VCPN May 2019

Retail Lab IQ FIRSTHAND ADVICE

vision care

product news MAY 2019

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Joining a Buying Group HOW TO DECIDE

Special Section

KIDS + VISION with ABO CE

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Still Preppy JACKSON ROGERS EYEWEAR P18

P RODU CT

I NFORMATION

FOR

O P TIC A L

P E O P L E

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

NEW TRANSITIONS® STYLE COLORS! YOUNGER OPTICS NOW OFFERING SAPPHIRE AND AMETHYST David Rips, CEO

© 2019 Max Mara S.r.l. Eyewear produced and distributed exclusively by Safilo USA, Inc. 1.800.631.1188. All Rights Reserved. Style: MM 1368

Contents.

VC P N M AY 2 019

ON THE COVER A child growing up is inevitable, but even when they’ve reached tweenage they are “still” kids, so the children’s line of Jackson Rogers Eyewear has launched the Still collection for tweens, a little more mature than the original collection but “still” with some fun and whimsy.

14 UPFRONT VIEWS 6 THINK ABOUT YOUR EYES 7 Guest Editorial by Lindsay Berry, OD

VCPN INSIDER 8

20

53

BUSINESS SOLUTIONS

EYEWEAR + FASHION

BACK TO THE FUTURE 10

by Donna Suter

360 : ‘STILL’ GROWING 18

RAISING AWARENESS + FUNDS 14

Jackson Rogers Eyewear Still Collection

by M. Emily Linden, OD, and Alan Linfat, OD

NEW 15

O

NEW 20

Continued on page 4

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M AY 2 019 VC P N | 1

Contents.

VC P N M AY 2 019

MAY 2019 VOL 19, ISSUE 4

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

EDITOR Cara Aidone Huzinec CHuzinec@FVMG.com

CREATIVE DIRECTOR Kat McBride KMcBride@FVMG.com

p g. 25

Check out our Special Kids + Visio n Section

TIPS FOR BETTER CHILDREN’S EYEWEAR DISPENSING 28

Lindsay Berry, OD, Joy L. Gibb, ABOC, Kevin Harrison, ABOC, M. Emily Linden, OD, Alan Linfat, OD, Donna Suter

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

Continued from page 1

KIDS + VISION

CONTRIBUTING WRITERS

VISION CARE TECHNOLOGY RETAIL LAB IQ 51

BUSINESS STAFF PRESIDENT & PUBLISHER Terry Tanker

by Ed De Gennaro, Med, ABOM

by Cara Aidone Huzinec

TTanker@FVMG.com

NEW KIDS ON YOUR WATCH 36

NEW 53

VICE PRESIDENT, MARKETING

by Joy L. Gibb, ABOC

AS EASY AS CHILD’S PLAY 40

by Kevin Harrison, ABOC

THE CHOICE LENS FOR CHILDREN 44 SHOWCASES 46

VISIONCAREPRODUCTNEWS

Debby Corriveau

20 QUESTIONS 54

DCorriveau@FVMG.com

With Jane Mell Balek, Think About Your Eyes

REGIONAL SALES MANAGER

CLASSIFIED ADVERTISING FOR THE OPTICAL INDUSTRY 55

VCPN_MAGAZINE

Eric Hagerman EHagerman@FVMG.com

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 M AY 2 019

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

©2019 Saks & Company. Eyewear produced and distributed exclusively by

USA, Inc., 1.800.631.1188 All Rights Reserved. Style: Saks SAKS320

Views.

SPRING CLEANING/

Fall Planning

O JOHN SAILER VP, EDITORIAL

ut with the old and in with the new.

With the weather warming up and the windows opening up, it’s time for some spring cleaning.

Spruce up your office, update your frame boards and make way for what’s coming.

In this business, when it’s spring it’s fall. We’ve attended numerous fall/winter 2019 press previews over the past few weeks following Vision Expo East where we’ve been treated to advance looks at the styles being released later this year. Check out what’s to come in fall frame fashions at our Vision Care Product News Facebook and Instagram pages.

Some of the style trends you’ll see there are small cateye suns, bright colors, unique geometric shapes, single lenses, multiple lenses, patterned printed lenses, shaped lenses, large logos, polished metals, prominent browlines, multicolored laminated acetates, translucent acetates, white frames, semi-rimless and much more.

In this business we also know that when it’s spring fall is coming with our special KIDS + VISION section, where the back-to-school season is already top of mind.

In his article about managing your children’s frame inventory (see page 40), optician Kevin Harrison, ABOC, says that while the back-to-school period used to be much more defined than it is now, “Today, the back-to-school rush is scattered with schools beginning as early as the first week of August. With that in consideration, buying heavy for the

Spruce up your office, update your frame boards and make way for what’s coming.

August rush is not always the most prudent plan. Preparing for back-to-school now needs to begin as early as the moment school ends for summer break, if not sooner.”

More planning to prepare you for fall in this business is to decide how you will participate in World Sight Day in October by following our series of articles about what eyecare professionals are doing to participate in this campaign to raise funds for Optometry Giving Sight (see page 14). This issue of VCPN features the second in

our series of articles by ECPs discussing their participation in the World Sight Day Challenge, a fall fundraising campaign focused on the second Thursday of every October.

Further planning can be accomplished by referencing this issue’s article by consultant Donna Suter about how to determine if joining a buying group or doctor alliance is right for your practice (see page 10). “Traditional buying groups allow practices to combine their purchasing power for better discounts,” she says in her article, while alliances are not only “great for practitioners ready to give up personally researching every purchase decision,” but they also offer added benefits such as “webinars and e-learning platforms, personalized consulting services, and networking and educational meetings.” Not only does this Business Solutions section of this issue of VCPN explain the features and benefits of buying groups and alliances, but it also includes detailed information about the major groups to help you decide.

Whether long-term planning or just getting ready for later this year, enjoy the spring because it’s already time to prepare for the fall. n

Email me at JSailer@FVMG.com 6 | VC P N M AY 2 019

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Think About Your Eyes.

PHOTO COURTESY OF HILCO VISION

Pediatric Vision NEEDS TO CHANGE WITH THE TIMES

By Lindsay Berry, OD

T

echnology has changed our world in many ways, and one major change is the way that people use their eyes and vision. Children are being encouraged by their environment to engage in technology throughout the day with the use of telephones, television, smart boards and even homework assigned on tablets or computers.

Eyes were not designed to be used at near on a computer or other device for hours on end each day. This is especially true for children, whose eyes are still developing. I always take the opportunity at their annual eye exam to educate my pediatric patients and their parents about proper visual hygiene (follow the 20/20/20 rule), the importance of reducing screen time (minimize use at home during “free time”) and the side effects of too much screen time (visual symptoms, poor attention, poor sleep patterns).

The increased use of technology is a top reason why regular eye exams for children are vital. Parents often wait to bring a child to the eye doctor until they fail a school or pediatrician screening, they notice their child squinting or they are close in age to when a sibling first needed vision correction. However, the AOA recommends a child receive three eye exams by the time they’re

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The increased use of technology is a top reason why regular eye exams for children are vital. in kindergarten. Children are often unaware what blurred vision looks like or that their vision may be different than their peers, so they may not complain about not being able to see well. Although screenings can flag some vision issues, comprehensive eye exams by an optometrist are important not only to determine if a child needs vision correction but also to determine if any other vision or ocular health problems may be present.

Some problems that cannot be found at a screening include poor eye tracking, poor eye teaming, poor eye focusing, poor eye/ hand coordination or any signs of ocular diseases including allergies, cataracts or glaucoma.

Another lifestyle change over the years is the lack of outdoor play. Outdoor play has been proven to reduce the risk of developing nearsightedness and is also important for gross motor development, improved attention in the classroom and a healthier lifestyle. Children should be encouraged to have outdoor playtime daily, not only for their vision health, but for their overall physical health.

Children’s vision changes as quickly as they do. Annual eye exams are extremely important not only to monitor the development of their eye health but also to continue their success in school. I’m proud to support Think About Your Eyes, which pushes this very message to parents, especially in the summer months, and helps to protect children’s vision from an early age. n Lindsay Berry, OD, is a member of the Texas Optometric Association and among the 22,000 doctors listed on the Think About Your Eyes online locator. Think About Your Eyes is a nationwide public awareness initiative promoting the importance of an annual eye exam and overall vision health. First Vision Media Group supports Think About Your Eyes as a media partner.

M AY 2 019 VC P N | 7

Insider.

LAUNCHES, PROMOTIONS, MERCHANDISING, EVENTS AND OTHER THINGS TO KEEP YOU IN THE KNOW FIRST FOOTBALL PLAYER JOINS TEAM OAKLEY Oakley has named MVP quarterback Patrick Mahomes II its first ever football player to Team Oakley. Part of the partnership will involve Mahomes’ support of Oakley’s Prizm lens technology. “I am honored to join the Oakley family as the first ever football athlete,” said Mahomes. “After spending time at Oakley HQ and meeting with the brand’s innovators, designers and scientists, I know that together we can push the boundaries of what is possible in sport performance and beyond.” Off the field, Mahomes will wear a range of lifestyle eyewear, including Sutro, available now, and the all new Ahyris Collection (see page 20).

FREE GLASSES FOR CHILDREN

800.733.6255 Oakley.com

As part of their mutual goal of ensuring every child has clear vision, the Essilor Vision Foundation (EVF) and the Lions KidSight USA Foundation have partnered to help provide children across the country with eyeglasses. Lions KidSight USA Foundation is a nationwide program that screens children ages six months through six years and provides screening through 12th grade. While regional Lions Clubs have been working with EVF since 2007, they have now broadened their relationship with the inclusion of the Changing Life through Lenses program, EVF’s online platform that provides charitable eye doctors and non-profits access to no-cost glasses for patients in need.

Rick Gadd (l), president, Essilor of America, and Fabrizio Uguzzoni, North American president, Luxottica.

866.385.0447 EVFUSA.org

NEW LUX HQ IS FULL OF TECH Luxottica has moved into its newly renovated North American headquarters, a circa 1912 11-story building at 1 West 37th Street in New York. The ground floor is a “storefront” lobby, where the floorto-ceiling doors open directly onto the street. A massive LED wall installation visible from the street plays branded campaign images 24/7. The second floor showroom houses luxury and premium fashion brands and features Luxottica’s new “Digital Red Carpet,” a multi-screen experience that allows customers to digitally interact with fashion styles in high definition. Using this technology, customers can choose frames based on technical details, construction and wearability on multiple face shapes. The third floor is dedicated to iconic brands Ray-Ban and Oakley, each with its own dedicated space. The other floors are offices for 400 employees, with the fifth floor serving as a common space for meetings, eating and coffee dispensed from iPad-driven coffee machines.

800.422.2020 Luxottica.com

To stay informed subscribe to the VCPN INSIDER e-newsletter here: d3data.net/vision 8 | VC P N M AY 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.

A LITTLE BIT GÖTTI The new “On The Cover” campaign features a new magazine encapsulating the entire world of Götti with lots of eyewear designs and a highlight from the collection on the cover. The closeup is the star, created and produced in close collaboration with fashion photographer Zosia Prominska. Use the hashtag #gotticover to be a part of the group that “wants to be a bit Götti.”

914.274.8522 Gotti.ch/en

RANDOLPH SUPPORTS AMERICA’S VETDOGS A long-time supplier of sunglass and optical frames to the U.S. military, Randolph started supporting America’s VetDogs this year by donating $1 from the sale of each frame sold during promotional periods throughout the year. America’s VetDogs has built cooperative relationships with the military and the Department of Veterans Affairs and today provides assistance dogs and training to disabled veterans and active service members.

800.541.1405 RandolphUSA.com

NECO INAUGURATES PURCELL On April 7, 2019, New England College of Optometry inaugurated Howard B. Purcell, OD, FAAO, Diplomate, as its 13th president in its 125year history. A 1984 graduate of the program, he continues the legacy of his father, Saul Purcell, OD’54. The ceremony was held at the Edward Kennedy Institute for the U.S. Senate in Boston in a recreation of the U.S. Senate chamber and was attended by over 200 people including the president’s family, friends, former/current colleagues, student leaders, industry leaders and community representatives.

617.266.2030 NECO.edu

‘BETTER VISION TOGETHER’ The National Center for Children’s Vision and Eye Health at Prevent Blindness (NCCVEH) is celebrating its 10-year anniversary by announcing the first partners of its “Better Vision Together—Community of Practice” program, a three-year project to improve vision and eye health of at-risk, minority and vulnerable populations of young children. Eight groups were selected to work with the federal Health Resources and Services Administration’s Maternal and Child Health Bureau-funded project led by the NCCVEH— Overgaard Ponderosa Vision Screening Program, Eyes on Learning, Better Vision Together San Francisco, Amblyopia Elimination Project, Eyedaho Vision Team, Haverhill Promise of Children’s Vision, Improving Childhood Vision Health Task Force and Texas Children’s Vision Coalition.

LICENSES + AGREEMENTS Marchon Eyewear, Inc. and Authentic Brands Group have renewed global eyewear partnerships for Nautica and Nine West Brands for the exclusive worldwide design, development, production and distribution of optical eyewear and sunglasses for Nautica and optical eyewear and prescription sunglasses for Nine West.

Charmant USA Inc. has renewed licensing agreements for Isaac Mizrahi Eyewear and with Eddie Bauer LLC. Renewed through 2022 with IM Brands, LLC, the Isaac Mizrahi New York eyewear collection will continue to produce ophthalmic frames and sunglasses designed in conjunction with Xcel Brands, Inc. and manufactured and distributed exclusively by Charmant. The Eddie Bauer eyewear collection, launched in 2017 by Charmant, is renewed through 2022 for the design and manufacture of both ophthalmic frames and sunglasses.

Safilo and Kate Spade jointly announced the anticipated renewal of their global eyewear licensing agreement for the exclusive design, manufacturing and worldwide distribution of Kate Spade New York branded sunglasses and optical collections. The agreement will now run until June 30, 2026.

HIRES + PROMOTIONS Maui Jim has hired Nathan McKinley to fill the new position of senior sales director, ophthalmic division, to build the company’s ophthalmic sales team, focusing on its ophthalmic line launched in 2018. McKinley previously worked with Kaenon Polarized and Tom Davies for the past 13 years.

Zyloware has promoted two sales leaders to management positions as part of the company’s expansion from frame manufacturer to eyewear consultant. Mary Lanning will serve as senior manager of professional business development, and Perlina Monohon will occupy a new role as Northeast regional manager.

Coburn Technologies, Inc. has appointed Jason Frank as sales manager for the Latin American market, replacing Pedro Parra, who retired after more than 38 years with the company. Jason was recently employed with Hoya as director of commercial operations in Latin America. Prior to that, Jason worked in management roles for Essilor International both in the U.S. and Mexico.

800.331.2020 NationalCenter.PreventBlindness.org/Better-Vision-Together

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M AY 2 019 VC P N | 9

BACK TO THE

future

BUYING GROUPS AND THEIR SPIN-OFFS OFFER INDEPENDENT EYECARE PROFESSIONALS BENEFITS THAT THEY COULD NOT EARN ON THEIR OWN.

By Donna Suter

T

he buying group of the 1980s is a lot like the influence of that decade on our culture. Reminders keep showing up in the most unexpected ways.

Take television. Two favorites were Magnum PI and Star Trek, the Next Generation. Like CBS’s Magnum PI, today’s buying group might have the same name but is so different from “back in the day” that only its founder recognizes it. Alliances, like CBS’s current Star Trek, have evolved. The founders have boldly gone where no alliance has gone before.

TYPES OF GOUPS Traditional buying groups allow practices to combine their purchasing power for better discounts. I encourage all practices either to negotiate for discounts (with the 20% of their vendors they do 80% of their business with), or because they are too small a customer to get a discount I encourage them to look at joining a buying group. However, some complaints they may have heard before joining include things like the number of hours needed to manage the account, glitches in basic accounting, difficulties making returns and confusion when tracking expenses by category.

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Make your choice a group decision, and revisit your membership decision no less than every two years.

Those leery of joining an established buying group often form a loose-knit, doit-yourself consortium and negotiate similar pricing. This can be a painless way to save.

The drawback of such informal liaisons appears to be the number of vendors the group has access to, return policies and their staying power.

Alliances and enhancement companies can be great for practitioners ready to give up personally researching every purchase decision.

In exchange for a yearly or monthly membership fee, or in some cases a percentage of

annual revenue, your group vets vendors and offers special member pricing. Plus, there are a host of added benefits such as: • webinars and e-learning platforms • personalized consulting services • networking and educational meetings BEFORE DECIDING Before joining, sidestep internal pushback by discussing pros and cons with employees and associate doctors. This is important because even though you may set up the account, purchases are made “on the fly.” Let’s face it; are you really going to fire someone for not taking advantage of your alliance or buying group?

Skip the drama. You want to be that member that achieves certain sales levels and remains within certain return percentages. You want your staff to use your preferred source and don’t want to argue about where to buy what.

INVITE BUY-IN Ask the following types of open-ended questions and allow yourself 60 minutes to listen to employee ideas and concerns about your short list of sites and sources: V I S I O N C A R E P RO D U C T N E WS . C O M

Buying Groups.

• Will you miss your market independence?

• Will you be comfortable using the buying groups order/return technology?

• Can you negotiate a comparable discount working directly with vendors?

• Is there one that offers a unique product mix that works best with your practice brand?

• Is there an educational component that appeals to you? How will it increase your professional abilities?

• How do you feel about switching to private label products?

THE 411 ON OPTIONS Administrative Fees: Some alliances charge flat membership fees while others ask for a percentage of total revenue. On the flip side, most buying groups don’t charge any fees per se (save for those they shave off the product discounts they broker). Either model may offer a volume discount. The more you buy, the greater the savings.

Credit Confusion: Especially if cash flow is an issue, please note that members occasionally report problems with credits for returns from certain manufacturers going to buying groups by mistake. Some members say employees won’t take time to review big statements because they dread categorizing expenses and confirming credits.

Equipment Discounts: On many ECPs’ wish lists are discounted exam and lab equipment. Have your list handy. Discounts and refurbished equipment are available.

They just might not offer what you want.

Product Discounts: Bundling orders from different manufacturers saves time, and volume discounts are a strong draw. If this is your top reason for joining, compare savings with administrative fees. Especially in the case of alliances that collect a percentage of gross every month, will you be saving money even when your purchase amount is low?

One-Stop Billing: While ECPs still see and order from their regular reps, billing and payments go through the group. Anything that means less hassle for employees is a win. Large contact lens practices find that consolidation really saves. These practices enjoy the ability to bundle orders for singles and ship directly to the patient.

Value-Added: Today’s players are all about offering extras. Members can see web-based statistics and practice metric comparisons. Value-added may include helping the independent build a V I S I O N C A R E P RO D U C T N E WS . C O M

virtual frame site. Many host meetings and provide employee training as well as a modern take on what practices in the ‘80s called a “study group.”

All these modern options understand the complexity of your administrative and operational concerns. Online features, such as secure statement payments, newsletters on topics such as coding and billing techniques, chat rooms and employment boards all make today’s options easy to love.

Another way that value is added is by offering the option of using private label products. Especially for “insurance-only sales,” private label merchandise generally increases profitability.

KNOW YOUR GOALS Will you participate? Be honest with yourself about your habits. Take a moment of self-reflection before committing to paying fees or percentages. If you and your staff are the type of people who don’t like change, have unused gym memberships or never shop generic, you may just “forget” to enjoy the full scope of membership benefits.

If you want to prepay for access to practice management services, tips and

seminars, explore alliances. Other business models, some still called buying groups, have done an excellent job at offering significant rebates from top vendors when usage levels are maintained.

FAD OR FIXTURE Which discount group appeals? Each group that I personally know is led by professionals who are among the best and the brightest this industry has to offer.

Make your choice a group decision. If you are not sure how successful your team will be changing purchasing habits and taking advantage of concierge services, negotiate a one-year commitment.

Will administrative cost plus fees paid still show a savings? Don’t forget about your own time to oversee paperwork or usage.

Hop in your DeLorean and revisit your membership decision no less than every two years. Like over-curled hair, the best yesterday sometimes doesn’t look so good in the future. n Donna Suter is a business coach and consultant with Suter Consulting Group (DonnaSuterConsulting.com) in Chattanooga, TN. M AY 2 019 VC P N | 11

Buying Groups/Alliances.

HEALTHY EYES ADVANTAGE

OPTI-PORT

The Next Generation Marketplace For Independent Eye Care Professionals

National Alliance of Multi-Office Eyecare Practices

Founded: 2017 (when Nautic Partners acquired HMI Buying Group/Red Tray Network/ClubZero, Vision West, C&E Vision and Block Business Group.)

Members: 10,000 ODs, MDs and opticians; open to all independent eyecare professionals Services: 250+ vendor relationships; programs such as Adventure Kids Club lens and frame packages; SmartData Solution Dashboard at-a-glance analytics on four KPIs; preferred member pricing on website and digital marketing, cloud-based practice management and EHR; patient engagement via preferred pricing on website and digital marketing services, cloud-based patient relationship management and cloud-based commerce solutions to provide patients with home deliveries; payment solutions; one bill/one payment with consolidated billing; HEA National Advisory Board and member networking opportunities; support of independent optometry having given back over $12 million to 18 state associations; HR services via Professional Employer Organization Events: HEA Ocular Symposiums held across the country offering eight to 10 COPE CE credits in one and two-day formats; HEA member events at select state and national conferences.

Contact: HEA2020.com; 800.959.2020; MemberServices@HEA2020.com

INDEPENDENT DOCTORS OF OPTOMETRIC CARE (IDOC): An Alliance for Independent Practice Owners Founded: 1999 (celebrating 20 years) Members: 3,000; open to independent eyecare practice owners Services: dedicated account manager; expert consultants; peer networking and education at live events; vendor savings and discounts; IDOC Insider suite of practice analytics; insights and solutions; IDOC HR employee handbook and employee testing services; compatible EHR users eligible for free GPN EdgePRO; navigation services provide advice for practice transitions/partnerships

Founded: 2001 Members: 40 regional retailers representing 600+ locations Services: group purchasing; education and training; marketing services; contact lens growth technology through CLX, a cloud-based ordering, managing and marketing system; OptiPort Barometer member-to-member KPI program Events: Opti-Port SPARK Conference at Vision Expo East and West, Opti-Port’s Marketing Mastermind Meeting, Managed Care Workshop and Eye Care University.

Contact: OptiPort.com; 314.743.0781; Solutions@OptiPort.com

members and one national event per year open to members only.

Contact: PECAA.com; 503.670.9200; Info@PECAA.com

PROFESSIONAL EYECARE RESOURCE COOPERATIVE (PERC): Doctor Alliance Group Founded: 2009 Members: 5,100 locations nationwide Services: cost of goods sold, supply chain frame distribution (PERC Advantage), consulting, 60+ vendor partnerships Events: member-to-member meetings in 26 markets, seven regional meetings, booth and meeting presence at Vision Expo East and West

PRIMARY EYECARE NETWORK (PEN):

Contact: PERCAlliance.com; 866.241.9940; Info@PERCAlliance.com

Practice Development Organization

VISION SOURCE

Founded: 1984 Members: 2,400 independent eyecare practices, no annual fee but monthly purchase minimums Services: PEN Member Bonus Program offers opportunity to receive yearly bonus check based on annual purchases, favorable purchasing and consolidated billing arrangements, business management and marketing support, educational programs for practitioners and staff, medical billing services and a variety of other “hands-on” consultative support services.

Events: Throughout the year, PEN offers members educational events, webinars and workshops covering a wide range of topics.

Contact: PrimaryEye.net; 800.444.9230; Info@PrimaryEye.net

PROFESSIONAL EYE CARE ASSOCIATES OF AMERICAN (PECAA): Alliance Group for Independent Eye Care Professionals Founded: 2006 (merged with OD Excellence in 2018)

Network of independent optometrists collaborating to provide quality professional eyecare and to support the long-term success of independent optometry.

Founded: 1991 Members: 3,300 locations; over 4,500 doctors Services: clinical protocol development (complimentary continuing medical education on clinical best practices for specific patient conditions); staff education (Vision Source Learning online education); practice management resources (Optical Dream, virtual training program to improve patient care, practice performance and staff morale); eyewear inventory, merchandising, processing and distribution solutions (Frame Dream); digital marketing support (practice websites, consumer analytics); strategic healthcare innovation (Gold Standard Connection; My Treatment Monitor, national optometric network to improve patient outcomes for chronic diseases; Interoperability Efforts, direct EHR patient referrals); Business of Optometry (education to improve financial management and practice culture); Geospatial Analysis (market intelligence, consumer insights consultation for practice marketing and locations selection)

Events: annually hosts The Local Network study groups, The Forum regional events and The Connection national conferences nationwide; more than 300 annual opportunities to learn from like-minded colleagues and experts.

Services: vendor discounts up to 50% from 70+ partners, quarterly loyalty and growth rebates, business advisors, billing and coding assistance, HR support, staff training tools, education portal for free CE credit, healthcare reform support, production tracking in partnership with Glimpse software, digital marketing in partnership with Innexus

Events: Vision Source Next (for students to promote private practice through networking events, online community and mentorship programs); The Exchange (annual national meeting of members with free CE, exclusive vendor deals, networking opportunities and inspirational keynote speakers); CEO Summit (invitation-only professional development event targeting highproducing member practice owners)

Contact: IDOC.net; 203.853.3333; Info@IDOC.net

Events: Hosts 100+ peer-to-peer events and 25+ regional workshops open to prospective

Contact: VisionSourcePlan.com; 888.558.2020; ContactUs@VisionSource.com

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Members: 3,500+

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

ADVERTORIAL

MAKING MYOPIA

MATTER How ECPs Can Help

By Ryan Parker, OD, Director of Professional Education, Essilor of America

P

icture this: You’re giving an eye exam to a child who is struggling to name the letters on the Snellen chart.

When you tell the parents their child needs vision correction, they seem bewildered and ask their child, “Why didn’t you tell us you couldn’t see?” The child has no answer. Sound familiar? Parents sometimes assume kids can see without any problems, but about half of myopic children don’t know they can’t see clearly. And this number will only continue to grow since myopia is one of the most prevalent vision issues, especially in children. As eye care professionals, we should no longer view myopia as just a refractive error issue with blurry vision. We need to proactively treat the condition to prevent negative consequences for patients now and later in life because once myopia progresses, you can’t turn back the clock.

WHY TAKE A PROACTIVE APPROACH About 42 percent of Americans ages 12-54 are nearsighted, up from 25 percent just 40 years ago.1 This statistic clearly shows that myopia is a real and growing problem. We know that over time, myopia can put the eyes at risk for serious vision-threatening conditions. That’s why the sooner we can diagnose and treat it, the better it is for our patients. And it’s especially important for children, as uncorrected myopia can lead to issues now and when they’re adults such as:

• They may not perform as well in school and in other activities like sports.

• Later in life, children who are myopic have an increased risk for sight-threatening vision issues which can lead to blindness. Highly nearsighted adults have a higher risk of retinal detachment, glaucoma and a certain type of macular degeneration.

HOW AND WHY TO EDUCATE YOUR ADULT PATIENTS ABOUT MYOPIA In addition to not always recognizing the signs of myopia, parents often mistakenly think vision screenings at school or the pediatrician’s office are thorough enough to diagnose any vision problem. That is why it’s our responsibility as eye care professionals to educate parents about how to recognize the signs of myopia and why their children need regular, comprehensive eye exams.

The American Optometric Association recommends children have their first eye exam between six and 12 months of age. Imagine how much better the visual welfare of our children would be if that occurred.

We know children usually start to show signs of myopia around age 6 or 7. You can ask your patients with children this age if they’ve noticed any changes such as falling grades, squinting when looking at the TV, computer or a handheld device, or if their child seems more reserved.

These can signify a vision issue.

The good news for parents is something as simple as an eye exam can do a lot to reduce the number of children who have uncorrected

myopia. Ensuring their child has regular eye exams now can change their life as an adult.

RESOURCES YOU CAN USE Years ago, there was little we could do to treat myopia except increase the power of a patient’s glasses or contacts. With today’s research and technology, we’re understanding myopia better; we’re understanding how nearsighted kids progress, which lets us slow the progression of myopia and actually reduce the amount of their prescription as an adult. For example, we believe the increase in the prevalence of myopia is related to the amount of time children spend indoors working at near vision ranges. Letting parents know a balance in near and distance tasks is essential for children’s visual health.

Join Essilor in driving awareness of myopia and the importance of early eye exams. Visit Essilorshare.com today to access and download materials about myopia to use in your practice including: • “Out of Focus” film depicting a child’s struggle with myopia • “Myopia Matters” flyer to have available for patients to learn more • Social media posts to share Encourage your patients to take a proactive role in their children’s eye health. By doing so, they can help their children see well today and in the future.

Because life should not be lived out of focus. n

1 Vitale S, Sperduto RD. (2009, Dec). Increased prevalence of myopia in the United States between 1971-1972 and 1999-2004. Retrieved from https://www.ncbi.nlm.nih.gov/pubmed/20008719 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. These products may be protected by one or more patents listed at www.essilorusa.com/patents.

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

ESSILOR OF AMERICA | essilorusa.com

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PhilanthrOptic.

Raising

AWARENESS + FUNDS

DOCTORS AND STAFF WEAR WORLD SIGHT DAY T-SHIRTS TO CALL ATTENTION TO PROVIDING EYECARE TO THOSE WHO HAVE NONE.

By M. Emily Linden, OD, and Alan Limfat, OD

T

his will be our seventh year participating in the World Sight Day Challenge since Linden Optometry became involved in 2013. We set up a number of donation boxes throughout the building, and our doctors and staff wear World Sight Day t-shirts to call attention to and open discussions with patients about the importance of donating their change to help others with vision impairment. On World Sight Day, Linden Optometry matches the funds collected in the donation boxes during the year.

A few years ago, we added bake sales to our fundraising. This brought our staff and doctors to an extra level of involvement by baking, wrapping and selling their baked goods to patients in our lobby area, and it helped increase our total donations to Optometry Giving Sight.

The World Sight Day Challenge is our opportunity to make a difference and to help give sight, and hope, to those in need.

Knowing that just a few dollars can provide an eye exam or a pair of glasses in developing countries, where little or no eyecare exists, made us realize that our donations can make a big difference in people’s lives.

We are proud of our contribution toward the elimination of avoidable blindness. It’s a very unfortunate situation when a person anywhere in the world cannot see clearly simply due to lack of an eye exam and glasses.

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Our staff explained how much they enjoy World Sight Day: Crystal: “World Sight Day is the happiest time of year for us here at Linden. For an entire month the whole office wears our World Sight Day Challenge t-shirts. We want to ensure our patients are able to approach the

Just a few dollars can provide an eye exam or a pair of glasses in developing countries where little or no eyecare exists. entire staff and be able to speak to the purpose of the organization with our patients, explaining to them that by donating today you will be helping someone in need get their eye exam and materials needed, worldwide. I’ve been the top fundraiser and was recognized with a plaque from our Congresswoman. Our goal is to simply provide such a common

necessity that many can’t afford to provide for themselves. That is why here at Linden we have bake sales, wear t-shirts and want to make sure we are able to bring it up in conversation with all our patients.”

Katie: “Our staff has a strong desire to help all people achieve goals through the basic human right to optometry. We care deeply about aiding not only the local but the global community. It’s endearing to see our doctors and staff excited to bake for a cause that means so much to us.” n M. Emily Linden, OD, and Alan Limfat, OD, are optometrists with Linden Optometry, A Professional Corp., in Pasadena, CA. For more information about Optometry Giving Sight and how you can participate in the World Sight Day Challenge, a fall campaign focused on the second Thursday of every October, please go to GivingSight. org or call 303.526.0430. A collaboration between Optometry Giving Sight and Vision Care Product News, this article is one of a series leading up to World Sight Day 2019.

Linden Optometry, A Professional Corp., was founded in 1956 by William Linden, OD. He started in a small storefront with one receptionist and two exam rooms on Colorado Blvd. in Pasadena.

In those days, very few people had vision insurance, but Dr. Linden’s philosophy was to never turn away anyone who needed vision care, regardless of ability to pay. Over the years, he expanded the practice with additional doctors and staff, moved twice but always remained on Colorado Blvd., in the heart of Pasadena. The practice’s current location is a historic 1920s Art Deco building that Dr. Linden restored to its original splendor. When Dr. Linden passed away in 1997, Alan Limfat, OD, became CEO of Linden Optometry, and he has been guiding the practice forward ever since.

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New. YOUR DIGITAL WORLD IN A HEADS-UP DISPLAY Focals smartglasses place a holographic image within the wearer’s field of view to show texts, turn-by-turn directions, weather reports and more. Focals provide a glanceable, minimalist interface that gives the wearer control over what’s happening in their digital world while still interacting in a headsup way with the real world. Focals are controlled by Loop, a ring worn on the finger, which interacts with electronics built into the temples of custom-built eyewear.

ByNorth.com Support@ByNorth.com

UPDATED UI FOR COMPULINK’S EYECARE ADVANTAGE Compulink updated the User Interface (UI) for its Eyecare Advantage EHR software with new fonts, button styles and colors. New features include pop-up hover menus to streamline screens for easier and more efficient navigation and save users time and clicks. Advantage uses real-time data to drive efficiencies across the practice and automates administrative tasks to maximize physician time with patients and deliver better financial results.

800.456.4522 CompulinkAdvantage.com

READING ACUITY CHART AVAILABLE IN ARABIC

TRANSITIONS GUIDE LETS PATIENTS CREATE GLASSES

Developed by a doctoral student at the University of Waterloo’s School of Optometry and Vision Science, this Arabic reading acuity chart helps to eliminate the potential for inconsistent eye results by addressing the challenges presented by the complexity of the language. The chart is available in three versions, and each has 15 print-size levels that are labeled in logMAR and point size.

Charts are available to order at https://bit.ly/2DaJlnQ.

To help patients select the best lenses and frames, this Eyeglass Guide allows them to create a pair of glasses based on style preferences, vision needs and lifestyle. Its Eyeglass Builder tool includes eight questions to guide them and provides an image of the eyeglasses the patient designed along with a lens recommendation that can be printed or emailed to the practice and shared on social media. ECPs can register to personalize their own URL with a logo, practice name and contact information at EyeglassGuide. com/Create.

815-223-2022 Precision-Vision.com

800.848.1506 Transitions.com

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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

Extreme Closeup.

SPONSORED CONTENT

#KICKPLASTIC WITH 420 MILLION PLASTIC LENSES DISCARDED EVERY TWO YEARS, COSTA LAUNCHED ITS KICK PLASTIC LENS RECYCLING PROGRAM TO RECOVER AND RECYCLE THEM INTO NEW USEFUL PRODUCTS.

DETAILS Costa has announced an ambitious industryleading initiative to combat plastic lens waste, paving the way for eyecare professionals and the entire optical industry to tackle the problem.

Through a partnership with Piedmont Plastics, Costa has created a program to collect, recycle and repurpose any brand’s plastic lenses (opthalmic demo lenses or sunglasses) to be repurposed into a variety of products, including safety glasses, motorcycle helmet shields and scuba masks. Interested optical industry professionals can learn more by contacting: LensRecycle@CostaDelMar.com.

BACK STORY Plastic is among the top types of trash produced globally and takes over 400 years to decompose. The optical industry contributes to this problem through the estimated 420 million plastic lenses (including new purchases and redos)

disposed by the optical industry every two years. Costa has always been committed to sustainability and to protecting the oceans it calls home. This program is part of the company’s larger Kick Plastic initiative to raise awareness about how waste from single-use plastic pollutes them.

WOW FACTOR The lens recycling program is the first of its kind in the optical industry, and Costa’s program has multiple levels, allowing interested ECPs to take it a step further by becoming a Costa Kick Plastic Ambassador— granting them to receive a special designation on the Costa dealer locator website and providing them with Kick Plastic swag and resources, such as water bottles for their staff and communication materials to encourage patients to join the movement and #KickPlastic. n

Costa 800.447.3700 B2B.CostaDelMar.com LensRecycle@CostaDelMar.com V I S I O N C A R E P RO D U C T N E WS . C O M

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‘STILL’ Growing SUCCESSFUL CHILDREN’S EYEWEAR BRAND JACKSON ROGERS NOW OFFERS THE STILL COLLECTION OF TWEEN EYEWEAR TO KEEP PACE WITH KIDS AS THEY GROW.

360º.

STILL AWESOME

STILL WHAT I AM

STILL PREPPY

We laminated the backs with fluorescent temple tips so you get that fun remnant of childhood. hile it was the most natural step for optician Todd Berberian, creator of Todd Rogers Eyewear, to launch children’s eyewear following his son Jackson’s birth (Jackson Rogers Eyewear), the next most logical step came when that son entered tweenage. Now, he has launched the Still line of tween eyewear under the Jackson Rogers brand.

POPULAR SHAPES So they added two new designs to five of their bestsellers to launch the seven shapes in the new Still collection—Still Original, Still Confident, Still What I Am, Still Awesome and Still Stylin are the five original shapes made larger, Still Preppy with a keyhole bridge is an update of the original Wicked Preppy, and Still Chillin is a new shape.

HYBRID BRIDGES When first designing children’s eyewear, one of Todd’s biggest challenges was working with an undeveloped bridge, and that remains.

First step was to create the proper fit for a still-developing child, Todd told VCPN, “We created a hybrid bridge. We took a Universal fit and a kids’ bridge and worked on it until we found something in between. The Still line is the first foray into this new hybrid bridge.”

NEUTRAL AND FUN COLORS “We felt it might be nice to have some with more classic neutral colors,” Leigh said. “Color is always the big issue when designing for kids.

What will the kids gravitate toward that the parents will purchase? So, this collection has more classic tones, but we laminated the backs with fluorescent temple tips so you get that fun remnant of childhood.”

Reflecting another one of today’s children’s fashion trends, “85% of the frames in the Still collection are gender neutral,” she said.

Both Berberians were sure to reinforce the fact that the frames in the Still collection are made to the same standards and with the same quality and attention to detail as the adult line, which includes Mazzucchelli acetate, OBE hinges, highly polished miters with no sharp edges, wire cores all the way around the temple and functional rivets that are more than just decoration. n

LARGER SIZES In addition to Jackson growing up, additional impetus for the new Still collection was market demand. The marketplace needed larger sizes,” said Leigh Berberian, Todd’s wife, marketing coordinator for the company.

Jackson Rogers Eyewear 800.601.0620 JacksonRogersEyewear.com V I S I O N C A R E P RO D U C T N E WS . C O M

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New. Launch

OAKLEY AHRYIS COLLECTION Comprising three sun models and two ophthalmics, this unisex lifestyle collection for men utilizes a single design element in the form of circles to connect the center frame with the temples, reflecting the collection’s inspiration: “The iris of the eye; the window to the soul.” All styles are available with Oakley Authentic Prescription Lenses, and each sun style— Coldfuse, Chrystl and Apparition—are available with Oakley Prizm lenses.

Models are constructed of materials such as titanium and Oakley’s O-Matter and NanO-Matter for lightweight comfort.

Earsocks molded over stainless steel temples provide a comfortable fit and a sleek look.

800.733.6255 Oakley.com

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CHRYSTL

DEADBOLT

APPARITION

COLDFUSE

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

New.

WESTGROUPE

COSTA

FYSH

DEL MAR COLLECTION

STYLE: F-3630

STYLE: COQUINA

A monoblock front adds interest on this roundshaped, metal ophthalmic.

A soft curved browline incorporates a linear design with a contrasting color along the temples for contrast and is available in brown rose gold, black gold, sapphire black or burgundy rose gold.

Seven styles have been added to this collection of Mazzucchelli acetate sun models inspired by the colors and patterns of the ocean. All models feature five-barrel hinges, include polarized lenses in glass for plano and are Rxable in both glass and Trivex materials.

855.455.0042 WestGroupe.com

800.447.3700 B2B.CostaDelMar.com

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

KERING EYEWEAR CARTIER SANTOS COLLECTION

MARCOLIN

LUXOTTICA

ATELIER SWAROVSKI

PERSOL

STYLE: SK0239-P

STYLE: PO3225S

Models in this sun collection incorporate a pilot-shaped frame with geometric accents with platinum and golden finishes and leather lapels. Signature metal screws resemble airplane rivets that inspired Cartier’s iconic Santos watch.

The SK0239-P is a narrow cat eye with Pointiage dégradé crystal along the brow available in gray or blue oil, while the octagonalshaped SK0238-P model features colorful dégradé crystal in either azure or gold.

The updated PO3225S sun keeps its boxy design and straight frame front with a flex arrow that seals the temples. Color choices are aplenty, including havana with green lenses or brown polar lenses and black with green or green polar lenses.

844.790.9165 Kering.com

800.345.8482 Marcolin.com

800.422.2020 Luxottica.com

STYLE: CT0166S

M AY 2 019 VC P N | 21

New. Special Collections

PLD6084S

SAFILO POLAROID HERITAGE COLLECTION Celebrating the brand’s history from the 1930s to today, the Polaroid Heritage Collection takes inspiration from its vintage looks, updated with modern detailing. Five sun models (one men’s; four women’s) all include polarized lenses for 100% UV protection and are constructed in materials such as bi-layer acetate or stainless steel/acetate combination. Color choices abound, including combinations such as ivory/ black with copper lenses; pink/burgundy with pink lenses; and dark havana with green lenses.

800.631.1188 Safilo.com

PLD6085S

PLD6086SX

DE RIGO REM CHOPARD CANNES SPECIAL EDITION SCHD39S Created in honor of the 72nd Cannes Film Festival this month, of which Chopard is an official sponsor, this sun model reflects the glamour of the festival. A cat eye silhouette features a temple shaped like a palm leaf in reference to the Palme D’Or Award, made each year at Chopard’s jewelry workshop.

The frame features a clear acetate front with gold leaf foil and 24-carat gold-plated mirror lenses.

800.423.3023 DeRigo.US

SCHD39

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

New.

CHARMANT

MAUI JIM

MONDOTTICA

MARCHON

ELLE

ASIAN FIT COLLECTION

HACKETT BESPOKE

THE ADMIRED COLLECTION

DESIGN EYEWEAR GROUP

STYLE: M8501

FACE A FACE

Ten men’s, women’s and unisex ophthalmic models feature laminations, subtle embellishments and spring hinges in an extensive color palette: black, teal, blush, crystal, navy and burgundy, and horn and tortoise. Metal styles come in silver, light gold, rose gold and satin gunmetal finishes.

STYLE: ANOUK

800.645.1300 Marchon.com

888.388.3223 FaceAFace-Paris.com

STYLE: EL13464

Four ophthalmics for women are sophisticated yet playful with features such as decorative painted temples and subtle sparkle.

Shapes include vintage panto and semi-rimless made from TR90 or metal materials and come in colors such as black, rose, wine and silver.

800.645.2121 Charmant.com

STYLE: TARO

STYLE: HEB 234

Four sun styles—Taro, Water Lily, Ebb & Flow and Shallows— come with built-up, robust nosepads, longer temples and flatter and wider fronts to fit those with higher cheekbones, lower nose bridges and wider faces. Available in aquamarine, translucent gray and navy with light blue.

Models in Ultra Thin Acetate (UTX) are thin and lightweight for a comfortable feel and fit. The rectangle-shaped HEB 234 model combines a solid front with tortoise temples and incorporates riveted hinges and Hackett’s umbrella icon and bowler hat plus hockey stick temples for a fun touch.

888.666.5905 MauiJim.com

866.666.3662 MondotticaUSA.com

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A play on a triangle shape, the Anouk model is an ophthalmic reinterpretation of the brand’s PRISM sun style launched last year.

Thin metal temples and sculpted temple tips are refined and on-trend.

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KIDS+

VISION

Eyecare and Eyewear for Your Young Patients

Building Your Practice with

PEDIATRICS P36

Managing Your Frame Inventory

FOR KIDS P40

vision care

BETTER CHILDREN’S

product news

A Continuing Education Supplement to VCPN, May 2019. Approved for one ABO credit hour of continuing education, General Knowledge.

EYEWEAR DISPENSING ABO CE P28

KIDS + VISION: TABLE OF CONTENTS

TIPS FOR BETTER CHILDREN’S EYEWEAR DISPENSING 28

By Ed De Gennaro, Med, ABOM

NEW KIDS ON YOUR WATCH 36

By Joy L. Gibb, ABOC

AS EASY AS CHILD’S PLAY 40

By Kevin Harrison, ABOC

ON THE COVER: Designed for both fit and fun, Superflex Kids frames from WestGroupe are constructed with spring hinges for extra durability, comfort and fit, while colors and temple detailing make a fun fashion statement. From left to right, styles SFK205, SFK223, SFK220, SFK210, SFK209, SFK225

THE CHOICE LENS FOR CHILDREN 44 SHOWCASES 46 26

MAY 2019 | KIDS + VISION | VCPN

© 2019 Safilo USA, Inc.1.800.631.1188. All Rights Reserved. Style: SA 0005/N

COURTESY OF MONDOTTICA USA ZOOBUG

ABO GENERAL KNOWLEDGE

TIPS

for Better Children’s Eyewear Dispensing

By Ed De Gennaro, MEd, ABOM

APPROVAL: ABO APPROVED FOR 1 HOUR, GENERAL KNOWLEDGE ONLINE COURSE: SWFVM100 ISSUE DATE: APRIL 1, 2019 EXPIRATION DATE: MARCH 29,2022 28

APPROVAL: This course has been approved for one hour of General Knowledge continuing education credit by the American Board of Opticianry. NOTE: This course is only available with online testing.

Please see instructions at the end.

COURSE DESCRIPTION: Eyewear dispensing with children isn’t rocket science, but it is different from dispensing to the rest of the eyewear public. Here are some tips to help you become a more capable children’s eyewear dispenser.

W

hat makes dispensing eyewear to children so enjoyable? For some, it’s working with adorable little ones who can barely sit up in a chair.

For others it’s applying their knowledge and skills to this diverse population. Some enjoy the rewarding feeling they get knowing they have helped correct the vision of a young person and have started them on their way to excellent vision and continued eye health care. Whatever your motivation MAY 2019 | KIDS + VISION | VCPN

ABO GENERAL KNOWLEDGE

is, working with children is one of the bright spots in the day of most opticians. While they comprise about 10% of the eyewear market, their impact to an optical office is many times greater.

KNOW YOUR PATIENT The children’s sector is a highly diverse group with ages ranging from days old to 18 years of age. Of course, there is diversity and differing physical and social characteristics within any 18-year range of the adult population, but within the children’s group, the changes between age groups are hugely different. The children’s group begins with infants who cannot speak or take care of themselves and passes through adolescents to 18-year-olds who are just beginning to morph into adult life.

That means an optician should understand each age group and help them with their eyewear in ways that are appropriate for them and their age group. While children are unique, social scientists point to various defining characteristics of each age group. These characteristics also have an impact on their eyewear needs and wants.

Infants and toddlers (ages 0-2) are totally reliant on their parents or guardians.

They have minimal communication ability, so your eyewear discussion is totally with the adults. They bang, chew and grab everything that’s in sight. These children have pudgy faces and tiny noses with almost no crest. When eyeglasses are needed, the frames must be lightweight, strong, flexible, durable and fit the unique tiny features of their face. The frames needed are tiny and can be a little challenging to fabricate, fit and dispense because they VCPN | KIDS + VISION | MAY 2019

COURTESY OF MODERN OPTICAL

WHAT’S DIFFERENT ABOUT CHILDREN’S EYEWEAR DISPENSING? What’s really different about helping children with their eyewear than helping any other eyewear patient group? The mechanics of eyewear dispensing is about the same with children as it is with adults.

What is different is how you apply the products you offer them, your knowledge of their age group characteristics and your professional behavior working with each child’s unique defining social features, maturity level and eyewear needs and wants.

Highly capable children’s eyewear dispensers understand these differences and use them to their advantage.

An optician should understand each age group and help them with their eyewear in ways that are appropriate for them and their age group. are so tiny and usually highly flexible. Be prepared to make some modifications on the frame for this group.

Preschoolers (ages 3-5) like to ask questions and are often curious about nearly everything around them. Their facial features are more developed than infants and toddlers but not to a great extent. While most of the eyewear conversation is directed at the parents or guardians, it’s wise to engage the child too since having their approval means they’ll wear their new eyewear. Eyewear recommendations are much like they were for infants and toddlers, but the frames are a bit larger and eyewear fashion is an emerging element in the final selection. Many preschoolers will like colorful eyewear because it makes them fun to wear.

Early school-age kids (ages 6-8) are aware of the social world around them and have already developed a sense of style and fashion. For example, they have favorite celebrities and they have memorized the words to lots of pop songs. Most

have been using handheld electronic devices for years. They communicate well, and while most will accept whatever eyewear their parents pick for them, there is usually input from the child. Colorful and fashionable eyewear is important to them.

Because this age group of children is highly active and is the first to join organized sports such as baseball and soccer, be sure to discuss sports eyewear with the parents or guardians of this group (and all subsequent groups).

As their group name implies, tweens (ages 9-12) often feel caught in the middle. They want to be teenagers, but they’re not there yet. School is becoming more demanding, and their awareness of the social world around them is becoming keener.

They have developed brand recognition, and in many cases, brand loyalty. Using branded product with this group is an important strategy for success. They know what they want, so you’ll need to get their buy-in in addition to that of their parents or guardians.

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ABO GENERAL KNOWLEDGE COURTESY OF CVO

COURTESY OF CVO

Teens (ages 13-18) are searching for their identity and individuality. They’re also beginning to think of the future and trying to decide what path they’ll take into adulthood when they leave their families.

They are highly socially aware and stay in constant touch with friends and family on social media. For most teens, you’ll use adult eyewear frames. They’re fashion savvy and brand loyal. Parents of teens may opt for less sturdy, durable frames for the teen’s primary pair to accommodate their desire for fashion. This should be done with caution since safety is always an optician’s primary concern. Brands help them define themselves. Eyewear helps them make an important individualized statement. Style and fashion can be more important to them than eyewear function, so be on guard for this and don’t compromise what the eyewear must do for how good it looks on their face. Some teens have also developed a sense of value (cost vs. quality) so price may be more of an issue.

Eyewear is both a medical necessity and a fun fashion item.

MEDICAL NECESSITY OR FASHION ACCESSORY The entire ophthalmic community has had a running debate for decades about why the 30

public buys eyeglasses. The argument centers around whether eyewear is primarily a medical necessity or a fashion accessory.

Advocates for the fashion theory argue that eyewear is highly fashionable and it should be fun. Calling it a medical device implies that it’s a therapeutic device, and most therapeutic devices are not fun and fashionable appliances. The emergence of fashion and designer eyewear brands is a good example of how strong an appeal eyewear fashion has on the public. The plethora of eyewear colors, materials, textures and designs all support the strong appeal that fashion has to the eyewear buyer.

The medical necessity advocates argue that the number one reason that people come to an eyecare office is because they are concerned about the health of their vision and they want their eye health and vision checked and treated if necessary. Many Americans have never had an eye examination, and many only go to an eye doctor when they develop symptoms such as blurred vision. About 50% of those with vision coverage don’t use it, which supports this point.

As you’ve likely already guessed, the resolution of this argument is that eyewear is both a medical necessity and a fun fashion item. The key to using these concepts is in how you apply them. For a patient who is more fashion conscious than medically concerned, lead with the fashion side of eyewear and follow it with the technical, health and medical aspects as a secondary point, limiting it to only as much as you feel they need to hear. Reinforce the medical necessity of eyewear for those who are more concerned about the health and well being of their eyes and vision, and follow up with as much fashion information as you deem necessary. Communicating with patients in a manner they favor is a powerful tool for dispensers.

Knowing that the eye health and vision development of a child is a critical part of their growth, you can assume that the child’s parents or guardians are deeply concerned about the child’s visual well being, the medical side. This is the reason they brought the child into the eye doctor’s office, and it is why they are sitting in MAY 2019 | KIDS + VISION | VCPN

SUNWEAR FOR CHILDREN If you’ve bought into the idea that parents and guardians view eyewear as a medical necessity, then it’s easy to understand why recommending sunwear for children isn’t a luxury or a fashion accessory. It’s essential. Capable eyewear dispensers always recommend sunwear for children because kids spend more time outdoors than any other patient group. From a medical perspective, an infant’s eye has little UV protection. This is because their crystalline lens has had little UV exposure. It’s the lens of the eye that naturally filters UV radiation and protects the retina from harm.

Research indicates that UV exposure can cause a cataract in the lens as well as retina disorders later in life. Children are the most susceptible age group. This is the kind of information parents and guardians will want to hear, and it clearly reinforces the medical necessity of eyewear.

There are two other aspects to sunwear that make it essential for children, visual comfort and protection. While the eye is a pretty remarkable structure, it’s not perfect.

For example, the eye regulates the light entering it, but sometimes it can become overwhelmed by too much light. Also, light that reflects off objects is seen as an annoying glare, and the eye cannot eliminate reflected glare. Both of these problems can be eliminated with sunglasses.

Light that is too bright for the eye is reduced in intensity by using tinted lenses.

Generally, an 80% to 85% tint is used. The color of the lens will affect the colors the wearer sees through the lens, so choose the lens color carefully. Gray is considered a neutral density filter, meaning that it simply darkens all the colors viewed through the lens but keeps the colors in the same relationship to each other. Any other color will shift the color balance and may even eliminate some colors. Usually the color of the lens dominates the wearer’s color perception.

Reflected glare comes in two forms.

The first occurs when bright light bounces off a shiny object such as a highly polished floor or a kitchen countertop. This kind of glare is eliminated with polarized lenses.

With the polarizer oriented properly in the eyewear, the reflected glare is blocked, but the other light is transmitted. The first time someone experiences polarized lenses, they are usually amazed. Once they buy them, they’ll always want them.

The other kind of reflected glare occurs off the front and back surfaces of eyewear lenses. Anti-reflective (AR) treatment

ABO GENERAL KNOWLEDGE

front of your dispensing table for eyewear.

That’s why it’s important to reinforce that your work and the eyewear recommendations you offer will implement the doctor’s therapeutic plan for their child’s vision and visual health. That’s powerful stuff, and it’s not something that many parents will turn a deaf ear to. Don’t overdo this, but don’t underplay it either. Make your points and move on. Choosing frames is the time to bring up the fashion side of eyewear, including brands. As your patients leave the office, reinforce both messages with a brief closing remark, and be sure to lead with the medical necessity part first.

You’ll find that parents are the most medically concerned when symptoms first occur and with the first eye examination and pair of eyewear. As the child receives continued eyecare and eyewear, parents and guardians become less medically concerned and will be more receptive to the fashion side.

takes care of this problem. In doing so, it gives the wearer more light through the lens, and their vision is clearer because the surface reflections are eliminated. Again, once a patient has had a good AR treatment, they’ll always want it.

Photochromic lenses are another popular option with parents. This is because these lenses can address all the light management issues a child needs. Not all photochromic lenses are superior quality or have the same features, so choose what you recommend wisely. Make sure it absorbs UV light at a rate of 99% or better, is dark enough and has an AR treatment on the backside. Offering one that is also photochromic enables you to address all of the light management issues a child needs.

LENS MATERIAL In addition to managing light, you’ll want the lenses to be super impact resistant.

Since children are developing physically, mentally, socially and cognitively, they need a higher degree of protection. Highly impact-resistant lenses should be used in all the eyewear the child receives, including

COURTESY OF LOOKKINO

VCPN | KIDS + VISION | MAY 2019

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ABO GENERAL KNOWLEDGE COURTESY OF LOOKKINO

Highly impact-resistant lenses should be used in all the eyewear the child receives, including everyday “dress” eyeglasses, sunwear and sports eyewear. everyday “dress” eyeglasses, sunwear and sports eyewear. This high level of protection has become the standard of care for opticians and other eyecare professionals. In fact, the American Optometric Association (AOA) recommends, “A spectacle lens material equivalent or superior in impact resistance to that of 2mm polycarbonate or Trivex material…” as an optometric clinical practice guideline. The AOA also suggests that if the optometrist determines these materials will not meet the visual requirements of the child, the optometrist should obtain informed consent from parents or guardians for less impact-resistant lenses.

Why are Trivex and polycarbonate the favored materials for children? Of all the 32

lens materials on the market, they are the only two commonly used for dress eyewear that are capable of passing the industrial safety impact resistance standards (ANSI Z87.1). There are others that can pass this impact standard, but they are proprietary and used for sunwear and some sports eyewear. There are also proprietary ballistic level impact-resistant lens materials that are found in tactical and sports eyewear you might find useful.

MAKE IT FUN While eyewear for children should be considered primarily a medical necessity, don’t get caught up in it and make things too clinical. Helping children and parents or guardians choose eyewear should be

COURTESY OF LOOKKINO

fun! Here are some suggestions.

Kids live in an adult world, and every adult they encounter towers over them.

Adult furniture is too large for them, and it’s clear they don’t fit in. That’s why children’s eyewear experts suggest creating an environment that’s kid friendly. You probably have already placed the children’s frames in a designated section of the office. That’s a good start. Next, add signage that clearly identifies this section. Add pictures kids will identify with. Use images and display items that showcase brands kids know and want. If it’s feasible, create what some have coined a “Kid’s Korner,” a section of the office dedicated to children. Use kidsized furniture here. Make it colorful. Place some toys there, but avoid anything that makes noise. Try some coloring books and simple puzzles too.

When communicating with children and their parents or guardians, learn to use words that resonate with them. These are words that the intended listener will MAY 2019 | KIDS + VISION | VCPN

EYEWEAR MODIFICATIONS Over the last several years, a few frame companies have released products for children of all ages. Some only make children’s eyewear. This is good news because this segment of the market does not have as much selection as you might want due to its small segment size. Some products have even been released for infants, preemies and toddlers, a particularly hard group to find functional and attractive frames for.

One company proudly offers frame choices for every children’s age group from newborns to late teens, using materials, designs and colors children need and favor.

Even with all this choice, it’s not uncommon for you to have to do a little frame modification in order to get a perfect, secure and comfortable fit. This is most commonly achieved using the temples. Just about every optician has come across the frame whose temple is just too long. Even after adjusting, the earpiece protrudes too far below the ear. In this case, consider using temple ends offered by accessories suppliers. You’ll find everything from cable, comfort cable and riding bow temple ends you can add onto the frame by snipping the temple end and applying the new one, usually with some heat. In this way you can improve the security and comfort of the eyewear on the face. You’ll also find temple

covers that slip over the ends of temples.

Look for ones that resist slipping.

Occasionally you’ll have a little one who wants to pull those little specs off their face. In cases like this, consider using an eyewear retainer, sometimes called a strap or band. They slip onto the temple ends, and the strap part fits around the back of the head. Adjusting the strap’s diameter creates a custom and secure fit.

Some opticians have found it necessary to add nosepads to the inner bridge area of a frame to build it up when a little person’s nose crest is so flat that the frame’s bridge doesn’t sit on it. To do this, use slip-resistant nosepads from an accessories supplier and cement them to the inner bridge area of the frame. Be careful because a little extra thickness here has a great effect on reducing the size of the frame’s bridge and raising the eyewear. When done properly, this modification is a welcomed adjustment to the frame.

PROMOTE YOURSELF It always surprises me how many eyewear offices don’t promote the great things they do. Lots of other businesses in other industries do it all the time. After all, how is the consumer going to know what you are particularly good at if you don’t tell them. Being a children’s eyewear specialist is an excellent aspect of your business to promote. Parents and guardians are particularly concerned about their children’s vision and ocular health and will spend time and money on ensuring that both are well served. Children who need eyewear can be patients of your office for the rest of their lives. That’s too good of

ABO GENERAL KNOWLEDGE

be attracted to. For example, one eyewear expert suggests using words such as handsome, beautiful, like a princess, like a superhero and cool with children.

For the parents and guardians, try words such as rugged, durable, virtually kidproof and value.

To play into the excitement of the child’s new eyewear, some offices have the child pose for a photo after they receive their eyewear. This photo is printed and posted on a wall with pictures of other kids. It’s best if you can do this before the child leaves so they can see it. Some offices also post these photos on their website and/or social media. For any of this, you’ll want the approval of the parent or guardian.

a proposition to pass up. Others in their family will also come for routine eyecare visits. If the child marries or takes a life partner someday, they may also bring their children.

Don’t be shy about promoting yourself as a kids’ eyewear expert to your patients.

They love their children and are concerned about their well being. Let them know they’ve come to the right place and that you’re the one to take proper care of them. If they’ve never been in your office before, they don’t know that, so don’t be shy to tell them. If they have, they may not yet know you’re skilled at working with kids. Either way, the information will be well received.

The simplest way to start this is by simply telling patients when they come in for service and remind them of this at the time of delivery. Create a children’s eyewear section or page on your website and promote your children’s eyewear expertise, products, services and promotions there.

Include lens information, images of frame brands, and post some of the pictures of kids you’ve dispensed to. Periodically post on social media about children’s eye disorders, new eyewear products, office promotions and other information. Don’t forget to remind them that your office has the special expertise they need.

For many opticians, working with children’s eyewear is a wonderfully enjoyable part of their day. Try some of the tips above to help make it a more rewarding part of yours too. n Ed De Gennaro, MEd, ABOM, is editor emeritus of First Vision Media Group.

This course is ONLY available for online testing.

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

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

3. Review the course materials.

THIS COURSE IS SUPPORTED BY AN UNRESTRICTED EDUCATIONAL GRANT FROM

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

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

VCPN | KIDS + VISION | MAY 2019

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©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 Ltd. Photochromic performance is influenced by temperature, UV exposure and lens material. These products may be protected by one or more patents listed at www.essilorusa.com/patents.

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KIDS + VISION: NEW KIDS ON YOUR WATCH

New Kids ON YOUR WATCH Building the pediatric segment of your practice can require focusing on your messaging and reaching out to children’s influencers and their parents.

By Joy L Gibb, ABOC

W

ith a little effort, you can provide your vision services to a lot more children. One of the best ways to reach them is to visit local pediatricians and family practitioners, who will often talk with their pediatric patients and parents about health and safety. They ask about car seats, bike helmets, sunscreen and internet safety.

Consider visiting these providers quarterly with information.

There are several messages you can share—the importance of UV protection and quality sunwear for kids, potential problems from digital device use and the importance of protecting their eyes during activities where impact could cause damage.

Resources on The Vision Council website (TheVisionCouncil. org), include statistics and information specific to kids about UV protection, blue light and sports safety. Help these providers understand that you see yourself as a part of “the team” taking care of kids and that you can be an integral part of the child’s care.

REACH TEACHERS Another group of professionals that interact with children regularly are teachers. They are often the first people who see signs and symptoms of kids needing an eye exam and visual correction.

While they (and parents) may consider school screenings sufficient, they are grossly inadequate, and only a complete eye exam can diagnose the child’s eye health and visual status.

Ask school administrators if you could visit a faculty meeting to share some of the warning signs that a child with a vision deficiency

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Ask school administrators if you could visit a faculty meeting to share some of the warning signs that a child with a vision deficiency may have and how your services as an eyecare professional could help. may have and how your services as an eyecare professional could help. Explain that some children may not realize they are seeing poorly and may think that’s how everyone sees. You may also share some of the behaviors children employ such as covering one eye, repetitive tilting of the head, holding objects closer, sitting closer to the board, difficulty keeping their place when reading and skipping lines. These all suggest a child may have an unresolved visual problem.

You may also suggest sending home a pamphlet to educate parents. Make sure to include your contact information as well as links to your website, where they can explore more information and recommendations. You may also wish to offer a helping hand during school vision screenings by having your staff volunteer to participate. The more professional help the school has, the more kids they can screen and the more effective the screening.

SPORTS PROTECTION According to The Vision Council, children account for over a third of the more than 600,000 eye injuries occurring annually, yet the MAY 2019 | KIDS + VISION | VCPN

MILLENNIAL PARENTS Remember that today’s parents are from the Millennial generation and tend to turn to social media platforms for recommendations

KIDS + VISION: NEW KIDS ON YOUR WATCH

number of children wearing eye protection while playing sports remains at only about 15%. These statistics can provide a platform for informing parents, coaches and youth leagues about how to prevent eye injuries and preserve vision.

Consider creating an informational flier that addresses hazards and potential consequences of participating in activities without sports safety eyewear. Information may include why all children need protective eyewear even if they don’t have a prescription, the importance of impact-resistant lenses and face masks, the importance of frames that meet American Standards for Testing and Materials (ASTM) standards and the difference between sports safety frames and ophthalmic frames.

Young athletes often reach collegiate level before receiving their first professional eye exam.

You could also include information on how a thorough eye exam could detect a vision problem that may impede the child’s ability to perform at their best. Consider a discount for both the exam and sports safety eyewear. This could bring extra business into your office.

and to research providers and products. Do you regularly post both fun and educational items? Consider putting brief educational facts about UV protection, blue light, digital device use, eye exams and sports eyewear in your posts. Add links to medical/ industry organization websites, blogs or social media platforms that can further inform parents.

Because Millennials are influenced by word of mouth and recommendations from fellow parents, capture testimonials from satisfied parents of children you’ve cared for. Make sure to have participants sign waivers that you can use their images and words. Include posts that congratulate your pediatric patients on their first pair of eyeglasses or that their “future is so bright they have to wear shades” while wearing post mydriatic specs after their exam. Ask the parents and children if you can tag them and then watch as the likes come in.

Make sure you keep the posts fresh, fun and interesting and involve your current patients as much as possible.

Children can be one of the best parts of your practice, and growing that demographic will take some thought and time.

Even so, you can do it with minimal investment and a few thoughtful actions. n Joy L. Gibb, ABOC, is the lead optician at Daynes Eye and Lasik in Bountiful, UT.

ALL PHOTOS COURTESY OF DE RIGO REM LUCKY BRAND KIDS

VCPN | KIDS + VISION | MAY 2019

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KIDS + VISION: AS EASY AS CHILD’S PLAY

As Easy as

CHILD’S PLAY

Managing your children’s frame inventory can be as simple as answering these few basic questions from an experienced independent eyecare professional.

By Kevin Harrison, ABOC

WHEN IS ‘BACK-TO-SCHOOL’?

If you have been buying frames for any length of time you have your own set of guidelines for what to purchase and how to manage your frame boards. While most of those rules apply to all eyewear, there are some variables when it comes to your children’s inventory. As little as 30 years ago, the back-to-school period was much more defined than it is now. The beginning of August meant that parents would be spending time bringing in their little ones for their exams and eyeglasses because they would be starting school after Labor Day. Today, the back-to-school rush is scattered with schools beginning as early as the first week of August. With that in consideration, buying heavy for the August rush is not always the most prudent plan. Preparing for back-to-school now needs to begin as early as the moment school ends for summer break, if not sooner.

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Preparing for back-to-school now needs to begin as early as the moment school ends for summer break, if not sooner.

WHAT’S THE RIGHT MIX? As you begin to fill the children’s section of your frame boards, you need to find the right mix for you. By now you have hopefully decided what type of dispensary you are operating. Are you budget and low end, premium and high end, or somewhere in the middle? Are you brand conscious, or are you using in-house brands that fit that middle-of-the-road customer? Whatever you have done in your dispensary for the bulk of your inventory should also be reflected in the pediatric inventory. If you are more brand oriented, then your children’s frames should be populated with those brands too. Remember, if mom or dad have a brand they like to use then the child may often want to wear that same brand.

MAY 2019 | KIDS + VISION | VCPN

ALL PHOTOS COURTESY OF KIDS BY SAFILO

H

ow do you manage your children’s eyewear inventory? Do you apply the same inventory rules for children’s eyewear as you do for the remainder of your frame boards? What should your mix be?

Should you go brand heavy? If you’re going to sell children’s eyewear, these are important questions to answer.

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www.tura.com

KIDS + VISION: AS EASY AS CHILD’S PLAY

It’s always a good idea to recommend to parents that they purchase a second pair as a spare so that the child is never without eyeglasses.

WHICH VENDORS ARE RIGHT? Once you have filled your frame boards, look at what you keep in back (under) stock. Children tend to be a little less careful with their eyeglasses, so it might be a good idea to keep stock available of your more popular styles. Before the 2000s you could pick one frame in multiple colors and sizes and fill your back stock with those. Today people want more variety and an individual look. This look translates to their children as well. This can make it difficult to keep back stock solely for replacing a broken frame. With that in mind, don’t forget to consider manufacturers who ship overnight at minimal charges so you can replace a frame quickly without overfilling back stock. Frankly, it’s always a good idea to recommend to parents that they purchase a second pair as a spare so that the child is never without eyeglasses for an extended length of time.

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WHAT DEALS CAN YOU GET? Once you have determined the mix that is best for your shop, it’s time to go out and look for the deals that the vendors have for backto-school that will allow you enough of a discount to afford to purchase the entire years’ worth of inventory. Buying in bulk as soon as those deals become available can help you set your inventory for the entire year. You may spend your monthly frame budget on children’s frames alone, but you will be set for the year. This solves the problem of what to back stock, and it gives your customers plenty of choices.

Your children’s frame inventory does not have to be a scary task. Treat the inventory like you treat your pediatric customer . . . with respect and foresight, and you can make this mountain a mole hill in no time. n Kevin Harrison, ABOC, is president and owner of Heritage Vision Center, an independent optical dispensary in Hattiesburg, MS. MAY 2019 | KIDS + VISION | VCPN

KIDS + VISION: TRIVEX FOR KIDS

The Choice Lens for

CHILDREN With all of its inherent qualities—impact resistance, strength, safety, optical clarity, light weight—Trivex lens material is ECPs’ go-to for kids.

P

rotection, durability, lightweight comfort and optical clarity are all characteristics of Trivex material, and they are all the same qualities that make lenses made from this material eyecare professionals’ choice for children’s eyewear. “It’s what we recommend for children up to age 18,” said Melissa Rodriguez, LDOC of Suburban Opticians in Tacoma WA. “It’s the choice for us over 18 as well,” she added.

WEARABILITY Ensuring that children wear their glasses is one of the most important first steps in protecting children’s eye health, and Trivex material contributes to that. Safety, clarity of sight (with a high Abbe value and minimal distortion), and comfortable, lightweight lenses are all factors considered to be desirable for kids and effective at increasing the likelihood that children will comply with wearing instructions.

Of course, to promote children’s eye health and make sure they wear their glasses as instructed, it is essential to engage parents as well.

Rodriguez agrees and shares her expertise with parents to make sure they also have buy-in on the decision. “Parents ask me what my professional opinion is and what lenses are designed for impact resistance, for example,” she said. Trivex is always her recommendation when asked.

IMPACT RESISTANCE She mentions impact resistance because this is the most important quality of lenses for children, not just from a parent’s point of view but also from the U.S. government’s perspective. All prescription eyeglasses are regulated as medical devices by the U.S. Food and Drug Administration (FDA). There are many factors that are considered for eyeglasses to be FDA-approved, and impact resistance is one of the most important ones . . . especially for 44

To promote children’s eye health and make sure they wear their glasses as instructed, it is essential to engage parents as well. children. While all lenses sold in the U.S. are required to meet the FDA impact resistance standard, not all lens materials offer the same level of protection. Parents who choose lenses made from Trivex material can feel assured that they are getting lenses for their children that not only meet but also greatly exceed the FDA minimum standard by more than 300 times.

A FIT FOR ANY FRAME In addition to the previously mentioned attributes, the versatility of Trivex and the fact that it can be used in a variety of frames is another reason for her recommendation. “You can use Trivex for any frame style,” said Rodriguez. “You can drill it, put it in a grooved rimless, a plastic frame, a metal frame, any frame. You don’t have to differentiate your lens material selection based on your choice of frame.”

Ultimately, it’s the ECP’s opinion and recommendations that will easily encourage patients and their parents to understand and choose the benefits of Trivex lens material. “When it comes to vision for their children, parents want what is best for their child and take our recommendation very seriously,” said Rodriguez. “I rarely have a patient request or want a different product when I explain the differences and qualities of Trivex. Especially first-time parents and children want our recommendation of lenses and frames for their children. They want the most durable product that is best suited to their child, and I’ve never had a problem getting parents to choose this premium product.” n PPG Industries, Inc. 800.323.2487 PPGTrivex.com MAY 2019 | KIDS + VISION | VCPN

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I LO R V I S I O N

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MAGIC MOMENTS Essilor Vision Foundation has given 1 million pairs of glasses to people in need across the U.S. since 2007.

Together, we can help a million more.

Donate today at: evfusa.org/1M

Š2019 Essilor Vision Foundation. All rights reserved. Unless indicated otherwise, a registered trademarks, service marks, and trademarks are the property of Essilor Vision Foundation. The Essilor Vision Foundation logo is a trademark of Essilor of America, Inc. and used under license.

Photo Credit: Twomeows/Moment/GettyImages

KIDS + VISION: PRODUCT SHOWCASE

THREE WAYS TO PLAY WITH ONE RX SPORTS GOGGLE Hilco Vision’s New Leader ProX Rx Sports Goggle is an exciting new option in ASTM F803 Rx protective sports eyewear. The ProX features a temple release button that quickly changes the temples to a strap-adapt with the push of a button, allowing the athlete three ways to play.

ProX can be worn with the temples and adjustable sport strap, the frame alone or with the strap-adapt option for the ultimate secure fit. ProX sports goggles also feature Leader’s V-Port technology, which allows for an expanded viewing field and venting for reduced lens fogging, as well as fully adjustable temples and comfort bridge options for superior comfort. ProX is available in five sporty frame colors and three sizes.

ESSILOR VISION FOUNDATION HELPS CHILDREN SEE CLEARLY One in four children in the U.S. has a vision problem that is significant enough to affect their ability to learn. Vision impacts every aspect of a child’s life, from learning, confidence and social interaction to participation in activities such as sports, art and music. Essilor Vision Foundation strives to give children a brighter future by helping them see the world clearly. “Essilor Vision Foundation refers to vision impairment as the invisible problem because unlike hunger or tooth decay, children often do not even know they cannot see clearly. To them, blurry eyesight is normal,” said Becky Palm, president and executive director of Essilor Vision Foundation. The organization partners with more than 1,000 eyecare professionals, 200 non-profits and 20,000 schools around the country to provide vision exams and eyeglasses to children in need. Essilor Vision Foundation has provided one million pairs of glasses to people in need in the U.S. since it began operating in 2007. You can help the next million people get the vision care they need by participating in Essilor Vision Foundation’s programs designed to help eye doctors be charitable in their communities. The non-profit provides in-office educational marketing materials, a platform for ordering charitable glasses and a trial frame collection, and guides on how to get involved in charitable vision activities, as well as sponsoring community grants to empower doctors to make a difference.

Essilor Vision Foundation 866.385.0447 EVFUSA.org 46

Hilco Vision 800.955.6544 Hilcovision.com DFitzgibbons@Hilco.com

KIDS COLLECTION BREAKS GROUND WITH OPHTHALMOLOGISTS Designed with a medical-scientific approach to better meet the needs of children up to eight years of age, Kids by Safilo is the groundbreaking eyewear collection developed in collaboration with SIOP (Italian Society of Pediatric Ophthalmology) and is in compliance with the design guidelines of WSPOS (World Society of Pediatric Ophthalmology and Strabismus). The 2019 Kids

by Safilo collection is enriched with new, playful color stories, featuring fun and original graphics and translucent fronts that are combined with solid temples and enlivened by bright, colorful patterns. Exclusive new clip-on sun-covers with polarized lenses are offered in styles SA0007 and SA0008, for seven and eight-year-olds, providing kids with unique benefits: effective correction, glare-free vision, clear contrasts, perception of natural colors, reduced eye fatigue and 100% UV protection. Developed in lightweight, safe and eco-friendly materials and 100% made in Italy, Kids by Safilo optical frames represent a uniquely sustainable offer that addresses the specific needs of children with innovation in design and construction. The bio-compatible, hypoallergenic, non-toxic and washable materials of the optical frames guarantee the quality and safety of the product and are therefore perfectly suitable for use also by infants and toddlers. Kids by Safilo style SA 0007 is a softly squared shape for seven and eight-year-olds available in new tones of transparent blue or transparent purple with temples enlivened by an all-new striped pattern. To complement the optical frame, a dedicated clip-on sun-cover is also available in red, purple or blue with polarized gray lenses.

Safilo USA Kids by Safilo 800.631.1188 Safilo.com Info@Safilo.com MAY 2019 | KIDS + VISION | VCPN

KIDS + VISION: PRODUCT SHOWCASE

GLAMOROUS SHAPES FOR YOUNG FACES The new GUESS eyewear kids collection features exclusive, vivacious and easy-to-wear eyeglass styles. Five fun and super trendy eyeglasses have been created for children between the ages of six and ten. Quality, functionality and aesthetics are guaranteed in every single frame. The fresh offering includes glamorous shapes to suit young faces without neglecting the style that often mimics that of mom’s and dad’s eyewear. In style GU9181, the square shape of these acetate eyeglasses for girls is offered in various colors mixed with sparkling glitter. For style GU9182, these round acetate girls’ eyeglasses stand out for their colorful glittery shades. A variety of colors make a statement on boys’ style GU9183 eyeglasses, with a round frame front, integrated hinges and the “G” logo. In style GU9184, these rectangular boys’ eyeglasses are offered in a medley of vibrant colors. The combination of an acetate cat-eye frame front and metal temples in style GU9185 makes a statement on these girls’ eyeglasses, available in fun, colorful shades.

Marcolin GUESS Kids 800.345.8482 Marcolin.com InfoUSA@Marcolin.com

ZUMA COLLABORATES WITH HIS ROCK STAR MOM, GWEN STEFANI Inspired by Gwen Stefani’s son Zuma, Zuma Rock is a new boy’s tween/teen collection from Tura Eyewear. Zuma has been wearing glasses for several years and is continually seeking new styles that represent his personality and taste in fashion. This new collection combines everything important in his choice of glasses—fashionable shapes, edgy design details and playful nods to sport. Zuma had a strong voice in the design of the collection, so it is a true collaboration between mother and son. They do not always agree 100% on which shapes are the best, Stefani shared, but they found ways to have both voices heard. As Jennifer Coppel, vice president of brand management for Tura explained, “Working directly with Zuma and Gwen on this collection was extremely fun and rewarding. Zuma has a strong opinion on design, and he is so proud of what we accomplished. I remarked at the photo shoot that I suppose none of his friends have their own eyewear collection, and he beamed and thanked me profusely for making his dreams come true. I was touched by how the love between Zuma and Gwen shined that day.” Drawing inspiration from skateboarding, high fashion and traditional sports, the collection features a signature 3D-printed tiger, checkerboard prints, iconic camo prints, luxurious fade materials and sporty racing stripes. The new Zuma Rock boys’ eyewear collection will be available June 2019.

Tura, Inc. 800.242.8872 Tura.com Orders@Tura.com VCPN | KIDS + VISION | MAY 2019

ESSILOR’S CRIZAL NO-GLARE OPTIONS FOR KIDS FILTER UV AND BLUE LIGHT Crizal for Kids can start your little patients on the right path to their best possible vision. Crizal offers two lens options for your smallest patients: Crizal Kids UV and Crizal Prevencia Kids. Both options fit pediatric patients 5-12 years old with Rx ranges of -6.00D to +6.00D and a 51mm eyesize. Crizal Kids UV is no-glare protection made especially for kids. They are impact resistant and help protect against glare, scratches, smudges, water and UV light. With an impact-resistant Airwear polycarbonate lens material included in the price of the coating, these ultra-durable lenses stand up to kids’ active lifestyles and provide the clarity needed to succeed in school and in life. Crizal Prevencia Kids lenses add blue light protection. Between phones, computer screens and tablets, kids today are exposed to many digital devices that emit harmful blue light, which is the blue-violet wavelengths between 415 and 455 nanometers on the light spectrum, believed most toxic to retinal cells. Crizal Prevencia Kids No-Glare lenses have all the benefits of Crizal Kids UV No-Glare lenses, and they also selectively filter out harmful blue-violet light. Both reduce glare, resist scratches, repel water and smudges, protect from UV light, and are impact resistant. Whether your little patients are reading, playing or trying to see the board at school—with Crizal No-Glare lenses, your young patients can conquer the world . . . or at least first grade.

Essilor of America, Inc. 800.542.5668 EssilorUSA.com 47

New.

KENMARK

LIBERTY SPORT

KENSIE

STYLE: Z8-Y70

STYLE: HIGHLIGHT

Six ophthalmics for women are on trend in shapes such as round, cat eye and semi-rimless in full acetate, metal/acetate combinations or full metal and are each available in crystal gray, turquoise and black. The semi-rimless Highlight features cut-out detailing on the front and acetate temples.

Designed for girls ages 5 to 8, model Z8-Y70 features a hypoallergenic, dual-layer, injected-bonded construction with flexible Nylo-Flex material and a cantilever hinge design for durability. Four color choices: translucent blue/powder blue; translucent purple/ lavender; translucent red/ lime; and shiny tortoise/rose.

800.627.2898 KenmarkEyewear.com

800.444.5010 LibertySport.com

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

L’AMY AMERICA

ALTERNATIVE EYEWEAR

ANN TAYLOR

NANO VISTA, CUSTOM FIT

STYLE: AT010

Four ophthalmic models are available in both core and petite sizing and feature jeweled embellishments and feminine shapes.

Model AT010 is a fullrimmed acetate, teacupshaped frame with a shimmer effect on the brow line and temples.

800.243.6350 LAmyAmerica.com

STYLE: GAME OVER

A&A OPTICAL CROCS EYEWEAR JUNIOR STYLE: JR6048

An adjustable kit featuring different sizes of eye shapes, temples, bridges and straps offers a customized fit. All Custom Fit models, constructed of Siliflex material, have the company’s trademarked flexible 52 hinge and come with two straps.

Utilizing materials such as hypoallergenic silicone rubber, flexible polymer and lightweight stainless steel, two new ophthalmics for kids incorporate color blocking and vibrant colors. JR6048 mixes colors with a single-colored front and complementary tones on the temples.

888.399.7742 AlternativeEyes.com

800.492.4465 AAOpticalCo.com

M AY 2 019 VC P N | 49

New.

ZYLOWARE

VILLA EYEWEAR

MOREL

SHAQUILLE O’NEAL

BLACKFIN

KOALI HEVEA

STYLE: SQUAD 514M

STYLE: CAPE MAY

This round-shaped, full rim metal frame has zyl temples and includes spring hinges, a lightweight metal bridge for durability, and snap-in nosepads for comfort.

514M is available in two colors: black blue and black red.

Named for the popular vacation spot and inspired by the “post-war bourgeois elegance embodied in the understated charm of vacationing along the New Jersey shoreline,” Cape May incorporates gradations of powder pink, lilac and fuchsia to frame this cat eye sun model.

800.765.3700 Zyloware.com

Sales@Blackfin.EU Blackfin.eu

50 | VC P N M AY 2 019

MODERN OPTICAL

RANDOLPH ENGINEERING

FASHIONTABULOUS

LATITUDE COLLECTION

STYLE: 20048K

STYLE: 10x252

STYLE: HAMILTON HN001

Panto or rectangularshaped models feature contrasting fronts and temples in crystal and black or patterned acetate in a variety of blends and colors for a feminine look.

Models include a sleek temple for comfort and flexibility.

Four petite-sized models for women, teen and pre-teen girls incorporate fun patterns and pops of color. Model 10x252 has crystal color blocking on zyl with metal trim in three color combinations: blue marble/crystal, purple marble/crystal and emerald marble/crystal.

Four sun styles include bayonet temples for a comfortable fit and styled with inlay tips in five color choices. Models include SkyForce-P polarized lenses for 100% UVA and UVB protection and HEV blue light management technology.

800.526.8838 Morel-France.com

800.323.2409 ModernOptical.com

800.541.1405 RandolphUSA.com

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Retail Lab.

RETAIL LAB IQ VCPN VISITED EYEQ IN MILLBURN, NJ, TO CHAT WITH OWNER HARRY ROTH WHO DOLED OUT FIRST-HAND ADVICE ON WHAT IT TAKES TO INTEGRATE A LAB INTO AN OPTICAL RETAIL SHOP.

By Cara Huzinec

H

aving owned EyeQ for 14 years, Harry Roth's in-house lab has been an integral key to its success. Roth says there are four factors that any ECP needs to keep in mind when considering adding this service: staff, weighing investment versus volume, turnaround times and equipment.

1. STAFF Roth said equipment is only as good as the person operating it. "You need someone with experience and knowledge," he said. "Just having someone in front of a machine pushing buttons does not replace a knowledgeable body doing lab work." Case in point: Roth will customize rimless lens shapes for his customers, even doing a test on a demo lens for them to approve.

"I tell people they can pick out the chassis and I can make any lens shape they want and I'll make it either on my Weco edger or I'll make a hand pattern and electronically trace it. This is where experience comes into play."

2. ARE YOU GOING TO DO ENOUGH VOLUME TO JUSTIFY THE INVESTMENT? This is important to consider, Roth said, because having a lab means more than just buying an edger: you also need other equipment such as hand tools, a frame warmer, a hand stone, a tinting unit, and most importantly, space. "If you're going to do complete in-house, you need all of these things and the room for it, and you need to do enough volume on a regular basis." Roth said he believes five to six jobs per day is usually enough to make it economically worthwhile.

3. TURNAROUND TIME "Is it important for your clientele to have a quicker turnaround time? Because that's what it's going to provide for you as well," said Roth, who averages three days for surfaced work and next day for stock jobs. Roth only buys uncut lenses and sends nothing out. "I do everything in-house," he added.

"That's one of the beauties of doing your own lab work. I can customize exactly what my customers want without having it lost in translation between me and a third party lab." Roth said 99% of his customers get

AR-treated lenses and/or polarized sun lenses. "I look at a prescription and will guide them on frames knowing in my head what's going to work with their prescription, but I don't discuss lenses with them," Roth said.

"My clientele trusts me as a professional to give them what they need, and I don't expect them to know it."

4. EQUIPMENT Most modern edgers have similar functions, so Roth said choosing one really comes down to price, space and ease of functions. Roth upgrades his edger every five years, once he's finished paying it off, which he views as just the cost of doing business. "They do get old and then you do start having maintenance issues, and maintenance is very expensive," said Roth, who keeps his older edger as a spare in case the newer one has a problem.

"There's nothing in these machines that you can work on yourself. They're very complex and you need the tech to come in."

If you're considering adding lab work to your in-house services, Roth said to ask one basic question: What's the priority for you?

"Is it cost savings? Is it turnaround time?

What is driving the decision?". Figuring

"I can customize exactly what my customers want without having it lost in translation between me and a third party lab." — Harry Roth

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

M AY 2 019 VC P N | 51

Retail Lab.

WECO E.1/2 All-in-One Patternless Edging System

Essilor Instruments Kappa Special Edition

Coburn Technologies Excelon HPE-410

out why you want an in-house lab will help establish if it's right for your business.

two-sided lens measurement with a one touch probe, remote tracing, a fixed 10° grooving angle including different programs and a fixed 10° drill angle.

ESSILOR INSTRUMENTS KAPPA SPECIAL EDITION The KAPPA Special Edition includes a variety of features such as automatic binocular tracing in 3 dimensions; 3D bevel preview and configurable bevel trajectory; flat and bevel polishing and an Edging Assisted System (EAS) to avoid axis deviation on fragile lenses. The edger's high curve function allows for base curve coverage to 8 on all materials except mineral to dispense more glass with wrap frames.

EDGERS FOR THE RETAIL LAB Here are four edgers ideal for use in a retail lab: Coburn Technologies' HPE-410; Essilor Instruments' KAPPA, National Optronics QM-X3 and Weco E.1/2.

WECO E.1/2 ALL-IN-ONE PATTERNLESS EDGING SYSTEM This "entry level" system includes drilling for added capability. Its patented GraviTech 2.0 optical tracing system scans demo lenses with drill coordinates quickly and accurately, and its space-saving design is ideal for small lab areas. The E.1/2 can process glass, CR39, high index and Trivex materials and includes multiple V-Bevel programs,

NATIONAL OPTRONICS QM-X3 The design of this edger "bridges the gap between industrial 5-axis machines and 3-axis tabletops," according to the company, and can process complex specialty shapes. The QM-X3 features a dual-diamond blade design that eliminates frequent blade changes, plus variable angle drilling, milling, shelving and grooving to provide easier mounting for various base curves and prescriptions and better cosmetics. Software is equipped with a remote diagnostic system, directional assistance for operators and access to onscreen operations and maintenance.

COBURN TECHNOLOGIES HPE-410 Available with a tracer built in or as a separate add-on, the HPE-410 edger has eight edging types: rimless, grooving, bevel, mini bevel, partial bevel, partial grooving, dual grooving and hybrid grooving. A hydrophobic mode sets edging options for axis-safe cutting with one button click. Multiple job handling and concurrent processing allows for easier job management, and the user is able to prepare the next edging task while the edger is in process. The HPE-410 also has six edging positions and four types of retouch options: size, polishing, grooving and safety bevel. n National Optronics QMX3

Coburn Technologies 800.262.8761 CoburnTechnologies.com DAC Technologies (National Optronics) 800.800.1550 DacTechnologies.com Essilor Instruments 855.393.4647 EssilorInstrumentsUSA.com Luneau Technologies (WECO) 800.729.1959 LuneauTechnologies.com 52 | VC P N M AY 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.

KODAK POWERUP LENS FROM SIGNET ARMORLITE Designed to provide comfortable reading on digital devices, Kodak PowerUp single vision lenses offer two levels of power in the reading area (0.40D and 0.66D) for those not ready for a progressive lens. Low levels of power boost reduce eye strain and “serve as training in the use of a near vision zone for easier adaptation of a progressive lens design later,” according to the company. PowerUp lenses are available in clear, photochromic, polarized and with blue light filtering options.

ESSILOR SUN SOLUTION SPRING/SUMMER 2020 LENS COLLECTION Sun Solution lenses combine fashion with the company’s E-Sun Varia technology and NXT photochromic lenses. Lenses are grouped in three trends: Fulfillment, light, mineral tones offering a minimalist look; Pulsions, purple hues for a dramatic feel; and Zero Complex, summery tones of orange and pink that can be mixed and matched.

800.759.0075 SignetArmorlite.com

Essilor-SunSolution.com

IOT’S EVOLENS MACHINE LEARNING SYSTEM

OFFICE LENSES FROM EYEBRAIN MEDICAL

The EVOlens system uses machine learning to analyze various data points and continuous feedback gathered from wearers to choose the most suitable progressive lens design for patients. EVOlens incorporates three elements: the EVOlens algorithm to select the best lens based on wearer feedback; the EVOlens platform that collects patients’ information; and the EVOLens business intelligence interface, which provides insight into the experience businesses are giving customers.

Incorporating the company’s contoured prism design, neurolens Office lenses have a smooth power progression optimized for intermediate and near zones to provide relief from effects of digital eye strain. To bring eyes into alignment, neurolenses add a contoured prism and use the neurolens measuring device, which uses eye-tracking technology, to measure the degree of eye misalignment for distance and near vision.

877.414.7809 IOTAmerica.com

949.339.5157 neurolenses.com

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

M AY 2 019 VC P N | 53

20 Questions

WITH

JANE MELL BALEK

Jane Mell Balek was named executive director of Think About Your Eyes in 2018. She brings more than 20 years experience working with nonprofits and associations to the vision industry’s public awareness campaign.

She most recently served as executive director of the School Nutrition Foundation. Here she shares her goals with VCPN and how she plans to use partnerships to achieve them.

1. What initiatives are continuing as you take over as executive director of Think About Your Eyes? We continue to share our consumer-facing messages across traditional and digital media, and at the same time we continue with outreach to ODs through the American Optometric Association and its affiliates.

2. What new initiatives are you implementing? We saw great success with our digital marketing and have made some additional investments there with Google AI and other tactics. We have already seen zip code searches on our website double this year. We are launching a TAYE Ambassador program to do more to support and engage the ECP and the professional community.

3. How will you apply your experience to your work with TAYE? I have worked with community and business partners to advance non-profit goals or accomplish a mission. It’s exciting to work with corporate partners to find synergies that allow them to do well by doing good. I also have had great experiences working with boards to advance the organizations’ mission. I am passionate about creating and building relationships with partners and board members. Think About Your Eyes has such a strong advisory board and amazing partners; there is a lot of momentum on which to build.

4. As executive director of Give a Note Foundation you spearheaded six national awareness campaigns impacting millions of students. What can you apply to TAYE? Partnerships can amplify national awareness campaigns. We had success at Give a Note because we were able to connect the goals 54 | VC P N M AY 2 019

of those partners to our mission. So, yes, we can absolutely use this model for TAYE. We already have strong partners supporting the campaign, but there are also potential partners outside of the vision industry who share our message of the importance of eye health.

TAYE is an outstanding campaign, and with the right partner, we can reach new audiences with our message.

5. What goals have you set for yourself?

First is to grow the funding and partner base.

TAYE was launched in 2013 as an eyecare industry-wide campaign in response to industry leaders agreeing this type of national effort was needed to increase the awareness of the importance of annual comprehensive eye exams. Yet, we still only have about 5% of the industry participating. A second goal is to get us thinking long-term rather than year-to-year. A final goal is to build partnerships with organizations that can help us amplify our message with new audiences.

6. As an optical industry supplier, how does one become a supporter of TAYE, and what are the benefits? It starts with outreach to me or any advisory board member. We have a few different investment levels. The benefits depend on the investment level and range from a seat on our advisory board to being a recognized supporter on TAYE media.

7. As an ECP, how does one become a supporter of TAYE, and what are the benefits? We are fortunate to have the support of the AOA and its affiliates, and we presently have 45 AOA affiliates supporting the campaign. All ECPS who are members of

those affiliates receive a basic website listing. Doctors who are not AOA members can support TAYE by purchasing a basic or premium listing on the doctor locator. We provide TAYE branded marketing and educational materials for all ECPs. 8. What is being done to encourage optical industry suppliers to become TAYE supporters? We are working hard to get the TAYE message out to the industry. We work closely with The Vision Council to keep TAYE in front of the industry. We provide regular updates and presentations at Vision Council division meetings, and we are doing direct outreach to industry members to share the TAYE story and encourage support. At the same time, we have some strong advocates in the ECP community who are advocating for TAYE to their industry contacts.

9. What is being done to encourage ECPs to become TAYE supporters? We have been working with the AOA to strengthen relationships with their affiliates and to better understand how we can support the ECPs. Right now, there are about 22,000 doctors involved with Think About Your Eyes.

10. What materials and information do you provide to ECPs to help promote TAYE? We have created resources they can use to promote TAYE—a window cling, in-office materials, posters, infographics and appointment reminders. We make our television spots and recorded radio messages available for use in their office or on social media.

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

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

M AY 2 019 VC P N | 55

20 Questions

WITH

JANE MELL BALEK

11. How would you describe TAYE’s partnership with the American Optometric Association? The organization provides the direct connection to the ECPs and important credibility to the campaign. The AOA has one representative who serves on the TAYE advisory board along with representatives from Alcon, Essilor, J&J Vision, Luxottica, National Vision and The Vision Council.

12. Can you describe TAYE’s partnership with The Vision Council? The Vision Council, like the AOA, makes an annual contribution and receives a seat on the advisory board. TAYE operates within The Vision Council as the major initiative of the Partnership for Vision Health, a disregarded business entity of The Vision Council. The Vision Council provides in-kind support to TAYE including office space and services.

13. What were the highlights of your recent partnership at South by Southwest?

Because of our unique relationship with The Vision Council, there are opportunities to collaborate when our messages intersect.

SXSW was a great example. The Vision Council and Think About Your Eyes hosted various talks and mini events—a talk about digital eye health, a talk about children’s eye health, a Sip ‘N See event to reveal the latest frame trends and a brunch with Finery app to showcase how eyewear should be part of everyone’s wardrobes—to further spread the messaging. We also partnered with local and regional influencers/bloggers—attending SXSW for sponsored Instagram and blog coverage, garnering more than 1.8 million impressions. The Vision Council and Think About Your Eyes secured broadcast segments on local news and lifestyle outlets “We Are Austin” and “KVUE Austin” featuring optometrist and medical adviser Justin Bazan, OD, and style expert Lindsey Ruhe, garnering more than 85,000 impressions. Finally, we worked with celebrity influencers Gwyneth Paltrow, Olivia Wilde, 56 | VC P N M AY 2 019

June Diane Raphael, Brooklyn Decker and Milana Vayntrub, who shared our messages through Instagram posts garnering more than nine million impressions.

14. What results can you report from the TAYE 2019 advertising campaign? We started off the year strong with national television and radio spots, paid search, online video and a refined digital advertising strategy utilizing Google AI. At the close of March, we had more than 500 million impressions. Our website conversions doubled.

(A conversion is a search on our doctor locator.) We also use VisionWatch data and an independent survey to measure overall awareness and intent to get an eye exam. We finished the first quarter very strong, with intent and awareness at some of our highest levels (measured by VisionWatch).

15. How will your 2019 board members participate? The advisory board members are incredibly passionate and committed to this campaign. The board meets four times a year to discuss and review strategy and to provide insight and strategic guidance. In addition, each board member makes themselves available outside of the board meetings.

16. You’ve been executive director for about half a year now, still relatively new. What would you like the optical industry to know about you professionally? I have really enjoyed the first six months, but they have flown by! I love this industry. The people I have met are passionate about what they do, and they are generous with their knowledge and expertise. It’s really a privilege to serve in this role. I hope that I have conveyed that I am passionate about this campaign and that I am truly interested in building relationships and creating value for the industry and consumers, as we work together to help people “see” their best lives

It’s exciting to work with corporate partners to find the synergies that allow them to do well by doing good.

17. And personally? This campaign has already changed my life. Before I came to TAYE, I did not understand how important an annual comprehensive eye exam could be. I had not had an eye exam in years, and because of this campaign, I made an appointment and had a terrific experience. I am seeing much better. I embrace the role of advocate for the industry, the ECP and the consumer.

18. What is it about TAYE that you feel is most rewarding? The most rewarding part

of this is the fact that all these people have come together to support a message that is all about empowering people to take care of their vision health.

19. What personal passions do you apply to this position? Relationships are important.

Through TAYE, there are relationships we have with our existing and new partners, between doctors and patients, and relationships we want to build with consumers. In every relationship there is trust. As the executive director, I want to ensure that we build relationships based on mutual trust and value.

20. Six months into the business of vision, what overall observations can you share from that perspective? This is an exciting

industry, and there is so much innovation.

While there is a lot of competition, there is also a lot of collaboration and a willingness to share. 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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