OptiCenter - The Voice of Vision West - Spring 2013 by Vision West

THE VOICE OF VISION WES T Spring / 2013

www.vweye.com

IN THIS ISSUE: FROM THE PRESIDENT’S DESK: Vision West - 25th Year Anniversary

THE VOICE OF VISION WES T

2013 Coding Changes in Eye Care by Charles B. Brownlow, OD, FAAO

PRINTED IN USA

1-Hour Quick Bites Office Promotional Material with Dr. Dubick

Web Marketing Return on Investment: Easier than You Think

by Michael Porat COO, EyeCarePro

PLUS INDUSTRY NEWS!

VISION WEST IS CELEBRATING 25 YEARS!

In honor of our 25th anniversary, we want to thank our loyal members. Beginning February 25th and continuing on the 25th of each month for the remainder of the year, Vision West will randomly select one account* and provide lunch for your entire staff. Our winners will be contacted on the 25th of each month and your assigned representative will coordinate a free lunch for your office. We will post our winners on our Facebook page. Please â&#x20AC;&#x2DC;Like Usâ&#x20AC;&#x2122; on Facebook to follow along. This is just a small thank you for helping us reach this great milestone.

*Account must have billings of at least $2,500 in the prior month of selection.

FROM THE PRESIDENT’S DESK:

Vision West - 25th Year Anniversary A little history to take you back to our beginning…

Vision West purchased a small ‘buying group’ from the

What did California Optometry look like in 1988? If

San Diego County Optometric Society (the Tops Buying

you were not in Optometry School, not yet in College

Program), the note was paid over many years – working

or even in High School, your profession was still in

for the good of the profession, everyone was on the

dire need of a Therapeutic Bill allowing Optometrists

same page therefore we need to be a success. Many

to serve the public at the level of their training. Other

loyal COA members joined Vision West, the same

State Legislative Bodies were passing such Legislation,

members remain at the core of Vision West – continuing

however the California Optometric Association (COA)

to allow Vision West to supplement the annual budget

had not introduced any Scope of Practice Bill since the

of the COA. Every dollar spent on optical products and

implementation of the Diagnostic Pharmaceutical Bill in

services used in the office of a Vision West member

the mid 1970’s.

helps support the ongoing needs of the COA.

The COA Board of Trustees knew the California

To date, Vision West supports not only the California

Legislature was not like any other State Legislative

Optometric Association, the Colorado Optometric

Body in the US. However, regardless of the nature of

Association, Florida Optometric Association, New

the California Legislature – one fact remained clear,

York State Optometric Association, Vermont Optometric

passing a Scope of Practice Bill in CA, a TPA bill

Association, Connecticut Association of Optometrists,

would require funding.

Maine Optometric Association, College of Vision

Additionally, a grass-roots information campaign by the COA membership to inform the members of the CA Assembly and the CA Senate that Optometrists possessed the necessary training and expertise to practice at the level of their training. The campaigns, conducted by others in the health professions community, stating that the citizens of CA would be at real risk should Optometrists be allowed to practice at the level

Development and our newest group, Optometry Association of Louisiana. All receive Non-Dues Revenue from Vision West. The total Non-Dues Revenue returned to the profession of Optometry by Vision West now approaches $8.5M over the past 25 years! Thank you to our loyal members, our supportive vendors and business partners who have helped us reach this milestone of celebrating 25 years strong!

of their training. Such statements have never been proven to be true…in fact the exact opposite has been the real truth. Regardless, the real question…how could the COA financially afford to bring to the table the type of finances necessary to maintain the consistent lobbying efforts required to push back against these campaigns of misinformation? Certainly, a dues increase was in order, then came the idea of forming a For-Profit C Corporation, whose Board would be elected once a year by an Administrative Body (the COA Board of Trustees) would run the day-to-day operations of the company. To the point that this entity could help with the costs and offset some of the general line item expenses of running the Non-Profit Trade Association (the COA), the formation of Vision West became a reality. When Vision West agreed to pay to advertise in the CO Magazine for the first time, the dream became a reality. Those early advertising dollars helped reduce the general expenses of the COA, while inviting ODs to join Vision West and purchase their materials through the company.

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

Your patients know their choices. Do you? Get ready to discuss the various choices of Transitions® lenses with your patients.

Transitions® VI lenses Transitions® XTRActive® lenses Transitions® Vantage™ lenses Transitions® Drivewear® sun lenses

Your patients are being introduced to their many choices within the Transitions Optical family of products through advertising and our Official Sponsor of Sightseeing™ initiatives. It’s more important than ever that you get to know these choices and be ready to recommend the right Transitions lenses for them, because patient satisfaction starts with confidently recommending the product that best fits each patient’s lifestyle.

Get started at Transitions.com/products Transitions and the swirl and XTRActive are registered trademarks and Transitions Adaptive Lenses, The Official Sponsor of Sightseeing and Vantage are trademarks of Transitions Optical, Inc. ©2013 Transitions Optical, Inc. Photochromic performance is influenced by temperature, UV exposure and lens material. Drivewear is a registered trademark of Younger Mfg. Co.

$AVE MONEY WITH OUR

PREMIUM VENDOR$ Are you aware that Vision West members can save even more money 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:

Members receive a 10% discount on all lines. Members that purchase $9,000 for the year earn a 3% rebate.

Members receive up to an 18% discount, depending on the line. Members that purchase $10,000 (excludes empower! Frames) for the year and maintain a return rate less than 20% earn a 3% rebate.

Members receive up to a 15% discount, depending on the line. Members that purchase $10,000 for the year and maintain a return rate less than 20% earn a 10% rebate. Also, new REM customers will receive an additional 10% credit on their first order. Special deferred billing program for Vision West Members:

Members receive a 10 - 20% discount, depending on the line. Members that purchase at least $3,000 per quarter earn an additional 10% discount.

Members receive a 10 - 20% discount, depending on the line. Members that purchase $8,500 for the year and maintain a return rate less than 33% earn a 5% rebate as a merchandise credit to account for future ClearVision purchases (in lieu of Co-op). Also, new ClearVision customers will receive up to 50% discount on their opening order (call for minimum requirements).

• Net 60 billing with $600 minimum purchase • 30/60/90 split billing with $1200 minimum purchase • 60/90/120 split billing with $2400 minimum purchase

Members receive a 10% discount on all lines. Members that meet growth targets and maintain a return rate less than 20% for the year, earn rebates from 1 - 5% based on below:

Members receive a 10 - 20% discount, depending on the line. Members that purchase at least $1,500 per quarter earn an additional 10% discount.

• 10% growth, rebate 1% • 15% growth, rebate 2% • 20% growth, rebate 3% • 25% growth, rebate 5%

Members receive up to a 30% discount, depending on the line. Members that meet purchase & growth targets and maintain a return rate less than 20% earn rebates from 2% to 9% based on below:

Members receive a 10% discount on all lines. Members that purchase more than $10,000 for the year and maintain a return rate less than 20% earn a 5% rebate. 1

• Purchases $5,000 - $9,999, growth 20%, rebate 2% • Purchases $10,000 - $49,999, growth 15 - 20%, rebate 3 - 6% • Purchases $50,000 and up, growth 7-10%, rebate 3 - 9%

Members receive a 5 - 20% discount, depending on the line. Members that purchase $5,000 for the year, grow at least 20% over the prior year and maintain a return rate less than 20% earn a 5% rebate.

Members receive up to a 20% discount, depending on the line. Members that purchase $1,500 per quarter earn a 5% rebate. Members earn an additional year-end rebate of 2.5% if annual purchases meet or exceed $10,000. Total potential annual rebate of 7.5%. Special new account incentives and extended billing terms available to Vision West members Vendor product and discount information subject to change without prior notice. WX149_RecCatalog_12.indd 1

2009 EYEWEAR Members receive a 10% discount on all lines. Members that purchase six or more Wiley X frames at a time will receive 30/60/90 billing. This is an exclusive split-billing program only offered for Vision West members!

WHERE PROTECTION

The preferred AND FASHION COLLIDE

buying group for independent eye care providers. 12/23/08 11:23:39 AM

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

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

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

1Q-HOUR uickBites 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: Office Promotional Material

Fred H. Dubick, OD, MBA, FAAO

In a few of our recent columns we talked about first impressions of your physical office such as the exterior, the waiting room and overall appearance of the office. Now we are going to hone in on the different types of sales and promotional materials that are in the office. If your office has an exterior sign, it should be bright, clean, well serviced and appropriate for the neighborhood. If it is co-branded with your buying group or a major vendor, be sure that the logos or images are current. Stand outside the office and take a serious look at the door and windows. • The ECP’s names should be listed appropriately. • The hours posted correctly. • There should be afterhours emergency contact information easily available. • The myriad of decals and stickers from the alarm company, credit card companies, vision plans accepted, major vendors, etc. should be up to date and professional in appearance. • The frame line(s) highlighted with the marketing materials provided by the company should be current and eye catching.

In the optical boutique take a hard look at all the materials that are there in addition to the frames. • Use the point of purchase materials provided judiciously to draw attention to the frames. • Be consistent if possible from category and frame line in size and appearance to present a crisp cohesive appearance. • Put all the leaflets, pamphlets and other printed promotional material in racks on the wall or placed within easy reach neatly so that patients can access them while they are waiting. • If there are posters on the wall, put them in inexpensive frames, change them often and never tack them to the wall like your teenagers hang things in their rooms at home. All of these promotional materials are designed to highlight the brands and reinforce the essence of the frame lines to differentiate them. They must be well presented, stylish, neat, clean, not cheaply done and be an overall positive and not appear as cluttered.

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

OUR CUSTOMER SERVICE SPECIALISTS ARE HERE FOR YOU! LET US HELP YOU WITH YOUR BUSINESS NEEDS. CALL US TODAY!

www.vweye.com | 800.640.9485

2013 Coding Changes in Eye Care Charles B. Brownlow, OD, FAAO PMI, LLC | www.pmi-eyes.com All health care providers must be familiar with the two key references in health care; Current Procedural Terminology (CPT© American Medical Association), and International Classification of Diseases, 9th Edition. The AMA CPT and ICD-9 are the ONLY coding references for diagnosis codes, visits, and procedures that are accepted by Medicare and Medicaid and the only coding references required by HIPAA. The first step in committing all doctors in your practice to accurate medical records and coding for next year is to be sure that you have the 2013 edition of CPT. To make accurate choices of procedure codes you must have the current Current Procedural Terminology and it must be the official AMA CPT. Other publishers’ “versions” of CPT are available, but they may distort the true definitions and should not be depended upon for accuracy. In daily use in your practice and definitely during an audit, AMA’s CPT is what you need. AMA CPT is available to AOA members at AMA members’ prices through the AOA Order Department, 1-800-262-2210.

Note: Use the CPT Category 3 code, 0198T, to report ocular blood flow measurements Another code, 92070—Fitting of contact lens for treatment of disease, including supply of lens, was deleted and replaced with two new codes, 92071—Fitting of contact lens for treatment of ocular surface disease (also used for bandage CL), considered to be unilateral, and 92072—Fitting of contact lens for management of keratoconus, initial fitting, considered to be bilateral. Note: According to CPT Assistant (© AMA) “report supply of lens separately with 99070 or appropriate supply code” e.g. HCPCS code

2013 Several codes had language changes for 2013, though the numbers stayed the same. For your reference, we’ve put the new or additional wording in bold italics and have used strike through for deleted language: • 92015, Determination of refractive state (For instrument based ocular screening, use 99174) • 92132, Scanning computerized ophthalmic diagnostic imaging, anterior segment, with interpretation and report, unilateral or bilateral. For specular microscopy and endothelial cell analysis, use 92286 • 92286, Anterior segment photography imaging, with specular microscopy and endothelial cell count analysis • Changes in definitions for 92002, 92012, 92004, 92014 include, “Interpretation and report by the physician or other qualified health care professional is an integral part of special ophthalmological services where indicated…”, and “(For distinguishing between new and established patients, see Evaluation and Management guidelines)” Note: those guidelines are found at the front of the CPT manual

The following is a summary of key changes in 2011, 2012 and 2013 editions of CPT:

2011 92135–retinal imaging, ‘unilateral’, was deleted and replaced by three new codes, each classified ‘unilateral/bilateral’:

• In the section “Spectacle Services (Including Prosthesis for Aphakia)”, “When provided by the physician, fitting of spectacles is separate service when provided by the physician and is reported as indicated by 92340-92371…Presence of the physician or other qualified health care professional is not required.”

92132--Anterior segment imaging

92133--Imaging, Optic Nerve

• Ophthalmic Surgery Code Changes, 2013 Note: Some of these codes may not be common in optometric practice, and are provided in the interest of complete reporting

92134--Imaging, Retina

Note: Medicare’s reimbursement for the each of the new codes is nearly identical for both eyes to previous reimbursement for 92135 for one eye! It is acceptable to bill the same, whether the test is done on one eye or both (per recent CPT Assistant © AM A update). No modifier is required, since there will not be any adjustment to reimbursement, up or down. CPT added two codes used primarily by physicians taking fundus photos of patients with systemic diabetes and sending them to a remote ‘reading center’ to analyze the presence or progression of retinal disease.

92227–Remote imaging for the detection of retinal disease… unilateral or bilateral

Note: (Do not report 92227 in conjunction with 92002-92014, 92133, 92134, 92250, 92228 or with the evaluation and management of the single organ system, the eye, 99201-99350)

92228–Remote imaging for monitoring and management of active retinal disease…unilateral or bilateral

Note: (Do not report 92228 in conjunction with 92002-92014, 92133, 92134, 92250, 92227 or with the evaluation and management of the single organ system, the eye, 99201-99350)

2012 CPT deleted two eye care codes in 2012 after surveying providers and finding few, if any, physicians actually doing either of the procedures. They are 92120—Tonography, and 92130–Tonography with water provocation.

65805, Deleted, replaced with…

65800, Paracentesis of anterior chamber of eye (separate procedure); with removal of aqueous, and in the definition of the code… 67810, Incisional biopsy of eyelid skin including lid margin, “(for biopsy of skin of the eyelid, see 11100, 11101, 11310, 11313)” Note: No Changes in International Classification of Diseases for 2013 or 2014! It is also important to note that there are no changes in ICD-9 codes for 2013, nor will there be any in 2014. The next change in diagnosis coding will be the big one, when ICD-10 becomes the ‘law of the land’ on October 1, 2014. In-Office Preparation for Medical Record Keeping and Coding, 2013 All doctors and key staff should read the 2013 CPT definitions for your practice’s 20-30 most commonly billed services. Clear and thorough knowledge of CPT coding for 2013 is only possible if you have the 2013 AMA CPT. The only way to avoid embarrassment and expensive audit issues is to use each CPT code only if the medical record content of the visit or procedure matches the definition for the code!

Questions? Please refer to my website, www.pmi-eyes.com for assistance with medical records challenges, or contact me directly, brownlowod@aol.com.

CONTINUING EDUCATION

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VISION WEST PREMIUM VENDOR EXCLUSIVE

WITH

MEMBERS RE CEIVE A

10% DISCOUNT

ON ALL Wil ey X LINES.

PLUS MEMBERS

that purchase

6 OR MORE

W i l e y X frames at a

time can cho ose from Vision West M ember

30/60/90 BILLING!

The order ca n be split into three separate bill p ayments, 1/3 due at 30 days, 1/3 at 60 & 1/3 at 90 an exclusive membership offer. www.vweye.c om 800.640.9 485

WEB MARKETING RETURN ON INVESTMENT:

Easier than You Think by Michael Porat COO, EyeCarePro Understanding “Return on Investment” may be one of those “secrets” to being a successful practice. It applies to all areas of your practice and determines at the end of each week, month and year, whether you have made any money from all of your equipment, products, services, staff, time and effort. One of the great applications of this idea is in your marketing and advertising budget and here we will focus specifically on web marketing. Return on Investment or ROI is the money you receive back from an activity or something you spend money on. There are two numbers in a ROI calculation – COST or the money you spent (purchase) or are spending (lease, rent or subscription), and REVENUE or the amount of money you make from that cost. The equation for ROI looks like this

REVENUE = ROI COST If you lease equipment for $1000 per month and as a result have a new service that earns you $2500 per month, we would say you have a 2.5 times ROI. Different activities have different ROI expectations. Web marketing is quickly becoming one of the leading activities for attracting new patients and marketing your practice. Did you know that: • Time browsing the Internet has now surpassed the amount of time Americans watch TV? • Internet activity is actually greater for the age group 40 to 49 than the age group 11 to 16? • 30% of website traffic is now accessed through mobile phones and devices? These figures are changing rapidly each month and having a strong credentialing presence online is like having another person on staff. They are working for you 24/7 attracting all of those customers trying to find your services via a search engine. How do you make the most of this rapidly growing trend to ensure your practice is not left behind? In Internet marketing, you have assets such as your web site, Facebook page, Google + page and email addresses. If you are managing this effort yourself, perhaps a staff member is spending 15 hours per month at $15 per hour to maintain these assets and keep them up to date. You are also paying $60 per month for hosting services. In total, these online marketing services are costing you about $285. That’s the cost side. To calculate “return”, ask new patients coming in for an appointment, how they arrived at your practice. At the end of the month count the number who indicated they received your information from one of your web assets. We use a handy rule of thumb that each new customer is worth $300. Multiply the number of new patients from your web assets (let’s say 7) by $300 and your revenue from that activity is $2100. To

calculate the ROI divide $2100 (your revenue) by $285 (your cost) and that gives you a little more than a 7 times return. For web marketing a 5 Product_Summary-SalesSheet-v7-VW.indd 1 to 7 times return on your investment is great although with experience and effort, this can be fifteen to twenty times return.

To maximize the return from your online marketing, here are a few tips: • Go social! – While your website is about information, your Facebook page needs to be about your heart, emotions and the culture of your office. It can be fun, warm, happy, positive, interesting, colorful, loud and any other words that describe your character. Post at least twice weekly for maximum reach and make sure all of your staff “like” your Facebook page as a starter. Don’t talk about disease or sales. This is about being social. Make sure if someone shares your post or comments on it, you give an immediate response. • Campaigns – Create campaigns. These are ways of organizing an idea you want to get across like “Protect Your Eyes” month or “Back to School” and these help you tell a story and engage your customers over time. For added benefit, have the same story or focus on your Facebook page as your website. • Your Website is Your Online Face – Take a moment to review your website and ask yourself, “Is this my ‘face’”? What kind of a ‘face’ is it? Make sure your website is chocked full of great pictures of you, your staff and your office. The pictures should be inviting and warm. Have pictures of you and your staff at work doing the things you do. This gives your potential customers a peek into your office and can be very inviting. • Google+ – While Google+ has not become the new Facebook as wished by Google, it is a very important part of the search process right now. If you look at your competitors, they are probably not using this resource and this could be an online competitive edge for your practice. Claim your page. Add photos and most of all start to ask your patients to comment on their experience by writing a review here. These reviews become part of the search process and can really advance your search results. • Be mobile friendly – Many people today use Smartphones to shop, search and communicate. In a recent EyeCarePro study, 22% of all searches to our optometric sites were from a mobile device. That’s a large audience and you need to be prepared to serve them.

Small adjustments can bring you greater and greater traffic to your web assets and even more importantly, greater patients to your office. You will never know this though unless you are tracking your data and the ROI received from these efforts. For a free assessment of your online presence or a competitive market analysis, write me at michael@eyecarepro.net. I will be asking you about your ROI.

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and building on relationships with e a powerful, attractive and effective EyeCarePro helps Optometric Practices grow by attracting new patients social media, and building on relationships with existing patients.Solutions begin with search engine optimiz saleswith growth initiatives. a powerful, attractive and effective online presence and and continue social media, search engine optimization, traditional offline marketing and sales growth initiatives.

Contact Information: Michael Porat 347.618.0784 Product_Summary-SalesSheet-v7-VW.indd michael@eyecarepro.net www.eyecarepro.net

Vision West Discount: v7—2012-12-21 Product_Summary-SalesSheet-v7-VW.indd 1 5% 1

Products: ODSite (websites); ODLite (websites + web marketing); ODLingo (websites + web marketing + web strategy); Custom Website Design & Concierge Web Support Services

Services: 12-12-21 4:24 PM EyeCarePro provides a host of services ranging from affordable websites, custom design websites, web marketing, web strategy & support services

NEW VENDORS

GPN

Contact Information: Jay Binkowitz 800.476.3316 jay@gatewaypn.com www.gatewaypn.com

The EDGE 2.5 is a unique business solution that provides web based information in the form of graphics, charts and visuals. Transform complex, difficult to understand data from your practice management system to easily understand reports that measure and track your business. This information is imperative to support the impact of your business decisions. Now is the time to utilize The Edge 2.5 proprietary reports to monitor patient flow and product/service sell through. Discover the origin of your patient traffic via managed care plans. Pinpoint areas of concern and or positive/negative trends. Make smart choices for supplier alignment and leverage your marketing campaigns to support your goals. Call GPN today to see how The

Products: The Edge 2.5 Benchmarking & Profitability Software Vision West Discount: Vision West Special Pricing $79.00/month (plus a one-time low installation charge) Services: GPN’s “The Edge 2.5” is the only web based benchmark and tracking system to help you identify areas of weakness by giving you the tools to evaluate staff, products, pricing, vision care plans, and professional productivity.

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NATIONAL SEMINARS

National Seminars Training (star12®) provides an on-line training solution with unlimited access to over 1000 online training tools. Vision West members can learn new computer programs, develop leadership skills, become more productive and efficient with new business management and organizational skills. The All-Access Digital Training Pass offers business owners, managers, and staff an easy and convenient way to learn anywhere with an internet connection. What’s even better is that you can train your entire staff for one low price! Your Vision West purchase price of only $49.00/yr. allows you to share these courses with as many people as you like! Login to your Vision West account - go to the Resource page – click on National Seminars Training link then click on GET PASS to sign-up today!

Contact Information: Ed Nickel 913.722.8413 ernickel@natsem.com www.nationalseminarstraining.com Products: On-Line Business Learning Library with over 1000 On-Demand Webinars Vision West Discount: Annual membership only $49.00! FREE to Diamond & Platinum Vision West members!

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VENDOR AND INDUSTRY UPDATES

L’AMY

L’AMY AMERICA ANNOUNCES LAUNCH OF COLUMBIA SPORTSWEAR PFG (PERFORMANCE FISHING GEAR) SUNGLASS COLLECTION FEATURING OPTICS FROM CARL ZEISS VISION L’Amy America, a division of global eyewear group TWC-L’Amy, announces the worldwide launch of the Columbia PFG sunglass collection, featuring Zeiss Optics. This high-performance, polarized collection will target the serious salt and fresh-water angler, and be offered for retail sale in both the optical and sport channels. The PFG sunglass collection represents the collaborative insight of the world’s leading sport optical and sunglass experts and they have brought new and exclusive polarized technology to market wrapped in innovative, proprietary frames. “The Columbia PFG line incorporates high-end innovation that translates into superior performance and increased comfort during those long days on the water. Partnering with Zeiss has allowed us to assemble a collection of sunglasses that is consistent with the quality and style that consumers have come to expect from PFG products,” said Joe Boyle, Columbia General Merchandise Manager for Specialty.

The creation of the PFG-Zeiss Optics lens utilizes Zeiss’ patented technologies resulting in the Pro-Shield oleo-hydro permanent, protective barrier. The polycarbonate, polarized lens provides an optically superior visual experience by completely eliminating glare and offering a virtually maintenance-free experience. Michele D’Adamo, Managing Director of Carl Zeiss Vision Italia S.p.A said, “We are excited to partner with Columbia and L’Amy. The result of this collaboration is a high-performance product which combines the know-how and technical skills of three well-established and innovative companies.” The collection features 8 models and 35 skus with 7 different lenses providing a full spectrum of tints and mirrors for all water sport performance. Models range from modern and sleek, to heritage designs. MSRP range: $189.95 - $279.95

LIBERTY SPORT F8 Street Series, the top selling collectible F803 Sports Protective frames series will be previewing two new designs at Vision Expo East. We launched the collection in 2010 with six (6) authentic designs inspired by a fusion of sports performance and street art. Since that time, 4 new additional designs have been integrated into the assortment, rounding out the total to ten (10) available skus. This year we are pleased to launch two new designs that are a little more on trend, edgy, targeted more to teens: RACEWAY (boys) and PEACE AND LOVE (girls). Each street series kit includes a custom case and micro-fiber pouch, both with matching graphic artwork. All designs are available in 3 eye sizes 48, 51 and 53. The new designs can be previewed during Vision Expo East at the Liberty Sport Booth, #1437, and will launch to market in April.

Dry Eye Millions of people suffer from a DRY EYE condition and require a performance sunglass that helps block the elements, including wind, humidity and dry weather. Liberty Sport’s new Dry Eye (DE) back cushion with MagTraxion™ Technology helps to prevent this condition through the features listed below.

VENDOR AND INDUSTRY UPDATES

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MATCH

MATCH EYEWEAR LAUNCHES NEW STYLES FOR THREE COLLECTIONS Match Eyewear is on trend for Spring 2013 with the introduction of new styles for the Adrienne Vittadini, Danny Gokey Eyewear and Helium Paris collections. The five latest models from the Adrienne Vittadini collection embody the hottest runway forecasts with richly textured and gracefully detailed colored metallics in neutrals and pastels, and geometric plastics with vibrantly hued accents and exquisite embellishments. This fresh and distinctive sophistication stays true to the easy elegance and accessible luxury of the Adrienne Vittadini brand. Danny Gokey Eyewear is debuting four new styles that are as contemporary and original as the artist himself. Retro square shapes, colored metals, dynamically textured plastics in marble and tortoise, and cool, subtle details are classic yet fashion forward, and reflect the modern bohemian masculinity that hallmarks the Danny Gokey Eyewear February 2013 Release with a little different edge.’ brand. ‘It’s Country,

Spring 2013 eyewear trends are seamlessly incorporated into the uncommonly chic and bold edge that defines the Helium Paris collection. The season’s essential fashion movements, including refined geometric shaping, intricate metallic textures, thoughtful and preppy accents, and marble and tortoise patterns in warm neutrals and vivid pastels are all embraced in the new looks for the Helium Paris collection. Included in the launch are one unisex, four women’s, three men’s frames. Match Eyewear will feature the recently released styles in 2013 marketing efforts, including the brand images utilized for integrated media campaigns and POP materials. For more information: Call 1-877-88MATCH or visit www.matcheyewear.com.

MOREL

SUN Lightec introduces its first ever sun collection! All models are 100% screwless and weld-free! Frames are produced by folding one piece of sheet metal. Endtips feature injected grey or black rubber inserted into the core with the word “polarized” hollow molded on the inside of the right endtip and “registered design” on the left side. In keeping consistent with the entire Lightec collection, the suns feature Lightec’s exclusive patented springless and screwless Alpha hinge! Lightec sun frames feature polarized CAT 3 lenses. The sun collection currently offers six models which are available in gloss or matte galvanized finishes.

Press Contact: Danielle Mastrangelo dm@morel-eyewearusa.com

500 West Main Street, Wyckoff, NJ 07481

Toll free: 800 526 8838

February 2013 Release

Toll free fax: 888 631 9796

www.morel-france.com

SUN

Lightec introduces its first ever sun collection! All models are 100% screwless and weld-free! Frames are produced by folding one piece of sheet metal. Endtips feature injected grey or black rubber inserted into the core with the

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VENDOR AND INDUSTRY UPDATES

TURA TURA INC. LAUNCHES GEOFFREY BEENE EYEWEAR COLLECTION THIS MONTH Brand will be Highlighted at Vision Expo East Tura Inc., the inventor of fashion eyewear in 1938, is excited to introduce Geoffrey Beene Eyewear this month. The collection will be highlighted at Tura Inc.’s booth at Vision Expo East. The launch consists of 12 men’s and 12 women’s ophthalmic frames. It includes a balanced assortment of plastic, metal, semi-rimless, and combination styles, at a wholesale price of $59.95 US. Initial styles showcase classic and modern shapes with contemporary, jewelry-inspired details and artful, sculptured silhouettes. Competitively priced, Geoffrey Beene Eyewear delivers upscale styling for the budget-conscious consumer. The collection is defined by three main design themes: Signature Simplicity: For the fashion purist, this effortless, timeless, and understated sub-collection is distinguished by modern details with subtle sophistication. Each frame features the vertical four-bar signature that has become a hallmark for Beene’s minimalist styling. Attainable Luxury: For the customer who savors luxurious details, these highly wearable styles, inspired by Geoffrey Beene’s jewelry and his artful use of geometric patterns, feature marble inlays and metal decorative treatments.

Distinctive Individuality: For the fashion-savvy, independent thinker, who values Beene’s couture legacy, this collection offers modern, clean-lined designs that exude confidence. The Tura portfolio includes: Bogner, Brendel, crush, Geoffrey Beene, Humphrey’s, Lulu Guinness, oio, Ted Baker, TITANflex, and Tura. For more information, please visit: www.tura.com

VIVA

CATHERINE DENEUVE LUNETTES PRESENTS NEW PETITE SIZES TO ITS SPRING 2013 EYEWEAR COLLECTION The new Spring 2013 collection from Catherine Deneuve Lunettes features a variety of feminine styles, which reveal an elegant display of subtle logo detailing and embellishments. Within the new collection, a selection of more petite styles, including three ophthalmic and six prescription ready sunglass styles, is now available. With a focus on muted colors, including burgundy, gold and pink, in a mix of modern and classic shapes, the new styles are the ideal accessory for today’s mature woman. CD-317 A stone-enhanced metal trim adorns the handmade acetate temples of models CD-317, CD-318 and CD-319, three key styles from the Spring 2013 collection. Model CD-317’s cat-eye inspired modified oval shaped front in acetate is chic, yet elegant and available in jeweled color tones of brown, burgundy, and purple. Model CD-318 features a semi-rimless metal, while model CD-319 features a full metal front, both in soft rectangle profiles. An elegant Catherine Deneuve Lunettes metal logo plaque decorates the acetate temples of this esteemed trio.

CD-610 Shiny on satin metal trims and stone enhancements decorate the temples of the new sunglasses from the Catherine Deneuve Lunettes 2013 eyewear collection. Model CD-610, a key sunglass style, features a modified oval shaped acetate front in elegant black, muted brown and soft lavender. Designed also for the petite woman in mind, this style remains effervescent in its design elements, including the addition of the Catherine Deneuve logo and glitter accent. All eight styles are available at a dispenser’s price ranging from $39.95 to $45.95 and include a hard case and a cleaning cloth. Merchandising materials include a one-piece highlighter, four-piece counter display, logo plaques and countercards featuring the current campaign image. For more information, please visit www.vivagroup.com.

an exclusive offer only for Vision West members. Effective Immediately — The Vision West agreement has been renewed and enhanced with member benefits in mind. Discount $0 – $999 $1000 – $2499 $2500 – $4999 $5000 and up

Non-Hoya Branded Products

Hoya Branded Products*

4% 18% 23% 28%

4% 25% 30% 34%

* HOYA branded products include the iD and iQ series of lenses, Summit ECP and CD lenses, GP Wide and GP lenses and select AR coatings.

Hoya Honors Program MyStyle InStyle LifeStyle Sunnit iQ iQ SV/FT Summit ECP/CD

Per Pair $20 $15 $12 $10 $4 $4

anti-Reflective Coatings EX3 Super HiVision HiVision + View Protect HiVision

$7 $6 $5 $4

For more information, contact your HOYA Territory Sales Manager or visit www.thehoyafreeformcompany.com

During times of need,

Optometry Cares. A mother takes her eight month old to an optometrist for a no-cost preventive eye assessment. During the visit, the optometrist evaluates the infant for any debilitating eye diseases… In their moment of need, Optometry Cares. A woman and her husband are not seeing like they used to. There’s no insurance and their financial situation cannot cover the cost of an eye exam… In their moment of need, Optometry Cares. An optometrist and his family step out of a hallway closet to find the results of the tornado’s destructive path… In their moment of need, Optometry Cares. Show you care, with a gift to Optometry Cares® - The AOA Foundation.

243 N. Lindbergh Blvd. St. Louis, MO 63141 800-365-2219, ext. 4200 | Direct: 314-983-4200 Fax: 314-991-4101 E-mail: foundation@aoa.org | www.aoafoundation.org

Help More Patients

Get What They Want and Need

With CareCredit

With the CareCredit healthcare credit card, designer frames, upgraded lenses, multiple pairs, and prescription sunglasses are all within reach. By offering CareCredit, you can help patients move beyond price. With flexible monthly payment options, they are able to focus on what you recommend and what they truly desire. “Because of CareCredit, I was able to pick out frames and lenses that I liked the best instead of settling for something I didn’t like nearly as much.” — Melissa, CareCredit Cardholder

Members Save 25%! Adding CareCredit is FREE and Vision West members enjoy an exclusive

25% discount

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

www.carecredit.com/optometry 10629_9x5.5AdV2_062011.indd 1

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OPTICENTER SPRING 2013 WORDSEARCH

F O R E C A S T Y W F O G R T O D P C W N T R T I N V T E B H D R I T H O T E N H E N T S L E A I S H G O N D M R U E U F I R N Z U G N H Y S C P M N A S Z M R Z I U I P E A H O E H D C Z O O L S O N Y S I R U R R I E A M T E L R T T R A E E M M A L R E P I E D H S B U N N A I L T D T F E C O G R O H O N A A D I U E R N O O I A E R U P U C M I A R E O L L L I T S F Q N T I R T H E L D F T N T A S H O W E R O Y Z C Y T I L I B I S I V O E R T E Y T I M O N S O O N O N D L U S C C L O U D S E I R R U L F S H SPRING 2013 WORD SEARCH

Word search using common words associated with Weather.

BAROMETER BLIZZARD CELSIUS CLOUDS COLD CYCLONE DOWNPOUR

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TORNADO TSUNAMI TYPHOON VISIBILITY WINDY

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TO For BEquestions REFORMATED about

Please contact us at the following information

Southern California: Daniel Frutiger 760.637.0599

Outside California: Customer Service Department 800.640.9485 Northern California: Linda Butler 916.354.0232

For State Associations and Groups Laura Dorris 800.640.9485, x.456

AT VISION WEST, IT’S ALL ABOUT YOU — OUR MEMBERS!

THE VOICE OF VISION WES T

HAVE AN IDEA TO MAKE OPTICENTER BETTER? Opticenter is a quarterly publication written, produced

15970 Bernardo Center Dr. San Diego, CA 92127-1828

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and distributed by Inc. The first T HVision E V O I CWest, E OF V ISIO N W E S Tfive members to submit an idea to feedback@vweye.com with their suggestions of how to make OptiCenter better will receive a $5.00 Starbucks card. HAVE A CUP OF COFFEE ON US.

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

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, 2013 and running through December 31, 2013, 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.