Opticenter - The Voice of Vision West - Winter 2015

THE VOICE OF VISION WES T Winter / 2015

www.vweye.com

IN THIS ISSUE:

THE VOICE OF VISION

FROM THE PRESIDENT’S DESK: W E S TChange - What it Means to Our Profession

By Joseph C. Mallinger OD MBA FAAO New CMS Fraud and Abuse Program

By Peter Cass, OD Optometric Business Solutions 1-Hour Quick Bites Invest in your people

By Dr. Dubick So which patient /customer is most important?

AEGA

By Chuck Smith and Tony Milan Aega: playing with color.

The iridescent blue shades of the Morpho Aega,

found on the continent of South America, were th PLUS INDUSTRY NEWS! tion behind Morel’s Aega concept for the Koali co

The Aega is omnipresent in every aspect of the fr grace of the butterfly is expressed in the overall s the contemporary eye shapes, to the delicately th out temple, and a concealed flex-hinge system. A gives this work three dimensions with a twist to re triangular wings of the butterfly which is emphasi a contrasting line as a reminder of Aega’s shape. tones use light to mimic the shades of the tiny gli scales which cover Aega’s wings.

While blue is the color most closely associated w (blue butterflies are male), all the colors are used unrivaled harmonies with radiant hues as well as for brilliant combinations of color.

Aega is available in four stainless steel models (t semi-rimless, two full rimmed) and two models w ble-layered handcrafted acetate fronts.

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

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

Morel - 500 West Main Street, Wyc Toll free : 1 800 526 8838 Fax : 1 www.mo

FROM THE PRESIDENT’S DESK

CHANGE – What it Means to Our Profession For those of you who have read my past articles, you

You the Optometrist of 2014-2015 have a responsibility

may have observed me state – “That the only Constant

to inform your patients, your friends, teachers, golf

I know in life is Change”. I do not know who first

buddies essentially any acquaintance of yours – that the

said this little truism, I do know that when applied to

Optometrist of 2014-2015 is a true Primary Healthcare

everything around me, my family, my profession, the

Provider! Often the first to diagnose – diabetes,

ophthalmic product industry, the current state of medical

high blood pressure, brain tumors and the list goes

insurance in the US and just about anything else you

on as far as those diseases detected by the general

can name consistently undergoes – Change.

medical practioner of today. The Federal Government

You, the Optometrist of 2014-2015 now render

has treated optometrists as physicians since the mid

full medical and visual care to each of the patients seeking your professional advice. For many years, the Schools and Colleges of Optometry taught human anatomy, human physiology, general pathology, ocular pathology, general pharmacology and an entire host

1980’s, yet today there are still medical insurance plans refusing to include ODs on their panel. Even though a recent report out of Congress chastises the insurance industry for ignoring the Harkin Amendment (part of the Affordable Care Act) stating such actions are now

of visual, ocular and general health care diagnostic

against the law.

and treatment methodologies. Yet, a number of State

Change, it will continue, therefore I suggest you be a

Optometry laws did not enable well trained graduates

proponent of Change! Embrace Change; let it work

to treat their patients at the highest levels. Change

for you rather than ignoring or fighting Change! Your

for the better came at both the National and the State

profession, your patients and your stress-level will all

levels when legislatures across the country recognized

thank you for recognizing Change as your best friend!

the need for a different model. Many of our colleagues took the time to educate their legislators about our profession -- allowing them to realize what a pure waste of taxpayers’ dollars it was to see an Optometry School or College graduate leave the State.

The Optometrist of 2014-2015 represents a clear example of how Change for the better can and will continue to win over the concept that no-Change is Change. No-Change is resistance to what is right as true Change only continues to move forward by

Many ‘old school’ ophthalmologists (some remain inside

producing positive results. Wrongful Change dies

of organized ophthalmology) insisted Optometrists

away quickly as it produces negative results.

would actually cause – and I can honestly say I heard

The positive results of the Change in the nature of the

this testimony – ‘…allowing Optometrists to treat eye diseases will not only cause blindness they will kill patients.’ After more than 40 years of the profession of Optometry treating eye diseases there are no studies

Profession of Optometry assures each of us that the Optometrist can and will continue to be a Primary Entry Point into Heath Care Systems of today!

indicating that malpractice suits against Optometrists do not occur at a rate that is any higher than a general non-surgical / medical ophthalmologist. Change occurred and Change will continue to follow the logical / truthful best approach to Eye Health and Visual Care in all the States within the US.

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

P3

INTRODUCING:

Online Education Portal

LEARN ONLINE $5.00 PER UNIT FOR VISION WEST MEMBERS–

A SAVINGS OF $10.00 PER UNIT! COURSES INCLUDE:

ABO, NCLE, CPC/AOA, COPE, State Board approved credits.

On-Demand Certificate Reprints!

Request a reprint of any certificate by e-mail or instant download.

Take Notes!

This handy virtual notepad lets you take notes while you navigate through a course.

Can’t Finish a Test?

Leave a test for any reason, we’ll remember your answers for you.

REGISTER NOW! Simply login to your Vision West account at www.vweye.com and go to the Resources tab. Click on the ‘Vision West Online CE/ABO’ link to get access to the portal and the coupon code.

TAKE A COURSE FROM YOUR HOME, OFFICE OR ON THE GO.

Vision West is proud to partner with Quantum Optical, the leader of online education for Eye Care Professionals and their staff. The new Vision West Education Portal provides our members with some of the best online, on-demand education available.

Courses include ABO, NCLE, CPC/AOA, COPE, State Board approved credits. Take a course from your home, office or on the go.

The Vision West Education Portal is the perfect resource for all your staff training and continuing education requirements. For certified or licensed ECPs, we offer a wide variety of approved online CE course topics. To sharpen your professional skills, or prepare for the ABO or NCLE exams, we have a number of informative non-credit training modules.

Upon successful completion of the online test, your CE Certificate can be printed out or emailed to you and your ABO/NCLE credits will be reported automatically. Many courses available and more coming soon!

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

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

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

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

PATHWAYS IN MEDICAL OPTOMETRY™ Courses: Location

Date

Houston, TX

Saturday, 1/31/2015

Orange County, CA

Saturday, 2/28/2015

Las Vegas, NV

Saturday, 3/14/2015

Ft Lauderdale, FL

Saturday, 4/11/2015

Ledyard, CT

Saturday, 4/18/2015

Memphis, TN

Saturday, 5/9/2015

Teaneck, NJ

Saturday, 5/16/2015

St Louis, MO

Saturday, 9/12/2015

Chicago, IL

Saturday, 10/24/2015

Atlanta, GA

Saturday, 11/14/2015

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

™

Questions? Call 1-844-750-2020

mark owned by Allergan, Inc. APC35NB14 150142

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

Gaining access to insurance panels

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Maximizing practice productivity and performance

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Motivating and training your staff

•

Understanding and implementing ICD-10 codes

•

Improving billing and medical record compliance

•

Differentiating vision plan visits vs medical plan visits

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

New CMS Fraud and Abuse Program

By Peter Cass, OD Optometric Business Solutions The Centers for Medicare and Medicaid Services (CMS)

· Improper coding

recently released Fraud and Abuse compliance guidelines

· Inadequate medical records documentation

for small providers creating yet another regulator burden for healthcare providers. These guidelines are intended to ensure that all care rendered is medically necessary and properly documented as well as ensure that all care billed is within preferred practice guidelines and without outside influence.

This might seem intuitive, and you might think that providers already do that, but It is estimated that fraud and abuse loss in the Medicare system was 65 billion in 2012. This has obviously

· Full glaucoma evaluations every six months on a patient simply because a distant relative has glaucoma · Specular microscopy evaluation of a patient with a superficial corneal foreign body · Referring a patient to a retinal specialist just because they are diabetic · “Screening” your exam room for children with Medicaid to

become a concern for the federal government, so it should

schedule them for exams

come as no surprise that the Office of the Inspector General’s

· Free CE from the center where you refer your cataract patients

(OIG) 2015 work plan includes 37 items (out of 111) related to fraud and abuse. The “healthcare police” believe fraud and

Mistakes like these could be very costly for an optometry practice

abuse is the number on issue in health care, so the OIG is going

especially if the provider doesn’t even realize they are committing

to be very active in the coming years and non-compliance

fraud and abuse. Providers need to educate themselves and

could be very costly to your practice. In fact one of the specific

their staff about the new regulations and take steps to achieve

issues listed is Increased investigation of ophthalmologists for

compliance with the program. These steps include:

“inappropriate and questionable billing practices”. This will be a big issue for optometry because we use the same codes!

CMS defines Fraud as “knowing and willingly executing a scheme to defraud any health care benefit program”. Providers usually realize that they are committing fraud and are doing it intentionally to take money from the system.

· Assigning a Compliance Officer and/or Compliance Contact · Training doctors and staff · Establishing compliance standards · Performing audits of medical records · Correcting offenses · Establishing internal disciplinary guidelines

CMS defines abuse as “actions involving medically unnecessary claims resulting in increased costs to the health care system”.

Providers must have written compliance manuals and document

Providers can often commit abuse without realizing it. Similarly,

staff training. Fortunately, Vision West has partnered with OBS

waste is defined as “over-utilization of services that result in

to provide complete materials and training at special Vision

unnecessary costs to the health care system”. As with abuse,

West pricing. Fraud and abuse resources can be found at:

providers often don’t even realize that they are committing waste

http://vweye.optometricbusinesssolutions.com/

and doing things that could put them in non-compliance with CMS’s program. Examples of Abuse and waste could include:

Fraud and abuse resources can be found at: http://www.vweye.optometricbusinesssolutions.com

ANNOUNCING A NEW PARTNERSHIP

Vision West is excited to announce a new partnership with Johnson & Johnson Vision Care, Inc. (JJVCI). The new partnership will include a special rebate program for Vision West members.

As a world leader in vision care and a strong supporter of the independent eye care professional, JJVCI is the ideal partner for Vision West and our members. JJVCI will support our members with new programs and will educate our members regarding their new Unilateral Price Policy.

Please contact your local Johnson & Johnson Vision Care representative for more information regarding the new rebate program.

1Q-HOUR uickBites

P9

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: Invest in Your People

Fred H. Dubick, OD, MBA, FAAO

The single biggest line item in the operation of your business is probably staff. It is critical to invest in your team and not take them for granted. There is more to managing staff then just an annual cost of living raise.

First and foremost, your team members must know what is expected of them on the job every day. Take the time to review your Job Descriptions and share those during an Annual Review and Evaluation.

Compensation is made up of more than just wages and each employee should know all the components of their compensation package: • Wages

• Vacation

• Paid

• Sick

Holidays

Leave

• Disability

• Pension

• Health

• Vision

Insurance

or Retirement Plan

Insurance (including discounts for family)

Professional Development is available at little to no charge from a variety of sources such as vendors, referring professionals, your State Association and Buying Group. This can be as easy as having one of the sales representatives do an hour presentation to the staff over lunch. Arrange to have the appropriate members of the team attend local continuing education when it is given in your area.

At least a few times a year, provide an off-site social event for the group for team building and as a thank you for their work. Certainly an Annual Holiday Party or a Summer Outing is standard. Once again, the cost of these events can be underwritten many times by appreciative vendors.

The little things in the office that make for a comfortable work environment are also worth considering such as providing coffee, tea, snacks or the occasional surprise breakfast or lunch. Ultimately, as the owner of your business, you are responsible for the demeanor of the work environment.

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

Rules to Practice By 60 – 40 – 10

Patients expect an entire exam door to door to take 60 minutes or less

50%

50% of patients who walk out of optical because they ran out of time will make a purchase elsewhere

25%

Those patients that come back at a later date typically spend 25% less in your dispensary because they can’t remember the recommendation the doctor made in the examroom

Taking longer than 40 minutes to get a patient to the dispensary increases risk of losing a sale in your dispensary by 30%

$15 On average about $15 of dispensary revenue is lost for every minute a patient waits

Patients who wait more than 10 minutes (cumulative) are 2 times more likely to leave a negative online review

An airplane needs regular tune-ups to run efficiently.

So does your practice.

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Our consulting offerings meet each practice’s individual needs

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Through our services, we identify areas of waste that are reducing productivity and profitability in your practice

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After these wastes are identified, we either correct them or provide you with the tools to help you operate a more productive, smoother practice and grow your revenue

25%

25% of patients who wait longer than two weeks for an appointment will seek an appointment elsewhere

10

MIN

40

MIN

MIN

60

If your patients take longer than 40 minutes to reach your dispensary

You need to call us...

(904) 701-3084 practicecopilot.com info@practicecopilot.com

So which patient/customer is most important?

I know, it’s a crazy question, right; they’re all important. Fact is they are, but if you have to prioritize scheduled vs. walk-in, how do you balance?

It’s not uncommon when assessing practices to see good patient demand on the schedule mixed with fair to strong walk-ins. In fact, most strong practices have both. But what happens when you bring a patient out of the exam room and there are no opticians available?

Now, you’re at a crossroads. More often than not we observe the exam patient being taken to the front desk, file handed over and doctor returning to his or her zone.

It’s a great problem to have and you should be thankful if this describes you, but being thankful and having a solution are two different things. It isn’t okay to just hand that patient’s file over and return to the exam room. Doing so negates the very reason you walked them out in the first place.

And the solution isn’t singular or one size fits all. Every practice and situation are unique. But what I can tell you is that experience has shown over the years that the patient on the schedule should take priority.

There are many reasons for walk-ins and managing them is important to the long-term health of your practice. Whether they are walk-in scripts, pick-ups or adjustments, they are customers. How you handle them is what counts.

We’ve instituted many solutions over time and when done so properly and with the right intent, everyone wins. But let’s go back to the patient on the schedule

for a moment. This patient has essentially purchased from you a block of time. During that time, they expect to be seen, diagnosed and treated. Being seen, diagnosed and then put into a holding tank is not what they expected and will only put your practice into a vicious cycle.

Consider that if a patient must return to be treated (fit for glasses or contacts) by your optical staff, they will spend 28% less in optical than had they been treated on the initial visit. Among the reasons are the loss of your professional recommendation and the unpredictability of when they will return.

Hopefully, it will be a time when your optical staff isn’t once again busy, but hope isn’t much of a strategy when 60% or more of your revenue comes from optical.

Instead, consider things like your schedule, staffing and how you manage dispenses, adjustments or walk-in scripts. Walk-ins are more predictable than you may think. Your walk-in traffic has a rhythm to it if you take the time to figure it out. Further, if you understand that rhythm you can plan for it.

There isn’t a magic bullet for handling this, but you can’t just accept it either. If you are bringing patients out of the exam room to optical and there isn’t anyone available to take them more than once, maybe twice a day, you aren’t prioritizing your patients. Getting patients from the door to your optical in 42 minutes is critical; but when they get there, make sure you are ready to help them.

For more information or to discuss your practice, call us at (904) 701-3084.

UV-Blocking Contact Lenses

Play a Unique Role in Providing Ocular UV Protection UV-blocking contact lenses worn in addition to sunglasses can provide patients with an additional layer of “always on” protection against harmful UV radiation.

e

yes are just as susceptible to the harmful effects of ultraviolet (UV) radiation as are skin and hair, yet our patients are often not aware of the risks nor the many options to protect themselves.7

Understanding Uv threat The spectrum of UV radiation that is potentially harmful to human eyes is fairly broad. It is broken down into three bands that are categorized by wavelength: UVA (316-400 nm), UVB (280-315 nm), and UVC (100-280 nm).

The shorter the wavelength, the greater the light’s energy level–and the greater the potential harm exposure can inflict.3 The eye has its own natural defenses, but absorption of UV is known to affect virtually all tissues in some way, and those changes are often cumulative and in many cases irreversible.2 For example, the cornea absorbs up to 92% of the shorter UVB rays.3 However, both acute and chronic conditions occur as a result of exposure, including photokeratitis and climatic droplet keratopathy.2 The crystalline lens absorbs much of the UVA transmitted by the cornea and aqueous humor as well as some UVB rays.3 But UV exposure is a known risk factor for cortical cataract, and has been implicated in nuclear sclerotic cataracts as well.2 In a normal adult phakic eye little UV radiation reaches the retina, but research has shown that the natural lens can transmit up to 75% of UVA and around 35% of UVB depending on age.6 UVC is absorbed by the ozone in the atmosphere, but man-made UVC, produced by arc welding and certain germicidal lamps, presents an occupational hazard for some individuals, primarily affecting the cornea. Welder’s flash or arc burn are common names for this condition.

soUrCes of exPosUre As with sunburn, the risk of acute exposure to UV radiation and its threat to ocular structures increase in highly reflective environments (e.g., water reflects up to 100%; snow 80%, sand 20-30%).1 UV is also present on cloudy days, when up to 90% of UV radiation can pass through

Featured Clinician: Cristina M. Schnider, OD, MSc, FAAO Cristina M Schnider is Senior Director, Professional Communications at VISTAKON®, Division of Johnson & Johnson Vision Care, Inc., where she is responsible for providing strategic direction and leadership for Professional Communications.

light cloud cover.1 Acute exposure is also a threat in certain industrial settings, such as those where welding torches, lasers, etc, are used. overexposure to UVB and UVC can result in photokeratitis, also known as snow blindness or welder’s flash.8 Another factor important when considering ocular exposure relates to the geometry of the eye. Due to the location of the eye in the orbit, the eyes are protected by the brow ridge from direct exposure by the sun at midday, when it is strongest. However, when the sun drops below about 40-45 degrees in elevation, eyes receive direct exposure – conditions that are found throughout the year and across all latitudes.5. This fact alone necessitates a new conversation with our patients about the need for UV protection any time they are outdoors, regardless of season, location or activity.

As MUCH As 45% oF UV rAys CAn sTIll reACH THe eyes oF people WeArIng sUnglAsses eVen THoUgH sUnglAss lenses MAy BloCk neArly 100% oF UV rAys.4

Conventional Means of ProteCtion Most practitioners demand a UV-blocking coating on clear spectacle lenses, and any well-made sunglasses will block all (or very nearly all) UV that enters through the lenses. The problem with spectacles and sunglasses is that the coverage provided is not always complete. Most frame styles do not prevent unfiltered rays from reaching the eyes because direct and reflected light can enter from the sides, top, and/ or bottom of the glasses. Because of the style and position people wear their sunglasses, as much as 45% of UV rays can still reach the eyes of people wearing sunglasses even though sunglass lenses may block nearly 100% of UV rays.4 In addition to UV-blocking spectacles, hats with wide brims are recommended for wear outdoors because they prevent

Fig 1: The ULTrAVioLeT speCTrUm is diVided inTo Three regions: UVA, UVB, UVC

UVC 100-280 nm

UVB 280-315 nm

UVA 316-400 nm

As featured in Optometric Management®

VisibleLight 400-800 nm

infrared

glare and protect the skin of the eyelids and surrounding areas of the face. However, hats with brims offer no protection from UV rays reflected up from surfaces such as snow, sand, and water, or during times of day when the sun is low in the sky.

added ProteCtion for ContaCt lens Wearers Contact lenses with a UV-blocking component offer protection for the ocular surface structures that they cover and for the eye’s internal structures. This coverage provides contact lens wearers with an important added measure of protection to supplement sunglasses. Also, depending on the patient’s wearing schedule, UV–blocking contact lenses can protect the eyes all day long without the wearer needing to give the matter any additional thought – an “always on” layer.

Although UV-blocking contact lenses can provide important added layer of protection for patients, they should not be viewed as a stand-alone solution. Contact lenses leave certain areas of the eyes uncovered, as well as the eyelids and surrounding areas of the face. Contact lenses should always be worn in conjunction with high-quality UV-blocking sunglasses and a wide-brimmed hat.

Uv-BloCking ContaCt lenses A contact lens blocks UV by incorporating a UV-absorbing ingredient into the lens polymer. Because the UV-blocking ingredient is polymerized into the lens during the fabrication process, it cannot leach out from the matrix –therefore once in the lens –it stays there for that ‘always on’ layer.

The FDA divides UV-blocking contact lenses into two classes based on the absorptive capacity of a lens at its minimum thickness configuration, based on standards established by independent standards organizations (e.g., Iso – International standards organization). only products that meet the specified criteria can claim UV-blocking on their labeling. Class 2 UV-blockers must absorb more than 50% of UVA and more than 95% of UVB radiation.* Class 1 UV blockers, must absorb over 90% UVA and over 99% UVB radiation.‡ not all contact lens brands offer UV protection and, of those that do, not all provide similar absorption levels.

Among major lens brands, only ACUVUe® Brand Contact

lenses possess Class 1 or Class 2 UV-blocking properties in every lens. ACUVUe® Brand products made from the etafilcon A material are classified as Class 2 UV blockers. The silicone hydrogel members of the ACUVUe® Brand Family all offer Class 1 UV-blocking.†

For ConTACT lens WeArers UV-BloCkIng ConTACT lenses CAn proVIDe A VAlUABle ADDeD MeAsUre oF proTeCTIon.

the BottoM line It is important to educate patients about the simple methods they should use to protect their eyes from UV exposure.

These include wearing a wide-brimmed hat and using eyewear that blocks UV radiation. Most sunglass styles do not completely prevent peripheral, overhead, and reflected rays from reaching the eyes, so for contact lens wearers UV-blocking contact lenses can provide a valuable added measure of protection. *Class 2: Must transmit less than 50% (<50%) of UVA and 5% (<5%) of UVB. ‡Class 1: Must transmit less than 10% (<10%) of UVA and 1% (<1%) of UVB. † Helps protect against transmission of harmful UV radiation to the cornea and into the eye WARNING: UV-absorbing contact lenses are NOT substitutes for protective UV-absorbing eyewear such as UV-absorbing goggles or sunglasses because they do not completely cover the eye and surrounding area. You should continue to use UV-absorbing eyewear as directed. NOTE: Long-term exposure to UV radiation is one of the risk factors associated with cataracts. Exposure is based on a number of factors such as environmental conditions (altitude, geography, cloud cover) and personal factors (extent and nature of outdoor activities). UV-blocking contact lenses help provide protection against harmful UV radiation. However, clinical studies have not been done to demonstrate that wearing UV-blocking contact lenses reduces the risk of developing cataracts or other eye disorders.

Consult your eye care practitioner for more information.

ACUVUE® Brand Contact Lenses are indicated for vision correction. As with any contact lens, eye problems, including corneal ulcers, can develop. Some wearers may experience mild irritation, itching or discomfort. Lenses should not be prescribed if patients have any eye infection, or experience eye discomfort, excessive tearing, vision changes, redness or other eye problems. Consult the package insert for complete information. Complete information is also available from VISTAKON® Division of Johnson & Johnson Vision Care, Inc., by calling 1-800-843-2020 or by visiting acuvueprofessional.com.

References: 1. CDC. (2007). CDC EXCITE Skin Cancer Module. accessed March 31, 2014: http://www.cdc.gov/ excite/skincancer/mod06.htm. 2. Cullen, A. P. (2011). Ozone Depletion and Solar Ultraviolet Radiation: Ccular Effects, a United Nations Envoronment Programme Perspective. Eye & Contact Lens , 185-190.

3. Lucas, R. M. (2011). An Epidemiological Perspective of Ultraviolet Exposure-Public Health Concerns . Eye & Contact Lens, 168-175. 4. Rosenthal, F. (1988). The effect of sunglasses on ocular exposure to ultraviolet radiation. Am J Public Health, 72-74. 5. Sasaki, H. (n.d.). 6. VanKuijk, F. (1991). Effects of Ultraviolet Light on the Eye: Role of Protective Glasses. Environmental Health Perspectives, 177-184.

7. VisionCouncil. (2013). The Big Picture: Eye Protection is always in season. accessed March 31, 2014: http://www.thevisioncouncil.org/consumers//media/PDFs/VCUVReport2013FINAL.PDF. 8. Young, A. R. (2006). Acute effects of UVR on human eyes and skin. Biophysics & Molecular Biology, 80-85.

Third party trademarks used herein are trademarks of their respective owners.

ACUVUE® and Vistakon® are trademarks of Johnson & Johnson Vision Care, Inc. © Johnson & Johnson Vision Care, Inc. 2014 ACU-43514 March 2014

AS051426

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We at ZEISS are excited about the partnership with Vision West and its members. Vision West members now have the opportunity to experience exceptional

ZEISS AR coating) • ZEISS education and staff certification training • ZEISS Practice Advantage Program for practice building support

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$79.005

PRICE TO PRACTICE

$56.004

$53.756

ACUVUE Brand Contact Lenses are indicated for vision correction. Eye problems, including corneal ulcers, can develop. Some wearers may experience mild irritation, itching or discomfort. Lenses should not be prescribed if patients have any eye infection, or experience eye discomfort, excessive tearing, vision changes, redness or other eye problems. Consult the package insert for complete information. Complete information is also available from VISTAKON®, Division of Johnson & Johnson Vision Care, Inc., by calling 1-800-843-2020 or by visiting acuvueprofessional.com. ®

1-DAY ACUVUE® MOIST® is a trademark of Johnson & Johnson Vision Care, Inc. 2014

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1 Randomized subject masked, parallel group study (n=154). Secondary end points included overall comfort (1 week) and overall vision (1 week). Subjective performance assessments: 1=poor, 10= excellent.

Head to head clinical studies comparing 1-DAY ACUVUE® MOIST® for ASTIGMATISM and Dailes® AquaComfort Plus® Toric have not been conducted.

2 Randomized subject masked, bilateral crossover study (n=67). Primary end points included subjective comfort (1 week) and vision (1 week) Using CLUE questionnaire, subjective comfort and vision at 1 week were found to be uperior for 1-DAY ACUVUE® MOIST® for ASTIGMATISM. Range of lens parameters evaluated : sphere: -2.00D to -4.50D, cylinder: -1.25D and-1.75D, axis: 20-160 3 Based on Johnson & Johnson Vision Care UPP Policy 4 Based on Johnson & Johnson Vision Care Inc ECP Contracted Pricing 5 Based on Alcon UPP Policy 6 Based on Tylers Quarterly Soft Contact Lens Parameter Guide June 2014 Third party trademaks used herein are trademarks of their respective owners. © Johnson & Johnson Vision Care, Inc. 2014.

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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 HOYA FF w/EX3 or RC

Non-HOYA Branded Products

HOYA Branded Products*

15% 20% 25% 30% N/A

20% 28% 32% 36% 40%

* 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 iD MyStyle iD LifeStyle 2 & iD LifeStyle 2 cd iD LifeStyle & iD LifeStyle cd Sync iQ SV/FT28, iQ Summit cd & ecp Anti-Reflective Coatings Recharge Super HiVision EX3

Per Pair $20 $12 $6 $5 $5 $8 $5

* New and reactivated accounts receive a 50% discount, for 90 days, on HOYA branded progressives and any style lens with EX3 or Recharge.

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

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NEW VENDORS

PRACTICE COPILOT LLC

Rules to Practice By 60 – 40 – 10 Do you need a more efficient practice? Let Practice Copilot show you exactly “what” areas need improvement. Too often consulting has been about what you do poorly. Practice Copilot wants to reinforce what is done well and help you work on the Patients expect an Taking longer than Patients who wait more difficult improvements. entire exam door to 40 minutes to get more than 10 door to take 60 minutes or less

a patient to the dispensary increases risk of losing a sale in your dispensary by 30%

10

MIN

40

MIN

MIN

60

minutes (cumulative) are 2 times more likely to leave a negative online

Practice Copilot consulting offerings meet each practice individual needs. Through our services, we identify areas of waste that are reducing productivity and profitability in your If your patients take longer than 40 minutes to reach your dispensary practice. After these wastes are identified, we either correct You need to call us... them or provide you with the tools to help you operate a more productive, smoother practice and grow your revenue.

(904) 701-3084 practicecopilot.com info@practicecopilot.com

50% Products: Consulting

50% of patients who walk out of optical because they ran out of time will make a purchase elsewhere

VW Discount: off assessment fee

An airplane needs regular 10% tune-ups to run efficiently.

So does your practice.

For25% more information contact: Those patients that come back • Our consulting offerings at a later date typically spend meet each practice’s Chuck Smith 25% less in your dispensary individual needs because they can’t remember 904.701.3084 the recommendation the doctor • Through our services, we made in the examroom identify areas of waste that csmith@practicecopilot.com are reducing productivity and 25% profitability in your practice www.practicecopilot.com 25% of patients who wait longer than two weeks for an appointment will seek an appointment elsewhere

$15 On average about $15 of dispensary revenue is lost for every minute a patient waits

•

After these wastes are identified, we either correct them or provide you with the tools to help you operate a more productive, smoother practice and grow your revenue

PROOF EYEWEAR Proof Eyewear, established in 2011 is a family owned & operated International business located in Boise, Idaho. The founders, three brothers, roots run deep and can be traced back to the 1960’s when their grandfather started a saw mill in Southern Utah. Proof has kept pace with the demand for eco-friendly products, continuing to be a pioneer in sustainable eyewear. Their collections include: The Wood Collection is handcrafted from the finest woods available including zebra wood, lacewood, ebony, mahogany, walnut bamboo, and stained bamboo. The woods used in these frames are sustainably sourced making them environmentally friendly.

This unique collection comes standard with spring loaded hinges, a hand polished frame and coated with a water/sweat protective layer; this offers durability and a look that can’t be touched.

The ECO (Environmental Conscious Optics) Collection is hand layered from a cotton-based acetate and the finest woods available.

The ECO Collection is 100 percent renewable, biodegradable and hypoallergenic. Each frame goes through a 15-step handmade process to create this one of a kind piece.

The Skate Collection is handcrafted from Canadian maple skateboards. This unique collection comes standard with springloaded hinges and a hand polished frame that’s coated with a water/sweat protective layer. Skateboards were created to be extremely durable, so using that same construction our glasses are significantly stronger than any other wood sunglasses on the market.

Proof Eyewear, along with doing good for mother nature, also works at doing good to those around the world. A portion of each purchase goes to a worthy cause of their choice each year. Most recently they donated $25,000 to open two sight giving eye clinics in India. Visit the Proof Eyewear website www.iwantproof.com today to learn more about this incredible company.

For more information contact: Tanner Dame 208.514.0069 tanner@iwantproof.com www.iwantproof.com

Products: Sustainable handmade eyewear - RX and sunwear VW Discount: 10%

triangular wings of the butterfly which is emphasized by a contrasting line as a reminder of Aega’s shape. Metallic tones use light to mimic the shades of the tiny glittering scales which cover Aega’s wings.

While blue is the color most closely associated with Aega (blue butterflies are male), all the colors are used to create unrivaled harmonies with radiant hues as well as pastels for brilliant combinations of color.

VENDOR AND INDUSTRY UPDATES MOREL

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

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

Press Contact: Lisa Burns The Aega is omnipresent in every aspect of the frame. The grace of the butterfly is expressed in lb@morel-eyewearusa.com the overall style from the contemporary eye shapes, to the delicately thought-out temple, and a concealed flex-hinge system. Aluminum gives this work three dimensions with a twist to reflect the triangular wings of the butterfly which is emphasized by a contrasting line as a reminder of Aega’s shape. Metallic tones use light to mimic the shades of the tiny glittering scales which cover Aega’s wings.

Aega is availa semi-rimless, ble-layered ha

For more information contact: Lisa Burns lb@morel-eyewearusa.com

Press Contac lb@morel-eye

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

Stetson Slims is appealing to men of all ages, with construction that is extremely lightweight, comfortable and fashionable while still maintaining the durability of a thicker zyl frame. Stetson Slim’s flexible stainless steel core wire temple eliminates the need for a bulky spring hinge or thick temple enhancing its lightness. When the Stetson Slims are worn, the weight is distributed throughout the zyl frame, relieving your nose of the pressure nosepads would normally leave.

This makes Stetson Slims among the most comfortable zyl frame available.

For more information contact: Zyloware at 800-765-3700, via e-mail at sales@zyloware.com, or online at www.zyloware.com.

The iridescen found on the tion behind M

While blue is (blue butterflie unrivaled harm for brilliant co

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

ZYLOWARE EXPANDS THE STETSON “SLIMS” COLLECTION

Aega: playin

The Aega is o grace of the b the contempo out temple, an gives this wor triangular win a contrasting tones use ligh scales which

While blue is the color most closely associated with Aega (blue butterflies are male), all the colors are used to create unrivaled harmonies with radiant hues as well as pastels for brilliant combinations of color.

ZYLOWARE

AEGA

-Jay Binkowitz, President

Š Gateway Professional Network, LLC | All Rights Reserved

GP Specialists…A WORLD LEADER in Ortho-k designs is proud to introduce a “World Class Offer.” Now order your CRT or ANY of the Ortho-k designs listed on the back and receive 50% off your first purchase and 10% off your CRT!

EXPANDING

As a result of the ease of fitting, our expanded parameters, AND THE SUPPORT WE PROVIDE...some practitioners have increased their Ortho-k fits by 5-7 per week!

Our expert consultation team specializes in fitting myopic, high myopic, hyperopic, and even presbyopic Ortho-k lens designs. We have additional GP designs to fit even your most challenging patients.

the treatment options you offer your patients = expanding your

PRAC TICE!

iSee™ - The new iSee™ Ortho-k lens is an advanced generation design of the FARGO™ Ortho-k contact lens. The iSee™ corneal reshaping design incorporates a more aggressive treatment zone that allows practitioners to treat patients with higher degrees of myopia, thus increasing the number of likely candidates for Ortho-k treatment.

Paragon CRT® - Paragon CRT is a specifically designed therapeutic contact lens used in corneal reshaping that has been approved by the FDA as both safe and effective and considered by many practitioners the “Gold Standard” in treating and managing myopia. We are one of largest US distributors and provide your practice significant marketing resources for successful integration in your practice.

Fargo™ - This FDA approved lens has a proven track record for success and practitioner/patient While for some offer a few designs…GP Specialists offer the it satisfaction overcompanies 10 years! It is also approved for use in China, Korea, and Japan, making one of the most expansive global Ortho-k lens designs.

industry’s largest selection of Ortho-k designs and more importantly…

GOV® - The GOV® Ortho-k has been recognized MAXIMUM and awarded as the most WEportfolio OFFER of YOU THEproducts SUPPORT TO ACHIEVE advanced system of Ortho-k lens by the Ortho-k Academy of America.* Practitioners have FITTING AND PATIENT SATISFACTION! reported significant successSUCCESS utilizing these advanced designs to treat and manage myopia, high myopia, hyperopia, and presbyopia. It is the only Ortho-k lens marketed for post-LASIK patients.

Please contact us for further details on this limited time offer.

*Awarded in 2009 by OAA

NOTE: Please contact us for further details on this limited time offer.

PARAGON VISION SCIENCES

Just watch us®

15970 Bernardo Center Dr. ~ San Diego, CA 92127 ~ Toll Free - (800) 889-0379 x336 ~ Direct Fax - (949) 361-4865

INTRODUCING

The All New ASTM F803 Sports Protective Eyewear Line

WX FLASH

WX VICTORY

WX FIERCE

WX GAMER

Wiley X brings its legendary protective eyewear technology to an all new line of Rx-able eyewear for youth sports participants.

Youth Force meets the rigorous ASTM F803 standard, comes in vibrant colors (12 SKUs in all) and each style easily converts to a goggle.

ALL FRAMES EASILY CONVERT TO GOGGLES WITH THE SIMPLE PUSH OF A BUTTON.

WILEY X, the WILEY X Eyewear logo, WX, the WX Eyewear logo, the WX WILEY X logo and product names are trademarks or registered trademarks (marca registrada) of Wiley X, Inc., in the U.S. and other countries. Logos: © 2007-2014 Wiley X, Inc. All rights reserved. Copyright © 2014 Wiley X, Inc. All rights reserved.

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THE VOICE OF VISION WES T

HAVE AN IDEA TO MAKE OPTICENTER BETTER?

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

1.800.640.9485 | www.vweye.com

Opticenter is a quarterly publication written, produced and distributed by Vision West, Inc. The first five members THE VOICE OF VISION WES T

to submit an idea to feedback@vweye.com with their suggestions of how to make OptiCenter better will receive a $5.00 Starbucks card.

HAVE A CUP OF COFFEE ON US.

OPTICENTER DESIGN + PRODUCTION:

P R O J E C T M A N A G E M E N T:

OPTIPENDENCE increasing your visibility info@optipendence.com www.optipendence.com a subsidary of NorthCoast-Creative.com

BRANDING : IDE ATION : WEBSITE S : SOCIAL MEDIA : eLE ARNING : PRINT : INTERACTI VE : PACK AGING : NON-TRADITION AL Optipendence + NorthCoast-Creative.com â&#x20AC;&#x201D; Are Divisions of Hatfield Innovative Studios, LLC. Contact us at info@optipendence.com

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

Essilor Labs of America (ELOA) and Vision West have teamed up to offer our members a way to earn rewards back when they increase their ELOA billing.

IT’S OUR WAY OF SAYING

THANK YOU! Gift cards to be supplied by Vision West.

Starting January 1, 2015 and running through December 31, 2015, Vision West Members will receive a $ 25 AMERICAN EXPRESS GIFT CARD for every $1000 of incremental new ELOA business billed through your Vision West account.

For more information please visit our website at www.vweye.com or call one of our Customer Service Specialists at 800.640.9485.

Program will be tracked and awarded on a quarterly basis. Incremental new business will be determined by comparing the current quarters ELOA billing against the same quarter ELOA billing of the previous year. Offer only applies to actual ELOA labs and does not apply to Essilor partner labs. *