VCPN October/November 2019

Lenses for as

NEAR FOCUS LIFE P35

vision care

product news OCT/NOV 2019

Competing With

ONLINE RETAILERS P14

ABO CE:

Personalizing THE CHILD’S EYEWEAR EXPERIENCE P24

Eyebobs

FRESH SEASONAL PALETTE WITH VIBRANT MATERIAL COMBINATIONS P18

PRODUCT

INFORMATION

FOR

OPTICAL

PEOPLE

•

VISIONCAREPRODUCTS.COM

Eyewear produced and distributed exclusively by Safilo USA, Inc., 1.800.631.1188 All Rights Reserved. Style: L647

Contents.

V C P N O C T O B E R / N O V E M B E R 2 019

ON THE COVER The fall/winter designer eyewear collection from eyebobs consists of more than 25 new frame designs.

12 UPFRONT VIEWS 6 VCPN INSIDER 8

BUSINESS SOLUTIONS WANT TO SELL ONLINE? 12

By Kirsten Anderson

29

40

COMPETING WITH ONLINE DISCOUNT RETAILERS 14

EYEWEAR + FASHION

By Robert Alexander, LDO,

WHAT’S NEW IN READERS? 18

ABOM / NCLE-AC

UNTRADITIONAL MOBILE CLINIC 16 NEW 17

TRENDS 21 Rubber Soul

ABO CE: PERSONALIZING THE CHILD’S EYEWEAR EXPERIENCE 24

By Joy L. Gibb, ABOC

NEW 29 Continued on page 4

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O C T / N OV 2 019 VC P N | 1

Contents.

VC P N O C T O B E R / N OV E M B E R 2 019

OCT/NOV 2019 VOL 19, ISSUE 9

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

EDITOR Cara Aidone Huzinec CHuzinec@FVMG.com

p g. 24

Chec k out o u r A BO C E personalizin on g c hild’s eyew the ear experience

CREATIVE DIRECTOR Kat McBride KMcBride@FVMG.com

CONTRIBUTING WRITERS Robert Alexander, LDO, ABOM / NCLE-AC Kirsten Anderson Joy L. Gibb, ABOC Dennis Heffley

EDITOR EMERITUS Continued from page 1

VISION CARE TECHNOLOGY LENSES FOR A NEAR FOCUS LIFE 35

“There are several opportunities to educate the parents of pediatric patients about the necessity of multiple pairs of eyewear.”

— Joy L. Gibb, ABOC

20 QUESTIONS 45

PRODUCT FOCUS 37

With Jack Erker, Erkers Fine Eyewear, St. Louis, MO

LENSES THAT GO TO WORK 40 NEW 44 VISIONCAREPRODUCTNEWS

EDeGennaro@FVMG.com

BUSINESS STAFF PRESIDENT & PUBLISHER

By Dennis Heffley

Essilor Eyezen+

Ed De Gennaro, MEd, ABOM

CLASSIFIED ADVERTISING FOR THE OPTICAL INDUSTRY 47 VCPN_MAGAZINE

Terry Tanker TTanker@FVMG.com

REGIONAL SALES MANAGER Eric Hagerman EHagerman@FVMG.com

VISIONCAREPRODUCTNEWS

SHOWCASE/VCPN

For subscription information email Sub@VisionCareProducts.com VCPN (ISSN 1549-6716) Copyright © 2019 is published monthly except January, by JFT Properties LLC, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039, Phone: 440-731-8600. Periodicals postage is paid at North Ridgeville, OH and additional mailing offices. Postmaster: Send address changes to VCPN, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039.

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

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

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

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

Model: VHE834

| 800.423.3023 | WWW.DERIGO.US

Views.

A JOHN SAILER VP, EDITORIAL

READERS Research

necdotal evidence from our small sampling of eyecare professionals surveyed for this month’s special section on reading glasses indicates that optical shops offer readers along with their prescription eyewear. They cite a variety of reasons for this – for patients who don’t need prescription eyewear, for those in between cataract surgeries and for contact lens wearers who sometimes need a minor add.

Some even create custom readers for clients with specific needs and fashion taste, while others carry specialty readers for patients with high levels of screen exposure requiring blue-light-filtering, glare-reducing technology.

Also, in this month’s Optometric Office, our sibling publication’s regular Docs Speak Out survey, when asked “What do you recommend to your patients with presbyopia for vision correction?” a majority (60%) of ECP participants said “contact lenses for far distances with over-the-counter readers for near work.”

It’s clear from this survey and from our interviews for this month’s special section on readers that many ECPs carry readers for the portion of their clientele who need them.

Combine that with a rising demand for readers indicated by The Vision Council’s most recent VisionWatch statistics on

Adult OTC Readers (based on June 2019 data), and you have a compelling reason to offer reading glasses.

All the numbers in the category are up. When comparing the statistics for the 12-month period ending June 2019 with the 12-month period ending June 2018, sales increased from $917,709,755 to $943,063,902 and units increased from 53,299,394 to 54,106,570. In retail dollars, that’s a 2.8% increase from 2018, and in units the increase was 1.5% from 2018 to 2019.

It’s clear from our interviews for this month’s special section on readers that many ECPs carry readers for the portion of their clientele who need them.

The increase when comparing 2019 to 2017 was even more dramatic. In units, reading glasses were up 4.5% when comparing the 12-month period ending June 2019 with the 12-month period ending June 2017, and dollar sales of readers were up 6.6% when comparing the 12-month period ending June 2019 with the 12-month period ending June 2017.

The average retail price for reading glasses was $17.09 for the 12-month period ending

June 2017, rising to $17.22 for the 12-month period ending June 2018, and further rising to $17.43 for the 12-month period ending June 2019.

Who’s buying them? By units, 46.7% were sold to women, and 53.3% were sold to men.

By age range the breakdown is not surprising with a majority (59%) sold to those 55 and older, 34.1% to those 45 to 54, only 5% sold to those 35 to 44, and a very small percentage (2%) sold to those 18 to 34 years of age.

The pertinent question, though, is where are they being sold? By units, a large majority (87.5%) were sold “at a physical retail location,” followed by 9.5% sold on the internet (the largest portion following “retail location”), 1.1% on the telephone, with 1.8% of respondents not sure where they bought their reading glasses.

However, of those retail locations, the top three sources were drugstores (27.2%), mass merchants (15.9%) and wholesale clubs (4.4%). None of the top three were independent eyecare professionals’ optical shops. So, even though our research indicates that many ECPs are carrying reading glasses in their shops for the specific demographic of clientele requiring them, perhaps it’s time for more to do the same.

(To access this report and other VisionWatch research from The Vision Council, visit the Research Store at TheVisionCouncil.org/ Research) n

Email me at JSailer@FVMG.com 6 | VC P N O C T / N OV 2 019

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ADVERTORIAL

FOR PROGRESSIVE LENSES

GOOD ENOUGH VISION

ISN’T ENOUGH

T

hese days, good enough vision just isn’t enough. Now, eyecare professionals need to provide the best customer experience and vision solutions in order to truly satisfy and gain loyalty from their patients. Varilux lenses are the #1 progressive lens brand recommended by optometrists and opticians.1 They provide sharp vision at every distance — even in dimly lit conditions — and eliminate the blurriness of ordinary progressive lenses.

To put Varilux lenses to the test, Essilor conducted The Varilux Challenge, highlighting its most advanced design, Varilux X Series lenses. The purpose of The Varilux Challenge (which included before and after videos of progressive users trying on Varilux X Series lenses for the first time) is to demonstrate that “good enough” progressive lenses aren’t truly satisfying patients. It uses real patients and their honest reactions to show that when patients get the vision they deserve, their eyecare professional earns their trust, which in turn helps create loyalty and a patient for life.

Steve Osorio, optical manager at Frisco Eye Associates, chose to take The Varilux Challenge to see what could happen when

putting their patients into Varilux lenses. “We’ve been very happy with the results,” he explained. “Since starting The Varilux Challenge, we have moved to streamlining our product offerings, and we have seen a reduction in troubleshooting issues, especially with Varilux X Series lenses. Our goal was to come to a consensus as to whether Varilux lenses were the progressives we wanted to put the majority of our patients in, and we’ve done that.”

Not only are patients winning by getting sharp, natural vision with their Varilux lenses, now eyecare professionals can earn a $15 gift card2 when they upload a video or written Optical Manager, testimonial of Frisco Eye Associates

Steve Osorio

a time they switched a patient from another progressive lens to Varilux X Series lenses.

ECPs can find out more and take The Varilux Challenge at VariluxChallenge.com.

Essilor has made it even easier to get patients to try Varilux X Series lenses and give them the vision they deserve with the Essilor Next GEN Offer. Now through the end of the year, when participating practices pair Varilux X Series lenses with the revolutionary NEW Transitions Signature GEN 8 and Crizal, patients can receive a free second pair of qualifying Essilor clear lenses. 3 So, customers that wear progressive lenses can now leave more loyal, invested in long-term vision solutions and completely satisfied with the sharp, natural vision Varilux lenses provide. n

the

Challenge 1. Survey conducted in 2018 by an independent third party, sponsored by Essilor. Results were reported by independent opticians and optometrists.

2. Limit one gift card per eyecare professional. By virtue of receiving the gift card, Participant shall have no obligation whatsoever to purchase or order any products or services from Essilor of America, Inc. or its affiliates.

3. Valid from July 10 (or enrollment date, whichever is later) through December 31, 2019. Frame purchase required for both pairs. Qualifying Pair can be any Transitions with Crizal and must include Varilux X Series, Eyezen+ or any Essilor Single Vision lens only. Bonus Pair must be of equal or lesser value. Restrictions apply. Full Terms and Conditions on EssilorPRO.com, MyEssilorLabs.com, PartnershipRewardsPortal.com, MyIDDLabs.com and/or Nassau247.com.

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 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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Insider.

LAUNCHES, PROMOTIONS, MERCHANDISING, EVENTS AND OTHER THINGS TO KEEP YOU IN THE KNOW. HILFIGER HAMILTON COLLABORATION Tommy Hilfiger and five-time FIA Formula One World Drivers’ Champion, Lewis Hamilton, presented the Fall 2019 TommyXLewis collaborative collection at a one-night only TOMMYNOW TommyXLewis experiential event.

Hosted at the historic 18th century Società del Giardino on Sept. 16, on the eve of Milan Fashion Week. Tommy Hilfiger and Lewis Hamilton were joined by more than 500 guests, including press, influencers and VIPs. The evening was closed by an exclusive performance by Grammy- and BETnominated American rapper, songwriter and record executive, Pusha T. Tommy Hilfiger sunglasses, models TH 1658/S and TH1646/S, from the SS19 Tommy Hilfiger collection were worn on the catwalk.

800.631.1188 Safilo.com

SILMO D’OR WINNERS ANNOUNCED The winners of the 26th edition of the Silmo d’Or awards were announced at a gala event during the Silmo trade show in Paris in September. This year’s honorees are: Freisicht “Avantgarde” for frame technological innovation, Opal “Tartine & Chocolat TC AA353” for Children, Marchon Marni “ME2632” for Optical Frames Fashion Trend, L’Amy Sonia Rykiel “Endless Summer” for Sunglasses Fashion Trend, Safilo Smith “Attack MAG MTB” for Sport, Johnson & Johnson Vision ACUVUE OASYS for Contact Lenses, Leica Eyecare Novacel “Variovid Volterra” for Lenses, BBGR Lumiz 100 for Material/Equipment, Tarian Graphic for Optical Frame Eyewear Designer, Caroline Abram “Divine” for Sunglasses Eyewear Designer, VoxiWeb VoxiOne for Low Vision, Jacques Marie Mage “Loewy” for Special Prize of the Jury, Lightbird “Planet” for 1st Class, and Abeye Lexilens Special Prize Visual Health.

IN SUPPORT OF BREAST CANCER AWARENESS

PRIVATE PRACTICE AD CAMPAIGN

Among the many companies supporting breast cancer awareness, ImageWear and GUESS have introduced special eyewear collections for the cause. ImageWear offers two limited edition women’s eyewear (Girl Power) and sunwear (Sunny Side Up) styles from Betsey Johnson, herself a breast cancer survivor. For the fourth consecutive year, GUESS and the Marcolin Group have renewed their commitment to support breast cancer awareness by partnering with the American non-profit The Get In Touch Foundation to create a capsule collection (shown).

VSP Global has launched a national consumer advertising campaign to drive patients to Premier Program practices.

A mix of television, radio, outdoor and digital advertising motivating patients to schedule an appointment at a local Premier Program private practice debuted in September.

Through a new tiered loyalty framework, the Premier Program offers a competitive advantage to private practice through business-building benefits, increased patient traffic, and greater profitability.

ImageWear.com Marcolin.com

888.867.8867 EnhancedPremier.com

To stay informed subscribe to the VCPN INSIDER e-newsletter here: VisionCareProducts.com/VCPN-INSIDER 8 | VC P N O C T / N OV 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.

LICENSES + AGREEMENTS Oakley announced a four-year partnership with the NFL, becoming an official on-field partner and licensee. The biggest sports deal in the brand’s history commenced at the start of this year’s football season, with Oakley shields and eyewear Powered by Prizm Lens Technology being available for all 32 teams, as well as making Officially Licensed NFL Eyewear available for fans.

SPORT SPECS WIN REXYS NEW CAMPAIGN FACE FOR JOHN VARVATOS Model and musician Lucky Blue Smith is the new face of the John Varvatos Fall 2019 advertising campaign. Shot by esteemed fashion photographer Billy Kidd, the campaign brings the Varvatos collection to life, capturing Smith’s laidback personality as he is snapped in a series of eye-catching images shot in an abandoned warehouse.

800.423.3023 DeRigo.US

The annual SportRx Awards (REXYS), sponsored

by SportRx, provider of high-quality performance prescription eyewear, recognized outstanding product quality, design, and innovation across 16 different sport optical categories. This year’s REXYS winners were: Best New Release, Costa, Waterwoman; Best Lens Tech, Oakley, PRIZM; Best Safety Sunglasses, Wiley X, Valor; Best Adventure Sunglasses, SMITH, Guide’s Choice; Best Cycling Sunglasses, 100%, S3; Best Fishing Sunglasses, Costa, Fantail; Best Snow Goggles, Anon, M4; Best Kids’ Sport Sunglasses, Oakley, Flak XS; Best Kids’ Sport Safety Eyewear, Wiley X, Gamer; Opticians’ Choice, Nike, Adrenaline 2; Best Eyeglasses, Ray-Ban, Clubmaster Optics; Best Men’s Sport Sunglasses, Oakley, Flak 2.0 XL. 888.831.5817 SportRx.com

ONE GENERATION TO SEE CLEARLY

The Optical Women’s Association has named a new president and two additional board members. Robyn Crimmins (left), division vice president, Ophthalmic West for VSP Optics and previous vice president of the OWA, has assumed the president position effective immediately. Additionally, Megan Molony (right), senior vice president of merchandising for National Vision, and Jan Cory (middle), senior director of IDOC, will join the OWA Board of Directors.

The total cost to eliminate uncorrected poor vision by 2050 would be $14 billion, according to a report published by Essilor International, subsidiary of EssilorLuxottica.

Uncorrected poor vision is the world’s most widespread disability, affecting 2.7 billion people across the globe, 90% of whom live at the economic base of the pyramid.

It costs the global economy $272 billion in lost productivity each year. By 2050, uncorrected poor vision is predicted to reach epidemic proportions, with over 50% of the world’s population expected to suffer from myopia, many with serious vision-threatening side effects and drastic long-term implications.

972.233.9107 x207 OpticalWomen.com

800.542.5668 Essilor.com

OWA NAMES LEADERSHIP

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Safilo Group and HUGO BOSS, one of the leading fashion houses in the upper premium segment of the global apparel market, have renewed the license agreement for BOSS and HUGO optical and sunglass collections until Dec. 31, 2025.

Marchon Eyewear, Inc. and Lanvin S.A. have entered into an exclusive, long-term global licensing agreement for sun and optical eyewear under the Lanvin brand name. The first men’s and women’s collections are scheduled for global release in September 2020. A capsule collection of four sunglasses will be previewed in March 2020.

Marcolin has signed an exclusive worldwide licensing agreement with ready-to-wear fashion brand MAX&Co. for the design, production and distribution of women’s eyewear under the MAX&Co. brand for a five-year period from 2020 to 2024.

Marcolin has also renewed its worldwide exclusive license agreement with Florentine fashion house Emilio Pucci for the design, production and distribution of Emilio Pucci branded sunglasses and eyeglasses. The partnership was renewed for an additional five years, until December 31, 2024.

Thélios and Dior have partnered to create, manufacture and distribute Dior eyewear globally. The first collection will be for spring/ summer 2021 and will be unveiled in January 2021. It will be available in Dior stores around the world as well as within Thélios’ selective distribution network. Thélios is a joint venture of LVMH and Marcolin.

O C T / N OV 2 019 VC P N | 9

Help increase patients’ immediate in-practice purchasing power and make their path to quality eye care and eyewear easy to see.

There are opportunities along a patients’ journey to clear vision to influence their decision-making process and help them move forward with the specialty eye care treatments they need and premium eyewear they want — including frames, lenses, multiple pairs, prescription sunwear and annual supplies of contact lenses. CareCredit can help every step of the way.

Step 1: Explore Studies show 62% of patients research providers, treatments and products online and 67% explore payment options.1 You can attract more patients by adding information about CareCredit to your practice website. Pre-coded assets including pages, banners, buttons and apply links can be downloaded at carecredit.com/adtoolkit.

1 2 3 4

CareCredit Path to Purchase reserach 2018.

Average 2018 1st ticket sales in an independent optometry practice that accepts CareCredit.

Management and Business Academy™ (MBA) for ECPs, ADA Research and Information Center.

Cardholder Engagement Study, 2018, conducted for CareCredit by Chadwick Martin Bailey.

Step 2: Engage Next, patients engage with a practice by calling to set an appointment and browsing the frame selection before their exam. Letting them know about financing options could increase their eye care and eyewear options.

Patients who opened a CareCredit account in an optical practice had an average out-of-pocket purchase of $5712 which is significantly higher than the industry average.

As patients browse your frame selection, let them know promotional financing may be available by displaying CareCredit counter displays and window clings.

Step 3: Shop Don’t let patients leave empty-handed. Product sales account for 58%3 of a practice’s gross revenue, but the average capture rate is only 52%. Increasing patients’ immediate purchasing power may help keep prescriptions in house. Capturing just one additional patient a day at the CareCredit average out-of-pocket purchase of $571 may generate more than $10,000 in additional revenue a month.

You can fully utilize the power of promotional financing by showing patients what their estimated monthly payment might be using the online payment calculator.

Step 4: Advocate When patients leave happy, they may be more likely to return, write positive online reviews and refer friends and family. 92%4 of patients surveyed who used CareCredit to make an eyewear purchase said they are likely to purchase from that practitioner again.

For all the resources CareCredit has available to help you optimize opportunity along the patient journey, call 800.859.9975 (press 1, then 6) or visit carecredit.com/providercenter.

®

Retail.

WANT TO SELL

online?

VENTURING INTO ECOMMERCE CAN BE A CHALLENGE, BUT HERE ARE SOME STEPS YOU CAN TAKE TO MAKE A SUCCESS OF IT WITHOUT GETTING LOST IN CYBERSPACE.

By Kirsten Anderson

M

any practices are looking for ways to grow, but what are the best options? eCommerce is an appealing option for many. The potential for growth in eCommerce is huge, outpacing overall optical market growth by 10% points, according to Euromonitor.

With eCommerce you are no longer limited by the customer base in your local geography and can reach customers across the U.S., even globally. While the potential looms large, creating a successful eCommerce business is also challenging. You will need to create a mostly independent business in a highly competitive marketplace.

Here are some factors to consider: FOUR TARGET CONSUMERS Who is the consumer you want to attract with an online business? You can break down the online consumer into four main demographic segments. First is the cost-conscious consumer. This consumer typically does not have traditional managed vision care benefits or has used their vision benefits but still needs a pair of prescription frames. This segment also includes the sunglasses buyer on a budget or who prefers a

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pair they can lose or break without remorse.

The cost-conscious consumer is shopping online looking for deals or value.

Next is the style-conscious consumer with a particular brand or look in mind. This consumer has a prescription, hasn’t found what they are looking for in the store but knows they can find it online.

Some consumers also have special requirements — safety or sport-specific eyewear, for example — that are not easily found in a convenient physical location.

Finally, there is a growing segment of online-only shoppers who are focused on convenience and are currently purchasing nearly all of their clothing and accessories (including sunglasses) online.

Each of these segments of consumers also has a component of brand-consciousness that will influence their budget and shopping behavior.

PRODUCT AND PRICING Your product and pricing strategy should align with your target consumer segment.

For example, the cost-conscious consumer is searching for value and may be happy to buy private-label frames for the right price, branded frames with a discount, or value on lenses.

Your style-conscious consumer is less

price sensitive, but to capture them you need to offer a large assortment to be sure you have the style they are searching for. It is very important if you are planning to sell branded product online that you check with the brand/manufacturer on their policies for online sales, including brand approvals, sales channels and advertised pricing policies.

CHANNEL STRATEGY ECPs thinking of selling online should consider their channel strategy, including whether they will sell exclusively on their website or through online marketplaces?

Each channel comes with its own dynamics and competitive landscape. Consider who the major competitors will be in each, and plan your strategy to win sales.

If you decide to develop your own website, it’s very important to invest in the user experience. Building a transactional website is easier than ever with platforms such as Shopify and Magento to power both the back end and the front end. Important elements to consider in the investment include site navigation, filters, images, product descriptions and details, easy checkout and payment methods (such as Apple Pay, Amazon Pay, payment plans).

Marketplaces, such as Amazon, generally V I S I O N C A R E P RO D U C T N E WS . C O M

Retail. require a smaller investment to get started but can be highly competitive and limit your ability to build loyalty with consumers.

Amazon is the behemoth of marketplaces, but there are a range of other marketplaces – including eBay, Walmart, Farfetch and more. Again, remember to check with your brands on their distribution policies.

CUSTOMER ACQUISITION Your channel strategy will guide your approach to customer acquisition. If you are going to focus on your own website, Google is still the main battleground for the consumer, including both Google Search and Google Shopping. Other customer acquisition channels include Facebook/Instagram and YouTube, where you can run either sponsored ads or influencer content.

Customers are very expensive to acquire.

Expect to make little to no profit on new customers. This is why customer loyalty and retention through excellent service and CRM marketing (email marketing, digital retargeting, mail marketing) are critical to the longterm sustainability of your online business.

If your primary channel will be marketplaces you will not need to invest as much time or human capital into customer acquisition, otherwise you will pay the marketplace for this in the form of commission. For example, Amazon takes an 18% commission on all sunglasses sales from marketplace sellers. In addition, Amazon and other marketplaces are increasing their focus on sponsored product or content advertising, which gives you the option to invest in advertising to get more traffic to your product pages. One of the downsides to consider with marketplace selling is that you are not building or benefiting from the loyalty of the consumer.

OPERATIONS Whether you are looking to drive loyalty and reduce cancellations for your own website or to meet seller performance expectations on marketplaces, investing in operational excellence is a vital success factor. Companies such as Amazon and Zappos have set the bar on customer service, so consumers now expect fast shipping and easy support.

Consumers will expect non-prescription frames to be shipped next day.

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

While the potential looms large, creating a successful eCommerce business is also challenging. You will need to create a mostly independent business in a highly competitive marketplace.

For prescription orders, many online companies are delivering to the customer within five to 10 days. Many marketplaces also have high standards for speed, and some such as Amazon offer their logistics services for extra fees. Consider also your reverse logistics flow and costs. Returns on sunglasses tend to fall within 20% to 40% of sales.

If you are managing your own site, customer service is an important consideration. You will need to determine how you will support customer inquiries, fit/adaptability issues, returns and other issues. Will customers be able to contact you via email, phone, online chat, text? What hours will you service, and what is your desired turnaround time?

Measure your success based on metrics such as repeat customers, average time from order to shipping, survey results and first contact resolution.

ORGANIZATION AND OUTSOURCING Building a successful eCommerce business takes a lot of specialized skill sets, so don’t try to go it alone. As with any successful business, so much depends on the skills, passion and trust of your team. Consider what competencies you already have within

your organization and what skills you require to round out your team. There are many options on how to approach this, from hiring team members with the right experience to outsourcing to marketing agencies, third-party logistics providers, and marketplace management firms.

ECONOMICS AND FINANCING The eCommerce margin structure differs from that of a traditional ECP, so it’s imperative to understand your pricing, volumes and costs if you pursue an online business. Unlike a traditional ECP the variable cost structure of an eCommerce business is significantly higher and includes marketing spend, shipping, cost of returns and other atypical expenses. In a highly competitive online environment most eCommerce companies operate on small margins.

While there are many considerations when entering the eCommerce business, many ECPs are already successful business owners. Selling online is in many ways similar. It’s all about the commitment, focus and building the right team. n Kirsten Anderson is senior director of eCommerce and strategy for Luxottica.

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Retail.

Competing WITH ONLINE DISCOUNT RETAILERS THERE ARE MANY THINGS YOU CAN DO TO CAPTURE MORE SALES AND LEAVE YOUR PATIENTS SATISFIED, EVEN IF THEY CONSIDERED AN ONLINE ORDER FIRST.

By Robert Alexander, LDO, ABOM / NCLE-AC

W

hen building an online presence, the first thing you should ensure is that patients can find your practice online. This means a website with location information and listing your business on Google at a minimum. There are more ways to be found online, such as a Facebook business page or an Instagram account.

If you can’t easily be found, then you aren’t meeting patients where they are.

Statistics show that 88% of local business searches result in either a call or visit within 24 hours, and 72% of local business searches end up visiting stores within five miles.

The best first step to increase your online presence is to set up your Google business page.

THE UPSELL GAME When discount retailers run national broadcast advertisements promoting two pairs of glasses for $80, it can feel impossible to compete on price, and you shouldn’t. Even with these discounts, it’s about upselling.

These deals often lead customers to sites or big chains when the goal is to upsell them into a higher cost pair of glasses with more than just the most basic features.

This is a game you can play too, but lead with value. Educate patients on the health benefits and value of extra features, better lens materials and specialized lenses.

WHAT PATIENTS WANT The Vision Council studied what features patients most desire in their eyewear. The results showed that scratch resistance and thin and lightweight won out. These aren’t features you can cram onto a cheap pair of lenses without increasing the price or greatly sacrificing the quality.

When upselling, focus on the difference in material weight and treatments to show patients the features they are looking for.

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THE ECP EXPERIENCE Being a private practice is your greatest weapon against online retailers. Many patients don’t realize all that goes into the full experience of visiting your practice.

The entire practice experience includes: measurements, fitting, selection of materials, verification of prescription, examination (both prescription and health factors) and expertise.

Educate patients on the importance of the entire experience and how each of these elements creates the best eyecare solution.

Being a private practice is your greatest weapon against online retailers.

EXPERTISE FRONT AND CENTER Many ECP websites only list the education of the doctors. While this is vitally important, make it a goal to also list licenses, certifications and special courses completed by all staff members. Let those searching your website know how well prepared the entire staff is to provide a customized vision solution.

THE REGULAR EXAM A visit to your practice is a vital part of each patient’s preventative health plan, yet many don’t treat it as such. Finding ways to combat this are a big part of competing with online retailers. Getting the patients into your practice for an examination is half the battle.

Don’t be afraid to be bold and talk to your patients about the importance of regular eye exams. A dentist wouldn’t let their patients leave without knowing the importance of biannual teeth cleanings and exams. Think of it the same way in your practice, after all, we have over 30 teeth and only two eyes.

GO AND COMPETE These strategies will help you bring more patients into your practice while selling

them on your products, expertise and practice experience. n Robert Alexander, LDO, ABOM / NCLE-AC is senior manager of education resources of Hoya Vision Care.

5 ADDITIONAL STRATEGIES TO COMPETE AGAINST ONLINE RETAILERS 1. CREATE A GLASSES PLAN We often have a different pair of shoes for business, running, fashion, and, if you live in Texas, a pair of cowboy boots. A single pair of eyewear isn’t enough today. Specialized lenses serve important health benefits for each patient. Creating a glasses plan allows you to have a multiple pair conversation with patients from the start, leading to more sales without sticker shock.

2. EXAM CHAIR EDUCATION Patients who come into your office for an exam but wish to order their eyeglasses online offer a great opportunity to convert to in-practice sales, yet there are a lot of nuances. Don’t be too aggressive, but take the time to educate your patients during an exam.

3. PREMIUM PRODUCTS + HEALTH BENEFITS Offering the best products means offering the best solution to your patients’ eyecare needs. Between a premium lens and your expertise guiding patients to the right solution, they’ll find much more satisfaction from visiting your practice than navigating lens features online.

4. FITTING VALIDATION Offer patients who tend to shop online a fitting and validation for any eyewear. Set a profitable but reasonable price for them to bring in their frames, have them fitted and validate that their prescription is correct. An AOA study found that nearly half of online orders had incorrect prescriptions or safety issues. Providing this service to patients will speak for itself.

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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PhilanthrOptic.

untraditional

MOBILE CLINIC PROVIDING FREE VISION CARE TO INCARCERATED CHILDREN IS NOT THE NORM, BUT IT DOES ADDRESS THE FACT THAT THIS IS WHERE A HIGHER PERCENTAGE OF UNCORRECTED REFRACTIVE ERRORS ARE FOUND.

W

hen most people think about providing vision care to kids in need, a school or community vision event likely comes to mind. Essilor Vision Foundation’s (EVF) Kids Vision for Life mobile clinic goes beyond these traditional settings. Every summer since 2010, the mobile clinic has visited juvenile detention centers in Dallas, TX, to give vision exams and eyeglasses to the youth there at no cost to the county.

FILLING A NEED A conversation between an EVF board member and a Dallas County Commissioner about the need for services at juvenile detention centers led to Kids Vision for Life expanding its scope beyond schools. The need is clear. “All the kids receive a vision exam,” explained Marina Patino, associate director, Kids Vision for Life. “Surprisingly, we find that in the detention centers about 66% fail the screening and are referred for comprehensive exams, compared to 22% in schools.”

When children in the California juvenile justice system received on-site optometric vision therapy, the number of repeat offenders dropped from 45% to 16%.

This is not unique to Dallas County. Researchers found that 35% of adolescents in California’s juvenile detention centers had uncorrected refractive errors, compared to 22% in the public school system. In addition, a nationwide survey found that more than two-thirds of youth in residential placement reported a healthcare need, including problems with vision.

IMPORTANCE OF CLEAR VISION 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. A substantial 80% of what children learn is 16 | VC P N O C T / N OV 2 019

visual, yet one in four children in the U.S. has a vision problem significant enough to affect their ability to learn. Access to vision care seems to be especially important for kids in juvenile detention.

When children in the California juvenile justice system received on-site optometric vision therapy, the number of repeat offenders dropped from 45% to 16%.

IN PERSPECTIVE Wendy Xu, OD, and Glenn DeShaw, OD, have both volunteered twice at the juvenile detention centers with Kids Vision for Life. Xu said it makes her happy to help with the kids’ vision needs. “These kids are in a difficult time full of challenges in their lives,” she said.

“They are all happy to receive eye exams and new glasses. You can see the happiness and gratitude on their faces.”

For DeShaw, the experience is always meaningful. “I asked one boy what happened to his glasses, expecting him to tell me they got lost or broken. Instead he said, ‘My mother stole them and sold them for drugs.’ That really put things in perspective. I told him, ‘You will get a new free pair today, bar none.’ It made me feel good that we could help him that way.”

Kids Vision for Life Greater Dallas Area Lead Emma Crews runs the juvenile detention center program and says it is a profound experience.

“We want to help them just be kids and understand why good vision is important. We want to help them succeed even though they’ve made some mistakes in the past.”

EVF is working to help every child in the U.S. have a better life through better sight. Find out about Essilor Vision Foundation’s programs designed to help ODs be charitable in their own communities at EVFUSA. org/OD. Learn more about Kids Vision for Life at EVFUSA.org/ O u r - Wo r k / K i d s Vision-for-Life. n V I S I O N C A R E P RO D U C T N E WS . C O M

Retail.

COSTA RELEASES POINT-OF-SALE MATERIALS Following the launch of a multi-year awareness campaign in May, Costa has released two new point-of-sale materials: a fabric hanging banner featuring campaign imagery and the tagline, “For those who need water to breathe,” as well as an optical dispensing pad featuring the Costa brand pillars “Explore,” “Perform” and “Protect.” The banner shows Kimi Werner, a U.S. National Spearfishing Champion, certified chef, awarded artist and popular speaker. The dispensing pad is made of the same cork material used in Costa’s optical and new sunglass frame cases, chosen in part because of Costa’s commitment to sustainability (as cork is a renewable resource).

855-COSTARX B2B.CostaDelMar.com

ASTM PUBLISHES STANDARD FOR RACKET SPORTS The Vision Council has announced the publication of a new eye protection standard by the American Society for Testing and Materials (ASTM). ASTM F3164-19 Standard Specification for Eye Protectors for Racket Sports (Racquetball, Squash, Tennis) replaces the previous requirements for racket sports eye protection contained within ASTM F803 Standard Specification for Eye Protectors for Selected Sports. The standard dictates frame and lens minimum robustness requirements (impact resistance), optics requirements and downstream Rx filling requirements for optical laboratories and opticians/dispensers prior to delivering racket sports eyewear to the customer.

MVitale@TheVisionCouncil.org Webstore.ANSI.org/Home/Index

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

COMPULINK LAUNCHES ECOMMERCE SOLUTION Compulink Healthcare Solutions unveiled its MyEyeStore eCommerce solution at Vision Expo West. MyEyeStore allows eyecare practices to offer patients the ability to order contact lenses and other recommended products directly from them online. Included is a custombuilt and branded web store for the practice, along with management of all order processing, tracking and sending patients order reminders.

In addition to providing patients with the convenience of online ordering, MyEyeStore helps increase capture rates and creates new revenue streams for the practice. Compulink is the creator of Advantage SMART Practice, the EHR and practice management system powered by artificial intelligence.

800.456.4522 CompulinkAdvantage.com

GPN UPDATES EDGEPRO SOFTWARE FEATURES GPN Technologies has released four major enhancements to its EDGEPro business intelligence software for optometric practices. The new features offer substantial customization options for prioritizing and monitoring key practice metrics, uncovering revenue trends, exploring transactionlevel details, and setting custom goals for improving their bottom line.

The latest features update also gives users the ability to drill down to the performance details from several key reports by using hyperlinks that instantly deliver lists of specific transactions. For example, users can view top-selling frame brands and, by clicking the new link, will be able to view all of the associated transactions from the brand chosen.

833-EDGEPRO GatewayPN.com

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readers WHAT’S

NEW IN

VCPN ASKED ECPS TO EXPLAIN WHY THEY CARRY READING GLASSES (OR WHY NOT) AND THE MAJOR PROVIDERS TO SHARE THEIR LATEST STYLES; HERE’S WHAT WE FOUND.

STRIKE C

WORK WIFE

eyebobs The fall/winter designer eyewear collection from eyebobs consists of more than 25 new frame designs with a fresh seasonal palette of tortoises, rich browns, deep greens and blues in a mix of warm, matte finishes and vibrant metal combinations.

The premium frames are handmade with a mixture of materials, including acetate, layered laminate and mixed metals. Some are very bold, while some are more subtle, all delivering on the brand’s promise of, “You supply the personality, we frame it.” Expressive names include “Case Closed,” “Board Stiff,” “Peckerhead” and “Wait What?”

18 | VC P N O C T / N OV 2 019

All eyebobs frames are available as sunglasses, readers, prescription and blue light.

The new blue light lenses block 90% of the rays from mobile devices to reduce eye strain, according to the company.

Special for the holiday season, eyebobs is launching two limited edition Crystal Blue Light frames in signature styles, “Bob Frapples” and “BYOB.” These frames feature gold temple cores with premium finishes.

eyebobs 866.393.2627 eyebobs.com V I S I O N C A R E P RO D U C T N E WS . C O M

Readers.

TOMMY

JAMIE

Eyenavision Among its wide range of lens products under the Chemistrie brand, Eyenavision also offers readers. The ChemTech Readymade Computer Reader is available in five styles, each in two to three colors. The newest and largest style yet is being introduced in October 2019. The company attributes its success to its use of optical-quality, 1.56-index lenses and in powers from plano to +3.00D, in 0.25D increments.

In addition, Eyenavision also offers clips that serve as readers. Chem+ and ChemBlue reader clip options serve as on-demand reading options. Chem+ offers a green AR in powers up to +2.50D, and ChemBlue offers intermediate powers up to +2.00D with anti-blue-light AR.

Eyenavision, Inc. 888.321.3939 Eyenavision.com Info@ Eyenavision.com BILLY

The reason we sell readers is that we have contact lens patients who sometimes need just a plus one add. Maybe they wear multifocal contact lenses but need a little reader in a restaurant. We might sell two to three per month, but if we don’t they’ll go to CVS and get a two dollar pair. It’s such a minor investment that all ECPs should sell readers. For less than one thousand dollars you can get a whole set of lenses from plus one to plus three in all different colors.

— Perry Brill, Optician, Brill Eye Center, Mission, KS

Yes we carry readers. We try to capture some of the market of patients who don’t need prescription eyewear.

— Kim Pickett, COMT, Minneapolis, MN

We offer readers to our post-op cataract patients during recovery, contact lens patients needing a little more boost than their multifocal contact lens gives.

— Nick and Jill Luebbert, Owner, Luebbert Consulting, Omaha, NE

At the last location I was managing, being based in Arizona, we have both a high demand based on tourism and part-time residents (snowbirds). Also, the largest cross section of our clients falls into the age group of 35-65. In addition to carrying readers from EyeBob and Scojo, we offer to create custom readers for the client with specific needs and fashion taste.

— Jennifer Caraway, Owner, Strategeyez LLC, Scottsdale, AZ

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

O C T / N OV 2 019 VC P N | 19

Readers.

eyeOs New from eyeOs Eyewear are polarized bifocal sun readers. The polarized filter of these CR-39 lenses eliminates 99.9% of glare, while the back-surface, anti-reflective coating attenuates backside reflected glare. With UV 400 protection and HEV blue light filtration, eyeOs polarized bifocal FT-28 sun readers offer eye health protection, comfort and sharp vision.

An extensive range of over-the-counter reading eyewear is available from eyeOs, including BlueBuster blue light filtering lenses, OfficePal, and PcPal progressive readers as well as photochromic and polarized bifocal readers.

Also new from eyeOs is the Dwight lightweight reader, combining stainless steel and Mazzucchelli acetate. Dwight (shown) is available with Hex-O-Tech high-definition, Rx-quality, aspheric design lenses as well as with BlueBuster blue light filter to minimize digital eye strain and in OfficePal and PcPal progressive reader with BlueBuster. All feature AR. Available in plano and from +0.50D to +4.00D in +0.25 increments, Dwight also comes in photochromic and in eyeOs’ newest offering of polarized bifocal readers with backside anti-reflective coating.

DWIGHT

eyeOs 800.625.1880 eyeOsReaders.com Info@eyeOsEyewear.com

We do carry readers. They are not out front, but if patients ask we have them as a convenience purchase for them. We make sure the readers we carry have nonglare so they are better quality. A bit more expensive, but patients don’t mind if we are taking care of their needs. We mostly sell to patients who are in between cataract surgeries and receiving their finalized prescription from their physician.

— Kimberly Manthe, Optical Manager/Director, Cascade Eye and Skin Centers, University Place, WA

We are an ophthalmology practice so for the small amount of time our patients do not have a final prescription after cataract surgery, we sell them readers.

— Miguel Rodriguez, ABOC, FNAO, Optical Supervisor, Fava & Maria Eye Associates, Lebanon, PA

We do not carry traditional readers in our office. We do carry specialty readers.

Specifically, ChemTech Readers from Eyenavision. These promote and reinforce our high technology lens model of dispensing. They have blue-light-filtering, glarereducing technology in a handful of styles and trendy colors. Traditional readers downplay the importance of high technology lens features such as glare free. We find these to be a great fit for those patients looking for a solution over contacts or in a work environment with high levels of screen exposure.

— Justin Tenczar, Director of Optical Operations, Berkshire Eye Center, Pittsfield, MA

No readers. Too little profit. Too much time. Too much client expectation for sane levels of service and attention.

— Barry Santinia

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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

Trends.

RUBBER

soul

1

WHETHER FOR SPORTS, CHILDREN OR SIMPLY AESTHETICS, EYEWEAR THAT EITHER INCORPORATES OR IS COMPLETELY MADE OF RUBBER IS ON TREND AND IN STYLE.

2

6

3

5

4

1. Safilo USA Carrera 5051S 800.631.1188 Safilo.com Info@Safilo.com 2. Luxottica Prada PS 02MV 800.422.2020 Luxottica.com CustomerService@US.Luxottica.com 3. ic! berlin America Front Alley 866.634.8990 ic-berlin.de America@ic-berlin.de 4. L’Amy America Champion CUFL600403 800.243.6350 LAmyAmerica.com Support@LAmyAmerica.com 5. ClearVision Optical Co. IZOD 2075 800.645.3733 CVOptical.com CService@CVOptical.com 6. A&A Optical Crocs Eyewear CF3116 800.492.4465 AAOpticalCo.com AAOptical@AAOpticalCo.com

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

O C T / N OV 2 019 VC P N | 21

Extreme Closeup.

SPONSORED CONTENT

TRANSITIONS XTRACTIVE LENSES

DETAILS Transitions XTRActive lenses are uniquely designed to protect your patients’ eyes from the brightest sun outdoors and harsh artificial light indoors.

Transitions XTRActive lenses are the darkest everyday lens available, providing superior outdoor darkness—even in hot temperatures—making them perfect for patients focused on outdoor activities, who are light sensitive or who spend a lot of time in bright, sunny conditions.

Outdoors, Transitions XTRActive lenses block 100% of UVA and UVB Rays and 88% to 95% of harmful blue light1. Indoors, the lens blocks 34% of harmful blue light, and its hint of tint indoors helps protect from harsh artificial lighting, which helps reduce eye strain and fatigue.

BACK STORY Most photochromic lenses react primarily to UV light. That’s why they change in the sun and remain clear indoors. In the car, the glass

in car windshields blocks most UV light, and Transitions XTRActive adds extra protection by activating behind the windshield. Transitions XTRActive lenses feature a broad-spectrum dye specially designed to react to both UV and visible light for extra darkness outdoors and even in the car. In fact, four out of five wearers are satisfied or very satisfied with Transitions XTRActive lenses when driving in sunny conditions2.

WOW FACTOR Transitions XTRActive lenses have been a fast-growing product with high satisfaction. And now, with the iconic colors and style mirrors, Transitions XTRActive lenses give patients nine color options to create a unique and stylish look with their favorite frames. n

TransitionsPRO.com Transitions and XTRActive are registered trademark, and the Transitions logo is a registered trademark of Transitions Optical, Inc. used under license by Transitions Optical Limited. ©2019 Transitions Optical Limited. Photochromic performance is influenced by temperature, UV exposure and lens material.

1 Transitions XTRActive lenses block 34% to 36% of harmful blue light indoors excluding CR607 Transitions XTRActive products which block 27% to 31%.

2 Double blind wearers tests conducted in Brazil (Expertise, 2014), Spain (Ifop, 2014), and U.S. (Pinnacle Marketing, 2009)

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

O C T / N OV 2 019 VC P N | 23

ABO TECHNICAL LEVEL I

Personalizing the

CHILD’S EYEWEAR EXPERIENCE APPROVAL: ABO APPROVED FOR 1 HOUR, TECHNICAL LEVEL I

By Joy L. Gibb, ABOC

ONLINE COURSE: STWFVM005-1

O

ISSUE DATE: OCT. 1, 2019 EXPIRATION DATE: SEPT. 25, 2022 APPROVAL: This course has been approved for one hour of Technical Level I 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: For many years, eyecare professionals have focused on making multiple pair sales a priority for adult patients. Today, there are several opportunities to educate the parents of pediatric patients about the necessity of multiple pairs of eyewear to address not only short and long term visual health but pairs that will also complement the lifestyle of the child. This course will explore ways to engage in dialogue with parents and guardians to help elevate the awareness of the need for multiple pairs with the pediatric demographic.

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ver the years eyecare professionals have become more educated and understand the necessity of patients needing more than one pair of glasses to fulfill their vision and lifestyle needs. Recommendations are made for sunwear, computer lenses, task-specific eyewear and eyewear that addresses both fashion and function. Most often these multiple pair options are offered to adult patients and are considered a justifiable necessity, but some dispensers see the same number of recommendations to their pediatric patients as difficult to discuss or to ask for the sale.

The parents are part of the equation when recommending and selling to children. They typically control the finances and may have definite opinions about how much will be spent and if multiple pairs are deemed necessary. If the parents have never worn or purchased eyewear they may have trepidations about the process, the cost and if they are getting the right products for their child. This means that as the professional you have a responsibility to educate the parents as much as OCT/NOV 2019 | VCPN

ABO TECHNICAL LEVEL I

PHOTO COURTESY OF IMAGEWEAR

satisfying the wants of the child during the purchase process. That same professionalism should also include helping parents understand that one pair of glasses will not fulfill all the vision and lifestyle needs of the child.

SCHEDULING THE APPOINTMENT The first touch point may come when the appointment is made.

Perhaps they’ve been referred by a pediatrician or a school nurse.

If the parents have never had an eye exam, their level of reference for this appointment might be the simple eye screenings they had in elementary school. However, we know that there is much more to a child’s eye exam than which way the E is tumbling. Front desk team members can be highly influential in helping to prepare parents for the exam and their expectations for potential eyewear purchases.

When appointments are scheduled simple questions can be asked about the child that can help parents begin to understand the importance of eyewear, even if the child doesn’t have a refractive error. A question – such as “How much time does your child spend a day using digital devices?” – can open the door to a conversation about screen time possibly being tied to their child’s vision problems. When thought-provoking questions are asked, it gives us the opportunity to share that we may have possible solutions, perhaps even to problems the patient doesn’t even know they have.

At the end of scheduling the appointment a simple reminder to bring all of the child’s eyewear, including sunwear, computer glasses and sports glasses, can prepare the parent that their child could use more than one pair of glasses. This tells the patient’s parent that multiple pairs of glasses are normal and that we expect their child is properly caring for their eyes with things such as sunglasses and sports eyewear. Setting an appointment can be the start of an educational process that will create a multiple-pair mindset.

TIME FOR THE EXAM Once the child arrives at the office for the exam, it’s important that we maintain a consistent message of multiple pairs and personalizing the experience for the child and parent. During the pre-exam VCPN | OCT/NOV 2019

and exam, lifestyle questions can be asked about extracurricular activities, if they are protecting their eyes from UV exposure and the amount of time they spend on digital devices.

Most pediatricians will follow a line of questions to kids to ensure they are being safe and healthy. Do you wear a bike helmet? Do you use sunscreen? Are you being safe on the internet and not giving out personal information? As an eyecare professional our questions should be thought of in the same regard, doing what’s best for the child’s visual health and acuity and making recommendations on what is best for the child, both now and long term.

CHOOSING THE FRAMES Once those recommendations have been discussed and made by the doctor, it’s time for the dispenser to begin laying out options to satisfy those needs. Make sure you take the lead in presenting frame options, this should never be a do-it-yourself project. This is first because the fit of a frame is crucial to the child successfully wearing it and second so that the child’s expectations are met so they love how they look in the frame, which typically translates to the child taking better care of their glasses.

Ask the child if they have a favorite color or design of frame, perhaps something they have seen a peer wearing. Make sure to include the parents in the questioning – any colors they want to stay away from, durability requests and what type of budget they would like to stay within. If the child has an insurance benefit, make sure to use phrases that will encourage the parent to look at that benefit as a nice contribution toward what the child needs or would be best suited in, not just the maximum for what they can spend.

Begin by selecting frames that will fit the bridge of the nose well.

The majority of the weight of the eyewear will rest on the bridge, which is typically not fully developed in a child. Make sure there are not any gaps between the frame and the child’s nose or that nosepads can be adequately adjusted to accommodate the fitting needs of the child. You’ll also want to look at the child’s cheeks to make 25

26

CHOOSING THE LENSES All lenses are not created equal, and it’s important for dispensers to make professional recommendations on lens materials based on prescriptions and frame selections. The ultimate goal is for lenses to give the best vision possible while also being durable and safe.

Impact resistance is important for everyone, but especially children with their busy lifestyles. If the child is getting reading or computer lenses, some parents may not see the importance of impact-resistant lenses since they will be worn during periods of less physical activity. However, if the child were to wear these lenses while traveling in a car and an airbag were to deploy, dispensers would want the child’s lenses to withstand the impact and not break into their eye. That’s why it is so important to educate parents about the reasoning behind recommendations.

Polycarbonate is a material that has been used in the industry for many years and offers excellent impact resistance. It must pass the drop ball test for dress eyewear, which means a 5/8-inch steel ball weighing 0.56 oz is dropped from a height of 50 inches and will not break the lens.

Another factor to consider is the Abbe

value of a material, which is a number describing the amount of chromatic aberration in an ophthalmic lens material. The higher the number assigned the less chromatic aberration is found in the lens. Typically, polycarbonate lenses will hover around an Abbe value of 29-30, depending on the manufacturer.

As a prescription strengthens in power (either plus or minus) the chromatic aberration of a lens will become more noticeable and may start to have an effect on how well the wearer will see out of it.

Trivex was introduced to the market more recently than polycarbonate and has made a significant impact due to its excellent optics and durability. With an Abbe value of 45, this material is more optically clear than polycarbonate and provides less aberration throughout the lens.

Trivex also passes the drop ball test for impact resistance and has a higher tensile strength (the resistance of a material to breaking under tension), making it a better choice for some frame designs such as drill mounts.

Another benefit to Trivex is the characteristic of being the lightest weight lens material offered in the industry. The 1.11 g/ cm3 weight will offer young children more comfort on their noses, which are still developing and flatter than their adult counterparts. This is a particularly significant characteristic for children who need their glasses to stay appropriately adjusted to improve the therapeutic effect of some prescriptions in the correction of some childhood vision conditions.

UV PROTECTION One area that eyecare professionals can improve in educating parents is that of the importance of UV protection. On any given sunny day, the smell of sunscreen is abundant at playgrounds everywhere. Parents are very aware that protecting their child’s skin from UV damage is very important and not doing so can have harmful effects later in life in the way of skin cancers. Yet, according to The Vision Council, 12.6% of adults report they use “nothing” to protect OCT/NOV 2019 | VCPN

PHOTO COURTESY OF IMAGEWEAR

ABO TECHNICAL LEVEL I

sure the frames are not primarily sitting there for support as opposed to on the nose.

Next, look at the temple to ensure a good fit there. For toddlers, you may consider a frame with cable temples or a frame that includes a strap to help ensure the frame will stay appropriately up on the bridge. Many children today are bigger than their counterparts from 30 years ago. This may mean moving to a larger size frame to get the width necessary for a well fitted frame, but that can also mean temples that are longer without an option for shorter temples. Temples that are too long will impede the ability for the dispenser to get a proper fit, and the glasses will most likely not fit well and will be uncomfortable to wear. If the child is wearing glasses to correct a vision deficiency such as amblyopia or strabismus, it is especially important to make sure the frame is positioned correctly and fitted well to give the child’s eyes the best chance possible for correction and progression.

You will also want to educate parents about the features of durable frames in order to add value to the purchase.

Something such as a 180° spring hinge will help not only with the fit of a frame, but it can also translate into better durability and fewer trips to the eyecare professional to have frames adjusted, or even worse, replaced due to breakage. Children are active and need glasses to keep up with their lifestyles, and parents don’t want to constantly be dealing with broken glasses or glasses that don’t hold an adjustment well. Features such as durable spring hinges address all of these issues and make everyone involved happier in the long run.

Because fit is so important, frame materials should be taken into consideration.

Materials such as titanium are incredibly lightweight, which can help them stay up and in place, while memory metals provide a characteristic of being lightweight but also extremely durable because of the way they bounce back from everyday activities and accidents.

ABO TECHNICAL LEVEL I their child(ren)’s eyes and surrounding skin from the sun’s damaging UV rays.

A child’s crystalline lens cannot effectively filter out UV rays in the same way their adult counterpart’s do, which can lead to more radiation reaching the retina. Early damage to the retinal cells is irreversible, and while research is currently ongoing to see how to regrow retinal cells, this damage will become cumulative over time causing long-term vision and health issues as children become adults. In addition to retinal damage, growths such as pterygiums (growths on the eye that typically start at the nasal area and grow over the sclera and onto the cornea) and an earlier onset of cataracts can be attributed to cumulative UV exposure.

Because damage can begin at a young age it’s imperative that we help educate parents with consistent messaging. Even if the child does not need a prescription for glasses, every child does need UV protection. Talk about the importance of protecting the eyes and the delicate surrounding tissue with quality sunwear that blocks high levels of UVA and UVB. You may be seeing one child as a patient, but express concern for all members of the VCPN | OCT/NOV 2019

family by asking if every person is wearing good quality sunwear.

For the child who does need glasses, make sure to highlight that UV protection is included with most lens material choices.

The parent may not be paying for it separately, but it is a feature included in the lens that brings benefit and value to the wearer.

DIGITAL EYE STRAIN Other subjects to educate parent and child about are lenses and treatments specific to blue light and digital device use. Today’s generation of children are growing up more exposed to digital devices and blue light than any generation before them.

Some toddlers know how to use a smartphone or tablet before they know how to walk. The Vision Council reports that more than 70% of American adults report their child(ren) receive more than two hours of screen time per day, yet nearly 25% are still not concerned about the impact of digital devices on their youngster’s developing eyes. Just like their adult counterparts, children can suffer from symptoms of digital eye strain, including headaches, dry or irritated eyes, reduced attention span and irritability, to name a few. The Vision Council also reports that 69% of American

adults report that they are not aware there is eyewear specific to digital device use that could protect the eyes from the shortand long-term effects of digital eye strain.

Part of the eye exam should include a discussion about the child’s digital habits and what solutions are available to help with any symptoms of digital eye strain they may be experiencing. Products recommended by the doctor are far more likely to be purchased in the dispensary.

Many lens manufacturers now offer lens designs that can help reduce eye strain by creating a portion of the lens that has modified powers to help the eye’s natural lens accommodate to a near and/or arm’s length focal point. Typically anyone using a digital device will hold it closer and look at the screen for a longer period of time.

The eye is not as able to relax when fixated on the same focal point and length for long periods. It’s also important to encourage the child to take breaks when using digital devices, to look at a distant focal point for twenty seconds every twenty minutes.

Another way to reduce the symptoms of digital eye strain is by treatments that are used with the lens. The shortest wavelengths of light in the spectrum are blue, indigo and violet, ranging from 380nm 27

ABO TECHNICAL LEVEL I

(nanometers) to 500nm. These wavelengths are considered high in energy, and studies are suggesting that cumulative exposure to this type of light could lead to long-term problems, including macular degeneration. This can be of particular concern with children because their arms are shorter, they hold devices closer and their pupils are larger, allowing more blue light into the eye and onto the retina.

There are several options in lens treatments to help reduce the amount of blue light that moves through the lens and into the eye. Some treatments add a very distinctive color, so they need to be shown to the child and parent to ensure they understand what the finished glasses may look like. Other options include anti-reflective treatments calculated scientifically to block certain parts of the blue light spectrum. Because of this, the color of the anti-reflective treatment may have a visible color on the lens that may be cosmetically unappealing to some.

If parents are not willing to buy a lens treated with visible colors, they may be open to adding a photochromic tint to the lens, which, depending on the manufacturer, may offer blue-light-reducing characteristics as well. Just like UV protection, it’s important to share with the parents that the purchase includes the benefit of blue light reduction and why that’s important for the child.

SPORT-SPECIFIC EYEWEAR Another opportunity to educate is in the area of sport-specific eyewear. Many parents believe that regular ophthalmic eyewear is sufficient protection for their child. While lenses are impact resistant, the frames typically chosen for their child do not meet the American Standards for Testing and Materials (ASTM) standards for higher impact resistance during sports. They may not fully think through the potential that a broken frame could cause serious injury to the eye or the surrounding area. The Vision Council reports that “eye injuries among children playing sports happen frequently, but the number of children wearing eye protection while playing sports remains low at only about 15%.” According to the National Institutes of Health’s National Eye Institute, a majority of the eye injuries suffered by children 28

ages 11 to 14 occur while playing sports.

As you gather information about the child’s lifestyle, make sure to inquire about the sports they may participate in. Give a quick overview of how ophthalmic frames and sports-specific frames are different, and then pull at least one sports frame from the board so parents can see and feel the difference.

When a child needs corrective lenses for conditions such as amblyopia or strabismus, it’s important to help both parent and child understand the importance of consistently wearing the glasses as the doctor has prescribed.

This means that the child should always have access to a pair of glasses. If one breaks, there should be another pair on hand that they can continue wearing while repairs are being done. It may be helpful to educate the parent and child by using terms and imagery that they can understand. You may wish to compare it to something like going to the gym or lifting weights. The more consistently you do it the better the results. If you miss a few days or weeks, you lose out not only on the benefits but possibly also on the progress you’ve previously made as well. For parents who are budget conscious you may wish to have less expensive options for their second pairs or offering a significant discount on the multiple pair purchase.

The majority of parents would never want to jeopardize their child’s vision or well being but may not adequately understand the necessity and benefits of

having a second pair for children who need a correction for some type of vision therapy.

CONTACT LENSES It’s always an exciting time for new contact lens wearers to think they can toss their glasses to the side, but it’s imperative that they understand that contact lenses do not replace glasses. During the exam and the insertion-and-removal training, it’s very important that both child and parents are educated about the necessity of having glasses to wear so the eyes can be given a break from contacts for their overall health. It’s also important to discuss that if the eye has an infection or irritation, the child will be better off wearing glasses rather than continuing to irritate and possibly further worsen a problem by continuing to wear contacts. Glasses should not be thought of as a “backup” to contacts but rather as the primary way to correct vision with contact lenses complementing the wearer’s lifestyle desires.

Just as their adult counterparts, children’s eyewear should be seen as an investment in both long- and short-term vision and eye health. As all team members commit to educating about conditions that can affect a child’s vision and presenting products as necessary solutions, parents will begin to understand the importance of eyewear in their child’s life – even if they don’t need a prescription. n Joy L. Gibb, ABOC, is the practice manager of Daynes Eye and Lasik in Bountilful, UT.

This course is ONLY available for online testing.

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

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

3. Review the course materials.

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

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

This ABO continuing education course is sponsored by an unrestricted grant from ImageWear.

OCT/NOV 2019 | VCPN

New. Launch

KENMARK EYEWEAR

PARADIGM

Designed by Kenmark’s eyewear team exclusively for the independent market, the Paradigm collection (the company’s first in-house brand) represents “a shift on the everyday basics, classic with a twist, with something for everyone,” according to the company. Models — 18 ophthalmic and 13 sunglasses — are designed to fit a variety of face sizes and are constructed in metals and translucent acetates that are thin and lightweight.

800.627.2898 KenmarkEyewear.com

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

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New. Special Collections

MARCOLIN GUESS THE GET IN TOUCH 2019 CAPSULE COLLECTION Comprising one sun style and one ophthalmic model, The Get In Touch collection was created in partnership with The Get In Touch Foundation, which aims to educate women on overall breast health.

Available this month, models feature the breast cancer awareness ribbon on the temples in rose gold metal, and both come in a special pink case. Both models are cat eye shaped in black shiny acetate with a touch of pink in the rear and a glittery triangle and GUESS logo on the temples.

800.345.8482 Marcolin.com

VON ZIPPER LIQUID LIGHT LAB Inspired by the work of Steve Pavlovsky, this special collection comprises five unisex and three women’s models that pay homage to the psychedelic light shows of the 1960s. Frames and temples are constructed of TR90 material, and three styles (The Alt Taffey, The Alt Replicant and The Alt Ubiquity) are frameless polycarbonate shields with TR90 temples.

888.511.1189 VonZipper.com

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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.

L’AMY AMERICA

BRILLENEYES

BLACKFIN

CHARMANT

A&A OPTICAL

CHAMPION

DUTZ EYEWEAR

ONE

ESPRIT

RACHEL ROY

STYLE: CU2027

STYLE: DZ749

STYLE: BAYOU

STYLE: ET17596

MODEL: THRIVE

Four models expand this ophthalmic collection.

Styles are made of handmade acetate with stainless steel temples and incorporate both glossy and matte finishes on rims.

Each model comes in two colors, including navy/ silver, tortoise/olive and crystal/silver.

This ophthalmic model is a combination round/square shape in stainless steel.

Finished with shiny gold on the outside and a satin finish inside, model DZ769 comes in four colors: rosé gold with gray/taupe, gold with magenta/burgundy, gold with two-tone green and gold with teal/aqua.

Five titanium models play with color. Bayou incorporates a panto frame with flexible beta titanium bridge and temples in a color palette ranging from masculine (dark blue paired with red, black or midnight blue) to feminine (blush pink or midnight blue paired with magenta.)

With a minimalist, modern take on retro styling, women’s models offer details such as wire construction and TR90 frames. Model ET17596 incorporates color accents hand painted onto the rims and end tips and comes in two colors: rose and blue.

Three ophthalmics come in a palette of vibrant colors such ruby, sapphire and jet/teal. Frames are constructed of stainless steel and handmade acetate and incorporate details such as contrasting colors and dual colored fronts. Thrive includes a bold brow with a metallic rim and temples.

800.243.6350 LAmyAmerica.com

949.215.9661 DutzEyewear.com

800.645.2121 Charmant.com

800.492.4465 AAOpticalCo.com

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

877.889.0399 VillaEyewear.com Blackfin.eu

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New.

MODERN OPTICAL

ETNIA BARCELONA

KERING EYEWEAR

MODERN ART

STYLE: Trapani

BOUCHERON

STYLE: A607

STYLE: BC0095O

Ophthalmic styles for women incorporate glitter accents and color blocking.

Models are made of handmade zyl or stainless steel/zyl combinations.

Colors come in rich, feminine hues such as matte plum/gold, matte burgundy and topaz/gold.

Color and texture take center stage in fall/winter models. Mazzuchelli acetate frames are paired with Barberini mineral lenses and take inspiration from the “Glam” style of the 1970s. Models incorporate features such as havana patterns, glitter and metallics.

800.323.2409 ModernOptical.com

800.627.2898 EtniaBarcelona.com

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ZYLOWARE

MONDOTTICA

SOPHIA LOREN

ZOOBUG LONDON

STYLE: SL M302

STYLE: BUTTERFLY

Feminine and elegant, styles take inspiration from Boucheron’s jewelry by incorporating the Quatre symbol and the Serpent Bohème. Color enamel and twisted chain details are featured on the temples or around lenses. Others feature acetate and thin metal.

This semi-rimless metal model has crystal accents on the temples and includes spring hinges and snap-in nosepads. M302 is available in two colors: burgundy with marble burgundy temple tips and rose with mauve pearl horn temple tips.

Four sun models for kids incorporate fun designs such as tropical prints, geometric details and graduated effects and come in colors such as purple crystal and blue/brown, and soft lens tones such as pink and gold. Frame shapes include oval, square, geometric and butterfly.

844.790.9165 Kering.com

800.765.3700 Zyloware.com

866.666.3662 MondotticaUSA.com

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

New.

SILHOUETTE INTERNATIONAL TITAN MINIMAL ART STYLE: TMA Special Edition 1589

ØRGREEN

MAUI JIM

SAFILO

THIN TITANIUM

SPECIALTY METALS COLLECTION

JIMMY CHOO

DESIGN EYEWEAR GROUP

STYLE: JC 244

FACE A FACE

STYLE: KODAMA

Marking the 20th anniversary, four suns (two men’s, two women’s) feature a “holographic, yet transparent” full-rim look.

Women’s are available in panto and cat eye, while men’s are sporty with gold and silver edges.

Six ophthalmics (two men’s, two women’s, two unisex) of thin titanium are inspired by Japanese thin architecture.

Kodama features a hidden rim lock behind the temple and comes in five color combinations such as matte deep space blue/matte metallic silver and matte vibrant lemonade/matte gun.

800.223.0180 Silhouette.com

844.796.4623 OrgreenOptics.com

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

STYLE: MK02713

Five ophthalmics of either titanium or stainless steel flat metal come in shapes such as aviator, round and rectangle. Model MK02713 features a double bridge and adjustable nosepads.

Three color choices round out the options: black matte, gold matte and titanium.

Six sunglasses and one ophthalmic offer new shapes and new interpretations of existing styles. Shapes are bold and range from geometric and round to oval and wingshaped. Ophthalmic model JC 244 features curved metal detailing and a sparkling temple treatment.

888.666.5905 MauiJim.com

800.631.1188 Safilo.com

STYLE: MILLI 1

Inspired by the light painting of Pablo Picasso and photographer Gjon Mili, this women’s ophthalmic comes in six color combinations, all transparent acetate with colors such as blue majorel lacquer on pink nude acetate with opalescent orange-brown acetate.

800.654.6099 DesignEyewearGroup.com

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New.

SMITH STYLE: UPLIFT

Made of injection molded Evolve bio-based material that is lightweight, durable and flexible, the Uplift ophthalmic models include megol nosepads, which react to perspiration by adhering to skin for a comfortable, no-slip fit.

Hidden metal flex hinges are integrated into the temple and face front.

888.206.2995 SmithOptics.com

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GĂ–TTI SWITZERLAND PERSPECTIVE LOOP STYLE: DC07 LOOP

MOREL

LUXOTTICA

MARCHON

LIGHTEC OMICRON 19

STARCK BIOTECH PARIS

DRAGON EYEWEAR XP CROSS-PERFORMANCE COLLECTION

STYLE: 30157L

Ophthalmic models are minimalist in design and feature a fine line to emphasize lens edges, and matte rings made of polyamide combine with metal in tones of silver, gold and black. Ten colors can be mixed to create unique combinations.

Three semi-rimless styles for men are constructed of thin stainless steel and incorporate screwless, springless hinges and stainless steel temples.

Models also feature a silicone end tip and a colored blade that connects to the frame fronts for a unique look.

914.274.8522 Gotti.ch

800.526.8838 Morel-France.com

STYLE: SH2037

Designed with Philippe Starck, five ophthalmics and two suns are made with Biolink technology, a screwless hinge designed to have a structure similar to a human collarbone for flexibility and comfort. Styles are metal, aluminum/Gravity Evo material and acetate.

800.422.2020 Luxottica.com

STYLE: Mariner X

Six suns come in three subcategories — Terra, Hydra and Glacia. Features include interchangeable lenses, vent-ilated rubber nosepads or removable sun shields.

Mariner X and Equinox X come with a floatable leash and various lenses.

800.645.1300 Marchon.com

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

Lenses.

lenses for a NEAR FOCUS LIFE MOVE OVER PROGRESSIVES, COMPUTER LENSES NOW OFFER THE OPTIMAL VIEWING ZONES FOR TODAY’S UP-CLOSE AND NEAR-FOCUS LIFE.

iD Space

iD Screen

iD Zoom

By Dennis Heffley

A

re you raising your chin to read this? Did you have to adjust your glasses or the lighting? Or to the horror of most eyecare professionals, did you take your glasses off? If you are wearing a traditional progressive lens, chances are you said yes to one if not more of these questions.

Why do I ask? Progressives are great for all things, aren’t they? Well, unless you are just starting fresh as an optometrist, optician or paraoptometric, you have been trained to believe that yes, a progressive addition lens is as good as it gets. In 2019, that simply isn’t the case anymore. I challenge you with the possibility that progressive lenses are no longer the primary pair of glasses for most presbyopes. A computer, occupational or near variable focus lens is now the main pair of glasses for most patients with an add power.

A NEW LENS FOR TODAY The near focus demands on our eyes are challenging, far too challenging for the traditional format of a progressive lens.

We know that progressives are formulated with a large distance, narrow reading and a small nasally focused near zone. In today’s world, that is not suitable for what most people do for eight to 12 or even

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

more hours a day. The majority of our waking hours are consumed inside our own personal bubble, from our eyes to our arms fully extended. You need a big area in your bubble; you need large intermediate and reading zones. A small section of distance is all that’s necessary to grab a cup of coffee or speak to someone outside of your bubble, so computer lenses provide that as well.

These lenses can be tailored to fit every working and living environment, especially for your own exam room. This should be your first step toward changing your mindset about what a primary pair of eyeglasses should be. Have a pair made for yourself for your eye exam room. Nothing could be better for “selling from the chair” than sharing with your patients what you enjoy and what you do well with. This removes the sales aspect of it. You’ll just be sharing the good news of this advancement. Your patients already trust you to give them the best and the newest innovations, so use this as a tool just like you would your acuity chart or trial lens set. Your intake and pretest team should be asking most of the questions to help you determine what primary lens will work best for the patient: “What is your career? What activities are you passionate about?”

O C T / N OV 2 019 VC P N | 35

Lenses.

ONE EXAMPLE When it comes to different focal lengths, the Hoya iD series is a perfect example, based on my own experience. (For other available computer, occupational and near variable focus lenses, see "Lenses That Go To Work," page 40.)

Hoya has done the work for you. This line offers three different options for fitting your patient.

Hoya iD Space is appropriate for your exam room, the conference room or someone who is on their feet a bit more such as a nurse.

This design gives a bit more full distance, large intermediate and reading zones. The bubble is still enhanced for someone to really enjoy a large format for computer and reading while still being able to see across the room.

Hoya iD Screen is ideal for your sedentary positions. The corporate America type person who is in their office 90% of the day and may even be using multiple screens.

This layout will have minimal distance, a very large, enhanced intermediate zone and a well proportioned near zone.

Hoya iD Zoom will serve your patients who are doing mainly close work, needlepoint and activities that require everything in the 16-in. range to be very magnified.

MULTIPLE BENEFITS One huge advantage of these lens designs is you won’t need much training to work with them. They fit exactly the same as a traditional progressive, center pupil fixation, and the rest is done for us by the lab.

Unfortunately, we have to talk about cost.

But you’ll be shocked because this will actually be an easy conversation to have. In most cases whether it be private pay or with managed care discounts (it’s not insurance, stop calling it that) a computer style lens is less expensive than a progressive. If you’re a practice that gives a deep discount for second pairs, this will make it easier to get your patient into a progressive as their secondary pair.

HOW TO IMPLEMENT At this point I hope you are thinking of how to implement these lenses into your practice because there are so many benefits to changing your mindset. Let’s not reinvent the wheel. It should start with delivering your new vision to your optical manager, and from there you can let them take the lead. They need to set up a meeting with your lab representative to have a formal education on this 36 | VC P N O C T / N OV 2 019

new technology, update all of your pricing books and electronic health records and then schedule one or two follow-up meetings with the team to make sure everyone has become comfortable with this new style of lens. Those ECPs in practice for any number of years have done this time and time again for new products. It should be no different for computer lenses. Delegating to a trusted team should be even easier on you. Fit your team with these lens style as well. Just like the optometrist in the exam lane, when your team wears it, seeing will be believing.

One thing that I have seen fall to the wayside time and time again in practices is the importance of a real physical handoff to your optical team. Some offices don’t consider this at all, but it is a vital step toward having a successful optical department. You may want to page your optician using your phone system to meet you in the exam room, or you may walk patients out and have them sit in the optical department.

However your patient comes to be in the hands of your optician, the handoff should be the same. Introduce your patient to the optician if they don’t already know them. Explain the type of exam and how it should be billed, vision or medical. Run down your list of eyeglasses that you have prescribed for your patient – iD Screen for primary use during the day, polarized sunglasses for daytime wear outdoors, and of course, progressive lenses for night driving and weekend life.

INVOLVE THE PATIENT Let the patient know that you want their feedback and you trust their opinion. Even if you never get it, it adds a layer of confidence and reassurance that a patient may need when trying something new. Your optician should be able to do the rest with minimal effort, select more than one amazing frame and close the deal.

Some questions remain: Are you going to continue to lift your head? When you’re lifting your head, will you continue to let your patients go down the street to get better technology? Or are you prepared to make the change and upgrade to your practice?

I think you will agree that it’s time for a change in the way we design lenses for our patients’ lifestyles. n Dennis Heffley is business administrator/ optical manager for McCauley Celin Eyecare Associates in Pittsburgh, PA. V I S I O N C A R E P RO D U C T N E WS . C O M

Product Focus.

THE

plus

IN EYEZEN+ MORE THAN JUST COMPUTER LENSES, ESSILOR EYEZEN+ ARE FOR EVERY DAY BUT ARE DESIGNED TO HELP WITH STRAIN LINKED TO DIGITAL DEVICES AND OVEREXPOSURE TO HARMFUL BLUE LIGHT.

I

n the world of screens in which we live today, protecting against harmful blue light and digital eye strain has become a primary focus of eyecare professionals.

Studies, surveys and a simple glance around us all show that in today’s culture we spend hours upon hours and days upon days staring at smartphones, tablets, laptops and other screens that not only emit blue light but also cause dry and tired eyes, neck and shoulder pain, headaches and irritability.

In response, many of today’s lenses offer protection from blue light and digital eyestrain. Among them are Eyezen+ lenses from Essilor.

“The advent of smartphones and smart devices has dramatically increased the accommodative demand we place on our eyes,” said Pete Hanlin, ABOM, senior director professional solutions, Essilor of America. “Eyezen+ lenses are a modern approach to single vision correction designed for the accommodative demands of the modern lifestyle.”

Eyezen+ lenses are enhanced to defend against digital eye strain. Using the company’s proprietary Smart Blue Filter, they also

filter at least 20% of harmful blue light, the high energy wavelengths found between 415 and 455 nanometers on the light spectrum (blue-violet light) believed most toxic to retinal cells.

The company differentiates Essilor Eyezen+ lenses from others designed for digital devices as follows: “Lenses for computer use are an occupational second pair offer that is not convenient outside of the office. Eyezen+ is an everyday pair of lenses designed to be a better solution over standard single vision as well as help with strain linked to digital devices and

overexposure to harmful blue light. Eyezen+ lenses offer blue light filtering that is clear in color and appearance, whatever the patient prescription. Unlike several market solutions, it specifically targets harmful blue light, which has been proved to be the most detrimental part of blue light in the visible light spectrum” Available in multiple designs, Eyezen+ lenses are appropriate for patients of any age.

Eyezen + 1, 2 and 3 were introduced in 2016, Eyezen +0 was added in 2017, and most recently, Eyezen +4 was launched July 10, 2019. n

“Eyezen+ lenses are a modern approach to single vision correction designed for the accommodative demands of the modern lifestyle.”

— Pete Hanlin, ABOM, Senior Director Professional Solutions, Essilor of America

Essilor of America, Inc. 800.542.5668 EyezenPro.com V I S I O N C A R E P RO D U C T N E WS . C O M

O C T / N OV 2 019 VC P N | 37

Worldwide Leader in Finishing Systems

From In-Office Finishing to High-Volume Labs ▶

▶

▶

Experience — Celebrating 50+ years of best-in-class R&D and manufacturing of lens finishing systems Quality — ISO 9001-certified, Essilor Instruments performs quality-control procedures at all stages of the manufacturing process Service — All services performed by Essilor Instruments certified technicians

Let us show you how Essilor Instruments can benefit your practice.

855-393-4647

essilorinstrumentsusa.com

info@essilorinstrumentsusa.com

Extreme Closeup.

SPONSORED CONTENT

POPULAR EDGER RETURNS WITH

HIGH CURVE CAPABILITY Everything the next-generation KAPPA offers and more!

DETAILS The KAPPA Special Edition edging system is built on a reliable and durable platform that combines a high performance edger and frame-tracing system with a computer-assisted centering and blocking device. The KAPPA Special Edition is a robust edging system that offers speed, precision and ease of use.

The new high curve function allows for base curve coverage up to 8, with adjustable bevel height, width and location. Features include automatic binocular tracing in three dimensions, 3D bevel preview and configurable bevel trajectory, configurable positioning, width and

depth in grooving, front face and/or back face in chamfering, flat and bevel polishing, more ergonomic centering, the Edging Assisted System cycle to avoid axis deviation on fragile lenses, and a 1,000-position job database.

BACK STORY Since being introduced in 1999, the KAPPA name has been synonymous with a midrange edger ideal for in-house finishing.

With the KAPPA Special Edition, Essilor Instruments has brought back the trusted KAPPA name and expanded the field of possibilities with the high curve function.

WOW FACTOR A practice manager said, “The system has completely changed the way our lab operates. The speed and efficiency has allowed us to double our lab’s output.

The Essilor Instruments team had our unit installed and us trained in just a few hours. This speaks to the knowledge of the team as well as the ease of the finishing system.” With the KAPPA Special Edition, eyecare professionals can expect a greater variety of glasses dispensed with in-house edging, high-quality finished jobs and reduced re-dos.

Essilor Instruments USA 855.393.4647 EssilorInstrumentsUSA.com Info@EssilorInstrumentsUSA.com

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

O C T / N OV 2 019 VC P N | 39

lenses THAT

GO TO WORK

DESIGNED TO SUIT VARIOUS WORKPLACE ENVIRONMENTS AND TASKS, THESE NEW LENSES PROVIDE COMFORT AND CLEAR VISION.

IOT CAMBER OFFICE This occupational lens design provides the ideal base curve on the front surface of the lens blank while the back surface utilizes a personalized office digital design for near and intermediate distances. Camber Office (pictured above) also uses Digital Ray-Path technology, a calculation technology that compensates the lens using an eye-lens simulation system. Smart Add technology helps to improve vision when using digital devices by adjusting changes in focus at different working distances and produces a "point-bypoint" compensation of the prescription in the back surface to help reduce visual fatigue and improve focus.

40 | VC P N O C T / N OV 2 019

HOYA ID SPACE HOYA's iD Space lenses work for activities that require focus beyond a computer screen, and the design allows for crisp vision up to 20 ft. while still providing clear vision at close range. iD Space lenses have a full backside design and provide wide intermediate and near viewing zones with a minimum distance field of view for a relaxed visual experience.

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

Office Lenses.

SHAMIR COMPUTER AND WORKSPACE Two free-form occupational designs — Computer and WorkSpace — offer patients customized vision solutions. Shamir Computer lenses are ideal for those who need to focus on computer screens and near surroundings by providing a wide field of near viewing up to 5 ft. WorkSpace lenses offer both near and mid-distance viewing up to 10 ft., ideal for those who move around the workplace. Both lenses free wearers from having to lift their heads to clearly see a computer screen or bend their neck to look over reading glasses.

ZEISS OFFICELENS Officelens by ZEISS allows for comfortable viewing for prolonged near-to-intermediate activities such as computer use and office work. Three options allow ZEISS Officelens to be personalized for a patient's preferred working distance without the need to determine the intermediate power: ZEISS Officelens Book offers wide fields of vision up to 3 ft. for reading or computer/handheld device use; Officelens Desk provides wide fields of view up to 7 ft. for reading or computer use and a clear view of a small office/cubicle; Officelens Room is optimal for indoor or closer-range outdoor visual activities with clear vision out to 14 ft.

VSP OPTICS UNITY VIA OFFICEPRO Designed with Unity Via technology, this workplace lens automatically calculates near and intermediate zones to ensure the monitor stays in the "sweet spot" and is available in two working distances, 5 ft. and 10 ft., to fit a patient's individual needs. Unity Via OfficePro progressives feature several technologies for easy adaptation and accuracy, including Posture Fit Technology, which optimizes comfort and ergonomics, and Digital Viewpoint Technology, which reduces peripheral distortion and optimizes vision at every point. Unity Via OfficePro lenses are available in CR-39, polycarbonate, Trivex, 1.60 and 1.67 materials.

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

O C T / N OV 2 019 VC P N | 41

Recommend the ultimate lens upgrade

T

he technology at the core of Trivex® lens material means that every lens upgrade will provide clear vision, lightweight comfort, strength and protection for your patient. In addition, with Trivex® material, you can customize your patients’ lenses with additional features that ensure they’ get the most from their lenses.

An Upgrade Provides these Trivex® Lens Benefits

Business Advantage

CLEAR VISION

Incredibly crisp and crystal clear, Trivex® lenses can help to reduce eyestrain and bring clarity to your patients’ world.

ABBE NUMBER 45

LIGHTWEIGHT COMFORT

Trivex® material is the lightest prescription lens material available for all-day comfort.

DENSITY 1.11 g/cm3

THIN

Trivex® lenses are comfortably thin for the majority of eyeglass prescriptions.

REFRACTIVE INDEX 1.53

STRENGTH AND DURABILITY

Eyecare professionals who are active users of Trivex® material have been successful by differentiating with this high tech product category.

Offering Trivex® material to your patients gives your business an advantage that clearly sets you apart from your competition.

Rimless If you’re not using Trivex® material for your rimless jobs, you may be spending too much time and money on remakes. Outstanding tensile strength and durability provide reliable performance for rimless eyewear. Avoid the costly distractions of cracked or broken lenses and be confident in the performance of the eyewear that you provide to your patients.

Built to be durable and strong, Trivex® lenses can handle whatever life brings their way.

MORE THAN 60X STRONGER*

*than FDA impact standard

100% UV PROTECTION

Every Trivex® lens – clear or tinted – protects your patients’ eyes by blocking 100% of harmful UV rays.

100% UV PROTECTION

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Who to Upgrade?

F

rom the playground to the office to the club, your patients will benefit by the balanced performance of Trivex® material.

Trivex® material is readily available from all major lens manufacturers and optical laboratories. You’ll find it in the latest progressive designs, most advanced reflective coatings and multiple photochromic and polarized lens brands. Building on a foundation of Trivex® material is the easiest way to create the ideal vision experience for your patients—and the ideal opportunity for your practice.

ADDITIONAL AVAILABILITY • Photochromic Lenses • Polarized Lenses • Anti-Reflective Coatings • Blue Light Protection

ENHANCEMENTS • Fully compatible with the newest digital HD lens technology for enhanced vision • Compatible with all frame materials, styles and designs

ATHLETES

POLARIZED

OFFICE

ANTI-REFLECTIVE

DRIVING

BLUE LIGHT PROTECTION

• Ideal for rimless and semi-rimless styles

Patient Satisfaction SAFETY

PHOTOCHROMIC

PRESBYOPES

KIDS

RIMLESS

MIRROR

Durable and strong or lightweight comfort? Remarkable clarity or thinness? With Trivex® lens material, your patients don’t have to choose or compromise.

They receive the perfect balance of performance, comfort and protection. Recommend Trivex® lenses as the ultimate upgrade.

Your patients will thank you for it.

FO R M O R E I N FO R M AT I O N O N T R I V E X ® M AT E R I A L , G O T O P P G T R I V E X .C O M

New.

LUNEAU ADDS TWO BRIOT EDGERS The Briot Evo XS 2 and the Perception 2 Groove were introduced at Vision Expo West. The Briot Evo XS 2 combines the best technologies of the Scan 8 tracer and the Evolution Edging System for tracking, blocking and edging in a small footprint. The Evo XS 2 includes the Evolution Edging system, which incorporates GraviTech optical tracing technology.

Briot’s new entry-level edger, Perception 2 Groove, is an all-in-one edging system that also features patented GraviTech tracing technology along with an improved HD camera for parallax free blocking clarity and better visualization of laser engraving.

800.729.1959 LuneauTechUSA.com/Briot/

SWISS EYEWEAR GROUP LAUNCHES ULTRA POLARIZED GLASS The new INVU ultra polarized glass collection offers glare-free vision.

Precision glass, manufactured in France, is combined with a 99% high efficiency polarizer and coated with a state-of-the-art eight layer antireflective and hydrophobic coating. “With this launch we will pay tribute to the most precious of all optical lens materials: glass,” said Jerry Dreifuss, CEO of Swiss Eyewear Group. “Known for its high Abbe value and perfect optics, glass is enjoying a strong comeback in the optical trade worldwide.”

Info@SwissEG.com SwissEG.com

IOT RELEASES LIGHTACTIVATED NEOCHROMES LENSES

BD8 ECOPLASTICS INTRODUCES BIODEGRADABLE EYEWEAR MATERIAL BD8 – Bio Plastics is a 100% biodegradable plastic that can be naturally broken into carbon, water and biomass. Bio Polybag is a biodegradable plastic eyewear bag that can be naturally broken down in five years.

The Bio Lens starts to break down in 10+ days and takes five years to biodegrade in soil. This sustainable lens meets optical standards, features high impact resistance and can be used for both clear and sun lenses, according to the company.

A new photochromic dye formulation enables IOT Neochromes lenses to be clear indoors, darken in seconds and return to their unactivated state in three minutes, according to the company. In addition, IOT Neochromes lenses offer more consistent performance across all available materials and in a broad range of outdoor temperatures. The new high-performance light-activated dyes will be applied to IOT Neochromes lenses in an onshore manufacturing facility in California.

Info@Biodegradable8.com Biodegradable8.com

877.414.7809 IOTAmerica.com

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WITH

JACK ERKER

Born into a historic 140-year-old eyewear business in St. Louis, Jack Erker is the fifth generation (along with his co-owner brother Tony) to run the family operation, now consisting of retailers Erkers Fine Eyewear, Soleil and Eye Roc Eyewear; NW77th and Erkers 1879 frame collections; and Copper Hinge, which manufactures frames in the U.S. on display in its retail location. Here he discusses with VCPN’s John Sailer the company, the optical industry and how each generation adds something new.

1. Can you give us a description of the overall business? In retail we have Erker’s Fine

Eyewear, a high-end boutique in an affluent neighborhood. In a more hip area of St. Louis, Eye Roc Eyewear has lower priced products in a more relaxed setting with a whole different vibe. No real tables and chairs; you walk around and try things on.

We bring bands and events to that store on the weekends and have a DJ on Saturdays.

We have a factory within a store where we manufacture all the Copper Hinge frames. Soleil is our sunglass store with independent, high-end brands such as Barton Perreira, Jacques Marie Mage and Cartier.

In wholesale, we are the U.S. distributor for Derapage from Italy and the North American distributor for Monoqool 3D-printed eyewear from Denmark. Our own brand, Erker’s 1879, is our heritage collection – more of a neutral pallet but very classic shapes, well built at a great price.

NW77TH is a whole different animal with more colorful, fun shapes. Each brand has a reason to be in a very crowded marketplace.

2. What was the reason for opening Copper Hinge? It was a big undertaking. There are

not a lot of frames made in the U.S., so there’s not an industry to pull from for employees who know how to make frames. I had to teach them everything, and I didn’t work in a factory my whole life either. I’ve been in factories, worked on machines after they’d been set up and tooled already, but I didn’t realize that they have to be retooled and someone needs to know how to V I S I O N C A R E P RO D U C T N E WS . C O M

do that. It was a very big learning curve, but I was able to teach everybody, and it’s going smoothly now. It took us two years to get the place open up and running.

I became an electrical engineer, mechanical engineer, all these different things overnight that I never thought I had to be. You have to understand every machine because when things break, you have to be able to fix them. There’s no mechanic to call to say, “Fix my core shooting machine.”

3. Erkers has been in business for 140 years.

To what do you credit the company’s success? You have to be able to change quick-

ly. If you can’t, you lose the trend and fall behind. Every generation we’re able to do something different. For example, we’ve been retailers for 140 years, but we started our wholesale division when I graduated from college 18 years ago. That was my big change, creating a whole second successful business segment.

When my dad took over in the early ‘90s, he brought high-end, boutique brands to St. Louis. Before we had 15 stores but more run-of-the-mill product.

4. One milestone for the company was developing wind-resistant, shatterproof, form-fitting goggles for Charles Lindbergh. How do you carry on that legacy? We do a lot of sto-

rytelling within our wholesale brands. Last season for our heritage collection, Erkers 1879, we introduced the Charles Lindbergh goggle logo on the temple tip of every frame.

We’ve also sold glasses to Harry Caray, Joe Buck and Bob Costas, so this season every temple tip has a little vintage sportscaster microphone on the end.

5. Do you sell only your own brand? No, but it’s become a large part of our sales as of late, which is a good thing because we’re not dependent on other people even when it comes to lenses. We come from the independent, anti-big-chain movement, and my dad’s always preached that to us, so it’s what I know and breathe and believe. Even when it comes to lenses and branded lenses, digital technology is so great today that you can have your own private label branded lens within your stores and do very well with that.

6. Of the frames you sell in your retail stores, what percentage are your own and what percentage are from other manufacturers?

Close to 50%.

7. When you do carry other brands, how do you determine which ones to carry? My

brother does most of the buying, but we discuss things. We like to get good margins. We need quality to be able to support it within our brand in our market. It’s got to fill a niche within the store, but you have to be on top of things. My dad always said, “If you’re a buyer and the rep comes in and you tell them, ‘No, I don’t have time to see you.’ It’s silly because it’s your job as a buyer to understand what’s in the marketplace.” You at least should look at pretty much everything on the market just to be able to make an educated decision if it’s right for you or not. A lot of buyers think, “I have enough product, I don’t need any more, so I’m not talking to you.”

8. How do you determine what’s trending?

We like to know what goes on all over the world, see trends and watch them come from Asia and Europe. Then they end up in the United States, but you already know they’re O C T / N OV 2 019 VC P N | 45

20 Questions WITH JACK ERKER coming because you go to the Mido show or the Silmo show and see those trends happen.

9. Your website says you have the most advanced lenses on the market. Is that a brand or private label? Private label. We outsource.

We’ve done a lot of design with our labs over the years to perfect those things, and we use three different types of lenses that do different things with bigger, wider corridors, or different parts of the lens that worked for maybe an occupational lens or something like that.

10. What about optometry; do you have optometrists in the stores? Yes.

Service is huge, after market service. Being able to fix just about anything out there keeps the customer coming back, and they trust us.

12. What styles of frames have you seen stay popular year after year? Colorful

product has been pretty strong for us in our market, as a wholesaler as well. New trends I see now are thinner metals, ‘80s and ‘90s looks, and bigger looks. You see trends come full circle, but it’s almost like they only come full circle and last for a year or two, and then they go to the next trend. The next decade of the recircle. It’s almost like you see the ‘70s look or ‘60s look, and then two years later you see the ‘80s look.

11. How do you differentiate yourself from the competition? As a retailer, we’ve always

13. Which one is it right now? The ‘80s looks

had the coolest and latest and greatest newest products on the market. Lenses are a big thing.

are coming in strong, the thinner eyewire metals, but every trend that comes always

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got its new touch of 2019 on it. It’s not relaunching the exact same product that it was.

The trends were cool the first time around, so why wouldn’t they be cool the next time around? It’s just the new generation that’s never seen it before.

14. What are the greatest challenges facing the optical industry today? Consolidation,

insurance. The more independent you can be from insurance companies and the big box chains, you’ll differentiate yourself in a very crowded marketplace. As long as you don’t sell out, you’ll survive and go on for another five generations.

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O C T / N OV 2 019 VC P N | 47

20 Questions WITH JACK ERKER 15. Is that your plan? I have an eight year old. When he was in preschool, they asked the kids what they wanted to be when they grew up? All the kids wrote fireman and policeman, but he wrote eyeglass maker.

I never said he should come into this business, but it’s the way I grew up. It’s all I knew and lived and breathe.

proponent of not doing a lot of insurance plans, of being your own brand in the market. We’re in a good spot now, but at the time it was risky. By not getting into that originally allowed us to be independent before and not have to drop insurances now.

Otherwise, the big companies will dictate how you run your business or you will get gobbled up.

16. What do you see as the greatest opportunities for the optical industry today? There is

18. Where do you see the optical industry headed in the next few years? I see online

a big shift right now to support independents.

Consumers don’t care about the big brands like they used to. Becoming an independent brand in your market will let you stand out and be a bigger player against a lot of competition.

sales growing. I don’t know the exact percentage, but there are a lot of eyeglasses sold every year, so just one percentage point is a lot.

There will be less independent practices out there.

17. What overall business trends are you observing, and how’s your company navigating them? My dad has always been a big

19. Okay. What about your business? Anything new coming? We’re making a big shift into the

European marketplace now. We just hired our first two sales reps in France and England, so in the next year to two years we’ll be adding a lot of sales reps there. We’ll be a vendor at those trade shows as well. It’s a strong marketplace, but it’s also under a lot of shift and change as well, but in different ways. As a retailer we have some interesting things in growth happening as well.

20. Anything else you want to share? All I

know and live and breathe is eyewear. A lot of people in the industry are the same and very passionate about it. There will always be an optical industry. I just don’t know how it’s going to look exactly. n

Statement of Ownership, Management, and Circulation Publication Title: Vision Care Product News Issue Frequency: Monthly

Publication Number: 1549-6716 Number of Issues Published Annually: 11

Filing Date: 10.1.2019 Annual Subscription Price: $85

Complete Mailing Address of Known Office of Publication: First Vision Media Group Inc. 31674 Center Ridge Road, North Ridgeville, OH 44039

Complete Mailing Address of Headquarters or General Business Office of Publisher: Same as left

Contact Person: Barb Kerr, 440-731-8600

Names and Addresses of Individual Owners: Terrence Tanker, address is same as above left

Full Name and Complete Mailing Address of Publisher, Editor, and Managing Editor: Publisher: Terrence Tanker, address is same as above. Editor: John Sailer, address is same as above.

Managing Editor: N/A

Known Bondholders, Mortgages, and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Brands, Mortgages, or Other Securities: None

Extent and Nature of Circulation

Issue Date for Circulation Data Below: September 2019 Average No. Copies Each Issue During Preceding 12 Months

No. Copies of Single Issue Published Nearest to Filing Date

A. Total number of copies (net press run)

22,355

22,085

B. Legitimate paid and/or requested distribution (by mail and outside the mail) (1) Outside-county paid/requested mail subscriptions stated on Form 3541 (2) In-county paid/requested mail subscriptions stated on Form 3541 (3) Sales through dealers and carriers, street vendors, counter sales, and other non-USPS distribution (4) Requested copies distributed by other mail classes mailed through the USPS

22,164 — — — —

21,535 — — — —

C. Total paid and/or requested circulation [Sum of 15b (1-4)]

22,164

21,535

— — — 121

— — — 500

D. Non-requested distribution (by mail and outside the mail) (1) Outside-county non-requested mail subscriptions stated on Form 3541 (2) In-county non-requested mail subscriptions stated on Form 3541 (3) Non-requested copies distributed through the USPS by other classes of mail (4) Non-requested copies distributed outside the mail (trade shows, etc.)

E. Total non-requested distribution [Sum of 15d (1-4)] F. Total distribution (Sum of 15c and 15e) G. Copies not distributed H. Total (Sum of 15f and 15g) I. Percent paid and/or requested circulation (15c divided by 15f x 100)

121

500

22,285

22,035

70

50

22.355

22,085

99%

97%

I certify that 50% of all my distributed copies (electronic and print) are legitimate requests or paid copies. Publication of Statement of Ownership for a Requester Publication is required and will be printed in the October/November 2019 issue of this publication. I certify that all information furnished on this form is true and complete. I understand that anyone who furnishes false or misleading information on this form or who omits material or information on the form may be subject to criminal sanctions (including fines and imprisonment) and/or civil sanctions (including civil penalties). Terrence Tanker, Publisher 10.1.2019.

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