading brands, ACUVUE OASYS with TRANSITIONS LIGHT INTELLIGENT TECHNOLOGY creates an entirely new category of contact lenses that goes beyond vision correction to actively reduce bright light, providing wearers all-day soothing vision.

WOW FACTOR ACUVUE OASYS with TRANSITIONS LIGHT INTELLIGENT TECHNOLOGY was named one of TIME’s Best Inventions of 2018. This innovation will revolutionize contact lenses and photochromics by introducing the benefits of light adaptation to more patients.

Transitions Optical has long been the leader in light management technology, mastering light for over 28 years. Through an extensive history of product innovations and strategic partnerships, the company continues to break new ground and grow the photochromic category. n

jnjvisionpro.com/acuvue-transitions μ Calculated per ISO-8980-3 for 380-460nm (Blue Light Hazard Function, B(¥)) 1. Helps protect against transmission of harmful UV radiation to the cornea and into the eye. WARNING: UV-absorbing contact lenses are NOT substitutes for protective UV-absorbing eyewear such as UV-absorbing goggles or sunglasses because they do not completely cover the eye and surrounding area. You should continue to use UV-absorbing eyewear as directed.

NOTE: Long-term exposure to UV radiation is one of the risk factors associated with cataracts. Exposure is based on a number of factors such as environmental conditions (altitude, geography, cloud cover) and personal factors (extent and nature of outdoor activities). UV-blocking contact lenses help provide protection against harmful UV radiation. However, clinical studies have not been done to demonstrate that wearing UV-blocking contact lenses reduces the risk of developing cataracts or other eye disorders. Consult your eyecare practitioner for more information. 2. JJV Data on File 2018: Definition of ACUVUE® OASYS with Transitions™ Light Intelligent Technology™ ACUVUE® Brand Contact Lenses are indicated for vision correction. As with any contact lens, eye problems, including corneal ulcers, can develop. Some wearers may experience mild irritation, itching or discomfort. Lenses should not be prescribed if patients have any eye infection, or experience eye discomfort, excessive tearing, vision changes, redness or other eye problems. Consult the package insert for complete information. Complete information is also available from Johnson & Johnson Vision Care, Inc. by calling 1-800-843-2020, or by visiting www.jnjvisionpro.com. Transitions, the Transitions logo and Transitions Light Intelligent Technology are trademarks of Transitions Optical, Inc. used under license by Transitions Optical Limited and Johnson & Johnson Vision Care, Inc. ACUVUE® OASYS is a trademark of Johnson & Johnson Vision Care, Inc

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Photochromics.

PARADIGM

shift

DRAMATICALLY FASTER TO ACTIVATE AND FADE BACK, TRANSITIONS OPTICAL’S LATEST PHOTOCHROMIC ITERATION REPRESENTS ‘A NEW CHAPTER’ FOR THE MARKET LEADER.

F

ollowing five years in research and development, Transitions Optical has created an entirely new photochromic technology that’s 30% faster overall.

Transitions Signature GEN 8 activates within 35 seconds and fades back in four minutes and 40 seconds.

“We’re about to write a new chapter,” Chrystel Barranger, president, Essilor Photochromics and Transitions Optical, told the audience of nearly one thousand eyecare professionals in attendance at this year’s Transitions Academy held in Orlando in February, when Transitions Signature GEN 8 was introduced. She explained that the new technology features a “disruptive nano-composite matrix” and “new ultra agile dyes” to create a photochromic that is faster to activate, darker when activated, faster to fade back, fully clear when not activated, blocks 100% UV and protects against blue light.

For more details on the completely new technology, VCPN met with Elise Bioche, VP of global marketing, and Luc Nouvelot, global R&D director, during Transitions Academy. “GEN 8 allows us to go after another generation of wearers, appealing to people who usually don’t even think about it,” Bioche told VCPN. “Usually for photochromic lenses, if you’re faster you’re less dark, and if you’re darker you’re less fast.

GEN 8 is a totally new level of performance where you don’t have to choose between darker or faster.”

Nouvelot explained that the development of this new photochromic technology represented a paradigm shift for Transitions. “It could have 42 | VC P N A P R I L 2 019

been very easy as a leader to just say, ‘Okay, we are going to do a little better on this or a little better on that.’” But the way we chose to innovate on this was to step away from incremental improvements and take the overall photochromic discussion on a different angle.”

GEN 8 is a totally new level of performance where you don’t have to choose between darker or faster.

He added to the conversation about faster activation and fade back speeds, explaining its impact, or lack thereof, on the lenses’ colors.

“As we upgraded our older dyes, we developed them to have consistency of both darkness and speed across the three iconic colors [gray, brown and green],” he said, adding that sapphire offers the same performance.

ECPS ON GEN 8 How do eyecare professionals feel about Transitions Signature GEN 8? VCPN asked some of the Transitions Academy Award finalists, and this is what they had to say: “Our team is excited to see how GEN 8 will benefit our patients. A photochromic lens created to combat all the patients’ issues with older style photochromics—clarity indoors, truer darker gray colors outdoors, with a fast dark to clear fade back time—we can’t think of any future issues that could impact patients who choose these lenses. Other photochromics have attempted to correct one of these issues but in doing so created a lens that became less effective in another area.” – Luke Bankert, Optical Operations Director, Weaver Eye Associates, York County, PA. “I was most impressed that they addressed one of the most commonly talked about areas, the fade back. Reducing that will make so many patients so much more satisfied. The commitment to technology and advancement in their product lines puts Transitions in a league of its own when it comes to research and development.” – Justin Tenczar, ABOC, NCLEC, Director of Optical, Berkshire Eye Center, The Berkshires, MA. “The GEN 8 lens shows marked improvement in activation and fade back times. The V I S I O N C A R E P RO D U C T N E WS . C O M

Photochromics.

TRANSITIONS ACADEMY AWARD WINNERS WINNER: EYECARE PRACTICE OF THE YEAR

FINALIST: EYECARE PRACTICE OF THE YEAR

Weaver Eye Associates, York County, PA, Luke Bankert, Optical Operations Director

Nicola Eyecare, Kamloops, British Columbia, Canada, Sheri Castagna, Office Manager

We started by educating all 120+ Weaver team members to recognize the importance of Transitions for eye health, instead of seeing them as an add-on for lenses.

Our office implemented a Transitions station to help demonstrate the new colors and mirrors to our patients. The whole office switched to Transitions lenses, which helps us promote them to patients of all ages. We also held a brief morning meeting, and we talked about Transitions and used that as a reminder to mention this to every patient we spoke with.

Scott Weaver, OD, closed all four office locations and conducted an informative training session that included every team member. Industry professionals Mark Hinton (CEO, eYeFacilitate) and Kay Jensen (strategic account manager, Transitions) were brought in. After this initial training came weeks of education and retraining to be sure we were accurately conveying this new message of eye health; thus, becoming a total mind reset for the team.

Once our employees had a better understanding, we moved to educating our patients. One way was through the use of social media platforms. We created “Transitions Tuesday,” an educational Q&A for our social media followers. This new information positioned Transitions as a necessity for eye health. In addition, after eye exams, our doctors were prescribing rather than just recommending Transitions to our patients. We also participated in community events to showcase and highlight Transitions in a more personal setting.

WINNER: BEST IN TRAINING PECAA (Professional Eye Care Associates of America), Portland, OR, Jill Stephenson, Operations Manager We completed a thorough application process that requested information regarding our commitment and inspiration, goals, plans, creativity, impact and results with Transitions. Upon being selected as a finalist, we were interviewed by an eight-person panel. The panel learned more about who PECAA is, how we worked with Transitions in 2018, and how PECAA thinks “Light Years Ahead,” which was demonstrated by our inaugural Strategic Partner Summit.

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“We’re about to write a new chapter.”

— Chrystel Barranger, President, Essilor Photochromics and Transitions Optical

FINALIST: BRAND AMBASSADOR Berkshire Eye Center, The Berkshires, MA, Justin Tenczar, ABOC, NCLEC, Director of Optical The first step was to find an area where I could focus my attention to build upon our current Transitions sales and marketing. I realized that bridging the gap between our large clinical department and our optical was the perfect place to start. Improving the communication and offering education between the two departments improved the handoff between clinical and optical. I would imagine this set me and my practice apart as being unique and what led Transitions to selecting me as a finalist.

FINALIST: MARKETING Value Optical, Trinidad and Tobago, Christopher Lewis, CEO Transition lenses are part of the DNA of our sales associates, so much so that we enjoy a penetration rate of 86% Transition lenses. For every 100 pairs of lenses sold, 86 are Transitions. Our company’s mantra is “Caring for your eyes,” and we believe in the technological advances that Transitions lenses offer, including blue light and UV protection indoors and outdoors. We also share a very close working relationship with our lens supplier, who provides the relevant access to new material and advertising that we then tailor into our local market.

new lens demonstrates Transitions ongoing commitment to serve the high demands of patients/doctors, and it’s exactly what you’d expect from the leader of the photochromic category.” – Jill Stephenson, Operations Manager, PECAA (Professional Eye Care Associates of America), Portland, OR. “I was blown away by the marketing drive at the introduction of the GEN 8. It showed they listen to feedback. We have patients who ask for lenses to get darker than the Signature 7, and I am sure this will fulfill that need.

Couple this fact with new style colors, and you have a dynamic product. I believe Transitions is really trying to marry the ever-changing technological advances with the generational fashion needs for a new and upcoming market.” – Christopher Lewis, CEO, Value Optical, Trinidad and Tobago.

“I was very excited when I heard about Transitions Signature GEN 8. The new technology means faster reaction times and darker lenses. These are some of the key issues our patients had with Signature 7. This is an important upgrade to an already great product.” – Sheri Castagna, Office Manager, Nicola Eyecare, Kamloops, British Columbia, Canada.

Six years after Transitions Signature 7 was introduced, Transitions Signature GEN 8 will become available in July. n Transitions Optical, Inc. 800.848.1506 TransitionsPro.com CustomerService@Transitions.com A P R I L 2 019 VC P N | 43

Product Focus.

A

purposeful LENS

ENCHROMA’S CX3 SUN SP LENS WAS DEVELOPED FOR A SPECIFIC SEGMENT OF THE COLOR BLIND POPULATION.

By Cara Huzinec

M

ore than two years of research and testing led to the production of EnChroma’s Cx3 Sun SP lens, made specifically to address the needs of color deficient protans to be able to clearly distinguish color.

“Through years of research and experience working with thousands of color blind people, EnChroma recognized that color blind people with strong protanomaly tend to have the most difficulty and challenges from their condition,” said Andy Schmeder, CEO and co-founder of EnChroma. “Based on our deep understanding of color vision, light, environments for use and optical science, we designed a lens specifically to help strong protans enjoy a broader spectrum of clear, vibrant color.”

Strong protans have a type of red-green color blindness in which they don’t detect enough red, making them sensitive to green, yellow and orange shades. Greens, yellows, reds and browns may appear similar, and red and black may be difficult to identify.

Launched last November, the Cx3 Sun SP lens is available in plano, digital single vision and digital progressive lens designs and can be

“What we’re doing is giving them an opportunity through EnChroma to see color like never before.”

— Johnna Dukes, Optician, Optique fit in a patient’s own frame or 12 EnChroma frames: nine for adults and three for kids.

Johnna Dukes, an optician at Optique in Spring Lake, IA, has been dispensing EnChroma lenses for about a year and said it’s “one of the most fun things” she gets to do.

“Typically people who struggle with color blindness have been told there’s nothing to do about it,” she said. “What we’re doing is giving them an opportunity through EnChroma to see color like never before.”

After dispensing the Sun SP lens to a strong protan patient who had previously tried an EnChroma lens not designed for strong protans without luck, Dukes said the lens was a “knockout.”

“It brought a tear to his eye and to mine as well,” she said. n

A READY RESPONSE Enchroma launched clip-on lenses at Vision Expo East last month, giving those with color blindness a convenient option to clearly see colors by attaching them to prescription glasses. The clip-on Cx1 Indoor and Cx1 Indoor DT lenses are available in two shapes (rounded square and rectangle) and can be purchased though an authorized retailer or online.

“EnChroma Clip-On lenses illustrate our commitment to listening to people with color blindness and responding with products that are convenient and fit their lifestyle, while enabling them to experience life more colorfully and fully,” Schmeder said.

Enchroma 510.771.8914 EnChroma.com Support@Enchroma.com 44 | VC P N A P R I L 2 019

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Coating.

COATING

made easy

DOES COATING IN-HOUSE MAKE SENSE FOR YOU? HERE, VCPN SPOKE TO ONE OWNER/OPTICIAN WHO ADDED THIS CAPABILITY AND SEES ITS BENEFITS.

S

teven Shapiro's Coburn Technologies Simplicity coater may have a small footprint, but for his retail shops, it has big advantages.

"We started up a whole surfacing lab so the coating process was just part of it," said Shapiro, optician and owner of Philadelphia Vision Center, a two-location chain in Philadelphia and Reading, PA. "We wanted to do as much (processing) here and we would've had to send out those jobs."

Shapiro said coating lenses there allows them to control quality and saves costs in shipping and potential damage. The lab doesn't do AR coating but uses Coburn's UVMax coating, a fast curing, low viscosity, tintable hardcoat that offers a high level of adhesion and produces Grey 3 in 15 minutes, according to Coburn. UVMax is suitable for lens materials such as CR-39, polycarbonate,

Trivex, 1.56 and high index.

After initially adding coating operations about 10 years ago with Coburn's older coating machine (the Stratum hardcoating machine), Shapiro purchased Simplicity about six months ago because of its small footprint.

The Simplicity UV Hardcoating System is, as Coburn touts, "as simple as pushing a button." It's a three-in-one backside coating unit that combines wash, coating and UV cure stations and includes user-friendly features such as a touch screen with simple controls, a programmable controller with multiple recipes for faster coating changes and a removable coating module for easy cleaning and maintenance. In addition, users can easily check parameters and spindle speeds on the screen for complete control of the coating process. The machine is also fully enclosed to prevent debris from getting on lenses.

Shapiro did caution that for retail labs that don't have existing surfacing capabilities, adding coating capabilities requires careful considerations, such as cost and space. Coburn, he said, was fully supportive and advised him on layout and set up. But for his business, coating lenses just made sense.

"We had the surfacing already set up so we would've been a cake half-baked," he said. "We couldn't do all the lenses we wanted to do." n

“We had the surfacing already set up so we would've been a cake halfbaked. We couldn't do all the lenses we wanted to do." — Steven Shapiro, Philadelphia Vision Center

SMALL AND EFFICIENT: ULTRA OPTICS MINI2 The Mini2 coater from Ultra Optics is another option for retail offices or smaller labs. Its bench top design allows for a small footprint and comes with a separated cure unit that enables inspection before curing, reducing defects. The Mini2 can coat 40 lenses per hour and features a pre-filter and HEPA filter system that produces a positive pressure of clean air inside the processing center for quality coated surfaces without the need for a clean room.

Coburn Technologies 800.262.8761 CustomerCareCenter@CoburnTechnologies.com CoburnTechnologies.com Ultra Optics 800.365.9993 UltraOptics.com V I S I O N C A R E P RO D U C T N E WS . C O M

A P R I L 2 019 VC P N | 45

New. EQLIPSE PHOTOCHROMIC LENSES BY QSPEX TECHNOLOGIES Available in CR39, polycarbonate,1.67 and 1.74 high index materials, eQlipse photochromic lenses offer stable coloration during both activation and de-activation cycles and fade to a clear state “two times faster than the leading competitor,” according to QSpex. Lenses come in rose, gray, brown and green, block 100% of both UVA and UVB rays and are compatible with treatments such as AR. 855.787.7739 EQlipseLenses.com

MR. BLUE INFINITE EDGING SYSTEM FROM ESSILOR INSTRUMENTS This edging system optimizes functions such as mechanical tracing, optical tracing and milling for various mountings. Mr. Blue Infinite Edging System features an axis marking assistant tool that paints thin, accurate axis lines and an automatic lens display in the frame axis. Improved optical tracing is capable of reaching complex lens zones and detects axis of tinted and sun lenses. Mr. Blue Infinite Edging System is made to suit every groove profile with a full range of bevels and finishes for customized adjustments.

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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

20 Questions

WITH

HARVEY ROSS

The founder of Viva International Eyewear, Harvey Ross sold the company to health insurer Highmark then launched New York-based optical retailer Optyx with locations throughout New York City and on Long Island. VCPN’s John Sailer met with him in Manhattan to discuss the optical business. there are only so many luxury stores that can do this. Can the regular store carry luxury? Yes, but they would have to be mindful

1. When did you sell Viva? I sold Viva in 2005.

2. How did Optyx come about? After I sold Viva, I had a non-compete and couldn’t get back into the wholesale business for a few years. Retail always interested me so it was a natural progression. I purchased a small chain of stores in New York City, changed the name and the branding, and now we have Optyx.

There are six stores in Manhattan, and four on Long Island, including a brand new store opening in Woodbury, NY, this May. 3. What’s the average size of your stores?

Our New York stores are about 600 square feet. Our largest location is 1,500 square feet at our Wheatley Plaza location on Long Island.

4. Are you the one who decides what frames you carry, do you have opticians in each store who make the decisions or is there one central buyer? Our COO, Johayra

Vitale, handles the buying and works closely with our managers and opticians to curate an assortment that we all feel will help us serve our clients.

5. What do you do that’s different? Our boutiques are curated retail environments stocked with the world’s finest in designer eyewear coupled with an optometric practice to offer our clients a full service experience.

6. So, your stores attract a certain demographic that buys at a certain level, but V I S I O N C A R E P RO D U C T N E WS . C O M

of how many pieces they put in so they can get a great inventory turn on it and make the investment worthwhile.

7. Do you have any advice for those people? Test out a luxury brand first and see if it

works for their clients. I run my company by testing, learning and optimizing the results.

A new optical retail store entering the market must create its own identity.

8. How do you stock your boards to appeal to your clientele? Our clients come to us

because we have exclusive brands and the most up-to-date styles and technology. We carry brands for their high fashion styles, colors and intricate details. Every client is different, but we do our best to curate the assortment to have something that fits all our clients.

9. How do you find the lines you carry in your store? I walk the shows, always look-

ing for new brands and frames to carry. As retailers, we are inspired by the brands as well, so partnering with a brand that is ever evolving and really investing in their brand is a win/win. Finding those brands takes a lot of time and effort.

10. When you make a decision about which frames to carry how do you determine which ones will sell? That’s a good

question. Number one is the exclusivity of the line. I don’t carry brands that are everywhere. For example, we carry Celine. We feature Chanel in most of our stores. We carry a new French collection with a real

French designer, Caroline Abram, that exemplifies extreme femininity and uses incredible colors, which you can’t find everywhere. When I first saw the line, I thought it was the most put together line I’d ever seen in my life. All the shapes are great and the colors just flow. Zero G is another great line of all titanium frames made by one of the top manufacturers in Japan. Canali recently came to us, and since I’m a Canali guy and have been all my life, their new line was a perfect fit. We look for lines that

A great pair of frames can change your character and become a confidence builder.

not everybody has. We also offer Sandro, a French line carried by Mondottica, known for its sophisticated clean lines. Another great example is Hackett, a classic men’s line, which is one of our best brands. The quality is fantastic. You can’t find it everywhere, so you don’t have to compete with the world on it. So these are the kind of things that I look for. I also do some of my own styling. We have our own line called Harvey’s, where every letter is a different color. It’s colorful, it’s more reasonable and it’s in all of our stores.

11. What is the message you try to have the opticians in your luxury eyecare stores convey to the customer? We try and convey this

message: How many women have closets A P R I L 2 019 VC P N | 47

20 Questions

WITH

HARVEY ROSS

Just think, the largest frame manufacturer partnering with the largest lens manufacturer and the largest retailer, and owning one of the largest managed care companies. full of shoes and one pair or two of glasses? When a women or man walks into one of our stores we can actually change their look.

People don’t realize the first place a person looks is in their eyes. It baffles me that more women and men don’t worry about the look on their face. Instead, they worry about the shoes on their feet, and that’s the last place a person looks. A great pair of frames can change your character and become a confidence builder.

12. How do you do that? Number one, they

need to be trained and understand frame and eye shapes. There’s an oval, there’s a round, there’s a rectangular, there’s a square, there’s a P3. The idea in frames is to use very simple shapes and design around those shapes by using colors that are incredible.

The optician is the one who is supposed to educate the customer. It’s logic. You look at someone’s face, and if you have experience you can determine what will look amazing. People will come back to a store if they’re fitted properly and the experience is seamless. With the extraordinary colors that are made today, you can fit the person with style and color. We train our opticians and staff to do this. I myself am not an optician, but because of my experience, I can pull a frame right off the board, and a great percentage of the time the person is quite happy with the look.

13. Having been on the supply end, on the other side of the table, you know where your negotiating strengths are. Has that helped your business? My experience on

the wholesale side has helped immensely. With the ability to understand cost, it 48 | VC P N A P R I L 2 019

enables us to negotiate with brands, and the quantity of our stores and the volume we do is an added bonus.

14. Is your strategy now to buy and open not just optical boutiques but optometric offices along with them? Yes, I feel that with

technology continuing to make eyecare more accessible it’s only natural that all future stores have both a retail boutique and optometric practice.

15. You get a lot of coverage in both traditional and social media. What are your techniques to do so? Our partnership with a PR

firm has really helped us branch out and do more events and charity work, which allows us to become more engaged in our communities. We have hosted events with the fashion editor of Elle magazine and major influencers during fashion week to preview the new lines we are bringing into the stores, which creates a buzz. More of our customers are pairing their frames when styling their outfits, so our events are tailored to excite and engage with them. We’ve hosted panel discussions with well known fashion designers and paired them with new lines we carry in the stores. Then we style models to preview new collections of eyewear and clothing.

16. Do you also use traditional print media?

Yes, we do. We try and work with the print media outlets that we feel help us communicate to our potential clients.

17. Other than media, you need to have other ways to bring people into your stores.

What other things do you do to bring people into your stores? We have a tactile approach

of sending handwritten thank you cards.

Every client that makes a purchase from our stores gets a handwritten thank you note. We feel people value the services we provide and the way we do, so our clients will refer clients to us based on their experiences, which is also a big part of our business.

18. You’ve been in the industry a long time and have seen dramatic changes in the business of eyecare and eyewear. Based on all that and the experiences you are having today, where do you see things headed? Wow! Things have already been

concluded. They are not ‘headed.’ Just think, the largest frame manufacturer partnering with the largest lens manufacturer and the largest retailer, and owning one of the largest managed care companies. In my opinion, this is creating a monopoly in our business that I feel will hurt independent private practices. The future of the independents will rely on how much monopolization our government will allow. With all of this happening it makes it tough for the independents to exist. It depends on the organization, skills and fundamentals of the few of us who are left.

19. Is there room for a brand new frame company to enter the market? Yes, but it

must have a niche already carved out and experience predominantly in sales to help get the brand out there to ensure it has a fighting chance.

20. Is there anything else you want to add about the optical industry? It’s a great in-

dustry. The reason I say that is because most people who get in it, stay in it, and that’s a rarity. It’s got a great bunch of people, almost like a big family. 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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