Opticenter - The Voice of Vision West - Fall 2011

THE VOICE OF VISION WES T Fall / 2011

www.vweye.com IN THIS ISSUE: A MESSAGE FROM OUR PRESIDENT Vision Wests’ Expanding Suite of On-line Tools

by Joseph C Mallinger OD MBA FAAO

THE VOICE OF VISION WES T

CUSTOMER SERVICE TIPS: Understanding Your Deferred Billing Using Your Vision

West Statement.

1-Hour Quick Bites Cooperative Advertising Revenue

Building a Bullet-Proof Profit Center

|© 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: Online Member Social Media Resource Center!

with Dr. Dubick

Wiley X

PLUS INDUSTRY NEWS!

SPECIAL EDITION 1921 SUNGLASSES CELEBRATE 90 ICONIC YEARS Gucci is pleased to introduce special edition 1921 sunglasses, part of an exclusive collection conceived to celebrate its 90th anniversary. Designed by Creative Director Frida Giannini, the model pays homage to the icons, craftsmanship, and luxury materials for which the House has become renowned since its founding in Florence by Guccio Gucci in 1921.

Completely covered in natural leather, the special edition women’s sunglasses feature an elegant, large upsweep shape and glass lenses. An 18-carat gold plaque on the left temple carries a new engraved trademark, G. GUCCI Firenze 1921. The model is available in three colours – cherry, beige, and brown – and comes with a leather case.

A commemoration of 90 iconic years, the exclusive 1921 sunglasses will debut in Gucci boutiques worldwide from July and at select opticians from September.

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Transitions and the swirl are registered trademarks and Healthy sight in every light is a trademark of Transitions Optical, Inc. ©2010 Transitions Optical, Inc. Photochromic performance is influenced by temperature, UV exposure, and lens material. ©2010 Vision Service Plan. All rights reserved. VSP is a registered trademark of Vision Service Plan.

U9MC003

A MESSAGE FROM THE PRESIDENTS DESK

ATTENTION MEMBERS:

Vision West’s Expanding Suite of Online Tools As part of Vision West’s continuing effort to support the independent eye care provider, the members section of our website continues to expand as a result of member feedback. The primary reason to utilize the members only section of our website is to access your monthly statement. In fact, many of our members have decided to go paperless and no longer receive a paper copy of their statement in the mail. We also notify our members via e-mail once their new monthly statement is available online.

The online version of your statement has great features

On the reporting side, we also have a couple of

that can save you and/or your staff significant time.

unique online tools. First, our “Top Sellers” report

One of the most frequent calls we receive every month

allows our members to view the most purchased

is the request for invoice copies. We now receive

frames through Vision West. These reports are

invoice copies electronically from the majority of our

separated out by vendor and can be used to compare

vendors. These electronic invoice copies are then

purchases made within your office. Second is the

linked to your monthly online statement, allowing you

Vendor Sales Summary report which allows you to see

to simply click on the invoice number and view the

your monthly purchase volumes broken out by vendor

actual invoice from the vendor. This simple online tool

for any period (up to 13 months).

alone can save significant time for you or your staff.

The most recent additions to the members section of our website are the Independent Eyecare Provider (IEP)

“This simple online tool alone can save significant time for you or your staff.”

Resource Center and Social Media sections. These sections allow you or your staff to learn interactively.

You will find educational videos, links to Online CE courses, vendor product videos, practice management tips and plenty of tools to help you get started or refine your use of social media within your practice. Both of these sections will be ever-expanding areas and we

Our online payment function is secure, straightforward

welcome suggestions on what we can add to make it

and free for our members. You can also make multiple

more meaningful for you and your staff.

payments on your account throughout the month. For example, many accounts make weekly payments to better manage their cash flow.

If you have yet to explore our members only section of our website, please call one of our Customer Service Specialists at 800-640-9485 and we will be happy to

The members section of our website dedicates a

guide you through the site over the phone. And please,

whole area to our vendor partners. This area allows

keep the feedback coming!

you to view our most up to date vendor list along with detailed product information for each vendor. You can even search by frame line, get pricing, and order information all in one central place. In addition, when you are ready to add or convert a vendor, we have a simple online request option that you can select. There is no need to fax a form or call our office to start this process anymore, saving you and your staff time.

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

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SOCIAL MEDIA

FOR THE INDEPENDENT EYECARE PROVIDER

PRESENTING OUR

Online Member Social Media Resource Center!

There has been a lot of discussion in our industry as of late about Social Media. Everywhere you turn someone in our industry is putting on a webinar or hosting a guest speaker on the subject of Social Media, including Vision West. In fact, Vision West has hosted several webinars over the last few months on the subject of Social Media. The reality is, Social

West Social Media webinars that you can watch at

Media is not going away any time soon and will

any time that is convenient for you. As the realm of

continue to grow and expand its role as a vital tool to

Social Media continues to change so will our resource

grow your practice and interact with your patients.

center. We invite you to log in to your online member

It is for this reason that Vision West has decided to do more than just talk about Social Media and give

account and check it out for yourself and to visit often as we are constantly adding new resources to it.

our members an actual tool to help them learn and better utilize Social Media in their practice. Drum roll please‌It is without further ado, Vision West is proud to announce our online Social Media Resource Center!

Our online Social Media Resource Center is available to all of our members for free and is located under the Social Media tab located on the top right hand side

Until Next Time!

JOHN LUCAS

Technology and Communications Manager Vision West

of their already exisiting online Member account.

The goal of our online Social Media Center is to

FIND US ON FACEBOOK:

educate you, our members, about the power of Social

Vision West Buying Group

FOLLOW US ON TWITTER:

@Vision_West

Media and to provide you with the resources that you will need to begin to integrate Social Media into your practice. Social Media offers you unique opportunities to communicate with and retain your patients and to bolster your practice marketing, all at relatively little cost. Our Social Media Resource Center includes step-by –step guides for setting up your Facebook Business Page, Twitter account, YouTube, Foursquare Check-In, etc. There are informative articles, videos and recordings of our own Vision

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:

Understanding Your Deferred Billing Using Your Vision West Statement.

Our members often contact us with questions

Finally, the HTML version of your statement also

about their vendor deferred billing and we at

allows you to view past deferred billings from old-

Vision West recognize that understanding your

er statements. For example if you were looking at

deferred billing is very important. Vision West

your August 2011 statement and clicked the open

members can obtain information on their deferred

deferred you would see the deferred invoices

billing from several different sources.

relevant to that August 2011 statement.

When you make the deferred purchase you will

It is our hope that these tips help you, our

be billed on that months Vision West statement.

members, better understand the deferred vendor

The invoice for the deferred purchase will appear

purchases billed to your Vision West account

as a split invoice with the amount that is due now

and how to reconcile them on your statement.

included in the subtotal amount for that particular

As always if you have any questions regarding

vendor and all subsequent billings will be listed

your deferred billing or anything else, please

below that subtotal.

feel free to call us at (800) 640-9485 and we

There are two dates listed beside the deferred

would be happy to help you.

invoices. The first date is the order date for the invoice and the second is the date the invoice is due. Unless you choose to pay the deferred invoice in full, the only portion for that deferred invoice due is the one with the current month listed as the due date. After the deferred invoice initially bills, the due dates for the remaining portions of that split invoice are listed on a supplemental page as a reminder that this is part of your total amount due and allow you to reconcile your statement properly.

On our website, www.vweye.com, you can view information regarding your deferred billing from several places. Once you log into your online member account, under the “Your Account” tab, in the account summary area, you can click

AS A REMINDER: Vision West receives your billing after the end of each month. The vendors send it to us electronically so we do not actually see your invoices and credits. We process your billing the way it is submitted to us so if you are expecting special terms, pricing etc. do your best to make sure your sales representative submits it to their accounting department with the conditions you have agreed to.

on the amount in “Open Deferred” and it will

Vision West’s goal is to support our members

take you to a new page that has the deferred

and work with our vendors to achieve the

information listed by month it is due and then by

best possible resolution to your billing error

oldest invoice. This information is also accessible

and the problems they cause. Fortunately,

from the “Pay Online” tab as well as on your

these problems do not happen often but

HTML view of the statement by clicking on the

when they do remember our customer

“Deferred Billings” total in the “Statement Details”

service department is equipped with caring,

section located in the upper left side.

knowledgeable representatives to assist you.

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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 B B CON-CISE • ART OPTICAL • ASPEX EYEWEAR INC BAUSCH & LOMB • BUZZ • CHARMANT • CIBA VISION CORPORATION CLEAR VISION OPTICAL • COOPER VISION • GP SPECIALIST • HART SPECIALTIES INC KENMARK GROUP • LAFONT CO LTD • LUXOTTICA GROUP • MARCHON EYEWEAR MARCOLIN USA INC • OCCUSOFT • OPTICAL DISTRIBUTOR GROUP • PREMIERE VISION PRO DESIGN EYEWEAR INC • REM EYEWEAR • REVOLUTION EYEWEAR INC RUDY PROJECT NORTH AMERICA LLC • SIGNATURE EYEWEAR SILHOUETTE OPTICAL LTD • ULTRA PALM/ CAZAL • VIVA INTERNATIONAL GROUP WILEY X EYEWEAR • ZYLOWARE EYEWEAR 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!

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1Q-HOUR uickBites 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: Cooperative Advertising Revenue

Fred H. Dubick, OD, MBA, FAAO

There are very few free things in the business world, but cooperative advertising revenue is one that is available to every ECP that operates an optical dispensary or participates in contact lens management. We live in a very brand oriented society that crosses from fashion to optical licensing and consumers connect to a known brand with perceived value which keeps them in a comfort zone. Unfortunately this month’s topic cannot be executed easily in an hour but can uncover a new source of revenue available to the practice.

Cooperative advertising revenue commonly referred to as coop dollars or funds are funds available from vendors that sell the ECP name brand merchandise. The ECP uses what is usually a dollar for dollar match, or 50% of the costs, to promote the vendor’s brand merchandise in a variety of ways. The origin of coop funds was to place print advertising in newspapers or magazines and/ or radio or television advertising spots promoting the brand with a tag identifying its local availability. This has expanded to include cable television, billboards and other outdoor advertising.

The ECP can use these funds in office for a number of different products and services in addition to traditional advertising. One area is the use of any number of advertising specialties such as bags, pens, shirts, point-of-purchase displays and signage as well as premiums and giveaways. Another excellent cost savings is to include the brand logo on recall cards, pickup notification cards and direct mail pieces to offset their production costs.

The logistics of using coop funds does require a bit of housekeeping to ensure that the rules are followed and deadlines are met as these funds tend to time out once a year.

Additionally, most of the time, pre-approval of the layout and design is necessary for payment to be made. The vendors may pay by check after the initial outlay, split the costs from the start or apply a credit to future purchases.

On a final note, if you choose not to use your coop funds, many times they can be donated to your state association.

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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P15

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eyewear program featuring safety glasses employees will actually USE THE WILEY X want to wear! LET’S GET STARTED Make sure you ask for the business!

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Removable Facial Cavity™ Seal 4. De-stress management by stressing the economic benefits.

Employees wearing safety eyewear that is custom fit by you the eye care specialist will have better coverage, vision and comfort. Better vision improves work efficiency, safety, quality of work, and quantity of production. Better comfort means employees wear their glasses. 90% of eye injuries are preventable through proper use of safety eyewear.* More than $300 Million per year is lost in production time, medical expenses and Workers Compensation according to the Bureau of Statistics. Workers Compensation insurance premiums are based on past accidents. There are also costs involved with Administration completing incident reports and accident investigations, schedule disruptions, production losses, equipment or product losses and the need for *US DEPARTMENT OF LABOR

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BONUS POINT- Companies with low accident rates may avoid an OSHA inspection.

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I feelrely supremely confident when prescribeyes under all sorts of hazardous conditions. ing Wiley X safety eyewear; so confident that it is the I feel supremely confident when prescribing only safety eyewear I let my husband use!”

Wiley X safety eyewear; so confident that it is the only safety eyewear I let my husband use!

Bonnie Sager, OD

— Bonnie Sager, OD

A REAL WORLD EXAMPLE OF HOW THIS HAS WORKED

Being an Optometrist with a specialty in Industrial Vision, I am always searching for 19 86 11 quality products that provide 20 the best protection for my patients. Right from the start Wiley X impressed me with their outstanding products.

Patients rely on my judgment to protect their eyes under all sorts of hazardous conditions. supremely confident prescribing You have theI feel opportunity to buildwhen a strong profit center and Wiley X safety eyewear; so confident that it is receive tremendous PR and practice growth from your efforts. the only safety eyewear I let my husband use!

What’s stopping you? Call Wiley X today (800-776-7842) and get started.

Bonnie Sager, OD

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HRCalifornia Express provides a turnkey solution for all California employment law needs and helps guide you through labor law compliance. Membership to HRCalifornia Express includes: HR Basics, Employee Template, most commonly Recovery,Handbook Recall & At Risk Calls • Appointment Con�irmations used forms, Live Professionals Making Calls • Seamlessly Integrated • Fully Customizable required posters, best practices library, and tools & resources to access employment law forms & checklists. The CalChamber Store No Commitment Required • Monthly Progress Reports Site provides products & resources to help keep compliant including training, print, and software.

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OUR NEW VENDORS

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EYEVERTISE WE BUILD OPTICAL WEBSITES THAT GET RESULTS! EyeVertise specializes in providing ECP’s with professional custom optical websites. The EyeVertise optical website solution is extremely cost effective and helps reach, teach and keep your patients. With online patient forms, optical content and videos, your patients will frequently interact and visit your website. The internet is the #1 source where patients find information about an optical practice. Most importantly, your website is your patient’s first impression. At EyeVertise, we solely focus on custom optical websites for ECP’s. We don’t just build websites… we help build your business and get results.

Products: Custom Optical Websites VW Discount: $3100 One-time Custom Design Fee (regularly $3600) plus $125/mo hosting, maintenance, forms, updates, support, and more For More Information Contact: Steve Freed 800.943.1411 stevef@eyevertise.com www.eyevertise.com

Additional Information: Visit www.Eyevertise.com or call 800.943.1411 ext. 1 to learn more about how Eyevertise helps ECP’s get results from their optical websites.

See actual testimonials from Ophthalmologists, Optometrists, and Opticians, who enjoy the benefits of an EyeVertise custom optical website! Remember to mention Promo Code: VWI to receive Vision West pricing!

Visit us September 22-24th at Vision Expo in Las Vegas Booth MS-4059

OPTIMIZE HIRE HIRE BETTER PEOPLE. FASTER. According to Optometric Management, staffing is the #1 challenge facing eye care providers today. Optimize is the best selection and hiring tool in the eye care industry because the assessment tests are designed specifically for the following eye care jobs: Front Desk, Technician, Optician, Office Manager, and Optometrist. Optimize research shows that employees who score high on the assessment tests generate significantly higher performance results--including higher sales revenue, customer service ratings, and supervisor ratings--than those who score low.

Products: On-line Scientific Assessments to help IEP’s select and hire staff more effectively VW Discount: Special Vision West Pricing (36% or more discount off list price) For More Information Contact: Dane Barnes – cell# 336.816.9966 800.330.2020 danebarnes@optimizehire.com www.optimizehire.com

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VENDOR AND INDUSTRY UPDATES

Mod. 33544

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menrad.de

EASTERN STATES EYEWEAR

EASTERN STATES EYEWEAR LAUNCHES JAGUAR SPIRIT Consisting of nine men’s optical styles – seven metals and two plastics, Jaguar Spirit caters to a youthful, fashion forward man. Angular, progressive shapes combine with rich, original colorations that include such atypical men’s colors as navy, burgundy, and olive to provide for a truly original collection.

With subtle, creative treatments gracing each model, Jaguar Spirit maintains the brand’s penchant for outstanding detailing.

As with Jaguar’s classic collection, all styles maintain the highest levels of quality and are manufactured by German based company Ferdinand Menrad GMBH. “Jaguar Spirit is a natural result of the overall demand for the Jaguar Eyewear brand,” explained ESE President Paul Shyer. “In the past we had dabbled with a more youthful looks and our customers had expressed a desire for more.

Jaguar Spirit is the result. It is a full fledged men’s collection that offers a wide selection of youthful, metropolitan, highly styled masculine frames.”

Marketing for the Jaguar Spirit collection includes various POP items including countercards and a multi piece display.

J a g u a r _2 0 1 1 _o p t i c a l _3 3 5 4 4 _A 4 _H o c h . i n d d 1

1 4 .

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1 1 1 7 : 0 0

EYES CREAM SHADES

What’s new this fall from Eyes Cream Shades Due to such a huge demand for sport-n-fashion blends, Eyes Cream Shades is debuting its new “DD collection”, available in three color combination: baby blue with white accents (pictured blue ice); licorice black with baby blue accents (licorice); and blackberry red with black accents (blackberry).

Order Information: Orders may be phoned in to (949) 310-5859 or e-mailed to info@eyescreamshades.com.

Wholesale pricing $20.00. Available to ship now!

Vision West Special: All Vision West members will receive FREE shipping along with their buying group discount when ordering 2 of each frame color.

VENDOR AND INDUSTRY UPDATES

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MODO EYEWEAR TIMELESS STYLE AND BEYOND WITH MODO’S 6000 SERIES Inspired by Modo’s rich history, the brand adds new models to its timeless 6000 plastic series. The new acetates trace back to the brand’s heritage, offering relaxed and effortless style with a vintage feel. The Fall/Winter 2011 collection is composed of 7 new styles in a wide range of models that are ideal for all face shapes, with considerable attention to design, functionality and color that make them aesthetically unique.

The new additions feature subtle Modo signature metal details on the hinge. Shapes range from soft, modified and shallow rectangles to round and ovals to butterflies. Acetates are all handmade in Japan with a beautiful color palette ranging from deep textured plums and reds for women to rich horns and saturated blue crystal for men.

The 6000 series appears in Modo’s new Ad campaign, shot in a beautiful Loft in one of New York’s most interesting neighborhoods Soho and represents Modo’s tagline “Designed in Soho, handcrafted in Japan”. Inspired by the Soho lifestyle, the campaign features styles such as 6015, 6020 and 6023 which reflect the effortless cool and chic feel of the collection. The new imagery will be utilized for upcoming P.O.P. materials and online presence.

SAFILO GROUP lenses. An 18-carat gold plaque on the left temple carries a new engraved trademark, G. GUCCI Firenze 1921. The model is available in three colours – cherry, beige, and brown – and comes with a leather case.

SPECIAL EDITION 1921 SUNGLASSES CELEBRATE 90 ICONIC YEARS Gucci is pleased to introduce special edition 1921 sunglasses, part of an exclusive collection conceived to celebrate its 90th anniversary. Designed by Creative Director Frida Giannini, the model pays homage to the icons, craftsmanship, and luxury materials for which the House has become renowned since its founding in Florence by Guccio Gucci in 1921.

A commemoration of 90 iconic years, the exclusive 1921 sunglasses will debut in Gucci boutiques worldwide from July and at select opticians from September.

Completely covered in natural leather, the special edition women’s sunglasses feature an elegant, large upsweep shape and glass

SPECIAL EDITION 1921 SUNGLASSES CELEBRATE 90 ICONIC YEARS

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VENDOR AND INDUSTRY UPDATES

VIVA INTERNATIONAL GROUP HARLEY-DAVIDSON® EYEWEAR

portion of the metal/plastic combination temples. Styles HD 402

PRESENTS ITS FALL 2011 COLLECTION

and HD 403 have fronts designed with a deeper lens shape, which

Viva International Group introduces twelve new styles from the Harley-Davidson® Eyewear Fall 2011 collection featuring a mix of fashion-forward and innovative details for men and women.

The new men’s collection evokes the trend-driven quality of HarleyDavidson®, along with the authenticity of the brand’s deep-rooted heritage. A key design element of the men’s optical collection is the creative use of the brand’s iconic logo treatments, including the Harley-Davidson® Bar & Shield logo, featured on styles HD 381,

accommodates multi-focal prescriptions, while HD 401 features a streamlined semi-rimless front in metal. All three styles feature the Harley-Davidson® Bar & Shield logo on the inside right temple of each frame.

The six new Wearable Art styles from the Harley-Davidson® Ladies collection are inspired by the tattoo graphics found on the brand’s apparel and accessories. The styles are bold, yet easy to wear fashion statements for the Harley-Davidson® woman.

382 and 383. A transparent temple cover highlights a unique lasered flame design, which runs down the temple’s core, adding a creative element to this esteemed trio. Style HD 381 features a rectangle metal front, style HD 382, a semi-rimless oval shaped front and style HD 383 sports a modified oval front. All three are available in deep tones of gunmetal, satin black and satin brown.

The clean design of styles HD 401, 402 and 403 offers a tailored look, with subtle branding details. The trio’s sleek styling features the Harley-Davidson® name embossed on the metal

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

VENDOR AND INDUSTRY UPDATES

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C A M E R A L E N S E S • S PA C E E X P LO R AT I O N • B I N O C U L A R S • M I C R O S C O P E S • E Y E G L A S S L E N S E S • T E L E S C O P E S • C I N E M ATO G R A P H Y

Experience Precision Optics Vision West Partners with Carl Zeiss Vision We are pleased to announce that we have partnered with Carl Zeiss Vision, a leader in lenses, coatings, lab services and equipment for the dispensary.

Carl Zeiss Vision includes four great brands: ZEISS, SOLA, AO and Teflon.® ZEISS brings over 160 years of optical innovation to you. ZEISS Individual,® winner of last year’s OLA Award of Excellence for lens design, is leading the customized lens revolution that is helping private practices grow. ZEISS is the inventor of AR coating, and their latest coating, PureCoat™ by ZEISS, is setting new records in anti-reflective performance and ease of cleaning.

Vision West member practices who elect to make Carl Zeiss Vision their vendor of choice can take advantage of a generous welcome program and outstanding pricing. Plus, the more you participate with Carl Zeiss Vision, the more you can take advantage of their customized practice-level marketing program, which has proved to be an engine for growth for practices around the country.

We’re proud to be working with Carl Zeiss Vision. Call your Carl Zeiss Vision representative or 800-358-8258 to learn more!

An Extraordinary Opportunity...

25 Free Jobs

•

50% Off AR

•

30 – 33% Off NPL Annually

13 Months of Benefits TIMELINE MONTH 1

MONTH 2

8% accrual toward Month 13 (months 1-12) MONTH 3

MONTH 4

25 Free Jobs (Month 1)

MONTH 5

MONTH 6

MONTH 7

MONTH 8

MONTH 9

MONTH 10 MONTH 11 MONTH 12 MONTH 13 Invoice Credit (Month 13)

50% off AR

Month 1: Experience our Rx service.

Months 2 –7: Build your practice profits.

Month 13: Earn annual rebate.

1. Receive 25 Free jobs! Order one Rx

1. Automatically receive 50% off all

In your 13th month of enrollment, you’ll

job and receive the second FREE.*

Carl Zeiss Vision AR coatings for

receive a rebate, in the form of a credit on

Limit 25 free jobs. Must use special

6 full months!

your invoice, totaling 8% of your total

Welcome Program Rx order forms, which will be mailed to you following sign-up.

2. Eligible for Carl Zeiss Vision Rewards program.

2. Receive up to 33% off our National Price List (third party and private pay purchases are combined to achieve volume discounts).

net lab bill for the last 12 months.** For example, if your average monthly bill for the first 12 months is $3500 (for a total of $42,000), you will receive a credit of $3360 in month 13.

Maximum Earned Discounts Monthly Sales

Discount

$0 to $10,000 Over $10,001

30% 33%

Some restrictions apply.

©2011 Carl Zeiss Vision International GmbH. Teflon® is a registered trademark of E.I. du Pont de Nemours and Company, used under license by Carl Zeiss Vision International GmbH. PureCoat is a trademark and Individual is a registered trademark of Carl Zeiss Vision International GmbH. Product designed and manufactured using Carl Zeiss Vision technology. US Patent 6,089,713. Other patents pending. 02/11

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INDUSTRY UPDATES: MAKING A DIFFERENCE

OPTOMETRY GIVING SIGHT TAKE THE WORLD SIGHT DAY CHALLENGE AND TRANSFORM LIVES Jenean Carlton, ABOC, NCLC Director of Communications - USA Optometry Giving Sight Optometry Giving Sight invites Vision West members to take part in the fifth annual World Sight Day Challenge throughout the month of October. Help transform lives through the gift of vision by making a personal or business donation, planning an office celebration on World Sight Day (October 13th) or donating your exam fees on World Sight Day, or any day in October.

There are 670 million people around the world who are blind or vision impaired simply due to uncorrected refractive error – that’s more than double the population of the US. Optometry Giving Sight funds the solution Donglian, a middle school student in rural China, wearing her new glasses.

by supporting programs that offer not only eye exams and glasses, but

also establish vision centers and train local eye care professionals in communities with little or no access to eye care services.

By taking the World Sight Day Challenge you can help children like middle school student Donglian. Donglian lives in a rural province of China and had never had her eyes examined. Although she sometimes had blurred vision, she hadn’t told her teacher about the problem; a classmate, who noticed Donglian having difficulty seeing the blackboard, let the teacher know.

Donglian has not had an easy life – her mother passed away when she was just one year old and her father has mental health

Vision West proudly supports Optometry Giving Sight.

Screening project funded by Optometry Giving Sight. The success of this project has inspired newly trained nurses and ophthalmologists to establish local Optometry Care Centers so they can provide ongoing services to other schools in the region.

“The provision of quality eye care is among the most cost effective of all health interventions,” said Dr. Mary Anne Murphy, Chair of Optometry Giving Sight in the US. “I hope that Vision West members will take the World Sight Day Challenge and make a donation to Optometry Giving Sight on or before October 13th.”

Optometry Giving Sight currently funds vision projects in 16 countries in Latin America, Africa and Asia.

problems; sometimes he is unable to care for himself. While she

85% of donations to Optometry Giving Sight from eye care

used to live in the school dormitory, Donglian moved home to care

professionals, optical staff, employees and patients go directly to

her father and help work on the family’s farm. To meet all of these

support projects that provide vision care, local training, and

demands, she works from 7am to 11am every morning before

infrastructure support for people in underserved communities.

walking two hours to reach her school.

Following an exam from a local eye care team, Donglian can now see the blackboard clearly with her new glasses. Despite her difficult circumstances at home, with her improved vision she now has the opportunity to learn more at school and fulfill her potential.

Donglian is one of over 4,000 school children in a rural province of China to benefit from a recent Refraction Training and School

TO REGISTER OR LEARN MORE ABOUT THE WORLD SIGHT DAY CHALLENGE PLEASE VISIT: www.givingsight.org or call 1-888-OGS-GIVE.

Optometry Giving Sight will send you a FREE kit that includes everything you need to kick off your World Sight Day Challenge campaign.

Help More Patients

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“Because of CareCredit, I was able to pick out frames and lenses that I liked the best instead of settling for something I didn’t like nearly as much.”

— Melissa, CareCredit Cardholder

Members Save 20%!

Adding CareCredit is FREE and Vision West members enjoy an exclusive

20% discount

on the merchant fees. To learn more or to apply, call 866-853-8432.

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OPTICENTER FALL WORDSEARCH

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

Word search using common words associated with Fall.

AUTUMN

FRIDAY NIGHTS

THANKSGIVING

DEER

FALL

SEPTEMBER

CLEMSON

NOVEMBER

PUMPKINS

CAROLINA

HUNTING

ELECTION DAY

BACK TO SCHOOL

GOLF

TREES

OCTOBER

FOOTBALL

TENNIS

COSTUMES

SCARECROW

CATS

LEAVES

BOW AND ARROW

HALLOWEEN

VOLLEYBALL

EVENT CALENDAR Wednesday September 21 – Sunday September 25, 2011 Vision Expo West Sands Expo Convention Center Las Vegas, NV www.visionexpowest.com Friday September 23 – Sunday September 25, 2011 Colorado Optometric Society Colorado Vision Training Conference Patty Hyde Barclay Lodge Estes Park, CO

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Tuesday October 11, 2011 Ocular Nutrition Society Fall 2011 Nutrition Education Symposium Hynes Convention Center Boston, MA

Sunday November 6, 2011 New York State Optometric Association CE Meeting - Current Mgt of Glaucoma Skaneateles Falls, New York

Wednesday October 12 – Saturday October 15, 2011 American Academy of Optometry Academy 2011 John B. Hynes Veterans Memorial Center Boston, MA

Friday November 11 – Sunday November 13, 2011 Monterey Symposium 2011 Monterey Marriott Hotel & Conf. Center Monterey, CA www.montereysymposium.com

Thursday October 6 – Sunday October 9, 2011 Great Western Council of Optometry Annual Meeting Portland, OR www.gwco.org

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

Tuesday October 18, 2011 Sacramento Valley Optometric Society General Meeting Radisson Hotel Sacramento, CA

Friday November 11 – Sunday November 13, 2011 Florida Optometric Association Essentials in Eyecare – Board Certification Prep & CE Hilton Ft. Lauderdale Airport Ft. Lauderdale, FL

Thursday October 20, 2011 San Diego County Optometric Society CE Meeting Handlery Hotel San Diego, CA

Outside California:

Southern California:

Northern California:

For State Associations and Groups

Customer Service Dept.

800.640.9485

Daniel Frutiger 760.637.0599

Linda Butler 916.354.0232

Laura Dorris 800.640.9485, x.156

HAVE AN IDEA TO MAKE OPTICENTER BETTER? Opticenter is a quarterly publication written, produced THE VOICE OF VISION WES T

and distributed by Vision West, Inc. The first five members 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.

THE VOICE OF VISION WES T

1927 Avenida Plaza Real Oceanside, CA 92056-6024

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Technology and

John Lucas

Communications Manager

john@vweye.com

and Managing Editor:

1.800.640.9485

Design and Production:

Hatfield Innovative Studios hatfield@hatfieldis.com 858.336.8590 www.hatfieldis.com

I D E AT I O N : P R I N T : I N T E R A C T I V E : PA C K A G I N G : N O N - T R A D I T I O N A L 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.