Kids + Vision

Kids+Vision Eyecare and Eyewear for Your Young Patients A Continuing Education Supplement to VCPN, June 2017 Approved for one ABO credit hour of continuing education, General Knowledge

Pint-Size Exam How-Tos

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Tips for Toddler Patients

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Understanding Eyecare for Tweens and Teens Kids+Vision 2017 v.indd 1

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EDITOR’S NOTE

Contents

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How To Toddler-ize Your Practice

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Baby Love: Catering to Your Smallest Patients

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The Eyes of the Post-Millennials

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Product Showcase

A Diverse Demographic CHILDREN are hardly a single homogenous group to be addressed in the same way by the eyecare professional (ECP). They can be infants, toddlers, tweens or teens, and each of these youth sub-groups possesses its own unique characteristics that influence how ECPs must approach them when providing eyecare and eyewear.

In this KIDS + VISION supplement, VCPN has enlisted ECPs specifically knowledgeable with each of these particular groups of children to share their experiences related to how to best provide the eyewear they need and will want to wear.

While The Vision Council’s estimate that about 10% of all Rx eyeglass and ophthalmic frame sales are for children aged 17 and under may not seem like a large piece of the overall eyewear pie, it does represent about seven million pairs per year.

As healthcare providers, it’s also important to realize that these are the formative years for eyes and vision, so having proper eyecare and eyewear becomes even more critical.

Take the time to cater to this demographic. Not only will your sales grow, but you’ll also do your part in providing the appropriate eyecare to your youngest, most vulnerable patients. Good choices will serve them well throughout life, while bad ones will have the opposite effect. Plus, you’ll rack up some CE credits with the continuing education course “The Eyes of the Post-Millennials.”

As always with VCPN’s KIDS + VISION supplement, a portion of the proceeds will be shared with the Essilor Vision Foundation.

John Sailer is vice president, editorial, First Vision Media Group.

ON THE COVER: Sperry Kids, Niki Nicole Miller and Champion Tweens 180 PowerFlex all available from L’Amy America. www.LamyAmerica.com

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©2017 Essilor of America, Inc. All rights reserved. Unless otherwise indicated, all trademarks are the property of Essilor International and/or its subsidiaries in the United States and in other countries.

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

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TODDLERS

How to Toddler-ize Your Practice

By Kim Pickett, COMT

As eyecare professionals (ECPs), we

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If your practice performs pediatric eye exams, it is best to coach your schedulers on the best exam times for this age. Toddlers will be most cooperative for an exam when they are alert, so it might be best to schedule them first thing in the morning or after a nap. They may also be more content after eating. Taking the few extra minutes to discuss the appointment times with the caregiver will lead to a more successful exam.

Early detection and treatment of vision problems can help prevent permanent vision loss. Amblyopia, high refractive error and strabismus can often be addressed at this young age. Since vision screening by family doctors and pediatricians can be difficult, it is best to perform an eye exam to rule out vision and eye problems. As ECPs, we should

SAFETY FIRST

The next consideration is making the design of your store family- and toddler-friendly. Starting with safety, an inexpensive but important fix is to add safety covers to all the visible outlets. Consider any sharp corners on cabinetry and furniture. It may be worth adding corner protectors or upgrading to items with smoother edges when possible. Are there breakable or delicate items in easy reach of little hands? Moving them up and out of reach will make everyone more relaxed. Final-

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TIMING IS EVERYTHING

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regularly encounter a variety of challenges. One challenge we face is to try to meet the needs of all our patients from the youngest to the most mature. Focusing on the younger end of this spectrum, here is how to make your practice more toddlerfriendly.

Typically, we think of a toddler as being between 12 and 36 months of age. They are no longer an infant yet are not considered a preschooler. The word toddler is derived from the word “toddle,” which means to walk unsteadily like children do when they are first learning. There is a saying that we should get to know our audience. What are the characteristics of toddlers? Common toddler milestones include pushing and pulling, squatting, climbing, running, jumping and potty training. They are gaining independence, getting interested in books and stories, and using simple sentences.

encourage parents and caregivers to schedule an eye exam for their young children. A great marketing strategy for this age group is to build relationships with pediatricians, schools and community organizations.

An effective strategy to market to the toddler age group is simply to be visible online.

Having a website that highlights toddler selections will be a significant factor in attracting parents so that when a consumer searches online for “toddler glasses” or “children’s optical,” your practice will come up in the top selections in your local area (there are additional factors about boosting your search engine optimization; check out GetInnexus.com as a resource). While the toddler is the patient, the parent or guardian is the consumer who will be making the purchase. Even if the patient came through a referral or insurance directory, most parents will research on the internet before choosing an eye doctor or optical store.

ly, adding a pop of color to your children’s eyewear section can make it more appealing. For example, painting a wall with bold colors or having bright and vibrant decorations may attract the attention of both parents and their young children. Kid-friendly frame boards are an attention getter as well.

What about the waiting area? If possible, place the waiting area away from the eyeglass frames so the children are not tempted to grab them and the parents won’t feel as tense. Make sure you have some pint-sized furniture and tables so the toddlers and caregivers feel welcome and comfortable.

Some toddlers may enjoy simple activities such as coloring with large crayons in coloring books as well as looking at age-appropriate books. A fish tank is always a big hit with this age group.

EDUCATE CAREGIVERS

Parents are looking for dependability and value when shopping for their toddler, and eyewear is no different. The first time their toddler needs glasses can bring mixed emo-

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The quintessential children’s collection

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TODDLERS

PHOTO COURTE

SY OF SAFILO

tions about cost, comfort, safety and style.

Presenting specially designed eyewear for toddlers in an educated manner can alleviate some of the parents’ concerns. Before selling the eyewear, start with educating the caregivers. Discuss the prescription, warranties and wearing schedule. Assess your warranty program for children. Many warranties will replace eyewear for a small fee or at no charge if there is damage to the lenses or frame. Even scratches from normal wear and tear should be evaluated since they can compromise the impact resistance of the lenses.

Make sure you and your staff are up to speed on the styles and proper fitting for toddlers. The caregivers certainly want their little one to look and feel their best.

PLASTIC VS. METAL

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Besides frame color, we need to explain frame materials and fit. Children’s frames are made of either plastic or metal. Plastic frames are lightweight and more difficult to bend or break. The newer metal composition frames now incorporate some of these durable features. There are some colorful, gummy frames that strap on with a headband that can get dropped and sat on with-

out breaking. Cable temples wrap snugly all the way around the back of the ear to help keep glasses from sliding down or dropping. The frames with the headband might not be ideal if the glasses are only needed for part-time wear since they are more difficult to take off and on. Be aware of the need for hypoallergenic materials for toddlers who have sensitivities.

BRIDGES, HINGES AND LENSES

Proper bridge fit can be challenging with the toddler age group. Young children do not yet have a fully developed nose so they may not have a bridge to help the glasses stay in place. Fortunately, most frame manufacturers recognize this issue and make the bridge to fit smaller noses. Each frame should be evaluated individually on the child to make it fit the bridge. If a gap exists between the bridge of the nose and the bridge of the frame, the weight of the lenses can cause the glasses to slide. If the frame doesn’t stay in place, the toddler may end up looking over the top of the lenses instead of through them.

Spring hinges are especially recommended for toddlers since they can help prevent the need for frequent visits for adjustments. Toddlers are not always careful taking them, and they might play with taking them off and on frequently when they get their first pair.

The lenses for little ones should be made of polycarbonate or Trivex. These materials are more impact resistant than other

lenses for safety. They are also lighter than traditional plastic lenses, which make them more comfortable to wear. These impact-resistant lenses come with built-in UV-400 protection. It is a known fact that children’s eyes absorb 70% more UV rays than adult eyes, making UV protection in these lenses, and even sunglasses, vital. If the family spends a lot of time outdoors at a lake or cabin, sunglasses might be a worthwhile expenditure.

Premium anti-glare lenses are an easy upgrade to explain to parents. Toddlers are messy and always smudge their lenses. Premium lenses are easier to clean and boast a stronger scratch-resistant coating.

Toddlers can be hard on their eyewear so it may be prudent to recommend a second pair, especially if the child has a high Rx or is being treated for amblyopia. The child could be unable to function without the glasses and cause permanent vision damage without a back-up pair.

FRIENDLY AND FIRM

Having a toddler-friendly practice may include handing out some friendly advice for parents, such as getting your toddler to wear their glasses. The first step is being encouraging about the glasses and letting the child get a color they like. The adult can point out in a positive manner their family and friends wearing glasses. If the child is still resistant, the parent must be firm. Just like sitting in a car seat or booster seat in the car, the glasses need to be an expectation without negotiation, especially in cases where permanent vision loss is a risk. Positive reinforcement can be used with praise or a sticker chart.

Making your practice toddler friendly can be a rewarding endeavor. With a little effort, you can offer a welcoming environment and make their eyewear purchasing experience a positive one.

Kim Pickett, COMT, is a certified ophthalmic medical technologist and ophthalmic writer in Minneapolis, MN.

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INFANTS

Baby Love: Catering to the Smallest Patients

By Rachel Foster, OD

M

PROACTIVE WITH AN ECP

of good ocular health practices. I am then able to discuss the importance of UV radiation protection from birth and point them toward our line of baby- friendly sunwear.

PHOTO COURTESY OF PLUSOPTIX

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TICAL

Many parents believe that the primary care doctor taking a quick peek with an ophthalmoscope is all that is necessary to evaluate the whole visual system. This belief becomes exacerbated if the pediatrician does not make a formal recommendation to see an eyecare provider and perpetu-

PHOTO COURTE SY OF CLEARVISI ON OP

ost people are familiar with the adage that children are our future. In order to help every baby start out on the right foot, it is imperative that eyecare professionals (ECPs) make sure that vision will not be one of the obstacles they face.

Some of us will need to get out of our comfort zone and work with an age group with whom we may not be completely comfortable. The first step is to reach the target market with education about the importance of eyecare.

ates the idea that the eyes were completely checked and documented as healthy.

When addressing the importance of infant eyecare, a proactive and repetitive approach is best for arming parents with the necessary information. The importance of eye health should be shared early—with pregnant moms, expectant dads and soon-to-be or new grandparents. Having two small boys myself, I have a few pictures of my family on the wall and examination room screensaver, which helps jumpstart the conversation about children and a lifetime

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INFANTS

SPREADING THE WORD AGAIN

EASING THE OFFICE VISIT

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The job of setting up a successful examination starts as soon as the family calls to schedule the appointment. Let parents know ahead of time that the infant will be dilated and that the drops take 45 minutes to get the desired effect. This is important when keeping the baby within their normal schedule so that nap and feeding times are not too disrupted. After setting up the appointment, email the new patient and InfantSEE forms to the parent so the paperwork can be filled out ahead of time. This will save time and create less stress when the family comes in for the appointment.

Once the family has checked in and

CREDITS AND QUIET

After wrapping up the exam, I thank the parent for prioritizing their child’s ocular

EWEAR

As for the repetition portion, reminding multiple family members of the importance is one avenue; however, if possible, getting the local pediatrician, nurses or other community members such as daycare teachers to aid in this effort is a great way to inform parents of the importance of an InfantSEE evaluation (and as a bonus, to spread the word about the services that optometrists provide). Most practitioners are responsive to being educated on services like InfantSEE. A standard letter explaining the services offered for children 0-18 with InfantSEE brochures can help to bridge the gap between the two professions and get everyone on the same page.

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is seated into an examination room, it is important for the ECP to be as thorough but efficient as possible.

I glance at the intake form and ask about any red flags— low birth weight, premature birth, past eye infections or any other oddities. I ask about any concerns from the parents and if there is any family history of issues like amblyopia or blindness.

From there, I start the examination. The instrumentation used is not much different than what is used for small toddlers, but I have a few stuffed animals, light-up toys and other pen light fixation targets to use while doing entrance tests. I use contrast paddles for an estimate of visual acuity and take a quick look at the undilated reflexes with my retinoscope.

I then remind the parents that I will be putting in dilation drops and inform them of the rarity of side effects and that they will have about 40 minutes of downtime before I can finish the examination. The drops I use are compounded by a special pharmacy so that I can use a single spray per eye, which is much more efficient than trying to get two or three separate drops in each eye. At this point, I can ask any other in-depth questions as the timer is counting down. We dim the lights and turn on a small gentle fan and allow the family to use the exam room.

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I also fill them in on the benefits of the InfantSEE program, which includes a free evaluation before the age of 12 months at participating offices. If the baby has already been born, then staff will schedule an appointment for when the baby is between 6 and 12 months of age. If the baby is still just a thought for the future, the soon-to-be parents or grandparents will be given a brochure with instructions to schedule before the baby is 1 year old.

health. I inform them that by telling other parents about the services we offer, they become eligible for a referral credit when new patients mention the referral source.

Other factors to think about when making your office infant-friendly is the amount of noise—we see all infants in the quietest exam room, far away from the hustle and bustle of optical. We also tend to schedule these examinations at times that the office is a bit quieter such as a slower day or non-prime time slot. In addition to the atmosphere, it is nice to have other conveniences such as a diaper changing station.

By following the above protocol, the patient scheduling, check-in and examination run smoothly, which in turn helps these parents spread the word about the office. Because of these practices, we see a significant number of infants and in turn, gain patients for life!

Rachel Foster, OD, is assistant clinical director for Vision and Learning Solutions, LLC, and is in practice at Midwest Vision Care, LLC, both located in Columbia, IL.

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ABO GENERAL KNOWLEDGE

The Eyes of the Post-Millennials

By Sharon Leonard, BFA, LDO, ABO-AC

APPROVAL: ABO Approved for 1 Hour, General Knowledge COURSE: SFVMG151 ISSUE DATE: June 1, 2017 EXPIRATION DATE: May 31, 2018 COURSE DESCRIPTION: This course will explore the issues related to dispensing eyewear to tweens and teens. Special attention will be paid to their physical, social and lifestyle development. Issues relating to their eye health and development will be emphasized. Eyewear product solutions will be introduced.

We know about The Greatest Generation, Baby Boomers and Millennials, but are we prepared for the next up-andcoming generational group? Sometimes referred to as Generation Z, this group of tweens and teens ranges from 9 to 19 years old (although the age boundaries are somewhat fluid). They are the prog-

eny of the youngest Baby Boomers and the older Millennials, but they are a species unto themselves. In 2016, the U.S. Department of Health and Human Services published data indicating that the post-Millennials outnumbered their parents’ generation with 69 million in population versus 66 million. That’s a big

chunk of demographic that’s hitting the eyecare market right about now. We had a baby boomlet in 2007, and that cohort is now in the younger tween category. How do you prepare for these kids? And why do you have to prepare? Let’s look at who they are and how their eye issues make them a bit different from earlier generations.

TIMBERLAND PHOTO COURTESY OF MARCOLIN

WHAT IS A TWEEN?

While the tweenage years may start at age 9 or 10 during elementary school, most of them are attending middle or junior high school. They are technologically savvy.

They do not know a world without the internet, smartphones, Google, iPads and, of course, SnapChat, Tumblr, Instagram and…well you get the idea. Texting is their primary means of communication, and they don’t make many actual telephone calls. They are less sedentary and spend a bit more time outdoors than their older teen siblings, but they are still more sedentary than their parents were at the same age.

Tween girls and boys of the same age do not have their sexual maturity in sync. Girls develop earlier than boys by as much as three years. For girls, the changes begin at 15

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about age 10, and the median age of menarche in 2016 was 12.6 years. For boys, changes begin around age 11, and the average age for full puberty is 16.

The differences are not just physical.

Social development is also attained at an earlier age for girls, and they generally will be more aware of their place in the social milieu. Boys tend to be more socially awkward at the same age. Call up the image of a typical sixth grade social event: the boys will hang out on one side of the room and the girls on the other side. That’s a tweenage “dance.”

The one thing both sexes have in common is peer pressure. They are more concerned about fitting in and being accepted.

They do not want to stand out. They may do things in a group that they would never do by themselves. They are forming their tastes according to what is popular among their peers.

WHAT IS A TEEN?

You probably thought you knew the answer, but it’s more complicated than age

chronology. The teen of today is between 14 and 19 years old and grew up on digital technology in an incremental way. Their social media platforms are now SnapChat, Whisper, Twitter and Vine. They are forming a much more individual approach about their public and private personae.

They are more cautious about what they post online, but they use social media as a primary means to communicate with contemporaries who have similar interests (even if they’ve never met in person).

Most of them have some discretionary income, and they research products and services before spending that income. Peer pressure is not as important as identifying with a sub-group with similar tastes, activities and ideas. Romantic awareness of the other (or same) sex is losing its awkwardness, and social interactions have become much more sophisticated. Many of them are driving, and the older ones can vote and join the military. By the time they are 19, almost all of them have started down the career path that will lead them into full adulthood.

WHAT TWEENS AND TEENS HAVE IN COMMON

Both groups are growing up in a world of incredible change and uncertainty. Many of them have been affected by two major economic recessions since 2000, and they watched their parents struggle. War, terrorism and political unrest are the headlines of the day. However, they are also living in an age in which advancements in technology, medicine, communications and social issues flourish.

Socially, most of the western world has become more understanding of sub-groups that previously were marginalized. These tweens and teens are also more accepting of LGBTQ issues, and gay and transgender children are coming out (and being accepted) at an earlier age. Same-sex marriage has become a constitutional right rather than a hot-button issue.

Also, the national demographic has changed. According to the U.S. Census Bureau, between 2000 and 2010 the Hispanic population grew at four times the rate of the total population. Respondents identifying as black/white biracial jumped by 134%, and those claiming white/Asian descent increased by 87%. These young people take the fact that we had the first black president as business as usual, not a major historical event. These kids accept diversity as the norm.

TWEENS AND TEENS EYECARE

PHOTO COURTESY OF ALTERNATIVE EYEWEAR

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Many of them spend much less time outdoors than earlier generations. Instead of returning home after school and going outside with friends for some fun, most retreat to their digital devices to interact with friends. It might be playing a computer game alone or with other online acquaintances. It might be texting or checking out social media.

They may also be doing homework and using a digital device for reference, gaming or in front of a flat-screen TV. This time in front of a screen mounts up. Ac-

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cording to a recent CNN report, these kids spend an average of nine hours per day in front of some variety of digital screen. That’s more time than most of them spend sleeping. The amount of time spent indoors and using digital devices can affect eye health and development. All of this time indoors and viewing digital devices comes at a physical cost.

THE MYOPIA EPIDEMIC

PHOTO COURTESY OF CRIZAL

Myopia usually occurs when the axial length of the globe is somewhat elongated (think of the globe as being oval shaped from front to back rather than spherical).

Light then comes to a focus at some point in front of the retina rather than on the retina. The result is that while near vision is usually quite good, distance vision is compromised.

We’ve known for a very long time that myopia can be passed on genetically.

However, that does not explain the current increase in young people who are nearsighted.

While this phenomenon was reported anecdotally more than a decade ago, recent controlled studies have concluded that the incidence of myopia is definitely on the rise.

It’s reported that in China about 88% of the population between 9 and 25 years old is nearsighted. That’s an increase of roughly 30% over a 10-year period. This

SOURCE: NATIONAL INSTITUTES OF HEALTH

is happening in the Western world as well.

The percentage of myopes in the U.S. was about 25% in 1974 according to the National Eye Institute. That rose to about 34% by 2008, the last time this particular study was done. What’s going on?

Many researchers are pretty sure that “what’s going on” is a direct result of the change in the demands young people put on their eyes. It also appears associated with a reduced activity level and less time spent outdoors in the full spectrum of natural sunlight. Some of that evidence correlates

with the dramatic increase in childhood obesity. While the obesity statistics have nothing directly to do with eye development, they are yet another marker signifying that a lot of kids have become sedentary, indoor beings.

We also know that cell phones, E-readers and other handheld devices are frequently viewed at a closer distance than one would use while reading a book.

For many years ECPs thought that the long-term use of the eye’s accommodation for near viewing would cause the crystalline lens to temporarily “freeze” in its accommodated state. That would interfere with distance vision, as the eye would have too much plus power. We now know that while that can happen, the causes for the increase in myopia are much more complex.

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THE UV CONUNDRUM

Okay, it’s been drummed into ECPs for years…you must protect the eyes from all ultraviolet (UV) light! Long-term exposure has a demonstrated causal effect in conditions such as premature cataracts and macular degeneration. But recent evidence indicates that exposure to UVB rays may be necessary to the early development of the eye. Take a look at the human visible spectrum. It’s that small part of the electromagnetic spectrum that is visible to the human eye. Humans can see those wavelengths from approximately 390 to 700 nanometers. The shorter wavelengths are in the blue/violet end of the spectrum, and they have higher energy. The high energy wavelengths are thought to cause more changes in the human body, such as skin cancer and macular degeneration. At the red end of the human visible spectrum the wavelengths are longer but lower in energy.

UV light (lower than 400 nanometers) can be divided into UVA, UVB and UVC. Overexposure to UVA rays, which account for 95% of radiation that reaches the earth, can cause wrinkles, sun spots and other types of premature aging. They are also linked to skin cancer. UVB rays, which affect the skin’s top layer, can cause sunburn and skin cancer. Unless you are working with a welding torch (and don’t use a special protective shield) UVC is not an issue for most of us as it’s absorbed by the earth’s

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atmosphere. UV light is not visible to humans, but the cornea and the crystalline lens absorb quite a bit of UV light.

With all that said, research is showing that too little exposure to UVB can affect the development of the eye. According to the Journal of the American Medical Association – Ophthalmology: “Higher ultraviolet B (UVB) radiation exposure, directly related to time outdoors and sunlight exposure, was associated with reduced odds of myopia (nearsightedness), and exposure to UVB between ages 14 and 29 years was associ-

ated with the highest reduction in odds of adult myopia.”

The study subjects were also evaluated for the amount of serum vitamin D in their blood, and it was found that there was no apparent relationship between vitamin D and the reduction in myopia. Vitamin D is produced in the body through sun exposure. So the reduction in myopia appears to be related primarily to the body’s exposure to UVB. This information seems counterintuitive to what we have been recommending in terms of UV protection. While ECPs strongly advise UV protection up to 400 nanometers for sunwear, that blockage also includes UVB at 290 to 100 nanometers.

We also fabricate nearly all children’s glasses from polycarbonate, which absorbs virtually all UV light.

Does that mean that children already wearing glasses with polycarbonate lenses should take them off while outdoors to obtain some UVB benefit? Is it the whole body’s exposure to UVB? Or should kids just spend more “sun” time outdoors, period? The scientific opinion is leaning strongly toward the latter two.

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of digital devices. They need UV protection. They may need HEV protection.

AT THE DISPENSING TABLE

PHOTOS COURTESY OF TRANSITIONS OPTICAL

HIGH ENERGY VISIBLE LIGHT

PHOTO COURTESY OF CRIZAL

While we know about many of the dangers associated with UV light, we are just beginning to deal with the problems brought on by high energy visible (HEV) blue light (about 380 to 450 nanometers) known as HEV. It is in the sunlight all around us, and it’s what makes us able to see the color blue. We are exposed to many artificial sources of HEV light coming from cell phone screens, LED and fluorescent lighting, computer screens and myriad handheld devices. While the exposure is much less than full sunlight, both the total time spent in front of a screen, and the fact that we usually hold these devices closer to the eye, gives rise to a new set of ocular issues.

There are studies that have produced compelling evidence that long-term exposure to HEV light contributes to the development of macular degeneration, interruption in wake/sleep cycles and digital eyestrain when using smartphones.

Why does this happen? The cornea and the crystalline lens don’t give us much protection from HEV blue light, and this type of light includes scattered blue rays

that don’t come to a fine focus on the retina. That can cause the eyestrain. Because they are higher energy rays they may have the ability to affect the retina in detrimental ways and be a contributor to the formation of macular degeneration.

Apparently, the manufacturers of digital screen devices think this is enough of a problem that they are including HEV filters on select equipment. There is also a strong aftermarket for filters that can be retrofit to cell phones, E-readers and other digital devices.

How does all this information about light fit into the context of tweens and teens? They are becoming more myopic. They spend more time indoors.

They are heavy users

When working with tweens, keep in mind that they want to fit in with their peers.

Make sure you know what’s popular with the age group, and be aware that brand allegiances can change on a dime. Have a product mix that is geared to this age group.

Your frame reps can help if you are clueless.

These kids often have strong brand allegiances, so make it a point to know what brands speak to them.

Girls are totally into color, especially pastels. Boys like brands with a sports tiein, and they are also more assertive when it comes to color, so don’t be afraid to introduce them to navy, green or even burgundy. Both boys and girls in this age group would not be caught dead in anything that displays a cartoon character. They want smaller versions of adult frames.

Talk primarily to the patient, even if it appears that the parent will be making the final decision. The kids have their own voice and can let you know what they

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SKECHERS PHOTOS COURTESY OF MARCOLIN

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are looking for in terms of design, color and brand. Be patient when they want to take pictures with their cell phones to share with (and get opinions from) their friends. Ask about how they use their glasses. If it’s full-time wear, and they spend a lot of time in front of a screen, then suggest an HEV protective filter and anti-reflective coating.

For teens, again the product mix is important. They will be more likely to select adult brands, sizes and styling.

They will have a much more concrete idea of the image they want to project.

They will usually be quite forthcoming about what they want. They are also more likely to select contact lenses for vision correction.

Along with recommendations for an anti-reflective coating and HEV protection, you might want to suggest one of the lens products designed to help with digital eye fatigue. These lenses have a small

MARKETING TO BOTH GROUPS

you updated on what’s happening in their world in respect to eyewear and contact lenses. Make your office teen-friendly with magazines in the waiting area that are published with them in mind. You don’t need to be their new best friend, but you do need to be their go-to person for everything ocular. Convene a focus group of willing teens and tweens to sit down and talk about eyewear style, popular pastimes, sports activities and technology use. Use social media! Think about trunk shows just for these groups.

The best plan I have heard is to get a tween and a teen to be your “trend consultants.”

If your office has a web page, give them some space, like a monthly column, to talk about topics such as new favorite frames, celebrity eyewear, digital apps that track sun exposure or device use and contact lens options.

Have a young person from each group that you can contact personally to keep

Sharon Leonard, BFA, LDO, ABO-AC, is a past director of the National Academy of Opticianry, a former director of the American Board of Opticianry, a past commissioner for the COA, and a past president of NYSSO. She is currently an optical consultant in the Syracuse, NY, area. She is a frequent speaker at national venues and a contributing writer for Vision Care Product News.

progressive near addition (usually about +0.50D) at the bottom to reduce the strain on accommodation for heavy digital users, as well as an HEV inhibitor.

These teens may know more about HEV light than you do. They keep abreast of technology more than the average adult does. Explain what you are doing and why, and don’t talk down to them. Don’t be afraid to talk a bit technical. If they need to, they’ll just Google an explanation.

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FREE CE: KIDS + VISION

CE SELF-ASSESSMENT TEST Please fill out the answer sheet at the end of this test. Respondents with a passing score will receive one (1) hour of CE credit. Those seeking ABO credit need a passing score of 80 and must answer all 20 questions. This test is valid through May 31, 2018.

1) Generation Z includes this age group: a) 21 to 35 years old b) 9 to 19 years old c) 21 to 35 years old d) 5 to 29 years old

8) Generation Z, teens and tweens are socially: a) more tolerant and inclusive of diversity issues b) very conservative regarding diversity issues c) extreme activists regarding diversity issues d) indifferent to diversity issues

15) What does HEV mean? a) high energy violet b) high energy visible c) high energy velocity d) high energy vector

2) HEV light can best be described as: a) scattered visible blue light b) high energy and non-visible c) at the red end of the visible spectrum d) low energy and non-visible

9) Myopia happens when incoming light does what? a) comes to a focus at two different points b) comes to a focus behind the retina c) disperses into scattered blue light d) comes to a focus in front of the retina

3) Myopia in young people seems to be increasing due to what factor? a) increased exposure to UVB rays b) increased exposure to UVC rays c) not enough exposure to UVB rays d) not enough exposure to UVA rays

10) Teens make eyewear choices based on what? a) whatever celebrities are wearing b) whatever their peers are wearing c) whatever their parents want d) whatever meets their cosmetic and lifestyle image desires

16) When most of a child’s time is spent indoors, the result may be: a) premature cataracts b) macular degeneration c) too much UV exposure d) nearsighted vision

4) What might describe a typical tween? a) They are the children of the Greatest Generation. b) They are not interested in fashion trends. c) Their peers have a great influence on them. d) They don’t use cell phones very often.

11) Spending a lot of time on near tasks can contribute to what condition? a) myopia b) cataracts c) macular degeneration d) farsighted vision

5) What kind of light is not filtered by the cornea or the crystalline lens? a) infrared b) ultraviolet c) UVA d) HEV 6) Macular degeneration can be caused by what circumstance? a) not enough UVB exposure b) too much UVC exposure c) not enough UV exposure d) too much HEV exposure 7) Post-Millennials have what relationship to Millennials? a) They outnumber them by about 66 million. b) They outnumber them by about 3 million. c) They are the great grandchildren. d) They are a much smaller demographic.

12) When it comes to frame selection, tweens are likely to: a) value their friends’ opinions most b) select something worn by their favorite celebrity c) choose what their parents select d) want whatever the dispenser selects 13) Which statement is most true about tweens and teens? a) Girls develop socially at a later age. b) Boys develop socially at a later age. c) Boys are more likely to use social media. d) Girls are more likely to use social media.

14) What is the average age of full puberty in males? a) 12.6 years b) 9 years c) 11 years d) 16 years

Answer Sheet S FVMG151 Kids + Vision, General Knowledge

17) Marketing to teens and tweens should include what? a) posting on the same social media that they use b) calling parents to ask about trends c) sending out SnapChat messages d) getting a Pinterest page 18) In the year 2007 the U.S. had a spike in what statistic? a) increase in the Baby Boom generation b) increase in births c) increase in Pinterest views d) increase in the Millennial generation 19) Anti-fatigue lenses for handheld device users include what? a) a visible near segment b) a pale blue tint c) a progressive lens with a low add d) a UVC block 20) The epidemic of childhood obesity may be an indicator of what? a) too much UVB exposure b) an indoor and sedentary lifestyle c) too much outdoor activity d) exposure to UVC

Fill out and mail this portion to: KIDS + VISION CE c/o First Vision Media Group, Inc., 25 East Spring Valley Avenue, Suite 290, Maywood, NJ 07607 or fax to: 201-587-9464. Be sure to fill out form completely.

This CE article is also available online with immediate grading at totallyoptical.com/education.

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PRODUCT SHOWCASE

ESSILOR OF AMERICA, INC., CRIZAL FOR KIDS

Nothing is more important than how children see and experience the world, and the Crizal for Kids product line offers two comprehensive Rx solutions. In 2015 Essilor re-launched the Crizal for Kids products with a larger eyesize of 51mm for children ages 5-15. All Crizal for Kids lenses are sold as packaged offerings, which include the cost of a Crizal No-Glare lens treatment and an impact-resistant Airwear polycarbonate lens material. 800.542.5668, EssilorUSA.com

MONDOTTICA USA, ZOOBUG Zoobug’s

optical collection for infants through children up to 12 years combines technical features with functionality. The TR90 material is flexible, durable and commonly used in sports eyewear, which makes it ideal for daily wear. “Our belief is that all children should wear properly fitting frames designed to protect their sight and let them look gorgeous,” said Dr. Julie Diem Le, Zoobug founder and ophthalmologist Fashion-forward and on-trend eyewear for children’s active lifestyles, Zoobug offers it all! 866.666.3662, MondotticaUSA.com

TRANSITIONS OPTICAL, INC. Kids spend more time

outdoors than adults, and their developing eyes are more vulnerable to damage from UV radiation and harmful blue light.

Because of this, it’s important that their eyes are always protected. Luckily, all Transitions lenses block 100% of UV rays and help protect against harmful blue light from digital devices, screens and especially bright sun. And they’re available in sturdy, lightweight, shatter- and impact-resistant materials that are best for children. 800.848.1506, Transitions.com, CustomerService@Transitions.com

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DESIGNED FOR KIDS OF ALL AGES

877-662-6006

WWW.WINDSOREYES.COM

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PRODUCT SHOWCASE

I-DEALOPTICS, PEACE EYEWEAR Peace Eyewear is spe-

cifically geared toward young tweens and teens. Separate from the adult collections, these looks are fashion-forward with choices from sophisticated to sporty. Lively color combinations, textures, and unique styling are the focus of the more than 30 styles for both boys and girls. Made from quality stainless steel and acetate, Peace Eyewear offers exceptional value for young patients. Styles offer three colors each and range in size from 46mm–51mm. 800.758.6249, i-dealoptics.com

WINDSOR EYES, EYECROXX The Eyecroxx collection combines sport-inspired designs with lightweight, cutting-edge materials for function, comfort and durability for an active lifestyle. Fashion color combinations for girls, boys, teens and tweens. Select styles available with color coordinated magnetic sun clip in hot mirror tints. 856.662.6006, WindsorEyes.com

WILEY X, INC., YOUTH FORCE Wiley X brings

its legendary protective eyewear technology to a line of Rx-able ophthalmic and sports eyewear for kids. Youth Force meets the rigorous ASTM F803 sports protective eyewear standards, comes in vibrant colors and each style easily converts to a goggle with the simple push of a button. Kids will want to wear their cool-looking, comfortable Youth Force frames all day long. Their parents will be grateful they can also be worn during sports to protect their child’s vision. 800.776.7842, WileyX.com

ALTERNATIVE & PLAN “B” EYEWEAR, NANOVISTA

NanoVista features a multitude of child-focused features to make them the best choice for your littlest patients. Each frame includes a unique “two-in-one” headband fixing system that allows the frame to go from normal temples to comfortable headband for a secure fit during active play. Made from lightweight Siliflex, these frames are nearly indestructible and guaranteed to last. Have a child that proves us wrong? No problem because behind every frame is a threeyear, unconditional warranty. Other key features include adjustable bridges, temple tip strap, and Curving Rubber metal-free temples.

888-399-7742, PlanBEyewear.com

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LIVETHE LIGHT

TM

Transitions® Adaptive Lenses® adjust to the perfect tint in any light.

Plus, they help protect from UV rays and harmful blue light, indoors and out. So, go ahead. Help your patients Live the Good Light.

Order Point of Sale at TransitionsPRO.com/GoodLight

Transitions, the swirl and Transitions Adaptive Lenses are registered trademarks of Transitions Optical, Inc., used under license by Transitions Optical Limited. Live the Good Light is a trademark of Transitions Optical Limited. ©2017 Transitions Optical Limited. Photochromic performance is influenced by temperature, UV exposure and lens material.

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PRODUCT SHOWCASE

MARCOLIN USA, GUESS TWEEN

The new GUESS Tween Eyewear Collection is all about functional, easy-to-wear yet dynamic styles.

Bright, vibrant colors combine with trendy, modern, fresh looks in a range of rectangular and fun, cat-eye inspired shapes. The rectangular shape of acetate models GU9171 and GU9172 and the slightly cat-eye shape of GU9169 are available in a wide chromatic palette. The GU9174 style has a rectangular, clear-cut top of the front that tapers to the lower rim. The lightweight design of GU9170 and GU9173 is characterized by a combination of metal and acetate, enhanced with colorful matte and brushed finishes. 800.345.8482, Marcolin.com, InfoUSA@Marcolin.com

L’AMY AMERICA, CHAMPION TWEEN 180 COLLECTION

The 2017 Champion Tween’s 180 collection features Champion’s exclusive “180° PowerFlex” hinge system. A heavy-gauged stainless steel hinge system allows the temple to flatten into a 180° position to the frame front. This flexible and ultra-durable hinge makes any Champion Tween frame perfectly suited for the sport-minded, active youngster’s lifestyle.

Vintage-inspired shapes and sport-stripe detail create easy-to-wear and youthful looks with a more mature vibe. This brand, along with Sperry Kids and Niki Nicole Miller, make up the “Destination, Jr.” program.

Each year, L’Amy America chooses a charity to which the company gifts 5% of reorder proceeds. This year’s beneficiary, Dana-Farber Cancer Institute, will use L’Amy America funds to provide lifesaving treatment and research for children suffering from rare forms of cancer. 800.243.6350, LAmyAmerica.com, Support@LAmyAmerica.com

EYEWEAR DESIGNS, LTD., TONY HAWK KIDS The successful Tony

Hawk Eyewear and Kids Eyewear collection have garnered rave reviews for its innovative styling, bold use of color and attention to detail. “We believe these new kids styles capture the spirit and essence of the brand and lifestyle of Tony Hawk and will continue to re-define kid’s eyewear in the marketplace,” stated Andrea Gluck, co-president.

There are five new releases in plastic and metal. The THK 12 has a plastic frame with a rectangular shape and a universal bridge. Each color features double rivet accents on the endpieces, the Tony Hawk logo in silver on the left temple and authentic Tony Hawk skull pattern on the inside of each temple. THK 14 is a rectangular metal frame, also with a universal bridge and a dynamic and vibrant graffiti pattern on the inside of the temples. 800.645.6596, EyeearDesigns.com

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25% of all school children in the US have a vision problem significant enough to affect learning.

ON BEHALF OF CHILDREN IN NEED OF VISION CARE...

THANK YOU! First Vision Media Group, Inc., publisher of Kids+Vision, is providing a portion of the ad revenue from this supplement to benefit the Essilor Vision

We applaud the following companies who participated in the supplement and helped make this happen: Alternative Eyewear, Essilor, Eyewear Designs, i-dealoptics, L’Amy America, Marcolin, Mondottica, Transitions Optical, Wiley X, and Windsor Eyes.

Foundation—one of the industry’s foremost charities serving the needs of vision-impaired children in the United States.

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