OptiCenter The Voice of Vision West Winter 2011-2012

THE VOICE OF VISION WES T Winter / 2012

www.vweye.com IN THIS ISSUE: A MESSAGE FROM OUR PRESIDENT Have you taken the time?

by Joseph C Mallinger OD MBA FAAO

T H E V O I C E O F V I S I O N W E S T

CUSTOMER SERVICE TIPS: Need to find a vendor to fill your needs quickly?

1-Hour Quick Bites Staff Training

The Secret of Hiring in the Eye Care Profession

|Š 2011 OptiCenter - The Voice of Vision West are registered trademarks of Vision West, Inc. All rights reserved

by John Lucas

PRINTED IN USA

SOCIAL MEDIA FOR THE IEP: What is Google Places and how to claim your free Google Places Business Page?

with Dr. Dubick

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A MESSAGE FROM THE PRESIDENTS DESK

Have you taken the time?

Throughout the year Vision Wests’ articles discuss a variety of ways for you and your practice to not only survive, but to thrive in today’s economy. Each year at this time, it comes to mind that most Vision West member accounts do not take the time to draft a Strategic Business Plan for the next fiscal year. What does a Strategic Business Plan look like and why even consider doing one?

A Strategic Business Plan for your practice should address a variety of topics. Foremost is an Executive Summary, a Vision/Mission Statement, and a SWOT analysis. It should also contain a set of goals based upon the Mission Statement and the details of the actions you and your staff will take to accomplish those goals (including ‘time certain’ expectations attached to each goal).

Why so much? Realistically you know everything above.

Taking the time to put it on paper is all you need do.

Once you have the draft on paper your staff members (your team) will have a clear Mission Statement, the goals associated with achieving it, and the process and / or procedure (action(s)) you prefer as they move forward.

The initial paragraph or two constitute the Executive Summary of the document. Think of these paragraphs – one or two pages ONLY, as a way for the reader to know exactly what this document has to say before they take the time to read your entire document.

The Mission Statement need not be anything more than what your team may already know. For example – ‘Our Mission is to provide the highest quality eye care to every patient we have the privilege to serve’.

A SWOT analysis is self-explanatory. Once done your staff will know the competition in your demographic, and the early formation of the Goals and Objectives needed to accomplish the Mission Statement. The breakdown of your SWOT analysis would go something like this: Your Strengths (S) – Assign one staff member to detail all the strengths in our practice The Weaknesses (W) – Assign a different staff person to detail ANY weaknesses seen in your business model.

What Opportunities (O) – Again, assign a different staff person to detail the Opportunities available for your practice within the community it serves. Review your Cost of Goods Sold (COGS) – is the practice paying too MUCH for lab work: is the professional service fee charged on ophthalmic frame products accurate for

your demographic: costs associated with laboratory ophthalmic work and have you used Vision West to gain access to the BEST discounts on lab work, contact lens products, etc.? If you cannot determine the costs used by your competitors and / or you believe your competitor purposefully fed you inappropriate information – use a Secret Shopper. Send a loyal staff member for an eye exam to that competitor. Have him or her select an expensive frame or be fit in contact lenses.

Lastly, are there any immediate or long-term Threats (T) to your business…if so have a staff member attempt to detail them for the document Many of you have indicated to me that you believe I should: “Recommend to you what to do” going forward. The answer is simple – draft a Strategic Business plan – the time you spend looking at the issues and doing a SWOT analysis will be worthwhile!

Finally, this topic could take many, many pages. However, the summary I provided for each of you has a very significant issue lacking. What is it?

If you said, there is nothing about the fees I charge in the document (increasing your professional fees each year like clockwork will help you stay ahead of inflation – represents an ACTION few practices take each year). When you raise your professional fees each year to keep up with inflation, you are not losing money to your bottom line. Patients who notice this increase will not complain about your professional fees, especially if you raise them by 3-5 % each year. However, if you wait and at 10 years try to raise your professional fees 10-15% you will feel uncomfortable as will your patients! START in January of 2012 – raise your professional fees across the board by 3-5 % you will find your patients will not feel uncomfortable with this change! Essentially, all the Vision West members I ask who raise their fees each year say their patients almost NEVER question them. Try it – I know you will like it!

On behalf of all the Vision West TEAM, I want to wish each Vision West member a Happy, Healthy Holiday Season – and a continued healthy and very prosperous New Year!

Joseph C Mallinger OD MBA FAAO CEO & President Vision West, Inc.

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SOCIAL MEDIA

FOR THE INDEPENDENT EYECARE PROVIDER

What is Google Places and how to claim your free Google Places Business Page?

In September 2009 Google launched Google Places.

Google Places is actually a part of Google Maps. It is, according to Google a webpage for every place in the world. There are place pages for businesses, points of interest, neighborhoods, landmarks and cities all over the world.

Google wants there to be a Google Place page for every “place” in the world. They have recently aggregated data to create over 50 million place pages for businesses and points of interest. Only about 4 million businesses have actually “claimed” their Google Places Page.

Business owners can update their Google Places page with hours of operation, photos, videos, coupons and product offerings. Customers can also place reviews about the business on Google Places much like Yelp.

Let’s face it; even though we used them for years and occasionally we still find one in our driveway, the Yellow Pages are dead. Everyone is looking for all their local needs on Google. In fact, Google claims 97% of consumers search for local businesses online. Google Place pages are even appearing above organic searches for local searches. Google is how people are looking for their local needs. If you want your business to be found you must be on Google Places.

located on the upper right hand side of the page under the search bar.

Now edit your listing. It may seem like you cannot edit your listing but you can. Go ahead and do so. Google will send you a PIN by postcard in the mail to confirm your listing. Once your listing is confirmed it will appear live on Google Places.

Once you have confirmed your Google Places Page, the next step is to optimize your Google Places page so that you rank above your competitors for local searches. You can start with the simple stuff like uploading pictures, videos and descriptions of your business.

Well that is the basics of claiming your Google Place Page. As I mentioned earlier there are a ton of resources online that go into much more detail. You can also find a printable copy of this document online in the “Members Only” section of our website located in our Social Media

A quick Google search will give you a ton of information on how to claim your Google Places Business Page, but listed below are the basic steps to claiming yours:

Resource Center.

If you do not already have a Google ID you would need to create one. Go here: https://www.google. com/accounts/NewAccount to create your Google ID.

JOHN LUCAS

Now once you are logged into your Google account, navigate to Google “Maps” at the top of the page and type in your business name.

Vision West

Google will return a listing of businesses, click on your businesses name once you find it in the listing.

This will take you to the Google Places page for your business. Now click on the “Business Owner” link

Until Next Time!

Technology and Communications Manager

FIND US ON FACEBOOK:

Vision West Buying Group

FOLLOW US ON TWITTER:

@Vision_West

P5 V I S I O N W E S T M E M B E R F E E D B A C K U P D AT E :

Announcing the NEW Vision West IEP Resource Center

As a result of the combined feedback from many of our members

To check out our new IEP Resource Center, just login to your

over the last year, Vision West is proud to announce that our new

Vision West member account online and click on the tab labeled

multi media “Independent Eyecare Provider (IEP) Resource Center”

“IEP Resource”. There is plenty of useful information located there

is available online for all of our members to access.

already but be sure to check back often because we will be

The IEP Resource Center is a centralized place where our members or their staff can go to learn interactively. There you will find educational videos about common eye problems that can be used to visually inform and educate patients or new staff members.

You can also link to Online CE courses offered through the Southern California College of Optometry (SCCO), use the Transitions Online Marketing Tool (TOM), view vendor product videos, get practice management tips or even read an interactive version of our OptiCenter newsletter.

continually adding to it.

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HELPFUL TIPS FROM THE VISION WEST CUSTOMER SERVICE TEAM:

Need to find a vendor to fill your needs quickly?

You can quickly access over 250 vendors at your fingertips by simply logging onto our website homepage: www.vweye.com Once you are on our website homepage, you will be able to view all of our vendors as well as their product line and discounts quickly and easily.

Just pointing to the box ‘Our Vendors’ will open categories such as:

• Vendor Links (connects you to their website)

• Vendor List (pdf version of all vendors)

Click on the category that you want information for and you will quickly access the vendors you need, enabling you to view discounts, contact information and completing your search.

We at Vision West know your time is valuable and want to make your experience fast, fun and friendly. Our customer care reps are also always available and willing to assist you with requests at 800.640.9485.

• How to convert a vendor (easy to add or convert a vendor) • Vendor Promotions (current promotions, exclusive savings program) • Vendor Product details (vendor list broken into categories for quick search for frames, labs, equipment/supplies, etc.)

HERE IS A SUMMARY OF VISION WEST SUPPORT CATEGORIES:

Accessories

Business Services

Affiliates

Distributors & Manufacturers

Education

Employment

Equipment/Supplies & Technology

Frames/Frames-Specialty

Lab Supplies

Lab Services

Leasing Companies

Networking Resources

Office Supplies/Forms

Ophthalmic Blog

Ophthalmic Assoc/Societies

Optical Displays & Furniture

Optical Yellow Pages

Performance Sun wear

Pharmaceuticals

Trade Publication

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GET COPIES OF YOUR INVOICES INSTANTLY ONLINE! Invoices from the following vendors are available in the details section of your online statement:

A & A OPTICAL • A&A OPTICAL • ABB CON-CISE • ABB CON-CISE (ABB) • ABB CON-CISE (EAST) ABB CON-CISE (WESTLENS) • ART OPTICAL • ASPEX • BAUSCH & LOMB • BUZZ CHARMANT • CIBA • CLEARVISION • COOPERVISION • COSTA DEL MAR GP SPECIALISTS • HART / NY EYE • KENMARK • LAFONT • L’AMY • LUXOTTICA MARCHON • MARCOLIN • MATCH • MOREL • OCUSOFT • ODG • PREMIERE PRODESIGN • REM • REVOLUTION • RUDY PROJECT • SIGNATURE • SILHOUETTE ULTRA PALM • VIVA • WILEY X • ZYLOWARE Print your invoices in DRAFT MODE and SAVE ON INK — a green spectrum reminder.

Invoices from these vendors are available online for you to access and print out anytime. Just login to the MEMBERS section of www.vweye.com or call one of our Customer Service Specialists at 800.640.9485 for assistance.

DID YOU KNOW? FREE CLASSIFIEDS: NEW OPTILIST ONLINE CLASSIFIED ADS Vision West now offers members a new FREE online classified ad service. To post your classified ad online, please visit www.vweye.com and follow these steps: 1 ENTER the SITE HOME PAGE 2 CLICK on CLASSIFIEDS on the TOP MENU BAR 3 You are now on the OPTILIST CLASSIFIED ADS PAGE, Click on ADD LISTING and follow the prompts 4 Upon approval, your ad will be posted on the site for 45-days!

1Q-HOUR uickBites

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THE BUSINESS OF PRACTICE

Next in a series of easy, quick management tips that you can implement in your practice today in less than an hour,

by Fred H. Dubick, OD, MBA, FAAO.

1Q-HOUR uickBites

One Hour Quick Bites: Staff Training

Fred H. Dubick, OD, MBA, FAAO

Along with wages and benefits, one of the most desired benefits for employees is professional skills enhancement. This assists the employee in a number of ways:

• Doing their job faster, easier, with more confidence and efficiency.

• Learning skills that will put them on a promotion track leading potentially to better compensation.

• Satisfaction of personal growth.

• Respect of their colleagues.

Of course the employer benefits from a well trained employee as well:

• More efficient team members leading to office efficiencies.

• Cross- training skills for staffing flexibility.

• Happy, stress- free work environment.

• Increased profitability

Staff training should be an ongoing activity in the office that starts with the weekly office meeting and progresses from there. A 30-45 minute in-service with a provided lunch every few months can cover any topics of interest. This can be presented by one of the resident Eye Care Professionals or by bringing in select vendors that can cover a particular topic in depth. They will willingly organize this as a courtesy and pay for lunch as well! Consider scheduling some of these with a nearby local colleague if that can be arranged. That way, you only plan half the programs.

Once a year consider sending your staff if possible to a conference for a day of Continuing Education. Support your local professional society meetings, your buying group programs and if these are not available locally, plan a trip to the regional meetings. Some companies offer specialized 20 hour weekend courses for ECP staffs that are small group full immersion experiences.

All members of your team can benefit from professional enhancement from the office manager to the opticians to the front desk receptionist.

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

CONTINUING EDUCATION

Advance Your Practice with Paraoptometric Continuing Education The American Optometric p Association ((AOA)) Paraoptometric p Section is dedicated to supporting you in providing high quality eye health care. That’s why we offer Continuing Education (CE) to keep your paraoptometrics current in the eye care field.

Critical to providing excellent patient care and office efficiency, use AOA paraoptometric CE programs to advance your practice in several ways.

• • • •

Provide your patients with highly trained, motivated and dedicated staff Gain a competitive edge in your market by increasing patient satisfaction, referrals and revenue Enhance staff job satisfaction, working relationships, skills, performance, and career commitment Assure certified paraoptometrics obtain required CE to maintain certification

Take advantage of AOA Paraoptometric CE programs today!

Paraoptometric Skill Builder – provides online training for beginning and intermediate paraoptometric staff.

Beginner Level 1 – units include an introduction to paraoptometry, basic anatomy and terminology, front office procedures, obtaining an ocular history, routine pre-testing procedures, external examination, and more.

Intermediate Level 2 – goes beyond Beginner Level 1 units units, increasing staff knowledge and skills skills.

Online Continuing Education – provides six annual opportunities to earn CE credits. Paraoptometrics study relevant articles and successfully complete online quizzes to receive CE credits.

Article Archive – offers over 30 articles for additional CE credits.

Self-Assessment Examination – upon successful completion of Certified Paraoptometric Assistant (CPOA) and Certified Paraoptometric Technician (CPOT) knowledge base exam questions, 12 hours of CE is awarded.

Home Study Education Modules – are a great resource for staff meetings and development. Covering a variety of topics, modules can be purchased individually or as a paraoptometric education library.

Optometry’s Meeting® – offers over 50 hours of paraoptometric CE, providing an opportunity to take written and practical certification examinations.

AOA publications – educate your staff with ongoing optometric research, important industry updates and more.

For more information on AOA Paraoptometric CE programs, contact PS@aoa.org or call 800-365-2219, ext. 4108. For certification information contact SAlderson@AOA.org or call 800-365-2219, ext. 4210.

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THE SECRET OF HIRING IN THE EYE CARE PROFESSION The choice about who to hire may be the single most important decision that leaders make. Evidence shows that hiring skilled, motivated employees dramatically increases productivity, innovation, and customer service quality. Yet most companies make systematic errors in the selection and hiring process. For example, interviewers often hire good actors who do not turn out to be good performers, and are known to favor applicants who are similar to themselves.

In the past decade, scientific research has revolutionized the selection and hiring process. Evidence shows that instead of relying solely on interviews, using validated employment tests can more than triple a company’s ability to hire high performers.

Employment tests make it possible to evaluate whether applicants possess the intelligence, knowledge, skills, and motivations necessary to succeed in the job. This enables managers to stop wasting time interviewing applicants who are not qualified for the job.

As a result, many leading organizations—including GE, Microsoft, PepsiCo, Gallup, and the U.S. Army—rely heavily on employment tests before applicants ever walk in the door for an interview.

supervisor ratings. Their data demonstrated that employees who scored high on the scientific assessments generated, on average, $100,000 more revenue per year than those who scored low.

For many eye care offices today, traditional hiring methods have proven frustratingly inefficient and ineffective. By fielding hundreds of emails and applications for a single position, doctors not only spend too much time reading and replying to applications, but they do so with disappointing results. Simply reading resumes has been proven to be no more effective than chance at selecting the very best candidates. Now, Optimize allows candidates to apply online and automatically ranks them from best to worst based on their test scores.

After quickly reviewing candidates’ test scores, resume, and cover letter, managers invite only the best candidates in for an interview using Optimize’s convenient email communication tool. Optimize also provides managers with expert questions to ask during the interview, which are tailored to each candidate, based on his or her test scores. These specialized interview questions allow managers to further investigate potential problem areas uncovered by the scientific assessments.

Dr. Karen Heaston, OD of Heaston & Thompson Vision Clinic in Richland, WA says, “Optimize has taken the guesswork out of the hiring process for our practice. It thoroughly screens applicants and appropriately rates their projected success within a range of positions. The Optimize staff is easy to work with and answers all questions in a timely manner. I would highly recommend Optimize to any doctor searching for employees who will grow their practice.”

In a partnership between leading experts in eye care and cuttingedge research, Optimize, a new selection and hiring solutions company, has developed and validated a battery of employment tests designed specifically for the following eye care jobs: Front Desk, Technician, Optician, Office Manager, and Optometrist.

Optimize offers scientific assessments for cognitive ability, motivation, personality, and situational judgment. These tests were created by Dr. Adam Grant, an award-winning teacher, researcher, and tenured management professor at The Wharton School of the University of Pennsylvania and chief consultant at Optimize.

To tailor their assessments to eye care jobs, Dr. Grant and Optimize asked employees at over 100 eye care offices across the US to take their assessments and then linked employees’ test scores to their actual performance data including sales revenue and

As an exclusive partner of Optimize, Vision West accounts receive a 35% discount on the Optimize service. “When we were seeking a partner to help our members hire better employees, the choice was obvious,” stated Brad Shapiro, Principal at C&E Vision Buying Group. “Dr. Adam Grant and Optimize represent a perfect fit for our members, in that they are committed to helping eye care professionals hire smarter, more motivated, and more successful employees.

With any partnership, we want to drive potential clients our way, and we know that Optimize’s hiring tool will help us in that effort.”

For more information, contact Optimize via phone at (800) 330-2020, email at sales@optimizehire.com, or visit www.optimizehire.com

TO GROUPON OR NOT TO GROUPON,

THAT IS THE QUESTION!

Article By Jennifer FiorenzaClearVision Opticalwww.cvoptical.com

In the not-so-distant past, the only thing I knew about Groupon was that through it, my husband was able to get a significantly reduced gym membership fee. Intrigued, I decided to do a little research, particularly to see how B2Bs, namely eyecare professionals, Groupon.

But in case you’re not aware, “Groupon,” derived from “group coupon,” is a deal-of-the-day website launched in November 2008 that sells coupons and gift certificates redeemable at participating companies. An apparent a “win-win” situation, consumers benefit by getting discounts on local products and services, while stores/companies offering the coupons acquire enough new customers to make it worth their while. Groupon typically offers deals related to dining, concerts, museums, tickets, and more, but it is becoming a viable option for B2B offers as well.

Groupon can be an effective tool for garnering new customers, if the promoting company offers a benefit that will entice its target audience enough to act. And ECPs are taking advantage of it.

A few ECP-specific Groupons I’ve seen are:

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buyers always looking for discounts on products they use, and sellers need to turn over product!

Once you use Groupon to bring new members into your practice, you need to keep the conversations going to retain them. How can you do this?

Create an email list of those customers who redeemed your Groupon, and note the offer that was redeemed. If your offer was, for example, “Buy one frame, Get 50% off the 2nd,” record the brand/style that was purchased. You can organize your list according to the atyle/brand/audience, then use your target list to promote specific specials you can manage yourself.

Use your list of contacts to maintain regular communication with this audience. This can include a company e-newsletter, “What’s New” messages, or general follow up.

• $50 for $175 Worth of Designer Sunglasses at Tower Optical

All things considered, will Groupon or a Groupon-like platform work for you? Perhaps. An initial Groupon may bring many new customers to your practice. The potential problem is that these new customers don’t always have the staying power – they simply may be looking for the latest deal. You may only see them back if you make another Groupon offer. Unfortunately, Groupon takes an average of 50% of sales from coupon purchases.

• $40 for Comprehensive Eye Exam at Wink Optical ($89 Value)

So if you are going to use Groupon, consider what some of the Groupon-savvy uses do:

• These are offers I personally would redeem…but does Groupon initially benefit eyecare professionals? Consider these factors:

• Push Groupon to get more revenue on coupon sales

• $50 for an Eye Exam and $150 Toward New Glasses at Adams Morgan Optical ($215 Total Value)

• It provides desirable demographics (young, employed, educated and active online) • It has potential for viral marketing and social impact • You can reach a specific targeted audience of potential customers who will use coupons and therefore, be more inclined to try your services • Potential sharing of your offer via Facebook and Twitter – larger reach

• Reorganize operations to efficiently handle a potential influx of customers who will respond to your offers • Use Groupon as the starting point of a larger strategy: offer a coupon to initially get new customers in the door, then retain these customers by offering additional deals or programs that you implement yourself For some business owners, the latter is a better approach to building loyalty, and costs a lot less than offering multiple Groupon discounts. The key is finding the one that can work best for you.

• Free advertising: potential customers will see your Groupon even if they don’t buy it People who purchase a Groupon do so in advance of coming into your practice, so they can already be considered a customer.

Once they are “in,” you can up-sell with additional product.

There also are Groupon-like platforms specifically for ECPs, such as EyeDeal.ly (eyedeal.co), a specialized B2B buying platform for eyecare professionals only (EyeDeals for Eyecare Professionals). This platform is great for both buyers and sellers of optical products; photo by Annette Shaff / Shutterstock.com

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• Order Julbo Eyewear Julbo recently developed a line of affordable, durable, 100-percent sunglasses for Children from infants to teenagers. Julbo • Order Julbo EyewearUV protective • Bill through the Vision West Buying Group applies the same technology and innovation to its Children’s line that it uses to make sunwear for mountain climbers and sailors. At Julbo, • Bill through the Vision West Buying Group • Receive on-going 10% discount • Receive on-going 10% discount every model of kids sunglasses is designed to improve protection, hold firm on the face in all conditions, and ensure absolute comfort and Kick-Off Promotion October 1 – December 31, 2011 total functionality. When it comesKick-Off to children, Julbo believes world Promotion October 1the – December 31, their 2011 vision!

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CLEARVISION OPTICAL

ATHLETIC, CLASSIC AND FASHIONABLE:

Appealing to the more refined sports enthusiast

THERE’S AN IZOD FOR EVERY MAN.

who is in tune with the latest performance fabrics,

The iconic IZOD brand, known for its sporty-functional fusion, offers classic eyewear for every aspect of life. While IZOD Eyes maintains its easy-to-wear, casual style, the optical collection has expanded its collections to reach a broader audience, enhancing its profile with both fashionable and sporty performance options.

This fall, IZOD introduces IZOD LX, a collection of 4 fashion-forward optical designs with a new attitude. High fashion, modern sophistication for men ages 25-50, IZOD LX appeals to the fashionable “urbanites” and professionals who are into today’s trendy eyewear designs.

The collection features a signature squared off temple tip to create a clean, confident look. The cool color palette features Green, Black, Brown,

materials, and gear, IZOD PFX introduces its use of new high performance materials in the development of the collection. Materials such as flexible stainless steel maintain PFX’s sporty functionality, while expanding its creative styling and appeal. The result is more durable, yet lightweight and stylish. The two new PFX models offer flexible temples, sporty front shapes and custom molded rubber tips for added comfort and confidence. They are available in a robust color palette of brown, grey and green.

Round out your IZOD collection with IZOD Boys, featuring smart yet active designs for boys on their way to becoming young men. Sporty and durable, IZOD Boys offers eyewear that’s just as resilient as the boys who wear them.

Tortoise and Chrome, in metal alloy, acetate,

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For the bona fide sports enthusiast, IZOD PFX introduces two new models in the fall collection.

cvoptical.com and on Facebook at facebook. com/clearvisionoptical.

MARCOLIN GROUP Marcolin S.p.A. [MCL-IT] and Montblanc, one of the world’s lead-

Eyewear into another success story in the brands product portfo-

ing international luxury brands, have announced the renewal of

lio. We thank our partner for 10 years of passion, creativity and

their licensing agreement for the design, production and world-

commitment for the brand and the business. We are pleased and

wide distribution of Montblanc optical frames and sunglasses.

proud to continue this excellent relationship also in future.”

The new multi-year agreement runs through December 2016 and contains terms and conditions which are in line with Marcolin’s Fashion & Luxury Division portfolio.

According to Marcolin, this renewal “consolidates its relationship with the Richemont Group,” which began in 2001. Richemont Group owns Montblanc, along with many of the world’s most pres-

“We are extremely proud to continue the partnership with Mont-

tigious luxury goods houses including Cartier, Van Cleef & Arpels,

blanc, an exclusive brand that combines class and tradition,

Chloé, Piaget and Azzedine Alaia.

refinement, quality and innovation,” said Maurizio Marcolin, style & licensing officer of Marcolin. “More importantly, this marks the extension of an already long-term relationship between our two companies seeking to capture additional opportunities for growth that exist for this highly-exclusive and iconic luxury brand.”

Lutz Bethge, CEO of Montblanc International added, “With the help of our friends from Marcolin we developed Montblanc

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VENDOR AND INDUSTRY UPDATES

MONDOTTICA

Drawing inspiration from Anna Sui’s fashion and accessories, Anna Sui Eyewear incorporates the same fanciful details that have defined the brand since its beginning including the signature rosebud, Anna’s favorite butterfly motif and classic fretwork design. Anna herself has always been known for her signature eyewear style and loves incorporating sunglasses and optical into her head to toe looks, both on and off the runway.

Mondottica USA introduces some fun new POP for 2012, featured above are our 8”x10” tent cards.

Our graphics are compliments of the award winning artist, Hiroshi Tanabe. Tanabe has executed unique yet powerful graphics for Anna Sui, Bergdorf Goodman, Clinique, and Madam Figaro, just to name a few. Tanabe creates colorful and whimsical artwork for Anna Sui Eyewear, which gives the illusion of a fairytale wonderland. Anna Sui POP includes, tent cards (as shown), one-piece display platform, logo block, banners, and a small Anna Sui eyewear bag.

Mondottica USA is pleased to introduce Hackett London Bespoke,

(as shown), Black, Flesh, and Oyster in size 53/19-145. The latter

a classic men’s eyewear collection which characterizes the arche-

two colors are already the trend for Spring 2012, certainly a style

typal James Bond look of the 1950’s and 60’s. This collection has

to look out for.

been created with classic optical and sun styles inspired by Hackett’s “Bespoke” tailoring service, with many subtle details in the collection echoing the spirit of bespoke. In true Bespoke fashion, every frame in this collection is finished with an authentic sterling silver plaque inside the temple.

Hackett London Bespoke features style HEB091. This classic style features a smooth acetate front and temples with a rich brown gradient coloration throughout. It is available in Brown gradient

VENDOR AND INDUSTRY UPDATES

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MOREL

ALPINIA SUN: A 60’S LOOK...

The Koali designer has taken inspiration from the full-bodied and multihued Alpinia flowers to create a sun concept. The collection reworks the spirit of the same prescription eyewear grouping, with its wide, openwork temple decorated with the Alpinia flower or leaf pattern.

Cut from stainless steel, the 2 stylized patterns are finished in 3 colors and available in contrasting and vibrant tones combined with a pure stainless steel or acetate front. Alpinia has a 60’s feel,

Protection: All models are fitted with excellent category 3 gradu-

boasting 3 generous round acetate shapes and 2 metal shapes

ated lenses (CR39 or polycarbonate) as well as an inside AR

(semi-rimless).

coating for an appealing, aesthetic look and comfort.

Produced in base 6, Alpinia Sun can be fitted with prescription lenses and features a “Stop Hinge” to prevent deterioration of the lens and its anti-reflective coating at the temple contact point.

SAFILO GROUP

LUXURY INSPIRATION AND SPARKLING DETAILS FOR THE NEW JIMMY CHOO SUNGLASSES

Featured in refined matte black and white, the glasses are also available in luxurious colourations of gold and metal silver.

With a nod to ‘70s aviator styling, the newest JIMMY CHOO sunglasses flaunt an enchanting teardrop shape. Glamorous crystals frame the logo detail on the temples, for a bold and sophisticated look.

Presented in a special crocodile-effect clutch case featuring the iconic hardware closure that adorns other Jimmy Choo accessories, the sunglasses are available in the United States from December 2011 at leading optical retailers, Jimmy Choo boutiques and department stores.

The “LUISA” model is made from Optyl, a trademarked ultralightweight plastic material with extraordinary colour effects, and reveals a stylish metal design feature on the double bridge bearing the engraved logo like a discreet style hallmark.

The JIMMY CHOO eyewear collection is manufactured and distributed by the Safilo Group.

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VISION WEST MEMBER GUEST COLUMN

THE SECRET TO OPTOMETRY’S SUCCESS Optometry has progressed by leaps and bounds over the past decades. What was once a profession that primarily emphasized the diagnosis, treatment and management of refractive errors and binocular dysfunction, has evolved into a discipline that spans the full spectrum of primary eye care delivery.

Optometry advancement does not come via luck, but through the forethought and fortitude of an association of optometrists wishing to assure the public the highest standard of eye care, ethics, and professionalism.

Such collaborative effort is what paved the way for organized optometry, which exists at the federal, state, and county levels.

The American Optometric Association represents over 30,000 optometrists nationwide, and has 50 state affiliates including the California Optometric Association (COA). The COA, in turn, represents approximately 2,600 optometrists spread amongst 25 affiliate local societies.

As President of the Santa Clara County Optometric Society, I have the pleasure of leading a membership of over 200 doctors striving to better the profession. The society conducts monthly General Meetings during which our colleagues come together to get fed, educated, informed, and networked. Each meeting consists of 1.5 hours of continuing education by a renowned speaker, followed by a 30-minute business meeting dedicated to discussing the hottest issues impacting optometry.

Whether screening thousands of school children through our Mobile Clinic program, participating at health fairs with community organizations such as Lions, establishing networking groups to introduce new optometry graduates into the profession, offering practice management seminars for Society members and their office staff, keeping the members apprised to issues through monthly electronic newsletters, or coordinating efforts to further educate our legislators on policies affecting optometry, the Santa Clara Optometric Society prides itself on membership benefits, active participation, and public awareness. The wide array of programs comes at an expense; fortunately, the society subsidizes the activities through its Annual 4-tiered Sponsorship Program designed to foster a win-win relationship between the member doctors and industry leaders like Vision West, Inc. The face of optometry continues to change as health care reform gains momentum. As the general public continues to realize the broadening scope of eye care provided by doctors of optometry, health care respectability and access will increase. Hence, we optometrists should be indebted to organized optometry for fighting the tough fights that ultimately gain us the right to practice what we are taught.

There is no future of optometry without organized optometry.

We owe it to ourselves and our colleagues to join the effort in the advancement and preservation of our extraordinary profession.

Keith D. Chow, O.D. President - Santa Clara County Optometric Society

www.vweye.com

THE VISION WEST WEB SITE IS HERE!

New Member and Vendor Quick Log-In Links, Up-to-the-minute News Feed, Comprehensive Member and Vendor Sections, Current Promotions and New Member and Vendor Listings, Practice Management and MORE! MEMBER + VENDOR QUICK LOG-IN BUTTONS

QUICK REFERENCE SITE MAP

NEW FACEBOOK SOCIAL MEDIA LINK TO TAKE ADVANTAGE OF THE FULL USER EXPERIENCE AND ALL THAT THE NEW SITE HAS TO OFFER, BE SURE TO UPDATE TO THE MOST CURRENT BROWSER VERSION AND FLASH PLUG-INS! WE HOPE THAT YOU LIKE THE NEW FEATURES, WE BUILT THEM IN JUST FOR YOU – ENJOY! HAVE SUGGESTIONS ON MAKING THE SITE BETTER? EMAIL: feedback@vweye.com

COMPREHENSIVE SECTIONS

HIGHLIGHTED EVENTS AND PROMOTIONS

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VISION WEST MEMBER GUEST COLUMN

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For additional information or to sign up for the free trial, please call Carol Sites @ 888-656-3282, ext. 280 or email her at csites@datahealthusa.com.

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VISION WEST CURRENT EVENTS

GLAUCOMA REGIONAL ROUNDTABLE DINNER

Group photo: Left to right—Erik Hough, COE, OCS Eyecare Business Advisor, Allergan, Aaron Lech, OD, Scott Tucker, Southern Regional Manager Carl Zeiss Meditec, Laura and Dan.

THANK YOU FOR PARTNERING WITH US! Thank you to Carl Zeiss Meditec and Allergan for partnering with Vision West to host an amazing Glaucoma Regional Roundtable dinner on November 15, 2011 in Orange County, Ca. The focus of this informative, relaxed evening was glaucoma certification in California and the expanded scope of practice with SB1406. The event was moderated by Dr. Aaron Lech and provided a small group setting to discuss disease, detection and delivery of care. It was followed by a detailed business discussion of the current marketplace, including trends, analysis and keys to your success.

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OPTICENTER WINTER WORDSEARCH

F L E E C E U P G K S T Z F B Y K N F S I Q N K P H C P A P A Y R H P T E N S O C K S A S K C V Z A R X K F W P E A P O J P I R V O O A P N D O S B J F B X X C H W I K D C R M N Q J V Q Q K H D L S A E X Y H T Y N C K B O O T S A O O X Z Q S G T E M T M Q A N Q F O D Y R A U R B E F W O O L N K I A A S E K K S Q W I F Y O W I V P B Q E Y G I L T S K W K R L V H T R O U U M K Z V U C K H Z I D O O D U R E B M E C E D D R O Z A C I I M N A K T O F U F Z T A G Y K R K O Y N W W Y M B H U H S P B J D E S N S S Q E H L E G G I N G S P E E S C E T O V Y U I V B T M N T C Y U G G Q A Q Y R A U N A J X S F W Q A S B I O G L O V E S G L E B T V L L A U S C Y E U L S M X P K C S G J P P L D S A Y I C M A J W C A I F K H C V Z I J L P D D R C X H G K Q O S C N D O L E L N C W B Z I U B N S M B W F E J W O K H R K O T E X C E C L R X V U U Q Q D C T S N E T T I M S S Z Y A W S H A W L B K N V E U L F T Z E O K H T U H O P A T C H W O R K H W B O P B V R A S B S B J H R E U L Z F K S U Y Z R O E T O O G Y M E C B R X X L R U W R E E M L M A R R K A L U Y V W M T H C O I H Q T A U H T T U P Q X V X X X C L Y H U O W G V H S S C U E H I L W V F X K F G K A Q T A J M M Q J O E S Y S S M J T D X C V J D F N X T W E Q L P N W S D Y B L L I V P S I WINTER WORD SEARCH

Word search using common words associated with Winter.

WINTER

SCARF

SWEATER

BOOTS

SEASON

HAT

JACKET

PAJAMAS

WEATHER

CAP

COAT

ROBE

DECEMBER

BEANIE

VEST

SLIPPERS

JANUARY

MITTENS

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LEGGINGS

EVENT CALENDAR Friday January 13, 2012 Colorado Optometric Society Board of Trustees Meeting Conference Room, Equitable Building Denver, CO Friday February 10 – Saturday February 11, 2012 California Optometric Association House of Delegates Hyatt Regency Sacramento, CA

For questions about VISION WEST, Please contact us at the following information:

P23

Friday February 24 – Saturday February 25, 2012 Maine Optometric Association CE and SKI Grand Summit Hotel Carrabassett, ME www.sugarloaf.com

Thursday March 22 – Sunday March 25, 2012 Vision Expo East Javits Center New York, NY www.visionexpoeast.com

Wednesday February 29 – Sunday March 4, 2012 SECO International 2012 Georgia World Congress Center Atlanta, GA

Outside California:

Southern California:

Northern California:

For State Associations and Groups

Customer Service Dept.

800.640.9485 Linda Butler 916.354.0232

Daniel Frutiger 760.637.0599

Laura Dorris 800.640.9485, x.156

HAVE AN IDEA TO MAKE OPTICENTER BETTER? 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.

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john@vweye.com

and Managing Editor:

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IDE ATION : PRINT : INTERACTI VE : PACK AGING : NON-TRADITION AL Exclusive Vision West Optical Member Group Discounts Available: Contact us at i n f o @ h a t f i e l d i s . c o m o r 8 5 8 . 3 3 6 . 8 5 9 0

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1927 Avenida Plaza Real Oceanside, CA 92056-6024 www.vweye.com Change the World… please recycle this newsletter

IT’S OUR WAY OF SAYING THANK YOU. 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.

Starting January 1, 2011 and running through December 31, 2011, 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.

Gift cards to be supplied by Vision West.

For more information please visit our website at www.vweye.com or call one of our Customer Care 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. *