eyecare professional june 2009 issue

June 2009 • Volume 3, Issue 18 • www.ECPmag.com

LATEST IN DESIGNER EYEWEAR / PAGE 8 EDUCATING THE U.S. OPTICIAN / PAGE 14

JUN2009_Cov.qxd 5/29/09 2:03 PM

An ordinary day callsfor an extraordinarylens material.

Any given day, your patients ask a lot of their eyes. Start your eyewear recommendation with a lens material that's the best foundation for their daily vision needs. Only Trivexprovides the complete package of crisp, clear vision plus unsurpassed strength in an ultra-lightweight lens. Day in and day out, Trivex will always be true to your patients, no matter where life takes them. Learn more at ppgtrivex.com.

9:00AM Proposal review

10:30AM Job site visit

12:05PM Write new comedy routine

3:45PM TXT kids to say ILU & CUL8R

6:00PM Basketball with the boys

8:30PM Black tie fundraiser

11:03PM Fall asleep watching TV news

©2009 PPG Industries, Inc. All rights reserved. Trivex is a registered trademark of PPG Industries.

EricEngineering consultant Family guy Stand-up comedian

JUNE2009_PPG.qxd 5/27/09 12:03 PM

JUNE 2009 | EEYECAREPROFESSIONAL | 3

What role does PPG Industries play indeveloping innovative lens materialsand products?

At PPG Industries, it is our vision to be the materials supplier of choicefor the optical industry. Since theintroduction of CR-39™ in the1940’s, it has been our mission toprovide the industry with qualitymaterials that bring value to thepeople who cast, distribute, dis-pense, and wear corrective lenses.

We continue to invest in R&D and in our manufacturingcapability to assure that we can be counted on for innova-tive, high quality products and dependable service. With themore recent introduction of Trivex® material and NXT® sun-lenses, we are continuing to advance this mission while con-stantly searching for new opportunities to bring innovativetechnologies to the optical industry.

What is Trivex lens material?

Trivex is a unique, scientifically-advanced category of lensmaterial developed to perform in all aspects of life withoutcompromise. Trivex provides the complete package of crisp,clear vision, ultra-lightweight comfort, impact resistance andprotection. Material selection is the first step in the lens recommendation and Trivex is an ideal foundation on whichto build eyewear that will help patients get the most out oflife. Compatibility with vision-enhancing lens options suchas anti-reflective coatings, digitally surfaced lens designs,polarized sunlenses and Transitions® photochromic lensescreate premium lens products for eyecare professionals toprovide to their patients.

How is the use of Trivex growing in the industry?

Because of the unique combination of properties, the accept-ance of Trivex continues to grow worldwide. Lens availabilityis expanding through new designs, manufacturers, laborato-ries, distributors and retailers. As the availability expands,more eyecare professionals are learning about the uniquebenefits of the material and are taking advantage of theopportunity to differentiate their practice by recommendingTrivex to their patients. While the growth in the UnitedStates and Europe has been steady since the launch of thematerial in 2002, we are especially encouraged to see excitinggrowth in South America and new opportunities in China.

What type of Trivex marketing materials do you have available?

PPG offers a variety of education and marketing materialsincluding brochures, training programs and posters. ECPscan visit www.ppgtrivex.com to view and request these materials online.

What is NXT and how does it complement the Trivex range?

We are excited to offer the first polarized lenses made withTrivex material with the launch of NXT Rx Sunlenses in2008. The NXT Rx line offers a complete program for performance sunlenses that includes tinted, photochromic,mirror-coated, polarized and polarized photochromicoptions. The technologies incorporated into NXT sunlensesare impressive.

For example, NXT Polarized Photochromic sunlenses are acombination of advanced photochromic and polarized technologies along with Trivex material technology. Eyecareprofessionals can now recommend a high performancepolarized sun lens that offers clear vision, ultra-lightweightcomfort and extreme impact resistance.

What other opportunities have you found for this technology?

NXT frames made with Trivex material are beginning tocatch the eye of frame designers. While NXT frames havebeen available for a number of years, new approaches to creating innovative designs and styles using this versatilematerial are being pursued. As experience designing frameswith NXT increases, we believe there will be more uniquedevelopments and applications for this technology in the future.

What does the future hold for the optical industry?

Consumers are looking for a combination of product features, performance and value. Lifestyles are becomingmore active. We believe this will lead to the expansion of lenslines made from Trivex material, the addition of other innovative materials, the growth of polarized sunwear, andthe continued introduction of other new lens treatments tobetter meet the needs of eyewear customers.

We are very proud of the fact that we bring products to themarket that help consumers see better, protects them andmakes them feel more comfortable with wearing eyewear. Itis through efforts of a talented and dedicated team of profes-sionals at PPG that we are able to continue developing inno-vative products for today and the future. ■

EYECARE INNOVATOR OF THE MONTH: PPG Industries

Christine CamsuzouGeneral Manager,Optical MaterialsPPG Industries

JUNE2009.qxd 5/29/09 1:05 PM

Courtesy ofE

NN

I MA

RC

O

EDITOR/VIEW .....................................................................................................6

EYE SAFETY .........................................................................................................7

INDUSTRY NEWS.............................................................................................21

MOVERS AND SHAKERS.................................................................................22

PRACTICE MANAGEMENT.............................................................................38

ECP OF THE MONTH ......................................................................................42

ADVERTISER INDEX .......................................................................................46

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

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

DESIGNER EYEWEARStay cool at the beach with the latest in Designer Eyewear and Sunwear.by Amy Endo, ABOM, CPOT

OPTICIAN TRAININGThe professions of Nursing and Pharmacy share some interestingparallels with Opticianry.by Warren G. McDonald, PhD

PROGRESSIVE LENSESKeep up with the latest in Progressives and help your presbyopicpatients see their best.by Carrie Wilson, BS, LDO, ABOAC, NCLEC

OFFICE SECURITYKeep your frames safe with the good customer service and the latest in technology.by Bob Faktor, ABOC

PROFESSIONAL PHONE SKILLSLeave the ultimate first impression by using courteous and concisephone greetings.by Anthony Record, ABO/NCLE, RDO

OPTOMETRIC DYNASTIESProfiling the 3rd and 4th generation OD families who helped makeOptometry what it is today.by Elmer Friedman, OD

8

14

18

26

30

34

EEYECAREPROFESSIONALMagazine

Con

tent

s

JUNE2009

Vol. 3Issue 18

Features

Departments

34

14

12

On The Cover:US OPTICAL LLC 800-445-2773www.USOPTICAL.com

JUNE2009.qxd 5/28/09 3:32 PM

Luzerne Optical is proud to produce Shamir Autograph® in its state-of-the-artlaboratory. Order Shamir Autograph® II today through Luzerne Optical.

Shamir Autograph® - Your Personal Lifestyle Lens™

Give your patients the most advanced personalized Freeform® lens on the market, Shamir Autograph® II . Designed with EyePointTechnology® and incorporating FreeFrame Technology™, As Worn Technology™ and your patient’s unique measurements, you cannow provide them a lens tailored to their needs with optical benefits unlike anything they’ve ever experienced before.

CONTACT US TODAY!(800) 233-9637 or www.luzerneoptical.com

JUNE2009_Luzerne.qxd 5/27/09 12:06 PM Page 3

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

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

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

Contributing Writers . . . . . . . . . . . . . . . . . Thomas Breen,

Judy Canty, Cliff Capriola, Dee Carew, Alvaro Cordova,

Harry Chilinguerian, Amy Endo, Bob Fesmire,

Elmer Friedman, Paul King, Jim Magay, Warren McDonald,

Anthony Record, Ted Weinrich, Carrie Wilson

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

Opinions expressed in editorial submissions contributed to EyeCareProfessional Magazine, ECP™ are those of the individual writers exclusivelyand do not necessarily reflect the opinions of EyeCare Professional Magazine,ECP™ its staff, its advertisers, or its readership. EyeCare ProfessionalMagazine, ECP™ assume no responsibility toward independently contributededitorial submissions or any typographical errors, mistakes, misprints, ormissing information within 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 3 Number 18TrademarkSM 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 © 2009 by OptiCourier Ltd. All Rights Reserved

EEYECAREPROFESSIONALMagazine

Dealing with Third Party Style Consultants

Editor / viewby Jeff Smith

It can be hard enough to convince a male patient that a different frame stylemay best fit his lifestyle and prescription and still be stylish, but what happenswhen a “style consultant” enters the picture? It generally is his wife or girl-friend, but very often it’s someone older, perhaps his mother or mother-in-

law. Even though you might have established a good relationship with the patient,it’s time to start all over.

Being aware of the dynamics of the situation may help you in determining how toproceed. The consultant is given the power of decision, and many times feels shemust demonstrate her expertise. That often comes out as a negative, that is, what-ever the patient and you might have decided on must be wrong, or why else wouldhe have asked for her help? While being careful not to ignore the patient, it isimportant that you direct your analysis of lifestyle and prescription requirementsto the consultant. Doing so puts her in your confidence and acknowledges her asan expert.

Be sure to greet the consultant as you would the patient, that is, give your nameand title. It is important that she recognize you as the authority, particularly if shedoesn’t know you. If you had previously picked out frames with the patient, it ishelpful not to show them to her immediately, but rather go through the same pro-cedure you did with the patient. While you don’t need to go through the entireselection process again, this step is important and will make it easier to settle onthe frames that were already selected.

If the consultant is wearing frames, pay close attention to them. If they are anolder style, it may be more difficult to get her to agree on a new style for thepatient. Be careful not to be overly critical of her glasses; if pressed, you mightmention how the new lens designs allow for smaller frames, or perhaps how thenew styles are emphasizing color.

If this is the initial selection, remember to direct you comments to her. Certainlyinclude her in any decision process. You might have the patient try on a frame,then stand back with the consultant and discuss with her how it looks. Once a fewframes have been selected, your attention should swing back to the patient. Butalthough the consultant has receded more into the background, don’t ignore herall together, she still has to feel a part of the process.

Having a consultant can complicate the sales process and slow things down, but itdoesn’t have to create undue problems if handled correctly. And there are timeswhen a consultant may be very welcomed, such as when a patient just can’t seemto make up his mind. A consultant may very well just walk up, grab one of theframes, and seal the deal for the patient!

6 | EEYECAREPROFESSIONAL | JUNE 2009

JUNE2009.qxd 5/29/09 9:52 AM

helping you to grow your practice

A Little ProtectionGoes a Long WayIn 2007, 212 million people participated in at least one sporting event and more than half of them did not wear any type of eye protection. That’s why someone visits an emergency room with a sports-related eye injury every 13 minutes.

You can help protect the vision of your sports enthusiast patients. To learn more, visit www.thevisioncouncil.org/ecp or call (703) 548-4560.

Did you know that the greatest riskof loss of vision in one eye is due to eye injuries and it is second tocataracts for two eyes? It is alsothe greatest risk for loss of visionfor all of our patients less than 40 years of age.

But how much time do we spend on educating ourpatients on eye injury prevention? I am sure very little, especially when we compare it to the time wetalk about cataracts, glaucoma, diabetic retinopathyand macular degeneration.

One of the largest categories for eye injuries ishome and sports. Recent injury statistics reveal thatthe most dangerous place for your eyes is withinyour home and on playing fields. Twenty-seven percent of all eye injuries involve sports and this

number increased to 40 percent for 11-14 year olds.Your patients who are functionally one-eyed (ambly-opic, other causes of decreased vision) are 15 timesmore likely to go blind. One-half of these eye injuriesare the results of trauma.

So what can we do to protect our patients? We can follow the three I’s to protect their eyes:

Inquire: Ask your patients, "Do you play sports?"

Inform: Describe the sport-specific risks of eyeinjury, as well as the strong recommendationsregarding the use of protective eyewear by organiza-tions such as the American Academy of Pediatrics.

Introduce: Present your patients with protective eyewear alternatives that are appropriate for theiractivities.

Moving Out of Our Blind Spot By Paul Berman, O.D., F.A.A.O.

Continued on page 17

VCA_0609.qxd 5/28/09 4:31 PM Page 1

1. MarchonThe Fendi Rose Sun FS5014 has delicate rose detailing, finely etchedin zyl, which is then given a flawless hand painted finish. The glamorous sun style is perfectly proportioned with a flattering rectangular shape and chic colorations of black, Havana, beige and Bordeaux. www.marchon.com

2. TuraLulu Guinness has something for every Glamour Girl this upcomingspring season. Putting her twist on each frame to give you a set ofthree sister styles that showcase a custom designed and casted metalendpeice. The endpiece features two half-circles connected with twohinges. Models Hannah, Cassandra & Ivy are all 8 base with gradi-ent CR-39 lenes. www.tura.com

3. CharmantThe Lacoste 12238 is a soft rectangular frame that is deceptivelysimple. The front is crafted from solid acetate, but the temples fea-ture a unique stripe effect achieved by using a layered acetate mate-rial. Colors are available in black, crystal, brown, red and violet.Sizes include 49-16 and 51-16. www.charmantusa.com

WHENEVER THERE IS A HOT FASHION TREND, it comes with a designer label.Ask your family and friends about what is currently“happening” in eyewear in your part of town, by

shopping at your local malls, reading variousfashion magazines, and reviewing

designer trends. Here are somefabulous designer brands:

1

2

3

JUNE2009_eyestyles.qxd 5/28/09 11:37 AM Page 2

5. Jee ViceParis Hilton has been seen sporting The Egoist inBrown Corduroy – wrap around shades that arepaparazzi-proof and provide full coverage to the face.This is one of the latest styles in Jee Vice’s 2009 collection and is availabe in six color ways.www.jeevice.com

6. ModoModo’s 3.1 phillip lim collection covers an array ofshapes and inspirations – from retro to oversized, flat to curved,round and square. Colors are an integral part ofthe collection, as shades of pink andpurple give the collection a vividcharacter. Another unique addition isthe translucent frame Judith in crystal-taupe, a chromatic effect which adds tothe uniqueness of the shape.www.modobiz.com

7. Allison UsaThis Missoni women’s MI17701 is comprised of acetate, enamel, and Swarovski Crystals. This frame really shows offthe aspects that are Missoni, by incorporating many different colors in a fun way. This frame is transparent brown,but it is also available in, honey, and transparent grey. www.allisonusa.com

5

6

7

4

4. Morel EyewearThe new Orchid collection from Koali emulates exoticbeauty with its delicate lines and a sense of airy fragility.The use of allergy resistant, stainless steel gives the consumer sculpted temples with plenty of volume thatare nonetheless ultra-light. The broad selection ofshapes and systematically colored three-tone finishesmirror the diversity of this flowering species itself.www.morel-france.com


McGee Group

Satisfy your craving for color with the perfect look from thenewest release in Vera Bradley Sunglasses. VB-3517S is alightweight full-rim metal frame front featuring deep warmcolor tones and a large square eyeshape. This frame designfeatures handmade acetate temples with the Vera Bradley BaliGold and Hope Garden patterns featured on the inside.www.mcgeegroup.com

L’amy America

Nina Ricci NR2551, Beethoven is an elegant handmadeItalian acetate frame. Available in a modern eyeshape with delicate petals engraved on the temples.Color availability includes: black,brown and red.www.lamyamerica.com

LuxotticaRalph Lauren Model RL 6045 is ayoung and sporty shape in fresh colorsin red, black, crystal clear, transparentpink and dark Havana tortoise.www.luxottica.com

Kenmark

The Kenmark Group is releasing the Interchange System inits Jhane Barnes collection, an innovative way for people tocustomize their frames with interchangeable temples.Interchange 3 features an oval shaped 3-piece compressionmount, with 3 sets of coordinating temple options: wide colorful translucent plastic temple; wide plastic temple with a laser engraved Jhane Barnes signature pattern.www.kenmarkoptical.com

Eastern States EyewearThe new Jaguar collection features styles that range fromclassic to sporty in shape, while all are marked by Jaguar’spenchant for sophisticated design, exceptional layered detail-ing, and intricate coloration. In addition, Jaguar has againcatered to men with wider faces by introducing three styleswith eye sizes of 57 and above. www.eseyewear.com


JUNE2009_MOREL.qxd 5/27/09 12:13 PM Page 1

GRANT, Italia

Gimmi Baldinini, has always been known for his fanciful,beautifully handcrafted shoes as well as handbags, attachesand since last year also jewelry. The Eyewear and Sunglasses,made in Italy by Sover, compliment the collection with finedetailing and textures. www.grantitalia.com

Enni Marco

Enni Marco eyewear is unmistakably recognized for its daringdesigns, vibrant colors, and exquisite details combined withthe finest materials and innovative technology. The IV 01-381is a soft, feminine yet modern shape. It fea-tures luscious yet delicate color swirls and cap-tivating filigree-like embellishment.www.ennimarco.com

Revolution EyewearEd Hardy Lites use the Vintage Tattoo designsof Don Ed Hardy. Temples are made fromGrilamid TR90 – a transparent material withgood heat resistance and fatigue behavior.Crystals from Daniel Swarovski adorn theframe and create a mood of excitement andindividuality. www.revolutioneyewear.com

Gold & Wood

The concept of Kit N marks the mix of opposites with trans-parent front highlighting the solid temples of extremelysophisticated alloys. The warm feel of wood confronts theharshness of the aluminum, in innovative lamination sealingauthentic nature and industrial era in an indestructible blend.www.gold-and-wood.com

Your individual tastes are reflected by your fashion sense andrecommendations, from sophisticated and cool to relaxed andcasual. Your designer eyewear should fit your style, and lookgreat too. Then you will able to choose designer eyewear thatwill complement your customer’s personality. Select numerousdesigner name brands that will accentuate theirindividuality and style.

Amy Endo, ABOM, [email protected]


JUNE2009_MOREL.qxd 5/28/09 9:03 AM Page 1



The 21st Century OpticianWarren G. McDonald, PhD

Professor of Health AdministrationReeves School of Business / Methodist University

Educating and Training the American Optician

This month’s article continues the examination ofthe education and training of the AmericanOptician. The series includes a very brief history,and discusses educational opportunities forthose currently in the field, as well as those whoseek to enter. This month, we compareOpticianry with other professions in health care,and I hope you find it interesting.

To get right to the meat of the article, let’s evaluate other alliedhealth professions in some state of transition. When thisresearch was conducted, this author saw some striking parallels.See what you think!

Nursing

The American Association of Colleges of Nursing suggestedsweeping changes in nursing education in recent years. NursingEducation’s Agenda for the 21st Century (1993, 1999) provides ablueprint for the expansion of nursing education to include anumber of things well beyond the technical skills needed fornursing practice. Critical thinking, ethics, research capabilities,management skills and others are included in the treatise devel-oped by nurse educations primary organization. They go on toclaim the baccalaureate degree as the minimum standard forprofessional nursing practice due to the broad roles played bythe professional nurse in today’s health care environment. Theyseparate the technical nurse trained in an Associate Degree program from the professional nurse because of the criticalthinking and additional skills that the 4-year programs include.

Curriculum building for nursing education began in 1917 withthe Standard Curriculum for Schools of Nursing. This curricu-lum was revised many times during the years following, but in1950, there was a move to place nursing education into 2-yearcommunity and technical colleges. This was the first move awayfrom nursing education tied to service in hospitals. Nursingcurricula became focused around the standardized content, andstill today many nurse educators teach from that idea of “cover-ing the content” much the way they were taught. The focus ofthe August 2003 Position Statement of the National League forNurses calls for drastic reform in the concepts of teaching nurs-es. They see a need for more innovative programs that aregeared more toward today’s fast-paced team approaches tohealth care, and away from the traditional hospital stays of thepast. This position statement, entitled Innovation in NursingEducation: A Call to Reform (2003), makes it clear that reform isnecessary for nursing to meet the needs of the health care market place of the future.

Therein lies the correlation to Opticianry. Nursing andOpticianry are different in many ways, but both are health careprofessions that require significant knowledge and skills thatserve the betterment of their patients. It is important to note thatwhile all levels of nursing licensure and training require someeducational component, many, and in fact most, jurisdictionsrequire no formal education for Opticians. In states where thereis a license required, most Opticians are trained through appren-ticeship training that is more like on-the-job training with noeducational requirement other than the level of knowledge thetrainer provides. Opticians need to follow the lead of nursing togenerate new ideas and paradigms for education and training.

JUNE2009.qxd 5/28/09 9:34 AM

ONE SUNLENS FOR THE WAY WE DRIVE AND LIVE™

DRIVEWEAR EFFECTThe human eye is a wonderfully designed instrument to collect visual information.Drivewear’s three different “stages” have all been designed to maximize the eye’snatural abilities in each of the different light conditions encountered both outsidein direct light and behind the windshield of a car.

OVERCAST LOW-LIGHT BRIGHT LIGHT BEHIND WINDSHIELD BRIGHT LIGHT OUTDOORS

YELLOW-GREEN CONTRAST-ENHANCING COLOR

COPPER COLOR HIGHLIGHTS THE REDS ANDGREENS, ENHANCES THE VISUAL COMFORT

OF THE DRIVER

DARK BROWN COLOR PROVIDES HIGH CONTRAST PLUS MAXIMUM EYE PROTECTION AND COMFORT

now available in polycarbonate image®

Drivewear, NuPolar and Image are registered trademarks of Younger Optics, Torrance, CA. Transitions, Activated by Transitions and the swirl are registered trademarks of Transitions Optical, Inc.

Cherry Optical2429 Oakwood BlvdMelvindale, MI 48122800.537.2831

younger_0609.qxd 5/27/09 12:26 PM Page 3


Pharmacy

Opticians are very similar to Pharmacists in that they both fillprescriptions written by doctors, and provide a source of infor-mation to the public on matters related to health care issues.Patients often can go to the optical shop for advice on eye care,while the pharmacist is widely recognized as a source of gener-al health information.

But the similarities end there. Training for pharmacists is verywell defined in every state in the union and requires a signifi-cant level of education and training, as well as a license to prac-tice. The Pharmacist of today completes a rigorous academicprogram of study and has to pass difficult licensing examina-tions in every state. The typical entry degree today is thePharmD, or Doctor of Pharmacy degree (Campbell UniversitySchool of Pharmacy, 2004). It requires a minimum of six yearsof study; 2 years of required courses in the sciences and gener-al education electives and 4 years of Pharmacy school, andadditional degree programs are available in clinical studies andresearch. According to the Occupational Outlook Handbook(2002-2003) the job prospects are strong and should continuethrough 2010. The University of Southern California, School ofPharmacy (2004) describes the timeline of their educationalhistory as beginning in 1905 with a 2-year degree program, andthe 4-year Bachelor of Science degree in 1918. The school con-tinued to progress educationally and today is an example ofacademic excellence.

Ongoing research in many areas of the country indicates a con-tinuing need for additional pharmacists. In Texas, state spon-sored research shows the need to be great; even though Texasgraduates a high number of Pharmacists (second to California)and that there is a significant need in rural areas (Projecting theNeed for Pharmacy Education in Texas, 2nd Draft, January2004). The demand for Pharmacists is high all over the coun-try, and unlike optical prescriptions, a licensed person must fillall prescriptions. Many optical prescriptions are filled by unli-censed personnel in eye doctor’s offices. This simply could nothappen in the case of pharmaceutical agents, because it is clear-ly illegal except it special situations. While there are similaritiesin Pharmacy and Opticianry, the professions appear to be tak-ing different paths. Pharmacy recognized the need to expandeducation and training, while Opticianry still trains via appren-ticeship. Pharmacy income continues to rise sharply, whileOpticians seem to maintain static levels. Could this not changeby recognizing new opportunities for Opticians and providinga solid educational base to reach these goals?

Conclusion

There are other professions, such as radiography, respiratorytherapy and dental hygiene that have some correlation to thistopic. All are in an upheaval and attempting to find the balancethat will maximize their abilities in practice and allow for the

continued success of their profession. Nursing and Pharmacyappear to have been successful in advancing their level of edu-cation and training and increasing their scope of practice.Opticians are struggling to find the path that will allow theirprofession to practice at their maximum level. The Center forHealth Statistics at the University of California at San Francisco(Pew Health Commissions, 1995) issued a report that is appro-priate for this research. It states the following:

Because health care is a labor-intensive enterprise, the nextstage in our present cycle of change will demand a rapid trans-formation in:

• How health professionals are prepared for practice • How that practice is regulated • The educational programs that prepare them for practice

The knowledge, skills, competencies, values, flexibility, com-mitment and morale of the health professional workforce serv-ing the systems of care will become the most important factorscontributing to the success or failure of the system. In responseto these circumstances, the system that produces health profes-sionals and the structures in which they work will shift awayfrom its supply orientation and toward a demand-driven sys-tem. This situation will create four challenges to the ways healthprofessionals practice and are educated and trained:

CHALLENGE 1: Redesigning the ways in which healthprofessional work is organized in hospitals, clinics, privateoffices, community practices, and public health activities.

CHALLENGE 2: Re-regulating the ways in which healthprofessionals are permitted to practice, allowing more flex-ibility and experimentation, but ensuring that the public’shealth is genuinely protected.

CHALLENGE 3: Right-sizing the health professionalworkforce and the institutions that produce health profes-sionals. For the most part this will mean reducing the sizeof the professions and programs.

CHALLENGE 4: Restructuring education to make efficientuse of the resources that are allocated to it.

The report suggests some specific issues for Allied Health pro-fessionals that would include Opticianry. Among those is achange in the way allied professions are educated and trained tomore efficiently practice; for example, expanding the role ofphysician extenders (Pew Health Commissions, 1995). In thecase of Opticianry, refraction could provide a method to reducehealth care costs by allowing Opticians to perform that func-tion under the supervision of a physician. Low Vision is anoth-er role we could easily play in the future. Opticians couldbecome the mid-level practitioners in eye care, and I proposethat with appropriate levels of training, not some new multi-ple-choice examination, we can not only survive but thrive.Think about it! ■

JUNE2009.qxd 5/28/09 9:35 AM

So what else can you do? Have your patientscomplete a lifestyle questionnaire. Explain the risks toyour patients who play sports. Do not just suggestsports protective eyewear but actually write a sepa-rate prescription for sports protective eyewear.Patients will be more likely to a fill prescription. We allknow how often a patient will say “yes” to the doctorand then change their mind. Educate your staff sothey will have the appropriate information in case apatient changes his or her mind.

It is amazing, when you think about it, that we pro-tect shins more than eyes, seemingly putting moreeffort into preventing bruises than blindness. It isessential that sports eye protection becomes part ofthe standard protective gear that is included in all ourpatients' athlete bags.

As I speak to non-eyecare groups they areamazed that we have not done a better job with edu-

cating the public and our patients about the need toprotect their eyes when playing sports. However, witha position statement from the American Academy ofPediatrics, The American Academy ofOphthalmology, The American Public HealthAssociation, and the National Eye Institute and theAmerican Optometric Association, this is improving.

So let’s move out of this blind spot by using thethree I’s and decrease the needless loss of sight that occurs during sports. Let's do this one patientat a time. The last thing that you want to do is totreat someone for an eye injury that you could haveavoided.

The Vision Council's Vision Protection Committeeis dedicated to expanding the protective eyewearmarket on behalf of all segments of the industry, fromsports and industrial safety eyewear to computervision lenses to home eye and sun protection.

VCA_0609.qxd 5/28/09 4:31 PM Page 3


THE WORLD OF PROGRESSIVES is complex. There arehard designs, soft designs, combination designs, shortcorridors, long corridors, and now free-form or digital

surfacing. At last count, there were over 200 different types ofprogressives on the market. Ugh! It’s enough to make eye careprofessionals pull their hair out. How is an ECP to muddlethrough the lens maze and decide what is best for the patient?

Thinking Progressively

It is easy to see why progressives are the lens of choice for mostpresbyopes. Cosmetically, it appears to be a single vision lenswithout the age revealing lines of flat top bifocal or trifocal.Visually, progressive lenses are the closest to natural vision.With a progressive, there is a prescription for all the field ofvision in front of the patient. Therefore, a progressive meetsmost of the visual needs for most patients.

Since a progressive is the first choicefor most patients, it is best to defineexactly what a progressive is. Manyindividuals call it a no-line bifocal,but this is actually a misnomer. Theclosest thing to a no-line is actually ablended or Ultex bifocal. Instead, aprogressive is a lineless multifocal thatis designed in such a way that the addpower gets progressively stronger thecloser to the bottom of the lens it gets.

Now, a progressive lens is designed toreach maximum add power by utiliz-ing a corridor. A corridor is the small,hour glass shaped area of the lens thatthe eye follows to get from the distance prescription – through theintermediate – to the reading prescription. It allows the eye to

seamlessly and comfortably change focus without “imagejump.” It is the corridor that lens designers focus on when creating the optimum progressive.

Is it better to be hard or soft?

The hard or soft debate has been going on since the first softlens design was introduced in the 1970’s by Varilux. Originally,this was a huge issue in the optical field and with good reason.Hard designs have a high level of precise blending in theunused, or distorted, portion of the lenses. This gives a muchclearer reading and distance portion, but can cause more of thatupset, dizzy feeling when the eye travels through the corridor.Not a good idea for someone with vertigo, balance problems, orpeople who are sensitive to motion. Some of the traditionalcharacteristics of a hard lens include:

Through the LensCarrie Wilson, BS, LDO, ABOAC, NCLEC

Don’t Hand Me a Line!Getting to Know Progressive Addition Lenses


JUNE2009.qxd 6/1/09 9:27 AM

The Future of High Index

The Leader in High Indexwww.seikoeyewear.com

1.74 New

& Improved

HR-74

Resin

JUNE2009_SEIKO.qxd 5/27/09 11:58 AM Page 3


• Large and stable near and distance zones• Spherical curves in the distance• Shorter progression corridors• High astigmatism on the surface

On the other side, soft designs have the blending more spreadout and the blends enter the corridor more, resulting in the“soft” part of the design. An aspheric blend, this helped elimi-nate dizzy and distorted feeling, but it sacrificed some of thecrispness of vision in the corridor. A soft lens design is theopposite of the hard in terms of traditional characteristics.

Today, the debate continues, but it doesn’t really need to.In actuality, most lenses today are neither hard nor soft, but acombination of the two blending designs. Myopes need clearervision at the distance so the distance part of the lens has harder blends and softer blends at the near to help with the distortion. Hyperopes need clearer vision at near so the oppo-site is done. So, hard design, soft design, it really doesn’t mattersince neither one is usually produced in its true original formanymore.

The Long and the Short of It

Traditionally, a long corridor was the only lens option available.Initially, this was not a problem because the styles of the seven-ties and eighties were larger. In the 1990’s this all changed whenframe styles became smaller and smaller. Since the average corridor at the time was 17mm, this forced the ECP to do oneof two things: cut off the reading area or “bump up the add” toprevent the strongest reading area from being removed. Thisresulted in either a loss of near vision from the add removal ora distorted intermediate because of the extended transitionalarea that the longer corridor lenses have. Fortunately for theECP and the patient, this changed with the development of thefirst short corridor progressive in 1999.

With the introduction of the AO Compact, the progressivebegan another change. Though many manufacturers initiallyjust dropped their minimum fitting height to compete, thisresulted in a 15% loss in add power. Realizing that in some pre-scriptions the loss was unacceptable, within three years most ofthe major lens manufacturers had their own short corridor lensdesigns. Today, many lenses have an average corridor length of10 to 20mm, a much shorter height than the average corridorlength of 17mm just a decade ago. The end result is a widergroup of lenses to fulfill the patient’s visual and cosmetic needs.

Be Free From It All With Digital

Free-Form is a way of digitally surfacing a lens, not an actuallens design. In conventional lens surfacing, a semi-finishedblank is placed in a generator and the back of the lens is groundaway. The resulting rough surface then goes through a processof fining and polishing, utilizing either a soft or hard lap.Because there is limited ways that a lens can be processed, tra-ditional lenses can only have spherical and cylindrical surfacesand can only be produced with accuracy up to +/-.12 diopters.However, Free-Form lens surfacing has changed this.

In Free-Form surfacing, a computer numeric controlled (CNC)generator is controlled by a point file software system. Thissoftware can apply over 10 million calculations to create a datafile that includes the patient’s prescription, parameters anddesired lens material. The data file is then sent to the CNC gen-erator and the lens surface is cut into the lens using a naturaldiamond point cutting tool. An additional factor in the lensgrinding process that is unique to Free-Form surfacing is thatthe front as well as the back surface of the lens can be ground.

As a result of the dual surfacing as well as the exact nature ofthe cuts, almost any type of lens surface can be cut into the lens.After completing the time in the generator, the lens can proceeddirectly to the polisher, skipping the fining process. A soft padpolishing system is then applied to the lens to safeguard thenew curves on the lens surface that usually has only about 1micron variation in depth. The effect for the patient is:

• Wider fields of vision• Clearer vision while looking down• Greater prescription accuracy at distance, intermediate

and near• Smoother transition through the corridor

Seeing Clearly

Progressives are the visual and cosmetic choice for mostpatients. They provide a wide range of designs that enable pres-byopic patients to see and look their best, regardless of lifestyleand frame choice. It is the responsibility of the ECP to workwith the patient to decide which progressive will work best forthe patient’s needs. By being up to date on the latest technolo-gy, knowledgeable of current and past designs, and by activelylistening to the patient, the ECP can navigate the progressive muddle and pick the best lens possible. ■

“A progressive is a lineless multifocal that is designed in such a way that the add power gets progressively

stronger the closer to the bottom of the lens it gets.”

JUNE2009.qxd 5/28/09 9:36 AM

The first Grand Prize from Signet Armorlite’s Kodak LensPuzzle Challenge – a new promotion through Signet’s Co-opLab Partners – was rewarded to the first practice to turn in acompleted puzzle. 20/20 Vision Associates of Riverside, CAparticipated in the puzzle challenge through Empire Opticallab in North Hollywood, CA and was the first to win an allexpense paid trip for two to New York City during Vision

Expo East 2010. There will be 4 winners in all for GrandPrize New York Trips. The remaining three winners who willhave completed the puzzle will be drawn in August after theend of the promotion.

The promotion details for ECPs are as follows: For every10 pairs of KODAK Progressives dispensed, the ECP earns apiece to the puzzle. There are 4 pieces in all. First piece isfree and can be obtained from a trade publication ad ordirectly from a participating lab. Every time an ECP collectsall 4 pieces, they receive a $50 gift card and will be enteredin a drawing for trips to Vision Expo East and KODAK DigitalVideo Recorders. There is no limit to the number of puzzlesthey can put together.

Promotion Dates: April 1, 2009 to July 31, 2009

Prizes:

1) Grand Prize Drawings: Trips for 2 to New York City(Vision Expo East)

2) Add’l Prize Drawings: pocket size KODAK Digital Video Recorders

3) For every puzzle solved: $50 Gift Card

Signet Armorlite announces first winners of the Kodak Lens Puzzle Challenge

JUNE2009.qxd 5/29/09 1:06 PM


Movers AND ShakersSafilo Group

Ross Brownlee, a 12-year veteran of SafiloGroup, has officially assumed his role as thenew president and COO of Safilo NorthAmerica. Brownlee, who recently relocatedfrom Hong Kong and previously served asmanaging director of Safilo Far East, is now

based in Safilo USA’s headquarters in Parsippany, NJ.His responsibilities now include the management and opera-tions of Safilo USA, Safilo Canada, and Smith Sport Optics. Aspresident/COO, he also now oversees optical and retail sales,product planning and development, licensing and marketing,operations, quality control, new business development,accounting and finance.

Luxottica GroupLuxottica Group has announced the appoint-ment of Vittorio Verdun to senior vice presi-dent of sales. Verdun’s successor as vice presi-dent of marketing is Victor Melendez, who willassume marketing responsibility for Luxottica’sbrand portfolio. Verdun responsibilities in his

new role include managing the sales teams for all of the com-pany’s channels of trade, including independents, departmentstores and key accounts.

Bausch & LombBausch & Lomb has named Peter Valenti III ascorporate vice president and global president,Vision Care, effective July 1. He joined Bausch& Lomb in January 2009 as president, NorthAmerica, Vision Care. Valenti replaces StuartHeap, who has chosen to step down from his

current role with Bausch & Lomb for personal reasons effec-tive June 30. Heap will remain an active strategic advisor toBausch & Lomb.

Viva International GroupViva International Group has named SalRianna chief financial officer and chief admin-istrative officer. Rianna most recently served aschief operating officer for luxury linen purvey-or Frette North America, Inc. Additional pastroles include vice president of finance and

operations for DKNY, where he worked with brands includingGiorgio Armani, Calvin Klein and Emanuel Ungaro.

The company has also promoted Mick Kunishto the position of executive vice president andchief marketing officer. He will be responsiblefor overseeing brand design, marketing,creative development, business developmentand public relations. Kunish joined Viva in

2001 as the company’s director of business development.

Drew Donley has been named senior vice pres-ident, domestic sales. In this newly createdposition, Donley will oversee the areas of retailsun, specialty retail, domestic optical andCanada.

Match EyewearMatch Eyewear has appointed Philip Turnageto the new position of president of sales. Hismain objective will be to significantly increasethe sales force of Match Eyewear and developnew business. Prior to joining Match, Turnageserved as vice president of sales for Viva

International Group and was responsible for the total U.S.sales across all divisions of that company.

The McGee GroupThe McGee Group has announced theappointment of Bart Floyd to senior vice president of sales. Floyd has 28 years of experience in the optical industry, mostrecently as vice president of sales for theKenmark Group. In his new role Floyd will be

responsible for expanding McGee’s retail chain business andindependent ECP business, as well as have involvement in newlicensing opportunities and product development.

REM EyewearREM Eyewear has announced the appointmentof Nicolas Roseillier to creative director.Roseillier will oversee the product design anddevelopment of all REM brands, includingConverse, Jones New York, Lucky Brand, Barbieand John Varvatos, as well as the company’s

luxury division, Base Curve. Roseillier was most recently cre-ative director at Modo Eyewear where he spent over threeyears designing and also undertook a major rebranding effort.

Ross Brownlee

Sal Rianna

Vittorio Verdun

Mick Kunish

Drew Donley

Philip Turnage

Bart Floyd

Nicolas Roseillier

Peter Valenti III

Movers & Shakers continued on page 24

JUNE2009.qxd 5/28/09 9:37 AM

JUN2009.qxd 2/20/08 4:21 PM

Check it out. Visit www.opticom-inc.com, click on Web Connect Ordering / Matrix Display Ordering, enter TEST for a user name and 999995 for a password.

THE OPTICOM SYSTEMThe Opticom system offers electronic ordering of optical lens products sold by partici-pating lens manufacturers.

By ordering through Opticom, you can place all

of your lens orders electroni-cally in one convenient step. Our services, supported by these manufacturers, are available at no cost to you.

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!

Arch Vision (Tejin Lenses)

Augen OpticsAvada EyewearBristol C&DCarl Zeiss / AO Sola Conant USACunningham LensDagas Optical USAEssilor (Silor, PRIO

Varilux & Gentex)ExceliteEyenovateFantom OpticsGator Lens

Hilco (Supplies)Hoya LensI-CoatILENCOJ G LensKaenon PolarizedKBcoLBI LensesLenscoMelibradNassau LensOptima Oracle LensPixel OpticsPolycore

PolyLensRodenstockSeiko/PentaxShamir InsightShore LensSignet-ArmorliteSOMO OpticalSpecialty Lens/iRx

PolaroidTitmus (Frames)Vision-EaseX-CEL OpticalYounger Optics

If you are currently ordering lenses from any of the follow-ing participating vendors, you can send your order using the

Opticom Website at no cost!

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

email: [email protected]

Opticom’s Matrix screen ordering is easy, convenient and fast.


Live EyewearLive Eyewear has announced the appointment of Trish Bellrose to the position of ProductManager. In her new position, Bellrose is respon-sible for the company’s brand management,product development and forecasting. She comesto the company with 18 years of product

management experience, with the past five years specificallydedicated to the eyewear industry.

U.S. SafetyU.S. Safety has announced the addition of BobEgan to its executive team as vice president of sales and marketing. Egan previously heldmanagement positions at VWR International,Metron Technologies, Tecnol Medical Products,and Baxter.

TLCVisionTLCVision’s wholly owned subsidiary SightpathMedical has named James Tiffany, president andchief operating officer of TLCVision, effectiveimmediately. Tiffany had been president of TLCVision’s MSS subsidiary since 2003;the subsidiary’s name was changed to Sightpath

last summer.

VSP® Vision CareVSP Vision Care has announced the appointmentof Dr. Boy-Juergen Andresen to the VSP Board ofDirectors. Known as a leading Human Resourcesprofessional in his native Germany, Dr. Andresenhas written and published numerous articles andbooks on pensions and labor law, and is a frequent speaker and chair at many national and

international pension conferences.

Eyewear by ROIEyewear by ROI has announced the addition of Dominic Parisito their executive team in the role of vice president of sales.Parisi is a certified continuing education speaker and joinsEyewear by ROI after 17 years with Balester Optical, which wasnamed Essilor, Transitions and Crizal’s 2008 Lab of the Year.

Trish Bellrose

James Tiffany

Dr. Boy-JuergenAndresen

Bob Egan

Movers & Shakers continued on page 33

Movers AND Shakers

JUNE2009.qxd 5/28/09 9:38 AM



The Future is Bright...

So advanced they even activate behind thewindshield, Drivewear® Activated by Transitions®

lenses provide drivers with the best visual acuityfor the driving task. Drivewear cuts glare andbright sunlight in both driving and outdoor conditions.

Combining NuPolar® polarization andTransitions® Photochromic Technology, these lenses make the driving task safer and more comfortable for all your patients. Available in single vision, Image® progressive and now hard resin Flat Top 28 lenses.

For more information for your patients, look for the Drivewear Owner’s manual with each prescription. Today’s best driving lens is Drivewear.One sunlens for driving, and for living.

Visit www.drivewearlens.com

OVERCAST BEHIND WINDSHIELD BRIGHT LIGHT

How Do DriveWear Lenses with ExceedXTC Benefit My Patients?The revolutionary super hydrophobic layer of ExceedXTC provides your patients with the most durable,easy to clean DriveWear lenses with anti-static properties. This helps to repel dirt and dust and keeplenses cleaner longer. Fingerprints and face oils wipe off easily with hardly any effort.

1051 Business Park Dr., Traverse City, MITel: 888.251.2040 Fax: 888.261.2040www.harboroptical.com

Choose DriveWear®



Dispensing OpticianBob Faktor, ABOC

ACCORDING to the NationalAssociation for Shoplifting

Prevention (NASP), more than$13 billion worth of goods arestolen from retailers every year.That is more than $35 million perday! That means that those hot,new designer frames on yourboard are prime targets forthieves.

What can you do to stop thesebandits from making off withyour livelihood? First, get rid ofthe image you have in your mindof what a shoplifter looks like.There is no profile for a shoplifter.Shoplifters can be men or women,young or old. Shoplifting is usual-ly a crime of opportunity, donefor the thrill, not a planned event.Second, stay with your customers!Make sure there is someoneobserving your sales floor all thetime. Most shoplifters will not

steal if they are being watched.This will stop approximately95% of all shoplifters.

The other 5% can be classified asprofessional shoplifters. Thesethieves steal for the resale valueof the merchandise they take.Professionals will usually have aplan of attack and may useaccomplices to divert your atten-tion from the theft. This is whereadditional security measures willcome into play.

There are many high and low-tech methods for protectingyour business. As mentionedbefore, the simplest way to pre-vent theft is to have an observantstaff. Other forms of securityinclude locking displays, cam-eras, and security tag/sensor sys-tems. These are the methods wewill cover here.

“Stop Thief!”As a business owner or manager, it’s hard to think of two wordsthat make you feel more vulnerable or powerless. Unfortunately, by the time you have to shout these words, it is already too late!


JUNE2009.qxd 5/28/09 9:38 AM

21st Century Optics47-00 33rd St., Long Island City, NY 11101 (800) 221-4170

53 Brown Ave., Springfield, NJ (800) 672-1096www.21stcenturyoptics.com / www.quickcareframerepair.com

Is Proud to Announce

ADVANCED TECHNOLOGY — COMPETITIVE DESIGN

™

$28.98includes

Two Year Warranty

Xtreme AR™ is a registered trademark of 21st Century Optics.

Its NEW AR Technology

21cent_0509.qxd 4/29/09 9:34 AM Page 1


Locking displays can range from a glass front cabinet all theway to custom made towers with individual locks for eachframe location. Most of us in optical retail tend to shy awayfrom locking our frames up. The same security that prevents aframe from being stolen also prevents your patients from try-ing on the frame. This again leads back to the need for an atten-tive sales staff. If an employee is readily available to unlock thedisplay for a customer, sales will increase and theft willdecrease.

It just doesn’t make sense to lock up all the frames in your dis-pensary. The cost of purchasing locking display cases to storeyour budget or closeout frames will be much greater than theprofit you will make selling them. It is recommended to choosea price point, either retail or wholesale, and locking up anyframes at or above that point.

The cost of locking frame displays can range from around $300for a simple glass display case to $2,500 and beyond for custom-made wood and glass frame displays. Obviously youwill need to choose what works best for your business.

The next item we will cover is security cameras. Cameras comein an almost unlimited variety. You can choose from tradition-al wall mounted cameras or ceiling mounted dome cameras.Most cameras will send a live feed to a TV somewhere on thepremises, usually at the front desk or manager’s office. Thesework well for direct surveillance of an area, but are most effec-tive when paired with either a VCR or DVR. You should chooseyour cameras carefully. Some will take an image every 1-2 sec-onds, which is best for systems recording to tape. Others willsend a live stream to the recording device. Streaming cameraswork best when paired with a DVR (digital video recorder) orhard drive. You may also be able to monitor the cameras overthe internet for those times when you cannot be in the office.

Regardless of which type of camera or recording device youchoose, make sure that the cameras cover the entire sales floorand any adjacent hallways. This prevents the thief from takingmerchandise off camera to hide. For additional coverage, youmay choose to add an outdoor camera to cover the parking lot.That way, if someone does make off with a frame, you have achance of getting a license plate.

If a full camera system is not in the budget, you can still bene-fit from the deterrent power of dummy cameras. Dummy orfake cameras are actual camera housings without the camera‘guts’ inside. Most dummy cameras will have a battery poweredLED to add to the realism, while others will have an automaticpan feature to cover a wider area. For those offices where theftis not a major issue, a few well-placed dummy cameras willhelp to keep most people honest.

The cost of security camera systems can vary greatly, depend-ing on the features needed. Dummy cameras can be as little as$15-$20 each, while a full wi-fi camera system with infraredcapability and 500GB hard drive can cost over $10,000. Addingsecurity cameras to your office will also help deter internaltheft. An employee is much less likely to steal from the businesswhen they know they are being watched!

The final product we will discuss here is the security tag/sensorsystems. You have seen these systems in nearly every type ofshop, from the big chain discount stores to your local recordstore. These systems use special tags affixed to merchandise thatset off an alarm when passed by a sensor loop. This loop can bethe traditional figure-8 shaped stand you usually see on eitherside of an entrance or can be built into an existing doorframe.

The tags used by these systems can either be affixed directly tothe frame or used in conjunction with rip-resistant Mylarlabels. With sensor type systems, it is necessary to also purchasea tag de-activator. This prevents the alarm from going off everytime the trash is taken out or when you ship a frame to the lab.

New innovations in RFID (radio frequency identification) haveimproved the sensor systems and allow for each individualframe to be coded with a unique ID. This makes inventorymanagement much easier. By simply passing a hand-held scan-ner within a few inches of each frame, the computer can takean accurate inventory in a matter of minutes and alert you toany missing frames.

While sensor systems are the most expensive option, rangingfrom $2,000 for a basic system to well over $15,000 for a fullRFID system, they are also the most effective way to stopshoplifters with a minimum of employee involvement.

Any steps that are taken to prevent theft must be coupled withincreased employee training. The best theft deterrent, by far, isexceptional customer service. By being constantly attentive toyour customer’s needs, you will not give a thief the chance heneeds to steal from you and he will then seek out an easier tar-get elsewhere. ■

Email any comments to: [email protected]

JUNE2009.qxd 5/28/09 9:39 AM

The Opticians Association of America (OAA) is pleased toannounce that Mark Cloer, HFOAA of Jackson, Mississippihas been named OAA’s State Leader of the Year. Presentedannually at the Opticians Association of America’s StateLeadership Conference, the award represents the highest

honor the association can bestow upon an individual.

Tom Hicks, OAA President said, “Mark Cloer exemplifiesleadership, love and commitment to our profession and hisdedication to opticianry in Mississippi and OAA has beenselfless and inspiring.”

Mark Cloer has been involved in the optical industry forover 30 years. Mr. Cloer is a past President of the OpticiansAssociation of America, served two terms as President of theMississippi Association of Dispensing Opticians, is the currentowner and President of EYE2EYE, Inc., serves as an instructorand director for the Contact Lens Service at the University ofMississippi Medical Center in Jackson, MS, is an OAAHonored Fellow, has spoken on the national level, and hashad several articles published in ophthalmic trade journals.

The recipient of this prestigious award must meet the following requirements: involved in state leadership, past or present; attended at least two OAA State LeadershipConferences; promoted the advancement of opticianry inown state or other state(s); be ABO, NCLE certified, or StateLicensed; and be a member of a state association for a minimum of five consecutive years.

OAA Selects Mark Cloer as State Leader of the Year

OAA’s State Leader of the Year, Mark Cloer (seated), is picturedwith several past recipients of the prestigious award

JUNE2009.qxd 5/28/09 3:35 PM

Managing OpticianAnthony Record, ABO/NCLE, RDO

Professional Telephone SkillsProfessional Telephone Skills

LIKEWISE, LONG BEFORE a patient ever walks through yourdoor, she has begun to form an impression about you, yourdoctor, and your practice. And contrary to what you may think,that impression is forming before your phone is even answered.Answer it too soon and a caller may assume that your practiceis unpopular – that your staff was sitting around just hoping thephone would ring. Let it ring too many times and the caller maythink you are not interested in her business at all. She hasalready begun to dial the next practice listed in the Yellow Pages.

Traditionally, conventional wisdom said the “correct” time toanswer a business phone is immediately following the thirdring. In this multi-tasking, short-staffed, time crunching socie-ty we live in, answering the phone between the second ring andthe end of the third ring is perfectly acceptable. Answering byusing the Four Courtesies will create a professional, welcomingimpression. The Four Courtesies include:

1. Greeting2. Identify the Organization3. Identify Yourself4. Offer to Help

After reading that, it may seem toomuch, but with a bit of practiceyour staff members will be able tofluidly deliver a Four Courtesiesgreeting in less than three seconds.For example: “Good morning, MaxOptics, this is Andrea, how may I help you?”

If you want to know what tostress as you deal withpatients over the phone,simply ask yourself whatyou expect when you call abusiness. A recent, informal

survey of Eye Care Professionals I conducted at the last Vision Expo East yielded the following responses: courtesy,friendliness, professionalism, competence, knowledge, prompt-ness, preparedness, enthusiasm, confidence, sincerity, and aseriousness of purpose. So if you want to create a positive firstimpression, stress those attributes and characteristics in all thepeople who staff your phones.

By taking phone etiquette seriously your business should expe-rience more referrals, repeat business, and an enhanced practiceimage. But what would improving phone skills do for you per-sonally? By improving your telephone skills you might decreaseyour stress levels, increase respect and confidence, improve efficiency, and increase your job security and job satisfaction.

Did you ever wonder where all your callershave gone...why some people quit callingand coming to your practice? One studyrates the following as the reasons why people no longer pick up that phone and call:

1%- Die3% - Move Away5% - Develop Other Loyalties

9% - Lost to Competitors14% - Product Dissatisfaction

68% - A Feeling of Indifference by Staff Members

As you can clearly see,“Indifference” outranks all of the other reasons –combined - by more than

two-to-one. What isi n d i f f e r e n c e ?Indifference in a staffmember is bestdescribed as not caring

Some experts claim that a client begins to form a first impression in as little as four seconds after meeting a new person.


JUNE2009.qxd 5/28/09 9:41 AM

JUNE2009_EW.qxd 5/28/09 2:05 PM Page 1

one way or the other. Remember: Patients don’t really care howmuch you know; they want to know how much you really care.Patients will readily forgive incompetence and mistakes;they will rarely forgive someone who just doesn’t care.Therefore, your most important tool over the phone is yourpositive attitude.

Your attitude toward your patients is reflected over the phone(and despite what you think, you cannot always mask your truefeelings). Your attitude affects your callers and is clearly reflect-ed in your tone of voice. You are 100% in control of your atti-tude over the phone.

One of the critical characteristics for phone success is prepared-ness. Do you ever have to scramble for something? Can youanswer most questions within a few seconds? Here are some ofthe “tools” that will help raise your level of preparedness:

Pens and PencilsMessage PadsPhone DirectoriesPrice Lists/Fee ScheduleCalculatorAppointment BookFrame FactsClock

With everything we have discovered, perhaps the A.S.K. Theorymight be your best chance for telephone success. A.S.K. standsfor Attitude...Skill...and Knowledge.

In The 7 Habits of Highly Effective People, author Stephen R.Covey writes about the dynamics of communication, andbreaks it down as follows: 60% visual, 30% vocal, and 10% ver-bal. On the phone, we lose all of the visual cues, so the dynam-ics of telephone communication are 82% vocal (the tone andquality of your voice) and only 18% verbal (the actual wordsyou use).

There are seven things you can do to improve vocal aspect ofyour phone skills. 1)Research. Ask a trusted friend or co-work-er if you have any annoying habits. 2)Warm up. Take care of

your voice. 3)Call your own voice mail and record a message foryourself. Assess and analyze. 4)Put a smile in your voice.Patients can “see” a smile over the phone, just as they can sensedisgust or a roll of the eyes. 5)Practice. 6)Strive to create rap-port with your caller by “mirroring” in terms of tone, rate,pitch, and volume. 7)Use positive, as opposed to negative,phrasing. For example, instead of saying to a patient, “Don’t belate for your appointment,” why not try, “Please be on time.”What a difference! See the box at the bottom for a few more.

And here are a few phrases you should avoid at all costs:• She’s at the doctor’s office. (It’s no one’s business)• He is on vacation. (They’re on the way to burglarize

his house)• He’s in the bathroom. (Really?)• He’s in the bathroom...and he took the paper.

(This could take some time)• She’s no longer with us. (May she rest in peace)• She’s tied up right now. (Is there video available?)• He’s out to lunch. (I knew he wasn’t playing with

a full deck!)

With challenging callers there are a few tips that might help. Forexample, to get a “rambler” to get to the point, interject withtheir name. If you have an overly inquisitive caller or someonewho asks inappropriate questions, say “I only discuss businessduring business hours.” Do not answer silly, stupid, or obviousquestions with sarcasm or humor; instead, give a straight, shortanswer. For example, once I answered my phone with the FourCourtesies (“Good afternoon, Max Optics, this is Anthony, howmay I help you?”) The caller said, “Is this Max Optics?” I said,“Yes sir.” He said,“Is Anthony there?” I said,“This is he.” Simple;to the point.

Finally, in closing the call, consider the following five sugges-tions:

1. Thank them for calling.2. Summarize the action you plan to take.3. Say “goodbye,” not “bye, bye,” or “okay.”4. Avoid terms of endearment. (Honey, sweetie, dear, etc.)5. Let them hang up first. ■

Instead of this... Why not this...You have to... Will you please?I’ll try to send that to you today. I will send that to you today.What do you want me to do about your problem? How may I assist you?I’ll call you back as soon as possible. I’ll call you back by...(be specific).She’s not here. Call back... May I take a message for you?It’s company policy! Most times we...That’s impossible. Here’s what we can do...I don’t know. Let me find out. I will call you...I’ll have Mrs. Williams call you. I’ll give Mrs. Williams the message.I’m sorry you had to hold. Thank you for holding.Who is this? Who may I say is calling?I am only the front desk receptionist. I am the front desk receptionist.


JUNE2009.qxd 5/29/09 1:07 PM

JUNE 2009 | EEYECAREPROFESSIONAL| 33

Movers AND Shakers

Shamir Optical IndustryShamir Optical Industry Ltd. has appointed Amos Netzer, age53, as its new chief executive officer, replacing Eyal Hayardenywho has resigned from the position. Netzer’s appointmentbecomes effective on July 1. Netzer currently serves as the chiefexecutive officer of Spirit Economic Consultants Ltd. Heserved as an external director of the Shamir board of directorsuntil April 26, 2007.

Marcolin USAMarcolin USA has named Riccardo Cadorin as its new vicepresident of sales for the optical channel. Cadorin will overseemanagement of the U.S.-based sales force, representingMarcolin’s casual/trend and luxury eyewear lines. Cadorin hasextensive operations and management experience, with pastpositions managing sales channels in Europe, Latin Americaand U.S. markets.

ShopkoMike Bettiga, who heads Shopko’s retail health division—which includes the mass merchant’s optical operations—hasbeen promoted to executive vice president and chief operatingofficer of the company. Bettiga now assumes responsibility forstore operations, legal, real estate and logistics, while continu-

ing to lead the company’s retail health division.

Michael DiSanto passes awayRenowned optical writer and educator MichaelR. DiSanto passed away May 25, 2009 at the ageof 60 in Hudson, Ohio. Michael spent much of his influential career teaching basic and continuing education courses to thousands ofopticians, optometrists, ophthalmologists,

lab personnel, customer service personnel, and vendor repre-sentatives. His educational materials and two books, TOPSand ABO Review Course, offered through the NationalAcademy of Opticianry, help hundreds each year to preparefor certification.

He is survived by his beloved wife, Jennifer R. DiSanto; dearson, Michael Nicholas DiSanto; and dear daughters, Misty(Robert) Anderson and Lindsay (Joseph) Yanock; and hisgrandchildren, Carson and Kennedy Anderson. Michael hadbeen diagnosed with Stage IV pancreatic cancer, and was self-employed at the time. His family has incurred major expenses,and in lieu of flowers, please send any donations to JenniferDiSanto, 2211 Jesse Drive, Hudson, Ohio 44236.

Mike DiSanto

See $$ Specials on Optogenics.comUPS morning and Saturday Delivery

Tel: 800-678-4225 • Fax: 800-343-3925VSP, VBA, VCP approved lab,

Free customized UPS labels & free pick-upRx’s sent overnight UPS arrive daily 7:30am

New Fast Track Return Policy

OPTOGENICS = In House ARs

Overnight Service on Surfaced AR Jobs

Check Our Service Rate on Optogenics.com

SAME DAY SERVICE

OPTOGENICSwe make eyeglasses

Over 50% of Rx’s received,SHIPPED SAME DAY

Over 80% of Zeiss SET AR Rx’s,SHIPPED SAME DAY

�$3 Credit for ALL AR e-orders: placed on Optogenics.comOpen New Account & Trial log-inusername: “optouser” password: “loveit”

�$2 Credit for ALL e-orders (no AR):

placed on Optogenics.com

�24/7 extra e-order $$Good through Dec. 31st

JUNE2009.qxd 5/28/09 11:52 AM


Iwould like to introduce the family names of Eger,Bennett, Winston, Millis, and Rosemore/Greenberg.These are the people who have added depth and breadthto the history and advancement of optometry. At least

three generations were required for them to qualify for this tes-timonial. I may be taken to task for omitting others but I askforgiveness since it is an unintended error. I also would like topoint out that lack of space is the only reason we were not ableto list the myriad of kudos, awards, elected offices, communityleadership citations, testimonials and prizes that each familyhas accrued over the generations.

Dr. Elmer Eger was the progenitor of the Eger clan inCoraopolis, PA. He graduated from Pennsylvania College ofOptometry in 1941 and served in the air force during WWII asa hospital commander at Peterson Airfield in Colorado.Following his stint in the service he returned to Coraopolis andstarted a practice there with his cousin, Dr. Milton J. Eger.Others followed them into Optometry. Dr. Ronald Solomon,class of ‘62, is Dr. Elmer Eger’s brother-in-law. Dr. Milton Eger’sson is Dr. Arnold Eger, class of ‘62 and there is a cousin, Dr.David Sherman ‘84. Dr. Elmer is credited with inventing theEger Stressometer and LogMar Comparison Pocket Screener.He held a position on the faculty of Nova Southeastern Univ.from 1993 to 1998. His work with low vision and geriatric carehas been widely published. Dr. Eger admits that his restrained

view of self importance was challenged when he received wordthat he had been conferred with a Life Fellow by the AmericanAcademy of Optometry.

Dr. Elmer Eger’s son, Mark, received his degree in optometry in1968 from Ohio State College. He became an optometry officerat Keesler Air Base in Biloxi, Miss. He returned to civilian lifeand joined his father in their practice in 1971. Dr. Elmer Egerretired in 1983. Mark was elected to the Academy Board ofDirectors in 1998 and assumed the presidency in 2008. Whilewe were able to discover an endless liturgy of his accomplish-

Second GlanceElmer Friedman, OD

David Millis in front of his Philadelphia store around the turn of the century.

Optometric DynastiesIndustrial and banking dynasties, as examples,have left us a colorful and often dramatic history.Now, for the first time, we will reveal a little knownphenomenon that, in the world of optometry,is likened to the legacies of world famous families.

(L to R): Elmer H. Eger, Mark W. Eger, Noah M. Eger


JUNE2009.qxd 5/28/09 9:48 AM



So advanced they even activate behind thewindshield, Drivewear® Activated by Transitions®

lenses provide drivers with the best visual acuityfor the driving task. Drivewear cuts glare andbright sunlight in both driving and outdoor conditions.

Combining NuPolar® polarization andTransitions® Photochromic Technology, these lenses make the driving task safer and more comfortable for all your patients. Available in single vision, Image® progressive and new Flat Top 28 lenses.

For more information for your patients, look for the Drivewear Owner’s manual with each prescription. Today’s best driving lens is Drivewear.One sunlens for driving, and for living.

Visit www.drivewearlens.com

OVERCAST BEHIND WINDSHIELD BRIGHT LIGHT

ONE SUNLENS FOR THE WAY WE DRIVE AND LIVE™



ments, too numerous to mention here, he has never divulgedhis golf handicap. Their son, Dr. Noah Michael Eger is current-ly a partner in the practice. Another son, Jason Aaron is aDirector of Project Management for an international softwarecompany in Pittsburgh, PA. Dr. Noah Eger joined his dad in thefamily practice in 1997 and is the third generation optometristin the family. He graduated with honors from PCO in 1997. Heis a Fellow of the American Academy of Optometry and amember of the AOA.

Dr. Irving Bennett is one of themost well known and respectedoptometric personalities in thenation. He graduated from PCOS in1944. His brother came out of thearmy then and attended ColumbiaUniversity College of Optometryand graduated in 1947. He offeredto help with Irv’s college tuitionwith a proviso that a four year college course in one of the professions would be selected. It

narrowed down to podiatry, pharmacy or optometry. We aregrateful that he chose optometry.

Irv Bennett remains as one of the most significant influenceson American optometric journalism. He edited “The Pupil” atPCO and then rose to the editorship of the Pittsburgh Societynewsletter, the POA official magazine “The PennsylvaniaOptometrist” and finally became only the second editor in chiefof the Journal of the AOA for a period of six years. He was thecreator and publisher of the Optometric Management maga-zine. Also, he was the creator and producer of the Vision Expoconcept then known as Optifair.

At PCO, The Irving Bennett Business and PracticeManagement Center was named in his honor. Bennett has beena long time supporter of education and has endowed an annu-al academic rewards program in his home town of Beaver Falls,PA. The AOA has honored him with a Distinguished ServiceAward, its highest honor. He was inducted into the OptometricHall of Fame a few years ago. Currently he is president of theAOA Foundation, which is a charity organized, after Katrinatook place, to assist optometrists in jeopardy due to eventsbeyond their control. He is also president of the newly organ-ized “Optometric Historical Society.”

Linda Bennett, Irv’s daughter opted to change from a teachingcareer to optometry and followed in her father’s footstep. Shegraduated from NECO in 1980 and presently conducts a verysuccessful practice in Belmont, MA. Irv’s son, Donald attendedthe Univ. of Wisconsin and graduated from Optometry School

of Indiana Univ. in the mid seventies. After a two year stintworking with an ophthalmologist he matriculated at the Univ.of Cincinnati School of Medicine. He now practices secondaryand tertiary ophthalmology in Louisville, KY. The third gener-ation is represented by Rebecca Huey Maida, Linda’s elderdaughter. Rebecca also graduated from the University ofMichigan and followed her mother’s footsteps by changing toan optometric career after two years as a teacher. She graduat-ed from the New England School of Optometry in 2008 andjoined her mother’s office the following summer. Irv Bennett’sdaughter and granddaughter have continued to emulate Irv’sexample and are standout personalities in their profession andcommunity.

Dr. Martha RosemoreGreenberg, of Huntsville,Alabama, is a 1974 graduateof Southern College ofOptometry, and has beennamed O.D. of the South bythe Southern Council ofOptometrists. In 2006, Dr.Greenberg was honored withSCO’s Lifetime AchievementAward, the highest honorbestowed by the college upona graduate. She is serving afive year term on the Alabama Board of Optometry and on theAlabama Medicaid Optometric Peer Review Board. The familylegacy of optometry is passed on to her son, Dr. StuartGreenberg who is a 2001 SCO graduate. Dr. Mindy GreenbergJacobs is the elder daughter and graduated from NovaSoutheastern University. The second daughter is DanaGreenberg Biederman who graduated from SCO in 2005. DrMartha and her daughter were featured in an article thatappeared in Women in Optometry magazine. Dr. Greenberg isthe daughter of Dr. Frederic Rosemore (deceased), a 1948 SCOgraduate who received SCO’s Lifetime Achievement Award in 2001.

This became the historic event since it is the only time in SCO alumni history that a father and a daughter each receivedthe award. They were also the first father and daughter alumnielected to the presidency of the Alabama OptometricAssociation. Dr. Greenberg, upon the occasion of accepting arecent honor, was quoted as saying, “With all three of my children being optometrists, their professional future is dependent on our actions now. By example, my fatherencouraged a responsibility to always ‘give back’ to our profession. Considering the many outstanding optometristswho have shared the distinction of ‘O.D. of The South,’ I amboth humbled and honored to join their ranks.”

Dr. Irving Bennett

Dr. Martha Rosemore Greenberg


JUNE2009.qxd 5/29/09 1:07 PM

JUNE2009_FEA.qxd 5/27/09 12:38 PM Page 1



GOOD IDEAS are never late inarriving, especially if they bringwith them something that canadd value to your BUSINESS &BOTTOM LINE.

I’ve decided to shift away from thebusiness succession & estate planningideas I’ve covered in the past and moveinstead towards giving optical retailerssome ideas to survive (if not thrive)during a recession. So I put together aquick list of some of my strongest ideasand offer them to you in the hope that you will find an idea ortwo that will add value to your business.

1. Focus on cash flow rather than paper profits.

Cash flow seems like a simple concept, but it’s not. Cash is kingin business, and no optical retailer can survive for very longwithout generating positive cash flow. Cash flow is defined as acompany’s cash inflows minus its cash outflows over a givenperiod of time. Most closely held optical business owners thinkof cash as revenue less expenses. This is simply not the case. Tocomply with generally accepted accounting principals (GAAP),financial reports and filings generate a great deal of “accountingstatic.” It’s quite difficult to tell from an income statement orbalance sheet how a company’s cash is actually utilized and thecondition of the company’s current and future cash flows. Aprofitable company doesn’t necessarily have positive cash flow,and a company with positive cash flow may not necessarily beprofitable.

Cash flow is one of the most commonly used terms in business,but it’s generally not very well understood – even by financialprofessionals – and it can get pretty confusing. In hard times,cash flow is paramount. Sales may flatten or even fall while fixedcosts remain static. If sales fall below the point where the com-

pany is able to produce a paper profit, it stillmay not be time to panic if the company hasstrong and stable cash flow. Can a companystay in business while showing operatinglosses if they have strong cash flow?Absolutely! Optical retailers need to getahead of the curve in hard times and inti-mately understand and predict their cashflows.

2. Know your break even point.

A retailer’s break even point is the point atwhich a product or service stops costing youmoney to produce and sell and starts to gen-

erate a profit for you. It tells you at what sales volume the vari-able and fixed costs of producing your product or providingyour service is recovered. In hard times, you have to know whatyour break even point is because that is, in a sense, your floorlevel of sales. If sales fall below the break even point for anextended period of time, you’re in trouble. Every time youchange the parameters in break even analysis, the break evensales volume changes. The parameters, then, are the factorswhich must be controlled by family and closely held businessowners and managers.

3. Know your burn rate.

Burn rates tend to be associated with newer or high tech com-panies. But in hard times, your burn rate is an important fea-ture for mature optical retailers who are struggling or are bur-dened with large amounts of debt. If a retailer burns cash toofast, they run the risk of going out of business. Burn rate analy-sis can tell owners and stakeholders whether a company is self-sustaining going forward or if the signals indicate that there is aneed for shareholder or outside financing. Burn rate is a subsetof break even analysis, and it asks the question,“At minimal lev-els of sales activity, at what rate will I go through my availableworking capital?” It’s a more “skinnied down” number than

Practice ManagementHarry Browne, Vice-President

The Advanced Strategies Group, [email protected]

9 Tips to Beat the Recession

JUNE2009.qxd 5/28/09 9:50 AM

AUG2008_VSI.qxd 7/17/08 11:14 AM Page 1

40 | EEYECAREPROFESSIONAL |JUNE 2009

break even; burn rate assumes that sales have dropped throughthe floor and that you’re facing a worst case scenario.

4. Forecast a rolling 13 week cash flow projection.

Cash flow budget worksheets can be adapted to any business ofany size. Assuming one has a pretty good handle on futureinflows and outflows of cash (and this might take a bit ofhomework), it’s reasonably easy to forecast future cash flowsand anticipate potential problems. Unfortunately, this tool isincredibly underutilized in most entrepreneurial companies.Protecting yourself in tough times means that closely held opti-cal retailers must become intimately familiar with the conceptof cash flow and must be able to predict it with stunning accu-racy. A cash flow statement is sort of a compressed corporatecheckbook analysis. The resulting cash flow projection is amanagement tool which helps a company anticipate and avoidliquidity problems.

5. Borrow money from the corporation’s cashvalue life insurance policies.

Suppose a retailer undertakes the 13 week rolling cash flow pro-jection and finds that they have a need for liquidity in fourmonth’s time. Given the turmoil in the financial services indus-try today, it may not be feasible to go to the hometown bank inorder to secure a loan. Many closely held companies have cashvalue life insurance policies which have accumulated signifi-cant value over time. It’s possible to borrow some or a greatdeal of the cash from those policies – and best of all you don’thave to qualify. For companies who worry that in hard timesthey may not be able to qualify for a commercial loan, cashvalue life insurance may be a real opportunity, and it may solvepressing cash flow issues. But before you call the insurancecompany; be sure to speak to your accountant and/or financialadvisor.

6. Negotiate terms with vendors and suppliers.

In a recession, it may be necessary to negotiate terms with yourvendors and suppliers. If you are in a solid, stable cash flowposition, you may actually have extra bargaining power withyour vendors for the simple reason that they too may be expe-riencing a cash crunch, and your ability to pay quickly is mostvaluable to them. Be careful with generous dating programsfrom vendors as those Net 90 day terms have a terrible habit ofcoming due quite quick, especially if you haven’t set asidefunds.

7. Avoid internal communication failure.

Most closely held optical retailers are people of relatively fewwords, the strong, silent, Gary Cooper types. There is nothing

wrong with that style of communication and leadership.However, during these tumultuous times, it’s important for theoptical store owner to make sure they are communicating tothe rest of the team what the plans are. How is the companygoing to weather the current economic crisis? What changesneed to get made? What marketing ideas are in the pipeline?Are there any reasons for optimism? Failure to communicateregularly with the team during difficult times increases fear andanxiety. On the other hand, communicating regularly and hon-estly helps calm their fears and reassures the team that the lead-ers understand the current economic mess, have plans to dealwith it, and that there is a realistic hope that the company willemerge from this period stronger than ever.

8. Don’t lose focus on your core business.

Several years ago a young man who was successfully operatinghis father’s business came to me in frustration mentioning thatDad - quite the entrepreneur - had handed the reins of the orig-inal business over to the son and started a new enterprise. Theson was frustrated because he was responsible for producingprofits in the original company, yet Dad’s new entrepreneurialventure was sucking profits and cash out. What was a frustra-tion a few years ago could be a full blown crisis today. Backthen, the company was making sufficient money to be able tosupport both businesses. However, in times of recession, that isa luxury you probably can’t afford. Define what it is that con-stitutes your core business and STICK TO IT!

9. Developing a marketing plan with accountability.

It seems that in every recession we get calls from companiesthat say, “I need to put together a marketing plan right now.”The best time to have created a marketing plan was actually twoyears ago, but since we can’t do anything about changing histo-ry, developing a plan now is better than not having a plan at all.A good marketing plan is based on formal or informal customer research. Your customers, suppliers, and advisors mayhave insightful things to tell you that may surprise you about your business and your core competencies. A secondcomponent of a good marketing plan is to analyze current mar-ket outreach—including your website—for its return oninvestment (ROI). No marketing plan is complete withoutassigning accountability; someone on the team should be giving you weekly progress and status updates on the implementation of the marketing plan. ■

Harry Browne, Vice PresidentThe Advanced Strategies Group330 Madison Ave, 9th FloorNew York, NY 10017Toll Free 877.ASG 0 TAX

JUNE2009.qxd 5/28/09 9:54 AM

Southern College of Optometry continues to contribute to ouroptometric dynasty theme by offering the story of the Winstonfamily of Knoxville, Tennessee. Harold Winston, O.D. ‘41 andhis sons, Jerry, O.D. ‘67 and Barry, O.D. ‘74, practice together.Barry’s son, Sam is a third year student at SCO. Dr. HaroldWinston has been active in several gubernatorial and U.S.Senate races in Tennessee. His other civic and professionalinterests include local and national president of the JuniorChamber of Commerce and activity involving the U.S.Chamber of Commerce. Jerry Winston, O.D. says, “Watching

my father enjoy working withpeople got me interested inoptometry.” Dr. Jerry has alsoserved as past president of theJunior Chamber of Commerce,as well as his temple and is active in politics. BarryWinston, O.D., is also currentlyinvolved in politics. He recruitsstudents and provides generousfinancial support to SCO causes.

Another optometric pioneer was David Millis. He was born inRussia and moved to Philadelphia as a young man. By allaccounts, he was a kind man with a great sense of humor.

He practiced in west Philly and died several years before hisson, Shay, entered PCO. Shay practiced in Reading for someyears before settling in Elizabethtown, PA in the late forties.Active in the local Rotary Club, he also was a local optometricsociety president. Those who remember Shay always talk abouthis wit. He died in 1966, a year before his son, Barry, started at PCO.

Barry Millis, OD graduated from PCO in 1971, and startedpracticing in Carlisle, PA until 1985 when he moved with hisyoung family to Philadelphia. He had a special interest in visual training and spent ten years working on a computerizedvision testing and training program that earned a patent. Barrynow has a full time nursing home practice. It was not until several years after college that Barry’s son Adam decided to follow the family’s footsteps. After two years of night school toget his science credits, Adam entered PCO where he found hiscalling. He now practices with his dad, the first son of the fourgenerations to enjoy this distinction.

The merits that the members contribute to their respectivedynasties is best described by Dostoyevsky when he said, “It isnot the brains that matter most, but that which guidesthem...the character, the heart, generous qualities and progressive ideas.” ■

Dr. Shay Millis

Optometric Dynasties continued from page 36

JUNE2009.qxd 5/28/09 9:55 AM


What level of formal educationhave you achieved in Opticianry?

My opticianry career beganunexpectedly in 1994. A local labmanager was avidly trying torecruit me for about a year.Fifteen years later here I am – a Certified Optician since 1997,Lab Technician and OphthalmicTechnician – all from hands ontraining and self studying andCEC classes.

Looking back, I feel I am one of the lucky few who were

completely surrounded by the best and most experiencedOpticians under one roof. I like to think I absorbed some oftheir best traits, making me the Optician I am today.

What do you think the future holds for independent dispensaries?

I do believe that if you have the experience and license/cer-tification requirements, you should definitely be allowed toopen your own optical dispensary. Take a look at radiolo-gy/medical technicians, physical therapists and nursing jobsthat have independent companies. So why not the Opticianfield? Opticians cannot fill an eyewear or contact lens orderwithout the aid of a doctor’s Rx, so networking with localdoctors is what will make or break you. Producing a suc-cessful business and marketing yourself against the competi-tion – even with excellent customer service – well that’s awhole different conversation.

Should Opticians be allowed to expand their scope of practiceif educational levels are increased?

I must agree, with mixed emotion, as this is still a very controversial topic. My concern is Refracting Opticians/ dispensaries. I am aware there are many excellent Opticiansand Medical Technicians out there currently refractingunder a doctor’s supervision and could be very successfulindependently. I myself am looking into a refracting coursenext year.

If unregulated, I fear that if patients begin going to anOptician for refraction and eyewear only, a serious medicalcondition could be overlooked. We all know that earlydetection is crucial. Patients don’t always realize that medical conditions like diabetes, tumors, stroke, MS,glaucoma, etc. can be detected in a thorough eye exam.There are plenty of eye sub-specialties in this field that

doctors recommend, so why not a referral to a RefractingOptician/Technician after the initial exam?

Remember, you will need to prove your ability to the localdoctors first. The benefit for doctors to outsource the rou-tines means they can focus on medical; but if you do poorly,you are wasting everyone’s time and money. You can betyou’ll lose all your referrals. Simply, I believe success comesfrom the team effort of doctors and Opticians workingtogether for the needs of the patient, in the same or separateoffices. I firmly believe education, training and licensing areextremely important and should be mandated, if approved.

How is the economic downturn affecting your practice?

I don’t feel the current economic downturn has affected ourbusiness that much. Our volume is holding its own, but I can say premium upgrades are a harder sell and havedropped slightly. People still need eyewear to see and a doctor to take care of their eyes. Patients who need a routine exam, have a medical condition, an unexpectedinjury or just to replace lost or broken glasses are plenty tokeep any practice busy in a big city. I find that patients alsolike having all their needs met in one office. Smart businesssense for tough times I think. Now, for the local economy as a whole, all I can say is our incoming resumes have atleast tripled.

How has co-managed care with LASIK and Cataract Surgeryaffected your practice?

Well, I have the benefit of working for an excellentOphthalmologist who does both Lasik and Cataract Surgeryand really cares about his patient’s needs. Seeing the patientthrough each step of the process is very satisfying. I am ableto build a rapport with them long before they need me.When it is time for their eyewear, I believe they are at easethrough the selection process, knowing I am there as anextension of their continued care; whether it’s 1-monthPost Operative Cataract Surgery or adjusting their sunglass-es at the annual Lasik follow up.

What is your method for deciding which frame suits a particular patient?

My method is quite simple. First and foremost are the pre-scription and patient’s measurements, PD, etc. Then we canchoose the proper size, shape and colors that complimentthe patient and their Rx. An Optician’s biggest obstacle iswhen we have to explain why some strong prescriptions willnot work well with some frames, or when a patient haspicked out a wrong size. Be courteous, keep it simple andyour patient will come around.

ECP OF THE Month

Teresa Slay, ABOCEast Texas Eye Center, P.A.

Dr. K.Ray Shrum M.D.

Humble, Texas & Cleveland, Texas

JUNE2009.qxd 5/28/09 9:57 AM

Business Hours 8:30 AM - 5:30 PM EST • Prices Subject to Change Without NoticeFree 1st Class Delivery (when available) • Same Day Shipping • We Do Not Backorder Lenses

SUMMER 09 LOW LOWER LOWESTColor 1 to 5 6 to 10 11 & Over

IMPRESSIONS COLORS 19.95 19.75 18.95Johnson & Johnson 1 to 5 6 to 10 11 & Over

1 DAY ACUVUE 19.50 19.25 18.75ACUVUE OASYS 22.50 21.75 21.25

ACUVUE 2 13.90 13.75 13.50ACUVUE ADVANCE 17.95 17.75 17.50

ACUVUE 1 DAY MOIST 21.95 21.75 21.50Bausch & Lomb 1 to 5 6 to 10 11 & Over

PUREVISION 26.00 25.25 24.50SOFLENS 38 11.95 11.75 11.25

SOFLENS 66 TORIC 19.25 19.00 18.95SOFLENS MULTIFOCAL 28.95 28.75 27.95

SOFLENS 59 9.25 8.95 8.75CooperVision 1 to 5 6 to 10 11 & Over

AVAIRA 19.95 19.50 18.95BIOFINITY 26.00 25.75 24.75

BIOMEDICS PREMIER, XC, 38% & 55% 15.95 13.95 12.25EXPRESSION OPAQUE-PLANO 21.95 20.95 19.95

FREQUENCY 55% & ASPHERICS 12.45 12.35 12.25PROCLEAR 24.00 23.50 22.00

PROCLEAR 1 DAY 90 PK 37.95 37.50 36.50CIBA VISION 1 to 5 6 to 10 11 & Over

DAILIES AQUA COMFORT PLUS 90 PK 43.75 42.75 41.50AIR OPTIX 25.75 24.95 23.75

FOCUS 1-2 WEEK 13.95 12.00 10.95FOCUS DAILIES 30 PK 12.95 12.75 12.50FOCUS DAILIES 90 PK 33.95 32.95 31.95

FOCUS MONTHLY 15.95 14.25 13.25FOCUS NIGHT & DAY 41.75 40.75 38.95

FRESHLOOK LITE TINT 14.45 14.25 12.95FRESHLOOK COLOR BLENDS/OPAQUE 24.50 23.75 22.95

O2 OPTIX 15.75 15.25 14.75PRECISION UV 15.25 14.95 14.50

We Will Meet or Beat Any Competitors Price on Any in Stock Lens

HOT NEW ITEM!

HOT NEW ITEM!

HOT NEW ITEM!

HOT NEW ITEM!

HOT NEW ITEM!

National LensAmerica’s Leading Discount Lens Distributor

Phone 1.866.923.5600 • Fax 1.866.923.5601 • www.national-lens.com

National LensAmerica’s Leading Discount Lens Distributor

Phone 1.866.923.5600 • Fax 1.866.923.5601 • www.national-lens.com

LENS TYPE PRICE PER PAIRCR-39, 70 MM – 1.49 Uncoated $1.20

Polycarbonate, 65/70 MM – Tintable $3.20Polycarbonate, 65/70 MM – AR Coated $7.00Mid Index, 70/75 MM – 1.56 AR Coated $4.40High Index, 70/75 MM – 1.61 AR Coated $7.00Super Hi Index Aspheric, 70/75 MM – 1.67 AR Coated $18.00

FINISHED OPHTHALMIC LENSES

JUNE2009_National.qxd 5/27/09 12:44 PM Page 1


Luxottica Group plans its first entry into optical retail-ing in South America through a new agreement toacquire a 40 percent interest in MultiopticasInternacional, which operates 393 eyewear stores inChile, Peru, Ecuador and Colombia. The stores operateunder the retail brands GMO, Econoptics and SunPlanetin those countries.

The transaction—expected to close by the end ofJune—is valued at approximately 40 million euros,according to Luxottica, which currently has a wholesale-only presence in the South American marketplace. Under terms of the deal, Luxottica will have an option to acquire the remaining 60 percent of Multiopticas,exercisable between 2010 and 2014 at a price to bedetermined on the basis of that company’s sales andEBITDA values at the time of the exercise.

Multiopticas, based in Spain, has 193 stores in Chile,100 in Peru, 39 in Ecuador and 61 in Colombia; togetherthose locations did about 60 million euros in sales in2008. The company plans to open 90 additional units inthe region this year.

Describing the transaction as “strategically importantin two ways” for Luxottica, Andrea Guerra, the compa-ny’s chief executive officer, said, “It enables us to establish from day one a meaningful position in retail in this key region with an established network and awell-defined growth plan.” In addition, Guerra said, thedeal “provides us with an opportunity to strengthen thepositioning of our brands and Luxottica’s business overallacross the region.”

In a letter sent last month and addressed “Dear EyeCare Professional,” the U.S. Food and DrugAdministration reminded ECPs, laser-surgery clinics andothers who promote laser vision correction that theiradvertising must include a consumer alert about possi-ble risks from the procedures.

Signed by Timothy Ulatowski, director of the Officeof Compliance for the FDA’s Center for Devices andRadiological Health, the May 22 letter said the agencyhas received “information, comments and complaintsfrom interested persons regarding the promotion and

advertising of LASIK procedures and FDA-approvedlasers used in LASIK procedures.” The FDA “hasreceived complaints that eyecare professionals’ adver-tisements” for some procedures and lasers “failed toinform consumers of the indications, limitations andrisks” associates with laser eye surgery.

The letter referred recipients to a list of approvedlasers on its Web site, www.fda.gov, and asked that anylaser-surgery advertising thought to be in violation of theFederal Food, Drug and Cosmetic Act be reported to theOffice of Compliance.

Luxottica Entering South American Retail Market

FDA Sends Public Letter to ECPs on Laser-Surgery Advertising

JUNE2009.qxd 5/29/09 9:58 AM

❑✓GLASS, PLASTIC, POLYCARBONATE

HI INDEX, ASPHERICS, SINGLE VISION

BIFOCALS, TRIFOCALS, PROGRESSIVES

FACTORY WARRANTED HOUSE PROGRESSIVES

OUR SPECIALTY: UNCUTS

❑✓❑✓

❑✓❑✓

Platinum Elite Lab

O P T I C S

APPROVED VSP LAB

70mm CR-39 All Stock Powers . . . . . . . . $200/pr.

AO Sola® Poly All Stock Powers . . . . . . . $450/pr.

Natural™ . . . . . . . . . . . . . . . . . . . $4700

VIP® . . . . . . . . . . . . . . . . . . . . . . . $3900

Transitions®All Stock Powers . . . . . . . . $2400/pr.

Image / Transitions® . . . . . . . . . $7500/pr.

CR-39 Compact™ . . . . . . . . . . . . $5000

Poly Compact™ . . . . . . . . . . . . . . $4600

Kodak® . . . . . . . . . . . . . . . . . . . . . $5000

SunSensors™ Navigator . . . . . . . $6500

Solamax™ CR-39 . . . . . . . . . . . . . $5100

AO Easy™ . . . . . . . . . . . . . . . . . . $6500

Sola One™ . . . . . . . . . . . . . . . . . . $7000

FACTORY WARRANTED HOUSE PROGRESSIVES

CR-39 . . . . . . . . . . . . . . . . . . . . . $1900

Poly Shortstop . . . . . . . . . . . . . . $3600

Transitions®TRANSITIONS VI . . . . . . . . $7500

Now An Official Zeiss™ Lens Distributor

FAST! FAST!

B & G

Setting a New Standardfor Quality Lab Work

Setting a New Standardfor Quality Lab Work

UNCUT CR-39 TURNAROUNDIN BY 12:00 – OUT BY 4:00! SAME DAY!

Tel: 800-360-5367 / 215-289-2480 • Fax: 888-260-5367 / 215-289-4046

JUNE2009.qxd 2/20/09 4:33 PM

Advertiser IndexADVERTISER PAGE # PHONE # WEB SITE

21st Century Optics 27 800-221-4170 www.21stcenturyoptics.com

B&G Optics 45 800-360-5367 —

Baby Banz 17 877-333-0074 www.babybanz.com

Cherry Optical 15 800-537-2831 www.cherryoptical.com

CNS Frame Displays 44 877-274-9300 www.framesdisplays.com

EastWest Eye Conference 31 800-999-4939 www.eastwesteye.org

FEA Industries 23, 37 800-327-2002 www.feaind.com

Gator Stock Lenses 29 888-428-6711 www.gatorlens.com

Grimes Optical 46 800-749-8427 www.grimesoptical.com

Harbor Optical 25 888-251-2040 www.harboroptical.com

I-See Optical BACK COVER 800-257-7724 www.iseelabs.com

JW Engineering 46 845-354-8025 www.jtac.com

Long Range Systems 41 800-250-8189 www.pager.net/eye

Luzerne Optical 5, 35 800-233-9637 www.luzerneoptical.com

Monterey Symposium 2009 21 800-877-5738 www.montereysymposium.com

ADVERTISER PAGE # PHONE # WEB SITE

Morel 11 800-526-8838 www.morel-france.com

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

Nassau Vision Group INSIDE BACK COVER 800-668-2411 www.nassau247.com

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

Nellerk Contact Lens Cases 49 607-748-2166 —

OpticalDisplays.com 47 610-489-7620 www.opticaldisplays.com

Opticom 24 800-678-4266 www.opticom-inc.com

Optogenics 33 800-678-4225 www.optogenics.com

PPG Industries INSIDE FRONT COVER 800-323-2487 www.ppgtrivex.com

SEIKO Eyewear 19 800-235-LENS www.seikoeyewear.com

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

US Optical FRONT COVER 800-445-2773 www.usoptical.com

The Vision Council 7 703-548-4560 www.thevisioncouncil.org

Vision Systems Inc. 39, 48 866-934-1030 www.Patternless.com

Wood Group 13 352-92-05-35 www.gold-and-wood.com

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

Call/Fax: 845-354-8025 • E-Mail: [email protected] instruments may be found at the company web site: www.jtac.com

Machines designed for specialists in thefield of Physical and Occupational

Rehabilitation / Therapy, OptometristsSport Vision, and Vision Training.

• Oculo-motor pursuit movement. Providing visual reso-lution training. Perception of stereoscopic effect withonly monocular vision and visual tactile training.

• The front disc can be replaced or the red/greendiscs can be added so training can be done withred/green goggles. Improvement can be monitoredby increasing speed from 1-99 revolutions perminute.

• Additional training can be done by positioning therotating table in a variety of angles - 0 to 90 fromthe horizontal position.

• Dynamic visual activity measurements can be accurately recorded and reproduced. Eye-hand coordination is also enhanced and can also be monitored.

Rotates in clockwise and counter-clockwise mode,and can be used in the testing or training.

THE ROTATION PEGBOARD MACHINE (R.P.M) IS A VARIABLE SPEED PEGBOARD ROTATOR.

JUNE2009.qxd 5/29/09 2:00 PM


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

INDUSTRY QUICK ACCESS EEYECAREPROFESSIONAL

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.

We feature IN HOUSE CRIZAL TD2 OC2(house A/R), Varilux, Kodak,

Drivewear and Younger and stock lenses.

We participate in VSP, VBA,VCA and Eyemed.

CENTRAL OPTICAL6981 Southern Boulevard,

Boardman, Ohio 44512

Tel: 330-783-9660 • Fax: 330-783-9721Toll Free: 800-322-6678

NOW FEATURINGIN-HOUSE CRIZAL PROCESSING!

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

To advertise please call 80

0.9

14

.43

22

, or visit ww

w.ecpm

ag.com

JUNE2009.qxd 5/28/09 4:18 PM



Balester Optical is a full-service,independent wholesale optical

laboratory. We are committed to providing you with quality products

and excellent customer service.We maintain a state-of-the-art

laboratory, including two in-houseanti-reflective coating systems.

Toll Free: 1-800-233-8373Fax: 1-800-548-3487www.balester.com

INDUSTRY QUICK ACCESS EEYECAREPROFESSIONALTo

adv

ertise

ple

ase

call

80

0.9

14

.43

22

, or

vis

it w

ww

.ecp

mag

.com

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.comStep 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

OPTOGENICS= In House ARsTel: 800-678-4225Fax: 800-343-3925

VSP, VCP, VBA approvedFree UPS pick-up (min. 3 Rx’s)

➧ $2 Credit for ALL e-orders placed on Optogenics.com

➧ $3 Credit for ALL AR e-orders placed on Optogenics.com

➧ 24/7 extra e-order $$Good through Dec. 31st

OPTOGENICSwe make eyeglasses

Go to Optogenics.comfor more special offers!

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!

Interested in sharing your

Optical insight with fellow ECP’s?

If you would like to write for the fastest growingpublication in the industry, email a brief descriptionabout yourself and your areas of expertise to: [email protected]

FIRST QUALITYSTOCK LENSES

JUNE2009.qxd 5/28/09 4:19 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

TRANSITIONS®

PREMIUM ELITE LABOur Specialty — UnCuts

Approved VSP LabUNCUT CR-39 TURNAROUND:

In By 12 Noon Out By 4pmSAME DAY!

800-360-5367 FAX: 888-360-5367215-289-2480 FAX: 215-289-4046

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

National LensAmerica’s Leading Discount

Contact Lens Distributor

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

www.national-lens.com

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

.91

4.4

32

2, or visit w

ww

.ecpmag.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 APPROVEDCONTINUING EDUCATIONA Tale of Ocular Anatomy$12.99 for 2 ABO Credit Hours

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

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

JUNE2009.qxd 5/28/09 4:21 PM


What the..., it’s Memorial Day weekend,the start of Summer! How did I missSpring? It seems like just a few daysago we were in a crazy ice storm – no power for 11 days, followed byChristmas, and then suddenly its 90degrees and the flowers are blooming.

Where did the last five months go?

It’s been crazy up here in the Northeast, with Vision Expo beingthe biggest optical news. I’ve heard many exhibitors say it wasdown this year, others remarked they opened more newaccounts than usual. Who do you believe, with the depressrecession; maybe the good reports are just whistling past thegraveyard. While we were ogling eyewear in New York, our jewelry industry counterparts were looking at watches and jewelry in Basel Switzerland. Baselworld is indisputably thelargest watch show in the world. Even with luxury watch salesdown 30% last year (sounds familiar, I’m sure most of us can

relate) the show was still huge, 6 multi-story buildings with1,722,000 square feet, 36 miles of corridors, 1,952 exhibitorsand 93,900 visitors. As you can imagine with offerings fromTimex to Patek Philippe and prices ranging from a few dollarsto ...gasp, over $600,000 – for a watch! A single watch!

An oddity at Baselworld for which I doubt there is an opticalcounterpart, there is now a pig shaped Wake ‘n’ Bacon alarmclock that wakes you up with the scent of a sizzling slice ofbacon (which you load the night before) now there is some-thing we couldn’t do without!

There is a parallel between watches and glasses. Low end tomiddle of the road frames are like simple watches – utilitarian,necessary, do the job, eminently forgettable (Sort of a “grudge”purchase like socks or paper towels). High-end frames, well,that’s another story, no one needs to spend $500 to a $1,000 ona frame. They don’t do the job (of holding lenses) any better,but psychologically they reward the wearer by imbuing themwith an elevated sense of worth. Exclusivity in any product isfleeting but a high-end frame or watch can be truly unique incomparison to a new computer, or say a new car – new modelswill supersede the old before you blink an eye, whereas only anoptician could tell if your frame is discontinued, er...retired!

Frames and luxury watches therefore are true status symbols,toys, eye candy, and a personal statement as well.

LGI Network, a luxury goods data gathering organization notesthat Luxe products at the lower end of the price spectrum arestill doing well, or less badly. Lessons? How did WaterburyClock (now called Timex) survive the depression – think TheMouse – through the 1930’s they churned out millions ofMickey Mouse watches at $1.50 each. New ones today are$20.00 and as a collectible can bring over $6,000 in an eBay auction (in 2005), but they pulled the company through theGreat Depression.

So go forth and prosper, while you’re selling all those MickeyMouse glasses remember there is still a customer for luxury outthere – but you’ll have to be sharp to interest them! ■

Jim (mmm, bacon) Magay

Last LookJim Magay, RDO

JUNE2009.qxd 5/29/09 1:04 PM

Customized for your

patient’s UNIQUE vision.

• Digitally-created backside progressive

• Design selected for frame size & shape

• As low as 13mm fitting height

• Available in 34 lens materials

• Available with KODAK Clean’N’CleAR™ Lens Coating

It’s UNIQUE Like You.

Kodak and the Kodak trade dress are trademarks of Kodak, used under license by Signet Armorlite, Inc. Clean’N’CleAR is a trademark of Signet Armorlite, Inc. ©2009 Signet Armorlite, Inc.

Nassau Lens CompanyNorthvale, NJ800.526.0313

Nova Optical LaboratoryOrangeburg, NY

800.668.2411

Nassau Lens FloridaMiami, FL

800.432.2202

Nassau Lens SouthwestDallas, TX

800.441.2546

Nassau Lens WestLos Angeles, CA

800.433.2974

Nassau Lens SoutheastAtlanta, GA

800.241.9048

Nassau Lens MidwestChicago, IL

800.323.8026

Nassau Lens Mid-AtlanticGreensboro, NC

800.253.4271

JUNE2009_SIGNET.qxd 5/29/09 1:38 PM Page 1

9

www.iseelabs.com

JUNE2009_isee.qxd 5/28/09 1:52 PM Page 2

eyecare professional june 2009 issue

Documents

trivex lens material

lens recommendation

pm page

lens material thats

lens availabilityis

use of trivex

ance of trivex

ultralightweight lens