OptiCenter - The Voice of Vision West - Winter 2013

THE VOICE OF VISION WES T Winter / 2013

www.vweye.com

IN THIS ISSUE:

THE VOICE OF VISION

FROM THE PRESIDENTS DESK: Just returned from the W E S T 2012 AAO Meeting Can trickle down training

ever be successful?

by John Seegers Owner, www.OpticianWorks.com

1-Hour Quick Bites Customer Service with Dr. Dubick

STAFF HIRING TIP: Performance Reviews

by Michael Graves Senior Consultant for ExecTech

PLUS INDUSTRY NEWS!

PRINTED IN USA

|© 2013 OptiCenter - The Voice of Vision West are registered trademarks of Vision West, Inc. All rights reserved

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FROM THE PRESIDENTS DESK: P3

Just returned from the

American Academy of Optometry Meeting Attending local Society meetings, State Association

to the diagnosis and implementation of new treatment

meetings, volunteering time for the profession and

modalities associated with Autism. Regardless of the

continuing to stay current with new concepts emerging

specific area of interest in the eye health and vision care

within the eye health care profession are the simple

delivery aspect of our profession, the attentiveness of

things an Optometrist must do to ensure the delivery

such a large audience struck me as a unique experience.

of quality eye health and vision services to each of his or her patients. The American Academy of Optometry (AAO) meeting is one to consider for a number of reasons. It is a great meeting to find classmates, get quality CE from the leading educators and practitioners in our field, view the expanded offerings in the Exhibit Hall and feel a sense of belonging to a group of eye health-care providers willing to dedicate themselves to the requirements of becoming a Fellow in the Academy.

How does the AAO fit into the scheme of things when there is so much to do as an eye health and vision provider to the general public? Taking the time to look at the benefits of becoming a Fellow or later a Diplomat of the AAO proves to be a rewarding experience designed to help you fulfill the personal dedication you have to staying up to date with the latest evolution of eye health and vision diagnosis and treatment plans for your patients.

Additionally, you will gain a true sense of belonging to the prestigious AAO. The AAO is an entity with its roots tied deeply to our profession. As you make your way from education lecture to education lecture you will find yourself sitting with some of the famous ODs of our time – yes they too take advantage of listening

The College of Vision Development (COVD) also offers a Fellowship status and provides the same sense of belonging to a group of ODs whose interests within a certain field of our profession enables them to come together to help them stay current with diagnosis and treatment of Vision Development and all the associated aspects of that specialty.

Whether it is becoming a Fellow in the AAO, volunteering for the local Optometric Society, the State Optometric Association, and/or fulfilling your CE requirements in a venue with like-minded OD’s, all of these examples help to keep you engaged and enthused about our great profession.

When thinking of where to give of your talents, think of how much good work you can do for your profession at the local Optometric Society level, the State Optometric Association level, the American Optometric Association level and / or dedicating yourself to do what is necessary to become a Fellow in the American Academy of Optometry. Each of these choices brings with it the knowledge and honor of helping your profession by assuring your patients and those patients of all your colleagues receive the highest level of quality eye health and vision care.

to some of the latest research outcomes and topics of

If It Is Not Right For Optometry – Do Not Do It!

great interest to the profession. For example, when

Or, another way of saying the same thing -

meeting with Mitch Munson, OD, FAAO from Colorado, your next President of the American Optometric Association (AOA), I found it interesting how much he enjoyed this stop on his many visitations this year before he takes over the highest office of our profession.

Knowing that Mitch is a Fellow in the AAO, as am I, lends itself to a feeling of camaraderie not found in too many other places in our profession.

One standout moment at this year’s AAO meeting was when I attended a luncheon with no less than 400 other members of the Academy and listened to a lecture by a pediatrician specializing in autism. She spoke over and over on how important Optometry is

If It Is Right For Optometry – Do It! Joseph C. Mallinger OD MBA FAAO CEO & President Vision West Inc.

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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…

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In their moment of need, Optometry Cares.

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P7

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!

P8

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: Customer Service

Fred H. Dubick, OD, MBA, FAAO

In our last column we talked about first impressions of your physical plant and by extension, your staff. This time we are going to cover some customer service issues.

People like to be addressed by name when they have an appointment anywhere. The staff knows the name of most of the patients coming in that day and if they take the time to review the list in the morning, it will be easy to address folks by name. It is critical to have a receptionist with a matching personality to their job. A smile and acknowledgement from the receptionist when the patients step up to the desk goes a long way to reinforcing that the office is happy to see that patient and it is not a chore or inconvenience to check the patient into the office.

Everyone that interacts with the patient along the way should address that patient by name.

Your community and office culture along with the age of the staff member and the patient will determine whether using first names is appropriate or Mr. Smith or Sir. It can be uncomfortable and perceived as rude for most adults to be addressed by their first name by a staff person half their age.

A busy optical boutique has a lot of energy and is good for business. However, be aware of privacy issues when the opticians are serving the patients. Try and lay out the dispensing tables so they are not too close if possible. Keep your voices down and be particularly careful when discussing medical issues or finances in the public setting of the boutique.

Any escalation in temperament or conflicts should be quickly and artfully relocated to a private consultation room and out of the boutique or reception area.

As always, remind that staff to interact with the patients as they would like their family members treated in a similar situation.

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

CONTINUING EDUCATION

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P10

Can Trickle Down Training Ever Be Successful?

John Seegers, M.Ed., owner, www.OpticianWorks.com

If you know me and my website, OpticianWorks.com, you know

OBJECTIVE MEASURES: Have rubrics or objective expectations for

that I do not consider that the title “optician,” by itself, has any

training. Meet with staff and decide what is most important for a

importance at all. Opticianry is not brain surgery or rocket science.

new ECP to know. List the desired goals and set realistic timelines to

But my experience as an optician, an educator, and a businessperson

accomplish the training.

supports my belief that competent optical dispensing professionals have a crucial role in building a successful business. Competent optical dispensing professionals are essential to creating customer satisfaction. The level of competency that makes for success is based on a combination of education, experience and personality.

Dispensary staff education does not have to be advanced, but should include a foundational knowledge of opticianry. Experience, is essential, and the only way to get that is by working in the field.

The match between employee personality and a business is best

CHART IT: Create a training notebook for the new hire, showing what needs to be done, and include a calendar.

THEORY AND PRACTICE: Training must include both written or theoretical and practical or hands-on assessment. My website provides on-line testing for dispensing theory. You will need to create your own assessment for practical application.

INCENTIVE PAY: Set training goals to pay. Hire a little low with the understanding that the new hire will get pay increases as

guided by careful hiring practices, a topic that was just covered in

they progress.

the last issue of Opti-Center.

DO IT: Follow through on training, assessment and pay raises.

Do these scenarios sound familiar to you?

PAY UP: Pay the trainers! Provide incentives for your other staff to

Anna-Maria has been with your practice for over eight years. She

help the new hire along. How many times have you heard, “Great,

is a darn good ECP with excellent sales and few remakes. She is good at lab work and repairs, and is an all-around good worker.

now I have to do my job and train the new guy too!” Make it worthwhile for your staff to be involved. Give gift cards, PTO, lunches;

Sadly, she has decided to go back to school for nursing, and will

reward your trainers for their investment in the new employee.

be cutting back her hours from forty to fifteen hours a week.

LET THEM WORK: Let the new hire work! Watch for the classic

Or, you have decided to take the big step and add a second

mistake in training: Your strongest employees doing the work,

part-time doctor to your practice. The increased patient load and subsequent sales means that you will need to add another ECP to

instead of teaching. Your new employee will never learn most of the skills necessary to be a competent dispenser by watching.

the practice.

This is most important when you get busy.

You think, “Eh, optician, licensed, not licensed, frame stylist,

USE VENDORS: Consider allowing your vendors to do some

whatever; I’ll just train them.”

If you should decide to hire someone with little or no experience, this generally means that you will expect your other staff to train the new hire. This is a common practice, but it often results in erratic and spotty training, hard feelings, opinion being taught over fact, and, worst of all, the new hire feeling left out and

training. Many companies have education materials, and many representatives would be happy to come in and spend time with a new hire “teaching” them about how great their products are.

READ: Use the continuing education inserts and articles you find in the trade magazines to educate the new hire. Look for pertinent articles, and make sure you give them time to read them.

perceived by others as a nuisance.

Here are 10 tips – in order of importance- to avoid the usual pitfalls: TIME: Set aside time for the new hire and trainer to work together, even if this means coming in a few hours early or staying a few hours late. It never seems to fail that as soon as “training” starts, the store fills up, and the new hire is pushed to the side.

OpticianWorks.com provides on-line eye care professional education. The site includes a complete on-line textbook, hundreds of illustrations, hundreds of images, lesson review tests, and links to industry support sites. Topics include frames, lenses, dispensing, measurements, prism, finishing, insurance, low vision and much more.

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P12

PERFORMANCE REVIEWS

by Michael Graves, Senior Consultant, Northern California

I had a special request from a client for the subject of this article.

She said that she was concerned about conducting performance reviews with staff more often than once a year, because her staff always expect a raise to accompany a performance review. She doesn’t mind paying staff what they are worth to the practice, and paying good bonuses when they are earned, but some of her longterm staff are already being paid more than staff at other practices.

She was anxious because she thought that certain staff might get mad and quit when she did not give them a raise along with a performance review.

She was relieved to find out that there is a relatively simple solution to this problem.

Performance reviews are an extremely important practice management tool. They allow you establish goals; to find out about difficulties that your staff are having and to schedule training that will improve staff performance. Ideally, performance reviews should be done every three months. This may sound like a lot of performance reviews but when they are conducted correctly, performance reviews play an extremely important role in practice management

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P14

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Products: Custom & Retail Accessories, Optical Supplies, Eyewear & Boutique Accessories, Frames & Frame Parts, Lab & Medical Supplies, Stock Lenses VW Discount: 10% discount on all products (excluding equipment & “specials”) 5% discount on “special promotions” For More Information Contact: Liza Fluke (800) 288-4512 liza@snoptical.com or info@snoptical.com www.storminnormans.com

VENDOR AND INDUSTRY UPDATES

P15

BEST IMAGE OPTICAL

Plume Paris Eyewear, a European influenced brand, is produced keeping the wearer’s comfort in mind without sacrificing creative design and premium materials. The Plume Paris collection has a variety of styles in order to satisfy the wearer’s fashion preference.

Some frames take inspiration from the 1940-1960’s while others keep a more modern edge.

NICE is a two tone stainless steel frame inspired by the city in For More Information: Visit www.BestImageOptical.net or call (800) 688.7661

southern France located on the Mediterranean coast. The Nice frame was directly inspired by the avant-garde type fashion found throughout the city. With this frame, you’ll find bright color combinations to this vintage inspired metal frame that is an unusual concept in the market.

EASTERN STATES EYEWEAR

ESE’S DIVA EYEWEAR ADDS SEVEN STYLES Expanding conceptually, Diva shows a continued growth and diversity with intriguing material combinations and treatments. A variety of shapes and thickness comprise this new release – thin metal designs, as seen on the 5375, offer a classic, elegant look. Chunkier, more fashionable deep plastic shapes, as in the 5372, provide a more modern, colorful alternative for women seeking Diva’s panache.

Finally, color finishes such as horns, prints, and marbles can be found throughout the collection’s acetate styles. A mix of gold and silver bases comprise the metal styles, these are additionally colored with brown, burgundy, navy, black, and ivory.

“We are thrilled about the direction of Diva and the diversity we’ve seen in our releases from the past year,” explained ESE President Paul Shyer. “The addition of new concepts, new looks, and new colors has perfectly complimented our classic styles and has added the type of excitement and buzz to the collection that, quite frankly, every manufacturer and distributor looks for.”

Also defining Diva’s new models are the beautiful flowing temple

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P16

VENDOR AND INDUSTRY UPDATES

GP SPECIALISTS Mark Cosgrove, director of operations at GP Specialists states, “I’m very excited to take what I have learned over the years and incorporate it into an advanced ortho-k lens design. We are seeing some amazing results. I believe this design is unique in the industry, can provide faster results and also promote healthy long term wear for the patient.”

Dr. Alice Cusner, from Village Vision Care in Cranton, Massachusetts, agrees with the amazing results and had this to say about her experience with iSee ortho-k lenses. “In only two weeks, I was able to correct a high myopic 9-year-old girl’s vision using iSee lenses. My patient and her parents are ecstatic!”

GP SPECIALISTS INTRODUCES THE ISEE™ ORTHO-K CONTACT LENS GP Specialists, an industry leader in orthokeratology, has developed an advanced ortho-k lens design that has been shown to correct patients with high myopic powers. The new iSee™ Ortho-k lens is based on its FDA approved 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.

Mark stated, “We rebranded the FARGO™ ortho-k lens to the iSee™ ortho-k brand in an effort to make orthokeratology a more consumer friendly eye treatment solution. Hopefully the entire ortho-k industry will benefit from our marking efforts.”

The FARGO™ and now iSee™ brand ortho-k lenses are FDA approved up to -3.00, while extended powers are manufactured as doctor customized designs.

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L’AMY AMERICA’S COLUMBIA EYEWEAR INTRODUCES EXTENDED SIZE TITANIUM SERIES L’Amy, announces the worldwide launch of a new 4-model ophthalmic series, expanding upon its highly successful Columbia Eyewear Extended Size collection.

The new models feature pure titanium frame fronts, combined with H-90™ injection-molded temple stems. “We’ve combined the ultimate in frame comfort and frame performance with our signature Extended Size fit. Titanium strength and H-90™ featherweight comfort together create a frame perfectly suited for outdoor adventure and the urban commute alike,” said Worldwide Business Unit Manager Connie Reiss. “We recognize that outdoor consumers of all shapes and sizes have similar expectations when it comes to ophthalmic frames—exceptional fit and comfort, true performance, and sport-styling—all factors critically important to our end-user. Columbia’s Extended Size titanium series exceeds these expectations” said Reiss.

The new series is comprised of 4 unique shapes, named Aldridge Park (rimless rectangle), Bennet Pass (sport oval), Black Butte (rimless modified rectangle), and Buck Mountain (narrow rectangle).

Temple stems are first constructed of Columbia’s exclusive H-90™ material for featherweight comfort and extreme durability, and then bi-injected with Gripol™ rubber inserts for super soft touch and extra grippage against the skin. Bi-color temple designs with earth-colored frame fronts provide safe color choice for the more conservative taste, but still enough sport accent for the more trend conscious. Sizes range: 57 to 59 eye, with 150 temples.

VENDOR AND INDUSTRY UPDATES

P17

LIBERTY SPORT

LIBERTY SPORT ADDS GRAPHIC DESIGNS TO SNOW SERIES Liberty Sport has added graphic designs to Rx Performance Snow Sunglasses. “We’ve had such a strong response to our graphic designs on our protective sports eyewear, we thought it would be fun to recreate these same some of exciting designs on our Rx Sun Performance Product, “says Carmine DiChiara VP Product Development. “Our first initiative is on our snow frame style: SNOWBLAZER.”

Mill sun we Tec

These designs are a nice complement to our Rx Snow Styles. The Plano Sun Version comes with the Ultimate Snow Lens designed for perceiving changes in terrain while participating in a variety of winter activities. The lens has a base color of grey/green with a blue flash mirror coating.

All Ultimate Plano Sun Lenses can be replicated in an Rx through Liberty Sport Labs.

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MARCOLIN optical collection where green plastic, created thanks to the use of corn oil, is one of the key renewable materials. The Trees for the Future foundation has aided thousands of communities in Central America, Africa and Asia since 1989.

translucent b with ultimate *ultimate pol

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MARCOLIN PRESENTS THE PARTNERSHIP BETWEEN TIMBERLAND AND TREES FOR THE FUTURE Marcolin is proud to announce Timberland has partnered with Trees for the Future to execute a sustainable initiative.

Starting November 1st, with each purchase of a Timberland frame, a tree will be planted in an area ravaged by deforestation.

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• Rx’Able U • Removab the eyes • Flexible while tem motorcyc • Plano fra Ultimate

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• Comes w pouch fo

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VENDOR AND INDUSTRY UPDATES

MOREL

Népenthe

The pitcher plant, also known as Népenthe

brown/old rose... and of course the ever-

plant, isThe a mysterious carnivorous, popular green, black/grey, pitcher plant, also known tropical as Népenthe plant, is a purple/lime mysterious carnivorous,

tropical plant, with aThis vasebeautiful shape. This beautiful very unique plantcombinations. is the plant, with a vase shape. andand brown/turquoise inspiration behindis Koali’s most recent concept. and very unique plant the inspiration The six stainless steel fronts (three

frame temple evokes the silhouette andrimmed movement of three the pitcher plant withand two three behind The Koali’s most recent concept. and semi-rimless) delicately worked stainless steel strands which are interlaced in a two-toned acetate fronts are availablespiral. in a wide The frame evokes thesetsilhouette The temple clean temple lines off the handcrafted acetate fronts of the collection’s range of sizes from 51 to 55. Six of the rimmed and semi-rimless models. and movement of the pitcher plant with nine shapes can be fitted with progresNépentheworked plays with contrasts by providing bright pops of color against more two delicately stainless steel sive lenses. strandsdiscreet which shades. are interlaced in a twoTwentyThe fourclean exclusive colorlines combinations toned spiral. temple set off are available with pairings like: silver/ ice blue, brown/sea green, plum/coral, the handcrafted acetate fronts of the col- brown/old rose... and of course the everpopular purple/lime green, black/grey, and brown/turquoise combinations. lection’s rimmed and semi-rimless models.

The six stainless steel fronts (three rimmed and three semi-rimless) and three acetate Népenthe plays with contrasts byrange providfronts are available in a wide of sizes from 51 to 55. Six of the nine shapes can be fitted with progressive lenses. ing bright pops of color against more discreet shades.

TwentyJanuary four exclusive color combinations 2013 Release are available with pairings like: silver/ Press Contact: Danielle Mastrangelo ice blue, brown/sea green, plum/coral, dm@morel-eyewearusa.com 500 West Main Street, Wyckoff, NJ 07481

Toll free: 800 526 8838

Toll free fax: 888 631 9796

OGI EYEWEAR Centering around winter’s icy ambiance, Seraphin’s Winter Frame Collection evokes a

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Népenthe

TOLEDO A progressive traditional design, employs TheSeraphin’s pitcher plant,Toledo also known as Népenthe plant, is

plant, withfinesse. a vase shape. This beautiful and v a conventional rectangular shape with tropical contemporary inspiration behind Koali’s most recent concept.

Smooth angles and a comfortable fit are the products of the mixture

subdued, cool sophistication.

The frame temple evokes the silhouette and moveme of Italian acetate and lightweight Japanese metals in this fashion

Creamy ivory, clear crystal and

forward men’s frame.

grey demi embody the arctic spirit of winter, while elements such as a smooth arched shape provide utmost comfort and style. Playful twists on the classic square shape paired with a wintry color palette, result in bold, eyecatching frames. As always, each Seraphin frame is handmade with the finest quality materials and high quality crafts-

delicately worked stainless steel strands which are int The clean temple lines set off the handcrafted acetat rimmed and semi-rimless models.

Philosophy: “Seraphin’s Winter Eyewear collection, consists of

Népenthe plays with contrasts by providing bright po

bold, eyecatching frames that embody discreet the spirit of winter. An icy shades.

color palette and playful shapes evokeTwenty a coolfour sophistication. exclusive colorEach combinations are availab

ice blue, brown/sea green, plum/coral, brown/old ro Seraphin frame is handmade with the finest quality materials.”

popular purple/lime green, black/grey, and brown/t

manship. Key Styles:

For additional information:

SUMMIT Inspired by the grandeur of the historical Summit Avenue in

Ogi Eyewear

St.Paul, MN, Seraphin’s Summit is a worthy addition to any fashionista’s wardrobe. A smooth arched shape with deep lenses gives

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The six stainless steel fronts (three rimmed and three fronts are available in a wide range of sizes from 51 can be fitted with progressive lenses.

the Summit a bold personality. The Summit debuts in an innovative jungle pattern as well as black, brown demi, and cream ivory pearl.

DAYTON Inspired by the F. Scott Fitzgerald era, Seraphin unveils the Dayton. In admiration of the Roaring Twenties, the Dayton 500 offers a West Main Street, Wyckoff, NJ 07481 classic men’s shape with an angle of interest. With modernized revisions to a traditional style, the Dayton’s color palette includes contemporary selections such as burnt banana and butterscotch demi.

Press Contact: Danielle Mastrangelo dm@morel-eyewearusa.com Toll free: 800 526 8838

Toll free fax: 888 631 9796

VENDOR AND INDUSTRY UPDATES

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SPY OPTIC SPY products,” says Jim Sepanek, SPY VP of Rx. “By partnering with PFO Global, the SPY ARC® Digital Rx program packages SPY’s unique frame point of view with a multitude of digital free-form ARC® lens options to provide the patient with an authentic SPY visual experience.”

SPY’s patented ARC® lens (Accurate Radius Curvature) provides optically correct, distortion-free viewing at all angles, ensuring against comfort and eyestrain. SPY’s unique, proprietary ARC® design technology paired with PFO Global’s lens production experience will bring SPY’s Rx program to the next level.

“We are thrilled to be working with SPY to combine our superior technology and quality free-form lenses with the forward thinking SPY® (OTCBB: XSPY) and PFO Global announced today that the two companies have partnered to bring SPY ARC® Digital, a digital Rx solution, to Eye Care Providers (ECP’s) across the country.

Utilizing PFO Global’s world-class digital lens surfacing capabilities on optically correct, distortion free SPY ARC® lenses, SPY will enable people with ophthalmic needs to “See. More. Better.”

and highly recognized SPY brand,” said Rudolf Suter, President and CEO of PFO Global. “This partnership will enable SPY customers to see better while protecting their eyes with great quality lenses.”

For more information: www.spyoptic.com www.facebook.com/spyoptic

“It is critical that SPY provide its customers with solutions that are

Twitter @spyoptic

simple for them while maximizing the price/value relationship of

@spyoptic on Instagram.

VIVA INTERNATIONAL

Enticing animal prints, also found in the brand’s extensive accessories collection, bring inspiration to the new sunglasses, including key styles COS Adison and COS Isabel. Temples detailed with a vibrantly colored animal print design compliment the fun wayfarerinspired styling of COS Adison with a pop of colors, including Viva International Group introduces a new sun line to its CANDIE’S® Eyewear collection this spring. The twelve new prescription ready sunglass styles are fun and fashionable, perfect for the trendy lifestyle of today’s CANDIE’S girl. Bold silhouettes, including wayfarers, aviators and glamorous ovals are offered in colorful combinations with chic temple treatments, such as animal prints, heart designs and floral patterns.

“We’re excited about the introduction of prescription ready sunglasses to the CANDIE’S Eyewear collection,” said Viva’s VP of Merchandising for Domestic Brands Timm Parker. “The collection takes its direction from the fun and flirty design themes found in the CANDIE’S clothing and accessories collection and translates them into a variety of quality sunglass options for today’s CANDIE’S girl.”

orange, green and yellow. A metal plaque featuring the CANDIE’S logo completes the look of this sporty style.

$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 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 at least $1,500 per quarter earn an additional 10% discount.

• 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 1

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 $9,000 for the year earn a 3% rebate.

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!

• 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%

Complete and fax the TRANSFER IT form on the back of this flyer or call our Customer Service Department at 800.640.9485 for more details.

WHERE PROTECTION

WX149_RecCatalog_12.indd 1

The preferred buying group eye care providers.

for independent AND FASHION COLLIDE

12/23/08 11:23:39 AM

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“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

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Adding CareCredit is FREE and Vision West members enjoy an exclusive

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OPTICENTER WINTER 2013 WORDSEARCH

H I T R T E L I T L I F S T G I E W A A U A L K G S O I N R A L E G K U G R R I S I M I S O R I S T L O L T A H E N H E I O F U B I S E W A L H E R C N A L I S S M E L H O R H L I E K E G N A L I O T S C I S D T H P W C A H A R R T A S I G O A S S A A S H S T A T R F C A N L S K T C I S N S S S E A E A T R S I Y E S A K A L I E R E A G T E L G A C H F L U I V C S S E S S A R T E R S K P T A E T V E Y I A R S T E T E E N S S E I L R N E S W S C T H N P R A T T S C O K S A T U E H A L O E O E H T I F I O E T L M T U B A R S E Y A I P B T A S L P R F R W T P S E A T V C L V E S O E E K S H N S R K G E N M H L W N S R E E F I H U A O U O I F P A P I A P A O E A V E B S L L W E S O C P I N E S M E R T K E G R R C K C C B E H O N A P A S H H T G G T G M A S G T M E R K E R T T N I E O O U R N F Y L S R T F E O R I G P I R I U N S A T N E I E F G H F I T E T K B N A F H G S G L H O T N T H F N N I M T G S K E N O A C L I T S F S I E A S N E L S Z F T S O A E A A T S S N O H N N Z K N S S S T E E N T E N L P T T E W S M S E G O S E S S N N E S U G L W G C N V A I A K N L I R E T N A I N E A R N A R L R A E H N I R C I C F C T A E N E F K Z F R I I E S A T E H T H T E E I I E E T N L C E D I E A W M Z K P E K E E T G S M A O Y A O R N B S

WINTER 2013 WORD SEARCH

Word search using common words associated with Winter.

SNOWFLAKES

SANTA

TOBOGGAN

HOLIDAYS

HYPOTHERMIA

GIFTWRAP

HUNTING

SOLSTICE

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CHRISTMAS

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about TO For BEquestions REFORMATED

Please contact us at the following information

Southern California: Daniel Frutiger 760.637.0599

Outside California: Customer Service Deptartment 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!

HAVE AN IDEA TO MAKE OPTICENTER BETTER? 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.

THE VOICE OF VISION WES T

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

www.vweye.com OPTICENTER DESIGN + PRODUCTION:

Technology and

John Lucas

Communications Manager

john@vweye.com

and Managing Editor:

1.800.640.9485

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

OPTIPENDENCE increasing your visibility info@optipendence.com 858.336.8590 | 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 — Are Divisions of Hatfield Innovative Studios, LLC. Contact us at info@optipendence.com or 858.336.8590

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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 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. *