Opticenter - The Voice of Vision West - Summer 2015

THE VOICE OF VISION WES T Summer / 2015

www.vweye.com

TIFFANY UNVE

New York, NY - T summer 2015. Th features of Tiffan

IN THIS ISSUE:

THE VOICE OF VISION

from the president’s desk: Tiffany Somerse W E S TManaging Change

By Joseph C. Mallinger OD MBA FAAO The jewelry’s me hippa compliance

By Peter J. Cass, O.D.

In pale gold or sil rich accent for a and Black/Tiffan

1-Hour Quick Bites Schedule Challenges

By Dr. Dubick

Tiffany Somerse Gold or silver m highlights a butt Reception counterpurple with new or chaos central?in Asian fit.

By Jay Binkowitz, COT, COE, CPOT

Tiffany Somerse A pilot’s frame PLUS INDUSTRY NEWS!

Dark Grey/New New Iridescent Gradient. The m color combinati

AEGA Aega: playing with color.

The iridescent blue shades of the Morpho Aega, a butterfly found on the continent of South America, were the inspiration behind Morel’s Aega concept for the Koali collection.

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|© 2014 OptiCenter - The Voice of Vision West are registered trademarks of Vision West, Inc. All rights reserved

Tiffany Somerse A cat-eye acetat The Aega is omnipresent in every aspect of the frame. The grace of the butterfly is expressed in the overall style from Blue, Red-purple the contemporary eye shapes, to the delicately thoughtout temple, and a concealed flex-hinge system. Aluminum gives this work three dimensions with a twist to reflect theLens colors incl triangular wings of the butterfly which is emphasized by a contrasting line as a reminder of Aega’s shape. Metallic Blue Polar Grad tones use light to mimic the shades of the tiny glittering scales which cover Aega’s wings. luxury worldwid While blue is the color most closely associated with Aega UV protection a (blue butterflies are male), all the colors are used to create unrivaled harmonies with radiant hues as well as pastels for brilliant combinations of color.

Austrian crystal Aega is available in four stainless steel models (three semi-rimless, two full rimmed) and two models with double-layered handcrafted acetate fronts.

Press Contact: Lisa Burns lb@morel-eyewearusa.com

TIFFANY UNVEILS NEW Morel - 500 West Main Street, Wyckoff, NJ 07481 Toll free : 1 800 526 8838 Fax : 1 888 631 9796 www.morel-france.com

New York, NY - Tiffany & C summer 2015. The latest of features of Tiffany Somers

Tiffany Somerset™ TF211 The jewelry’s mesh motif In pale gold or silver metal, rich accent for a square-sh and Black/Tiffany Blue.

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from the president’s desk

p3

Managing Change Recently, while reading the latest book ‘People over Profit’ by Blake Mycoskie, founder of TOMS Shoes, it occurred to me that the ideas he expresses are worth repeating for you in my current OptiCenter article. However, before commenting on his concepts, I believe a restatement of one of my core beliefs is a worthwhile ‘lead in’ to his ideas. For those of you who may not have read or remember what I have stated regarding Change – here it is again.

A core belief I hold is that: ‘One Clear Constant in Life is Change’.

Change will occur in and around you and your practice with or without your participation. Why then would you not want to lead that Change in a proactive manner? Many times members of our profession are so busy with treating patients that Changes in their practice only occur in a ‘reactive’ manner. That is – when patients request better respect of their time, when patients comment upon if there are new technologies available for examining their eyes and should patients comment on why your website did not allow him or her to make an appointment – then and only then will such ODs act in a ‘reactive’ manner making Changes.

These real world examples of Changes that have and will continue to drive ‘reactive’ Changes. Changes such as the purchasing of new equipment, better use of practice management software and the appointment schedule resulting in ‘on time’ appointments booked on the office website. These Changes only occurring in a ‘reactive’ manner due to patients’ attitudes and expectations. Is not it a much more appropriate approach to the management of your practice (business) a -- proactive, planned and well-executed positive approach to Change(s) in an Optometric practice? Certainly, the response of your team (staff members) will certainly be more positive than leading from behind in a ‘reactive’ manner.

How then - is it possible to be more proactive in the leadership of your

practice? As the CEO of your business (practice) you have the responsibility of setting the ‘tone’ for the morale of your team / staff members when your actions are viewed as those of a positive, proactive leader.

Blake Mycoskie in ‘People over Profit’ states he discovered seven core beliefs shared by essentially all the leaders of successful companies. These are: People Matter • Truth Wins Transparency Frees • Authenticity Attracts • Quality Speaks • Generosity Returns • Courage Sustains When taken on face value, common sense dictates that these ‘core’ beliefs are something one would implement even without a proactive plan. However, rarely would these common sense ‘core beliefs’ become part of the approach of your team members without your proactive leadership.

The answer to the question - How is it possible to be a proactive leader? -- is within these seven core beliefs of true leaders. Logic then dictates to start with these topics and introduce them to your team members one at a time.

Within the book ‘People over Profits’ a review of American organizations with a long enough history reveal a common theme of a ‘cycle of aging’ summarized by the following – “4 Eras of Organizational Behavior”: The Honest Era; 2. The Efficient Era; 3. The Deceptive Era; 4. The Apologetic Era As your practice (business) ages it is likely that long-time staff members will have the tendency to fall into these Eras of Organizational Behavior. The first approach to looking at your practice and your team is to do all you can to be as Objective as possible. For some offices that means bringing in an outside consultant to review your practice, for some owners - you and your staff will be able to be objective. Once your team accepts and executes the task of ‘objectively’

identifying the Era in which your practice / business exists your next step is the task of proactively moving to adapting the best aspects of each Era while dropping the negatives associated with each.

Knowledge is power, once you know in which Era your practice exists and you and your team have identified the ‘best in class’ of the actions associated with each Era – you are set to focus on implementing the seven core beliefs of successful businesses.

Change will occur, you can work with Change or ignore it and then become addicted to living in a reactive approach to leading your team. My hope is that by providing you with a brief look at how to analyze in which Era your practice (business) exists will provide you with a starting point for implementing the first of the seven core positive core beliefs of the most successful business leaders in America.

All of the details of implementing Change can and will fall into place once you decide to be proactive! Be a Change maker instead of a reactive leader, one who seems always to be putting out the ‘fires’ created by Change occurring all around you as you continue to believe that you will be successful because: “This is the way we have always done things. It has worked for over 10 years, 20 years etc… therefore, why fix something that is not broken” Time to be all you can be and work at: Becoming someone who can and will manage Change - rather than fighting it or simply ignoring it!

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

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Cease and Desist Commoditization Anne-Marie Lahr, OD Dr. Lahr earned her optometric degree at The Ohio State University College of Optometry, followed by success in various private practice settings. She completed a Primary Care Residency at The Eye Institute at the Pennsylvania College of Optometry, Philadelphia, as well as an International Teaching Fellowship at the Hogeschool van Utrecht, in The Netherlands.

Dr. Lahr has dedicated her career to teaching, twice earning the Clinical Science Teacher of the Year Award and, most recently, the Educator of the Year Award for Excellence in Teaching at the Pennsylvania College of Optometry at Salus University. Dr. Lahr has lectured extensively within the United States and abroad. She is currently the Director of Education for HOYA Vision Care.

A New Disease Called Commoditization

Combatting Commoditization

A new disease is affecting our world and the treatment is not defined or reported through an ICD code. As a matter of fact, many of the contributing factors to this disease are driven by the way in which we conduct business, the way we position our self-worth in private practice and lastly, by the partners with whom we choose to do business. When our professional efforts become commoditized, and this seems to be the overwhelming trend, we compete in a landscape in which it is extremely difficult to win.

Technology and lifestyle prescribing are the best antidote to overcome commoditization – and we’re not talking about marketing technology. The technology presented and prescribed to your patient should have a tangible benefit founded in science – not spin. Become empowered with technology that can be demonstrated and valued, technology that is simple to explain. The patient should understand and appreciate that the same level of vision and performance can not be achieved by filling their prescription elsewhere.

Symptomatically Speaking The symptoms associated with commoditization are plentiful.

Let’s begin with de-valued services and products bombarding our patients via advertising and online offerings. Consumers are being coerced into emphasizing fashion over function, sex appeal over visual requirements and eye health. Consumers are bypassing the eye exam and going straight for fashion, and this trend is rapidly becoming a plague.

Why are 68% of eye exams performed at independent eye care professional practices yet only 47% of eyewear are sold at independent eye care professional practices? The obvious answer is that today, you must maintain the trust and the emotional connection in this consumer / patient equation. Is your lens recommendation outside of this equation?

Differentiation, education and prescribing must begin while that patient is in your chair. They must be made aware that function is critical, no matter what subliminal messaging they are seeing online. That brands you carry in your practice are not pieces of plastic that fit into another piece of plastic. In other words, overcoming commoditization begins and ends with you.

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The Cure HOYA Technology continues to be your best resource for battling commoditization. Have you looked at HOYALUX iD Technology and compared it to every other brand on the market? Have you seen the HOYA Vision Consultant Viewer app that allows you to differentiate the HOYA brand and educate patients about the difference between HOYA Technology and commodity products?

Do you explain and demonstrate the effect of digital devices and inform about Recharge, HOYA’s selective reflective treatment, which can reduce symptoms associated with HEV blue light exposure and help protect the eyes from blue light’s damaging effects? The investments HOYA makes to support independent optometry and keep patients in your practice needs your attention. Immerse yourself with Science, Technology and Innovation by joining forces with HOYA and keep independent optometry alive and prosperous.

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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.

One Hour Quick Bites: Schedule Challenges

1Q-HOUR uickBites Fred H. Dubick, OD, MBA, FAAO

Today’s patients have an expectation of service that is much different that just a few years ago. Are your no-shows and last minute reschedules disrupting your schedule and leaving the office with lost revenue opportunities? Patients make and change appointments in a variety of ways that go beyond talking with your receptionist. Most people today value their time more than yours, or the local restaurant or other service providers. Our patients, or customers, have a work schedule that may have meetings and conferences running all day and these events are constantly in flux. They are at the mercy of their coworkers or immediate family members and their day rarely ends up as it was scheduled first thing that morning.

ECP’s must embrace the needs of our patient base and be flexible with our schedule.

We don’t have the luxury of a multimillion-dollar software program that handles yield management like the airlines or hotels. That being said, the front desk staff must have some guidelines for overbooking to accommodate the falloff in the schedule.

Additionally, if your practice has emergencies, that has to be taken into account as well.

Hopefully your data management system keeps track of the no-shows and schedule abusers and your staff can take that into account when double booking those patients.

Give clear guidelines to the staff for limits for overbooking and how to add last minute emergencies.

Do be sure to confirm appointments with text messages, emails and telephones calls.

Do thank patients for being on time. Do stay on schedule and see the patient within 5 minutes of their appointment time. If we respect our patients’ time, over time, they will learn to respect ours.

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p12

Reception Counter or Chaos Central?

By Jay Binkowitz, COT, COE, CPOT President Gateway Provider Network {GPN} www.GatewayPN.com For years we have been preaching to eliminate what is now known as “the reception area” which is really just another name for “chaos on display”. A place where we incorporate accounting, billing, scheduling, insurance verification, patient information, in appropriate conversations, collection of fees, data input and answering the phone just to mention some of the obvious chaos that is put on display in front of the entire office. It is amazing to me that after so many years of living with this chaos that more folks have not identified it as one of the first blocks used to build an invisible wall call “patient push back”. In the past 2 years I have visited practices where the chaos counter or as some of my friends refer to it “the circus” keeps getting bigger rather than smaller or better yet completely eliminated.

Why do we all have such a tough time breaking out of the old mode? Why aren’t we more sensitive to supporting a more pleasant experience for our patients? I wonder how we would set up our offices if all of our patients were cash paying consumers. Would we greet them nicer? Set up our offices to please them versus ourselves? Train our teams in the art of meaningful language? Get out of scrubs that look like we work in a veterinary office or are part of a team of folks ready to clean out the garage and dress nicer?

Let’s start by renaming the reception / chaos / circus counter to our “welcome center”. All you need to have at the Welcome Center is a fresh water dispenser with fruit like a nice hotel or a Keurig coffee maker and some nice snacks and protein bars you can buy at Costco. You can also have “a” computer for the purpose of having patient information on hand and looking up information as needed.

But all the other piles of nonsense need to go. Let’s hand our patients an IPAD or Tablet to fill out needed information and start to transform the “have a seat and I will be with

you shortly after you fill out these forms” to “Hi Mrs. Jones, It’s great to see you again. Would you like a cup of water or coffee? We have all your information from you last visit and are looking forward to providing you with great care and a great experience today! Is there anything special you would like to review with me? ” WOW and I mean WOW in uppercase letters.

We MUST transform both the physical space and the meaningful language we use and the results will be amazing! Stop saying that it can’t be done and make it happen. Henry Ford said “Whether you think you can or you think you can’t your always right”. Don’t be right about cants! Ironically when I visit offices I see the chaos counter growing bigger and bigger. OMG! How much crazier can we make it? I visited a wonderful practice that used a beautiful French desk as her welcome counter and throughout the practice she had furniture no different then what she had in her own home. It was a wonderful experience that was fully engaging and relaxed. Remove the chaos! Get rid of the circus! That should be our new mantra and I dare all of you to step up and just do it. Move the bookkeeping, insurance and all administrative functions to a real office in your practice and transform the experience you provide to support a relaxed and surprisingly wonderful “hello”!

Set up a few nice shopping trays and get a frame from Pier One Imports with a sign that says “Grab a tray to shop and play”.

Encourage freedom to shop and watch your sales and customer satisfaction grow! Patients do not want to be controlled and treated like children. a) Sit down and fill out these forms b) Wait till I call you c) Did you bring your school lunch because there is a bit of a wait d) Come with me so I can “pretest” you. {That’s meaningful language?}

Somebody please STOP and listen to your selves.

Global definition of reception - re·cep·tion {ri sep SHn} a formal social occasion held to welcome someone or to celebrate a particular event.

Our definition of reception – Fill these forms out and wait till we are ready for you and don’t ask me a lot of questions. I am sure you can see that I am busy.

We all know that the first and last minute of a patients experience in our practice are what they are likely to remember. So why not make it joyous and create “braggers” out of our patients that can’t wait to tell their friends and families about you and how wonderfully special the service they received was. OR you can just let chaos rule the moment and be just like everyone else and wonder why folks are uncomfortable spending money or even willing to come back let alone tell others about you.

The hospitality industry understands this all too well and has embraced it with a big hug! We need to do the same. Start by a) Creating welcome areas that are warm and friendly b) Change up the look and feel c) Get rid of all those confusing brochures d) Get rid of the signs that dictate what patients are not allowed to do e) Get rid of the NO REFUNDS hello sign along with PAYMENT NOW. f) Re-define the purpose g) Create the scripts to support an outrageous experience h) Get rid of the chaos and clutter i) Hire a professional organizer to come in and assist j) Make the commitment to yourself and your team. Do not accept “can’t”

e) I am done, just wait for the doctor here

“Choose a road or get off the road but don’t stand in the middle of the road”

f) Now wait here while your eyes dilate g) Now go outside and the optician is waiting to abuse you a bit more before you can leave

- Jay Binkowitz

www.GatewayPN.com 631-626-9783

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hippa Compliance HIPAA compliance can be a confusing and stressful

Most offices have the first two items, some have

subject. Unfortunately the federal government

number 3, few have number 4, and almost none

has placed the burden of compliance on the

have number 5. Without these basic items your

provider and the fines for non-compliance can be

practice is non-compliant and a very easy target

staggering. Providers accused of HIPAA violations

for an auditor. If you have current and up to date

can spend thousands on attorney’s fees alone. In

materials for every item on this list, you are in a

fact, Optometric Business Solutions was consulted

much better position than you colleagues, as the

on two cases where optometrists were accused

Center for Medicare and Medicaid Services (CMS)

of minor violation and spent over $25,000 on

estimates that 83% of offices are non-compliant. If

attorney’s fees. Sadly that is a small number

you are missing one or more of the items on the list,

compared to the average penalty of $250,000 for

you need to do something about that as soon as

offices found to have no HIPAA materials. Even

possible. Not having a security manual will put you

more surprising is that most offices are not aware

at risk of failing a Meaningful Use audit and having

they are at risk and assume because they have

to return EHR incentive payments. Unfortunately,

a patient sign a “HIPAA form” at the front desk

we have been consulted on this numerous times,

they are in compliance. This simply is not enough.

and usually after the audit instead of before the

HIPAA compliance requires at a minimum:

doctor had the materials in place. Not having staff training is especially dangerous, not just because it

1. A Notice of Privacy Practices

is required but because an untrained staff is more likely to commit a true HIPAA violation.

2. An Acknowledgment of Notice of Privacy Practices

Fortunately Vision West has partnered with Optometric Business Solutions to provide easy to use

3. A privacy manual

and inexpensive compliance materials. All of the compliance materials can be viewed and ordered

4. A security manual (including a security risk analysis) 5. Up to date Staff Training (and proof of that training)

through the custom Vision West portal at: http:// www.vweye.optometricbusinesssolutions.com/.

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

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The Allergan n support netw work will conneect you with vaaluable resources including:  Pro oduct samples  Pattient savings p programs  Pro oduct educatio on  Eye e Care Custom mer Support  OP PTOMETRY JUM MPSTART® proggram for studeents and new graaduates

Contact Allergan for more information reegarding thesee valuable resources:

1‐800‐416‐8780

www.Allerg ganOptomettry.com ©2015 Allerga an, Inc., Irvine, CA C 92612 APC6 60RC15

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industry updates

tiffany & co.

TIFFANY UNVEILS NEW STYLES IN EYEWEAR FOR SUMMER 2015

luxury worldwide—in an anti-reflective, shock and scratch resistant lens with 100% UV protection and visual acuity. The mesh motif of gold or silver metal bordered with Austrian crystals is seamlessly Tiffany & Co. introduces new options in the Tiffany Eyewear TIFFANY UNVEILS NEW STYLES IN EYEWEAR FOR SUMMER 2015 integrated in the design. Also available in Asian fit.

Tiffany 1837 TF2114 (Optical) collection for summer 2015. The latest offerings in the optical New York, NYand - Tiffany & Co. introduces new options in the Tiffany Eyewear collection for Tiffany honors its great heritage with a modern jewe summer 2015.

The latest offerings in the optical and sun categories interpret the distinctive sun categories interpret the distinctive features of Tiffany Somerset™, founding year. Tiffany Eyewear reflects this legacy wit features of Tiffany Somerset™, Tiffany Signature™ and Tiffany 1837 jewelry designs. metal inscribed with 1837 and the founder’s signature.

Tiffany Signature™ and Tiffany 1837® jewelry designs. cat-eye acetate frames in Havana or Black with Tiffany ®

®

Plum/Black. Also available in Asian fit.

Tiffany Somerset™ TF2116B (Optical) The jewelry’s mesh motif is woven with a fabric-like feel andTiffany polished 1837® to a pearlyTF2114 sheen.

(Optical) In pale gold or silver metal, this tactile design is finished with sparkling Austrian crystals—a Tiffany 1837® TF4109 (Sun) rich accent for a square-shape acetate frame in Havana/Tiffany Blue, Cyclamen, Opal Blue The Phantos acetate frame looks to the sun with pure Tiffany honors its great heritage with a modern jewelry collection that and Black/Tiffany Blue.

TIFFANY UNVEILS NEW STYLES IN EYEWEAR FOR SUMMER 2015 Havana or Black with Tiffany Blue or Iridescent Tiffany B ® Tiffany 1837 TF2114 (Optical) incorporates its founding year. Tiffany Eyewear reflects this legacy Lens colors include Grey or Brown Gradient and Tiffany Tiffany Somerset™ TF2116B (Optical) New York, NY - Tiffany & Co. introduces new options in the Tiffany Eyewear collection for Tiffany honors heritage signature with a modern plaque with 1837its andgreat the founder’s accentsjewe th with an elegant plaqueinterpret in gold silver metal inscribed with 1837 Tiffany TF2117B (Optical) summerSomerset™ 2015. The latest offerings in the optical and sun categories the or distinctive founding year.

Tiffany Eyewear reflects this legacy wit ® every turn. The motif Gold or silver mesh with Austrian crystals catches light1837 with The jewelry’s mesh motif is woven with a fabric-like feel and polished features of Tiffany Somerset™, Tiffany Signature™ andthe Tiffany jewelry designs. metal inscribed with 1837 and the founder’s signature. and the founder’s signature. The plaque appears at the temple of cathighlights a butterfly-shape acetate frame in Black/Tiffany Blue, Havana/Tiffany Blue, Redcat-eye frames in Havana or Black with Tiffany Tiffanyacetate Signature™ TF2111B (Optical) to a pearly sheen. purple with new Iridescent Violet and Grey with new Iridescent Black. Also Plum/Black. available in Asian fit. a bold outlook eyeMatte acetate frames in Havana oravailable Black with Tiffany Blue,Also Pearl Ivory/ A square-shape acetate frame assumes in AsianSomerset™ fit.

Tiffany TF2116B (Optical) Black/New Tiffany Blue and Pearl Beige/Chocolate. Th andfeelPearl Plum/Black. in Asian fit.

The jewelry’s with a fabric-like and polished to a pearlyAlso sheen.availablejewelry’s In pale gold or silver metal, this tactile design is finished with mesh motif is wovenChocolate X motif in pale gold or silver metal traced wit TIFFANY UNVEILS NEW STYLES IN design EYEWEAR FOR SUMMER 2015 Austrian crystals—a In pale gold or silver metal, this tactile is finished with sparkling Tiffany Asian fit.1837® TF4109 (Sun) sparkling Austrian crystals—a rich accent for a square-shape Tiffany Somerset™ TF3048B (Sun) rich accent foracetate a square-shape acetate frame in Havana/Tiffany Blue, Cyclamen, Opal Blue The Phantos acetate frame looks to the sun with pure A pilot’s is Blue. contoured in pale gold silver metal acetate in such hues for as New York,frame NY - Tiffany & Co. introduces neworoptions in the with Tiffany Eyewear collection Black/Tiffany Havana or Black with Tiffany Blue or Iridescent Tiffany B frame in Havana/Tiffany Blue, Cyclamen, Opal Blueand and Black/ Dark Grey/New Iridescent Violet,inHavana/Tiffany Blue, Black oninterpret New Tiffany Blue and summer 2015. The latest offerings the optical and sun categories the distinctive Lens colors include Grey or Brown Tiffany Signature™ TF4108B (Sun)Gradient and Tiffany ® ® Tiffanywith 18371837 TF2114 (Optical) New Iridescent Black.

Lens colors Greyand orTiffany Brown 1837 Gradient and Tiffany Blue features of Tiffany Somerset™, Tiffanyinclude Signature™ jewelry designs. plaque andframe the founder’s th Tiffany Blue.

An oversize acetate goes forsignature glamour accents in Havana Tiffany honors its great heritage with a modern jewe Gradient.

The micro-knit mesh and Austrian crystals contrast beautifully with these Tiffany Somerset™ TF2117B (Optical) and Pearl Beige/Chocolate. Lens colors include Grey o founding year. Tiffany Eyewear reflects this legacy wit color combinations.

Gold or silver mesh with Austrian crystals catches the light with every turn.

The motif The frame’s equally glamorous finish: the Tiffany 1837® TF4109 (Sun)Gradient. metal inscribed withTF2111B 1837 and(Optical) the founder’s signature.

Tiffany Somerset™ TF2116Bacetate (Optical) Tiffany highlights a butterfly-shape frame in Black/Tiffany Blue, Havana/Tiffany Blue, RedAustrianSignature™ crystals. Also available in Asian fit. cat-eye acetate Havana or Blacka with The jewelry’s mesh motif is woven with a fabric-like feel and polished to a pearly sheen.

A square-shapeframes acetateinframe assumes bold Tiffany outlook purple with new Iridescent Violet and Matte Grey with new Iridescent Black. Also available Plum/Black.

Also available in Asian fit.

Tiffany Somerset™ TF4106B (Sun) In pale gold or silver metal, this tactile design is finished with sparkling Austrian crystals—a The Phantos acetate frame looks to the sun with pure sophistication Black/New Tiffany Blue and Pearl Beige/Chocolate.

Th in Asian fit.

A cat-eye acetate frame takes acetate a wide-angle of style in Black or Havana with Tiffany rich accent for a square-shape frameview in Havana/Tiffany Blue, Cyclamen, Opal Blue jewelry’s X motif in pale gold or silver metal traced wit and distinctive colors: Havana or Black with Tiffany Blue or Iridescent TIFFANY UNVEILS NEW STYLES IN EYEWEAR SUMMER 2015 Blue, Red-purple with new Iridescent Violet andFOR Matte Grey with new Iridescent Black. and Black/Tiffany Blue.

Asian fit.

About Tiffany & Co. ® Tiffany 1837and TF4109 (Sun) Tiffany Somerset™ TF2117B (Optical) Tiffany Eyewear and is created partnership with Luxottica Group S.p.A. is available at Tiffany & Co. locations and selecte Lens colors includeTF3048B Grey or (Sun) Brown Gradient; Tiffany Blue Gradient; newinTiffany Tiffany Somerset™ Tiffany Blue, Pearl Ivory and Pearl Green/Black.

Lens colors include New York, NY - Tiffanythat & Co.renders introduces new options in the Tiffany Eyewear collection for through its subsidiary ® The Phantos acetate frame looks to the sun with pure jewelry stores and manufactures products corporations.

Its principal subsidiary is Tiffany and Compan Blue Polar Gradient Tiffany’s signature color—a symbol of style and Tiffany 1837 TF2114 (Optical) A pilot’s frame is contoured in pale gold or silver metal with acetate in such hues as stores and boutiques in the Americas, Asia-Pacific, Japan, Europe and the United Arab Emirates and engages in direct selling summerworldwide—in 2015. The latest offerings in the optical andand sunscratch categories interpret the distinctive Havana Black with Tiffany Blue orwith Iridescent Tiffany B Grey or Brown and Tiffany Blue Gradient.

AorSignature™ gold orgreat silver Tiffany honors its heritage a modern jewe luxury an anti-ref lective, shock resistant lens with Somerset™ TF2117B (Optical) Tiffany TF4108B (Sun) Dark Grey/New Iridescent Violet, Havana/Tiffany Blue,Gradient Black on® New Tiffany Blue100% and Gold or silver mesh with Austrian crystals catches theTiffany light with every operations.

For additional information, please visit www.tiffany.com. features of Tiffany Somerset™, Tiffany Signature™ and Tiffany designs.

Lens colors include Grey orgoes Brown Gradient Tiffany founding year.

Tiffany Eyewear reflects thisand legacy wit UV protection and visual acuity.

The meshcatches motif ofthe gold or1837 silverjewelry metal bordered with Gold or silver mesh with Austrian crystals light with every turn.

The motif An oversize acetate frame for glamour in Havana New Iridescent Black.

Lens colors include Grey or Brown Gradient and Tiffany Blue metal plaque with 1837 and the founder’s signature accents the plaque withBeige/Chocolate.

1837with and the founder’s signature accents th metal inscribed 1837 and the founder’s signature.

Austrian is seamlessly integrated inBlack/Tiffany thecrystals design. contrast Also available in& Asian fit. Tiffany highlights a butterfly-shape acetate frame in Blue, Havana/Tiffany Blue, Red- 1837 and Tiffany turn. The motif highlights a butterfly-shape acetate frame incrystals Black/ and Pearl Lens colors include Tiffany, Tiffany Co., T&CO., Signature are trademarks of Tiffany (NJ) LLC, Tiffany andGrey Compo Gradient.

The micro-knit mesh and Austrian beautifully with these cat-eye acetate frames in Havana or Black with Tiffany purple with new Iridescent Violet and Matte Grey with new Iridescent Also Gradient.

The frame’s equally glamorous finish: the color combinations. temple.

Also available in Black.

Asian fit.available Tiffany Blue, Havana/Tiffany Blue, Red-purple with new Iridescent Tiffany Somerset™ TF2116B (Optical) Plum/Black.

Also available in Asian fit. fit. in Asian fit.

Austrian crystals.

Also available in Asian The jewelry’s mesh motif is woven with a fabric-like feel and polished to a pearly sheen.

Tiffany Signature™ TF2111B (Optical) Violet and Matte Grey with new Iridescent Black. Also available A square-shape acetate frame assumes a bold outlook In pale gold or silverin metal, this tactile design is finished with sparkling Austrian crystals—a Tiffany Somerset™ TF4106B (Sun) ® Black/New Tiffany Blue(Sun) and Pearl Beige/Chocolate. Th rich accent for a square-shape acetate frame in Havana/Tiffany Blue, Cyclamen, Opal Blue Tiffany 1837 TF4109 Tiffany Somerset™ TF3048B Asian fit.

A cat-eye acetate frame takes(Sun) a wide-angle view of style in Black or Havana with Tiffany jewelry’s X motif in pale gold or silver traced wit and Black/Tiffany Blue.

The Phantos acetate frame looks to themetal sun with pure About Tiffany Co. A pilot’s frame iswith contoured in pale gold or and silver metal with acetate in such hues as Blue, Red-purple new Iridescent Violet Matte Grey with new& Iridescent Black.

Asian fit.

Tiffany is created Blue partnership Group S.p.A. and is available at Tiffany & Co. locations Tiffany and selecte Havana or Black with Tiffany Blue or Iridescent B Dark Grey/New Iridescent Violet, Havana/Tiffany Blue,Blue Black onEyewear New Tiffany and with Luxottica Lens colors include Grey or Brown Gradient; Tiffany Gradient; and newinTiffany jewelry stores and manufactures products through its subsidiary corporations. principal subsidiary is Tiffanyand and Compan Lens colors includeItsGrey or Brown Gradient Tiffany New Black.that Lensrenders colors Tiffany’s include Grey or Brown Gradient and of Tiffany Blue Blue Iridescent Polar Gradient signature color—a style andAsia-Pacific, Japan, stores and symbol boutiques in the Americas, Europe and the United Arab Emirates and engages in direct selling Tiffany Somerset™ TF2117B (Optical) Tiffany Signature™ TF2111B (Optical) plaque with 1837 and the founder’s signature accents th Gradient.

The micro-knit and Austrian crystals contrast beautifully with these please visit www.tiffany.com. luxury worldwide—in an mesh anti-ref lective, shock and scratch resistant lens with 100% operations.

For additional information, Tiffany Signature™ TF4108B (Sun) Gold or silver mesh with Austrian crystals catches the light with every turn. The motif color combinations.

UV protection and visual acuity. The mesh motif of gold or silver metal bordered with AnSignature oversize frame goes (NJ) for glamour inand Havana highlights a butterfly-shape acetate frame in Black/Tiffany Blue, Havana/Tiffany Blue, RedTiffany, Tiffanyin& Asian Co., T&CO., and Tiffany areacetate trademarks of Tiffany LLC, Tiffany Comp Austrian crystals is seamlessly integrated in the design. Also available fit. Tiffany 1837 A square-shape acetate frame assumes a bold outlook in Grey/Blue, and Pearl Beige/Chocolate.

Lens colors include Grey o purple with new Iridescent Violet and Matte Grey with new Iridescent Black. Also available Tiffany Signature™ TF2111B (Optical) Tiffany Somerset™ TF3048B (Sun)in Gradient.

The frame’s equally glamorous finish: the Asian fit.

A square-shape acetate frame assumes a bold outlook Tiffany Somerset™ TF4106B (Sun)Havana/Tiffany Blue, Black/New Tiffany Blue and Pearl Beige/ Austrian crystals. in Asian fit.

Black/New TiffanyAlso Blueavailable and Pearl Beige/Chocolate.

Th A cat-eye acetate frame takes a wide-angle view of style in Black or Havana with Tiffany

Chocolate.

The striking is finished jewelry’s X in motif in or silver metal traced wit X motif pale gold Blue,with Red-purple with new Iridescent Violet and Matte Grey with frame new Iridescent Black. with thejewelry’s A pilot’s frame is contoured in pale gold or silver metal acetate Tiffany Somerset™ Asian fit.

Lens colors includeTF3048B Grey or (Sun) Brown Gradient; Tiffany Blue Gradient; and new Tiffany pale gold or silver metal traced with Austrian crystals.

Also available A pilot’s frame is contoured in paleTiffany’s gold or silver metalcolor—a with acetate in such huesand as in such hues as Dark Grey/New Iridescent Violet, Havana/Tiffany Blue Polar Gradient that renders signature symbol of style Abouton Tiffany Co. Dark Grey/New Iridescent Violet,in Havana/Tiffany Blue, Black New&Tiffany Blue100% and worldwide—in an anti-ref lective, shock scratch resistant lens with Asian fit. and Tiffany Eyewear is created in partnership with Luxottica Group S.p.A. and is available at Tiffany & Co. locations and selecte Blue, Black on New Tiffany Blue and New Iridescentluxury Black.

Lens New Iridescentand Black.

Lens colors include Grey or Gradient andbordered Tiffany with Blue Tiffany Signature™ TF4108B (Sun) UV protection visual acuity.

The mesh motif of Brown gold or silver metal jewelry stores and manufactures products through its subsidiary corporations. Its principal subsidiary is Tiffany and Compan Gradient.

The micro-knit meshintegrated and Austrian beautifully with these AnEurope oversize acetate goes for in Havana Austrian crystals is seamlessly in thecrystals design. contrast Also available in Asian stores and boutiques in thefit.

Americas, Asia-Pacific, Japan, and the United frame Arab Emirates and glamour engages in direct selling colors include Grey or Brown Gradient and Tiffany Blue Gradient. color combinations. and Pearl Beige/Chocolate. Lens colors include Grey o operations. For additional information, please visit www.tiffany.com.

The micro-knit mesh and Austrian crystals contrast beautifully with Gradient. The frame’s equally glamorous finish: the Tiffany, Tiffany & Co., T&CO., Tiffany 1837 and Tiffany Signature are trademarks of Tiffany (NJ) LLC, Tiffany and Comp Austrian crystals. Also available in Asian fit. these color combinations.

Tiffany Somerset™ TF4106B (Sun)

Tiffany Somerset™ TF4106B

A cat-eye acetate frame takes a wide-angle view of style in Black or Havana with Tiffany Tiffany Signature™ TF4108B (Sun) Blue, Red-purple with new Iridescent Violet and Matte Grey with new Iridescent Black.

About Tiffany & and Co. new Tiffany Lens colors include Grey or Brown Gradient; Tiffany Blue Gradient; Tiffany Eyewear is created in partnership Blue Polar Gradient that renders Tiffany’s signature color—a symbol of style and with Luxottica Group S.p.A. and is available at Tiffany & Co. locations and selecte An oversize acetate frame goes for glamour inits Havana, Red-Its principal subsidiary is Tiffany and Compan jewelry stores and manufactures products through subsidiary corporations. luxury worldwide—in an anti-ref lective, shock and scratch resistant lens with 100% stores and boutiques in the Americas, Asia-Pacific, Japan, Europe and the United Arab Emirates and engages in direct selling UV protection and visual acuity. purple, The mesh Black/new motif of gold or silver metal bordered with Tiffany Blue and Pearl Beige/Chocolate.

Lens operations.

For additional information, please visit www.tiffany.com.

(Sun) Austrian crystals is seamlessly integrated in the design. Also available in Asian fit.

A cat-eye acetate frame takes a wide-angle view of style in Black or Havana with Tiffany Blue, Red-purple with new Iridescent Violet and Matte Grey with new Iridescent Black. Lens colors include Grey or Brown Gradient; Tiffany Blue Gradient; and new Tiffany Blue Polar Gradient that renders Tiffany’s signature color—a symbol of style and

colors include Grey or Tiffany Brown BlueareGradient.

Tiffany, & Co.,Gradient T&CO., Tiffany and 1837 andTiffany Tiffany Signature trademarks of Tiffany (NJ) LLC, Tiffany and Comp The frame’s equally glamorous finish: the jewelry’s X motif set with sparkling Austrian crystals. Also available in Asian fit.

industry updates

p21

ziggy her standout style brings each frame to life in its own unique way.

The highest quality materials come together to create a ZIGGY® frame. OBE German hinges, multi-dimensional layering of acetates, laser-cut stainless steel and diamond cuts in the acetate are just some of the design measures that go into making these state-of-the-art sunglasses.

Each frame is designed to allow for prescription lenses, while some pieces feature polarized lenses.

ZIGGY® has launched the Sunny Sunwear Collection, a beautifully eclectic range of bespoke sunglasses designed by eyewear artist, Cendrine Obadia, who is renowned for her original, wearable art.

The ZIGGY® by Cendrine O. Sunwear Collection is available now at from ZIG Eyewear USA.

Visit zig-eyewearusa.com to view the entire Sunny collection.

The 24-piece collection features versatile and unique designs that stand out from the crowd and let your personality shine through.

Exceptional craftsmanship and materials guarantee a lightweight and comfortable fit and assured quality.

Cendrine Obadia has spent more than 20 years honing her craft, and the French Canadian eyewear artist is creating some of the most innovative and inspirational pieces available on the market today.

Combining vibrant colors, intricate detail and bold design features,

For more information contact: ZIG Eyewear USA salesinfo@zig-eyewearusa.com 877-907-9076

morel Morel releases women’s concept Alpha 35A from the Lightec collection.

The .8mm stainless steel sheet is subtly stamped, decorating the lines that continue onto the temple. The indented finish creates an embossed design with graphic originality.

Alpha 35A features Morel’s patented Alpha hinge.

This concept is available in five models (three colors each), all in contemporary eyeshapes.

This feminine frame adds a light, contemporary and comfortable option to Lightec.

Lightec, a collection that combines lightness with technology.

Look forward to a follow-up release from Alpha 35 with an all acetate frame!

Press Contact: Lisa Burns lb@morel-eyewearusa.com

Morel releases women’s concept Alpha 35A from the Lightec collection. The .8mm stainless steel sheet is subtly stamped, decorating the lines that continue onto the temple. The indented finish creates an embossed design with graphic originality.

Alpha 35A features Morel’s patented Alpha hinge. This concept is available in five models (three colors each), all in Morel releases women’s concept Alpha 35A from the contemporary eyeshapes. This feminine frame adds a light, Lightec collection. contemporary and comfortable option to Lightec. Lightec, a The .8mm stainless steel sheet is subtly stamped, collection that combines lightness with technology Look forward decorating thealllines that frame! continue onto the temple. The to a follow-up release from Alpha 35 with an acetate indented finish creates an embossed design with graphic originality.

For more information contact: Morel releases women’s concept Alpha 35A from the Lisa Burns Alpha 35A features Morel’s Lightec collection. lb@morel-eyewearusa.com patented Alpha hinge.

The .8mm stainless steel sheet is subtly stamped, This concept is availabledecorating in the lines that continue onto the temple. The five models (three colors each), indented finish creates an embossed design with all in contemporary eyeshapes. graphic originality.

Morel - 500 West Main Street, Wyckoff, NJ 07481

www.morel-france.com

Toll free : 1 800 526 8838

Fax : 1 888 631 9796

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

p22

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.

p23

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.