OptiCenter - The Voice of Vision West - Fall 2010

THE VOICE OF VISION WES T Fall / 2010

www.vweye.com IN THIS ISSUE: NEW! Help with Social Media

by John Lucas

suggestions for success

T H E V O I C E O F V I S I O N W E S THow to incorporate the VSP changes and thrive in your practice.

Helpful Tips from Vision West Customer Service Team 1-Hour Quick Bites Theft Prevention with Dr. Dubick

NEW VENDORS Bushnell Performance Optics CareCredit Enhanced Medical Services Eyemaginations Optical Connection Inc.

PRINTED IN USA

|Š 2010 OptiCenter - The Voice of Vision West are registered trademarks of Vision West, Inc. All rights reserved

INDUSTRY NEWS!

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AB

A message from the Presidents desk Happy Holidays to all of our Vision West members.

The entire Vision West team wishes each of you the very best as you gather with friends and family to celebrate this time of the year. My personal thanks and best wishes go out to the members of the Vision West Advisory Board for their dedication and help in keeping Vision West focused upon the real needs

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“ Vision West strives everyday, not just once a year, to improve how we serve our members needs.”

of the independent eye care professional. Without their input and real world experiences, the programs

and one of our Customer Service Representatives will

offered by Vision West may not be as meaningful

be happy to demonstrate how easy it is to use this

to our members and allow us to remain number one

“Top Sellers” tool and the many other website tools

in our industry.

now available.

Each year I ask the Vision West management team

Vision West strives everyday, not just once a year,

“What has Vision West done for our members this

to improve how we serve our members needs. As I

past year and what should we be doing for them in

review the reports and see the number of Vision West

the upcoming New Year?” This year the answer to

members who understand and use these new services

my question includes a number of offerings but here

I have the answer to my question…” What has Vision

are just a couple of them. First, we have received over-

West done for our members this past year and what

whelming positive member feedback on the seminars

should we be doing for them in the upcoming New

we hosted regarding how to become a medically

Year?” We are and will continue to offer you and your

based optometric practice and how to become a

staff the tools necessary to be effective and efficient

member of the many healthcare panels you never

with your time and resources so you can focus on

thought you could or would be able to join. A new

patient care.

vendor of Vision West, Credentialing Specialist of America (CSOA) has over 15 years of experience in the ophthalmic medical field and has placed many of your fellow Vision West colleagues onto panels and are now seeing patients and receiving payment for medical services never before available to them.

Again, Happy Holidays to all of our Vision West members and your teams. It is your support that allows Vision West to provide each of you with the best service, competitive discounts (100% of which are passed on to you), the largest selection of vendors, and the insight of several OD’s (myself and our Vision

Also, if you have not logged on the Vision West

West Advisory Board) to consistently strive to help you

website recently you have missed out on some very

stay ahead in today’s economy.

useful tools for your office staff to assist in deciding what ophthalmic frame line you should be offering to

Joseph C Mallinger OD MBA FAAO

your patients. Using our “Top Sellers” website tool,

CEO & President Vision West, Inc.

you can identify the top selling ophthalmic frames from a frame company you currently buy from. Our “Top Sellers” tool is easy to use and useful to have sitting on the desk the next time a frame representative presents for an appointment. Those frame board slots cost you money every month. If your valuable frame slots do not contain the ‘top selling’ frames from that vendor you should consider sharing this information with the frame representative. Please feel free to contact our offices

Congratulations to Dr. Mallinger for being awarded the Great Western Council of Optometry (GWCO) 2010 OD of the Year Award.

Dr. Eugene Young, President GWCO

ved.

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Dr. Joseph C. Mallinger, CEO & President of Vision West, Inc.

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p4 S ocial Media for the Independent Eyecare Provider: What is social media and what can it do for you?

What is “Social Media”? Social media is a term being

subscribe to other users’ tweets—this is known as

thrown around more than a Frisbee in the 70’s, but what

following and subscribers are known as followers.

does it really mean? The definition of “Social Media” are technologically based (Internet, PC, Smart-phone) forms of communication that allow you to actually interact with your patient base and surrounding community in a way that traditional one-way media such as television and print does not. In other words, social media tools give you the opportunity to actually engage in a conversation or multi-way communication with people you are trying to reach in a simple, straightforward and time saving manner. If you can send a text message then you

YouTube - is a video-sharing website on which users can upload, share, and view videos.

Foursquare - is a web and mobile application that allows registered users to connect with friends and update their location. Points are awarded for “checking in” at venues. Users can choose to have their check-ins posted on their accounts on Twitter, Facebook or both.

already have the basic skills to start utilizing social

Yelp, Inc - is a company that operates

media for your practice.

yelp.com, a social networking, user review,

The most common social media tools out there that could

and local search web site.

be useful for the independent eye care provider (IEP)

Blog - (a blend of the term web log) is a type of website

are Facebook, Twitter, YouTube, FourSquare, Yelp, and

or part of a website. Blogs are usually maintained

if you are really ready to jump right in, an online blog.

by an individual with regular entries of commentary,

The best part is that all of these tools can be set up and

descriptions of events, or other material such as

ready to use in just a few minutes and they are free!

graphics or video. Entries are commonly displayed in reverse-chronological order.

Here is a brief description of all of them retrieved from Wikipedia: Facebook - is a social network service and website launched in February 2004 that is operated and privately owned

by Facebook, Inc. As of July 2010 Facebook has more than 500 million active users, which is about one person for every fourteen in the world. Users may create a personal profile, add other users as friends and exchange messages, including automatic notifications when they update their profile.

What can it do for you? As an educated eye care professional, you already know that quality communication is a key component to providing quality care and by using social media tools you have the opportunity to communicate with and even educate your patients after they leave your practice. This improves the level of care they receive creating very loyal patients that help build your practice by sharing their experience with others.

I know as you read this you are saying, “This sounds really great and all but how am I suppose to accomplish this?” That is a fair question, and here is a simple example of how you could accomplish this type of

Twitter - is a website, owned and

communication and quality of care. Let’s say you get up

operated by Twitter Inc., which

that morning and discover in the news that day the

offers a social networking and microblogging service,

pollen count is high. You could then turn around and

enabling its users to send and read other users’ messages

send a short text or “tweet” over Twitter from your phone

called tweets. Tweets are text-based posts of up to 140

that can easily and simultaneously post to your Facebook

characters displayed on the user’s profile page. Tweets

page reminding your patients, “Pollen count is high

are publicly visible by default; however senders can

today, to all of my patients with allergies, please know

restrict message delivery to their friends list. Users may

that I can help with your symptoms.” Chances are that

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will help remind at least one of your patients who

p5 US Internet Users Who Currently Maintain a Social Networking Site Profile, by Generation, 2007-2009

are connected to you to use their drops or make an

(% of respondents)

appointment to see you about getting an Rx because they are really suffering and need some relief. All of

2007

Millenials (14-26)

71% 76% 77%

that from a text you could send in less than a minute

Generation X (27-43)

51%

Boomers (44-62)

30% 31% 46%

before leaving for work in the morning or between appointments. This potentially could even be done by

2008

2009

57%

61%

Matures (63-75)

10%

14%

36%

Total (14-75)

45%

48%

57%

Source: Deloitte, “State of the Media Democracy Fourth Edition: Select U.S. Highlights,” provided to eMarketer, December 15, 2009.

a trusted member of your staff. Can you see just how

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easy and beneficial social media can be to your

Social Networking Sites Used by US Social Network Users, by Generation, May 2009

practice? Maybe another example of the importance

(% of respondents in each group)

of UV protection and sunglasses, etc.?

The 3 most important things to remember when using with social media:

Twitter

LinkedIn

Generation Z

Facebook MySpace 61%

65%

9%

0%

Generation Y

65%

75%

14%

9%

Generation X

76% 57% 18% 13%

Baby Boomers

73%

40%

13%

13%

WWII Generation

90%

23%

17%

4%

Note: n=1,000; read chart as saying, 90% of social network users from the WWII generation use Facebook Source: Anderson Analytics, “Social Network Service (SNS) A&U Profiler,” provided to eMarketer, July 13, 2009

Build Relationships - Be a real person when you are

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talking to your patients or commenting on something of

Images list interesting stats from www.emarketer.com

theirs. When your patients feel like you are genuine and can relate to you, it builds trust. That trust will lead to a

first step by simply going to Facebook.com or Twitter.com

lasting relationship. Your goal in social media should be

and set up an account. It is easier than you think it

to build a community of people. Think of your practice

is. Once you are done please be sure to seek out and

as a small town where everyone knows everyone and

connect with us at Vision West!

treat it as such. People care more about the relationships that are built and will go out of their way to remain loyal to you.

Be Authentic and Participate – Social media is not a contest and is not about the amount of “Friends” you have or how many “tweets” you have posted.

Be sincere and put out information that your patients and community will find useful.

Have a Plan – Understand the tools you are using and

In closing, I would like to say social media is not just for Generation Y anymore, many people are using one form or another and we encourage you to do the same to see how it can benefit your practice.

As always Vision West is here first and foremost to help you our members. If you have any questions or social media topics you would like discussed in this column please send them directly through any of the accounts listed above or email me at feedback@vweye.com.

have a plan. It does not have to be a complicated plan to take over the proverbial optical world but a simple,

Until next time,

straightforward plan. For instance, you can’t expect your

John Lucas

patients to follow or connect with you in the social media

Technology and Communications Manager Vision West

world if they don’t know you are out there too. Put your social media info on your business cards or prescription pads. Ask your patients for an email address or social media info when they arrive and check in for their appointment. Offer special deals or give them a special incentive to connect with you via social media. Take the

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Find us on Facebook: Vision West Buying Group

Follow us on Twitter: @Vision_West

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social media v i s i o n wes t membe r f eedb a c k u p d at e :

New online vendor tools and help with social networking!

Previously, in the OptiCenter we focused on how Vision West uses member feedback to continue to bring the services and resources you need to run your practice more efficiently and effectively.

As noble as that message is, it wouldn’t be very credible if we did not continue to back it up with examples demonstrating it. So without further ado, here are the two latest changes we have implemented at Vision West based on your feedback.

New Online Vendor Tools

Social Networking Tips

As a result of your member feedback we have learned that the

The current buzz about how important “social networking” is to

process of adding and converting vendors needed to be improved.

small businesses is everywhere right now. We at Vision West

We have learned having several options on how to search our

have embraced social networking and have ourselves found it

vendors and the products and brands they offer could be useful to

to be a very powerful and useful tool to communicate with our

you. Last but not least, we learned that information on our vendors

members and the entire optical community. However, there is so

return policies would be helpful.

much information out there about social media, and the many

As a result we added these new tools to our website. Now when you go to www.vweye.com and login to your Vision West online member account, select the “My Account” tab. On the right hand side in the “Vendor Information” area you will find the following new Vendor tools:

ways to embrace it, it can be difficult to know where to start. So based on your feedback, we will now feature a new informative resource in the OptiCenter titled “Social Networking for the Independent Eyecare Provider”. It will feature information and tips concerning social networking that we feel, based on your feedback, will be most beneficial to you, our members.

>> Add/Convert a Vendor >> View Vendor List in Alphabetical Order >> View Vendor List by Category >> View Product List in Alphabetical Order >> View Product List by Vendor >> View Frame List by Brand >> View Frame List by Vendor >> Vendor Return Policy

Remember, we always welcome feedback from you, our members and value it greatly. Find us on Facebook (Vision West Buying Group), Follow us on Twitter (@Vision_West), email us at feedback@vweye.com or as always if you would like to speak to us in person call us at (800) 640-9485.

Give us your feedback, we will listen!

John Lucas

Technology and Communications Manager Vision West

It is our hope that these additional vendor tools will be a benefit to you and your staff.

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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 • ASPEX EYEWEAR INC • BAUSCH & LOMB BUZZ • CIBA VISION CORPORATION • CLEAR VISION OPTICAL COOPER VISION • HART SPECIALTIES INC • KENMARK GROUP • LAFONT CO LTD LUXOTTICA GROUP • MARCHON EYEWEAR • MARCOLIN USA INC PREMIERE VISION • PRO DESIGN EYEWEAR INC • REM EYEWEAR REVOLUTION EYEWEAR INC • SIGNATURE EYEWEAR • SILHOUETTE OPTICAL LTD ULTRA PALM/ CAZAL • VIVA INTERNATIONAL GROUP • 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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Vision west presents:

Suggestions for Success; How to incorporate the VSP changes and thrive in your practice.

The following is a step-by-step list of simple

Plano Sunglasses – bundle as a second pair and

suggestions to create positive outcomes and

ensure contact lens and Emmetropic patients are

increase revenue incorporating the VSP changes.

up to date with their Plano sunglasses.

High Index/Polycarbonate – always upgrade

Top 10 suggestions to help your practice grow in this economy:

to better material for lighter, thinner lenses and

Annual supply of contacts on every annual exam –

Transition lenses – the new “next generation” is

with the vendor rebates; it is a win-win for both

so much better. Offer this on every clear pair to

doctor and patient.

enhance their visual comfort.

Antireflective lenses – not just the basic but the

Polarized Lenses – prescribe this on every pair of

best available. AR lenses enhance night vision,

sunglasses. Show them the difference and they

and VSP pays well, giving a 2 year warranty.

will want it.

better optics.

Multiple Pair Marketing – take advantage of the VSP requirement to provide 30% off on multiple pairs the same day by marketing this to everyone.

The national average is 20% usage.

Specialty Glasses – prescribe multiple pair of glasses for the different needs of the patient.

Consider computer glasses, sport glasses, driving glasses, golf glasses etc. Have them complete a lifestyle questionnaire so you are current on their needs.

Increase medical model to serve all of your patients needs – You could be leaving a tremendous amount on the table each year.

Learn how to code and bill correctly. Vision West has negotiated special terms with expert vendor resources, such as Credentialing Specialist Of America (CSOA) and VisionWeb to help make this process time saving and efficient.

Reduce lab costs and maximize discounts by billing all of your vendors through Vision West.

Call (800) 640-9485 or go to www.vweye.com and log into your online member account to convert your vendor accounts today.

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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

Vision West recognize that understanding your

older statements. For example if you were looking

deferred billing is very important. Vision West

at your June 2010 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 June 2010 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

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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 on the amount in “Open Deferred” and it will

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.

take you to a new page that has the deferred

Vision West’s goal is to support our members

information listed by month it is due and then by

and work with our vendors to achieve the

oldest invoice. This information is also accessible

best possible resolution to your billing error

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

and the problems they cause. Fortunately,

html view of the statement by clicking on the

these problems do not happen often but

“Deferred Billings” total in the “Statement Details”

when they do remember our customer

section located in the upper left side.

service department is equipped with caring, knowledgeable representatives to assist you.

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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.

1Q-HOUR uickBites

One Hour Quick Bites: Theft Prevention

Fred H. Dubick, OD, MBA, FAAO

Regardless of whether your business is located in a large metropolitan area or a small town, it is vulnerable to theft. Past columns have touched on internal issues for the ECP to be proactive including inventory management, employee monitoring and internal controls. This column will focus on external threats. Unfortunately, if your facility is not properly protected, these tips are going to take more than an hour and perhaps up to several thousand dollars to correct. The following are a few areas that may need attention: A thorough review of your office insurance to be certain that the replacement costs are current and have kept up with your expansion and inflation. Be sure the amount covers not only the inventory, but the cost of damage to fixtures, display cases, doors, windows and walls.

TIP 1

Is your security system commensurate with the location of your office?

TIP 2

Do you have cameras, perimeter and motion detection, panic alarms, security gates and secure locks? Is your alarm permit current?

TIP 3

Review the internal and external lighting for security of your patients and staff after dark as well as after hours. Is the parking lot safe?

TIP 4

Is the landscaping around the exits and windows appropriate?

TIP 5

Review and understand your business interruption insurance.

There have been a number of burglaries after hours in Southern California optometric offices in the last year. Many sound similar in timing and mode of entry. We are building a database of these incidents in hopes of preventing more thefts. If your office was unfortunate enough to have been affected in 2010, please email a summary of the details to us at: drdubick@studioeyes.com including: time of day, method of entry, estimate of claim including numbers of frames and dollar amount, jurisdiction and any other information unique to your experience. We will not share any specifics with anyone and after we aggregate the data, we will send you back a summary report and analysis.

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

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OUR NEW VENDORS

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NEW VENDOR HIGHLIGHT: Bushnell Performance Optics (800) 221-9035

Vision West Discount:

www.bushnellperformanceoptics.com

Special Vision West Promo’s –

Contact:

10% discount discounts up to 25% and terms up to N-90. Direct discount = 0%

Janice Fields Sales Manager, Optical Channel jfields@bushnell.com Products: Bolle & Serengeti Sunwear & Ophthalmics Additional Info: Bolle delivers the highest quality sunglasses and goggles for performance and protection. At Bolle they are constantly refining their trademark combination of fit, fashion and comfort, resulting in some of the freshest and most technologically advanced eyewear in the industry.

What makes them special: Bushnell first established its roots as a mail-order binocular company in 1948 and has grown to include 11 brands and nearly 15 product lines. They pride themselves on using the highest-quality materials and premium components in all of their products. Bushnell brings to Vision West access to their Bolle and Serengeti performance eyewear collections.

new vendor highlight: CareCredit 866.853.8432

Vision West Discount: 20% off merchant rates, free sign-up,

www.carecredit.com/optometry

and free 1-year subscription for 3D-Eye Home Eyemaginations Software

Contact: Kathy Gibson kgibson@carecredit.com Products: Patient Payment Plans Additional Information: Vision West members can increase sales & revenue and attract new patients with Care Credit by: increasing sales of multiple and/or designer frames & premium lenses; remove cost as a barrier and significantly decrease the need to discount or run sales promotions; expand your patient base with a FREE listing on Care Credit’s online Doctor Locator which is used by up to 400,000 patients a month to find a practice in their community that offers Care Credit; receive payment in two business days with no responsibility if the patient delays payment or defaults. Call Care Credit today to get started!

What makes them special: Care credit is a part of GE Capital and is the nation’s leading patient payment program offered in more than 130,000 healthcare practices nationwide which include Optometrists & Ophthalmologists, Cosmetic, Dentistry, Veterinary and Cosmetic treatments & surgery.

With Care Credit you can offer patients a convenient monthly payment plan to pay for: eye exams and testing, designer frames and sunglasses, premium lenses & multiple pairs of glasses, and any out-of-pocket costs not covered by insurance.

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New P r ophy l a ctic E yewe a r P r ovi d es Re l ief

For All Stages of Dry Eye Disease A report in the June issue of Archives of Ophthalmology estimates that approximately 1.68 million men 50 years and older in the U.S. suffer from dry eye disease and the incidence among women over 50 is even higher, estimated at 3.23 million. The authors attest, “[Dry eye]

whose symptoms are induced by aging and/or prescribed medications, show a significant reduction in symptoms when they wear 7eye AirShield or AirDam eyewear, even if they only wear the glasses occasionally. Now with ErgoFit, 7eye has completely overhauled their patented designs to optimize their performance for dry eye sufferers.

is an important public health

“We changed every aspect of our AirShield

problem, causing increased

and AirDam designs to optimize performance

risk of ocular infections and

for dry eye sufferers,” notes 7eye’s VP

bothersome symptoms of

of R&D Jackson Hogen. “We altered the

ocular discomfort, fatigue and visual disturbance that interfere with crucial activities such as reading, working on a computer and driving a car.”

Four different clinical studies conducted on behalf of the eyewear brand 7eye have shown that patients with dry eye symptoms, including contact lens wearers, post-Lasik patients and those

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construction of our patented AirShield to improve its sealing properties, we added wire-core temples to personalize the face-fit and we reconfigured the frame design to minimize the visibility of the prophylactic shield so people wouldn’t feel like they were wearing a prosthetic device on their face.”

Ziena, a new brand also created and marketed by the team at

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7eye, brings a fresh approach to eyewear intended to alleviate

remove and replace as necessary. In addition to its unique silicone

dry eye symptoms. “We realized during the development of

shield, Ziena frames feature wire core temples for custom fitting

the ErgoFit line that we’d have to explore different solutions to

and spring hinges for extra integrity.

fully meet the needs of the market, delivering a product more in keeping with the style requirements of the target consumer,” says 7eye CEO Bob Hall. “The new eyewear we devised and the moisture-retention technology it incorporates represent such significant innovations that we had to create a new brand, Ziena, to embody it.”

Ziena’s signature feature isn’t what you see, it’s what you don’t see: the translucent silicone shield that closes the gaps between the fashion frame and the face, creating a soothing micro-climate that helps reduce tear evaporation and retain corneal moisture. The shield attaches via six discrete magnets embedded in the frame front, making it simple to

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Both Ziena and 7eye ErgoFit eyewear provide fast-acting relief from the burning, itching and redness caused by dry eye, without side effects or reactions with other medications or treatments. Both designs help to lock in corneal moisture while blocking out wind, glare and airborne irritants like dust and pollen.

Ziena and ErgoFit frames are sold solely through independent ECP’s, where they will be available only in prescription. (A limited selection of plano lenses are offered with Ziena to serve the post-LASIK market.)

To inquire about dispensing Ziena and/or 7eye ErgoFit in your practice, please contact 7eye Dealer Services at 866-484-0292, extension 2.

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OUR NEW VENDORS

new vendor highlight: Enhanced Medical Services (EMS) (888)781-4458

Vision West Discount: 8%

www.emseye.com

on Stratus OCTIII*

*Special Limited Time Offer

Contact: Michelle Sewell msewell@emseye.com Products: Pre-Owned Ophthalmic Equipment & Service Additional Info: All pre-owned machines are inspected, calibrated and refurbished on-site at our facility. We ensure that all equipment in our facility is in perfect working order before it is shipped to you. Our experienced staff uses the latest technology to prepare your equipment and we service the newest equipment on the market as well as legacy models. EMS technicians attend continuing education to stay up-to-date and relevant in the industry.

What makes them special: EMS has extensive industry experience, understands the needs of ophthalmologists, optometrists and other eye care professionals and serves to make sure they provide the right eye care equipment for your business. The mission at Enhanced Medical Services is to provide quality, pre-owned equipment to the eye care industry. They offer affordable, refurbished machines that come with a product warranty.

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

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COMPREHENSIVE SECTIONS

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HIGHLIGHTED EVENTS AND PROMOTIONS

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OUR NEW VENDORS

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NEW VENDOR HIGHLIGHT: Eyemaginations (877) 321-5481 www.eyemaginations.com Contact: Products:

Tony Ingenito, Nat’l Sales Director

3D Patient Education Software

tony@eyemaginations.com

Additional Info: Dr. Steven F. Sopher founded Eyemaginations, Inc. in 1999 with a single

Vision West Discount: Up to 10%

vision: enhance the total patient experience. An eye care professional with over 30 years of experience, Dr. Sopher understands the importance of educating patients. Eyemaginations brings qualified industry and medical expertise together with state-of-the-art creative services—in full color, high motion 3D animation. The days of using posters, plastic models and brochures to communicate are fading as the power of today’s technology is being phased into practical applications everywhere. Eyemaginations can bring the benefits of a multi-media approach into every aspect of the practice for a completely enhanced patient experience.

What makes them special: LUMA is a marketing and educational software tool built by doctors for doctors that enables you to quickly and effectively explain products and procedures, educate and entertain patients, and eliminate the repetition of routine information that depletes valuable staff time. For use in your exam lane, dispensary, and patient waiting areas.

NEW VENDOR HIGHLIGHT: Optical Connection Inc (888) 443-4933 www.opticonnection.com Contact: Ana Alvarez aalvarez@opticonnection.com Vision West Discount: VWI Pricing Products: BioCurve Advanced Aspheric & Daily Soft Contact Lenses Additional Info: Optical Connection Inc is a 100% owned subsidiary of St. Shine Optical Co Ltd, the fifth largest contact lens manufacturer in the world. Their mission is to benefit the patient by supporting the independent eye care practitioner. Their brand is not sold by mass merchandisers or internet sales. In June 2010, they acquired the BioCurve Advanced Aspheric & Daily Soft Contact Lenses from American Contact Lens/BioCurve and now distribute this product out of their San Diego, CA facility.

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VENDOR AND industry UPDATES

CLEARVISION Optical Company On top of all this, our Sales Consultants have Scratch & Win tickets for special savings and offers on future orders, plus a chance to win an Apple® iPad™ in our weekly drawing!

New Imagery Online Ordering ClearVision is happy to introduce online ordering! Now you can order our hottest frames right from your computer. To try out online ordering, just go to www.cvoptical.com and click on the red online ordering button in the top right corner of the page.

2011 Suns Pre-Sell Save up to 20% off next year’s sunwear when you pre-order from ClearVision now. Our 2011 Sunwear Catalog features 30 entirely new styles from names like BCBGMAXAZRIA, Ellen Tracy, Cole Haan, IZOD, IZOD PerformX and Jessica McClintock.

Deal-o-rama Now through year’s end, ClearVision is giving special discounts and offers with our new Deal-o-rama program! With Deal-o-rama, customers can get discounts on top brands, special savings on specialty fit collections and up to 20% off next year’s sunwear. In addition, customers who qualify for Co-op can use the funds in their accounts in new ways. We’re even offering amazing gift baskets for qualifying re-orders.

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Great new model imagery is available from ClearVision for our popular Junction City brand. Here’s a look at the Glacier Park, a brand new acetate frame that is sure to be a hit with your customers.

Merchandising Mondays Beginning January 2011, ClearVision Optical will introduce an exciting weekly Facebook event, called Merchandising Mondays.

Every Monday, our Facebook page will become a destination for insight and inspiration on the topic of Visual Merchandising. Be sure to join us on Merchandising Mondays in 2011 when you can show off your practice’s displays, P.O.P and window treatments; engage in discussions on the latest trends in visual merchandising; ask for suggestions and inspiration for your practice’s visual merchandising; and see exciting display ideas from businesses and retailers from beyond the world or eyecare. Until then, be sure to “Like” us on Facebook and see what’s new and exciting at ClearVision.

For More Information Contact: Ask your ClearVision Sales Consultant or call 800.645.3733.

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VENDOR AND industry UPDATES

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ESE ESE’S DIVA EYEWEAR ADDS SWAROVSKI CRYSTAL STYLES Eastern States Eyewear has added four new optical models into its Diva Eyewear collection.

Known for its bold, elegant styling, each of Diva’s four new models possess a heavy dose of Swarovski Crystals in a variety of sizes, shapes, and colors. As always, the collection features beautifully cut temples and flowing lines.

The Diva 5320 features a delicately cut temple in a diamond shaped design enhanced by a bevy Swarovski crystals in square, diamond, and circular shapes. In addition, the new collection has also combined a mix of classic shapes with some retro influences. For example, the Diva 5313 features a layered cat eye design that, similar to the 5320, is enhanced by an exotic mixture of stones.

“Our goal with Diva Eyewear is to provide women with a dressy, elegant look for all occasions,” explained Paul Shyer, ESE President. “This release provides the perfect mix of shapes and treatments.”

The new Collection is priced to dispensers from $119 to $129.

l’amy - Columbia launches industry’s first interchangeable temple system COLUMBIA EYEWEAR LAUNCHES PROPRIETARY New for 2011, Columbia Eyewear introduces the industry’s first, interchangeable temple system, designed with function, not fashion, in mind. Columbia Eyewear, is the only outdoorsport brand, to feature temples that take the wearer from casual, everyday pursuits, to the mountain top (or other aggressive outdoor activity), and back again.

THE ONE CLICK TRICK 8 new models, sold in a kit, feature this proprietary, and very easy to operate, interchangeable temple mechanism.

Simply click, pull and click; the work-day frame becomes snow goggle, and helmet compatible. Each frame comes with two, different temple sets. One “city” temple set is perfectly suited for tamer, day-to-day activity, such as the urban commute. The second “sport” temple set fits comfortably under any helmet, head gear, or large goggles.

“Our concept is very unique,” says Worldwide Brand Manager, Connie Reiss, “in that all other interchangeable temple frames on the market are designed to simply provide the wearer with multiple color, design, or fashionable choices. Ours is different. We know the Columbia core consumer spends more time deciding what outdoor adventure to pursue next, and little, or no time deciding what color or pattern to wear.

PRODUCT EXTRACT Prescott C02 (one of 8 new models, each model featuring 2 sets of temples). Wholesale Price: $99.99 For More Information Contact: Connie Reiss (203) 761-0611 x243 Connie.Reiss@lamyamerica.com Mark Beutel (203) 761-0611 x244 Mark.Beutel@lamyamerica.com

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VENDOR AND industry UPDATES

Morel – KOALI CACTUS The Living World also offers protection!

The living world also offers protection! Inspired by

The wraparound and glamour

the world of nature, Koali offers genuine, high-quality sunglass

shape also appears in the fronts

collections that stand out from designer brands through their

where the “forked” endpiece -

organic design feel.

present on one acetate version

Quality: a collection of models in handcrafted acetate or stainless steel with careful finishing and details, all with an excellent fit, and designed for maximum comfort. Produced in base 6, they can be

and one stainless steel version – creates a feeling of lightness and elegance.

fitted with prescription lenses and have a “Stop Hinge” to prevent

Colchique Sun: the frame provides exciting volume and plays on

deterioration of the lens and its inside anti-reflective coating at the

visual contrasts. Boldly defined acetate fronts and slim tri-injection

temple contact point.

temples create stylized floral decorative elements depicting the Protection: All models are fitted with excellent glamour-look graduated CR39 or polycarbonate

crocus flower at the endpiece. A refined and precise design, in which the curving shapes depicting the petals interlink in merging autumnal colors: black, red, plum, etc.

category 3 lenses, finished with an inside anti-reflective coating for visual comfort. All lenses are 100% UV CAT3.

Design: A 2011 collection that is chic and elegant without being

For More Information Contact: Dawn Cobianchi / MOREL www.morel-france.com dc@morel-eyewearusa.com

ostentatious, appealing to women who want to wear sunglasses that are a little bit different and stand out from designer brands.

Four concepts are available that harmonize perfectly with the prescription collection.

Ivy Sun: repeats the sleek look of the best selling prescription version, with a wide stainless steel temple. Six stainless steel strands are interlaced and joined at the endpiece to form an ornamental and discreet temple, resulting in visual perfection. The interlaced pattern of the temple continues seamlessly onto a glamour-look acetate front in black, white and tortoiseshell.

Vanille Sun: concept consists of high-shape, seventies style products, with elegant temples combining decorative and transparent elements… the whole frame being complemented with a stainless steel endpiece assembly in the shape of a Vanilla flower.

Cactus Sun: shapes have been worked to achieve lightness and discreet elegance. Stainless steel temples repeat the Cactus theme with the curved shape of the cactus leaf worked in 3 dimensions.

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VENDOR AND industry UPDATES

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safilo group usa

GUCCI PRESENTS NEW LEATHER SUNGLASSES Gucci introduces two new sophisticated sunglasses destined to become timeless accessories. Fusing tradition and innovation, this Gucci style revisits the ‘70s aviator shapes with square and drop-shaped models for a new bold look: the frames are covered in leather, with a double bridge and thin temple arms embellished with a metal logo-plaque. The chromatic palette for the two models (GG1943/S and GG2887/S) ranges from natural shades, such as tan and chocolate, to classic colors, such as blue and black. The new Gucci Eyewear collection, characterized by elegant and refined shapes, perfectly balances design and practicality, while boasting impeccable quality and iconic details that have always distinguished the House’s accessories.

We are pleased to announce a comprehensive, illustrated history of the School of Optometry at Berkeley. Four years in the making, Berkeley Optometry—A History offers a lively and revealing look into the origins and evolution of a world-class institution, while featuring alumni and faculty who are among the visionaries and leaders in optometry and vision science, both past and present.

“The book is extremely well written in a style that keeps the reader’s full attention.

It is one of those books that you can't quit reading because it is so well done and so meaningful.“ [Lesley Walls, OD, MD, DOS] “John Fiorillo's chronicle of the School ... is in turn magisterial, exhaustive, encyclopedic and candid.... it paints an absorbing picture of an optometric educational powerhouse coming of age....” [Gerald Westheimer, OD, PhD, FAAO] “This has to be one of the most comprehensive, and entertaining, histories of a modern health science program assembled to date.” [Richard Hill, OD, PhD, FAAO] Available November 2010. Hardcover, dust jacket, 768pp, 349 photographs, endnotes, index; ISBN: 978-0-9826702-0-0 Contact: Tammy Spath, 302 Minor Hall, School of Optometry, University of California, Berkeley, CA 94720-2020 Web: optometry.berkeley.edu/historybook.html Email: optodev@berkeley.edu Tel: 510-642-2643

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My Life:

I’m a Shop-a-holic fashionista.

My Lenses:

Photochromic, because I’m in and out all day.

My Lens Options:

An anti-reflective treatment.

My Frames:

EyeglassGuide.com got me started and my optician did the rest.

My Look:

Designer, Vintage inspired.

EyeGlassGuide.com Turning eyeglasses into My Glasses Visit ecp.eyeglassesguide.com to create a link to eyeglassguide.com on your own website! rp.vw.newsletter.pdf

8/20/09

3:25:41 PM

™

Brought to you by

Transitions and the swirl are registered trademarks and Turning eyeglasses into my glasses is a trademark of Transitions Optical, Inc. ©2010 Transitions Optical, Inc. Photochromic performance is influenced by temperature, UV exposure, and lens material. to_20135_egg_wine_halfpg.indd 1

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opticenter.indd

10% Discount for Vision West Members

Online Services for Eyecare Providers

More Efficient Claim Filing Is Just a Click Away With VisionWeb, claim acceptance improves, reimbursement time decreases, and you get everything you need to manage electronic insurance processing:

• Claim submission and tracking • Patient eligibility verification • Secondary claim processing • Claim uploading from practice management systems • Electronic remittance advice (ERA) for FREE

When you incorporate VisionWeb in your practice, you gain better control of this vital part of your business. And because we only serve the eyecare industry, we understand the unique insurance needs of today’s eyecare practice.

Make the Switch!

VisionWeb is your affordable, comprehensive insurance solution.

If you don’t have an electronic claim filing solution, or if you do and want to know if you are getting the best price, then now is the time to call us.

Contact an Enrollment Consultant at (800) 590–0873 today.

www.visionweb.com

© 2010 VisionWeb, Inc. All rights reserved. VisionWeb is a service mark, and “Streamline.Simplify.Succeed.” is a trademark of VisionWeb, Inc. All other logos and trademarks are property of their respective owners.

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3/31/2010 10:37:37 AM

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Opticenter vendor wordsearch + hindsightz

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fall word search

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“Boldly going where optical fashion should have never gone!�

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EVENT CALENDAR Friday December 10 – Saturday December 11, 2010 West Coast Optometric Glaucoma Symposium St. Regis Monarch Beach Dana Point, CA Register Online: www.revoptom.com/2010WCOGS Saturday January 8 – Tuesday January 11, 2011 22nd Annual Berkeley Practicum DoubleTree Hotel Berkeley Marina, Ca Wednesday January 12, 2011 Connecticut Association of Optometrists Annual Meeting Rocky Hill Marriott Rocky Hill, CT

p23 Thursday February 25 & Friday 26, 2011 Maine Optometric Association February “CE & SKI” Conference Grand Summit Hotel- Sugarloaf Carrabassett Valley, ME

Tuesday, January 18, 2011 Sacramento Valley Optometric Society General Meeting Radisson Hotel Sacramento, CA Friday February 4, 2011 New York State Optometric Association CE Meeting – Electronic Health Records High Peaks Resort Lake Placid, New York

Sunday March 6, 2011 Sacramento Valley Optometric Society 24th Annual Ocular Symposium Marriott Sacramento Rancho Cordova Hotel Rancho Cordova, CA

Friday February 11 – Sunday February 13, 2011 San Diego County Optometric Society The First Annual San Diego Specialty Contact Lens Symposium Hilton San Diego Bay Front Hotel San Diego, CA

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

Outside California:

Southern California:

Northern California:

For State Associations and Groups

Customer Service Dept.

800.640.9485 Linda Butler 916.354.0232

Gayle Eisenberg 951.308.9243

Laura Dorris 800.640.9485, x.156

Have an idea to make Opticenter better?

Opticenter is a quarterly publication written, produced and distributed THE VOICE OF VISION WES T

by Vision West, Inc. Please send us your comments and suggestions at feedback@vweye.com.

THE VOICE OF VISION WES T

1927 Avenida Plaza Real Oceanside, CA 92056-6024

Technology and

John Lucas

Communications Manager

john@vweye.com

and Managing Editor:

1.800.640.9485

Design and Production:

Hatfield Innovative Studios

www.vweye.com hatfield@hatfieldis.com 858.336.8590 www.hatfieldis.com

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Pre-sort std u.s. postage paid permit #236 92056

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.

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