Opticenter - The Voice of Vision West - FALL 2015

THE VOICE OF VISION WES T Fall / 2015

www.vweye.com

IN THIS ISSUE:

THE VOICE OF VISION

FROM THE PRESIDENT’S DESK: Your Reputation with Patients and Staff W E S TBy Joseph C. Mallinger OD MBA FAAO 1-Hour Quick Bites Customer Service Differentiators

By Dr. Dubick HOW DR. JOSIAH YOUNG BECAME AN INSTANT SENSATION

By Nancy Rausman Managing Editor, EyeCarePro ICD-10 IS HERE!

By Peter Cass, OD Vice President Development Optometric Business Solutions The Dog Days Of Traditional Optical Merchandising Are Over

By Bill Gerber Founder, Creative Director Omg!

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FROM THE PRESIDENT’S DESK

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Your Reputation with Patients and Staff Each day when you arrive at your office something very important happens, what is this very important happening? You interact with your staff members by greeting them, acknowledging their value to you, your practice and to each of the patients you will care for that day. The next very important happening occurs when you greet that first patient, imparting to them how thankful you are to be their healthcare provider.

Why do I say these two interactions are very important? Your Reputation depends upon how you consistently conduct yourself. Not only these initial encounters are important, as the day continues, the same level of importance should be attributable to every staff member and patient encounter. Why? The obvious reason is common courtesy. However, there is a more subtle but extremely important message your actions convey to every person you interact with each day, staff member or patient.

What is that important message – your Reputation! Do you have the reputation as a caring, thoughtful, positive eye health and vision Optometric Physician? If you cannot say yes, then it is time you begin reviewing these interactions with staff and patients.

Have you ever heard a friend say something like – ‘I know he or she is a great Doctor but in order to gain access to that level of care I have to put up with that attitude after?

Certainly, no Doctor of Optometry wants that reputation.

Beyond how you interact with the staff and patients comes the next level of building a solid reputation – your word! How you honor your word, your commitment to the promises you make to your staff members and the healthcare advice you provide to your patients.

Remember, in this time – social media will very quickly identify you as a Doctor who states a diagnosis and treatment plan as being the very best for you patient – yet as being a Doctor who is unable to justify those recommendations to your colleagues.

promises only to break them. The same is true with the companies you interact with as you run your practice. Once you promise you will perform at a certain level – you must do all in your power to keep that commitment. Not doing so creates a Reputation as someone whose word cannot be trusted. There is no greater sin that one can commit against him or herself than to develop a Reputation as someone whose Word cannot be trusted.

These actions cost you nothing yet yield the highest return on your personal commitment to do what is right when it comes to building your Reputation as being a quality person, one whose Word is solid.

Still worse than above, not keeping your ‘word’ or ‘commitment’ to your staff, your patients and others you meet each day as you act as the CEO / President of your Optometric Practice / Business. Staying committed to your word is the one thing that you must always be solid about in both business and in your personal life. It is the core of your Reputation.

Your staff will not remain loyal to a leader that continually commits to

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

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ACUVUE OASYS® Brand Contact Lenses 1-Day with HydraLuxe™ Technology.

Dear Valued Customer, Thank you for your continued support of ACUVUE® Brand Contact Lenses.

At Johnson & Johnson Vision Care, Inc. (JJVCI) we strive to help you address your patients’ needs through an outstanding product portfolio, with new product innovation. Therefore, today

We are excited to announce the launch of: ACUVUE OASYS® 1-Day with HydraLuxe™ Technology.

This innovation has been built on the ACUVUE OASYS® platform, unbeaten in comfort1, and designed for performance with HydraLuxe™ Technology - a tear-infused design that uses tear-like components to integrate with a patient’s own tear film each day.

This new breakthrough in daily disposable contact lenses will be available for purchase beginning November 1, 2015 directly from JJVCI and our authorized distributors.

In a prelaunch study ACUVUE OASYS® 1-Day was preferred over Dailies Total1® Among those with a preference2 IN A STUDY OF 119 PATIENTS WHO WORE BOTH LENSES FOR A WEEK, PATIENTS WITH A PREFERENCE CHOSE ACUVUE OASYS® WITH HYDRALUXE TECHNOLOGY

PREFERRED OVER Dailies Total1*

BY NEARLY*

PREFERRED IN COMFORT

Important ACUVUE OASYS® 1-Day Information: • ACUVUE OASYS® 1-Day is being launched in a 90-pack configuration.

• ACUVUE OASYS® 1-Day is included in our Unilateral Price Policy (UPP), with a minimum retail price of $88.50.

• Please contact your JJVCI Sales Representative or Authorized Distributor for customer pricing.

PREFERRED IN VISION

PREFERRED IN HANDLING

2 TO 1 2 TO 1

OVERALL COMFORT

2 TO 1

END OF DAY COMFORT

2 TO 1

VISION FROM ACTIVITY TO ACTIVITY

2 TO 1

END-OF-DAY VISION

4 TO 1

OVERALL HANDLING

5 TO 1

EASE OF REMOVAL

COMFORT FROM ACTIVITY TO ACTIVITY

n= 119, 4-7 days of 1-day wear

A superior choice for comfort, vision, and handling.

For your reference, we have enclosed a copy of our UPP with this letter, which has been updated to include ACUVUE OASYS® 1-Day. We welcome and encourage your continued feedback on how we are meeting the needs of you and your patients.

Please feel free to write to us at customerexperience@its.jnj.com. On behalf of Johnson & Johnson Vision Care, Inc., thank you for your continued support of the ACUVUE® Brand.

Sincerely,

Dave Venner, Vice President of Sales Johnson & Johnson Vision Care, Inc. 1. In 13 clinical studies posted on www.clinicaltrials.gov*, The ACUVUE OASYS® Brand Family of contact lenses has never been beaten in comfort. *www.clinicaltrials.gov is a website maintained by the NIH. The 13 clinical studies evaluated subjective comfort as a primary or secondary endpoint. Review conducted as of October 14, 2014 2. In a study of patients (n=119, 4-7 days of 1-Day wear) who wore both lenses for a week ACUVUE OASYS®1-Day with HydraLuxe Technology was preferred over Dailies Total 1 among those with a preference ACUVUE® Brand Contact Lenses are indicated for vision correction. As with any contact lens, eye problems, including corneal ulcers, can develop. Some wearers may experience mild irritation, itching or discomfort. Lenses should not be prescribed if patients have any eye infection, or experience eye discomfort, excessive tearing, vision changes, redness or other eye problems. Consult the package insert for complete information. Complete information is also available from Johnson & Johnson Vision Care, Inc., by calling 1-800-843-2020 or by visiting www.ACUVUEProfessional.com.

ACUVUE OASYS®, and HydraLuxe™ are trademarks of Johnson & Johnson Vision Care, Inc. Third party trademarks used herein are trademarks of their respective owners. ©Johnson & Johnson Vision Care, Inc. 2015

September 2015

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Choosing your Business Partners Dr. Gregory W. Hicks Dr. Hicks is the owner of Family Eye Care Centers in Ohio and an involved member of the professional optometric community. He, along with the staff of Family Eye Care Centers, pride themselves with providing friendly, caring, state-of-the-art eye care for the entire family.

Dr. Hicks also serves as Director of Professional Affairs for HOYA Vision Care, North America.

FIGHTING FOR SURVIVAL I’m not the power-hungry type where it’s my way or the highway. I don’t scream or throw tantrums when things don’t go as planned. I like attention as much as the next person but don’t seek the limelight or pursue controversy. So making the following statements are normally not in my nature but enough is enough.

THE SUPPLY CHAIN CHANGE

DIFFERENTIATING MY BRAND

Marketing my practice in order to fill my appointment book with new patients continues to be challenging. The big keep getting bigger to the point where a company that says it’s my partner may very well be my biggest competitor — especially in terms of attracting new and maintaining existing customers. Do you ever investigate where your corporate partners are investing their dollars and are those investments benefiting you?

A major support mechanism for independent optometry is those you partner with to help run your practice. There is more competition than ever before so I need to work with companies that will help my practice stand out. I prefer partnerships with companies that empower me with the best products, services and technology to help differentiate my practice.

Our independence as practicing independents is being threatened. Decisions regarding what I believe are best for my patients, my practice and my livelihood is being determined by forces beyond my control. I decided on the independent optometry profession first and foremost to make a difference in peoples’ lives and today, those lives, in my book, are being compromised by non-independent decision makers. These are MY patients that I’ve cared for over 30 years and personally, I’m tired of being bullied.

CHOOSE WISELY The biggest check I write each month is to the lab, which makes that partnership a priority. Therefore, I want to work with a company that shares my values.

Make this choice wisely. Review carefully the temptation of a short-term deal compared to a long-term, healthy relationship. I believe you’ll find that short-term deals only benefit the dealer.

SHARED VALUES ARE THE FOUNDATION FOR STRONG PARTNERSHIPS My loyalties are with HOYA, both for their lab services and for their lens and treatment technology. Long before I accepted a position to consult with independent optometry on HOYA’s behalf, I realized something special about this relationship: that it’s a two-way partnership. My values as an independent optometrist are in sync with HOYA’s values.

HOYA continues to rally behind Independent Optometry. HOYA Vision Care has modeled its investment and growth strategy on the growth of independent optometry. Reciprocate its model and ensure our practices remain the premiere destination for patient eye care needs.

Review your partnerships and align yourself with those who align with you and your chosen field — where investment dollars support Independent Optometry growth. You’ll find HOYA to be a refreshing change.

If you are looking for an Ally – Take a closer look at HOYA

SHARED VALUES ARE THE FOUNDATION FOR STRONG PARTNERSHIPS

Learn more at www.ecpALLY.com

We believe you should decide what is right for your practice and your patients. Not us.

We believe more choice is better for your practice. Not less.

We believe in protecting the value of our brand and your brand. Not commoditizing them.

We believe in long-term relationships. Not short-term deals.

We believe consumer research should help keep patients in your practice. Not drive them elsewhere.

We believe in empowering you with science, technology and innovation, so you can educate your patients and differentiate your practice.

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: Customer Service Differentiators

Fred H. Dubick, OD, MBA, FAAO

What are you doing to stand out from the other providers that your patients have available to them? This column is about the little things throughout the patient experience that demonstrate that your operation is professional and focused on customer service. This goes beyond your patient care skills. The patient has already determined in some fashion that they are going to receive excellent professional care having received a personal recommendation or done their own research.

This list of ideas already assumes your team is smartly attired, smiling and acknowledging patients immediately as they enter your office. Of course the office is spotless, the reading materials and video running patient education is current and you are on schedule. If these things are not already in place, fix them immediately before moving to the next recommendations.

Let’s consider some little things that can set your office apart: • Offering small water bottles and individually packaged mints or candy • Personalized microfiber cleaning cloth with each eyeglasses dispensed • Delivering expensive eyewear as in a jewelry store on a presentation tray, not by bringing the job tray from the back.

• Small shopping bags that are either point of purchase specific to the frame line (free from frame vendors) or personalized from your office.

• A nicely printed card offering further discounts on additional purchases • Business cards for your dispensing opticians to use when asking the patient to please call with any questions or comments.

It does not matter where on the financial spectrum your patient population falls, they deserve a positive customer service experience and exceeding their expectations will generate referrals of friends, family and coworkers. Everyone has choices of where they seek services and organic growth of patients is up to you and your staff.

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

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How Dr. Josiah Young Became an Instant Sensation video’s success will raise awareness about the importance of getting infants’ eyes checked.

Further, Jessica has been very vocal about her gratitude for Dr. Young and his staff who are getting a lot of publicity from the whole story.

Not only is Dr. Young’s name and the Practice information being mentioned everywhere but they are also getting links to Opticare Vision Centers’ website and Facebook page.

HOW HAS OPTICARE VISION CENTERS RESPONDED TO THE PUBLICITY?

Dr. Josiah Young of Opticare Vision Centers in the greater Cincinnati area was only doing his job when he discovered that 10-month old Piper Sinclair had hyperopia and fit her with corrective eyewear. Piper had been failing to reach milestones such as crawling and her pediatrician referred her for a comprehensive eye exam. What happened next, however, was truly sensational.

Piper’s mother, Jessica filmed a moving video of the moment Piper put on her glasses and saw her parents for the first time. She posted the video to her Facebook page and included the caption, “I just wanted to say thank you to Dr. Josiah Young and the Opticare team for this reaction. So happy for my daughter and this amazing practice. Thank you!”

Since then the video has gone viral with over 34 MILLION hits (and counting) as well as features on the local and national news, including a segment on CNN. According to the AOA, in less than 36 hours following the CNN segment, the story was circulated by more than 400 media outlets with about 100 nationwide featuring InfantSEE mentions.

So moved by the incredible and instant reaction shown by her daughter at being given the gift of sight, Jessica’s hope is that the

They are running with it! Dr. Young is an ODLingo customer of ours and we have been working with him to make the most of this publicity by leveraging his online assets. If you visit his website now you will instantly see a pop up interstitial with the actual video of Piper seeing clearly for the first time.

Additionally, there have been two articles written and linked to his homepage that appear on the news page on the site. The first post shows the video along with information about the importance of infant eye exams and links to 10 news stories on local and national news outlets!! The second, The Story Behind the Piper Video, is an interview of Dr. Young which details the medical side of the story and again emphasizes the importance of proper and early children’s eye exams.

Dr. Young uses the publicity to educate parents about the InfantSEE program, which he is a part of and emphasizes that parents should take advantage of the program and schedule an appointment at their local practice.

The Practice has also spread the word on their Facebook Page, updating it with links to all of the articles and news broadcasts related to the video, including local news interviews with Dr. Young himself. Who knows where things will go from here? Surely with this type of instant fame, Dr. Young can easily reach out to local or national news outlets for additional interviews and expert educational segments or lectures (if they don’t contact him first).

THE TAKEAWAY MESSAGE FOR YOUR PRACTICE This story has very successfully raised nationwide awareness about infant and child eye exams and InfantSEE. Every optometrist can benefit from this type of publicity by sharing the story and reaching out to their local community and media about the importance of children’s eye care.

Furthermore, while not every Practice is going to have a patient post a viral video about their experiences, here are some ways to spread news about your Practice: •

Keep an eye out for newsworthy stories, and when a patient is willing, share them.

Encourage your patients to interact with your Practice on social media and with digital media such as photos and videos.

•

Publish press releases and reach out to local news sources.

•

Get involved in the community to create opportunities for publicity.

•

As an optometrist you often encounter small miracles and inspiring stories, so the goal here is to capture those stories and share them with the community around you. You never know when something will touch some heartstrings and take the media by storm...

Nancy Rausman Managing Editor, EyeCarePro

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OPTOMETRIC BUSINESS SOLUTIONS

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ICD-10 IS HERE! • Allow for future expansion When placeholder character applies, it must be used for code to be valid 3. EXCLUDES NOTES – ICD-10-CM includes not one, but two types of excludes notes to denote when a specific disease is not considered part of a code

By Peter Cass, OD Vice President Development Optometric Business Solutions This is the month, remain calm and remember the top changes that will occur with ICD-10: 1. SEVENTH DIGIT - in ICD-10 the 7th digit is a special character used in certain chapters to provide information about the characteristic of the encounter.

We will most commonly see it used with glaucoma codes (H40-) and injuries.

• For most glaucoma codes you will have to use one of the following characters in the 7th position 1-Mild 2-Moderate 3-Severe 4-Indeterminate

• A type 1 Excludes note is a pure excludes note. It means “NOT CODED HERE!” and is used when two

conditions cannot occur together, such as a congenital form versus an acquired form of the same condition.

• A type 2 Excludes note represents “Not included here” and indicates that the condition excluded is not part of the condition represented by the code, but a patient may have both conditions at the same time, such as a patient who has diabetic retinopathy and hypertensive retinopathy 4. LATERALITY - Most ICD-10 eye codes specify laterality (i.e., left, right, or bilateral). If a patient has a bilateral condition, assign the bilateral code when one exists. Otherwise, assign separate codes for both the right and left sides.

For example • Some disease codes, like those for HSVK have no laterality • Others, like those for Benign neoplasms of the conjunctiva have only right and left, but not bilateral codes

D-Subsequent encounter

5. COMBINATION CODES – ICD-10-CM includes many combination codes. A combination code is a single code that describes two diagnoses, a diagnosis with an associated manifestation, or a diagnosis with an associated complication. Be on the lookout for combination codes for the following:

S-Sequela

• Diabetic complications

2. PLACEHOLDERS - dummy placeholders (“X”) are used in certain codes to:

• Injuries

• For most injurie codes (codes in the S and T chapters) you will have to use one of the following characters in the 7th position A-Initial encounter

• Fill out empty characters when a code contains fewer than 6 characters and a 7th applies

6. V CODES – the V codes for eye examination (V72.0…Examination of eyes and vision) have changed to Z codes in ICD-10

• Z01.00 Encounter for examination of eyes and vision …… without abnormal findings • Z01.01 Encounter for examination of eyes and vision …… with abnormal findings 7. CODE FIRST RULES – Many codes have “Code first” notes when certain disease may be due to an underlying cause.

8. GLAUCOMA CODING RULES - Assign as many codes from category H40, Glaucoma, as needed to: • identify the type of glaucoma, • the affected eye, and • the glaucoma stage 9. ENCOUNTER TYPE RULES – Injury codes usually require coding for encounter type: • Initial treatment is generally while the patient is undergoing the first exam.

Visits may occur in the ER, physicians office, or even include surgical treatment.

• Subsequent care is when the patient is done with the initial “active” treatment, and receiving follow-up care • Sequela is when the patient is fully healed and returning for a complication of the initial condition.

For example: a recurrent corneal erosion 10. CPT / HCPS CODES DO NOT CHANGE. Also CPT modifiers must be used and must match the ICD code.

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P17

The Dog Days Of Traditional Optical Merchandising Are Over

personalized merchandising. No longer is it acceptable to have a wall of frames without any merchandising support and hope that sales will grow. Further, random posters and counter cards that may or may not fit your space are about as old as the Deeda.

By Bill Gerber Founder, Creative Director Omg! Optical Marketing Group billg@omghome.net

Your patients want more; in fact they are demanding more and will go elsewhere (online?) when you don’t provide it.

These days, most in the optical space have widely acknowledged marketing as a substantial growth driver, be it nontraditional advertising, unique partnerships, influence marketing or digital communication.

However, merchandising is one tool in the marketing arsenal that is often the most overlooked -- which is unfortunate, given its high-value means of making an impact.

Research indicates that 87% of all purchase decisions are made in store! So why not be ready with an environment that connects well with patients?

Merchandising is no longer just about ads, logos and random pop + displays throughout the office. When used successfully, personalized merchandising can establish a powerful, personal and long-lasting experience between brand and consumer.

Starbucks is an example of a merchandising superstar. Their approach has elevated the company from simple coffee retailer to iconic-ambiance merchant. Howard Schultz focused Starbucks’ efforts and dollars into creating a retail environment that blends community and customs with coffee. Visitors have come to expect a multi-sensory experience that was replicated in each store, from the sights, sounds and smells of coffee being ground to the familiar expectations of layout, furniture, music and wireless access. Starbucks merchandised the feeling and the environment -- Schultz’s “third place.”

The Advent Of Personalized Merchandising In The Optical Industry!

In its best form, merchandising can be one of the most powerful marketing languages, one that communicates with consumers in a multi-sensory way. The more you can reach consumers through sights, sounds, touch, smells (and when appropriate, taste), the better you can strike a chord and establish a strong emotional connection. After all, a 30-second ad, no matter how clever, is unlikely to create a long-lasting bond.

I would suggest that the vast majority of optical presentation is outdated and highly ineffective. The time has come for practices to embrace the new world of professional,

With today’s digital production and personalization tools, it is now possible to create spaces that are amazingly effective.

Omg! Optical Marketing Group, our firm, specializes in creating spaces that take advantage of this new merchandising paradigm. Practices are no longer at the mercy of their vendors to provide merchandising tools. Omg! helps progressive Ecp’s create their own signage, graphics, displays and in 2016-digital signage.

Imagine the delight Dr. Jeffrey Luther of 20/twenty Optical and Eyecare in Loveland CO feels everyday when entering his newly remodeled practice. “We have big graphics on the wall of different galaxies that are part of our “Wonder of Optics” series. In addition, all of our signage throughout the practice is personalized with our practice logo along with the message being presented. Last, our window graphics, which we change every couple of months not only show brands and key features of the practice, but are also personalized to the current offers we are promoting,” adds Luther.

“Our patients are blown away and absolutely love the way we’ve transformed into a modern, progressive practice,” adds Luther.

I could not have created this level of change without Omg!’s vision and guidance. I would strongly recommend their services to any of my colleagues looking for a competitive advantage” To discuss your merchandising needs, call Omg! at 978-712-0664.

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SMART VISION LABS

The SVOne is an ultraportable, accurate, and smart autorefractor built for the modern optometrist. With a single click, our device determines a patient’s refractive error in seconds by capturing a wavefront map of the eye. Data is easily saved and can be accessed directly on the phone or in our secure cloud-based platform.

The SVOne enables doctors to generate revenue and cut costs while bringing the wow factor to the patients. For the clinical practice, our autorefractor can help support an additional exam lane and provides a better patient experience for individuals with limited mobility. Outside of the office, doctors and their staff can easily carry the SVOne to nursing homes, schools, and corporations to generate income from mobile exams and to drive referrals back to the office.

REVOLUTIONARY NEW SMARTPHONE-BASED AUTOREFRACTOR EXPEDITES OPTOMETRY PRACTICE FLOW AND EXPANDS COMMUNITY REACH Since its release earlier this year, the SVOne smartphonebased autorefractor from Smart Vision Labs (www.smartvisionlabs.com) has won praise from eye care professionals. The SVOne uses wavefront aberrometry, a technology that measures refractive errors more comprehensively than common autorefractors. Among the professionals using the device are Michael I. Davis, O.D. in Maryland, Jordan Kassalow, O.D. M.P.H. in New York City and Tony Prasnikar, O.D. in Illinois.

Davis provides fullservice care in his Eldersburg, Md. practice, OptiCare, and he also tends to prisoners with developmental disabilities. “With my recent purchase of the SVOne I’ve put aside my retinoscope and now use this innovative new technology,” said Davis. “Due to its portability, I believe this could potentially be a very powerful tool for optometrists who conduct mobile exams in settings such as prisons and nursing homes.”

Kassalow’s practice is located in Manhattan and has developed an international reputation for excellence. He also founded VisionSpring, an enterprise that works to ensure affordable access to eyeglasses in the poorest reaches of the world.

“Technology that provides an objective refraction of the eye is needed in both resourceconstrained and resourcerich environments,” said Kassalow. “In resourceconstrained environments, it’s difficult or impossible to find people with top notch retinoscopy skills, and existing autorefractors are too expensive or difficult to transport. In U.S.based settings, this

Our autorefractor is priced competitively and is ideal for tight spaces.

The SVOne’s innovative design makes it possible to upgrade to additional features like high-order aberrations and lensometry once they become available. Call Smart Vision Labs today for more information about the SVOne!

Products: SVOne Autorefractor VW Discount: 5% off

For more information contact: Jeff Mortensen (212) 796-6124 jeff@smartvisionlabs.com www.smartvisionlabs.com

technology can improve patient flow or facilitate exams in settings where the doctor must come to the patient.”

Prasnikar’s practice, Eyecare Center Of DuPage, Ltd., in Westmont, Il. is a communitybased, private optometry practice. “Having had experience with a previously unreliable handheld autorefractor, I was relieved to find something that would provide consistent, repeatable objective data that I could use to streamline the refraction process,” said Prasnikar.

“The SVOne is one of the best autorefractors on the market today due to its technology, size and price,” said CEO and cofounder Yaopeng Zhou. “It gives eye professionals freedom to optimize their workflow both inside and outside their practice. It is changing how optometry is being practiced.”

About Smart Vision Labs Smart Vision Labs is building the future of vision care by making optometric technology accessible to people around the world.

The company was founded in 2013 by photonics researchers Yaopeng Zhou and Marc Albanese, who met more than 10 years ago while developing a scanning laser ophthalmoscope in a joint program between the Schepens Eye Research Institute and Boston University. Recognizing the need for revolutionary and efficient technologies to enable regular eye exams, Smart Vision Labs launched its flagship product: the SVOne smartphonebased autorefractor powered by wavefront aberrometry. Today, eye care professionals are using the SVOne across the United States and in 21 different countries. Zhou, Albanese, and the rest of the Smart Vision Labs team are working to make their technology accessible globally.

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INDUSTRY UPDATES

INDUSTRY UPDATES

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COSTA COSTA TO ROLL OUT FIRST RIMLESS RX STYLES AT VISION EXPO WEST Costa continues to grow its Rx program with the launch of its new line of rimless sunglass styles available in customized Rx sun lenses. At Vision Expo West in Las Vegas Sept. 17 – 19, Costa will introduce each of the five new rimless offerings, allowing eye care practitioners (ECPs) and media to see first hand the new styles, and learn more about Costa’s growing Rx program.

Costa’s new rimless Rx styles include: Austin, Ballast, Cayan, Destin and Galveston. An array of lens colors is available, such as gray, copper, sunrise, blue mirror, green mirror and silver mirror.

The brand has also evolved its Rx offerings to include a polycarbonate option in its 580P lens technology, and now includes backside anti-reflective coating and C-WALL on all Costa 580P Rx and 400 Rx lenses.

“We continue to invest heavily in our Rx program, providing a growing range of prescription sun lens options with the clearest 580 color enhancing lens technology available in the market,” said Chas MacDonald, president of Costa. “We customize every Rx order in our state-of-the-art in-house optical lab in our Daytona Beach headquarters, and have an incredible quality control process to ensure our customers receive the best in premium performance sunglass technology.”

Each of the rimless Rx styles will be available in Costa’s patented 580P™ color enhancing lens technology, in either Trivex® or new polycarbonate material, and feature Costa’s C-WALL™ oleophobic molecular bond, and backside anti-reflective UV protection.

Costa’s 580 lens technology selectively filters out harsh yellow and harmful high-energy ultraviolet blue light. Filtering yellow light enhances reds, blues and greens, and produces better contrast and definition while reducing glare and eye fatigue. Absorbing high-energy blue light cuts haze, producing greater visual clarity and sharpness.

CDM-15175-NT-DestinRx Tortoise-Green Mirror 580P

TURA

TURA DEBUTS AN ARRAY OF OPHTHALMIC DESIGNS IN OCTOBER Tura Inc., the inventor of fashion eyewear in 1938, expands its eponymous house brand with the introduction of additional women’s ophthalmic styles in October. The new Tura models continue to carry on the tradition of crafting fashionable eyewear, as an accessory for the face. Tura always considers all details of the frame by offering high quality, comfort, and elegant design.

At a wholesale price range of $69.95 - $89.95 USD, the collection is suitable for customers who are seeking luxury frames at an attainable cost.

“The latest designs continue to feature top tier materials and boast jewelry like details including, braided chain and pierced décor,” says Tura’s Brand Manager Julie Allen. “All styles have uplifting yet wearable front shapes and richly plated metal colors, perfectly matched with block and laminate acetate to suit the American aesthetic. They also feature Tura’s signature end tip shape with an upswept curve. As always, the frames are deep enough for Progressive lenses.”

The Rope Braided Temple: Style R533

The Sparking Cat Eye: Style R531

The Soft Cat Eye: Style R117

The Pierced Cat Eye: Style R116

Wed Dec 17 20:49:52 PST 2014 - 17749-01-82907.ps

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THE TRAINING YOU NEED TO GROW YOUR MEDICAL PRACTICE Attend a boot camp to learn to confidently practice full-scope optometry.

Expert faculty: Scot Morris, OD, FAAO John Rumpakis, OD, MBA Allergan Eye Care Business Advisors Each boot camp consists of 1 full-day course.

Cost per course: First OD registration per practice $399 per course * All additional practice registrations $199 per course * *Cost required per PhRMA guidelines.

PATHWAYS IN MEDICAL OPTOMETRY™ Courses: Location

Date

Houston, TX

Saturday, 1/31/2015

Orange County, CA

Saturday, 2/28/2015

Las Vegas, NV

Saturday, 3/14/2015

Ft Lauderdale, FL

Saturday, 4/11/2015

Ledyard, CT

Saturday, 4/18/2015

Memphis, TN

Saturday, 5/9/2015

Teaneck, NJ

Saturday, 5/16/2015

St Louis, MO

Saturday, 9/12/2015

Chicago, IL

Saturday, 10/24/2015

Atlanta, GA

Saturday, 11/14/2015

Register today at: AllerganODPathways.com ©2014 Allergan, Inc., Irvine, CA 92612

™

Questions? Call 1-844-750-2020

mark owned by Allergan, Inc. APC35NB14 150142

$150 Savings for Vision West Members who attend this event* •

Gaining access to insurance panels

•

Maximizing practice productivity and performance

•

Motivating and training your staff

•

Understanding and implementing ICD-10 codes

•

Improving billing and medical record compliance

•

Differentiating vision plan visits vs medical plan visits

*Member will receive a $150 statement credit after attending the event. Member must submit a copy of the paid registration form to Vision West. $150 credit valid for one doctor per account. Contact customer service at 800-640-9485 for more information.

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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, 2015 and running through December 31, 2015, 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. *

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 | Contact us at info@optipendence.com

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

2015 LOYALTY REBATE$

PREMIUM VENDOR$ Are you aware that Vision West members can earn rebates by increasing their purchase volumes with our Premium Vendors? In addition to our already low discounts, Vision West has negotiated these following “Money Saving” deals with our Premium Vendors:

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.