Opticenter - The Voice of Vision West - Summer 2014 by Vision West

THE VOICE OF VISION WES T Summer / 2014

www.vweye.com

IN THIS ISSUE: FROM THE PRESIDENT’S DESK:

T H E V O I C E O F V I S I O N W E S TOnline Refractions:

A Reality or Just a Rumor 1-Hour Quick Bites Personalized Attention with Dr. Dubick An Optical Riddle For You: “Keep Them Going Out, but Watch the Number Coming In.” What is it? By John Seegers, OpticianWorks.com Social Media Top five social media mistakes By Rachael Van Cleave

PRINTED IN USA

PLUS INDUSTRY NEWS!

FROM THE PRESIDENT’S DESK

Online refractions: A reality or just a rumor Recently I attended a Summit Program of the National Association of Specialty Health Organizations (NASHO) and the National Association of Vision Care Plans (NAVCP). The meeting provided some of the most current and informative presentations within not only the US Specialty Health Organizations, the information relating directly to Eye Health and Vision Care seemed particularly interesting. Presentations included a Congressional Address by Congresswoman Diane Black of Tennessee: “After Obamacare – What’s Next for the Politics and Policy of Healthcare?”, “The Emerging Exchange Marketplace – A Post-Op Evaluation of the affordable Care Act Launch”, “Insufficient Funds – The Affordable Care Act’s Lost Opportunity to Control Healthcare Costs”. Additionally, the afternoons hosted breakout sessions – including: “the Managed Vision Care Relationship – The ECP’s View”, “A New Deal – What Enhancing Transaction Standards Can Mean for the Managed Vision Care Industry”, and “iHelath – Consumer SelfService, Personal Control, and Doctor-Patient Teamwork for Health and Wellness”. During this last topic “iHealth – Consumer Self Service…” is where I encountered (for the second time in the last year) Aaron Dallek. Mr. Dallek is a ‘selfproclaimed’ entrepreneur’. He states he is without any formal Vision Care / Healthcare / Medical training. He simply felt an investment in an ‘online refraction’ is something of interest to him as an investment in a new company. When presenting his product he neglected to address the issue of a complete misunderstanding when it comes to a Comprehensive Eye Examination by the general public. His approach is to rely on current technology to perform monocular testing with an iPhone, iPad or desktop computer containing a camera. When questioned regarding his answer to correspondence from the American Optometric Association (AOA) about his marketing his online test as an Eye Examination – he responded by saying he

changed the name of the test (neglecting to state he now markets it as an Online Refractive Eye Exam. He felt his product meets the Standard of Care issue, the established AOA and Ophthalmology Guidelines for Eye Examinations and any other patient based quality control issues. When questioned regarding the delay of a comprehensive eye examination by an Optometrist or an Ophthalmologist might well cause vision loss and other health care complications, his answer was he felt it would drive patients to seek out a professional for the health part of a Comprehensive Eye Examination. With no backup or proof that such would be the case. In all, what this presentation seemed to mean to me is ‘technology / business’ can and will find a way to make money, even at the expense of the health of patients. If nothing else, be aware of the fact that your patients might well be asking you questions about this online product. Take a couple of minutes; think through your answer before the question is asked. Be prepared to speak to the important issues of eye health, binocular visual problems, deciding if you will fill the Rx from an ‘online’ self-test and all the other many concerns we all have as healthcare providers in the year 2014. Our professional training is certainly more extensive than what a consumer obtains from a $30 monocular, online iPhone refraction test! Know what is out there and take the time to do some research on this issue. I refuse to provide this individual with any more exposure than my short article already allows him. Form your own opinions about this product – I know I have!

From the President’s Desk: Joseph C Mallinger OD MBA FAAO President / CEO Vision West

INTRODUCING:

Online Education Portal

LEARN ONLINE $5.00 PER UNIT FOR VISION WEST MEMBERS–

A SAVINGS OF $10.00 PER UNIT! COURSES INCLUDE:

ABO, NCLE, CPC/AOA, COPE, State Board approved credits. On-Demand Certificate Reprints! Request a reprint of any certificate by e-mail or instant download.

Take Notes!

This handy virtual notepad lets you take notes while you navigate through a course.

Can’t Finish a Test?

Leave a test for any reason, we’ll remember your answers for you.

REGISTER NOW! Simply login to your Vision West account at www.vweye.com and go to the Resources tab. Click on the ‘Vision West Online CE/ABO’ link to get access to the portal and the coupon code. TAKE A COURSE FROM YOUR HOME, OFFICE OR ON THE GO.

Vision West is proud to partner with Quantum Optical, the leader of online education for Eye Care Professionals and their staff. The new Vision West Education Portal provides our members with some of the best online, on-demand education available. Courses include ABO, NCLE, CPC/AOA, COPE, State Board approved credits. Take a course from your home, office or on the go. The Vision West Education Portal is the perfect resource for all your staff training and continuing education requirements. For certified or licensed ECPs, we offer a wide variety of approved online CE course topics. To sharpen your professional skills, or prepare for the ABO or NCLE exams, we have a number of informative non-credit training modules. Upon successful completion of the online test, your CE Certificate can be printed out or emailed to you and your ABO/NCLE credits will be reported automatically. Many courses available and more coming soon!

presents

The Road to Success Paving the way with skills, not just talk

Sponsored by:

From the fun and engaging branding workshop to talking product and measuring for success, this workshop covers all bases of running a successful practice in a personal, hands-on experience.

Two Dates/Locations available: Saturday, August 23rd 8:00AM - 3:00PM Hilton Irvine/Orange County 18800 MacArthur Blvd. Irvine, CA 92612

Sunday, August 24th 8:00AM - 3:00PM Marriott San Francisco Airport Waterfront 1800 Old Bayshore Highway Burlingame, CA 94010

Registration for this exclusive event is only $129, which includes breakfast & lunch! Go beyond just sitting in a crowded audience to participating in one-to-one discussion, honing the strategies necessary to obtain profitable growth.

About the speaker: Jay Binkowitz is the President and CEO of GPN. Over the last 30 years Mr. Binkowitz has had extensive experience in retail operations, merchandising & marketing, manufacturing & distribution, technology development, national sales, and on site interactive consulting. He has currently developed a unique support company to create infrastructure and strengthen independent practitioners with new business management tools and processes.

Space is Limited - Register Online Today! 8/23 â&#x20AC;˘ Orange County http://conta.cc/1nLST76

8/24 â&#x20AC;˘ San Francisco http://conta.cc/1my5gXL

Don’t let prescriptions walk out your door. When they’re ready to step out in the latest frames and lenses, step forward with special financing options* available with the CareCredit credit card. Let your patients know about special financing options* available with the CareCredit healthcare credit card so they may not hesitate to get the frames, lenses or other products you recommend — and they want — while in your office.

Make CareCredit a part of your daily routine. Call for more information and enroll at no cost today .^ Vision West members SAVE 25% on provider processing rates for special financing options.*

866.853.8432 | www.carecredit.com | visioninfo@carecredit.com *Subject to credit approval. Minimum monthly payments apply. See carecredit.com for details. ^Subject to change.

VW0714OA

The payment solution that creates opportunity. Want patients walking out the door with more than just their prescription? Well here’s one way to help make it happen. Add the CareCredit healthcare credit card as a payment option. CareCredit can help make your practice more competitive by providing patients an easier way to purchase the products they need and want because monthly payments might mean less stress on their budget. It’s a service both you and your patients will appreciate. Beyond the Ordinary Payment Option CareCredit’s been around for over 27 years — exclusively in healthcare. Today there are over 175,000 providers who accept the CareCredit healthcare credit card and over 8 million cardholders. In fact, CareCredit has become as popular a payment option in many practices as consumer credit cards like Visa and Mastercard. Many consumers today look forward to being able to finance products and services. And when it’s time to pay for healthcare, many patients prefer to use CareCredit instead of their consumer credit cards because of the special financing options* available. Putting CareCredit to Work for You Once you’ve added CareCredit as a payment option, make the most of it. Make sure your patients know you accept it — it is easy to do. Simply include information on your website and place signs and brochures throughout your practice. When patients are aware of special financing options* before their exam, they may be more open to product recommendations and more motivated to explore the options within your dispensary. Additionally, it is important to educate your team on the benefits of patient financing and teach them how to talk about it. During the product selection process, include information about monthly payments as well as value-add benefits such as warranties and free adjustments, and more patients may be interested in purchasing right then and there. CareCredit has a wide range of tools to help you seamlessly integrate special financing options* into the patient experience. These include ready-to-use banners, buttons, and video for your website; and inpractice display options ranging from glass/mirror decals, dispensing mats, vinyl posters and tent cards to a short informative video for an iPad or reception room monitor. There are also several examples of how to discuss special financing options* so that your team can confidently cater to various needs and situations. In addition, CareCredit’s innovative mobile website provides patients a quick, easy way to apply right from your office on an iPad or smartphone. Simply put – it has never been easier to incorporate CareCredit into your environment and your daily routine.

Accept the CareCredit healthcare credit card in your practice and start experiencing the benefits hundreds of Vision West members are already enjoying. Call 866.853.8432 to get started today.

*Subject to credit approval. Minimum monthly payments required. See carecredit.com for details.

$AVE MONEY WITH OUR

PREMIUM VENDOR$ Vision West members can save even more money by increasing their purchase volumes with our Premium Vendors. In addition to our already low discounts, Vision West has negotiated “Money Saving” deals with our Premium Vendors:

EASTERN STATES EYEWEAR

Increase your savings by purchasing from our Premium Vendors today! Login to the member section at www.vweye.com for details of this program or call our Customer Service Department at 800.640.9485.

1Q-HOUR uickBites

THE BUSINESS OF PRACTICE

1Q-HOUR B

Next in a series of easy, quick management tips that you can implement in your practice today in less than an hour, uick ites by Fred H. Dubick, OD, MBA, FAAO.

Fred H. Dubick, OD, MBA, FAAO

One Hour Quick Bites: Personalized Attention Everyone appreciates being greeted by name when they enter an office or business establishment that they frequent often. It makes them feel warm, comfortable and validates their decision to patronize that doctor or service provider.

“Norm!” from Cheers. Having your team spend five minutes each morning before opening the doors to review the patients scheduled for that day will refresh everyone with the list of the day. The receptionist can than greet those returning and new patients by name as they approach the front desk. You may have noticed that some of the credit card and banks that you access on line open with the home screen showing a time appropriate greeting and your first name. You can be sure that the big box retailers cannot possibly provide the personalized service that ECP’s do and cannot compete at that level. You should have a policy of how your patients are addressed, either by first name or Mr. Smith, based on the approximate age of both the patient and the staff member working with that patient. All the good will can be lost in an instant by having your young staffer address a senior by first name.

VIEW & PAY Your Statement Online visit: www.vweye.com

OD SYNDICATION

FREE WEBSITE EXCLUSIVE

to Vision West Members

We are excited to announce that Vision West membership now entitles you to a free website! Thanks to our vendor partner, EyeCarePro, we are able to offer our members this tremendous benefit. The cost of a Syndication Website, valued at $600/year, is paid for by your vendor partners.

For more information contact your Vision West Customer Service Representatives at 800.640.9485 today!

Membership Matters GUEST ARTICLE ON SOCIAL MEDIA

TECHNOLOGY AND YOUR PRACTICE

How to create your practice’s Facebook page

Top five social media mistakes

I’ve told you about how Facebook equates to what I call “exponential word of mouth,” but in order to take advantage of that, you will need to create a page for your practice. Now, we will begin our journey through Facebook. Rachael Van Cleave, Communications & Social Media Manager, COA

Your Driver’s License

First, you or whomever will regularly operate your Facebook page must have a Facebook account. That account, which gives you a “timeline” as well as access to friends’ information, is your driver’s license to use Facebook. That license interact withwhen friends, post information on your As a doctor of optometry, you already have allows plentyyou to to think about it comes to running your practice. Now own or others’ timelines, and it allows you to create and manage a page for your business. There are instructions on you’ve been told you need to add social media as well. It’s true - social media is increasingly becoming an the Facebook website on how to create a Facebook account. However, please feel free to contact COA if you would essential part of running a small business. In fact, if you don’t jump on board soon, many analysts say you’ll like help creating an account. drop behind your competition in a profound way.

Creating a page Many of you have already gotten on the social media train, but you just don’t know where to go from there. When To Facebook page youare must first visit another youcreate don’ta know where you going, mistakes can be made. Avoid business’ or organization’s page — like the California business owners: Optometric Association’s, www.facebook.com/California Optometric, example or you can visit this website: 1. FEAR OFfor COMMITMENT www.facebook.com/pages/create.php. Some think all they have to do is set up their Facebook page and

making these top five mistakes made by small

customers will visit. That is mistake number one. In reality, you must commit time to market your page to customers in your office and then respond to their 1. Once you on are your on thesocial page, look in the upperon right corner next to the banner or “cover” comments media pages a regular basis. Setpage’s 20 minutes aside a day to respond and update Create Page photo and you will see a blue “create page” button. Click on that. the page or retweet. 2. that CRAZY page, you have several choices for the type of page you want. Since we are talking about individual 2.On POST practices in this case, on “Local Place.” If this for a group a school, youwill would picknot be engaging Mistake number two click is posting tooBusiness much. or If you post 15istimes a day,orthe content likely “Company, organization, or institution.” and, you may encourage your “fans” to “un-like” or “un-follow” your page. Plan out your posts and make them

appealing and accurate. Think 1-5 times a day.

3. Next, you will be prompted to pick a category. In this case you’ll want to pick “Health/Medical/Pharmacy.” Fill basic information like the name of your practice, address and more. Once you’ve finished, check the box that 3.inAUTOMATION OVERLOAD reads “I agree to the Facebook Service.” Then click the blue “get button. Scheduling your posts from aTerms third of party service like Hootsuite canstarted” be helpful if you don’t have much

time during the day to post, but mistake number three is over automation. Many small business owners will create a post 4. it’s time to putthen together your profile. It willtoprompt to upload an image or photo. wouldDifferent suggest platforms require forNow Facebook and schedule it to post Twitter,you Wordpress and LinkedIn as Iwell. doing this right away as it will make your page look more complete right off the bat. The picture needs to throughout be a unique messaging because the audience is different. Also, make sure to spread your posting the day. minimum of 180 pixels wide. Click “continue.”

4. DUCKING QUESTIONS

5. Then you will be prompted to importquestions. your contacts or friends. You can this step on untilyour yourFacebook page looks page and return Mistake number three is avoiding Always respond to sskip comments more complete. Click the “skip” button at the bottom right of the page. a tweet on Twitter - even if they are negative. Ifyou don’t know the answer to a question, you can simply say,

“I don’t know the answer to that Bob, but I’ll get back to you as soon as I can.” Since you are a small business 24 hours. It

6. On themost next page youwill can understand insert your web address as well as a description of your in the owner, people if you don’t answer that day but you business should try to “about” answer box. within If you already have a paragraph on your website, you can copy and paste it into this area. Click “continue.” shows that you care! 7. yourBLACK page isHOLE created and Facebook has several steps for you to take to complete your page. At this point, 5.Now GOAL you will number want someone updates a tostrategy it on a daily Mistake three to is post not having or basis. goal for your social media accounts. Know your

plan when you start your social media accounts. If you go in blindly, then you may come out with nothing and you’ll have You now your have the basic knowledge youas to driving get yourmore Facebook page set up. Keep an eye out for to know your wasted time. Your plan canthat bewill as help simple traffic to your webpage or getting future articles about types of posts, frequency of posting and how to leverage those posts to increase busicustomers better. ness for your practice. For any questions or suggestions about topics you want me to write about, please email at rvancleave@coavision.org. Socialmemedia platforms offer a way for you to engage and understand your customers better than

ever before. They are a fun, constructive and economical means of advertising your business. Check out this column in the May/June edition of California Optometry for helpful information about what types of posts you can utilize to optometry 14 california build appealing content for your chosen social media platforms.

On October 1, 2014, all your claims must be ICD-10 compliant or they will NOT be paid – all claims to Medicare, to Cigna, to Aetna, TO VSP, TO EYEMED – to every third party payor. Despite the efforts of the AMA and the AOA, there will be no more delays. ♦ Do not fall for the claims that becoming ICD-10 compliant can cost up to $80,000 for an average practice. ♦ Do not waste your time and money on programs and products that will show you how to file cardiology, dermatology and pediatric surgery claims. ♦ Do not waste your time on lectures telling you how bad this is but not offering you a workable solution.

Optometric Business Solutions, the optometric profession leader in compliance counseling and products, has a ICD-10 Training Package available providing all the materials you need to survive ICD-10 conversion. You will learn what  Doctor Training PowerPoint – Presentation that follows the DVD

lecture  ICD-10 Manual – explanation of ICD-10 and coding guidelines for eyecare  Case studies - examples of case histories and how to code them in ICD-10

 Staff Workbook with Timeline - basically a to-do list for the staff with timelines and check off

 Staff Training PowerPoint – training Presentation for staff  Ocular Specific ICD-10 Code Set – all eye specific codes in exportable file format

HIPAA Manual

Employee Manual

OSHA/CDC Manual

HIPAA Privacy and security regulations have changed. Increased enforcement, accompanied by stiff penalties, is becoming a goal of government agencies. Joe DeLoach, OD, FAAO and his team have developed the Newest HIPAA Manual to help you comply with the latest rules and procedures. It will also provide your office with THE TOOLS to produce your own privacy and security manuals! You and your staff will be armed will the best source to help prevent unknowingly breaking federal and state law.

This is another Optometric Business Solutions “plug and play” manual. It is a comprehensive employee manual that will keep you in compliance with all applicable state and federal laws. Included are all forms and documents you would ever need to properly manage routine and difficult employee situations. Like the HIPAA manual, it is easily customizable to your practice with minor additions, deletions, and insertions.

OSHA and the CDC both require that health care providers protect their employees and their patients. This manual provides you with all the information you need to be compliant with Federal rules and regulations. * CUSTOMIZABLE FOR YOUR OFFICE AND (Electronic Format Only, Printable) * EXTENSIVE TRAINING MODULES FOR DOCTOR AND STAFF

* CUSTOMIZABLE FOR YOUR OFFICE AND (Electronic Format Only, Printable) * EXTENSIVE TRAINING MODULES FOR DOCTOR AND STAFF

* CUSTOMIZABLE FOR YOUR OFFICE AND (Electronic Format Only, Printable)

Vision West members receive a

* EXTENSIVE TRAINING MODULES FOR DOCTOR AND STAFF

20% discount

on all manuals and materials. Please log in to your Vision West account to purchase or contact Customer Service at 800-640-9485

www.vweye.com

P13

Government regulations can be very costly to your practice Unfortunately, federal guidelines and regulations affecting healthcare have increased dramatically over the past few years. Whether you are aware of them or not, you will be held responsible for complying with those rules, and not complying with them can be very costly. Fortunately Vision West has partnered with Optometric Business Solutions (OBS) to provide compliance solutions for Vision West members. The regulation that has been the most expensive for optometrists to date has been HIPAA. While, most doctors assume that they are HIPAA compliant, only 17% actually are. This noncompliance has cost optometrist HUNDREDS OF THOUSANDS of dollars. The cases that OBS has consulted on have been shocking and heartbreaking. Especially considering that compliance can be achieved with a few simple steps. Unfortunately, few have taken more than 1 or 2 of the 5 basic steps necessary to be compliant. How about you? Do you have a privacy manual, a security manual, have you done a security risk, or how about staff trainings since the rule changes in 2013. If not you are at serious risk - in the past 2 years OBS has seen ODs prosecuted for HIPAA violations in almost every state. And it is about to get worse, the federal government has authorized a new audit project for the summer of 2014, and the number of prosecutions will likely go up. Fortunately OBS has solutions, their compliance package includes all the items that you need to comply with HIPAA regulations: •

A Customizable, optometry specific privacy manual

•

A Customizable, optometry specific security manual

•

Doctor study program (PowerPoint)

•

Staff training program (PowerPoint)

•

Customizable, optometry specific Notice of Privacy Practices

Customizable, optometry specific, Acknowledgment of Notice of Privacy Practices •

As well as all required state and federal forms/ supporting documents •

OBS also offers compliance manuals for the other areas that can end up costing your practice money too. They have an OSHA compliance package to help optometrist comply with the OSHA, CLIA, and CDC rules and regulations. Like HIPAA, most providers are unaware that they must comply with OSHA regulations. Did you know that your VSP and Eyemed contracts actually contain language requiring a written OSHA manual and staff training? Those items are included in the OSHA compliance package. Other products include HR compliance packages since employee issues can be a liability nightmare. An ICD-10 compliance package is available too. ICD-10 has been delayed but most providers were not prepared and now there is time to prepare, so don’t waste the extra time. The best part is that all these packages are available for Vision West members at an exclusive discount through a special Vision West branded website. To access that website, or for more information or to order OBS compliance packages log into your Vision West account and click the OBS link on the Resources page.

Peter J. Cass, O.D. Vice President Development Optometric Business Solutions www.optometricbusinesssolutions.com

Envision Your Rewards Effective April 1, 2014 to December 31, 2014

Vision West Eyecare Business Group and Shamir Insight are joining forces to provide members with the most technologically advanced lenses available in the industry for your patients. Shamir and Vision West have teamed up to provide you with special enhanced rewards for being a member of the Vision West Eyecare Business Group, and the Shamir RCPV® Rewards program. All lenses purchased under your Vision West Account from an authorized Vision West Vendor lab will receive the below rewards. Start earning your rewards today by dispensing qualified Shamir lenses. From April 1 through December 31, 2014, all sales of lenses below are eligible for a reward; there are no minimum requirements to sell. No need to worry about tracking your activity, it will be tracked automatically through your lab’s monthly usage report to Shamir. Enrollment is required to participate in this program exclusively for Vision West members. By completing this Enrollment Form, it qualifies you to earn the rebate amounts listed per product and additionally supersedes your enrollment in Shamir’s standard RCPV® program if previously enrolled.

STANDARD RCPV® REWARDS 15 Pair Minimum

VISION WEST & SHAMIR RCPV® REWARDS

$ CASH $20.00 $15.00 $12.00 $10.00

$6.00

ReCreating Perfect Vision®

www.vweye.com 800-640-9485

ReCreating Perfect Vision®

SHA-FLY-VIS-021914_revised.indd 2

www.shamir.com 877-514-8330

3/19/2014 12:36:18 PM ®

P16

AN OPTICAL RIDDLE FOR YOU:

“Keep them going out, but watch the number coming in.” What is it? ANSWER: FRAMES LET ME EXPLAIN. John Seegers, OpticianWorks.com Why would I say, “Keep them going out”? The obvious answer is, “Because you are selling them.” But I’m not talking about sales. I’m talking about frame returns. Frame returns

are serious financial transactions. I always like to ask this simple question: “Would you leave a $50.00 bill just sitting on your desk?” I will bet your answer is, “Heck, no.” However, maybe you leave a frame return on your desk for a day, a week, or even a month. The wholesale cost of that frame is often $45 - $55 dollars, so it is just like that $50.00 bill.

Board Management Returns: This certainly does not happen every day, but, true story – this morning, between 10:00 and 11:00, we saw the Charmant representative and one of the Safilo reps. Before 12 noon, their returns were packed up and sent back. In fact, the two reps were still talking in the parking lot! Between 12:30 and 1:30, I saw the

P17 Rudy Project rep. His return was at UPS before 2:30. In this case, those three boxes were worth over $1700 in credits. Chances are good that, by returning them the same day, the credit may post before the new order gets billed! Note: When returning a large number of frames for any reason, be sure to use a traceable shipping method. Again, with frames wholesaling at $45 each, a lost large return could easily cost $450. Warranty Issue Returns: Get in the habit of addressing frame returns the day you get the frame. Keep a good supply of return boxes and packing materials on hand, make sure return labels are easy to access or print, and keep frame invoices in an easyto-access and easy-to-use file. Find the appropriate invoice, write the return reason on the invoice, copy it twice, and place one in the box and one in your “Credit Due” file for that frame manufacturer. File the original back where you found it. If any of those items are not quick and easy for you or for staff to handle, you risk having the frames sitting around. The second part of the riddle, “Watch the Number Coming In,” is important. Learn to sell what you have. If your frame board has over 600 frames on it, 99% of your patients will end up choosing from the board. Stop ordering multiple frames in multiple colors and in special sizes thinking that you are providing some special level of

customer service. A Dutch study revealed that people are generally happier with their purchases of higher value items when they have not deliberated over their purchase. In other words, your patients will actually be more satisfied with their glasses when they choose them quickly and receive them soon after ordering. If you are placing “patient approval” orders more than once a week, then you need to get better board management, or improve your

selling skills. If this issue is a problem for your practice, address it with your sales reps, and see if you can stock your board better, or have them work on staff sales technique. Why do I say that this is important? How would you like a $1898 raise? “Yes?” I thought so. I just pulled six random invoices from six random frame companies,

and found that the average cost for shipping and handling was $7.30. Think about it: If you order even one “patient approval” frame a day, you are spending $1898.00 a year on shipping! (Here’s the math: $7.30 X 5 X 52 = $1898.00) To look at it another way, that is the equivalent of having forty-two frames stolen from the store! Habits are hard to break, but sometimes we need to do it anyway. If either or both of these issues are problems in your store or practice, address them. Assign someone the job of return/order watcher, and get a handle on it. It is a simple way to keep costs down, patients happy, and money in your wallet. “For more practical staff training and practice management tips look to OpticianWorks.com. High-quality, online education for opticians, ECPs and staff. You will find lessons on, Sales and Practice Management, With Insurance Plans, Understanding Prism plus lensmeter practice, flattransposition exercises, and so much more. With VisionWest members receiving a $20 discount this is training that pays for itself.”

NEAR

P18

NEW VENDORS

INTERMEDIATE

ADLENS® USA INC. Adlens Adjustables™ and Adlens Sundials™ are a brand new category of eyewear. Adlens Adjustables uses Alvarez lens technology, a continuously adjustable solution that improves near, intermediate, or distance vision. With a diopter range of -6 to +3D, Adlens Adjustables & Adlens Sundials can be adjusted at the turn of a dial. Each lens is adjusted independently to suit the wearer’s needs. These products add incremental sales for your practice and are for everyone – those looking for one pair of glasses for multiple uses, instant glasses in case of emergency, or a pair to accommodate fluctuating vision. These are another profit center for your practice; not to replace second pair sales, but as an extremely affordable third pair! Schedule an appointment today to see this brand new category of eyewear! Webinars coming soon!

VW Discount: Vision West Special Pricing For more information contact: David Hunt 888.459.9793 david.hunt@adlens.com www.adlens.com

DISTANCE

Products: Adjustable eyewear - Ophthalmic and sunwear

BRIGHT DISPLAY

DISPLAY All the benefits of Adlens Adjustables

SOLUTIONS plus UVA and UVB protection. FOR ANY Adlens Sundials™ are the ideal travel companion!

SPACE

Bright Display, founded in 1985, designed the original “pedestal” eyewear frame display as an alternative to frame boards or laying frames on shelves. Over the years, their product line expanded to include: individual single and multiple step eyewear displays in colored acrylic (metallic & opaque) and wood; countertop and wall mounted displays.

Products: Cost effective display solutions for any space - Made in the USA!

• Countertop • Sunglass VW Discount: • Case/Sport • Wall Mounted Up to 10%

Glass furnishings were designed and added to their product offering to provide a comprehensive, cost-effective solution for dispensaries wanting an inviting, high-end merchandising option on a budget. Recent product line additions include: 3D Motion display; 8-base Curve “Wrap” display; Frame/Clip Duo display; and Frame/Case Duo display. Let Bright Display help grow your bottom line!

For more information contact: Lori Estrada 800.777.0734 dacie@brightdisplay.com Classic Case www.brightdisplay.com

• Furniture • Packages

DYNAMIC PRESENTATION

Call them today to get started and beStandard sure to ask about Vision West Display Members Only Special 30/60 or 30/60/90 Split Billing Terms!

Wrap Multiple

VENDOR AND INDUSTRY UPDATES

P19

CLEARVISION Marietta, GA (June 2014) VB-GF00-0005-2014

consumers who are seeking on trend styles; plus, it reinforces the IZOD brand’s colorful, youthful image.” Eyewear industry leader ClearVision Optical introduces its new collection of IZOD frames that can be personalized through color. Designed for young men who like to express their unique style through eyewear, the youthful, on trend collection includes four clear acetate front shapes and nine vibrant temple colors, providing the opportunity to create individual frame styles.

The new IZOD collection provides eyecare professionals with an opportunity to offer customizable eyewear right in the dispensary.

Farrah, Ivy and Paula

the ithpersonalized The collection can ralso All wbe Style fo r e m m u using S a standard tinting machine to dye Vera Bradley Girlfriends Collection! the clear fronts to any color preferred by the consumer. With numerous front shape/ temple combinations, as well as the option to change the front color, consumers can create a unique look all their own.

“2014 is the year of personalization, and Vera Bradley Girlfriends collection offers a frame for every personalization is one ofThe today’s biggest style, whether she prefers sport blue or pretty in pink. Farrah, trends when it comes to Ivy fashion, whether For more information contact: and Paula offer a mix of trendy and classic eyeshapes and its footwear, clothing, ordesign eyewear,” detailssays to make eachClearVision girl feel extraordinary. Peter Friedfeld, ClearVision’s Executive For a trendy teen, Farrah brings the perfect shape and color 800.645.3733 combination! Farrah offers an oversized rounded eyeshape Vice President. “We created this collection www.cvoptical.com because we felt that the look. ability toBradley’s customize Vera Clementine and Flower Shower are a look with color would prominently appeal to features on the exterior temples. Farrah features

THE MCGEE

Ivy is a combination frame with a rounded rectangle metal front and temples. The three dimensional endpiece highlights the two tone metal plating, combining brown with red or pink with purple for a colorful look. The acetate temples prominently feature Vera Bradley’s Clementine and Flower GROUP Shower, with complementary interior colors of peach and hot Marietta, GA (June 2014) VB-GF00-0005-2014 pink. Ivy features spring hinges and adjustable nose pads for

The McGee Group markets ophthalmic frames, sunwear, reading glasses and cases to all customer groups throughout North America and many international markets including eye care professionals, distributors, large optical chains, mass merchants, and department stores. Since its inception in 1976, the McGee Group has gained recognition as a forward thinking company by merging innovative technology with fashion, offering high quality products, superior marketing support and value-added customer service. The McGee Group currently manufactures and distributes Badgley Mischka Eyewear and Sunwear, Vera Bradley Eyewear and Sunwear, Orvis Eyewear, XOXO Eyewear and Sunwear, Totally Rimless and Argyleculture Eyewear by Russell Simmons.

A classic look for any girl returns in new colors! Paula is a and the latest Vera Bradley colors on the exterior temples. The Flower Shower frame features tortoise over peach for a sunny burst of color, and the black front and white interior temples on the Blue Bayou frame offer the perfect color coordination. Both colors features a VB logo plaque on the the All with

Farrah, Ivy and Paula r

r Style fo

Summe

Vera Bradley Girlfriends Collection!

To view the entire collection, visit our website at mcgeegroup.com. For more information about the Vera Bradley® Girlfriends collection, contact The McGee Group at 800-966-2020 The Vera Bradley Girlfriends collection offers a frame for every Shower, with complementary interior colors of peach and hot or sales@mcgeegroup.com.

style, whether she prefers sport blue or pretty in pink. Farrah, Ivy and Paula offer a mix of trendy and classic eyeshapes and design details to make each girl feel extraordinary.

pink. Ivy features spring hinges and adjustable nose pads for a comfortable fit.

The Vera Bradley Girlfriends collection offers a frame for McGee every The McGeeand Group markets ophthalmic frames, sunwear, cause – The Group Vera Bradley have a common style, whether she prefers sport blue or pretty in pink. Farrah, reading glasses and cases to all customer groups throughout endingand breast cancer. McGee Group is a generous Ivy and Paula offer a mix of trendy and classic eyeshapes North America The and many international markets including eyecontributor design details to make each girl feel extraordinary.to the Vera care professionals, distributors, large optical chains, For massmore Bradley Foundation for Breast Cancer. merchants, and department stores. Since its inception in For a trendy teen, Farrah brings the perfect shapeinformation and color about the Foundation, visit verabradley.org. 1976, the McGee Group has gained recognition as a forward combination! Farrah offers an oversized rounded eyeshape thinking company by merging innovative technology with fashion, offering high quality products, superior marketing look. Vera Bradley’s Clementine and Flower Shower are support and value-added customer service. prominently features on the exterior temples. Farrah features The McGee Group currently manufactures and distributes Badgley Mischka Eyewear and Sunwear, Vera Bradley Ivy is a combination frame with a rounded rectangle metal Eyewear and Sunwear, Orvis Eyewear, XOXO Eyewear and front and temples. The three dimensional endpiece highlights Sunwear, Totally Rimless and Argyleculture Eyewear by the two tone metal plating, combining brown with red or Russell Simmons. pink with purple for a colorful look. The acetate temples prominently feature Vera Bradley’s Clementine and Flower Shower, with complementary interior colors of peach and hot pink. Ivy features spring hinges and adjustable nose pads for

For a trendy teen, Farrah brings the perfect shape and color combination! Farrah offers an oversized rounded eyeshape with a flat metal front in black or dark purple for a bold look. Vera Bradley’s Clementine and Flower Shower are prominently features on the exterior temples. Farrah features spring hinges and adjustable nose pads for a comfortable fit.

Ivy is a combination frame with a rounded rectangle metal front and temples. The three dimensional endpiece highlights theVera two tone metal plating, combining brown with red or and the latest Bradley colors on the exterior temples. The Flower Shower framepurple features tortoise over peach for look. The acetate temples pink with for a colorful a sunny burst of color, and the black front and white interior temples on the Blue Bayou frame offer the Vera perfect color prominently feature Bradley’s Clementine and Flower A classic look for any girl returns in new colors! Paula is a

coordination. Both colors features a VB logo plaque on the

To view the entire collection, visit our website at mcgeegroup.com. For more information about the Vera Bradley® Girlfriends collection, contact The McGee Group at 800-966-2020 or sales@mcgeegroup.com. The McGee Group and Vera Bradley have a common cause –

A classic look for any girl returns in new colors! Paula is a FRAMES: Paula in Flower Shower and Paula Blue Bayou. handmade acetate frame, featuring a modified cateye shape and the latest Vera Bradley colors on the exterior temples. The Flower Shower frame features tortoise over peach for a sunny burst of color, and the black front and white interior temples on the Blue Bayou frame offer the perfect color coordination. Both colors features a VB logo plaque on the temples to define the look perfect for a young fashionista. For more information contact: The McGee Group 800.966.2020 sales@mcgeegroup.com

P20

VENDOR AND INDUSTRY UPDATES

MODERN OPTICAL Modern Optical fondly recalls its humble beginnings in 1974 that started in a modest square office space furnished with two desks, two phones, metal shelving for inventory, a six foot table to process orders, and a Rolodex of business cards. Its eyewear collection consisted of 20 styles displayed on an 11x14 flyer. All frames except two were metal; most had a double bridge. Customer orders were hand delivered on Fridays when Yale Weissman, the company’s co-founder and only sales rep, returned to the home office after a week in the field. He phoned in orders deemed urgent. This is how it all started. Over time, Modern broadened its frame selection, hired more sales reps, increased office staff, installed fax machines and bought a few computers. With immeasurable tenacity and sweat equity, the company grew each and every year, one optical office at a time. www.modernoptical.com

Today Modern Optical is an international company offering over 800 styles and a host of eyewear-related products as featured in this year’s 110page catalog. Designs have come and gone thru the years only to return with a slightly new twist. Some have remarkable staying power, like the “Cosmo”, which has been around for over 30 years! Modern has expanded office space four times to better accommodate everyone and everything. Customers can now place their own orders via our website, fax or phone. Reps primarily use their iPads. There are seemingly endless ways to communicate with customers including phone, fax, email, Facebook, Twitter, Linked In and Pinterest. Ken Weissman, President, expresses his sentiments, “Things are so different today, yet some things endure. While we’ve learned so much over the years, and made plenty of mistakes along the way, the one thing we know for sure is that the customer always comes first, period. That has been our focus from the beginning and remains true today.”

SAFILO

Carrera once again shakes up the world of fashion, celebrating the iconic glasses of its latest eyewear collections with glamorous re-editions of the brand’s models that made history: the legendary Champion and Carrera 6000 sunglasses are now presented in an exciting new metal version with a pure design. CHAMPION/MT The unstoppable success of the brand’s iconic aviator model just keeps going: these sunglasses, which have been showcased in countless ways – featuring a variety of materials, colors and detailing – over the past seasons, are now presented with ultraflat, slim profiles for Spring/Summer 2014. The new Carrera Champion sunglasses are an inspired blend of metal and stainless steel, for an ultra-lightweight feel and utmost comfort. Satin finishes and mirrored lenses complete the dynamic look, lending a lively, timeless flair to the new model, available in shades of brown with gray lenses, black with black lenses, blue with blue lenses, red with orange lenses. CARRERA 6000/MT The Carrera 6000 sunglasses, with their distinctive wavy temples and unmistakable rectangular front that is perfect for any face shape, are reinterpreted in a new, high-tech version featuring an avant-garde design and a stainless steel frame, for an ultra-lightweight feel. A bright, vibrant color palette, ideal for the warm summer months: coral with red or gray lenses, turquoise with khaki lenses, ruthenium with copper lenses, black with black lenses, white with pink lenses, blue with blue or multicolored lenses.

www.safilo.com

VENDOR AND INDUSTRY UPDATES

P21

SPY

www.spyoptic.com SPY® is happy to announce the release of its groundbreaking proprietary Happy Lens™ technology in Rx form to eye care providers for 2014. The first-ever Rx lens with benefits, Happy Lens Rx will be available through www.spydigitalrx. com—SPY’s B2B online ordering system that enables accounts to order the SPY Happy Lens™ with a patient prescription directly. “We’re proud to announce that the innovative SPY Happy Lens™ is now available in prescription form,” says Jim Sepanek, SPY executive vice president. “The inclusion of our proprietary Happy Lens™ technology will allow those who need vision correction to not only see better, but also feel better and perform better. It’s another great technological advancement in eyewear that’s only available from SPY.” The biggest breakthrough in sun lens technology in decades, Happy Lens™ is the first and only lens technology specifically designed to maximize the transmission of the sun’s “good” rays. Developed in collaboration

TURA TURA INC. EXPANDS TED BAKER “JUST KIDDING” OPHTHALMIC EYEWEAR COLLECTION Tura, Inc., the inventor of fashion eyewear in 1938, expands the Ted Baker “Just Kidding” kids ophthalmic eyewear collection in June. Wholesale price is $49.95 USD, making it ideal for customers who want fashion-forward kids eyewear without the luxury price tag. The Ted Baker “Just Kidding” collection is a sized down version of the adult frames, continuing the whimsical flair and emphasis on detail. Known as the quintessentially British brand, Ted Baker eyewear is best described as quirky yet commercial with high quality design attributes. The “Just Kidding “collection is tailored yet contemporary with charming embellishments, vibrant prints, and playful colors. Signature bows, flirty floral prints and iconic T’s are used across the other accessories categories; the “Just kidding collection “ is infused with those same key elements creating the perfect brand synergy. Spring hinges are added to the kids’ eyewear collection for flexibility and comfort.

www.tura.com

with leading eyewear industry veteran Jim Pritts, the Happy Lens™ patentpending technology blocks the sun’s harmful UV rays and short-wave blue light (“bad” rays), while allowing in the sun’s beneficial long-wave blue light (“good” rays). It’s exposure through the eyes to these “good” rays that research indicates bring about a number of positive physiological changes, including elevated mood and increased alertness. The SPY Happy Lens™ also features color and contrast enhancement and the option of glare-reducing polarization for an instantly happier view of the world. Available to Eye Care Providers (ECP’s) across the country through www.spydigitalrx.com, Happy Lens™ Rx will feature a versatile bronze polar base lens with polarized black mirror, blue and green Spectra™ mirror options. Your nearest eye care provider can be found at http://www.spyoptic.com/dealers and with a combination of over 150 SPY sunglass styles and colorways now available with Happy Rx lenses, there is a style to make everyone smile.

Staff Recognition through Enrollment Enrolling paraoptometrics/optometric staff as AOA members is one way to recognize the value they bring to a practice. All paraoptometrics (non-ODs) working for AOA member ODs may become AOA associate members. Enrollment ensures access to all current Paraoptometric Resource Center member benefits and services at no membership cost to the paraoptometric and no added membership cost to the AOA-member optometrist, it also opens the door to expanded education and training for approximately 75,000 optometric staff members across the country. Current Paraoptometric Resource Center benefits include access to current free member-only benefits such as: • Online continuing education (CE) articles worth six hours of CE credits, • The Paraoptometric Skill Builder® Beginner Level 1 program • The billing and coding webinar series • Access to member-only Web pages • Continued access to current AOA publications • Discounted fees for paraoptometric education materials • Reduced registration fees for Optometry’s Meeting® Commission on Paraoptometric Certification (CPC) status will not be affected by the bylaws change; the CPC will continue to operate without any changes. HOW TO PREPARE FOR ENROLLMENT Before enrolling staff, optometrists may take the following steps to prepare: 1.Determine your practice’s main contact. Will the doctor be enrolling staff and providing updates, or will another individual, such as the practice’s office manager, be designated to act on the member doctor’s behalf? 2.Determine key locations. Staff may only be linked to a single practice location. If a practice has more than one AOA member Optometrist, determine which staff will be linked to which AOA member ID. You will need to have the AOA member Optometrist’s ID number(s) and password to enroll staff. 3.Gather the following information for each paroptometric/optometric staff member to complete the enrollment form: • Name (Legal name on Driver’s License) • Date of birth • Unique e-mail address for each individual (no practice group e-mail accounts) HOW TO ENROLL STAFF 1.Log-in to www.aoa.org 2.Under the Optometrist tab, click on My Profile/ My AOA 3.Click on the “Manage Staff” tab 4.Enter information for each staff person (non-OD)

rudy.visionwest.halfpage.pdf

3/5/14

7:53 AM

P23

CMY

THE VOICE OF VISION WES T

HAVE AN IDEA TO MAKE OPTICENTER BETTER?

15970 Bernardo Center Dr. San Diego, CA 92127-1828

1.800.640.9485 | www.vweye.com

Opticenter is a quarterly publication written, produced and distributed by Vision West, Inc. The first five members THE VOICE OF VISION WES T

to submit an idea to feedback@vweye.com with their suggestions of how to make OptiCenter better will receive a $5.00 Starbucks card. HAVE A CUP OF COFFEE ON US.

OPTICENTER DESIGN + PRODUCTION:

P R O J E C T M A N A G E M E N T:

OPTIPENDENCE increasing your visibility info@optipendence.com www.optipendence.com a subsidary of NorthCoast-Creative.com

BRANDING : IDE ATION : WEBSITE S : SOCIAL MEDIA : eLE ARNING : PRINT : INTERACTI VE : PACK AGING : NON-TRADITION AL Optipendence + NorthCoast-Creative.com â&#x20AC;&#x201D; Are Divisions of Hatfield Innovative Studios, LLC. Contact us at info@optipendence.com

PRE-SORT STD U.S. POSTAGE PAID PERMIT #236 92056

15970 Bernardo Center Dr. San Diego, CA 92127-1828 www.vweye.com Change the World… please recycle this newsletter

Essilor Labs of America (ELOA) and Vision West have teamed up to offer our members a way to earn rewards back when they increase their ELOA billing.

IT’S OUR WAY OF SAYING

THANK YOU! Gift cards to be supplied by Vision West.

Starting January 1, 2014 and running through December 31, 2014, Vision West Members will receive a $ 25 AMERICAN EXPRESS GIFT CARD for every $1000 of incremental new ELOA business billed through your Vision West account. For more information please visit our website at www.vweye.com or call one of our Customer Service Specialists at 800.640.9485. Program will be tracked and awarded on a quarterly basis. Incremental new business will be determined by comparing the current quarters ELOA billing against the same quarter ELOA billing of the previous year. Offer only applies to actual ELOA labs and does not apply to Essilor partner labs. *