EyeCare Professional Magazine December 2010 Issue

REACH NEW PATIENTS WITH A CUTTING-EDGE WEBSITE PAGE 12

1-800-943-1411 WWW.EYEVERTISE.COM

December 2010 • Volume 4, Issue 36 • www.ECPmag.com

RAVISHING RED EYEWEAR / PAGE 6 MAKE YOUR PRACTICE “GREEN” / PAGE 20

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RAVISHING REDSDelight your patients by offering the latest in Red Eyewear and Sunwear.by ECP Staff

DISPENSING PALSKeep up with the latest in Progressives and help your presbyopicpatients see their best.by Carrie Wilson, BS, LDO, ABOM, NCLE-AC

“GOING GREEN” AT YOUR PRACTICEThe benefits in becoming environmentally responsible make itmore than just a fad.by Judy Canty, ABO/NCLE

OPTICIAN EDUCATIONAL SUPPORTThere are some well established and convenient programs for opticians who wish to further their education.by Warren G. McDonald, PhD

OPTICAL DISCOUNTSArbitrarily discounting your fees does a disservice to your staffand your bottom line.Ginny Johnson, LDO, ABOC

THE E-BOOK CRAZEThe explosion of digital book devices has been a godsend for bothreaders and presbyopes alike.by Elmer Friedman, OD

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Vol. 4Issue 36

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On The Cover:EYEVERTISE www.eyevertise.com

EDITOR/VIEW .....................................................................................................4

MOVERS AND SHAKERS.................................................................................18

OPTICAL MARKETING ...................................................................................30

MANAGING OPTICIAN...................................................................................34

ADVERTISER INDEX .......................................................................................44

INDUSTRY QUICK ACCESS ............................................................................47

LAST LOOK .......................................................................................................50

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Publisher/Editor . . . . . . . . . . . . . . . . . . . . . . . Jeff Smith

Production/Graphics Manager. . . . . . . . . . . Bruce S. Drob

Director, Advertising Sales . . . . . . . . . . . . Lynnette Grande

Contributing Writers . . . . . . . . . . . . . . . . . . . Judy Canty,

Dee Carew, Harry Chilinguerian, Timothy Coronis,

Amy Endo, Elmer Friedman, Lindsey Getz, Ginny Johnson,

Jim Magay, Warren McDonald, Anthony Record,

Jason Smith, Carrie Wilson

Technical Editor . . . . . . . . Brian A. Thomas, P.h.D, ABOM

Internet Coordinator . . . . . . . . . . . . . . . . . . . . Terry Adler

Opinions expressed in editorial submissions contributed to EyeCareProfessional Magazine, ECP™ are those of the individual writers exclusively and do not necessarily reflect the opinions of EyeCareProfessional Magazine, ECP™ its staff, its advertisers, or its reader-ship. EyeCare Professional Magazine, ECP™ assume no responsibilitytoward independently contributed editorial submissions or any typographical errors, mistakes, misprints, or missing informationwithin advertising copy.

ADVERTISING & SALES(215) 355-6444 • (800) [email protected]

EDITORIAL OFFICES111 E. Pennsylvania Blvd.Feasterville, PA 19053 (215) 355-6444 • Fax (215) [email protected]

EyeCare Professional Magazine, ECP™ is published monthly by OptiCourier, Ltd.Delivered by Third Class Mail Volume 4 Number 36TrademarkSM 1994 by OptiCourier, Ltd.All Rights Reserved.

No part of this magazine may be used or reproduced in anyform or by any means without prior written permission of thepublisher.

OptiCourier, Ltd. makes no warranty of any kind, eitherexpressed, or implied, with regard to the material contained herein.

OptiCourier, Ltd. is not responsible for any errors and omissions,typographical, clerical and otherwise. The possibility of errorsdoes exist with respect to anything printed herein.

It shall not be construed that OptiCourier, Ltd. endorses, pro-motes, subsidizes, advocates or is an agent or representative forany of the products, services or individuals in this publication.

Purpose: EyeCare Professional Magazine, ECP™ is a publication dedicated to providing information and resources affecting thefinancial well-being of the Optical Professional both professional-ly and personally. It is committed to introducing a wide array ofproduct and service vendors, national and regional, and the myriad cost savings and benefits they offer.

For Back Issues and Reprints contact Jeff Smith, Publisher at800-914-4322 or by Email: [email protected]

Copyright © 2010 by OptiCourier Ltd. All Rights Reserved

MagazineEditor / viewby Jeff Smith

LAST SEPTEMBER the group responsible for officially marking the beginning andend of economic depressions and recessions – the National Bureau of EconomicResearch – made a significant announcement. Not only was the recession officiallyover, but it had in fact ended in June 2009. The indicators that economists use (manufacturing growth, GDP, etc) may say the recession is over, but I wonder ifthe average ECP feels that things are back to normal. In an AP poll from last month’smidterm elections, 80 percent of the general public’s main concern was the economy.

This month’s edition, as always, focuses on ways of increasing your profitability andquality of patient care. And in keeping with the ubiquitous issue on everyone’s mind,I would like to suggest some possible methods for dealing with the recession...I mean “economic recovery”, and hopefully begin the New Year on the right foot.

It may seem like a cliché, but you just can’t say it enough – differentiate! Promoteanything that the Chains don’t: “We repair your frame, we remove your scratchedAR coating on the spot, we put new lenses in your current frame, etc.” Much of thiswork can be done yourself, without breaking your patient’s budget, and hopefullythey will reward you when the economy really turns around.

Direct mailers/coupons (check out Groupon.com) offering $10-$20 off can be effective; often a specific dollar amount rather than a percentage discount has moreappeal to people’s perception of a bargain. A lower cost alternative would be to callold patients, letting them know that their Rx is expiring or that their insurance coverage makes them eligible for a discount.

Using more POP materials can make the office look more stylish, while allowing youto display less frames. And if you need more inventory, ask your rep for quality,discontinued lines that cost a fraction of the original price, people will buy any goodframe even if it is a couple years older than the newest models. If someone has insurance but they do not want new eyeglasses, offer them sunwear, readers or aspare pair for whatever price their insurance covers.

Contacting local businesses whose insurance you accept and offering them a discount for their employees can also be effective. When you get time, try doing freeadjustments and repairs at senior centers. Bring promotional materials and set upappointments if you can.

I hope I have offered some useful tips. Be thankful that you work in an industry thatnot only helps people, but provides them with a necessity.

EEYECAREPROFESSIONAL

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Rx for the Recession

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Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. ©2010 Signet Armorlite, Inc.

Your patients’ vision is unique.Why aren’t their lenses?

• Digitally-created backside progressives for most accuracy

• Computer software selects from six corridor lengths for each patient’s Rx based on frame size

• Extensive range of available lens materials

• Fitting heights as low as 13mm

• Versatile option for the majority of your progressive prescriptions

1-888-557-LABS

CALL TODAY FOR AGGRESSIVE PRICING!

DEC2010_lenswork.qxd 12/2/10 11:50 AM Page 1

2. SilhouetteIntroducing Titan Dynamics, the newestaddition to its innovative and revolutionarycollections. This understated and harmoniouseyewear features a unique combination of natu-ral lines and flowing airy design that contrastsbetween transparency and opacity. Like all Silhouettemodels, the Titan Dynamics collection is among the highestquality rimless eyewear in the world and is handcrafted in Austriawith no screws. www.silhouette.com

3. ArnetteOne of Arnette’s three new F/W 2010 releases, the Fire Drill(AN4143) is a vintage-inspired style with plenty of swagger.It features a flexible Grilamid frame with oversized 6-basepolycarbonate lenses, metal logo plaques on the temples,and a wide array of fun and vivid frame colors. Plus, itcomes with polarized and non-polarized lens options,depending on colorway. www.arnette.com

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1. Trevi Coliseum EyewearClark 734 frames are constructed of the highest quality materi-als and feature genuine Swarovski Crystals and MazzucchelliZyl. It features spring temples for added comfort and durabilitybacked by a two year warranty. These Italian made frames areavailable in 3 vibrant colors, Red Lilac (shown) Palladium andLight Brown. Sold exclusively in North America by NationalLens. www.national-lens.com

RAVISHING

REDS

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6. RevolutionRevolution Eyewear’s Patented Bottom-Mounted Clip-Ons feature the auto-aligning “Mag-N-Socket” system that is nowbuilt into the frame, creating a sleek, streamlinedappearance. Superiorhigh quality,non-obtrusive springhinges and the hotteststyles and colors.Featured is theREV693 in RedLust. Other colorsavailable are Cocoa,Black and Pink Sapphire.Each set includes a polycarbon-ate polarized magnetic sun-clip-on. www.revolutioneyewear.com

4. Jai KudoDrawing from the natural world, artistic community and eyewear design archives, Jai Kudo’s F/W 2010 collection iscomprised of 14 new styles and incorporates design influencesranging from the world of fine art to retro inspired models inboth plastic and metal, all focusing attention on the wearer’sindividuality, class and style. Shown is model 1814, in colorP15. www.jaikudo.com

5. KBL EyewearSilver City Aviator in Fiesta Red – This Aviator is an amazingshade of red that draws attention to the person who wears it.It is a unisex frame that has a great fit for all faces. The colorsof the KBL Aviators were inspired by vintage guitars.www.kbleyewear.com

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Theo

Cinquante-deux features decorative rivets that give off aglazed appearance that contrasts with the frame. Althoughmanufactured from titanium, the frames are visually heavy.The corner-piece was folded with a special technique whichmeans that the glasses acquire a plastic look. The sidepieces can easily be adjusted for a perfect fit.www.theo.be

Clariti Eyewear

Konishi Flex-Titanium frames take memory frames to anotherlevel. Konishi Flex is made of flex-titanium that gives justenough flexibility while still maintaining a rigid frame toensure comfort. The line offers both traditional and embel-lished styles built with state-of-the-art technology making itpossible to provide dramatic styles with seamless designs.www.claritieyewear.com

Alain MikliFor an intimate, luxurious experience, thematt collection covers the eyes with auda-cious restraint and dresses them withchivalrous camouflage, offering one’s gazea ray as clear as a breath of private andreserved light. Alain Mikli draws anexpressive style which frames the gazestrongly. The front is rimmed by two wideacetate bands, which suggests an assertivecharacter for all those who do not sufferfrom vertigo. www.alainmikli.com

Jee Vice

If you are looking for a fresh and modern interpretation ofretro, you will literally fall in love with the Amoureuse, one ofthe latest 2011 Rx styles from Jee Vice. Hand made in Italyand available in red, black and deep brown. www.jeevice.com

Creations in Optics

The Energie Tuxedo (ES014) boasts a retro-cool design. ThisItalian made sunglass/ RX frame is perfect for those lookingfor a classic shape with an edge. It is available in a variety offun and dramatic colors. www.creationsinoptics.com


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R&R Eyewear

From the Bellagio Eyewear collection model 599 is funky andtrendy with its bold red color and unique temple designs. Thisframe will add a touch of modern glamour to any woman’swardrobe. www.rreyewear.com

Hilco

Hilco has launched Leader Rx Sunglasses, a new line of fash-ion forward prescription sunwear, which feature 8-base wrap-around styling with the processing ease and optics of 6-baselens mounting. The line includes eight styles, each suppliedwith plano polycarbonate sun lenses in 6-base adapters;over-molded temples for added comfort; deluxe carrying case;microfiber cleaning cloth; and sport strap. www.hilco.com

Corinne McCormackThis new Corinne McCormack frame is bold and trendy. The chic-geek shapecombined with the red and black frontand transparent grey temples definitelymakes a statement.www.corinnemccormack.com

Baby Banz

Adventure BanZ improve on our Original Baby Banz byadding an embedded silicone nose and brow piece for addedcomfort. The category 3 lenses offer high sun glare reductionand good UV protection. The frames feature durable, polycar-bonate ophthalmic quality lenses, and have side adjustableVelcro, allowing for years of wear as the child grows.www.usa.babybanz.com

Real Kids Shades

Xtreme Chill® kicks it up a notch, delivering enhanced styleand function; making it easier than ever for parents to protecttheir children with a complete line of RX able sunglasses thatoffer 100% UV protection. HighPerformance Xylex® framesare fitted with rubber-tipped temples that hold mirrored,extended shatterproof Revo lenses. Designed to fit childrenfrom when they’re infants through age 12, these styles are suitable for a full range of activities, from a pleasant day at the beach to the most demanding action sports.www.realkidshades.com


Rudy Project

Made with pure carbon fiber, Kynetium, and our revolution-ary ImpactX™ lens material, the new KarbonEye offers the bestin terms of adjustability, optics, strength, comfort and per-formance. The KarbonEye features a revolutionary stainlesssteel temple core bonded with pure carbon fiber, an extremelylight and durable material, and over injected with protectiveergonomic megol. This unique piece is mounted to the newImpactX™ photochromic shield, delivering both wrap-aroundprotection and light management. www.rudyprojectusa.com

Luxottica

DY 4071 is part of the Sports Segment of DKNY. The frame iscomprised of solid layers of colored acetate giving great depthto the color. The tear drop aviator inspired shape gives addedsun protection and includes gradient APX lenses both for aesthetics and function. Metal inserts offer a unique triplebrow effect by the bridge and, together with the DKNY dartlogo plaque on each temple, give a modern twist to the style.www.luxottica.com

Since the recent launch of the exquisiteLisa Loeb Eyewear Collection, a hugebuzz has been created in the eyewearindustry. Thousands of Lisa Loeb fanshave eagerly awaited this collection,enthusiastically registering for informationas to where they can go to purchase theseframes at a location nearest them.

Lisa Loeb, Grammy nominated for herhit song “STAY”, is an artist well known forher iconic cat-eye frames. After years ofrequests from her fans, Lisa has partneredwith Classique Eyewear to design and produce her first eyewear collection,inspired by her signature look.

The response to the collection hasbeen overwhelming, from both eyecareprofessionals and frame wearers.

The Lisa Loeb Eyewear Collection is not only enticingbecause it is a celebrity endorsed collection, but also hascurrent market appeal as the cat-eye, retro and vintagelook hit runways this season. The collection can be wornfrom day into night, and has a look for every occasion.

The initial launch collection has thirteen frame styles, in up to

four color palettes per style.New and exciting stylesin a variety of color combinations and sizeswill be released through-out 2011, promising tomeet the ever increasingdemand from fans and various frame wearers inthe US and worldwide.

To become an exclusiveLisa Loeb Eyewear stockistin your area, and be includ-ed on Classique Eyewear’s website store locator, call 1-866-604-5700 or go towww.classique-eyewear.com

LISA LOEB EYEWEAR IS A HIT AND IS HERE TO STAY!

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“The times they are a-changin,” sang Bob Dylan,words that ring even truer today than when theywere written more than 40 years ago. The Internetwasn’t even a twinkle in anyone’s eyes back inthose days. But cyberspace has come to dominatemodern life, especially when it comes to shoppingand choosing a professional service.

No matter what your product, it’s no longerenough just to open shop along Main Street or atthe local mall. You can no longer just advertise inthe local newspaper or rely on word of mouth toattract new customers. Nowadays it’s all abouthaving a presence on the web or getting leftbehind, because the times will continue to changewith or without you.

More than 80% of Americans surf the web eachday and more than 227 million Americans areactive home Internet users. 75% have looked forhealth or medical information on the net.

In other words, more and more of your currentand potential customers are letting their fingersdue the walking (across a keyboard) rather thancruising Main Street or the mall in person.

For eye care professionals and independentoptical retailers – the path ahead is crystal clear.The only way to tap into this huge and ever-expanding market is building and maintaining aneffective website that gets results. But it can’t bejust any website. A good decade into the internetgeneration, success online is achieved by havingan active, dynamic website that provides yourpatients with these important features:

■ Introduces you and your business in a clear,concise fashion.

■ Acts as a research tool and informationsource on a range of eye care and eyeweartopics along with educational videos.

■ Provide your client the ability to schedule anappointment online along with medical his-tory forms to make your practice efficient.

■ Drive business to your practice.

Notice that selling something online is not oneof those primary goals. That’s because most independent ECP’s and optical retailers have nodesire to become the Amazon.com of the eye careworld. But just because you don’t engage in actualInternet sales doesn’t mean you shouldn’t have anattractive effective website to drive new businessand keep your current customers coming back formore.

Some ECP’s attempt to build their own templatewebsite and then find out that their competitor’swebsite ranks higher on search engines likeGoogle. Study your competitor’s website. You maylearn that your competitor is attracting newpatients because their website makes a better firstimpression than yours.

Terry Adler, President of EyeVertise said, “Thedo-it-yourself template website approach can be atime consuming, frustrating process and theresults are often substandard or abandoned.”Others invest in the services of professional web-site builders like EyeVertise (www.eyevertise.com),which specializes in building optical websites andalso hosts and manages sites once they are up andrunning.

Content provided by EyeVertise Inc.

How Effective is your Practice Website?By Joe Yogerst

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“After extensive research I decided to useEyeVertise,” says Dr. Evan Wolf (MD, PhD) of theWolf Eye Center in Wasilla, Alaska. “They made ithappen quickly, easily and affordably. Their expert-ise helped our website generate revenue and goodtraffic flow within two weeks of launch.”

Your website is equally as important as yourpractice brick and mortar location. Remember thatyour website is your new patient’s first impressionand you have only one chance to reach out tothem. Make it a good one!

AFFORDABLE OPTICAL WEBSITESEyeVertise’s professional graphics designers getit right! They will work with you to create a professional optical website that is informativeand user friendly. Getting just the right look iscritical as your website is often a patient’s firstimpression of your practice.

Template services may be cheaper but will costyou in the long run. They will cost you in timeand reputation. Our solutions let you focus on what you are good at, eye care. While projecting an image that reflects your practice.

We don’t just build websites...we help you buildyour business!

• Consultation by An Optical Professional• Personal Graphic Designer• Unlimited Modifications to Original Design• Stock Photos• Flash Design

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THERE ARE MANY PROGRESSIVE LENSES availablefor the eye care professional. With more than 200 lensdesigns to choose from, it is imperative that the ECPnarrow down the choices to what works best for his or

her practice, as well as the patient. The best way to do this is toselect a lens that is easy for the ECP to fit and dispense and iseasy for the patient to wear.

Getting the Perfect Fit

The most common problem with progressive lenses is not withthe lenses themselves, or even with adaptation problems. Themost common reason why a progressive doesn’t work for thepatient is because of optician error. The most common opticianerrors are due to improper fit. These can be minimized or eliminated by keeping the following tips in mind.

Selecting the Frame

The perfect frame will be lightweight and well fitted to reduceslipping. Adjustable nose pads are best to allow for fine tunedadjustment. The eyes should be well centered with an adequateB measurement and the overall width should not exceed thewidest point of the patient’s features.

Frame Adjustment

Always adjust the frame prior to taking the lens measurements.Adjustments should be made just like they would be at dispensing. First, have the patient place the glasses on his or herface in the position in which it is normally worn. Now, look atthe patient and observe how the frame fits. A proper fittingframe should have the following characteristics, if not make thenecessary adjustments.

• The nose pads should lay flat against the bridge of thenose, exhibiting the proper splay angle to prevent diggingor pinching on the delicate skin of the nose and inner eye.

• The frame front should have a pantoscopic tilt betweentwelve and fifteen degrees because you want the reading

area as close to the eye as possible to increase the readingwidth. Tilt changes the effective sphere, cylinder and axisof prescriptions, and an excessive amount of pantoscopictilt can cause the patient to experience blurred vision andeye strain. There should be two degree’s of pantoscopictilt for every one millimeter that the visual axis is abovethe datum line.

• The frame should have the proper face form wrap. Thisallows the frame to follow the natural curve of the faceand enables the patient to have a wider field of view in thedistance through increased peripheral vision. The sameratio applies here. For every one millimeter of decentra-tion the frame should have two degree’s of face form.

• A close fitting vertex distance is important to preventvisual distortion. A proper vertex distance not only allowsthe patient to get the full benefit of the width of the lenscorridors, but it is of extreme importance to patients whohave prescriptions in the higher ranges. Changes in vertexdistance change the effective power of the lens. The temples should be angled properly and well fitted at thetemple bend and behind the ear.

Through the LensCarrie Wilson, BS, LDO, ABOM, NCLE-AC

PALsSelecting the Best Lens for You and Your Practice

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By pre-adjusting the frame, any fitting problems will be discov-ered early on and prevent the lens from being placed in an ill fitting frame. It will also minimize any fitting height errors thatmay result from measuring a pair of glasses that are fittinguneven, too tight or loose or exhibiting an “X” ing problem.

Taking the Fitting Height

Eye care professionals should position themselves in front ofthe patient at eye level. Have the patient look off into the distance and with a marking pen, dot the center of the patient’spupil. Remove the glasses and draw a one inch straight lineacross the dot. Next, have the patient put the glasses back on toverify where the fitting height is. The patient should be lookingthrough the line. Now ask the patient to walk around the dis-pensary and then resume sitting. Observe the patient’s postureand stance in relation to the fitting height. Adjust the fittingheight if necessary. Always verify the fitting height in this manner, even if you have the previous fitting height, because a patient’s posture and stance may have changed since the previous fitting as well as the vertex distance could be different,altering the segment position.

An alternate technique is to use a ruler and a penlight. Thistechnique is similar to taking a PD with a ruler and a penlight,but the ruler is held vertically. You position yourself at eye levelto the patient and have them look at the penlight which is next

to your eye. Using your free hand or a segment measure,measure from the bottommost part of the frame to the cornealreflection. This will be their segment height precisely.

One should note that a patient will normally have an unevenfitting height. Make sure that the uneven height is ordered. If itis not, the patient may exhibit distorted vision in each eye. Thiscould be the result of:

• one eye looking through the intermediate portion of thelens corridor while viewing the distance if both fittingheights are placed at the height of the higher eye.

• one eye not reaching maximum add power if the fittingheights are set to the height of the lower eye.

• uneven MRP causing a prism imbalance that may cause aproblem when converging to near.

Pupillary Distance

Monocular PDs should always be taken when fitting a patientwith a progressive lens. The preferred way to measure the PD isusing a corneal reflection pupilometer. This is the preferredmethod because they help eliminate parallax errors, they workvery well on very dark irises, and are easy to develop accuracywith. The first step is to adjust the working distance dial to thedistance setting which is infinity. Sitting across from the

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DEC2010.qxd 12/2/10 2:25 PM


patient, place the pupilometer on the patient’s nose with theforehead bar centered against the forehead. Ask the patient tolook into the light and then move the paddle to the center posi-tion so that both eyes are open. Move the hairline to bisect thecorneal reflex of each eye. The monocular PD is then displayedon the top of the pupilometer. As a side note, you only use thepaddle to occlude one eye at a time when the patient is havingtrouble fixating with both eyes such as when they have strabis-mus. If you occlude one eye, the other will take up fixation andyou can get a more accurate measurement.

To verify that this measurement is accurate, the machine shouldbe calibrated at least weekly. In order to verify accuracy, youshould set the PD to 32/32 and place a ruler against the hairlines. The measurement should be 64. If it is, then the calibration is complete. If it is incorrect, note the difference,measure again at 29/29 and 35/35. If the pupilometer is off thesame amount in each case, remember to adjust the measure-ments taken to correct them until the pupilometer can be sentfor calibration. If there is no consistency, stop using the pupilometer and send if off for repair.

If the pupilometer is unavailable, the ECP can measure the PDby measuring from the center of the bridge to the pupil dot thatwas placed on the lens when determining fitting height or uti-lize the corneal reflection method to the middle of the bridge.

Taking additional measurements

Some measurements are required for the newer, free form lensdesigns. These are:

■ FACE FORM WRAP – Frame wrap can be determinedusing a face form wrap protractor. This is a simple chartthat you can get from many lens manufacturers.

■ VERTEX DISTANCE – Vertex distance can be measuredvery accurately with a distometer.

■ PANTOSCOPIC TILT – Lens manufacturers can usuallyprovide a tool to help measure pantoscopic tilt. Onesuch tool is the Zeiss Individual™ Panto and Vertex Tool.When taking the pantoscopic measurement using thistool, it should be taken vertically, parallel to the face andperpendicular to the patient’s forward facing gaze.

The ECP should also verify that the selected lens will cut out byutilizing the cut out chart before submitting the order to thelab. This will prevent a patient from losing add power, having tocome in for a frame restyle, or from having to issue the patienta patient satisfaction refund.

The Art of Dispensing the Lens

Verifying the power

Proper lens dispensing begins at the verification process.Depending on the type of progressive chosen, the ECP mayhave to follow the manufacturer’s recommendations on how toverify the progressive. Some of the computer generated, freeform lenses need to be verified using the company’s compen-sated prescription that they send back to the dispensary withthe finished glasses. This is because the older technology of thefocimeter, or lensometer, does not verify the advance design ofthese lens designs very well. If this is the case for the progressivelens that is chosen, be sure to follow the directions carefully.

In other cases, verify the lens as normal.

• Mark up the progressive using a lens cut out chart, if thelens was not received with markings already in place.

• Verify the distance prescription in the distance circle. Thisis the best place to check the power.

• Verify the near prescription. The easiest way to verify thenear prescription is to utilize the engravings present onthe lens but it is best to verify the prescription via thelensometer. If you use the near circle, be sure to place thefront surface of the lens against the focimeter, verify thedistance first, and then verify the add power.

• Check the prism at the Major Reference Point (MRP).This is also called the Prism Reference Point (PRP). Allprogressives have a prism ground into the lens for thin-ning purposes. This helps reduce the overall weight of thelens and improves the appearance of the progressive. Theprisms are usually an equal amount of vertical prism sotherefore there are no prism imbalance or convergenceissues to affect the patient. Therefore, this prism wouldnever be seen in the lensometer. The MRP or PRP is toeither verify the amount of prism that was prescribed orto determine that no prism has been mistakenly induced.

Double checking the fit

After adjusting the frame to fit the patient comfortably, makesure that the fitting cross is fitting at the center of the patient’spupil. Make minimal adjustments if necessary to ensure thatthe progressive is centered properly. If there is a centrationproblem with the lens that cannot be corrected and still maintain a comfortable frame adjustment, then remake thelens. Centration problems will result in a narrowed field ofview, especially at the intermediate area. It will also cause thepatient difficulty in transitioning from the distance to near portion of the lens.

Educating the Patient

Once the patient has his or her glasses on, reiterate how a progressive lens works. Explain to the patient the limitedperipheral view areas and how to lower the eyes, not the head,

DEC2010.qxd 12/3/10 11:27 AM

in order to see through the corridor properly. Also, demon-strate the head movements that are necessary (moving thechin) to see everything clearly. These are best analyzed by utilizing a reading card to display the near and intermediateareas of view and having the patient look off into the distance.

Making it easy to wear

Most of today’s progressive are very easy for the patient toadapt to, especially when care is taken during the measuringand dispensing process. However, sometimes issues occur.This is when trouble shooting must be done.

• Verify, verify, verify – This means you should doublecheck everything.

• Ascertain what the patient is having difficulty seeing.The general statement “I can’t see anything out of theseglasses” can mean that the patient is having difficultyreading, working on the computer, or driving.

• Use active listening skills to help narrow down the problem, i.e. “I have to lower my chin to see in the distance,” may mean a fitting height that is too high dueto an improper measurements or adjustments.

• Determine if there is a common adaptation issue that iscreating the problem such as going from a lined bifocalto a progressive or a significant change in lens design or prescription.

• Is the patient the problem – do they have realistic expectations, do they have the ability to focus or converge properly, or do they know who how to use thelens?

If all of these issues have been looked at and eliminated as thecausal factors for the patient’s problems, then refer the patientback to the referring physician. At this point the problem iseither medical or an issue with the refraction.

Giving the patient the best experience

Patients go to a practice because they expect the best, and it isthe job of the eye care professional to give it to them. It is imperative that the patient be offered the best in knowledgeand fitting skills. When an eye care professional takes the timeand care to get it right the first time, it really makes an impres-sion on the patient, enhances the ECP’s reputation, increasesthe patient base for the practice and significantly reduces theamount of spectacles that need to be re-made. ■

With contributions from Brian A. Thomas, P.h.D, ABOM

DEC2010.qxd 12/1/10 11:41 AM


Movers AND ShakersAlcon

The Alcon, Inc. board of directors elected Dr. Daniel Vasella as its chairman of the board,replacing Cary Rayment who had served aschairman since 2005. Dr. Vasella is also chairman of the board of Novartis AG, whichbecame Alcon’s majority owner after it pur-

chased 52 percent of Alcon’s shares from Nestle SA last August,bringing its total share ownership to approximately 76 per-cent. He has served on the board of Alcon since 2008. Raymentwill remain on the board and will serve as its vice-chairman.

Bausch + LombBausch + Lomb has named Mariano Garcia-Valino to the newly created role of corporatevice president and president, Latin America. Hewas most recently an operating partner withAdvent International, a global private equityfirm, where he focused on investment opportu-nities in the Latin American health care indus-

try. From 2001 to 2009, he served in multiple roles with PfizerInc., including a position as head of Pfizer’s largest operatinggroup in Brazil.

Bausch + Lomb also announced that JosephBarr, O.D., M.S., F.A.A.O., vice president, GlobalClinical & Medical Affairs and ProfessionalServices, Vision Care, has received the AmericanAcademy of Optometry’s 2010 Max SchaperoMemorial Award. The award is presented annu-

ally to a clinician, researcher or scholar who has made a significant contribution to the cornea and contact lens field byvirtue of his/her publications, lectures or research efforts.

Prevent Blindness AmericaPrevent Blindness America announced that Dr. Melvin D. Shipp, dean of The Ohio StateUniversity College of Optometry, has beennamed president-elect of the American PublicHealth Association (APHA). Jeff Todd, COO ofPrevent Blindness America, has been named

chair-elect of the Vision Care Section of APHA. Both menstart their one year term in Nov 2011.

Dr. Shipp has worked with the Food and DrugAdministration, the Health Resources and ServicesAdministration, the National Eye Institute of the NationalInstitutes of Health, and the Centers of Disease Control andPrevention. At Prevent Blindness America, Jeff Todd works toexpand external partnerships and communication within thevision and eye health community.

MarchonMarchon has announced the executiveappointment of Mark Ginsberg to senior vicepresident of global marketing. In addition tohis current responsibilities as senior vice president of fashion brands, design and prod-uct development for the New York portfolio,

Ginsberg will now also be responsible of the corporate globalmarketing services for Marchon. Ginsberg will report directlyto Claudio Gottardi, president of Marchon and CEO ofMarchon International.

VSP GlobalPRIDE Industries, a leading employer ofpeople with disabilities and a recognized service provider of manufacturing,supply chain, logistics and facilities solutions tobusiness and government agencies nationwide,announced the addition of Rob Lynch to its

board of directors. Lynch is president and CEO of VSP Global,which includes VSP Vision Care, the largest not-for-profitvision benefits and services company in the U.S. with 55 million members.

Wisconsin Vision AssociatesWVA (Wisconsin Vision Associates) hasappointed Chad Moder as director of sales.He formerly was a regional account managerfor Bausch + Lomb. In his new role, Moder will oversee and help provide direction, marketingresources, and support to WVA’s 21 field reps.

WVA is a full service contact lens distributor and buyinggroup, and was founded by Dr. Robert Fait in 1981 inBurlington, WI.

Will be missed...Brandon Moore, A&A Optical Vice President,and industry veteran, passed away at his homein Lubbock, Texas, on October 28, 2010, after along progression of illnesses. Brandon joinedA&A Optical in 2001 as a sales consultant andhad steadily built a distinguished career over 9years with A&A, overseeing sales and market-

ing and holding a series of senior roles, which culminated inhis partnership and minority ownership in the company.

Services were held on Nov. 1 at the Cumberland PresbyterianChurch in Lubbock, Texas. Notes to the family can be directedto: The Moore Family, 8503 Salisbury, Lubbock, Texas 79424.

Daniel Vasella Mark Ginsberg

Rob Lynch

Chad Moder

Brandon Moore

Joseph Barr

Melvin D. Shipp

MarianoGarcia-Valino

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GOINGGREEN

What does “going green” mean to you and your practice?

Probably more than you realize. Even during an economicdownturn, the business community has realized that the benefits of becoming environmentally responsible are morethan just a trend. The benefits include increased profitability,increased positive consumer opinions, and a healthier workplace environment.

Cindy Olson, VP at Eco-Coach, Inc. offers 10 strategies that willhelp you decide where and how you can begin to “green up.”

1. Measure your energy use. If you don’t measure, youcan’t change. Lighting, for example accounts for about 30%of electricity used in office buildings. You’re probably alreadyusing fluorescent bulbs in your overhead lighting, but theremay be other light sources where CFL’s (compact fluorescentlamps) can be substituted. Are you using a bead pan in yourlab, or a hot-air frame warmer? Bead pans need to be heatedall day, air-warmers are “on demand.” Are you tinting in-house? Tinting units need to remain at a constant

temperature to be effective, yet leaving them hot all the timecan cause the dyes to break down and compromise qualityand consistency. Are there rooms that do not need lighting allday, such as stock rooms, break rooms or rest rooms?Installing motion sensing light switches allow the lights toremain off until someone enters the room.

2. Green your IT. Shut down computers when they’re not inuse and change settings so that they can enter “sleep” modeswhen inactive for a significant length of time. When purchasing new computers, consider ones that are EPEAT-certified (Electronic Product Environmental AssessmentTool) and give some serious thought to replacing desktopcomputers with laptops. Laptops use 90% less energy thandesktop units.

3. Keep your cool—and warmth—with maintenance.Schedule regular maintenance on your HVAC systems,including new filters on a regular basis. Replace old equipment with newer Energy Star rated units to help reduceyour energy bill.

4. Save water and money. Remind employees to conservewater when possible and consider installing motion sensorwater faucets on every sink. At the very least, every faucetshould be fitted with an aerator.

5. Recycle and use recycled products. Products madefrom recycled glass, plastic, paper and metal reduce carbonemissions because they take less energy to manufacture.Scour your office supply catalogues and stores for recycledoffice supplies. Are recycled ink cartridges available for yourprinters/copiers? Consider using a recycling service to dispose of everything from shredded records to old electron-ics. And always follow the manufacturer’s directions whendisposing of any and all waste material from the lab. You’llfeel better and won’t be bothered by those pesky OSHAinspectors.

6. Use less paper and recycled paper. 85% of all officepaper is discarded annually. 85%! I thought this was thedawn of the paperless office! Use “print preview” when possible and purchase recycled printer/copier paper. Betteryet, keep a tray next to printers and copiers to hold single sideprinted paper to reuse and if what you’re doing requires more

Dispensing OpticianJudy Canty, ABO/NCLE

DEC2010.qxd 12/1/10 11:48 AM

than one printed page, use the double sided printing option.Holding a big staff meeting or training? Project the agendaelectronically.

7. Buy less and reuse. Purchasing supplies and inventorywith recycled content not only encourages the recycling industry, it conserves energy and natural resources, saves energy and reduces solid waste, greenhouse gasses and airand water pollution, while creating new jobs.

8. Cut down on office transportation and businesstravel. Incentivize carpooling or use public transportationto get to the office. Consolidate those trips to the bank withother trips, like “breakfast/lunch/snack runs” or talk withyour banker about electronic bank services that will allowyou to deposit checks electronically along with your creditcard payments. That may allow you to reduce trips to thebank to only those times when you must deposit cash.

9. Get staff involved. Your employees know best where savings can be made, so encourage and reward their efforts.Start in- or inter-office competitions to maximize savingsand increase the impact of recycling on your bottom line.

10. Provide leadership for “going green.” Nothing signals your commitment to going green than appointingan executive or senior level staff member to oversee yourprogram. Keep everyone, from staff and patients, informedon your efforts and your progress in reducing costs and saving our planet.

How does the optical community address environmentalresponsibility? Here are a few of the companies who have madea significant commitment to the green movement.

Vision-Ease Lenses— Though the finished product is a smalllens, the eyewear industry as a whole makes a large impact onthe environment. Vision-Ease Lens is reducing its carbon footprint, maintaining its operating principle to be a good corporate citizen and setting new sustainability standards forlens manufacturers.

As of March 1, 2008, all VEL products manufactured in itsRamsey, Minn.–facility are being made with 100 percent renew-able energy. Beyond setting a new standard in the lens industry,VEL commitment to sustainability marks one of the largestindustrial companies with 100 percent renewable energy inMinnesota.

This effort builds on significant conservation and recyclingefforts that VEL has had in place over the past several years, andsets the stage for a long-term, corporate-wide initiative...

Each pair of lenses produced at Ramsey using renewable energy eliminates 10.5 pounds of CO2 emissions. With renew-able energy, the production of VEL lenses delivers the followingcomparable CO2 reductions:

• Each pair of lenses is equivalent to the carbon sequesteredby one tree seedling for one year

• Two pair of lenses avoids the carbon release of one gallonof gasoline consumed

• 100 pair of lenses is equal to the carbon release of one bar-rel of oil

• 1,000 pair of lenses is equivalent to the reduction of onepassenger vehicle for ten months

• 10,000 pair of lenses equals the reduction of carbonrelease of the electricity to power six homes for one year

Link Eyewear—Linkskin debuted in early 2008, and receivedthe Silmo d’Or 2009 Special Prize, Environment for its use ofrecycled materials and its recyclable frames. Linkskin uses recycled plastic files and boxes made from .5 to .6mm translu-cent polypropylene, a thermoplastic polymer noted for its lightness, durability and resistance to chemicals to form theframe fronts and stainless steel or beta-titanium as a support-ing structure for the fronts and temples. View the collection andread their story at www.linkskin.com.

Nouveau Eyewear—The Global ReLeaf Collection is designedfor men and women using lightweight zyl and stainless steelmaterials in soft earth toned color themes. For every GlobalReLeaf frame purchased, Nouveau will plant a tree throughAmerican Forests (www.americanforests.org), an organizationformed in 1875 as a non-profit citizen’s conservation organization. See the collection and read their story at www.nouveaueyewear.com.

Why go green? According to the Environmental ManagementAssistance Program (www.askemap.org) the benefits include:

■ Saving money■ Earning consumer and community trust■ Complying with government regulations■ Creating new market opportunities■ Increasing efficiency and productivity■ Cultivating employee trust and loyalty by creating

a safer, healthier workplace■ Reducing your carbon footprint by lowering green-

house gas emissions

For 2011, add this commitment to your strategic plan andwatch your practice flourish! ■

DEC2010.qxd 12/3/10 11:28 AM


The 21st Century OpticianWarren G. McDonald, PhD

Professor of Health AdministrationReeves School of Business / Methodist University

THE SOCIETY has sparked a flame in many different segments of the country, and even has an ongoing discussion on OD Wire, a discussion forum for

optometrists led by my good friend, Dr. Paul Farkas and hisvery capable son, Dr. Adam Farkas. These gentlemen have invit-ed the leadership of the society to join OD Wire in one of theiropen threads to discuss the purpose of the organization. Mostof OD Wire is open only to optometrists, but they do have opensections they offer for free dialogue, and have encouraged ourjoining and participating. I encourage you to join in. If we candevelop a clear understanding between the Os, it may provefruitful for both sides. I do offer this warning: as you ventureinto this forum, you will find a few ODs a bit unfriendlytowards opticians. That is OK, and to be somewhat expected.What I found interesting is that the folks there were largely concerned that this was merely a new path to allow opticians to provide refraction services. This seems to loomlarge in the minds of the general OD.

I want to emphasize here that while I believe that opticians canand should be allowed, with proper training and in the rightclinical environment to perform refractions, the society doesnot list that in its mission statement. What we wish to do is provide some recognition for those who have gone the extramile in educating themselves and gaining advanced-level certifications. This should be appreciated and supported byother professionals, because it will allow opticians to provide abetter level of patient care. That is a positive for us all. If thecontemporary optician can think more critically, and commu-nicate more effectively, it will be a big step forward. We need torequire all opticians to graduate from a formal program, andthis is simply a step in that direction.

Developing the Framework

There must be an educational framework developed that willallow those who want to be a member of this organization togain a recognized degree if they do not have one. The society’sboard of directors and executive leadership is working to do justthat, and I hope, when it is developed, that many opticianswithout a formal education will want to upgrade their credentials. If not, that is OK as well, because our main focus isupon the future optician. However, allowing those currently inpractice to improve themselves is a worthy goal. We want toprovide the stimulus for new and existing folks to reach beyondthe current educational quandary that currently exists in thisfield, and be able to move us into the future with a better under-standing of the world of ophthalmic optics.

Many have said to me over the years that they would love toreally learn the theory behind what they do every day, but sim-ply cannot return to school and leave their jobs. That is com-pletely understandable, and in today’s world you do not have tocompletely change your life to go back to school. There are aplethora of methods to accomplish that goal, and we willattempt to address several here, many currently available.

Technologically-Mediated Programs

Online learning has been long debated for its efficacy in highereducation. Many colleges and universities that embraced theseprograms in their infancy have now abandoned their onlineprograms altogether, but some persist. It would appear that themost successful online programs are the graduate programsbecause the learner is generally highly motivated and alreadyunderstands what they need to do personally to learn. In opti-

Developing Support ForEducating OpticiansThis past month, I described an exciting new opticianry organization, The Society for Advanced Opticianry (SAO).

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cianry, the most appropriate place for online learning is wherethe traditional brick and mortar institution is simply unavail-able. Even under those circumstances, the lecture portion of thecurriculum is the area that is most appropriate to be taught viaonline. Laboratory classes that are taught online are simply sub-standard. Be wary of any program that does not require oncampus testing because that is simply the only way that educa-tional integrity can be preserved. The National Federation ofOpticianry Schools (NFOS) long ago developed a degree pro-gram that can be offered at any community or technical collegeand they are willing and able to assist in the development ofnew programs whether that new program is a hybrid of onlineand traditional or all traditional education.

I hope there will be other opportunities for the eager opticianin the future. Even an institution like Penn Foster College, a distance learning institution that has been around for manyyears, has now developed a bare-bones program to train opticians. I am not familiar with the program or its quality, buthave seen some advertisements for it. We will see how it stacksup as time passes.

Experiential Learning

Did you know that there may be formal recognition for whatyou already know, and can document? Some colleges and uni-versities allow you to complete what many refer to as a LearningPortfolio that may be reviewed and appropriate college-levelcredits issued for those experiences. This is likely a standardapproach at most every college and one that I used in complet-ing my degree many years ago. It is certainly not new, and may

be available to you as well. There are also colleges that will builda degree around what you may have completed in college cou-pled with work or life experience. There can even be collegecredit given for some professional continuing education creditsthat you may have completed over the years. Charter OakUniversity in Connecticut is one such example specifically forophthalmic science. Talk to your local college about theseopportunities, and look to SAO for help as it develops.

Equivalency Examinations

The College-Level Examination Program (CLEP) is a widelyused program that allows one to test out of many differentcourses. I would encourage anyone who seeks to complete adegree to take a look at CLEP and use it as a short-cut to gain

“If the contemporary optician canthink more critically, and

communicate more effectively, it will be a big step forward.”

DEC2010.qxd 12/1/10 11:50 AM


credit. Some may say this is “cheating”, but universities and colleges recognize them across the board for transfer credit and they are widely used. Information can be found at the following address online: www.collegeboard.com/student/test-ing/clep/about.html. As a side note, if you are successful with aCLEP examination, your college transcripts will show the credit as coming from Princeton University!

The Defense Activity for Non-Traditional Education Support(DANTES) was designed primarily for the military, but it is alsoavailable for civilians for a small fee. These tests cover a widevariety of subject areas and provide a second short-cut to academic credit. They can be found at:www.dantes.doded.mil/Dantes_web/DANTESHOME.asp.

There are others, but these are the primary examinations used.If you feel confident, but still need to develop a deeper under-standing of the process, go to: www.bain4weeks.com and seehow a gentleman named Lawrie Miller completed his degree in four weeks by testing completely out of the 90 or so hours hehad remaining. It is a worthwhile read if a degree is in your plans.

Recognition for Existing Credentials

The American Council on Education is an organization thatreviews existing programs and provides credit for those

activities deemed appropriate. The ABO/NCLE has beenapproached about having their examinations reviewed for suchcredit and hopefully we will see something like that in the verynear future. In the past, Professor’s Raymond Dennis and Rene‘Skip’ Rivard worked with Charter Oak State College inConnecticut to develop a Bachelor’s Degree completion program for opticians, which is still available. This degree utilizes some of the ABO and NCLE examinations for collegecredit along with some professional continuing education certifications that are also granted college credit. If these andthe advanced-level examinations were officially reviewed, manyopticians would have a substantial amount of credit already inhand towards a recognized baccalaureate or associate degree atthe college of their choice. With the ABO/NCLE seeking anACE evaluation at some point, there will be yet another avenueso that all opticians who pass these examinations will gainsome level of recognized college credit.

Conclusion

I offer this article as food for thought. I hope it makes you thinkabout the needs of the profession in the future. Keep in mind,opticians still must have all of the technical expertise that qualified opticians currently possess, but gaining a solid educa-tional credential should be required as well to allow us to securea larger seat at the professional table. ■

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28 | EEYECAREPROFESSIONAL |DECEMBER 2010

IF WE ONLY KNEW ahead of time some of the dirt on people before we hired them. That sure would save a lot oftime and money. Not to mention relieve us from allergic

reactions to co-workers. If all else fails we must dust ourselvesoff and try again. Seems we’re always in search of a spotless crewso the practice will sparkle.

The other day I was sitting in the reception area of an optomet-ric practice and a patient was sitting across the room filling outpaperwork. The patient asked how much their eye exam wouldbe. The ECP responds, “He normally charges $90 but I can seeif he will do it for $60, do you want me to ask him for you?”

Are you kidding me? What kind of trash talk is that? Throwingaway $30 of the doctor’s fees for no reason. If the ECP did thatsame scenario two times a day, it would cost that practice over$13,000 a year. That’s not something to just sweep under the rug.

What’s the grime scene looking like in your practice? You mightneed to clean up some of these common dirty areas:

The unnecessary trash talk of lowering prices or discountingfees because you assume the patient is going to experience stick-er shock needs to be erased from your vocabulary. I understandthat times might be tough right now but there is a fine line asto what is healthy for the practice. Remember that the practice’srent, payroll and electric bill aren’t going to be discounted justbecause your products and services are. Offering a discountright off the bat looks like the price was inflated in the firstplace.

Be careful when offering inconsistent discounts to yourpatients. You will find them waiting for your next big sale.Seeing them on average every 2+ years doesn’t justify givingthem a discount just because they walked in the door. You mayrun into a sticky situation if you give a patient a discount and

The Mobile OpticianGinny Johnson, LDO, ABOC

“ S t e v e w a l k s w a r i l y d o w n t h e h a l l w i t h h i s h e a d t u c k e d w a y d o w n l o w .A i n ’ t n o s o u n d b u t t h e s o u n d o f h i s f e e t , h i s b e l o n g i n g s r e a d y t o g o .A r e w e r e a d y ? H e y , a r e w e r e a d y f o r t h i s ? A r e w e h a n g i n g o n t h e e d g e o f y o u r s t o o l s ? O u t o f t h e d o o r w a y t h e m a n a g e r r i p s , t o t h e s o u n d o f t h e b e a t , Y e a h . . . A n o t h e r o n e b i t e s t h e d u s t . . .E v e r y p r a c t i c e n e e d s a g o o d d u s t i n g f r o m t i m e t o t i m e .S o m e p r a c t i c e s p r o b a b l y n e e d t o c l e a n h o u s e .”

A n o t h e r o n e b i t e s t h e d u s t . . .


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30 | EEYECAREPROFESSIONAL |DECEMBER 2010

R

Optical MarketingLindsey Getz

RUNNING CONTESTS,promotions, giveaways,and other special eventsin your dispensary is a

great way to drive sales while generating customer loyalty and perhaps even bringing in newbusiness. It can be a simple gesture or a big event—either way,the pay off will likely be greater than the expense.

At Lotus Vision in Alpharetta, Ga., office manager DanielleNorcross, COA, says that contests have helped the practicegrow. In October 2008, when Ajit Nemi, MD, moved to theAtlanta area from Las Vegas, where he was previously practic-ing, he had no patients. But the business grew steadily fromthere and Norcross says that running contests and promotionshas made a difference.“We’ve never had to advertise, other thanthe Yellow Pages or some flyers,” she says. “We have just donesome little things to show our patients we care and it’s gone along way.”

One of the successful giveaways that Lotus Vision ran was adrawing for a free three-month supply of contact lenses. As apractice that also offers aesthetics services, they’ve also donegiveaways for free Botox treatments. Currently the practice isworking on a drop-card box for business cards. “People candrop their business card in for a chance to win free Juvéderm,”says Norcross. “It’s a small investment to make to gain all ofthose contacts. And even if you develop just one long-termpatient out of it, it’s worth the small expense. Dr. Nemi is the

one who really drives these ideas.He has been a patient himself andunderstands the demographic. Heknows that people need that extra

kick in this economy.”

Even small prize giveaways really can make a difference. NathanBonilla-Warford, OD, FAAO, of Bright Eyes Family Vision Carein Tampa, Fla., says that patients enjoyed participating in a hotsauce giveaway he ran. Bonilla-Warford says he positioned abottle of the hot sauce near the contact lens solution. Thereweren’t any promotions or announcements about it, but ifpatients happened to notice the bottle, and inquire what it was,they could get it for free. The only requirement was that theyneeded to have their photo taken with the bottle of hot sauceand by the Bright Eyes logo. Bonilla-Warford then had the pho-tos posted online.

This simple giveaway packed a lot of benefits. It promoted thelocal hot sauce brand, which was sold by one of the practice’spatients, while also positioning Bright Eyes as a place that’sfun—but more importantly, as a place that’s memorable.“We want patients to see us as more than your run-of-the-milleyecare practice,” says Bonilla-Warford.“Doing fun contests likethis generates interest. Some patients were really excited to get afree bottle of hot sauce and thought the idea was kind of cool.”

Of course larger scale efforts are sure to be memorable as well.Fenton Family Eyecare in Fenton, Mo., recently ran a trunk

Creative Sales ToolsContests, Promotions and other interesting sales efforts

are a simple way to boost revenue and gain new clientele.

DEC2010.qxd 12/1/10 11:55 AM

DECEMBER 2010 | EEYECAREPROFESSIONAL| 31

show that office manager Mary Helton says had a big turnout.As a new business, open only a little over a year, they saw atrunk show as an opportunity to open the practice up to poten-tial new clients. The trunk show specials offered 40 percent offof retail price for frames and featured two vendors—Coach andKenmark. Refreshments were provided and it ran like an openhouse, with people coming and going anytime between 3 and 7p.m.“It was better that way and not as hectic, and with the laterhours people could come after work,” says Helton. Sara Day,OD, the practice’s doctor, made the decision to not run patientsduring the event so that she could mix and mingle with thecrowd and get to know potential future patients. It meant putting out some expense but Helton says it most definitelypaid off and generated a lot of interest in the practice. Theyplan to make it an annual event.

Getting the Word Out

Social media is a great way to promote an event or even be partof the contest itself. Tony Sterrett, practice administrator forPrice Vision Group in Indianapolis, Ind., says he started aFacebook fan page for the practice about a year ago and currently has just under 3,000 fans. “Our latest Facebook campaign was an ‘Awesome Eyes’ contest,” explains Sterrett.“We asked our fans to post their pictures in our ‘Awesome Eyes’album so other fans could vote for them. The contest ran forone month; any longer and we wouldn’t have held their interest. The contest boosted our fan base because after entering their eyes, they would ask their Facebook friends to‘Like’ our fan page so they could vote. We received 40 entriesand added about 200 fans. The top three winners each receiveda pair of Maui Jim’s Sunglasses.”

Sterrett says the practice will also offer discounts and other specials to Facebook fans from time-to-time. Most recentlythey offered a Buy-One-Get-One (“BOGO”) offer on LASIKwhere patients could pay for one procedure and get a second at

half price. He says that while contests and promotions onFacebook can be a great success, that overdoing it can be a bigmistake. “I think it is a mistake to alienate our fans by pushingtoo much marketing at them at once,” he says. “I monitor otherfan pages and I see that mistake made often. If people see toomany postings from me they may ‘Unlike’ us. Instead, we try tomake it fun.” Sterett says he also tries to spread out contests andpromotions. The timing is important!

Bonilla-Warford has also used social media to promote and runhis contests. For a Coach sunwear giveaway he asked partici-pants to post a comment on his blog or on Facebook and/orTwitter. The response yielded some highly creative comments.Bonilla-Warford says he has found that Twitter can also be agreat place for these types of efforts. One of the contests he ranwas for a free pair of Tiffany and Co. sunglasses. For the giveaway, all tweet replies counted for one entry and all re-tweets counted for 10.

Bright Eyes also hosted the area’s first-ever “Tweetup,” which isessentially a meet-up where people who use Twitter can mix-and-mingle in person. Bonilla-Warford partnered with alocal restaurant to also provide food and wine tasting.

While most of these types of events require very little cost, theycan leave a lasting impression on participants. The winner islikely to become a loyal customer and refer his or her friendsand family. Plus, contests and other promotional events generate interest and that alone can bring in new patients.“In a nutshell, I think our idea has been to make everything asinteractive and interesting as possible,” says Bonilla-Warford.“We want to give people a reason to become engaged and toshare what we do with their friends. We’re in tough times rightnow but putting out all this good will is an easy way to get people interested in what we’re doing. And it really doesn’t takemuch money. In the end it’s something that’s fun for everybodyto participate in.” ■

Revolution Eyewear, Inc. announced last month that itwon a total victory in a patent infringement case filedagainst the company and its president, Gary MartinZelman, by Aspex Eyewear, Inc. The U.S. District Courtfor the Southern District of Florida granted Revolution’smotion for summary judgment of non-infringement ofUnited States Patent RE 37,545 (‘545 patent) in AspexEyewear, Inc., et al. v. Marchon Eyewear, Inc., et al., No.09-61515. The Court ruled that Aspex was legally barredfrom pursuing its patent infringement claims againstRevolution’s bottom-mounting magnetic clip-on eyewear.The Court also granted summary judgment in favor ofMarchon Eyewear, Inc., which sells bottom-mountingeyewear under a license from Revolution.

The Court confirmed the ruling of other courts thatAspex’s ‘545 patent is limited to top-mounting magneticclip-on eyewear. Aspex has filed a number of lawsuitsagainst Revolution and other eyewear companies alleging infringement of patents acquired by Aspex.

Revolution is hopeful that the Court’s strong decisionwill finally stop Aspex from filing questionable lawsuitsand instead allow fair competition in the clip-on eyewearindustry. “My college motto was Je Maintiendrai, whichmeans, I remain steadfast,” said Mr. Zelman. “We’ve hadour challenges with Aspex, but we’ve remained steadfastand won the war by selling the industry’s best magneticclip-on system.”

Revolution Eyewear Wins Patent Case Filed by Aspex Eyewear

DEC2010.qxd 12/2/10 10:44 AM

he gets on his soap box and tells his buddies who were allcharged full price. Sometimes lowering your prices can getECPs in hot water.

Pests can be very annoying. Keeping your crew members thatare pests under control can be difficult without the properexterminator. If not caught early enough, pests can breed andbefore you know it the practice can become infested with them.Pests can be costly to the practice and they can quickly drainthe life out of the rest of the crew. Pests are likely to be foundwandering around the breakroom or exploring areas in thepractice where they do not belong. They are sometimes hard tocatch and when you finally do you just want to zap them. A rep-utable exterminator is able to balance the act of removing thecause of the pests without having to fumigate everyone.

Having a written list of duties might sound old school but themajority of our senses are through sight not memory. To helpus polish up our act it is best to have in writing what needs tohappen in order for the practice to sparkle. When we have ahard time delegating duties or our minds are over clutteredwith pending work it is hard to get lasting results. Have eachcrew member write down what they believe to be theirstrengths and any of their not so strong points. Match strengthswith job duties. How can crew members expect to shine without a written proven formula to follow?

It’s good to step out and get a breathe of fresh air though outthe day. Even if you don’t break for lunch you should not stay

stuck at the same desk for hours on end. This can cause you tobecome toxic or ill with your work by the end of your shift.Your toxic germs travel fast and patients can catch on to yourvirus and may never recuperate. If it has gotten to the pointwhere the practice can’t survive without you right there everysecond then it’s time to ventilate the place. You better start circulating some of that knowledge before you are forced out orburn out and walk out.

Organize your practice so that all crew members are familiarwith its layout and the whereabouts of all the tools needed todo their jobs. Try to keep the areas of the practice that are in thepatient’s view as clutter free as possible. Go green and recycle.Make sure to shred any confidential documents instead ofthrowing them away. Don’t forget to donate any excess or dis-continued items to your favorite vision charity before year end.

Keep a checklist of frequently used office supplies in a commonarea for reordering. This saves time from having to go aroundthe office to find out what everyone needs. As petty as it maysound, collect local restaurant menus and store them close tothe landline. Deciding what is for lunch when ordering as agroup can be a real time waster when having to call or surf theinternet for menus.

There’s no “i” in “team” and we’re all in this together. Do yourvery best everyday. Now get back to work you awesome dustbusters! ■

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The Mobile Optician continued from page 28

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Managing OpticianAnthony Record, ABO/NCLE, RDO

ISTARTED TO SEE A DISTURBINGTREND: The prescriptions that werewalking through my door, rather than

being two or three days old, were three tosix months old. Some were nearly a yearold! People simply didn’t have any orwere unwilling to part with their money.The number of people who asked if theycould put their new prescription intotheir old frame (to avoid purchasing anew one) soared. Despite all of these things, I am proud to report thatin both 2008 and 2009, my optical shoprealized not-too-shabby 10% and 12%increases in gross sales respectively overthe previous years. So here are somethoughts for thriving while survivingwhat has been described as the toughest economic era since the Great Depression.

Be thankful you’re small. That’s right, thankful. Becauseyou’re small, you are nimble. Once you decide what it is youneed to do, you can do it! You don’t need to consult some boardof directors or ask for permission from some out-of-touchregional manager. You can put your ideas into action immedi-ately. That’s a great thing! Once you implement an idea, closelymonitor its efficacy. After a month or two, if what you imple-mented is working (increasing sales, for example) keep on keeping on. If, however, you are seeing no positive effect onyour business, you’ve just discovered a beautiful thing – yourbright idea wasn’t so bright. Stop what you had been doing (andhere’s a novel idea) try something new! That kind of analysisand action might take a behemoth corporation a year or moreto discover. And don’t be afraid to try new things. Remember, if

you always do what you’ve always done,you’ll always get what you’ve always got.

Ask and you shall receive...usually.In The 7 Habits of Highly Effective People,author Stephen Covey reminds us in hisseventh and final habit to Synergize.Simply stated, synergy means that togeth-er we are stronger than we are alone. Evenin tough times, the Abundance Theoryrules. There is plenty for all. For example,maybe you decide to offer a 25% discounton second pairs to encourage patients tobuy that pair of sunglasses they mightotherwise do without. You call yourwholesale lab and ask if there’s anythingthey can do to partner with you and your

promotion. Voila! Your lab rep asks if 50% off same Rx secondpairs for 90 days would help. Yes it would!

You would like to put some new frame styles in your collection,so you agree to meet with your frame rep. There are 50 framesyou’d like to purchase, but you’ll have to ask for some specialconsideration – 90-day billing, 10% off, consignment, etc.I guarantee you one or two of those things will be authorized.

Your friend who owns his own optometric/optical practice callsyou up. His practice manager wants to take advantage of a fantastic promotion that features Vera Bradley sunglasses at anamazingly low price, but a minimum number of pieces have tobe purchased. You want to go in 50/50? Yes I would! By the way,all three of the previous scenarios are real. Remember that theorganizations you deal with day in and day out – frame compa-nies, labs, newspapers, leasing companies, etc. – are all made up

Thriving While SurvivingThriving While SurvivingAt the risk of stating the obvious, times are tough these days. In 2009, sales for smallbusinesses in the United States were off by nearly 7%. In malls and shopping plazasacross the country it seems the most visible sign is the one that reads “For Rent.” As asmall, independent, retail optical owner/operator I knew we were in trouble in late 2008.


DEC2010.qxd 12/1/10 12:12 PM

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of individuals – individuals who have a vested interest in yourcontinuing success. Talk to them straight. Ask for what you want. All they can do is say yes or no. My experience is theyusually say yes.

Police Your Policies. Now is the time to reconsider everysingle one of your policies, and re-evaluate its necessity in thesetrying times. For example, maybe you have had a policy of notusing patient’s old frames. Why not rethink that one? If theframe is in decent condition, tell your patient you’d be happy toaccommodate them. Many of the large corporations in my areastill refuse to do “lens only” jobs, or charge a ridiculously bogus“pattern charge” to do so. If you are willing to do it, perhapsyou are cultivating a loyal, customer for life. Just today I wasworking on the front lines of my shop and a young man camein with a three-piece drill mount with the temples broken. He had purchased the glasses at a Wal-Mart VisionCenter. He asked if I could help, and I said I probably could,However, I explained, it would probably be in his best interestif he returned to Wal-Mart.

After all, they would have the exact temples, parts, and bushingsthat he needed. His frustration was palpable when heexplained, “Yeah...you’d think...right. I bought these only a fewmonths ago, but they said they’ve been discontinued and shortof a new pair they couldn’t help me at all. Can you fix ‘em?”

Yes I can! Fifteen minutes later, that young man had whatlooked like a brand new pair of eyeglasses back on his face. Ihad made $60 for a pair of temples that I had scrounged from

my parts box, and I have a new customer – one that I feel surewill be purchasing his next complete pair from me. Untilrecently, I expected payment in full at the time an order isplaced. I’ve become more flexible on that rule. If I get at least a50% deposit, I know my cost-of-goods on lenses is more thancovered. About two years ago, I began to extend this flexibility,and my customers have been very grateful. Take a look at someof your policies and decide where you can be a little flexible too.

Spread the Word...or more accurately, ask your clients tospread the word. I always ask for referrals. I frequently remindmy customers that “I have been in business at this same location for over 14 years, and I never advertise. I count on youto tell your family and friends, so I can hang around another 14years.” I asked my former Wal-Mart customer to let anyone elsewho needs a repair know that I am willing to do it – a repair, anadjustment, a tint, and AR removal – for a fair, honest price.

I guess there are dozens of things we can do to ride out thiswave of uncertainty but I’ll leave you with two final thoughts.First, whatever works, go for it. If it’s not illegal and it’s notimmoral and it helps you build your business over the next fewmonths or years, you ought to do it. Second, (and this mightsound a bit odd, given that I am not an overly religious or usually inebriated person) perhaps we small-business ECPs cantake some inspiration from a prayer that is sometimes invokedby recovering alcoholics: God, grant me the serenity to acceptthe things I cannot change; courage to change the things I can;and the wisdom to know the difference; serenity, courage, andwisdom to not only survive, but thrive. ■

DEC2010.qxd 12/1/10 12:15 PM

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Santinelli International recently unveiled their new Me1200, the most compact, feature-rich lens edger and drillever introduced. The Me 1200 proudly boasts highestquality step-beveling technology, allowing Rx lenses forany high-wrap frame. In addition to all of our standardedging and drilling features, the Me 1200 delivers high-curve beveling, exclusive partial beveling, partialgrooving, design cut, faceting, advanced shape editingand exclusive 3-D grooving. The Me 1200 was recentlyhonored with the 2010 SILMO d’Or Award which recog-nizes products demonstrating innovation, technology and creativity. www.santinelli.com

The Alta Pro is the newest addition to Briot’s state-of-the-art Alta line of edgers that feature totally automaticbeveling, grooving and drilling to handle a wide varietyof today’s popular eyewear styles with outstanding accuracy. Alta Pro features a new high speed motor thatoperates 40% faster to increase lab productivity. It is alsoenvironmentally friendly, reducing water consumption toabout one-third of the average per lens processed onother edgers. Alta Pro integrates a new edging wheeldedicated to high curvature lenses. The wheel allowsyou to change the angle of the bevel to match the angleof the frame groove, and to adjust the back facet up to 3 mm. Use the Alta Pro in a VCA/OMA environment, orcombine it with the Alta XL or Alta XS tracer/blocker fora complete high speed lab system. www.briotUSA.com

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BOOK LOVERS now have the option of reading electronically.Technology afforded by the e-book craze has made it possiblefor those over 40 years of age to enjoy comfortable, clear visionas never before. Millions of people already own a Kindle, Nook,Sony Reader, iPad, or another e-reader. Sales are estimated to beas high as 2.8 million e-readers sold as of this date.Spokespeople for Sony and Barnes and Noble agreed that thefirst target groups were heavy readers. However, they add that asthe e-book prices become more affordable, a more generalaudience is expected.

Amazing stories have been recorded regarding success via e-books. For instance people with vision disabilities can checkout titles on the instrument without assistance and can regulatethe size of print on any given page. Plans are being formulatedat this very moment by e-book makers to allow users to accessothers around the world who are reading the same book inorder to discuss and exchange ideas with one another. Of

course, not everyone sees it as a panacea for the literate world.Some see a lack of sensitivity and coldness in the concept.They ask, “Where is the feeling of intimacy with our books?Where are the memories attached with the books that we loved,the persons that we were at the time compared to the personswe are now?” Nevertheless, librarians feel that e-books havestimulated the public’s reading habits.

In June, 2010, my wife bought a present for me. It was a Kindle(as in kindling the desire to know and firing up the curiosityfactor). She knew I loved books and reading. It was easy totransport, being lighter and thinner than most of the burlybooks I carried back and forth. I can save 1500 books withinthis remarkable instrument, which solved my old problem ofnot enough space for all my physical books. There are manyvarieties of subject matter and 250,000 titles connected to everytopic. Almost any book that has been published can be accessedby the e-book owner’s sponsor and in seconds be made available to you. The Kindle is much more comfortable to carryon a trip than a 600 page book.

Many books are free and the paid ones are more affordable thanone may suspect. Your credit card will reflect your purchases.An error in ordering can be solved by an easy cancellationmethod. A feature that is appreciated and allows one to make abetter judgment before ordering the item is the ability torequest a sample of a chapter or two of the book in which youare interested. All this without a trip to your local library. Onthe other hand, some book lovers look forward to the trip to alibrary, and find comfort with the smell and atmosphere thatcan only be created by books. You just can’t install this warm,intimate feeling inside a flat electronic object that tends tointimidate us.

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The quality of the printed books is maintained but many features are added that are made available through the digitaltechnology such as dictionary capacity. You may wish to listento music while reading your material. Of special interest to oureye care providers is the knowledge that text size can bechanged according to individual preference. Some e-readersprovide a choice from six or more sizes. Readers can change thenumber of words per line. However, this may result in anincrease or decrease in the margin size.

Studies have been made regarding the effect of page and fontsize and summarized with these findings: Reading speedincreases with more words per screen. Reading speed willincrease with the size of the screen. The size of the letters isimportant for legibility. After the letters are deemed readable,their size does not seem to affect reading speed. Older readersseem to prefer font size 14 over size 12. Children below ageseven prefer font size 24, those aged seven or eight prefer fontsize 18. Dyslexic students need a critical font size to be able toreach their highest reading speed and this is higher than fornon-dyslexic students. Research revealed, unsurprisingly, thatblack characters on a white background produces the best readability. Others state that black letters on yellow paper arebest. E-reader paging is better than scrolling. Increased spacebetween the lines improves clarity of the content. Text can beconverted to speech for visually handicapped users. This is of particular assistance to MS or stroke patients who find it difficult to hold a heavy book with page turning tasks.

Visual aids such as lenses, spectacles, refractive surgery andsimilar products form a huge industry that is already devotedto helping many people affected by deficient vision. It was esti-mated that in 2002 there were 161 million visually impairedpeople in the world, of whom 124 million had subnormalvision and 37 million were blind. These figures will increase asthe population rises. It is easy to understand why there has beensuch an increase in demand for large print books. The Kindlefont size dynamics provides all vision categories with improvedopportunity to read with relieved eyestrain and comfort.

The best known players in this high tech competition for viewer loyalty are: Kindle, Nook, Sony Reader, iPad, Kobo, andAluratek Libre. There is no doubt that others will want toengage themselves with this new field that is becoming substantial. Sony reveals that since the introduction of theirproduct to the marketplace, over 10 million books have beensold. Amazon reports that during the frenzy connected withChristmas purchases, more e-books were sold than conven-tional published books. The Association of AmericanPublishers say that in 2009 regular book sales dropped by 1.8percent, however e-book sales increased 176.6 over the prioryear. Sales in 2009 reached an astonishing $169.5 million. This

figure threatens to be outdone in 2010 since figures recordedonly until April have already reached a heady 118 million.

Researchers have noted the gender differences regarding theirreading habits. The first surge of Kindle customers werewomen. Furthermore, it appears that woman e-book readersare forming a larger percentage than men. It was discoveredthat women were 11% more likely than men to become e-bookreaders. However, studies show that 20% of men were morelikely to read magazines and another 19% more likely to haveread a newspaper. Economic factors will influence readershipnumbers and their likes regarding themes and topics. Statisticsdemonstrate that e-book users tend to earn more than$100,000 per year. This group is well educated and has an easyfamiliarity with computer language, Web navigation and theinfluence of the media in this area of interest. It is thought thata member of that group may spend a minimum of 20 hourseach week involved in internet activity. In 2003 the first e-bookcheck out system for libraries was established, and hundreds ofe-book libraries across the land have been created. Theychecked out a record 1.2 million books and other associateditems here and overseas in the month of June, 2010.

Publishers have been paying attention to the astonishing inclination of the public for e-books. Once they overcame theirinitial resistance to the trend, publishers moved to board the gravy train. Harlequin Enterprises claim to be the first publisher to render all their books to electronic form. Theircommitment to this new phenomenon indicates their confi-dence in the future for e-books. They feel that they are creatinga community by announcing special offers, author appearancesand other newsworthy items of interest to this special group.The conventional book is still considered the better way to gobut now we witness its place being contested. One of the reasons may be sensitivity to the global environmental conditions and the desire to save our trees.

This new, sensational development is still in the throes of birthand development but there are uncertainties that may prove tobe obstacles for the future of e-book success. On the otherhand, consider younger aged readers who read fewer books andprefer handheld devices that have become a natural activity fortheir generation. The iPad offers a great deal of opportunitiesfor change and improvement. Google will soon introduce an e-book system that will lock horns with Amazon and others. Inthis age of high tech communications – what we imagine – nomatter how strange and remote, can be regarded as possible. ■

“I heard about the greatest book club. You send in fifteen dollars a month for a year – and they leave you completelyalone.” —GROUCHO MARX

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Advertiser Index

ADVERTISER PAGE # PHONE # WEB SITE

21st Century Optics 35 800-221-4170 www.21stcenturyoptics.com

Classique Eyewear INSIDE FRONT COVER 866-604-5700 www.classique-eyewear.com

CNS Frame Displays 24 877-274-9300 www.framesdisplays.com

Corning 29 800-821-2020 www.corning.com/ophthalmic

Cotton Club 33 866-923-5600 www.national-lens.com

Drivewear 25 888-807-4950 www.drivewearlens.com

EyeBase–Mountain Computer 17 800-364-3930 www.eyebase.net

Eyevertise FRONT COVER, 13 847-202-1411 www.EyeVertise.com

FEA Industries 19, 45 800-327-2002 www.feaind.com

Grimes Optical 48 800-749-8427 www.grimesoptical.com

Index 53 INSIDE BACK COVER 800-328-7035 —

Kowa Optimed BACK COVER 800-966-5692 www.kowa-usa.com

LBI 41 800-423-5175 www.lbieyewear.com

LensWorks 5 888-557-LABS www.lensworkslab.com

Luzerne Optical 26, 27 800-233-9637 www.luzerneoptical.com

My Vision Express 47 877-882-7456 www.myvisionexpress.com

National Lens 37, 43 866-923-5600 www.national-lens.com

Nellerk Contact Lens Cases 49 607-748-2166 —

Optical Specialists 36 800-313-6627 www.opticalspecialists.com

Opticom 44 800-678-4266 www.opticom-inc.com

Optogenics 23 800-678-4225 www.optogenics.com

Revolution Eyewear 9 800-986-0010 www.revolutioneyewear.com

Tech-Optics 47 800-678-4277 www.techopticsinternational.com

Three Rivers Optical 39 800-756-2020 www.3riversoptical.com

US Optical 15 800-445-2773 www.usoptical.com

Vision Expo East 38 800-811-7151 www.visionexpoeast.com

Vision Systems Inc. 47 866-934-1030 www.Patternless.com

SIGNET ARMORLITE announces the availability of threenew KODAK Digital Progressive Lenses, each carrying a globally recognizable and trusted brand name. KODAK Precise® DigitalLenses, KODAK Precise Short Digital Lenses and KODAKConcise® Digital Lenses are created in Signet Armorlite’sadvanced technology optical lab, Signetek™.

Signet Armorlite’s Digital Design Technology™ creates a complex,precise three-dimensional back surface, which improves the optical performance of each of these front-surface progressivedesigns. Based on typical wearing conditions, this Technologyprovides more consistent optical performance over the range ofprescription powers. With a reduction in wavefront errors, wearers can expect sharper vision in the principal viewing areasof the lens. The Digital Design Technology also allows flatterbase curves, providing lenses with a more appealing cosmeticappearance without sacrificing optical performance. The lensesare available in a wide range of lens materials, including clear,photochromic and polycarbonate.

DEC2010.qxd 12/3/10 1:26 PM

FEA INDUSTRIES, INC.

(800)-327-2002www.feaind.com

CHC150 Ultra Tough Hard CoatingNOW AVAILABLE through FEA

CHC150 Ultra Tough HARD COAT

• 1 year unconditional scratch warranty (Excludes processing and intentional damage.)

• Non-tintable (The hardest coating available) applied to both sides of the lens• Only $10.00 per pair

CHC15O Ultra Tough HARD COAT AND A/R

The CHC150 Ultra Tough is now included in both the Natural Vision and Kodak CleARTM

Anti-Reflective Coating at no extra charge. The CHC150 coating is index matched with the A/R and applied to both sides of the lens before the A/R coating. The result: a more durable and longer lasting product.

FREE SAMPLES AVAILABLESee for yourself the scratch resistance of the CHC150 Ultra Tough Hard Coat. Upon request, we will send you a regular plastic lens with the CHC150 coating and a piece of steel wool.

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. CleAR is a trademark of Signet Armorlite, Inc.

DEC2010_FEA.qxd 12/3/10 3:57 PM Page 1

Vision Systems Inc. (VSI), based in TarponSprings, FL, offers eye care professionals aone-stop shop solution for all their equipmentneeds. From complete patternless system pack-ages to exam lane, pre-test and diagnosticequipment, VSI continues to offer the highestquality, value and support on pre-owned opticaland ophthalmic equipment. Throughout many years ofworking with all major brands of equipment, VSI has devel-oped a refurbishing process so detailed most consumerscannot tell the used product from the new. Using a comprehensive level of knowledge regarding equipmentmakes and models, VSI provides eye care professionalswith an unbiased assessment of their needs.

Initially a patternless edger company, VSI opened itsdoors in the spring of 2001, and over the past decade hasplaced more refurbished edging systems in the field than allother patternless edger companies combined. By the end of2002, VSI streamlined its refurbishing process and expand-ed it to include traditional lane and pre-test equipment. Inaddition to this comprehensive approach to the industry,growing support and referrals from eye care professionalsenabled VSI to emerge as the largest sales, service, andsupport center of its type.

In 2005, VSI built a 21,000 sq. ft. facility to accommo-date its continually expanding inventory. At the end of2009, a large renovation project was undertaken and bymid 2010, a new state of the art technical service center was completed which included integratedworkstations for each technician as well as dedicatedareas for specific types of equipment. The completed devel-opment also incorporated a customized shipping and receiving department to ensure that the standard of trans-porting the equipment is equal to its quality.

Refreshingly, phone support is not handled ata call center that forwards information for a follow up callback. When you call VSI, you willspeak to an equipment technician who specializes in the refurbishment and repair of

your make and model.

With a commitment to sell only what can be supported, Vision Systems, Inc. has experienced steady andcarefully calculated growth throughout its existence. VSI hasproven to the industry that in any economic climate, pre-owned equipment, when handled correctly, is a smartchoice for eye care professionals looking to start or expandtheir practice.

“As a business owner, I think one of the greatest challenges is to find a way to ‘let go’ a little and not micro-manage the operation,” says Jeff Wheaton, co-owner andPresident. “As we approach our 10-year anniversary, I amtruly blessed to have an incredible partner and team whotake pride in every aspect of our business and continue toexceed my expectations! From day one, the goal hasalways been to be the best at what we do, and with thecombined talents of every employee I believe we haveachieved that.”

“What I love most about VSI is our excellent reputation,”says Leo Hadley Jr., Sales and Marketing Manager. “Our customers know we stand behind everything we sell100%. It feels so good to stand in our booth at a tradeshow and have our prior customers come in to thank us.With the support of our highly experienced technicians,and the recommendations from our customers, my job hasbecome very easy.”

Vision Systems Inc. can be reached at 866-934-1030 or on the web at www.patternless.com

VISION SYSTEMSTHE INDUSTRY LEADER IN PRE-OWNED OPTICAL & OPHTHALMIC EQUIPMENT

Vision Systems’ booth at Vision Expo West 2010.

Content provided by Vision Systems Inc.

Vision Systems’ warehouse in Tarpon Springs, Florida.

VSI_1210.qxd 12/2/10 2:01 PM Page 2

DECEMBER 2010| EEYECAREPROFESSIONAL | 47

ACCESSORIES • CASES • CONTACT LENSES • DISPLAYS • DISTRIBUTORS • EDGING SERVICES • FRAMES / CLIP-ON SETSEQUIPMENT (NEW / USED) • HELP WANTED / BUSINESS SALES • INSTRUMENTS • PACKAGING • MANUFACTURERS

INDUSTRY QUICK ACCESS EEYECAREPROFESSIONALTo advertise please call 8

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• Photochromic Coating Technology

• High Index 1.67

• Exceptional fading speed

• Available in Single Vision andKODAK Unique Progressive Lens

The powerful, fast-reactivephotochromic lens.

www.corning.com/ophthalmic

1-800-OptiSource (678.4768)

• Eyewires • Hinges • Spring Hinges • Self Aligns

• Self Taps• Includes

Stay Tight Thread Lock

Assembly & Repairsin Half the Time....Guaranteed

Patent Pending

Exclusively Distributed by

Screw it in, Snap it off

Don’t Forget to Tell Our Advertisers You Saw it in EYECARE PROFESSIONAL Magazine

DEC2010.qxd 12/1/10 12:28 PM


National LensAmerica’s Leading Discount

Contact Lens Distributor

Phone 1-866-923-5600Fax 1-866-923-5601

www.national-lens.com

Balester Optical is a full service independent family-owned wholesaleoptical laboratory. We maintain an in-house Digital Processing center

and 3 anti-reflective coating systems.

Balester Optical provides expert objective advice & consultation

regarding the best lens for each Rx.

We pride ourselves on using the mostup-to-date technologies in the industry!

Toll Free: 1-800-233-8373Fax: 1-800-548-3487

www.balester.com

INDUSTRY QUICK ACCESS EEYECAREPROFESSIONALTo

adv

ertise

ple

ase

call

80

0.9

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it w

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Step into Three RiversOptical’s “O” Zone.

Our “Free” Lens Series offersone-of-a-kind bifocal designsthat fill a void in the opticalindustry. With our unique,

patented “Round Seg” technology, your patients will experience the best

in bifocal lenses.

Get in the “O” Zone Today

800.756.2020www.threeriversoptical.com

Green Bay, WI 54308800-678-4266/Fax 920-965-3203

email: [email protected]

Click, click, click, your lens order is done.

Use one website to order all of your stock lenses electronically. With no usage or ordering fees!

WHEN SKILLED HANDS usingstate of the art technology come

together the result is precision bench work. We pride

ourselves in producing edge workthat is light years ahead of our

competition.

(800) 221-4170www.21stcenturyoptics.com

The Premier Laboratory for

In House DigitalFreeForm Lenses

HELP WANTED FRAME SALES

Interested in sharingyour Optical insight with fellow ECP’s?

If you would like to writefor the fastest growing

publication in the industry,email a brief descriptionabout yourself and your

areas of expertise to: [email protected]

Independent sales representativesneeded for a High Fashion Italian FrameLine — TreviColiseum distributed byNational Lens offers three distinct

collections at moderate prices. If you’rehighly motivated, experienced and have

a following we would like to talk to you. We have several territories

currently available.

Preview our Collections at national-lens.com

Please email your letter of interest to [email protected]

or Call 954.730.9244 x221

ATTENTION:West Coast and Midwest sales reps

looking for outstanding products to sell–Independent sales reps interested in

selling MLB, NFL, and Collegiate Readers,Cases, and Accessories please contact

Ed McGinn at (201) 303-9420 or email [email protected]

HOW OFTENDO YOU GET A LINETHAT’S PERFECT

FOR ALMOST EVERY ECP OFFICE?

OPTOGENICSOvernight Service

on AR & Digital JobsAR’s In House:

Crizal, AR24, AR15, Zeiss

Contact Information:

On Page 23 See Ad

Exciting New Digitals

See ECP Cover Next Month

OPTOGENICSis a Full Service Surfacing

and Digital Lab

UPS Shipping Overnight

Saturday Delivery = NO Extra Charge

Orders Received &

Shipped Overnight

VSP & VCP & VBA Approved

DEC2010.qxd 12/1/10 3:59 PM


Op-Tags™, Labels & Bar Code Systems...

Your most cost effective merchandising tools!

Arch Crown, Inc.460 Hillside AvenueHillside, NJ 07205

Toll Free: 1-800-526-8353Fax: 973-731-2228

e-mail: [email protected]

INC.

TM

Framedisplays.comis the leading provider of opticalframe displays for ophthalmic

dispensing professionals. Productsinclude optical eyewear and

sunglass displays in addition tolockable, rotating, standing, wall

mount and slatwall frame displays.Call 877.274.9300

for info and catalog.

LOW PRICE LEADER SINCE 1949

Factory Direct Savings on Fully Stitched Slip-in Cases

Clamshell Cases Lowest Pricesin the Industry

Molded Plastic & Children’s Cases

Huge Saving on Microfiber CleaningCloths and Spray Cleaner

Call: 800 249-1058See our complete case catalog at:

http://www.LBI.biz

INDUSTRY QUICK ACCESS EEYECAREPROFESSIONALTo advertise please call 8

00

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32

2, or visit w

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Drivewear lensesuniquely combine two of themost advanced technologiesfound in the industry today:Transitions™ PhotochromicTechnology and NuPolar®

polarization. Drivewear is thefirst polarized photochromiclens to darken behind the

windshield of a car.

www.drivewearlens.com

NELLERKCONTACT LENS CASESNELLERKCONTACT LENS CASES

9¢ONLYEACH

12¢ per unit Printed!

607-748-2166 Fax: 607-748-2273

A case with a double lock & your name imprinted on it!

CEABO/NCLE APPROVEDCONTINUING EDUCATION

Dry Eyes and Its Effects on Contact Lens Wear$12.99 for 1 NCLE Credit Hour

Available at: www.ecpmag.com/CETake the course online and receive your certificate within 5 days!

RECONDITIONED SPECIALS!!EdgersBriot Accura CX RC . . . . . . . $13,950Essilor Gamma RC . . . . . . . $12,950Essilor Kappa RC . . . . . . . . . $17,950

Safety bevels and Grooves!

InstrumentsReichert Keratometer . . . . . . . . $595Chart Projectors starting at . . . . . $395Marco Radiuscope . . . . . . . . . . $695

Optical Finish Equipment and SuppliesGrimes Optical Equipment Co.800-749-8427 www.grimesoptical.com

F E A Industries, Inc.FULL SERVICE LABORATORY

A/R AND MIRROR COATINGS

Tel: 800-327-2002

Fax: 800-955-7770

WEBSITE www.feaind.com

• Videos

• Invoice Lookup

• On-line Ordering

• Real time job tracking

• Account Statements and balances

• Technical & Processing Information

And more.......Print too small? We sell PALs.

SALES HELP WANTED• Experienced Sales Reps• Top commissions• Many Territories Available

If you are tired of working for a company who doesn’t appreciate what

you do then give us a shot.

Fax a Resume to 800-756-0034Attn. Steve Seibert

Rudy is Sport RX. Rudy Project is Italian for cutting

edge technology and innovations inplano & RX eyewear/sunwear.Increase your sales to athletes!

Contact us.www.rudyprojectusa.com or

888-860-7597

DEC2010.qxd 12/1/10 4:04 PM

BACK IN 1912 a young opticiantrekked down to Southbridge for atraining class in refracting. AlbertWells of American Optical wasteaching eye exam techniques aspart of the arrangement when youbought an American Optical trialcase. Said trainee was then knownas a trial case optician in the language of the time, meaning hecould examine clients for eyeglasses— no medical problems please!

The young fellow went back toWorcester with his trial case, and aworkbench soon to be delivered, along with a room full ofsurfacing equipment.

The young fellow; of course, was my grandfather — James O. Magay.

These thoughts were rolling through my mind as I drove thesame route my grandfather’s Stanley Steamer would have takennearly 99 years ago.

AO is now but a fond memory in today’s world. A hotel andmuseum reminding one where our occupation started in theUSA (in a philosophical sense), with so many amazing opticalinventions and technological advances coming out of this parklike campus near the river in Southbridge.

Things like the first steel spectacles made in America in 1843,toric lenses in 1893, kryptok bifocals in 1910, 2.5 million lensesproduced for the military in WW1, progressive lens patentissued to AO in 1924 (and you thought it was an new idea!), in1925 the Tillyer (named for its inventor Dr. Edgar Tillyer) lensrevolutionizes the industry by correcting astigmatism and power, flattop fused bifocals were introduced in 1931, 18.5million pairs of lenses for WW2, skipping ahead to 1950 saw theintroduction of the Tempross safety heat treating process for

glass lenses, and concurrently a myriad spectrum of optical,coating, and instrumentationadvances as AO went forward tomeet the future.

It seems fitting then that over 275 opticians were heading toAmerican Optical, or at least thebeautiful Southbridge Hotel andConference Center on the site ofthis famous company for the 2010OAM conference (Optician’sAssociation of Massachusetts).

Diane Matuck and Dick Whitney put the event together. Forher tireless efforts on this event (and a career of many greataccomplishments), Diane was named Optician of the Year.Dick, of course, is a former AO lens designer and now Directorof the American Optical Museum (www.dickwhitney.net),Blair Wong our OAM Executive Director – along with outgoingOAM president Tom Merrill, gave Dick a well deserved specialPresidential Award.

In other news Denise Cook – former “everything” in OAMreceived a Lifetime Achievement Award, while KirstenMorrissey succeeded Tom Merrill as President of OAM.Our corporate sponsors seemed delighted with the turnout aswell. The event took place over two days and couldn’t have beenmore successful with all attendees hoping the venue couldbecome one of our regular meeting places in the future.Was everything perfect? Well Diane and Dick could have askedthe New England Patriots to delay the start of their game onSunday – I noticed a few people (but only a few) slipping outafter lunch to make the Kickoff. ■

Jim (still got my AO workbench) Magay

Last LookJim Magay, RDO

Where It All Began

The “Spectacular AO” sculpture in Southbridge, MA is a tribute to the town’s pioneering American Optical Company.


DEC2010.qxd 12/1/10 1:39 PM

-Your Independent Lab-

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. ©2010 Signet Armorlite, Inc.

Ask about KODAK Unique Progressive Lenses!

FRAME & LENS PACKAGES NOW AVAILABLE THROUGH INDEX 53:

“KIDS PAC” Single Vision Lenses in Trivex® material

“SAFETY” Choose from OnGuard™ and Titmus® safety frames, and Single Vision, Flat-Top, or Progressive Lenses in SunSensors or Trivex materials

“53 LITE” Single Vision, Flat-Top, and Progressive Lenses in Trivex material

“SPECIAL” Choose from Single Vision, Flat-Top, or Progressive Lenses in the following materials: SunSensors®, Polycarbonate, Trivex, Standard Resin or Glass

“SPORTS PAC” Single Vision Lenses in polycarbonate material

The BEST Packages Come From:

Call us today!(800) 328-7035

“SUN PAC” Choose a KODAK Progressive Lens in a photochromic or polarized lens material.

All lenses available with KODAK CleAR™

DEC2010_Ind53.qxd 12/2/10 10:53 AM Page 1

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EyeCare Professional Magazine December 2010 Issue

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Transcript of EyeCare Professional Magazine December 2010 Issue